how to build a world-class digital agency - masterclass at kreative asia 2012
Post on 22-Oct-2014
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Masterclass presented at Kreative Asia http://www.kr8v.asia/ 2012 in Kuala Lumpur in MalaysiaTRANSCRIPT
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