Trevor Cook: H&R Block (Kansas) on using social media (video)

03 July 2008

Focused on building brand.
Social media spend is about 0.5% of overall brand promotion spending.
ROI is largely about learning
Made stuff relevant to each community rather than creating it over and over
Be careful about pushing outer limits of technology
Blogged on tax legislation as it went through
Created forums for people to ask questions (about tax changes) and then respond one-to-many
Keep looking for ways to drive engagement deeper (the more engaged, the more loyal the customer)
Offered free tax advice on facebook - scaling up is a problem. Answering 20,000 questions is a lot bigger problem than 2,000
Used a brand evangelist on Youtube
Backlash against brands on Youtube - has to be funny and purposeful
Brand evangelist also used on myspace
Second Life a 'wonderful corporate challenge' - offer tax advice in avatar form using a dance scene - really good for customer engagement
Used twitter, interaction with Robert Scoble. Twitter experiences have been great
The biggest measurement is changing perceptions of brand - takes time

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Trevor Cook

Trevor is a doctoral student in politics at the University of Sydney. He also tutors in the area of Australian foreign and defence policy. He has been blogging since November 2003 and over the past decade he has written many articles on politics, public relations and social media for newspapers, magazines and websites (ABC Unleashed, Crikey, New Matilda and Online Opinion).

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Trevor Cook