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The (Retail) Content-Powered Organization
# FUTUREM
Patrick Cassidy, New Balance & Ian Fitzpatrick, Almighty @patrickecassidy and @ianfitzpatrick
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Hello, I’m Patrick Cassidy. Global Digital Strategy, New Balance
@patrickecassidy
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Hello, I’m Ian Fitzpatrick. Chief Strategy Officer, Almighty
@ianfitzpatrick
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Together, we’ve evolved from operating in one (wholesale) channel to many.
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Six lessons we’ve learned (together and from one another) about making the content we develop more effective:
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Six lessons we’ve learned (together and from one another) about making the content we develop more effective:
we are learning
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LESSON ONE:
Build a culture that obsesses over the basics.
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We have to be careful about talking to ourselves. ’Plush leather upper’ said no one, ever.
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Don’t be above anything. As long as it fuels client business results, be open to it.
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LESSON TWO:
Treat outside communities as inside communities
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We have to think about engagement on a business goal level. What kinds of interactions can we connect to
conversion, and what sorts of ongoing interactions will that require of us?
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Great content lives in the margins. Sometimes, our best role is in helping to identify the interesting (and
interested) inside the organization.
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LESSON THREE:
Find your organization’s beginner’s mind.
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Iterate doesn’t mean anything if we’re not prepared to test. We can improve conversion if we are willing to do the legwork to find out why people aren’t buying a product
(and then develop content to address it).
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Don’t be a means agency. When you can be objective about an approach, you’ll build better partnerships.
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LESSON FOUR:
Be very valuable to a few rather than loosely relevant to many.
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We have to fight the urge to find scale in everything. Determining how we’re going to measure the success of
content upfront is key to having small victories.
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From scale limitations, content value. The cost constraints of niche markets allow agencies to flex their
strategic and media thinking in exciting ways.
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#Lil’Rambis
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LESSON FIVE:
Tap what already exists in the culture around you.
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Resist the temptation to lead the way when there’s an emerging crowd to join. This isn’t a call to do more crowdsourcing, but rather a call to stay plugged into the
cultures in which your brand is immersed.
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Don’t be precious about where ideas come from — be diligent in shaping the where they end up. Embrace
the truth that ideas are fungible and value comes from connecting them to business value.
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LESSON SIX:
Build a proof of concept culture.
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Fight the urge to build consensus. Grabbing a camera and chasing an opportunity is often the
best way to sell an idea that would die in committee.
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Put skin in the game. Build a relationship that doesn’t constantly hinge on signed SOWs, so you can be part of the spontaneity.
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SEEK RELATIONSHIPS THAT:
Are wide, not just deep
Lend themselves to improvisation
Share institutional knowledge
Are accountable for measurement
Obfuscate credit
Embrace small wins
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Thank you. Questions?@PATRICKECASSIDY @IANFITZPATRICK