Podcasting Environment May 2009

Go Niche May 2009 John Blue [email_address] 317.450.1958

We do what?

SwineCast ????

INTakeMag

SwineCast ecosystem

Yeah, and we do the same for

Why?

Media environment 10 years ago

TV, Radio, Print

Yesterday's media was structured around other people deciding what, when, how, and where media was consumed.

Today’s media and communications environment

On demand cable TV, satellite TV, satellite radio, streaming audio via the internet, web sites, Google, Yahoo, Tivo, Podcasting, social tools.

These are some of the media sources relevant to our customers.

Today's media is about enabling the consumer to choose what, when, how, and where media will be consumed.

The new focus is personal controlled media consumption, like podcasting.

These media provide direct connections between the creator and audience.

Create your own stuff and immediately share it!

Ag print, radio, TV still traditional…

Why?

Follow the money

How many of you belong to a social network?

What is a social network?

The Truffle show series building community

Delivering focused video content

Being on site talking with people

Blogs from experts

Providing community updates

Future?

Sample niche podcasts

FFA Podcast

http://www.ffa.org/ffashow/

A podcast for the FFA.

Johns Hopkins Medicine Weekly Health News

http://www. hopkinsmedicine . org/mediaII/Podcastsinstructions .html

A podcast discussing the week’s medical news.

As Seen From Here

http://www. asseenfromhere .com/

A medical CME podcast for ophthalmologists.

EMS Live

http://www. emslive .com/

A training and community development podcast for emergency medical technicians.

Marketing over coffee

http://www. marketingovercoffee .com/

Weekly quick hit by those on the ground around social media, blogging, marketing, podcasting, advertising, un-conferences

Trouble spots

Gaps in knowledge on translating technology to practical use.

Technology can sometimes get in the way!

Age gaps in understanding culture of the tools.

Building community is really about people; technology can help but by itself it will not do anything.

Walk away points

Media consumption has changed. It is personalized and control is in your hands.

Fastest growing media of this type is podcasting (video and audio).

Podcasting is active in healthcare, technology, pop culture, business to business, and education.

It makes sense to drive learning to understand relevancy to us and to our customers.

Questions?

Contact

Truffle Media Networks John Blue [email_address] 317.450.1958

Sample broad podcasts

The M Show

http://www. themshow .com/

A simple 10 min news, business, and entertainment show.

What is Podcasting?

Podcasting lets people subscribe to audio content, just like you can subscribe to a magazine or a newspaper.

Listen to podcast shows when you want, where you want, and how you want.

Podcasting allows you to detach content once imprisoned on your computer so you can take it with you wherever you go.

The delivery device is a portable media player like an iPod , iRiver , or cell phones like Motorola RAZR or iPhone . You can also listen on your desktop or laptop computer.

Example podcasts include PodSafe Music Network , The Conversations Network , or As Seen From Here .

PodShow’s PodSafe Music Network

http:// music.podshow.com /

Provides artists control of their music distribution and provides listeners choice.

The Conversations Network

http://www. conversationsnetwork .org/

Provides an outlet for scores of educational, inspirational and entertaining conference sessions, lectures and other spoken-word presentations that are normally lost.

Isn’t this just delivery of sound files via the web?

No…This is about delivery of information to consumers of media when they want it.

Just enough Just in time Just about anywhere Just for me Think of your portable media player as having a set of subscriptions that are checked regularly for updates, ready to go where you want to go, and you listen when you want to listen.

Why should we care?

Podcasting is growing as a media source.

Aug 2004 had less than 100 podcast shows available.

Aug 2005 had more than 20,000 shows available.

Mar 2007 has more than 98,425 shows available

Oct 2007 has more than 153,674 audio and video shows

Podcast listening adoption is growing.

Aug 2004 had less than 10,000 consumers.

Aug 2005 had more than 10,000,000 consumers.

Listeners expected to grow to 60 million by 2010.

Why should we care? (cont)

Podcast feed creator, FeedBurner, lists over 100,000 podcast feed (including video).

Every major and minor media channel has a podcast. The ground swell is happening.

AOL, Google, Apple have built infrastructure to make access to podcasts easy.

Major companies are using podcasting to communicate a message include J&J, Disney, Volkswagen, Volvo, Eli Lilly and Company, General Mills and Nestle Purina.

Independent story tellers are sharing their stories thru non-main stream channels.

Podcasting guideposts What are some guide posts that will tell me podcasting is right for us for that customer interaction?

Podcasting is not about 30 or 60 second advertising.

Podcasting should be authentic, conversational, and not overproduced.

There a target audience that has an interest in your content because they can't get it anywhere else, particularly from mainstream media.

Customer have time to listen, are starved for time, need to consolidate activities.

Podcasting over other media

Why look at podcasting over the other media sources?

Low barrier to entry

We can provide information that is not available through any other media source.

Podcasting offers media delivery that is subscription like, requiring no further action after the subscription is created.

SwineCast : The opportunity to connect to customers Just enough Just in time Just about anywhere Just for me Detailed podcast experience example

SwineCast: Initially, why are we doing this?

Situation: The current message delivery channels in Eli Lilly’s Elanco Animal Health, based upon feedback from their customers, is not ineffective, not usable, not conversational, not deep, not remembered.

Hypothesis : Audio channel delivery of Elanco messages will improve recall over traditional current channels of sales reps, print, or web. Additionally, an audio channel delivered as a podcast will provide a conversational channel with customers. Finally, the target audience for SwineCast have drive time available to listen.

This concept and prototype development is to learn about the audio channel and discover if it is a better channel for message recall.

Additionally, this prototype will help identify other opportunities in which to use portable audio (i.e.; podcasting).

SwineCast: Why are we doing this? (cont)

Hypothesis measurement tool: The message recall survey will run twice on about 200 Elanco customers who have agreed to participate in the survey. The first survey will ask questions to measure message recall from the sources 1) sales force, 2) print, 3) web site.