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The Community Inside

The Community Inside



Case study on the transformation of Humana to a social business. Presented at the Inbound Marketing Summit 2009 - Boston on October 8, 2009

Case study on the transformation of Humana to a social business. Presented at the Inbound Marketing Summit 2009 - Boston on October 8, 2009



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    The Community Inside The Community Inside Presentation Transcript

    • The Community Inside
      Greg Matthews
      Photo by brtsergio, CC
    • goal
    • Who is Humana
    • How to transform
      Big, complex, regulated, silo, relationship oriented
      Study – Align – Experiment
      be a vacuum
      be a padawan
      try stuff
      be 2.0
      turning a battleship
      Photo by stevesheriw
    • Study
      Library etc
      be a vacuum
      Photo by pigstubs
    • Align
      be a padawan
      Photo by Loren Javier CC
      http://www.flickr.com/photos/lorenjavier/3648239111/ /
    • Experiment
      try stuff
    • be 2.0
    • THE
    • framework
    • fundamentals
    • chamber of commerce
    • chamber of commerce
    • new demands
      Control 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
    • new corporate focus
    • More Experiments
      the future
      Photo by ILMO JOE
    • networks and video
    • games
    • Fishtank
      social platforms
    • social tools
    • mobile
    • the end
      Greg Matthews
      Humana’s Innovation Center
      Twitter: @chimoose
    • Appendix: fundamentals
    • 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
    • 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
      Going Where They Are
    • 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
      Learning Through Action
    • 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
      Sharing - Open Source
    • appendix: freewheelin
    • i. buzz
      Photo by Net_Efekt.
    • ii. community
      Photo by Kirk Kandle.
    • iii. content
      Photo by Orin Optiglot.
    • 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
    • Content Brings Community; Community creates Content
      Step 2: Generate 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
      Photo by todbot
    • CrumpleItUp.com
    • freewheelin
      fan page
      humana games
      fan page
    • bikesharing
    • freewheelin
      photo gallery
      innovation center
      photo gallery
    • CrumpleItUp Innovation Network
      LinkedIn Group
      Innovation Prototyping
      LinkedIn group
    • YouTube
      Health Entertainment Channel
    • Widgets
      Over 5 million views
    • care networks