The Community InsideGETTING SOCIAL WITH HUMANAGreg Matthews Twitter:@chimoosePhoto by brtsergio, CC

goal

Who is Humana

How to transformBig, complex, regulated, silo, relationship orientedStudy – Align – ExperimentSHAREbe a vacuumbe a padawantry stuffbe 2.0 turning a battleshipPhoto by stevesheriwhttp://www.flickr.com/photos/8177037@N06/2468783470/

StudyLibrary etcbe a vacuumPhoto by pigstubshttp://www.flickr.com/photos/pigstubs/1252592876/

Alignbe a padawanPhoto by Loren Javier CChttp://www.flickr.com/photos/lorenjavier/3648239111/ /

ExperimentFrankensteintry stuff

be 2.0

THETOWN SQUARE

framework

fundamentals

chamber of commerce

chamber of commerce

new demandsControl Reality1Bottom up groundswell and top down control collidingInformation Security2Malware attacks rise with social media use at workWorkforce Culture3Labor Intensive, Highly Involved, Non-StandardizedIntellectual Property4Who owns ideas and contacts, employer or employee? 1 Douglas Pollei, VP of Internet Strategy and Corporate Development for IKANO Communications Inc.2 MarketWatch3 Jim Cuene, Director, Interactive, General Mills4 Warwick Ashford, Computer Weekly

new corporate focus

More Experimentsthe futurePhoto by ILMO JOEhttp://www.flickr.com/photos/9948354@N08/763399258/

networks and video

games

Fishtanksocial platforms

social tools

mobilemobile

the endGreg MatthewsHumana’s Innovation Centerhttp://CrumpleItUp.comTwitter: @chimoose

Appendix: fundamentals

Authenticity We’re honest, accurate, and thoroughWe’re not marketing; we’re having a conversationWe don’t keep secrets or spin the truthWe’re people, too

Active ListeningWe’re taking the time to stop talking and just listenWe want to hear what you have to say—even if it’s negativeWhen we enter a new space, we’ll listen first before we start talkingWe’ll listen for how we can make your life better or easierWe want to change the way we work based on your needs

People go to the places they know, trust, and enjoyYou don’t have to come to us—we’ll come to youIf it’s necessary for you to come to us, we’ll build you a bridgeGoing Where They Are

We will interact with you as people—not as a corporationI am accountable to you as a person—not as a corporationWe will use language that you can understand—not just what is convenient for usPersonal 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 learnWe’ll be honest about what we’ve learned, and celebrate our smart failuresWe’ll get better every time we tryLearning Through Action

We need to adopt a culture of sharing, both inside and outside HumanaIf we can’t share our successes and failures, we severely limit our potential to learn from mistakesWe don’t have to control, but we do have to communicateWe will create a culture that emphasizes and values collaboration and sharingSharing - 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 anticipationUsed 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 campaignCreated 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 anticipationReached out to bloggers who’ve covered us; arranged for them and their readers to meet up for a rideCreated a micro-blog feed on Twitter; followed by 600+ biking enthusiasts. Sending several posts per day about Freewheelin

Content Brings Community; Community creates ContentStep 2: Generate ContentAfter registering, users are given a card encouraging them to share their freewheelin experience – in pictures, videos and storiesWhen 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 ContentWe had Humana volunteers armed with smart-phones cycling around the city and “seeding” content to generate interestAll content was moderated in real time and then posted to our portals on YouTube and Flickr

AppendixToolsappendix: the toolboxPhoto by todbothttp://www.flickr.com/photos/todbot/3492542234/

CrumpleItUp.comblogfreewheelinblog

freewheelinfan pagehumana gamesfan page

bikesharinghumanagamescrumpleitupTwitter.com/

freewheelinphoto galleryinnovation centerphoto gallery

CrumpleItUp Innovation NetworkLinkedIn GroupInnovation PrototypingLinkedIn group

YouTube Health Entertainment Channel

WidgetsOver 5 million views

care networks