Providence Health & Services: How we use Twitter to engage, inspire, and grow, presented by Mary Renouf

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  • Member Meeting 2October 25, 2016New York City

    Learn more about Member Meetingshealth.socialmedia.org/meetings

    Providence Health & ServicesMary Renouf

    How we use Twitter to engage, inspire, and grow

  • HOW WE USE TWITTER TO ENGAGE, INSPIRE AND GROW

    Presented by: Mary Renouf

    Find me on Twitter, Instagram, Facebook, LinkedIn, Medium as @MaryRenouf

  • WHAT OUR SOCIAL PROGRAM SUPPORTS

    *BRANDS* *SERVICE LINES* *EXECUTIVES* *CLINICIANS*

    *FOUNDATIONS* *TALENT ACQUISITION**HOSPITALS/CLINICS**SENIOR SERVICES*

    *INNOVATIONS/VC*

  • HOW WE USE SOCIAL

    Build enduring relationships with consumers by translating their needs into actions that drive sustainable profitable growth

  • OUR SOCIAL ECOSYSTEM: TWITTER

    MD onboarding

    Brand campaigns

    Product/Service

    Seminars/Events

    Brand campaigns

    Products/Services

    Seminars/Events

    Live events/Q&A

    Patient stories

    Inspirational msgs

    Live events

    Iconic moments

    Institute stories Product/Service Educational videos

    Thought

    leadership/Blogs

    MD onboarding

    Product Announce

    Service recovery

    Engagement msgs

    Targeted tips

    Service recovery

    Live engagement

    Targeted msgs

    Tips/Tricks

    Hashtag targeting

    Feature storytellers

    Tips/Tricks videos

    Patient education

    Comment mgmt

    Recruitment msgs

    Career education

    MD Satisfaction

    Conversion/DTR

    Physician finder

    Online scheduling

    Website traffic

    Conquesting

    Conversion/DTR

    Website traffic

    App installs

    Hashtag conquesting

    Targeted delivery

    Blog traffic

    Website traffic Fill caregiver roles

    Blog/Web traffic

    *Simplicity* *Education* *Success stories* *Innovations* *In your community*

  • How We Use Twitter Beyond The Tweet

    Social Support

    Conquesting

    Brand events

    Blogger/Influencer partnerships

    Hashtag trending

    Paid Advertising

  • SOCIAL SUPPORT Engaging in social is the best way to maintain and foster relationships with

    our customers. When we take time to notice and hear them, they realizewe value them.

    Engagement keeps our customers happy and helps spread the word.WOM from a real person impacts social sentiment and reach most. Whena person expresses satisfaction with us, their network of friends sees theinteraction.

    When someone likes or comments on our content, someone whomay not follow us can see it, making them more inclined to want tosee more, especially if they see a response from us!

    Engaging with a customer or potential customer in social can completelychange the relationship.

    If someone is frustrated, we can turn that around.

    If someone has questions and is unsure, we can educate/convince.

    If someone is happy, we can make them even happier.

    Its all about being THERE, hearing what they have to say andacknowledging it in the best way possible.

    We average 150 inboundmessages per day

    We reply to 22% of those withan average response time of 27minutes

    47% are Kudos 33% are complaints 20% are inquires

    The other 78% fall into thefollowing no responsereasons

    CommunityAnswered 36%

    News Article /Sharing 33%

    Unrelated 20% Combative 5% Duplicate 5% SPAM 1%

  • SOCIAL SUPPORT

  • CONQUESTING

    We use conquesting mostly to promote brand awareness for new programs. We use custom responses to provide personal service.

    Health Express conquesting had a 9% conversion rate, generating 110K impressions and engaging 3K new people in just the first few months while accounting for 60% of app installs.

  • CONQUESTINGSometimes it works

    Sometimes it doesnt or does it?!?

    All to her credit and none to mine, Providence

    Communications Director Mary Renouf-Hanson

    decided to be the bigger bro and reached out to make this clarification, among others.

  • TWITTER EVENTSWe use Twitter to do live events, share content being presented at events and to encourage participation on key topics and launches.

    EXAMPLE

    #StPatsBabies was an opening of a maternity center inMissoula, MT. Mommy bloggers promoted event Hosted an hour long Twitter chat to answer questions Posted pictures of the facility &staff Provided random prizes for participants.

    Other events: Executive Q&A, Donation Announcements,Merger Stream, Community Summits

    Results: #StPatsBabies Took over Montana twitter, trended and stopped the competition in its tracks, filled delivery schedule for first 90 days!

  • BLOGGER/INFLUENCERS We partner with bloggers and influencers to create authentic and

    relevant content for our consumers.

    We use their channels and reach to help grow new followers, buildawareness and reach new audiences.

    We activate in channels where theyre established that we might not be(snapchat, vine)

    We use mom bloggers, fitness experts, healthy chefs, athletes, techbloggers anyone that meets the needs of our consumer, our story orfits the mission of our organization.

  • BLOGGER/INFLUENCERSRESULTS:

    Most engaged content ever More organic shares than ever More impressions and

    engagements for less spendthan ad dollars

    More new followers per daythan most weeks/months

    Access to new followercategories with authenticcontent = qualified new leads

    One great example: Increaseddonations by 48% YOY withsocial influencer

  • #HASH-JACKING

    Use hashtags to focus conversations around an event or campaign.

    Leverage trending hashtags to join a conversation we might not normallybe in.

    We spend time each day looking for relevant topics and combine socialand search to optimize!

    #FinishCancer

  • #HASH-JACKING

    Results: Ownership of hashtags Increased engagement over 50% in one day Significant increase in blog traffic

  • PAID ADVERTISING

    In addition to trying to be creative, were always testing new paid options within Twitter. We use your standard twitter cards, promoted tweets, trends, etc We include Twitter in all of our product marketing launches We include our influencers and do white-listing to ensure we can promote their tweets from our accounts We attempt to defend our hashtags and brand names in time of competitive attack or product launches We turn paid media off during times of crisis

  • QUESTIONS?

  • Learn more aboutpast and upcomingMember Meetings

    health.socialmedia.org/meetings

    Member Meeting 2October 25, 2016New York City

    Learn more about Member Meetingshealth.socialmedia.org/meetings

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