generation now diverse.connected.on-the-go
DESCRIPTION
This was the Keynote presentation I delivered at the Social Media Atlanta event on Nov. 10th-2010.TRANSCRIPT
Diverse. Connected. On-the-Go.
@MichaelMarlatt
SPONSORED BY:
Hi. This is me.
In the past, I have worked for… I am a Recruiting
Consultant for…
o Recruit. Source. Train. Speak.�o Mobile Evangelist & Practitioner.�o Design, build, and deploy mobile recruiting solutions for work & play. �o 13 years in the field, including 8 years in the telecom/wireless industry.�o Technology Agnostic & Digital-junkie.�
What I do… Mobile is my p a s s i o n !
You Can find me online… My Blog : http://CloudRecruiting.net �
Prefer the mobile device?
Connect while on the go! Visit my mobile site at: http://m.cloudrecruiting.net �
Send FAN or HATE mail to… [email protected] �
Mobile, is
Question 1�
Tomi AhonenMobile Consultant, 7thMassMedia
1. Intro: The Paradigm Shift
2. Our New Obsession
3. Demographics of the mobile user
4. Making sense of mobile recruiting
5. Mobile Recruiting Examples
OUR FOCUS TODAY…
to understand the present.
- Carl Sagan�
years ago...
We started with this...
= Good contacts.
= = Good contacts. Good leads
Remember the
The first job board was a nonprofit organization launched in August 1992, by Bill Warren and was called the Online Career Center (OCC). �
The first job board was a nonprofit organization launched in August 1992, by Bill Warren and was called the Online Career Center (OCC). �
OCC was sold to TMP Worldwide (now Monster Worldwide) in December 1995 when OCC was renamed Monster.com. �
Remember the
In 1998, “internet recruiting” changed forever.
In 2004, the term
Web 2.0
And... MEDIA.
W i t h i n mo r e u s e r s w i l l c o n n e c t t o
t h e I n t e r n e t o v e r mob i l e d e v i c e s t h a n d e s k t o p P C s . �
Mary Meeker Managing director at Morgan Stanley
Head of the Global Technology Research Team
Keys Money Mobile
Source: Jan Chipchase, Nokia Research�
The Future : Mobi le or PC?
The mobile channel is experiencing the same explosive growth, and has become the de facto 3rd-Screen that many believe will surpass TV and the Internet in term of its impact on industry and communications.”�
- iLoop Mobile
Tomi Ahonen, 7thMassMedia, 2010
mobile subscriptions on the planet fixed land-lines in use.
Landline Users�Computers �
5B�
4B�
2B�
1B�
0B�
3B�
Mobile Subscriptions �
Mob
ile S
ubsc
riber
s - Billio
ns�
5B
1.2B 1.1B
Source: Tomi Ahonen - 2010�
5 Billion in perspective...
The CT IA (T h e W i r e l e s s Ass o c i a t i o n ) r e p o r t ed . . .
Americans now use mobile phones.
Source: Steve Largent, President and CEO of CTIA, 2010�
Video Link: h9p://www.youtube.com/watch?v=EHlN21ebeak
“African-Americans and English-speaking Latinos continue to be among the most active users of the mobile web.�
Cell phone ownership is higher among African-Americans and Latinos than among whites (87% vs. 80%)…”�
- PEW Internet, 2010
* PEW: Research conducted between April 29 and May 30, 2010, among a sample of 2,252
• African‐Americans send and receive around 780 messages
• Hispanics send and receive around 767 messages a month.
• Asians/Pacific Islanders receive around 384 texts a month
• Whites receive 566 texts a month.
- Nielsen Mobile Research, 2009-2010
* Research over 12 months.
American women are more communicative in general on mobile devices; they text more, too, sending or receiving an average of 601 SMS messages a month.�
American men,
send or receive 447 text messages per month.�
- The Nielsen Company, 2010
* Research over 12 month period.
Mobile recruiting?
Mobile recruiting?
MOBILE MARKETING. We should first define
is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.�
Mobile Marketing �Association (MMA)
Benef its of Go ing Mob i l e? Almost 300 Million Americans are now mobile subscribers � Mobile is Personalized & Private� Mobile Flexible & Timely� SMS has a 15-20% Response Rate vs. 1% for Traditional Media.� Easily Integrates with online and offline marketing channels� Mobile-web creation & optimization is fast and easy to set-up� Mobile offers highly measurable & accurate reporting� Cost-Savings vs. Traditional Marketing methods�
1. Personal: Next to the wallet or purse, the mobile device is the next most carried accessory.
2. Intimate: Mobile offers the reach of broadcast with the power of personal touch.
3. Target‐Marketing: Strong candidate identity allows effective (target) marketing of specific messages to individuals or groups.
4. Confirmed Identity: The personal nature of mobile offers employers the assurance of knowing exactly who they are contacting.
5. Convenient: Candidates can easily read SMS messages, even during the busiest times of the day.
6. Actionable: If a “call to action” message is compelling, the response can be immediate.
7. Persistence: Unlike traditional mass media or job‐board marketing, the consumer carries the targeted message away with them on their device.
8. Opt‐in: Mobile marketing to candidates is permissions based; candidates can decide the level of interactions with the company.
9. Viral: Messages remain on the phone and can be easily passed from one candidate to another.
10. Ubiquitous Access: The era of 24x7 is here. Consumers are tethered to their mobile device; the device is always "on” and always within reach.
Developing a “mobile recruitment” solution can help employers achieve a variety of goals:�
* Candidate acquisition with database build� * Greater reach of your prospect talent pool� * Build greater brand awareness� * Candidate loyalty & trust with an employer’s brand� * Improve candidate experience with your brand.� * Strong viral marketing/word of mouth� * Promotional communications� * Lead generation and prospecting� * Highly measurable with precise analytics� * Increased interactivity with your mobile network� * Improves the use of traditional and other digital ' � recruitment channels � * Cost-savings as compared to traditional methods�
It’s time!�YES – now is the time to reach �
for your mobile device.�
…
To: 90206 Text: SHOWME
(Keyword) (Short-code)
MOBILE MESSAGING? What are the basics of
SMS = Short Message Service, also commonly referred to as “text-messaging”.�
MMS = Multimedia Messaging Service (Involves the sending of video, audio, etc)�
160 character limit for SMS messages �
What is a Common Short Code (CSC)?�
• CSC’s (commonly refered to as “Short codes”) are 5 or 6 digits within the U.S.�
• The Common Short Code Administration (CSCA) handles the registration of the actual number. You can visit the CSCA to reserve a short code. �
• Costs: This fee is either $500 per month for a random code, or $1,000 per month for a vanity code.�
• Contract Terms: 3, 6, or 12 month�
• Process time: 6-8 week approval process. �
• To reserve a dedicated Short Code, please visit http://usshortcodes.com/ �
What is a Shared Short Code & Who offers it?�
• A shared short code offers users an inexpensive way to take advantage of mobile-marketing by using a short code, without the expense of reserving a short code. �
• Providers of shared short codes: 41411 by TextMarks, 90206 by mResource, and 77950 by Movitas are providers who deliver SMS services via a shared short code.�
a using Text-Messaging
(short message service)
“Text messaging, or texting is the common term for the sending of "short" (160 characters or fewer, including spaces) text messages from mobile phones using the Short Message Service (SMS).”
Source: StateMaster Encyclopedia�
Did you know?
Source: Tomi Ahonen, 2010
SMS (Text-Messaging) versus
Other Communication channels
Billio
ns�
No. of Worldwide Users by Communication Channel� 4B�
2.5B�
1.5B�
3B�
2B�
1B�
0B�
4B!
3.1B!
1.4B!
1.7B!1.9B!
Source: Tomi Ahonen - 2010�
According to the CTIA, 4.5 trillion text-messages were sent globally in 2009. �
Source: Jared Reitzin, MobileStorm, 2009
of SMS messages are read within 4-15 minutes. �
“SMS usage is expected to grow by 22% in 2010, to - 5.5 Trillion total SMS text messages sent globally. The big driver in the SMS traffic now is North America…”
' ' ' ' ' ' ' ' '
' ' ' ' ' ' ' ' ' ' Tomi Ahonen, Mobile Industry Expert�
'Tomi Ahonen, Mobile Industry Expert
Did you know...
SMS/Text-messaging is no longer just for “teens” or the 20-somethings.
Source: Nielsen Mobile, 2009
The survey measured the billing activity through an “opt-in” panel of more than 50,000 U.S. mobile lines across the top four mobile carriers.
Average Number of Monthly Calls vs. Text Messages Among U.S. Wireless Subscribers by age.
Quarter Phone Calls
Text Messages
All Subscribers 204 357
12 & Under 137 428
Ages 13 - 17 231 1742
Ages 18 - 24 265 790
Ages 25 - 34 239 331
Ages 35 - 44 223 236
Ages 45 - 54 193 128
Ages 55 - 64 145 38
Ages 65+ 99 14
U.S. Statistics
In 2009, the mobi le web grew 1 10% in the U.S. and 148% worldwide.
Quantcast Mobile Trends report, 2010�
Mobile websites can be viewed across a broad range of mobile devices.�
Mobile site development
Mobile Optimized Careers Site Examples...
Mobile Optimized Careers Site Examples...
Mobile Messaging Campaign & Optimized Mobile site Examples...
Mobile-optimized job-related sites.
http://indeed.com �http://dice.com �http://careerbuilder.com �
Employer Sites with Mobile-Optimized Career Sites
http://m.sodexo.jobs �http://microsoft-careers.com/mobile �http://jobs.hyatt.mobi �
Employer Sites with Mobile-Optimized Career Sites
http://m.sodexo.jobs �http://microsoft-careers.com/mobile �http://jobs.hyatt.mobi �
http://microsoft-careers.com/mobile �
Microsoft Mobile Career Site URL:
Web view...
non-optimized
Lacks proper sizing for current browser/screen.�
Difficult to read content. � Lacks user friendly navigation.� Difficult to locate relevant content
fast.� Poor overall user experience.� Does not automatically redirect to
mobile optimized view.�
Microsoft Careers: Mobile Site
Mobile Optimized
Microsoft Careers: Mobile Site
http://microsoft-careers.com/mobile
Non-Mobile Optimized
”HEWSALES” Messaging Campaign
Step 1: Sales “prospect” candidates are encouraged to Txt HEWSALES to 77950
Step 2: HEWSALES “opt‐in” confirma\on auto‐response.
Step 3: Link to HEWSALES mobile‐site.
Users are prompted to email resume or click link to be
redirected to the HEWSALES
site.
Text “HEWSALES” to 77950 Case Study 1: “HEWSales” ‐ SMS Campaign
Summary of HEWSales Campaign:
PURPOSE: Develop a mobile network for connecting and engaging future sales “talent” for Hewitt Associates. �METHOD: Sales professionals are often “on-the-go”. Utilized SMS campaign via keyword “HEWSALES” (HEW = Hewitt’s stock symbol), along with the short-code 77950. Opt-in subscribers received a simple call-to-action: Email resume or click to view Hewitt’s Sales mobile site. Via the site, subscribers gained immediate access to the latest sales opportunities, as well as received occasional SMS-job alerts as new positions became available.�MARKETING CHANNEL: Integrated SMS campaign across Hewitt’s social media channels (e.g., Linkedin Group, FB, and Twitter, etc.)�
Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
non-optimized
• Current view difficult to read. Poor user experience.�• Difficult to navigate and find relevant information.�
Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
non-optimized mobile landing page
• Current view difficult to read. Poor user experience.�• Difficult to navigate and find relevant information.�
• Optimized for mobile. Preferred user experience.�• Easy-to-use navigational buttons at the bottom.�
”HEWDIVERSITY” Messaging Campaign�
ObjecFve: Engage the 2009 NBMBAA conference a9endees via a raffle‐give‐away. Conference a9endees were encouraged to par\cipate by sending an SMS (text‐message) with the keyword HEWDIVERSITY to 77950.
Case Study 3: HewiL Associates “HEWDiversity” – SMS Campaign
Text “HEWDIVERSITY” to 77950 Case Study 2: “HEWDiversity” ‐ SMS Campaign
ObjecFve: Engage the 2009 NBMBAA conference a9endees via a raffle‐give‐away. Conference a9endees were encouraged to par\cipate by sending an SMS (text‐message) with the keyword HEWDIVERSITY to 77950.
Case Study 3: HewiL Associates “HEWDiversity” – SMS Campaign
Text “HEWDIVERSITY” to 77950 Case Study 2: “HEWDiversity” ‐ SMS Campaign
ObjecFve: Engage the 2009 NBMBAA conference a9endees via a raffle‐give‐away. Conference a9endees were encouraged to par\cipate by sending an SMS (text‐message) with the keyword HEWDIVERSITY to 77950.
Par\cipants were immediately
prompted to click the HEWDiversity link for contest details.
Case Study 3: HewiL Associates “HEWDiversity” – SMS Campaign
AQer the “opt‐in”: Subscribers were provided a link to view the raffle‐give‐away details, as well as learn more about Hewi9’s Diversity Program, and career opportuni\es.
Text “HEWDIVERSITY” to 77950 Case Study 2: “HEWDiversity” ‐ SMS Campaign
ObjecFve: Engage the 2009 NBMBAA conference a9endees via a raffle‐give‐away. Conference a9endees were encouraged to par\cipate by sending an SMS (text‐message) with the keyword HEWDIVERSITY to 77950.
Mobile URL:
www.Hewdiversity.com
Par\cipants were immediately
prompted to click the HEWDiversity link for contest details.
Case Study 3: HewiL Associates “HEWDiversity” – SMS Campaign
AQer the “opt‐in”: Subscribers were provided a link to view the raffle‐give‐away details, as well as learn more about Hewi9’s Diversity Program, and career opportuni\es.
Text “HEWDIVERSITY” to 77950 Case Study 2: “HEWDiversity” ‐ SMS Campaign
Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
Mobile social integration is important for expanding your digital footprint.
* Live campaign: Txt HEWDIVERSITY to 77950.�
Copyright © 2009 Michael Marlatt | CloudRecruiting.net | Unauthorized reproduction or distribution of this material is strictly prohibited.
HEWSALES Mobile Site:�
Option 1:�
• Create a dedicated Twitter page for your company.�
• Push job or news-related updates to Twitter. �
• Grab the RSS feed from your Twitter-page.�
Option 2:�
• Grab the RSS feed from your company’s careers page. �
• Insert that into the Movitas platform to render a running stream of open jobs.�
Push your job feed directly into your mobile-site.
6 Quest i ons to ask before gett ing started
1. What are the campaign goals? �
2. Who are you trying to target? �
3. Is this part of a broader media campaign? �
4. How much money is allocated to the mobile portion of the buy? �
5. What are your competitors doing? �
6. What does success look like for you and your client? �
Mob i l e Messag i n g & Mob i l e Web Serv i c e s
Mob i l e Caree r s S i t e O p t im i za t i o n
Select your solution provider.
1. Define the specific purpose for the experience�
2. Make the most important information instantly findable�
3. Ensure there is relevance to the user�
4. Don’t try to recreate the desktop experience in mobile�
5. Build navigation that is intuitive on every page�
5 tips for constructing a mobile site
»