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Engaging Through Community: Using Social Media for Wellness and Benefits Communication

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Presented at the 2011 SHPS Client Forum by Greg Matthews of WCG. #shpscf11

Presented at the 2011 SHPS Client Forum by Greg Matthews of WCG. #shpscf11

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  • The new paradigm is to go where your audience is … not to force them to come to you.The Pew Internet and American Life project notes that 79% of American adults regularly use the internet (May 2010)66% of them use social media83% of them seek health information
  • Nearly 4 years ago, Time Magazine recognized very publically the new face of the consumer revolution that has since upended the publishing, music and entertainment industriesIt’s this new consumer-centered marketplace that will be our focus today
  • Social media, in spite of all the buzz, really isn’t about the technology or the platforms ….
  • Social media, in spite of all the buzz, really isn’t about the technology or the platforms ….
  • The technology of web 2.0 is just allowing us to do the things that we, as humans have always done:Seek community.We seek others who are like us in some way … we may be “friends in real life” (facebook), business associates (LinkedIn), like the same kind of food (Yelp!), or music (myspace) … or just get value from interacting and sharing (twitter)None of those behaviors are new – but the social web allows us to do it seamlessly … in other words, within the flow of our daily lives. Most people are in front of a screen for much of their waking life, whether it’s a TV, PC or Mobile Phone. When those screens allow us to do the things we already love to do, we’ll do it … a lot.That gets to what people really love to do online …Share ideas for new or better products or servicesShare what they know, find or have learnedAsk and answer questions from a multiple people at onceSeek – and offer – advice and encouragement on the things that are important in our daily lives
  • The new paradigm is to go where your audience is … not to force them to come to you.The Pew Internet and American Life project notes that 79% of American adults regularly use the internet (May 2010)66% of them use social media83% of them seek health information
  • Most early social media has been focused on PR and campaigns … and targeted at customersBut it’s quickly moving beyond that stage … every corporate department needs to think about its stakeholders, and how they could engage with them more efficiently and effectively by using social toolsWho are the stakeholders for your department – internal and external? What would happen if your relationship started to go beyond the transactional?
  • Know this: Your employees are “out there.” They are blogging, tweeting and using Yelp, facebook and foursquare.How are they talking about your business? How are they representing Amgen?Be ready for tensionWhen you want your business to think and act different, it raises a LOT of important questionsGet ready to deal with them
  • In order to effectively enact these changes, we need to make some of our own. Certain sites must become accessible to key stakeholders. Resources have to be made available for training. Directives must be given to infrastructure developers to focus on these important issues. Relationships should be formed with qualified vendors. The company should be notified of our vision by an authority and encouraged to integrate our plan with theirs. HRHR can start augmenting their talent acquisition strategy to reflect our new goals. They should start to reward behavior that is concordant with these goals and implement these ideas in new training programs.MarketingOur marketing department is the master of outside communication. A culture of sharing and social media can enhance existing processes and communication. In the future entire initiatives can be focused on social media. ITOur IT department is the gatekeeper for much of this infrastructure. An understanding must be struck to reinforce the importance of this initiative to the future success of the company. Our IT department can use their considerable talent and creativity to help us explore new avenues of open source collaboration and communication.LawOur Law department will be concerned about intellectual property rights and privacy issues. This department will need to be well versed in media law and understand how other companies are dealing with these concerns. Information about this type of law is readily available and constantly evolving.
  • The new paradigm is to go where your audience is … not to force them to come to you.The Pew Internet and American Life project notes that 79% of American adults regularly use the internet (May 2010)66% of them use social media83% of them seek health information
  • A people-centered company, Intuit has always believed in investing in its employees. In 2007, Intuit reinvented its annual benefits enrollment campaign – starting by tossing the manual and creating instead a benefits Website. Benz Communications, who Intuit partnered with for this, helped them see it could get a much better ROI – reaching and engaging more employees and their families.
  • In addition to online resources and incentive programs, other Health Care University features include:- The Change One Weight Management Program- On-site medical clinics and health screenings (including cardiovascular, diabetes, breast cancer and skin cancer screenings)- Use of the Mayo Clinic Tobacco Cessation Program for both online resources and telephonic coaching- Exercise, healthy-eating, and “Getting Ready for Surgery” program- Tools for understanding and preparing advance directives for end-of-life decisions- Raising employees’ awareness of the many health and wellness resources on the Achieve Solutions website- Involving dependents and partners in health initiatives and more
  • To keep employees involved, Pitney Bowes designed a cross-functional communication vehicle called Project:Living, which keeps employees up-to-date on benefits and services by contacting them in a “simple, frequent, and consistent” manner, says Pawlecki. The team communicates through e-mail, home mailings, and a vast array of Web-based resources.They strive to keep information fresh, as needs change over time, and to keep communication pieces lively so employees don’t hit the mental “delete” before processing the message.
  • employers recognize that prevention and interventions that reduce employees’ health risk factors may be the key to not only a healthier and more productive work force, but also lower health care costs. Studies have shown that for every dollar spent on a corporate wellness program, a company can save as much as $6 in insurance costs. Whole Foods Markets has taken a different approach from other companies with corporate wellness programs—offering additional employee discounts for those who meet certain health standards. Currently, Whole Foods employees receive a 20 percent discount on store purchases, but under the new voluntary Team Member Healthy Discount Incentive Program, they would be eligible to receive up to a 10 percent increase on their discount by meeting requirements based on their body mass index (BMI), blood pressure, cholesterol, and nicotine use. Those who choose to participate would undergo free biometric screening and, based on their test scores, be assigned to one of four categories with corresponding discount rates: bronze (22 percent), silver (25 percent), gold (27 percent), and platinum (30 percent).“Vitality and health is what a lot of people are looking for. (Employees) like the incentive aspect of it and the opportunity to get an extra discount out of it is helpful as well,” Margaret Wittenberg, global vice president of quality standards for Whole Foods Market, told ABCNews.com. “We have tiers because we’re trying to have it very achievable for people,” she said. “Every small step is huge and really makes an impact on one’s health.”
  • Driving unprecedented collaboration and innovation.IBM lets employees talk—to each other and the public—without intervention. With a culture as diverse and distributed as IBM’s, getting employees to collaborate and share makes good business sense.IBM has a paperless online enrollment plan for all of its employees. Not only has the online enrollment saved the company 1.2 million per year on printing and mailing costs, the employees enjoy working with the online plan. The company has been working to put in place a web-based enrollment system that employees and retirees can access from anywhere (Huering, 2003). IBM was able to cut costs and give employees the freedom to discover their benefits on their own time and pace.The PayoffIBM invests in creating its own social media tools. But it’s earning that back by monetizing some of those as part of the IBM product portfolio. Collaboration and knowledge make IBM what it is. And that’s a company with $12.3 billion in earnings on more than $100 billion in revenue with a 44.1% gross profit margin in 2008.Christensen says to date there’s not an effort to tag a return on investment to its social media efforts.
  • IBMers use tools such as Twitter and LinkedIn for external activity, but take advantage of mostly IBM tools inside the company. --Internally, 100,000 employees have registered on the blogging platform, where they exchange ideas, advance conversations and do a little self-promotion of their projects.An internal wiki serves as a hub of information, drawing well over a million page views every day. Additionally, downloads in the company’s user-generated media library now total 11 million.An IBM tool called Dogear functions like Delicious, a social bookmarking site. Blue Twit mimics Twitter. A tool called SocialBlue acts like Facebook, helping employees stay connected with former colleagues and get to know new ones.Like Facebook, the 53,000 or so SocialBlue members share photos and status updates. In IBM’s widely dispersed environment, family photos mimic cubicle-decor and dialogue mimics water-cooler interaction.
  • These common behaviors are enabled in a multitude of ways on the social web … not every medium is right for every task … but it’s a toolbelt that contains a lot of tools.
  • Transcript

    • 1. Using Social Media for Wellness and Benefits Communication
      Engaging through community
      Greg Matthews - @chimoose
    • 2. Survey Results
      2
    • 3. Social Media and Benefits Management
      Introduction
      Social Media and Benefits
      Taking it Home
      5 Steps to get started
      Tools, Resources and Next Practices
      3
    • 4. Social Media and the Enterprise
      Introduction
    • 5.
      We are starting to not think of it as social media anymore, and starting to think of it as the tools we need to compete and win as a whole organization – not an organization of silos

      Gary KoellingDirector of Emerging PlatformsBest Buy
      5
    • 6. The consumer revolution is real
      6
    • 7. The wisdom of crowds
      7
    • 8. It’s not about the technology
      8
    • 9. Community
      Connect with others who share an affinity
      Seamless communication
      Collaboration
      Build together
      Create relevance
      It’s about what we do
      9
    • 10. Changing market dynamics
      Number of tweets daily haveincreased 30% over the past four months to approximately 53 million tweets per day2
      Twitter is growing as atop referrer for web video traffic and users who discovered a video via Twitter tend to stay on those videos longer3
      More than 250 million people log in to facebook every day
      6.5 million community pages launched in May, 2010 with no participation with the companies they present
      2 million web sites have integrated with facebook since April 20101
      Ranks as the 2nd largest search engineafter Google, illustrating that more people are looking to learn and get information through video4
      Consumers watch more health videos than food or celebrity videos5
      Sources: Facebook (1/9/11) ²DoubleClick Ad Planner by Google ³TublaneMogel May 2010
      4Comscore (10/09) 5Google & OTX, Health Consumer Study, December 2009
      10
    • 11. 93%
      of social media users believe a company should have a presence in social media
      Cone LLC (Omnicom) ©2008
      11
    • 12. Collaboration is for all stakeholders
      12
      CSR
      Gov’t/
      Policy
      Customer
      Media
      Employees
      Suppliers/ Vendors
      Investors
      Strategic Partners
    • Control Reality1Bottom up groundswell and top down control colliding
      Information Security2Malware attacks rise with social media use at work
      Workforce Culture3Labor Intensive, Highly Involved, Non-Standardized
      Intellectual Property4Who owns ideas and contacts, employer or employee?
      Implications for the Company
      13
      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
    • 19. New corporate focus
      14
    • 20. Who owns your brand?
      15
    • 21. 1,000+
      - number of Humana employee bloggers
      16
      … in 2008
    • 22. Case studies and best practices
      Who’s doing it right
    • 23. Using social media to enhance:
      Annual Enrollment
      Benefits Management
      Wellness Programs
      Culture of Collaboration
      Our focus – Best Practices
      18
    • 24. Intuit Case Study
      Annual Enrollment
      19
    • 25. Intuit
      Quickbase
      Lotus Connections
      Internal video
      Etherpad
      Wordpress blogs
      Mediawiki
      Yammer
      GChat or any Instant Messaging
      Brainstorm
      Key Takeaways
      • Time to market with E2.0 decreased by over 60%
      • Rate of ideation increased by around 1000% & participation increased by 500%.
      • Employees feel like they are still a part of the company whether they are in the office or not.
      • Employees started connecting with & helping other employees even though they have never met.
      • Employee values and benefits come before corporate benefits.
      • Still hard to put value on engagement and productivity.
      The single biggest problem in communication is the illusion that it has taken place.
      — George Bernard Shaw
    • 26. Intuit
      Rebranding for annual enrollment
      2007 – Intuit replaces the benefits manual with a benefits Website.
    • 27. Using video/audio tools to engage and educate
      Intuit
      22
      Enrollment Toolset
      [placeholder screenshot]
    • 28. Pitney Bowes Case Study
      Benefits Management
      23
    • 29. Pitney Bowes
      24
      Interview with Colette Cote
    • 30. 25
      Pitney Bowes
      Wellness Program
      Health Care University
      “To provide employees with the environment, the tools, and the motivation to enhance their health and well-being.”
    • 31. 26
      Pitney Bowes
      Enrollment & Benefits Communications
      Project: Living Communications
      • Monthly e-newsletters tailored to:
      • 32. Integrate messages and
      • 33. Deliver in a meaningful way
      • 34. Target messages to employees no web access
      • 35. Open two-way dialogue for employees to:
      • 36. Share success stories
      • 37. Leave feedback
      • 38. Post questions
    • Whole Foods Case Study
      Wellness Programs
      27
    • 39. Whole Foods
      Health Starts Here
      Team member healthy discount incentive program.
      Free biometic screening
      Bronze – 22%
      Silver – 25%
      Gold – 27%
      Platinum – 30%
      28
      Wellness Program
    • 40. 29
      Whole Foods
      Largest retailer on Twitter
    • 41. Whole Foods
      30
      Social Media Strategy Infographic
      “… your social media presence is the envy of a lot of companies! “
    • 42. IBM Case Study
      Culture of Collaboration
      31
    • 43. Collaborative communications and the integration of social media into the workplace.
      How does this correlate with benefits communications?
      Web-based enrollment system that employees and retirees can access from anywhere.
      Cut costs and give employees the freedom to discover their benefits on their own time.
      IBM
      32
      “As a company devoted to innovation, we encourage our employees to participate in online networks and collaboration spaces. Social computing lets IBM lead with what really differentiates us in the marketplace: us, the IBMer.”
    • 44. IBM
      33
      IBM New Media as a part of corporate communications:
      + “whatever comes next…”
    • 50. 5 things to start on Monday
      Making it happen
    • 51. Survey your employees
      What do they want and need the most?
      Where are they online?
      Inventory your assets
      What content do you have available?
      Is it in the form your employees want it?
      What technology tools are you using today?
      What flexibility – from IT and budget perspective – do you have to add more?
      5 Things
      35
    • 52. Decide on a “Hub” for your benefits administration – but don’t think of it as a “one-stop shop”
      Based on your “library of content,” create an editorial plan for the next 6-12 months
      Use multiplechannels to ensure that you’re reaching the greatest number of employees in the channels they prefer
      Resource it
      Read, connect and practice
      5 Things
      36
    • 53. Where and how do you like to receive information from us [Company]?
      Who manages healthcare and budgeting in your family?
      How do decide which benefits to choose?
      Who influences your decision?
      What tools or resources do you use?
      How do manage your health – and that of your family?
      A sample employee survey
      37
    • 54. Print materials
      Insurance Company/Administrator
      In-house
      Local/relevant providers
      Online assets
      Web pages
      Videos/other
      Taking inventory
      38
    • The “build it and they will come” model is fading
      Your “Center” should become a “Hub”
      The place to link to all your content …
      Benefits Center vs. Social Hub
      39
    • 61. Editorial planning
      40
    • 62. Don’t mistake “free tools” for cheap implementation
      Leverage your external resources – partners and vendors
      Build and leverage your own network
      Use your best resources – your employee advocates
      Staffing it
      41
    • 63. Find an HR blog or two to follow
      Join a benefits management group on LinkedIn
      Start a facebook group for your HR/Benefits team
      Start a blog on Tumblr or Blogspot – you don’t have to tell anybody!
      Share links on Delicious
      Read, connect and practice
      42
    • 64. From Best Practices to Next Practices
      The Resources you Need
    • 65. Top 10 areas of online influence
      44
    • 66. Key tools
      Internal blog
      Internal microblog
      Benefits wiki
      Using video
      Podcasting
      RSS Feeds
      Rating, commenting and sharing
      45
    • 67. Internal Blog
      46
    • 68. Internal Microblog
      47
    • 69. Benefits Wiki
      48
    • 70. Using video
      49
    • 71. Using Video
      50
    • 72. Podcasting
      51
    • 73. RSS Feeds
      52
    • 74. Rating, commenting and sharing
      53
    • 75. Exploring Social Media
      http://exploringsocialmedia.com/
      Benz Communications Blog
      http://www.benzcommunications.com/blog
      Free range thinking blog
      http://www.freerangecomm.com/
      Cohealthtweetchat
      http://twitter.com/co_health
      The Employee Wellness Network
      http://www.employeewellnessnetwork.com/
      HR Evolution
      http://thehrevolution.org/
      Online resources
      54
    • 76. Greg Matthews
      @chimoose
      Thank You

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