Neville Hobson, ABC www.forimmediaterelease.biz www.nevillehobson.com November 8, 2007

The elements of successful podcasting Who is podcasting How to build a community of listeners How to promote your podcast hence, your brand How to get started with your own podcast This teleseminar is about personal brand-building and how podcasting can help you. We’ll look at:

The elements of successful podcasting

Who is podcasting

How to build a community of listeners

How to promote your podcast

hence, your brand

How to get started with your own podcast

Building your personal brand is something you can do whether you’re an individual in business or an employee of an organization Indeed, personal brand-building can be even more important if you’re an employee You need to do it the right way And the right way is to provide something of value to others where there is no apparent direct reward to you

Building your personal brand is something you can do whether you’re an individual in business or an employee of an organization

Indeed, personal brand-building can be even more important if you’re an employee

You need to do it the right way

And the right way is to provide something of value to others where there is no apparent direct reward to you

Digital audio file, typically MP3 “ Radio show” format Time-shifted: listen when you want Delivered via RSS Optional: Auto-sync with portable digital player Detach and go: listen where you want Complemented by show notes (By the way, you don’t need an iPod, or any other portable player, to listen to a podcast)

Digital audio file, typically MP3

“ Radio show” format

Time-shifted: listen when you want

Delivered via RSS

Optional:

Auto-sync with portable digital player

Detach and go: listen where you want

Complemented by show notes

Blogs Wikis RSS Podcasts Videocasts / Vlogs Moblogs MMS Internet telephony Social networks Virtual communities Tools that facilitate: Communication Engagement Transparency Trust Tools that are: Complementary to traditional communication activities Used by people who recognize the social characteristics of effective communication

Blogs

Wikis

RSS

Podcasts

Videocasts / Vlogs

Moblogs

MMS

Internet telephony

Social networks

Virtual communities

Tools that facilitate:

Communication

Engagement

Transparency

Trust

Tools that are:

Complementary to traditional communication activities

Used by people who recognize the social characteristics of effective communication

Relevance Keep to the point Avoid fluff Info-tain Build and engage community Don’t sell Be authentic Respect listeners’ time Integrate into blogosphere

Relevance

Keep to the point

Avoid fluff

Info-tain

Build and engage community

Don’t sell

Be authentic

Respect listeners’ time

Integrate into blogosphere

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 content and your passion Actually, it’s all about your listeners

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 content and your passion

Actually, it’s all about your listeners

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

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

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

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

Anna Farmery – UK (The Engaging Brand) Donna Papacosta – Canada (Trafcom News) CC Chapman – US (Accident Hash) Terry Fallis & David Jones – Canada (Inside PR) Bryan Person – US (New Comm Road) Heidi Miller – US (Diary of a Shameless Self Promoter) Mitch Joel – Canada (Six Pixels of Separation) Jonathan Hoel – Australia (PR Junction)

Anna Farmery – UK (The Engaging Brand)

Donna Papacosta – Canada (Trafcom News)

CC Chapman – US (Accident Hash)

Terry Fallis & David Jones – Canada (Inside PR)

Bryan Person – US (New Comm Road)

Heidi Miller – US (Diary of a Shameless Self Promoter)

Mitch Joel – Canada (Six Pixels of Separation)

Jonathan Hoel – Australia (PR Junction)

It’s easy It’s inexpensive It’s portable It’s available

It’s easy

It’s inexpensive

It’s portable

It’s available

Easy and complementary extension of your existing communication, PR and marketing activities Reach niche audiences otherwise (financially) unreachable Create buzz, build viral marketing effect Be perceived to be at the leading edge Be seen as a thought leader …

Easy and complementary extension of your existing communication, PR and marketing activities

Reach niche audiences otherwise (financially) unreachable

Create buzz, build viral marketing effect

Be perceived to be at the leading edge

Be seen as a thought leader

…

A new product announcement that complements traditional communication Includes informal conversations between, say, a customer and you

A new product announcement that complements traditional communication

Includes informal conversations between, say, a customer and you

A weekly review of activities and events of interest to investors and financial analysts Within the limits of regulatory requirements

A weekly review of activities and events of interest to investors and financial analysts

Within the limits of regulatory requirements

A weekly 15-minute business update for employees Employees worldwide subscribe to the podcast via the company intranet Or from your blog

A weekly 15-minute business update for employees

Employees worldwide subscribe to the podcast via the company intranet

Or from your blog

The sales director records an occasional podcast for her geographically-dispersed sales team Tips and tricks on, say, how to close deals with certain types of customers Podcast available from the sales intranet as a complement to formal sales materials

The sales director records an occasional podcast for her geographically-dispersed sales team

Tips and tricks on, say, how to close deals with certain types of customers

Podcast available from the sales intranet as a complement to formal sales materials

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

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

Started January 3, 2005 First podcast in the communication profession Co-hosts: Neville Hobson (UK) and Shel Holtz (USA) 60 mins, twice weekly, Monday and Thursday, recorded via Skype Average per-show downloads: 1,600 Global audience Primary: USA, Canada, UK, continental Europe, China, Australia Building community 3 on-the-ground correspondents Two sponsors: Ragan Communications and CustomScoop

Started January 3, 2005

First podcast in the communication profession

Co-hosts: Neville Hobson (UK) and Shel Holtz (USA)

60 mins, twice weekly, Monday and Thursday, recorded via Skype

Average per-show downloads: 1,600

Global audience

Primary: USA, Canada, UK, continental Europe, China, Australia

Building community

3 on-the-ground correspondents

Two sponsors: Ragan Communications and CustomScoop

The Hobson & Holtz Report twice-weekly show Interviews with newsmakers and influencers from the online technology and organizational communication worlds Book Reviews aligned with our theme of PR/communications and the online world Speakers and Speeches - podcasts of speeches, keynote addresses, breakout sessions, and other recordings from meetings and conferences of interest to PR and communication professionals

The Hobson & Holtz Report twice-weekly show

Interviews with newsmakers and influencers from the online technology and organizational communication worlds

Book Reviews aligned with our theme of PR/communications and the online world

Speakers and Speeches - podcasts of speeches, keynote addresses, breakout sessions, and other recordings from meetings and conferences of interest to PR and communication professionals

Involve listeners Encourage listeners Address their needs Engage

Involve listeners

Encourage listeners

Address their needs

Engage

#1: Get listed in iTunes Get listed in key directories Make sure no directory manipulates your content, notably the RSS feed Get some media coverage Network in the podcasting community Create podcast badges Record podcast promos Pimp for votes

#1: Get listed in iTunes

Get listed in key directories

Make sure no directory manipulates your content, notably the RSS feed

Get some media coverage

Network in the podcasting community

Create podcast badges

Record podcast promos

Pimp for votes

iTunes Store Podcast Alley Podcast Pickle … and many more

iTunes Store

Podcast Alley

Podcast Pickle

… and many more

Basic gear: USB microphone/headset Free recording/editing software Audacity for Windows/Mac/Linux Intermediate gear: Cartioid or condenser microphone Headphones Mixer Portable audio recorder Higher-end software, eg, Adobe Audition (Windows), GarageBand (Macintosh) High-end gear: + digital mixers, compressors, pre-amps… About £30 / $60 £500 / $1,000 – £2,500 / $5,000 £3,000 / $6,000 and up

Basic gear:

USB microphone/headset

Free recording/editing software

Audacity for Windows/Mac/Linux

Intermediate gear:

Cartioid or condenser microphone

Headphones

Mixer

Portable audio recorder

Higher-end software, eg, Adobe Audition (Windows), GarageBand (Macintosh)

High-end gear:

+ digital mixers, compressors, pre-amps…

On sale now Published by McGraw-Hill £13.49 at Amazon.co.uk $16.49 at Amazon.com Companion website at everythingwith podcasting.com

On sale now

Published by McGraw-Hill

£13.49 at Amazon.co.uk

$16.49 at Amazon.com

Companion website at everythingwith podcasting.com

Engage and Participate vs. Transmit Advocate vs. Preach Influence and Persuade vs. Command and Control Informal and Conversational vs. Formal and Instructive Build Community vs. Tell Your Audience

Neville Hobson, ABC www.forimmediaterelease.biz www.nevillehobson.com [email_address] +44 7824 33 7000 For Immediate Release podcasts [email_address] Comment Lines: Europe: +44 20 8133 9844 US: +1 206 222 2803 This document is protected under a Creative Commons Attribution-NonCommercial-NoDerivs license. No commercial use, no changes. But feel free to share it, post it, print it, or copy it.

Neville Hobson, ABC

www.forimmediaterelease.biz

www.nevillehobson.com

[email_address]

+44 7824 33 7000

For Immediate Release podcasts

[email_address]

Comment Lines:

Europe: +44 20 8133 9844

US: +1 206 222 2803