In her SocialMedia.org Health case study presentation, Providence Health & Services' Social Marketing and Communications Director, Mary Renouf, talks about how they used Twitter for social support, conquesting, creative testing, and blogger relations.

1. Member Meeting 2
October 25, 2016
New York City
Learn more about Member Meetings
health.socialmedia.org/meetings
Providence Health & Services
Mary Renouf
How we use Twitter to engage, inspire, and grow

2. HOW WE USE TWITTER TO
ENGAGE, INSPIRE AND GROW
Presented by: Mary Renouf
Find me on Twitter, Instagram, Facebook, LinkedIn, Medium as @MaryRenouf

3. WHAT OUR SOCIAL PROGRAM SUPPORTS
*BRANDS* *SERVICE LINES* *EXECUTIVES* *CLINICIANS*
*FOUNDATIONS* *TALENT ACQUISITION**HOSPITALS/CLINICS**SENIOR SERVICES*
*INNOVATIONS/VC*

4. HOW WE USE SOCIAL
Build enduring relationships with consumers by translating their needs into
actions that drive sustainable profitable growth

5. 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*

6. How We Use Twitter Beyond The Tweet
• Social Support
• Conquesting
• Brand events
• Blogger/Influencer partnerships
• Hashtag trending
• Paid Advertising

7. 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 realize
we value them.
• Engagement keeps our customers happy and helps spread the word.
WOM from a real person impacts social sentiment and reach most. When
a person expresses satisfaction with us, their network of friends sees the
interaction.
• When someone likes or comments on our content, someone who
may not follow us can see it, making them more inclined to want to
see more, especially if they see a response from us!
• Engaging with a customer or potential customer in social can completely
change 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.
• It’s all about being THERE, hearing what they have to say and
acknowledging it in the best way possible.
 We average 150 inbound
messages per day
 We reply to 22% of those with
an average response time of 27
minutes
 47% are Kudos
 33% are complaints
 20% are inquires
 The other 78% fall into the
following no response
reasons
 Community
Answered – 36%
 News Article /
Sharing – 33%
 Unrelated – 20%
 Combative – 5%
 Duplicate – 5%
 SPAM – 1%

8. SOCIAL SUPPORT

9. 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.

10. CONQUESTING
Sometimes it works…
Sometimes it doesn’t… 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.”

11. TWITTER EVENTS
We 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 in
Missoula, 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 it’s tracks, filled delivery schedule for
first 90 days!

12. 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, build
awareness and reach new audiences.
• We activate in channels where they’re established that we might not be
(snapchat, vine)
• We use mom bloggers, fitness experts, healthy chefs, athletes, tech
bloggers – anyone that meets the needs of our consumer, our story or
fits the mission of our organization.

13. BLOGGER/INFLUENCERS
RESULTS:
• Most engaged content ever
• More organic shares than ever
• More impressions and
engagements for less spend
than ad dollars
• More new followers per day
than most weeks/months
• Access to new follower
categories with authentic
content = qualified new leads
• One great example: Increased
donations by 48% YOY with
social influencer

14. #HASH-JACKING
• Use hashtags to focus conversations around an event or campaign.
• Leverage trending hashtags to join a conversation we might not normally
be in.
• We spend time each day looking for relevant topics and combine social
and search to optimize!
#FinishCancer

15. #HASH-JACKING
Results:
• Ownership of hashtags
• Increased engagement over 50% in one day
• Significant increase in blog traffic

16. PAID ADVERTISING
In addition to trying to be creative, we’re 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

17. QUESTIONS?

18. Learn more about
past and upcoming
Member Meetings
health.socialmedia.org/meetings
Member Meeting 2
October 25, 2016
New York City
Learn more about Member Meetings
health.socialmedia.org/meetings