The document discusses the NHL's social media strategy and opportunities. It notes that NHL fans are younger, more affluent, and more tech-savvy than other major sports leagues. The NHL aims to develop its audience and drive revenue through platforms like social media, video portals, mobile, and connected devices. Key goals include growing the NHL's social media presence, driving traffic to NHL.com, securing partner activations, and measuring success through indicators like platform growth and increased media consumption and engagement.

1. A Window Into NHL Social Enterprising the Opportunity – Audience Development & Building Asset Value June 2011

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

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

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

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

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

10. Resources: Resources will allow us fully exploit the opportunity.

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

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

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

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

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

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

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

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

20. Page 14 Key Performance Indicators

21. Platform Growth Page 15

22. Added Media Consumption NHL.com Referral Gains from Facebook Page 16

23. Added Media Consumption NHL.com Referral Gains from Twitter Page 17

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

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