how to build a world-class digital agency - masterclass at kreative asia 2012

HOW TO BUILDA WORLD-CLASS DIGITAL AGENCY

MING CHANCEO THE1STMOVEMENTTWITTER @MINGATT1M

Inc. 500 “Fastest Growing Companies” in America

“Best Places to Work” in Los Angeles

Inc. Magazine “Top Asian-Run Companies” in America

“Fastest Growing Private Companies” in Los Angeles

“Top Advertising Agencies” in Los Angeles

#3#6

#10#20

2

WHAT IS A DIGITAL AGENCY (OR PRODUCTION SHOP)?

CONSUMERS

DIGITAL AGENCY

BRANDS

BANNERSWEBSITES

GAMESSOCIAL MEDIA

MOBILETABLETSDIGITAL DEVICES

DIGITALSIGNAGE

KIOSKTOUCHSCREEN

TV

CONSUMERS

DIGITAL AGENCY

BRANDS

BANNERSWEBSITES

GAMESSOCIAL MEDIA

MOBILETABLETSDIGITAL DEVICES

DIGITALSIGNAGE

KIOSKTOUCHSCREEN

TV

PRODUCTION SHOPS

• Digital Brand Strategy• Digital Brand Positioning• Integrated Campaign Strategy• Online Media Planning• Market/User Research & Insights

• Brand Identity & Messaging• User Interface Design• Website Design• Mobile & Devices Content Design• Motion Graphics Design

STRATEGY DESIGN

• Web Development• Mobile & Tablet Application Development• Desktop Application Development• Rich Internet Application Development• Social Platforms & Applications

• Campaign Performance Measurement• Campaign Performance Analysis• Web Analytics and Custom Reporting• User Testing & Usability Analysis• Social Monitoring & Reporting

DEVELOPMENT ANALYTICS

• Digital Brand Strategy• Digital Brand Positioning• Integrated Campaign Strategy• Online Media Planning• Market/User Research & Insights

• Brand Identity & Messaging• User Interface Design• Website Design• Mobile & Devices Content Design• Motion Graphics Design

STRATEGY DESIGN

• Web Development• Mobile & Tablet Application Development• Desktop Application Development• Rich Internet Application Development• Social Platforms & Applications

• Campaign Performance Measurement• Campaign Performance Analysis• Web Analytics and Custom Reporting• User Testing & Usability Analysis• Social Monitoring & Reporting

DEVELOPMENT ANALYTICS

PRODUCT SERVICE

AGENCY

PROS

• LOW START-UP COST• IMMEDIATE REVENUE• HIGH DEMAND

CONS

• SELLING TIME• PROFITABILITY• SCALABILITY

15

+30%v.s.

+14%Nielsen Company, 2011

STRATEGY

EXPENSIVE

AFFORDABLE

PRODUCTION

PRODUCTION SHOP

DIGITAL AGENCY

20

40

60

80

5 100

PRODUCTION SHOP VS. AGENCY

PRODUCTION SHOP OR AGENCY?

YEARS

STAFFS

$10M+

$500K+$2M+

RETAINERS

PROJECTS

PRODUCTION SHOP

DIGITAL AGENCY

STARTING AN AGENCY (OR SHOP)

PROCESS - THE HOW

VISION - THE WHY

CUSTOMERS - THE WHO

OFFERINGS - THE WHAT

GROWING AN AGENCY (OR SHOP)

USP - THE SALES PITCH

TALENT - THE KEY

VISION - THE WHY

TO MAKE A CONTRIBUTION TO THE WORLD BY MAKING TOOLS FOR THE MIND THAT ADVANCE HUMANKIND

TO ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE AND USEFUL

TO TRANSFORM BRANDS THROUGH DIGITAL MEDIA

WORKSHOP #1

IN 20 YEARS, • WHAT WOULD YOUR COMPANY HAVE ARCHIVED?• WHAT WOULD YOUR EMPLOYEES SAY ABOUT THE COMPANY?• WHAT WOULD YOUR CUSTOMERS SAY ABOUT THE COMPANY?• WHAT WOULD OTHERS SAY ABOUT THE COMPANY?

CUSTOMERS - THE WHO

WORKSHOP #2

WHO DO YOU WANT TO DO BUSINESS WITH? • INDUSTRY SECTORS?• COMPANY SIZE?• WHAT POSITION OF BUSINESS CONTACT?

OFFERINGS - THE WHAT

WORKSHOP #3

WHAT SERVICES/PRODUCTS ARE YOU OFFERING?

• Digital Brand Strategy• Digital Brand Positioning• Integrated Campaign Strategy• Online Media Planning• Market/User Research & Insights

• Brand Identity & Messaging• User Interface Design• Website Design• Mobile & Devices Content Design• Motion Graphics Design

STRATEGY DESIGN

• Web Development• Mobile & Tablet Application Development• Desktop Application Development• Rich Internet Application Development• Social Platforms & Applications

• Campaign Performance Measurement• Campaign Performance Analysis• Web Analytics and Custom Reporting• User Testing & Usability Analysis• Social Monitoring & Reporting

DEVELOPMENT ANALYTICS

PROCESS - THE HOW

WORKSHOP #4WHAT IS YOUR PROCESS TO DELIVER YOUR PRODUCTS/SERVICES?

Insight Driven InnovationTM

INSIGHT

DESIGN

DEVELOP/DEPLOY

MEASURE

USP - THE SALES PITCH

Square enables anyone to accept credit cards anywhere. We offer an easy to use, free credit card reader that plugs into any mobile devices. There are no extra equipment, complicated contracts, monthly fees or merchant account required.

Through our insight-driven approach, we leverage digital media to create interactive experiences that capture attention, build engagement, and demonstrate measurable results for the world’s strongest brands.

MY COMPANY ______________

OFFERS ___________________

FOR ______________________

TO _______________________

THROUGH _________________

WORKSHOP #5WHAT IS YOUR UNIQUE SELLING PROPOSITION?

MY COMPANY THE1STMOVEMENT

OFFERS DIGITAL ADVERTISING SOLUTIONS

FOR FORTUNE 500 BRANDS

TO CREATE INTERACTIVE EXPERIENCES THAT CAPTURE ATTENTION, BUILD ENGAGEMENT AND DEMONSTRATE MEASURABLE RESULTS

THROUGH OUR INSIGHT-DRIVEN APPROACH

TALENT - THE KEY

Digital Strategist(s)

STRATEGY DESIGN

DEVELOPMENT ANALYTICS

Online Media Planner

Creative Director(s)

User Interface Designer(s)

Web Designer(s)

Motion Graphics Designer(s)

Director of Strategy

Technical Director(s)

Mobile Device Developer(s)

Web Developer(s)

Game Developer(s)

Game Designer(s)

QA Tester(s)

Usability Researcher(s)

Campaign Analyst(s)

ADMINISTRATION

Director of Finance

Director of Operations

Director of Technology

Office Manager(s)

WORKSHOP #6

HOW DO YOU ATTACT AND RETAIN TALENT? • FINANCIAL COMPENSATIONS (SALARY, OWNERSHIP, ETC.)?• JOB RESPONSIBILITIES? • CAREER PATH?• COMPANY CULTURE?

1. WHAT ARE YOUR PERSONAL VALUES?2. WHAT ARE YOUR EMPLOYEES’ PERSONAL VALUES?3. COMBINE TO CREATE ACTIONABLE COMPANY CORE VALUES4. HIRE, FIRE AND GROW EMPLOYEES AROUND COMPANY CORE VALUES

STARTING AN AGENCY (OR SHOP)

PROCESS - THE HOW

VISION - THE WHY

CUSTOMERS - THE WHO

OFFERINGS - THE WHAT

GROWING AN AGENCY (OR SHOP)

USP - THE SALES PITCH

TALENT - THE KEY

CHASE THE VISION, AND THE MONEY WILL FOLLOWTONY HSIEH, ZAPPOS

THANKS!MING CHANCEO THE1STMOVEMENTTWITTER @MINGATT1M