Download - Fluidity, Flexibility, and Focus in Executing a Social Media Strategy as Evidenced by DaVita
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Kristen Neubert, Recruiting Manager – DaVita Tracey Parsons, Owner – PSC
Executing a Social Media Strategy
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Agenda
• Recruiting’s Take: Smart Experimentation
• Shifting the Monologue to Dialogue
• Measuring Return
• Next up for DaVita
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
“Smart Experimentation”
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 4
Smart Experimentation Goals
Goal One: Established Social Media team
Goal Two: Every Recruiter has a “following”
Goal Three: Branded Presence
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Facebook Branded Presence-DaVita Careers
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 6
FB Demographics – Age and Gender
• 992 Likes: Female 78%(774) and Male 20%(199)
• 65.2% Age 25–44 - 35.8% Age 25-34 Largest demographic - 29.4% Age 35-44
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
DaVita Jobs on Twitter
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Linked In Example
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Shifting the Monologue to Dialogue
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 10
Shifting from Monologue to Dialogue
• Cut job feeds, started engaging
• Huge increase in interactions and 48 hour response time!
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Brand Category - examples
Authentic Messaging
Did You Know? Education on Village Programs
WIFM: Resume/Interview Advice
Audience ?s
Core Value quotes
Key Role Branding
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
The Team
Kristen Neubert Tracey Parsons Brian Schaffer
Lindsay Lambert Paula Bailey Kara Denfeld Angie Hannam
• Two recruiters per site tasked with Responding/Innovation - Estimate 30 minutes a day
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Training Example
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Training Example
Positive or favorable?
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Interaction Sample
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 17
Social Media Channels - Results
Reach 2193 899 433
Engagement 37
RT: 25, DM:4, Mentions: 8, Clicks: 59
-55 interactions
255 52 wall posts
203 comments + likes
+107 interactions
35 Discussions: 18 Comments: 17
+14 interactions
Result 143 +79 site visitors
516 -200 site visitors
689 +23 site visitors
10 Hires +9 since Q1
511 Applicants +373 since Q1
4% 41% 27%
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
On the Horizon
• Alumni Site
• Interconnecting existing channels
• Additional experimentation
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Key to the Village
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Additional Experimentation - Possibilities
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Takeaways
• Key Takeaways for Audience; - Experiment. Measure. Adjust. - If you are going to be out there, engage - You can measure Social Media Talent Funnel - Take what’s out there and make it your own - Social Media is not one-size fits all, tailor the tools to
suit your brand
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Q & A Kristen Neubert, Recruiting Manager – DaVita
Twitter: kristenneubert
Tracey Parsons, Owner – PSC
Twitter: tparsons
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©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
Thank You Make it a great day!