How Big Companies Use Social Media January 22, 2009 | Chicago Paula Drum H&R Block I Got People (Online): How H&R Block Co...
Paula Drum Vice-President, Marketing Digital Tax Solutions Twitter:  @hrblock www.facebook.com/hrblock www.myspace.com/hrb...
An Invitation to Tweetup <ul><li>Join @hrblock after the conference for more conversation, a drink and even tax advice </l...
Our Journey <ul><li>Recognize changes in consumer behavior </li></ul><ul><li>Clearly define objectives </li></ul><ul><ul><...
Where we’ve been Brand Community Widgets Blogger outreach & Proactive listening Blogger outreach & Proactive listening Bra...
What Worked <ul><li>Tax Advice and remaining true to brand </li></ul><ul><li>Tailoring the content/approach to be relevant...
What Didn’t Work (as well) <ul><li>Entertainment for the sake of entertainment </li></ul><ul><ul><li>Our content must be u...
Applying the lessons learned Our heritage is tax – our community revolves around tax
Applying the lessons learned From a fictional character to highlighting our tax professionals
Applying the lessons learned <ul><li>From virtual reality to real tax professionals working virtually  </li></ul>Second Life
Applying the lessons learned Some things stay the same
Achieving scale without breaking the bank <ul><li>Reusable content </li></ul>Widgets, applications & content
Advice <ul><li>Building buy-in is continuous </li></ul><ul><ul><li>Educate the organization about changing consumer behavi...
Paula Drum Vice-President, Marketing Digital Tax Services [email_address] Twitter: PaulaDrum
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BlogWell Chicago Social Media Case Study: H&R Block, presented by Paula Drum

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BlogWell is the only conference where social media executives from large companies come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit the event site: http://gaspedal.com/blogwell/

In her BlogWell Chicago case study presentation, "I Got People (Online): How H&R Block Connects by Using Social Media," Paula Drum discusses how for more than 50 years, H&R Block has established itself as the world’s largest tax services provider and a full-service financial company. To keep in touch with thousands of clients, H&R Block has expanded its marketing outreach by using social media to stay in touch with the times and their customers. Paula Drum shares some of the breakthrough ways H&R Block has connected with and engaged existing and new clientele.

Measuring ROI, managing teams, legal issues, B-to-B, working with agencies and creating great content are central themes at BlogWell. This is the best opportunity available for anyone looking to get started or improve their corporate social media efforts. Learn more at http://gaspedal.com/blogwell

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  • January 22, 2009 - www.gaspedal.com/blogwell - www.blogcouncil.org © 2009 GasPedal LLC   You may share this presentation if it is not altered in any way.
  • BlogWell Chicago Social Media Case Study: H&R Block, presented by Paula Drum

    1. 1. How Big Companies Use Social Media January 22, 2009 | Chicago Paula Drum H&R Block I Got People (Online): How H&R Block Connects by Using Social Media
    2. 2. Paula Drum Vice-President, Marketing Digital Tax Solutions Twitter: @hrblock www.facebook.com/hrblock www.myspace.com/hrblock Digits.hrblock.com www.youtube/hrblock
    3. 3. An Invitation to Tweetup <ul><li>Join @hrblock after the conference for more conversation, a drink and even tax advice </li></ul><ul><li>Monk’s </li></ul><ul><li>205 W. Lake Street 312.357.6665 </li></ul>
    4. 4. Our Journey <ul><li>Recognize changes in consumer behavior </li></ul><ul><li>Clearly define objectives </li></ul><ul><ul><li>Communicate brand attributes of expertise, advocacy & innovation </li></ul></ul><ul><ul><li>Introduce H&R Block products </li></ul></ul><ul><ul><li>Create unexpected & meaningful interactions with customers </li></ul></ul><ul><ul><li>Listen to what customer have to say about the brand </li></ul></ul><ul><li>Test new approaches </li></ul>
    5. 5. Where we’ve been Brand Community Widgets Blogger outreach & Proactive listening Blogger outreach & Proactive listening Brand Community Widgets Blogger outreach & Proactive listening 2007 2008 2009
    6. 6. What Worked <ul><li>Tax Advice and remaining true to brand </li></ul><ul><li>Tailoring the content/approach to be relevant to the audience </li></ul><ul><li>Our own community site </li></ul><ul><li>One-on-one interactions through Twitter </li></ul><ul><li>Creating reusable content </li></ul><ul><li>Transparency and letting consumers comment </li></ul><ul><li>Using media to promote the community presence </li></ul><ul><li>Coordination between multiple agencies </li></ul>
    7. 7. What Didn’t Work (as well) <ul><li>Entertainment for the sake of entertainment </li></ul><ul><ul><li>Our content must be useful </li></ul></ul><ul><li>Not starting with the end in mind (campaign approach vs. a program approach) </li></ul><ul><li>Broader scale meant we were spread thin </li></ul><ul><li>Website ownership issues impacted effectiveness of community site </li></ul><ul><li>Internal coordination still challenging </li></ul><ul><li>Difficult to measure impact of all activities – some measurements are longer term </li></ul>
    8. 8. Applying the lessons learned Our heritage is tax – our community revolves around tax
    9. 9. Applying the lessons learned From a fictional character to highlighting our tax professionals
    10. 10. Applying the lessons learned <ul><li>From virtual reality to real tax professionals working virtually </li></ul>Second Life
    11. 11. Applying the lessons learned Some things stay the same
    12. 12. Achieving scale without breaking the bank <ul><li>Reusable content </li></ul>Widgets, applications & content
    13. 13. Advice <ul><li>Building buy-in is continuous </li></ul><ul><ul><li>Educate the organization about changing consumer behavior </li></ul></ul><ul><ul><li>Perform brand audits (what are people saying about your products online) </li></ul></ul><ul><ul><li>Tests help – worse case use ROI “Risk Of Ignoring” </li></ul></ul><ul><li>Program orientation versus campaign </li></ul><ul><ul><li>Metrics – long-term versus short-term </li></ul></ul><ul><ul><li>Creative to support a program not a campaign; start with the end in mind </li></ul></ul><ul><ul><li>Authenticity and brand alignment </li></ul></ul><ul><li>Scalability/Sustainability </li></ul><ul><ul><li>Reach/impact </li></ul></ul><ul><ul><li>How to organize to support social media </li></ul></ul>
    14. 14. Paula Drum Vice-President, Marketing Digital Tax Services [email_address] Twitter: PaulaDrum

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