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Chapter 3 Part B, Web 2.0 and Social Media for Business, 3rd Edition


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Slides for Chapter 3, Part B of
Web 2.0 and Social Media for Business:
Business in a Connected World
3rd Edition, 2016
Dr. Roger McHaney, Dr. David Sachs

Published in: Education
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Chapter 3 Part B, Web 2.0 and Social Media for Business, 3rd Edition

  1. 1. Web 2.0 and Social Media Business in a Connected World © McHaney and Sachs 2016 RSS and Podcasting
  2. 2. Works like a Blog Similar to blog posts except that text is replaced with audio files. What is Podcasting? MP3 Involves uploading digital audio files (generally in MP3 format) to a server where Internet users access material from an audio player, mobile device, or computer. . Infrastructure Web infrastructure has grown up around podcasting. XML Uses XML format to ensure cross-platform compatibility and can be syndicated and published using RSS technology.
  3. 3. Low Cost Provides easy, low cost method to get out a message. Podcasting emerged for same reasons that blogging did. Why Podcast? Uses RSS Uses same technologies as blogging. Business Becomes a Broadcaster Provides mechanism for businesses to instantly connect with clients, potential customers and other stakeholders. Like Radio Comparable to radio, except without FCC oversight and many costly entry barriers.
  4. 4. Perfect for Mobile! Access to Podcasts Apple’s iTunes and index and provide access to thousands of regularly produced podcasts. Businesses, organizations, and individuals have created programs ranging from political opinion to comedy to business advice. Some broadcasts are decidedly amateurish; however many businesses produce professional material and spend a great deal of money to get their message out on the Web.
  5. 5. Plus, it is fun! Business Advantages for Podcasting
  6. 6. Traditional podcast formats modeled after a radio show with a charismatic host Business Podcasts Podcasting in business has progressed to become a powerful tool used by marketing departments and others to connect with prospective clients, existing customers, and other strategic partners like members of the media, shareholders, employees and other stakeholders.
  7. 7. Primary Business Uses • Allow customers to tell their stories. Customer interviews can be recorded and featured on company Web site or blog. • Company events can be recorded and rebroadcast. Training sessions, expert talks, and other company events can be used as podcast content. • Create connections with podcasts. Industry experts and authors are open to interview offers. • Interview employees. By creating podcasts, employees, customers and prospective clients can get to the staff • Build a strategic network. Interview and podcast key members of a business or industry (e.g. trade associate president, chamber of commerce president, and others).
  8. 8. Fairly inexpensive Podcasting Elements
  9. 9. Podcast Theme A business podcast needs a theme. For instance, a theme might highlight new products Another example might be to introduce members of a business team to the general public.
  10. 10. TAC Security Podcast from CISCO
  11. 11. Podcast Name Informed by Theme Themes are used in name selection for a podcast series. Consider Content Name should reflect the expected content. URL Acquire a domain name that matches the podcast name so listeners can find the broadcast more easily. Search Engines Must consider Web searches that will use the name and link it to users’ key words. Will enable additional indexing on Google, Bing, and other search engines.
  12. 12. Sample Podcast Structure
  13. 13. Sample Podcast Structure (Con’t)
  14. 14. Podcast Script Guide Program A podcast script can help guide the program and provide a sense of confidence as the recording progresses. Editing Since most podcasts are not live, the recording can be edited and rerecorded in spots to make the final version sound professional. Cleaning Many podcasts are cleaned to remove the ‘ahhs’ and misstatements that have been made.
  15. 15. Podcast Construction Recording Podcasts can be recorded in a variety of ways ranging from free tools available for any computer to using expensive, professional studios. . Quality Quality of broadcast will be affected by the resources available for the project. Goals Depending on the goals of the podcasts, different approaches should be considered. Balance Professional sounding podcasts can be created without a large investment. Balance between cost and quality is where many small businesses set their focus.
  16. 16. Tools for Podcasting
  17. 17. Tools for Podcasting
  18. 18. Tools for Podcasting (Con’t)
  19. 19. Tools for Podcasting (Continued)
  20. 20. Tools for Podcasting (Continued)
  21. 21. Software Element Example Podcast Recorder
  22. 22. Mixing and Recording Hints for Podcasters Creating a podcast is more than just hooking a microphone to a computer and pressing the record button. It is important to create an environment for recording that will ensure that the broadcast sounds natural and eliminates distractions for the listeners. One approach is to create a small recording studio in a quiet setting with acoustic material on the walls.
  23. 23. More Recording Ideas Hints for Podcasters A single person monologue is the most basic form of podcast. Podcasts can become complex as more voices are added to the broadcast. Interviews, guest speakers, question /answer sessions, and call-in contributors can make the podcast interesting but also complicate recording.
  24. 24. Several popular services exist Podcast Hosting A completed podcast needs to be put online. Self hosting can result in bandwidth concerns.
  25. 25. HipCast offers additional services Podcast Hosting Services such as LibSyn and HipCast facilitate listing podcasts on iTunes and other indexing and sales services. Tools for monetization are also available. Advertising options, methods for selling and paid subscriptions and other features are provided.
  26. 26. Adds RSS infrastructure FeedBurner from Google FeedBurner permits a user to publish a blog or podcast URL. This makes the podcast available for subscription using any newsreader or feed reader. LibSyn automatically interacts with FeedBurner for an account holder.
  27. 27. Apple is a leader in podcasting distribution Publishing on iTunes Podcasts published on an organization’s Web site can be submitted to iTunes. The process is straightforward: 1. Open iTunes 2. Login to the iTunes Store (the business or user will need an account) 3. Click on ‘Podcasts’ (located on the left sidebar menu) 4. Click ‘Submit Podcast’ 5. Enter podcast feed URL that was acquired from FeedBurner 6. Confirm details and submit 7. Receive email upon acceptance
  28. 28. Podcast receivers are required to find and listen to broadcasts Podcatcher A podcast receiver or client is needed in order to find, subscribe, and listen to broadcasts. Software used for this purpose may also be referred to as a podcatcher. The first podcatcher, iPodder, was developed by Adam Curry (a former MTV videojockey) and Dave Winer, an early developer of RSS technology. iTunes is a podcast receiver.
  29. 29. Summary for Chapter 3 Benefit Businesses can benefit from using new Web 2.0 tools to publish and broadcast content. Customer Interaction Potential customers can learn about new products, upcoming business changes, and the people who run a company by subscribing to RSS feeds to receive blogs and podcasts. Low Cost with Big Impact New technology has made it possible to create high quality online audio broadcasts using low-cost equipment and software.
  30. 30. Contact: Roger McHaney, Kansas State University,