The Wild use social media like Facebook and Twitter to interact with fans, drive traffic to their website, and build their brand. Their social media strategy aims to give fans new ways to express fandom and increase brand activation. In 2010, social media drove 60,000 referring visits to wild.com, a 1,200% increase from 2009. The Wild posts behind-the-scenes content and contests on social media to encourage interaction and engagement from over 50,000 Facebook fans and 7,000 Twitter followers. They analyze metrics like demographics and growth to improve their social media strategy over time.

1. Wild Social Media Strategy
Digital & Interactive Group
Corporate Partner Summit
May 19, 2010

2. Speakers from the Wild:
• Michael Brinkman
– Senior Manager, Digital & Interactive
Group
• Dewayne Hankins
– Manager, Web & Creative Services

3. Agenda
• Our Social Media Strategy
• “Windows” into the NHL
• By The Numbers
• Wild Social Media in Action
• Wild TV
• Additional Areas of Focus

4. Our Goals with Social Media
“To interact with our fans in a fun and engaging
way to expose and develop our brand”
Increase brand activation
Give Wild fans new ways to express fandom
Drive web traffic to wild.com
Social media was responsible for 5,000 referring visits in
2009 and 60,000 in 2010 (1,200% increase)

5. Our Goals with Social Media
Build product awareness
Target both younger and older demographics
Get Instant Feedback
An open and instant channel to what our fanbase says
about us
We Need the ability to have thick skin
Create new opportunities
Create new windows into the Wild
Increase Revenue opportunities

6. What we promise to our followers
A unique way to interact with our fanbase
Be the first to know
Exclusive content
“Behind-the-scenes” info you can’t get elsewhere
How we do it
We use a collaborative effort with staff in
marketing and communications
Use various opinions – once shared, it is
going to a large audience

7. The NHL
400,000+
fans on
Facebook

8. The NHL
370,000+ followers
on Twitter

9. About our friends and followers
• Facebook
– 53,074 friends
– 56% male
– 33% 18-34
– Top 3 countries:
U.S., Canada,
Finland

10. About our friends and followers
• Twitter
– 7,357 followers
– Does not keep
demographics
– Loyal and
passionate
fans

11. Growth is Slow and Steady
Twitter Over
Last 3 Months
Facebook Over
Last 6 Months

12. Encourage Interaction
Why this worked
Because it doesn’t hurt to thank our
loyal followers for using our product

13. Riding the Wave
Why this worked
Fans were excited after a huge
comeback victory, we gave them a
venue to discuss

14. Increasing Wild.com Traffic
Why this worked
Activating our fans and sending
back to wild.com provided
instant traffic.

15. What’s In It For Me?
Why this worked
An exciting giveaway made fans
excited to sign up for the chance
to win it.

16. Twitter: Getting Inside the Room

17. Twitter: Contests

18. Twitter: Increase Traffic & Respond

19. Wild TV
• Viral video creates instant traffic but you
can’t plan it
• Top 5 videos of 2010:
– Modano Tribute
– Modano named #1 star
– Herb Brooks video tease
– Movember Tribute
– Boogaard presents the new third jersey
• Pre-roll and ad panels lead
into each video
• Sully wants to coach!

20. Syndication is Key

21. Additional Areas of focus…
• Blogs
– Lighthouse
– The Owner’s Box
• RSS
• PONDcasts
• Online toolbars
– Firefox Boom
– Wild Toolbar

22. Additional Areas of focus…
• Email
– 1 million emails per
month
– Subscription lists
– Pre-sales,
Corporate offers list
• Mobile
– Text Alerts
– WAP

23. Making our brand interactive
sponsorship.wild.com

24. Making our brand interactive
tickets.wild.com

25. Making our brand interactive
myseats.wild.com

26. What’s next? Choose Wisely.