Podcasting 101 for Communicators and Marketers

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From a Webinar presented by Donna Papacosta of Trafalgar Communications on August 25, 2010

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Podcasting 101 for Communicators and Marketers

  1. 1. Podcasting 101 <ul><li>for Communicators and Marketers </li></ul><ul><li>From a webinar presented by </li></ul><ul><li>Donna Papacosta on August 25, 2010 </li></ul>
  2. 2. About this session <ul><li>Opportunity for you to learn about podcasting and ask questions of someone who’s been podcasting since 2005 </li></ul>
  3. 3.
  4. 4. Agenda <ul><li>Understand what podcasting is </li></ul><ul><li>Learn how organizations are using podcasts </li></ul><ul><li>Learn basics of creating a podcast using no- and low-cost tools </li></ul><ul><li>Get tips on how to sell the concept to management </li></ul><ul><li>Questions </li></ul>
  5. 5. What is podcasting? <ul><li>Using power of human voice to communicate </li></ul><ul><li>Downloadable, portable </li></ul><ul><li>No iPod needed! </li></ul><ul><li>Subscription via RSS </li></ul><ul><li>Augment print and online media </li></ul>
  6. 6. Benefits to listeners <ul><li>Portability </li></ul><ul><li>Listen on desktop or portable player </li></ul><ul><li>Do something else while listening </li></ul><ul><li>Free content </li></ul>
  7. 7. Benefits to producers <ul><li>Relatively low cost to produce podcast </li></ul><ul><li>Appeals to your auditory learners </li></ul><ul><li>Adds value to existing corporate and marketing comms </li></ul><ul><li>Boosts search-engine rankings </li></ul>
  8. 8. How can audio boost Google juice?
  9. 9. A few examples…
  10. 11.
  11. 12.
  12. 15. Many other examples! <ul><li>Merrill Lynch training </li></ul><ul><li>McMaster U School of Engineering </li></ul><ul><li>City of Alexandria historic tours </li></ul><ul><li>ScotiaBank Money Clip </li></ul><ul><li>Ontario Craft Brewers </li></ul><ul><li>CBC </li></ul>
  13. 16. Podcasting applications <ul><li>Investor relations </li></ul><ul><li>Employee communications </li></ul><ul><li>Recruitment </li></ul><ul><li>Training </li></ul><ul><li>PR/marketing/sales </li></ul><ul><li>Fundraising </li></ul><ul><li>Conferences/symposia/conf calls </li></ul>
  14. 17. Communicators’ podcasts <ul><li>For Immediate Release </li></ul><ul><li>Inside PR </li></ul><ul><li>Managing the Gray </li></ul><ul><li>Six Pixels of Separation </li></ul><ul><li>Trafcom News </li></ul>
  15. 18. Where to find podcasts <ul><li>Directories, including iTunes </li></ul><ul><li>Look at blogrolls or “podcast picks” - podcasters linking to each other </li></ul><ul><li>Do Google search </li></ul><ul><li>Ask friends </li></ul>
  16. 19.
  17. 20. How to listen <ul><li>Download MP3 file directly from podcast site </li></ul><ul><li>Flash player on podcast site </li></ul><ul><li>Subscribe with a feed reader (Google Reader, Bloglines etc.) </li></ul><ul><li>Subscribe by email </li></ul><ul><li>iTunes </li></ul>
  18. 22. Show format <ul><li>Niche “radio show” </li></ul><ul><li>Listener comments </li></ul><ul><li>Interviews </li></ul><ul><li>Panel discussion </li></ul><ul><li>Opinion </li></ul><ul><li>Conference call recording </li></ul><ul><li>Music </li></ul><ul><li>Show notes </li></ul>
  19. 23. Cost of entry is low <ul><li>BUT: Podcasting can eat up your time! </li></ul>
  20. 24. How to podcast <ul><li>Does podcast fit your comms strategy? </li></ul><ul><li>Who’s your audience? </li></ul><ul><li>How technically savvy are they? </li></ul><ul><li>What’s your goal? </li></ul><ul><li>See Podcasters’ Checklist for details </li></ul>
  21. 25. Tech talk <ul><li>Record audio - in studio, Skype, phone, remote location </li></ul><ul><li>Edit audio - remove stumbles, redundancies; mix different parts together </li></ul><ul><li>Use Levelator to even out sound </li></ul><ul><li>Add podsafe music or stock sound (optional) </li></ul>
  22. 26.
  23. 27.
  24. 28. Microphones <ul><li>$25 for Logitech headset mic (OK sound) to $3,000 for Neumann (a little pricey) </li></ul><ul><li>Can get good sound with $150 </li></ul><ul><li>USB mic (such as Snowball) </li></ul><ul><li>Condenser mic with pre-amp or mixer </li></ul>
  25. 29. Portable digital recorders <ul><li>Allow you to capture sound and transfer to computer via USB </li></ul><ul><li>Edirol </li></ul><ul><li>Microtrack </li></ul><ul><li>Samsung Zoom H4 or H2 </li></ul><ul><li>Built-in mic or add a dynamic mic </li></ul>
  26. 30. Software <ul><li>Audacity (Mac and PC) </li></ul><ul><li>Audition (PC and soon Mac!) </li></ul><ul><li>Garage Band (Mac) </li></ul><ul><li>Audio Hijack Pro/Hot Recorder </li></ul><ul><li>and more </li></ul>
  27. 31. More things you need <ul><li>A place to host MP3 files (Libsyn) </li></ul><ul><li>An RSS feed - blog is easiest </li></ul>
  28. 32. Measuring success/influence <ul><li># of downloads </li></ul><ul><li># of subscribers </li></ul><ul><li>Comments/trackbacks/emails </li></ul><ul><li>Not everything can be measured with numbers: What were you trying to achieve? Did you do it? </li></ul>
  29. 33. How to sell podcast to management <ul><li>Low cost </li></ul><ul><li>Accessibility to internal and external audiences </li></ul><ul><li>Encourages community </li></ul><ul><li>Easy to try - especially for limited run </li></ul><ul><li>Can be measured </li></ul>
  30. 34. Services we offer <ul><li>Get you started with podcasting – theme, style, content, technical consulting </li></ul><ul><li>If needed: Full-service podcast production </li></ul><ul><li>Pre-conference, conference, post-conference podcasts </li></ul><ul><li>Speaking, workshops, Webinars </li></ul>
  31. 35. Questions?

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