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Podcasting

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Presentation on New Media: Podcasting 2006 in NYC.

Presentation on New Media: Podcasting 2006 in NYC.

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Transcript

  • 1. New Media: Podcasting IMC 2006 Annual Meeting: NYC Rodney Rumford Founder: Podblaze Co Founder: Leveraged Promotion
  • 2. What is Podcasting?
    • Typically is Audio or Video Content
    • True Publish & Subscribe Medium
    • Anonymous Subscription
    • Automatic Delivery of Content: Communication
    • XML/RSS 2.0 Feed with “Enclosures”
    • Original Engaging Value Added Content
    • Educational, Informative, Original, Consistent
    • Falls Squarely into Web 2.0 applications
    • Not Industry Specific. All Market Segments
    • Dave Winer Developed the Standard
  • 3. Podcasting – What it is not
    • Audio link on a web page
    • Video link on a web page
    • Streaming Media
    • Flash
    • 1 Time Event Show
    • A way to shove content that users have no desire to consume
  • 4. Podcasting & RSS/XML
    • RSS = R eally S imple S yndication
    • RSS is the Delivery & Subscription mechanism for content
  • 5. Podcasting Distribution. RSS is the Plumbing
  • 6. Podcasting Consumption
    • Multiple Points of Discovery
    • Feed Subscribe
    • Readers / Aggregators
    • Browsers
    • Desktop Apps
    • Web Based Services
    • Flash Players
  • 7. Podcasting Myths/ Misconceptions
    • You Need an iPod to Listen
    • It is really just audio on a website
    • It is streaming audio/video
    • Our Target Market Does Not Listen
    • Only for Music
    • Only Big Radio/TV Media Producers Benefit
    • Cookies
    • Passing Technology Fad (10,000+ producers)
  • 8. Listener Adoption Stats
  • 9. Podcast/Blog Content & Traffic Flows
  • 10. Podcasting Technology Issues
    • XML/RSS is Underlying Feed Technology
    • Technology Cousin To Blogging (Audio Blog, Video Blog)
    • RSS 2.0 Standards (Harvard: Standards Body: Mature)
    • Apple iTunes Additional Specs
    • Name Spaces
    • Images (Logos, Branding, Relevant)
    • Enhanced MP3 Options, Chapters, Images
    • Bandwidth: Delivery
    • Tracking: Consumption Downloads, Feeds Subscribed, Analytics
    • RSS Plumbing
  • 11. Subscription Button Overload: KISS The New Standard Icon
  • 12. Podcasting Business Uses: Varied
    • Internal Communication: Remote Sales Force, Channel Partners, Merchants, Alliances, “On the Same Page Messaging”, Projects, Teams, etc.
    • External Communication: PR, Marketing, Product News, Launches, Branding, Financial Results, Exec Interviews, Product Mgrs, Sales, Leads, Partners, etc.
    • Ideas: Conferences, Trade Shows, Industry News, Events, Special Promotions, Updates, News, Transparency, Case Studies, Success Stories, etc.
    • Content Ideas Are Varied: How can you effectively deliver content to where a current void exists or where a market can be be better served via podcasting?
    • Customer/Client/Prospect Education & Updates
    • Brand Extension, Loyalty, Top of Mind, Extended Reach
  • 13. Business Value & Marketing Pyramid
  • 14. Determining Your Podcast Target Market Business Desires & Drivers Lifetime Value of Client Demographics Pain Points Void in Content Market Desire Opportunity to Extend Brand Reach & Improved Communication
  • 15. 14 Podcasting Issues to Address
    • Best Practices & Strategy
    • RSS 2.0 Compliance & iTunes Compliance
    • Value - ROI
    • Feed Creation Platform
    • Unique Pages
    • Auto-Discovery
    • Hosting & Delivery of Content
    • Bandwidth
    • Archive
    • Public/Private
    • Promotion & Visibility
    • Content Production, Quality Production, Content/Topic
    • Site Integration, Consumer Education
    • Reporting Analytics
  • 16. Major Distribution Points
    • Your High Traffic Web Pages Above Fold
    • iTunes
    • Yahoo.Podcasts.com
    • Google.Blogsearch
    • Organic Search: Major Engines
    • RSS, Blog & Podcast Directories
    • Partner Sites
    • Sister Properties
    • Syndication Distribution Partners
  • 17. Blog & RSS Directories
    • Over 140
    • Top 50 List That Really Matters
    • Podcast Specific Directories
    • Submission Process
    • Inclusion & Manual Review Process
    • Weblogs Inc -Verisign (Validation Coming)
  • 18. SEM, SEO & Online Visibility
    • Yahoo Podcasting
    • Yahoo News
    • Yahoo My Web 2.0
    • Google Blog Search
    • Google Organic
    • Google Reader
    • Gmail
    • Technorati
    • Apple iTunes
    • Washington Post
  • 19. Podcasting Media Consumption
    • RSS Desktop Reader, IE7 & Mozilla Firefox, Web Based Readers & Services
    • Cellular Phones
    • TiVo – Networked
    • Portable Media Players: iPod, Sony PSP…
    • Syndication to/by other Web Properties
    Podcast Cell Phones Sony PSP TiVo iPod Web Site Syndication RSS Reader
  • 20. TiVo & Podcasts: Any Feed
  • 21. Podcasting & Tagging
  • 22. Business Podcasting Examples
    • Volkswagen
    • Arizona Heart Institute
    • GE
    • IBM
    • Oracle
    • Cisco
    • Simon & Schuster
  • 23. VW Example: 4 Podcasts
  • 24. Cisco Example: News
  • 25. IBM Examples: Investor News & The Future of…
  • 26. Oracle Example
  • 27. Simon & Schuster Example: Weekly Podcasts: Author Interviews
  • 28. MSDN Channel 9 Podcasts
  • 29. Educate Your Readers: Example What is a Podcast?
  • 30. Podcast Example: Flash Player & RSS
  • 31. iTunes Example
  • 32. Content Types
    • Audio
    • Video
    • Virtually any Media or File Type (PDF, PPT…)
  • 33. iTunes Podcasts
  • 34. iTunes Search Results
  • 35. iTunes Individual Listing
  • 36. Google Feed Subscribe Options
  • 37. Google Reader With Player
  • 38. Yahoo Podcasts & Blogs
  • 39. Yahoo Podcast Property
  • 40. Yahoo Show Listings
  • 41. Tagging & Social Bookmarking
    • Embrace Tagging to Increase Social Awareness & Sharing: Viral, Social, Folksonomy, Taxonomy
    • Technorati
    • Del.icio.us (now Yahoo)
    • Digg
    • Furl
  • 42. Tagging: Technorati Visibility
  • 43. Tagging Gaining Adoption
  • 44. Tagging Importance: Drilling to Desired Content
  • 45. Google Related Blog/Podcast Status
  • 46. Podcasts on Yahoo Home Page
  • 47. IE7 Podcast Feeds
  • 48. IE7 Podcast & Blog Feeds: Subscribed
  • 49. XML & Syndication Distribution
    • X tended M arketing L atitude
  • 50. 7 Parting Thoughts & Next Steps
    • Look at the potential applications for your Business: Groups, Teams, Divisions, Products…
    • Due diligence and discovery for best avenues, practices & “go to market content ideas”
    • Innovative ways to share content & knowledge
    • Value Added Content Increases Business
    • New communication avenue for many markets/segments/submarkets
    • Can Support Many Business Objectives
    • How to Leverage Open Communication Channel
    • Action: Take Ownership and Drive Process
  • 51. Questions? Request Presentation Copy Rodney Rumford Direct: 858-720-9604 [email_address] http://blog.leveragedpromotion.com http://blog.podblaze.com

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