How To Create Effective Podcasts
  To Engage Your Audiences
        Neville Hobson, ABC
“How-To” in The Next 75 Minutes
1. Start your own podcast and make it a
   success
2. Build a community of listeners or vi...
What is a Podcast?




S2 / Podcasting / Neville Hobson, ABC
What is a Podcast?
• Digital audio                              Optional:
  file, typically MP3                        • A...
Podcasting Growth Drivers

1.   It‟s easy
2.   It‟s inexpensive
3.   It‟s portable
4.   It‟s available




      S2 / Podc...
6
S2 / Podcasting / Neville Hobson, ABC
Who Listens to Podcasts?
• Majority of top-rated
  podcasts come from
  recognizable media entities
  that are using podca...
Who Listens to Podcasts?
“The demographic patterns of the podcast
audience, like those of the online video
audience, are h...
It‟s All About The Content
• The barriers to entry are incredibly low
  – All you need is a computer, a microphone, some
 ...
Podcasting‟s Advantages
• Audience can listen while they do something else
• Deliver specialized content to a niche audien...
Why Not to Podcast
• Your message does not lend itself to audio
  (or video)
• Your audience is not inclined to listen
• Y...
Why Podcast?
• Easy and complementary extension of your
  existing PR and marketing activities
• Connect with customers, e...
Elements of Successful Podcasting
•   Relevance                                  • Don‟t sell
•   Keep to the point       ...
Who‟s Podcasting for Business?




  S2 / Podcasting / Neville Hobson, ABC
Strategizing a Business Podcast
• Communication is strategic when:
  – It is planned as a means of addressing core
    bus...
Step 1: Goal
• Our example goal:
  – Stem the defection of long-time customers to
    a competitive brand


(“Produce a po...
Step 2: Strategy
• Strategy = Plan of action to achieve a goal
• Our strategy:
  – Influence customer perceptions favourab...
Step 3: Objectives
• Objectives = Measurable activities as elements of
  strategy (Step 2)
• Our objectives:
  – Help cust...
Step 4: Tactics
• Tactics = Communication channels and tools
• Based on objectives (Step 3), we might
  consider a variety...
Building Community




                                        21
S2 / Podcasting / Neville Hobson, ABC
Building Community
• Members of a community share a common
  bond that increases a sense of loyalty to a
  show
• Building...
The Hobson and Holtz Report
                                                             •   First episode on January 3, 2...
Building Community
                                        •   Involve listeners
                                        •...
Measuring ROI
• What are you actually measuring?
  – Much depends on your goal
• Put the question in the context of other
...
Measuring ROI
Not so difficult:                             Not so easy:
 How many listeners?                          F...
Desired Outcomes
•   Reinforce brand loyalty
•   Deliver targeted messages
•   Heighten awareness of brand
•   Create user...
Producing Your Own Podcast
• Basic gear:                                                    Less than
   – USB microphone/...
Producing Your Own Podcast




S2 / Podcasting / Neville Hobson, ABC
Producing Your Own Podcast




                                        30
S2 / Podcasting / Neville Hobson, ABC
Promoting Your Podcast
• #1: Get listed in iTunes
• Get listed in key directories
    – Eg: Podcast Alley, Blubrry Network...
Reference
                                        • Some of this material
                                          is bas...
Other Reference




S2 / Podcasting / Neville Hobson, ABC
Who‟s Podcasting? 5 of The Best
FIR listeners recommend:
• Inside PR with Terry Fallis and David Jones
  (Canada)
• Market...
35
S2 / Podcasting / Neville Hobson, ABC
36
S2 / Podcasting / Neville Hobson, ABC
Copyright applies to this document - some rights reserved.
This work is licensed under a Creative Commons Attribution-
   ...
Effective Podcasting
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Effective Podcasting

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How to Create Effective Podcasts to Engage Your Audiences: presentation used in workshop at IABC World Conference, San Francisco, June 7, 2009

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Effective Podcasting

  1. 1. How To Create Effective Podcasts To Engage Your Audiences Neville Hobson, ABC
  2. 2. “How-To” in The Next 75 Minutes 1. Start your own podcast and make it a success 2. Build a community of listeners or viewers and promote your podcast 3. Use podcasts to support your business strategy S2 / Podcasting / Neville Hobson, ABC
  3. 3. What is a Podcast? S2 / Podcasting / Neville Hobson, ABC
  4. 4. What is a Podcast? • Digital audio Optional: file, typically MP3 • Auto-sync with • “Radio show” format portable digital player – Time-shifted: listen – Detach and go: listen when you want where you want • Delivered via RSS • Complemented by show notes S2 / Podcasting / Neville Hobson, ABC
  5. 5. Podcasting Growth Drivers 1. It‟s easy 2. It‟s inexpensive 3. It‟s portable 4. It‟s available S2 / Podcasting / Neville Hobson, ABC
  6. 6. 6 S2 / Podcasting / Neville Hobson, ABC
  7. 7. Who Listens to Podcasts? • Majority of top-rated podcasts come from recognizable media entities that are using podcasts to expand their existing radio, TV, cable or satellite audiences • The US podcast audience is ballooning – By 2013, there will be 37.6 million people who download podcasts monthly, more than double the 2008 figure of 17.4 million S2 / Podcasting / Neville Hobson, ABC
  8. 8. Who Listens to Podcasts? “The demographic patterns of the podcast audience, like those of the online video audience, are highly dependent on the nature of the content.” Podcasting: Into the Mainstream eMarketer, March 2009 www.emarketer.com/Article.aspx?R=1006937 S2 / Podcasting / Neville Hobson, ABC
  9. 9. It‟s All About The Content • The barriers to entry are incredibly low – All you need is a computer, a microphone, some free software and imagination • Your audience can number in the single digits – Unlike radio, you don‟t need big numbers to be successful • Whatever you do, it‟s all about the content and your passion – Actually, it‟s all about your listeners S2 / Podcasting / Neville Hobson, ABC
  10. 10. Podcasting‟s Advantages • Audience can listen while they do something else • Deliver specialized content to a niche audience they can‟t get anywhere else • Convey information that‟s best conveyed through audio • Build a loyal community of listeners • Use the podcast as a means of soliciting feedback • Use a podcast as an alternate channel to reinforce communication via other channels S2 / Podcasting / Neville Hobson, ABC
  11. 11. Why Not to Podcast • Your message does not lend itself to audio (or video) • Your audience is not inclined to listen • Your message requires focus • Your boss/client says “Hey, let‟s do a podcast!” – there must be a measurable (strategic) business reason S2 / Podcasting / Neville Hobson, ABC
  12. 12. Why Podcast? • Easy and complementary extension of your existing PR and marketing activities • Connect with customers, employees and other groups in new and interesting ways • Reach niche audiences otherwise (financially) unreachable • Be perceived to be at the leading edge • Be seen as a thought leader • … S2 / Podcasting / Neville Hobson, ABC
  13. 13. Elements of Successful Podcasting • Relevance • Don‟t sell • Keep to the point • Be authentic • Avoid fluff • Respect listeners‟ • Info-tain time • Build and engage • Integrate into community blogosphere S2 / Podcasting / Neville Hobson, ABC
  14. 14. Who‟s Podcasting for Business? S2 / Podcasting / Neville Hobson, ABC
  15. 15. Strategizing a Business Podcast • Communication is strategic when: – It is planned as a means of addressing core business issues – Its impact on the business can be measured A simple 4-step plan... S2 / Podcasting / Neville Hobson, ABC
  16. 16. Step 1: Goal • Our example goal: – Stem the defection of long-time customers to a competitive brand (“Produce a podcast” is not a goal) S2 / Podcasting / Neville Hobson, ABC
  17. 17. Step 2: Strategy • Strategy = Plan of action to achieve a goal • Our strategy: – Influence customer perceptions favourably to our brand S2 / Podcasting / Neville Hobson, ABC
  18. 18. Step 3: Objectives • Objectives = Measurable activities as elements of strategy (Step 2) • Our objectives: – Help customers feel like they are privileged insiders by providing a unique window into the brand – Create a bond between customers and the people behind the brand – Give customers more of a say in the development of future brand extensions and marketing programmes S2 / Podcasting / Neville Hobson, ABC
  19. 19. Step 4: Tactics • Tactics = Communication channels and tools • Based on objectives (Step 3), we might consider a variety of tactics, eg: – Customer advisory panel – Brand-focused blog – Podcast • The tactics we decide on will be what we conclude to be the most effective for the job and where the results can be measured S2 / Podcasting / Neville Hobson, ABC
  20. 20. Building Community 21 S2 / Podcasting / Neville Hobson, ABC
  21. 21. Building Community • Members of a community share a common bond that increases a sense of loyalty to a show • Building community increases listener loyalty, is a catalyst for content and helps spread the word to increase your audience • Tap into the social networking potential presented by a podcast • Host your podcast on a blog S2 / Podcasting / Neville Hobson, ABC
  22. 22. The Hobson and Holtz Report • First episode on January 3, 2005 • Co-hosts: Neville Hobson, ABC (UK) and Shel Holtz, ABC (USA) • 60 mins, twice weekly, Monday and Thursday, recorded via Skype • Average per-podcast downloads: 1,3001 • Global audience2 Primary: USA, UK, Canada, Australia, continental Europe • Building community: 2 on-the-ground regular 1. Libsyn aggregate metrics averaged for all FIR podcast 2. downloads, retrieved May 4, 2009. FIR Listener Survey, April 2009. correspondents; 2 occasional contributors; listener comments; Friendfeed Room • Two sponsors: Lawrence Ragan Communications and CustomScoop S2 / Podcasting / Neville Hobson, ABC
  23. 23. Building Community • Involve listeners • Encourage listeners • Address their needs • Engage S2 / Podcasting / Neville Hobson, ABC
  24. 24. Measuring ROI • What are you actually measuring? – Much depends on your goal • Put the question in the context of other communication tools – How do you measure the ROI of an employee newsletter? S2 / Podcasting / Neville Hobson, ABC
  25. 25. Measuring ROI Not so difficult: Not so easy:  How many listeners?  Financial return  First time, repeats?  The value of a relationship  How many subscribers to  And how are we defining the RSS feed? „relationship‟?  How many citations by others?  How many comments to episodes?  And does the podcaster comment on other podcasts?  Anecdotal commentary on what people think  … S2 / Podcasting / Neville Hobson, ABC
  26. 26. Desired Outcomes • Reinforce brand loyalty • Deliver targeted messages • Heighten awareness of brand • Create user-driven community • Educate to build brand affinity • … S2 / Podcasting / Neville Hobson, ABC
  27. 27. Producing Your Own Podcast • Basic gear: Less than – USB microphone/headset $100 – Free recording/editing software • Audacity for Windows/Mac/Linux • Intermediate gear: $1,000 to – Cardioid or condenser microphone $5,000 – Headphones – Mixer – Portable audio recorder – Higher-end software • eg, Adobe Audition (Windows), GarageBand (Macintosh) • High-end gear: $6,000 – + digital mixers, compressors, pre-amps… and up S2 / Podcasting / Neville Hobson, ABC
  28. 28. Producing Your Own Podcast S2 / Podcasting / Neville Hobson, ABC
  29. 29. Producing Your Own Podcast 30 S2 / Podcasting / Neville Hobson, ABC
  30. 30. Promoting Your Podcast • #1: Get listed in iTunes • Get listed in key directories – Eg: Podcast Alley, Blubrry Network • Get some influencer recommendations • Network in the podcasting community • Create podcast badges • Record podcast promos • Pimp for votes S2 / Podcasting / Neville Hobson, ABC
  31. 31. Reference • Some of this material is based on content in this book • Available from good booksellers and online (eg, Amazon) S2 / Podcasting / Neville Hobson, ABC
  32. 32. Other Reference S2 / Podcasting / Neville Hobson, ABC
  33. 33. Who‟s Podcasting? 5 of The Best FIR listeners recommend: • Inside PR with Terry Fallis and David Jones (Canada) • Marketing Over Coffee with John Wall and Christopher S. Penn (USA) • Six Pixels of Separation with Mitch Joel (Canada) • Managing the Gray with C.C. Chapman (USA) • Donna Papacosta‟s Trafcom News (Canada) S2 / Podcasting / Neville Hobson, ABC
  34. 34. 35 S2 / Podcasting / Neville Hobson, ABC
  35. 35. 36 S2 / Podcasting / Neville Hobson, ABC
  36. 36. Copyright applies to this document - some rights reserved. This work is licensed under a Creative Commons Attribution- Noncommercial-Share Alike 3.0 License. Details: http://creativecommons.org/licenses/by-nc-sa/3.0/ www.nevillehobson.com www.forimmediaterelease.biz June 7, 2009 S2 / Podcasting / Neville Hobson, ABC
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