Innovation from New York and Los Angeles? Sure, but what about Chicago? In the past two years there have been several emerging social media and cutting edge consumer marketing agencies based in the Windy City. Chicago has a multitude of CPG and large B2B companies looking to have more individualized conversations with their consumer. All of the buzz around social media of course is being driven by the consumer. People are looking to each other as trusted sources to help them make wise, lasting purchasing decisions. This is reflected in the agencies sprouting up across the US including Chicago to help connect the company and consumer.

The Zocalo Group is the only “word-of-mouth” marketing agency in the Omnicom family, and they have built their headquarters right here in downtown Chicago. ZG is creating online communities, initiating blogger relations, and designing conversational messaging for a multitude of blue chip brands.

Let’s swing from full service WOM agencies like Zocalo to a more specific online consumer community company like Viewpoints www.viewpoints.com. VP builds communities and motivates “social influencers” to share their experiences online by writing reviews, postings blogs, and participating in forums. The company was started by a relatively well known entrepreneur by the name of Matt Moog, who previously worked as the CEO of Coolsavings.com.

Finally, even though we hear and see a lot about “social media”, I rarely see “socially conscious” campaigns. A very interesting new company located here in Chicago called www.thepoint.com is enabling consumers, employees, citizens, activists, and parents to enact change through social media. It’s an amazing concept that will change the face of social organization, and would certainly have been an advantage for Barack Obama back when he was a community organizer.

You might be asking yourself? What does this mean to me as a Marketer? Well, everything. All three organizations advocate and promote online communities. Thus as the consumer continues to rely on each other for TRUSTED information concerning their buying decisions, community will play a growing and very important role.

Keeping apprised of what is going on in your local marketing community is an easy and tangible way to be ahead of the 1000mph train called the social media rollercoaster, and you don’t have to be on the left or right coast to appreciate it.

I watched the election returns last Tuesday in Chicago (in my living room instead of Grant Park darn it! … but that is another story).  While the gray states turned blue, my thoughts turned from the historic political moment to communications. It then turned to engagement and thoughts of the effective use of social media in Obama’s campaign.

What a powerful way to harness and heighten the energy and enthusiasm of Obama’s supporters. Much has been written on the subject throughout the campaign. But now what?

What can be done with this incredible living, breathing momentum? What a shame it would be to have it dissipate after the election. How can it be used to help govern as well as elect? Literally as I said those words, President elect Obama released an email stating he was on the way to the Grant Park rally:

Jadey –

I’m about to head to Grant Park to talk to everyone gathered there, but I wanted to write to you first.

We just made history.

And I don’t want you to forget how we did it.

You made history every single day during this campaign — every day you knocked on doors, made a donation, or talked to your family, friends, and neighbors about why you believe it’s time for change.

I want to thank all of you who gave your time, talent, and passion to this campaign.

We have a lot of work to do to get our country back on track, and I’ll be in touch soon about what comes next.

But I want to be very clear about one thing…

All of this happened because of you.

Thank you,

Barack

“I’ll be in touch soon”. . . . there it was. The promise that the mediums will be utilized to further the national agenda. And there is more. . . http://change.gov/ the President Elect’s website. The site provides information but also solicits ideas, stories, applications for positions. It is a give-and-take with the engaged public - transparent and two sided. Can this level of social media management be maintained? Will it become a part of governing? Will there be a staff role for this media alone? If so, will it report to the press secretary? Will other governmental agencies begin to adopt its use? In Obama’s words- his team is “Midwifing a new new kind of politics”: http://www.youtube.com/watch?v=CD099nxF3L0

It is exciting time for communications in America.

Here are a few recent references that comment on this subject for further reading:

Obama won the election – not social media – Jennifer Leggio on ZDNet

Social media Obama McCain Comparison – readwriteweb.com

How Will President Obama Use his Massive Social Media Influence

Ad Lab Tech Review on Obama’s Social Media

Social Networking sites are here for the long haul. There are so many out there to choose from (Myspace, Facebook, Twitter, Yelp, Brightfuse…etc) and usage has gained tremendous popularity. Most people have historically used social networking sites for personal purposes…to stay in touch with friends, share photos, reviews, etc. But, it is also important to keep in mind that your web presence can sometimes be reviewed by potential employers.

I have heard that 22 percent of employers say they use social networking sites when evaluating job candidates, and an additional 9 percent intend to do the same soon. Yet, only 16 percent of workers with social networking profiles have modified their pages with potential employers in mind. Put yourself in the employers shoes. They are looking for candidates who not only fit the job criteria, but who also fit within their company culture. Social Networking sites are a great way for employers to tap into (what you think may be) your private life a bit gaining insight on your personality.

On the flip side, I have heard cases where candidates have deliberately offered access to, for instance, their Facebook pages in order to share details on who they are that may not have been a part of the previous traditional interview process. I suppose this can portray one as an “open book”, with “nothing to hide” or perhaps even proud of sharing who they are. It is up to you on how you decide to use Social Networking for your own personal needs.

Please read this CNN article for some great tips on Social Networking Do’s and Don’t’s: http://www.cnn.com/2008/LIVING/worklife/11/05/cb.social.networking/index.html

True story. What do they say, “Truth is stranger than fiction?”  Obviously, a bit of an extreme but it’s what marketers are facing today as they struggle with these social media and nontraditional marketing tools the global consumer is using.  People (and specifically non-techies) have taken control of the online conversation. I am neither the first nor the hundredth person to blog or twitter about these phenomena. It’s an exciting (but scary) time to be a marketer while new technology and mass consumer adoption is occurring we are seemingly stepping into an economic downturn. Cover your ears if you don’t want to hear it but Recession (with capital R) typically is felt by marketers right in their ad budgets so as to keep companies’ “profit generating centers” alive. Entering from stage left - cheaper and potentially more effective social media strategies.

In reference to the title of this blog, virtual worlds are making a comeback in the US and across the globe:

http://digg.com/odd_stuff/Online_divorcee_jailed_after_killing_virtual_hubby_Yahoo

Life has been up and then down in the world of “Early adopters”. I have worked with several clients in the past who have virtual islands they own in a 3-D virtual world called Second Life created by its residents. Since opening to the public in 2003, it has grown explosively and today is inhabited by millions of Residents from around the global medium used for laypeople’s expressions of fantasy, including wished-for spouses, regions of living, etc. This interactive online game is used for information, recruiting and even B2B sales. The recently hired CMO of Second Life has started breathing some new energy into this emerging media:

http://digg.com/tech_news/The_Second_Life_of_Second_Life

As we continue to be bombarded by messages from companies and in turn become numb to their outreach, new challenges emerge. How can we separate ourselves from the fire hose of media? The belief that social media is used only by teenagers or those who can’t hack it in the real world is a fallacy.  Marketers must come to terms with this.  Maybe not to the extent of the online divorcee/virtual murderer, but to the point where marketers recognize that failing to master these powerful tools can be a career killer.  If that doesn’t spook you…..

Happy Halloween, All.