how humana mobilized employees to promote a healthier lifestyle
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A Quick Question For You:
Does your company make it easy for employees to discover and share
approved content?
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Why Company Communications And Employee Advocacy Matter
Now More Than Ever
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Why Employee Communications And Advocacy Matter
Reaching a New Audience Is Harder Than Evero Organic social media is dying
o Content creation is costly & time consuming
o Consumers are overwhelmed with content
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What Employees Really Want
Employees want to be more informed and engaged, and have the ability to share their work experiences with family and friends.
o They want approved content that can easily be shared on social media.
o They want a way to talk about the their company & its brands and products.
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What business challenges was Humana facing?
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Challenges Humana Needed To Overcome
It is becoming increasingly challenging togain the attention of our consumers andensure they are hearing our brand story.
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Challenges Humana Needed To Overcome
We needed to build trust with our consumers in orderto be given the chance to have a conversation
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Challenges Humana Needed To Overcome
Lacked a way to empower employees to tell the brand story in an authentic way
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Challenges Humana Needed To Overcome
Critical that we work within FTC regulations to meet compliance risks of employees sharing brand messaging
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What Were The Goals For The Program?
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Goals Of The Humana Advocates Program
Benefits to Employees:
o Improve employee’s social media skill sets and social influence
o Increase sense of belonging
o Gain better understanding of company initiatives
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Goals Of The Humana Advocates Program
Benefits to Humana:
o Execute a solid business strategy
o Preserve a vibrant and relevant brand
o Retain talent and purpose-driven culture
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How Did You Solve These Problems In Order To Accomplish Your Goals?
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Launching The Humana Advocates Program
o Started with small group of employees who were excited about working for Humana and wanted to start sharing content
o Chose initial advocates based on how active they were on both external social media and on their internal enterprise social network
o Held 1-hour training sessions to ensure employees understood Humana’s social media policy
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Scaling The Humana Advocates Program
o Promotion on our Enterprise Social Network (ESN), which is used by 90% of the associate population
o Engagement in internal groups whose purposes are to support the company values
o Exposure within intranet, email and newsletters to help spread the word about the program
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Growing The Humana Advocates Program
o Give employees the ability to share via mobile, when it is convenient for them
o Track and measure the activity from the program in order to understand what was working
o Choose a solution that would enable the program to scale and give us the best ROI
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Delivering The Right Content At The Right Time
o Focus is on health and well-being content that doesn’t drive people to buy or use our products/services
o Allows employees to grow followers and become influencers in the space
o Naturally develops an audience that is more qualified to appreciate our content
60%40%
Health & Well Being
Humana Branded
Content Mix
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What Humana Employees Have To Say
“The Humana Advocates program is really valuable to me. It gives me great content to build my personal brand, and gives me a way to support Humana's goals.”
“Overall, it is a great program. It is easy to use, not too distracting from my every day work, but extremely beneficial to our overall goals. Awesome program to be a part of.”
“This program is a great way for 'real' folks to get Humana's name out into the social media world and that we are sharing useful information that people want.“
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Results Of The Humana Advocates Program
2K employees
235K Shares
131K Reactions
90M Impressions
302K Clicks
Results Since Launch – May 2015
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Value Of The Humana Advocates Program
Value of Each Employee Advocate:
$450Based on industry value of social media shares/reactions and 30 day average activity of employees
Estimated Program Value:
$475,000Based on member value times projected growth, minus cost of technology license and rewards
Estimated ROI of Program:
6XCalculated based on the estimated program value divided by the cost of technology
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