Fully Integrated: How Digital Agencies Are Becoming Agencies

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ROKKAN's John Noe (CEO, Managing Partner) & Brian Carley (SVP, Executive Creative Director) will speak to the seismic shift in the scope of responsibilities digital shops are now responsible for and explore the transition from production and development to solving critical business problems for some of the biggest brands in the world. Join us for a relaxed conversation around how we got here and most importantly, where we're all headed. It'll be fun, we promise. - See more at: http://www.advertisingweek.com/calendar/-fully-integrated-how-digital-agencies-are-becoming-agencies-2013-09-23-1000#sthash.i8VwSA0f.dpuf

Published in: Travel, Business

Fully Integrated: How Digital Agencies Are Becoming Agencies

  1. 1. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 1 Fully Integrated: How Digital Agencies are Becoming Agencies hello. John Noe, CEO + Managing Partner Brian Carley, SVP Executive Creative Director
  2. 2. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 2 AND WE’RE CAUGHT IN THE MIDDLE There’s a shift happening
  3. 3. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 3 Our audience is changing. (Enter the Millennial)
  4. 4. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 4 Consistent themes emerge. Highly social. Gamers. Highly educated. Choice matters. Cause focused.
  5. 5. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 5 The tools are changing. 2005 2006 2007 2010
  6. 6. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 6 How people consume content is changing. Second screen, Social TV, etc. Convergence, Native content, etc. SIMULTANEOUS DEVICES SMARTER DEVICES 77%of the time we’re using the TV we’re also using another device 38%of our daily media interactions occur on a smartphone. 60% of which happens at home.
  7. 7. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 7 And in an On-Demand culture, Netflix Chief Content Officer Ted Sarandos said that House of Cards was their most-watched program
  8. 8. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 8 Traditional Media A suitably large audience can be addressed through placement in time and space. Digital + Social Media A suitably large audience can be addressed through engagement with cultures and communities. them thema friend the internet us us Fundamentally changing how we reach audiences.
  9. 9. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 9 Our audience is connected. As is their journey. “Traditional” E-Mail/Direct Retail Loyalty Social Joe Megibow SVP/GM of Omni-Channel eCommerce joins American Eagle from like Expedia. They open their SF HQ focused around omnichannel business strategy aimed at drawing talent from Silicon Valley. 122% growth in mobile commerce since last year
  10. 10. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 10 Service Support Awareness Community Acquisition Loyalty Today’s Digitally Integrated Customer
  11. 11. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 11 YESTERDAY TODAY + TOMORROW Rokkan,
  12. 12. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 12 2000 In We started Rokkan.
  13. 13. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 13 When computers looked like this.
  14. 14. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 14 22Charles Bae 24John Noe When we were 22Chung Ng
  15. 15. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 15 And over the years, we made stuff.
  16. 16. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 16 Working with people like at a lot of different agencies.
  17. 17. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 17 TODAY And We’re an agency.
  18. 18. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 18 3 NEW YORK CHICAGO LOS ANGELES
  19. 19. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 19 DIRECT TO CLIENT
  20. 20. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 20 USEREXPERIENCE PRODUCT+PLATFORM DEVELOPMENT SOCIAL LOYALTY VISUALDESIGN BRAND+MARKETING PR+MEDIA QA MOBILE CONTENT+FILM PROJECT MANAGEMENT PROJECT MANAGEMENT STRATEGY + PLANNING ACCOUNT MANAGEMENT Yesterday. Today + Tomorrow. By discipline. By practice.
  21. 21. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 21 THREE THINGS THAT SHAPED US The
  22. 22. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 22 BRANDED CONTENT TEST + LEARN ALWAYS ON #2 #3
  23. 23. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 23 MOVING FURTHER UP STREAM Shifting role:
  24. 24. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 24 Clients asking us to create websites and campaign work, already conceived. Where we work to develop an approach based research, strategy, planning and a lot of ideation. Shift from... A strategic partnership... A To
  25. 25. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 25 CHANNEL AGNOSTIC APPROACH Taking a Business need Consumer need And a customer centric approach.
  26. 26. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 26 DISCOVERY A strategic starting point. IMMERSION INVENTION PLANNING Business need Consumer need For Dish: We held stakeholder interviews with everyone from the CEO to customer service and tech support teams sitting on calls at multiple call centers. For Chipotle: We worked at locations in various markets getting to know the staff, their duties, their issues, and their culture. For JetBlue: We held focus groups and panels as we developed concepts and ideas, testing them against against real customers. Vision Operations Technology + Logistics Brand + Marketing Customer Service + Support Targets Segmentation Creative Strategy Messaging + Positioning Channel Strategy Concept Development Prototyping 3rd Party Research + Analytics Surveys + Panels Interviews + Focus Groups Consumer Insights Personas Triggers + Motivators Key Use Cases Launch Strategy + Planning
  27. 27. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 27 WE HAD TO SHIFT OUR MINDSET But more importantly,
  28. 28. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 28 We’re in the business of making really great digital things. We’re in the business of really great ideas that translate seamlessly into a highly connected digital world. FROM TO
  29. 29. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 29 GIVING CLIENTS THINGS THEY DIDN’T ASK FOR Simply put,
  30. 30. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 30 HOW IT’S ALL COMING TOGETHER And this is
  31. 31. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 31 The company needed to refresh their website and build a mobile app to allow for a more convenient way to book flights. We created an award winning website, completely re-imagined their loyalty program and designed one of the most highly functional airline mobile all while trying to bring “humanity” back to the digital airline experience. JetBlue The ask: The solution:
  32. 32. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 32 The relaunch of JetBlue.com dropped online customer complaints by 97% and increased TruBlue conversions, TrueBlue bookings, travel searches and travel bookings significantly. The app continues to grow in popularity and accounts for a healthy percentage of their online conversion. JetBlue Digital Refresh
  33. 33. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 33 The new Getaways experience saw a 33% increase in Getaways revenue, significantly out- pacing all initial KPIs and success metrics. Getaways Relaunch
  34. 34. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 35 To launch a new multi- platform AAA title in a highly saturated market with a goal of 1 million units sold. We created an award winning campaign that touched every single outlet that the highly social, savvy and active ‘gamer’ spends time in, and beat their goal. Dishonored The ask: The ask:
  35. 35. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 36
  36. 36. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 37
  37. 37. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 38 DIGITAL. dishonored.com
  38. 38. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 39 INCLUDING AN IPHONE GAME THAT LETS PLAYERS SLICE RATS INTO PIECES rat assassin
  39. 39. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 40 WE MADE A LOT OF VIDEO CONTENT. E3 launch trailer game play trailer developer documentaries game play videos
  40. 40. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 41 AND SOME OF THEM WERE PRETTY AWESOME.
  41. 41. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 42
  42. 42. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 43 As digital AOR for Fancy Feast Rokkan partners with the brand on everything from crafting their voice and storytelling in the social space to overarching portfolio strategy and optimizing their digital footprint. Getting Fancy
  43. 43. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 44 With Fancy Feast’s new product hitting shelves, Rokkan created an awareness campaign highlighting the love both humans and cats share for cheese. We partnered with Liz Thorpe the resident cheese monger at Murray’s Cheese in NYC to launch the Fancy Feast Cheese Affair. The campaign served as the launch of the brand’s Pinterest page and featured a “Pin to Win” sweepstakes which had more than 28k registrations over four weeks. Additionally, we built CheeseAffair.com on Tumblr - making Fancy Feast the first Purina brand to leverage the platform - and allowing for increased discovery and share-ability of the rich content we were producing. A Cheese Affair
  44. 44. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 45 April Fools’ Day is played out by almost every major brand in social media, and this past year cats seemed to be one of the leading topics of conversation. Fancy Feast joined the conversation with the announcement of the latest reality television show “The Real Housecats of St. Louis” on Facebook and Twitter. The prank was featured by several publications including The Hollywood Reporter, MSN Entertainment and Huffington Post Comedy. The Facebook post was seen by 1,000,000 people and the #RealHousecats generated 30,222 total impressions, with many fans begging that this announcement not be an April Fools joke. April Fools
  45. 45. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 46 Creating content that’s ownable and un-mistakingly your brand is imperative. We were able to to do just that with our “Fancy This With That” From afar cats and fashion seem like a daring pair, but from what we’ve seen they were made for each other, and the fashionista’s notice -- approaching the brand about a partnership for New York Fashion Week all about cat couture. Designer Malan Breton created three outfits inspired by the Fancy Feast white cat that were featured as a part of his runway show. With our Fancy booth promoting all things cat fashion and Fancy Feast’s presence throughout the shows at the Metropolitan Pavilion and the exclusive evening after parties, who knows what cat-inspired pieces we’ll see on the catwalk next year! Fancy Fashion
  46. 46. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 47 HIRING THE RIGHT PEOPLE Operational shift:
  47. 47. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 48 Starting from a clean and blank slate. What we’d make would be up to us. Creating non- digital content and experiences, but also “being” the brand 24-7. Not just analytics reporting post- campaign, but shifting our approach in real- time while live. Strategy + Planning Non-Digital Execution Measurement + Optimization We quickly needed to expand our core competencies.
  48. 48. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 49 OUR FINAL TAKEAWAYS And
  49. 49. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 50 ISN’T EVERYTHING DIGITAL THESE DAYS? So, let’s keep making NEW things together. To fellow digital agencies:
  50. 50. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 51 DON’T LOOK FOR AGENCIES WHO HAVE ALREADY DONE IT BEFORE. The world is changing too quickly. Seek a fresh perspective.
  51. 51. © 2013 Rokkan. All rights reserved.Rokkan | New York . Chicago . Los Angeles 52 Thank you.

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