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  • Director, Social Biz Strategy @HRBlock
  • First Director of Social at Applebee's
  • Social Pioneer at TurboTax; 15 years online marketing and PR experience
  • Proud UNLV Rebels Alumnus!
  • Offering deep, easy-to-use mobile application
  • Not just information, but additive to the shopping experience
  • Customizable by location/store and favorite products
  • Indifferent to customer buying online or in-store: customer first

Social Brands: Empowering employees for real-time response

#tweetfromtheseat

89% of Americans are withing 3.8mi of an H&R Block Office

  • Winning in Social block-by-block
  • These offices KNOW their neighbors & neighborhoods
  • Individualize office content leads to great engagement
  • Local relevance builds intimate relationship
  • "Real" local...not just content repurposed

The Corporate SoLoMo Machine

"The Industrial Era was about building things, the Social Era is about connecting things, people, and ideas."

It's not easy to be first...or to be a trailblazer.

Sometimes it is hard to chew bubble gum and kick ass at the same time

“Even if I knew that tomorrow the world would go to pieces, I would still plant my apple tree.” - Martin Luther King,Jr.

"Sometimes even to live is an act of courage." - Seneca

  • Continue to mature as a social business
  • Our support and commitment from the C-Suite and enterprise growing daily
  • The realization: it never ends...continual refinement
  • Guiding principle: let our clients lead us

Hard work!

Create Value

Collaborate

work!

Respond

Listen

"11 Rules for Creating Value in the Social Era," Nilofer Merchant

On Our Way...

Measure Progress!

Increased Client Retention

Client-driven

Innovation

Building Social Foundation

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

H&R Block Social Response Process

Cost Avoidance

  • Call Deflection through Listening
  • First Contact Resolution
  • Reduction in Call Time
  • Cost per incident

Highly Competitive

Massive Scale

Software Units Sold

Online Returns

HRB Hub & Spoke

Brands are using SoLoMo Successfully

Client Resolution

  • Resolved Issues (SLA)
  • Customer Service Survey (Measured as a channel)

$ Revenue $

A Pain in The Ass!*

H&R Block's Mobile Journey

Retail Office Appt's

Online and Offline

What About H&R Block

100,000 tax pros in 10,000 offices

Competitors offline and online...not to mention the Mom and Pop Tax shop!

Apple's highest rated financial app in February 2010

Social, Local and Mobile In the Corporate World

Target

Deputizing 100,000...creating social advocates

What About Mobile?

H&R Block

Focus on Utility

Our History

Complicated Business

Local Social Magic

Maturing into Social Business

Rich, Deep & 54 Years Old

The Journey to Social

Engagement in Social 50X Greater

w/Local Presence

  • No one has the "people" we do
  • 100,000 Tax Pros
  • 10,000 Offices
  • Needed foundation from where to start
  • Key was operationalizing and adding a utility layer
  • Needed internal champion plus executive support
  • Key win: Customer Service Integration

And You Are??

+400X Budget Increase

Enterprise Commitment

Zena Weist

Scott Gulbransen

@sdgully

@zenaweist

Emotional

  • Vice President of Strategy @Expion

Going Local

  • 17 yrs online marketing/ agency and brand side

*Courtesy of Ant's Eye View, PWC 2012

Regulated!

Hilton

Oreo

  • Former Director of Social @HRBLOCK; @Edelman, @Sprint & @Hallmark
  • Chosen as one of TopRank's 30 Women who Rock Social Media in 2011
  • Proud Univ. Of Kansas Jayhawk

Dealing with people's money...and the threat of fines!

Innovative, Bold

  • He's Seen it All!
  • She's Got Battle Scars!

Fell into my Kick-ass plot to get him to KC and H&R Block

Link to Prezi:

And...used to compete with Scott when he was at TurboTax...

They used to kick her ass!

Prepared over 550 Million tax returns since 1955

expi.co/0KJx

The IRS is ALWAYS watching...

Charmin

Consumers Social Mind

Holy Crap!

*But really worth it in the end!

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