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Humana launched the Freewheelin bikesharing program (winner of a 2008 WeMedia Gamechanger award) at the Democratic and Republican National Conventions. It was also our first significant foray into using social media to connect with an external audience. What we did, and how we did it, is summarized in this brief presentation.
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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 hundreds of page views per day and ~250,000 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 70+ 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’ll have Humana volunteers armed with rented smart-phones cycling around the city and “seeding” content to generate interest
All content will be moderated in real time and then posted to our portals on YouTube and Flickr
Step 2, continued: Generate Content
Step 2, continued: Generate Content
We’ll be generating blog posts, Twitter feeds, streaming live video and pictures throughout the conventions. All of these feeds will be brought together and presented live:
•On flat-panel screens at each bike station•On the Freewheelin Community page – accessible to Humana associates* and the public
*Pending approval from IT Security
