1000 Tweeting Tax Pros at H&R Block
This tax season, H&R Block is making a big push for its “H&R Block at Home” software with a social marketing campaign. Previously fearing that digital would cannibalize its retail business, management now recognizes that digital can’t be ignored and hopefully, will drive more business to their 4000 plus franchises.
Here’s an interesting peak at what they’ve got up their sleeves:
The core of the social-media plan is a 1,000-member tax-professional team, chosen from 100,000 H&R employees across the country, who have been “social-media-qualified.” The tax pro force’s main domain is the home website, where there are both community pages as well as direct “Ask a Tax Advisor” buttons staffed beginning Jan. 5. The tax team will answer questions directly, of course, but will also “listen” in to concerns or problems being discussed within communities and forums and respond accordingly.
via Digital: Tweeting Tax Pros Leads H&R Block Social-Media Push – Advertising Age – Digital.
Sounds like a really promising idea. This is a great way to engage prospective customers. They’ll feel good about getting free and quick advice from a tax professional – and for many, online interactions will lead to more in depth person consultations. H&R Block breeds goodwill and builds brand loyalty, while cross promoting their digital and retail services.
I’m curious to know what criteria H&R Block used to select the 1000 member team, and the training each member received. Sounds like a fun way to keep your own employees engaged as well.
