Humana wanted to get the attention of their consumers and promote their brand goal in a more effective way. They strive for people to be healthier and to live a lifestyle focused on well-being. By empowering Humana employees to share stories, they have built more trust with consumers and opened up conversations on these topics. They were able to do so while working within a regulated industry and meeting all federal requirements. By focusing on content which is centered on health and well-being and industry-related stories, they have empowered employees to establish themselves as influencers and thought leaders within the healthcare industry. Join Jason Spencer, Social Media Community Manager at Humana, alongside Robyn Hannah from to discuss: • How to build trust with consumers and create conversations with them • How to work within FTC regulations to ensure compliance • How to mitigate any risks employees may encounter while using social media • The impressive results Humana has produced in the year since launching their program

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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 Ever
o 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 to
gain the attention of our consumers and
ensure they are hearing our brand story.

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Challenges Humana Needed To Overcome
We needed to build trust with our consumers in order
to 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:
$450
Based on industry value of social media shares/reactions and 30 day average activity of employees
Estimated Program Value:
$475,000
Based on member value times projected growth, minus cost of technology license and rewards
Estimated ROI of Program:
6X
Calculated based on the estimated program value divided by the cost of technology

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