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

MLB NBA NFL NASCAR

Male 65.5% 59.7% 62.8% 59.8% 64.8%

Adults 18-49 63.3% 54.8% 60.2% 56.7% 58.5%

Average Age 44.0 47.1 45.1 46.5 46.0

Some College or More 68.0% 63.0% 63.6% 60.4% 52.9%

I’net Purchase (past yr) 63% 57% 57% 56% 52%

Cable Modem 34% 31% 31% 31% 28%

Work Full Time 64.0% 57.1% 58.1% 57.0% 60.4%

Average HHI $103,963 $96,194 $96,040 $94,475 $85,981

*Based on GroupM media target analysis

News andSports Sites

Video Portals

Social Media

Connected Devices Mobile

Shortening the Distance - Providing Access Across 45+ Websites, Portals, Social Media, Connected Devices & Mobile Platforms

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What is NHL Social?

Business Definition

1. Social Media Marketing is an audience development device.

2. Social Media Marketing syndicates the League’s voice and content on popular social networking platforms.

3. Social Media Marketing creates new opportunities for direct-to-consumer revenue generation and partnership marketing activation.

Key Activities

1. Assure platform-appropriate programming of social channels. 2. Mobilize and interact with communities of fans.3. Create and execute partner activations.4. Identify new opportunities for audience development on social networks.5. Spearhead integration of social technologies into NHL.com and other League

media.6. Elevate League’s “social IQ.”7. Communicate best practices to NHL clubs.

NHL Social in 2010-11 and Beyond

• 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.

• 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.

Key Successes

Ongoing Challenges

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



45% of soft costs

67% of customer-facing costs

NHL FY2011 Vs. Industry

20% of technology costs


Social Audience 2008 SMI 2009 SMI 2010 SMI CHANGE

NBA 10,500,000 29 5 18 -13

NFL 2,960,000 35 12 36 -24

MLB 1,486,000 79 29 68 -39

NHL 2,000,000 NR 46 65 -19

ESPN 4,800,000 NR 23 55 -22

NASCAR 1,500,000 53 43 73 -30

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

Despite limited resources, the NHL is maintaining its position among all social brands more effectively than its peers in sports and media

Business Opportunity: Social Sign-On

Source: Janrain

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.

Mobile phone owners are uber-consumers of social media, highlighting opportunities for incremental engagement and earned media

Business Opportunity: Social/Mobile Integration

Time On Site Friends0

20

40

60

80

100

120

140

160

Mobile Social GamersNon Gamers

Source: MocoSpace.com

Business Opportunity: Community Management

Exploiting usage trends will drive added consumption and earned media.

Source: HubSpot

Business Opportunity: Community Management

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.

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

Key Performance Indicators

KPIs

E-Commerce

Paid Products

Partner Marketing

Customer File

Media Consumption

Incremental Media Value

Platform Growth

10-Jul-10

22-Jul-10

3-Aug-10

15-Aug-10

27-Aug-10

8-Sep-10

20-Sep-10

2-Oct-10

14-Oct-10

26-Oct-10

7-Nov-10

19-Nov-10

1-Dec-10

13-Dec-10

25-Dec-10

6-Jan-11

18-Jan-11

30-Jan-11

11-Feb-11

23-Feb-11

7-Mar-11

19-Mar-11

31-Mar-11

12-Apr-11

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Facebook Fans (1,463,174)Twitter Followers (564,990)Total Audience (2,060,345)

Added Media Consumption

NHL.com Referral Gains from Facebook

July

Augus

t

Sept

embe

r

Octob

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Novem

ber

Decem

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Janu

ary

Febr

uary

Mar

chApr

ilMay

June

0

100000

200000

300000

400000

500000

600000

700000

800000

-200%

-100%

0%

100%

200%

300%

400%

500%

600%

700%

FY10FY11% Change

2011 Winter Classic and NHL All-Star Game

Added Media Consumption

NHL.com Referral Gains from Twitter

July

Augus

t

Sept

embe

r

Octob

er

Novem

ber

Decem

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Janu

ary

Febr

uary

March

April

MayJu

ne0

20000

40000

60000

80000

100000

120000

140000

-200%

-100%

0%

100%

200%

300%

400%

500%

FY10FY11% Change

Tracking the Facebook footprint

9.1

2.9

NHL.com Average UV

Facebook Referred UV

Average Visitors per UV19

6

NHL.com Average UV


Average Video Starts per UV

.71

.41

NHL.com Average UV


8

6.2

4

NHL.com Average UV


% of UV’s to Start Video Average Time Spent (min)

214% 217%

73%

29%

Tracking the Twitter footprint

14.3

2.9

NHL.com Average UV

Twitter Referred UV

Average Visitors per UV

17

6

NHL.com Average UV

Twitter Referred UV

Average Video Starts per UV

.74

.41

NHL.com Average UV

Twitter Referred UV

9.4

6.2

4

NHL.com Average UV

Twitter Referred UV

% of UV’s to Start Video Average Time Spent (min)

393%

51%

80%

183%

Mike DiLorenzo, NHL at #RLTM NY 11

Technology

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