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Business Podcasting & Blogging:  There IS a Secret Sauce PodCamp Nashville 2009
Let’s Start With A Parable
It’s Not Just About Technology It’s About  The Business
Ingredient #1: Impact
6 Areas of Social Media Impact Cost Savings Public Relations Service Recovery Brand Equity Product Development Competitive...
Age Of The Podcast Consumer Source: Arbitron/Edison Media Research
Case Study: Bearing Point <ul><li>2 Podcasts </li></ul><ul><ul><li>Information Management </li></ul></ul><ul><ul><li>Finan...
 
Ingredient #2: Brand Personality
If social media is the “how,”  brand personality  is the “what. ” <ul><li>Brand personality is key to linking the online a...
Components Of Brand Personality Source: Rohit Bhargava, * Personality Not Included: Why Companies Lose Their Authenticity ...
Case Study: ICBA Services Network <ul><li>Proven track record w/ICBA Bancard Radio </li></ul><ul><ul><li>200+ views/month ...
Audio-Enabling Marketing <ul><li>Testimonials </li></ul><ul><li>Webinars </li></ul><ul><li>Conferences </li></ul><ul><li>I...
Ingredient #3: Execution
Obstacles to Execution <ul><li>Introduction </li></ul><ul><ul><li>Too Risky </li></ul></ul><ul><ul><li>Audience isn’t read...
What makes a great episode? <ul><li>Topic Focus </li></ul><ul><ul><li>Keep it as tight as possible </li></ul></ul><ul><li>...
To Recap: The Secret Sauce <ul><li>Impact </li></ul><ul><li>Brand Personality </li></ul><ul><li>Execution </li></ul>
Thank You! <ul><li>Jared Degnan </li></ul><ul><li>MBA Candidate – 2009 </li></ul><ul><li>Vanderbilt Owen Graduate School o...
<ul><li>An exclusive cohort of MBAs focusing on social media marketing & development. </li></ul><ul><li>socialmediamba.org...
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PCN09 - Business Podcasting: There Is A Secret Sauce

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Learn how to engage stakeholders from customers to board members with podcasting and blogging specifically designed to help you meet your business objectives.

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PCN09 - Business Podcasting: There Is A Secret Sauce

  1. 1. Business Podcasting & Blogging: There IS a Secret Sauce PodCamp Nashville 2009
  2. 2. Let’s Start With A Parable
  3. 3. It’s Not Just About Technology It’s About The Business
  4. 4. Ingredient #1: Impact
  5. 5. 6 Areas of Social Media Impact Cost Savings Public Relations Service Recovery Brand Equity Product Development Competitive Intelligence
  6. 6. Age Of The Podcast Consumer Source: Arbitron/Edison Media Research
  7. 7. Case Study: Bearing Point <ul><li>2 Podcasts </li></ul><ul><ul><li>Information Management </li></ul></ul><ul><ul><li>Financial Services </li></ul></ul><ul><li>Launched with very little fanfare </li></ul><ul><ul><li>Press Release </li></ul></ul><ul><ul><li>Blast To Their In-House List </li></ul></ul><ul><li>Key Element: </li></ul><ul><ul><li>Offer Something Valuable </li></ul></ul><ul><li>RESULTS: </li></ul><ul><ul><li>200% Increase In Whitepaper Downloads </li></ul></ul>Source: Marketing Sherpa - Case Study #CS578: How to Use a Podcast to Promote a White Paper That Generates New Business Sales Leads
  8. 9. Ingredient #2: Brand Personality
  9. 10. If social media is the “how,” brand personality is the “what. ” <ul><li>Brand personality is key to linking the online and real world brand. </li></ul><ul><li>In a world of increasingly difficult product differentiation, brand personality is the last, best competitive arena. </li></ul><ul><li>Most likely, your competition has already figured it out. </li></ul>
  10. 11. Components Of Brand Personality Source: Rohit Bhargava, * Personality Not Included: Why Companies Lose Their Authenticity & How Great Brands Get It Back; Unique Authentic Talkable
  11. 12. Case Study: ICBA Services Network <ul><li>Proven track record w/ICBA Bancard Radio </li></ul><ul><ul><li>200+ views/month </li></ul></ul><ul><li>Virtually no cost </li></ul><ul><li>Electronic media has proven to be more effective </li></ul><ul><ul><ul><li>Direct Mail: 1-2% </li></ul></ul></ul><ul><ul><ul><li>Fax: 10-20% </li></ul></ul></ul><ul><ul><ul><li>E-Mail: 30-40% </li></ul></ul></ul><ul><li>Goodwill created with community bankers who participate </li></ul><ul><li>Shows ICBA as a marketing leader in financial services </li></ul><ul><li>Powerful medium to reach growing, younger demographic </li></ul><ul><li>Differentiate ICBA’s products, services and the Association itself in an increasingly crowded marketplace </li></ul>
  12. 13. Audio-Enabling Marketing <ul><li>Testimonials </li></ul><ul><li>Webinars </li></ul><ul><li>Conferences </li></ul><ul><li>Interviews </li></ul><ul><li>Educational Sessions </li></ul><ul><li>Web Sites </li></ul><ul><li>HTML E-Mails </li></ul><ul><li>Stand-Alone </li></ul>
  13. 14. Ingredient #3: Execution
  14. 15. Obstacles to Execution <ul><li>Introduction </li></ul><ul><ul><li>Too Risky </li></ul></ul><ul><ul><li>Audience isn’t ready for it </li></ul></ul><ul><li>Continuity </li></ul><ul><ul><li>It’s Not The First Post/Episode Your Should Be Worried About, It’s the second </li></ul></ul><ul><li>Integration </li></ul><ul><ul><li>Centralize Content </li></ul></ul>
  15. 16. What makes a great episode? <ul><li>Topic Focus </li></ul><ul><ul><li>Keep it as tight as possible </li></ul></ul><ul><li>Speaker Exuberance </li></ul><ul><ul><li>Prep your hosts and interviewees ahead of time </li></ul></ul><ul><li>Recording Quality </li></ul><ul><ul><li>Spend time up front: cut your production time in half or more! </li></ul></ul>
  16. 17. To Recap: The Secret Sauce <ul><li>Impact </li></ul><ul><li>Brand Personality </li></ul><ul><li>Execution </li></ul>
  17. 18. Thank You! <ul><li>Jared Degnan </li></ul><ul><li>MBA Candidate – 2009 </li></ul><ul><li>Vanderbilt Owen Graduate School of Management </li></ul><ul><li>http://blog.marketingdiner.com </li></ul><ul><li>@marketingdiner </li></ul>
  18. 19. <ul><li>An exclusive cohort of MBAs focusing on social media marketing & development. </li></ul><ul><li>socialmediamba.org </li></ul>

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