BlogWell New York Social Media Case Study: H&R Block, presented by Jennifer Love


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H&R Block's VP, Corporate Communications, Jennifer Love, shares how H&R Block is focusing their social site efforts on customer experience.

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BlogWell New York Social Media Case Study: H&R Block, presented by Jennifer Love

  1. 1.
  2. 2. Back To Basics - Focusing Social Site Efforts on Customer Experience Jennifer Love, Vice President Corporate Communications #blogwell
  3. 3. Second Life & YouTube #blogwell
  4. 4. We Evolved connection + conversation + conversion #blogwell
  5. 5. Our business and our job is about helping people Our Team’s Mission #blogwell
  6. 6. <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>#blogwell We Listen
  7. 7. Office: Listen – Respond - Resolve <ul><ul><li>1:1 </li></ul></ul><ul><ul><li>CIR </li></ul></ul>#blogwell
  8. 8. DIY Product: Listen – Respond - Resolve
  9. 9. Office Referral – Client’s Facebook Page 1 Referral = 25 Tax Returns #blogwell
  10. 10. Office Referral – Client’s Blog Post <ul><li>All I can say is “wow.” Our tax prep professional’s name was Rachel. She was fabulous. Here’s why she rocked: </li></ul><ul><li>She was confident. </li></ul><ul><li>She quickly, but thoroughly, did our taxes. </li></ul><ul><li>She provided a ton of great advice. </li></ul><ul><li>She took some time to get to know us. </li></ul>#blogwell
  11. 11. HRB Response Process David Armano, Edelman 2010. Repurposed with permission by H&R Block. #blogwell
  12. 12. <ul><ul><li>1:1 </li></ul></ul><ul><ul><li>Get It Right Community with a focus on expert-to-peer Q&A </li></ul></ul>We Engage More than 4.6 million people have visited the community, viewing 13.1 million pages and asking over 157,000 unique tax-related questions.
  13. 13. <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>Twitter </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>We Engage Through Sharing
  14. 14. Twitter Shout-out from TIME
  15. 15. Social Media Team Focus <ul><li>1:1 Conversation with Focus on Expertise </li></ul><ul><ul><li>GIR Community (Pilot Management) </li></ul></ul><ul><ul><li>Influencer Engagement (Blogger outreach, social site conversation) </li></ul></ul><ul><li>Brand Reputation Management </li></ul><ul><ul><li>Monitoring Online Conversation </li></ul></ul><ul><ul><li>Crisis Management Lead for Social Media </li></ul></ul><ul><ul><li>Partnering with CSO Online Response team for online CIR </li></ul></ul><ul><ul><li>Social Media team leads online brand response </li></ul></ul><ul><ul><li>Weekly reports in season </li></ul></ul><ul><ul><li>Ad hoc reporting as deemed necessary </li></ul></ul><ul><li>24/7 365 Content Strategy </li></ul><ul><ul><li>Lead HRB online content strategy </li></ul></ul><ul><ul><ul><li>Expert tax content </li></ul></ul></ul><ul><ul><ul><li>Marketing messaging </li></ul></ul></ul><ul><ul><ul><li>Brand communications </li></ul></ul></ul><ul><li>Social Subject Matter Experts (Assist with Strategy/Tactics) </li></ul><ul><ul><li>Online Communication Policy (FTC Compliant) </li></ul></ul><ul><ul><li>Marketing (National & Field) </li></ul></ul><ul><ul><li>HR, Legal, Compliance, Ethics </li></ul></ul><ul><ul><li>Product & Client Experience, Innovation </li></ul></ul>#blogwell
  16. 16. ROI & Metrics <ul><li>Client Resolution Metrics </li></ul><ul><ul><li>Saves </li></ul></ul><ul><ul><li>Resolved Issues (Service Level Agreement) </li></ul></ul><ul><ul><li>Customer Service Survey (measured as a channel) </li></ul></ul><ul><li>Cost Avoidance </li></ul><ul><ul><li>Call deflection through Listening (script for Call Centers) </li></ul></ul><ul><ul><li>First Contact Resolution </li></ul></ul><ul><li>Revenue </li></ul><ul><ul><li>Retail Office: Appointments Made/online </li></ul></ul><ul><ul><li>H&R Block At Home Digital Software: Units Sold/online </li></ul></ul><ul><li>Social Media Metrics </li></ul><ul><ul><li>Followers, Mentions, RTs, Sentiment, Reach, Likes </li></ul></ul><ul><ul><li>Community members </li></ul></ul>#blogwell
  17. 17. Weekly - By The Numbers <ul><li>Total Weekly H&R Block Brand Mentions: 15,822 </li></ul><ul><ul><li>Same period 2010 volume: 3,993 ( 296% YoY increase) </li></ul></ul><ul><ul><li>Up 11.5% from last week </li></ul></ul><ul><li>Total Weekly Mentions Competing National Brands 33,174 </li></ul><ul><li>Our Social Sites: </li></ul><ul><ul><li>Facebook : 6,207 posts (69% WoW increase, down from last week's 75% increase. ( 2,353% YoY increase. Same period 2010 FB volume = 253 posts)  </li></ul></ul><ul><ul><ul><li>Facebook Post Break-out: 6,207 posts = 305 positive, 231 negative, 524 support/CIR, 5,247 neutral/other. </li></ul></ul></ul><ul><ul><ul><li>Members: 31,000 ( 109% YoY increase) </li></ul></ul></ul><ul><ul><li>Get It Right Community : Members=216,000. Questions= 28,180 YTD </li></ul></ul><ul><ul><li>Twitter : @HRBlock Followers=6900. @HRBlockAnswers Followers=660 </li></ul></ul>#blogwell
  18. 18. My Taxes? <ul><li>Free Second Look through April 18 </li></ul><ul><li>The Pepsi Challenge meets Home makeover: We find mistakes in 2 out of 3 returns </li></ul><ul><li>Do you have the right tools or expertise? </li></ul>#blogwell
  19. 19. <ul><li>Questions? </li></ul><ul><li>@JLoOnTheGo </li></ul><ul><li>@hrblock |@hrblockanswers |@hrblockcareers </li></ul>#blogwell Tax Love
  20. 20. Social Media Team Legal HR Product Field Com IT Marketing R&D CS #blogwell Revolving Hub & Spoke Model