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

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H&R Block’s Social Story Leigh Mutert: @leighmutert Zena Weist: @zenaweist #sofresh
In the social web beginning, H&R Block was there
Second Life 2007
Truman Green 2008
[object Object],[object Object],[object Object],[object Object]
We evolved – #sofresh
Customers = Stakeholders #sofresh
Our Team #sofresh CMO VP Com VP Marketing VP Client Experience Director Social Media Strategist Community Manager Business Analyst Project Manager
Revolving Hub & Spoke Social Media Team Legal HR Product Field Com IT Marketing R&D CS #sofresh
Our Team’s Mission Our business and our job is about helping people #sofresh
#sofresh
We Listen ,[object Object],[object Object],[object Object]
We Engage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#sofresh
We Engage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],#sofresh
We Resolve ,[object Object],[object Object],[object Object],#sofresh
Tax Season 2010 We 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. Apple’s highest rated financial App for February 2010 #sofresh
#sofresh
#sofresh
[object Object],[object Object],#sofresh
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 #sofresh
[object Object],[object Object],[object Object],[object Object],#sofresh

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

  • 1. H&R Block’s Social Story Leigh Mutert: @leighmutert Zena Weist: @zenaweist #sofresh
  • 2. In the social web beginning, H&R Block was there
  • 5.
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  • 8. We evolved – #sofresh
  • 10. Our Team #sofresh CMO VP Com VP Marketing VP Client Experience Director Social Media Strategist Community Manager Business Analyst Project Manager
  • 11. Revolving Hub & Spoke Social Media Team Legal HR Product Field Com IT Marketing R&D CS #sofresh
  • 12. Our Team’s Mission Our business and our job is about helping people #sofresh
  • 14.
  • 15.
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  • 18. Tax Season 2010 We 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. Apple’s highest rated financial App for February 2010 #sofresh
  • 21.
  • 22. 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 #sofresh
  • 23.