Podcasting for Business

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"Podcasting for Business" deck used in Podcasting Masterclass immersive session at Like Minds 2012, Exeter, May 25, 2012. The original deck included embedded audio examples not present in this …

"Podcasting for Business" deck used in Podcasting Masterclass immersive session at Like Minds 2012, Exeter, May 25, 2012. The original deck included embedded audio examples not present in this version; they are available upon request.

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  • You can find detailed information on the topics addressed in this presentation in “How To Do Everything With Podcasting,” written by Shel Holtz with Neville Hobson, published by McGraw-Hill in 2007. Available in print and Kindle editions from Amazon, and from other booksellers.

Transcript

  • 1. Neville HobsonPodcasting for Business• How-to?• Engagement and community-building Neville Hobson @jangles Like Minds Exeter May 25, 2012 #likeminds #fir
  • 2. Neville Hobson
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  • 4. Neville HobsonWhat is a Podcast? Digital audio file, Optional: 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 4
  • 5. Neville HobsonDelivered by RSS Delivery channel A way to get website content when you want ◦ No spam ◦ No need to visit sites – content comes to you Discoverability ◦ By iTunes and other sites ◦ By people who want to listen 5
  • 6. Neville Hobson
  • 7. Neville HobsonWhy Podcast? Easy and complementary extension of existing communication, PR and marketing activities An appropriate channel to market Reach niche audiences otherwise (financially) unreachable Attract new, younger customers Create buzz, build viral marketing effect Be perceived to be at the leading edge Be seen as a leader with a new medium … 7
  • 8. Neville HobsonWhy PodcastMarketing Communication Financial PR A new product  Investor relations produces a announcement that weekly review of activities accompanies traditional and events of interest to communication investors and financial Includes informal analysts conversations between, say, ◦ Within the limits of regulatory a customer and one of the requirements employees from the factory who made the product 8
  • 9. Neville HobsonWhy PodcastEmployee Engagement Customer Engagement A weekly 15-minute business  Occasional podcasts discussing update for employees topics of interest to specific ◦ Perhaps by the CEO or other customer groups senior executive  Provide customers with Employees worldwide subscribe exclusive information, but which to the podcast via the company complements other intranet communication ◦ Or from the CEO‟s blog ◦ Reinforce brand loyalty 9
  • 10. Neville HobsonGrowth Drivers1. It‟s easy2. It‟s inexpensive3. It‟s portable4. It‟s available
  • 11. Neville Hobson10 Rules for Business Podcasting Be relevant  Be mindful of your Stick to the point audience‟s time  There are no Avoid fluff competitors Practice infotainment  Don‟t advertise or Build and engage sell community  Be authentic  Integrate into the community 11
  • 12. Neville HobsonProducing Your Podcast About Basic gear: £20 ◦ USB microphone ◦ Free recording/editing software  Audacity for Windows/Mac/Linux £300 - Intermediate gear: £1,000 ◦ Cartioid or condenser microphone ◦ Mixer ◦ Higher-end software, eg, Adobe Audition (Windows), GarageBand (Macintosh) High-end gear: £1,000 ◦ + digital mixers, compressors, pre-amps… and up 12
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  • 17. Neville HobsonAt the heart of engagementCOMMUNITY BUILDING
  • 18. Neville HobsonCommunity: A Definition Since the advent of  Prior to the internet, the internet, the virtual communities concept of community were far more limited has less geographical by the constraints of limitation, as people available can now gather communication and virtually in an online transportation community and share technologies. common interests regardless of physical location. http://en.wikipedia.org/wiki/Community
  • 19. Neville HobsonEngagement: A Definition The process of  Equally created by the forming an attachment perceptions, attitudes, (emotional and beliefs, and rational) between a behaviours of those person and a brand. with whom institutions and organizations are communicating or engaging with. http://en.wikipedia.org/wiki/Brand_engagement
  • 20. Neville HobsonCan‟t You can‟t be a friend of a brand.Can You can be a friend of a brand manager.
  • 21. Neville HobsonHow Do I Go About Actively Engaging? Why are you engaging? How, what, where, when? Set objectives Tools and frequency Interaction plan Reporting, analysis, optimization(Joanne Jacobs, Like Minds U, February 2012)
  • 22. Neville Hobson„The Hobson & Holtz Report‟  The Hobson & Holtz Report podcast first episode on January 3, 2005  Co-hosts: Neville Hobson (UK) and Shel Holtz (USA)  60-90 mins weekly every Monday, recorded via Skype  Average monthly downloads: 30,000  Global audience: USA, UK, Canada, continental Europe, Australia, China  Three sponsors: Lawrence Ragan Communications, CustomScoop, TemboSocialhttp://www.forimmediaterelease.biz/
  • 23. Neville Hobson
  • 24. Neville HobsonHow it Works Offer compelling content Ask for listeners‟ opinions ◦ Include those opinions in the next show Suggest frequent commenters might want to be reporters Talk about what listeners say Provide a platform for listener comments: the various web places and the show itself
  • 25. Neville HobsonHow it Works Encourage “3 Things Customers Like To Do Online” Make it easy for listeners to get hold of the show Ask friends to talk about it Offer compelling content Build community
  • 26. Neville Hobson3 Things Customers Like To Do Online1. Share Ideas “Let‟s improve the next product or service together”2. Share Product Knowledge “Here is what I know; hope it helps you”3. Help Peers Solve Problems “I had the same problem, here is what I did”
  • 27. Neville HobsonBuilding Community Integral sponsor participation Jen Zingsheim Jenny Fukimoto David Bator
  • 28. Neville HobsonBuilding Community 2 on-the-ground regular correspondents ◦ Dan York: New Hampshire, USA Dan York ◦ Michael Netzley: Singapore Michael Netzley
  • 29. Neville HobsonBuilding Community Live call-in episodes Occasional contributors Heidi Miller Listener comments Ike Piggot
  • 30. Neville HobsonBuilding Community  Twitter handle  Friendfeed Room  Google+ page  Facebook page
  • 31. Neville Hobson
  • 32. Neville HobsonWhat Are Other Podcasters Doing? Jay Baer Mitch Joel Gini Dietrich Joseph Thornley Donna Papacosta Martin Waxman
  • 33. Neville HobsonBusiness podcasts Customer service Your superfans Knowledge/thought leadership Example: Evernote
  • 34. Neville HobsonPromoting FIR Us ◦ Tweets and status updates ◦ GaggleAmp Listeners ◦ Likes, retweets & +1s
  • 35. Neville HobsonMixing it up
  • 36. Neville HobsonEasy to share
  • 37. Neville HobsonFIR Today Is a Podcast Series Brand FIR: The Hobson & Holtz Report FIR Live FIR Cuts FIR Interviews FIR Book Reviews FIR Book Club FIR Speakers and Speeches
  • 38. Neville HobsonHow To Reach Us Neville Hobson  Shel Holtz ◦ www.nevillehobson.com ◦ holtz.com ◦ @jangles ◦ blog.holtz.com ◦ neville@nevillehobson.com ◦ @shelholtz ◦ +44 7757 977 222 ◦ shel@holtz.com ◦ +1 925 864 2249
  • 39. Neville HobsonWebsite www.forimmediaterelease.bizCommunity twitter.com/fir friendfeed.com/fir plus.google.com/10587745153326 2296645 www.facebook.com/pages/For- Immediate-Release/8679965700 This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/