H&R Block's Online Community Lessons - Social Fresh Charlotte 2010 - Zena Weist
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Transcript

  • 1. H&R Block’s Social Story Leigh Mutert: @leighmutert Zena Weist: @zenaweist #sofresh
  • 2. In the social web beginning, H&R Block was there
  • 3. Second Life 2007
  • 4. Truman Green 2008
  • 5.
  • 6.
    • We grew with the platforms and tools
      • We tweeted
      • We were on Facebook
      • We promoted & campaigned
  • 7.
  • 8. We evolved – #sofresh
  • 9. Customers = Stakeholders #sofresh
  • 10. Our Team #sofresh CMO VP Com VP Marketing VP Client Experience Director Social Media Strategist Community Manager Business Analyst Project Manager
  • 11. Revolving Hub & Spoke Social Media Team Legal HR Product Field Com IT Marketing R&D CS #sofresh
  • 12. Our Team’s Mission Our business and our job is about helping people #sofresh
  • 13. #sofresh
  • 14. We Listen
      • 2:1
      • 2 Big Ears
      • 1 Brand Voice
  • 15. We Engage
      • 1:1
        • Get It Right Q&A Community
        • iPhone App
        • Twitter
        • Facebook
        • Blogger Outreach
    #sofresh
  • 16. We Engage
      • 1:Many
        • Get It Right Community Blog
        • Facebook
        • YouTube
      • 1:3
        • Content
    #sofresh
  • 17. We Resolve
      • 5,200 responses (Facebook and Twitter)
      • 10,700 CS-inquiries resolved (Facebook, Twitter, Community)
      • 114,000 questions answered on Get It Right Community
    #sofresh
  • 18. Tax Season 2010 We stepped up to engage 1:1 with the launch of our Get It Right Q&A Community Forum More than 1.5 million people visited the site between January and April 2010, viewing 13 million pages and asking over 120,000 unique tax-related questions. Apple’s highest rated financial App for February 2010 #sofresh
  • 19. #sofresh
  • 20. #sofresh
  • 21.
      • We engage 1:Many
      • Get It Right Community Blog
    #sofresh
  • 22. How much more meaningfully can you say “thank you” than by being there to help at tax time? Their stated purpose in creating the community is customer retention, which when you think about it, is bizspeak for “thanking our customers.” (And, brilliantly, they will answer anyone’s questions. They don’t ask whether or not you’re an H&R Block customer.) Social Fresh Speaker Extraordinaire David B. Thomas #sofresh
  • 23.
    • Questions?
    • @leighmutert
    • @zenaweist
    • @hrblock |@hrblockanswers |@hrblockcareers
    #sofresh