Personalize Social Media: Toronto Maple Leafs

Personalizing Your Social Media Presence

Fans + Brands +Social Media.

Jonathan Sinden @JonSinden

As with any discussion on Social Media…

Keep phones on!

Tell people you’re here!

A little history…

Started with MLSE in Sept of 09.

+1,315% +160,000

+69,000 channel views (3months)

Marketing & Promotions Director in Radio.

Social Media At MLSE:

All Parts of our business.

(Fan Service, Digital, Public Relations, Ticket Sales, Food & Beverage, TV Networks, Live Events, Retail Operations, Security, People/HR, Community Partners, Corporate Partners, Sales, Communications, Customer Service & more…)

Training personalities and staff.

Enhancing the Fan Experience.

But really…

I’m just a fan.

I have access.

Would a fan think this is cool?

Relationship between fan and brand. (Tattoo Rule)

Our Social Philosophy:

Listen. Engage. Be Authentic.

Sounds simple, right?

Communicating with each other is nothing new.

Social Media just makes it easier and faster.

People will always talk, listen, communicate.

And share things they have an emotional connection with.

Real people talking to real people always wins.

Next Level Relationships.

Public Relations, Customer Service, Corporate Communications, Fan Services, Ticket Sales &

Service, Marketing, Digital Content.

Helps put a ‘face’ to your organization .

People need training!

Has totally changed watching Live Events.

Enter Social Media:

We do not have a Twitter/Facebook Strategy.We do have an Engagement Strategy.

Our 7 Social Media Tactics:

We follow back, if we can.

We share. (content, news, stories)

We try to answer everyone.

We ‘jump in’ conversations.

We Listen & Acknowledge.

We help fans update fans.

We believe little things matter.

The Follow Back:

We Share: (Pre Event on FB)

We Share: (During An Event on FB)

1st Intermission.

End of Event

We Share: (Set Up An Event on Twitter)

We Answer:

We Answer:

We Answer: Fan Request

The Big Three “Asks” From Fans:



We Jump In:

We Jump In:

We Jump In:

We Listen:

Game Updates by Fans:

Acknowledge Fans:

Little Things Matter:

Seek Opportunity: #BrownBeaut

Quick Case Study: Using Twitter to Find and Reward Fans.

Coke Zero Fans First Game

Men’s League Ambush &Free Leafs Pre-Season Game.

Impossible, Made Possible.



Sometimes they find you.

Influencers become the Influence-ee.

Real Relationships.

Reward their friends/followers/friends.




Buzz.

Help met the greater Campaign Objectives.

Contributed to the over 11 million media impressions.

Coke Zero was a trending topic in Canada.

So, We Know...

People will talk and share experiences.

People can communicate with each other like never before.

Word of mouth just happens.

All of the above happens online and in-person.

Engagement Strategy…

What’s yours?

Get personal!

Thank you for your time.

@JonSinden

JonSinden

Personalize Social Media: Toronto Maple Leafs

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