Engaging Through Community: Using Social Media for Wellness and Benefits Communication
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Presented at the 2011 SHPS Client Forum by Greg Matthews of WCG. #shpscf11
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Engaging Through Community: Using Social Media for Wellness and Benefits Communication
- 1. Using Social Media for Wellness and Benefits Communication Engaging through community Greg Matthews - @chimoose
- 3. Social Media and Benefits Management Introduction Social Media and Benefits Taking it Home 5 Steps to get started Tools, Resources and Next Practices 3
- 4. Social Media and the Enterprise Introduction
- 5. “ We are starting to not think of it as social media anymore, and starting to think of it as the tools we need to compete and win as a whole organization – not an organization of silos ” Gary KoellingDirector of Emerging PlatformsBest Buy 5
- 6. The consumer revolution is real 6
- 7. The wisdom of crowds 7
- 8. It’s not about the technology 8
- 9. Community Connect with others who share an affinity Seamless communication Collaboration Build together Create relevance It’s about what we do 9
- 10. Changing market dynamics Number of tweets daily haveincreased 30% over the past four months to approximately 53 million tweets per day2 Twitter is growing as atop referrer for web video traffic and users who discovered a video via Twitter tend to stay on those videos longer3 More than 250 million people log in to facebook every day 6.5 million community pages launched in May, 2010 with no participation with the companies they present 2 million web sites have integrated with facebook since April 20101 Ranks as the 2nd largest search engineafter Google, illustrating that more people are looking to learn and get information through video4 Consumers watch more health videos than food or celebrity videos5 Sources: Facebook (1/9/11) ²DoubleClick Ad Planner by Google ³TublaneMogel May 2010 4Comscore (10/09) 5Google & OTX, Health Consumer Study, December 2009 10
- 11. 93% of social media users believe a company should have a presence in social media Cone LLC (Omnicom) ©2008 11
- 13. Prospective
- 19. New corporate focus 14
- 20. Who owns your brand? 15
- 21. 1,000+ - number of Humana employee bloggers 16 … in 2008
- 22. Case studies and best practices Who’s doing it right
- 23. Using social media to enhance: Annual Enrollment Benefits Management Wellness Programs Culture of Collaboration Our focus – Best Practices 18
- 24. Intuit Case Study Annual Enrollment 19
- 25. Intuit Quickbase Lotus Connections Internal video Etherpad Wordpress blogs Mediawiki Yammer GChat or any Instant Messaging Brainstorm Key Takeaways • Time to market with E2.0 decreased by over 60% • Rate of ideation increased by around 1000% & participation increased by 500%. • Employees feel like they are still a part of the company whether they are in the office or not. • Employees started connecting with & helping other employees even though they have never met. • Employee values and benefits come before corporate benefits. • Still hard to put value on engagement and productivity. The single biggest problem in communication is the illusion that it has taken place. — George Bernard Shaw
- 26. Intuit Rebranding for annual enrollment 2007 – Intuit replaces the benefits manual with a benefits Website.
- 27. Using video/audio tools to engage and educate Intuit 22 Enrollment Toolset [placeholder screenshot]
- 28. Pitney Bowes Case Study Benefits Management 23
- 29. Pitney Bowes 24 Interview with Colette Cote
- 30. 25 Pitney Bowes Wellness Program Health Care University “To provide employees with the environment, the tools, and the motivation to enhance their health and well-being.”
- 33. Deliver in a meaningful way
- 34. Target messages to employees no web access
- 35. Open two-way dialogue for employees to:
- 37. Leave feedback
- 39. Whole Foods Health Starts Here Team member healthy discount incentive program. Free biometic screening Bronze – 22% Silver – 25% Gold – 27% Platinum – 30% 28 Wellness Program
- 40. 29 Whole Foods Largest retailer on Twitter
- 41. Whole Foods 30 Social Media Strategy Infographic “… your social media presence is the envy of a lot of companies! “
- 42. IBM Case Study Culture of Collaboration 31
- 43. Collaborative communications and the integration of social media into the workplace. How does this correlate with benefits communications? Web-based enrollment system that employees and retirees can access from anywhere. Cut costs and give employees the freedom to discover their benefits on their own time. IBM 32 “As a company devoted to innovation, we encourage our employees to participate in online networks and collaboration spaces. Social computing lets IBM lead with what really differentiates us in the marketplace: us, the IBMer.”
- 45. Wikis
- 46. RSS,
- 47. Blogging
- 48. Videocasting
- 49. Virtual worlds and online social networking+ “whatever comes next…”
- 50. 5 things to start on Monday Making it happen
- 51. Survey your employees What do they want and need the most? Where are they online? Inventory your assets What content do you have available? Is it in the form your employees want it? What technology tools are you using today? What flexibility – from IT and budget perspective – do you have to add more? 5 Things 35
- 52. Decide on a “Hub” for your benefits administration – but don’t think of it as a “one-stop shop” Based on your “library of content,” create an editorial plan for the next 6-12 months Use multiplechannels to ensure that you’re reaching the greatest number of employees in the channels they prefer Resource it Read, connect and practice 5 Things 36
- 53. Where and how do you like to receive information from us [Company]? Who manages healthcare and budgeting in your family? How do decide which benefits to choose? Who influences your decision? What tools or resources do you use? How do manage your health – and that of your family? A sample employee survey 37
- 55. Surveys
- 56. Choose/use data
- 57. External resources and tools
- 58. Calculators
- 59. Games
- 62. Don’t mistake “free tools” for cheap implementation Leverage your external resources – partners and vendors Build and leverage your own network Use your best resources – your employee advocates Staffing it 41
- 63. Find an HR blog or two to follow Join a benefits management group on LinkedIn Start a facebook group for your HR/Benefits team Start a blog on Tumblr or Blogspot – you don’t have to tell anybody! Share links on Delicious Read, connect and practice 42
- 64. From Best Practices to Next Practices The Resources you Need
- 65. Top 10 areas of online influence 44
- 66. Key tools Internal blog Internal microblog Benefits wiki Using video Podcasting RSS Feeds Rating, commenting and sharing 45
- 67. Internal Blog 46
- 69. Benefits Wiki 48
- 70. Using video 49
- 71. Using Video 50
- 72. Podcasting 51
- 73. RSS Feeds 52
- 74. Rating, commenting and sharing 53
- 75. Exploring Social Media http://exploringsocialmedia.com/ Benz Communications Blog http://www.benzcommunications.com/blog Free range thinking blog http://www.freerangecomm.com/ Cohealthtweetchat http://twitter.com/co_health The Employee Wellness Network http://www.employeewellnessnetwork.com/ HR Evolution http://thehrevolution.org/ Online resources 54
- 76. Greg Matthews @chimoose Thank You
Notes de l'éditeur
- The new paradigm is to go where your audience is … not to force them to come to you.The Pew Internet and American Life project notes that 79% of American adults regularly use the internet (May 2010)66% of them use social media83% of them seek health information
- Nearly 4 years ago, Time Magazine recognized very publically the new face of the consumer revolution that has since upended the publishing, music and entertainment industriesIt’s this new consumer-centered marketplace that will be our focus today
- Social media, in spite of all the buzz, really isn’t about the technology or the platforms ….
- Social media, in spite of all the buzz, really isn’t about the technology or the platforms ….
- The technology of web 2.0 is just allowing us to do the things that we, as humans have always done:Seek community.We seek others who are like us in some way … we may be “friends in real life” (facebook), business associates (LinkedIn), like the same kind of food (Yelp!), or music (myspace) … or just get value from interacting and sharing (twitter)None of those behaviors are new – but the social web allows us to do it seamlessly … in other words, within the flow of our daily lives. Most people are in front of a screen for much of their waking life, whether it’s a TV, PC or Mobile Phone. When those screens allow us to do the things we already love to do, we’ll do it … a lot.That gets to what people really love to do online …Share ideas for new or better products or servicesShare what they know, find or have learnedAsk and answer questions from a multiple people at onceSeek – and offer – advice and encouragement on the things that are important in our daily lives
- The new paradigm is to go where your audience is … not to force them to come to you.The Pew Internet and American Life project notes that 79% of American adults regularly use the internet (May 2010)66% of them use social media83% of them seek health information
- Most early social media has been focused on PR and campaigns … and targeted at customersBut it’s quickly moving beyond that stage … every corporate department needs to think about its stakeholders, and how they could engage with them more efficiently and effectively by using social toolsWho are the stakeholders for your department – internal and external? What would happen if your relationship started to go beyond the transactional?
- Know this: Your employees are “out there.” They are blogging, tweeting and using Yelp, facebook and foursquare.How are they talking about your business? How are they representing Amgen?Be ready for tensionWhen you want your business to think and act different, it raises a LOT of important questionsGet ready to deal with them
- In order to effectively enact these changes, we need to make some of our own. Certain sites must become accessible to key stakeholders. Resources have to be made available for training. Directives must be given to infrastructure developers to focus on these important issues. Relationships should be formed with qualified vendors. The company should be notified of our vision by an authority and encouraged to integrate our plan with theirs. HRHR can start augmenting their talent acquisition strategy to reflect our new goals. They should start to reward behavior that is concordant with these goals and implement these ideas in new training programs.MarketingOur marketing department is the master of outside communication. A culture of sharing and social media can enhance existing processes and communication. In the future entire initiatives can be focused on social media. ITOur IT department is the gatekeeper for much of this infrastructure. An understanding must be struck to reinforce the importance of this initiative to the future success of the company. Our IT department can use their considerable talent and creativity to help us explore new avenues of open source collaboration and communication.LawOur Law department will be concerned about intellectual property rights and privacy issues. This department will need to be well versed in media law and understand how other companies are dealing with these concerns. Information about this type of law is readily available and constantly evolving.
- The new paradigm is to go where your audience is … not to force them to come to you.The Pew Internet and American Life project notes that 79% of American adults regularly use the internet (May 2010)66% of them use social media83% of them seek health information
- A people-centered company, Intuit has always believed in investing in its employees. In 2007, Intuit reinvented its annual benefits enrollment campaign – starting by tossing the manual and creating instead a benefits Website. Benz Communications, who Intuit partnered with for this, helped them see it could get a much better ROI – reaching and engaging more employees and their families.
- In addition to online resources and incentive programs, other Health Care University features include:- The Change One Weight Management Program- On-site medical clinics and health screenings (including cardiovascular, diabetes, breast cancer and skin cancer screenings)- Use of the Mayo Clinic Tobacco Cessation Program for both online resources and telephonic coaching- Exercise, healthy-eating, and “Getting Ready for Surgery” program- Tools for understanding and preparing advance directives for end-of-life decisions- Raising employees’ awareness of the many health and wellness resources on the Achieve Solutions website- Involving dependents and partners in health initiatives and more
- To keep employees involved, Pitney Bowes designed a cross-functional communication vehicle called Project:Living, which keeps employees up-to-date on benefits and services by contacting them in a “simple, frequent, and consistent” manner, says Pawlecki. The team communicates through e-mail, home mailings, and a vast array of Web-based resources.They strive to keep information fresh, as needs change over time, and to keep communication pieces lively so employees don’t hit the mental “delete” before processing the message.
- employers recognize that prevention and interventions that reduce employees’ health risk factors may be the key to not only a healthier and more productive work force, but also lower health care costs. Studies have shown that for every dollar spent on a corporate wellness program, a company can save as much as $6 in insurance costs. Whole Foods Markets has taken a different approach from other companies with corporate wellness programs—offering additional employee discounts for those who meet certain health standards. Currently, Whole Foods employees receive a 20 percent discount on store purchases, but under the new voluntary Team Member Healthy Discount Incentive Program, they would be eligible to receive up to a 10 percent increase on their discount by meeting requirements based on their body mass index (BMI), blood pressure, cholesterol, and nicotine use. Those who choose to participate would undergo free biometric screening and, based on their test scores, be assigned to one of four categories with corresponding discount rates: bronze (22 percent), silver (25 percent), gold (27 percent), and platinum (30 percent).“Vitality and health is what a lot of people are looking for. (Employees) like the incentive aspect of it and the opportunity to get an extra discount out of it is helpful as well,” Margaret Wittenberg, global vice president of quality standards for Whole Foods Market, told ABCNews.com. “We have tiers because we’re trying to have it very achievable for people,” she said. “Every small step is huge and really makes an impact on one’s health.”
- Driving unprecedented collaboration and innovation.IBM lets employees talk—to each other and the public—without intervention. With a culture as diverse and distributed as IBM’s, getting employees to collaborate and share makes good business sense.IBM has a paperless online enrollment plan for all of its employees. Not only has the online enrollment saved the company 1.2 million per year on printing and mailing costs, the employees enjoy working with the online plan. The company has been working to put in place a web-based enrollment system that employees and retirees can access from anywhere (Huering, 2003). IBM was able to cut costs and give employees the freedom to discover their benefits on their own time and pace.The PayoffIBM invests in creating its own social media tools. But it’s earning that back by monetizing some of those as part of the IBM product portfolio. Collaboration and knowledge make IBM what it is. And that’s a company with $12.3 billion in earnings on more than $100 billion in revenue with a 44.1% gross profit margin in 2008.Christensen says to date there’s not an effort to tag a return on investment to its social media efforts.
- IBMers use tools such as Twitter and LinkedIn for external activity, but take advantage of mostly IBM tools inside the company. --Internally, 100,000 employees have registered on the blogging platform, where they exchange ideas, advance conversations and do a little self-promotion of their projects.An internal wiki serves as a hub of information, drawing well over a million page views every day. Additionally, downloads in the company’s user-generated media library now total 11 million.An IBM tool called Dogear functions like Delicious, a social bookmarking site. Blue Twit mimics Twitter. A tool called SocialBlue acts like Facebook, helping employees stay connected with former colleagues and get to know new ones.Like Facebook, the 53,000 or so SocialBlue members share photos and status updates. In IBM’s widely dispersed environment, family photos mimic cubicle-decor and dialogue mimics water-cooler interaction.
- These common behaviors are enabled in a multitude of ways on the social web … not every medium is right for every task … but it’s a toolbelt that contains a lot of tools.