Social Business from the Inside Out

INTO THE DEEP END WITH HUMANA Greg Matthews Twitter:@chimoose

Who is Humana

How to transform • Big, complex, regulated, silo, relationship oriented • Study – Align – Experiment • SHARE turning a battleship Photo by stevesheriw http://www.flickr.com/photos/8177037@N06/2468783470/

Study • Library etc be a vacuum Photo by pigstubs http://www.flickr.com/photos/pigstubs/1252592876/

Align • NYC be a padawan Photo by Network Osaka http://www.flickr.com/photos/networkosaka/2082420518/

Experiment • Frankenstein try stuff

be 2.0

THE TOWN SQUARE

framework Understand Utilize Explore

fundamentals Authenticity Active Listening Going Where They Are Personal Voice Learning Through Action Sharing - Open Source

new demands Control Reality 1 – Bottom up groundswell and top down control colliding Information Security 2 – Malware attacks rise with social media use at work Workforce Culture 3 – Labor Intensive, Highly Involved, Non-Standardized Intellectual Property 4 – 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

new corporate focus HR IT • Capacity Building • Security • Acquisition and • Access Retention of Talent • Development • Associate Experience • Performance Management Marketing Law • Conversation • Intellectual Property • Brand Management • Compliance • Media Law • Liability and Indemnity

chamber of commerce

more vacuuming

more padawan

More Align and still more • Brogan Pic Photo by chrisbrogan http://www.flickr.com/photos/chrisbrogan/3549042146/

More Experiments the future Photo by ILMO JOE http://www.flickr.com/photos/9948354@N08/763399258/

networks and video

Fishtank social platforms

social tools social tools

mobile mobile Photo by jontintinjordan http://www.flickr.com/photos/jontintinjordan/2259336138/

care networks

the end Greg Matthews Humana’s Innovation Center http://CrumpleItUp.com Twitter: @chimoose

Appendix: fundamentals Authenticity Active Listening Going Where They Are Personal Voice Learning Through Action Sharing - Open Source

Authenticity • 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

Active Listening • 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

Going Where They Are • 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

Personal Voice • 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

Learning Through Action • 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

Sharing - Open Source • 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. buzz Photo by Net_Efekt. Flickr.com/photos/wheatfields/116810137

ii. community Photo by Kirk Kandle. Flickr.com/photos/kirkwrites/2911258216

iii. content Photo by Orin Optiglot. Flickr.com/photos/orinrobertjohn/409812627

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 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 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 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 appendix: the toolbox • Tools Photo by todbot http://www.flickr.com/photos/todbot/3492542234/

CrumpleItUp.com freewheelin blog blog

freewheelin humana games fan page fan page

bikesharing humanagames crumpleitup Twitter.com/

freewheelin innovation center photo gallery photo gallery

CrumpleItUp Innovation Network Innovation Prototyping LinkedIn Group LinkedIn group

YouTube Health Entertainment Channel

Widgets Over 5 million views

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Social Business from the Inside Out

by Greg Matthews on May 28, 2009

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Social Business from the Inside Out — Presentation Transcript