The Science of Sharing and the Impact for Facebook Marketers

Twitter and Google+ may be gradually increasing their user numbers, but there’s no doubt that Facebook is still the king of social networks.

As evidence of that fact, Facebook accounts for 52% of the 4bn pieces of content shared everyday through social.

So tapping into all that sharing is an important challenge for marketers and even a partial success could lead to untold riches, or at least a boost in traffic and conversions.

A talk by Beyond’s Nils Mork-Ulnes and Judith Lewis at the recent Facebook Marketing Conference examined the science of sharing and the implications for Facebook marketers.

They identified seven different types of social sharers, ranging from altruists who share because they want to help to careerists who share because it helps them in business.

In the UK, altruists account for the largest proportion of sharers (39.6%), while careerists are in the minority (2.5%).

Lewis also highlighted data from Google which showed that shoppers are increasing the number of sources used to arrive at a buying decision, and that they use them almost twice as heavily as in the past. Read more…

Here’s How to Appear Higher on Google Search Results

Admit it: You’ve Googled yourself quite a few times. But were you happy with where your name appeared in your Google search results?

Each day, one billion names are Googled. Unfortunately for many, half of all people don’t find themselves in the first page of results when they Google their own name. Only 2% of individuals own the entire first page of their results.

BrandYourself, an online reputation management startup, created this infographic to help you learn how to make results that are actually you appear higher up in search results.

We won’t give away all the tips, but we’ll leave you with this: Out of 100,000 profiles analyzed with BrandYourself, LinkedIn was the social network most often appearing at the top of results.

What do you see when you Google your name? Do you own your whole first page? Read more…

Tablets to Lead Mobile Advertising in 2014

A new report predicts that tablets will emerge as the primary platform for mobile ad revenue in the next two years as a result of their larger screen and the more immersive media experience. The Yankee Group study forecasts that tablets will account for 53% of mobile ad dollars in 2014 compared to 47% for mobile handsets. By 2016, tablets’ share of mobile ad sales will rise to 60%.

Ads within mobile applications in particular will help to drive growth.

Yankee Group found that a quarter (24%) of tablet owners clicked on ads while using apps, and 29% purchased extra content. “Although the stats show impressive levels of engagement, only a handful of players have mined this revenue opportunity,” stated the report, pointing to the gains of social gaming companies.

The study indicated tablets outperform smartphones across advertising, direct payments and in-app commerce. For example, tablet owners on average buy 1.7 paid apps per month compared to 1.1 for smartphone users. And 35% of tablet owners purchase digital media from online stores versus 21% on the smartphone side.

Reports Monday that Amazon plans to come out with several new tablet models in a range of sizes underscore the promise that major retail players see in using the devices to enhance sales.

News and information apps account for about 15% of tablet app downloads, while shopping and banking apps make up about 20%, boosting m-commerce. “Shopping apps are taking advantage of the larger screens and concentrated use associated with tablets,” noted the report. “Fashion brands are also ahead of the pack. Tablet-friendly commerce features used by luxury brands and retailers include virtual store tours and magazines with branded content.”

Video has also gained traction on tablets, with almost two-thirds of users watching video at least once a week, up from 48% last year. The key for traditional content owners is to think small in mobile. That means relying on revenue from micropayments and advertising (rather than subscriptions) and focusing on low-cost development, since mobile offerings will have shorter shelf lives.

“Publishers should make content easy to access through proprietary and third-party-owned apps. In TV, partnerships with mobile specialists are an efficient way for production divisions to rethink programming,” according to the report authored by Yankee Group principal analyst Jason Armitage.

He advises advertisers to plan tablet-specific campaigns to take advantage of the format. Rather than simply repurposing TV ads, they should create new spots suited to the short sessions on tablets. Marketers should also use insights gleaned from app and social media use to improve engagement with a brand or service.

Mark Walsh can be reached at walsh@mediapost.com

4 Reasons Why Recruiters Should Stop Accepting Traditional Resumes

For recruiters, social media is becoming less about connecting with friends and colleagues and more about job candidate research. A recent survey by Jobvite reported that 92% of recruiters use social media to find talent, an increase of 3% from last year. Even Facebook is now rumored to throw its hat into the social networking and job search ring, joining social media job search giant LinkedIn.

Many traditional methods of looking for jobs and job candidates, like faxing resumes to recruiters, are deceased. In the same sense, social networking is replacing many traditional tools of the job search trade, like the resume.

As CNN’s Doug Gross asked in a recent article, “What hiring manager is going to make a decision based on an email attachment, when they can browse your LinkedIn and Facebook profiles, read the gory details in your blog and hit Google to find out more about you — good or bad — all in one sitting?”

In today’s job market, recruiters are placing more emphasis on job seeker personalities depicted on social media profiles and creative resume enhancers than they are single sheet summary of their careers. The vehicles for the presentation of the resume are changing, so why call for traditional resumes at all?

Here are four reasons recruiters should stop accepting traditional resumes and instead focus their attention on the social job search when looking for new talent.

1. Better Representation of Candidates

The most obvious benefit to recruiting candidates socially is that their social media profiles are a better overall representation of their personal brand. The components of a traditional resume only give the recruiter a slice of job seeker’s personal brand. While savvy job seekers have learned to enhance their resumes with video or infographics, recruiters still get a better idea of who they’re pursuing by navigating social media profiles.

2. Social Media Shows Creativity

When it comes to social networking and job search, creativity thrives. The CNN article mentioned above gives a wonderful example of a creative use of the social media site Pinterest as a resume. Rachael King, a community engagement professional for Adobe, created the “living resume,” which is a collection of high points in her career. The living resume provides King a visual representation of the work she’s done that’s much more exciting to sift through than bulleted list on a resume. Tumblr is another visual social media site ideal for photographers and artists looking for jobs.

3. Makes Candidates Three-Dimensional

Traditional resumes squash job seekers into a two-dimensional list of objectives, education, experience and honors. Most recruiters can’t count how many times they’ve been thrilled by a resume, only to be disappointed by the candidate who comes to interview. Social media, especially tools like YouTube and Vimeo that incorporate video, allow job seekers to jump from the page and present themselves three-dimensionally, giving recruiters a first glance at who they’re really bringing in for an interview.

4. Demonstrates Social Media Fluency

Utilizing social media sites to interact with customers isn’t the only integration of social media employers are using in their business mix. More and more employers are embracing social media to engage employees internally. Because new hires are such an expensive business investment, recruiters who work for employers who use social media internally should treat social media fluency much like a required skill in a job posting.

An important note to the idea of ceasing accepting traditional resumes: It’s not the right time for every employer. There are those who still use fax machines, after all. Recruiters who pursue candidates for highly technical jobs, for example, should continue to place more emphasis on quantifiable skills presented on a traditional resume than their D.I.Y. Pinterest board.

What do you think? Should recruiters stop accepting traditional resumes? Share your thoughts in the comments below.

Sudy Bharadwaj is a co-founder and the CEO of Jackalope Jobs, a job seeker focused platform.

Egencia Streamlines Corporate Hotel Booking Through Mobile Tools

Expedia-owned travel management company Egencia has revamped its mobile applications and site to let clients book hotels reservations from their handsets.

According to Egencia, consumers can now book rooms at more than 150,000 hotels. The Egencia app is available for free download on both Android and iPhone devices, and the mobile site is accessible at https://mobile.egencia.com.

“A hefty percentage of travelers today conduct travel changes on their mobile phone,” said Marci Troutman, CEO of SiteMinis, Atlanta.

“With a sign-in to a travel agent, quick call links, easy trip change forms, or quick purchase options for a car service, suggested hotel for unplanned extended trips, and much more – there is a real need for travel agencies and brands in this vertical to have a mobile presence,” she said.

“If a travel agency is not yet mobile then it is highly suggested that they step it up and become so soon, before their competition, who most likely is already, takes all of their business.”

Ms. Troutman is not affiliated with Egencia. She commented based on her expertise on the subject. Egencia did not respond to press inquiries. Read more…