Resume 2.0

Although the so-called “Social Media Press Release” (pioneered by my pals at SHIFT Communications) has received [arguably] equal doses of praise and criticism, the Genius, whose word is Gospel!—at least on this blog—has this to say about it:

PURE. UNADULTERATED. GENIUS.

For those of you unfamiliar with the Social Media Release debate, Brian Solis does an excellent job of recapping the evolution and arguments both for and against the SMR. Most of the arguments against, I’d like to point out, smack of a common syndrome I like to call “I-fear-change!”

The problem, my pretties, is that change is a-comin’. In PR, in marketing, and in media at large. And whether you get on the train now or spend the next decade chasing (or throwing stones at) it, it’s leaving the station—with or without you.

The Genius, of course, is not a PR professional, so my interest in SMR is perhaps conceptual—i.e., what value does it have for my clients? For my company? For my career? (Me, me, me!) And the short answer to all those is questions is: PLENTY.

For example: consider applying its principles—or those of the Social Media Newsroom (another SHIFT contribution)—to your resume. What if instead of keeping your entire professional history in a Word doc that you update only when you absolutely have to, you created a Social Media Resume that highlights your experience and interests, provides links to your various online profiles, invites comments, aggregates news, builds “link love”—and (if done well), becomes a virtual vacuum of career advancement opportunities? Heck, even if a social media resume doesn’t open the flood gates to opportunity, at the very least, it will save a few trees and eliminate the need to send monster-truck-sized attachments to prospective employers. And, for the time being at least, it will set you apart from the pack by [at the very least] highlighting your working knowledge of social media tools.

Think about it.

As a Genius who endeavors to practice what she preaches, I decided to do a little experimenting with the idea of a social media resume myself. First, I dug around to see if there were any good examples already out there (the Genius doesn’t like cliches, but will use one just this once: “Why reinvent the wheel?”). I found Chris Penn’s landmark example and the ubiquitous Bryan Person’s famous “Die, Resume! Die! Die! Die!” blog post (which, conveniently, included his own example and ‘how to’). There’s Rohit Bhargava’s social media bio and Matt Dickman’s social-media-enriched ‘traditional’ resume.

Armed with a satisfying portion of good ideas, I set to work on a first draft of my very own social media resume, cherry-picking among the infinite options, and surrendering to the idea that, like all things digital, it will always be a work-in-progress.

For those of you who believe that following in the Genius’ footsteps might result in a little genius rubbing up against rubbing off on you (Pervert!), here my recipe:

  1. Create a WordPress account.
  2. Buy your domain name (if you don’t own http://www.YourName.com yet, first, slap yourself upside the head, then DO SOMETHING about it, puh-lease!)
  3. Write a short “About me” intro. This is in effect your ‘cover letter’ or ‘executive summary’. That doesn’t mean it should be boring or lame.
  4. Add all of your contact info, links to all of your social media profiles (I added LinkedIn, Facebook, Twitter, Squidoo, & Slideshare—for now).
  5. Add links to your blog(s) and any work samples readily available online. If your work samples aren’t yet online, consider posting them on Scribd.com, Slideshare.net or similar service.
  6. Add a link to your traditional resume, so that folks that insist on killing trees can do so at their convenience.
  7. Add a feed to your purpose-built del.icio.us links.
  8. Consider adding any of the following: headshot, intro audio or video, your speaking/travel calendar, any rich media you’ve created (podcasts, videos, etc.), recommendations/rave reviews.
  9. Turn commenting ON. This is a 2-way dialogue, remember?
  10. Make it easy as possible for folks to reach you, blog about you, hire you, link to you, and so on.

For those of you wondering why it’s not enough to have a complete LinkedIn profile, I say—that’s a really good start. If you don’t have a LinkedIn profile yet, well… do not pass Go, do not collect $200… go directly to LinkedIn.com and start there.

But for those of you looking for an ‘edge’ or simply sharing Bryan’s “Resume, Die!” sentiment, this new approach just may be the ticket.

The Misadventures of Jane the Marketer: A Cautionary Tale

Note: Names and identities have been changed to protect the innocent.

My friend “Jane,” a whip-smart marketing professional with a sharp eye and devilishly good looks, called me over the weekend in a state of near-homicidal rage over the fact that her boss had “once again climbed 10 feet up my ass” (her ass, not mine, of course). Naturally, I probed her for details (get your mind out of the gutter), and after a 5-minute swear-fest that would make a sailor blush, she managed to divulge the following:

Jane had joined the marketing team of this very-hip-and-innovative-Web-2.0 company just a few short months ago. Since then, she’s worked till her fingers bled, breathing life into their lead-generation engine, turning wimp-a-rific brand messages into clever, compelling gems, and single-handedly orchestrating a multi-channel marketing program so precise and well-timed that it could make a Swiss watch turn green with envy. What’s more, Jane was creative and frugal in her efforts—spending a teeny-weeny fraction of what her dim-witted boss spends on hair plugs and hookers each month—and her impressive arsenal of non-traditional marketing tricks paid off:

– 385% increase in registered users
– 6-fold increase in website traffic, yielding 3x the number of page views
– 200% Conversation Index
– 20% jump in Technorati “Authority” rank

And all of the above results were achieved within the first 45 days of the program. Not too shabby.

And that’s precisely when Jane’s boss, anti-genius that he is, woke up one morning (probably feeling particularly anxious about his receding hairline and his growing need for ever more Viagra to “get the job done”—but I’m just guessing), and marched into her office proclaiming that “user acquisition costs were too high” and therefore, her budget would be reduced by 70%, effective immediately.

the Anti-Genius himself

Yes, I’m serious.

Yes, he’s an idiot.

Obviously, this course of action put a kink in Jane’s ability to continue producing the kind of dramatic results previously described. And when user acquisition rates took a sharp dive south, just weeks after Anti-Genius put the kibosh on the only successful marketing program his fledgling company had ever seen, he marched back into her office, denounced the possibility that the lack of actual marketing activity might be responsible for the lack of new business, and proclaimed, “The problem, Jane, is that the messaging is all wrong.”

DOH!

This logic is the metaphoric equivalent of training daily and vigorously for the Olympics (and watching your level of fitness and athletic skill improve accordingly), then suddenly becoming a complete couch potato. After a month of eating bon-bons and watching soap operas, you realize that you’re not in the Olympics as planned… and conclude that if only you’d worn a red shirt instead of a blue one, that gold medal would have been yours!

JESUS CHRIST.

This reminds me of the old adage that I continually try to impress upon my children: You reap what you sow.

Don’t think that you can plant sunflowers and grow roses. If you plant sunflowers, you’ll get sunflowers.
And perhaps, more importantly, don’t expect anything to grow if you don’t care for and nurture the garden itself—constantly. Water, sunlight, food, love. In Jane’s case, the “garden” required cash, creativity, and a whole lot of “measure, rinse, and [improve or] repeat”—all of which she was 150% committed to. Until the Anti-Genius (distant cousin of the Anti-Christ) decided to get involved.

My message to Jane?

First, find yourself a new boss, preferably one that isn’t such an idiot.

Second, never send a CEO to do a smart marketer’s job.

Period.

A double dose of Genius

While the term “Web 2.0” has become rather cliche, it’s ugly step-children, Marketing 2.0, PR 2.0, Branding 2.0, Advertising 2.0, and (Dear God) Business 2.0 are just beginning to see their days in the sun.

Unfortunately, there’s a gigantic gap between coining a term and embodying it—and thus we hear a lot of talk and see very few results on any of the above fronts (though the Genius does her best to chronicle those rare gems that do).

Today’s Bonafide Genius Awards go—for better or worse—to two shining examples in the “talk” category. (It seems my search for examples of “results” this week has been fruitless.) Clever, pointed, entertaining, and spot-on in their articulation of the industry cross-roads that smart marketing pros are responding to, they’re shining examples of how dull, cliche terms get a new shine when someone puts a little Genius into their message.

Congrats to Openhere for The Break Up and Paul Isakson of space150 for What’s Next in Marketing & Advertising.

Advertising 2.0 Genius (a.k.a. “The Break-Up”)

Marketing 2.0 Strategy (a.k.a. “What’s Next in Marketing & Advertising”)

P.S. A good number of you (the smarter ones, that is) have already seen these, but for the rest of you… watch and learn.

Marketing Genius-of-the-Day

Still working on the Bonafide Genius Award nominee list (don’t forget to email me your nominations), but in the meantime, I thought I’d satisfy your instant-gratification itch with a daily mini-award. Today’s B.G. goes to Andy Sernovitz of GasPedal for reminding us how we can make friends.

PS. I also enjoyed Glenn(?)’s comment in response to Andy’s post:

Whoa now! Let’s look at it from the big box’s perspective. What if they allowed you to park on their property and then, as you were getting out of your car, you were struck on the head by a meteorite! They could get sued. This is what happens when you let the lawyers have too much sway.

Excellent point, Glenn. Perhaps you, too, are a Genius in the Making.

Yakima is my first Advertising Genius nominee

Thanks to Kellypuffs for bringing this to my attention.

I’m particularly drawn to this product description:

“Our cargo baskets are pretty sweet items. Unfortunately, that can breed envy in the hearts of unscrupulous people whose vile thievery must be stopped.

  • SKS lock cores included standard
  • Derive sadistic pleasure by foiling thievery

Having had my car broken into yesterday, I have a sweet spot for any product that foils thievery… especially in a sadistic way ;).

The 2008 Bonafide Genius Awards

I decided this morning that if I must tolerate this brazenly idiot-ridden world day in and torturous day out, the LEAST I can do as a Bonafide Genius is acknowledge the scant flecks of brilliance that do occasionally grace my horizon.

In fact, I’ve decided to do more than acknowledge—I’m going to celebrate them, goddammit! If MTV can give out awards to the morons that claim 15 minutes of embarassing fame on Reality TV, then by golly, a Genius such as I can preside over her own goddamn award ceremony!

And so… the Annual Bonafide Genius Awards are born. Official 2008 Awards to be announced on August 8, 2008 (Get it? 8/8/08. Oh so genius, yes?)

I’ll happily consider nominations… post them in the comments or email them to me (mzkagan99 [at] gmail [dot] com). Please include the relevant Genius category (ie is it advertising genius? marketing genius? fashion genius? musical genius? foodie genius? etc.).

And just in case the lot of you are both stupid and lazy, I’ll throw in the first few nominations myself:

Music Video Genius:
Weezer, Pork & Beans video

Brand/Business Strategy Presentation Genius:
The Brand Gap: How to Bridge the Distance Between Business Strategy & Design

Future Predictions/Conspiracy-Theory Genius:
Prometeus – The Media Revolution

…And now… I am spent!

Bon nuit, my dear friends.