D IGI TAL       KET INGM  AR         EGY OPEN    RAT MA ST      TI       x OPOlivier Goetgeluck | 08.02.2013 | VAAV Commun...
GEC    ONTR“SHA     OLEE     RE”H     R          OLDE DE              RS
GEC                       ONTR                   “SHA     OLEE                        RE”H     R                          ...
GEC                              ONTR                          “SHA     OLEE                               RE”H     R     ...
GEC                                    ONTR                                “SHA     OLEE                                  ...
GEC                                              ONTR                                          “SHA     OLEE              ...
GEC                                                         ONTR                                          PARTNERS   “SHA ...
GEC                                                                    ONTR                                          PARTN...
GEC                                                                             ONTR                                      ...
GEC                                                                                ONTR                                   ...
GEC                                                                                ONTR                                   ...
GEC                                                                                     ONTR                              ...
GEC                                                                                            ONTR                       ...
GEC                                                                                                  ONTR                 ...
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GEC                                                                                              ONTR                     ...
3 60° T                                                                                GEC                                ...
CONTRO  LEERDEGE          OLDERS “SHARE”H      VAAV       ATP     SPELERS    PARTNERS    SPONSORS     OPTIMA      EVENT   ...
CONTRO  LEERDEGE          OLDERS “SHARE”H      VAAV       ATP                    SHARE                     OUR     SPELERS...
CONTRO  LEERDEGE          OLDERS “SHARE”H      VAAV       ATP                    SHARE                     OUR     SPELERS...
TE BE        INVLO “SHAR       EDEN       E”HOL             D ER S  MEDIA  - online  - traditioneelFANS/CONSUMENT INFLUENC...
G EEF ONSAA NDACHie ze!heel graag                T                                  TE BE                                 ...
G EEF ONSAA NDACHie ze!heel graag                T                                   TE BE                                ...
G EEF ONSAA NDACHie ze!heel graag                T                                   TE BE                                ...
NT ENTCO     GYSTR ATE IE     VI S
NT ENT       “Permission marketers make everyCO     GY         single interaction selfish for theSTR ATE IE                ...
GECONTROLEERDE“SHARE”HOLDERS       SHARE content!       VAAV COMMUNICATION TEAM       ‣   social media richtlijnen opstell...
GECONTROLEERDE“SHARE”HOLDERS             SHARE content!     ATP CHAMPIONS TOUR     ‣   Facebook - 8,6k likes; Twitter - 9,...
GECONTROLEERDE“SHARE”HOLDERS       SHARE content!            SPELERS/LEGENDS            ‣   hier draait alles om; grootste...
GECONTROLEERDE“SHARE”HOLDERS         SHARE content!        Yannick Noah                                        Mansour Bah...
GECONTROLEERDE“SHARE”HOLDERS       SHARE content!         PARTNERS         ‣   Knokke Toerisme; West Toer @Westtoer; Casin...
GECONTROLEERDE“SHARE”HOLDERS       SHARE content!       SPONSORS         ‣   zichtbaarheid bieden online         ‣   laat ...
GECONTROLEERDE“SHARE”HOLDERS       SHARE content!       OPTIMA         ‣   Relevante Optima kanalen onderscheiden voor ver...
GECONTROLEERDE“SHARE”HOLDERS       SHARE content!       EVENT CREW         ‣   Medewerkers, fotografen, omroepers         ...
MEDIA & INFLUENCERS & FANS & PROSPECTS                                                                               TE BE...
TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES                         TOUR                      TRAI        NAM         ...
TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES
TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES         “The companies that compete and win in this new economy are in two...
TE BEINVLOEDEN           Doelgro                                 epen?                        Influenc“SHARE”HOLDERS       ...
TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES
TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES
TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES
D IGI TAL       KET INGM  AR         EGY OPEN    RAT MA ST      TI   x OP
PLANNING             “Build up hype” - 360° content cyclus             Monitoring: in kaart brengen “share”holders     01/...
PLANNING             “Build up hype” - 360° content cyclus                 LIVE event             Monitoring: in kaart bre...
PLANNING             “Build up hype” - 360° content cyclus                 LIVE event      Event             Monitoring: i...
PLANNING             “Build up hype” - 360° content cyclus                 LIVE event      Event             Monitoring: i...
Presentation for a Job I Didn't Get - Digital Marketing Strategy for Sports Event
Presentation for a Job I Didn't Get - Digital Marketing Strategy for Sports Event
Presentation for a Job I Didn't Get - Digital Marketing Strategy for Sports Event
Presentation for a Job I Didn't Get - Digital Marketing Strategy for Sports Event
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Presentation for a Job I Didn't Get - Digital Marketing Strategy for Sports Event

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Didn't get the job, still think it's pretty good! Maybe it could be helpful for you.

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Presentation for a Job I Didn't Get - Digital Marketing Strategy for Sports Event

  1. 1. D IGI TAL KET INGM AR EGY OPEN RAT MA ST TI x OPOlivier Goetgeluck | 08.02.2013 | VAAV Communication
  2. 2. GEC ONTR“SHA OLEE RE”H R OLDE DE RS
  3. 3. GEC ONTR “SHA OLEE RE”H R OLDE DE RS E DEN N VLO DERS BEI ”HOLTE RE A“SH
  4. 4. GEC ONTR “SHA OLEE RE”H R OLDE DE RS VAAV E DEN N VLO DERS BEI ”HOLTE RE A“SH
  5. 5. GEC ONTR “SHA OLEE RE”H R OLDE DE RS ATP VAAV E DEN N VLO DERS BEI ”HOLTE RE A“SH
  6. 6. GEC ONTR “SHA OLEE RE”H R OLDE DE SPELERS RS ATP VAAV E DEN N VLO DERS BEI ”HOLTE RE A“SH
  7. 7. GEC ONTR PARTNERS “SHA OLEE RE”H R OLDE DE SPELERS RS ATP VAAV E DEN N VLO DERS BEI ”HOLTE RE A“SH
  8. 8. GEC ONTR PARTNERS “SHA OLEE RE”H R OLDE DE SPELERS SPONSORS RS ATP VAAV E DEN N VLO DERS BEI ”HOLTE RE A“SH
  9. 9. GEC ONTR PARTNERS “SHA OLEE RE”H R OLDE DE SPELERS SPONSORS RS ATP OPTIMA VAAV E DEN N VLO DERS BEI ”HOLTE RE A“SH
  10. 10. GEC ONTR PARTNERS “SHA OLEE RE”H R OLDE DE SPELERS SPONSORS RS ATP OPTIMA VAAV EVENT CREW E DEN N VLO DERS BEI ”HOLTE RE A“SH
  11. 11. GEC ONTR PARTNERS “SHA OLEE RE”H R SHA OLDE DE SPELERS SPONSORS RE c RS on t e nt! ATP OPTIMA VAAV EVENT CREW E DEN N VLO DERS BEI ”HOLTE RE A“SH
  12. 12. GEC ONTR PARTNERS “SHA OLEE RE”H R SHA OLDE DE SPELERS SPONSORS RE c RS on t e nt! ATP OPTIMA VAAV EVENT CREW MEDIA - online - traditioneel E DEN N VLO DERS BEI ”HOLTE RE A“SH
  13. 13. GEC ONTR PARTNERS “SHA OLEE RE”H R SHA OLDE DE SPELERS SPONSORS RE c RS on t e nt! ATP OPTIMA VAAV EVENT CREW MEDIA - online - traditioneel E DEN N VLO DERS FANS/CONSUMENT BEI ”HOLTE RE A“SH
  14. 14. GEC ONTR PARTNERS “SHA OLEE RE”H R SHA OLDE DE SPELERS SPONSORS RE c RS on t e nt! ATP OPTIMA VAAV EVENT CREW MEDIA - online - traditioneel E DEN N VLO DERS FANS/CONSUMENT BEI ”HOLTE RE INFLUENCERS A“SH
  15. 15. GEC ONTR PARTNERS “SHA OLEE RE”H R SHA OLDE DE SPELERS SPONSORS RE c RS on t e nt! ATP OPTIMA VAAV EVENT CREW MEDIA - online PROSPECTS - traditioneel - Optima - Optima Open ’14 E DEN N VLO DERS FANS/CONSUMENT BEI ”HOLTE RE INFLUENCERS A“SH
  16. 16. GEC ONTR PARTNERS “SHA OLEE RE”H R SHA OLDE DE SPELERS SPONSORS RE c RS on t e nt! ATP OPTIMA VAAV EVENT CREW MEDIA - online PROSPECTS - traditioneel - Optima - Optima Open ’14 E DEN N VLO DERS FANS/CONSUMENT BEI ”HOLTE RE INFLUENCERS :“SHA SHARE tion n ) 1. atte ent s ales nt ckets & 2. co € (ti € 3. €
  17. 17. 3 60° T GEC ONTR TEN PARTNERS “SHA OLEE RE”H R OLDE DE CON LUS SPELERS SPONSORS SHA RE c RS on t e CYC nt! ATP OPTIMA VAAV EVENT CREW MEDIA - online PROSPECTS - traditioneel - Optima - Optima Open ’14 E DEN N VLO DERS FANS/CONSUMENT BEI ”HOLTE RE INFLUENCERS :“SHA SHARE tion n ) 1. atte ent s ales nt ckets & 2. co € (ti € 3. €
  18. 18. CONTRO LEERDEGE OLDERS “SHARE”H VAAV ATP SPELERS PARTNERS SPONSORS OPTIMA EVENT CREW
  19. 19. CONTRO LEERDEGE OLDERS “SHARE”H VAAV ATP SHARE OUR SPELERS PARTNERS SPONSORS STORY! OPTIMA EVENT CREW
  20. 20. CONTRO LEERDEGE OLDERS “SHARE”H VAAV ATP SHARE OUR SPELERS PARTNERS SPONSORS STORY! & maak he t heel makkelijk OPTIMA v oor hen om dat te doen EVENT CREW
  21. 21. TE BE INVLO “SHAR EDEN E”HOL D ER S MEDIA - online - traditioneelFANS/CONSUMENT INFLUENCERSPROSPECTS- Optima- Optima Open ’14
  22. 22. G EEF ONSAA NDACHie ze!heel graag T TE BE INVLO ntent d eel releva nte co delen m et hun netw erk “SHAR EDEN d willen z ien - zelfs E”HOL D ER S MEDIA - online - traditioneel FANS/CONSUMENT INFLUENCERS PROSPECTS - Optima - Optima Open ’14
  23. 23. G EEF ONSAA NDACHie ze!heel graag T TE BE INVLO ntent d eel releva nte co delen m et hun netw erk “SHAR EDEN d willen z ien - zelfs E”HOL D ER S MEDIA - online A AK ZELF - traditioneelMC ONTENene!ation & maak T r FANS/CONSUMENT nt g conte volgen zet aan tot die co ntent op te het ma kkelijk om INFLUENCERS PROSPECTS - Optima - Optima Open ’14
  24. 24. G EEF ONSAA NDACHie ze!heel graag T TE BE INVLO ntent d eel releva nte co delen m et hun netw erk “SHAR EDEN d willen z ien - zelfs E”HOL D ER S MEDIA - online A AK ZELF - traditioneelMC ONTENene!ation & maak T r FANS/CONSUMENT nt g conte volgen zet aan tot die co ntent op te het ma kkelijk om INFLUENCERS PROSPECTS - Optima - Optima Open ’14 TIC KETS & SALES
  25. 25. NT ENTCO GYSTR ATE IE VI S
  26. 26. NT ENT “Permission marketers make everyCO GY single interaction selfish for theSTR ATE IE consumer. VI S “What’s in it for me?” is the question that must be answered at every step.” - Seth Godin
  27. 27. GECONTROLEERDE“SHARE”HOLDERS SHARE content! VAAV COMMUNICATION TEAM ‣ social media richtlijnen opstellen voor elke betrokkene ‣ content aanlevering: ongebruikte content ’12? ‣ delen connecties & kennis leefwereld: wie zijn influencers? ‣ vermelding social media kanalen in alle communicatie rond Optima Open: ‣ Voor: mailing, nieuwsbrieven, ‣ Tijdens: Follow us on...; Join the conversation #OptimaOpen; programmaboekje ‣ Na: recap videos => fans verzamelen voor editie ’14
  28. 28. GECONTROLEERDE“SHARE”HOLDERS SHARE content! ATP CHAMPIONS TOUR ‣ Facebook - 8,6k likes; Twitter - 9,6k followers ‣ Content-uitwisseling: Optima Open content op ATP kanalen ‣ contact conversation manager: mentions in tweets, retweets, share new video,... => afspraken maken ‣ Optima Open social media kanalen op event pagina nieuwe ATP website?
  29. 29. GECONTROLEERDE“SHARE”HOLDERS SHARE content! SPELERS/LEGENDS ‣ hier draait alles om; grootste influencers ‣ contact met PR persoon/conversation mngr. spelers ‣ linken naar onze kanalen: “sponsored tweets” ‣ maak % “Boris Becker”-fans “Optima Open”-fans ‣ gebruik contractuele afspraken omtrent social media ‣ behind the scenes/backstage info; boodschap laten opnemen (script); online contests; live twitter chat
  30. 30. GECONTROLEERDE“SHARE”HOLDERS SHARE content! Yannick Noah Mansour Bahrami website website Facebook - 155k likes Facebook - 1,5k likes Twitter - 9k followers Boris Becker website Facebook - 223k likes Twitter - 163k followers Henri Leconte Mats Wilander website wilanderonwheels Facebook - 4k likes Facebook - 6k likes Twitter - 9k followers
  31. 31. GECONTROLEERDE“SHARE”HOLDERS SHARE content! PARTNERS ‣ Knokke Toerisme; West Toer @Westtoer; Casino; ... ‣ Social media bereik doortrekken ‣ Vermelding Optima Open kanalen ‣ Content op hun kanalen ‣ Offline zichtbaarheid mogelijkheden: ‣ Live twitter #OptimaOpen feed?
  32. 32. GECONTROLEERDE“SHARE”HOLDERS SHARE content! SPONSORS ‣ zichtbaarheid bieden online ‣ laat prospects zien wat mogelijk is ‣ cross-vermelding op hun kanalen?
  33. 33. GECONTROLEERDE“SHARE”HOLDERS SHARE content! OPTIMA ‣ Relevante Optima kanalen onderscheiden voor vermelding event: ‣ Capital Magazine (interview John McEnroe) ‣ Interne communicatie werknemers (nieuwsbrief?) ‣ Vermeld telkens social media kanalen ‣ Vergroten bereik Optima Open social media
  34. 34. GECONTROLEERDE“SHARE”HOLDERS SHARE content! EVENT CREW ‣ Medewerkers, fotografen, omroepers ‣ Content ontwikkeling i.f.v. social media ‣ Betrekken in content-verspreiding ‣ Zijn er werknemers met groot online gevolg? ‣ Korte social media guideline opstellen: ‣ Welke #hashtag gebruiken? Welke @ vermelden?
  35. 35. MEDIA & INFLUENCERS & FANS & PROSPECTS TE BEINVLOEDEN “SHARE”HOLDERS ‣ Selectie: wie is relevant voor ons doelpubliek? SHARE 1. atten tion ‣ 2. conte Wie heeft invloed (niche, # followers, website traffic (Alexa rank)) nt 3. €€€ ‣ Contacteren/conversatie: relevante content voeden ‣ Maak “Optima Open Ambassadors” in ruil voor ... ‣ free tickets, goodies, contests, give-aways ‣ Traditioneel ‣ TV, radio, print (kranten, magazines) ‣ Online ‣ nieuwssites, niche blogs, Facebook pages, niche forums
  36. 36. TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES TOUR TRAI NAM LER ENT vrijda RELE g 5 fe A SE b ruari 17u
  37. 37. TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES
  38. 38. TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES “The companies that compete and win in this new economy are in two businesses: their core business, which sells the products and services the company has always sold, and a new business, what I call the Software Layer — a layer of technology that surrounds the core business and serves as the focal point of interaction with the outside world.” - Aaron Shapiro
  39. 39. TE BEINVLOEDEN Doelgro epen? Influenc“SHARE”HOLDERS Luister ers? (> + conve 300 foll owers b Relatie rsatie! v.)CASE ELITE ATHLETES opbouw en: aan Mutual ho favors ( => It’s RT for a udend about t RT...) hem; n ot you
  40. 40. TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES
  41. 41. TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES
  42. 42. TE BEINVLOEDEN“SHARE”HOLDERSCASE ELITE ATHLETES
  43. 43. D IGI TAL KET INGM AR EGY OPEN RAT MA ST TI x OP
  44. 44. PLANNING “Build up hype” - 360° content cyclus Monitoring: in kaart brengen “share”holders 01/03 15/08
  45. 45. PLANNING “Build up hype” - 360° content cyclus LIVE event Monitoring: in kaart brengen “share”holders coverage 360° 01/03 15/08 18/08
  46. 46. PLANNING “Build up hype” - 360° content cyclus LIVE event Event Monitoring: in kaart brengen “share”holders coverage recaps 360° grafisch 01/03 15/08 18/08
  47. 47. PLANNING “Build up hype” - 360° content cyclus LIVE event Event Monitoring: in kaart brengen “share”holders coverage recaps 360° grafisch +b ijhouden t en impac statistiek ed ia beleid social m => g e b ruiken ’14 01/03 15/08 18/08

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