twtrcon sf 10 case study: moving your social media business strategy to the next bracket
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Case Study presented at TWTRCON SF 10 on Nov. 18, 2010. Moving Your Social Media Business Strategy to the Next Bracket: Integrating real-time strategies—the H&R Block perspective. Jennifer Love, Senior Vice President of Communications, H&R BlockTRANSCRIPT
Hotel Nikko San Francisco | November 18, 2010
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Case Study: Moving Your Social Media Business Strategy to the Next Bracket
• Jennifer Love, Senior Vice President of Communications, H&R Block | @HRBlock
Hotel Nikko San Francisco | November 18, 2010
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@twtrcon#twtrcon
twtrcon.com/sf10
Hotel Nikko San Francisco | November 18, 2010
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Hotel Nikko San Francisco | November 18, 2010
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Thank You to Our PartnersRESEARCH PARTNER COMMUNICATIONS
PARTNERMIX TWEET PARTNER
NON-PROFIT PARTNER
ASSOCIATION PARTNERS
MEDIA AND OUTREACH PARTNERS
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Jennifer Love, VP of Communications@JLoOnTheGo
#TWTRCON
connection + conversation + conversion
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We Evolved
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connection + conversation + conversion
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Our Team’s MissionOur business and our job is
about helping people
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We Listen
2:1 2 Big Ears
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From Multi-chatter to Brand Amplification
2:1 1 Brand Voice
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We Engage 1:1
#TWTRCON
Get It Right Community
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We Engage 1:1
#TWTRCON
More than 1.5 million people visited the community between January and April 2010, viewing 13 million pages and asking over 120,000 unique tax-related questions.
More than 1.5 million people visited the community between January and April 2010, viewing 13 million pages and asking over 120,000 unique tax-related questions.
Get It Right Community
Apple’s highest rated financial app for
February 2010Apple’s highest rated financial app for
February 2010
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We Engage 1:1
#TWTRCON
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited.
We Engage 1:1
#TWTRCON
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We Resolve 5,200 responses (Facebook & Twitter) 10,700 CS-inquiries resolved (Facebook, Twitter,
Community) 114,000 questions answered on Get It Right Community
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Our Response Process
David Armano, Edelman 2010. Repurposed with permission by H&R Block. #TWTRCON
http://slidesha.re/blockresponse
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ROI & Metrics Client Resolution Metrics
SavesResolved Issues (Service Level Agreement)Customer Service Survey (measured as a channel)
Cost AvoidanceCall deflection through Listening (script for Call Centers)First Contact Resolution
RevenueRetail Office: Appointments Made/onlineH&R Block At Home Digital Software: Units Sold/online
Social Media Metrics Followers, Mentions, RTs, Sentiment, Reach, LikesCommunity members
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Questions?
@JLoOnTheGo
@hrblock |@hrblockanswers |@hrblockcareers
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Appendix
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We Engage 1:Many via Expert
Content
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Center of Excellence/Threaded Model
Social Media Team
Legal HR
Product
Field
Com
IT
Marketing
R&D
CS
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