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

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 Presentation Transcript

  • 1. How To Create Effective Podcasts To Engage Your Audiences Neville Hobson, ABC
  • 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. What is a Podcast? S2 / Podcasting / Neville Hobson, ABC
  • 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. 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 S2 / Podcasting / Neville Hobson, ABC
  • 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. 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. 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. 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. 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. 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. 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. Who‟s Podcasting for Business? S2 / Podcasting / Neville Hobson, ABC
  • 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. 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. 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. 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. 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. Building Community 21 S2 / Podcasting / Neville Hobson, ABC
  • 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. 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. Building Community • Involve listeners • Encourage listeners • Address their needs • Engage S2 / Podcasting / Neville Hobson, ABC
  • 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. 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. 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. 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. Producing Your Own Podcast S2 / Podcasting / Neville Hobson, ABC
  • 29. Producing Your Own Podcast 30 S2 / Podcasting / Neville Hobson, ABC
  • 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. 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. Other Reference S2 / Podcasting / Neville Hobson, ABC
  • 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. 35 S2 / Podcasting / Neville Hobson, ABC
  • 35. 36 S2 / Podcasting / Neville Hobson, ABC
  • 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