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PCN09 - Business Podcasting: There Is A Secret Sauce
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PCN09 - Business Podcasting: There Is A Secret Sauce

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Learn how to engage stakeholders from customers to board members with podcasting and blogging specifically designed to help you meet your business objectives.

Learn how to engage stakeholders from customers to board members with podcasting and blogging specifically designed to help you meet your business objectives.

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PCN09 - Business Podcasting: There Is A Secret Sauce PCN09 - Business Podcasting: There Is A Secret Sauce Presentation Transcript

  • Business Podcasting & Blogging: There IS a Secret Sauce PodCamp Nashville 2009
  • Let’s Start With A Parable
  • It’s Not Just About Technology It’s About The Business
  • Ingredient #1: Impact
  • 6 Areas of Social Media Impact Cost Savings Public Relations Service Recovery Brand Equity Product Development Competitive Intelligence
  • Age Of The Podcast Consumer Source: Arbitron/Edison Media Research
  • Case Study: Bearing Point
    • 2 Podcasts
      • Information Management
      • Financial Services
    • Launched with very little fanfare
      • Press Release
      • Blast To Their In-House List
    • Key Element:
      • Offer Something Valuable
    • RESULTS:
      • 200% Increase In Whitepaper Downloads
    Source: Marketing Sherpa - Case Study #CS578: How to Use a Podcast to Promote a White Paper That Generates New Business Sales Leads
  •  
  • Ingredient #2: Brand Personality
  • If social media is the “how,” brand personality is the “what. ”
    • Brand personality is key to linking the online and real world brand.
    • In a world of increasingly difficult product differentiation, brand personality is the last, best competitive arena.
    • Most likely, your competition has already figured it out.
  • Components Of Brand Personality Source: Rohit Bhargava, * Personality Not Included: Why Companies Lose Their Authenticity & How Great Brands Get It Back; Unique Authentic Talkable
  • Case Study: ICBA Services Network
    • Proven track record w/ICBA Bancard Radio
      • 200+ views/month
    • Virtually no cost
    • Electronic media has proven to be more effective
        • Direct Mail: 1-2%
        • Fax: 10-20%
        • E-Mail: 30-40%
    • Goodwill created with community bankers who participate
    • Shows ICBA as a marketing leader in financial services
    • Powerful medium to reach growing, younger demographic
    • Differentiate ICBA’s products, services and the Association itself in an increasingly crowded marketplace
  • Audio-Enabling Marketing
    • Testimonials
    • Webinars
    • Conferences
    • Interviews
    • Educational Sessions
    • Web Sites
    • HTML E-Mails
    • Stand-Alone
  • Ingredient #3: Execution
  • Obstacles to Execution
    • Introduction
      • Too Risky
      • Audience isn’t ready for it
    • Continuity
      • It’s Not The First Post/Episode Your Should Be Worried About, It’s the second
    • Integration
      • Centralize Content
  • What makes a great episode?
    • Topic Focus
      • Keep it as tight as possible
    • Speaker Exuberance
      • Prep your hosts and interviewees ahead of time
    • Recording Quality
      • Spend time up front: cut your production time in half or more!
  • To Recap: The Secret Sauce
    • Impact
    • Brand Personality
    • Execution
  • Thank You!
    • Jared Degnan
    • MBA Candidate – 2009
    • Vanderbilt Owen Graduate School of Management
    • http://blog.marketingdiner.com
    • @marketingdiner
    • An exclusive cohort of MBAs focusing on social media marketing & development.
    • socialmediamba.org