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Other Duties as Assigned: Creating a Podcast

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It's hard to pinpoint the moment they became 'popular-' but series such as Serial- This American Life- and RadioLab elevated the popularity and creativity of podcasts- and it continues to rise. Now- new podcasts are produced every day on a variety of topics to suit any listener. Skidmore College was hesitant to dive into a new medium- especially because the Office of Communications and Marketing did not have a designated podcast producer or engineer on staff.

This is Skidmore- a podcast now in its second season with hundreds of subscribers- was developed by Digital Engagement Manager Daniella Nordin and Social Media Coordinator Jackie Vetrano. The podcast serves as a marketing tool- engaging content to embed in webpage stories- and a means of sharing the story of what makes Skidmore- Skidmore. Nordin and Vetrano will explain the planning process- tools for recording- distribution- promotion- and ROI of This is Skidmore.

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Other Duties as Assigned: Creating a Podcast

  1. 1. Other Duties as Assigned: Creating a Podcast Jackie Vetrano Social Media Coordinator Skidmore College @jackievetrano #EDUWEB17
  2. 2. Other Duties as Assigned: Creating a Podcast Jackie Vetrano Social Media Coordinator Skidmore College @jackievetrano #EDUWEB17
  3. 3. ▪ Hired in December 2015 ▪ Maintain social media accounts ▪ Work as part of the marketing team ▪ Within six months: ▪ Content writing for the web to fill a retirement hole ▪ Quick-and-dirty graphic designer ▪ Mascot Hello, world! WELCOME
  4. 4. WELCOME
  5. 5. ▪ Hired in December 2015 ▪ Maintain social media accounts ▪ Work as part of the marketing team ▪ Within six months: ▪ Content writing for the web to fill a retirement hole ▪ Quick-and-dirty graphic designer ▪ Mascot ▪ Podcast co-host, co-producer, and audio engineer Hello, world! WELCOME
  6. 6. Why a podcast? #EDUWEB17
  7. 7. ▪ Alumni? ▪ Prospective families? ▪ Current students? ▪ Donors? ▪ Faculty and Staff? What’s the goal? Audience? ▪ Overall engagement? ▪ Increased donor participation? ▪ More applications? ▪ General marketing? WHY A PODCAST?
  8. 8. Goal: Brand Awareness This aligns with our departmental goal of raising national awareness and coverage of Skidmore. WHY A PODCAST?
  9. 9. ▪ Showcase the Skidmore experience ▪ Student, alumni, faculty, and staff successes ▪ Unique opportunities for students at Skidmore (aka, “what sets us apart”) ▪ Unique clubs and organizations ▪ Classroom experiences ▪ Interdepartmental experiences ▪ Real-world experience opportunities Goal, Check. Now, How? WHY A PODCAST?
  10. 10. Podcast Starter Kit Checklist *Patent Pending. #EDUWEB17
  11. 11. ❑ Goal (“why?”) ❑ Name/brand ❑ Schedule and episode ideas ❑ Host(s) ❑ Recording space and equipment ❑ Online hosting ❑ Buy in CHECKLIST
  12. 12. How to get started Close your eyes, and leap. #EDUWEB17
  13. 13. ▪ Albion College: Town & Gown ▪ Alumni focus; “what did you like about Albion?” ▪ Where are they now ▪ Liberal Arts highlight ▪ Find it: campus.albion.edu/podcasts ▪ The College at Brockport: Winging It ▪ Student run ▪ Campus life, student life ▪ Find it: soundcloud.com/the-college-at-brockport Step 1: Do some research GET STARTED
  14. 14. ▪ Sequential ▪ Missing Richard Simmons ▪ S-Town ▪ Serial ▪ Episodic ▪ Invisibilia ▪ Wait, Wait, Don’t Tell Me! ▪ Reply All Step 2: Pick a style GET STARTED
  15. 15. ▪ Admissions Confidential ▪ Prospective student focus ▪ Consider application process, give tips ▪ Chat with Tour Guides ▪ Faculty Lecture Series ▪ Alumni Highlights ▪ “Where are they now?” ▪ Support Career Development Center and Alumni Relations initiatives ▪ Miscellaneous/Grab-bag Step 3: Make a plan GET STARTED
  16. 16. ▪ Admissions Confidential ▪ Prospective student focus ▪ Consider application process, give tips ▪ Chat with Tour Guides ▪ Faculty Lecture Series ▪ Alumni Highlights ▪ “Where are they now?” ▪ Support Career Development Center and Alumni Relations initiatives ▪ Miscellaneous/Grab-bag Step 3: Make a plan GET STARTED
  17. 17. ▪ Opted for a bi-weekly schedule instead ▪ Episode “themes” ▪ Didn’t want to force a theme because of a week ▪ Allows flexibility in content and scheduling ▪ Continue to use as guidelines and idea-generators Step 3a: Make a REALISTIC plan GET STARTED
  18. 18. Next steps Quit singing about it, and do it. #EDUWEB17
  19. 19. ▪ Choose a name that’s more exciting than “Skidmore College Podcast” ▪ Find a balance between specificity and room to grow ▪ Develop a description and icon to be used Name and iconography NEXT STEPS
  20. 20. ▪ Podcast host becomes the voice of the institution ▪ Student(s) ▪ Faculty/Staff ▪ President ▪ Rotating based on topic ▪ How to host your podcast ▪ Produce an RSS Feed ▪ Soundcloud, Blubrry, PodBean, Libsyn Hosts (both kinds) NEXT STEPS
  21. 21. Recording the first episode This could be the start of something new. #EDUWEB17
  22. 22. ▪ Don’t assume your guest has heard of the podcast ▪ Explain your intention and why you are reaching out ▪ Some may not be interested or wary ▪ Provide some questions that you may/will ask ▪ Ensure that you can edit the show (no, it’s not live) ▪ Suggest that they bring someone else along, if it fits Getting your guest NEXT STEPS
  23. 23. DISCLAIMER Equipment RECORDING
  24. 24. Equipment RECORDING Snowball microphone
  25. 25. Equipment RECORDING Snowball microphone
  26. 26. Equipment RECORDING
  27. 27. Equipment RECORDING
  28. 28. Editing and Posting Let’s get down to business. #EDUWEB17
  29. 29. ▪ Intro/outro music – not required ▪ Tap student talent ▪ Edit based on your format ▪ Long form interview? Question and answer based? Casual conversation? ▪ Garage Band, Final Cut, Audition Editing for dummies EDITING AND POSTING
  30. 30. ▪ Easy ▪ Quickly cut out inappropriate/irrelevant comments and long pauses ▪ Medium ▪ Remove “um,” “uh.” or silences from speech ▪ Hard ▪ Weave in music, “commercials,” or other relevant audio to tell a story Editing for dummies EDITING AND POSTING
  31. 31. ▪ Shop around for hosting services – some are free, some are not ▪ Soundcloud to Podbean ▪ Switch in February 2017 (about a year later) ▪ Consider goals and provided analytics Creating an RSS feed EDITING AND POSTING
  32. 32. 1. Create an ID or username 2. Submit RSS feed and: • Show description • Show icon 3. Wait for confirmation Submitting to iTunes, Stitcher, and Google Play EDITING AND POSTING
  33. 33. Analytics and Results Let’s tell the story of tonight #EDUWEB17
  34. 34. ▪ Two seasons down, a million to go! ▪ 29 episodes to date, 20-40 minutes long ▪ Over 5000 downloads ▪ Available on Podbean, iTunes, Google Play and Stitcher skidmore.edu/podcast This is Skidmore ANALYTICS AND RESULTS
  35. 35. ▪ What Makes Skidmore Unique? ▪ Interim Vice President of Communications and Marketing and Vice President for Academic Affairs discuss what a liberal arts education is all about, some interesting information about financial aid, and what makes Skidmore different ▪ The Head Tour Guides ▪ Graduating tour guides kick off the podcast by sharing their Skidmore experience, from first day to senior year. ▪ All-American Basketball Stars ▪ Aldin Medunjanin ’17 and Kelly Donnelly ’18 were both named to the All-American team. They explain what it means to be an athlete at Skidmore as well as this great honor. ▪ Disorderly Women ▪ Beck Krefting and Louise Sullivan ’18 discuss Krefting’s Disorderly Women course. In the course, Sullivan and her classmates focused on some of the women who have been characterized by the larger society as unruly, disruptive, radical, militant, unfeminine-just generally “disorderly.” Most popular episodes ANALYTICS AND RESULTS
  36. 36. Promoting the podcast The world’s gonna know your name. #EDUWEB17
  37. 37. Skidmore Website PROMOTION ▪ Integrate into web stories
  38. 38. Skidmore Website PROMOTION ▪ Integrate into web stories ▪ Not always a recent podcast
  39. 39. Skidmore Website PROMOTION ▪ Integrate into web stories ▪ Not always a recent podcast ▪ “Evergreen” content
  40. 40. Other means of promotion PROMOTION ▪ Social media posts ▪ Paid social media advertising: Twitter and LinkedIn ▪ Stickers at campus events ▪ Open house/Admissions ▪ Reunion ▪ Gift for guests as a thank you note ▪ Viewbook
  41. 41. “How much time does it take?” #EDUWEB17
  42. 42. 1. Think about an idea: 10 minutes 2. Back-and-forth email exchange: 3 emails X number of CC’s 3. Record: 45 minutes – 1 hour 4. Edit podcast: 1 – 1.5 hours 5. Create show notes/summary: 10 – 20 minutes 6. Create supplementary story for website: 1 hour 7. Promotion on social media, paid ads, etc: variable Awesome podcast: priceless. “Other Duties as Assigned” in numbers TIME DEDICATED
  43. 43. Lessons learned #EDUWEB17
  44. 44. ▪ Make a plan ▪ Have a backup plan, something will go wrong. ▪ Collaborate with Media Services and have good equipment ▪ Be authentic, don’t have an agenda ▪ Don’t be afraid to take a break ▪ Just do it! Note to self LESSONS LEARNED
  45. 45. Other Duties as Assigned: Creating a Podcast Jackie Vetrano Social Media Coordinator Skidmore College @jackievetrano #EDUWEB17

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