Check out the schedule by clicking here.

Keep cool and come out and say hello!

Yesterday completed my 11th tax season as a professional marketer. It was my first at H&R Block after spending 10 over at TurboTax.

What hasn’t changed in the 18 months in between my different tax marketing gigs was the relief brought about by the end of the sprint of a season. It was great to be back in the middle of the business I know so well even if the venue was new. Luckily, I’m surrounded by a group of other dynamic leaders and have a social team here that made the year a special one.

While it’s still too soon to share some of our results here, I feel proud of what our team was able to accomplish in such a short period of time. When I walked in the door, we had no social content strategy to speak of, no coordinated social presence at the retail level, and a slim budget which didn’t allow us to do what we needed to do to help the business. Fortunately, that all changed and we were able to get our motor running quickly and with staggering good results.

In just a few months, we were able to steal away social share of voice from all of our competitors with a content strategy and a content hub we’d sorely been lacking. With the launch of Block Talk, our blog and content hub, we brought to the tax game some of the best contributors and information a taxpayer could want. Whether it be timely tax content or stories, stunningly good infographics, or humorous campaigns, many are looking at H&R Block differently than they did last fall. Our content was spread far and wide to sites like The Huffington Post, Wired.com, Forbes.com, USAToday.com, and on, and on. Despite being late to the dance, we certainly cut a rug and people started to notice the 54-year-old brand had some new moves. While we’re not as smooth as James Brown just yet, we’re getting there and it won’t be much longer before we’re right where we should be. In this mobile and social world, content is king and our content continues to set the pace for diverse and entertaining information on taxes and money.

While we became a prolific content producer this tax season, we also started on another journey that’s difficult for our competitors to repeat. After the start of 2012, we rolled out local Facebook pages specific to a large group of our 10,000 locations. Thanks to a great implementation by our platform partners at Expion, those local offices quickly adopted, and used, Facebook to market to their local clients. They’ve seen and benefited from the power of local social marketing in a way the tax business has never seen. Whether it be referrals, client service, or the timely sharing of useful tips and content, our field marketing team, and local office managers, opened a new frontier for the nation’s largest retail tax chain. We’re proud of what they were able to do in such a quick and nimble way. The future looks bright on this side of the fence and we can’t wait to roll it out wider.

And then, of course, there was the Stache Act and Million Mustache March on Washington, D.C. The social content campaign, to benefit a worth charity in Millions From One, helped us reach new clients 18-34 in a way we had not even attempted before. It’s humor, quirky nature, and ability to tap into a sub-culture full of light-hearted commentary, helped us move the needle and even create buzz equal to one of our largest competitors. Thanks to the help of celebrities Ellie Kemper, Kristian Bush, Wayne Brady, John Axford, Jason Falls, Christina Bennett Lin and Sarah Glendening, and Jimmy McMillian, we connected with our younger clients in a way which will benefit us for years to come.

On a personal note, the campaign was especially gratifying for myself and AMI co-founder Aaron Perlut, and the rest of the stellar team at Elasticity. Since we first attempted to do it 3 years ago when I worked at the other tax company (they said “no” because of the political nature of the campaign), we were chomping at the bit to unfurl it on the American public. That company wasn’t down for the hairy upper lip so the idea and campaign sat. For H&R Block to believe in the idea, and its odd nature, shows that it can make fun of itself and be a part of something just a bit wacky. It worked with great results which can be documented with a Google search and a few minutes of your time. The entire H&R Block team is proud of how it all went down. Now, wait until you see what we have for next season!

Despite all this great sexy mustache-related content, and our core tax and personal finance content, we also did our best to help our clients in need via social. By fully integrating with our Client Services team, we were able to help tens of thousands of clients via Twitter and Facebook. A dedicated team of folks spent day-in, day-out monitoring and responding with world-class results. In fact, while others may have more “Likes,” the H&R Block Facebook page had more reach, more engagement, and better serviced customer service issues than anyone else in the tax game.

When you look at the numbers below, you can see the engagement and interactions with our clients is second-to-none in the tax industry – both retail and digital. Despite having half as many “Likes,” our clients are engaged and so are we. It’s not the macro numbers that matter, but how much are you getting your community to interact with you.

I’ll be the first to tell you that social networks aren’t the best customer service channels. Outside of using Twitter as an escalation tool, or to answer quick questions, it can be cumbersome and hard to manage. Despite those challenges, and changes to how we do that next season, I’m proud of our partnership with our CSO team and how we handled issues – particularly on Facebook. Look at these numbers and see how we were able to handle a huge volume of contacts and also respond when folks were upset:

Not only did we have 6x contacts than the next closest competitor, but we also responded faster (36 min average vs. 3hr 40 min), more frequently, and overwhelmingly bested our competition with customer who were negative for one reason or another. Also, we were close to being the brand with the lowest number of negative posts (TaxAct, as a %, beat us out) while TurboTax had the highest %.

We also were able to reach, via social, more possible clients and prospects despite ranking #3 amongst “Likes” on Facebook. We trailed both TurboTax and Jackson Hewitt (both with significantly higher Facebook ad budgets) in Likes yet were able to reach a larger number of potential Facebook users.

That’s just a taste of what a great tax season our social business team had here at H&R Block. The tax business is very competitive, and we’re up against some great competition. The top three tax companies are all maturing in the social space and the competition to drive both engagement, conversation and conversion will only get more heated.

The competition and increased awareness of the social space as a marketing, acquisition and retention toll for all us means it’s going to be a tough battle.

Even though we’re playing catch up, we’re running fast and the gap is closing. Thanks to my entire team and to the entire H&R Block system for a great tax season.

Let the next season begin!

Despite it being an amazing place for food, fun, football and new business, Austin is no longer big enough to host SXSWi.

Although I’ve been to less than a handful of “South-bys,” over the past three years I’ve seen it grow in amazing ways. No longer is it just an “oh-by-the-way” interactive/digital conference on the front-end of a film and music festival. SXSW has become a must for anyone in the social business or technology start-up world including big brands too. It’s nice to see the level of professionalism increase legitimizing it as much more than just a corporate boondoggle for overworked marketing types.

Despite its upside, SXSWi is also experiencing some significant growth issues. Talk to anyone with a badge and they’ll share their frustration over a couple of key problems, like:

1. Congestion. Not only is Austin more crowded with the throngs of douchey hipsters and corporate muscle, but the festival itself is so disjointed and overbooked it’s hard to see anything relatively easily. With events scattered all over town, your itinerary of “must see” panels and talks is almost impossible to juggle. Add in long lines (registration took our team almost 2 hours alone!) and a dearth of places to sit, stand or otherwise converse, and it’s obvious the city no longer has adequate space to handle the number of folks coming in.
2. Lack of Hotels. There are four people on my team and all four of us had to stay at different hotels that varied in distance from the convention center. Still, other colleagues had to stay 15-20 miles outside the city. You expect that with the Super Bowl but not a professional conference. Even if you book far in advance, it’s getting increasingly difficult to get rooms in the overcrowded downtown Austin area.
3. Lack of “Infrastructure”: Ok, so maybe not traditional infrastructure but soft infrastructure like cabs. The taxi situation was completely ridiculous. I understand it’s busy but cabbies in Austin were impossible to find at moments and refused to take credit cards. They all conspired to say the same thing: “Our credit card machines aren’t working.” Uh, not true. Poor service and small numbers were a lethal mix. Also, I spent a lot of money to bring my team and the service and availability of the simple things was deplorable compared to the investment.

Again, I know this is sacrilege because we all love the vibe, nightlife and warmth (usually, but not this year) of Austin. But if the conference continues to grow, especially with big brand sponsors, the size will be limiting.

In talking with a friend in Austin, he told me about the history of SXSW and how it was always an anti-establishment, “buck the system” kind of event. That’s true and that’s Austin for sure. Now, with this becoming real business – not only for interactive but increasingly for film and music – that mentality has jumped the shark.

While I don’t want every conference to be in Las Vegas, San Francisco, or Orlando, those places know how to build up, staff and serve during a big conference. They have larger venues, more hotel rooms, and cabbies that don’t sandbag and lie about broken credit card machines.

As more and more money is invested in, and by those who attend, the organizers of SXSW have to make a choice: do you make it smaller and stay in Austin, or do you move it and scale and grow.

It’s an interesting question for them to ponder but one they must.

I’ll always love going to Austin, but SXSW is now bigger than my favorite city in Texas.

Today I am painfully reminded of how much loss becomes a part of life as you grow older. For some, loss can be a part of your life throughout. But for most, as you grow older it’s just a natural part of a mature life.

As I was eating my lunch today and catching up on personal friends on Facebook, I was messaged by a classmate from my high school. He asked me if I had heard about one of our classmates passing away.

What?

We’re 42, not 72.

It turns out this classmate of ours – the picture of good health – just died suddenly. We weren’t close friends in high school but hung around mutual friends a lot. I had not seen him much since high school but that didn’t take the sting away. He was there during that time. The time when we all came of age wandering the beaches and streets of sunny San Diego’s north county coastline. Those days that seem just a year ago but really are almost 30 years ago. All the stories and great times I tell friends about now during those days, this guy was there. We have a shared experience and when someone from that small group leaves us, it leaves a hole for us all.

I can still remember Bruce’s distinctive laugh all these years later. Jovial, and very Southern California-like, he was a good guy then and, by looking at the lovely family he leaves behind, he was an even better man later on. My pain is for his kids and wife. We all pray for them and remember them during this difficult time.

At times like this, you say to yourself: “Damn it, why didn’t I keep in touch with all these folks.” The reality is, life gets busy and life moves on past our glory days even for those we care for. Because I hadn’t seen or spoken to Bruce all these years, doesn’t take away from what we expereinced together. Don’t be mad for not keeping up with those we lost. Be glad for the time you shared with them no matter how long ago it may have been.

Rest in Peace Bruce…I’ll see you on the other side.

You Really Got Me from Van Halen on Vimeo.

Click image to enlarge

Via: H&R Block

I was able to spend 20 minutes or so with UNLV head men’s basketball coach Dave Rice. Dave and I worked together in the UNLV athletic department back in the 1990s. I also worked with Dave’s wife Mindy. Dave and I were coworkers but we weren’t best buddies or anything. But getting to know him back then, he was always a great guy. As part of the support staff, Dave was always around – first one in, last one out. He was a member of our 1990

Coach Rice with my son Ryan in Wichita.

National Championship team and a beloved member of the Rebels family. Respectful of your role, personable and seemingly someone who always had time to chat. It’s no wonder why everyone who worked with us back then really liked Dave the guy as well as recognizing the fact he had a bright future as a coach.

Fast forward almost 15 years and there I was reacquainting with Dave after he landed the job most of us know he always wanted.

It was great being able to spend some time with him despite his hectic schedule. I expressed just how proud all of us UNLV and athletic department alumni were that one of our own was now the captain of our ship. As I said to him, it really feels like we’re all part of it and that’s a great feeling after the mess, at times, UNLV basketball has been.

What struck me – and I had been forewarned by mutual friends – was just how little Dave the guy had changed. He had great success in stints as an assistant at both Utah State and then BYU and developed an amazing reputation as a coach and recruiter nationally. This was why he now stood before me as the Runnin’ Rebels top dog. He worked his ass off for years to get back to where he wanted to be and it all worked out. He deserved it and got it. How often these days does that happen?

He hadn’t changed and that made me even more proud. With great success and power, some people lose their way. Not Dave. He’s the same guy and that’s why he’s successful. He appreciates history, loyalty and everyone around him. His success is our success and vice versa. There’s an incredible leadership message and lesson in all of that and we should take heed. A true measure of a man can be assessed when he reaches great success. Dave’s success at UNLV is only beginning. He’s got a lot more ahead of him and there is no doubt he’ll do it with class and a massive amount of hard work.

It’s nice to see a good guy win for once. I’m glad he’s a friend and I’m glad he’s back home where he belongs.

Thanks for being you Dave. Now, about that next National title!

The roots of the Thanksgiving holiday are religious. Despite the current cultural sparring over the role of religion in public life, then President Abraham Lincoln was clear about why he proclaimed the day a national holiday.

In his official announcement commemorating the establishment of the official holiday on October 3, 1863, Lincoln was direct:

“I do therefore invite my fellow citizens in every part of the United States, and also those who are at sea and those who are sojourning in foreign lands, to set apart and observe the last Thursday of November next, as a day of Thanksgiving and Praise to our beneficent Father who dwelleth in the Heavens.”

Despite its religious roots, for most of us Thanksgiving isn’t a religious holiday first most of us. For those of us who do have a strong faith, we use it as another way to show our appreciation to God. For those that don’t, they celebrate it for its true Americanism and the freedom it represents.

The reason I love Thanksgiving is because it is truly American. Besides the great food, football and leisure, it celebrates family and togetherness. It’s primarily a holiday celebrated at home amongst people you love. It’s time where we enjoy a bountiful harvest before we get set for the harshness, cold and darkness of winter. It’s a time of year when we celebrate our Americanism and just how lucky we all were to be born – or had the fortune to emigrate to – the United States.

Yes there are European and Native American traditions represented even in our modern celebration of Thanksgiving. But as is with most American traditions, they are a melting pot of ancient and modern ways to bring people together to be thankful for everything in our lives.

While so much time is spent on talking about Christmas, mostly for its consumer and secular meaning, Thanksgiving remains a little more pure in my mind. It’s a bit of a rushed holiday – lying in between the growing party holiday of Halloween and the onslaught of retail season – but its perhaps the most important for us right now.

The economy, job losses, home foreclosures, and other social issues have Americans on edge. Now more than ever we need the message that Thanksgiving delivers. We need to put aside our differences and sit at the table and be thankful – even in tough times. Perhaps our current malaise is even more reason for us to celebrate its meaning.

Let us in 2011 not look back about the bad times we’ve seen or the problems we have yet to solve. Let us look forward and be thankful we have time to bring about change. We have time and have been given the opportunity to continue to join together to make our country better.

In the immortal words of W.J Cameron: “Thanksgiving, after all, is a word of action.”

Happy Thanksgiving to all of you. Enjoy the time with your family, friends and loved ones. Be renewed and let’s give thanks and work together to make things as great as they can be.

Tim Tebow bugs the sports media elite.

He annoys former NFL players and even people in his own organization.

They’re not sure about his ability to be a starting quarterback in the NFL but that’s not why they are almost openly rooting for him to fail.

The reason, in my estimation, is Tebow’s unyielding faith.

Tebow is very public about his Christianity and the fact that he puts God above all else. He’s been a very public supporter of the pro-life cause and he’s not shy to always thank Jesus in a post-game interview.

This blind faith makes some uncomfortable. This is especially true for some former players and even a former Bronco quarterback, Jake Plummer.

In an interview with a Phoenix radio station, Plummer said this of Tebow:

“”I think he’s a winner and I respect that about him,” Plummer said in an interview on XTRA Sports 910. “I think that when he accepts the fact that we know that he loves Jesus Christ, then I think I’ll like him a little better. I don’t hate him because of that, I just would rather not have to hear that every time he takes a good snap or makes a good handoff.”

Plummer’s statement, while incredibly stupid and petty, I think accurately captures a below-the-surface discomfort the secular world of media and professional sports has with Tebow the Christian. This bleeds over into the discussion about his ability. Yes, he’s not a stereotypical NFL quarterback and the jury is still out on how long he’ll last as a starter. Yet despite the legitimate questions, the media’s fascination with his perceived “eventual” failure strikes me as odd.

Plummer’s comments should be immediately dismissed. Plummer, who was an overall bust as an NFL quarterback, was charged in 1997 with felony sexual abuse when he alledgedly fondled three women in a bar and then kicked one after she refused his advances. Plummer eventually struck a plea bargain was handed two years probation as a punishment. Obviously, Plummer doesn’t lead a straight life like Tebow and it appears the success, and his faith, are too much for Plummer to deal with.

In addition to Plummer, Broncos Hall of Famer, and current club President, John Elway has also been surprisingly critical. This continued desire to see Tebow fail is palpable and the reason seems to be related to his faith.

Despite this constant barrage, Tebow continues to take the high road and respond according to his personal belief.

“”I don’t try to focus on anything that doesn’t affect me personally and how I go out there every single day. I’m just going to continue to work hard and focus on what I can control,” Tebow told ESPN.

That type of answer to these attacks on his character, and athletic ability, will only drive his detractors more crazy. It’s his unfailing belief in his religion that’s driving the secular folks crazy.

It’s terribly unfair and runs against what this nation stands for – freedom of speech and freedom to worship how you see fit. The world of sports has done a good job, usually, of steering clear from religion. Tebow makes them talk about because he talks about his faith constantly. Why would that annoy anyone. If he was talking about his money and cars, everyone would laugh and move on.
Tim Tebow’s star is bright but the mainstream media machine won’t allow it to continue. As soon as he has any adversity, they’ll be there to crush the “Jesus freak” and to malign his ability.

Knowing Tebow, that won’t bother him. He’s answering to a higher power and what the media, former players, and those people threatened by his faith, won’t get to him.

Perhaps that’s why they hate him so much. They can’t control him and that eats at them.

As a life-long San Diego Chargers fan, I can’t root for the Broncos this Sunday when Tebow makes his sixth start against my hometown team. In fact, I hope he loses.

Despite that, I can’t help but root for a man who sticks to his principles and doesn’t care if the media machine is out to get him.

Tebow is unshakable and that sits just fine with me.