In her Brands-Only Summit presentation, Aetna's Lauren Vargas teaches a class on how to develop and manage a social media training program for your employees. She gives a detailed framework for leading a social media training program that teaches effective and ethical social media engagement.

1. How to run a social media
training program
LAUREN VARGAS
AETNA
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. Quality
health
plans
benefits
Healthier
living
Financial
well-­‐being
Intelligent
solu;ons
How
to
run
a
social
media
training
program
Lauren
Vargas,
Head
of
Social
Media
and
Community
@VargasL
VargasL3@aetna.com

3. 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.)
Aetna
Inc.
Founda;onal
Components
Policy
Process/Playbooks
Listening
Strategy
Center
of
Excellence
Training
2014
Focus

4. 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

5. 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

6. Evaluate
Dell
Build
Skills
Rubric
and
Curriculum
Outline
• 2014
Build
and
Launch
Aetna
Inc.
Training
program
overview
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
• 2011-­‐2012
SMaC
University
• 2012-­‐2013
Curriculum
Budget
**Framework
via
PwC/AEV
• Dedicated
Senior
Project
Manager
• Partner
Agency
• Total
Cost
$230k
(*Does
not
include
FTE
or
Mktg
costs)

7. Aetna
Inc.
Training
needs
and
value
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?

8. 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

9. 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

10. 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

11. 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

12. 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

13. Aetna
Inc.
Thank
you
12
Lauren
Vargas,
Head
of
Social
Media
and
Community
@VargasL
VargasL3@aetna.com

14. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014