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Communication Consulting | WWCMA 2014 Conference

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Growing wellness engagement strategies with social media

Worksite Wellness Council of Massachusetts Annual Conference Friday, September 19, 2014 Erika Illiano Partner Todd Lambrugo Senior Consultant

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“PAY ATTENTION” IT’S IN HIGH DEMAND

Proprietary & Confidential | Aon Hewitt

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AND MORE DIFFICULT THAN EVER

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MULTI-SCREENING

IS THE NEW MULTI-TASKING



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So why turn to social media?

It started with AOL chat rooms, then came blogs, Facebook and now google+, Pinterest and Instagram… It’s clear that social communication is not a passing trend. It’s also clear that traditional paradigms of communication are shifting to a more fluid and social experience.

1. It connects you directly to an engaged audience

2. It can project your brand

3. It can be used as a megaphone… and a hearing aid.



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Social Media use has gone from a drizzle to a monsoon in the last 5 years.

Facebook

350million to 1.15billion

Twitter

8million to 554.7million

Google+

0 to 1billion

Source: Social Times

Dress appropriately



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How many types of social media are out there?

At Aon Hewitt we place “Social Media” into two categories… internal and external. Both can be strategically managed to suit your organizations specific needs.

Internal social media is a platform or function of technology behind the corporate firewall and limited to employees only. • Blogs • Yammer • SocialText • Comments on intranet pages

External social media is a service provided by a separate organization, open to broader audiences like spouses and dependents. • Facebook • LinkedIn • YouTube • Twitter



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Percentage of age groups that use social media at least once per week for health and wellness news and information Ages 23 to 29 42% Ages 30 to 39 37% Ages 40 to 49 32% Ages 50 to 59 26% Ages 60 to 65 35%

Source: 2013 Consumer Health Survey

Everybody uses something…



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Who’s communicating this way? Your employees!

People age 35 and under will become the largest generational demographic of the U.S. workforce1 — finally topping baby boomers — sometime in 2014. 70% feel they are not influenced by traditional advertising or marketing. Social media provides a relevant channel because they choose their network, device and timetable.

This new demographic is 3 times more likely than employees age 50 and older, to trust general health & wellness information from a coworker they know over the Benefits Department of their company2.

1 – U.S. Bureau of Labor Statistics. 2 – Consumer Mindset survey



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What do we know about this “Next” generation of employees?

Are they social?

87% have a Facebook account

Are they connected?

79% own smartphones

Are they tech-savvy?

62% have uploaded videos

90% belong to a social network

Source: The Millennial Generation Research

Review / Pew Social Trends

Yes, these are your employees



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How does attitude play into channel usage?

The two largest attitudinal segments among U.S. employees actually show “Web” as the preferred channel for information… add in a focus on “Friends and Families,” and social media begins to identify it’s self as a powerful channel.



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Don’t underestimate the power of the visual…

78% of adults online watch

videos… educational and “How-2” videos top that list

71% actively use video-sharing

sites, like YouTube

Social content posts get 23%

more interaction than web ads and if that post contains a photo, that interaction increases by

120%

Source: Pew Social Trends

Are you listening?



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Use internal social channels

Improve collaboration • replace email • streamline how employees communicate



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Build an external presence

A “professional” page on Facebook gives you access to a suite of tools for targeting audiences and analyzing utilization data.



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Social media matters

You can capture how your brand is represented and discussed

Gentiva Health Services



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Social media matters

Google



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Social media ≠ communication strategy

Wellness Print

deliverables

• Postcards

• Guides

Wellness Site

• Articles

• Spot polls

• Links to resources

Facebook page

• Share content

• Build your network

• Reply to comments

Internal social media

• Share content

• Build your network

• Reply to comments

WellBeing



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Key considerations

Social media may not only be a shift in how you communicate, but it can cross over business units (HR, Corporate Communications, Marketing, etc.) Here are some things to consider before you begin. • Work out the governance now. Get ahead of issues

before they pop. • Create or update your social media policy. Do you have

one today? Does it ban employees from access to social media at work?

• Start small. Facebook makes it easy.

• Prepare to be “on.” Unlike print materials or websites, launch is the start… not the end.



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Social Media Stories



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UTC Gets “Human” With Twitter Campaign



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UTC Gets “Human” With Twitter Campaign



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Avon Creates a Facebook Presence for Vital



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WPP Makes Competition Viral

http://www.wppwellnessworx.com/



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EnPro Uses Facebook to Find Out Who’s Boss



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Shell Creates a “Wellness Guy”



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Harrah’s Casino Socializes an Opening

Dropped daughter @ school after 5hr drive. Greeted with big smile

by her Dorm RA. Welcomes change everything. Ready for

orientation!

You can't please all the people all the time but our folks in the

employee cafe come pretty close. Great lunch today team.

Barista @ Starbucks gave me free bev coupon 4 the long wait. Didn't

ask the manager, just saw a problem and fixed it. That's

#onegreatthing!

Watch shop just adjusted my band for free. Where do think I'll go 4

my next watch? How many people do you think I told this story to?

Actions tend to follow the lead of thoughts, so make sure your

thoughts are positive. Sometimes that makes the loudest statement!



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Thank you!

Erika D. Illiano Partner East Region Communication Market Leader 781.906.2275 [email protected] Follow me on Twitter: @eilliano Todd Lambrugo Senior Consultant New Media and Emerging Technologies 215.255.1948 [email protected] Follow me on Twitter: @toddinnov8s

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