Slide 1: Re c r ui t m nt 2. 0: e M bi l e , Pe r s o na l i s a t i o n o & S oc i al
By Ciarán Norris, SEO & Social Media Director, Altogether Digital
Slide 2: Ag e nda
•
The Context
•
The Market / Industry Insight
•
Recruitment 2.0
• • •
Mobile Personalisation Social Media
Slide 3: Co nt e xt / The Obl i ga t o r y S t a t s . .
UK spending on search-related advertising is £1.2 billion 172% increase in spend on paid search advertising 2004-2006 70% of all online registration and transaction originate from search enquiries 31% of internet users have browsed a job or recruitment site in the last 3 months* 30% of online ad spend has been attributed to recruitment advertising*** 40% of companies intend to increase spend on commercial recruitment websites 13.2% of the population look at job adverts on the internet*** UK users make over 1 billion searches each month
Sources: IAB/PWC Report & Forrester Research, * Mintel Online Recruitment Market Intelligence, ** IAB, WARC, PWC *** TGI
Slide 4: Co nt e xt / Onl i ne S e a r c he s f o r J o bs
Slide 5: Co nt e xt / Onl i ne S e a r c he s f o r J o bs
Keyword Suggestions Monthly Search Volume (Estimated Google, Yahoo & MSN)
jobs job centre it jobs sales jobs graduate jobs job search teaching jobs government jobs engineering job job nhs job part time
3,446,727 471,545 265,510 244,444 204,705 192,861 183,295 165,064 164,388 153,146 146,612
Slide 6: Cont e xt / How To…
Rank 1. 2. 3. 4. 5. 6. 7.
Search Term How to write a cv How to have sex How to How to get a six pack How to kiss How to make money How to draw 0.25% 0.17% 0.17% 0.09% 0.09% 0.08% 0.07%
Volume 94.53% 79.84% 64.47% 78.57% 81.53% 58.70% 85.63%
Success Rate
Based on share loseUK Internet searches that include the words "how to“: 8. How to of weight 0.07% 92.33% Four weeks to 4th August 2007
9.
Source: Hitwise UK
How to save a life lyrics
0.07%
76.92%
Slide 7: The M r ke t / Onl i ne Adv e r t i s i ng a 2006
Record spend: £2bn Growth: Spend grew by 41.6% while advertising as a whole only managed growth of 1.1% Market share: Online’s share has grown to 11.4% for the whole of 2006, up from 7.8% for 2005
Slide 8: The M r ke t / Adv e r t i s i ng 2006 a
Radio Cinema Outdoor 3% 1% 5% 6.7%
TV 23%
Total advertising market
£17.6bn
Internet
11.4%
DM 13% Press Classified 16%
Press Display 21%
So urc e : Pric e w ate rh o use Co o pe rs / Ad v e rtising Asso c iatio n / Inte rne t Ad v e rtising Bure au / WARC / Rad io . Ad v e rtising Bure au. Dire c to rie s are e stim ate d .
Slide 9: The M r ke t / Onl i ne M r ke t i ng S pe nd a a 2006
16.0% 1.0% 0.7% 3.6% 0.8% 0.5% 0.9%
Banners / Embedded Sponsorships Interruptive formats Tenancies Other display Display ads on email Solus Email Recruitment classifieds Other consumer classif. B2B Classified Paid-for search listings
£3 2 1 .5 m £2 0 .1 m £1 4 .0 m £7 3 .2 £1 5 .8 £9 .1 £1 7 .5 m £ 2 1 5 .2 m £1 3 3 .2 m £3 0 .6 m £1 ,1 6 5 .6 m
57.8%
10.7%
6.6% 1.5%
IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures.
So urc e : Pric e w ate rh o use Co o pe rs / Inte rne t Ad v e rtising Bure au / WAR C
Slide 10: S e a r c h a s P a r t o f t he M r k e t i ng a Mx i Achieving t e nt i the / P o positions abovea lfold willm c t the following share of searches:I typically yield pa
42% 12% 8% 6%
1 2 3 4
So urc e : Re se arc h Fo llo w ing AOL Data Re le ase , 2 0 0 6
Slide 11: M OBI L E
Slide 12: Re c r ui t m nt 2. 0 / M bi l e e o
Current search (12% of users¹) on mobile is limited to:
Personal survival (food, lodging, …) Personal security (weather, music, …)
Jobs? As consumers start to use as additional online device it will see more “private” searches US directory services revenue is $15B and US Pay per Call market projected to be $4B by 2010² Mobile advertising predicted to be worth £5.9bn by 2011³ 5 months ago I was talking about this being held up by device limitations Now….
So urc e s: ¹ U stat fro m NPD Gro up; S ²Marketing Week 14 Sept 2006,,³K lse y e
Slide 13: Re c r ui t m nt 2. 0 / M bi l e e o
Slide 14: Re c r ui t m nt 2. 0 / M bi l e e o
Slide 15: Re c r ui t m nt 2. 0 / M bi l e e o
Slide 16: M bi l e / W t Do e s Thi s M a n? o ha e
You’ve obviously got a web site – but is it ‘mobile’? Learn how people use mobile internet/search Will you be the early adopter of this market?
Slide 17: P E RS ONAL I SATI ON
Slide 18: Re c r ui t m nt 2. 0 / P e r s o na l i s a t i o n e
Examples of Personalisation
Filters (Collaborative and other) learn patterns in:
Profile (likes and dislikes) Context Community interests
Fuzzy Clustering
Rank relevance per cluster of sites given the respective “closeness” of each
Latent Semantic Indexing
Slide 19: P e r s o na l i s a t i o n / S t a t us
% of consumers willing to provide demographic info in exchange for more personalised online experience is 24% up YOY; currently 57%* 80% of the 18-24 market expressed interest in personalisation on their mobile but so did 37% of 50+ market Mobile software often profiles access patterns and re-orders menu items accordingly Search companies are buying social media sites, which often include tags & preferences (del.iciou.s, Flickr, YouTube) Add this to LSI and reference the context of the links clicked in search and results can be ordered taking account of personal relevance factors (e.g. I work in manufacturing, I am 22 years old etc...)
* 2 0 0 6 Cho ic e Stre am Pe rso nalisatio n Surv e y
Slide 20: P e r s o na l i s a t i o n / W t Do e s Thi s ha M a n? e
It will become harder to rank highly across high traffic terms Conversion will become (even more) important Work make content totally relevant: the jobs may not be enough GPS, social bookmarks, local information becomes key All of these specialities can be learned and added to your toolbox
Slide 21: P e r s o na l i s a t i o n / I t S t a r t s He r e …
Slide 22: P e r s o na l i s a t i o n / I t S t a r t s He r e …
Slide 23: S OCI AL M DI A E
Slide 24: Re c r ui t m nt 2. 0 / S o c i a l M di a e e
Web 1.0: Content is king
Web 2.0: Conversation is king; content’s just something to talk about
Slide 25: S o c i a l M di a e
Overview
Web 2.0 – the growth of real communities online Real content, real people, real interaction; a new channel “Web natives” – for tomorrow’s candidates this is 2nd nature
“New media” is only new if you’re old
Accessing Them
Increase interaction with brands Relevant Content Management
Slide 26: S o c i a l M di a / No t J us t F o r Ki ds e
Demographic Profile of Visitors to Select Social Networking Sites Percent (%) Composition of Unique Visitors Total Internet Unique Visitors (000) Total Audience Persons: 12-17 Persons: 18-24 Persons: 25-34 Persons: 35-54 Persons: 55+ 173,407 100.0 9.6 11.3 MySpace 55,778 100.0 11.9 18.1 Facebook 14,782 100.0 14.0 34.0 Friendster 1,043 100.0 10.6 15.6 Xanga 8,066 100.0 20.3 15.5
14.5 38.5
18.0
16.7 40.6
11.0
8.6 33.5
7.6
28.2 34.5
8.1
11.0 35.6
7.3
Percent Composition of Total Unique Visitors, Aug 2006 Total U.S. – Home/Work/University Locations Source: comScore Media Metrix
Slide 27: S o c i a l M di a / W Do e s W t ? e ho ha
• Publish Web page • Publish or maintain blog • Upload video to sites like YouTube
Creators 13% Critics 19% Collectors 15% Joiners 19% Spectators 33% Inactive 52%
Segments include consumers participating in at least one of the indicated activities at least monthly
• Comment on blogs • Post ratings and reviews
• Use RSS • Tag Web pages
• Use social networking sites
• Read blogs • Watch peer-generated video • Listen to podcasts
• None of these activities
Base: US adult online consumers
Source: Forrester’s NAVTAS Q4 2006 Devices & Access Online Survery
Slide 28: S o c i a l M di a / I nc r e a s e Us e r e I % of totalrtimec t i online in the United States – December 2006 nt e a spent o n
m ys p a c e .c o m ya h o o .c o m m s n .c o m e b a y.c o m g o o g le .c o m a o l.c o m 2 .1 1 .7 1 .6 1 .0 0 .7 0 .6 0 .6 0 .6 0 .5 0 .4 0 .4 0 .3 0 .3 0 .3 0 .2 0 .2 3 .7 3 .7 8 .5 1 1 .9
Other Domains 61%
Top-20 Domains 39%
p o g o .c o m fa c e b o o k .c o m a m a zo n .c o m c ra ig s lis t.c o m g o .c o m yo u tu b e .c o m liv e .c o m b a n k o fa m e ric a .c o m w ik ip e d ia .c o m
%
12% of time spent online is on MySpace
So urc e : Co m pe te .c o m
w a lm a rt.c o m m a p q u e s t.c o m n e o p e ts .c o m a d u ltfrie n d fin d e r.c o m a im .c o m
Slide 29: S o c i a l M di a / To p S i t e s by e Vi s i t o r s
Hitwise UK Websites with the Largest Growth in Market Share of Visits Among the Top 100 News and Media Websites. Comparing January 2007 and January 2006
Name Digg.com CNET Weather.com Yahoo! UK & Ire and Weather Yahoo! UK & Ire and News Metro.co.uk Blackwell Synergy UK W nd Map Daily Mail Computer Active
Domain www.digg.com www.cnet.com www.weather.com uk.weather.yahoo.com uk.news.yahoo.com www.metro.co.uk www.blackwell-synergy.com www.xcweather.co.uk www.dailymail.co.uk www.computeractive.co.uk
Market Share 456% 255% 198% 160% 105% 94% 88% 72% 68% 61%
Slide 30: S o c i a l M di a / Cha ngi ng Be ha v i o ur e
0.020 0.018 0.60 0.016 0.014 0.012 0.50 0.70
0.40
%
0.010 0.008 0.006 0.004 0.10 0.002 0.000 Nov-05 Aug-05 Jan-06 Sep-05 Oct-05 Feb-06 Dec-05 0.00 Jun-07 Jul-07 0.30
%
0.20
May-06
Funny Videos
Percentage share of UK internet searches Source: Hitwise UK
YouTube
Dec-06
May-07
Mar-06
Nov-06
Mar-07
Apr-06
Aug-06
Jun-06
Sep-06
Oct-06
Jan-07
Feb-07
Apr-07
Jul-06
Slide 31: S o c i a l M di a / I nc r e a s e Us e r e I nt e rper visitt i o n ac Pages
usatoday.com
7 6 5 4 3 2 1 0
Ma r-0 6 Ma y-0 6 J ul-0 6 J ul-0 6 S e p-0 6 N ov-0 6 J a n-0 7 Ma r-0 7 Ma r-0 6 Ma y-0 6 J ul-0 6 J ul-0 6
Mar 06
May 06
Jul 06
Sep 06
Nov 06
Jan 07
Mar 07
So urc e : c o m ple te .c o m
Slide 32: S o c i a l M di a / Br a nd E nga g e m nt e e
Slide 33: S o c i a l M di a / Br a nd E nga g e m nt e e
Slide 34: S o c i a l M di a / Br a nd E nga g e m nt e e
Slide 35: S o c i a l M di a / Br a nd E nga g e m nt e e
13,000 visitors
Slide 36: S o c i a l M di a / Br a nd E nga g e m nt i n e e J o bs
How much do you think this publicity was worth? More than $2,000? 30,000 visitors?
Slide 37: S o c i a l M di a / P r o v i de Ans we r s e
Slide 38: S o c i a l M di a / Be W r e The y Ar e e he
Slide 39: S o c i a l M di a / Be W r e The y Ar e e he
Slide 40: S o c i a l M di a / Be W r e The y Ar e e he
Slide 41: S o c i a l M di a / Co nc l us i o ns e
What does this mean?
Whilst social media may not be for everyone, there’s something in it for most Develop expertise and add conversation building to what you do Online, everything is related to reputation – you don’t have to be in PR to do PR It also impacts SEO
Slide 42: A Vi s i o n
K E Y WORD SE ARC H
4D SE ARC H SE ARC H
T IME
Slide 43: A Vi s i o n
Vo ic e R c o g nitio n e Pre fe re nc e s R c o m m e ndatio ns e
USE R PROF IL E
K E Y WORD SE ARC H
4D SE ARC H SE ARC H
T IME L OC AT ION
GPS Po sitio ning GPS Tag g ing
Slide 44: S um a r y m
What Should You Be Doing?
Start making the most of search! Work out the value of search to your business and to that of your clients
And What Could You Be Doing?
Looking at your web design? Add mobile to that mix Make sure you’re totally relevant – personalisation is coming Learn social media – it’s not just for kids: Web 2.0 is big business Ultimately, provide a joined up solution
Slide 45: Ciarán Norris, SEO & Social Media Director, ciaran.norris@altogetherdigital.com
