eBusiness workshop 29 - 10 – 2010 Marco van Hurne
Part I Google
How does the Internet work?  1957
How does the Internet work?
About Google Data centers use between 50-100 megawatts of power and are often found near water (cooling) Google data cente...
Google Search Engine basics Step 1: Google creates an index You write a blog post, tweet, update a site, or otherwise add ...
<ul><li>Type in the name of your OpCo </li></ul><ul><li>Click on “Cache” </li></ul><ul><li>When was the last time the Goog...
Step 2: Google determines the relevance of your text Google Search Engine basics Google scans a page like any human being ...
Intermezzo: eye-tracking Google Search Engine basics 2005 2007 Fold !
Google Search Engine basics Step 3: Google determines the authority of your page  The more links you have from higher auth...
S earch  E ngine  O ptimization It’s about creating a top 10 position. Else you don’t count  <ul><li>5 basic steps to crea...
g.us: keep it simple  SEO example We use the space under the  Fold to create relevant points  of entry for Google, i.e.  K...
SEO example g.us: key – consultants training  Vacancy title: structured Vacancy [Job title] in [Location] Body text: Keywo...
SEO example g.us : link building
How do people search the Internet?
Holiday Italy Still too generic (450 k).  Holiday Italy Lake Garda It’s specific, but still too many car trips. I want to ...
Search Engine Optimization: Keywords in correct places Analysis position #1:  Vacanceselect.nl Title URL Breadcrumb Paragr...
Looking for a job as an office manager in the Rotterdam area (NL) and I want to work part time  Search for work How do peo...
Marketing on the internet is niche marketing  The “Long tail” Generic keywords i.e. “Job Madrid” have a high search volume...
Will Google add vertical search engine for jobs?  Finding Jobs through Google  1 Google is an A – brand     you buy (clic...
10 minutes Break
 
Advertising in Google  Easy to do it yourself
Easy to do it yourself 1 2 3
<ul><li>Sponsored Ads in Google </li></ul><ul><li>Shows an Sponsored ad matching the set of keywords you typed in. </li></...
Remarketing Remarketing is still being debated on the net whether or not it is ethical.
 
Part II Social
Social Networking
Social Networking
Social Networking
Social Networking OMG !
Or the Dutch soccer team ?
And them ?
This perhaps ?
30.000 “social networks” world wide  <ul><li>Social Media sites  </li></ul><ul><li>MMORPG’s  </li></ul><ul><li>Virtual wor...
Which social networks are popular in spain?  Social Network Distribution 2010
Social Networks attract different audiences
France: 4th largest user group on Facebook (12 milion) 64% social network penetration (NL: 53%)
France 8th in Twitter top 10
Most important social networks
Hyves werksfeer  inhoud van het werk mogelijkheden om door te groeien Redenen om te kiezen voor een werkgever aansprekende...
Facebook Social Network demographics Avg income: 44k USD (lowest of all social networks). Most users are single (60%) and ...
5 minutes Break
 
I asked my wife to map her social life Vrienden Werk Familie Vrienden van vrienden
The social networks that we’re creating do not match our offline networks  People tend to have between 4 and 6 groups of l...
And social networking is not about making friends Are we friends?  Uhm.. I tink we’re connected
It’s about relationships Strong ties are the people you care about most:  circle of trust Most people have on average 4 st...
Our brain can handle only a limited number of weak tie relationships 150 weak ties is the limitation of our brain
Strong ties often have influence over people’s decisions The biggest factor in purchase decisions
The value add of social networks
But strong ties and weak ties are not enough when describing online relations A new category of tie:  the Temporary Tie Te...
Weak and temporary ties have influence over decisions people make The person or ex worker who rates your company on Glassd...
That’s why Google integrates them in search Google Social Search Create a Google profile, sign in. Seaches will cover Twit...
The person who tweets about your company In this case about the announced mass lay-offs at the postal service TNT
The person who answered your forum question You don’t know the people beyond the conversation you have. Your interaction w...
Or the influencer who writes frequently about your company
How are people connected around our business?
The challenge is to design for different types of relationships
 
Twitter
About Twitter
Communicating in 140 characters
It’s addictive
Twitter searches the real time web Google Real time search: relevance meets the real time web: Live Tweets, Newspaper head...
How to start: 1) listen to what they say about your brand
2) Listen a bit more
Post content and start following 3) Get active
Post more content and start following more people 4) Get even more active
Dumping jobs on Twitter is not communicating This is still broadcasting, not a dialogue !
5 minutes Break
(Corporate) Referral Recruitment
Most effective way of hiring through online <ul><li>Referral recruitment:  </li></ul><ul><li>More committed, last longer <...
Social Referral Step 1 : Link your online networks to Social Referral Step 2 : Corporate recruiters post jobs ons SR Step ...
Social Referral Step 5:  “Sounds interesting”. You know me and the company Step 6:  A bonus for you, a job for your friend...
Linkedin
65 MIO members in a worldwide footprint
15 MIO European members
Linkedin Netherlands
Custom profile targeting
Displays
Polls
Enhanced / Custom groups
LinkedIn partner messages: InMails (targeted)
Custom Programs
USG Juristen Dutch Legal Professionals
Ikki LinkedIn profile import
Part III Mobile
Mobile users > desktop internet users within 5 years Global mobile vs desktop internet user projection - 2015
Number of days to sell 1 million units iPod: 2 years iPhone 3G: 90 days Google Droid: 74 days iPad: 28 days iPhone 4: <1 day
ATTB research: most important job functions on mobile phones
Branding in the AppStore : a yet undiscovered marketing channel <ul><li>100% of iPhone users have downloaded an app </li><...
Development: Choose your platforms
Development: Choose your platforms
The issue with microsoft It’s about the WAF (Wife Acceptance Factor) Technology is cool…arf arf
Phase I: jobsites on mobile phones One giant look-a-like contest
Don’t forget the iPad PadVertising
Augmented reality “ real world is augmented by computer generated images”
Augmented reality “ real world is augmented by computer generated images”
Nokia: A killer App
Social Networking and geolocation: Foursquare
Mobile tagging: QR codes
Deel IV 7 shifts
1st shift:  Mobile internet use 1
2nd shift:  Identity management in the cloud 2
Sites we visit will have our identity and social networks with us Showing the activity on that site of people in our network
New York Times: TimesPeople miniFeed on Facebook People’s identity is shared accross sites. There will be a few places whe...
People will keep their identities updated only on a few places Government Platforms Social Networks NGO’s
Technological standards will also help getting identities synchronized
Most People will have an online CV in 2015
This development will put the Candidate in charge:  CMR
Our challenge is to create matches within this cloud  Based on availability for work and permission granted by the candidate
We allready have these capabilities <ul><li>Crawler / Harvester </li></ul><ul><li>CV parsing from Soc. NW </li></ul><ul><l...
3rd shift:  Competition from customers 3
Corporate sites are able to divert volume traffic to recruitment sites <ul><li>Customers are getting used to online recrui...
4th shift:  The rise of marketplaces 4
What’s a marketplace? A market: supply and demand Candidate Assignment An e-procurement site Candidate Assignment Price tr...
Virtual temping agencies Marketplace, payrolling, virtual intakes
Click - Call - Face  <ul><li>Click </li></ul><ul><li>Use Internet to register candidates </li></ul><ul><li>1st prequalific...
6th shift:  local for local 6
How do we support this trend?  A new paradigm and infrastructure is needed <ul><li>Community based staffing  </li></ul><ul...
F-Commerce  7th shift:  Markets are conversations ! 7
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    1. 1. eBusiness workshop 29 - 10 – 2010 Marco van Hurne
    2. 2. Part I Google
    3. 3. How does the Internet work? 1957
    4. 4. How does the Internet work?
    5. 5. About Google Data centers use between 50-100 megawatts of power and are often found near water (cooling) Google data centers are highly efficient and they claim to become carbon neutral Google servers are housed in standard shipping containers that hold 1.160 servers each. They can be up to 500.000 m2 and E 600 million each There are over 19 data centers in the US, with at least 17 more around the world
    6. 6. Google Search Engine basics Step 1: Google creates an index You write a blog post, tweet, update a site, or otherwise add content to the web Google bots crawling the web come across your post Once crawled, the page is indexed within seconds Page titles and link data are stored in one index used for broad and competitive searches On page content is stored in another index used for obscure and long tail searches When you search Google, you are not searching the active web, but Google’s cache of it, which is constantly being updated Page content is stored in a reverse index Google bots follow links. If there are no links to your site, typically it will not get crawled Google bots won’t crawl your site if you tell them not to with a robots.txt If links to your site have a nofollow tag, the google bots won’t arrive from those links
    7. 7. <ul><li>Type in the name of your OpCo </li></ul><ul><li>Click on “Cache” </li></ul><ul><li>When was the last time the Google bot has visited your site? </li></ul>Open your browser and start Google Look at the Google Index Assignment Google Search Engine basics
    8. 8. Step 2: Google determines the relevance of your text Google Search Engine basics Google scans a page like any human being would. It get’s better and better Google uses synonyms to look for similar words to include in your search query Time the page takes to load: Scanning for relevant keywords in: Website body text Title URL Hyperlinks Bulleted lists
    9. 9. Intermezzo: eye-tracking Google Search Engine basics 2005 2007 Fold !
    10. 10. Google Search Engine basics Step 3: Google determines the authority of your page The more links you have from higher authority pages, the greater your own page’s authority Search Engine Optimization Process A link from a non-commercial website has more value Purchasing huge number of links from linkfarms may result in a penalty (banned from Google’s results(
    11. 11. S earch E ngine O ptimization It’s about creating a top 10 position. Else you don’t count <ul><li>5 basic steps to create a Google </li></ul><ul><li>Friendly website </li></ul><ul><li>Put relevant keywords on fixation points </li></ul><ul><li>And a good internal site structure ! </li></ul><ul><li>Qualitative vacancy’s </li></ul><ul><li>Simple (easy to use for people and as few as possible flash / script ) and fast </li></ul><ul><li>A vast number of relevant incoming links </li></ul>
    12. 12. g.us: keep it simple SEO example We use the space under the Fold to create relevant points of entry for Google, i.e. Keywords The technology used, creates no barriers for the Google Bot. All HTML is valid and all code is W3C compliant Fold ! G.Us = Google x us : a jobsite that is SEO friendly (and an anagram for USG) G.Us aggregates jobs from all OpCo’s in NL. Vacancy’s are posted either automatically or by hand.
    13. 13. SEO example g.us: key – consultants training Vacancy title: structured Vacancy [Job title] in [Location] Body text: Keywords density between 2 and 5%. We’ve developed a training how to write a vacancy that scores well for people as well as Bots Fold !
    14. 14. SEO example g.us : link building
    15. 15. How do people search the Internet?
    16. 16. Holiday Italy Still too generic (450 k). Holiday Italy Lake Garda It’s specific, but still too many car trips. I want to travel by airplane. Holiday Italy Lake Garda Air Good enough ! Holiday Too generic (20 mln hits). Some people look to Hubs (startpagina) or Authorities (OAD, Idealspain.com) for help.. Search for a holiday How do people search the Internet?
    17. 17. Search Engine Optimization: Keywords in correct places Analysis position #1: Vacanceselect.nl Title URL Breadcrumb Paragraph [H2 Tag] Heading [H1 Tag] Keyword density Individuele opdracht Vacanselect
    18. 18. Looking for a job as an office manager in the Rotterdam area (NL) and I want to work part time Search for work How do people search the Internet?
    19. 19. Marketing on the internet is niche marketing The “Long tail” Generic keywords i.e. “Job Madrid” have a high search volume, are generic and attract non relevant traffic. They also have a high cost associated because of the large competition Specifick, long tail keywords, i.e. Vacancy online marketing manager Madrid have a low search volume, highly relevant traffic and low cost associated with them. Example of a Google Ad from the PTN OpCo AdRemYP: Targeting the short head
    20. 20. Will Google add vertical search engine for jobs? Finding Jobs through Google 1 Google is an A – brand  you buy (click) what’s on top ! X 2 People tend to type in longer sentences + 3 Targeting specific keywords is cheap and they convert better = 4 Google is a job search engine Google is investing heavily in vertical search engines. There are no plans yet to create a vertical job search engine
    21. 21. 10 minutes Break
    22. 23. Advertising in Google Easy to do it yourself
    23. 24. Easy to do it yourself 1 2 3
    24. 25. <ul><li>Sponsored Ads in Google </li></ul><ul><li>Shows an Sponsored ad matching the set of keywords you typed in. </li></ul><ul><li>Views are free. You pay per click: CPA (CPC, CPL). </li></ul><ul><li>You can measure the conversion. </li></ul><ul><li>After a while, you can pay Google per conversion in stead of per click ! </li></ul><ul><li>There’s a bidding system in place. You determine your rank in the search results. More competition means higher prices. </li></ul><ul><li>Besides the search network, you can also choose to advertise in Google’s content network (e.g. Youtube) </li></ul><ul><li>There’s possibility to put up a banner in stead of an text ad. </li></ul><ul><li>Target specific region’s. E.g. only show your job ads in Catalunia. </li></ul>Pay per Lead or per click, not per view
    25. 26. Remarketing Remarketing is still being debated on the net whether or not it is ethical.
    26. 28. Part II Social
    27. 29. Social Networking
    28. 30. Social Networking
    29. 31. Social Networking
    30. 32. Social Networking OMG !
    31. 33. Or the Dutch soccer team ?
    32. 34. And them ?
    33. 35. This perhaps ?
    34. 36. 30.000 “social networks” world wide <ul><li>Social Media sites </li></ul><ul><li>MMORPG’s </li></ul><ul><li>Virtual worlds </li></ul><ul><li>Sharing sites </li></ul><ul><li>Fora… </li></ul><ul><li>Communities </li></ul><ul><li>Social networking sites </li></ul>Social Network Distribution 2008
    35. 37. Which social networks are popular in spain? Social Network Distribution 2010
    36. 38. Social Networks attract different audiences
    37. 39. France: 4th largest user group on Facebook (12 milion) 64% social network penetration (NL: 53%)
    38. 40. France 8th in Twitter top 10
    39. 41. Most important social networks
    40. 42. Hyves werksfeer inhoud van het werk mogelijkheden om door te groeien Redenen om te kiezen voor een werkgever aansprekende producten mogelijkheid om part time te werken makkelijk te bereiken mogelijkheden om door te groeien myspace linkedin salaris en uitdaging van het werk aansluiting bij idealen aansprekende producten internationaal mogelijkheden om door te groeien
    41. 43. Facebook Social Network demographics Avg income: 44k USD (lowest of all social networks). Most users are single (60%) and student (23%). myspace linkedin 40% is married, 80% is caucasian, 6% is retired. Income on average 61k USD. Avg # friends: 130 Highest income of all social networks: 85K USD. 71% male, highly educated, 10-15 years experience. Goal: Job hunting, recruitment, business development Twitter A lot of freelance / part timers (25% comp to 11% avg). Avg income: 58K. A lot of early adopters and innovators in this group. Average age 31 jaar ! Average age 40 Average age 27 Average age 26 ! PEW Onderzoek: Age Twitter 18 – 24 20% 25 – 34 20% 35 – 44 10% 45 – 54 5% 35 – 44 2%
    42. 44. 5 minutes Break
    43. 46. I asked my wife to map her social life Vrienden Werk Familie Vrienden van vrienden
    44. 47. The social networks that we’re creating do not match our offline networks People tend to have between 4 and 6 groups of less then 10 people around life stages. Only 5% is called a “Friend” group. Despite people trying to mix them. The groups remain independent ONLINE OFFLINE In social networks people tend to have between 10 and 20 groups around certain types of relationships. Groups tend to form around common interests
    45. 48. And social networking is not about making friends Are we friends? Uhm.. I tink we’re connected
    46. 49. It’s about relationships Strong ties are the people you care about most: circle of trust Most people have on average 4 strong ties. Most have between 2 and 6 On average. People have about 10 people they meet or speak with at least weekly. On Facebook, people interact with 130 friends. They only interact regularly with 4 to 6. A small number of strong ties. Studies in online gaming show that gamers are most often playing with strong ties who they allready know
    47. 50. Our brain can handle only a limited number of weak tie relationships 150 weak ties is the limitation of our brain
    48. 51. Strong ties often have influence over people’s decisions The biggest factor in purchase decisions
    49. 52. The value add of social networks
    50. 53. But strong ties and weak ties are not enough when describing online relations A new category of tie: the Temporary Tie Temporary ties
    51. 54. Weak and temporary ties have influence over decisions people make The person or ex worker who rates your company on Glassdoor (or Companyrating)
    52. 55. That’s why Google integrates them in search Google Social Search Create a Google profile, sign in. Seaches will cover Twitter, Friendfeed and Gmail networks
    53. 56. The person who tweets about your company In this case about the announced mass lay-offs at the postal service TNT
    54. 57. The person who answered your forum question You don’t know the people beyond the conversation you have. Your interaction with them is temporary. With the rise of user generated content, temporary ties are becoming more important
    55. 58. Or the influencer who writes frequently about your company
    56. 59. How are people connected around our business?
    57. 60. The challenge is to design for different types of relationships
    58. 62. Twitter
    59. 63. About Twitter
    60. 64. Communicating in 140 characters
    61. 65. It’s addictive
    62. 66. Twitter searches the real time web Google Real time search: relevance meets the real time web: Live Tweets, Newspaper headlines, Blogs,…
    63. 67. How to start: 1) listen to what they say about your brand
    64. 68. 2) Listen a bit more
    65. 69. Post content and start following 3) Get active
    66. 70. Post more content and start following more people 4) Get even more active
    67. 71. Dumping jobs on Twitter is not communicating This is still broadcasting, not a dialogue !
    68. 72. 5 minutes Break
    69. 73. (Corporate) Referral Recruitment
    70. 74. Most effective way of hiring through online <ul><li>Referral recruitment: </li></ul><ul><li>More committed, last longer </li></ul><ul><li>Lower cost per hire </li></ul>
    71. 75. Social Referral Step 1 : Link your online networks to Social Referral Step 2 : Corporate recruiters post jobs ons SR Step 3: SR shows all matches in your network Step 4: Send your friends an invite to apply
    72. 76. Social Referral Step 5: “Sounds interesting”. You know me and the company Step 6: A bonus for you, a job for your friend and a great hire for the company
    73. 77. Linkedin
    74. 78. 65 MIO members in a worldwide footprint
    75. 79. 15 MIO European members
    76. 80. Linkedin Netherlands
    77. 81. Custom profile targeting
    78. 82. Displays
    79. 83. Polls
    80. 84. Enhanced / Custom groups
    81. 85. LinkedIn partner messages: InMails (targeted)
    82. 86. Custom Programs
    83. 87. USG Juristen Dutch Legal Professionals
    84. 88. Ikki LinkedIn profile import
    85. 89. Part III Mobile
    86. 90. Mobile users > desktop internet users within 5 years Global mobile vs desktop internet user projection - 2015
    87. 91. Number of days to sell 1 million units iPod: 2 years iPhone 3G: 90 days Google Droid: 74 days iPad: 28 days iPhone 4: <1 day
    88. 92. ATTB research: most important job functions on mobile phones
    89. 93. Branding in the AppStore : a yet undiscovered marketing channel <ul><li>100% of iPhone users have downloaded an app </li></ul><ul><li>81% did this through the iTunes AppStore </li></ul><ul><li>4% used a website link </li></ul><ul><li>4% through word of mouth </li></ul><ul><li>The Apple AppStore is a marketing Channel! </li></ul><ul><li>A place where your brand can be seen by new and existing candidates. </li></ul><ul><li>The AppStore has 58 milion users worldwide </li></ul><ul><li>More than 6.5 billion apps have been downloaded since 2008 </li></ul><ul><li>An iPhone app has a page within the AppStore !  Branding </li></ul>How do candidates find vacancies on their mobile phone
    90. 94. Development: Choose your platforms
    91. 95. Development: Choose your platforms
    92. 96. The issue with microsoft It’s about the WAF (Wife Acceptance Factor) Technology is cool…arf arf
    93. 97. Phase I: jobsites on mobile phones One giant look-a-like contest
    94. 98. Don’t forget the iPad PadVertising
    95. 99. Augmented reality “ real world is augmented by computer generated images”
    96. 100. Augmented reality “ real world is augmented by computer generated images”
    97. 101. Nokia: A killer App
    98. 102. Social Networking and geolocation: Foursquare
    99. 103. Mobile tagging: QR codes
    100. 104. Deel IV 7 shifts
    101. 105. 1st shift: Mobile internet use 1
    102. 106. 2nd shift: Identity management in the cloud 2
    103. 107. Sites we visit will have our identity and social networks with us Showing the activity on that site of people in our network
    104. 108. New York Times: TimesPeople miniFeed on Facebook People’s identity is shared accross sites. There will be a few places where we keep this identity up to date
    105. 109. People will keep their identities updated only on a few places Government Platforms Social Networks NGO’s
    106. 110. Technological standards will also help getting identities synchronized
    107. 111. Most People will have an online CV in 2015
    108. 112. This development will put the Candidate in charge: CMR
    109. 113. Our challenge is to create matches within this cloud Based on availability for work and permission granted by the candidate
    110. 114. We allready have these capabilities <ul><li>Crawler / Harvester </li></ul><ul><li>CV parsing from Soc. NW </li></ul><ul><li>Auto-affinity generation </li></ul><ul><li>Intelligent matching </li></ul><ul><li>Job aggregation </li></ul>
    111. 115. 3rd shift: Competition from customers 3
    112. 116. Corporate sites are able to divert volume traffic to recruitment sites <ul><li>Customers are getting used to online recruitment </li></ul><ul><li>Know-how of Internet increases </li></ul><ul><li>Increased number of career sites </li></ul><ul><li>Branding campaigns, jobsites, recruitment </li></ul><ul><li>In NL 33.000 recruitment sites [source: JobFeed] </li></ul><ul><li>Brands have an advantage </li></ul><ul><li>Brands have the advantage of diverting traffic to their corporate recruitment sites </li></ul><ul><li>However – their recruitment sites are not yet utilised to recruit flexible staff. </li></ul>1 2
    113. 117. 4th shift: The rise of marketplaces 4
    114. 118. What’s a marketplace? A market: supply and demand Candidate Assignment An e-procurement site Candidate Assignment Price transparancy – difficult to maintain if organised as 1:n Candidate Assignment Price transparancy – economy of scale Aggregating (n) supply and (n) demand. Independent of place & time Intransparant, informal networks. Internet has not yet penetrated A digital marketplace
    115. 119. Virtual temping agencies Marketplace, payrolling, virtual intakes
    116. 120. Click - Call - Face <ul><li>Click </li></ul><ul><li>Use Internet to register candidates </li></ul><ul><li>1st prequalification using a matching engine </li></ul><ul><li>Augmented with a short questionnaire of a sort </li></ul><ul><li>Call </li></ul><ul><li>Registered candidates are contacted by a trained agent </li></ul><ul><li>An appointment is made with Potential candidates for a placement </li></ul><ul><li>Additional resume information can be added </li></ul><ul><li>Face </li></ul><ul><li>Intake at a branche </li></ul><ul><li>non placed / refused candidates are added top of mind in the database </li></ul>5th shift: distribution channels converge 5
    117. 121. 6th shift: local for local 6
    118. 122. How do we support this trend? A new paradigm and infrastructure is needed <ul><li>Community based staffing </li></ul><ul><li>Large staffing / temping firms are continuously loosing marketshare to mid size and smaller firms </li></ul><ul><li>Local enrtepreneurs often live and work in the same place, as where consultants often (75%) live outside the community </li></ul><ul><li>What would a recruitment / staffing toolbox look like ? </li></ul><ul><li>Training </li></ul><ul><li>Marketing automation tools? (eFlyers) </li></ul><ul><li>Front office software </li></ul><ul><li>Online Search & Match dashboards </li></ul><ul><li>Internal marketplaces / social network </li></ul><ul><li>Social network branding toolkit </li></ul><ul><li>Chat / skype / etc. </li></ul>
    119. 123. F-Commerce 7th shift: Markets are conversations ! 7
    120. 124. About RSS

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