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

Edelman
EdelmanSVP and Executive Director, Edelman Square at Edelman
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
Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
@twtrcon
#twtrcon
twtrcon.com/sf10
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!
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
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited.
Jennifer Love, VP of Communications
@JLoOnTheGo
#TWTRCON
connection + conversation + conversion
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited.
We Evolved
#TWTRCON
connection + conversation + conversion
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
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 8
We Listen
 2:1
 2 Big Ears
#TWTRCON
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
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited.
We Engage
 1:1
#TWTRCON
 Get It Right Community
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
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited.
We Engage
 1:1
Twitter
#TWTRCON
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited.
We Engage
 1:1
Twitter
#TWTRCON
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
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
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
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 17
Questions?
@JLoOnTheGo
@hrblock |@hrblockanswers |@hrblockcareers
#TWTRCON
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited.
Appendix
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 19
We Engage
 1:Many via Expert
Content
#TWTRCON
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
1 of 20

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

  • 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. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors @twtrcon #twtrcon twtrcon.com/sf10
  • 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. 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. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. Jennifer Love, VP of Communications @JLoOnTheGo #TWTRCON connection + conversation + conversion
  • 6. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. We Evolved #TWTRCON connection + conversation + conversion
  • 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. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 8 We Listen  2:1  2 Big Ears #TWTRCON
  • 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. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. We Engage  1:1 #TWTRCON  Get It Right Community
  • 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. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. We Engage  1:1 Twitter #TWTRCON
  • 13. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. We Engage  1:1 Twitter #TWTRCON
  • 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. 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. 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. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 17 Questions? @JLoOnTheGo @hrblock |@hrblockanswers |@hrblockcareers #TWTRCON
  • 18. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. Appendix
  • 19. Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 19 We Engage  1:Many via Expert Content #TWTRCON
  • 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