Your SlideShare is downloading. ×
0
Community + RelationshipsHow podcasting can build a communityand strengthen your customer relationships                   ...
Community: A Definition   Since the advent of                         Prior to the internet,    the internet, the       ...
Engagement: A Definition   The process of                                     Equally created by the    forming an attac...
Each Community Has DifferentStandards for What a “Friend” Is…
Can‟t   You can‟t be a friend of a brand.Can   You can be a friend of a brand manager.
How Do I Go About ActivelyEngaging?   Why are you engaging?   How, what, where, when?   Set objectives   Tools and fre...
„The Hobson & Holtz Report‟                                         The Hobson & Holtz Report                            ...
How it Works Offer compelling content Ask for listeners‟ opinions    ◦ Include those opinions in the next show Suggest ...
How It Works   Encourage “3 Things Customers Like To Do    Online”   Make it easy for listeners to get hold of the    sh...
3 Things Customers Like To DoOnline1.   Share Ideas     “Let‟s improve the next product or service together”2.   Share Pro...
Building Community   Integral sponsor    participation             Jen Zingsheim             Jenny Fukimoto   David Bator
Building Community   2 on-the-ground    regular    correspondents    ◦ Dan York: New      Hampshire, USA                 ...
Building Community Live call-in episodes Occasional  contributors                                       Heidi Miller Li...
Building Community                  Twitter handle                  Friendfeed Room                  Google+ page      ...
What Are Other PodcastersDoing?                                           Jay Baer                  Mitch Joel            ...
Business podcasts Customer service Your superfans Knowledge/thought leadership Example: Evernote
Promoting FIR   Us    ◦ Tweets and status updates    ◦ GaggleAmp   Listeners    ◦ Likes, retweets & +1s
Mixing it up
Easy to share
FIR Today Is a Podcast SeriesBrand   FIR: The Hobson & Holtz Report   FIR Live   FIR Cuts   FIR Interviews   FIR Book...
How To Reach Us   Neville Hobson,                  Shel Holtz, ABC    ABC                               ◦ holtz.com    ◦...
Website www.forimmediaterelease.bizCommunity twitter.com/fir friendfeed.com/fir plus.google.com/10587745153326  229664...
How Podcasting Can Build a Community
How Podcasting Can Build a Community
How Podcasting Can Build a Community
Upcoming SlideShare
Loading in...5
×

How Podcasting Can Build a Community

4,409

Published on

Presentation by Neville Hobson and Shel Holtz at Ragan Communications Social Media/Public Relations conference at ING House in Amsterdam, The Netherlands, on April 12, 2012.

Published in: Business, Technology
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total Views
4,409
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
7
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "How Podcasting Can Build a Community"

  1. 1. Community + RelationshipsHow podcasting can build a communityand strengthen your customer relationships Neville Hobson, ABC @jangles Shel Holtz, ABC @shelholtz Amsterdam, April 12, 2012 #smpr2012 #fir
  2. 2. Community: A Definition Since the advent of  Prior to the internet, the internet, the virtual communities concept of community were far more limited has less geographical by the constraints of limitation, as people available can now gather communication and virtually in an online transportation community and share technologies. common interests regardless of physical location. http://en.wikipedia.org/wiki/Community
  3. 3. Engagement: A Definition The process of  Equally created by the forming an attachment perceptions, attitudes, (emotional and beliefs, and rational) between a behaviours of those person and a brand. with whom institutions and organizations are communicating or engaging with. http://en.wikipedia.org/wiki/Brand_engagement
  4. 4. Each Community Has DifferentStandards for What a “Friend” Is…
  5. 5. Can‟t You can‟t be a friend of a brand.Can You can be a friend of a brand manager.
  6. 6. How Do I Go About ActivelyEngaging? Why are you engaging? How, what, where, when? Set objectives Tools and frequency Interaction plan Reporting, analysis, optimization(Joanne Jacobs, Like Minds U, February 2012)
  7. 7. „The Hobson & Holtz Report‟  The Hobson & Holtz Report podcast first episode on January 3, 2005  Co-hosts: Neville Hobson (UK) and Shel Holtz (USA)  60-90 mins weekly every Monday, recorded via Skype  Average monthly downloads: 30,000  Global audience: USA, UK, Canada, continental Europe, Australia, China  Three sponsors: Lawrence Ragan Communications, CustomScoop, TemboSocialhttp://www.forimmediaterelease.biz/
  8. 8. How it Works Offer compelling content Ask for listeners‟ opinions ◦ Include those opinions in the next show Suggest frequent commenters might want to be reporters Talk about what listeners say Provide a platform for listener comments: the various web places and the show itself
  9. 9. How It Works Encourage “3 Things Customers Like To Do Online” Make it easy for listeners to get hold of the show Ask friends to talk about it Offer compelling content Build community
  10. 10. 3 Things Customers Like To DoOnline1. Share Ideas “Let‟s improve the next product or service together”2. Share Product Knowledge “Here is what I know; hope it helps you”3. Help Peers Solve Problems “I had the same problem, here is what I did”
  11. 11. Building Community Integral sponsor participation Jen Zingsheim Jenny Fukimoto David Bator
  12. 12. Building Community 2 on-the-ground regular correspondents ◦ Dan York: New Hampshire, USA Dan York ◦ Michael Netzley: Singapore Michael Netzley
  13. 13. Building Community Live call-in episodes Occasional contributors Heidi Miller Listener comments Ike Piggot
  14. 14. Building Community  Twitter handle  Friendfeed Room  Google+ page  Facebook page
  15. 15. What Are Other PodcastersDoing? Jay Baer Mitch Joel Gini Dietrich Joseph Thornley Donna Papacosta Martin Waxman
  16. 16. Business podcasts Customer service Your superfans Knowledge/thought leadership Example: Evernote
  17. 17. Promoting FIR Us ◦ Tweets and status updates ◦ GaggleAmp Listeners ◦ Likes, retweets & +1s
  18. 18. Mixing it up
  19. 19. Easy to share
  20. 20. FIR Today Is a Podcast SeriesBrand FIR: The Hobson & Holtz Report FIR Live FIR Cuts FIR Interviews FIR Book Reviews FIR Book Club FIR Speakers and Speeches
  21. 21. How To Reach Us Neville Hobson,  Shel Holtz, ABC ABC ◦ holtz.com ◦ www.nevillehobson.com ◦ blog.holtz.com ◦ @jangles ◦ @shelholtz ◦ neville@nevillehobson.com ◦ shel@holtz.com ◦ +44 7757 977 222 ◦ +1 925 864 2249
  22. 22. Website www.forimmediaterelease.bizCommunity twitter.com/fir friendfeed.com/fir plus.google.com/10587745153326 2296645 www.facebook.com/pages/For- Immediate-Release/8679965700
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×