Case Study presented at TWTRCON SF 10 on Nov. 18, 2010. Moving Your Social Media Business Strategy to the Next Bracket: Integrating real-time strategies—the H&R Block perspective. Jennifer Love, Senior Vice President of Communications, H&R Block

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