H&R Block's Online Community Lessons - Social Fresh Charlotte 2010 - Zena Weist

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H&R Block’s Social StoryLeigh Mutert: @leighmutertZena Weist: @zenaweist

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In the social web beginning, H&R Block was there

In the social web beginning, H&R Block was there

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Second Life 2007

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Truman Green 2008

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We grew with the platforms and tools

•We tweeted

•We were on Facebook

•We promoted & campaigned

We grew with the platforms and tools

•We tweeted

•We were on Facebook

•We promoted & campaigned

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We evolved –We evolved –

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Customers = StakeholdersCustomers = Stakeholders

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Our Team

CMO

VP Com VP Marketing VP Client Experience

Director Social Media

Strategist

Community Manager

Business Analyst

Project Manager

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Revolving Hub & Spoke

Social Media Team

Legal HR

Product

Field

Com

IT

Marketing

R&D

CS

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Our Team’s Mission

Our business and our job is about helping people

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We Listen

2:1 2 Big Ears 1 Brand Voice

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We Engage

1:1 Get It Right Q&A

Community iPhone App Twitter Facebook Blogger Outreach

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We Engage

1:Many Get It Right

Community Blog Facebook YouTube

1:3 Content

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

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Tax Season 2010We stepped up to engage 1:1 with the launch of our Get It Right Q&A Community Forum

Tax Season 2010We stepped up to engage 1:1 with the launch of our Get It Right Q&A Community Forum

More than 1.5 million people visited the site 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 site between January and April 2010, viewing 13 million pages and asking over 120,000 unique tax-related questions.

Apple’s highest rated financial App

for February 2010Apple’s highest rated financial App

for February 2010

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We engage 1:Many Get It Right Community Blog

We engage 1:Many Get It Right Community Blog

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How much more meaningfully can you say “thank you” than by being there to help at tax time?

Their stated purpose in creating the community is customer

retention, which when you think about it, is bizspeak for “thanking our

customers.” (And, brilliantly, they will answer anyone’s questions. They

don’t ask whether or not you’re an H&R Block customer.)

Social Fresh Speaker Extraordinaire David B. Thomas

Their stated purpose in creating the community is customer

retention, which when you think about it, is bizspeak for “thanking our

customers.” (And, brilliantly, they will answer anyone’s questions. They

don’t ask whether or not you’re an H&R Block customer.)

Social Fresh Speaker Extraordinaire David B. Thomas

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Questions?

@leighmutert

@zenaweist@hrblock |@hrblockanswers |@hrblockcareers

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