BlogWell Chicago Social Media Case Study: Humana, presented by Chuck Stephens
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SocialMedia.orgVideo Case Studies
Chuck Stephens
Humana Hope: Socializing Well-Being
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
June 19, 2013socialmedia.org/blogwell
Humana Hope Socializing Well-Being
Chuck Stephens @SoChuckified June 19, 2013
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Socializing Our New Brand Positioning
Our Dream To help people achieve lifelong well-being
Our Values Inspire Health | Cultivate Uniqueness | Rethink Routine | Pioneer Simplicity | Thrive Together
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Business Objectives and Measurement Tactics
Business Objectives Digital Tactics Metrics
Increase Engagement Engage consumers at their point of interaction and generate Humana Hope Postcards – through media placements to increase traffic to the Facebook Hope App and Humana Page
• Hope Postcards created and shared • Facebook Likes • Facebook Engagement Index Score • Hope Postcard Views • Content Interests
Increase Awareness of Humana Engage consumers at their point of interaction – through media placements to increase traffic to Facebook
• Overall Reach • Owned Impressions • Viral Impressions
Grow the Humana Facebook Community
Deliver content and information directly relevant to core engagers, encourage them to share content with their friends
• Shares • People Talking • Viral Impressions
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Internal Social Media Plan
• Built Buzz … literally • Month long internal pre-campaign to build excitement • 4,000 printed cards distributed in less than 2 weeks • 3 types of cards printed • Humana Hope Line created • Internal SharePoint site, Buzz Town Halls and live events • Plasma screen images • Fitbit Zips giveaway promos
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External Social Media Plan
• Campaign length (12/2012 – 2/2013)
• Paid media 60 days • Simplistic app design • App open through 4/2013 • Clear CTA – Commit.
Inspire. Share.
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Campaign Insights
• Weekend posts had higher engagement and virality • Hope application completion rate was 23% • 1,000% increase from previous Grandcard app campaign • Simplicity of app was critical • Paid media saw a 95% better completion rate than unpaid • 45+ females most engaged demographic • Ads featuring inspirational wording had higher engagement • Emotional Well-Being most popular topic choice
• Awareness
– The Hope campaign saw 164,349,374 impressions and 58,342 clicks from paid media
– 83% of all Create A Pact clicks came from paid media
• Engagement
– There were 6,670 initial engagements with the Hope application, and 1,505 total pacts posted
– 9.5% engagement rate from paid media clicks to “Create a Pact” clicks
– 23% completion rate from “Create a Pact” clicks to pacts posted
– In comparison to the GrandCards Application, Hope generated 38% more pacts
– The 1,505 pacts were posted by 1,393 users. 8% of users posted at least 2 pacts
– Hope’s overall completion rate was 1,050% higher than Grandcard’s completion rate
• Grow Community
– The Humana Facebook page saw 6,424 new likes throughout the duration of the campaign – a 11% increase of total Likes
– 52% more new likes than the number generated throughout the duration of the Grandcards App
– 2,713 pacts were shared via Facebook. 45% of users who posted pacts shared their pact with at least two people
– On average people shared their pact 1.8 times
– Hope users indicated that they are most interested in content about mental health, fitness & exercise, diet & nutrition and lifestyle habits
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Executive Summary
• Audience
– Females much lower Cost per Create a Pact, $11.05, and a higher CTR, Engagement and Completion Rate than males
– The 45+ age group saw 129% higher engagement rate. But the 25-45 age group completed the application at a 22% higher rate – Simplicity is essential for app completion rates
– Health Magazine related interest groups performed best, bringing in the most engaging and cost effective users, seeing an average Cost Per Engagement of $4.59
• Tactics
– Creative images of words, such as “Today I will..” or “This Year I will” outperformed creative focused on people
– The Facebook post on Feb. 9, 2013 , “Have you made your commitment to well-being?”, performed best, creating a sense of urgency to make a hope commitment
– Humana Hope Facebook posts posted over the weekend saw the highest virality, hovering around 4%
– The Facebook post discussing a personal story of “Hope” resonated well with fans, seeing a high level of reach, engagement and virality
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Executive Summary
Thank You! Live Well Chicago.
Chuck Stephens @SoChuckified Social Media Strategist cstephens1@humana.com
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
June 19, 2013socialmedia.org/blogwell
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