h&r block social story 2011

15
connection + conversation + conversion

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circa 2011, operationalizing social media at H&R Block

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Page 1: H&R Block Social Story 2011

connection + conversation + conversion

Page 2: H&R Block Social Story 2011

We Evolved

connection + conversation + conversion

Page 3: H&R Block Social Story 2011

3

Our Team’s MissionOur business and our job is

about helping people

Page 4: H&R Block Social Story 2011

4

We Listen

2:1 2 Big Ears

Page 5: H&R Block Social Story 2011

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From Multi-chatter to Brand Amplification

2:1 1 Brand Voice

Page 6: H&R Block Social Story 2011

We Engage 1:1 Get It Right Community

Page 7: H&R Block Social Story 2011

We Engage 1:1

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 2010Apple’s highest rated financial app for

February 2010

Page 8: H&R Block Social Story 2011

We Engage 1:1

Twitter

Page 9: H&R Block Social Story 2011

We Engage 1:1

Twitter

Page 10: H&R Block Social Story 2011

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We Engage 1:Many via Expert

Content

Page 11: H&R Block Social Story 2011

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We Resolve 5,200 responses (Facebook & Twitter) 10,700 CS-inquiries resolved (Facebook, Twitter,

Community) 114,000 questions answered on Get It Right Community

Page 12: H&R Block Social Story 2011

Our Response Process

David Armano, Edelman 2010. Repurposed with permission by H&R Block.

http://slidesha.re/blockresponse

Page 13: H&R Block Social Story 2011

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Center of Excellence/Threaded Model

Social Media Team

Legal HR

Product

Field

Com

IT

Marketing

R&D

CS

Page 14: H&R Block Social Story 2011

ROI & Metrics Client Resolution Metrics

SavesResolved Issues (Service Level Agreement)Customer Service Survey (measured as a channel)

Cost AvoidanceCall deflection through Listening (script for Call Centers)First Contact Resolution

RevenueRetail Office: Appointments Made/onlineH&R Block At Home Digital Software: Units Sold/online

Social Media Metrics Followers, Mentions, RTs, Sentiment, Reach, LikesCommunity members

Page 15: H&R Block Social Story 2011

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Questions?

@zenaweist

@hrblock |@hrblockanswers |@hrblockcareers