Rob Marchant presents…. Here is a title that is in a box First presented: 2008 At: The eBusiness Programme Setting Up A Business Podcast - Making Podcasting Work For Your Business

SETTING UP A BUSINESS PODCAST Action Planning Workshop: Making Podcasting Work for Your Business Dr Rob Marchant

Action Planning Workshop:

Making Podcasting Work for Your Business

Aim of today…. To see how your business can use podcasting…& what others have done Strategy - Planning and Development Exercise Technical info on podcasting…”How to make a podcast” Work on an action plan for you to follow in your business

To see how your business can use podcasting…& what others have done

Strategy - Planning and Development Exercise

Technical info on podcasting…”How to make a podcast”

Work on an action plan for you to follow in your business

Introduction to the Action Plan Identifies what you need & what you need to do Complete rough draft as we go along Helps to implement Business Podcasting strategy Supports ICT grant applications

Identifies what you need & what you need to do

Complete rough draft as we go along

Helps to implement Business Podcasting strategy

Supports ICT grant applications

What is a Podcast? Like a radio programme (audio) Delivered over the internet Listeners subscribe to receive each ‘episode’ automatically

Like a radio programme (audio)

Delivered over the internet

Listeners subscribe to receive each ‘episode’ automatically

A Podcast is… An audio file (usually MP3) – sounds (speech, music etc) that’s been recorded & edited PLUS An RSS (Really Simple Syndication) feed – a unique wrapper that allows us to subscribe to the podcast.

An audio file (usually MP3) – sounds (speech, music etc) that’s been recorded & edited

PLUS

An RSS (Really Simple Syndication) feed – a unique wrapper that allows us to subscribe to the podcast.

Benefits of Adding Podcasting to Your Marketing Mix….. * * there are probably others specific to your product, brand or service!

An additional communications tool for your business 1

Increases online visibility to your target market 2

Increases internet visibility from the search engines 3

Increases internet visibility & traffic from RSS & podcasting directories 4

A communications medium that’s more powerful than text – so improves results from your marketing message 5

Increases your perceived expertise 6

Value added offerings that are only available in audio format 7

Increases ‘mind share’ – wherever my market is I am there too 8

More frequent touch points – top of mind participation from target audience 9

Increases perception of product, service, brand or value in customer’s minds 10

Remember: it’s a niche medium… Television ‘ Traditional’ radio Print media Direct mail Podcast £ … a targeted message for a targeted audience with high ROI

Potential Uses of Business Podcasts

Building of Brand Increased visibility Thought leader positioning Increased visibility & awareness of products/services/business Extend brand further Potential Uses of Business Podcasts

Increased visibility

Thought leader positioning

Increased visibility & awareness of products/services/business

Extend brand further

Industry News & Insights Latest updates on your industry Increased visibility Thought leader positioning Potential Uses of Business Podcasts

Latest updates on your industry

Increased visibility

Thought leader positioning

Customer Loyalty Keep customers informed of new products & services Increased loyalty Add value – make podcast part of product – instructions, extras etc Increased satisfaction and awareness of products/service Potential Uses of Business Podcasts

Keep customers informed of new products & services

Increased loyalty

Add value – make podcast part of product – instructions, extras etc

Increased satisfaction and awareness of products/service

Public Relations Product development news and announcements Keep target market informed Get word out to other media – viral effects Increased press/media visibility Potential Uses of Business Podcasts

Product development news and announcements

Keep target market informed

Get word out to other media – viral effects

Increased press/media visibility

Extend Reach Reach markets and audience that is not usually available – due to cost, geography, resistance etc Increased visibility of products and services Emotional connection with listeners Potential Uses of Business Podcasts

Reach markets and audience that is not usually available – due to cost, geography, resistance etc

Increased visibility of products and services

Emotional connection with listeners

Company Information Flow Podcasts of meetings, news and company updates Update remote, virtual and local employees Deliver/reinforce training messages Continuity of management messaging ‘ Humanize’ investor relations Potential Uses of Business Podcasts

Podcasts of meetings, news and company updates

Update remote, virtual and local employees

Deliver/reinforce training messages

Continuity of management messaging

‘ Humanize’ investor relations

The Business Podcasting Process Identify Business Objectives & Produce a Podcasting Strategy Creative Strategy Record & Edit (Production) Launch & Promote Evaluate

Identify Business Objectives & Produce a Podcasting Strategy

Creative Strategy

Record & Edit (Production)

Launch & Promote

Evaluate

A. Business Objectives & Podcasting Strategy

Questions to Answer… Why are we doing this? What’s the overall aim? Who’s the target audience (broad, narrow, generalist)? What’s the BIG message? What do we want listeners to do? Is this going to be two-way? A. Business Objectives & Podcasting Strategy

Why are we doing this?

What’s the overall aim?

Who’s the target audience (broad, narrow, generalist)?

What’s the BIG message?

What do we want listeners to do?

Is this going to be two-way?

The Consumption Experience You need to know…. Who will listen? How will they listen (MP3 player, PC)? When will they listen (multitasking, commuting, at a desk)? Where will they listen? How do they get in touch with us? A. Business Objectives & Podcasting Strategy … this informs the style of podcast & script content in later stages

Who will listen?

How will they listen (MP3 player, PC)?

When will they listen (multitasking, commuting, at a desk)?

Where will they listen?

How do they get in touch with us?

What’s the message? Develop a clear and simple message and ensure you’re delivering it every time Stick to a small number of key messages Use ‘sticky’ messages Use your messages as the backbone of a script A. Business Objectives & Podcasting Strategy … this informs the style of podcast & script content in later stages

Develop a clear and simple message and ensure you’re delivering it every time

Stick to a small number of key messages

Use ‘sticky’ messages

Use your messages as the backbone of a script

B. Creative Strategy

Decide style of podcast… Must match audience / expectations Style – magazine, news, discussion, talking head, interviews, top-ten? Single or multiple speakers – interviews? Packages on different topics? B. Creative Strategy

Must match audience / expectations

Style – magazine, news, discussion, talking head, interviews, top-ten?

Single or multiple speakers – interviews?

Packages on different topics?

Select your subject matter… What are you going to talk about? Overt/covert advertising of product/service? Ask... “Why would anyone listen?” B. Creative Strategy

What are you going to talk about?

Overt/covert advertising of product/service?

Ask... “Why would anyone listen?”

Find a voice… Importance of identity Clear voice that’s easy to listen to? Who’s going to talk? More than one voice? Available regularly? Reflects listener profile? B. Creative Strategy

Importance of identity

Clear voice that’s easy to listen to?

Who’s going to talk?

More than one voice?

Available regularly?

Reflects listener profile?

Add interest, colour & identity Use music – reinforces brand Use sound effects (sparingly) – sets scene & add colour Change scenes – transitions add interest Interviews are good – different voices Location or studio? – add variety Use flags to ‘hook’ audience – “Later in the show…” or “Next week we’ll be…” B. Creative Strategy

Use music – reinforces brand

Use sound effects (sparingly) – sets scene & add colour

Change scenes – transitions add interest

Interviews are good – different voices

Location or studio? – add variety

Use flags to ‘hook’ audience – “Later in the show…” or “Next week we’ll be…”

Develop an editorial calendar… How frequent? Regularity is important – build listener expectations/loyalty Produce in batches or singly? Enough content? Who’s producing? Short-cuts (use audio templates) B. Creative Strategy

How frequent?

Regularity is important – build listener expectations/loyalty

Produce in batches or singly?

Enough content?

Who’s producing?

Short-cuts (use audio templates)

Produce scripts… What’s being said Who’s saying it Sound effects, music and timings Other content – such as outside packages? Interviews? Programme notes B. Creative Strategy

What’s being said

Who’s saying it

Sound effects, music and timings

Other content – such as outside packages?

Interviews?

Programme notes

C. Recording & Editing

Record & Edit using Audacity Refer to the Quick Start Guide C. Recording & Editing

D. Launch & Promote

Hosting – Thing’s to look for… Cost Storage (recommend 1 Gigabye) Bandwith Easy upload/file transfer (one click) Easy RSS (one click) Automatic loading to directories/podcatchers (ie iTunes) Flexibility – upgrade options, T&Cs D. Launch & Promote Good comparison site at: okaytoplay.com

Cost

Storage (recommend 1 Gigabye)

Bandwith

Easy upload/file transfer (one click)

Easy RSS (one click)

Automatic loading to directories/podcatchers (ie iTunes)

Flexibility – upgrade options, T&Cs

Storage & Bandwith Storage influences how many files you can store and how big they can be Bandwidth is how much data can be transferred from your store to the subscribers - how many people can download & how quick

Storage influences how many files you can store and how big they can be

Bandwidth is how much data can be transferred from your store to the subscribers - how many people can download & how quick

Lybsyn.com D. Launch & Promote Storage space reset monthly. Old media content automatically archived. Edit ID3 tags after file is uploaded. Publish RSS based on data in ID3 tag.

Lybsynpro.com D. Launch & Promote Has all the features of Lybsyn but with various tools for easy business management, like time release, multiple syndication etc

jellycast.com D. Launch & Promote UK based. Easy to use. Plenty of bandwith. Hosts Ricky Gervais podcasts – the worlds most downloaded.

goDaddy.com D. Launch & Promote Reads data from ID3 tags to avoid inputing information more than once. Customizable templates available. Various plans.

odeo.com D. Launch & Promote Free….but a message about Odeo is inserted at the start of each MP3. Uploads are limited to 50 MB. Good for your first try.

Hosting example here

Promote your podcast Develop a brand for your podcast Use emails, traditional adds, cards etc Include text descriptions and tags to aid searchability Post on major portals (iTunes, PodcastAlley etc) Promote through your website – easy navigation, links, ‘click here button’ Give instructions for podcasting ‘vigins’ D. Launch & Promote

Develop a brand for your podcast

Use emails, traditional adds, cards etc

Include text descriptions and tags to aid searchability

Post on major portals (iTunes, PodcastAlley etc)

Promote through your website – easy navigation, links, ‘click here button’

Give instructions for podcasting ‘vigins’

Provide instructions for new subscribers…

E. Evaluate

Measuring impact Remember: it’s quality not necessarily quantity Most downloads are listened to? Use a metrics service (pheedo, Sonr, Ripple, radiotail) to provide data Incorporate measurable ‘calls to action’ – “Visit our website for….” “Email….” Solicit feedback – contact listeners, clients or customers

Remember: it’s quality not necessarily quantity

Most downloads are listened to?

Use a metrics service (pheedo, Sonr, Ripple, radiotail) to provide data

Incorporate measurable ‘calls to action’ – “Visit our website for….” “Email….”

Solicit feedback – contact listeners, clients or customers

Why business podcasts go wrong…. Lack of content – they’re boring They’re just advertising things Not regular – they dry up Mismatch with target audience Problems with access – bandwith or storage issues Bad promotion – nobody knows they exist

Lack of content – they’re boring

They’re just advertising things

Not regular – they dry up

Mismatch with target audience

Problems with access – bandwith or storage issues

Bad promotion – nobody knows they exist

Case Studies

Virgin-Atlantic.com Podcasts about flight desinations New destinations added monthly “ Make the most of your time away” adds value to product (flight ticket) Inspires new customers and encourages repeat business through good experiences Case Studies

Podcasts about flight desinations

New destinations added monthly

“ Make the most of your time away” adds value to product (flight ticket)

Inspires new customers and encourages repeat business through good experiences

WigglyWigglers.com Gardening & nature products 1500 Regular listeners Listeners in Europe, USA & Canada Orders as a direct result of products mentioned Reflects listeners – content and style Case Studies

Gardening & nature products

1500 Regular listeners

Listeners in Europe, USA & Canada

Orders as a direct result of products mentioned

Reflects listeners – content and style

Case Studies

Dundas-wilson.com Large legal practice Podcasts on a range of legal topics Flagged on homepage of website Showcase for expertise Shows they are tech savy Opportunities for promoting their business Case Studies

Large legal practice

Podcasts on a range of legal topics

Flagged on homepage of website

Showcase for expertise

Shows they are tech savy

Opportunities for promoting their business

Case Studies

A good business podcast … Is interesting, informative, & entertaining Isn’t just a thinly disguised advert Is honest, reliable and timely Appears on a regular basis Has personality Showcases your expertise & enthusiasm

Is interesting, informative, & entertaining

Isn’t just a thinly disguised advert

Is honest, reliable and timely

Appears on a regular basis

Has personality

Showcases your expertise & enthusiasm

Podcasting Best Practice

Know your audience, target market and strategy  1 Podcasting best practice

Be organised in the messaging that’s being delivered  2 Podcasting best practice

Work with notes, outlines & scripts to keep podcasts on message  3 Podcasting best practice

Edit podcasts for content, quality and length  4 Podcasting best practice

Deliver valuable, informative, engaging & entertaining content that can’t be got elsewhere  5 Podcasting best practice

Ensure good quality audio – use proper microphones & software  6 Podcasting best practice

Provide programme notes where appropriate  7 Podcasting best practice

Use proper meta data so your podcast can easily be found  8 Podcasting best practice

Ensure that the RSS feed works & use a good quality hoster  9 Podcasting best practice

Submit your podcast to the popular directories  10 Podcasting best practice

Use a quality hoster that makes life simple and can handle the bandwidth  11 Podcasting best practice

Evaluate – Ask/measure audience opinion  12 Podcasting best practice

Learn from your mistakes and make changes to strategy and content as needed  13 Podcasting best practice

Find out more… www.podcastusermagazine.com http://audacity.sourceforge.net

Here is a title that is in a box For more information …. visit my blog: www.robmarchant.typepad.com my website: www.cinnamontraining.com or email: [email_address]