BlogWell Seattle Case Study: Quaker Oats, presented by Barbara Liss
BlogWell New York Social Media Case Study: H&R Block, presented by Jennifer Love
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Transcript of BlogWell New York Social Media Case Study: H&R Block, presented by Jennifer Love
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Back To Basics - Focusing Social Site Efforts on Customer ExperienceJennifer Love, Vice President Corporate Communications
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Second Life & YouTube
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We Evolved
connection + conversation + conversion
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Our business and our job is
about helping people
Our Team’s Mission
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• 2:1• 2 Big Ears• 1 Brand Voice
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We Listen
Office: Listen – Respond - Resolve• 1:1• CIR
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DIY Product: Listen – Respond - Resolve
Office Referral – Client’s Facebook Page
1 Referral = 25 Tax Returns
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Office Referral – Client’s Blog Post
All I can say is “wow.” Our tax prep professional’s name was Rachel. She was fabulous. Here’s why she rocked:•She was confident. •She quickly, but thoroughly, did our taxes. •She provided a ton of great advice. •She took some time to get to know us.
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HRB Response Process
David Armano, Edelman 2010. Repurposed with permission by H&R Block. http://slidesha.re/blockresponse
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• 1:1 Get It Right
Community with a focus on expert-to-peer Q&A
We Engage
More than 4.6 million people have visited the community, viewing 13.1 million pages and asking over 157,000 unique tax-related questions.
More than 4.6 million people have visited the community, viewing 13.1 million pages and asking over 157,000 unique tax-related questions.
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• 1:Many −Get It Right
Community Blog−Facebook−Twitter−YouTube
• 1:3−Content
We Engage Through Sharing
Twitter Shout-out from TIME
Social Media Team Focus1:1 Conversation with Focus on Expertise
• GIR Community (Pilot Management)• Influencer Engagement (Blogger outreach, social site conversation)
Brand Reputation Management• Monitoring Online Conversation• Crisis Management Lead for Social Media• Partnering with CSO Online Response team for online CIR• Social Media team leads online brand response• Weekly reports in season• Ad hoc reporting as deemed necessary
24/7 365 Content Strategy• Lead HRB online content strategy
− Expert tax content − Marketing messaging − Brand communications
Social Subject Matter Experts (Assist with Strategy/Tactics)• Online Communication Policy (FTC Compliant)• Marketing (National & Field)• HR, Legal, Compliance, Ethics• Product & Client Experience, Innovation
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ROI & MetricsClient 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
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Weekly - By The Numbers
Total Weekly H&R Block Brand Mentions: 15,822 • Same period 2010 volume: 3,993 (296% YoY increase)
• Up 11.5% from last week
Total Weekly Mentions Competing National Brands 33,174
Our Social Sites: • Facebook: 6,207 posts (69% WoW increase, down from last week's
75% increase. (2,353% YoY increase. Same period 2010 FB volume = 253 posts) − Facebook Post Break-out: 6,207 posts = 305 positive, 231 negative, 524
support/CIR, 5,247 neutral/other. − Members: 31,000 (109% YoY increase)
• Get It Right Community: Members=216,000. Questions=28,180 YTD
• Twitter: @HRBlock Followers=6900. @HRBlockAnswers Followers=660
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My Taxes?
Free Second Look through April 18
The Pepsi Challenge meets Home makeover: We find mistakes in 2 out of 3 returns
Do you have the right tools or expertise?
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Questions?
@JLoOnTheGo@hrblock |@hrblockanswers |@hrblockcareers
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Tax Love
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Social Media Team
Legal HR
Product
Field
Com
IT
Marketing
R&D
CS
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Revolving Hub & Spoke Model
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