Creating Content for Community and Culture: adidas

•

5 likes•2,092 views

Frank Thomas, adidas' Director of Content Strategy and Content Marketing, on how the company uses content marketing to build its brand and recruit top talent.

Marketing

13/07/15FOOTER / PRESENTATION NAME 3
CONNECT YOUR AUDIENCE WITH
YOUR ORGANIZATION‘S CULTURE TO
GET LONGER-LASTING & MORE
ENGAGED RELATIONSHIPS

THROUGH SPORT, WE
HAVE THE POWER TO CHANGE
LIVES.
5

BUSINESS LIFESTYLE
SPORT
WORKING
LIFE
CALLING ALL
CREATORS &
ENTREPRENEURIAL
MINDS WITH AN
ATHLETE’SHEART
CREATE ADVOCACY
ü FUEL EMPLOYEE PRIDE
& ATTRACT TALENT
ü BUILD TRUST
ü MANAGE REPUTATION

13/07/15FOOTER / PRESENTATION NAME 7
CONNECT YOUR AUDIENCE WITH
YOUR ORGANIZATION‘S CULTURE TO
GET LONGER-LASTING & MORE
ENGAGED RELATIONSHIPS

TEXT + FULL IMAGE
SUBTITLE
13/07/15FOOTER / PRESENTATION NAME 8
CULTURE
VALUES
IDEAS
CONVICTIONS
BEHAVIORS
IDENTITY

RELEVANCE COMES IN
WAVES & IS FLEETING.
9

CULTURE CREATES THE
GROUND-SWELL OF RELEVANCE.
IT’S WHAT MAKES
YOU HANG ON.
10

TEXT + FULL IMAGE
SUBTITLE
11
#1
FIND WHAT DEFINES YOU.

#2
BRING IT IN SYNC!
13/07/15FOOTER / PRESENTATION NAME 14

#3MAKE YOUR
PERSONALITY SHINE
13/07/15FOOTER / PRESENTATION NAME 16

CONTENTJOURNEY
17
CONTENT GUIDE
CHANNEL
CATEGORY
TRIGGER
MEGA THEME
DNA

#4
INVOLVE YOUR ROLE MODELS
13/07/15FOOTER / PRESENTATION NAME 18

#5
DARE TO DISREGARD
THE NUMBERS
13/07/15FOOTER / PRESENTATION NAME 20

13/07/15 21
RELEVANCE
COMES IN
WAVES& IS
FLEETING.
CULTURE
CREATES THE
GROUND-SWELL
OF RELEVANCE.
LEVERAGE YOUR
OWNCULTURE
TO BUILD
STRONG
RELATIONSHIPS
#1
FIND WHAT
DEFINES YOU
#2
BRING IT IN SYNC
#3
MAKE YOUR
CULTURE SHINE
#3
INVOLVE YOUR
ROLE MODELS
#5
DARE TO
DISREGARD THE
NUMBERS

NEXT STEPS
22
www.GamePlan-A.com
@framatho
@GamePlan_A
LinkedIn
WANT MORE? READ NEXT:
How to differentiate Content in a
crowded field [Examplefrom adidas]–
CMI
Bring yourA game – Communication
Director

WHAT WILL YOU DO
TO CONNECT YOUR AUDIENCE
WITH YOUR
ORGANIZATION’S CULTURE?

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Creating Content for Community and Culture: adidas

1. Short talk Creating content for community and culture Frank Thomas Director, Content Strategy + Content Marketing adidas @framatho @newscred

2. CREATINGCONTENTFOR COMMUNITY& CULTURE FRANK THOMAS, DIRECTOR CONTENT STRATEGY & CONTENT MARKETING @FRAMATHO @GAMEPLAN_A

3. 13/07/15FOOTER / PRESENTATION NAME 3 CONNECT YOUR AUDIENCE WITH YOUR ORGANIZATION‘S CULTURE TO GET LONGER-LASTING & MORE ENGAGED RELATIONSHIPS

4. WWW.GAMEPLAN-A.COM 4

5. THROUGH SPORT, WE HAVE THE POWER TO CHANGE LIVES. 5

6. BUSINESS LIFESTYLE SPORT WORKING LIFE CALLING ALL CREATORS & ENTREPRENEURIAL MINDS WITH AN ATHLETE’SHEART CREATE ADVOCACY ü FUEL EMPLOYEE PRIDE & ATTRACT TALENT ü BUILD TRUST ü MANAGE REPUTATION

7. 13/07/15FOOTER / PRESENTATION NAME 7 CONNECT YOUR AUDIENCE WITH YOUR ORGANIZATION‘S CULTURE TO GET LONGER-LASTING & MORE ENGAGED RELATIONSHIPS

8. TEXT + FULL IMAGE SUBTITLE 13/07/15FOOTER / PRESENTATION NAME 8 CULTURE VALUES IDEAS CONVICTIONS BEHAVIORS IDENTITY

9. RELEVANCE COMES IN WAVES & IS FLEETING. 9

10. CULTURE CREATES THE GROUND-SWELL OF RELEVANCE. IT’S WHAT MAKES YOU HANG ON. 10

11. TEXT + FULL IMAGE SUBTITLE 11 #1 FIND WHAT DEFINES YOU.

12. 12 CULTURE AT ADIDAS

13. 13 JOIN THE HUDDLE#

14. #2 BRING IT IN SYNC! 13/07/15FOOTER / PRESENTATION NAME 14

15. 15 INTERNAL EXTERNAL CULTURAL RELEVANCE

16. #3MAKE YOUR PERSONALITY SHINE 13/07/15FOOTER / PRESENTATION NAME 16

17. CONTENTJOURNEY 17 CONTENT GUIDE CHANNEL CATEGORY TRIGGER MEGA THEME DNA

18. #4 INVOLVE YOUR ROLE MODELS 13/07/15FOOTER / PRESENTATION NAME 18

19. 19

20. #5 DARE TO DISREGARD THE NUMBERS 13/07/15FOOTER / PRESENTATION NAME 20

21. 13/07/15 21 RELEVANCE COMES IN WAVES& IS FLEETING. CULTURE CREATES THE GROUND-SWELL OF RELEVANCE. LEVERAGE YOUR OWNCULTURE TO BUILD STRONG RELATIONSHIPS #1 FIND WHAT DEFINES YOU #2 BRING IT IN SYNC #3 MAKE YOUR CULTURE SHINE #3 INVOLVE YOUR ROLE MODELS #5 DARE TO DISREGARD THE NUMBERS

22. NEXT STEPS 22 www.GamePlan-A.com @framatho @GamePlan_A LinkedIn WANT MORE? READ NEXT: How to differentiate Content in a crowded field [Examplefrom adidas]– CMI Bring yourA game – Communication Director

23. WHAT WILL YOU DO TO CONNECT YOUR AUDIENCE WITH YOUR ORGANIZATION’S CULTURE?

Creating Content for Community and Culture: adidas

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