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Engaging the sports consumer

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Gijsbregt Brouwer
Gijsbregt Brouwer

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

DeportesEmpresariales
1 de 58
Engaging
the
sports
consumer Sports
is
social
again Gijsbregt
Brouwer LeadershipOFFENSE
Program
‐
Nike
EHQ
‐
31/03/2011
Gijsbregt
Brouwer www.sport28.nl www.brightguys.nl
Consumer
2.0 Experiences
2.0 Sports
2.0
Sports
2.0 Improving
sports
 thru
internet
&
 mobile
Sports
=
 experience
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


DisrupSon
Some
more
theory Photograph: Cathal McNaughton/PA
Sponsoring
1.0 AssociaSon Sponsor
 Sponsee and/or
media Agreement Means
Sponsoring
2.0 •
Engagement •
Value
creaSon •
ConSnuous
experience plaWorm Sponsor consumer fan Sponsee
 and/or
media
Digital Eco
systems
Build
LASTING plaWorms
Social
sports
Matrix
Passive AcSve
AcSve
 community
Passive
 community
AcSve tools
AcSve tools
Passive tools
Passive
 tools
Passive
 tools
Passive
 tools
AcSve
 news
AcSve
 news
Passive
 news
AcSve
 gaming
Photograph: LeoLoves
AcSve
 gaming Photograph: LeoLoves
Photograph: LeoLoves
AcSve
 gaming Photograph: LeoLoves
Passive
 gaming
Social
sports
Matrix
Connected
cyclist
Ques:ons?
Follow
me
 @gijsbregt

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Engaging the sports consumer

Notas del editor

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  28. gijsbregt@brightguys.nl\n
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  33. gijsbregt@brightguys.nl\n
  34. gijsbregt@brightguys.nl\n
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