Sports & Digital

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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

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

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

4. Case analysis - Association K 리그 SNS Mix

4. Case analysis - Association

4. Case analysis - Club "In general, all of our departments are starting to incorporate social media into their plans, whether it is the All Star vote, or ways to integrate into our game presentation. We have had fans choose and vote for songs to be played during the game, and we’re even working on having fans choose player walk up songs." "I think the key is to listen first, engage your fans, and try to deliver what they want. It is constantly evolving. This isn’t something that you say “Set it and Forget It”" ,[object Object]

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

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

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

4. Case analysis - Corporate Ad VS Contents

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

4. Case analysis - Celebrity 소셜미디어의 본질을 꿰뚫고 있는 양준혁

5. Discussion ,[object Object],[object Object],[object Object]

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Sports & Digital

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