The part that hits me most is the summarizing slides:- “It is okay to lose control. Because you are no longer in control.” What companies and brands in Singapore need to know is the consumers have a voice louder than theirs and the way to go is to embrace and co-create the experience with consumers. One-way, top-down, monologue will not work in today’s environment (okay, it will probably work a little if you have lots and lots of budget).

An excellent recipe for engaging, entertaining and dun-find-it-intrusive banner ad.

At the end of the day, the agency job is to equip the clients with a strategy in connecting with their customers, a platform to do that, best practices in managing it and tracking metrics to allow R.O.I. reporting. But the actual implementation is still very much by the client. The only possible way to monetize is a retainer fee to help the client stay on the intended path, or help them in making tweaks to fine-tune the entire strategy.

So if you ask me if there’s money to be made here, I will probably say no. As an agency, knowing how to deal with social media allows you to integrate them into your digital strategy, making your outreach campaigns more viral, more influential, more human. Social media marketing should be seen as part of your client digital strategy and it is key that the agency is able to harness this to build better brands via the digital space.

Here’s an idea for an ad campaign on FB.

Ask ppl to change their profile pics to a campaign identifier, client’s logo, etc and then join the fan page. Daily draw to win prizes. Winner collects the prize, take a pic with the prize, change the profile pic to that and also change Status to ‘I won this at www.xzx.com’. By doing this, the winner qualifies to win the final grand prize.

Lethally viral….Cool huh?