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Engaging the sports consumer

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

Published in: Sports, Business
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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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