#cnx14 - raise your marketing game with killer community management on social networks
DESCRIPTION
Your community is an extension of your brand. Learn how collaboration, transparency, and engagement fosters your own army of brand advocates to further your reach, reputation, and results. Plus, join us to learn how a leading brand created a strong and vibrant community on social networks.TRANSCRIPT
Track: Social Marketing
#CNX14
#CNX14
Raise your Marketing Game with Killer Community Management on Social Networks
Lauren Vargas, Aetna Head of Social Media and Community, Twitter: @VargasL
Derek Showerman, Principal Consultant – Exact Target Marketing Cloud , Twitter: @derekshowerman
Track: Social Marketing
#CNX14
Aetna Highlighted Work
Lauren Vargas, Aetna Head of Social Media & Community
Quick Facts
Education:
Work Experience:
Track: Social Marketing
#CNX14
ETMC Highlighted Work
•Worked with various departments to design an effective Social Media consulting practice to help Salesforce & Exact Target Marketing Cloud customers utilize Social Media effectively (People, Process & Technology). •Worked extensively with numerous Fortune 2000 companies (Financial services, Retail, B2B, Travel, Pharmaceutical) to help them create and execute a Social Media strategy that coincides with the use of Salesforce and ETMC Marketing Cloud solutions.
•Spoken at numerous Salesforce and industry events.
•Product Manager for Social Studio’s go to market PS solutions.
•Built marketing and process collateral for a new ETMC solutions for Social Hub & Social Studio.
Derek Showerman – Principal Consultant
Quick FactsJoined salesforce.com: 2012Residence: Boston, MAEmail: [email protected]: 978-604-0270
Education:BS in Communications – Lyndon State College, Lyndonville VT
Work Experience:Versatile, results-driven digital marketing professional with outstanding analytical and communication skills who collaborates effectively with management and employees. Understands and adapts to the constantly changing state of digital marketing strategies and is driven to exceed business objectives. Hands-on leader who proactively and creatively develops brand web presence & UI and deploys solutions based on best practices. Provides outstanding reporting and analytics to drive lead quality, quantity, and sales. Ability to handle outside vendor relationships and marketing responsibly. Excited to continue to utilize digital marketing skills for a business.
Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
How does Aetna’s Community Wellbeing Index helps Aetna’s marketing strategy and insights?
Track: Social Marketing
#CNX14
Goals – Presentation Overview
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Building the Foundation –
Discovering what it meant for Aetna to become social and
engage the community
Developing a digital ecosystem –
Understanding the role of the social and
community engagement in
business
Establishing the Community
Wellbeing Index – Educating the
company about how social conversations
intersects with business
transactions
Track: Social Marketing
#CNX14
Challenge
Two years of building foundational elements…leading to Summer of 2013…where Aetna goes from 0 to 60mph.
Ready for the ride?
Track: Social Marketing
#CNX14
Use of integrated and operationalized social media and community within every job function internally (Bertolini Blog, Aetna No Boundaries, AetNetWork, Jive, etc.)
Use of social technologies to communicate with social members, customers, their partners and constituencies, or the general public (Twitter, Facebook, YouTube, WordPress, LinkedIn, etc.)
Use of public/private online communities to engage and empower care providers, patients and consumers in their pursuit of health and wellbeing (OneRecovery, Get Active, etc.)
What does it mean for Aetna to become social?
Foundational Components
Policy TrainingProcess/Playbooks Listening Strategy
2014Focus
Center of Excellence
Track: Social Marketing
#CNX14
Building the foundation
Policy• Social Media Standard; Community
Engagement Guidelines; Community Pact
Process• Hi-Level Engagement Workflow Maps;
Community Handbook (Style Guide + Playbook + Governance); Resource Library
Training• Enterprise – Six Tiers; Community Share
Program
Track: Social Marketing
#CNX14
Lens 1: Understanding the digital ecosystem
Apply urban planning methodology to digital ecosystem strategy to better understand gaps, opportunities, responsibilities, and the integrated role of social media.
“We’re building destination cities. We need human, living cities.” – Cameron Sinclair, Founder and Executive Director of Architecture for Humanity
Track: Social Marketing
#CNX14
Lens 2: Establishing zones
Navigation• Understand current versus aspirational
state• Limit new platforms
Reimagine• Create shorter blocks, expanded interiors• Embrace creative destruction
Smart Grid• Enforce minimum density requirements• Accommodate new sources of energy
and supply and demand
Track: Social Marketing
#CNX14
Lens 3: Building crosswalks
Walkability• Create dense social landscape• Must be useful, safe, comfortable and
interesting
Connections• Show more connections
Exploration• Reward people for getting around virtual
neighborhood and/or city and unlocking new spaces
• Establish charging stations• Move into the neighborhood
Track: Social Marketing
#CNX14
Lens 4: Developing green spaces
Walkability• Create dense social landscape• Must be useful, safe, comfortable and
interesting
Connections• Show more connections
Exploration• Reward people for getting around virtual
neighborhood and/or city and unlocking new spaces
• Establish charging stations• Move into the neighborhood
Track: Social Marketing
#CNX14
Lens 5: Packaging relationships
Layer• Understand and create paths for
archetypes and all stages of life cycle / customer journey
Expand• Develop beyond the living space• Integrate paid media
Crowdsource• Embrace collective creativity and
encourage community members to share their own paths
Track: Social Marketing
#CNX14
Finding the sweet spot
(Mind the Gap)Old New
Track: Social Marketing
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Consolidated lens view• Assist members by offering them a path of all relevant
assets or allow for crowdsourced navigationPackaged Experiences
• Establish collective or highly personable social media spaces to enhance the neighborhood experienceGreen Spaces
• Build bridges and crosswalks so members can easily navigate from one neighborhood/cluster to anotherWalkability
• Value the property and determine when it is appropriate to sunset the channel versus rehabilitateCreative Destruction
• Rezone areas to combine or bring similar digital assets into the same areas Personalized Ecosystem
• Understand the current state and state of mind; Audit all external facing structures and supporting platformsGeneral Ecosystem
Track: Social Marketing
#CNX14
Community Wellbeing IndexBrand Engagement %
• Level of engagement for specific brand mentions.
• This is an adjusted percentage based on the guidelines for response set forth for the community team via the Playbook.
Industry Engagement %
• Level of engagement for reaching out to the Industry beyond the organization name.
• This includes company events, pro-active niche area topic profiles, and overall social media topic profile.
Content %• Effect of content creation
created and distributed by the Community team.
• This includes blog posts, ebooks, reports and case studies.
Internal Engagement %• Level of engagement between
community members and the lead generation team.
• This will be tracked w/in CRM system with each internal client being treated as a contact for the Internal Community Account.
KPIs for growth and success
Track: Social Marketing
#CNX14
Case Study – Social Customer Service
• Adaptability is sweet spot• Focus on solutions• Build natural protective systems• Hone observation skills• Decentralized ecosystem• Build Redundancy• Macro and Micro View• Central Library• Agreed Taxonomy• Built-In Scenarios
Track: Social Marketing
#CNX14
Community Wellbeing Index – Customer ServiceEnterprise Brand Engagement Industry Engagement Content Curation / Creation Internal Engagement
Social Brand • # Followers / Subscribers / Reach (Tiered)
• # Comments / Likes / Views• # Tags / Votes• Bookmarks• Sentiment Trend• # Referrals / NPS• Share of Voice• Cost per Lead• Speed of Sales Cycle• Paid / Earned Media Trend
• Trending Topics• Share of Conversation
• Inbound Links• Outbound Links• Conversion of Calls to Action
• Employee Social Graph Trend – Map to Training Paths and Certification
• # Requests to Center of Excellence
Social Health • Crowdsourcing: Product / Service Ideas
• Active Profiles• Post Frequency / Density• Sentiment Trend
• Product / Service Adoption Rate
• Conversion of Calls to Action • # or % Issues Resolved by Community Manager / Facilitator versus Community
Overall • Relevant Mentions / Total Mentions Ratio
• Relevant Mentions / Engagement Ratio
• Brand Loyalty / Affinity• Sentiment Trend / Shift
• Development Cycle Time • Interaction with Content • # or % Content Created In-house versus Community
Use Case: Customer Service
• Issue Resolution Time• % Issues Resolved• Sentiment Trend
• Trending Topics by Filter: Complaints, Compliments, and Expressed Need
• Trending Topics Increase / Decrease
• # or % Issues Resolved by Agent versus Community and Redirected / Original Content
Track: Social Marketing
#CNX14
Real-time Snapshot
Track: Social Marketing
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Real-time Engagement
Track: Social Marketing
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What Next?
• Define the ‘skin-in-the-game’ – merging social conversations with bottom line metrics
• PLAN: Aetna curriculum is in progress – looked to the best for inspiration
• Differentiate between awareness and application
• Conduct continuance communication• Establish starting point with existing
training / example or scenario inclusion (annual integrity training)
Track: Social Marketing
#CNX14
Takeaways
• Strike a balance between passive and active listening
• Start at any and ALL levels – Build templates / scenario planning to increase confidence and familiarity
• Develop macro and micro view of holistic community health
• Engage all senses
Track: Social Marketing
#CNX14
Strategy first, technology second
Know where social conversation is
appropriate in the digital ecosystem
Customize the technology platform to solve for specific
use cases
Recap Slide
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Track: Social Marketing
#CNX14
Track: Social Marketing
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
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$50StarbucksGift Card
Track: Social Marketing
#CNX14
Track: Social Marketing
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Q&A
Track: Social Marketing
#CNX14
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
Track: Social Marketing
#CNX14