9/27 PPT Podcast Marketing

1,571 views

Published on

This is the week\'s PPT discussion for podcast marketing.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,571
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
29
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 1 http://podtrac.com/press/ARF-2006.stm
  • 9/27 PPT Podcast Marketing

    1. 1. Marketing via Podcasting Marketing in Social Media Created by Jan Ahrens [email_address]
    2. 2. Agenda – 9/27 <ul><ul><li>Review Assignment #2 </li></ul></ul><ul><ul><li>Marketing via Podcast, RSS </li></ul></ul><ul><ul><li>Review articles </li></ul></ul><ul><ul><li>Cool App presentations: </li></ul></ul><ul><li>Claire Frances Camaclang </li></ul><ul><li>Punnipa Jongsirinurak </li></ul><ul><li>Julia Nita </li></ul><ul><li>Trang Tran </li></ul><ul><li>Assignment #3 introduction </li></ul>
    3. 3. Overview
    4. 4. Definition <ul><li>Podcast – audio content connected to an RSS feed </li></ul><ul><ul><li>Like a radio show except you listen to each episode when you want on your computer or mobile device </li></ul></ul><ul><li>Can listen from computer, MP3 player or iPod (iPod not required) </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    5. 5. Podcast Communications <ul><li>Recording </li></ul>Subscribing (Listening) 52% 1 45% 3%
    6. 6. Terminology <ul><li>Content Ratings – these ratings are like movie ratings to categorically describe the content of the podcast </li></ul><ul><li>Host – person talking in the podcast </li></ul><ul><li>Episode – one show </li></ul><ul><li>Subscribe – a series of shows </li></ul><ul><li>Serial – a podcast that has a subscription, therefore multiple episodes </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    7. 7. History <ul><li>Technology enabled: </li></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>PCs in most homes needed for podcasting to work </li></ul></ul><ul><ul><li>MP3 players widely distributed </li></ul></ul><ul><li>Blogs…RSS…audio blogging… </li></ul><ul><li>Audio blog problem – readers had to check for new MP3 files, visit the website to download and then sync </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    8. 8. History <ul><li>Adam Curry gets credit for automating delivery and syncing content to portable audio players </li></ul><ul><li>Word podcast appeared first on 2/12/04 in The Guardian in an article by Ben Hammersley </li></ul><ul><li>One distribution network, Wizzard, </li></ul><ul><ul><li>reports 3.34 million podcast downloads / day in 2008 </li></ul></ul><ul><ul><li>Reports 1.2 billion downloads total in 2008 </li></ul></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    9. 9. Strategies & Tactics
    10. 10. Podcast Strategies <ul><li>Build brand </li></ul><ul><li>Communicate </li></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Product introductions </li></ul></ul><ul><li>Drive traffic </li></ul><ul><ul><li>To blog or website </li></ul></ul><ul><li>Sell </li></ul><ul><ul><li>Products or services </li></ul></ul><ul><li>Advertising model </li></ul><ul><ul><li>Sponsors </li></ul></ul><ul><li>Ask for donations </li></ul><ul><ul><li>“ Begware” button </li></ul></ul>
    11. 11. Podcast Tactics – Making Money with Advertising <ul><li>Embedded ads </li></ul><ul><ul><li>Length varies, but is short </li></ul></ul><ul><ul><li>3, 10, 15 second spots </li></ul></ul><ul><li>Hosts often read ads </li></ul><ul><li>Sold as CPM or CPA (cpa can be measured by coupon usage) </li></ul><ul><li>Often used for brand building </li></ul><ul><li>One study 1 shows 68% unaided ad awareness compared to 10% for tv </li></ul><ul><li>Sample Ad </li></ul>1 http://podtrac.com/press/advertising-effectiveness.stm
    12. 12. Podcast Tactics – Making Money <ul><li>Give some content away free, charge for rest </li></ul><ul><ul><li>Samples </li></ul></ul><ul><ul><li>1 episode free, 1 you buy (e.g. ScreenCastsOnline ) </li></ul></ul><ul><ul><li>Partial show free, full show paid (e.g. Never Not Funny 20 minutes free) </li></ul></ul><ul><li>Sell an iPhone application (e.g. yoga techniques) </li></ul>
    13. 13. Podcast Audience <ul><li>Like every type of marketing, this is your first consideration </li></ul><ul><ul><li>Know and understand demographics, psychographics, behavior and geography </li></ul></ul><ul><li>Twice as many people listening to podcasts have advanced degrees as those not listening </li></ul><ul><li>72% are over 25 years old; 48% are over 35 years old </li></ul>
    14. 14. How to Create a Podcast
    15. 15. How to Create a Podcast <ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Determine length </li></ul><ul><ul><li>Podcast length varies depending on your objective and audience </li></ul></ul><ul><ul><li>Is your audience commuting or exercising while listening? At computer? Etc… </li></ul></ul><ul><li>Educational, how-to, informational podcasts can be 18-24 minutes </li></ul><ul><li>Other podcasts should be shorter </li></ul><ul><li>Topics: </li></ul><ul><ul><li>Product demonstrations </li></ul></ul><ul><ul><li>Product “How To” </li></ul></ul><ul><ul><li>CEO Town Halls </li></ul></ul><ul><ul><li>Take behind scenes </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Taste tests – providing some free content </li></ul></ul>
    16. 16. How to Create a Podcast Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Important to prepare ahead of recording </li></ul><ul><li>Scripting </li></ul><ul><ul><li>Depends on your style and comfort level </li></ul></ul><ul><ul><li>Prepare script word-by-word </li></ul></ul><ul><ul><ul><ul><li>sounds formal and unnatural, but you wont’ miss anything </li></ul></ul></ul></ul><ul><ul><li>Prepare talking points </li></ul></ul><ul><ul><ul><ul><li>sounds more natural and casual, but you may forget something or go blank </li></ul></ul></ul></ul><ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>
    17. 17. How to Create a Podcast Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Episode Format: </li></ul><ul><li>One-person monologue </li></ul><ul><li>Co-hosting (2+ people in discussion) </li></ul><ul><li>Interview Style – question and answer </li></ul><ul><li>Compelling, unique, remarkable </li></ul><ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>
    18. 18. How to Create a Podcast Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Use the best microphone and equipment that you can </li></ul><ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>
    19. 19. How to Create a Podcast Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Be sure to be in a quiet place so that there is no background noise </li></ul><ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>
    20. 20. How to Create a Podcast Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Record a portion of your podcast several times </li></ul><ul><li>Listen to the differences for tone, perceived expertise etc </li></ul><ul><li>Tone can be less formal than traditional marketing messaging </li></ul><ul><li>Tone should be real, authentic, credible and not too salesy </li></ul><ul><li>Tweak until you have what you want </li></ul><ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>
    21. 21. How to Create a Podcast Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Record the podcast </li></ul><ul><li>Keep going through it – you can edit it later </li></ul><ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>
    22. 22. How to Create a Podcast Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Eliminate long pauses </li></ul><ul><li>Eliminate too many “ums” and “uhs” </li></ul><ul><li>Keep some natural pauses </li></ul><ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>
    23. 23. How to Create a Podcast Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Often podcasts are unusable because of bad RSS feeds </li></ul><ul><li>Use Feedburner , it will clean up your podcast’s RSS feed </li></ul><ul><li>Dedicate an entire website to your podcasts to keep in distraction-free </li></ul><ul><ul><li>Easier to find </li></ul></ul><ul><ul><li>You can link from your site </li></ul></ul><ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>
    24. 24. How to Create a Podcast Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Make it easy to subscribe </li></ul><ul><li>Provide multiple options to get your podcast </li></ul><ul><ul><li>iTunes </li></ul></ul><ul><ul><li>Google Reader </li></ul></ul><ul><ul><li>By email </li></ul></ul><ul><ul><li>Feedburner </li></ul></ul><ul><li>Needs to be 1-click </li></ul><ul><li>Enable sharing mechanisms </li></ul><ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>
    25. 25. How to Create a Podcast Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li># downloads per episode </li></ul><ul><li># subscriptions </li></ul><ul><li>Measure full and partial plays (software available to do this) </li></ul><ul><ul><li>Provides ad impression numbers to advertiseres </li></ul></ul><ul><ul><li>Provides insights regarding content appeal, length, etc </li></ul></ul><ul><li>Compare to site traffic etc </li></ul><ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>
    26. 26. How to Create a Podcast Created by Jan Ahrens jbahrens2002@yahoo.com <ul><li>Learn and then improve </li></ul><ul><li>Keep making more </li></ul><ul><li>Content </li></ul><ul><li>Equipment </li></ul><ul><li>Setting </li></ul><ul><li>Test & practice </li></ul><ul><li>Record </li></ul><ul><li>Edit </li></ul><ul><li>Publish </li></ul><ul><li>Measure </li></ul><ul><li>Tweak & repeat </li></ul>
    27. 27. Searching Podcasts
    28. 28. Podcast Search Engines and Directories
    29. 29. On iTunes <ul><li>Go to your iTunes Store on your computer </li></ul><ul><li>Search for your area of interest </li></ul><ul><ul><li>E.g. Social Media Marketing </li></ul></ul><ul><li>Click “see all” the podcast results </li></ul>
    30. 30. On iTunes <ul><li>Browse results </li></ul>
    31. 31. On iTunes <ul><li>Click on any that initially appear on target </li></ul>
    32. 32. On iTunes <ul><li>Read description </li></ul><ul><li>Take action: </li></ul><ul><ul><li>Subscribe </li></ul></ul><ul><ul><li>Get Episode </li></ul></ul>
    33. 33. On iTunes <ul><li>Podcast appears in your Library </li></ul><ul><li>Listen: </li></ul><ul><ul><li>Listen from your computer immediately </li></ul></ul><ul><ul><li>Sync with your iPod or other mobile deice and listen later </li></ul></ul><ul><li>New podcasts from subscription appear automatically in your Library </li></ul>
    34. 34. Podcast – the rest…
    35. 35. More “How To” Help Created by Jan Ahrens jbahrens2002@yahoo.com
    36. 36. Podcast Hosting Created by Jan Ahrens jbahrens2002@yahoo.com
    37. 37. Podcast Networks <ul><li>For advertising sponsors </li></ul><ul><li>Distribution: </li></ul>
    38. 38. Podcast Rating System
    39. 39. Advantages & Disadvantages of Marketing via Podcasting <ul><li>Advantages </li></ul><ul><li>Free (except hosting fees) </li></ul><ul><li>Available globally; potentially large audience </li></ul><ul><li>Fairly easy to develop </li></ul><ul><li>Niche target market messaging easily developed </li></ul><ul><li>Subscriptions through RSS deliver updated content directly to subscribers </li></ul><ul><li>Disadvantages </li></ul><ul><li>Marketing it </li></ul><ul><li>Distributing it </li></ul><ul><li>If applicable, publishing regular content that is interesting and exciting </li></ul><ul><li>Making money from podcasting </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    40. 40. References and Additional Reading <ul><li>Gillin, Paul (2009). Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books </li></ul><ul><li>Meerman Scott, David (2009) The New Rules of Marketing & PR . Hoboken, NJ: John Wiley & Sons, Inc </li></ul><ul><li>History of Podcasting: http://www.how-to-podcast-tutorial.com/history-of-podcasting.htm </li></ul><ul><li>How to Podcast: http://radio.about.com/od/podcastin1/a/aa030805a.htm </li></ul><ul><li>Podcasting for all: http://www.feedforall.com/podcasting-tutorial.htm </li></ul><ul><li>8 Steps to Podcasting: http://podcast-marketing.com/submit-podcast/featured-articles/8-steps-to-podcasting/ </li></ul><ul><li>Guide to Podcasting: http://www.christopherspenn.com/8stepguide.pdf </li></ul><ul><li>9 Successful Techniques for Making Money from Podcasting. 10/1/09. David Spark http://mashable.com/2009/10/01/podcast-money-making-tips/ </li></ul><ul><li>Podcast Resources: http://mashable.com/2007/07/04/podcasting-toolbox/ </li></ul>Created by Jan Ahrens jbahrens2002@yahoo.com
    41. 41. Next Class – 11/1 <ul><ul><li>Assignment #3 due Sunday 10/3 by 7 pm – no late assignments </li></ul></ul><ul><ul><li>Marketing via Facebook, social networks </li></ul></ul><ul><ul><li>Read pages in book and assigned articles </li></ul></ul><ul><ul><li>Cool App presentations: </li></ul></ul><ul><li>Olena Canessa </li></ul><ul><li>Narisa Keyuraphan </li></ul><ul><li>Nonthasorn Phaisankiattikun </li></ul><ul><li>Reagan Vincennes Scanlon </li></ul><ul><ul><li>Assignment #4 introduction </li></ul></ul>

    ×