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A Window Into NHL Social,[object Object],Enterprising the Opportunity – ,[object Object],Audience Development & Building Asset Value     ,[object Object],June 2011,[object Object]
Snapshot: NHL Fan Demos,[object Object],[object Object],*Based on GroupM media target analysis,[object Object],Page 2,[object Object]
Shortening the Distance - Providing Access Across 45+ Websites, Portals, Social Media, Connected Devices & Mobile Platforms,[object Object],Video Portals,[object Object],Connected Devices,[object Object],News andSports Sites,[object Object],Social Media,[object Object],Mobile,[object Object],3,[object Object]
Page 4,[object Object],What is NHL Social?,[object Object],Business Definition,[object Object],Social Media Marketing is an audience development device.,[object Object],Social Media Marketing syndicates the League’s voice and content on popular social networking platforms.,[object Object],Social Media Marketing creates new opportunities for direct-to-consumer revenue generation and partnership marketing activation.,[object Object],Key Activities,[object Object],Assure platform-appropriate programming of social channels.,[object Object],Mobilize and interact with communities of fans.,[object Object],Create and execute partner activations.,[object Object],Identify new opportunities for audience development on social networks.,[object Object],Spearhead integration of social technologies into NHL.com and other League media.,[object Object],Elevate League’s “social IQ.”,[object Object],Communicate best practices to NHL clubs.,[object Object]
Page 5,[object Object],NHL Social in 2010-11 and Beyond,[object Object],Key Successes,[object Object],[object Object]
Developed scaled audience: Grew addressable audience to >2.2mm (+250%), helping drive huge gains in referred traffic to NHL.com and paid products.
Drove revenue: Referred direct-to-consumer revenue and secured partner activations.
Built media asset value: Delivered incremental media value to NHL and partner initiatives.
Innovated:  Named the 65th most social brand in the world, deepened strategic relationships with Facebook and Twitter, launched pro sports’ first Foursquare page, and significantly integrated with NBC for NHL Winter Classic.Ongoing Challenges,[object Object],[object Object]
Resources:  Resources will allow us fully exploit the opportunity.
Content programming: Social is a 24x7 proposition and must be programmed accordingly.
Speed to market: We must equip to service a rapidly changing market opportunity.,[object Object]
Industry/Competitive Review,[object Object],…. Therefore, we must apply commensurate resources to the opportunity,[object Object],Source: Altimeter Group,[object Object],Page 7,[object Object]
Page 8,[object Object],Industry/Competitive Review,[object Object],NHL FY2011  Vs. Industry,[object Object],45% of soft costs,[object Object],67% of customer-facing costs,[object Object],20% of technology costs,[object Object],Source: Altimeter Group,[object Object]
Industry/Competitive Review,[object Object],Despite limited resources, the NHL is maintaining its position ,[object Object],among all social brands more effectively than its peers in sports and media,[object Object],The Vitrue SMI report is an easy to understand measurement of how social/viral/shareable is a brand’s content content, and the overall level of brand discussion in social environments,[object Object],Page 9,[object Object]
Business Opportunity: Social Sign-On,[object Object],Consumers want to leverage their social identity across Web sites so they can personalize and share their experiences no matter where they surf.,[object Object],During Q1 of 2011, 35% of online users chose to sign-in to sites with a Facebook account compared to 27% in Q4 of 2010.,[object Object],Source: Janrain,[object Object],Page 10,[object Object]
Mobile phone owners are uber-consumers of social media, ,[object Object],highlighting opportunities for incremental engagement and earned media,[object Object],Page 11,[object Object],Business Opportunity: Social/Mobile Integration,[object Object],Source: MocoSpace.com,[object Object]
Page 12,[object Object],Business Opportunity:  Community Management,[object Object],Exploiting usage trends will drive added consumption and earned media.,[object Object],Source: HubSpot,[object Object]
Page 13,[object Object],Business Opportunity:  Community Management,[object Object],These trends happen to map perfectly to usage trends at NHL.com,,[object Object],which are heavily game-centric (i.e. nights and weekends),[object Object],On average, Digital Prime Time (7-10) drives more than 50% of daily traffic distribution on both NHL.com broadband and mobile.. This should be among our top areas to target.     ,[object Object]

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Mike DiLorenzo, NHL at #RLTM NY 11

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