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Podcasting

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Presentation on New Media: Podcasting 2006 in NYC.

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Podcasting

  1. 1. New Media: Podcasting IMC 2006 Annual Meeting: NYC Rodney Rumford Founder: Podblaze Co Founder: Leveraged Promotion
  2. 2. What is Podcasting? <ul><li>Typically is Audio or Video Content </li></ul><ul><li>True Publish & Subscribe Medium </li></ul><ul><li>Anonymous Subscription </li></ul><ul><li>Automatic Delivery of Content: Communication </li></ul><ul><li>XML/RSS 2.0 Feed with “Enclosures” </li></ul><ul><li>Original Engaging Value Added Content </li></ul><ul><li>Educational, Informative, Original, Consistent </li></ul><ul><li>Falls Squarely into Web 2.0 applications </li></ul><ul><li>Not Industry Specific. All Market Segments </li></ul><ul><li>Dave Winer Developed the Standard </li></ul>
  3. 3. Podcasting – What it is not <ul><li>Audio link on a web page </li></ul><ul><li>Video link on a web page </li></ul><ul><li>Streaming Media </li></ul><ul><li>Flash </li></ul><ul><li>1 Time Event Show </li></ul><ul><li>A way to shove content that users have no desire to consume </li></ul>
  4. 4. Podcasting & RSS/XML <ul><li>RSS = R eally S imple S yndication </li></ul><ul><li>RSS is the Delivery & Subscription mechanism for content </li></ul>
  5. 5. Podcasting Distribution. RSS is the Plumbing
  6. 6. Podcasting Consumption <ul><li>Multiple Points of Discovery </li></ul><ul><li>Feed Subscribe </li></ul><ul><li>Readers / Aggregators </li></ul><ul><li>Browsers </li></ul><ul><li>Desktop Apps </li></ul><ul><li>Web Based Services </li></ul><ul><li>Flash Players </li></ul>
  7. 7. Podcasting Myths/ Misconceptions <ul><li>You Need an iPod to Listen </li></ul><ul><li>It is really just audio on a website </li></ul><ul><li>It is streaming audio/video </li></ul><ul><li>Our Target Market Does Not Listen </li></ul><ul><li>Only for Music </li></ul><ul><li>Only Big Radio/TV Media Producers Benefit </li></ul><ul><li>Cookies </li></ul><ul><li>Passing Technology Fad (10,000+ producers) </li></ul>
  8. 8. Listener Adoption Stats
  9. 9. Podcast/Blog Content & Traffic Flows
  10. 10. Podcasting Technology Issues <ul><li>XML/RSS is Underlying Feed Technology </li></ul><ul><li>Technology Cousin To Blogging (Audio Blog, Video Blog) </li></ul><ul><li>RSS 2.0 Standards (Harvard: Standards Body: Mature) </li></ul><ul><li>Apple iTunes Additional Specs </li></ul><ul><li>Name Spaces </li></ul><ul><li>Images (Logos, Branding, Relevant) </li></ul><ul><li>Enhanced MP3 Options, Chapters, Images </li></ul><ul><li>Bandwidth: Delivery </li></ul><ul><li>Tracking: Consumption Downloads, Feeds Subscribed, Analytics </li></ul><ul><li>RSS Plumbing </li></ul>
  11. 11. Subscription Button Overload: KISS The New Standard Icon
  12. 12. Podcasting Business Uses: Varied <ul><li>Internal Communication: Remote Sales Force, Channel Partners, Merchants, Alliances, “On the Same Page Messaging”, Projects, Teams, etc. </li></ul><ul><li>External Communication: PR, Marketing, Product News, Launches, Branding, Financial Results, Exec Interviews, Product Mgrs, Sales, Leads, Partners, etc. </li></ul><ul><li>Ideas: Conferences, Trade Shows, Industry News, Events, Special Promotions, Updates, News, Transparency, Case Studies, Success Stories, etc. </li></ul><ul><li>Content Ideas Are Varied: How can you effectively deliver content to where a current void exists or where a market can be be better served via podcasting? </li></ul><ul><li>Customer/Client/Prospect Education & Updates </li></ul><ul><li>Brand Extension, Loyalty, Top of Mind, Extended Reach </li></ul>
  13. 13. Business Value & Marketing Pyramid
  14. 14. Determining Your Podcast Target Market Business Desires & Drivers Lifetime Value of Client Demographics Pain Points Void in Content Market Desire Opportunity to Extend Brand Reach & Improved Communication
  15. 15. 14 Podcasting Issues to Address <ul><li>Best Practices & Strategy </li></ul><ul><li>RSS 2.0 Compliance & iTunes Compliance </li></ul><ul><li>Value - ROI </li></ul><ul><li>Feed Creation Platform </li></ul><ul><li>Unique Pages </li></ul><ul><li>Auto-Discovery </li></ul><ul><li>Hosting & Delivery of Content </li></ul><ul><li>Bandwidth </li></ul><ul><li>Archive </li></ul><ul><li>Public/Private </li></ul><ul><li>Promotion & Visibility </li></ul><ul><li>Content Production, Quality Production, Content/Topic </li></ul><ul><li>Site Integration, Consumer Education </li></ul><ul><li>Reporting Analytics </li></ul>
  16. 16. Major Distribution Points <ul><li>Your High Traffic Web Pages Above Fold </li></ul><ul><li>iTunes </li></ul><ul><li>Yahoo.Podcasts.com </li></ul><ul><li>Google.Blogsearch </li></ul><ul><li>Organic Search: Major Engines </li></ul><ul><li>RSS, Blog & Podcast Directories </li></ul><ul><li>Partner Sites </li></ul><ul><li>Sister Properties </li></ul><ul><li>Syndication Distribution Partners </li></ul>
  17. 17. Blog & RSS Directories <ul><li>Over 140 </li></ul><ul><li>Top 50 List That Really Matters </li></ul><ul><li>Podcast Specific Directories </li></ul><ul><li>Submission Process </li></ul><ul><li>Inclusion & Manual Review Process </li></ul><ul><li>Weblogs Inc -Verisign (Validation Coming) </li></ul>
  18. 18. SEM, SEO & Online Visibility <ul><li>Yahoo Podcasting </li></ul><ul><li>Yahoo News </li></ul><ul><li>Yahoo My Web 2.0 </li></ul><ul><li>Google Blog Search </li></ul><ul><li>Google Organic </li></ul><ul><li>Google Reader </li></ul><ul><li>Gmail </li></ul><ul><li>Technorati </li></ul><ul><li>Apple iTunes </li></ul><ul><li>Washington Post </li></ul>
  19. 19. Podcasting Media Consumption <ul><li>RSS Desktop Reader, IE7 & Mozilla Firefox, Web Based Readers & Services </li></ul><ul><li>Cellular Phones </li></ul><ul><li>TiVo – Networked </li></ul><ul><li>Portable Media Players: iPod, Sony PSP… </li></ul><ul><li>Syndication to/by other Web Properties </li></ul>Podcast Cell Phones Sony PSP TiVo iPod Web Site Syndication RSS Reader
  20. 20. TiVo & Podcasts: Any Feed
  21. 21. Podcasting & Tagging
  22. 22. Business Podcasting Examples <ul><li>Volkswagen </li></ul><ul><li>Arizona Heart Institute </li></ul><ul><li>GE </li></ul><ul><li>IBM </li></ul><ul><li>Oracle </li></ul><ul><li>Cisco </li></ul><ul><li>Simon & Schuster </li></ul>
  23. 23. VW Example: 4 Podcasts
  24. 24. Cisco Example: News
  25. 25. IBM Examples: Investor News & The Future of…
  26. 26. Oracle Example
  27. 27. Simon & Schuster Example: Weekly Podcasts: Author Interviews
  28. 28. MSDN Channel 9 Podcasts
  29. 29. Educate Your Readers: Example What is a Podcast?
  30. 30. Podcast Example: Flash Player & RSS
  31. 31. iTunes Example
  32. 32. Content Types <ul><li>Audio </li></ul><ul><li>Video </li></ul><ul><li>Virtually any Media or File Type (PDF, PPT…) </li></ul>
  33. 33. iTunes Podcasts
  34. 34. iTunes Search Results
  35. 35. iTunes Individual Listing
  36. 36. Google Feed Subscribe Options
  37. 37. Google Reader With Player
  38. 38. Yahoo Podcasts & Blogs
  39. 39. Yahoo Podcast Property
  40. 40. Yahoo Show Listings
  41. 41. Tagging & Social Bookmarking <ul><li>Embrace Tagging to Increase Social Awareness & Sharing: Viral, Social, Folksonomy, Taxonomy </li></ul><ul><li>Technorati </li></ul><ul><li>Del.icio.us (now Yahoo) </li></ul><ul><li>Digg </li></ul><ul><li>Furl </li></ul>
  42. 42. Tagging: Technorati Visibility
  43. 43. Tagging Gaining Adoption
  44. 44. Tagging Importance: Drilling to Desired Content
  45. 45. Google Related Blog/Podcast Status
  46. 46. Podcasts on Yahoo Home Page
  47. 47. IE7 Podcast Feeds
  48. 48. IE7 Podcast & Blog Feeds: Subscribed
  49. 49. XML & Syndication Distribution <ul><li>X tended M arketing L atitude </li></ul>
  50. 50. 7 Parting Thoughts & Next Steps <ul><li>Look at the potential applications for your Business: Groups, Teams, Divisions, Products… </li></ul><ul><li>Due diligence and discovery for best avenues, practices & “go to market content ideas” </li></ul><ul><li>Innovative ways to share content & knowledge </li></ul><ul><li>Value Added Content Increases Business </li></ul><ul><li>New communication avenue for many markets/segments/submarkets </li></ul><ul><li>Can Support Many Business Objectives </li></ul><ul><li>How to Leverage Open Communication Channel </li></ul><ul><li>Action: Take Ownership and Drive Process </li></ul>
  51. 51. Questions? Request Presentation Copy Rodney Rumford Direct: 858-720-9604 [email_address] http://blog.leveragedpromotion.com http://blog.podblaze.com

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