Prepared

by:

Carlos

Gómez

Course: Social Media MarketingAssignment: THE SOCIAL MEDIA MARKETING PLAN of

"H&R Block"Student: Carlos Gómez

Instructors: Mike Moran & Monique de Maio

H&R Block began on Main Street in Kansas City, Missouri in the early 1950’s as United Business Company; a bookkeeping service for small businesses.

In 1954, Henry and Richard Bloch decided to open a new business “H&R Block,” a for profit tax preparation service.

They charged five dollars to complete a return when they started.

By 1962, they were a publicly trade organization. A TV ad marketing campaign begun in 1972 featured Henry Bloch and became the springboard for H&R Block becoming one the most widely recognized brand names in the U.S.

In 1980 H&R Block purchased the CompuServe online service.

Today H&R Block leaped into social media marketing in a big way Your messaging tools includes blogs, twitter, Facebook, MySpace, YouTube, Second Life avatars, widgets, rss feeds, chat rooms and websites.

Henry Bloch was born July 30, 1922

Richard Adolf BlochBorn: 15-Feb-1926Birthplace: Kansas City, MODied: 21-Jul-2004Location of death: Kansas City, MOCause of death: Heart Failure

INTRODUCTION

H & R block vision is to be the preferred tax and financial partner for each of their customer in every market they serve.

Their mission is to help clients achieve their financial objectives by serving as a tax and financial partner.

The current vision and mission statement is appropriate because it communicates both the purpose and values of H & R block.

The current mission statement primary objectives is helping client achieve their financial objectives by serving as their tax and financial partner.

TIMELINE

H&R Block put the fun back into taxes• Engage with taxpayers by setting up a presence in many different parts of the social web• Depending on the audience/platform, made taxes funny, interesting, informative or personal.• MySpace and YouTube– Created spoof character Truman Greene who sang parody songs about his love of taxes• Facebook– Useful fools for people– Tips– Education• Twitter– Experts available 24/7 to answer questions

SOCIAL MEDIA PLAN OVERVIEW

H&R Block’s goals for social media engagement are simple: Field and answer product inquiries and company-specific questions, and contribute expertise and advice to the larger online community discussion regarding all things tax prep.

YouTube MySpace Facebook Twitter EHarmony “Digits” (their own online community) Virtual communities – Second Life

Source: http://www.podtech.net/home/5209/h-block-social-media-programs-success

H & R Block – Multi-tier Social Media Approach

SOCIAL MEDIA STATUS

Expion is the leading enterprise grade software for managing thousands of social profiles on Facebook, Twitter, Google+, YouTube and beyond. With unmatched competitive and brand insights, Expion’s SMMS provides a proven way to understand, manage, control and grow your brand’s social media presence – at a local and global level.

H&R Block suffered a backlash on Facebook after 600,000 of its clients' tax returns were delayed by as much as six weeks.

During this troubles, H&R Block implements the Expion’s Social Advocator software, which lets H&R Block send them Facebook and Twitter content for consistent messaging.

SOCIAL ACTIVITIES

H&R Block Inc. announced that it has opened up shop in the online virtual universe known as Second Life.

In this month March, 2013 H&R Block became the first retail tax preparer to work with Waze, the world’s fastest-growing community-based traffic and navigation app.

H&R Block has multiple voices on multiple platforms, with an interconnected architecture

powering their efforts in the background.

SOCIAL ANALYTICS In 2007, H&R BLOCK engaged 360i to create a social media strategy for the 2008 tax season

that would drive consideration for H&R Block’s online tax products and build up an online presence for the brand.

The goals of the campaign were to change perception of H&R Block as simply “brick and mortar” to a digital brand with a strong online presence.

The campaign results: - Total brand awareness increased 52 percent; - Word of mouth awareness increased 55 percent; - Internet advertising awareness increased 171 percent.

CONCLUSIONS AND RECOMMENDATIONS

As we have seen H & R Block uses very well the marketing mix, is most likely the most notorious phrase in marketing. The elements are the marketing tactics and strategies that all successful companies implement to market their products and services. Better known as the 4-P's, the four different marketing mix elements are price, place, product, and promotion. The overall concepts are simple. There are a number of circumstances that indicate which elements of the marketing mix should be implemented and to what degree they are necessary. Generally speaking, the so-called "marketing mix" is a framework which acts as a guideline for marketers to implement a marketing concept. It consists of a set of major decision areas that a company needs to manage in order to at least satisfy consumer needs. The mix is a set of "controllable tactical marketing tools that the firm blends to produce the response it wants in the target market". Therefore, businesses today must have an effective marketing program that includes all four of the marketing mix elements and ensured that they are properly mixed it they want to achieve the organizations marketing objectives.

http://www.youtube.com/watch?v=zQ1nQHbLGfkDOLLARS & SENSE

If you not see the movie click here

What is SocialMedia?

What is Social Media?

Social media includes the variousonline technology tools that

enable people to communicateeasily via the internet to share

information and resources. Socialmedia can include text, audio,video, images, podcasts, and

other multimedia communications.

Why Social Media?

• 250,000 new people become a member of facebook – everyday

• Over 50% of facebook users are over the age of 36

• The fastest growing demographic - women over 55 years old

• 54% of Fortune 100 companies use twitter to reach customers

• 80% of companies use LinkedIn for recruiting new employees

• Blogger attracts 106.8 billion visits every month

SOCIAL MEDIA TOOLS

Social NetworksNews & BookmarkingBlogsMicrobloggingVideo SharingPhoto SharingMessage boardsWikisVirtual RealitySocial GamingRelated:

PodcastsReal Simple Syndication (RSS)Social Media Press Release

SOCIAL NETWORKING SITES

People and organizations connect and interact with friends, colleagues and fans.

Popular social networks include Facebook and MySpace, Linkedin, bebo, and Ning.

There are niche social networks for just about everything.

THE SOCIAL MEDIA LANDSCAPE

TIPS FOR USING SOCIAL MEDIA

Start out small

Clearly define your marketing objectives

Select your target market

Assess your capabilities and know-how

Execute your online strategy

Measure your effectiveness

Most importantly, experiment!

SOCIAL MEDIA DISCLAIMER

WEB 2.0/SOCIAL MEDIA

What is Web 2.0?The 2nd generation of the World Wide WebMovement away from static web pages to dynamic web applications

Web 2.0 sites are Social Media that help us communicate A LOT faster!

VISUALISATION & INFOGRAPHICS

SOCIAL MEDIA IS MEASURABLE

ReachWebsite visits / viewsvolume of reviews and commentsIncoming links

Action & InsightSales inquiriesNew businessCustomer satisfaction and loyaltyMarketing efficiency

Engagement & InfluenceSentiment of reviews and commentsBrand affinityCommenter authority/influenceTime spentFavourites / Friends / FansViral forwardsNumber of downloads

Source: The Digital Influence Group, Measuring the Influence of Social Media

SOCIAL MEDIA IS NOT FREE

Resources required for social media may include:

Strategic consultationTrainingCreating contentIntegrating toolsDistributing contentRelationship managementMeasuring value

http://www.youtube.com/watch?v=5mid8p4A6Eg

If you not see the movie click here