Mike DiLorenzo, NHL at #RLTM NY 11

A Window Into NHL Social
Enterprising the Opportunity –
Audience Development & Building Asset Value
June 2011

Snapshot: NHL Fan Demos
NHL fans are younger, more affluent, and more tech savvy than those of the other major sports leagues
*Based on GroupM media target analysis
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Shortening the Distance - Providing Access Across 45+ Websites, Portals, Social Media, Connected Devices & Mobile Platforms
Video Portals
Connected Devices
News andSports Sites
Social Media
Mobile
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What is NHL Social?
Business Definition
Social Media Marketing is an audience development device.
Social Media Marketing syndicates the League’s voice and content on popular social networking platforms.
Social Media Marketing creates new opportunities for direct-to-consumer revenue generation and partnership marketing activation.
Key Activities
Assure platform-appropriate programming of social channels.
Mobilize and interact with communities of fans.
Create and execute partner activations.
Identify new opportunities for audience development on social networks.
Spearhead integration of social technologies into NHL.com and other League media.
Elevate League’s “social IQ.”
Communicate best practices to NHL clubs.

NHL Social in 2010-11 and Beyond
Key Successes
Refined strategy: Oriented business around earned media proposition.
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
Culture: Social must permeate every marketing discipline and fan touchpoint.
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.

Industry/Competitive Review
By many measures the NHL has established itself
as an advanced social media marketing business …
Source: Altimeter Group

…. Therefore, we must apply commensurate resources to the opportunity
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NHL FY2011 Vs. Industry
45% of soft costs
67% of customer-facing costs
20% of technology costs

Despite limited resources, the NHL is maintaining its position
among all social brands more effectively than its peers in sports and media
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
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Business Opportunity: Social Sign-On
Consumers want to leverage their social identity across Web sites so they can personalize and share their experiences no matter where they surf.
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.
Source: Janrain
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Mobile phone owners are uber-consumers of social media,
highlighting opportunities for incremental engagement and earned media
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Business Opportunity: Social/Mobile Integration
Source: MocoSpace.com

Business Opportunity: Community Management
Exploiting usage trends will drive added consumption and earned media.
Source: HubSpot

Business Opportunity: Community Management
These trends happen to map perfectly to usage trends at NHL.com,
which are heavily game-centric (i.e. nights and weekends)
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.

Key Performance Indicators

Platform Growth
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Added Media Consumption
NHL.com Referral Gains from Facebook
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Added Media Consumption
NHL.com Referral Gains from Twitter
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Tracking the Facebook footprint
Average Video Starts per UV
Average Visitors per UV
214%
217%
Average Time Spent (min)
% of UV’s to Start Video
29%
73%
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Tracking the Twitter footprint
Average Visitors per UV
Average Video Starts per UV
183%
393%
% of UV’s to Start Video
Average Time Spent (min)
51%
80%
Page 19

Mike DiLorenzo, NHL at #RLTM NY 11

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