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Ottawa SenatorsSocial Road Map
Attention is the new currency• Two years ago: We were asking how to “DO”  social media.                SHIFT• Now, we are ...
Sens Social Beginnings…• The Fans were  first …
Fans: 163,96023,756,422: friends offans550,000: Average weeklyreachAverage number of peopleinteracting with our pageduring...
104,592 followersvery rapid growthsince the lock-out.Between 500-1000new followers aweek
Our Social Media Goals• Build relationships and  create fans for life• Listen and engage• Create conversations by  creatin...
Great momentum from last season….
Then…..
What now?
We missed hockey too
SENS ARE BACK!
Golden Rules          …and What we’ve learned1. Social marketing is about being   social.  “The essential difference betwe...
139,584 people saw this post-49,000 organic (in their own news feed)-90,500 in their friends news feed
• Connect the fans, make them part of the  experience and the journey.  – Spezza, Karlsson, Anderson... Carry on
Golden Rules2.   Create Value
Golden Rules3. Listen #peskysens
Golden Rules4. Strong call to action. Influence
Golden Rules5. Combine paid, earned and owned media
#Pesky but critical ROI• Top 2 Metrics, for us:   – Size of audience and total reach = social     capital  – Engagement ra...
Ottawa Senators OrganizationMore Than Just a Hockey Team
More Than Just a Hockey Team• Over the last 20 years, more than $70 million  has been given to charitable and community  i...
Our Commitment to You• Bringing you World Class Events such as All Star  Game, Junos, World Women’s Championship and  Worl...
Thank you, Questions?
Third Tuesday Meetup, March 13, 2013
Third Tuesday Meetup, March 13, 2013
Third Tuesday Meetup, March 13, 2013
Third Tuesday Meetup, March 13, 2013
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Third Tuesday Meetup, March 13, 2013

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Insight into how the Ottawa Senators Hockey club used social media to stay connected with their fans throughout the lock-out and beyond.

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Third Tuesday Meetup, March 13, 2013

  1. 1. Ottawa SenatorsSocial Road Map
  2. 2. Attention is the new currency• Two years ago: We were asking how to “DO” social media. SHIFT• Now, we are asking how to “BE” social.
  3. 3. Sens Social Beginnings…• The Fans were first …
  4. 4. Fans: 163,96023,756,422: friends offans550,000: Average weeklyreachAverage number of peopleinteracting with our pageduring a game: 15,000
  5. 5. 104,592 followersvery rapid growthsince the lock-out.Between 500-1000new followers aweek
  6. 6. Our Social Media Goals• Build relationships and create fans for life• Listen and engage• Create conversations by creating great content = Influence buyers
  7. 7. Great momentum from last season….
  8. 8. Then…..
  9. 9. What now?
  10. 10. We missed hockey too
  11. 11. SENS ARE BACK!
  12. 12. Golden Rules …and What we’ve learned1. Social marketing is about being social. “The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions”Kevin Roberts, CEO of Saatchi & Saatchi in Lovemarks: the Future Beyond Brands.
  13. 13. 139,584 people saw this post-49,000 organic (in their own news feed)-90,500 in their friends news feed
  14. 14. • Connect the fans, make them part of the experience and the journey. – Spezza, Karlsson, Anderson... Carry on
  15. 15. Golden Rules2. Create Value
  16. 16. Golden Rules3. Listen #peskysens
  17. 17. Golden Rules4. Strong call to action. Influence
  18. 18. Golden Rules5. Combine paid, earned and owned media
  19. 19. #Pesky but critical ROI• Top 2 Metrics, for us: – Size of audience and total reach = social capital – Engagement rate: share of voice • How many people are talking about the brand at any given time or during a game • Retweets, mentions and comments
  20. 20. Ottawa Senators OrganizationMore Than Just a Hockey Team
  21. 21. More Than Just a Hockey Team• Over the last 20 years, more than $70 million has been given to charitable and community initiatives.
  22. 22. Our Commitment to You• Bringing you World Class Events such as All Star Game, Junos, World Women’s Championship and World Junior Championship generating more than $400 million in economic activity for our region.• To continue to reinvest in our Community• To put the very Best Team on the ice each year and make you proud to say “YOUR TEAM”
  23. 23. Thank you, Questions?

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