Engaging the sports consumer

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My presentation for the Nike European Leadership program on the ful digital day March 31st 2011

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  • gijsbregt@brightguys.nl \nhttp://www.sport28.nl\nhttp://www.brightguys.nl\n
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  • gijsbregt@brightguys.nl www.brightguys.nl\nFoto: @denware\n
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  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
  • gijsbregt@brightguys.nl\n
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  • Engaging the sports consumer

    1. 1. Engaging
the
sports
consumer Sports
is
social
again Gijsbregt
BrouwerLeadershipOFFENSE
Program
‐
Nike
EHQ
‐
31/03/2011
    2. 2. Gijsbregt
Brouwer www.sport28.nlwww.brightguys.nl
    3. 3. Consumer
2.0Experiences
2.0 Sports
2.0
    4. 4. Sports
2.0Improving
sports
 thru
internet
&
 mobile
    5. 5. Sports
=
experience
    6. 6. 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
    7. 7. 

DisrupSon
    8. 8. Some
more
theory Photograph: Cathal McNaughton/PA
    9. 9. Sponsoring
1.0 AssociaSon Sponsor
 Sponseeand/or
media Agreement Means
    10. 10. Sponsoring
2.0 •
Engagement •
Value
creaSon •
ConSnuous
experience plaWorm Sponsor consumer fan Sponsee
and/or
media
    11. 11. DigitalEco
systems
    12. 12. Build
LASTING plaWorms
    13. 13. Social
sports
Matrix
    14. 14. Passive AcSve
    15. 15. AcSve
community
    16. 16. Passive
community
    17. 17. AcSvetools
    18. 18. AcSvetools
    19. 19. Passive tools
    20. 20. Passive
 tools
    21. 21. Passive
 tools
    22. 22. Passive
 tools
    23. 23. AcSve
news
    24. 24. AcSve
news
    25. 25. Passive
 news
    26. 26. AcSve
gaming
    27. 27. Photograph: LeoLoves
    28. 28. AcSve
gaming Photograph: LeoLoves
    29. 29. Passive
gaming
    30. 30. Social
sports
Matrix
    31. 31. Connected
cyclist
    32. 32. Ques:ons?
    33. 33. Follow
me
@gijsbregt

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