Podcamp Nashville

969 views

Published on

My presentation at Podcamp Nashville on Business Podcasts and Marketing

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
969
On SlideShare
0
From Embeds
0
Number of Embeds
25
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Podcamp Nashville

    1. 1. Brewing Up Business Podcasts and Marketing Business podcasts and how they’re different from REAL podcasts. -and- Marketing for ALL podcasts.
    2. 2. Let’s Talk about Me <ul><li>REAL Podcasts since 2005: </li></ul><ul><ul><li>Bigfoamyhead.com (+100 shows) </li></ul></ul><ul><ul><li>Beersafari.com (+300 shows?) </li></ul></ul><ul><ul><li>Beernewsradio.com (1 show so far) </li></ul></ul><ul><li>Search for “Beer Podcast” on Google, I’m number 4 of 50,000 results. </li></ul><ul><li>Multiple Business Podcasts </li></ul><ul><li>EMAIL: [email_address] </li></ul><ul><li>VISIT: www.podcastpearls.com as well as my podcasts! </li></ul>
    3. 3. Business Podcasts and Marketing <ul><li>Marketing applies to ALL podcasts regardless whether business, personal or any combination. </li></ul><ul><li>A REAL podcast is what every one of you do. </li></ul><ul><li>Business Podcasts means many things to many people, but we all agree it is using this medium to drive business. </li></ul><ul><li>Business podcasts are more difficult to produce than “real” podcasts because of the process and nature of business. </li></ul>
    4. 4. Marketing Your Podcast Think outside the box.
    5. 5. Marketing Your Podcast <ul><li>Put it on iTunes. Use multiple categories. </li></ul><ul><li>Add it to every Podcast Directory you can find. </li></ul><ul><li>Make Business Cards, stickers, etc. </li></ul><ul><li>Link with peer podcasts and BLOGS. </li></ul><ul><ul><li>Cross promotions, referral links = Coopetition </li></ul></ul><ul><li>Social Network – send to Facebook, Myspace, etc. and your Friends, subject specific bulletin boards. </li></ul>
    6. 6. Marketing Your Podcast <ul><li>Social Tagging - Digg, Del.icio.us, etc. </li></ul><ul><li>eMail Newsletter – Zookoda.com leverages your feed, and you can add people to it. </li></ul><ul><li>Send out Press Releases and Guest Pitch </li></ul><ul><ul><li>Local Media (you’re still a novelty) </li></ul></ul><ul><ul><li>Podcast topic Subject Matter Experts (free beer and SME harrassment!) </li></ul></ul><ul><li>Run niche Google Ads or use segment keywords (“knitting podcast” not “knitting”). </li></ul>
    7. 7. Marketing Your Podcast <ul><li>Create an Aggregate podcast like BeerSafari.com </li></ul><ul><li>Partner with brick-and-mortar and joint promote. </li></ul><ul><li>Appear in Multiple Access Points – Podlinez, YouTube, Tivo, Video venues. </li></ul><ul><li>Tune your site! Robots.txt to kill spiders and force robots, SEO your show notes. </li></ul><ul><li>SAVE THE MANATEE! Coming up… </li></ul>(631) 964-6638 Did Anyone Call This Number?
    8. 8. How Many People Listen to Your Podcast? You look at your stats to find out, right? You can’t manage what you can’t measure.
    9. 9. Where do Stats come from? <ul><li>Your site creates an RSS feed that points at your MP3/4 files. </li></ul><ul><li>Your feed link points at Feedburner which points at your RSS feed. </li></ul><ul><li>Podcast Listener points at Feedburner feed because your site points at that feed. </li></ul>Feedburner.com Pretty RSS feed Podcast Listener Yoursite.com RSS feed File.mp3
    10. 10. 334 Subscribers got this feed on February 2nd.
    11. 11. How Many People Listened? <ul><li>334 People? – These are subscribers, which means a service (itunes, juice, etc.) read the feed from Feedburner. They aren’t necessarily people. </li></ul>
    12. 12. 162 people downloaded files. 104 downloaded Show 101.
    13. 13. How Many People Listened? <ul><li>334 People? – These are subscribers, which means a service (itunes, juice, etc.) read the feed from Feedburner. They aren’t necessarily people. </li></ul><ul><li>162 People – Feedburner site stats shows how many people downloaded from the page that has a link to file. Which sucks more than 334. </li></ul>
    14. 14. Where else do Stats come from? Other Directories MP3 players, Spiders, Crawlers, etc. Don’t Forget The Other Sources! Feedburner.com Pretty RSS feed Podcast Listener Yoursite.com RSS feed File.mp3 Podcast Listener
    15. 15. Look at your Logs 748 on Feb. 2 is a LOT better…
    16. 16. How Many People Listened? <ul><li>334 People? – These are subscribers, which means a service (itunes, juice, etc.) read the feed from Feedburner. They aren’t necessarily people. </li></ul><ul><li>162 People – Feedburner site stats shows how many people downloaded from the page that has a link to file. Which sucks more than 334. </li></ul><ul><li>748 People – Lots better. But is it really people? Only one way to find out – look under the covers. </li></ul>
    17. 17. Put on your big boy stat pants.
    18. 18. 104 downloaded Show 101? Logs show 166 downloads. Love the logs.
    19. 19. How Many People??? <ul><li>Don’t ever trust a single source. Use MANY to get a full picture. </li></ul><ul><li>Learn to look at RAW logs. There is a lot of interesting things there. </li></ul><ul><li>Use ALL stats available to you: </li></ul><ul><ul><li>Feedburner, Libsyn, etc. for feeds AND pages. </li></ul></ul><ul><ul><li>Your weblogs stat program on your host. </li></ul></ul><ul><ul><li>Your RAW logs. They show all accesses. </li></ul></ul><ul><ul><li>Get access to OTHER servers logs. </li></ul></ul><ul><ul><li>Google Analytics! </li></ul></ul>
    20. 20. Save the Manatee! <ul><li>Google Analytics kept showing searches for “Manatee” on my site. Every month. </li></ul><ul><li>I could put out a “Welcome” Mat on all pages where referer = Google keyword. <? $found=eregi(&quot;manatee&quot;,$QUERY_STRING);?> <?php if($found){?> <style>#manatee {display: block;}</style><div id=&quot;manatee&quot;> <h1>Welcome Manatee Lovers!</h1></div> <?php }?> </li></ul><ul><li>Other keywords for me: smoked cheeseburger, superbowl ribs, chicken pizza goose head (I’m #1!). </li></ul><ul><li>Use the marketing where you find it. </li></ul>Img tag
    21. 21. Your Server Feed Server Other Servers RSS Logs Website Feed/Site Stats Account Stats Logs RSS Files How it really works… Server Stats Media Server Files Logs Server Stats
    22. 22. The Business Podcast Let’s Leave Reality Behind, Shall We?
    23. 23. Business vs. Real Podcasts <ul><li>REAL Podcast </li></ul><ul><ul><li>You do it because you want to. </li></ul></ul><ul><ul><li>It’s something you’re passionate about. </li></ul></ul><ul><ul><li>You are the ringmaster of this circus. </li></ul></ul><ul><ul><li>You take pride in your podcast and it’s something to call your own. </li></ul></ul><ul><li>Business Podcast </li></ul><ul><ul><li>You do it because you have to. </li></ul></ul><ul><ul><li>You’re passionate about getting your check. </li></ul></ul><ul><ul><li>Too many freaks, not enough circuses. </li></ul></ul><ul><ul><li>It’s never your own, but you take pride where you can get it. </li></ul></ul>
    24. 24. Business Podcasts Wants <ul><li>Wants to be cool, hip, cutting edge! </li></ul><ul><li>Wants a podcast to be just like radio or TV . </li></ul><ul><li>Wants to be Marketing driven so the “right” message is sent. </li></ul><ul><li>Wants EVERYONE to download it, really simple because users are dumb . </li></ul><ul><li>Wants it done PROFESSIONALLY . </li></ul>
    25. 25. Business Podcast Needs <ul><li>Needs to be timely, focused and useful. </li></ul><ul><li>Needs to be analyzed and improved based on measurable stats. </li></ul><ul><li>Needs to have SECURITY and tracking. </li></ul><ul><li>Needs to be tightly controlled production in order to expedite by fewest number of people. </li></ul><ul><li>Needs to be marketed to target audience. </li></ul>
    26. 26. Wants vs. Needs Guess who wins, Wants or Needs?
    27. 27. Managing Business Wants, Needs and Expectations <ul><li>Expect the insanity to run amok. It will eventually wear off. (“I Told You So” moment in your future.) </li></ul><ul><li>Start building now for needs later. </li></ul><ul><ul><li>Security model - ACCESS </li></ul></ul><ul><ul><li>Traffic analysis - MEASUREMENT </li></ul></ul><ul><li>Prove what works; it’s the only way you’ll get to have a valuable podcast. – STATS and ANALYSIS a.k.a. Marketing </li></ul>
    28. 28. Business Podcasts 101 <ul><li>Business Podcasts are either internal (for employees) or external (for customers). </li></ul><ul><ul><li>External podcasts are typically ad-driven (lots of ads about your company) or business subject-driven (sponsorship). Can use a traditional podcast model. Goal is to reach customers and get more business. </li></ul></ul><ul><ul><li>Internal podcasts are used for C-level messaging, training, product information, etc. Needs a special podcast model. Goal is to reach employees and get them more informed. </li></ul></ul>
    29. 29. Business Podcasts 101 <ul><li>Four business podcast features that differentiate Business Podcasts from Real. </li></ul><ul><ul><li>Unique feed URLs based on user (security). </li></ul></ul><ul><ul><li>Tracking Metrics tied to podcasts and users: what did each user download? </li></ul></ul><ul><ul><li>Multiple podcasts on same day – how to deal with user downloads </li></ul></ul><ul><ul><li>Playlists to segment content: Smart vs. Dumb. </li></ul></ul>
    30. 30. Details <ul><li>Unique feed URLs based on user (security). </li></ul><ul><ul><li>iTunes listing/Feedburner feed won’t cut it. </li></ul></ul><ul><ul><li>Podpress/aMember might work but won’t integrate or track as well. </li></ul></ul><ul><ul><li>A strategy for unique URLS: itpc://yourpodcast.com/feed.php?pid=abc123 </li></ul></ul><ul><ul><ul><li>Create a wrapper script for your rss feed script that takes a user-specific value (“pid”) and checks against your user database to see if user exists. If yes, serve rss feed. If no, serve lawyer feed. </li></ul></ul></ul><ul><ul><li>BONUS: This tracks BETTER than Feedburner or others. </li></ul></ul>
    31. 31. User logs in to website, or registers for feed. A USERID is assigned to them WITH (login) OR WITHOUT (cookie) THEIR KNOWLEDGE. Example: joeuser USERID is encrypted with hash key giving a unique PodcastID (PID) that other users can’t figure out. User doesn’t know this is going on. Joeuser becomes abc234Qe3 Feed Link is presented to them as ITPC link with PID. This causes auto-subscribe with iTunes. You CAN’T subscribe without registering. User doesn’t see this. Subscribe itpc://yourpodcast.com/feed.php?pid=abc234Qe3 The only thing user sees is your Podcast Title. You have to look at Show Description to see actual URL
    32. 32. Details <ul><li>Tracking Metrics tied to podcasts and users: what did each user download? </li></ul><ul><ul><li>Can’t do this without hitting server logs. HINT: serve media files from separate URL and logs. </li></ul></ul><ul><ul><li>Grab podcastID (“pid”) and append to all links. This shows in the URL part of the log. </li></ul></ul><ul><ul><li>Parse logfile nightly into a database, crossreference pid with user table. </li></ul></ul>72.32.178.23 – [02/Feb/2008:23:50:27] “GET /podcasts/BFH101.mp3?pid=1BR549 HTTP/1.1” 200 353 “-” “iTunes/7.6 (Windows; N)”
    33. 33. Details <ul><li>Multiple podcasts on same day – how to deal with user downloads </li></ul><ul><ul><li>Use marketing to drive awareness </li></ul></ul><ul><ul><li>Try to coordinate content producers. </li></ul></ul><ul><ul><li>You know what users downloaded by your logs; spam users if they miss something. </li></ul></ul><ul><ul><ul><li>Example: Query the parsed logs over 14-days for PIDs who do not have mandatory.mp3. Left join their email addresses from userdb, sendmail them advising they have not downloaded mandatory.mp3. </li></ul></ul></ul>
    34. 34. Details <ul><li>Playlists to segment content: Smart vs. Dumb. </li></ul><ul><ul><li>Smart playlists work better. Use iTunes as your delivery vehicle and you can group on elements. </li></ul></ul><ul><ul><li>Offer/require use of these if your one podcast serves multiple users types and audiences. </li></ul></ul>
    35. 35. In Summary… <ul><li>Get the word out there about your podcast through EVERY means available. </li></ul><ul><li>Network and partner with your fellow podcasts for grass roots support and co-marketing. </li></ul><ul><li>Learn the Logs, use the Marketing tools! </li></ul><ul><li>Business Podcasts require more tracking and customization than REAL podcasts, so be prepared to get technical. </li></ul>
    36. 36. Questions? <ul><li>Contact: [email_address] </li></ul><ul><li>Download the BIP (book in progress): www.podcastpearls.com </li></ul><ul><li>Support craft beer! Listen to www.BigFoamyHead.com ! </li></ul>

    ×