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Social MediaSocial MediaOn The Front LinesPhyllis Dent
September 28, 2010
Front Line Goals
1. Build the right audiences in the right channels.
2. Engage audiences with one another and with the Aflac Duck to better define our company and our value proposition.company and our value proposition.
3. Monitor/Listen/Moderate
4 E
5. Convert potential customers who use social media channels into leads and sales.
4. Engage
6. Strengthen the loyalty of existing customers by generating immediate feedback about their brand experiences and by being nimble in our responses.
2 Aflac – Social Media: On the Front Lines
Audiences and Channels7 886 Fans/Likes on FB
5,016
7,886 Fans/Likes on FB
5,016 Fans/Likes on FB
10,623 Agents on
Field Force BBuzz
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9,105 on LinkedIn546 Followers
Engage the audiences with one another and with the Aflac Duck to better define our company and our value proposition
171,342 Fans/Likes
243 Subscribers
4 Aflac – Social Media: On the Front Lines
6,890 Followers
Monitor/Listen/Moderate
5 Aflac – Social Media: On the Front Lines
Engage
6 Aflac – Social Media: On the Front Lines
Identify Policyholder/Customer Issues
Generate immediate feedback about experiences with Aflac.
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Identify Employee and Agent Compliance Issues
Compliance Issue
8 Aflac – Social Media: On the Front Lines
Identify Employee and Agent Compliance Issues
Non-issue/Appropriate
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Tracking
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Maintain Policyholder Privacy
Social networking sites are very popular in modern culture; they are not known for their strong stanceSocial networking sites are very popular in modern culture; they are not known for their strong stance on privacy.
Many social media sites have come under fire for scanning users information for marketing purposes.
Confidential information is subject to company privacy policies and HIPAA
We do not solicit confidential communications through social media sites.
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Maintain Policyholder Privacy
12 Aflac – Social Media: On the Front Lines
Response Process
Question/issue/comment posted on social networking site
AflacPhyllis determines need for correct answer/resolution
Question/issue presented to operation’s SME who determines answer/resolution
Aflac operations executive management sends go/no go response
AflacPhyllis posts response to social network
Social media response process typicallySocial media response process typically
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Social media response process typically takes less than 12 hours for Monday through Friday posts.
Social media response process typically takes less than 12 hours for Monday through Friday posts.
Questions?
14 Aflac – Social Media: On the Front Lines