More than 90% of recruiters and hiring managers use social networks to screen candidates, according to a study from social media monitoring service Reppler.
And know what? A whopping 69% of recruiters have rejected a candidate based on content found on his or her social networking profiles — and almost equal proportion of recruiters have hired a candidate based on his or her presence on those networks.
YouTube, with 800 million unique viewers worldwide a month, is making the case to brands that online video is the best way to reach customers and brand building.
It is hoping to be a destination for professionally produced videos and the advertisers they want to appear near them, beyond the music, entertainment and technology companies that have already flocked to the site. Unlike television, YouTube incorporates social elements and the geo location ability.
Right now companies only spend just 1 percent of their advertising budgets on online video ($2.2 billion), while the television ads attract 38 percent ($60.5 billion).
Sparking a grassroots movement online requires some social media expertise.
However, there some easy tips to take an idea and ignite a movement (disclose: I'm working on the creation a high-scale worldwide movement).
Tell a story (or many), in order to build an emotional connection with your audience. Combine facts and emotions into powerful narrative stories.
Reward your biggest supporters to increase their participation, create momentum and spread your message.
Create a kind of a "virtual campaign office" where you can communicate to all your volunteers at once. From this campaign hub you will broadcast online actions that your supporters will share on their social networks.
Allow all kind of commitments, from low-commitment activities such as "liking", "+1ing" or sharing to establishing fundraising goals.
YouTube is a great social media vehicle for brands and a powerful direct marketing tool.
Also it represents a great opportunity for marketers to reach consumers who are searching for information about a brand or related products and services.
However, it is naive to start a Sponsored Channel with the expectation that millions of viewers will tune in right away.
Truth is that commercial success on YouTube has been elusive to most brands.
The brands that achieve long-term success on YouTube are the ones that consistently and frequently publish refreshing content that has intrinsic value for audiences online. Video content is continually refined and evolves to the needs and expectations of audiences.
Here are some of them:
Quiksilver & Roxy: Webisodes, vlogs by the pros, lifestyle profiles of up and coming musicians, mini-documentaries that give consumers inside access to what goes on behind the scenes on the professional surfing, skating and snowboarding tour circuits, and a potpourri of other content..
Quiksilver post a new video about once a week (almost 200 videos in 2 years), while Roxy posts slightly more frequently. It helps them both maintain a consistently fresh presence.
Ford Models: Vlogs of models traveling to exotic locations, tips from stylists, behind the scenes videos of photo shots and fashion news.
Since 2006, Ford Models has uploaded over 554 videos and created a large archive of searchable conent that continues to accumulate views.
University of Phoenix Online: Webisodes, compelling testimonials, mini-documentaries featuring graduates with inspirational stories about their life experience, online classes via video, reviews.
It is not about collecting views and subscribers; it is about that this University has at least one video to connect with each prospective student that searches for an online school or visits their channel.
Using compelling, emotionally charged conent, University of Phoenix Online has turned their YouTube channel into a virtual recruitment machine to convert prospects into enrolled students.
The Home Depot: How-to and educational and tutorial videos about home repairs and renovation projects; videos promoting products and tools using "product placement".
Nikefootball. This channel is targeted to the UK. Of all the sponsors on YouTube, Nike probably maintains the greatest number of channels: Nike, Nikefootball, Nikefutebol, NikeBasketball, NikeSoccer, NikeGridiron, NikePlusTV, LeBron, insidenikerunning, NikeWomen, NikeWomenUK, nikecorre, nikecorresp, etc...
In the e-book business, with the proliferation of e-readers, traditional publishing houses now face another competitor: news outlets, who are either starting to use brand-new content or repurpose material that they have given away free in the past.
That is in addition to Amazon, authors who publish their own e-books and online start-ups. Tough world for traditional publishers.
The New York Times, The New Yorker, ABC News, The Boston Globe, Politico, Vanity Fair and The Huffington Post are among the most active organizations.
The Huff Post last month released its second e-book, "How We Won", a journalistic book about the military's Don't ask, don't tell policy.
The New York Times' "Open Secrets" was one of the e-book non fiction best-seller list in February.
Random House is partnering with Politico to produce on a faster schedule a series of four e-books about the 2012 presidential race. Each book will be in the range of 20,000 to 30,000 words.
Vanity Fair collected 20 articles on Mr. Murdoch, his family and their businesses and put them in a $3.99 e-book.
The New Yorker created an e-book about Sept. 11 that sells fro $7.99
Usually, these e-books are shorter, cheaper to buy and more quickly produced than the typical book. Many are a hybrid of a long magazine piece and a serialized book.
Another appeal is cost. News outlets are not paying their authors advances for their work; they will share profits from the sales.
QR (Quick Response) codes — you know, those squared bartcodes full of symbols that can be scanned with smartphones — are becoming omnipresent as the smartphone market is expanding.
Retailers, publishers, arts institutions, musicians, government organizations and charities are increasingly using QR codes in their advertising to direct consumers to online contest, games, cocktail recipes, book excerpts, performances, how-to videos...
The Times mentioned the case of a company called Skanz.com that sells for $9.99 silicone bracelets (in the picture, above) embellished with QR codes allowing instant access to a Web page with your contact information, social media links, favorite photos and videos, that previously you have configured. "In other words: you've become a human hyperlink."
It is a way to avoid exchanging business cards. You exchange personal information just scanning people.
Some QR code readers available for free are RedLaser, ScanLife, Barcode Scanner, Shop Savvy ori-Nigma. However, when it's too dark and hands are shaking, QR readers don't work. Also scan codes creaded by Microsoft and AT&T can be reader only with their own apps.
Brands like Jumpscan enable you to create your own QR code and Web page free. You can store your code in your phone and pull it up whenever you want someone to learn more about you.