Rob Marchant presents…. Here is a title that is  in a box First presented: 2008 At: The eBusiness Programme Setting Up A B...
SETTING UP A BUSINESS PODCAST <ul><li>Action Planning Workshop:  </li></ul><ul><li>Making Podcasting Work for Your Busines...
Aim of today…. <ul><li>To see how your business can use podcasting…& what others have done </li></ul><ul><li>Strategy - Pl...
Introduction to the Action Plan <ul><li>Identifies what you need & what you need to do  </li></ul><ul><li>Complete rough d...
What is a Podcast? <ul><li>Like a radio programme (audio) </li></ul><ul><li>Delivered over the internet </li></ul><ul><li>...
A Podcast is… <ul><li>An audio file (usually MP3) – sounds (speech, music etc) that’s been recorded & edited </li></ul><ul...
Benefits of Adding Podcasting to Your Marketing Mix….. * * there are probably others specific to your product, brand or se...
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 ...
Potential Uses of Business Podcasts
Building of Brand <ul><li>Increased visibility </li></ul><ul><li>Thought leader positioning </li></ul><ul><li>Increased vi...
Industry News & Insights <ul><li>Latest updates on your industry </li></ul><ul><li>Increased visibility </li></ul><ul><li>...
Customer Loyalty <ul><li>Keep customers informed of new products & services </li></ul><ul><li>Increased loyalty </li></ul>...
Public Relations <ul><li>Product development news and announcements </li></ul><ul><li>Keep target market informed </li></u...
Extend Reach <ul><li>Reach markets and audience that is not usually available – due to cost, geography, resistance etc </l...
Company Information Flow <ul><li>Podcasts of meetings, news and company updates </li></ul><ul><li>Update remote, virtual a...
The Business Podcasting Process <ul><li>Identify Business Objectives & Produce a Podcasting Strategy </li></ul><ul><li>Cre...
A.  Business Objectives & Podcasting Strategy
Questions to Answer… <ul><li>Why are we doing this? </li></ul><ul><li>What’s the overall aim? </li></ul><ul><li>Who’s the ...
The Consumption Experience You need to know…. <ul><li>Who will listen? </li></ul><ul><li>How will they listen (MP3 player,...
What’s the message? <ul><li>Develop a clear and simple message and ensure you’re delivering it every time </li></ul><ul><l...
B.  Creative Strategy
Decide style of podcast… <ul><li>Must match audience / expectations </li></ul><ul><li>Style – magazine, news, discussion, ...
Select your subject matter… <ul><li>What are you going to talk about? </li></ul><ul><li>Overt/covert advertising of produc...
Find a voice… <ul><li>Importance of identity  </li></ul><ul><li>Clear voice that’s easy to listen to? </li></ul><ul><li>Wh...
Add interest, colour & identity <ul><li>Use music – reinforces brand </li></ul><ul><li>Use sound effects (sparingly) – set...
Develop an editorial calendar… <ul><li>How frequent? </li></ul><ul><li>Regularity is important – build listener expectatio...
Produce scripts… <ul><li>What’s being said </li></ul><ul><li>Who’s saying it </li></ul><ul><li>Sound effects, music and ti...
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… <ul><li>Cost </li></ul><ul><li>Storage (recommend 1 Gigabye) </li></ul><ul><li>Bandwith </l...
Storage & Bandwith <ul><li>Storage influences how many files you can store and how big they can be </li></ul><ul><li>Bandw...
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Setting Up A Business Podcast - by Rob Marchant

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From the workshop on how to make podcasting work for your business.

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Setting Up A Business Podcast - by Rob Marchant

  1. 1. 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
  2. 2. SETTING UP A BUSINESS PODCAST <ul><li>Action Planning Workshop: </li></ul><ul><li>Making Podcasting Work for Your Business </li></ul>Dr Rob Marchant
  3. 3. Aim of today…. <ul><li>To see how your business can use podcasting…& what others have done </li></ul><ul><li>Strategy - Planning and Development Exercise </li></ul><ul><li>Technical info on podcasting…”How to make a podcast” </li></ul><ul><li>Work on an action plan for you to follow in your business </li></ul>
  4. 4. Introduction to the Action Plan <ul><li>Identifies what you need & what you need to do </li></ul><ul><li>Complete rough draft as we go along </li></ul><ul><li>Helps to implement Business Podcasting strategy </li></ul><ul><li>Supports ICT grant applications </li></ul>
  5. 5. What is a Podcast? <ul><li>Like a radio programme (audio) </li></ul><ul><li>Delivered over the internet </li></ul><ul><li>Listeners subscribe to receive each ‘episode’ automatically </li></ul>
  6. 6. A Podcast is… <ul><li>An audio file (usually MP3) – sounds (speech, music etc) that’s been recorded & edited </li></ul><ul><li>PLUS </li></ul><ul><li>An RSS (Really Simple Syndication) feed – a unique wrapper that allows us to subscribe to the podcast. </li></ul>
  7. 7. Benefits of Adding Podcasting to Your Marketing Mix….. * * there are probably others specific to your product, brand or service!
  8. 8. An additional communications tool for your business 1
  9. 9. Increases online visibility to your target market 2
  10. 10. Increases internet visibility from the search engines 3
  11. 11. Increases internet visibility & traffic from RSS & podcasting directories 4
  12. 12. A communications medium that’s more powerful than text – so improves results from your marketing message 5
  13. 13. Increases your perceived expertise 6
  14. 14. Value added offerings that are only available in audio format 7
  15. 15. Increases ‘mind share’ – wherever my market is I am there too 8
  16. 16. More frequent touch points – top of mind participation from target audience 9
  17. 17. Increases perception of product, service, brand or value in customer’s minds 10
  18. 18. Remember: it’s a niche medium… Television ‘ Traditional’ radio Print media Direct mail Podcast £ … a targeted message for a targeted audience with high ROI
  19. 19. Potential Uses of Business Podcasts
  20. 20. Building of Brand <ul><li>Increased visibility </li></ul><ul><li>Thought leader positioning </li></ul><ul><li>Increased visibility & awareness of products/services/business </li></ul><ul><li>Extend brand further </li></ul>Potential Uses of Business Podcasts
  21. 21. Industry News & Insights <ul><li>Latest updates on your industry </li></ul><ul><li>Increased visibility </li></ul><ul><li>Thought leader positioning </li></ul>Potential Uses of Business Podcasts
  22. 22. Customer Loyalty <ul><li>Keep customers informed of new products & services </li></ul><ul><li>Increased loyalty </li></ul><ul><li>Add value – make podcast part of product – instructions, extras etc </li></ul><ul><li>Increased satisfaction and awareness of products/service </li></ul>Potential Uses of Business Podcasts
  23. 23. Public Relations <ul><li>Product development news and announcements </li></ul><ul><li>Keep target market informed </li></ul><ul><li>Get word out to other media – viral effects </li></ul><ul><li>Increased press/media visibility </li></ul>Potential Uses of Business Podcasts
  24. 24. Extend Reach <ul><li>Reach markets and audience that is not usually available – due to cost, geography, resistance etc </li></ul><ul><li>Increased visibility of products and services </li></ul><ul><li>Emotional connection with listeners </li></ul>Potential Uses of Business Podcasts
  25. 25. Company Information Flow <ul><li>Podcasts of meetings, news and company updates </li></ul><ul><li>Update remote, virtual and local employees </li></ul><ul><li>Deliver/reinforce training messages </li></ul><ul><li>Continuity of management messaging </li></ul><ul><li>‘ Humanize’ investor relations </li></ul>Potential Uses of Business Podcasts
  26. 26. The Business Podcasting Process <ul><li>Identify Business Objectives & Produce a Podcasting Strategy </li></ul><ul><li>Creative Strategy </li></ul><ul><li>Record & Edit (Production) </li></ul><ul><li>Launch & Promote </li></ul><ul><li>Evaluate </li></ul>
  27. 27. A. Business Objectives & Podcasting Strategy
  28. 28. Questions to Answer… <ul><li>Why are we doing this? </li></ul><ul><li>What’s the overall aim? </li></ul><ul><li>Who’s the target audience (broad, narrow, generalist)? </li></ul><ul><li>What’s the BIG message? </li></ul><ul><li>What do we want listeners to do? </li></ul><ul><li>Is this going to be two-way? </li></ul>A. Business Objectives & Podcasting Strategy
  29. 29. The Consumption Experience You need to know…. <ul><li>Who will listen? </li></ul><ul><li>How will they listen (MP3 player, PC)? </li></ul><ul><li>When will they listen (multitasking, commuting, at a desk)? </li></ul><ul><li>Where will they listen? </li></ul><ul><li>How do they get in touch with us? </li></ul>A. Business Objectives & Podcasting Strategy … this informs the style of podcast & script content in later stages
  30. 30. What’s the message? <ul><li>Develop a clear and simple message and ensure you’re delivering it every time </li></ul><ul><li>Stick to a small number of key messages </li></ul><ul><li>Use ‘sticky’ messages </li></ul><ul><li>Use your messages as the backbone of a script </li></ul>A. Business Objectives & Podcasting Strategy … this informs the style of podcast & script content in later stages
  31. 31. B. Creative Strategy
  32. 32. Decide style of podcast… <ul><li>Must match audience / expectations </li></ul><ul><li>Style – magazine, news, discussion, talking head, interviews, top-ten? </li></ul><ul><li>Single or multiple speakers – interviews? </li></ul><ul><li>Packages on different topics? </li></ul>B. Creative Strategy
  33. 33. Select your subject matter… <ul><li>What are you going to talk about? </li></ul><ul><li>Overt/covert advertising of product/service? </li></ul><ul><li>Ask... “Why would anyone listen?” </li></ul>B. Creative Strategy
  34. 34. Find a voice… <ul><li>Importance of identity </li></ul><ul><li>Clear voice that’s easy to listen to? </li></ul><ul><li>Who’s going to talk? </li></ul><ul><li>More than one voice? </li></ul><ul><li>Available regularly? </li></ul><ul><li>Reflects listener profile? </li></ul>B. Creative Strategy
  35. 35. Add interest, colour & identity <ul><li>Use music – reinforces brand </li></ul><ul><li>Use sound effects (sparingly) – sets scene & add colour </li></ul><ul><li>Change scenes – transitions add interest </li></ul><ul><li>Interviews are good – different voices </li></ul><ul><li>Location or studio? – add variety </li></ul><ul><li>Use flags to ‘hook’ audience – “Later in the show…” or “Next week we’ll be…” </li></ul>B. Creative Strategy
  36. 36. Develop an editorial calendar… <ul><li>How frequent? </li></ul><ul><li>Regularity is important – build listener expectations/loyalty </li></ul><ul><li>Produce in batches or singly? </li></ul><ul><li>Enough content? </li></ul><ul><li>Who’s producing? </li></ul><ul><li>Short-cuts (use audio templates) </li></ul>B. Creative Strategy
  37. 37. Produce scripts… <ul><li>What’s being said </li></ul><ul><li>Who’s saying it </li></ul><ul><li>Sound effects, music and timings </li></ul><ul><li>Other content – such as outside packages? </li></ul><ul><li>Interviews? </li></ul><ul><li>Programme notes </li></ul>B. Creative Strategy
  38. 38. C. Recording & Editing
  39. 39. Record & Edit using Audacity Refer to the Quick Start Guide C. Recording & Editing
  40. 40. D. Launch & Promote
  41. 41. Hosting – Thing’s to look for… <ul><li>Cost </li></ul><ul><li>Storage (recommend 1 Gigabye) </li></ul><ul><li>Bandwith </li></ul><ul><li>Easy upload/file transfer (one click) </li></ul><ul><li>Easy RSS (one click) </li></ul><ul><li>Automatic loading to directories/podcatchers (ie iTunes) </li></ul><ul><li>Flexibility – upgrade options, T&Cs </li></ul>D. Launch & Promote Good comparison site at: okaytoplay.com
  42. 42. Storage & Bandwith <ul><li>Storage influences how many files you can store and how big they can be </li></ul><ul><li>Bandwidth is how much data can be transferred from your store to the subscribers - how many people can download & how quick </li></ul>
  43. 43. 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.
  44. 44. 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
  45. 45. jellycast.com D. Launch & Promote UK based. Easy to use. Plenty of bandwith. Hosts Ricky Gervais podcasts – the worlds most downloaded.
  46. 46. goDaddy.com D. Launch & Promote Reads data from ID3 tags to avoid inputing information more than once. Customizable templates available. Various plans.
  47. 47. 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.
  48. 48. Hosting example here
  49. 50. Promote your podcast <ul><li>Develop a brand for your podcast </li></ul><ul><li>Use emails, traditional adds, cards etc </li></ul><ul><li>Include text descriptions and tags to aid searchability </li></ul><ul><li>Post on major portals (iTunes, PodcastAlley etc) </li></ul><ul><li>Promote through your website – easy navigation, links, ‘click here button’ </li></ul><ul><li>Give instructions for podcasting ‘vigins’ </li></ul>D. Launch & Promote
  50. 51. Provide instructions for new subscribers…
  51. 52. E. Evaluate
  52. 53. Measuring impact <ul><li>Remember: it’s quality not necessarily quantity </li></ul><ul><li>Most downloads are listened to? </li></ul><ul><li>Use a metrics service (pheedo, Sonr, Ripple, radiotail) to provide data </li></ul><ul><li>Incorporate measurable ‘calls to action’ – “Visit our website for….” “Email….” </li></ul><ul><li>Solicit feedback – contact listeners, clients or customers </li></ul>
  53. 54. Why business podcasts go wrong…. <ul><li>Lack of content – they’re boring </li></ul><ul><li>They’re just advertising things </li></ul><ul><li>Not regular – they dry up </li></ul><ul><li>Mismatch with target audience </li></ul><ul><li>Problems with access – bandwith or storage issues </li></ul><ul><li>Bad promotion – nobody knows they exist </li></ul>
  54. 55. Case Studies
  55. 56. Virgin-Atlantic.com <ul><li>Podcasts about flight desinations </li></ul><ul><li>New destinations added monthly </li></ul><ul><li>“ Make the most of your time away” adds value to product (flight ticket) </li></ul><ul><li>Inspires new customers and encourages repeat business through good experiences </li></ul>Case Studies
  56. 58. WigglyWigglers.com <ul><li>Gardening & nature products </li></ul><ul><li>1500 Regular listeners </li></ul><ul><li>Listeners in Europe, USA & Canada </li></ul><ul><li>Orders as a direct result of products mentioned </li></ul><ul><li>Reflects listeners – content and style </li></ul>Case Studies
  57. 59. Case Studies
  58. 60. Dundas-wilson.com <ul><li>Large legal practice </li></ul><ul><li>Podcasts on a range of legal topics </li></ul><ul><li>Flagged on homepage of website </li></ul><ul><li>Showcase for expertise </li></ul><ul><li>Shows they are tech savy </li></ul><ul><li>Opportunities for promoting their business </li></ul>Case Studies
  59. 61. Case Studies
  60. 62. A good business podcast … <ul><li>Is interesting, informative, & entertaining </li></ul><ul><li>Isn’t just a thinly disguised advert </li></ul><ul><li>Is honest, reliable and timely </li></ul><ul><li>Appears on a regular basis </li></ul><ul><li>Has personality </li></ul><ul><li>Showcases your expertise & enthusiasm </li></ul>
  61. 63. Podcasting Best Practice
  62. 64. Know your audience, target market and strategy  1 Podcasting best practice
  63. 65. Be organised in the messaging that’s being delivered  2 Podcasting best practice
  64. 66. Work with notes, outlines & scripts to keep podcasts on message  3 Podcasting best practice
  65. 67. Edit podcasts for content, quality and length  4 Podcasting best practice
  66. 68. Deliver valuable, informative, engaging & entertaining content that can’t be got elsewhere  5 Podcasting best practice
  67. 69. Ensure good quality audio – use proper microphones & software  6 Podcasting best practice
  68. 70. Provide programme notes where appropriate  7 Podcasting best practice
  69. 71. Use proper meta data so your podcast can easily be found  8 Podcasting best practice
  70. 72. Ensure that the RSS feed works & use a good quality hoster  9 Podcasting best practice
  71. 73. Submit your podcast to the popular directories  10 Podcasting best practice
  72. 74. Use a quality hoster that makes life simple and can handle the bandwidth  11 Podcasting best practice
  73. 75. Evaluate – Ask/measure audience opinion  12 Podcasting best practice
  74. 76. Learn from your mistakes and make changes to strategy and content as needed  13 Podcasting best practice
  75. 77. Find out more… www.podcastusermagazine.com http://audacity.sourceforge.net
  76. 78. 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]

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