The Community Inside

The Community Inside
GETTING SOCIAL WITH HUMANA
Greg Matthews
Twitter:@chimoose
Photo by brtsergio, CC

Who is Humana

How to transform
Big, complex, regulated, silo, relationship oriented
Study – Align – Experiment
SHARE
be a vacuum
be a padawan
try stuff
be 2.0
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
be a padawan
Photo by Loren Javier CC
http://www.flickr.com/photos/lorenjavier/3648239111/ /

Experiment
Frankenstein
try stuff

be 2.0

THE
TOWN SQUARE

framework

fundamentals

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
http://www.flickr.com/photos/9948354@N08/763399258/

networks and video

Fishtank
social platforms

social tools

mobile
mobile

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

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

CrumpleItUp.com
blog
freewheelin
blog

freewheelin
fan page
humana games
fan page

bikesharing
humanagames
crumpleitup
Twitter.com/

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

http://www.slideshare.net	3
http://jeffesposito.com	2
http://www.lmodules.com	2
http://letsdebatetheissue.wordpress.com	1
http://www.hallme.com	1

The Community Inside

by Greg Matthews on Oct 08, 2009

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The Community Inside — Presentation Transcript