The Role of Technology in the Creative Agency
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From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Role Of Technology In The Modern Creative Agency - Given by Fred Gerantabee, @GROOVEYORKCITY - Grey Group, SVP/Director of Creative Technology
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The Role of Technology in the Creative Agency
- 1. THE ROLE OF TECHNOLOGY! IN THE CREATIVE AGENCY! FRED GERANTABEE DIRECTOR, CREATIVE TECHNOLOGY @
- 2. WHAT WE’LL TALK ABOUT! • WHY THE MODERN AGENCY NEEDS US • WHERE WE LIVE • HOW WE SHAPE MODERN MARKETING • A METHODOLOGY FOR EVERYONE
- 3. WHO ARE WE?! WHERE ARE WE?!
- 4. ADVOCATE! CONVERT! EVALUATE! EXPERIENCE! CONSIDER! BOND! IGNITE! SOCIAL MOBILE ! IN-STORE R&R! SOCIAL MOBILE ! IN-STORE ECRM! ECOMM (MOBILE/WEB) DPOS IN-STORE ECRM! MOBILE WEB DPOS ECRM PAID SEARCH! MOBILE WEB DPOS IN- STORE ECRM! EXPERIENTIAL MOBILE WEB IN-STORE ECRM PAID SEARCH! EXPERIENTIAL MOBILE WEB ECRM PAID !
- 5. CREATIVE TECHNOLOGY! USER EXPERIENCE DESIGN! EXPERIENTIAL DESIGN & LOGISTICS! SHOPPER TECHNOLOGY! ECRM! ANALYTICS! SEM/SEO! PROCUREMENT! DEVELOPMENT & ENGINEERING! AD TECH! IS/IT! ! MARKETING! TECHNOLOGISTS!
- 6. WHO ARE WE?!
- 7. ASSESS CLIENT LANDSCAPES UNEARTH GAPS FIND OPPORTUNITY LEARN CLIENT INFRASTRUCTURE AND OPERATIONS SURVEYOR! EXPLORE EVALUATE DEMONSTRATE PROCURE PARTNER MATCHMAKER! CONNECTIVE TISSUE BETWEEN CREATIVE, STRATEGY, TECH AND CLIENT COLLABORATE FIND SOLUTIONS THAT FIT ALL NEEDS CONNECTOR! MAKE THINGS DEVELOP I.P. BE ADDITIVE CREATOR!
- 8. BRAND X APP ! MOBILE UTILITY AT SHELF IS UNDER- UTILIZED E-COMM IS NOT QUITE CONNECTED TO RETAIL DATA LIVES IN MULTIPLE PLACES THERE ARE SPECIFIC PRACTICES AROUND PII & CONSUMER DATA THE ECOSYSTEM SURVEYOR! EXPLORE TECHNOLOGY PARTNERS FOR COUPONING, PROXIMITY & AR CO-CREATE A PROTOTYPE OR POC TO DEMONSTRATE CAPABILITIES INSURE THAT PARTNER SLA SUPPORTS REQUIREMENTS & VISION MATCHMAKER! KEEP CREATIVE & TECH ALIGNED TO STRATEGY & BUSINESS OBJECTIVES PARTNER WITH CLIENT PROCUREMENT & IT DISCUSS INTEGRATION OF SERVICES WITH CLIENT & 3RD PARTIES CONNECTOR! DEVELOP ROADMAP IDENTIFY OPPORTUNITIES TO LEVERAGE ROADMAP ITEMS THINK FUTURE FORWARD ABOUT THE PLATFORM CREATOR!
- 10. WE DON’T ALL SPEAK ! THE SAME LANGUAGE!
- 11. BUSINESS OBJECTIVES! BRAND PRIORITIES! ROI + KPIs! EFFORT + $! !
- 12. WHY AGILE?!
- 13. WHY AGILE?! A NON-TECHNICAL, COMMON LANGUAGE A FOCUS ON FEATURES & BUSINESS VALUE THE ABILITY TO RAPIDLY EVOLVE & RE-PRIORITIZE RELATIVE SCALES THAT ADAPT TO YOUR GROUP
- 14. AGILE ARTIFACTS! THEME EPIC USER STORY TACTIC ACTION A TOP LEVEL CATEGORY FOR RELATED (BUT NOT INTERDEPENDENT) EPICS OR STORIES A GROUP OF DIRECTLY RELATED USER STORIES A FEATURE DESCRIBED FROM THE USER POV
- 15. MAPPING MARKETING SPEAK! THEME EPIC USER STORY BUSINESS OBJECTIVE (WITH KPIs) TACTIC ACTION INCREASE TOP OF MIND AWARENESS IN CATEGORY INCREASE MARKET SHARE BY X% USE PAID SEARCH TO GAIN VISIBILITY THROUGH RELATED SEARCH TERMS RETURN BRAND RESULT UPON SEARCH OF “X”
- 17. AGILE BRAINSTORMING + PROTOTYPING! THEME BRIEF DELIVERED BY BRAND STRATEGIST OR ACCOUNT EPIC DERIVED FROM BRIEF OR DEVELOPED IN BRAINSTORM AS A USER I CAN USE A BRANDED APP TO LEARN ABOUT & COMPARE BRAND X, ACCESS INCENTIVES & PURCHASE IT DIRECTLY AS A USER I CAN LEARN ABOUT PRODUCT USES THROUGH A SERIES OF “HOW TO” VIDEOS
- 18. AGILE BRAINSTORMING + PROTOTYPING! AS A USER I CAN SAVE MY FAVORITE HOW-TO VIDEOS TO A PLAYLIST AS A USER I CAN SHARE MY FAVORITE HOW-TO VIDEOS TO FACEBOOK & TWITTER AS A USER I CAN CLICK TO DIRECTLY PURCHASE PRODUCTS FEATURED IN A VIDEO STORY POINTS (EFFORT): 1-10 BUSINESS VALUE: 1-100 PRODUCT BACKLOG 100 CLICK TO PURCHASE 90 SHARE TO SOCIAL 50 SAVE TO PLAYLIST 50 … 40 … 50/4 90/1 100/2
- 19. AGILE BRAINSTORMING + PROTOTYPING! AS A USER I CAN SAVE MY FAVORITE HOW-TO VIDEOS TO A PLAYLIST AS A USER I CAN SHARE MY FAVORITE HOW-TO VIDEOS TO FACEBOOK & TWITTER STORY POINTS (EFFORT): 1-10 90/1 BUSINESS VALUE: 1-100 50/4 AS A USER I CAN CLICK TO DIRECTLY PURCHASE PRODUCTS FEATURED IN A VIDEO 100/2 PRODUCT BACKLOG 100 CLICK TO PURCHASE 90 SHARE TO SOCIAL 50 SAVE TO PLAYLIST 50 … 40 … SHIP ROADMAP
- 20. WE ARE THE FUTURE.! • TECHNOLOGY IS A RED THREAD • WE CAN INFLUENCE HOW, WHEN & WHERE WE ENGAGE WITH CONSUMERS • WE NEVER STOP TEACHING. WE NEVER STOP LEARNING. • WE CAN EVOLVE HOW OUR ORGANIZATIONS WORK