Downloadable audio – with subscription capability Like radio shows -- You listen to them. Not like radio shows -- You listen to what you want and you listen when you want. About a quarter of US adults have listened to a podcast. Podcast listeners are well-educated and are active social networkers. Two-thirds listen at their computer, the rest listen with an MP3 player. (Edison Research) Audio vs. video The advantage of audio is that you can be doing other stuff while you listen, like driving or exercising. Audio still has a unique intimacy. So don’t do video of a talking head. There has to be a reason to ask your audience to stop and watch. Numbers Growth Behaviors
Podcasts allow listeners to time-shift and place-shift media consumption Podcasts are 100% efficient, since episodes are only downloaded by listeners on an opt-in basis Podcasts are easily accessible to a global audience that is not defined by geographic boundaries Podcasts are heard by an educated, influential audience with a high disposable income Podcasts afford companies the ability to leverage electronic programming with no outside news media filter Podcasts are the most cost effective electronic media distribution channel available
Integrate the podcast into some facet of the organization’s work. Don’t let it be your hobby at work. If you want it to last, it has to relate to the organization’s goals. ---------------------------- IDRA Classnotes as example Goal Build leadership among public school teachers and administrators, particularly those who serve low-income and minority students. Strategy Deliver professional development services in ways that are accessible to teachers and administrators. Objectives Initiate or supplement IDRA training to teachers and administrators nationally Receive feedback and generate dialog Promote IDRA expertise and services* * Not a hard sell by any means. Many IDRA services are free to schools Tactic Produce a podcast series this fall targeted to school teachers and administrators nationally.
There has been a combined total of more than 50,000 downloads of our episodes directly from our web site (and another 7,300 through other sites), with an average of 1,500 per month during the last year. More than 200 listeners have subscribed to our e-mail alert Cost Benefit – If we were to lead a session with the content of one podcast as a keynote in a face-to-face setting in a single location, the cost would be about $5,000. But, the cost for producing each podcast is only $400, and it reaches a wider geographic audience.
Why might you want to do a podcast? Counter negative publicity Crisis management Expose employee talent Humanize the company Extend professional development Let employees or customer feel closer to the CEO Promote products and services (but never with a direct sell approach) Reach out to your biggest fans and advocates – they have decided to listen, they are predisposed to your message ------------------------- Pairs: What are ways your organization could use podcasting?
Start with a plan. It doesn’t have to be 100 pages long. But the basics are important – purpose, prospective audience, etc. Plus, having the plan on paper can help you get support from higher up and the resources you need. I posted the outline of my plan a while ago. Why? Make sure you’ve covered everything Convince higher ups Educate higher ups and peers Secure funds for expenses and resource needs Do your homework . Listening to a variety of other podcasts can help you decide which format and style is best for you. Plus, listening to podcasts about podcasting will help you learn about trends, what to expect, setting realistic goals and new technologies. You don’t have to know all the technical details, but it helps to know what to ask for.
Goal Setting – Why you are doing this, who it’s for and some big picture details
Motivate listeners to do something (vote, change lifestyle habits) Share your expertise (teaching strategies, medical info, how to barbeque, good movies to watch) Provide support (mom’s, cancer patients) Enhance your reputation (Whirlpool, Oracle) Recruit employees or students Share company news Share insights on issues Service: Virgin Atlantic introduced travelers to the city they are going to, Publisher: interviews with authors, Management consultant: case studies, healthcare co: wellness program Promote an event Be purposeful
About Podcast Listeners Expect authenticity and transparency. Expect informal style of conversation vs. heavily polished productions. Refuse to be sold to. Will listen a long time if the content is interesting and relevant to them. May pause and restart several times when listening to a single podcast. Will go back and listen to past episodes they missed – especially our listeners. Regular listeners will feel part of a community, especially if they share feedback and it is included in the podcast. --------------------------- Let’s say you want to promote a festival in Texas. At that festival, there will be a barbequing contest. The proceeds will support your non-profit. In the old days (last month), you might send out a news release, make your director available for interviews, and get a famous barbeque expert on a morning television show. For each newspaper story, you’ll report the circulation knowing that only a fraction of the subscribers actually looked at the paper that day, a fraction of those saw the story that mentioned your event, a fraction of those remembered the story five minutes later, and an even smaller fraction entertained the idea of attending. And, in today’s world, you may still use these tactics. But you could add a podcast series leading up to the event. It could include interviews with expert barbequers. And you could promote your podcast on other popular barbeque podcasts, like Barbeque Secrets . In this scenario, you’ll be reaching one of your target audiences directly. And they will be people who asked to receive your message. Imagine.
Interview or conversation, no reading Number of voices No magic length Creative Commons http://creativecommons.org/
Roles include: Coordinator Interviewers and interviewees Technology support Web site person Audio editor Clerical for paperwork and forms Getting outside expertise to get you started is priceless. This may sound contradictory to my first point, but do not – I repeat – do not wait until you know everything there is to know. If you wait for that, you’ll never get started. It’s ok to learn as you go. Our first episode doesn’t even have the intro music. “ Low barrier to entry” refers to money not time. It’s taking us about 10 hours to produce a 20 to 25 minute podcast every two weeks. This includes the time for planning and conducting the interview, editing, creating shownotes, writing corresponding web text and posting in online. Not to mention spending real time on promotion.
The revenue question Podcasts are free to listen to Some have advertising or sponsorships, but it’s delicate Write podcasting into funding proposals as a deliverable
Content – Planning what your podcast is about and planning processes
Create a predictable pattern.
Pick a topic Follow a checklist Agree on key points
Podcasting requires easy approval processes. It’s one thing to have several levels of supervisors word-smith a printed piece, but you can’t produce a podcast that way. My directors don’t hear our podcast until it’s online.
E-mail Phone line or Google talk or MobaTalk Mail Online comments to blog Surveys What will you do with feedback?
Technology – Resources, equipment, editing and production, and data collection (e.g., Feedburner)
Also, have a stopwatch or some way to monitor how much time you’ve recorded.
How much editing do you want?
Web site data: page views, downloads Subscription data You won’t get it all. Nothing will tell you they listened. Look for trends.
Dissemination – How you’ll get your podcast to people, promotion, building community
Show notes Contact info Subscription link Flash player Archives or topical listing Photos Links Creative commons license
3/4 of the respondents use iTunes to find and subscribe 2/3 will listen from a web site, meaning they are sitting at a computer. The others will subscribe and listen through their mp3 player.
KidCast: Learning and Teaching with Podcasting Bringing Podcasting to the Classroom! Book and companion podcast Voices.com offers a free guide on how to start a podcast See article: “How to Record, Edit, and Promote Your Nonprofit's Podcast – Use podcasting to help spread your organization's message”
PR & Communications-Related Podcasts For Immediate Release: The Hobson and Holtz Report http://www.forimmediaterelease.biz/index.php/weblog/about_us/ Inside PR http://www.insidepr.ca/ Trafcom News Podcast http://trafcom.typepad.com/podcast/ On the Record...Online http://ontherecordpodcast.com/pr/otro/
Podsafe Music The Podsafe Music Network http://music.podshow.com/ Podsafe Audio http://www.podsafeaudio.com/ Garage Band http://www.garageband.com/ Sound effects A1 Free Sound Effects http://www.a1freesoundeffects.com/ Sound Effects Library http://www.sound-effects-library.com/ Sound Dogs http://www.sounddogs.com/ Partners in Rhyme http://www.partnersinrhyme.com/
A sampling of business podcasts Amazon http://www.amazon.com/gp/gss/detail/10840/104-3191986-6116755 Bloomberg Media http://www.bloomberg.com/media/podcast/ Cisco Systems http://newsroom.cisco.com/dlls/podcasts/audio_feeds.html Deloitte http://www.deloitte.com/dtt/article/0%2C1002%2Ccid%25253D105840%2C00.html General Motors http://fastlane.gmblogs.com/podcast/gm_fastlane_podcast.xml Intuit http://intuit.podasp.com/ Macromedia http://weblogs.macromedia.com/podcast/archives/2005/06/macromedia_podc.html McDonalds http://www.mcdonalds.com/corp/podcasts.html NASA http://www.nasa.gov/multimedia/podcasting/ Peterson's http://www.petersons.com/podcasts/ College testing company Purina http://www.purina.com/downloads/Podcast.aspx?DCMP=RAC-PUR-Podcasts&HQS=Home Simon & Schuster http://www.simonsays.com/ Listing of college and university podcasts http://www.oculture.com/2006/10/university_podc.html
Creating schools that work for all children Intercultural Development Research Association 5815 Callaghan Road, Suite 101 San Antonio, Texas 78228 www.idra.org firstname.lastname@example.org 210.444.1710