Using Social Media for Wellness and Benefits Communication

Engaging through community

Greg Matthews - @chimoose

2

Social Network % UsageFacebook 65%LinkedIn 70%Photo Sites 40%YouTube 50%Blogs 15%Twitter 10%LBA's 10%

Survey Results

Why? % RespondingStay connected 65%Share opinions/ knowledge 15%Professional networking 75%Entertainment 40%Monitor kids 15%

3

• Introduction

• Social Media and Benefits

• Taking it Home• 5 Steps to get started• Tools, Resources and Next Practices

Social Media and Benefits Management

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 Koelling

Director of Emerging PlatformsBest Buy

6

The consumer revolution is real

7

The wisdom of crowds

8

It’s not about the technology

9

• Community• Connect with others who share an affinity• Seamless communication

• Collaboration• Build together• Create relevance

It’s about what we do

10

Changing market dynamics

Sources: Facebook (1/9/11) ²DoubleClick Ad Planner by Google ³TublaneMogel May 2010 4Comscore (10/09) 5Google & OTX, Health Consumer Study, December 2009

Number of tweets daily have increased 30% over the past four months to approximately

53 million tweets per day2

Twitter is growing as a top 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 engine after Google, illustrating that more people are looking to learn and get information through video4

Consumers watch more health videos than food or celebrity videos5

11

93%of social media users believe a company should have a presence in social mediaCone LLC (Omnicom) ©2008

12

Collaboration is for all stakeholders

Customer

Employees

Suppliers/ Vendors

Gov’t/Policy

Media

Investors

Strategic Partners

CSR • Current• Prospective• Selling/Marketing• Servicing

• Current• Prospective

• Current• Prospective

• Current• Prospective

13

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?

Implications for the Company

1 Douglas Pollei, VP of Internet Strategy and Corporate Development for IKANO Communications Inc.2 MarketWatch3 Jim Cuene, Director, Interactive, General Mills4 Warwick Ashford, Computer Weekly

14

HR• Capacity Building• Acquisition and

Retention of Talent

• Associate Experience

• Performance Management

IS• Information

Security• Access• Development• Data storage

Corporate Communications• Conversation• Influencer ID and

relationships• Brand

Management • Crisis/ Issues

Management

Legal & Regulatory• Intellectual

Property• Compliance• Media Law• Liability and

Indemnity

New corporate focus

15

Who owns your brand?

16

1,000+- number of Humana employee bloggers… in 2008

Case studies and best practices

Who’s doing it right

18

• Using social media to enhance:• Annual Enrollment• Benefits Management• Wellness Programs• Culture of Collaboration

Our focus – Best Practices

Intuit Case Study

Annual Enrollment

19

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

• 2007 – Intuit replaces the benefits manual with a benefits Website.

IntuitREBRANDING FOR ANNUAL ENROLLMENT

22

Using video/audio tools to engage and educate

Intuit

[placeholder screenshot]

Enrollment Toolset

Pitney Bowes Case Study

Benefits Management

23

24

Pitney BowesINTERVIEW WITH COLETTE COTE

25

Pitney Bowes

Health Care University

“To provide employees with the environment, the tools, and the motivation to enhance their health and well-being.”

WELLNESS PROGRAM

26

Pitney Bowes

Project: Living Communications

• Monthly e-newsletters tailored to:• Integrate messages and• Deliver in a meaningful way

• Target messages to employees no web access

• Open two-way dialogue for employees to:• Share success stories• Leave feedback• Post questions

ENROLLMENT & BENEFITS COMMUNICATIONS

Whole Foods Case Study

Wellness Programs

27

28

• Health Starts Here

• Team member healthy discount incentive program.

• Free biometic screening

• Bronze – 22%• Silver – 25%• Gold – 27%• Platinum – 30%

Whole FoodsWellness Program

29

Whole FoodsLargest retailer on Twitter

30

Whole FoodsSocial Media Strategy Infographic

“… your social media presence is the envy of a lot of companies! “

IBM Case Study

Culture of Collaboration

31

32

• 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

“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.”

33

IBMIBM New Media as a part of corporate communications:

• Podcasting• Wikis• RSS,• Blogging• Videocasting• Virtual worlds and online social networking+ “whatever comes next…”

5 things to start on Monday

Making it happen

35

1. Survey your employees• What do they want and need the most?• Where are they online?

2. 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

36

3. Decide on a “Hub” for your benefits administration – but don’t think of it as a “one-stop shop”

4. Based on your “library of content,” create an editorial plan for the next 6-12 months

• Use multiple channels to ensure that you’re reaching the greatest number of employees in the channels they prefer

5. Resource it

6. Read, connect and practice

5 Things

37

• 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

38

• Print materials • Insurance

Company/Administrator• In-house• Local/relevant providers

• Online assets• Web pages• Videos/other

Taking inventory

• Employee data• Surveys

• Choose/use data

• External resources and tools• Calculators

• Games

• Information

39

• The “build it and they will come” model is fading

• Your “Center” should become a “Hub”

• The place to link to all your content …

Benefits Center vs. Social Hub

40

Editorial planning

41

• 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

42

• 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

From Best Practices to Next Practices

The Resources you Need

44

Top 10 areas of online influence

Influence Areas

Trend Relevance

Audio Favorite of sales force, customers on the go

Podcasts of all types, plus audio tracks of video segments are an undefined area of online, yet have growing utility

Blogs>200MM; trend is to have multiple blogs, multiple languages

We should know the top influencers by topic who drive relevant share of voice. The numbers of influencers are small, precision is key.

Data / Slides

30MM uniques at SlideShare A great location to share all public presentations.

ForumsThe engine of conversations online; often patient driven

Knowing who is driving conversation in forums is key. We should treat high volume moderators with the same respect as we do with journalists.

Images Is all content tagged to impact natural search?

Companies often forget to tag all content in the 10 languages that reach 95% of the online population.

Micro Blogging

An effective way to alert influencers, help propel news cycles

A great opportunity to build a network of influencers who want to share your news in real time. Twitter is a prime example.

Search Yes, Google is #1, but YouTube is #2

We need to know the influencers on the first screen for our brand and key topics. We also need to understand where people are taken when they search.

Social Networks

The communities that are often our “first place” to go online

Our day often starts and ends with Facebook or MySpace or Orkut or other depending where we live.

VideoConsumption habits are starting to favor video vs. copy

There are over 50 video sites to analyze, which sometimes house ratings and reviews of our products.

Wikis Free online peer edited online encyclopedia

Nearly every topic has a Wikipedia entry, which means it could be the first information a consumer finds about any topic they are seeking information about.

45

Key tools

• Internal blog• Internal microblog• Benefits wiki• Using video• Podcasting• RSS Feeds• Rating, commenting and sharing

46

Internal Blog

47

Internal Microblog

48

Benefits Wiki

49

Using video

50

Using Video

51

Podcasting

52

RSS Feeds

53

Rating, commenting and sharing

54

• Exploring Social Media• http://exploringsocialmedia.com/

• Benz Communications Blog• http://www.benzcommunications.com/blog

• Free range thinking blog• http://www.freerangecomm.com/

• Cohealth tweetchat• http://twitter.com/co_health

• The Employee Wellness Network• http://www.employeewellnessnetwork.com/

• HR Evolution• http://thehrevolution.org/

Online resources

Greg Matthews

@chimoose

Thank You