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BlogWell Chicago Social Media Case Study: Aetna, presented by Lauren Vargas

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In her BlogWell Chicago presentation, Aetna's Community Management Strategist, Lauren Vargas, talks about how they're using community management to succeed in a heavily-regulated industry.

Lauren shares steps from their internal process in developing a successful community including: building a toolkit, creating a listening strategy, building structure through evangelists, and more.

Watch the video of the presentation here: https://vimeo.com/48621837

Published in: Business, Technology
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BlogWell Chicago Social Media Case Study: Aetna, presented by Lauren Vargas

  1. 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011This presentation is from socialmedia.org/blogwell Lauren VargasBlogWell Chicago Building an Enterprise-Wide July 18, 2012 Community Competency socialmedia.org/blogwell
  2. 2. Building an Enterprise-Wide Community Competency at Aetna Lauren Vargas, @VargasL Community Strategy Director, Aetna VargasLMV@gmail.com
  3. 3. Learn from Nature
  4. 4. Functioning as One
  5. 5. Develop Shoreline
  6. 6. Establish Sandbox
  7. 7. Build a Toolkit
  8. 8. Chameleon Effect
  9. 9. Diversify Filters
  10. 10. Art and Science of Listening
  11. 11. Stories through Workflow
  12. 12. Building Structure
  13. 13. Essential Elements• Overview • Engagement – Listening Objectives – Response Interactive Modeling – Topic Profile Settings and Details – Disclosure – Monitoring/Response Schedule – Close Feedback Loop• Workflow • Reporting – Relevant Mention Identification – Weekly – Media Type Response Times – Monthly – Engagement Level Classification – Ad hoc – Priority Classification Appendix: – Conversation Classification  Governance – Creation and – Notes and Tags closing / deletion of a channel – Available Macros  Record Retention  Internal Dialogue – Escalation – Sentiment Classification – Post Assignment
  14. 14. Strike a Balance
  15. 15. Health Trends
  16. 16. Questions? Delicious.com/stacks/VargasL Lauren Vargas, @VargasLCommunity Strategy Director, Aetna VargasLMV@gmail.com
  17. 17. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell Chicago July 18, 2012 socialmedia.org/blogwell

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