Digital Communication Past, Present, Future - Drexel University Lecture

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

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


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


Ubiquitous nature of media

Velocity of media

Numerous platforms for delivery

Social media – news and information with context


Everyone and everything is media


Mobile and first-hand nature of news (we can
all be reporters, we can all break news)


Social media / Internet literacy:
A new necessity in education


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)
LA KINGS →
← BOSTON
CELTICS

Positives and Negatives of the New EraPositives and Negatives of the New Era


Rumors and misconceptions and lies
can spread quickly


Endless avenues for publishing –
Medium, Tumblr,
Word Press, etc.

An increasingly “gotcha” societyAn increasingly “gotcha” society
(business examples, too, especially(business examples, too, especially
for sports)for sports)

Attention whores: Trend towardAttention whores: Trend toward
polarizing, share-able, respond-able,polarizing, share-able, respond-able,
viral, contentviral, content

Polarizing
personalities,
snarky,
disparaging,
comedic,
provocative

Sports media taking strong, polarizingSports media taking strong, polarizing
stancesstances

Metrics in the MediaMetrics in the Media

Reinforce teams trying to control theReinforce teams trying to control the
message and be fans' trusted,message and be fans' trusted,
official sourceofficial source


Content and media meld withContent and media meld with
marketingmarketing

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)

Next level:Next level:

Identifying most popular contentIdentifying most popular content

Identifying content that drivesIdentifying content that drives
transactionstransactions


Content that contains marketing messagesContent that contains marketing messages
or sponsorships thereinor sponsorships therein

How content is consumed (mobile, geo, etc.)How content is consumed (mobile, geo, etc.)
and by whomand by whom

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,


Personalized messages + offers based onPersonalized messages + offers based on
content consumption & other user datacontent consumption & other user data

Quality content vs. content thatQuality content vs. content that
gets clicks, engagement, growth,gets clicks, engagement, growth,
etc.etc.

““Click-bait,” BuzzFeed-like lists,Click-bait,” BuzzFeed-like lists,
etc.etc.

Drowning in data, but what dataDrowning in data, but what data
MEANS somethingMEANS something
→→ tying totying to
businessbusiness
objectives nowobjectives now
→ measuring the→ measuring the
value-add, orvalue-add, or
trying to, oftrying to, of
journalists; alsojournalists; also

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?

The evolution of mass mediaThe evolution of mass media
(largely driven(largely driven
by sports!)by sports!)

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.)

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) “Influencers”3) “Influencers”

The changing (diminishing) attentionThe changing (diminishing) attention
span:span:
A focus on snackable, shareable, visualA focus on snackable, shareable, visual
contentcontent

Quality media content as a form ofQuality media content as a form of
relationship and brand buildingrelationship and brand building
over timeover time

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

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


How I got here; who Google'd me? WhoHow I got here; who Google'd me? Who
am I? Who are you?am I? Who are you?


Ability to connect withAbility to connect with peers andpeers and
leadersleaders in the industry; learn fromin the industry; learn from
them, networkthem, network

Be proactiveBe proactive

Make contactMake contact

Build brandBuild brand

Twitter chatsTwitter chats

LinkedIn, et al.LinkedIn, et al.

Share + create contentShare + create content
→→ Become a media companyBecome a media company
YOURSELFYOURSELF


Start a blogStart a blog

Publish on LinkedInPublish on LinkedIn

Use an RSS readerUse an RSS reader

Follow leaders on social mediaFollow leaders on social media

Make statements and tag othersMake statements and tag others

Start & participate in conversationsStart & participate in conversations

LEARN and demonstrate knowledgeLEARN and demonstrate knowledge

Share best practicesShare best practices

Keep track of the industryKeep track of the industry
endless array of suggestions...endless array of suggestions...

Embrace the interest graph nowEmbrace the interest graph now
inherent in digital and social mediainherent in digital and social media


Reach out and discover and connect withReach out and discover and connect with
others in the industryothers in the industry

Advance conversation and innovation andAdvance conversation and innovation and
creativity in the industrycreativity in the industry

Engage with like-minded individuals!Engage with like-minded individuals!

Become a thought leader (or at least aspire toBecome a thought leader (or at least aspire to
do so!)do so!)

Use your time productivelyUse your time productively

Every day is a chance to learn something newEvery day is a chance to learn something new

Every day is a chance to make a meaningfulEvery day is a chance to make a meaningful
connectionconnection

Every day is a chance to do something greatEvery day is a chance to do something great

QUESTIONS FOR MEQUESTIONS FOR ME
FURTHER POINTS OF DISCUSSIONFURTHER POINTS OF DISCUSSION
TAKING NEXT STEPSTAKING NEXT STEPS

Learn more about me:
Website/podcast:Website/podcast: www.dsmsports.netwww.dsmsports.net
LinkedIn:LinkedIn:
www.linkedin.com/in/neilhorowitzwww.linkedin.com/in/neilhorowitz
Twitter / Instagram: @njh287Twitter / Instagram: @njh287

It's mostly all a fun and better
world...

Digital Communication Past, Present, Future - Drexel University Lecture

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Digital Communication Past, Present, Future - Drexel University Lecture