Triad team champions latest digital media communication solutions from Ad Tech Singapore

What is the buzz about social media? Who is doing what? What are clients expecting? And is it truly a trend or just a fad for marketers? That is what the Triad team set out to find out by participating in Ad Tech in Singapore — an interactive advertising and technology conference and exhibition held in Singapore from 15-18 June 2011.

Today the team speaks of understanding the possibilities of new age media, and how it has enhanced Triad’s digital offering to its customers.

Ad Tech is a worldwide show which blends keynote speakers, topic driven panels and workshops to provide attendees with the tools and techniques they need to compete in a changing world. Who attends? From CEOs, CMOs and Brand Managers to Creatives, Media Buyers and Planners, Product Managers, Marketing Execs and Solution Providers of Brands, Agencies, Publishers and Portals. As such the participants from Triad included its Executive Director and Strategist Michael Holsinger, Media Manager Shamila Suhaib and the Project Manager of Triad’s PR Arm Hardtalk – Sheahan Ganeshan.

According to the team, firstly and most importantly — there is now a really good way to strategise Social media when applied from a long term perspective for a client. It focuses around the 5C’s of social media. Communication — firstly to build a base and then to keep the base content and active, Conversation — always ensure that the communication is two way and respond, Co-creation — design products and promotion with your fans it will give better ROI, Commerce — Financial gains for the brand and satisfaction for the client and lastly Community — the ultimate goal where your fans are your decisive advocates.

“The next most important thing is that we put in measures, and to ensure that Social media really speaks with the same voice as the client’s brand,” they add. “The 19 year old intern that updates a client’s FB page can sometime send the wrong signals; so Persona, Character and Tone of voice become very important.”

The question of Fan vs. Freeloader also comes up repeatedly. In Sri Lanka brands use prizes and give away as bait to build fan numbers. “But is this the best way to go about building our community?” questions Michael. “Instead now we have a measure through a simple FB app to ensure that we understand the quality of our fans.”

More learning was available through case studies such as Dell Swarm and the state-of-the-art hospitality marketing of the revolutionary Marina Bay Sands Hotel which was a real eye-opener for the team in terms of the possibilities of multiple platforms and tactics such as group discounts etc. “The important thing was to understand and dive into real solutions that can be infused into a client’s business and as such Ad Tech – Singapore was really beneficial due to the practical manner in which information was presented to participants,” avers Michael.

The climax of the event and the most important thing the Triad team brought back was the way to start a movement through social media which is now a highly exciting prospect  for Triad — where the agency will be able to start movements for clients that are relevant to their business through the process of ‘motivation’, ‘agitation’ and finally ‘explosion’.

“The message is really clear; if Social Media is to be used sensibly it would no longer be a fad but a trend that will carry on well into the future.

Understanding the possibilities has only been half the battle — it requires great application that Triad is now ready to provide.” Triad, having introduced the first “Virtual Agency Platform TRIADHOT.COM, stands best geared to explore the best possibilities in the digital medium, in a manner that is most relevant to brand building in the new age.