How Big Companies Use Social Media January 22, 2009 | Chicago Paula Drum H&R Block I Got People (Online): How H&R Block Connects by Using Social Media

Paula Drum Vice-President, Marketing Digital Tax Solutions Twitter: @hrblock www.facebook.com/hrblock www.myspace.com/hrblock Digits.hrblock.com www.youtube/hrblock

An Invitation to Tweetup Join @hrblock after the conference for more conversation, a drink and even tax advice Monk’s 205 W. Lake Street 312.357.6665

Join @hrblock after the conference for more conversation, a drink and even tax advice

Monk’s

205 W. Lake Street 312.357.6665

Our Journey Recognize changes in consumer behavior Clearly define objectives Communicate brand attributes of expertise, advocacy & innovation Introduce H&R Block products Create unexpected & meaningful interactions with customers Listen to what customer have to say about the brand Test new approaches

Recognize changes in consumer behavior

Clearly define objectives

Communicate brand attributes of expertise, advocacy & innovation

Introduce H&R Block products

Create unexpected & meaningful interactions with customers

Listen to what customer have to say about the brand

Test new approaches

Where we’ve been Brand Community Widgets Blogger outreach & Proactive listening Blogger outreach & Proactive listening Brand Community Widgets Blogger outreach & Proactive listening 2007 2008 2009

What Worked Tax Advice and remaining true to brand Tailoring the content/approach to be relevant to the audience Our own community site One-on-one interactions through Twitter Creating reusable content Transparency and letting consumers comment Using media to promote the community presence Coordination between multiple agencies

Tax Advice and remaining true to brand

Tailoring the content/approach to be relevant to the audience

Our own community site

One-on-one interactions through Twitter

Creating reusable content

Transparency and letting consumers comment

Using media to promote the community presence

Coordination between multiple agencies

What Didn’t Work (as well) Entertainment for the sake of entertainment Our content must be useful Not starting with the end in mind (campaign approach vs. a program approach) Broader scale meant we were spread thin Website ownership issues impacted effectiveness of community site Internal coordination still challenging Difficult to measure impact of all activities – some measurements are longer term

Entertainment for the sake of entertainment

Our content must be useful

Not starting with the end in mind (campaign approach vs. a program approach)

Broader scale meant we were spread thin

Website ownership issues impacted effectiveness of community site

Internal coordination still challenging

Difficult to measure impact of all activities – some measurements are longer term

Applying the lessons learned Our heritage is tax – our community revolves around tax

Applying the lessons learned From a fictional character to highlighting our tax professionals

Applying the lessons learned From virtual reality to real tax professionals working virtually Second Life

From virtual reality to real tax professionals working virtually

Applying the lessons learned Some things stay the same

Achieving scale without breaking the bank Reusable content Widgets, applications & content

Reusable content

Advice Building buy-in is continuous Educate the organization about changing consumer behavior Perform brand audits (what are people saying about your products online) Tests help – worse case use ROI “Risk Of Ignoring” Program orientation versus campaign Metrics – long-term versus short-term Creative to support a program not a campaign; start with the end in mind Authenticity and brand alignment Scalability/Sustainability Reach/impact How to organize to support social media

Building buy-in is continuous

Educate the organization about changing consumer behavior

Perform brand audits (what are people saying about your products online)

Tests help – worse case use ROI “Risk Of Ignoring”

Program orientation versus campaign

Metrics – long-term versus short-term

Creative to support a program not a campaign; start with the end in mind

Authenticity and brand alignment

Scalability/Sustainability

Reach/impact

How to organize to support social media

Paula Drum Vice-President, Marketing Digital Tax Services [email_address] Twitter: PaulaDrum