www.ueg.org – March 2014

1st UEG Communication Seminar

SWEDISH GYMNASTICS FEDERATIONBirgitta Rittner, Head of Communications

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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

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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

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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

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Swedish Media Favourites

Football, icehockey, athletics, cross country and downhill skiing

www.ueg.org – March 2014

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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

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’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

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Success is necessary –and personality

www.ueg.org – March 2014

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A truly good story and a strong personality – Veronica Wagner

www.ueg.org – March 2014

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Now new Swedish profiles

www.ueg.org – March 2014

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The Media Gatekeepers:

www.ueg.org – March 2014

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The Media Gatekeepers:

Crisis and conflict – yes!

www.ueg.org – March 2014

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www.ueg.org – March 2014

The Media Gatekeepers:

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Try and try again...

www.ueg.org – March 2014

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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

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Our website the base

www.ueg.org – March 2014

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Mynewsdesk.se – integrated mediaroom – news, pictures, video, youtube and Instagram

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GymnastikTV since 2009, on our website. Live streaming,VOD & App

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Our official Facebook

www.ueg.org – March 2014

www.ueg.org – March 2014

Presentation of your communication tools – communication projects

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Youtube channel

www.ueg.org – March 2014

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On twitter at events

www.ueg.org – March 2014

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Our youngest website

www.ueg.org – March 2014

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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

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International gymnastic highlights on Youtube

https://www.youtube.com/user/europeangymnastics

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A Role Model:

https://www.youtube.com/user/BritishGymnasticstv

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A complex world of opportunities – to tell our full story!

www.ueg.org – March 2014