"Action beats inaction."

The real movers and shakers recognize that it's better to be moving and building momentum. 2011 can be summed up as the year of engagement and relationships in motion setting the stage for a year of action and lasting impact.

This year provided a fantastic opportunity for individuals on the Central Coast and Silicon Valley to come together and address some of the hottest topics facing the Latino market. Latino2 and #Cause2012 SCtSMC stand out as two shining moments of 2011.

Latino2 in Silicon Valley

What do you get when you invite aspiring Hispanic engineers, bloggers, entrepreneurs, a new media guru, passionate foodies, and the White House to take over a computer history museum right smack in the middle of Silicon Valley?

A whole lot of reverberating forward motion across the Latinosphere and an engagement think tank.

"What you don't know about your online reputation is going to hurt you." - Brian Solis on the need for brands to be in-tune with the many conversations taking place across the social media landscape.

#Cause2012 Social Change through Social Media Conference

Real purpose and meaning form the core of a true differentiation strategy. Success isn't built on ability and processes alone. The most important question facing today's organizations is the question of "Why?" 

We know who you are and what you do but we don't quite understand why you do it. Purpose matters in the eyes of consumers who are increasingly searching for brands and individuals who not only offer great widgets and remarkable experiences but also lead the pack in manufacturing meaning.

Video Link: (The new face of America.)

Having a unique story and sharing it with the world is something special.

Who would have thought that on a brisk October morning on a wonderful stage set in a beautifully intimate theater with a rich 45 year history where the likes of Kathy Bates, Robin Williams, and Belita Moreno (among others) have delighted crowds that we would find some of California's most dedicated agents and artists of community building?

On October 29th, 2011 the PCPA Theater at Allan Hancock College (A Hispanic-Serving Institution) was transformed into an ideation hub where the center of focus included social media best practices for driving organizational capacity building, increasing Latino engagement, and community organizing.

"Mi Causa es Su Causa." (My cause is your cause.) sums up the atmosphere rather nicely.

Both of these landmark events served as some of the most rewarding and engaging experiences of 2011. A huge standing ovation to all the outstanding individuals and organizations who made Latino2 and #Cause2012 a reality. The takeaways are numerous but none greater than the chance to call some great people...friends.

Here's to a great 2011 and a divine 2012!

In a recent AdvertisingAge article entitled, "What's Required of the Next Generation of Marketers," Maureen Morrison identifies several skills that can help aspiring brand technicians stand out from the rest of the pack.

"Tomorrow's marketers will have to be well-rounded multi-disciplinarians who understand not only creative, but also digital marketing, social media and new technologies -- and how those all complement one another -- as well as how to back up a plan with data and analytics."

Following, are what Maureen lists as the top skills required for Next Generation marketers:

Agility

Learners who have the ability to adapt quickly and handle the twists and turns which face marketers on a daily basis.

Digital Understanding

A fundamemtal awareness and keen understanding of what's happening in the digital arena including the always popular world of social media.

Integrated-Marketing Capabilities (My favorite for obvious reasons.)

Consumers are bombarded with information from various angles oftentimes left to deal with cluttered and competing messages. Integrated marketing communications bridge this gap by applying an important element of orchestration to the marketing mix.

Industry Specific Knowledge

Some industries involve a steep learning curve that can only be conquered through experience and first hand knowledge.

These are fantastic recommendations and very relevant skills needed for next generation marketing. However, I believe that we can also add the following:

Cultural Awareness

Audiences are more diverse than ever before. Growing populations such as the Latino market are comprised of cultural nuances that oftentimes determine the success or failure of a communications effort.

Investing in yourself should be an ongoing process.

Your thoughts and comments are welcome.