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The Community Inside


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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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  • 1. The Community Inside
    Greg Matthews
    Photo by brtsergio, CC
  • 2. goal
  • 3. Who is Humana
  • 4. 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
  • 5. Study
    Library etc
    be a vacuum
    Photo by pigstubs
  • 6. Align
    be a padawan
    Photo by Loren Javier CC /
  • 7. Experiment
    try stuff
  • 8.
  • 9. be 2.0
  • 10. THE
  • 11. framework
  • 12. fundamentals
  • 13. chamber of commerce
  • 14. chamber of commerce
  • 15.
  • 16. 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
  • 17. new corporate focus
  • 18. More Experiments
    the future
    Photo by ILMO JOE
  • 19. networks and video
  • 20. games
  • 21. Fishtank
    social platforms
  • 22. social tools
  • 23. mobile
  • 24. the end
    Greg Matthews
    Humana’s Innovation Center
    Twitter: @chimoose
  • 25. Appendix: fundamentals
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. appendix: freewheelin
  • 33. i. buzz
    Photo by Net_Efekt.
  • 34. ii. community
    Photo by Kirk Kandle.
  • 35. iii. content
    Photo by Orin Optiglot.
  • 36. Step 1: Build participation and anticipation
    Used 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
  • 37. 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
  • 38. 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.
  • 39. 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
  • 40.
  • 41. Appendix
    appendix: the toolbox
    Photo by todbot
  • 42.
  • 43. freewheelin
    fan page
    humana games
    fan page
  • 44. bikesharing
  • 45. freewheelin
    photo gallery
    innovation center
    photo gallery
  • 46. CrumpleItUp Innovation Network
    LinkedIn Group
    Innovation Prototyping
    LinkedIn group
  • 47. YouTube
    Health Entertainment Channel
  • 48. Widgets
    Over 5 million views
  • 49. care networks