how aetna uses employee advocacy to power social sharing in a highly regulated industry
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How Aetna Uses Employee Advocacy to Power Social Sharing
in a Highly Regulated Industry
2#EngageU
Nicole Alvino
Co-founder & Chief Strategy Officer at
SocialChorus
@Nalvino
How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry
Tara Autrey
Senior Social Media Manager at Aetna
@TaraA_79
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SocialChorus surveyed 1,000 employees from enterprise
companies.
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Workplace Communication Needs to Improve
Both employees and managers agree that there isn’t enough effective communication internally.
• 94% of employees want to hear more about what is going on
from leadership
• 68% of executives believe they do a “good” job of
communicating
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…Only 21% of employees agree
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When employees are engaged and well-informed, they will engage and
inform their network.
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Employee Engagement Leads to Employee Advocacy Employees who feel connected with the brand are also more empowered to advocate for the brand.
• 93% of employees say they would be good at advocating for the
brand
• 87% of employees see the career benefits of advocating for the
brand
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Why Don’t Employees Already Advocate?
• 55% of employees don’t share about the brand
because they are worried they’ll get in trouble
• 44% of employees don’t know what
information they can and can’t share
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Why Leadership May Push Back on Employee Advocacy
9#EngageU
Nicole Alvino
Co-founder & Chief Strategy Officer at
SocialChorus
@Nalvino
How Aetna Uses Employee Advocacy to Power Social Sharing in a Highly Regulated Industry
Tara Autrey
Senior Social Media Manager at Aetna
@TaraA_79
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Why did Aetna get started with employee advocacy?
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Employee Advocacy is the #1 Way to Amplify Content
• Employees reach a much larger audience than a brand’s social page
• Employee-shared content adds character and personality to Aetna’s brand messaging
• Employee advocacy gives employees access to brand and industry content that that is safe to share on social media
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How did Aetna get internal buy-in for an employee advocacy
program?
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3 Ways Aetna Achieved Internal Buy-in
1. Get leadership onboard early in the process to align program with the goals of the business
2. Seek guidance from a manager or colleague with experience building social media guidelines from the ground up
3. Ensure compliance by partnering with Legal and Information Security departments before launching
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Employee Advocacy: Benefits Company-wide• Social Media Marketing: Increase
awareness
• Communications: Engage employees
• Human Resources: Attract top talent
• Sales Professionals: Drive leads
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How did Aetna train employees to safely represent the brand on social
media?
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Train to Build a Solid Employee Advocacy Foundation
• Start by training employees who are already active on social media
• Iterate on lessons learned to create training materials for all employees
• Develop a social media training curriculum with various levels
• To date, 97% of our employees are certified to create and share content for Aetna on social media
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How can employee advocacy strengthen consumer trust?
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Employee Advocacy Builds Consumer Trust
• Healthcare has become more like retail now that consumers can purchase healthcare plans from exchanges directly
• Employee advocacy empowers our employees to connect with consumers who are seeking information about healthcare on social media
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“With employee advocacy, our employees can reach people who haven’t been exposed to the Aetna brand or come across our social pages.”
Tara Autrey
Senior Social Media Manager at Aetna
@TaraA_79
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How does Aetna engage employees to amplify social content?
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Curate Social Media-friendly Content
• Aetna brand and industry content is meant to keep the public informed on health and healthcare
• Aetna brand and industry content includes:
• Health and wellness tips
• Recipes of the week
• Infographics on health best practices
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“I highlight social media content for our employee advocates that I think will really resonate with friends and family. We have a lot of health and wellness tips that can really appeal to a general audience.”
Tara Autrey
Senior Social Media Manager at Aetna
@TaraA_79
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What does the future hold for employee advocacy in the Aetna?
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The Future of Employee Advocacy for Aetna• Position the Aetna brands as a thought
leader in the healthcare industry
• Reach even more people, engaging different audiences and increasing brand awareness
• Make it even easier for employees to participate in the program and make it a part of their daily routine
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The use of mobile to accomplish everyday tasks
is increasing — especially for working professionals.
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Create a Consumer Experience for EmployeesEmployee communication strategies that adapt to consumer expectations work better. The majority of your workforce wants to receive company information via a mobile app.
• 82% of Millennials
• 76% of Gen X
• 54% of Baby Boomers
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Be Better ConnectedWe believe connection drives engagement, productivity and advocacy for modern enterprises.
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Interested in Learning More?
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Download our ebook
How to Sell Your Company on Employee
Advocacy http://bit.ly/GetInternalBuyIn
Register for our Upcoming Webinar:
How Gallo Uses Employee Advocacy to
XYZhttp://bit.ly/gallo-employee-advocacy
Thank you!