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Disruption in sports

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Given at the SPECO institute of sports marketing May 23rd 2011

Given at the SPECO institute of sports marketing May 23rd 2011

Published in Sports
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  • gijsbregt@brightguys.nl \nhttp://www.sport28.nl\nhttp://www.brightguys.nl\n
  • gijsbregt@brightguys.nl www.brightguys.nl\nFoto: @denware\n
  • gijsbregt@brightguys.nl www.brightguys.nl\nFoto: @denware\n
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  • gijsbregt@brightguys.nl www.brightguys.nl\nFoto: @denware\n
  • gijsbregt@brightguys.nl www.brightguys.nl\nFoto: @denware\n
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  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
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  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
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  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • @gijsbregt\n
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  • (57 x terug naar de gadget, bijna 2x per dag)\n(226 pages per gadget!) --> engagement\n200K clickouts naar actiesite Rexona binnen twee dagen\n\n\n\n
  • \n\n
  • (blog/twitter/YouTube)\nEigen media en social media\n(130K voor 1 video met Sven)\n\nSponsored content (bij Telesport)\n\n\n\n
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  • http://www.sport28.nl\nhttp://www.twitter.com/gijsbregt\nhttp://www.linkedin.com/in/gijsbregt\nhttp://www.slideshare.net/gijsbregt\n
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Transcript

  • 1. Sports from 2011 on Disruption in sports is hereSPECO special programme - Tilburg - 23/05/2011
  • 2. Gijsbregt
Brouwer www.sport28.nlwww.brightguys.nl
  • 3. Gijsbregt
Brouwer www.sport28.nlwww.brightguys.nl
  • 4. Web
2.0
‐
3.0 ConsumerExperiences Cases
  • 5. Social networks wereldwijd Facebook Twitter Hyves Myspace Flickr 600600450300 250 190150 52 11 0 2011
  • 6. Time spent on social networks
  • 7. Social networks ad revenues
  • 8. Sponsoring
1.0 AssociaEon Sponsor
 Sponseeand/or
media Agreement Means
  • 9. Sponsoring
2.0 •
InteracEon •
Value
creaEon •
ConEnuous
experience plaIorm Sponsor consumer fan Sponsee
and/or
media
  • 10. Sponsoring 2.0Digital eco system
  • 11. Sports
=
experience
  • 12. Deepen: •
Mobile •
Smart
stadium •
Digital
signage Broaden: •
CommuniEes •
More
content •
Sport
date/meet Lengthen:Experience
1.0: •
CommuniEes•
No
mobile •
Games•
No
web
2.0 •
Planning•
Not
personal •
Blogs•
No
context •
RegistraEon
  • 13. Build
lasEng
 plaIorms
  • 14. Disruption
  • 15. Social
sports
Matrix
  • 16. Passive AcEve
  • 17. AcEve
community
  • 18. Passive
community
  • 19. AcEvetools
  • 20. AcEvetools
  • 21. Passive tools
  • 22. Passive
 tools
  • 23. Passive
 tools
  • 24. Passive
 tools
  • 25. Passive
 tools
  • 26. AcEve
news
  • 27. AcEve
news
  • 28. Passive
 news
  • 29. AcEve
gaming
  • 30. Photograph: LeoLoves
  • 31. AcEve
gaming Photograph: LeoLoves
  • 32. Passive
gaming
  • 33. Social
sports
Matrix
  • 34. The connected cyclist
  • 35. Case Rabosport
  • 36. Case Rabosport Rabosport Now - social media aggregatie meer dan 2M photo views +50% traffic 3 publieksacties1.000-en foto’s en deelnemers
  • 37. Case Rexona en Hyves
  • 38. Case Rexona en Hyves Social media gaming 250K deelnemers 140K geplaatste gadgets 8M gadget views 30M + pageviews100K stuurden TAF naar 1,5M mensen
  • 39. Case Aegon en OS
  • 40. Case Aegon en OS Sponsored content en social media 50K bezoek aegon.nl/schaatsen 200K video views op YouTube 20K bezoekers voor eigen blog4.2M bezoekers bijna 50M paginas
  • 41. Case Amstel Gold Race
  • 42. Case Amstel Gold Race Personalized video + sharing 12.500 deelnemers ruim 130.000 unieke bezoekersruim 600.000 aantal bekeken videos 30% meer dan in 2009 517 shares per 10.000 deelnemers
  • 43. QuesEons?
  • 44. Follow
me:@gijsbregt@sport28