how to run a social media training program, presented by lauren vargas
TRANSCRIPT
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
How to run a social mediatraining program
LAUREN VARGASAETNA
Quality health plans & benefits Healthier living Financial well-‐being Intelligent solu;ons
Lauren Vargas, Head of Social Media and Community @VargasL [email protected]
How to run a social media training program
Aetna Inc.
What does it mean for Aetna to become social?
Use of integrated and opera8onalized social media and community within every job func8on internally (Bertolini Blog, Aetna No Boundaries, AetNetWork, Jive, etc.)
Use of social technologies to communicate with social members, customers, their partners and cons8tuencies, or the general public (TwiHer, Facebook, YouTube, WordPress, LinkedIn, etc.)
Use of public/private online communi8es to engage and empower care providers, pa8ents and consumers in their pursuit of health and wellbeing (OneRecovery, Get Ac8ve, etc.)
Founda;onal Components Policy Process/Playbooks Listening
Strategy
Center of Excellence
Training
2014 Focus
Aetna Inc.
Building the founda;on
Policy • Social Media Standard;
Community Engagement Guidelines; Community Pact
Process • High-‐Level Engagement
Workflow Maps; Community Handbook (Style Guide + Playbook + Governance); Resource Library
Training • Enterprise – Six Tiers;
Community Share Program
Aetna Inc.
Training objec;ves
Aetna’s Social & Community Strategy: • To embed social media and community principles in the fabric
of the company Aetna’s Social Media & Community Center of Excellence Training Strategy: • To lessen the distance between organiza8on and the member • To empower as many engaging and excited member impac8ng
employees as possible
Aetna Inc.
Determine business objectives
Set learning objectives
Develop learning framework
Environmental Analysis
Skills rubric
Advancement model
Curriculum(s) Build delivery methodology model
Build rollout plan
Develop content
Launch
Alignment with existing training
programs & structure
Resources and Timing
Budget
**Framework via PwC/AEV
Training program overview
• Dedicated Senior Project Manager
• Partner Agency • Total Cost $230k (*Does
not include FTE or Mktg costs)
• 2011-‐2012 Evaluate Dell SMaC University
• 2012-‐2013 Build Skills Rubric and Curriculum Outline
• 2014 Build and Launch Curriculum
Aetna Inc.
What do we want to
accomplish?
How will we accomplish
it?
Cer8fica8on
Awareness Training
Support
Track
Value if not used?
Protect brand, ensure compliance
Educate and align
Who / What
the role of each person / department clear?
Training needs and value
Aetna Inc.
Program overview
No one-‐size fits all Execu8ves; Corporate Communica8ons; Community Managers; Self-‐Iden8fied Employees; General Workforce; Agency Partners/Affilia8ons • Each path has mul8ple levels of comple8on / cer8fica8on (advancement
model) • Mandatory training on-‐demand (General Workforce) • Formal cer8fica8on required for any business unit / individual to maintain a
social media / community presence • Session format includes a mix of on-‐demand and instructor-‐led training • Integrate social media / community principles and prac8ces into exis8ng
Learning Center curriculum
Aetna Inc.
Program overview cont.
• Training resources include checklists, process templates and dedicated Social Media /Community Business Council 1x1 counsel
• Course comple8on is dependent on real-‐world tasks and problems • Con8nuous learning required as part of cer8fica8on • Comple8on of X hours for X Path / Level • Monthly Power Hour Series – 1-‐hour sessions led by Social Media /
Community Business Council • Reverse Mentorship Program available as part of formal cer8fica8on
Aetna Inc.
Modular content overview
White Belt (On Demand) Module 1
• Social Strategy • Social Media Community Guidelines • Social Media and Community
Accountability Module 2
• Social Media Landscape • Internal Social Media / Community
Footprint • Social Media Governance
Module 3 • Building Personal Brand • Represen8ng Aetna Brand • Customer and Brand Privacy and
Informa8on Security
Green Belt (Mix) Module 1
• Community Management • Community Handbook • Escala8on / Modera8on Workflows
Module 2 • Social Media Listening • KPIs • Business Case Development
Module 3 • Strategy for the Customer Journey • Paid, Owned, and Earned Media • Readiness • Tips and Tricks
Mastery Test and Cer;fica;on
Aetna Inc.
Modular content overview
Black Belt (Instructor Led) Module 1
• Digital Ecosystem Framework • Applica8on to Customer Journey
Module 2 • Strategic Planning and Objec8ves • Team Planning and Process
Module 3 • Measurement and Insights • Long Term Business Planning
Module 4 • Case Study Applica8on and Assessment
A Black Belt is an individual responsible for crea8ng strategies for connec8ng with audiences online. For this training we assume Black Belts: • Have the discre8on to evaluate
social/digital channels both inside and outside of the current Aetna ecosystem
• Manage budgets that impact ac8vi8es on social/digital channels
• Manage teams who execute on social/digital strategy
Aetna Inc.
Resource and support needs
• Learning framework and delivery methodology developed by Social Media / Community Business Council, Talent Management, Learning Center, and recommended agency partner
• Curriculum, training resources and post-‐training support developed /maintained by Social Media / Community Business Council, Business Unit(s), Talent Management, and Learning Center
• Resources and support dependent on X Session / Path / Level • Communica8on and promo8on plan developed by Social Media /
Community Business Council and Corporate / Internal Communica8ons
Aetna Inc.
Thank you
12
Lauren Vargas, Head of Social Media and Community @VargasL [email protected]
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
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