Digital Communication Past, Present, Future - Drexel University Lecture

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    14-Jan-2015
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I recently had the privilege of speaking with Sport Management MBA students and undergraduates at Drexel University in Philadelphia. Here is the visual supplement deck that went along with my talk about the evolution and deeper current facets of, media and digital/social media.

Transcript of Digital Communication Past, Present, Future - Drexel University Lecture

  • 1. The New Digital Media LandscapeThe New Digital Media Landscape The media atmosphere has evolved,The media atmosphere has evolved, and is continuing to develop, at aand is continuing to develop, at a rapid pacerapid pace Who generates media and how it is generated How media and news is consumed How media and news spreads Consumer reaction to the news is visible A new cycle and agenda NEIL HOROWITZ DREXEL SMT AUGUST 2014

2. The New Digital Media LandscapeThe New Digital Media Landscape NEIL HOROWITZ DREXEL SMT AUGUST 2014 THE DECISION 2.0THE DECISION 2.0 How did YOU find out about it? What, if anything, did you DO after learning of the news? How does information break, flow, and 3. The New Digital Media LandscapeThe New Digital Media Landscape Ubiquitous nature of media Everyone and everything is media Metrics and the media The evolution of mass media Online branding The interest graph and social graph dichotomy NEIL HOROWITZ DREXEL SMT AUGUST 2014 4. The New Digital Media LandscapeThe New Digital Media Landscape Ubiquitous nature of media Velocity of media Numerous platforms for delivery Social media news and information with context NEIL HOROWITZ DREXEL SMT AUGUST 2014 5. The New Digital Media LandscapeThe New Digital Media Landscape Everyone and everything is media NEIL HOROWITZ DREXEL SMT AUGUST 2014 6. The New Digital Media LandscapeThe New Digital Media Landscape Mobile and first-hand nature of news (we can all be reporters, we can all break news) NEIL HOROWITZ DREXEL SMT AUGUST 2014 7. The New Digital Media LandscapeThe New Digital Media Landscape Social media / Internet literacy: A new necessity in education NEIL HOROWITZ DREXEL SMT AUGUST 2014 8. The New Digital Media LandscapeThe New Digital Media Landscape Sports teams and organizations no longer control the message (but they can frame it, they can listen, and they can cultivate a brand / team perception) NEIL HOROWITZ DREXEL SMT AUGUST 2014 LA KINGS BOSTON CELTICS 9. The New Digital Media LandscapeThe New Digital Media Landscape NEIL HOROWITZ DREXEL SMT AUGUST 2014 10. The New Digital Media LandscapeThe New Digital Media Landscape Positives and Negatives of the New EraPositives and Negatives of the New Era NEIL HOROWITZ DREXEL SMT AUGUST 2014 11. The New Digital Media LandscapeThe New Digital Media Landscape Rumors and misconceptions and lies can spread quickly NEIL HOROWITZ DREXEL SMT AUGUST 2014 12. The New Digital Media LandscapeThe New Digital Media Landscape Endless avenues for publishing Medium, Tumblr, Word Press, etc. NEIL HOROWITZ DREXEL SMT AUGUST 2014 13. The New Digital Media LandscapeThe New Digital Media Landscape An increasingly gotcha societyAn increasingly gotcha society (business examples, too, especially(business examples, too, especially for sports)for sports) NEIL HOROWITZ DREXEL SMT AUGUST 2014 14. The New Digital Media LandscapeThe New Digital Media Landscape Attention whores: Trend towardAttention whores: Trend toward polarizing, share-able, respond-able,polarizing, share-able, respond-able, viral, contentviral, content NEIL HOROWITZ DREXEL SMT AUGUST 2014 15. The New Digital Media LandscapeThe New Digital Media Landscape Polarizing personalities, snarky, disparaging, comedic, provocative NEIL HOROWITZ DREXEL SMT AUGUST 2014 16. The New Digital Media LandscapeThe New Digital Media Landscape Sports media taking strong, polarizingSports media taking strong, polarizing stancesstances NEIL HOROWITZ DREXEL SMT AUGUST 2014 17. The New Digital Media LandscapeThe New Digital Media Landscape Metrics in the MediaMetrics in the Media NEIL HOROWITZ DREXEL SMT AUGUST 2014 18. The New Digital Media LandscapeThe New Digital Media Landscape Reinforce teams trying to control theReinforce teams trying to control the message and be fans' trusted,message and be fans' trusted, official sourceofficial source NEIL HOROWITZ DREXEL SMT AUGUST 2014 19. The New Digital Media LandscapeThe New Digital Media Landscape Content and media meld withContent and media meld with marketingmarketing NEIL HOROWITZ DREXEL SMT AUGUST 2014 20. The New Digital Media LandscapeThe New Digital Media Landscape Content Content traffic/subscription/impressionstraffic/subscription/impressions opportunities to serveopportunities to serve marketing messages and offersmarketing messages and offers Earning the right to mix marketing and content.Earning the right to mix marketing and content. (Tampa Bay Lightning)(Tampa Bay Lightning) NEIL HOROWITZ DREXEL SMT AUGUST 2014 21. The New Digital Media LandscapeThe New Digital Media Landscape Next level:Next level: Identifying most popular contentIdentifying most popular content Identifying content that drivesIdentifying content that drives transactionstransactions NEIL HOROWITZ DREXEL SMT AUGUST 2014 22. The New Digital Media LandscapeThe New Digital Media Landscape Next level:Next level: Content that contains marketing messagesContent that contains marketing messages or sponsorships thereinor sponsorships therein NEIL HOROWITZ DREXEL SMT AUGUST 2014 23. The New Digital Media LandscapeThe New Digital Media Landscape Next level:Next level: How content is consumed (mobile, geo, etc.)How content is consumed (mobile, geo, etc.) and by whomand by whom NEIL HOROWITZ DREXEL SMT AUGUST 2014 24. The New Digital Media LandscapeThe New Digital Media LandscapeBrands and teamsBrands and teams are the mediaare the media companies now;companies now; producingproducing contentcontent alongsidealongside traditional mediatraditional media brethrenbrethren - Teams have in-house- Teams have in-house hosts, producers,hosts, producers, writers/reporters,writers/reporters, NEIL HOROWITZ DREXEL SMT AUGUST 2014 25. The New Digital Media LandscapeThe New Digital Media Landscape Next level:Next level: Personalized messages + offers based onPersonalized messages + offers based on content consumption & other user datacontent consumption & other user data NEIL HOROWITZ DREXEL SMT AUGUST 2014 26. The New Digital Media LandscapeThe New Digital Media Landscape Quality content vs. content thatQuality content vs. content that gets clicks, engagement, growth,gets clicks, engagement, growth, etc.etc. NEIL HOROWITZ DREXEL SMT AUGUST 2014 27. The New Digital Media LandscapeThe New Digital Media Landscape Click-bait, BuzzFeed-like lists,Click-bait, BuzzFeed-like lists, etc.etc. NEIL HOROWITZ DREXEL SMT AUGUST 2014 28. The New Digital Media LandscapeThe New Digital Media Landscape Drowning in data, but what dataDrowning in data, but what data MEANS somethingMEANS something NEIL HOROWITZ DREXEL SMT AUGUST 2014 tying totying to businessbusiness objectives nowobjectives now measuring the measuring the value-add, orvalue-add, or trying to, oftrying to, of journalists; alsojournalists; also 29. The New Digital Media LandscapeThe New Digital Media Landscape Who drives the sports conversationWho drives the sports conversation & content?& content? Social media informs ESPN or vice-Social media informs ESPN or vice- versa?versa? NEIL HOROWITZ DREXEL SMT AUGUST 2014 30. The New Digital Media LandscapeThe New Digital Media Landscape The evolution of mass mediaThe evolution of mass media (largely driven(largely driven by sports!)by sports!) NEIL HOROWITZ DREXEL SMT AUGUST 2014 31. The New Digital Media LandscapeThe New Digital Media Landscape Third-party mega mass media distributionThird-party mega mass media distribution (newspapers)(newspapers) More interest-based media (magazines, radio,More interest-based media (magazines, radio, TV)TV) Social media (consuming content similar toSocial media (consuming content similar to friends/family)friends/family) Interest-based: media resurgence Interest-based: media resurgence (Internet/World Wide Web)(Internet/World Wide Web) Social and interest graphs clash and combine Social and interest graphs clash and combine (social media)(social media) Media becomes uber-personalized and, in many Media becomes uber-personalized and, in many cases, 1-to-1 (Snapchat, WhatsApp, nativecases, 1-to-1 (Snapchat, WhatsApp, native ads/content, etc.)ads/content, etc.) NEIL HOROWITZ DREXEL SMT AUGUST 2014 32. The New Digital Media LandscapeThe New Digital Media Landscape The growing importance of the individualThe growing importance of the individual and one-to-one communicationand one-to-one communication 1) Sales and marketing perspective1) Sales and marketing perspective 2) Brand and reputation perspective2) Brand and reputation perspective 3) Influencers3) Influencers NEIL HOROWITZ DREXEL SMT AUGUST 2014 33. The New Digital Media LandscapeThe New Digital Media Landscape The changing (diminishing) attentionThe changing (diminishing) attention span:span: A focus on snackable, shareable, visualA focus on snackable, shareable, visual contentcontent NEIL HOROWITZ DREXEL SMT AUGUST 2014 34. The New Digital Media LandscapeThe New Digital Media Landscape Quality media content as a form ofQuality media content as a form of relationship and brand buildingrelationship and brand building over timeover time NEIL HOROWITZ DREXEL SMT AUGUST 2014 35. The New Digital Media LandscapeThe New Digital Media Landscape Where it's headed:Where it's headed: - Increasingly visual, shorter (symbols,- Increasingly visual, shorter (symbols, emojis)emojis) - Device-agnostic (mostly mobile)- Device-agnostic (mostly mobile) - Personalized- Personalized - Programmatic- Programmatic NEIL HOROWITZ DREXEL SMT AUGUST 2014 36. The New Digital Media LandscapeThe New Digital Media Landscape Online Branding: Little to no burdenOnline Branding: Little to no burden of entry in media these days =of entry in media these days = YOUR OPPORTUNITYYOUR OPPORTUNITY NEIL HOROWITZ DREXEL SMT AUGUST 2014 37. The New Digital Media LandscapeThe New Digital Media Landscape How I got here; who Google'd me? WhoHow I got here; who