Literature Findings

Throughout the term Emily and I have been researching what different professionals and scholars have to say about how organizations are using the internet to market their brand, and so for this post we would like to share some of our findings.

Daniel Mason, who writes for the International Journal of Sports Marketing & Sponsorship says that, “sports leagues and media providers are constantly seeking new ways of improving the consumption experience of viewers”. He goes on to say that, “the widespread convergence of sport and media technologies has resulted in a desire to create and provide new ways for fans to experience and consume sport.”

As displayed in our previous posts, Emily and I are really interested in how the NHL covers hockey online and so when we came across this quote from Adam Acone, who is the VP of broadcasting for the NHL, we were interested to hear what a professional had to say. Acone says that the goal that the media has for the coverage of hockey is, “to bring fans closer to the action and help them feel the speed and power of the game. We also want to broaden the audience by bringing the viewers closer to the players.”

In his article Mason discusses that one of the earliest challenges with watching hockey on the internet was the price, but as we’ve learned through our research of NHL GameCenter Live and NHL Vault, they have developed a way to make this service affordable for fans everywhere.
We also had a chance to review another scholar’s work, Norm O’Reilly and Ryan Rahinel who, like Mason, writes for the Journal of Sports Marketing & Sponsorship. O’Reilly and Rahinel provide insights into the growth and expansion of televised hockey, and their report features the importance of forecasting the future of media technologies in hockey. They review five major technologies identified as, “high definition television (HDTV), interactive television (iTV), video on demand (VOD), personal video recorders (PVRs), and mobile multimedia devices (MMDs).”In their article they also discuss how HDTV is one of the newest forms of technology that currently has the greatest potential to influence the way in which fans choose to watch hockey, and through out research we have learned that this feature is now available online. This demonstrates how the NHL has taken care to keep on top of the evolving technologies so that they may effectively market the sport online.

James Santomier discusses that through the, “integration of new media technologies has changed the manner in which sport is produced, marketed, delivered, and consumed.” This article makes the important point about the ways in which new media digital technologies are imperative when it comes to the consumption of sports.

In his book, “Twitter Power: How to dominate your market one tweet at a time”, Joel Comm discusses how organizations are able to market their brand through social media sites. The NHL and its teams have embraced these social media sites as a way to market the league and provide updates to its fans. In hockey, one of the most important things of the game is building a network of fans. In order to do this the NHL or the specific team must market the game to each demographic that makes up their audience. Members of the younger generation are beginning to use social media sites more than ever before, which means that the NHL must now too communicate through these mediums. The Pittsburgh Penguins, for example, use Twitter as a means to update fans on trades, injuries, lineups, in-game updates, and general news about the team in a clear, concise manner. This tells fans that the Penguins are dedicated to providing up-to-the-minute information about the team in the simplest way possible. In a society where people want information fast, Twitter provides organizations with the ability to report events more quickly and accurately than other media outlets and, as Comm says, “it’s clear that the future belongs to those who embrace social media as a regular part of their lives.”

Through these articles Emily and I have discovered how the NHL is using the internet to market the league and increase its viewers. We think that it’s really interesting how an organization as big as the NHL has embraced the internet to this extent, and how because of this, they are able to better communicate with hockey fans around the world. Society is clearly moving forward in its use of technology, and we are excited to see where this technology will take the NHL and the hockey community in the future.

NHL GameCenter Live & The NHL Vault

Lorelei and I have been researching a new type of internet technology used by the NHL to bring multiple live games to viewers computer screens. Initially called NHL GameCenter, this technology was used through the television, but with our societies increased reliance on the internet they have adapted this service to made available online. They call this form NHL GameCenter Live.

NHL GameCenter Live is a prepaid service that, “allows you to watch up to 40 live action-packed games a week outside your local market.” This basically means that teams that play outside of your television market are now available with the click of a mouse, without having to switch your local TV service provider. Features of NHL GameCenter Live include live streaming HD-quality games, DVR Functionality, Picture-in-Picture, Multigame View (to watch up to 4 games at once), and access to the Replay Archive all for $19.95 per month.

We also reviewed the NHL’s new service called the NHL Vault, a program allowing fans to relive classic NHL moments online. For the low price of $4.95 per month fans will have access to:

• Classic Games:

-Relive historic hockey moments from classic games from the 1960’s through 2000’s

• Condensed Games:

-Catch up on last night’s games as 10-12 minute extended highlights

• 3-Year Game Archive

-Watch full-length replays from the 2007-2008 season and beyond

These services appeal to all age demographics, allowing fall fans to watch all of their favorite moments online. The NHL realizes the demand for innovative online technologies in order to keep their fans satisfied. With the use of this technology the NHL has demonstrated the growth of hockey online.

*Information retrieved from gamecenter.nhl.com

Hello!

It may seem like Emily and I have neglected this blog, but we've actually been hard at work getting resources together for our final insights onto how the hockey community is utilizing the internet to market the game.

A lot has gone on in the hockey world as of late, so I thought I'd provide a brief update of some of these happenings.

The major event that has happened in the NHL this week was the ruling that hits to the head will no longer be permitted. League disciplinarian, Colin Campbell, made a statement that this ruling was effective immediately. Even though this has been an issue throughout the season, the recent string of hits to the head (see links below) has finally made Campbell implement some kind of ruling. I'm all for fighting in the NHL (sometimes it can fire up the team...see the Penguins vs. Flyers Game 6, or is needed to defend a team's top player), but a rule like this is definitely necessary, not only for the refs, but also for the players.

http://www.youtube.com/watch?v=hDsK5HH-K3c
Penguins vs. Flyers Game 6

http://www.youtube.com/watch?v=0Z1vJrIAg-0&feature=fvst
Matt Cooke hit on Marc Savard

http://www.youtube.com/watch?v=MozYKCapvWs
Ovechkin hit on Campbell (Ovie was suspended for this hit prior to Colin Campbell's ruling)

http://www.youtube.com/watch?v=dtSx2z_CPKQ
Wisniewski hit on Seabrook

So, you can see that this ruling came at a good time for the league. But can I just say that there should be some sort of punishment for repeat offenders who target players with an intent to injure (*ahem, Steve Downie and Matt Cooke!). Take a look at this slew foot by Downie on Sidney Crosby. Dirty hit.

http://www.youtube.com/watch?v=SHeh3tyUL10

Okay, onto other hockey news.

The Moose have signed Kevin Clarke, a former MJHLer, to a try-out contract. In his first game with the Moose he registered a point and was named the second star of the game.
(Sidenote: There are only two home games left in the Moose regular season--April 9 and 10--so make sure to get your tickets and cheer on our boys!!)

The MJHL finals begin on Saturday. The Winnipeg Saints and the Dauphin Kings, who met only four times during the regular season will fight for a chance to win the Turnbull Trophy and be one step closer to ANAVET cup. (Plug: Make sure to keep checking out my articles on the MJHL site for recent news and interviews with the players and coaches!).

Article up on MJHL site

Hey all!

So an article I wrote is now posted on the MJHL site. Go check it out!

http://mjhlhockey.ca/news_item.aspx?news_id=1746

EDIT: Here's another one that I wrote!

http://mjhlhockey.ca/news_item.aspx?news_id=1748

MJHL Playoffs

Well, it's that time of year again. Things are heating up in the MJHL as their playoffs are well underway.
Here's the low-down of what happened in the quarter-finals:

• Winnipeg Saints swept their series against cross-city rivals, Winnipeg Blues 4-0
• Winkler Flyers won their series against the Selkirk Steelers 4-2
• Hosts of the upcoming RBC Cup, Dauphin Kings overtake Neepawa Natives 4-0 and,
• Swan Valley Stampeders de-throne the back-to-back Turnbull Trophy champs, the Portage Terriers 4-1

The semi-finals are getting ready to start on March 12, with the Stamps facing the Kings in Dauphin at 7:30, and the Flyers taking on the Saints in Winnipeg the following night at 7:30.

Make sure to check out: http://www.mjhlhockey.ca/ for more information.

Also, I have written a few articles this past week for the league, so I'll make sure to post links on this blog when they are put onto the MJHL site.

Keep checking back and make sure to go out and support the Winnipeg Saints!

regarding previous Moose post

***please click on image boxes to see full scoring reports

MANITOBA MOOSE @ GRAND RAPIDS

MOOSE ACTION – Information © moosehockey.com

FRIDAY MARCH 5

First Period:
1. GR, J. Williams (22), D. Janik, M. Ritola, 4:01
2. GR, J. Williams (23), P. Rissmiller, J. Mursak, 8:26

Penalties
· Y. Stastny, V, 2.00, 3:12
· T. Galvin, V, 2.00, 5:49
· N. McIver, V, 2.00, 7:18
· G. Waugh, V, 2.00, 7:18
· G. Waugh, V, 2.00, 7:18
· J. Abdelkader, H, 2.00, 7:18
· D. Janik, H, 2.00, 7:18
· J. Owens, H, 2.00, 19:00

Second Period:
1. MTB, L. Nycholat (3), M. Murray, 18:18
2. GR, L. Pyett (9), J. Abdelkader, J. Williams, 19:03

Penalties
· M. Murray, V, 2.00, 2:18
· B. May, H, 2.00, 3:20
· T. Ehrhardt, H, 2.00, 5:41
· J. Kindl, H, 2.00, 12:25
· T. Galvin, V, 2.00, 13:55
· N. McIver, V, 2.00, 19:27
· N. McIver, V, 2.00, 19:27
· P. Rissmiller, H, 2.00, 19:27
· P. Rissmiller, H, 2.00, 19:27
· O. Tollefsen, H, 2.00, 19:27

Third Period:
1. GR, P. Rissmiller (17), J. Abdelkader, J. Mursak, 19:17

Penalties
· Served by D. Collins, V, 2.00, 0:56
· L. Nycholat, V, 2.00, 4:44
· G. Desbiens, V, 5.00, 6:06
· N. McIver, V, 2.00, 6:06
· J. Abdelkader, H, 2.00, 6:06
· J. Abdelkader, H, 2.00, 6:06
· J. Tardif, H, 5.00, 6:06
· T. Galvin, V, 2.00, 15:11




SATURDAY MARCH 6th


First Period
1. MTB, S. Shirokov (20), , 10:55

Penalties
· M. Pope, V, 2.00, 12:24
· F. Pare, H, 2.00, 12:24
· G. Desbiens, V, 2.00, 14:44
· M. Keane, V, 2.00, 16:52

Second Period:
no scoring

Penalties
· P. Crosty, H, 2.00, 3:23
· T. Ramsey, V, 2.00, 14:37

Third Period:
1. GR, J. Abdelkader (7), M. Ritola, D. Janik, 0:20

Penalties
· P. Crosty, H, 4.00, 3:18
· S. Shirokov, V, 2.00, 6:48
· O. Tollefsen, H, 2.00, 6:48
· N. McIver, V, 2.00, 8:10
· Y. Stastny, V, 2.00, 10:43
· J. Williams, H, 2.00, 14:06
· S. Shirokov, V, 2.00, 14:20
· L. Nycholat, V, 2.00, 16:16
· J. Williams, H, 2.00, 16:16
· G. Desbiens, V, 2.00, 17:08
· G. Desbiens, V, 2.00, 17:08
· D. Janik, H, 2.00, 17:08
· D. Janik, H, 2.00, 17:08
· G. Waugh, V, 2.00, 18:23

OT Period:
1. MTB, M. Bliznak (7), L. Nycholat, T. Ramsey, 3:55

Interview with Moose Web Content Manager

This past week we had a chance to sit down with the web content manager Eric Postma with the Manitoba Moose and he was able to share his insights into some questions we had about how sports teams utilize websites.

The first question we asked is if he could briefly explain to us what he and his team are responsible for. Postma responded with, “Basically any content on the site”. This ranges from news stories, player statistics, logs, video, highlights, online ticket sale, and the overall organization of the website. Postma also explained that he pulls resources from other departments, such as Communications, who are responsible for writing articles, as well as the Graphic Design department.

Mr. Postma joined the Moose organization approximately two years ago and had to face some unique challenges when upgrading the Moose site. When asked to walk us through the changes he made and what they meant for both the site and the fans, he informed us that he was responsible for rebranding because “the previous site was five to six years old and focused mainly on programming and coding”. He enlightened us on how the Moose organization wanted to make the website accessible and easy to use. They accomplished this by “performing studies, focus groups and surveys to find out what fans wanted from the new site”. These studies found that fans had a “high expectation for the site, especially the main page”, and it was Postma’s job to deliver.

Next, we asked him what he felt was the most used or popular feature of moosehockey.com. Postma felt that the “news and game summaries are the most used”, explaining that, “the Moose are not as well publicized in the city when they are on the road so people come to the site to check out highlights and videos”. He also explained to us how online ticket sales are a well-used feature on the site stating that, “it is a well-used tool that has to be there”.

We asked him if the growth of social networking sites such as Facebook, Twitter and MySpace played a role in the marketing of moosehockey.com, and he explained to us that even though they have a wide-demographic of fans, “the biggest demographic if 35-50 year old males so [his] team can get away with not updating these sites as frequently”. Postma has taken the initiative to post links to these sites on the Moose homepage, and occasionally updates them, he hopes that they will primarily be taken over by the fans.

There are some teams in the League where hockey is not as well-marketed, such as Florida, Atlanta, or some of the southern states, so we asked him what types of online strategies the League is using to market the sport in these areas.

“We’ve been blessed in Winnipeg with people who are familiar with hockey”, he says, “So it’s never really been an issue here”. Though his department does call-in meetings with other teams in the League, Postma says that, “it’s never really been something we’ve had to deal with”.

“People have to have an appetite for it”, he says. “If people don’t want hockey, you can’t force it on them”.

So the AHL is using a strategy known as “cross-promotion” to market hockey in other sport demographics. Postma tells us a story of how the AHL’s Lake Eerie Monsters teamed up with the NBA’s Cleveland Cavaliers to bring hockey into a different sport market by bringing Shaq (O’Neil) to one of the Monster’s games.

“Getting the idea of hockey to other markets by tying it in to other sports”, says Postma, is something that can be very successful when looking to promote the sport of hockey to a wider market.

Our interview with Mr. Postma was really enlightening and we feel that he provided us with a lot of insight into the team’s existing, successful website and to how they are working towards making it better. We also learned, for our own blog, that one of the most important things about online sports is bringing the stories to the fans in the quickest, most efficient manner. Through Mr. Postma’s experience with the Moose, we have learned how the organization and other sports organizations are taking advantage of the internet and using it to provide their audience with an exciting hockey experience.

We would like to thank Mr. Postma for his time and we hope to take his advice and use it in our own project.

NHL Trades

NHL trade day can be a time where teams can capitalize on free agents and make a push for the playoffs. And, while today was a big day for some NHL clubs, others may have traded away their chance at even making the playoffs. As promised, here are the trades that were made during the NHL Trade Deadline.

• Washington Capitals acquire Scott Walker and Joe Corvo from Carolina for Pothier and Osala and second round pick. They also acquire center Eric Belanger from Minnesota for a second round draft pick, and defenseman Milan Jurcina from Columbus.
• Phoenix Coyotes made headlines by making the most trades today. They traded Peter Mueller and Kevin Porter for Colorado's Wojtek Wolski. Phoenix also acquired Mathieu Schneider from Vancouver, defenseman Derek Morris from Boston, and Lee Stempniak from Toronto. Phoenix also acquire Morris from Boston for a conditional pick.
• Colorado Avalanche acquire Peter Mueller and Kevin Porter from Phoenix.
• Anahiem Ducks acquire defenseman Aaron Ward from Carolina, who is a three time Stanley Cup champion. Ducks also trade defenseman Whitney and sixth round draft pick for defenseman Visnovsky.
• New Jersey Devils acquire Martin Skoula in a complicated trade. Skoula was traded from Pittsburgh to Toronto on Tuesday evening, but before he had time to get to know his new teammates he was shipped off to New Jersey. Devils also acquire Pogge and a pick from Ducks for Ward.
• Toronto Maple Leafs acquire Luca Caputi on a trade from Pittsburgh (the same trade that brought them Skoula) in exchange for Alexei Ponikarovsky. Leafs trade Skoula to Devils for fifth round pick.
• Florida Panthers acquire Blitz, Weller and second round pick from Boston in exchange for Dennis Seidenberg.
• LA Kings acquire forward Jeff Halpern from Lightning for Teddy Purcell and third round draft pick.
• Buffalo Sabres acquire forward Raffi Torres from Columbus for defenseman Nathan Paetsch and second round pick.
• Pittsburgh Penguins acquire veteran defenseman Jordan Leopold from the Panthers in exchange for a second round draft pick.
• Edmonton Oilers traded Steve Staios to Calgary for Aaron Johnson and a third round pick. Oilers sent Visnovsky to the Ducks for Ryan Whitney.
• Calgary Flames trade Curtis McElhinney to Ducks for Vesa Toskala
  

31 Trades, 55 Players, 25 picks in the 2010 Trade Deadline.

These are some of the major trades that were made today. If you are wondering about a specific team or player, make sure to head over to nhl.com or http://www.tsn.ca/nhl/story/?id=312129 for more in depth information and analysis.

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