Why I’m a Leafs Fan…Online.
Sports organizations have some of the biggest brand reputations. When you think of the National Hockey League, or even apparel companies like Nike, it is easy to recognize who they are and what they are all about. With the evolution of social media, sports teams have stepped up and built themselves brands around their organizations online. They use various platforms like Facebook, Twitter and Instagram to create a story for and around their team, giving their fans something to follow and believe in outside of their performance alone. As a Torontonian, I am EXTREMELY passionate about Toronto sports. I don’t really believe in having favourite teams in other cities because to me that is disrespectful to the place I call home (I can have second and third favourites though). As well, I grew up in a home with a sport-loving dad who introduced me to teams like the Toronto Blue Jays and Toronto Maple Leafs (and the Buffalo Bills but we won’t talk about that one…). After learning deeply about social media and successful campaigns, I have come to realize that the Toronto Maple Leafs have created a strong and successful social media presence for themselves. This comes completely apart from my bias of loving them and fully from a crticial analytic perspective.
The Toronto Maple Leafs were faced with a very negative reputation for many years. Without a Stanley Cup since 1967, it was seen that the Toronto Maple Leafs “sucked”. They had trouble counteracting this, falling last place in the league in the 2015–2016 season. Suddenly, that all changed. Whether it was the addition of Auston Matthews or a new burst of young energy, they became the team fans had been praying for. They went from last place to making it to the playoff in 2016–2017 and are currently in the first round of the 2017–2018 playoffs. Coincidently, the rise of the Leafs happened along with the rise of social media.
Toronto Maple Leafs have a strong following on the platforms previously mentioned, with 1.4 million on Facebook, 1.83 million on Twitter and 713 thousand on Instagram. As seen here, their largest follower count is on Twitter. The Leafs prove that they know each of these platforms well by understanding and currating content appropriate for each one individually. They balance visual with written content on Facebook and Twitter. They post frequently on Twitter, yet each tweet serves a purpose. They use Twitter for their real-time updates and news. They keep visuals strong and creative on Instagram, keeping an eye on the aesthetic of their feed. They create a cohesive account with the pictures all looking good beside each other. The best part about this is that they have their Instagram linked to Facebook and Twitter so their stunning visuals can be shared across all platforms.
Continuing on with the idea of having their accounts linked, the Leafs keep their online presence consistent. For example, they shared a photo promoting the playoffs on all their accounts and it was the same picture they have on the door at the Air Canada Centre. It gives their media connection. Fans now have a clear, continuous picture that represents the Toronto Maple Leafs and the playoffs and embodies the team. The picture radiates strength, resillience and dominance, all things needed to be successful.
The Toronto Maple Leafs started this light blue aesthetic with the playoffs, as part of their playoff campaign. They changed their profile pictures and everything to match this new theme. They keep campaigns unique and find creative ways to change it up when something new is happening, like the playoffs.
They have created a community for themselves online by branding themselves. They use #StandWitness to engage fans and create conversation. This slogan has become a part of their brand and fan base. It is a call to action for fans, telling them to get involved and support the team. It creates a creative, strategic marketing campaign that they can use outside of social media as well, which you can see on the previous picture of the ACC doors.
The Toronto Maple Leafs put their fans first online, by focusing on keeping their content fan-oriented. They provide score updates, player news and act as the reliable source for any team-related news and updates. They add bonus content like interviews, entertainment videos and contests to reward their loyal followers. Moving away from social media accounts, they also reward fan loyalty with their Leafs Nation initiative. This is like their “fan club”, giving exclusive content, prizes and fun for those signed up.
A couple months ago, I entered a Twitter contest to win Leafs tickets. It was SUPER simple, all I had to do was like, follow, and tag a friend I’d want to bring to the game. I ended up winning and I am 100% serious when I say I screamed at the top of my lungs. They value their devoted fanbase and use contests like this to reward them, and entice them to keep following and supporting the team.
In terms of the Toronto Maple Leafs as a brand, they are strategic in their promotions and partnerships. They have many sponsors and they do not bombard followers with messages about them. They fit them in seamlessly and subtly. They integrate them into their own marketing and promotion, while still focusing on the fans as mentioned before. I have found a couple examples on Twitter to share.
First, they have a fan contest connected to a sponsorship. Every game they promote fans to make a “Schick Hydro Battle Plan” for prizes. They keep the text content simple and post it a couple hours before a game. This campaign combines several positive aspects for business. They are promoting the game and it can serve as a reminder to get a larger audience. They are engaging fans and rewarding them for particpation. To tie it all together, they are promoting Schick in a super simple way. They somehow combined self-promotion, sponsor promotion and fan engagement all in one initiative.
Next, they have another game day sponsor initiative. They have “Scotia Hockey Game Day”, another initiative that combines self promotion and sponsor promotion. This tweet always shares the time of the game and where to watch. By tagging Scotia Hockey, they are also drawing attention to them and giving them promotion. They even throw in some fan engagement with the exclusive video. They have found the best way to keep content simple while promoting all the things and people they need to.
The Toronto Maple Leafs also engage in important social media conversations. They do not solely focus on themselves and their brand. They do this simply by engaging with other Toronto sports, like wishing the Raptors good luck in their playoffs.
More importantly, they show social responsibility by supporting important causes. They were present on #BellLetsTalk day showing their support for the intiative. Something important we learned is that people can hide from activism online and become “slacktivists”. This basically means that someone will send “thoughts and prayers” but will not go further to make a change or fight for a cause. As a big organization will goals and focus, it can be easy to fall into the category of slacktivism…but the Leafs do not. When the tragedy occured with the Humbolt Broncos and their devestating bus crash, the Leafs took to Twitter to send a tweet that could have easily been defined as slacktivism.
The tweet was short and contained the typical “thoughts and prayers”. It was the actions they did after that really left a mark and showed that they stepped up. Many of the players and head coach Mike Babcock spoke individually about the tragedy, each sharing their personal condolences and heartbreak. On April 7th, the Leafs honoured the Broncos in several ways at their last home game. They tributed them during open ceremonies with lights, pictures and a moment of silence and wore Humbolt Broncos logo stickers on their helmets in memory.
But they didn’t stop there. That same day, actually during the game, the Toronto Maple Leafs tweeted that they would be making a donation to the victims and families, alongside fellow NHL team the Montreal Canadians.
The organization stepped up and TRULY showed their support for the Humbolt community. They are still wearing the stickers on their helmets through the playoffs. The Maple Leafs took action rather than just sending “thoughts and prayers”.
The online presence of the Toronto Maple Leafs is carefully crafted and has managed to ensure a cohesive and consistent story is told across their various platforms. They creatively give fans the information they need while going above and beyond to reward them for their support. Their social media supports what their organization stands for and enhances one’s passion for the team for already present fans. They create a positive atmosphere for their fans. Their online campaigns have allowed them to build an even stronger brand and reputation.
