Chapter4b McHaney 2nd edition


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Chapter4b McHaney 2nd edition

  1. 1. Chapter 4: Beyond Blogging: RSS and Podcasting: Part B Web 2.0 and Social Media for Business Roger McHaney, Kansas State University
  2. 2. Why Podcast? 2 Podcasting emerged for same reasons that blogging did: Provides easy, low cost method to get out a message Uses same technologies as blogging Comparable to radio, except without FCC oversight and many costly entry barriers Provides mechanism for businesses to instantly connect with clients, potential customers and other stakeholders A business becomes a broadcaster
  3. 3. What is Podcasting? 3 Similar to blog posts except text replaced with audio files Involves uploading digital audio files (generally in MP3 format) to a server where Internet users access material from an audio player, mobile device, or computer Uses XML format to ensure cross-platform compatibility Can be syndicated and published using RSS technology Web infrastructure has grown up around podcasting
  4. 4. Access to Podcasts 4 Apple’s iTunes and index and provide access to thousands of regularly produced podcasts. Businesses, organizations, and individuals have created programs ranging from political opinion to comedy to business advice. Some broadcasts are decidedly amateurish, however many businesses produce professional material and spend a great deal of money to get their message out on the Web
  5. 5. What makes podcasts desirable? 5
  6. 6. What makes podcasts desirable for business? 6
  7. 7. Business Enters the Picture Traditional podcast formats modeled a radio show using a charismatic host Podcasting in business has progressed to become a powerful tool used by marketing departments and others to connect with prospective clients, existing customers, and other strategic partners like members of the media, shareholders, employees and other stakeholders.
  8. 8. Primary Business Uses Allow customers to tell their stories. Customer interviews can be recorded and featured on company Web site or blog. Company events can be recorded and rebroadcast. Training sessions, expert talks, and other company events can be used as podcast content. Create connections with podcasts. Industry experts and authors are open to interview offers. Interview employees. By creating podcasts, employees, customers and prospective clients can get to the staff Build a strategic network. Interview and podcast key members of a business or industry (e.g. trade associate president, chamber of commerce president, and others).
  9. 9. Podcast Elements
  10. 10. Podcast Theme A business podcast needs a theme For instance, a theme might highlight new products Another example might be to introduce members of a business team to the general public
  11. 11. CISCO Themes
  12. 12. Podcast Name Themes are used in name selection for a podcast series Name should reflect the expected content Must consider Web searches that will use the name and link it to users’ key words Acquire a domain name that matches the podcast name so listeners find the broadcast more easily Will enable additional indexing on Google, Bing, and other search engines
  13. 13. Sample Podcast Structure
  14. 14. Podcast Structure (con’t) A podcast script can help guide the program and provide a sense of confidence as the recording progresses. Since most podcasts are not live, the recording can be edited and rerecorded in spots to make the final version sound professional. Many podcasts are cleaned to remove the ‘ahhs’ and misstatements that have been made.
  15. 15. Constructing a Podcast Podcasts can be recorded in a variety of ways ranging from free tools available for any computer to using expensive, professional studios. Quality of the broadcast will be affected by the resources available for the project. Depending on the goals of the podcasts, different approaches should be considered. Professional sounding podcasts can be created without a large investment. Balance between cost and quality is where many small businesses set their focus.
  16. 16. Tools for Podcasting
  17. 17. Tools for Podcasting (con’t)
  18. 18. Tools for Podcasting (con’t)
  19. 19. Tools for Podcasting: Audio Recorder
  20. 20. Tools for Podcasting: Audio Recorder
  21. 21. Specialized Software for Podcasting
  22. 22. Recording and Mixing Hints Creating a podcast is more than just hooking a microphone to a computer and pressing the record button. It is important to create an environment for recording that will ensure that the broadcast sounds natural and eliminates distractions for the listeners. One approach is to create a small recording studio in a quiet setting with acoustic material on the walls.
  23. 23. More Recording Ideas A single person monologue is the most basic form of podcast. Podcasts can be become complex as more voices are added to the broadcast. Interviews, guest speakers, question /answer sessions, and call-in contributors can make the podcast interesting but also complicate recording.
  24. 24. Podcast Hosting Finished podcast needs to be put online. Self hosting can result in bandwidth concerns.
  25. 25. Podcast Hosting and more Services such as LibSyn and HipCast facilitate listing podcasts on iTunes and other indexing and sales services. Tools for monetization are also available. Advertising options, methods for selling and paid subscriptions and other features are provided.
  26. 26. Publishing with Feedburner Permits a user to publish a blog or podcast URL. This makes the podcast available for subscription using any newsreader or feed reader. LibSyn automatically does this for an account holder
  27. 27. Publishing with iTunes Podcasts published on an organization’s Web site can be submitted to iTunes. The process is straightforward: 1. Open iTunes 2. Login to the iTunes Store (the business or user will need an account) 3. Click on ‘Podcasts’ (located on the left sidebar menu) 4. Click ‘Submit Podcast’ 5. Enter podcast feed URL that was acquired from FeedBurner 6. Confirm details and submit 7. Receive email upon acceptance
  28. 28. Podcast Receivers A podcast receiver or client is needed in order to find, subscribe, and listen to broadcasts. Software used for this purpose may also be referred to as a podcatcher. The first podcatcher, iPodder, was developed by Adam Curry (a former MTV videojockey) and Dave Winer, an early developer of RSS technology. iTunes is a podcast receiver.
  29. 29. Summary Businesses can benefit from using new Web 2.0 tools to publish and broadcast content. Potential customers can learn about new products, coming business changes, and the people that run a company by subscribing to RSS feeds to receive blogs and podcasts. New technology has made it possible to create high quality online audio broadcasts using low cost equipment and software.
  30. 30. Slide Media from: 4416 S. Technology Dr Sioux Falls, SD 57106 Slides Prepared by Professor Roger McHaney Kansas State University Twitter: @mchaney Blog: Email :