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The H&R Block Social Business Team shows how to socialize a tax season from the inside out and keep the momentum going after April 15th.
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H&R BLOCK SOCIAL CONTENT STRATEGY
Building All-Year Relevance
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Seasonality
• A seasonal business that doesn’t want to be• About 75 days a year where
the majority of business happens
• In 2011, tax season saw 961 brand mentions/day vs 217 off season. Conversation was 343% greater in season.
• In 2011, we owned 2% of tax conversation
• Strategies to provide more all-year products and services are in infancy
April to May 2011 Drop-off
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Setting the Stage
After TS11, the social team set out to take back the off-season
• Develop a best in class blog with a unique brand
• Determine our calling: how can we be valuable and credible to our clients with content?
• Identifying our audience demographics and content to provide them
• Developing a distinct, personal voice for the blog
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Content as Year-round Value
How can social content extend tax relevance to the rest of the year?
• Tax filing happens during tax season, but life always happens
• Everyday life is filled with tax-relevant events
• Act as trusted partner within the universe of tax and finance: “one degree from tax”
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Content Strategy
Build long-term engagement, loyalty, sharing – and assist purchase
Entertain
EducateEngage
Educate: Tips from the experts that the reader can immediately put to use. Experts’ unique perspectives on topics dominating the online
conversation. Break down complicated tax & personal finance matters into
graspable, digestible pieces (colloquial language, conversational tone, simple structures)
Entertain: Make money and taxes highly interactive Infographics, data visualization, interactive graphics, clickable Online widgets (bloggers), charts and images Quality writing with conversational tone; useful material
Engage: Leverage network of third-party bloggers Facebook chats/Google+ Hangouts/Twitter parties; status
updates Customizable content (fill in your data) Q&A Posts…engage with clients based on their questions
Social Content Funnel
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BlockTalk is born!
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Casting a Wide Net
Provide a wide variety of media, bite-sized, interactive, and beyond
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Empower Our Field With Content
Empower our army of 100,000 associates in the field to be our voice• Policy and Guardrails• Easily reused content
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Winning Earned Media Exposure
Culture Jacking and Syndication • Achieve broad content exposure by
providing sharable content on popular trending topics
• “Culturejack” and find unique tax and finance angles
• Feature guest bloggers to reach new audiences and provide new perspectives
• Strategically elevate content through syndication partners
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Extending Reach with Paid Social
• Paid social helps us grow our database, engagement and relevance with customers and prospects
• Social ads reference trusted sources of information (friends, family)
• Become trusted referrals and seen as more credible
• Allows us to be there “in the moment” with contextual advertising.
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Extending Richer Discussion
Provide a home for personal discussion driven by content
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Blog and SOV Growth
• 1.1M unique visitors to BlockTalk January-July 2013, topping all of 2012
• Strong performance of posts in traditionally quiet months. 90,834 in July 2013
• From 2% of tax conversation in 2011 to equal share of voice
TT44%
JH13%
HRB44%
HRB31%
JH28%
TT 41%
2012 2013
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Conversation Growth
More chatter, less seasonal
• 1635 average social mentions/day during season vs 541 off-season
• 202% difference between season and off-season, vs 343% difference in 2011.
• Sustained strong channel growth: H&R Block is the most social tax brand
BLOCK TALK FACEBOOK TWITTER
1,110,601 VIEWS • 91% growth YOY
348,957 FANS• 191% TS13 growth• 240% fan growth YOY• Jumped from #3 to #1 in
number of fans
232,924 ENGAGEMENTS • 667% growth YOY
58MM TS13 REACH• 4,899% Growth
15,825 FOLLOWERS• 16% TS13 growth• Retained #1 spot
78,900 ENGAGEMENTS• 1,209% growth YOY