H&R Block SL Business Communicators Meeting Transcript

Right after our meeting with H&R Block on March 26th, I had to jump on a plane to NYC for the Virtual Worlds 2007 conference.  So with travels and terrible Internet connectivity for the most part during them, I am finally returned and just now posting the transcript of our last SLBC meeting. 

Those present received a invitation post-meeting to the disco to try out the H&R Block tango animation and a free t-shirt.  We had the pleasure of meeting with Paula Drum, Vice President of Marketing, Digital at H&R.  Here is the transcript of her presentation and the Q&A session.  Thanks to avatars PeterMike and Alexandra for an informative meeting!

The [You] in the following transcript is me, Znetlady Isbell:

Greetings

[12:03]  You: Everyone, I am delighted to have you all here and equally delighted to introduce you to Alexandra.
[12:04]  You: She is H&R Block's VP of Marketing, Digital and she wil going to tell us a bit about their SL initiative and their hopes and dreams here as well.
[12:04]  You: As you know they have just opened their island and we are the first group to join them here.
[12:05]  You: So, with that I will ask Alexandra to take it away and please tell us about what SL means for H&R.

Alexandra Bleriot a.k.a. Paula Drum, VP of Marketing for Digital, H&R Block

[12:06]  Alexandra Bleriot: Thank you all for joining us her on H&R Block island. My real life name is Paula Drum and I am the VP of marketing for digital.
[12:06]    I'm going to provide an overview of our Second Life initiative and then leave pleanty of time for questions and answers
[12:07]    So, why did we create H&R Block Island? We wanted to reinforce H&R Block's leadership position in the digital space. With H&R Block - you've got people, even in Second Life.
[12:09]    H&R Block is a very innovative company in its traditional business and withing the digital category. However, most people only think of H&R block as the brick and mortar office on the corner. Entering SL's virtual community gives us the ability to demonstrate some of our innovation in products and in marketing
[12:11]    We also want to egage customers where they are and create a relevant dialogue instead of standard one-sided conversations. We all know that media is becoming more and more fragmented. As a marketer, we need to look at all the ways that consumers are gathering and consuming information. Second Life is very interesting platform because it can allow our brand to have deeper interactions with consumers than traditional marketing channels. This allows us to be three dimensional and interactive with customers who do not visit a brick and mortar location but seek expertise through digital products and online
[12:13]    And finally, we wanted to provide a sneak peak of our new online tax prep product, Tango. Given the technology enthusiast nature of SL, we though this would be the perfect forum to introduce our new online product
[12:13]    In essence, we wanted to capture tech-forward audiences with non-traditional marketing which is whey you'll see us not only have a presence in SL but also have several events through the year

What Is Tango?

[12:16]    So, what is Tango? Tango is a new and inventive way to do your taxes online. It is based on "emotional design" concepts combined with the expertise and support from H&R Block. The video in this auditorium provides the back - story on the development of Tango from the VP of Digital Division, Tom Allanson. I invite you all to watch the video if you have not yet.

How is H&R Block Using Second Life for Tango?

[12:17]  Alexandra Bleriot:So, how are we using Second Life for Tango? We are offering SL residents a unique product bundle that includes a lot of fun Tango logo products like a scooter, t-shirts, dancing shoes and a Tango product key code so they can try out the service
[12:17]    The entire bundle cost 100L, Tango alone will retail in the real world for $70. It's a fablulous deal.

[12:18]  Johan Chandrayaan: May I ask when your project launched in Second Life?

[12:20]   First, there are the obvious metrics such as visitors to the island, sale of H&R Block products, number of resellers, etc.
[12:21]   However, what we are interested in is becoming a part of the SL Community and that will not happen overnight. We want to build a relationship with this community which is why our focus right nmow is on offering free tax advice.
[12:22]   We also have an email address for anyone who can't make it through office hous. It is sl-tax@hrblock.com.
[12:23]   H&R Block's mission is to help our clients achieve thier financial objectives by serving as their tax and financial partner. Our presence in SL is about becoming a partner with this community.
[12:23]   We have also created a reseller program where residents can put up their own Tango kiosk and earn revenue for the Tango Bundles that they sell. It is a way to extend the reach of Tango beyond our own island.

How Will H&R Evaluate Success in SL?

[12:24]   Alexandra Bleriot: And, now for the more interesting questions. People keep asking me how are we going to evaluate our success in SL?
[12:24]    We are in a learning mode. We don't profess to know everything about this community. We want to continue our presence and learn what works best. The most important part is that we want to speak to this community on their own terms
[12:24]    So what are some of our early observations?
[12:25]    It has been very gratifying to see interest from teh community as evidences by the event we are holding here today!
[12:25]    We are currently hosting office hours on tuesday and Thursday nights with live tax advisors who are here to answer tax questions that any SL resident may have about their real world taxes.
[12:25]    We continue to be amazed by the deep interactions and conversations via chat that we can have with residents here in SL
[12:27]    We have been surprised by the internal interest we have seen from our own associates. H&R block is a very large company with over 90,000 tax professionals across the US, We have many of our tax prefessionals visiting us virtually on H&R Block island and sharing experiences with each other!
[12:27]   And finally, I personally am surprised at how difficult it is for me to fly with some semblance of grace. It is a skill that I have not yet mastered - LOL
[12:28]  Shannon Burns: lol
[12:28]  Ono Noh: Try using mouselook while flying :)
[12:28]  Alexandra Bleriot: Thank you so much for joining us here today. I would love to open the floor up to questions as I have as much to learn from you.

Q&A Session

[12:28]  LowKey Shepherd: this is very cool but still limited can't wait to see the future of SL when they expand their servers...
[12:29]  You: We had one question earlier.
[12:30]  Vlad Breyer: I think this is great, and I do apreciate that you guys have come to SL to promote your new product.
[12:30]  Vlad Breyer: I like the price ;)
[12:30]  Rocky Maddaloni: where do you get the tango package?
[12:31]  Alexandra Bleriot: Joscha - We do have a worldwide presence and a sister company RSM MCGladdrey
[12:31]  Ono Noh: Will you post a transcipt of this meeting somewhere?
[12:31]  Alexandra Bleriot: Rocky - the tango package can be purchased from a Tango kiosk in the Tango Pavillion.
[12:31]  You: When did you launch H& Block Island?
[12:31]  Rocky Maddaloni: thanks - did you do your own development (inside H&R Block) or use a sherpa?
[12:32]  You: Yes, transcript will be posted in full.
[12:32]  PeterMike Harpoon: Znetlady...you will be posting a transcript on the SL Busienss Communicators blog right?
[12:32]  Alexandra Bleriot: Isbell - the date was March 12th
[12:32]  LowKey Shepherd: so is this suppose to become a virtual tax prep office?
[12:32]  Alexandra Bleriot: Rocky - we used a third party development company named Electric Sheep Company
[12:32]  Joscha Fuhr: How much inworld contacts do you expect?
[12:33]  Joscha Fuhr: meetings with people here
[12:33]  Alexandra Bleriot: Lowkey - We have a virtual tax prep product today called online office. You can have a tax preparer prepare your tases and never leave your home.
[12:34]  Robins Hermano: Do you have any plans to partner up with educational instiutions?
[12:35]  Alexandra Bleriot: this is the third week that H&R Block island has been open to the public
[12:35]  Joscha Fuhr: IDoes HR Block have worldwide expertice or only US expertice?
[12:35]  Alexandra Bleriot: Robins: H&R Block has one of the most extensive tax research institutions. We are looking at events that may be of interest to this community and take advantage of the expertise that we have
[12:36]  Joscha Fuhr: Will you keep giving free advise? or are you planning to make it a paid service?
[12:36]  Robins Hermano: Thanks
[12:36]  Alexandra Bleriot: Joscha: We are still in the testing phase. We have the office hours twice a week through the rest of tax season (April 17th). We plan on having additional events during the tax season and throughout the rest of the year around topics that interest this community
[12:37]  Bean Wollongong: Are all Tax ADvisors. Like Shannon Burns, Members of the "Sex on the Beach Club"?
[12:37]  Alexandra Bleriot: Joscha - Great question. We actually have a service available outside of Second Life where people pay for tax advice. We are testing our current SL approach this year and will determine the best way to continue in the future
[12:38]  LowKey Shepherd: i think sl need more work
[12:38]  MikeG1 Schumann: Have you considered having some tax advisors with specialty knowledge in areas of interest to residents? Seems like things like telecommuting (for example) might be more prevalent here.
[12:38]  Joscha Fuhr: yes
[12:38]  Shannon Burns: Bean - I am an Island Owner, and that Club is one of our Renters, so yes i am a member in a business sense
[12:39]  Joscha Fuhr: and also cross border tax issues
[12:39]  Joscha Fuhr: lol
[12:39]  Ono Noh: How about services that cater to virtual business ventures specificly?
[12:40]  Rocky Maddaloni: where will the transcript be posted?
[12:40]  You: Alexandra - a question from earlier: Does HR Block have worldwide expertice or only US expertice?
[12:40]  Alexandra Bleriot: Mike - that is another great question. We are looking at the "special circumstances" that may impact residents of SL the most and want to find ways to help them the most. We have expertise in all those areas. We just need to determine the best way to connect our expertise with the residents of SL
[12:41]  You: Transcript at http://freshtakes.typepad.com/sl_communicators - and on the wiki too.
[12:41]  Alexandra Bleriot: H&R Block does have worldwide expertise. RSM McGladdrey is also a sister company.
[12:41]  Rocky Maddaloni: thanks
[12:42]  You: Can you talk a little about how you are integrating SL presence with RL marketing?
[12:44]  Johan Chandrayaan: Have you looked at a way to integrate the existing virtual tax prep. product and enhance it using the SL platform?
[12:44]  Alexandra Bleriot: Isbell: There are many ideas that we are exploring right now. The biggest step we have taken so far is to incorporate it into our traditional communication plans. But that is only the beginning. As we learn more through this season, we will be looking at more integrated plans for next year.
[12:45]  Johan Chandrayaan: integrate it into SL that is.....
[12:45]  Rocky Maddaloni: you definitely have shown a very innovative approach! Impressive!
[12:47]  Alexandra Bleriot: Thank you Rocky! Johan, as we continue this initiative and get more grounded I think it would be interesting to see how it would play into deeper ties with all our products, not just digital. Could you imagine chatting with your tax professional in SL?
[12:47]  Johan Chandrayaan: I'd prefer to chat with him in SL
[12:48]  Ono Noh: Yes, they never answer the phones.
[12:48]  Alexandra Bleriot: We currently provide digital products that do include chat features. This is an exciting and evolving space.
[12:48]  Johan Chandrayaan: given the choice of the dentist or accountant, unfortunately I'll take the dentist
[12:48]  Johan Chandrayaan: no offense
[12:48]  Alexandra Bleriot: None taken. LOL
[12:49]  Johan Chandrayaan: may I ask if you approached your third party developer, or if HR Block had the idea to get into Virtual Worlds on its own
[12:49]  Pebbles Hannya: I think Johan's point is particularly true if they were really good at dealing with some of the issues that are likely to affect people in SL, such as those that have already been mentioned.
[12:49]  Johan Chandrayaan: or if the idea was presented to you
[12:49]  Alexandra Bleriot: Taxes are not fun, that is why Tango is an exciting tax product. The story it tells while you are doing your taxes, make it seem almost enjoyable!
[12:49]  Alexandra Bleriot: Our heavy marketing spends traditionally occur early in the year. Second Life is one of our initiatives we are looking to build as a year-round program
[12:49]  Delphina Audina: the the tax-key for the tango product is currently for US taxtation info or also to other countries over the world?
[12:50]  You: lol
[12:50]  Johan Chandrayaan: thank you
[12:50]  PeterMike Harpoon: That's me. :-)
[12:51]  Billy Mapp: Any thoughts / advice on getting buy-in to the SL concept from staff / members? (We are a membership organization.)
[12:51]  Alexandra Bleriot: Johan: We at H&R Block along with our agency Fleishman Hilliard were the ones to identify the opportunity with this emerging community. We then found the appropriate developer who could turn it into a reality
[12:51]  Alexandra Bleriot: First Delphina's question - Tango is only for US taxes. Sorry
[12:51]  Alexandra Bleriot: Billy - aRe you looking for internal sell-in?
[12:51]  Ono Noh: Exactly how is the story in Tango being told for/with the customer?
[12:52]  You: I'd like to know hear more about that too, Ono.
[12:52]  Billy Mapp: A little of both. We're fairly new to SL and want to easily show our staff and members the value / potential of SL.
[12:52]  Alexandra Bleriot: Ono - It sets up a conflict. The IRS has taken your money and we are here to help you get it back. Through each step of your taxes, we set up and resolve some of the story with you being the winner at the end
[12:53]  Alexandra Bleriot: Ono - Our team actually went to Hollywood to understand some of the key elements in story-telling
[12:53]  Joscha Fuhr: I think if you want to offer usefull services for SL inhabitants you really should have expertise in international cross border issues. Is that something you want to develop?
[12:54]  Ono Noh: How do you tell this story? Is it told as a fictional metaphor or as a process you take part in?
[12:55]  Alexandra Bleriot: Billy - There is a lot of education that needs to occur to build buy-in. I'm fortunate that I work for a progressive company. I think the most useful thing we did was continual education on the changing behavior and social networking
[12:55]  Alexandra Bleriot: Joscha - Thanks for the advice we will look into more of the cross-border issues as a potential subject of interest
[12:56]  Joscha Fuhr: your welcome ;)
[12:56]  Alexandra Bleriot: Ono - It is with you as the active participant. You are the hero of the story - it is really your journey. So each step is relevant to you and your tax return.f
[12:57]  Johan Chandrayaan: Does HR Block plan to use this space internally, such as for training etc?
[12:57]  Ono Noh: Hence the "movie posters" that are around, eh?
[12:57]  Alexandra Bleriot: The other great thing about Tango is that it includes a new support model. So you always have a partner while doing your taxes. Through our one-touch support, we will answer your tax questions, technical or customer support questions.
[12:58]  Alexandra Bleriot: And yes, you got the concept of the movie posters.
[12:58]  Alexandra Bleriot: Any other questions?
[12:59]  You: When will a demo of Tango be available?
[13:00]  Alexandra Bleriot: We will not have a formal demo of Tango this year. We currently have more product information available on tangotax.com and the product will be open to the public on hrblock.com in a week or so
[13:00]  You: Besides office hours here on the SL Island, will there be a way for residents to contact H&R here?
[13:01]  You: Any last question before we wrap up? Anybody?
[13:01]  Alexandra Bleriot: For tax advice and general questions, anyone can email us at sl-tax@hrblock.com. If you have a specific question for me, please feel free to contact me via my IM or at paula.drum@hrblock.com
[13:02]  PeterMike Harpoon: And don't forget to take a kiosk if you own land!
[13:02]  Joscha Fuhr: Thank you Alexandra!
[13:02]  You: Great!
[13:02]  You: Thank you so much Alexandra!
[13:02]  Shannon Burns: Johan Chandrayaan: Does HR Block plan to use this space internally, such as for training etc?
[13:02]  PeterMike Harpoon: If anyone purchses the Tango product bundle on your land...you get $L75 of the $L100 price.
[13:02]  Alexandra Bleriot: Thank you all for joining us here today
[13:02]  PeterMike Harpoon: You can find the kiosk to take in the Tango platform area behind your seating area.
[13:02]  You: Oh - Alexandra, can you canswer that last question?
[13:03]  Alexandra Bleriot: Shannon - we are evaluating all our potential uses for the island and have not ruled out a tax training class.
[13:03]  You: That would be great for residents too. :-)
[13:03]  JimmyJet Fossett: Thanks Alexandra. The tax training class sounds interesting
[13:03]  You: Thank you Alexandra and other H&R staff here.
[13:04]  Alexandra Bleriot: Non-employees actually do get a lot of benefit from taking our tax training courses. I think this may be a great event for this community
[13:04]  Johan Chandrayaan: Thank you
[13:04]  You: Everyone - thanks for coming!!!
[13:04]  PeterMike Harpoon: And here are some fancy moves from one element of the Tango product bundle...Tango shoes with a 3 loop dance HUD.
[13:04]  You: I will post the transript today. Come back and try the tango dance - it is pretty fancy. :-)
[13:05]  JimmyJet Fossett: Thanks Znetlady Isbell, and another great SL Bus. Communicators event!
[13:05]  You: I havent' tried the rose between my teeth though.
[13:05]  Alexandra Bleriot: Thank you Isbell!
[13:05]  Delphina Audina: Very Interesting meeting --ty Alexandra
[13:05]  Alexandra Bleriot: I also have HR Block t-shirts for anyone interested
[13:06]  You: Alexandra, how much time are you spending in sl these days?
[13:06]  Alexandra Bleriot: At least four to five hours a week :)
[13:06]  Alexandra Bleriot gave you H&R Block Shirt.
[13:08]  You: By the way SLBCers - Linkedin has finally approved our RL networking group. I'll set it up next week.
[13:08]  You: Will be heading out to Virtual Worlds 2007 conference tomorrow - is anyone going?
[13:08]  Johan Chandrayaan: I will be there
[13:08]  CAT Dean: i do not know what is it about?
[13:08]  You: Yay Johan!
[13:08]  Alexandra Bleriot: Anyone else who would like a t-shirt, please feel free to IM me
[13:09]  PeterMike Harpoon: And I will be at the Virtual Worlds Confernece this week too. Pete Klaus is my name in RL... with Fleishman-Hillard Digital in DC.
[13:09]  You: Thanks , Alexandra and PeterMike.
[13:09]  PeterMike Harpoon: Please come up and say hi if you see me. :-)
[13:09]  You: Excellent!!
[13:09]  CAT Dean: thanks for the t-shirt
[13:09]  PeterMike Harpoon: Znetlady and everyone from SL Business Communicators...thank you so much for spending time with us today.
[13:10]  JimmyJet Fossett: Yes, thanks for the T-Shirt. I like to collect them :-)
[13:10]  PeterMike Harpoon: And please stay in touch and let us know your thoughts and ideas.
[13:10]  You: We had fun = thanks for letting us "christen" the Island.
[13:10]  Billy Mapp: Thanks so much for the tour and information!
[13:10]  PeterMike Harpoon: Anytime!
[13:10]  You: Check out the disco while you are here.
[13:11]  Alexandra Bleriot: The disco is a great place to put on your dancing shoes and enjoy some latin jazz!
[13:11]  PeterMike Harpoon: Yes...feel freeto tour the island. I'm also happy to give anyone a personal tour.
[13:11]  PeterMike Harpoon: Just let me know.
[13:13]  PeterMike Harpoon: All, Paula and I are going to head over to the disco...feel free to join us.
[13:14]  Alexandra Bleriot: Thank you all again. I'm heading to the disco with my dancing shoes. Please feel free to tour the island and come bakc tomorrow night if you have any tax questions. Great to meet you all.

April 5, 2007