Episode 58 of the DSMSports Podcast w/ Mark J. Burns of Forbes on 2016 Sports Biz trends

Best Of...Mark J. Burns on theDigital and Social Media Sports

Podcast

Mark J. Burns, Talent Marketing Representative with CSE and writer or Forbes Sports Money blog [also recently named to Forbes' 30-under-30 in sports business], was the featured guest on episode 58 of the DSMSports Podcast.

What follows are some snippets from the interview. Hear the full episode on www.DSMSports.net or download it on iTunes and Stitcher.

Enjoy...

@njh287DSMSports.net


PodcastOn being named to Forbes 30-Under-30

“Being on the list is humbling. It's an honor to be alongside a lot of star athletes and industry professionals...It was definitely a little shock, but an honor to be on the list.”

“Beyond connections in the industry, those friendships and relationships are the (most valuable) thing you have in the industry...they're crucial to your career and to advance in your career. It takes work to keep those relationships, as well...but those are key.”



PodcastMark's career path

Attended University of Michigan, where he majored in History with plans to attend Law School

→ Shortly after undergrad, Mark discovered SportsAgentBlog.com, which got him interested in that space

→ Had an internship with the CCHA (college hockey conference)

→ While attending law school at Belmont, Mark wrote for SportsNetworker.com and also interned in their athletics department; He also helped planned sports business conferences while he was at law school

“I used law school as a way to get all these experiences in sports...”@njh287

DSMSports.net


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→ After graduation, Mark interned with USA Hockey Magazine before joining CSE working Talent Marketing and Representation (former players and broadcasters)

Mark continued writing, now writing for Forbes Sports Money blog and USA Today's sports business blog – Fields of Green



PodcastOn the Sports Biz trends article

Mark did the first iteration in 2015 with over 85 entrants from all over sports business; Mark said last year's was not as organized as this year's. The 2016 article is broken across 13 categories in sports business with entries from over 125 people.

“Basically, it's a way to give high-level people in the sports world to weigh in on what they are following for the upcoming year.”

“For the most part, people were very receptive (to participating)...”



PodcastOn the genesis of the article

Mark tells a fun anecdote about getting stuck at an airport overnight and took the time to bust out over 100 personalized emails to sports business folks about participating in his story

“It'll take someone 2-3 hours to read...but hopefully it'll provide a sense of what higher-level people in the sports world (are watching)...hopefully teachers can use it as a resource (also).”



PodcastLooking back at the 2015 article and trends cited

“Virtual reality...looking at last year compared to this year...no one mentioned virtual reality (in 2015)...It was incredible. Fantasy sports was mentioned 2-3 times. E-sports was not mentioned at all...A big thing in the (2015) article was mobile. How teams, fans, brands were using mobile to connect with their target fan or consumer...responsive websites...WiFi (at venues)...WiFi is a must nowadays. It's almost like breathing.”



PodcastLooking back at the 2015 article and trends cited

“Another thing was beacons...sending out push notifications to fans at the venue (Mark mentions Barclay's Center)”

“Social media and digital media and how teams were using it to further connect with fans was also mentioned...but mobile was the (overarching) theme.”



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Helpful Tool: Dasheroo, a freemium website to set up dashboards connecting analytics across social + digital/website channels. Try it!



PodcastMajor themes of the 2016 article

“How athletes are positioning themselves....(as) brands (and) businesses...you're seeing it now with LeBron James (with Uninterrupted/Bleacher Report)...where athletes can control the (access and content) that they're delivering to fans. You're seeing it with Uninterrupted, Players Tribune...they want to control that message.”

[Mark specifically notes video being a growing element in this space in 2016]



PodcastOn why athlete-controlled media and content is

growing

“A lot has to do with the platforms themselves...(For example) Twitter and Facebook have sports partnerships that are (reaching out) to athletes and platforms to tell them about Twitter video or Facebook video and how (they) can utilize that...The numbers are incredible (in terms of reach)...The platforms are reaching out directly (to athletes)...”



PodcastMark also notes the influence of star athletes like

LeBron in recruiting other athletes to join such player-controlled media

“A reporter can twist the message or (frame a story as) click-bait...the platforms themselves want to promote themselves as a product (athletes can use to control the message)...”

[Mark notes a SBJ article from Liz Mullen noting the influence and power of Jeter and James in recruiting platform contributors]



PodcastOn the growth of user-generated content in sports

“Danny Keens from Twitter (Global Partnerships) and Dan Reed (Facebook Partnerships)...[all noted the growth of] user-generated content as a priority, not only for the platforms, but for teams. How they're utilizing fan-generated content into their social strategy in 2016...

“I love the Snapchat live stories (about sports)...I enjoy that raw, unedited, real-time sort of content. I think you'll continue to see that moving forward in 2016.”



Podcast[Mark discusses the hash flag emoji, emoji keyboard, as driving users to post more, create content themselves]

“Every single (college football playoff team) said they saw enormous growth in engagement (thanks to the CFP and team hash flag emoji)

“It's something very small, but it adds something more customized, more fandom. When teams utilize strong copy, engaging media, and the little Twitter emoji adds heightened engagement and interaction with fans...Emoji is such a small little addition to the conversation, but it's amazing the responses it gets and the heightened level of interactions it (elicits).”



Podcast“The one thing about athlete-generated content I

think is interesting (Mark cites Russell Houghtaling of Oregon State, previously Oklahoma athletics) is Russell told me

'Between the players and the fans, I'm just a conduit. I'm the middle-man'...When you give a Twitter Mirror with some of the players...and they're goofy and messing around on Media Day....they can be their own unique selves and it is not you filtering it for them...it was an interesting way he mentioned how he seems himself as a middle man between the teams, players, and fans.”



PodcastOn the growth in video production and sophistication

Mark cites Vine artist Ian Padgham (works with big brands and NFL teams): “In 2008-09, teams and leagues had maybe an intern running their social and nowadays it's absurd to even think that...No you have full staffs...social media specialists who know the space, know how to utilize the different platforms best...Ian said that, moving into 2016-17...eventually, there will be video people brought in that all they know is video...and they will be responsible for posting video to (all social channels)...I think all teams have this, but not to this degree for social (yet)...”

[Mark cites Clemson utilizing student film artists to create video productions]

[Mark cites video as a coveted skill set for those aspiring to work in sports biz]@njh287

DSMSports.net


PodcastHow social media content valuation and ROI is evolving heading into 2016

“I would say that that the way one team values it different from how (another does)...that is the overarching message...Some teams will value it as impressions. Some will value it as (number of comments and shares)...It is tougher to measure [“engagement”]...but (views and impressions) are easier to (understand and see)...I don't know if we'll ever get to a perfect science to how we'll value social content...”



PodcastMeasurements and metrics across content

distribution platforms and different screens

“Nielsen and those types of media measurement companies...are going to be (important) to come up with data. A lot of it is on them (Nielsen) to figure out what is the best way to measure (across screens)...If something is on SportsCenter and on print and on social accounts, how do you measure that?...I don't think that is ever going to be an exact science...”



PodcastOn cord-cutting and OTT

“It was talked about immensely in the trends article...how different networks are utilizing OTT. (Mark cites examples of Yahoo streaming the NFL game for free)...For the Millennials...they won't have a cable package...or they're using a Netflix or Hulu or HBO-Go...that's the way of the world now...I see more OTT solutions out there (changing) how fans are consuming content.”



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“The experiment the NFL had went great with Yahoo (from a user experience perspective)...you'll continue to see more of that.”

“It's an area of focus...and I think it will only gain a heightened focus with leagues and higher-ups trying to figure out 'how do we use it? How do we monetize it? How does it affect our (business) relationships?'”



PodcastMobile still a major theme in sportsbiz trends

“You have to think of who is your fan and who do you want to be your fan and even the fans you have. Everyone is tied to their phone these days and creating content specifically for that is (now) a #1 priority...utilizing mobile and making that experience as best as possible...” [Mark cites several mobile game day services like mobile ordering, payments, way-finding, stats, etc.]



PodcastMark reads a quote from NFL Chief Digital Officer Perkins Miller:

“Mobile and social are no longer niches within sport. In many ways, they now form the fabric of it. It's how fans connect with sport outside of the live event window. Mobile devices tether fans to their teams, players, and friends via social media. And push notifications are the heartbeat o news for fans. There will be a greater focus on connecting sports, fans, and brands using mobile platforms in 2016.”

[back to Mark]“You're creating FOR mobile now.”



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Share-able Stat: 3.3 Million → The # of views the University of Tennessee football team's post game celebration after their bowl in, aired live and viewed on the archive. 3.3 million!



PodcastThe most talked about athlete in 2016 will be

_______[according to Mark]

It's tough not to say him...It's going to be Steph Curry...with his continued rise, there are still other levels he can get to, which his absurd to say...Him in conjunction with LeBron James and who is the world's greatest basketball player...that debate in 2-016 will only gain momentum...I think that debate of LeBron vs. Steph will only increase in 2016. Something I'm looking forward to is seeing how the media shapes opinion and other athletes' (opinions), too.”



PodcastThe most talked about league or sport in terms of

social/digital innovation in 2016 will be ________ [per Mark]

“The NBA and how they utilize different social platforms...they had the first VR game ever...Adam Silver is the most forward-thinking of the commissioners of the five major professional leagues...VR is just one example. How they utilize social and digital and bringing in VR is something I think you'll see more of in 2016.”



PodcastMark's most memorable event or experience in his time

so far with CSE

“I would say going to the Final Four last March/April for 5-6 days...I was mostly tied to Christian Laettner (a CSE client)...he was all over town doing things. It was incredible to see...(after so many years) his popularity is still at an all-time high. It's only going to get (bigger)...(with upcoming anniversaries)...it was a crazy few days...



Podcast[Mark tells about walking with him through the Duke fan

section, as well as running into Tim Cook, among other big names and former NBA stars]

Mark tells about being on a golf cart with Laettner and Jim Nantz came by and talked for a few minutes and then later seeing Carmelo Anthony come by and talked with them.

“It was very surreal. You act like (you've been there before)...It was a cool experience from a business standpoint (too)...see the different brands there and the booths...”



PodcastMark's #1 tip for an aspiring sports biz pro

“Just do something. Do something in the sense...if you're so lost and have no idea how to move your career forward – do something., That could mean going to a conference because you hear it's a great conference. Reaching out to one person in he sports world to have an informational interview. Writing that one blog post you've been meaning to write...be smart in the actions you take...but something is better than nothing. That something will likely be benefit you in the long run...Just by taking those steps forward, you'll see the benefits...some type of action.”

“For me, it was...writing for SportsNetworker.com (because) I wanted to write for Forbes someday...it all benefited me (in the long run)...you want to do these grand things...but you don't realize there are so many steps and so many things you have to do beforehand to even get considered for that.”@njh287

DSMSports.net


PodcastThe best sports business conference to attend in 2016? [per Mark]

MIT Sloan Analytics Conference – “It has kind of grown into a super-conference with 2,000+ people...back in the day, there was better insight from the panels from what I've heard....Just from the reputation of the conference, it is a must-attend...

Also, South by Southwest Sports in Austin. There is now a sports component of it now that goes across three or four days...conferences are a great way to stay updated on what is going on with the industry, connect with people you haven't met before, reconnect with people you haven't seen in a while...”



PodcastThe most memorable sports biz conference panelist or

speaker Mark has seen and why

Mark Zablow [at Manhattan Sports Business conference], a talent marketer – “He was very real and very authentic in the advice he gave (to us students), the experience he shared with us...his up-and-down roller coaster ride. He was basically describing what all of us were doing, going up an down this path and trying to break into this industry...We could all relate.”

Mark also cites Jaymee Messler (Players Tribune), Danny Keens (Twitter), Bob Bowman (MLBAM)



PodcastThe most memorable sports game or event Mark has

attended

“The Big Chill at the Big House, it was the Michigan-Michigan State (men's ice hockey) game in 2010 at the Michigan Stadium. There were 100,000+ people. They broke a Guinness World Record...Michigan won 5-0...It was an incredible day. After every goal, they had fireworks go up...they had a flyover...After the game, they had a fireworks and music show and we were on the field for that. It was an incredible event to cover (for the Michigan newspaper) and to attend.”



PodcastMark's setup of “screens” if he is watching a big sports

event at home

“My computer is on my lap and my phone is right next to me. Sometimes I'll have my iPad open if there is another game I wan to watch...everything is plugged in because I don't want anything to die on me...I'm doing everything – I'm checking Snapchat, I'm posting on Twitter, I'm checking Facebook, I'm emailing for work...trying to do everything all at once...The phone probably doesn't leave my hand for those 2-3 hours.”



PodcastThe best food to get in Atlanta (where Mark works and lives)

Fox Bros Bar-B-Q

Fontaine's Oyster House (for seafood)



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Who wins a national championship sooner – Michigan football or Michigan men's ice hockey?

Mark goes with football – “With Harbaugh, I could see them winning in five years. With the recruits they're getting and the ten wins they got this year – I'll say football.”



PodcastMark's social media all-star to follow

Daniel Roberts (@readDanwrite), a writer for Fortune Magazine – “He was someone I heard moderate a panel at Hashtag Sports...he kind of covers the sports business beat a little bit...specifically fantasy sports. He has been someone I've really followed with everything going on in the legal space...in fantasy sports as a whole as an industry.”

Daniel Wallach (@WALLACHLEGAL) – “He is an attorney who also covers what is going in with the legal aspects of daily fantasy.”


https://twitter.com/readDanwrite

https://twitter.com/WALLACHLEGAL


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Where to find Mark and publications he works for on social/digital

Find Mark on Twitter @markjburns88, via email: [email protected], and Mark is on LinkedIn


mailto:twitter.com/markjburns88

mailto:[email protected]

https://www.linkedin.com/in/markjburns


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Thanks so much to Mark J. Burns for joining the Digital & Social Media Sports podcast!

For more info on the podcast, check out DSMSports.net and follow me @njh287
