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Creating Content for Community and Culture: adidas

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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.

Published in: Marketing

Creating Content for Community and Culture: adidas

  1. 1. Short talk Creating content for community and culture Frank Thomas Director, Content Strategy + Content Marketing adidas @framatho @newscred
  2. 2. CREATINGCONTENTFOR COMMUNITY& CULTURE FRANK THOMAS, DIRECTOR CONTENT STRATEGY & CONTENT MARKETING @FRAMATHO @GAMEPLAN_A
  3. 3. 13/07/15FOOTER / PRESENTATION NAME 3 CONNECT YOUR AUDIENCE WITH YOUR ORGANIZATION‘S CULTURE TO GET LONGER-LASTING & MORE ENGAGED RELATIONSHIPS
  4. 4. WWW.GAMEPLAN-A.COM 4
  5. 5. THROUGH SPORT, WE HAVE THE POWER TO CHANGE LIVES. 5
  6. 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. 7. 13/07/15FOOTER / PRESENTATION NAME 7 CONNECT YOUR AUDIENCE WITH YOUR ORGANIZATION‘S CULTURE TO GET LONGER-LASTING & MORE ENGAGED RELATIONSHIPS
  8. 8. TEXT + FULL IMAGE SUBTITLE 13/07/15FOOTER / PRESENTATION NAME 8 CULTURE VALUES IDEAS CONVICTIONS BEHAVIORS IDENTITY
  9. 9. RELEVANCE COMES IN WAVES & IS FLEETING. 9
  10. 10. CULTURE CREATES THE GROUND-SWELL OF RELEVANCE. IT’S WHAT MAKES YOU HANG ON. 10
  11. 11. TEXT + FULL IMAGE SUBTITLE 11 #1 FIND WHAT DEFINES YOU.
  12. 12. 12 CULTURE AT ADIDAS
  13. 13. 13 JOIN THE HUDDLE#
  14. 14. #2 BRING IT IN SYNC! 13/07/15FOOTER / PRESENTATION NAME 14
  15. 15. 15 INTERNAL EXTERNAL CULTURAL RELEVANCE
  16. 16. #3MAKE YOUR PERSONALITY SHINE 13/07/15FOOTER / PRESENTATION NAME 16
  17. 17. CONTENTJOURNEY 17 CONTENT GUIDE CHANNEL CATEGORY TRIGGER MEGA THEME DNA
  18. 18. #4 INVOLVE YOUR ROLE MODELS 13/07/15FOOTER / PRESENTATION NAME 18
  19. 19. 19
  20. 20. #5 DARE TO DISREGARD THE NUMBERS 13/07/15FOOTER / PRESENTATION NAME 20
  21. 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. 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. 23. WHAT WILL YOU DO TO CONNECT YOUR AUDIENCE WITH YOUR ORGANIZATION’S CULTURE?

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