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Fully Integrated: How Digital Agencies are Becoming Agencies
hello.
John Noe, CEO + Managing PartnerBrian Carley, SVP Executive Creative Director
©�2013�Rokkan.�All�rights�reserved.Rokkan����|����New�York��.��Chicago��.��Los�Angeles 2
AND WE’RECAUGHT INTHE MIDDLE
There’s a shift happening
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Our audience is changing.
(Enter the Millennial)
©�2013�Rokkan.�All�rights�reserved.Rokkan����|����New�York��.��Chicago��.��Los�Angeles 4
Consistent themes emerge.
,QÁXHQFHG�E\�SHHUV�Highly social.
Gamers.
Highly educated.Choice matters.Cause focused.
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The tools are changing.
2005 2006 2007 2010
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How people consume content is changing.
Second screen,Social TV,
etc.
Convergence,Native content,0RELOLW\�
etc.
SIMULTANEOUSDEVICES
SMARTERDEVICES
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.
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And in an On-Demand culture,KRZ�FRQWHQW�LV�EHLQJ�FUHDWHG�LV�FKDQJLQJ�
Netflix�Chief�Content�Officer�Ted�Sarandos�said�that�
House�of�Cards�was�their�most-watched�program
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Traditional MediaA suitably large audience can be addressed through placement in time and space.
Digital + Social MediaA 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.
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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
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Service
Support
Awareness
Community
Acquisition
Loyalty
Today’sDigitallyIntegratedCustomer
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YESTERDAYTODAY +
TOMORROW
Rokkan,
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2000In
We started Rokkan.
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When computers looked like this.
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22Charles Bae
24John Noe
When we were
22Chung Ng
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And over the years, we made stuff.
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Working with people like
at a lot of different agencies.
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TODAYAnd
We’re an agency.
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3NEW YORKCHICAGO
LOS ANGELES
2IÀFHV
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DIRECT TOCLIENT
$OO�EXW���SURMHFW�DUH�FXUUHQWO\
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US
ER
EX
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NC
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PR
OD
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PROJECTMANAGEMENT
PROJECT MANAGEMENT
STRATEGY + PLANNING
ACCOUNT MANAGEMENTYesterday.
Today + Tomorrow.
By discipline. By practice.
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THREETHINGS THATSHAPED US
The
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BRANDEDCONTENT
TEST +LEARN
ALWAYSON
�� #2 #3
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MOVINGFURTHER UP
STREAM
Shifting role:
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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
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CHANNELAGNOSTICAPPROACH
Taking a
Business need Consumer needAnd a customer centric approach.
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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 OperationsTechnology + Logistics
Brand + Marketing6DOHV���'LVWULEXWLRQ
Customer Service + Support
Targets Segmentation
Creative StrategyMessaging + Positioning
Channel StrategyConcept Development Prototyping
3rd Party Research + AnalyticsSurveys + Panels
Interviews + Focus Groups
Consumer Insights
Personas
Triggers + MotivatorsKey Use Cases
6SHFLÀFDWLRQV���5HTXLUHPHQWV Launch Strategy + Planning
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WE HAD TOSHIFT OURMINDSET
But more importantly,
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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
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GIVING CLIENTSTHINGS THEY DIDN’T
ASK FOR
Simply put,
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HOW IT’SALL COMINGTOGETHER
And this is
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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:
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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
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The�new�Getaways�experience�saw�a�33%�increase�in�Getaways�revenue,�significantly�out-pacing�all�initial�KPIs�and�success�metrics.�
Getaways Relaunch
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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:
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DIGITAL.
dishonored.com
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INCLUDING AN IPHONE GAME THAT LETS PLAYERS SLICE RATS
INTO PIECESrat assassin
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WE MADE A LOT OFVIDEO CONTENT.E3 launch trailer
game play trailer
developer documentaries
game play videos
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AND SOME OF THEMWERE PRETTY
AWESOME.WDOHV�IURP�GXQZDOO�����JROG�FOLRV
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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
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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
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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
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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
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HIRINGTHE RIGHT
PEOPLE
Operational shift:
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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-DigitalExecution
Measurement +Optimization
We quickly needed to expand our core competencies.
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OURFINAL
TAKEAWAYS
And
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ISN’T EVERYTHINGDIGITAL THESE
DAYS?So, let’s keep
making NEW things together.
To fellow digital agencies:
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DON’T LOOK FOR AGENCIES WHO HAVE
ALREADY DONE IT BEFORE.The world is changing
too quickly. Seek a fresh perspective.
7R�EUDQGV�DQG�PDUNHWHUV�
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Thank you.