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Engaging
the
sports
consumer
          Sports
is
social
again

            Gijsbregt
Brouwer

LeadershipOFFENSE
Program
‐
Nike
EHQ
‐
31/03/2011
Gijsbregt
Brouwer
 www.sport28.nl
www.brightguys.nl
Consumer
2.0
Experiences
2.0
  Sports
2.0
Sports
2.0
Improving
sports

 thru
internet
&

     mobile
Sports
=

experience
Deepen:
                     •
Mobile
                     •
Smart
stadium
                     •
Digital
signage
 Broaden:
 •
CommuniSes
 •
More
content
 •
Sport
date/meet

                               Lengthen:
Experience
1.0:                •
CommuniSes
•
No
mobile                    •
Games
•
No
web
2.0                   •
Planning
•
Not
personal                 •
Blogs
•
No
context                   •
RegistraSon


DisrupSon
Some
more
theory




          Photograph: Cathal McNaughton/PA
Sponsoring
1.0
               AssociaSon




  Sponsor

                            Sponsee
and/or
media
               Agreement




                 Means
Sponsoring
2.0             •
Engagement
                                          •
Value
creaSon
                                          •
ConSnuous
experience




                          plaWorm
  Sponsor
               consumer             fan             Sponsee

and/or
media
Digital
Eco
systems
Build
LASTING
  plaWorms
Social
sports
Matrix
Passive   AcSve
AcSve

community
Passive

community
AcSve
tools
AcSve
tools
Passive
 tools
Passive

 tools
Passive

 tools
Passive

 tools
AcSve

news
AcSve

news
Passive

 news
AcSve

gaming
Photograph: LeoLoves
AcSve

gaming

          Photograph: LeoLoves
Photograph: LeoLoves
AcSve

gaming

          Photograph: LeoLoves
Passive

gaming
Social
sports
Matrix
Connected
cyclist
Ques:ons?
Follow
me

@gijsbregt

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Engaging the sports consumer

Notes de l'éditeur

  1. gijsbregt@brightguys.nl \nhttp://www.sport28.nl\nhttp://www.brightguys.nl\n
  2. \n
  3. gijsbregt@brightguys.nl www.brightguys.nl\nFoto: @denware\n
  4. gijsbregt@brightguys.nl www.brightguys.nl\nFoto: @denware\n
  5. gijsbregt@brightguys.nl\n
  6. gijsbregt@brightguys.nl\n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. \n
  13. \n
  14. \n
  15. \n
  16. gijsbregt@brightguys.nl\n
  17. gijsbregt@brightguys.nl\n
  18. gijsbregt@brightguys.nl\n
  19. gijsbregt@brightguys.nl\n
  20. gijsbregt@brightguys.nl\n
  21. gijsbregt@brightguys.nl\n
  22. gijsbregt@brightguys.nl\n
  23. gijsbregt@brightguys.nl\n
  24. gijsbregt@brightguys.nl\n
  25. gijsbregt@brightguys.nl\n
  26. gijsbregt@brightguys.nl\n
  27. gijsbregt@brightguys.nl\n
  28. gijsbregt@brightguys.nl\n
  29. gijsbregt@brightguys.nl\n
  30. gijsbregt@brightguys.nl\n
  31. gijsbregt@brightguys.nl\n
  32. gijsbregt@brightguys.nl\n
  33. gijsbregt@brightguys.nl\n
  34. gijsbregt@brightguys.nl\n
  35. @gijsbregt\n
  36. http://www.sport28.nl\nhttp://www.twitter.com/gijsbregt\nhttp://www.linkedin.com/in/gijsbregt\nhttp://www.slideshare.net/gijsbregt\n
  37. http://www.sport28.nl\nhttp://www.twitter.com/gijsbregt\nhttp://www.linkedin.com/in/gijsbregt\nhttp://www.slideshare.net/gijsbregt\n