How to build a world-class Digital Agency - Masterclass at Kreative Asia 2012

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Masterclass presented at Kreative Asia http://www.kr8v.asia/ 2012 in Kuala Lumpur in Malaysia

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How to build a world-class Digital Agency - Masterclass at Kreative Asia 2012

  1. 1. HOW TO BUILDA WORLD-CLASS DIGITAL AGENCY
  2. 2. MING CHANCEO THE1STMOVEMENTTWITTER @MINGATT1M
  3. 3. 2 Inc. 500 “Fastest Growing Companies” in America #3 “Best Places to Work” in Los Angeles #6 Inc. Magazine “Top Asian-Run Companies” in America#10 “Fastest Growing Private Companies” in Los Angeles#20 “Top Advertising Agencies” in Los Angeles
  4. 4. WHAT IS A DIGITAL AGENCY(OR PRODUCTION SHOP)?
  5. 5. CONSUMERS BANNERS MOBILE DIGITAL SIGNAGE WEBSITES TABLETS KIOSK GAMES DIGITAL TOUCHSCREENSOCIAL MEDIA DEVICES TV DIGITAL AGENCY BRANDS
  6. 6. CONSUMERS BANNERS MOBILE DIGITAL WEBSITES TABLETS SIGNAGE KIOSK PRODUCTION GAMES DIGITAL DEVICES TOUCHSCREEN SHOPSSOCIAL MEDIA TV DIGITAL AGENCY BRANDS
  7. 7. STRATEGY DESIGN• Digital Brand Strategy • Brand Identity & Messaging• Digital Brand Positioning • User Interface Design• Integrated Campaign Strategy • Website Design• Online Media Planning • Mobile & Devices Content Design• Market/User Research & Insights • Motion Graphics DesignDEVELOPMENT ANALYTICS• Web Development • Campaign Performance Measurement• Mobile & Tablet Application Development • Campaign Performance Analysis• Desktop Application Development • Web Analytics and Custom Reporting• Rich Internet Application Development • User Testing & Usability Analysis• Social Platforms & Applications • Social Monitoring & Reporting
  8. 8. STRATEGY DESIGN• Digital Brand Strategy • Brand Identity & Messaging• Digital Brand Positioning • User Interface Design• Integrated Campaign Strategy • Website Design• Online Media Planning • Mobile & Devices Content Design• Market/User Research & Insights • Motion Graphics DesignDEVELOPMENT ANALYTICS• Web Development • Campaign Performance Measurement• Mobile & Tablet Application Development • Campaign Performance Analysis• Desktop Application Development • Web Analytics and Custom Reporting• Rich Internet Application Development • User Testing & Usability Analysis• Social Platforms & Applications • Social Monitoring & Reporting
  9. 9. AGENCYPRODUCT SERVICE
  10. 10. PROS CONS• LOW START-UP COST • SELLING TIME• IMMEDIATE REVENUE • PROFITABILITY• HIGH DEMAND • SCALABILITY
  11. 11. v.s. +30% +14% Nielsen Company, 201115
  12. 12. EXPENSIVEPRODUCTION STRATEGY DIGITAL AGENCY PRODUCTION SHOP AFFORDABLE
  13. 13. PRODUCTION SHOP VS. AGENCY 80 $10M+ 60 RETAINERSSTAFFS PRODUCTION SHOP DIGITAL AGENCY 40 OR AGENCY? 20 $2M+ PROJECTS $500K+ PRODUCTION SHOP 0 5 10 YEARS
  14. 14. STARTING AN AGENCY (OR SHOP)
  15. 15. VISION - THE WHYCUSTOMERS - THE WHOOFFERINGS - THE WHATPROCESS - THE HOW
  16. 16. GROWING AN AGENCY (OR SHOP)
  17. 17. USP - THE SALES PITCHTALENT - THE KEY
  18. 18. VISION - THE WHY
  19. 19. TO MAKE A CONTRIBUTIONTO THE WORLDMINDMAKING TOOLS FOR THE BYTHAT ADVANCE HUMANKIND
  20. 20. TO ORGANIZE THEWORLD’S INFORMATION ANDMAKE IT UNIVERSALLYACCESSIBLE AND USEFUL
  21. 21. TO TRANSFORMBRANDS THROUGHDIGITAL MEDIA
  22. 22. WORKSHOP #1IN 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?
  23. 23. CUSTOMERS - THE WHO
  24. 24. WORKSHOP #2WHO DO YOU WANT TO DO BUSINESS WITH?• INDUSTRY SECTORS?• COMPANY SIZE?• WHAT POSITION OF BUSINESS CONTACT?
  25. 25. OFFERINGS - THE WHAT
  26. 26. WORKSHOP #3WHAT SERVICES/PRODUCTS ARE YOU OFFERING? STRATEGY DESIGN• Digital Brand Strategy • Brand Identity & Messaging• Digital Brand Positioning • User Interface Design• Integrated Campaign Strategy • Website Design• Online Media Planning • Mobile & Devices Content Design• Market/User Research & Insights • Motion Graphics Design DEVELOPMENT ANALYTICS• Web Development • Campaign Performance Measurement• Mobile & Tablet Application Development • Campaign Performance Analysis• Desktop Application Development • Web Analytics and Custom Reporting• Rich Internet Application Development • User Testing & Usability Analysis• Social Platforms & Applications • Social Monitoring & Reporting
  27. 27. PROCESS - THE HOW
  28. 28. WORKSHOP #4WHAT IS YOUR PROCESS TO DELIVER YOUR PRODUCTS/SERVICES? INSIGHT MEASURE Insight Driven Innovation TM DESIGN DEVELOP /DEPLOY
  29. 29. USP - THE SALES PITCH
  30. 30. Square enables anyone to accept creditcards anywhere. We offer an easy to use,free credit card reader that plugs into anymobile devices. There are no extraequipment, complicated contracts, monthlyfees or merchant account required.
  31. 31. Through our insight-driven approach, weleverage digital media to create interactiveexperiences that capture attention, buildengagement, and demonstrate measurableresults for the world’s strongest brands.
  32. 32. WORKSHOP #5WHAT IS YOUR UNIQUE SELLING PROPOSITION? MY COMPANY ______________ OFFERS ___________________ FOR ______________________ TO _______________________ THROUGH _________________
  33. 33. MY COMPANY THE1STMOVEMENTOFFERS DIGITAL ADVERTISING SOLUTIONSFOR FORTUNE 500 BRANDSTO CREATE INTERACTIVE EXPERIENCES THATCAPTURE ATTENTION, BUILD ENGAGEMENTAND DEMONSTRATE MEASURABLE RESULTSTHROUGH OUR INSIGHT-DRIVEN APPROACH
  34. 34. TALENT - THE KEY
  35. 35. STRATEGY DESIGN Director of Strategy Creative Director(s) Digital Strategist(s) User Interface Designer(s) Online Media Planner Web Designer(s) Motion Graphics Designer(s) Game Designer(s)DEVELOPMENT ANALYTICS Director of Technology Campaign Analyst(s) Technical Director(s) Usability Researcher(s) Mobile Device Developer(s) Web Developer(s) Game Developer(s) ADMINISTRATION Director of OperationsQA Tester(s) Director of Finance Office Manager(s)
  36. 36. WORKSHOP #6HOW 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 VALUES 4. HIRE, FIRE AND GROW EMPLOYEES AROUND COMPANY CORE VALUES
  37. 37. STARTING AN AGENCY (OR SHOP)
  38. 38. VISION - THE WHYCUSTOMERS - THE WHOOFFERINGS - THE WHATPROCESS - THE HOW
  39. 39. GROWING AN AGENCY (OR SHOP)
  40. 40. USP - THE SALES PITCHTALENT - THE KEY
  41. 41. CHASE THE VISION, AND THEMONEY WILL FOLLOWTONY HSIEH, ZAPPOS
  42. 42. THANKS!MING CHANCEO THE1STMOVEMENTTWITTER @MINGATT1M

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