I run social strategy and accounts for Aflac.
Being responsible for growing the social community for a brand icon like the Aflac Duck and for respected company like Aflac.
Being agile, and working in real-time. We’re a highly regulated company, so we can’t always jump in on every trend or if we get approval, the “trend” may have already passed.
I manage an agency, Dagger in ATL, that helps me manage content and strategy for our social ecosystem. We plan organic content on a quarterly basis and extend and amplify major campaigns as they happen. Major campaigns means aligning with TVC launches.
Is there a long approval process for social content or are you trusted to pretty much do your own thing?
There is an approval process. Some are more detailed and “longer” than others based on the campaign. Aflac always has oversight on anything being posted to our channels.
Outside of those, our partnership with Coach Prime, Deion Sanders, has resonated well with consumers and we had many posts that over-indexed and out-performed our benchmarks. Working with our celebrity talent is always fun.
What have some of your favorite posts been, even if they aren’t necessarily the ones that went “viral”?
The Coach Prime content is very fun. Also, all the content around “The Aflacket” has been fruitful for us.
What began as a comment from Twitter, turned into a social campaign and then evolved into our TV campaign. Working with our celebrity talent is always fun.
What do you wish you knew before you started managing this account that might have made things easier at the beginning?
I had the privilege of helping Aflac RFP it’s new social AOR. So, once we brought on Dagger we basically tore the strategy down to its studs and I’ve helped rebuild the entire social ecosystem.
Don’t… Hah, try to unplug as much as you can. It’s impossible to be online all day and then also during your “off time” set proper boundaries.
Trust their expertise and surround them with the people and tools needed to succeed. Social needs the proper budget dollars. I’m thankful to have all of that.