Podcasting Inside the Evil Empire

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Microsoft recently created an internal, corporate initiative called “Podcast in a Box.” The idea was to get employees in the habit of using equipment to podcast internally (i.e., to other employees only), create content and educate each other. Martha is going to talk about this unique program, how it has been successful, and how other organisations can adopt a similar program to educate and inform (and sometimes even entertain) their employees.

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Podcasting Inside the Evil Empire

  1. 1. <ul><li>This is Martha: </li></ul>
  2. 3. <ul><li>She’s busy. </li></ul>
  3. 4. <ul><li>Microsoft produces lots of products every week. </li></ul>
  4. 5. <ul><li>She needs a way to keep up-to-date with the latest & greatest. </li></ul>
  5. 6. <ul><li>I mean, like, developer tools, frameworks, new products, new web technology, deals for students, research, competitions and general tech news. </li></ul>
  6. 7. <ul><li>So, like, everything. </li></ul>
  7. 8. <ul><li>Enter </li></ul><ul><li>Academy Mobile </li></ul><ul><li>And </li></ul><ul><li>Podcast-in-a-Box: </li></ul>
  8. 9. Martha Rotter Developer & Platform Group, Microsoft Ireland [email_address] Podcasting @ Microsoft: How to improve communication skills and increase knowledge in your employees 27-Sept-08
  9. 10. Agenda <ul><li>Recipe for Enterprise Podcasting </li></ul><ul><li>Platform Overview: Academy Mobile </li></ul><ul><li>Processes & Production </li></ul><ul><li>Driving adoption </li></ul><ul><li>Lessons learned </li></ul>
  10. 11. Recipe for Enterprise Podcasting <ul><li>Internal Podcasting </li></ul><ul><li>Communications </li></ul><ul><li>Training </li></ul><ul><li>Expert knowledge repository </li></ul><ul><li>Online community </li></ul><ul><li>Innovation </li></ul>
  11. 12. Platform Overview: Academy Mobile <ul><li>Social media platform </li></ul><ul><li>Built on SharePoint Server 2007 </li></ul><ul><li>Key Features </li></ul><ul><ul><ul><li>Download, tagging, Search, RSS, Alerts, Profile Management </li></ul></ul></ul><ul><ul><ul><li>Rating, Commenting </li></ul></ul></ul><ul><li>Development facts </li></ul><ul><ul><ul><li>Proof of Concept: 3 weeks </li></ul></ul></ul><ul><ul><ul><li>Full development: 4 months </li></ul></ul></ul><ul><li>Launched at internal sales event in July ‘07 </li></ul>
  12. 13. Academy Mobile: Home Page <ul><li>PODCAST SELECTION </li></ul><ul><li>Filters </li></ul><ul><li>Search results </li></ul><ul><li>EDITORIAL </li></ul><ul><li>News </li></ul><ul><li>Top podcasts </li></ul><ul><li>Technical updates </li></ul><ul><li>Community highlights </li></ul><ul><li>NAVIGATION </li></ul><ul><li>Channels </li></ul><ul><li>Filters </li></ul>SEARCH
  13. 14. Academy Mobile: Podcast Page <ul><li>PODCAST DETAILS </li></ul><ul><li>Description </li></ul><ul><li>Rating </li></ul><ul><li>Social actions </li></ul><ul><li>Tags </li></ul><ul><li>Statistics </li></ul><ul><li>COLLATERALS </li></ul><ul><li>Transcriptions </li></ul><ul><li>Slides </li></ul>COMMENTS <ul><li>PODCASTER DETAILS </li></ul><ul><li>Bio </li></ul><ul><li>Picture </li></ul><ul><li>Contact </li></ul><ul><li>Presence </li></ul><ul><li>Average rating </li></ul>
  14. 15. Academy Mobile: Podcaster Page <ul><li>PODCASTS </li></ul><ul><li>Filters </li></ul><ul><li>PODCASTER DETAILS </li></ul><ul><li>Bio </li></ul><ul><li>Picture </li></ul><ul><li>Contact </li></ul><ul><li>Presence </li></ul><ul><li>Average rating </li></ul><ul><li>Statistics </li></ul><ul><li>Points </li></ul><ul><li>RSS </li></ul>
  15. 16. Academy Mobile: Workflow Create Edit | Publish | Consume |
  16. 17. Academy Rewards and Recognition
  17. 18. Example: Nestle’ case study Check online presence via IM Navigate through content with tags Audio summary recorded via phone Key speaking points in PowerPoint / image format
  18. 19. Business Processes <ul><li>Simplify content creation process </li></ul><ul><ul><li>Production services (at a charge) </li></ul></ul><ul><ul><li>Guarantee successful first experience </li></ul></ul><ul><ul><li>Producer: everything Pre-Production (e.g. scheduling and customer communications) </li></ul></ul><ul><ul><li>Media Specialist: Production and Post-Production (e.g. shoot and editing) </li></ul></ul><ul><ul><li>Academy Mobile Studio staff: </li></ul></ul><ul><ul><ul><li>1 full time producer </li></ul></ul></ul><ul><ul><ul><li>1 full time media specialist </li></ul></ul></ul><ul><li>Operations </li></ul><ul><ul><li>Tagging, profiling, “channel” creation, uploading of content </li></ul></ul><ul><ul><li>Quality control and Technical Support </li></ul></ul><ul><ul><li>Academy Mobile staff </li></ul></ul><ul><ul><ul><li>2 full time operations </li></ul></ul></ul><ul><li>Support for Do-It-Yourself content production </li></ul><ul><ul><li>Education (Workshops, Online Tutorials) </li></ul></ul><ul><ul><li>Podcast-In-a Box </li></ul></ul>
  19. 20. Driving adoption <ul><li>Preparing for the launch </li></ul><ul><ul><li>Run some pilot programs </li></ul></ul><ul><ul><li>Generate minimum content before launch </li></ul></ul><ul><ul><li>Get management on board (e.g. Executive communications) </li></ul></ul><ul><li>Inevitable learning curve </li></ul><ul><ul><li>Adopters </li></ul></ul><ul><ul><li>Contributors </li></ul></ul><ul><li>Groom “New Media champions” </li></ul><ul><li>Partner with other teams </li></ul><ul><ul><li>Demonstrate momentum, document success </li></ul></ul><ul><ul><li>Integrate “New Media” in all communications </li></ul></ul><ul><li>Enable your audience to consume and enjoy podcasts </li></ul>
  20. 21. Community engagement strategy <ul><li>Everybody at Microsoft </li></ul><ul><li>Existing content owners </li></ul><ul><li>Awareness </li></ul><ul><li>Communications </li></ul><ul><li>Direct marketing </li></ul><ul><li>Internal events </li></ul><ul><li>Subject matter experts </li></ul><ul><li>Breadth </li></ul><ul><li>Podcast-in-a-box program </li></ul><ul><li>Brown bags, workshops </li></ul><ul><li>Field podcasters </li></ul><ul><li>Execs / Influentials </li></ul><ul><li>Role owners </li></ul><ul><li>Depth </li></ul><ul><li>Recruit at internal events </li></ul><ul><li>Visit the field </li></ul><ul><li>Reach out individually </li></ul>Content Reach
  21. 22. Academy Mobile Launch <ul><li>Demo at Microsoft Global Sales meeting (13000 people) </li></ul><ul><li>Distribution of 6000 1GB micro SD memory cards filled with podcasts </li></ul>
  22. 23. Academy Mobile Launch <ul><li>Signage </li></ul><ul><li>Booth </li></ul><ul><li>Video </li></ul><ul><li>Pod-corn… </li></ul>
  23. 24. Testimonials
  24. 25. Voice from the Field
  25. 26. Podcast-In-A-Box Program <ul><li>Centralized loaner program of podcasting equipment </li></ul><ul><li>Minimum monthly commitment of 3 podcasts </li></ul><ul><li>Podcasters can keep equipment as long as they deliver on commitment </li></ul><ul><li>Online training resources </li></ul>
  26. 27. Podcast-In-A-Box Program - Long term vision <ul><li>Challenges </li></ul><ul><li>Program management </li></ul><ul><ul><li>Approvals </li></ul></ul><ul><ul><li>Shipments </li></ul></ul><ul><ul><li>Solicitations </li></ul></ul><ul><li>Training resources </li></ul><ul><ul><li>Workshops </li></ul></ul><ul><ul><li>Online tutorials </li></ul></ul><ul><li>Promote consumption </li></ul><ul><ul><li>Email updates </li></ul></ul><ul><ul><li>Top contributor lists </li></ul></ul><ul><ul><li>Site editorial </li></ul></ul><ul><li>Podcast-in-a-Box ‘Classic’ </li></ul><ul><li>Camtasia screen recorder </li></ul><ul><li>Portable audio recorders </li></ul><ul><li>Podcast-in-a-Box ‘Video Blogger’ </li></ul><ul><li>Flip Video cameras </li></ul><ul><li>Podcast-in-a-Box ‘Audio Pro’ </li></ul><ul><li>Professional audio equipment </li></ul><ul><li>Podcast-in-a-Box ‘Video Pro’ </li></ul><ul><li>HD Professional video equipment </li></ul>Quality Skillset
  27. 28. Podcast-In-A-Box Program – The Long Tail <ul><li>TODAY </li></ul><ul><li>Few podcasts drive most of the consumption </li></ul><ul><li>DriveTime </li></ul><ul><li>Executive series </li></ul><ul><li>Podcast in a Box </li></ul><ul><li>Field content </li></ul><ul><li>GOAL </li></ul><ul><li>Increase visibility of field produced podcasts </li></ul>Consumption Number of podcasts
  28. 29. Editorial support
  29. 30. Podcast examples and viral marketing Role of the CIO Michael on the Go People Ready Business Challenge
  30. 31. Conclusion <ul><li>Recipe for successful implementation </li></ul><ul><ul><li>Working platform </li></ul></ul><ul><ul><li>Production and Operations teams in place </li></ul></ul><ul><ul><li>Initial content for launch </li></ul></ul><ul><ul><li>Buy off / communication from executive </li></ul></ul><ul><ul><li>Positive first user experience </li></ul></ul><ul><ul><li>Content production plan </li></ul></ul><ul><ul><li>Education tools for Do-It-Yourself podcasters </li></ul></ul><ul><ul><li>Continued marketing to keep up momentum </li></ul></ul><ul><ul><li>Editorial support </li></ul></ul><ul><ul><li>… and a lot of passion ! </li></ul></ul>
  31. 32. Q&A Questions?
  32. 33. Q&A Thank You! Martha Rotter – [email_address] http://blogs.msdn.com/martharotter

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