Podcast Academy 6 Greg Cangialosi

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Slides from my talk at Podcast Academy 6 in Ontario, CA on Sept 27, 2007

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Podcast Academy 6 Greg Cangialosi

  1. 1. Podcast Academy 6 Real World Corporate Case Studies: A Changing Media Landscape September 27, 2007 Greg Cangialosi Blue Sky Factory, Inc
  2. 2. Agenda • Introduction & Overview • Why Corporate Podcasting Matters • Real World Examples • Discussion / Q & A
  3. 3. 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”
  4. 4. “The Business Podcasting Book” Officially launched today at Podcast Academy 6
  5. 5. 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......
  6. 6. Why Podcasting Matters: Publishing is Marketing 2.0 What is Your Company Publishing?
  7. 7. 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.
  8. 8. 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
  9. 9. 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.
  10. 10. 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.
  11. 11. 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)
  12. 12. Why Podcasting Matters: Preparing For The Future
  13. 13. Real World Examples: Key Uses of Corporate Podcasting • Outreach / Education • Branding • Public Relations / Media Relations • Advertising / Marketing / Sponsorship What’s working today?
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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.
  18. 18. 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.
  19. 19. 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.
  20. 20. 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
  21. 21. 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.
  22. 22. 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.
  23. 23. 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).
  24. 24. 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.
  25. 25. 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.
  26. 26. 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.
  27. 27. 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
  28. 28. 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.
  29. 29. 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!
  30. 30. 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

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