Ottawa SenatorsSocial Road Map

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.

Sens Social Beginnings…• The Fans were

first …

Fans: 163,96023,756,422: friends of fans

550,000: Average weekly reach

Average number of people interacting with our page during a game: 15,000

104,592 followers

very rapid growth since the lock-out.

Between 500-1000 new followers a week

• Build relationships and create fans for life

• Listen and engage

• Create conversations by creating great content

= Influence buyers

Our Social Media Goals

Great momentum from last season….

Then…..

What now?

We missed hockey too

SENS ARE BACK!

Golden Rules…and What we’ve learned

1. 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.

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 rate: share of voice • How many people are talking about the brand

at any given time or during a game• Retweets, mentions and comments

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 initiatives.

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”

Thank you, Questions?