How the Toronto Maple Leafs are personalizing their social media. Some examples use a link to a Youtube video which I don;t think works through sldieshare.

1. Personalizing Your Social Media Presence
Fans + Brands +Social Media.
Jonathan Sinden  @JonSinden

2. As with any discussion on Social Media…
Keep phones on!
Tell people you’re here!

3. A little history…
Started with MLSE in Sept of 09.
+1,315% +160,000
+69,000 channel views (3months)
Marketing & Promotions Director in Radio.

4. Social Media At MLSE:
All Parts of our business.
(Fan Service, Digital, Public Relations, Ticket Sales, Food &
Beverage, TV Networks, Live Events, Retail Operations,
Security, People/HR, Community Partners, Corporate Partners,
Sales, Communications, Customer Service & more…)
Training personalities and staff.
Enhancing the Fan Experience.

5. But really…
 I’m just a fan.
 I have access.
 Would a fan think this is cool?

6. Relationship between fan and brand.
(Tattoo Rule)
Our Social Philosophy:
Listen. Engage. Be Authentic.
Sounds simple, right?

7. Communicating with each other is nothing new.
Social Media just makes it easier and faster.
People will always talk, listen, communicate.
And share things they have an emotional
connection with.
Real people talking to real people always wins.

8. Enter Social Media:
 Next Level Relationships.
Public Relations, Customer Service, Corporate
Communications, Fan Services, Ticket Sales &
Service, Marketing, Digital Content.
Helps put a ‘face’ to your organization .
People need training!
Has totally changed watching Live Events.

9. We do not have a Twitter/Facebook Strategy.
We do have an Engagement Strategy.

10. Our 7 Social Media Tactics:
 We follow back, if we can.
 We share. (content, news, stories)
 We try to answer everyone.
 We ‘jump in’ conversations.
 We Listen & Acknowledge.
 We help fans update fans.
 We believe little things matter.

11. The Follow Back:

12. We Share: (Pre Event on FB)

13. We Share: (During An Event on FB)
 1st Intermission.
End of Event

14. We Share: (Set Up An Event on Twitter)

15. We Answer:

16. We Answer:

17. We Answer: Fan Request

18. The Big Three “Asks” From Fans:

19. The Big Three “Asks” From Fans:

20. The Big Three “Asks” From Fans:

21. We Jump In:

22. We Jump In:

23. We Jump In:

24. We Listen:

25. Game Updates by Fans:

26. Acknowledge Fans:

27. Little Things Matter:

28. Seek Opportunity: #BrownBeaut

29. Quick Case Study: Using Twitter to Find and Reward Fans.
Coke Zero Fans First Game
 Men’s League Ambush &
Free Leafs Pre-Season Game.
 Impossible, Made Possible.

30. Quick Case Study: Using Twitter to Find and Reward Fans.
Coke Zero Fans First Game
Sometimes they find you.
Influencers become the Influence-ee.
Real Relationships.
Reward their friends/followers/friends.

31. Quick Case Study: Using Twitter to Find and Reward Fans.

32. Quick Case Study: Using Twitter to Find and Reward Fans.
Coke Zero Fans First Game
Buzz.
Help met the greater Campaign Objectives.
Contributed to the over 11 million media
impressions.
Coke Zero was a trending topic in Canada.

33. So, We Know...
People will talk and share experiences.
People can communicate with each other like never before.
Word of mouth just happens.
All of the above happens online and in-person.
Engagement Strategy…
 What’s yours?
 Get personal!

34. Thank you for your time.
@JonSinden
JonSinden