#CNX14 - Raise your Marketing Game with Killer Community Management on Social Networks

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

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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

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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

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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

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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

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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

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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

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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

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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

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Real-time Snapshot

Track: Social Marketing

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Real-time Engagement

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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

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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

1 2 3

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

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Track: Social Marketing

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Q&A

Track: Social Marketing

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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

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