Fluidity, Flexibility, and Focus in Executing a Social Media Strategy as Evidenced by DaVita

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ERE Webinar from 9/15/2010, presented by Kristen Neubert and Tracey Parsons.

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Fluidity, Flexibility, and Focus in Executing a Social Media Strategy as Evidenced by DaVita

  1. 1. Executing a Social Media Strategy Kristen Neubert, Recruiting Manager – DaVita Tracey Parsons, Owner – PSC
  2. 2. Agenda •  Recruiting’s Take: Smart Experimentation •  Shifting the Monologue to Dialogue •  Measuring Return •  Next up for DaVita ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  3. 3. “Smart Experimentation” ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  4. 4. Smart Experimentation Goals   Goal One: Established Social Media team   Goal Two: Every Recruiter has a “following”   Goal Three: Branded Presence ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 4
  5. 5. Facebook Branded Presence-DaVita Careers ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  6. 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 ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 6
  7. 7. DaVita Jobs on Twitter ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  8. 8. Linked In Example ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  9. 9. Shifting the Monologue to Dialogue ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  10. 10. Shifting from Monologue to Dialogue • Cut job feeds, started engaging • Huge increase in interactions and 48 hour response time! ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 10
  11. 11. Brand Category - examples Authentic Messaging Did You Know? Education on Village Programs WIFM: Resume/Interview Advice Audience ?s Core Value quotes Key Role Branding ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  12. 12. 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 ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  13. 13. ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  14. 14. Training Example ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  15. 15. Training Example Positive or favorable? ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  16. 16. Interaction Sample ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  17. 17. Social Media Channels - Results Reach 2193 4% 899 41% 433 27% 37 255 35 Engagement RT: 25, DM:4, Mentions: 8, Clicks: 59 52 wall posts 203 comments + likes Discussions: 18 Comments: 17 -55 interactions +107 interactions +14 interactions Result 143 516 689 +79 site visitors -200 site visitors +23 site visitors 511 Applicants +373 since Q1 10 Hires +9 since Q1 ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only. 17
  18. 18. On the Horizon •  Alumni Site •  Interconnecting existing channels •  Additional experimentation ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  19. 19. Key to the Village ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  20. 20. Additional Experimentation - Possibilities ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  21. 21. 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 ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  22. 22. Q&A Kristen Neubert, Recruiting Manager – DaVita Twitter: kristenneubert Tracey Parsons, Owner – PSC Twitter: tparsons ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.
  23. 23. Thank You Make it a great day! ©2010 DaVita Inc. All rights reserved. Proprietary and confidential. For internal use only.

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