Social Business from the Inside Out

Greg Matthews Twitter:@chimoose

SOCIAL BUSINESS

from the

INSIDE OUT

INTO THE DEEP END WITH HUMANA

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

• NYC

Photo by Network Osakahttp://www.flickr.com/photos/networkosaka/2082420518/

be a padawan

Experiment

• Frankenstein

try stuff

9

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

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

chamber of commerce

chamber of commerce

more vacuuming

more padawan

More Align

• Brogan Pic

and still more

Photo by chrisbroganhttp://www.flickr.com/photos/chrisbrogan/3549042146/

More Experimentsthe future

Photo by ILMO JOEhttp://www.flickr.com/photos/9948354@N08/763399258/

networks and video

games

games

Fishtanksocial platforms

social toolssocial tools

mobilemobile

Photo by jontintinjordanhttp://www.flickr.com/photos/jontintinjordan/2259336138/

care networks

the end

Greg MatthewsHumana’s Innovation Center

http://CrumpleItUp.com

Twitter: @chimoose

http://crumpleitup.com/

Appendix: fundamentalsAuthenticity

Active Listening


Personal Voice



• 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


• 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


• 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


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