Case study on the transformation of Humana to a social business. Presented at the Inbound Marketing Summit 2009 - Boston on October 8, 2009

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

2. goal

3. Who is Humana

4. 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/

5. Study Library etc be a vacuum Photo by pigstubs http://www.flickr.com/photos/pigstubs/1252592876/

6. Align be a padawan Photo by Loren Javier CC http://www.flickr.com/photos/lorenjavier/3648239111/ /

7. Experiment Frankenstein try stuff

9. be 2.0

10. THE TOWN SQUARE

11. framework

12. fundamentals

13. chamber of commerce

14. chamber of commerce

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

19. networks and video

20. games

21. Fishtank social platforms

22. social tools

23. mobile mobile

24. the end Greg Matthews Humana’s Innovation Center http://CrumpleItUp.com 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. Flickr.com/photos/wheatfields/116810137

34. ii. community Photo by Kirk Kandle. Flickr.com/photos/kirkwrites/2911258216

35. iii. content Photo by Orin Optiglot. Flickr.com/photos/orinrobertjohn/409812627

36. 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

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

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

42. CrumpleItUp.com blog freewheelin blog

43. freewheelin fan page humana games fan page

44. bikesharing humanagames crumpleitup Twitter.com/

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