Last week I was fortunate enough to be asked to speak at the first Chicago Social Media Breakfast. SMB has been in existence in other cities since 2007 but this was the first one in here in the Windy City. The event was separated into different groups with specific topics to discuss. My group was focused on social media and personal branding in regards to the job search and career advancement.

As marketers we are seeing a wholesale change in how companies engage in communication with their clients and consumers. In addition, the ways we as individuals communicate are also changing dramatically. I think for the most part marketers (especially in the last year) are really starting to grasp the enormous changes going on within their space.

What has continued to be a struggle for people is telling the difference between “blowing your horn” in regards to your talents/expertise and “communicating your passion” to a wider audience than your existing personal/professional network. The ability to help people and in turn receive recommendation has never been more important.  It’s a very organic way of self development which also can help you gain recognition and ultimately a new job, a promotion or new business for your organization.

My Top 5 Takeaways from our group discussions were:

1)      “The golden rule” treat others the way you would like to be treated. This will ultimately be something that will come back around to you.

2)      When networking on LinkedIn or other sites don’t “ask for a job” use the tools available to create awareness for your expertise to gain a larger network of targeted individuals for potential career placement and/or advancement.

3)      Use social media to create an integrated marketing campaign around a helpful blog post you have written (become a resource). This is a post I wrote describing an initiative I created here at Paladin: 

       Paladins Marketing Ninja guide: The 30 Minute Challenge

4)      Don’t close yourself off to just blogging, Facebook, Twitter and LinkedIn. One of the attendee’s was discussing his use of Tumblr something I am going to attempt to utilize.

5)      Nothing replaces face to face contact. Definitely get out from behind your computer and regularly get out to coffee meetings, association evening events and luncheons. This is a post I wrote regarding networking events in Chicago: Paladins Galaxy Guide to Networking in Chicago

 We are all hearing the constant chatter (no pun intended) around social media. Some of the discussions are valid and some of are based upon lack of understanding and experience. My recommendation is to continue to share openly with each other and pay it forward. It’s a great community we have here in Chicago and I’m excited to attend future Social Media Breakfast’s!

We have all felt the pinch in a tough economy.  Messages get jumbled and clustered together; marketers shifting campaign focus to lower cost mediums such as webcasts and social media outlets.  And emails, oh boy the emails… ping, ping, pinging away at your inbox until you cannot take anymore.  As marketers, we must refrain from jumping on the “buy from me now” podium and take a different stance in order to stand out in this challenging time. 

My message is not a novel idea by any stretch.  But why not make sure that traditional sales efforts are once again in sync with marketing - and truly integrated. If marketing launches an educational campaign, whether it be a download, a white-paper, or a prospect reach-out, companies have to make sure those leads are followed up with quickly—which means that sales communicates back with those contacts in a timely manner.  I manage marketing for an IT consulting firm and we have implemented “Marketing 101″ in a sense, where marketing provides awareness, then sales drives the client through the purchase process with the proper phone call and follow up steps.  Again, this is not a novel idea but a simple reminder in an environment where the next greatest technology has us running to catch up. 

Do not get me wrong of course, organizations and marketers in particular must stay on top of the latest technologies in order to maintain b-to-c and b-to-b reach.  But we cannot lose out on the opportunities to remain traditional in our execution. 

In a tight marketplace, it is more important to coordinate and execute marketing and sales efforts as well as you possibly can. Make it like a re-training exercise if you have to. Learn to sync up sales and marketing all over again, since opportunities are few and far between. You have to take advantage and maximize each possibility, and that means being more on the ball than ever.  Do not forget the basics!

Unless you are a marketer at Citigroup and have received billions in bailout money from the Federal Government:  you have a lot of work to do in 2009. There will be no corporate bailouts for most of us. Tightening your marketing budgets while still trying to drive new business and retain clients, in addition to creating customer evangelism isn’t going to be easy. BUT it could be getting cheaper.

There are a number of new social media weapons in our arsenal that enable us to communicate inexpensively with consumers on a one-on-one basis — and become evangelists for their brand. For instance, my view of Twitter (a new mobile phone social media platform) was forever changed recently when I “Twittered” my love of the AMC show Madmen. Moments after tweeting about the show I was pinged by “Betty Draper”, the lead character’s wife in the show. I clicked on her profile, and the link took me to a Twitter profile page for all of the main characters from the show who were Twittering about their lives circa early 1960’s Manhattan. I can’t imagine how cheap it was to do this. As a consumer, it was something I felt connected to on a very individual basis. This is just one example of the type of new media initiatives marketers can employ to create brand evangelists for their products.

One might say the Mad Men example is too different from the majority of CPG and services companies located in Chicago. Investigate the products people are talking about online. Check out this article on Facebook to see the level of interest that a paper towel can generate. The bottom line is that people are passionate about the smallest things and they ARE talking. No better time to engage them than now.

When you have stories like today’s Adage article concerning consumers being tired repetition in advertising, there seems to be a real opportunity for companies to step into this “ad vortex” and engage people more easily. It’s a whole lot cheaper than a million dollar ad campaign AND you don’t have to change your name to do it.