Comments on: HR Block Has Social Media Savvy http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/ Fri, 29 Aug 2008 23:30:12 +0000 http://wordpress.org/?v=2.3.3 By: Andy Ridinger http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-102315 Andy Ridinger Mon, 26 May 2008 22:55:31 +0000 http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-102315 I think that H&R Block has realized something that very few companies have realized: that the traditional sales model has been greatly impacted by social media, especially for web-centric and Software-as-a-service (SaaS) products. While the functions within the traditional Discover, Evaluate, Purchase, and Support areas remains relatively consistent, the people and resources responsible for delivering those functions has shifted. Think about it: traditionally a Sales Rep would be responsible for getting new customers to discover the product, help the customer to evaluate it and answer questions, and then close the deal. Now a potential customer does a Google search to find the product as well as read blogs and other customer reviews (that are not run or posted by your company) about your product. They look at your website to evaluate the product, download a trial version/subscription to decide if they like it, and then purchase through the website. You made or lost the sale without any human interaction; “seller” control over these areas is lost to the web and social media. The only area left, the only area where you still have control, is Support. Support has now become critical to influencing the other areas. When someone does a Google search for a product you sell, you want them to see the blogs and reviews written by your raving fans because they are so impressed with the amazing customer service and experience that you provided them. Treating one customer like royalty in the short term may be more costly, but in the long term not only will you spend less on helping current customers, their free word-of-mouth marketing will help you add even more customers. Support has effectively become the new marketing. Now the question is: can you follow H&R Block’s lead and adapt to the new world of social media and marketing? I recommend taking a step back and figuring out what it’s like for your customer in the Support area, and how you can improve it. I'd be happy to email a “How SaaS has Impacted Selling” or a “7 steps to Online Marketing” guide that I put together for my internal team. Note: I don't work for an agency & am not offering any professional service, making a sales pitch, etc - just offering free, no-strings help from one marketer to another. - andy[dot]ridinger[at]muralconsulting[dot]com. I think that H&R Block has realized something that very few companies have realized: that the traditional sales model has been greatly impacted by social media, especially for web-centric and Software-as-a-service (SaaS) products. While the functions within the traditional Discover, Evaluate, Purchase, and Support areas remains relatively consistent, the people and resources responsible for delivering those functions has shifted.

Think about it: traditionally a Sales Rep would be responsible for getting new customers to discover the product, help the customer to evaluate it and answer questions, and then close the deal. Now a potential customer does a Google search to find the product as well as read blogs and other customer reviews (that are not run or posted by your company) about your product. They look at your website to evaluate the product, download a trial version/subscription to decide if they like it, and then purchase through the website. You made or lost the sale without any human interaction; “seller” control over these areas is lost to the web and social media. The only area left, the only area where you still have control, is Support.

Support has now become critical to influencing the other areas. When someone does a Google search for a product you sell, you want them to see the blogs and reviews written by your raving fans because they are so impressed with the amazing customer service and experience that you provided them. Treating one customer like royalty in the short term may be more costly, but in the long term not only will you spend less on helping current customers, their free word-of-mouth marketing will help you add even more customers. Support has effectively become the new marketing. Now the question is: can you follow H&R Block’s lead and adapt to the new world of social media and marketing? I recommend taking a step back and figuring out what it’s like for your customer in the Support area, and how you can improve it.

I’d be happy to email a “How SaaS has Impacted Selling” or a “7 steps to Online Marketing” guide that I put together for my internal team. Note: I don’t work for an agency & am not offering any professional service, making a sales pitch, etc - just offering free, no-strings help from one marketer to another.
- andy[dot]ridinger[at]muralconsulting[dot]com.

]]> By: lineage 3 forum http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-92836 lineage 3 forum Fri, 18 Apr 2008 22:00:57 +0000 http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-92836 Very nice read. Very nice read.

]]> By: Brandi Sundby http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-92763 Brandi Sundby Fri, 18 Apr 2008 21:13:17 +0000 http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-92763 Great interview - definitely agree that marketers' Twitter mantra should be "Retweet not retreat" (Outreach and consumer evangelism vs. hiding when faced with customer criticism) http://www.fantrust.com/ Great interview - definitely agree that marketers’ Twitter mantra should be “Retweet not retreat”
(Outreach and consumer evangelism vs. hiding when faced with customer criticism)
http://www.fantrust.com/

]]> By: Ed Terpening http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-91070 Ed Terpening Thu, 17 Apr 2008 16:18:28 +0000 http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-91070 Great interview. I think H&R Block's approach to social media is very innovative and fascinating to hear about first-hand from Amy. Great interview. I think H&R Block’s approach to social media is very innovative and fascinating to hear about first-hand from Amy.

]]> By: Brian Robinson http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-89391 Brian Robinson Wed, 16 Apr 2008 13:38:16 +0000 http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-89391 Great interview...it's interesting to see how social is being embraced by marketers. I do think they could do better with their efforts however. See here: http://robinsontechnology.com/blog/2008/04/16/hr-block/ Great interview…it’s interesting to see how social is being embraced by marketers. I do think they could do better with their efforts however. See here: http://robinsontechnology.com/blog/2008/04/16/hr-block/

]]> By: SoV-Share of Voice http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-88920 SoV-Share of Voice Wed, 16 Apr 2008 04:34:49 +0000 http://facereviews.com/2008/04/15/hr-block-has-social-media-savvy/#comment-88920 <strong>H&R Block All Over Social Media</strong> Great interview by Rodney at FaceReviews with Amy Worley of H&R Block. Talking about listening, not just distributing content via Social Media tools. Take a good listen yourself–the wind was blowing hard and the info is worth the time. Lear... H&R Block All Over Social Media

Great interview by Rodney at FaceReviews with Amy Worley of H&R Block. Talking about listening, not just distributing content via Social Media tools. Take a good listen yourself–the wind was blowing hard and the info is worth the time.

Lear…

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