circa 2011, operationalizing social media at H&R Block

1. connection + conversation + conversion

2. We Evolved
connection + conversation + conversion

3. Our Team’s Mission
Our business and our job is
about helping people
3

4. We Listen
 2:1
 2 Big Ears
4

5. From Multi-chatter to Brand Amplification
 2:1
 1 Brand Voice
5

6. We Engage
 1:1
 Get It Right Community

7.  1:1
We Engage
 Get It Right Community
More than 1.5 million people
More than 1.5 million people
visited the community between
visited the community between
January and April 2010, viewing
January and April 2010, viewing
13 hest rapages nanciall apover r
13 million ted fi and askingpp fo r
million ted fi and asking p fo
hig hest rapages nancia a over
Apple’s hig
Apple’s 120,000 unique tax-related
120,000runique tax-related
February 2010
Feb uary 2010
questions.
questions.

8. We Engage
 1:1
 Twitter

9. We Engage
 1:1
 Twitter

10. We Engage
 1:Many via Expert
Content
10

11. We Resolve
 5,200 responses (Facebook & Twitter)
 10,700 CS-inquiries resolved (Facebook, Twitter,
Community)
 114,000 questions answered on Get It Right Community
11

12. http://slidesha.re/blockresponse
Our Response Process
David Armano, Edelman 2010. Repurposed with permission by H&R Block.

13. Center of Excellence/Threaded Model
CS
HR
Legal
Product
Social Media
Team
IT
Field
R&D
Com
Marketing
13

14. 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

15. Questions?
@zenaweist
@hrblock |@hrblockanswers |@hrblockcareers
15