MLSE Social Media Strategy
April 17, 2009 at 12:00 am | Posted in Branding, Facebook, Marketing, Social Media, Sponsorship, Sports Marketing, Twitter | 12 CommentsTags: Facebook, Maple Leafs, Raptors, Sponsorship, Sports Marketing, Twitter
Maple Leaf Sports and Entertainment is a local mini sports empire here in Toronto. Repeatedly regarded as the highest earning property in the NHL year after year, the Maple Leafs lead the pack of other MLSE properties: the NBA’s Raptors, Toronto Marlies of the AHL, and the surprisingly highly successful Toronto FC of the MLS league.
Internal Social Media Sites
MLSE has 2 online communities for the Leafs and Raptors:
These sites are tied into their primary websites (mapleleafs.com and raptors.com) and internal database. These online communities serve to drive fans back to their sites and are further supported by 3rd party social media platforms like Facebook and Twitter. Here is the ROI… more unique visitors to these sites = sponsorship opportunities.
The Leafs on Facebook
Here is the official Facebook Fan Page for the Leafs. There are several fan created fan pages – a testament to their base and brand. While the page is still evolving, MLSE is focused on providing unique applications for the fans to use – like building a custom jersey or creating your own hockey card. This represents a viable e-commerce stream in addition to fan engagement.
MLSE on Twitter
Monika
Here is where I see an interesting approach – one that is different than other teams – MLSE is focusing on people vs. the brand on Twitter. Rather than follow “the Leafs”, MLSE has positioned an individual - Monika – as the face of the online community. Monika is also the in-game announcer, so she is tied in with fan experience in a live capacity. Via the Twitter platform, Monika represents the brand. True to social media’s core of people as content – time will tell how the strategy of individual vs. brand will play out.
The Raptors have a similar approach – but the indivual is a further step removed and embodied in Raptors Web Guy. Here, Raptors Web Guy comes across as someone within the organization, but not a named/pictured individual. In this way, Raptors Web Guy is half person and half brand – again, a different approach than what other teams are doing on Twitter and one that is noteworthy.
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Carson McKee,
Digital wing man and social media consultant. -
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The dilemma most organizations are struggling with is how to effectively get people to bring their content/brand into someone’s social networking world. Fanaticam is the solution.
It’s a proven drive-to-web of game/event attendees and a compelling call to action.
Fanaticam has developed a turn-key digital media marketing video system that teams can use to give their fans a unique, high-value game-day/event take-away and engage them in the most dynamic way possible. The take-away is a personal fan video they retrieve from the team website once they return home from the game using an advanced PIN-to-Media system and server-side system allowing functionality such as commenting, syndication, sharing/bookmarking & embedding. Fanaticam.com
With the popularity of ‘me-casting’ and Internet users eager to obtain personal content that they can add to their social networking pages; some who just want to share their experiences, and others looking to become the next viral Internet sensation, our program makes it simple for teams to provide their fans with exactly that.
It’s taking the whole ‘fan photo’ concept to the next level. It’s a perfect property to get a sponsor involved, with significant branding and interest that is inherently viral. Teams advertise their experience and bring new and increased value to the ticket price, and sponsors get significant brand association with the free offering.
For the cost of say a ‘single game bobble-head give-away’ promotion, a team can have an entire season of Fanaticam give-aways for fans to leave with!
If your fans are fanatics, you have to give them Fanaticam!
Comment by Gary P— April 17, 2009 #
[...] MLSE Social Media Strategy « Sales Direction – [...]
Pingback by The AltRaps Blog » Blog Archive » Toronto Raptors Linkage for April 18th from 04:56 to 07:45— April 18, 2009 #
Hey Carson,
Liked the article.. but not sure if you did your homework on the MLSE as it is not a local “mini” Sports empire… Its probably one of the biggest in the world and for sure in Canada.
Comment by JOhn— April 20, 2009 #
Thanks for your comment John,
When it comes to sports empires – there are none bigger than AEG.. I also look at George Gillette‘s properties (including NHL, NASCAR, English Premier League Football). Both of these examples are international in scope and are capital “M” Major brands and facilities. MLSE possesses 2 Major brands in the Leafs and Raptors among 4 local properties – the AHL Marlies and MLS Toronto FC are just not on that level of exposure, fan base, media coverage, etc… Nothing against MLSE, of course… that is certainly not my intent.
Comment by Carson McKee— April 20, 2009 #
[...] MLSE Social Media Strategy « Sales Direction [...]
Pingback by Linkage for Apr 17 9am to Apr 21 7am - Raptors Republic— April 21, 2009 #
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