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 [email protected]

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