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Case study on the transformation of Humana to a social business. Presented at the Inbound Marketing Summit 2009 - Boston on October 8, 2009
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Greg Matthews Twitter:@chimoose
The Community Inside
GETTING SOCIAL WITH HUMANA
Photo by brtsergio, CC
goal
Who is Humana
How to transform
• Big, complex, regulated, silo, relationship oriented
• Study – Align – Experiment• SHARE
be a vacuum
be a padawan
try stuffbe 2.0
turning a battleshipPhoto by stevesheriwhttp://www.flickr.com/photos/8177037@N06/2468783470/
Study
• Library etc
Photo by pigstubshttp://www.flickr.com/photos/pigstubs/1252592876/
be a vacuum
Align
Photo by Loren Javier CChttp://www.flickr.com/photos/lorenjavier/3648239111/ /
be a padawan
Experiment
• Frankenstein
try stuff
be 2.0
THE
TOWN SQUARE
Understand
Explore
Utilize
framework
fundamentalsAuthenticity
Active Listening
Going Where They Are
Personal Voice
Learning Through Action
Sharing - Open Source
chamber of commerce
chamber of commerce
new demandsControl Reality1
– Bottom up groundswell and top down control colliding
Information Security2
– Malware attacks rise with social media use at work
Workforce Culture3
– Labor Intensive, Highly Involved, Non-Standardized
Intellectual Property4
– Who owns ideas and contacts, employer or employee?
1 Douglas Pollei, VP of Internet Strategy and Corporate Development for IKANO Communications Inc.
2 MarketWatch
3 Jim Cuene, Director, Interactive, General Mills
4 Warwick Ashford, Computer Weekly
HR• Capacity Building• Acquisition and
Retention of Talent• Associate
Experience• Performance
Management
IT• Security• Access• Development
Marketing• Conversation• Brand
Management
Law• Intellectual
Property• Compliance• Media Law• Liability and
Indemnity
new corporate focus
More Experimentsthe future
Photo by ILMO JOEhttp://www.flickr.com/photos/9948354@N08/763399258/
networks and video
games
Fishtanksocial platforms
social tools
mobilemobile
the end
Greg MatthewsHumana’s Innovation Center
http://CrumpleItUp.com
Twitter: @chimoose
Appendix: fundamentalsAuthenticity
Active Listening
Going Where They Are
Personal Voice
Learning Through Action
Sharing - Open Source
• We’re honest, accurate, and thorough• We’re not marketing; we’re having a
conversation• We don’t keep secrets or spin the truth• We’re people, too
Authenticity
• We’re taking the time to stop talking and just listen
• We want to hear what you have to say—even if it’s negative
• When we enter a new space, we’ll listen first before we start talking
• We’ll listen for how we can make your life better or easier
• We want to change the way we work based on your needs
Active Listening
• People go to the places they know, trust, and enjoy
• You don’t have to come to us—we’ll come to you
• If it’s necessary for you to come to us, we’ll build you a bridge
Going Where They Are
• We will interact with you as people—not as a corporation
• I am accountable to you as a person—not as a corporation
• We will use language that you can understand—not just what is convenient for us
Personal Voice
• Nobody has found the magic bullet • We will try new things • We realize that we’ll make mistakes and do
things incorrectly, but we will learn• We’ll be honest about what we’ve learned,
and celebrate our smart failures• We’ll get better every time we try
Learning Through Action
• We need to adopt a culture of sharing, both inside and outside Humana
• If we can’t share our successes and failures, we severely limit our potential to learn from mistakes
• We don’t have to control, but we do have to communicate
• We will create a culture that emphasizes and values collaboration and sharing
Sharing - Open Source
appendix: freewheelin
i. buzzPhoto by Net_Efekt. Flickr.com/photos/wheatfields/116810137
ii. communityPhoto by Kirk Kandle. Flickr.com/photos/kirkwrites/2911258216
iii. contentPhoto by Orin Optiglot. Flickr.com/photos/orinrobertjohn/409812627
Step 1: Build participation and anticipation
Step 1: Build participation and anticipation
Used Meetup.com to identify 8 biking groups in Denver representing over 1,000 cyclists – who are already using the internet to connect. Arranged group rides and word-of-mouth campaign
Created a page on facebook; advertised it to people in Colorado and Minneapolis. Generated thousands of page views and ~1,500,000 ad impressions
Step 1, continued: Build participation and anticipation
Step 1, continued: Build participation and anticipation
Reached out to bloggers who’ve covered us; arranged for them and their readers to meet up for a ride
Created a micro-blog feed on Twitter; followed by 600+ biking enthusiasts. Sending several posts per day about Freewheelin
Step 2: Generate Content
Step 2: Generate Content
Content Brings Community; Community creates Content
After registering, users are given a card encouraging them to share their freewheelin experience – in pictures, videos and stories
When they return their bike, they’re directed to an “upload station” where they can plug in their digital camera or cameraphone and upload images and videos directly to the Freewheelin Community site.They’re given a free memory card reader imprinted with the Freewheelin Community logo so that they can continue to upload images throughout the convention.
Step 2, continued: Generate Content
Step 2, continued: Generate Content
We had Humana volunteers armed with smart-phones cycling around the city and “seeding” content to generate interest
All content was moderated in real time and then posted to our portals on YouTube and Flickr
Appendix
• Tools
appendix: the toolbox
Photo by todbothttp://www.flickr.com/photos/todbot/3492542234/
CrumpleItUp.comblog
freewheelinblog
freewheelinfan page
humana gamesfan page
Twitter.com/
bikesharing
crumpleitup
humanagames
freewheelinphoto gallery
innovation centerphoto gallery
CrumpleItUp Innovation NetworkLinkedIn Group
Innovation PrototypingLinkedIn group
YouTube Health Entertainment Channel
Widgets
Over 5 million views
care networks
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