TWTRCON SF 10 Case Study: Moving Your Social Media Business Strategy to the Next Bracket

1,175 views
1,075 views

Published on

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 Block

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,175
On SlideShare
0
From Embeds
0
Number of Embeds
38
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

TWTRCON SF 10 Case Study: Moving Your Social Media Business Strategy to the Next Bracket

  1. 1. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Case Study: Moving Your Social Media Business Strategy to the Next Bracket • Jennifer Love, Senior Vice President of Communications, H&R Block | @HRBlock
  2. 2. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors @twtrcon #twtrcon twtrcon.com/sf10
  3. 3. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Thank You to Our Sponsors ANCHOR SPONSORS EXHIBITOR PLATINUM SPONSORS SILVER SPONSORS BOOTSTRAP SPONSORS Please visit our Sponsors and Exhibitors during the breaks!
  4. 4. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Thank You to Our Partners RESEARCH PARTNER COMMUNICATIONS PARTNER MIX TWEET PARTNER NON-PROFIT PARTNER ASSOCIATION PARTNERS MEDIA AND OUTREACH PARTNERS
  5. 5. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. Jennifer Love, VP of Communications @JLoOnTheGo #TWTRCON connection + conversation + conversion
  6. 6. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. We Evolved #TWTRCON connection + conversation + conversion
  7. 7. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 7 Our Team’s Mission Our business and our job is about helping people #TWTRCON
  8. 8. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 8 We Listen  2:1  2 Big Ears #TWTRCON
  9. 9. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 9 From Multi-chatter to Brand Amplification  2:1  1 Brand Voice #TWTRCON
  10. 10. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. We Engage  1:1 #TWTRCON  Get It Right Community
  11. 11. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 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 2010 Apple’s highest rated financial app for February 2010
  12. 12. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. We Engage  1:1 Twitter #TWTRCON
  13. 13. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. We Engage  1:1 Twitter #TWTRCON
  14. 14. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 14 We Resolve  5,200 responses (Facebook & Twitter)  10,700 CS-inquiries resolved (Facebook, Twitter, Community)  114,000 questions answered on Get It Right Community #TWTRCON
  15. 15. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. Our Response Process David Armano, Edelman 2010. Repurposed with permission by H&R Block. #TWTRCON http://slidesha.re/blockresponse
  16. 16. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. ROI & Metrics  Client Resolution Metrics Saves Resolved Issues (Service Level Agreement) Customer Service Survey (measured as a channel)  Cost Avoidance Call deflection through Listening (script for Call Centers) First Contact Resolution  Revenue Retail Office: Appointments Made/online H&R Block At Home Digital Software: Units Sold/online  Social Media Metrics Followers, Mentions, RTs, Sentiment, Reach, Likes Community members #TWTRCON
  17. 17. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 17 Questions? @JLoOnTheGo @hrblock |@hrblockanswers |@hrblockcareers #TWTRCON
  18. 18. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. Appendix
  19. 19. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 19 We Engage  1:Many via Expert Content #TWTRCON
  20. 20. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 20 Center of Excellence/Threaded Model Social Media Team Legal HR Product Field Com IT Marketing R&D CS #TWTRCON

×