IGNITE

I recently read an Advertising Age article that claimed Twitter has grossed $48 million dollars within the past month! Astounding, right? Believe it or not, Twitter also gained 2.73 billion hits in that same time span. For a company that began only three years ago, Twitter is now the main attraction of online coverage and keyword searches. It is even more popular than iconic Google right now. With all this media hype, I know many people are questioning whether it’s worth it to sign up for a Twitter account since lots of cyber networking sites have turned into outdated fads (MySpace anyone?). I personally think it has revolutionized communication and benefits its users, much like LinkedIn and Facebook have reunited old classmates and colleagues. It really is a practical tool for collaborating with other companies, keeping up with news updates, and learning what industry experts have to say about social media.
Follow Spotlight Communications on Twitter @Spotlight535

If you’re like me, you are amazed at how President Obama has used the internet to campaign, rally voters together and raise over $30 million. Our first “internet President” got me thinking about how social media can work to our advantage within our own organizations. But we can’t be effective unless we first understand just what this cyber phenomenon is and how it works. Have you mastered Blogs, podcasts, wikis, social networks, or YouTube? If so, social media can offer a fast and cost effective way to reach new and existing clients, employees, stakeholders, the public, and the media. Don’t get left behind! In order to keep you plugged in, I’ve outlined the five W’s of social media for you here.

WHAT?
Social media is text, video, images, photos, audio and other media generated by and shared with “everyday people” from decentralized sources. Therefore, any website that invites you to interact with the site and with other visitors falls into the definition of social media.

WHO?
Your organization, customers, potential clients, and virtually anyone with internet access can use social media. Social media provides these audiences the ability to tap into one single platform simultaneously. So just who is using social media and how are they leveraging it? See if you recognize anyone on this list…

Politicians
Currently, President Obama has 1,359,387 followers and counting on Twitter . My.BarackObama.com, commonly referred to as MyBO , is the networking site that set our current president apart from other candidates. Supporters created groups, organized events, raised money, and interacted on this outlet specifically designed for Obama supporters. This was a first for politics. By the close of the campaign, over 2 million volunteers had planned near 200,000 offline events and contributed 400,000 blog posts.

Celebrities
Celebrity, Hugh Jackman got fans and Twitter users talking when he made an update that said, “I will donate $100K to one individual’s favorite non-profit organization. Of course, you must convince me why by using 140 characters or less.” Replies came pouring in, and he decided on two charities: charity: water and Operation of Hope . Jackman learned about hundreds of organizations from the response of fellow ‘tweeters,’ and the charities he chose received tons of free exposure from the public. As a result, the organizations noticed a surge in funding and support, due to social media.

Businesses
JetBlue started out as just another discount airliner but it has boomed in the recent years. Aside from new planes and successful advertising, the airline has adopted social media in its marketing mix. Run by two JetBlue employees-Morgan and Gigi, the company’s Twitter account welcomes comments from flyers and gives personal feedback to questions about TSA guidelines, flying tips, and other travel concerns.  Cyberspace provides a place for travelers to voice their concerns and gain access to up to the minute information. JetBlue’s use of social media has set the airline apart, unlike some of its more expensive competitors who are not plugged in to their customers.

WHERE?
Social media is internet-based but can also help to facilitate face-to-face meetings and events. For instance, on Twitter , users tend to chat or “tweet” with other people based on their interests and by industry type. Sometimes, these users plan a “tweetup,” where they meet offline to casually talk further. This is a perfect networking opportunity because companies can gain more clients and exposure through these off-line interactions. REMEMBER: Although social media is a successful marketing tool, it does NOT replace in-person communication with clients and other important people who may benefit from your business.

WHY?
It’s affordable, measurable, customizable and easy to use! Most sites, including Facebook and Twitter are free and are simple to set up. Social networking sites allow companies to see who is interested in their online presence, which makes it is easier to reach customers and those who want to find out more about your services.  Personalizing sites with your company brand, colors and logo also give viewers the feeling that your organization takes its online presence seriously.  Because it is instantaneous, social media welcomes honest dialogue between different parties. Customers can actually chat with the executive of a large business and thus feel a closer connection with a brand. Finally, social media sites are made for everyone, they are designed to be simple and user-friendly.

WHEN?
If you’re considering trying social media within own organization, it’s best to have a plan prior to jumping in. While it’s tempting to join a social networking site just because others are doing the same, make sure that you first understand all of the social networking sites available to you, and then identify the best fit for your organization. TechCrunch has compiled a list of the top 20 social networking sites where you can learn who is using social media and how they are using it.

Thank you so much for ALL of the great feedback on our new website! We are really excited about the new features, and continuously updating the site with news, blog posts, white papers and other fun marketing tools so keep checking back.

Stay tuned for the launch of SparkPlug! The newsletter you know and love, Spark, has gotten a facelift. SparkPlug will include all of the helpful tips on do-it-yourself marketing in a condensed version, enabling you to read it on the go! Another great feature of SparkPlug is its interactivity, which will allow you to take a look at how others are putting these next generation marketing ideas to use.  While SparkPlug is very straightforward and offers quick tips, we feel it will make your marketing goals more attainable by providing real world examples that you can actually use.

Wishing you a safe and enjoyable July 4th weekend!

The coming of this new website is almost as widely anticipated as the Star Trek movie. Well maybe not that hyped, but we wanted to give the people what they wanted and that’s what the new site aims to do.

My team has worked tirelessly over the past year on getting our new website up and running, and I have to give mad props to my peeps- Jeremy, Mike, Danielle, Dhakir, Elena, Tamar, Suzanne, Tim, Kristen, Casey, Trevor, Tom and Mike F. for his “just get something up already!” every Monday morning over coffee. They say it takes a village, and this project really has. Thank you to each of you for your amazing input, time, talent, creativity, and patience with me as I have tried to determine just which galaxy our spaceship will travel to next.

This time travel speaks to evolution and that’s what’s been happening here at mission control, aka Spotlight headquarters. This blog, our site, and brand have evolved. As you take a look around you will notice amongst the many exciting updates, that we have expanded our capabilities. I personally began as a journalist, founded Spotlight as a PR agency, and now we have become the full-service marketing communications corporation that we are today.

Seeing as pretty much everyone is all abuzz about next generation media solutions, it seems fitting that Spotlight is following along that path and extending our services for our clients. Many companies are still trying to incorporate modern marketing tools into their businesses. To the inexperienced, social media is hardly more than a jumble of confusing lingo. Take Twitter for instance: tweets, followers, RT, #followfriday, DM, fail whale, @replies. While intrigued by yet another new site that lets you communicate instantly with friends and strangers, first time users are surely puzzled and overwhelmed from all the new abbreviations and mechanics. It’s not just with Twitter, though. Pretty much every new site or “app” has left people wondering whether that tool is really useful for business. In most cases, it is. Marketing relies on online outlets because they are instantaneous and welcome other people to join by providing personal feedback.

Social media skeptics shouldn’t feel afraid of these changes, though. The digital world is evolving daily and instead of just going along with it we should be part of the movement.

Now, welcome to the next generation. We hope you enjoy this ride.

As the weather turns warmer, staying focused on keeping those creative marketing gears churning can become increasingly difficult. But with a little time, energy and imagination, you can still spring into summer with an ingenious marketing plan that conveys your company’s vision to your target markets, customers and employees. This month, we look at some ways to keep your ideas fresh using Spotlight’s favorite five ways to inspire your marketing creativity.

1. Crank-up Your PR and Marketing Machine.
Hiring PR and marketing professionals can help you put a new spin on your products and services, energize your company’s existing brand (or create an entirely new identity), and foster trust between you and your public. Be sure to start by outlining your marketing goals. Then, focus your selection process by interviewing firms that have worked on related campaigns with clients in similar industries.

2. “What If…”?
Did you know that social networking tool Facebook was originally developed as an online community for use by Harvard students? Now, it has more than 67 million users from various demographics, thus demonstrating the importance of pushing boundaries. You should think about ways to push the boundaries of your own creative marketing campaigns. Then, just when you think you’re done, ask yourself questions like, “What if…” and “How far can we go with this”?

3. Brainstorm within Your Community.
If you’re like us, you probably already write down every idea you have, no matter how ridiculous it may seem (ummm, right?). But remember to also leverage others, such as the communities you frequent in-person and online-and most importantly, your customers, to assist you in rising up to new challenges. For example, Starbucks implemented “My Starbucks Idea,” a website where customers can log-in and share their ideas on how to improve Starbucks; executives will try to implement the most popular ideas. What better way to get ideas on the direction of your business than from the people who purchase your products and services? So, take down those mental barriers, visit your local communities and start seeking inspiration.

4. Get Real.
Generate hip new marketing ideas by focusing on who your true customers are-or who you want them to be. For example, Dove’s “Real Beauty” campaign features real women in all shapes and sizes (as opposed to airbrushed models). This creative marketing campaign has increased Dove’s brand recognition, raised profits, and most importantly- created a mass cause-related movement to promote self-esteem. It’s a perfect example of success by bucking industry standards and tackling your marketing from a different point-of-view.

5. Sing the Song of Creative Marketing.
Say them, shout them and write them down, but whatever you do-get them out! Take cues from the advertising industry, where team members generate new ideas in a fast-paced environment by writing every idea onto whiteboards, posting inspirational photos or quotes in open spaces, and in some cases even singing their thoughts! Practice really does makes perfect, and the more you do it, the more adept you will become at churning out those nifty marketing ideas.
Getting those creative gears spinning is less strenuous than it seems. The trick is to remain open to new ideas whenever they come and wherever they come from (and trust us, they come from the most unexpected places and at the strangest times). Nevertheless, generating clever marketing ideas can lead to a stronger and more recognizable brand. Allowing for freedom to take risks paves the way for innovation, so take a deep breath, let go of your worries, and start creating!
Need help creating a creative marketing machine of your own? …

SPARK Facts
The average adult thinks of three to six alternatives for any given situation. The average child thinks of 60.