The document discusses various topics related to digital sports and social media. It examines what digital ecosystems and social networking sites are and why they are important. It also looks at the rise of mobile platforms. Several case studies are presented that analyze how various sports organizations like the NBA, K League clubs, and individual athletes have successfully used social media and digital platforms. Key strategies identified include listening to fans, engaging and delivering content they want, and incorporating social media into overall marketing and promotional plans.

1. Sports & Digital Sports R.U.M

3. 1. What is Digital? “ A Digital ecosystem is any distributed adaptive open socio-technical system, with properties of self-organisation, scalability and sustainability, inspired by natural ecosystems.” - Wikipedia

5. 2. What is SNS & Why? Information Democracy Contents Prosumer &

6. 3. What is Mobile & Why?

7. 4. Case analysis - Association NBA Digital Properties NBA TV NBA Mobile NBA.com NBA SNS ▶ 시청률 증가 : TNT (42%), ABC (38%), ESPN (28%) ▶ 7 년 연속 관중 만석률 90% 이상 기록 ▶ 머천다이즈 매출 20% 증가 ▶ NBA.com 비디오 콘텐츠 PV 140% 증가 NBA sees increases in viewers, sales, attendance

8. 4. Case analysis - Association K 리그 SNS Mix

9. 4. Case analysis - Association

10. 4. Case analysis - Club

12. 4. Case analysis - Club 국내 특성상 구단이 아닌 모기업 SNS 에서 일회성 프로모션으로 진행하는 것이 대부분

13. 4. Case analysis - Corporate “ THE CHOSEN” NIKE’S FIRST EVER ALL ACTION SPORTS ‘ JUST DO IT’ CAMPAIGN

14. 4. Case analysis - Corporate Core Contents Share & Spread Storytelling & Pictures Word of Mouth Mobile Influencer

15. 4. Case analysis - Corporate Ad VS Contents

16. 4. Case analysis - Celebrity "I want to thank you very much. That's why I'm telling you first. I'm about to retire. Love you. Talk to you soon,” - Shaquille O'Neal

17. 4. Case analysis - Celebrity 소셜미디어의 본질을 꿰뚫고 있는 양준혁

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