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A Window Into NHL Social<br />Enterprising the Opportunity – <br />Audience Development & Building Asset Value <br />June 2011<br />

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Snapshot: NHL Fan Demos<br /><ul><li>NHL fans are younger, more affluent, and more tech savvy than those of the other major sports leagues</li></ul>*Based on GroupM media target analysis<br />Page 2<br />

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Shortening the Distance - Providing Access Across 45+ Websites, Portals, Social Media, Connected Devices & Mobile Platforms<br />Video Portals<br />Connected Devices<br />News andSports Sites<br />Social Media<br />Mobile<br />3<br />

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Page 4<br />What is NHL Social?<br />Business Definition<br />Social Media Marketing is an audience development device.<br />Social Media Marketing syndicates the League’s voice and content on popular social networking platforms.<br />Social Media Marketing creates new opportunities for direct-to-consumer revenue generation and partnership marketing activation.<br />Key Activities<br />Assure platform-appropriate programming of social channels.<br />Mobilize and interact with communities of fans.<br />Create and execute partner activations.<br />Identify new opportunities for audience development on social networks.<br />Spearhead integration of social technologies into NHL.com and other League media.<br />Elevate League’s “social IQ.”<br />Communicate best practices to NHL clubs.<br />

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Page 5<br />NHL Social in 2010-11 and Beyond<br />Key Successes<br /><ul><li>Refined strategy: Oriented business around earned media proposition.

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Developed scaled audience: Grew addressable audience to >2.2mm (+250%), helping drive huge gains in referred traffic to NHL.com and paid products.

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Drove revenue: Referred direct-to-consumer revenue and secured partner activations.

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Built media asset value: Delivered incremental media value to NHL and partner initiatives.

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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.</li></ul>Ongoing Challenges<br /><ul><li>Culture: Social must permeate every marketing discipline and fan touchpoint.

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Resources: Resources will allow us fully exploit the opportunity.

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Content programming: Social is a 24x7 proposition and must be programmed accordingly.

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Speed to market: We must equip to service a rapidly changing market opportunity.</li></li></ul><li>Page 6<br />Industry/Competitive Review<br />By many measures the NHL has established itself <br />as an advanced social media marketing business …<br />Source: Altimeter Group<br />

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Industry/Competitive Review<br />…. Therefore, we must apply commensurate resources to the opportunity<br />Source: Altimeter Group<br />Page 7<br />

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Page 8<br />Industry/Competitive Review<br />NHL FY2011 Vs. Industry<br />45% of soft costs<br />67% of customer-facing costs<br />20% of technology costs<br />Source: Altimeter Group<br />

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Industry/Competitive Review<br />Despite limited resources, the NHL is maintaining its position <br />among all social brands more effectively than its peers in sports and media<br />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<br />Page 9<br />

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Business Opportunity: Social Sign-On<br />Consumers want to leverage their social identity across Web sites so they can personalize and share their experiences no matter where they surf.<br />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.<br />Source: Janrain<br />Page 10<br />

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Mobile phone owners are uber-consumers of social media, <br />highlighting opportunities for incremental engagement and earned media<br />Page 11<br />Business Opportunity: Social/Mobile Integration<br />Source: MocoSpace.com<br />

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Page 12<br />Business Opportunity: Community Management<br />Exploiting usage trends will drive added consumption and earned media.<br />Source: HubSpot<br />

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Page 13<br />Business Opportunity: Community Management<br />These trends happen to map perfectly to usage trends at NHL.com,<br />which are heavily game-centric (i.e. nights and weekends)<br />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. <br />

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Page 14<br />Key Performance Indicators <br />

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Platform Growth <br />Page 15<br />

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Added Media Consumption<br />NHL.com Referral Gains from Facebook<br />Page 16<br />

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Added Media Consumption<br />NHL.com Referral Gains from Twitter<br />Page 17<br />

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Tracking the Facebook footprint <br />Average Video Starts per UV<br />Average Visitors per UV<br />214%<br />217%<br />Average Time Spent (min)<br />% of UV’s to Start Video<br />29%<br />73%<br />Page 18<br />

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Tracking the Twitter footprint <br />Average Visitors per UV<br />Average Video Starts per UV<br />183%<br />393%<br />% of UV’s to Start Video<br />Average Time Spent (min)<br />51%<br />80%<br />Page 19<br />