H&R Block’s Social Story Leigh Mutert: @leighmutert Zena Weist: @zenaweist #sofresh
In the social web beginning,  H&R Block was there
Second Life 2007
Truman Green 2008
<ul><li>We grew with the platforms and tools </li></ul><ul><ul><li>We tweeted </li></ul></ul><ul><ul><li>We were on Facebo...
We evolved  – #sofresh
Customers = Stakeholders #sofresh
Our Team #sofresh CMO VP Com VP Marketing VP Client Experience Director Social Media Strategist Community Manager Business...
Revolving Hub & Spoke Social Media  Team Legal HR Product Field Com IT Marketing R&D CS #sofresh
Our Team’s Mission Our business and our job is  about helping people #sofresh
#sofresh
We Listen <ul><ul><li>2:1 </li></ul></ul><ul><ul><li>2 Big Ears </li></ul></ul><ul><ul><li>1 Brand Voice </li></ul></ul>
We Engage <ul><ul><li>1:1  </li></ul></ul><ul><ul><ul><li>Get It Right Q&A Community </li></ul></ul></ul><ul><ul><ul><li>i...
We Engage <ul><ul><li>1:Many  </li></ul></ul><ul><ul><ul><li>Get It Right Community Blog </li></ul></ul></ul><ul><ul><ul><...
We Resolve <ul><ul><li>5,200 responses (Facebook and Twitter) </li></ul></ul><ul><ul><li>10,700 CS-inquiries resolved (Fac...
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 ...
#sofresh
#sofresh
<ul><ul><li>We engage 1:Many  </li></ul></ul><ul><ul><li>Get It Right Community Blog </li></ul></ul>#sofresh
How much more meaningfully can you say “thank you” than by being there to help at tax time?  Their stated   purpose in cre...
<ul><li>Questions? </li></ul><ul><li>@leighmutert </li></ul><ul><li>@zenaweist </li></ul><ul><li>@hrblock |@hrblockanswers...
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H&R Block's Online Community Lessons - Social Fresh Charlotte 2010 - Zena Weist

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

  1. 1. H&R Block’s Social Story Leigh Mutert: @leighmutert Zena Weist: @zenaweist #sofresh
  2. 2. In the social web beginning, H&R Block was there
  3. 3. Second Life 2007
  4. 4. Truman Green 2008
  5. 5.
  6. 6. <ul><li>We grew with the platforms and tools </li></ul><ul><ul><li>We tweeted </li></ul></ul><ul><ul><li>We were on Facebook </li></ul></ul><ul><ul><li>We promoted & campaigned </li></ul></ul>
  7. 7.
  8. 8. We evolved – #sofresh
  9. 9. Customers = Stakeholders #sofresh
  10. 10. Our Team #sofresh CMO VP Com VP Marketing VP Client Experience Director Social Media Strategist Community Manager Business Analyst Project Manager
  11. 11. Revolving Hub & Spoke Social Media Team Legal HR Product Field Com IT Marketing R&D CS #sofresh
  12. 12. Our Team’s Mission Our business and our job is about helping people #sofresh
  13. 13. #sofresh
  14. 14. We Listen <ul><ul><li>2:1 </li></ul></ul><ul><ul><li>2 Big Ears </li></ul></ul><ul><ul><li>1 Brand Voice </li></ul></ul>
  15. 15. We Engage <ul><ul><li>1:1 </li></ul></ul><ul><ul><ul><li>Get It Right Q&A Community </li></ul></ul></ul><ul><ul><ul><li>iPhone App </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>Blogger Outreach </li></ul></ul></ul>#sofresh
  16. 16. We Engage <ul><ul><li>1:Many </li></ul></ul><ul><ul><ul><li>Get It Right Community Blog </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul><ul><ul><li>1:3 </li></ul></ul><ul><ul><ul><li>Content </li></ul></ul></ul>#sofresh
  17. 17. We Resolve <ul><ul><li>5,200 responses (Facebook and Twitter) </li></ul></ul><ul><ul><li>10,700 CS-inquiries resolved (Facebook, Twitter, Community) </li></ul></ul><ul><ul><li>114,000 questions answered on Get It Right Community </li></ul></ul>#sofresh
  18. 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. 19. #sofresh
  20. 20. #sofresh
  21. 21. <ul><ul><li>We engage 1:Many </li></ul></ul><ul><ul><li>Get It Right Community Blog </li></ul></ul>#sofresh
  22. 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. 23. <ul><li>Questions? </li></ul><ul><li>@leighmutert </li></ul><ul><li>@zenaweist </li></ul><ul><li>@hrblock |@hrblockanswers |@hrblockcareers </li></ul>#sofresh
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