How Big Companies Use Social Media January 22, 2009 | Chicago Paula Drum H&R Block I Got People (Online): How H&R Block Connects by Using Social Media
Jul 17, 2015
How Big Companies Use Social MediaJanuary 22, 2009 | Chicago
Paula DrumH&R Block
I Got People (Online): How H&R Block Connects by Using Social Media
© H&R Block Services, Inc. Contents may be confidential & proprietary. Unauthorized distribution or dissemination prohibited.
Paula DrumVice-President, MarketingDigital Tax Solutions
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Monk’s
205 W. Lake Street312.357.6665
3
Our Journey
1) Recognize changes in consumer behavior
3) Clearly define objectives• Communicate brand attributes of expertise, advocacy &
innovation
• Introduce H&R Block products
• Create unexpected & meaningful interactions with customers
• Listen to what customer have to say about the brand
• Test new approaches
4
Brand Community
Widgets
Blogger outreach &Proactive listening
Blogger outreach &Proactive listening
Brand Community
Widgets
Blogger outreach &Proactive listening
2007 2008 2009
Where we’ve been
What WorkedTax Advice and remaining true to brand
Tailoring the content/approach to be relevant to the audience
Our own community site
One-on-one interactions through Twitter
Creating reusable content
Transparency and letting consumers comment
Using media to promote the community presence
Coordination between multiple agencies6
What Didn’t Work (as well)
Entertainment for the sake of entertainment
• Our content must be useful
Not starting with the end in mind (campaign approach vs. a program approach)
Broader scale meant we were spread thin
Website ownership issues impacted effectiveness of community site
Internal coordination still challenging
Difficult to measure impact of all activities – some measurements are longer term 7
Ap p ly in g t h e le s s o n sle a r n e d
From virtual reality to real tax professionals working virtually
Second Life
Advice1) Building buy-in is continuous
Educate the organization about changing consumer behavior
Perform brand audits (what are people saying about your products online)
Tests help – worse case use ROI “Risk Of Ignoring”
2) Program orientation versus campaign Metrics – long-term versus short-term
Creative to support a program not a campaign; start with the end in mind
Authenticity and brand alignment
3) Scalability/Sustainability Reach/impact
How to organize to support social media 13
© H&R Block Services, Inc. Contents may be confidential & proprietary. Unauthorized distribution or dissemination prohibited.
Paula DrumVice-President, MarketingDigital Tax Services
[email protected]: PaulaDrum