Interview With NHL Director of Corporate Communications Mike DiLorenzo

What does the National Hockey League have to do with Social Media website applications such as Facebook, Twitter, YouTube, and online video marketing?

Find out in our exclusive interview with the Director of Corporate Communications for the National Hockey League, Mike DiLorenzo.

That’s Mike in the picture with Brian Burke and Lord Stanley.

NHL Digest took this excellent opportunity to ask many questions that readers have been wanting legitimate responses, from a credible source, for a long time.  Mr. DiLorenzo was very candid and provided excellent food for thought on many communications issues facing the National Hockey League today.

Enjoy.

As Director of Corporate Communications for the NHL, what are your major responsibilities?

Communications and media/analyst relations with a specific focus on business and technology themes.

We have heard Gary Bettman stress the technological savvy of Hockey fans.  In that light, how much emphasis would you say that the NHL is placing on new media marketing?

For fans, digital is the front door to the National Hockey League.  Not only are our fans technically sophisticated, but approximately 50% of our fans are “displaced,” meaning they live in a different market than their favorite team.  Displaced fans have a significant access constraint, and digital is filling that void … particularly for live video.

What are your thoughts on some teams granting press credentials to bloggers?  Does this align with the league’s vision for penetrating the new media marketplace?

There are many responsible New Media outlets that deserve the same billing and treatment as the so-called traditional media.  However, I personally believe that New Media outlets first must establish their credibility, authenticity and intention as a news organization in order to earn a credential.

I feel it would be a mistake to have the press box and the player dressing rooms become the “Wild West” of journalism.

Does the league have any specific plans to leverage online social networking application such as Facebook?

As you’ve already pointed out, our fans are technically savvy.  I think moving forward you’ll see the League taking the game to even more places online where thousands of our fans are already congregating, and specifically programming to fans on those platforms.  A good example is the NHL’s YouTube page.

Personally, I actively use Twitter to post NHL news and engage with fans, and I know a number of players and teams are doing the same there.  Also note, we enable fans to take the video from NHL Network Online and link or embed it wherever it is they live on the Web.
Get Mike’s Twitter feed at www.twitter.com/umassdilo

Over the past year we have seen an increase in audio and video content on the NHL.com website.  Is this a natural progression, or is this part of a concerted planning effort?

It is definitely part of the strategic business plan.  NHL.com is one of our central platforms for growth, and video is definitively a big driver of high quality traffic to the site.  There are a few key factors driving this; including what we already talked about in terms of the tech-savvy fan base, and the high instances of fan displacement and access constraint.  But there are other considerations.

First, we have some unique and inherent advantages in digital media that allow us to leverage video in numerous ways.  What we also have that’s unique is access – the League can get behind the scenes with the teams and players.

So we’re programming NHL.com to be a personalized, all-access pass to the NHL – on the ice and off.  A really good example of the approach is The Hockey Show, which is one of the channels on NHL Network Online.  The Hockey Show is “E!” meets “ESPN”.

Is there a key factor from your market research about the NHL’s fan base that might be surprising to the average fan?

I do think people would be surprised to know that about 50% of our fans are displaced.  For example, approximately 10% of Red Wings fans live in California.

Some might also be surprised to know that there are actually more avid fans in the USA than in Canada (though a higher % of Canada’s population can be considered avid).

Does the NHL have any plans to increase the online presence specifically with regard to the history of the league?

Over time you will see more original programming – both online and on NHL Network – dedicated to the visual history of the NHL.  A good example is the original documentary series called, “Days That Changed The Game” on NHL Network.  The first one aired in August and covered the 20th anniversary of Gretzky’s trade to LA.  There will be 11 more of those.

How is the NHL encouraging fan development from the grassroots level in the United States?

NHL Youth Development.  Also, programs such as Hockey Is For Everyone.  Hockey is for Everyone is a part of the NHL Foundation, the National Hockey League’s charitable and community relations organization, and a major component of the League’s youth hockey programming.

Hockey is for Everyone provides support and unique programming to non-profit youth hockey organizations across North America that are committed to offering children, of all backgrounds, opportunities to play hockey. Since its inception, Hockey is for Everyone has exposed more than 45,000 boys and girls to unique hockey experiences.

With respect to rumors regarding expansion and/or re-location of teams in the league, what is the best avenue for fans to determine if there is legitimacy to these stories?

Commissioner Bettman is frequently asked by the media to address these issues.

What would you consider your biggest accomplishment since becoming the NHL’s Director of Corporate Communications?

Company-wide, I believe the NHL is doing a good job of positioning itself at the forefront of the New Media revolution.  That said, I firmly believe that the best is yet to come.  We have a really compelling story to tell, and I think over time we’ll continue to move the needle forward at a pretty healthy clip.

What would you say is the league’s biggest obstacle when it comes to marketing and communications?

Right now, we’re competing for time with the global economic story.  From a perception standpoint, we’re out there showing the marketplace that the NHL is a growth and innovation story.

Finally, are you the same Mike DiLorenzo who toiled in the Central Hockey League a couple seasons ago for Memphis, Loredo and Odessa?

I’m not, though that Mike DiLorenzo might be upset to learn that he toiled!  I spent 32 years in the Boston area before coming to NYC last January to work at the NHL.
P.S – Our apologies to “the other” Mike DiLorenzo if we offended you – none intended.

A big thank you goes out to Mr. DiLorenzo for agreeing to take part in this interview.

If you have any questions or comments for him, please leave a comment at the bottom of the article or feel free to chat with Mike via his Twitter.com feed (www.twitter.com/umassdilo).  While you are at Twitter.com, please add our NHL Digest feed as well – www.twitter.com/nhldigest.