Podcast Academy 6
Real World Corporate Case Studies:
A Changing Media Landscape
September 27, 2007
Greg Cangialosi
Blue Sky Factory, Inc

Agenda
• Introduction & Overview
• Why Corporate Podcasting Matters
• Real World Examples
• Discussion / Q & A

Who Am I?
Email Marketer, Podcaster, New Media Evangelist
• President of Blue Sky Factory, Inc
• Produced some of the early corporate podcasts for
major corporations.
• Disney, GM / Pontiac,Verizon Wireless, Ortho-McNeil
Neurologics, Dow Chemical, Raytheon, etc
• Producer, ROI Radio (www.roiradio.com)
• Author, “The Business Podcasting Book”

“The Business Podcasting Book”
Officially launched today at Podcast Academy 6

Why Podcasting Matters:
“Perhaps the greatest single appeal of
corporate podcasting is its potential to
enhance and amplify all of the other
marketing efforts undertaken by a
company”
- OneUpWeb 2006
Podcasting Extends the Message......

Why Podcasting Matters:
Publishing is
Marketing 2.0
What is Your Company Publishing?

Marketing 2.0
Web
Email
Awareness,
Your Online Engagement,
RSS
Content Channels Enrollment
Audio
• Publish. Video
• Promote.
• Let go.You don’t have control.
• Monitor, Engage, Enroll.

Why Podcasting Matters:
Validation of Podcasting
• Existing proven online mediums:
email, search, online advertising, blogging, etc
• Three critical elements of any successful media:
• Targeted
• Relevant
• Measureable
Like All Other Online Mediums Before it...
Podcasting is Maturing

Why Podcasting Matters:
The Common Links
• Core Communication Requirements.
• Press / Media, Customers, Prospects, Members,
Students, Employees, etc
• Press Releases, Newsletters, Advertising /
Marketing, Events, Internal
• The need to communicate is universal.

Why Podcasting Matters:
The Barrier to Entry has been Lowered
• Podcasting is a natural extension of an organizations
communication outreach.
• If a picture is worth a thousand words......
• Access to media tools: Small to big, access to global
content syndication is at your fingertips.
• Every company is now a media company.

Why Podcasting Matters:
A Growing Future
• Over 10 million people downloaded podcasts in
2006, that number continues to grow. (eMarketer)
• Users who download podcasts increased 71% in
less than 6 months (Pew Research)
• Podcast ad spending is projected to hit $300
million by 2010 (eMarketer)

Why Podcasting Matters:
Preparing For The Future

Real World Examples:
Key Uses of Corporate Podcasting
• Outreach / Education
• Branding
• Public Relations / Media Relations
• Advertising / Marketing / Sponsorship
What’s working today?

Real World Example #1
Type:
Outreach / Education
• 3 part series - Round 2 - 9/07
• National Spotlight on Migraines
• Website and iTunes presence
• Round 1 over 22k downloads
www.mindovermigraine.com

Real World Example #1
Type:
Outreach / Education
• Subject matter expert from University of Maryland
Brain Attack Center.
• Call in interviews, patients, doctors and industry
experts.
• Website and iTunes and select directory presence.
• PR Firm participation for outreach and marketing.
www.mindovermigraine.com

Real World Example #1
Type:
Outreach / Educational
• Rotating episodes based on current trends and
around specific events.
• “National Headache Awareness Week”
• Realistic goal setting, subscribers and downloads.
• The initiative has become an important
consumer touch point for migraine education.
www.mindovermigraine.com

Real World Example # 2
Type:
Educational / Marketing
• Quarterly podcast targeted to senior level
finance and human resource personnel. Niche
audience.
• Educational topics around wellness in the
workplace, fitness, obesity, etc.
• Informs its customers and prospective customers
on critical ad pressing issues that surround the
workplace.

Real World Example # 2
Type:
Educational / Marketing
• Very welcome production on behalf of Meritain’s
customer base. They were seeking information
like this.
• Make use of website and email newsletter to
drive traffic / downloads.
• Several thousand downloads and growing.

Real World Example # 3
Type:
Educational / Outreach
• Weekly podcast called the “The American Family”
by a Fortune 1000 corporation.
• True, real life stories and issues we deal with in
every day life.
• Its not about selling washing machines,
refrigerators or dryers.
• Building brand equity one week at a time.

Real World Example # 4:
Type:
Public Relations / Internal
• Public Relations / Internal
Communications
• Unique, behind the scenes
subjects about the airline.
• Targeting customers,
media, prospective
employees.
http://gallery.swamedia.com/podcasts/podcast.html

Real World Example #5
Type: Marketing / Sales / Lead Generation
• Daily Podcast - 5 days a week
• Financial Products & Services for Students
• 60 minutes to produce per day (Garage Band / mic)
• Measures downloads, RSS subscribers, web traffic,
and lead flow.
• Jan-Dec 2006 - Generated over $20mm in loan
volume.

Real World Example #5
Type: Marketing / Sales / Lead Generation
• Personal finance, money from a student perspective.
Tips, programs, insights, etc.
• Listener feedback, questions, network of experts.
• Social network outreach for new growth
(myspace.com, target audience)
• Syndication agreement with The Chronicle of Higher
Education.
• Email marketing to drive traffic, downloads and
exposure.

Real World Example #5
Type: Marketing / Sales / Lead Generation
Measurement & Impact
• Averaging 3,500 unique listeners per episode over a
90 day window, based on web stats.
• 900 unique listeners per day per Feedburner stats
• 20,000 unique visitors to the web site per month.
(Google Analytics, Urchin on the raw log files,
tracking everything).

Real World Example #5
Type: Marketing / Sales / Lead Generation
Measurement & Impact
• Pays very close attention to analytics, referral and
web traffic in particular.
• Runs a core group of 12 major domains / sites all
designed around education and lead generation.
• Drives traffic to affiliate domains for lead
generation, and tracks through to close of loan.
• Tracking10% of overall company loan volume of
$400 million for 2007.

Real World Example #6
Type:
Branding / Marketing
• Wine Library (44k Sq Ft.)
Springfield, NJ
• Started WLTV in 2006
• Daily wine tasting video
podcast
• Promotion through
education.

Real World Example #6
Type:
Branding / Marketing
Approach
• Daily video podcast 5 days a week
• Video camera and iMovie
• Produces early, often and ahead.
• From the hip. ZERO editing.
• Content is champion. The End.

Real World Example #6
Type:
Branding / Marketing
Marketing & Outreach
• Immersed himself into online wine community
(bloggers, journalists, podcasters, etc)
• Supported bloggers, sponsored events, speaking,
etc. Built up an enormous amount of good will.
• Social web outreach, community, and email.
• Building brand ambassadors through good will,
contribution
• Intent focus on content quality

Real World Example #6
Type:
Branding / Marketing
Measurement & Impact
• 40k unique downloads per day
• 17k RSS Subscribers
• Intentionally decided NOT to measure direct
sales impact as a result of WLTV.
• Conan, Ellen, Nightline appearances and coverage.
• Entrepreneurial spirit, run like a business
• Wine Library sells $50 million of wine a year.

Key Lessons & Takeaways
• Podcasting is growing rapidly and is here to stay.
• Embrace the changing face of new media and
communications.
• Use podcasting to extend your organizations
various communications.
• Targeted, relevant, content.
• Content is king.
• Experiment with a variety of applications,
remember there are no rules.
• Once you start, stick with it!

Thank You!
Greg Cangialosi
Blue Sky Factory, Inc
greg@blueskyfactory.com
410.230.0061 x 104
www.blueskyfactory.com - corporate
www.roiradio.com - podcast
www.thetrendjunkie.com - blog
www.publicaster.com - email
www.rssfwd.com - RSS to Email