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Worksite Wellness Council of Massachusetts
Worksite Wellness Council of Massachusetts

2014 WWCMA Presentations

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Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 1 Growing wellness engagement strategies with social media Worksite Wellness Council of Massachusetts Annual Conference Friday, September 19, 2014 Erika Illiano Partner Todd Lambrugo Senior Consultant
Photo by Erik Mallinson - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/15261067@N00 “PAY ATTENTION” IT’S IN HIGH DEMAND Proprietary & Confidential | Aon Hewitt
Photo by tantek - Creative Commons Attribution-NonCommercial License http://www.flickr.com/photos/39039882@N00 TO GIVE AND RECEIVE AND MORE DIFFICULT THAN EVER Proprietary & Confidential | Aon Hewitt
MULTI-SCREENING IS THE NEW MULTI-TASKING
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 5 So why turn to social media? It started with AOL chat rooms, then came blogs, Facebook and now google+, Pinterest and Instagram… It’s clear that social communication is not a passing trend. It’s also clear that traditional paradigms of communication are shifting to a more fluid and social experience. 1.It connects you directly to an engaged audience 2.It can project your brand 3.It can be used as a megaphone… and a hearing aid.
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 6 Social Media use has gone from a drizzle to a monsoon in the last 5 years. Facebook 350million to 1.15billion Twitter 8million to 554.7million Google+ 0 to 1billion Source: Social Times Dress appropriately
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 7 How many types of social media are out there? At Aon Hewitt we place “Social Media” into two categories… internal and external. Both can be strategically managed to suit your organizations specific needs. Internal social media is a platform or function of technology behind the corporate firewall and limited to employees only. •Blogs •Yammer •SocialText •Comments on intranet pages External social media is a service provided by a separate organization, open to broader audiences like spouses and dependents. •Facebook •LinkedIn •YouTube •Twitter
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 8 Percentage of age groups that use social media at least once per week for health and wellness news and information Ages 23 to 29 42% Ages 30 to 39 37% Ages 40 to 49 32% Ages 50 to 59 26% Ages 60 to 65 35% Source: 2013 Consumer Health Survey Everybody uses something…
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 9 Who’s communicating this way? Your employees! People age 35 and under will become the largest generational demographic of the U.S. workforce1 — finally topping baby boomers — sometime in 2014. 70% feel they are not influenced by traditional advertising or marketing. Social media provides a relevant channel because they choose their network, device and timetable. This new demographic is 3 times more likely than employees age 50 and older, to trust general health & wellness information from a coworker they know over the Benefits Department of their company2. 1 – U.S. Bureau of Labor Statistics. 2 – Consumer Mindset survey
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 10 What do we know about this “Next” generation of employees? Are they social? 87% have a Facebook account Are they connected? 79% own smartphones Are they tech-savvy? 62% have uploaded videos 90% belong to a social network Source: The Millennial Generation Research Review / Pew Social Trends Yes, these are your employees
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 11 How does attitude play into channel usage? The two largest attitudinal segments among U.S. employees actually show “Web” as the preferred channel for information… add in a focus on “Friends and Families,” and social media begins to identify it’s self as a powerful channel.
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 12 Don’t underestimate the power of the visual… 78% of adults online watch videos… educational and “How-2” videos top that list 71% actively use video-sharing sites, like YouTube Social content posts get 23% more interaction than web ads and if that post contains a photo, that interaction increases by 120% Source: Pew Social Trends Are you listening?
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 13 Use internal social channels Improve collaboration • replace email • streamline how employees communicate
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 14 Build an external presence A “professional” page on Facebook gives you access to a suite of tools for targeting audiences and analyzing utilization data.
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 15 Social media matters You can capture how your brand is represented and discussed Gentiva Health Services
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 16 Social media matters Google
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 17 Social media ≠ communication strategy Wellness Print deliverables •Postcards •Guides Wellness Site •Articles •Spot polls •Links to resources Facebook page •Share content •Build your network •Reply to comments Internal social media •Share content •Build your network •Reply to comments WellBeing
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 18 Key considerations Social media may not only be a shift in how you communicate, but it can cross over business units (HR, Corporate Communications, Marketing, etc.) Here are some things to consider before you begin. •Work out the governance now. Get ahead of issues before they pop. •Create or update your social media policy. Do you have one today? Does it ban employees from access to social media at work? •Start small. Facebook makes it easy. •Prepare to be “on.” Unlike print materials or websites, launch is the start… not the end.
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 19 Social Media Stories
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 20 UTC Gets “Human” With Twitter Campaign
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 21 UTC Gets “Human” With Twitter Campaign
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 22 Avon Creates a Facebook Presence for Vital
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 23 WPP Makes Competition Viral
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 24 EnPro Uses Facebook to Find Out Who’s Boss
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 25 Shell Creates a “Wellness Guy”
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 26 Harrah’s Casino Socializes an Opening Dropped daughter @ school after 5hr drive. Greeted with big smile by her Dorm RA. Welcomes change everything. Ready for orientation! You can't please all the people all the time but our folks in the employee cafe come pretty close. Great lunch today team. Barista @ Starbucks gave me free bev coupon 4 the long wait. Didn't ask the manager, just saw a problem and fixed it. That's #onegreatthing! Watch shop just adjusted my band for free. Where do think I'll go 4 my next watch? How many people do you think I told this story to? Actions tend to follow the lead of thoughts, so make sure your thoughts are positive. Sometimes that makes the loudest statement!
Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 27 Thank you! Erika D. Illiano Partner East Region Communication Market Leader 781.906.2275 erika.illiano.2@aonhewitt.com Follow me on Twitter: @eilliano Todd Lambrugo Senior Consultant New Media and Emerging Technologies 215.255.1948 todd.lambrugo@aonhewitt.com Follow me on Twitter: @toddinnov8s

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Using social media illiano

  • 1. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 1 Growing wellness engagement strategies with social media Worksite Wellness Council of Massachusetts Annual Conference Friday, September 19, 2014 Erika Illiano Partner Todd Lambrugo Senior Consultant
  • 2. Photo by Erik Mallinson - Creative Commons Attribution-NonCommercial-ShareAlike License http://www.flickr.com/photos/15261067@N00 “PAY ATTENTION” IT’S IN HIGH DEMAND Proprietary & Confidential | Aon Hewitt
  • 3. Photo by tantek - Creative Commons Attribution-NonCommercial License http://www.flickr.com/photos/39039882@N00 TO GIVE AND RECEIVE AND MORE DIFFICULT THAN EVER Proprietary & Confidential | Aon Hewitt
  • 4. MULTI-SCREENING IS THE NEW MULTI-TASKING
  • 5. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 5 So why turn to social media? It started with AOL chat rooms, then came blogs, Facebook and now google+, Pinterest and Instagram… It’s clear that social communication is not a passing trend. It’s also clear that traditional paradigms of communication are shifting to a more fluid and social experience. 1.It connects you directly to an engaged audience 2.It can project your brand 3.It can be used as a megaphone… and a hearing aid.
  • 6. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 6 Social Media use has gone from a drizzle to a monsoon in the last 5 years. Facebook 350million to 1.15billion Twitter 8million to 554.7million Google+ 0 to 1billion Source: Social Times Dress appropriately
  • 7. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 7 How many types of social media are out there? At Aon Hewitt we place “Social Media” into two categories… internal and external. Both can be strategically managed to suit your organizations specific needs. Internal social media is a platform or function of technology behind the corporate firewall and limited to employees only. •Blogs •Yammer •SocialText •Comments on intranet pages External social media is a service provided by a separate organization, open to broader audiences like spouses and dependents. •Facebook •LinkedIn •YouTube •Twitter
  • 8. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 8 Percentage of age groups that use social media at least once per week for health and wellness news and information Ages 23 to 29 42% Ages 30 to 39 37% Ages 40 to 49 32% Ages 50 to 59 26% Ages 60 to 65 35% Source: 2013 Consumer Health Survey Everybody uses something…
  • 9. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 9 Who’s communicating this way? Your employees! People age 35 and under will become the largest generational demographic of the U.S. workforce1 — finally topping baby boomers — sometime in 2014. 70% feel they are not influenced by traditional advertising or marketing. Social media provides a relevant channel because they choose their network, device and timetable. This new demographic is 3 times more likely than employees age 50 and older, to trust general health & wellness information from a coworker they know over the Benefits Department of their company2. 1 – U.S. Bureau of Labor Statistics. 2 – Consumer Mindset survey
  • 10. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 10 What do we know about this “Next” generation of employees? Are they social? 87% have a Facebook account Are they connected? 79% own smartphones Are they tech-savvy? 62% have uploaded videos 90% belong to a social network Source: The Millennial Generation Research Review / Pew Social Trends Yes, these are your employees
  • 11. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 11 How does attitude play into channel usage? The two largest attitudinal segments among U.S. employees actually show “Web” as the preferred channel for information… add in a focus on “Friends and Families,” and social media begins to identify it’s self as a powerful channel.
  • 12. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 12 Don’t underestimate the power of the visual… 78% of adults online watch videos… educational and “How-2” videos top that list 71% actively use video-sharing sites, like YouTube Social content posts get 23% more interaction than web ads and if that post contains a photo, that interaction increases by 120% Source: Pew Social Trends Are you listening?
  • 13. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 13 Use internal social channels Improve collaboration • replace email • streamline how employees communicate
  • 14. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 14 Build an external presence A “professional” page on Facebook gives you access to a suite of tools for targeting audiences and analyzing utilization data.
  • 15. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 15 Social media matters You can capture how your brand is represented and discussed Gentiva Health Services
  • 16. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 16 Social media matters Google
  • 17. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 17 Social media ≠ communication strategy Wellness Print deliverables •Postcards •Guides Wellness Site •Articles •Spot polls •Links to resources Facebook page •Share content •Build your network •Reply to comments Internal social media •Share content •Build your network •Reply to comments WellBeing
  • 18. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 18 Key considerations Social media may not only be a shift in how you communicate, but it can cross over business units (HR, Corporate Communications, Marketing, etc.) Here are some things to consider before you begin. •Work out the governance now. Get ahead of issues before they pop. •Create or update your social media policy. Do you have one today? Does it ban employees from access to social media at work? •Start small. Facebook makes it easy. •Prepare to be “on.” Unlike print materials or websites, launch is the start… not the end.
  • 19. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 19 Social Media Stories
  • 20. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 20 UTC Gets “Human” With Twitter Campaign
  • 21. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 21 UTC Gets “Human” With Twitter Campaign
  • 22. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 22 Avon Creates a Facebook Presence for Vital
  • 23. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 23 WPP Makes Competition Viral
  • 24. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 24 EnPro Uses Facebook to Find Out Who’s Boss
  • 25. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 25 Shell Creates a “Wellness Guy”
  • 26. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 26 Harrah’s Casino Socializes an Opening Dropped daughter @ school after 5hr drive. Greeted with big smile by her Dorm RA. Welcomes change everything. Ready for orientation! You can't please all the people all the time but our folks in the employee cafe come pretty close. Great lunch today team. Barista @ Starbucks gave me free bev coupon 4 the long wait. Didn't ask the manager, just saw a problem and fixed it. That's #onegreatthing! Watch shop just adjusted my band for free. Where do think I'll go 4 my next watch? How many people do you think I told this story to? Actions tend to follow the lead of thoughts, so make sure your thoughts are positive. Sometimes that makes the loudest statement!
  • 27. Communication Consulting | WWCMA 2014 Conference Aon Hewitt proprietary and confidential 27 Thank you! Erika D. Illiano Partner East Region Communication Market Leader 781.906.2275 erika.illiano.2@aonhewitt.com Follow me on Twitter: @eilliano Todd Lambrugo Senior Consultant New Media and Emerging Technologies 215.255.1948 todd.lambrugo@aonhewitt.com Follow me on Twitter: @toddinnov8s