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Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited.
H&R Block’s Social StoryLeigh Mutert: @leighmutertZena Weist: @zenaweist
#sofresh
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 2
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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Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 6
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
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 7
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 8
We evolved –We evolved –
#sofresh
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Customers = StakeholdersCustomers = Stakeholders
#sofresh
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Our Team
CMO
VP Com VP Marketing VP Client Experience
Director Social Media
Strategist
Community Manager
Business Analyst
Project Manager
#sofresh
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Revolving Hub & Spoke
Social Media Team
Legal HR
Product
Field
Com
IT
Marketing
R&D
CS
#sofresh
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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
#sofresh
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We Engage
1:Many Get It Right
Community Blog Facebook YouTube
1:3 Content
#sofresh
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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
#sofresh
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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
#sofresh
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 19#sofresh
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 20#sofresh
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We engage 1:Many Get It Right Community Blog
We engage 1:Many Get It Right Community Blog
#sofresh
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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
#sofresh
Contents are material, non-public, confidential & proprietary. Unauthorized distribution or dissemination prohibited. 23
Questions?
@leighmutert
@zenaweist@hrblock |@hrblockanswers |@hrblockcareers
#sofresh