blogwell chicago social media case study: aetna, presented by lauren vargas
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SocialMedia.orgVideo Case Studies
Lauren Vargas
Building an Enterprise-WideCommunity Competency
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
July 18, 2012socialmedia.org/blogwell
Building an Enterprise-Wide Community Competency at Aetna
Lauren Vargas, @VargasL
Community Strategy Director, Aetna
VargasLMV@gmail.com
Learn from Nature
Functioning as One
Develop Shoreline
Establish Sandbox
Build a Toolkit
Chameleon Effect
Diversify Filters
Art and Science of Listening
Stories through Workflow
Building Structure
Essential Elements • Overview
– Listening Objectives
– Topic Profile Settings and Details
– Monitoring/Response Schedule
• Workflow
– Relevant Mention Identification
– Media Type Response Times
– Engagement Level Classification
– Priority Classification
– Conversation Classification
– Notes and Tags
– Available Macros
– Escalation
– Sentiment Classification
– Post Assignment
• Engagement
– Response Interactive Modeling
– Disclosure
– Close Feedback Loop
• Reporting
– Weekly
– Monthly
– Ad hoc
Appendix: Governance – Creation and
closing / deletion of a channel Record Retention Internal Dialogue
Strike a Balance
Health Trends
Questions? Delicious.com/stacks/VargasL
Lauren Vargas, @VargasL
Community Strategy Director, Aetna
VargasLMV@gmail.com
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
July 18, 2012socialmedia.org/blogwell
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