h&r block social story 2011

connection + conversation + conversion

We Evolved

connection + conversation + conversion

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Our Team’s MissionOur business and our job is

about helping people

4

We Listen

2:1 2 Big Ears

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From Multi-chatter to Brand Amplification

2:1 1 Brand Voice

We Engage 1:1 Get It Right Community

We Engage 1:1

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 2010Apple’s highest rated financial app for

February 2010

We Engage 1:1

Twitter

We Engage 1:1

Twitter

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We Engage 1:Many via Expert

Content

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We Resolve 5,200 responses (Facebook & Twitter) 10,700 CS-inquiries resolved (Facebook, Twitter,

Community) 114,000 questions answered on Get It Right Community

Our Response Process

David Armano, Edelman 2010. Repurposed with permission by H&R Block.

http://slidesha.re/blockresponse

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Center of Excellence/Threaded Model

Social Media Team

Legal HR

Product

Field

Com

IT

Marketing

R&D

CS

ROI & Metrics Client Resolution Metrics

SavesResolved Issues (Service Level Agreement)Customer Service Survey (measured as a channel)

Cost AvoidanceCall deflection through Listening (script for Call Centers)First Contact Resolution

RevenueRetail Office: Appointments Made/onlineH&R Block At Home Digital Software: Units Sold/online

Social Media Metrics Followers, Mentions, RTs, Sentiment, Reach, LikesCommunity members

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Questions?

@zenaweist

@hrblock |@hrblockanswers |@hrblockcareers