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INTO THE DEEP END WITH HUMANA



Greg Matthews
Twitter:@chimoose
Who is Humana
How to transform
       • Big, complex, regulated, silo, relationship
         oriented
       • Study – Align – Experimen...
Study
       • Library etc




                be a vacuum
Photo by pigstubs
http://www.flickr.com/photos/pigstubs/1252592...
Align
       • NYC




               be a padawan
Photo by Network Osaka
http://www.flickr.com/photos/networkosaka/208242...
Experiment
• Frankenstein




  try stuff
9
be 2.0
THE
TOWN SQUARE
framework
                  Understand




        Utilize                Explore
fundamentals
    Authenticity


    Active Listening


    Going Where They Are


    Personal Voice


    Learning Throug...
new demands
Control Reality       1




    – Bottom up groundswell and top down control colliding


Information Security ...
new corporate focus
       HR                       IT
       • Capacity Building      • Security
       • Acquisition and...
chamber of commerce
chamber of commerce
more vacuuming
more padawan
More Align
               and still more
       • Brogan Pic




Photo by chrisbrogan
http://www.flickr.com/photos/chrisbr...
More Experiments
                 the future




Photo by ILMO JOE
http://www.flickr.com/photos/9948354@N08/763399258/
networks and video
games
games
Fishtank
social platforms
social tools
social tools
mobile
                 mobile




Photo by jontintinjordan
http://www.flickr.com/photos/jontintinjordan/2259336138/
care networks
the end



Greg Matthews
Humana’s Innovation Center

http://CrumpleItUp.com

Twitter: @chimoose
Appendix: fundamentals
    Authenticity


    Active Listening


    Going Where They Are


    Personal Voice


    Learn...
Authenticity


• We’re honest, accurate, and thorough
• We’re not marketing; we’re having a
  conversation
• We don’t keep...
Active Listening

• We’re taking the time to stop talking and just
  listen
• We want to hear what you have to say—even
  ...
Going Where They Are


• People go to the places they know, trust,
  and enjoy
• You don’t have to come to us—we’ll come
 ...
Personal Voice


• We will interact with you as people—not as a
  corporation
• I am accountable to you as a person—not as...
Learning Through Action


• Nobody has found the magic bullet
• We will try new things
• We realize that we’ll make mistak...
Sharing - Open Source

• We need to adopt a culture of sharing, both
  inside and outside Humana
• If we can’t share our s...
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 1,0...
Step 1, continued: Build participation and anticipation




                                                        Reache...
Step 2: Generate Content             Content Brings Community;
                                                           ...
Step 2, continued: Generate Content


We had Humana volunteers armed with smart-phones cycling
around the city and “seedin...
Appendix
           appendix: the toolbox
     • Tools




Photo by todbot
http://www.flickr.com/photos/todbot/3492542234/
CrumpleItUp.com   freewheelin
     blog             blog
freewheelin   humana games
  fan page      fan page
bikesharing

              humanagames
                                   crumpleitup

                        Twitter.com/
freewheelin     innovation center
photo gallery     photo gallery
CrumpleItUp Innovation Network   Innovation Prototyping
        LinkedIn Group               LinkedIn group
YouTube
Health Entertainment Channel
Widgets



          Over 5 million views
Social Business from the Inside Out
Social Business from the Inside Out
Social Business from the Inside Out
Social Business from the Inside Out
Social Business from the Inside Out
Social Business from the Inside Out
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Social Business from the Inside Out

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Presentation delivered at the Inbound Marketing Summit with Chris Brogan and Justin Levy.

The story of Humana's entry into the social media space.

NOTE: Speaker's notes included

Publié dans : Business, Technologie, Sports
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Social Business from the Inside Out

  1. 1. INTO THE DEEP END WITH HUMANA Greg Matthews Twitter:@chimoose
  2. 2. Who is Humana
  3. 3. How to transform • Big, complex, regulated, silo, relationship oriented • Study – Align – Experiment • SHARE turning a battleship Photo by stevesheriw http://www.flickr.com/photos/8177037@N06/2468783470/
  4. 4. Study • Library etc be a vacuum Photo by pigstubs http://www.flickr.com/photos/pigstubs/1252592876/
  5. 5. Align • NYC be a padawan Photo by Network Osaka http://www.flickr.com/photos/networkosaka/2082420518/
  6. 6. Experiment • Frankenstein try stuff
  7. 7. 9
  8. 8. be 2.0
  9. 9. THE TOWN SQUARE
  10. 10. framework Understand Utilize Explore
  11. 11. fundamentals Authenticity Active Listening Going Where They Are Personal Voice Learning Through Action Sharing - Open Source
  12. 12. new demands Control Reality 1 – Bottom up groundswell and top down control colliding Information Security 2 – Malware attacks rise with social media use at work Workforce Culture 3 – Labor Intensive, Highly Involved, Non-Standardized Intellectual Property 4 – 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
  13. 13. new corporate focus HR IT • Capacity Building • Security • Acquisition and • Access Retention of Talent • Development • Associate Experience • Performance Management Marketing Law • Conversation • Intellectual Property • Brand Management • Compliance • Media Law • Liability and Indemnity
  14. 14. chamber of commerce
  15. 15. chamber of commerce
  16. 16. more vacuuming
  17. 17. more padawan
  18. 18. More Align and still more • Brogan Pic Photo by chrisbrogan http://www.flickr.com/photos/chrisbrogan/3549042146/
  19. 19. More Experiments the future Photo by ILMO JOE http://www.flickr.com/photos/9948354@N08/763399258/
  20. 20. networks and video
  21. 21. games
  22. 22. games
  23. 23. Fishtank social platforms
  24. 24. social tools social tools
  25. 25. mobile mobile Photo by jontintinjordan http://www.flickr.com/photos/jontintinjordan/2259336138/
  26. 26. care networks
  27. 27. the end Greg Matthews Humana’s Innovation Center http://CrumpleItUp.com Twitter: @chimoose
  28. 28. Appendix: fundamentals Authenticity Active Listening Going Where They Are Personal Voice Learning Through Action Sharing - Open Source
  29. 29. 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
  30. 30. 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
  31. 31. Going Where They Are • 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
  32. 32. Personal Voice • 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
  33. 33. Learning Through Action • 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
  34. 34. Sharing - Open Source • 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
  35. 35. appendix: freewheelin
  36. 36. i. buzz Photo by Net_Efekt. Flickr.com/photos/wheatfields/116810137
  37. 37. ii. community Photo by Kirk Kandle. Flickr.com/photos/kirkwrites/2911258216
  38. 38. iii. content Photo by Orin Optiglot. Flickr.com/photos/orinrobertjohn/409812627
  39. 39. 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
  40. 40. 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
  41. 41. Step 2: Generate Content Content Brings Community; Community creates 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.
  42. 42. 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
  43. 43. Appendix appendix: the toolbox • Tools Photo by todbot http://www.flickr.com/photos/todbot/3492542234/
  44. 44. CrumpleItUp.com freewheelin blog blog
  45. 45. freewheelin humana games fan page fan page
  46. 46. bikesharing humanagames crumpleitup Twitter.com/
  47. 47. freewheelin innovation center photo gallery photo gallery
  48. 48. CrumpleItUp Innovation Network Innovation Prototyping LinkedIn Group LinkedIn group
  49. 49. YouTube Health Entertainment Channel
  50. 50. Widgets Over 5 million views

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