DIG Mayflower Presentation

Compassion. Excellence. Reliability.

Digital at BAYADADigital Sales and Marketing – DIG [email protected]

mailto:[email protected]

Compassion. Excellence. Reliability. 2

Agenda

9:00 am – 9:15 am: Digital at BAYADA, Meet the DIG Team9:15 am – 10:15 am: Social Media Overview10:15 am – 10:45 am: What’s New? Local Pages and more10:45 am – 11:00 am: Q & A

9:


“To help prospects and referrals find BAYADA online”

3

DIG Mission


What DIG Does


Who DIG is


Welcome to the Machine


Social Media at BAYADAErica MetzgerDigital Sales and Marketing – DIG [email protected]


Corporate accountFacebook: 23,862 likes fb.com/bayadahomehealthcare ∙

Twitter: 4,690 followers @bayadahhc∙

LinkedIn: 16,724 Company 646 internal members∙

Google+: 341 followers google.com/+bayada∙

YouTube: 264 subscribers youtube.com/bayadanurses∙

Pinterest: 562followers pinterest.com/bayada∙

Instagram: 445 likes instagram.com/bayadahhc∙

BAYADA Social At A Glance


WHY FACEBOOK??


Source: http://mashable.com/2012/02/05/facebook-recruiting-infographic/


• The average person has 200 friends

• Percent of Friends that see your posts = 12% (24 people).

• Want to reach 1,000 people a day?

Get 40 people to like your post. (that’s pretty much everyone in this room)


- 1.5B users (9/24, 1B logged in)

- 83% of total social market (Twitter, 1.7%, LI 1.4%)

- Newsfeed = 1500 posts/day, 300 posts are engaged with

- The Facebook News Feed is the world’s largest billboard

World’s Largest BillboardThis is your profile!

World’s Largest Billboard

Where to post to your profile

Which lands here.In the Newsfeed!


- 1.5B users (9/24, 1B logged in)

- 83% of total social market (Twitter, 1.7%, LI 1.4%)

- Newsfeed = 1500 posts/day, 300 posts are engaged with

- The Facebook News Feed is the world’s largest billboard

World’s Largest BillboardWorld’s Largest Billboard

Profiles, Pages and Groups

1. Profile – This is you! Where you post personally also needed to admin a page.

2. Pages – For Business. Has space for more information (like phone, address and maps)

3. Groups – Small group communication (usually cause related)

Profiles, Pages and Groups post Images, Videos, Links and Text. Up to 1500 of those posts can show up in your Newsfeed each day.

You interact with about 300 of these (20%) per day. It’s a combination of what you do and important don’t interact with that determine your Facebook Algorithm.

Two important external elements that affect your Newsfeed: Friends Posts and Advertising.

How does Facebook Choose What to Show in the Newsfeed? = I x P x C x T x R

Where,

I = Interest Interest of user in the creator P = Post Post performance for others C = Creator Past performance by creator T = Type What type of post you prefer R = Recency How new the post is


Facebook Thinks I…

... and am in Debt!like to cookcould use a little fashion help

Love to travel (and know my age)

A few things to point out: • The audiences of these ads also included: Gender, Age, Location, Job Title, Groups/Pages

followed/Posts I’ve clicked, Internet Connection and Device

• Everyone has access to do this – and it’s affordable!


Let’s break some ice


…and Who Are You?

Ice Breaker – Find 10 things in common

• Arrange into groups of 4 – 5 people• Appoint 1 person as scribe• Appoint 1 person as speaker• You have 15 minutes

The mission:

Find 10 things that you have in common with every person in your group – that has nothing to do with work! Think

creatively: interests, past experience, future goals.


LIVE DEMO

https://www.facebook.com/BAYADAHomeHealthCare/posts/1020388798024324


Nancy Audience

• Potential Reach 13,000 (11k on per day)• Min Reach ($5/day) 400 - 1,000 people on FB• Max Reach ($94.50/day) -11,000

Sample Audiences

Nurse Nancy• 25 – 55, RN/LPN who lives

within 25 miles of 02030

Slightly Younger Susan• 50s, lives in 10 miles of

Dover, with her husband (age 85). 150k+

Susan Audience

• Potential Reach 9,000 (6, 600 on per day)• Min Reach ($5/day) 270 - 700 people on FB• Max Reach ($134.50/day) – 6,600


&


11 Offices have a Facebook Page:

Mayflower on Facebook

Office Director1HH BNV Kristi Cross2HH BRV Shana Kirschner3HH RTV Laura Frisard4HH SBV Brandi Myers5HH QVV Cynthia Dedes 6HH WRV Tara OConnor7HC QUI Maureen Banks8HC HYA Jen Thomson9HC WOR Mark DeStephano

10HC BRT Kim Vanderzee11HC MHT Colleen Petty

14 Offices do not have Facebook Pages (but we’ll forgive them):

Office DirectorHH ETV Sara GreyHH HYV Norma WaringHH NWF Charles HixonHH NWV Charles HixonHH PLF Sara GreyHH PLV Mary SeguinHH DMV Judith SwiftHH FLV Diana MolloyHC NWD Myles GerratyHC NWT Janice AvartinHC PLY Marcello GentileHC RUT Nick McCardleHC BNG Mike NigroHC SKI Courtney Hawkins

BHHC.CO/DIGsharepoint


How to get a Facebook PageStep 1: Appoint a member of your office to manage the Facebook page. This can be a director, a CSM or a Recruiter, but there needs to be 1 person at the helm of the ship!

Step 2: Download our “Get Started with Facebook Guide” on DIG’s SharePoint site, Bonus offer: DIG will make the page for anyone who signs up for a page today! Give me your card!

Step 3: Maintain a regular posting schedule. Aim for 12 – 20 posts a month, up to 4 of which are completely sales focused (The 80/20 rule). You always have the Corporate Facebook Account available for sharing posts, targeted advertising and general assistance.

Click here for the Five tips for the Perfect Facebook Post

https://home.bayada.com/mark/dig/Pages/FacebookPages.aspx

https://home.bayada.com/mark/dig/Documents/5%20Tips%20for%20the%20Perfect%20Facebook%20Post.pdf


Here’s what you can doFacebook

Create a BAYADA profile in your name (or use your own) and use it to connect to:

Join Facebook Job Related Groups and post your jobs to themSend messages to caregivers that you search – graph searchLike local businesses and comment on their stuff! (Hospitals, Referral Sources, Target Demo locations)

Twitter LinkedInCreate a BAYADA profile in for your office in this style: BAYADAxyz. Example: @BAYADAmlp

Post all of your jobs to Twitter. Use hashtags #jobs, #hiring, #nursesFollow as many related organizations and RT them

Join hashtags for local area events that target your demo. Example: National AARP Conference in Boston, Twitter search for “Boston nurse conference”

Use your personal LinkedIn Profile (do not create a separate page for your business)

Talk to REC about your hiring needs with LI

Visit BAYADA Portal -> Brand Resource Center -> Social Media -> LinkedIn and follow the guides. Join 50 groups for target market. Jobs, Nurses, Medicare. Post and interact, occasionally share jobs. Connect!

Boost Posts

https://home.bayada.com/mark/dig/Documents/A%20Guide%20to%20Facebook%20Graph%20Search.pdf

https://home.bayada.com/resourcecenter/brand/Pages/socialmedia.aspx

https://home.bayada.com/resourcecenter/brand/Pages/socialmedia.aspx


What DIG Can DoFacebook

Create your BAYADA Facebook Page

Set up more complex advertising: CE events, Open Houses, Marketing Meetings

Custom graphics, assist with destination of post/ad (URL)

Tracking and analytics, combine efforts with other support offices for seamless marketing campaigns.

Twitter LinkedInCreate your office Twitter account (you will need your email to verify)

Post tweets on your behalf from the corporate accountTwitter advertising through corporate account

Join tweet-ups, hashtags and other conferences on your behalf. Consult on live twitter integration at events (including hashtag generation, monitoring

Provide guidance on personal LinkedIn profiles

Assist the conversation with REC office

LinkedIn Advertising through corporate account


OK… this is great…

(but I need an example)

Questions?


DIG New and Exciting!

1. Local Pages 2. Brand Audit3. New Recruiting Materials4. Cross Practice Website5. Hospice Website


Benefits of PageKey benefits of the page include:• Increase visibility in Google for service offices• Increased visibility increases marketing and recruiting leads• Provide office information and custom content to users Key Features of Your Page• Alert messaging• Contact Us Form• Open Job Positions

26

What are local office pages?(and why?)


Let’s take a look!

27




Bennington, VT

Auburndale, MA

https://www.bayada.com/offices/vt/bennington/2069174-194-north-street

https://www.bayada.com/offices/ma/auburndale/2069214-2000-commonwealth-avenue


LOCAL MOBILE DEMO

http://www.bayada.com/offices




How are the Local Service Office Pages driving traffic?

32

Local Pilot Findings


2016 Brand Initiatives


Cross Practice Website Hospice Website

2016 Q1&2 Website

https://stagepublic.bayada.com/crosspractice/

https://stagepublic.bayada.com/hospice/index.asp

https://stagepublic.bayada.com/crosspractice/

https://stagepublic.bayada.com/hospice/index.asp


Thank YouDigital Sales and Marketing – DIG [email protected]

mailto:[email protected]