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

1. SocialMedia.org
Video Case Studies
SocialMedia.org
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Case Studies
BlogWell
San Francisco
June 20, 2011
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Lauren Vargas
BlogWell
Chicago Building an Enterprise-Wide
July 18, 2012
Community Competency
socialmedia.org/blogwell

2. Building an Enterprise-Wide Community
Competency at Aetna
Lauren Vargas, @VargasL
Community Strategy Director, Aetna
VargasLMV@gmail.com

3. Learn from Nature

4. Functioning as One

5. Develop Shoreline

6. Establish Sandbox

7. Build a Toolkit

8. Chameleon Effect

9. Diversify Filters

10. Art and Science of Listening

11. Stories through Workflow

12. Building Structure

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. Strike a Balance

15. Health Trends

16. Questions?
Delicious.com/stacks/VargasL
Lauren Vargas, @VargasL
Community Strategy Director, Aetna
VargasLMV@gmail.com

17. SocialMedia.org
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BlogWell
San Francisco
June 20, 2011
upcoming BlogWells
This presentation is from
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BlogWell socialmedia.org/blogwell
Chicago
July 18, 2012
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