Humana: Socializing Well-Being — presented by Chuck Stephens

BlogWell: How Big Brands Use Social Media is an amazing series of events presented by SocialMedia.org that features 8 great case studies in corporate social media. To learn more, visit socialmedia.org/blogwell/.

To download the slide presentation in this video, visit http://wom.us/176xYEH.
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In his BlogWell Chicago presentation, Humana’s Social Media Marketing Consultant, Chuck Stephens, explains some of the specific challenges facing health insurance providers in the social media space.

He talks about how focusing on their customers’ well-being helped foster important relationships in social media while inspiring their fans to get healthy.
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Below is live coverage of this session by Audrey Schroder:

— The presentation opened with new brand positioning and how Humana is a company that is not only about making claims.

— Chuck asked the crowd “Why is insurance so high? Is it old age or is it the younger generation who are sedentary, video game players eating Cheetos?” Turns out it’s the younger crowd.

— What do people do every new year? They join a gym for their resolution. We began thinking about Humana Hope centered around that idea – how do we make people see we more than just about making claims. Let’s engage our internal community. We have 26,000 members on Buzz that are engaged. How do we get people engaged? We started internally. They said – let’s release the Humana Hope to our employees first to build up excitement, and then release on Facebook to the public. They created cards that say: “I promise myself today to…” We asked people to take pictures and Instagram about it, to inspire others and at the same time to hold yourself accountable to doing that thing.

– We actually created a Humana Hope hot line that people could call in their cards, rather than doing it online if they wanted.

– Some people brought their cards with them when they went on a run, a lady posted a picture of her before and after weight loss pictures.

– Our external social media campaign lasted 2 months using paid media. On our Facebook page we got about 15 or 16 cards created by the community each day.

– What are the most sought-after questions people ask on Facebook? People asked about emotional well-being the most. Women aged 45 and up were the most engaged audience. So they needed to target their posts to that demographic. They found that inspirational wording on a blank background actually worked better than inspirational photos.

– The campaign resulted in over 164,000,000 impressions! Increasing awareness and letting people know we’re not this evil empire, and that we actually care about your well being.

Q & A:

Q: Did you have any negative backlash on your Facebook page?

A: He joked that they never have complaints. They have a triage plan to fix people’s problems. Someone went on Facebook and said “F U”. The team was able to fix his problem, and he ended up tweeting about the good customer service he received from Humana. He had a good following on Twitter – about 300-400 followers. And his message got retweeted four times.

Q: We are all content starved. Marketing teams have the tendency to repeat what works. What do you think about that?

A: We have thought about asking folks how their resolution worked out, but haven’t done anything yet. You have to think about – have people’s goals changed? We were thinking about doing a campaign called “The Sedentary Life” – but that will never go. We are thinking about re-purposing our content, and do get ideas from our employees.

Q: What did you do with user-generated content and how do you overcome legal hurdles?

A: Everything we use must have a signed release. We’ve curated that content and admittedly it’s gotten a little dusty. You should engage your legal team. Also examine how much risk is really involved. There are things you can and can’t say. Every single post must be run through 24 email addresses, checking for legal, CMS, and other issues. We’re not about selling. Were just trying to build a community.

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