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How Podcasting Can Build a Community


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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.

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.

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  • 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. 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.
  • 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.
  • 4. Each Community Has DifferentStandards for What a “Friend” Is…
  • 5. Can‟t You can‟t be a friend of a brand.Can You can be a friend of a brand manager.
  • 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. „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, TemboSocial
  • 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. 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. 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. Building Community Integral sponsor participation Jen Zingsheim Jenny Fukimoto David Bator
  • 12. Building Community 2 on-the-ground regular correspondents ◦ Dan York: New Hampshire, USA Dan York ◦ Michael Netzley: Singapore Michael Netzley
  • 13. Building Community Live call-in episodes Occasional contributors Heidi Miller Listener comments Ike Piggot
  • 14. Building Community  Twitter handle  Friendfeed Room  Google+ page  Facebook page
  • 15. What Are Other PodcastersDoing? Jay Baer Mitch Joel Gini Dietrich Joseph Thornley Donna Papacosta Martin Waxman
  • 16. Business podcasts Customer service Your superfans Knowledge/thought leadership Example: Evernote
  • 17. Promoting FIR Us ◦ Tweets and status updates ◦ GaggleAmp Listeners ◦ Likes, retweets & +1s
  • 18. Mixing it up
  • 19. Easy to share
  • 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. How To Reach Us Neville Hobson,  Shel Holtz, ABC ABC ◦ ◦ ◦ ◦ @jangles ◦ @shelholtz ◦ ◦ ◦ +44 7757 977 222 ◦ +1 925 864 2249
  • 22. Website www.forimmediaterelease.bizCommunity 2296645 Immediate-Release/8679965700