connection + conversation + conversion
We Evolved

connection + conversation + conversion
Our Team’s Mission

Our business and our job is
about helping people

3
We Listen
 2:1
 2 Big Ears

4
From Multi-chatter to Brand Amplification
 2:1
 1 Brand Voice

5
We Engage
 1:1
 Get It Right Community
 1:1

We Engage

 Get It Right Community

More than 1.5 million people
More than 1.5 million people
visited the communit...
We Engage
 1:1
 Twitter
We Engage
 1:1
 Twitter
We Engage
 1:Many via Expert
Content

10
We Resolve
 5,200 responses (Facebook & Twitter)
 10,700 CS-inquiries resolved (Facebook, Twitter,
Community)
 114,000 ...
http://slidesha.re/blockresponse

Our Response Process

David Armano, Edelman 2010. Repurposed with permission by H&R Bloc...
Center of Excellence/Threaded Model
CS
HR

Legal

Product

Social Media
Team

IT

Field
R&D
Com

Marketing

13
ROI & Metrics
 Client Resolution Metrics
 Saves
 Resolved Issues (Service Level Agreement)
 Customer Service Survey (m...
Questions?
@zenaweist
@hrblock |@hrblockanswers |@hrblockcareers

15
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H&R Block Social Story 2011

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circa 2011, operationalizing social media at H&R Block

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H&R Block Social Story 2011

  1. 1. connection + conversation + conversion
  2. 2. We Evolved connection + conversation + conversion
  3. 3. Our Team’s Mission Our business and our job is about helping people 3
  4. 4. We Listen  2:1  2 Big Ears 4
  5. 5. From Multi-chatter to Brand Amplification  2:1  1 Brand Voice 5
  6. 6. We Engage  1:1  Get It Right Community
  7. 7.  1:1 We Engage  Get It Right Community More than 1.5 million people More than 1.5 million people visited the community between visited the community between January and April 2010, viewing January and April 2010, viewing 13 hest rapages nanciall apover r 13 million ted fi and askingpp fo r million ted fi and asking p fo hig hest rapages nancia a over Apple’s hig Apple’s 120,000 unique tax-related 120,000runique tax-related February 2010 Feb uary 2010 questions. questions.
  8. 8. We Engage  1:1  Twitter
  9. 9. We Engage  1:1  Twitter
  10. 10. We Engage  1:Many via Expert Content 10
  11. 11. We Resolve  5,200 responses (Facebook & Twitter)  10,700 CS-inquiries resolved (Facebook, Twitter, Community)  114,000 questions answered on Get It Right Community 11
  12. 12. http://slidesha.re/blockresponse Our Response Process David Armano, Edelman 2010. Repurposed with permission by H&R Block.
  13. 13. Center of Excellence/Threaded Model CS HR Legal Product Social Media Team IT Field R&D Com Marketing 13
  14. 14. 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
  15. 15. Questions? @zenaweist @hrblock |@hrblockanswers |@hrblockcareers 15

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