NHL Slides - Driving Fandom Through Social Storytelling

DRIVING FANDOM THROUGH SOCIAL STORYTELLING

SIMON MAINWARING

THE DIGITAL DISRUPTION OF MARKETING

DATA - INTERNET OF THINGS

DATA DELUGE

MOBILE - SMARTPHONE SALES

SOCIAL COMMERCE

SOCIAL MEDIA - ONLINE ADULTS’ USAGE

SOCIAL MEDIA - USERS & AD SPEND

CONSUMERS AS CONTENT PRODUCERS

SOCIAL CLUB AND PLAYER BRANDS

You now live in a real-time, social, and mobile marketing world.

You can reach the exact audience you want through relevant, real-time, paid content.

You have to take a data-driven, mobile-first approach to marketing.

KEY INSIGHTS

“Disruption is moving exponentially while companies are

innovating arithmetically.”

- JAY SAMIT, ‘DECODING DISRUPTION’

“Information technology expands exponentially. Non-

information technology expands linearly.”

- RAY KURZWEIL, AUTHOR/ DIR. OF ENGINEERING, GOOGLE

SWIFT RESPONSE

STORY VS. DATA

Story drives data. Data defines impact.

1. DEEPER FAN CONNECTIONS THROUGH PURPOSE

Story transcends technology.

You must define a story worth telling to be a brand worth sharing.

How well you tell your story determines how well fans share your story.

DIGITAL STORYTELLING

Edelman ‘GoodPurpose Report’ 2012

BRAND TRUST

EMPLOYEES EXPECTATIONS

Deloitte, ‘Culture of Purpose Study’ 2014Deloitte, ‘Culture of Purpose Report’ 2013

CONSUMER SPENDING

Nielsen, ‘Doing Well

By Doing Good

Report’, 2014

SUSTAINABILITY SPENDING

MILLENNIALS AND PURPOSE

TBWA, ‘Future of

Social Activism’ 2013

GEN Z AND PURPOSE

NHL FANS & SUSTAINABILITY

Fans want a better world, not just better widgets.

Purpose gives you relevance.

Story is your compass.

Telling deepens connection.

PURPOSE AND STORY

1. Why was the brand

started?

2. What is its promise to

the world?

3. What are you the only

one of?

4. When your brand is at

its best, what are you

doing?

WHAT IS YOUR STORY?

1. OWN A FUNDAMENTAL HUMAN PROPERTY

2. DECLARE YOUR MISSION AND VALUES

In today’s social business marketplace, brands no longer show our separation or differentiation,

but our connectedness to values.

3. BE SPECIFIC - SUSTAINABILITY

1. Simple - You must empower employees and fans to share

your story using their own social channels.

2. Specific - You must not dilute your brand through ‘me too’

marketing.

3. Sharable - Your story must be framed in a way that makes

fans want to share it.

KEY STORY ATTRIBUTES

RISK MITIGATION - PRODUCTS

Responsible palm oil harvesting CVS no tobacco productsAntibiotic free chickens

Walmart/Target on toxic ingredientsGen. Mills GMO-free Cheerios Subway stops Yoga mat ingredient

REPUTATION ENHANCEMENT - MARKETING

Drops ‘All Natural’ Label Loses ‘All Natural’ Label

Taco Bell Ingredient List

Axe ‘Peace’

Apple Apologizes JnJ Safety Commitment

KEY TAKEAWAY The future of profit is purpose.

KEY QUESTION What is the one fundamental human property

you want your brand to own?

2. FAN COMMUNITY BUILDING THROUGH SOCIAL MEDIA

The first decision of a fan is do they want to be part of your story.

To inspire participation, the fan must be the hero of your story.

That story isn’t static but must evolve and mature.

CUSTOMER DRIVING STORY

1. FANS BUILD BRANDS

2. FANS CO-AUTHOR STORIES

3. BRANDS CELEBRATE FANS

FAN-DIRECTED STORYTELLING

BRAND

NOT SELF-DIRECTED STORYTELLING

BRAND

CELEBRATE EMPLOYEE/FAN SUCCESS

BRAND

FAN GOODWILL IN RETURN

BRAND

BRAND STORY ARC

FAN ENGAGEMENT TACTICS

CHAPTERS IN LONGER LEAGUE STORY

The PEPSI CENTER, where the Colorado Avalanche play, recently installed an upgraded, energy efficient ice plant.

CLUB STORYTELLING - SUSTAINABILITY

At the BB&T CENTER, the Florida Panthers substantially reduced water consumption by retrofitting more than 400 hand sinks in public restrooms.

The Columbus Blue Jackets are implementing procedures at NATIONWIDE ARENA to increase landfill diversion rates toward a “zero waste” goal.

The Vancouver Canucks revamped paper-purchasing policies to avoid the use of tree-based paper.

The Chicago Blackhawks annually hold GO GREEN GAMES during which all electricity used is matched with an investment in renewable-energy credits

LOCAL STORYTELLING - PURPOSE

FAN ENGAGEMENT UPGRADES

SPONSOR/PARTNER AMPLIFICATION

SELF-SUSTAINING FAN COMMUNITY

PHILADELPHIA EAGLES ‘GO GREEN’

MODULATE YOUR STORY

ELITE VS. EVERYDAY ATHLETES

KEY TAKEAWAY Your brand must be the chief celebrant,

not celebrity, of its fan community.

KEY QUESTION What fan benefit will your marketing celebrate?

3. BUSINESS GROWTH THROUGH CULTURAL LEADERSHIP

The goal is to transcend your products, services, and category to positively shape culture.

PRESUMPTION VS. PERMISSION

Unilever and Global Handwashing Day Coca-Cola Coletivo and 5x20

Lululemon - Women’s bodies don’t work

APPEARANCE VS. ACCOUNTABILITY

CEO admits to quality slump

INTENT VS. IMPACT

Unilever Non-Financial Indicators Nike Supply Chain Transparency

COLLABORATE WITH CONSUMERS

COLLABORATE WITH INTEREST GROUPS

The Gen to End Smoking Unilever Clif ‘Clean-Up Racist Graffiti’

COLLABORATE BETWEEN BUSINESSES

GIVE FANS A TOOLKIT

• An invitation to join

• A shared and specific goal

• A menu of ways to participate

• A variety of media options

• A Resource Center with FAQ’s

• A simple/fun way to participate

• A badge for participation

• A reward for contribution

TOOLKIT COMPONENTS

TOOLKIT - MDG500

Your brand story must define, frame, and lead a cultural conversation.

ARE WE CONSUMING TOO MUCH?

CAN WE MAKE THINGS FAIRER?

CAN WE HELP MORE PEOPLE?

CAN WE TREAT THE PLANET BETTER?

CAN WE LEARN IN NEW WAYS?

Social storytelling is a commitment to something larger than ourselves to which we are all connected.

THE EVOLUTION OF REVOLUTION IS CONTRIBUTION

CVS Health launches national quit smoking

platform and campaign.

Intel CEO challenges entire industry to

become ‘conflict free.’

BUSINESS GROWTH THROUGH CULTURAL LEADERSHIP

“At the NHL, we recognize that we have great responsibility for the way we conduct our business. As

our revenues, TV viewership, and attendance continue to rise, we are acutely aware of our influence on culture and

society, especially with today's youth. We have the power to promote, develop, and support positive

change.”

- GARY BETTMAN, NHL COMMISSIONER

KEY TAKEAWAY Find the why that’s bigger than your brand and

you’ll find the way to lead the future.

KEY QUESTION What cultural conversation will your brand lead?

Stories write our future.

Simon@WeFirstBranding.com

www.WeFirstBranding.com

THANK YOU, NHL.