SPB4804 Final Exam

Industrial Age Technology

--> Telegraph helped impart relative timeless to sports commentary --> Newsreel/sports reel helped nationalize sports by visualizing sports heroes who could now be seen outside their playing city --> The radio expanded accessibility of sports (creating play by play) The first broadcast of MLB game was 8/5/1921. 1923: World Series was broadcasted across a network Team Owners & Exects worried that the radio coverage would erode game attendance as radio grew and Newspapers struggled to compete. Newspaper began to cover things with the game that radio couldn't. --> Strategy/analysis --> Sports personalities --> Off field events --> Athlete misdeeds 1946: Sport was the first general circulating magazine devoted to sports Post WW2: The invention and wide spread adoption of television in the 1960s stole control of the industry because now you could see and hear the game in real time. --> Cutaways, color commentators, crowd shots, close-ups of emotional displays shocked the world. 5 Major developments led to supremacy of TV Sports coverage. 1) Skyrocketing penetration rate 2) Development of color technology 3) Sports Broadcasting Act of 1961: Permitted pro teams to negotiate as one unit with broadcasters right from teams/leagues 4) Networks and stations could purchase broadcasting right from teams/leagues 5) Advertisers found that televised sports gave them ideal entry into the living rooms of the highly desirable male audience. Roone Arledge (ABC Sports Producer): Revolutionized sports broadcasting will help of television by adding miles on field, increases the number of field cameras, accentuated the personalized of players and coaches, play by play commentators given more freedom to dramatize

Information Age

1990-2020 --> 55% made up of information-worker workforce --> Digital communication for average U.S. Citizen became common. Categorized by computers and electronics and uses interactive media to communicate through one-to-one or many-to-many interaction. Also categorized by the specialization and convergence of programming in order to meet needs of fragmented audience. The rate of change is unprecedented as things go out of style in the matter of a year. --> Industrial Age took 200 year to change how we work, the Information Age took 20 years. Convergence of... --> Ownership: merger of media conglomerates --> Tactics: Shared space and resources --> Structure: Partnerships between media entitles --> Information gathering: Covering stories rising multiple medias --> Presentation: New forms of story tellings

Tickets

50% of tickets are sold in the weeks leading up to the event, and the other 50% sold the week of. Ticket sales tells us about consumer behavior, price point data, when to push ads, and how much staff and food will be needed. Things such as the timing and weather conditions affect ticket sales as well. Secondary market leaves a huge opportunity for profit because a $40 could turn into a $400 ticket with no trackable data and brands get none of that profit.

History of Sports Media

776BC - Ancient Greece Introduced Sports 1854 - Kourt Right invented baseball 1850 - Introduction of News papers 1869 - William Jackson photography 1879 - Walter Camp start American Football 1892 - Basketball invented w peach basket 1912 - First radio broadcasts 1920 - Radio broadcasting became mainstream 1939 - TV Broadcasts 1951 - Color TV 1963 - Army & Navy game started video replay 2019 - Volumetric Capture Business of Sport only growing for 175 years.

History of Sports

776BC - Ancient Greece introduced sports 1845 - Alexander Kart Right Invested baseball 1850 - Introduction of Newspaper articles 1869 - William Jackson 1879 - Walter Camp, Yale coaches & player, started American Football 1892 - Basketball invented w peach basket and soccer ball, iron hoops came 1893 1912 - First radio broadcast 1920 - Radio broadcast became mainstream 1939 - TV Broadcasts go mainstream 1951 - Color TV Invented 1963 - Amy & Navy Game Started video replay 2019 - Volumetric Capture Business of sport only growing for 175 years.

4 Personalities

90% of the population can be classified in 4 groups of personalities. 30% Envious 20% Trusting 20% Optimistic 20% Pessimistic

What forms of digital media can be monetized and how do you do it?

Anything that the consumer finds valuable or useful - Original programming - New Content - Behind the Scenes - Breaking News - Social Media - New Technology To actually monetize it, you must... - Determine the value the content provides - Provide something that no other competitor can offer - Story telling & exclusive access

That Will Never Work

CHAPTER 1: "Against Epiphanies" Netflix was started off of two desires Epiphany: a moment of sudden revelation or insight. - That "aha" moment - For every good idea, there are a thousand bad ones. - Having someone in your corner who isn't shy about giving you feedback. - (Relationship between Reed Hastings and Marc Randolph) CHAPTER 2: "That Will Never Work" - Purpose - Engage with a project - Train Story: There is pleasure in the labor - Notebook your ideas - Blockbuster example CHAPTER 3: "Please, Mr. Postman" - 1980's: video rental storesmade their money by buying one VHS tape and rented it out hundreds of times o First Sale Doctrine: increased VHS pricing so that they'd get their "fair share" of rental income - DVDs either weren't available in stores or didn't have many titles - DVDs by mail" turned into Netflix when DVDs by mail had too much risk (scratching, breaking, etc.) - Validate product - need numbers to prove it's not just a good idea, but it already exists/works - 1990's: technology caused the entrepreneurial process to move much faster o "The era of irrational exuberance" CHAPTER 4: "Getting the Band Together" - Location, location, location o Met in the exact center of where everyone was, no more than a 30-minute drive - Wary of title inflation o No one would get a VP title; titles would reflect what they actually did not what they wanted to do - Needed an office o Wanted some of Santa Cruz's laid-back ethos for the company, wanted life balance - Annual conference for the Video Software Dealers Association o Hoping to find some kind of software for running rental stores that might be able to be converted to working online CHAPTER 5: "Show me the money" - OPM- Other people's money o Entrepreneurship is risky you want to ensure that the only skin that you have in the game is your own o Before you pour your life into starting a company is not a bad idea to get a little bit of reassurance that you're not completely out of your mind - Hoods in the woods o Everything I've ever learned about being a leader I learned with a backpack on o Asking for money is hard but it's nothing compared to what it feels like to beg for spare change on the sidewalks of Hartford Connecticut - Panhandling is Marketing in its purest form o Marketing is measured by the difficulty of the ask o What are you asking for and giving in return o Give me money and I'll give you ... water - CHAPTER 6: "How It Feels to Deposit a Check for Almost $2 Million" - Setting up an office o Make sure to have all of the essentials o Make important decisions like HR, cleaning and banking - Building a team o Finding people who fit what you need and are talented at what they do - Building the basics o "A healthy startup culture arises from the values and choices made by the startup's founders." o Have to ask important questions: "How much would we pay people?" and "Would employees get benefits?" - Building an inventory o Had to begin by guessing o Had to be patient because it took months to build an inventory - Building a mailer o This was key because it was the first physical point of contact with customers - Building a website o Took thousands of hours designing, coding, testing and fine tuning o The site had to be drawn by hand so the engineers could put it together "Culture isn't what you say. It's what you do." - Marc Randolph CHAPTER 7: We Were Almost CinemaCenter - "Culture isn't what you say. It's what you do." - "Handpicked a dozen brilliant, creative people, give them a set of delicious problems to solve, then give them the space to solve them." - What employees really want is freedom and responsibility. - Struck a deal with Michael Erlewine who founded All Music Guide and All Movie Guide, gave him money and DVDs in exchange for his data even though Marc Randolph hated the deal. - Beta name was Kibble before the official launch. - Came up with two lists to help figure out the official name, one that had to do with words describing the internet, and the second list was words that related to movies. - Everyone in the end decided Netflix was the best option. CHAPTER 8: Ready for Launch (Megan) - They missed their first launch date of March 10, but they were determined to successfully launch on April 14, 1998. - The company planned on what Post Office and time they would need to drop off the movies for one-day shipping. On the day of launch, they had a backup Post Office with a later closing time in case they couldn't make the first. - For the launch day they had back up plans just in case something happened, they would be able to fix it and get the site back up. - They planned and had 2 servers to help cover the launch so the site would not crash but ended needing over 10 servers to keeping the site from crashing all day. CHAPTER 9: A Day in the Post-Launch Life (Nick) - Every night just after midnight the netflix servers all 24 of them systematically began grinding through the previous day's business in order to get for the next. They balance accounts, adjust inventory , and reconcile payments. They read every one of the previous days transactions from the productions servers and add them to a log creating a data warehouse. There is nothing physical about this data warehouse unlike the overcrowded vault data warehouse that has all information about their customers. - People weren't buying dvd players anymore because they were starting to become too expensive, this was a challenge for Netflix. Attending the CES convention he was able to get in contact with Steve Nickerson who worked in the top lines of Toshiba. In hopes that Netflix would connect to dvd customers it could grow the base for a new feeling technology. In the CES world Sony was the undisputed king but for a company like toshiba, always vying for market share a risk of innovation could help set the company apart. - Over the course of a few days in april Steve and i had settled on a deal, in every dvd player they sold would include a promotional flyer offering free dvd rentals through our site. All the customer would have to do is visit Netlifx.com and enter their dvd players serial number and they'd have 3 free dvd rentals. - It was a win-win for both companies, but it was more than this , it was a revelation. CHAPTER 10: Halcyon Days (Matt Horn) - Chapter starts with reminiscing memory when Jeff Bezos and his CFO, Joy Covey reaching out to Netflix in the summer of 1998. - At the time Amazon started, all of their desks that were made were created from doors and the table and metal legs that would be screwed onto the door to make them horizontal. "Its a deliberate message, everyone in the company has them. It's a way of saying that we don't spend money on things that affect our customers, not on the things that don't."-Jeff Bezos - Reed and Marc contemplated on the idea to have Amazon and Netflix become one merger company but decided that they didn't want to focus on selling DVD's they really wanted to focus on how they can get DVD's online to their consumers. - Decided to strike down Amazon's offer and then focus more on the movie rental business rather than the sales business. - IVP came in and funded a major portion of Netflix's rental philosophy and if it was not for Reed - Hastings being involved in this corporation, the funding and his track record would dwindle. - "That's the thing about halcyon days: you need them, but if you want your egg to hatch and the bird - to fly away, you need a little wind."- Marc Randolph CHAPTER 11: Two Cents for Bill Clinton (Robert) - The Netflix "promotional offer" on The Sony DVD player had an easily accessible serial number. This meant that people could easily write down the information on a notepad to gain access to free DVDs. - Initially it was difficult to recruit techs because of the driving distance. - With the help of Mitch Lowe, they were able to take advantage of Bill Clinton's affair story by making their own DVD. - They debated what price to charge for the DVD (even considering a free (DVD) with minimal disc art. Eventually they agreed on a $0.02 charge to allow for the widest audience. - A porn version of a similar DVD got sent out by mistake. The company reached out to the nearly 5,000 people to send it back. Funny enough, no one did. CHAPTER 12: "I'm Losing Faith in You" (Michael O.) - Pursuing the impossible, a grind that many will not understand. - Partnership deals with Sony and Amazon - Reed is losing faith in him and calling him out on the state of the company - Company was one dream, and Marc being at the helm was another. Have to pick one. - "Even though I am at the 98%, Reed is at the 99.9%" - Marc Randolph, with regards to whom is the best to lead the company for growth with its dire need for capital - Reed knew the pressing need and therefore "requested" more than a 50/50 split in equity for him to takeover as CEO. - At the end of the day, Marc knew he had to do it for the better of the company but couldn't rationalize that day what had just happened with Reed

Keeper of the Flame

CHAPTER ONE - The Story of NFL Films and Ed Sabol o A new innovative way of storytelling in the NFL - Football became Americas newest indigenous religion o Used baseball as a template to grow. Football is to be the #1 sport o Black & White jerseys o Started overtime - The Rozell Era o Rozellused his understanding of media and publicity to transform the league into a national sensation. o Rozell was very influential in the community and marketed the NFL to what it is today. - The AFL was created to compete with NFL but they merged to create Superbowl. CHAPTER TWO - NFL Documentary Methodology (Pro football's longest day) o NFL Films allow them to evaluate suspicious plays, assessing official and disciplinary action (Walter Payton) o George Halas (Chicago Bears) wasn't a fan of NFL Film's for various reasons. o NFL Films doesn't focus on scandalous subject matter (Ray Lewis, O.J. Simpson) o NFL Films is not showing as many hardhat clips, even though they were sued for only showing that, but now because of CTE and mental health awareness. CHAPTER THREE - The NFL's Smithsonian o This is the NFL Films archives which allows them to control and curate the contact distributed to only show into that shows teams in their best light - Lost Treasures of NFL Films o TV Series of uncovered old footage about leagues past. - SABER o Classification system launched in 1996 o Allows for searching through content CHAPTER FOUR: The Shakespeare's of Sports Films NFL Films, based in NJ, focuses on not only these who play it, but those who like it. It looks to create "artwork" in telling a story and humanizing the game. - Disney to Duchamp o Geared to change the perspective of sport films from just highlight reels. o NFL Films parodies became a trend to appeal to football fans & film community. o Didn't get absorbed into high culture as they wanted to stay connected to core ban base - The Picasso of Pigskin o Ed & Steve Sabolhuge impact on NFL Films o Goal was to present the game in a way people haven't seen it in before o Pop Art movement influenced Sabol's style o Didn't hire people with film background and focused on writing skills o Sabol became what "Walt Disney" is to cartoons CHAPTER FIVE Pete RozelleSaid that we need to create an image of the game, a mystique to get success Roone Arledge: "We are going to add show business to sports" - Mainly scheduled programming around their sponsors target audience: Middle Aged Men - Game of the Week: This is the NFL + NFL Action = Two popular series on NFL Films - Phyllis George: Increased female viewership - NFL & ABC struck deal to televise Monday Night Football since CBS already had programming during that time. o Monday Night Football takes off! CHAPTER SIX: Cable, Media, NFL Films, and Dinosaur TV NFL Films set the stage for 24-hour sports channels like ESPN and established a starting point for sports specific networks. It also helped the NFL become a multi-media platform media institution, however, it had to change the way it is produced. - Overtime, NFL Network had to focus more on accounting numbers and NFL Films was forced to lay off 150 employees and put a ton of more restrictions on NFL Films content, prohibiting it from operating the way it used to.

Media Coverage

In 1983 there were 50 media companies. By 2010 there were 6 major companies that controlled all 50. - Disney - Viacom - Time Warner - CBS - GE - News Corp Netflix and other streaming services are taking over _______ and cable TV will be dying off soon enough once they start streaming sports. Smart phones have also changed the game in how content is created and distributed.

Weighted KPIs

Key Performance Indicators for eSports are... - Monthly Active PC Players = 30% - Distributed Winnings = 25% - eSports Hours Watched = 20% - Hours watched = 15% - Live Streams = 5% - Number of Tournaments = 5%

Media Rights

Pro Sports League Bidding Rights NBA: Bidding Rights Open for negotiation in 2025 NFL: Bidding Rights open for negotiation in 2021-2022. The media rights are currently owned by CBS, NBC, Fox which is worth $3.1B yearly as the NFL was smart for doing different deals for different content. --> 30 second commercial ranges from $500k-$1M because of the audience and in fluency they have. --> The Old Guard: NBC. FOX, CBS, ABC MLB: Bidding rights open for negotiation in 2021 NHL: Bidding rights open for negotiation in 2022 The new comers will be Netflix, Hulu, PSV, Sling, Amazon, and DirectNow, however the challenges are... 1) Cost to access all desired content 2) Needing to have multiple apps as opposed to one TV provider 3) Not knowing where to find content.

Broadcast Media

Sponsors, Media Outlets/Distribution, & League or institutions: All three need each other to push brand mission and content.

GDPR

The General Data Protection Regulation states that any data taken from eh EU that is transferred to the U.S. now leaves the firm or organization liable to data laws. Firms need DPOs to protect them from GDPR.

Important Times in sports media

The death of Kobe Bryant - No other time in history has news been able to spread so fast. However, misinformation can be seriously damaging because athletes are people first. National Championship - 40+ Hours of studio programing - 60 ESPN commentators - 7 Hours of pregame coverage - Nike Saben (Headlines guest) - ACC & SEC Network on site

Industrial Age

The _____ began in Britain in the late 1700s with the invention of the steam engine, but the U.S. didnt enter until the mid 19th century. 1861-1865: The Civil War devastated the U.S. but brought about new developments in sports as soldiers from both sides played baseball and it helped instill it as America's pastime. --> News papers helped standardize and create more rules for reporting baseball scores & stats Unlike horseback racing, baseball was a midd class sports which had wider appeal and was more accessible. The middle class newspaper also created the middle-class identity for the 'elite' sport of intercollegiate football. James Gordon Bennett's "NY Herald" created a breakthrough in sports to attract new audience. --> First specialized reporters -----> Even more specialized baseball reporters --> Maddie Morgan was the 1st woman sports reporter --> First newspaper sports pages 1883-1886: Sports magazines helped advance baseball 1870-1890: America's late affair with sports took off during this time, particularly due to the Compulsory Education Movement (started in '51) which required Boston children to attend school, increasing the literacy rate significantly amongst Americans. ---> The new influence of immigrants brought cultures, customs setting in different cities creating cultural distinct fan bases. NCAA was created to protect collegiate (soldier aged men) safe because too many football players were dying. Ivy League teams were the dominant conference during this time. Spectators were the focus of reporting a middle class readers increased demand for tickets. WWI contributed to the nationalism to sports because military leaders believed that keeping soldiers abreast of sporting events was good for morale. 1920: Golden Age of Sports as 12-20% of content in newspapers were sports related. Categorized by steam engines one way electronic media and communicates through one-to-one communication.

Holograms

______ are images in three dimensions created with a laser beam. _____ are the most interactive experience.

Mixed reality

________ is the combination of the real physical world with interactive virtual images or objects, similar to AR, except we can interact with those animations.

White Label Ticketing

________ serves as the source of tickets as if the league or team sold them themselves.

Gamification

________ were rewards, data, statistics around accomplishments within games that can bring multiple generations together.

Parallel Reality

_________ are different individuals looking at the same object/screen, but seeing different things. This is most likely going to make its first appearance in airports.

Evan Abramson

_________ is a UCF Alum who currently works as a Sports Anchor for News Channel 10.

Health

_________ is important in sports marketing because some of these companies may sponsor health services or the event themselves.

Digital or Media Asset Manager (DAMMAM)

_________ is storage for marketing and media. These applications help store high quality video and data. - Adobe Experience - APrimo - Bynder

Dr Porter

- Director of Alumni Relations - Premium seating associate - Works with media rights - Overseas M/W Track, Field, XC ALL FOR THE UMICHIGAN

E-Sports Audience Growth

- Growing year to year at a rate of 16% - Asia-Pacific will account for 57% of current market Revenue Streams -> Sponsorships (42%) -> Media Rights (23%) -> Advertising (17%) -> Merchandise & Tickets (9%) -> Game Publisher Fans (9%)

Know your audience

- Who is your target audience and what do they want? - What is your reach (local, national, global)? - Who are your competitors and what are they doing to attract my audience? - What matters to my audience? - What am I trying ti sell?

History of Social Media Influencers and & E-Sports

--> Premier League mainly towards an Over The Top model to gain full access to content, highlights, etc. Pre 1940 - Newspaper articles were the main source of info 1969 - Internet available commercially 1991 - 1st blogs create 2004 - Newspaper became least popular 2005 - Youtube launched: crucial for advertisement because videos show up on the top of Google Search Engine 2006 - Twitter launched 2013 - 50M tweets about sports

Technology

1) Artificial Reality & Virtual Reality. 2) Global Wifi. 3) Biometric Data. 4) Blockchain & Crypto Currency. 5) Cashless Payments. 6) Big Data. 7) Voice E-Commerce. 8) Automated Intelligence. 9) 3D Printing. 10) Real Time Betting.

Top Success Metrics for influencer Campaigns

1) Engagement 2) Traffic/Clicks 3) Sales 4) Reach 5) Convos 6) Audience Sentiment All six are correlated to sales

Quiz Answers

1) Fast company generates $150B by 2020 2) True: VR was the Empathy reality 3) Simen Sinnik: Studies the "why" 4) We send Journalist AR & VR 5) NASA used AR & VR in 1987 6) Pokemon Go was the app 7) Volumetric video creates 3D video 8) $200 for mainstream goods 9) Device of Future rests on face 10) AR & VR are in NBA, NFL, Olympics

Bidding Wars

1961: CBS beat NBC in bidding war for NFL rights then CBS paid $42M over a 5 year period to AFL for broadcasting rights. Mid 1980s: ABC, NBC, & CBS, selling over $1B in advertising on their sports programming.

Blockchain

Blockchain is a uniquely generated code that generates unique content that is permanent. It is backed up worldwide. Blockchain tracks all secondary market purchases and allows them to have control of the secondary market.

Non-Endemic Brands

Brands that don't provide goods and services that will be used while playing - Red Bull - Pepsi

Marketing New Realities

CHAPTER ONE - 1895: The Lumiere brothers showed the first motion picture in history (Arrival of. Train at La Ciotat) - The term "Virtual Reality" was first used in 1987 and NASA has been using VR for the past 20 years to train astronauts and U.S. military. - Augmented Reality or AR first introduced in 1992 o Boeing used AR to help workers assemble wires in their plane factory. o In 1994 UNC at Chapel Hill created AR application to help doctors view a fetus within a pregnant patient. o 2016 showcased consumer potential AR on a grand scale by debuting Pokémon Go. CHAPTER TWO - 360 Video - Virtual Reality (VR) - Augmented Reality (AR) - Mixed Reality - Exteneded Reality (XR) - Holograms CHAPTER THREE: Social & Advertising Facebook bought Oculus out to take control of its development. - 95% of all revenue was from ads. In 2016 they made about $27 Billion USD Google partnered with mobile company HTC to develop a VR-lite, smartphone adaptable version, called Daydream. - VR and AR production company Mandt VR, for example, uses 360-degree and AR technology that aim to create immersive sporting experiences for smartphones through viewers like Google Cardboard and the Samsung Gear VR. Snapchatis at the forefront of AR with their filters and lenses going viral they earned the title of "first Augmented Reality superstar." - Snap Inc. launched Spectacle glasses positioning it as a toy. - Partnered with Entrypoint, a 360 web player focused on making 360 content interactive and accessible. Instagram only contains AR frames and masks, but with tech progress 360 videos and live photos will be soon. Twitteris making several hires for their AR/VR push with no strategy announced, but have integrated 360 video and live streaming via their Periscope app. - In true VR, systems track your body hands and head movement in 3D space tricking your mind into a sense of greater immersion understood as "presence." - VR will allow for a full picture of consumer behavior. AR will show how consumers interact with and use products. - The interactive advertising bureau released their first set of guidelines this year for VR and AR and the VR/AR Association are actively working on creating best practices for this new technology - Nielsen are push conducted a VR and effectiveness say that found the ads in VR were more affected by 1.5 to 18 x depending on the content in metric. - Brand recall was 8 times more effective than two times more likely to share. CHAPTER FOUR: The Empathy Machine Empathy: The Identification and understanding of the other's situation, feelings, or motives, because we have experienced the same thing (pg 28). - VR technology enables "experiential presence", therefore users of "well produced, high quality VR" allows you to actually walk in that individuals shoes, leaving the potential for empathy, which is VR is called the empathy machine - The Machine To Be Another: An experience created by BeAnotherLab, which involves swapping gender and/or ethnicity, with another person who is at the same time mirroring your activities in VR. - Nonprofits and journalistic organizations, such as RYOT, have begun to capitalize on this opportunity, creating 360-video and VR content for outlets like: NY Times, Huffington post, NPA, and more. o Within -> 360-video stories -> mass incarceration, high recidivism rates, or the life of a Syrian refugee. o Empathetic Media & ATTeam (Red Cross Panceivo in Serbia) -> AR raise awareness about modern human trafficking. - VR is also being used for animation allowing users to feel more connected to animated characters one may find in an app or video game. CHAPTER FIVE: Brand Engagement - Shopping shift of AR/VR ---> Google study showed most people don't want to wait an average of 3 seconds for a website to load before moving on to something else. ---> Shopping trends have been shifting to online in the past 2 decades, causing malls to be shut down and phased out. Just in the past year (2016), a record setting 10 hours and 39 minutes was spent daily on people consuming media. ---> AR and VR are being used to collect data so it makes your shopping experience as simply as possible. In this virtual world, all the consumer's preferences can be unique to every individual so they will have a pleasant experience with that brand even if their taste change over time. - AR Advertising ---> At the end of this year (2017), there are expected to be over 3 billion smartphone users. ---> AR is mainly on smartphones as of right now, they will soon make there way over to headset and smart glasses. Ex. Google Glass ---> The goal and future for these devices are to enhance the consumer experience. Think if you want to look for a house and your AR App showed you houses for sale and you could actually look around the houses all in your device. CHAPTER SIX : VR Production & Storytelling "Several in the industry have also started using the term "story living" to better explain how one experiences VR." - VR Production & Distribution ---> VR requires more considerations/gear than 2D video and phones currently lack proper resolution and pixel density ---> Important for studios to communicate and upsell the difference between VR and 360 video experiences ---> New VR headsets will be wireless and not require a PC with the magic mass production price of $200 (Oculus Go) - VR Creative Language ---> VR is a different creative language from film and will not replace it. ---> Directors have to figure out how to focus audiences attention using audio and visual keys ---> Natural expression of VR is viewer exploration, where viewers enter the story rather than just witnessing it ---> VR will scale to home audiences by featuring director's cuts and additional plotlines to be experienced VR Storytelling ---> 6 Traditional Story Arcs: Rags to Riches, Riches to Rags, Tragedy, Main in A Hole, Rise-Fall Arc, Rise-Fall-Rise Arc, & Fall-Rise-Fall Arc ---> VR offers ability to break tradition and provide "branching narratives" that gives viewer the ability to direct the story ---> "This is essentially like the modern 360 video version of the Choose Your Own Adventure or Give Yourself Goosebumps book Series" Being Social In VR - VR is still a singular experience ---> If we took Facebook spaces a step further and enable legal streaming video on demand via Facebook then friends from anywhere in the world could sit down to watch their favorite 2D, 3D, and VR movies together ---> By being as frictionless as possible to adopt, Facebook has an almost insurmountable competitive advantage in the social VR space Virtual & Augmented Events ---> Consumers can now experience "live" events from the comfort of their own homes ---> Orlando City SC VR Experience allowed fans to be "on" the field and enjoy the "sights and sounds" of Exploria Stadium The Role of Social Multiplayer Experiences ---> Due to the high power source needed for VR, most VR games are written for just one player ---> Right now there are location-based-experiences (LBE) for VR such as the Void. These are akin to the laser tag arcades of the 1980's only they have the capability to enable multiplayer in the same environment(s) Virtual Economy ---> VR/AR will have the biggest impact in the App Economy, which itself is a $100B+ industry ---> According to Greenlight VR, there have been over 150 VR-related companies identified in 20 countries operating in 18 different ecosystem categories Augmented Shopper Marketing --->Augmented Reality shopping introduces a way for consumers to interact/try the products they are looking at. ---> Target and CoverGirl have used AR to let consumers try on makeup or see price options CHAPTER SEVEN : The Future - Moore's Law: Computational Power doubles every 5 years. o In the future it is to believe that there will be no more smartphones and everything will be like Google Glass. o Volumetric Video o No screens, "Smart contact" o Social media turns to virtual spaces o AR Previews o Implants, mind controlled tech. CHAPTER EIGHT: Novelty vs Necessity - "People buy the why and not the what" , people want the experience, however not everything needs AR. - Bailenson's Rules for Good AR o Expensive o Dangerous o Impossible o Rare - Traditional marketing principles should not be forgotten even with AR & VR CHAPTER NINE: The Next Dimension 1. Build Awareness and Familiarity 2. Enable Engagement & Evaluation 3. Create an Emotional Connection 4. Take Advantage of the Medium 5. Dive Into the Future of Product Sampling 6.) Tie Your Activations to Call-to-Actions 7.) Turn More Consumers into Brand Advocates 8.) Grow Customer Loyalty 9.) Commit to Investment 10.) Have Fun!!! Chapter TEN - Summarizes how VR and AR demonstrate tools we never thought possible. Prepare for future to not be left behind. Innovation distinguished between leaders and followers. - CES:Consumer Electronics Show - Parallel Reality: Different individuals looking at some object/screen, but seeing different things.

Social Media Tools

Data, Scheduling, and Monitoring is important because you need planned content to post. Platforms such as Hootsuite or Sprout Social allows you to preschedule posts and monitor activity and hashtags while allowing you to find desired demographic. Influencer Resources: Firms seek individuals who match their consumer base to market their products. Izea, HYPR (world leader), Stratosphere (Orlando based) Content Curation - Pocket, Twitter Lists, Scopit Customer Relationship Management, Tickets and Marketing - Salesforce, Ticketmaster, Nulien Email for salesforce marketing and constant contact. Texting: brings up important privacy issues.

E-Sports

E-Sports is the largest growing sport right now at an accelerating rate because of the low barriers to entry. The best games that are easily to learn, but super hard to master.

Global Wifi

Elon Musk is working on putting another 60 satellites in our atmosphere so by 2021 _______ will exist.

Name, Image, Likeness

In September of 2019, California passed the Fairway to Play Act which allows California collegiate athletes to profit off their individual, name, image, and likeness. It also makes it illegal for universities to revoke scholarship or eligibility for taking money. Effective January 1st 2024. The NCAA is seeking assistance from the Federal Government to create a universal policy regarding N.I.L. or will sue each state in federal court as Athletic Departments depend on sponsorships for revenue to balance the budget. This is an issue because some companies that purchase/license digital assets go straight to the student athletes to create associations and partnerships? Overall, the NIL disrupts the collegiate media model, which makes us ask whats more valuable to the media industry: Athlete personal brand or the University Brand.

Social Media & Sports Journalism Today

Journalists use other journalist blogs as they have extreme pressure today to keep up. UCF has had an interesting journey increasing their social media presence and ticket sales. So we created a social content tool box to communicate content on academic, community, and athletic success to generate engagement. UCF has the 80-20 rule, 80% was on campus engagement, 20% was an activations. ---> Operation Blacktop received a ton of earned media.

Mark A Hodgkin

Mark A Hodgkin started in 2006 as director of marketing at Bryant and then became a Marketing/Media Relations Assistant at Boston College. He became the Director of Internet Services for the Big East Conference 09-13, the Assistant commissioner of the AAC 13-16, and then the Director of Product Innovation of Neulion college in 16-19. Now he is the EVP of Production Innovation with Ticket Socket UCF is not a Power 5 because... - Inconsistency in recent success - School is young - Academics - Not enough revenue is generated What does conference do? - Guide NCAA on legislation (compliance) - Generate revenue for schools - Host championships - Conference television networks - Negotiate media contract Conferences believe that if they add a school, we need to make sure they benefit everyone. Expansion Drivers - Expanding the pie - Television - On field success - Fan support - Geography - Academics

Presentation Questions

Question: Which technology is referred to as the "empathy machine"? Answer: Virtual Reality Question:Virtual Reality is the most interactive form of technology? Answer: False, Holograms are. Question: What was the NFL's first promotional film? Answer: The Champions of Gridiron Question: The book talks about how NFL Films transformed Dwight Clark's touchdown catch in 1982 into "The Catch"? Answer: "The Catch" True Question: Who was the founder of NFL Films Answer: Sabons was the founder of NFL Films Question: What does having an epiphany mean? Answer: A moment of sudden revelation or insight. Question: ________is measured by the difficulty of the ask. Answer: Marketing

Agricultural Age

The ________ is the type of society categorized by a struggle and survival where people lived off the land with little to no leisure and discretionary income. 3/5/1733 - Boston Gazette covered a story about a prize fight in London, which was the first sports story in a newspaper. Colonial newspapers were geared toward wealthy elite classes because they were for the literate population. 1830s - Penny Press Era, where sports covered in paper tended to center on a contest with larger society context such as two regions or countries competing. This era also led to increasing levels of profitability for printing companies because the burden of expense was now placed on advertisers, and now more people could purchase them to read. Boxing and horseback racing were the two major sports at this time. John Stuart Skinner's "American Turf Registry Sporting Magazine" (1829) and William T. Perter's "Spirit of the Times" (1821) both popularized horse racing and everything to do with it (data, stats, bets, etc). Porter bought Turf Registry in 1830. Categorized by manual labor one way print media.

The Media Professional Tool Box

The purpose of the media professional tool box is to scale efforts to reach larger audiences through: Communication, Project, and File management

Story Types

There are 7 _______ constantly portrayed in all forms of media and advertising 1) Overcoming the Monster 2) Rags to Riches 3) The Quest 4) Voyage and Return 5) The Rebirth 6) Comedy 7) Tragedy

Four Friend Types

There are four friend types that influence purchase decisions... - Non-Friends (Brands, Media) = Influence 23% of people - Influencers & Celebs = Influence 31% of people - Distance Friends = Influence 39% of people - Close Friends = Influence 86% of people

Media Convergence

There were 6 major players in media... - GE - News Corp - Disney - Viacom - TW - CBS One of these companies are quick to "swallow" emerging companies because they don't want to risk another major player completely taking over. --> Cable TV is the #1 method of consuming content because streaming comes with buffering and doesn't have line sports, but its likely to change as smart phones beat TV for young American adults.

Leagues

Traditional 5 Leagues - NFL, NHL, NBA, MLS, MLB Current Major eSports - Counter Strike - Starcraft - Dotaz - League of Legends - Harthstone The next wave... - Clearwatch - COD - Van Glory - Clash Royale - FIFA

Endemic Brands

_____ are brands that provide goods and services that will be used while playing the game. - Headsets, monitor, keyboards, controllers, gaming brands

Digital Assets

_____ can be any content, in any format, that is stored digitally and provides value to the company/consumer. ________ are valued different based on audience, league, or governing body. - Images - Podcasts - VR, AR, 360 Vid - Stories - Blogs - Podcasts - Apps - Social Media - Video content The purpose of digital media is to create content that can be sold. If it can't be monetized it generally has little to no value. Designed to stay in front of audience and consumer.

Brandon Naidus

_____ is a UCF Alum who has 6 years of NFL experience who works as the head of social media for Orlando City. "They can take titles and salary away, but not your character" - ESPN Project BottomLine Editer coordinator 2) Intern and worked social media coordinate for JaxJags --> 1st NFL Teams with emoji keyboard --> Developed strong relationship w/ PR to own now --> Create blueprint for organizations social media 3) Cardinals social media manager While with the Cardinals he produced the most successful Facebook post by NFL Team --> 50M Views --> Revenue via sponsored content facebook ads and Twitter Amplify School is about building character.

Howard Wright

_____ is a former Stanford University Basketball player (qualitative economics degree) who played on three NBA teams as well as over seas. He now works for Intel Sports after leaving Qualcomm.

Microinfluencers

______ are... Trusted: Opinions evoke high degree of credibility and confidence from friends and follower Brand Relevant: High connection with brand, protected brand relevant topics High In Volume: Exists in greater numbers than mega or macro influencers able to generate content at all Are Loyal: Specific brand affiliations Will Advocate: Publicly support brands Have influence HYPR: Database of influencers to look at demographic and audience numbers to see who works best for the brand IZEA: Middle man btw brand and influential by UCF.

Owned Media

______ branded communication that makes a direct connection between brand and consumers (coupons, email, packaging). - SEO & Brand content drive media (sharing and traffic) - Web Properties --> Website --> Mobilsite --> Blog site --> Social Media Channels - Leverage owned earned, and paid media for ownership marketing strategy - Gain more exposure to web properties with SEO & PPC

360 Video

______ is 2D video shot in 360º that can be viewed on a headset or on a flat screen.

Password Management

______ is a utility that stores and generates passwords. - Onelogin - OnePassword - MS Active Directory

Paid Media

______ is advertising that is placed and bought by the marketer (TV, Website, Newspaper) - Propel sharing & engagement with paid promotion - Leverage owned earned, and paid media for ownership marketing strategy - Gain more exposure to web properties with SEO & PPC - Advertising: Pay per click (ppc)

Earned Media

______ is communication about a brand that is not managed by the marketer (WoM, News, Review) - SEO & Brand content drive media (sharing and traffic) - Leverage owned earned, and paid media for ownership marketing strategy - Propel sharing & engagement with paid promotion - Sharing --> mentions --> shares --> repost --> reviews

Augmented Reality (AR)

______ is computer data or graphics that are overlaid onto the physical environment - Dancing Hotdog

Biometric Data

______ is digital scanning of the physiological or behavioral characteristics of individuals as a means of identification. The applications in sports and medical performance are endless.

Communication

______ is important in sports marketing because it is important to understand that language, dialects, dialogs, script, etc. are different globally. So companies are using local translators when telling stories and broadcasting events to reach all of their content across the world. Translators are huge internationally.

Education

______ is important in sports marketing because there is a need to educate the future leaders and professionals to tackle the next wave of issues.

Sports Media

______ is the convergence of human behavior, technology, and sports.

Virtual Reality

_______ aka the Empathy Machine, is a 360º virtual environment where you can interact with the world around you through using a mounted display.

Relationships & Community

_______ are important in sports marketing because you must be personable and have trust with coachers, players, managers, etc. in order to have authentic conversations.

Messaging

_______ is an important part of communication management. - Slack: Allows for multiple channels for conversation - Skype for business - Twist

Housing

_______ is important in sports marketing because companies will pay to have their name affiliated with a stadium or facilities. This improves brand recognition and name impressions as well as provide tax benefits.

Transportation

_______ is important in sports marketing because it opens the door to a greater rivalry, greater fan base, greater experience when companies like hyper loop creates the super train from Miami to Orlando

Energy

_______ is important in sports marketing because someone has to power the stadium and facilities.

Safety

_______ is important in sports marketing because these types of firms need to make sure that the event is safe and secure.

Content Creation

_______ is used to hep create content online through the use of cropping, adding text and fixing lighting. Adobe Creative Cloud helps with Graphic Design, Photo editing, video editing, and audio messaging.

IMG College

________ and leerfield meshed and now they own around 85% sports media rights eliminating most competition as they own 90% of college. In 2012-2013 UCF left _______ and now owns all of their media rights so they gain control and keep all media revenue gained.

Name Impressions

________ are mentions during events that help improve brand recognition and marketing. Firms will pay for their company name to be displayed in stadiums or affiliated with facilities in an effort to generate more _____.

Extended Reality (XR)

________ combines AR, VR, MR, and 360 Video plus future technologies that will be created in the future.

Content Management Software

________ gives companies the tools to manage and update their web material. NFL uses Deltatre which aggregates the best experience and monitors engagement. College Athletics uses IMG College, Nuelon, CBS Sport Common Industry CMS: Wordpress, Drutal, Adobe

File Sharing

________ is for sharing files. - Sharefile - Google Drive - Dropbox

Payments

________ is important in sports marketing because everywhere we go and every event we attend we will have to make some type of purchase. Apps like Apple, Google & Samsung pay are making payment as frictionless as possible

Food and Water

________ is important in sports marketing because local vendors and facilities may do business so that fans can enjoy their local favorites and visitors can experience the local cuisine. Aramark is one of the leading vendors in college campuses and stadiums.

Multimedia Inventory

________ is the amount of space that a publisher has available for advertisements at any given time. - Radio - Endorsements - Video Production - Web site - Endorsements - Promotional Games - Promotional Elements

Project Management

___________ is tech that is cloud based to help project teams work more efficiently. - Quire - Basecamp - Trelow - Asana - Active Collab

The eSports Economy

a) Publishers: creates and investors of games - Activision, Blizzard, Riot Games b) Teams & Leagues: Plays the games & companies c) Events & sustains teams & league Channels: Via Twitch, YouTube, ESC, Azubu - Direct to consumer streaming to watch events live and replayed Outside of the professional realm, you have the amateurs which creates the foundation for the league like any other sport. Then you have brands that fuel the industry and create products for the industry. eSports has a healthy ecosystem as there is direct player to consumer interaction because Esports is a 24hour, 7 days/week industry as far as "athletic" - fam engagement - Fans - Media - League - Brands - Teams - Players eSports Ecosystem Map: Money Flow - Consumers - Publishers/Developers - Team - Events & Organizers - Distributers - Team Franchisers - Investors - Advertisers/Sponsors - Players/Staff - Freelance Organizers and Staff