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.
Spain Vs Albania- Spain at risk of being thrown out of Euro 2024 with Tournam...
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
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2. The New Digital Media LandscapeThe New Digital Media Landscape
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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
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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
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5. The New Digital Media LandscapeThe New Digital Media Landscape
Everyone and everything is media
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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)
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7. The New Digital Media LandscapeThe New Digital Media Landscape
Social media / Internet literacy:
A new necessity in education
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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)
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LA KINGS →
← BOSTON
CELTICS
9. The New Digital Media LandscapeThe New Digital Media Landscape
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10. The New Digital Media LandscapeThe New Digital Media Landscape
Positives and Negatives of the New EraPositives and Negatives of the New Era
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11. The New Digital Media LandscapeThe New Digital Media Landscape
Rumors and misconceptions and lies
can spread quickly
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12. The New Digital Media LandscapeThe New Digital Media Landscape
Endless avenues for publishing –
Medium, Tumblr,
Word Press, etc.
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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)
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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
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15. The New Digital Media LandscapeThe New Digital Media Landscape
Polarizing
personalities,
snarky,
disparaging,
comedic,
provocative
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16. The New Digital Media LandscapeThe New Digital Media Landscape
Sports media taking strong, polarizingSports media taking strong, polarizing
stancesstances
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17. The New Digital Media LandscapeThe New Digital Media Landscape
Metrics in the MediaMetrics in the Media
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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
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19. The New Digital Media LandscapeThe New Digital Media Landscape
Content and media meld withContent and media meld with
marketingmarketing
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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)
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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
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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
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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
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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,
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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
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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.
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27. The New Digital Media LandscapeThe New Digital Media Landscape
““Click-bait,” BuzzFeed-like lists,Click-bait,” BuzzFeed-like lists,
etc.etc.
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28. The New Digital Media LandscapeThe New Digital Media Landscape
Drowning in data, but what dataDrowning in data, but what data
MEANS somethingMEANS something
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→→ 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?
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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!)
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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.)
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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) “Influencers”3) “Influencers”
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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
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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
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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
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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
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37. The New Digital Media LandscapeThe New Digital Media Landscape
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?
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38. The New Digital Media LandscapeThe New Digital Media Landscape
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.
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39. The New Digital Media LandscapeThe New Digital Media Landscape
Share + create contentShare + create content
→→ Become a media companyBecome a media company
YOURSELFYOURSELF
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40. The New Digital Media LandscapeThe New Digital Media Landscape
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41. The New Digital Media LandscapeThe New Digital Media Landscape
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42. The New Digital Media LandscapeThe New Digital Media Landscape
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...
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43. The New Digital Media LandscapeThe New Digital Media Landscape
Embrace the interest graph nowEmbrace the interest graph now
inherent in digital and social mediainherent in digital and social media
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44. The New Digital Media LandscapeThe New Digital Media Landscape
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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
45. The New Digital Media LandscapeThe New Digital Media Landscape
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QUESTIONS FOR MEQUESTIONS FOR ME
FURTHER POINTS OF DISCUSSIONFURTHER POINTS OF DISCUSSION
TAKING NEXT STEPSTAKING NEXT STEPS
46. The New Digital Media LandscapeThe New Digital Media Landscape
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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
47. The New Digital Media LandscapeThe New Digital Media Landscape
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It's mostly all a fun and better
world...