Michael DiLorenzo, NHL at #RLTM NY 11
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Transcript of Michael 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
Page 2
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
3
Page 4
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.
Page 5
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
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Industry/Competitive Review
By many measures the NHL has established itself as an advanced social media marketing business …
Source: Altimeter Group
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Industry/Competitive Review
Source: Altimeter Group
…. Therefore, we must apply commensurate resources to the opportunity
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Industry/Competitive Review
Source: Altimeter Group
45% of soft costs
67% of customer-facing costs
NHL FY2011 Vs. Industry
20% of technology costs
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Industry/Competitive Review
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
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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
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Business Opportunity: Social/Mobile Integration
Time On Site Friends0
20
40
60
80
100
120
140
160
Mobile Social GamersNon Gamers
Source: MocoSpace.com
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Business Opportunity: Community Management
Exploiting usage trends will drive added consumption and earned media.
Source: HubSpot
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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)
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Key Performance Indicators
KPIs
E-Commerce
Paid Products
Partner Marketing
Customer File
Media Consumption
Incremental Media Value
Page 15
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)
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Added Media Consumption
NHL.com Referral Gains from Facebook
July
Augus
t
Sept
embe
r
Octob
er
Novem
ber
Decem
ber
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
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Added Media Consumption
NHL.com Referral Gains from Twitter
July
Augus
t
Sept
embe
r
Octob
er
Novem
ber
Decem
ber
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
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Tracking the Facebook footprint
9.1
2.9
NHL.com Average UV
Facebook Referred UV
Average Visitors per UV19
6
NHL.com Average UV
Facebook Referred UV
Average Video Starts per UV
.71
.41
NHL.com Average UV
Facebook Referred UV
8
6.2
4
NHL.com Average UV
Facebook Referred UV
% of UV’s to Start Video Average Time Spent (min)
214% 217%
73%
29%
Page 19
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%