www.ueg.org – march 2014 1st ueg communication seminar swedish gymnastics federation birgitta...
TRANSCRIPT
www.ueg.org – March 2014
1st UEG Communication Seminar
SWEDISH GYMNASTICS FEDERATIONBirgitta Rittner, Head of Communications
2
This is me:
• Bachelors Degree in Marketing & Communications
• Bonnier Group, Dairy Industry (Arla Foods), PR Agencies
• Swedish Gymnastics Federation since 2002• Basic ’Gymnastics For All’ is my level. • The expertize is abundant – finding the stories
and creating the best communication channels is our role.
www.ueg.org – March 2014
3
Swedish Gymnastics is...
220 000 members in1100 clubs100 000 up to 12 years24 000 13 – 20 yearsapprox 96 000 adults GFA/other
Whereof approx. 27 000 competitive gymnasts(24 000 Teamgym, 1 500 WAG, 400 MAG,Trampoline 500, RG 300,
Rope skipping 150, Aerobic G. below 100)
No. 4 among Swedish Sport Fed:s (2012)
www.ueg.org – March 2014
4
Sweden and Sports
• 9 645 000 inhabitants • Sports = hobby, business and entertainment• 272 hours of sports broadcasted every day • SVT (public service) dominating with over 50%• (37 channels/19 sports channels) • Two national tabloids, one dominating morning paper• All on the internet today, ’integrated media houses’
www.ueg.org – March 2014
5
Swedish Media Favourites
Football, icehockey, athletics, cross country and downhill skiing
www.ueg.org – March 2014
6
Swedes and the Internet: early adapters, heavy users
• 89% 16 – 73 years on the Internet • A rapid and continuous mobile boom • Youth consuming 24 hrs – smartphones,
computer, iPad, gradually leaving ’old media’• Smartphones 12 – 15 years: from 22% to 93% in
last two years • Girls frequent users
www.ueg.org – March 2014
7
’Content Marketing’ or ’Story Telling’?New name, same concept:
• What is your message?• To whom and how?• What will prove it – what is the story that will
catch their interest?• How to show – how to tell it ?• The package and the distribution/channels?
www.ueg.org – March 2014
15
Then there was Zuckerberg... A new strategy emerged
• Website • Swedish Gymnastics on FB: 4700• Instagram and Twitter • Mediaroom on Mynewsdesk • GymnastikTV, TV app, Youtube • Integrated when possible, reachable to all on the
Internet• Learning by doing
www.ueg.org – March 2014
www.ueg-gymnastics.com - Mars 2011 18
Mynewsdesk.se – integrated mediaroom – news, pictures, video, youtube and Instagram
www.ueg-gymnastics.com - Mars 2011 19
GymnastikTV since 2009, on our website. Live streaming,VOD & App
25
What about quality?
• Yes, but technique is not all that matters• Learning by doing• The young natives are far ahead and are getting
better all the time• The story and the personality are still the core• WE CANNOT WAIT – but we do not have to be
in the first front line.
www.ueg.org – March 2014
www.ueg-gymnastics.com - Mars 2011 26
International gymnastic highlights on Youtube
https://www.youtube.com/user/europeangymnastics
www.ueg-gymnastics.com - Mars 2011 27
A Role Model:
https://www.youtube.com/user/BritishGymnasticstv