"Podcasting for Business" deck used in Podcasting Masterclass immersive session at Like Minds 2012, Exeter, May 25, 2012. The original deck included embedded audio examples not present in this version; they are available upon request.
You can find detailed information on the topics addressed in this presentation in “How To Do Everything With Podcasting,” written by Shel Holtz with Neville Hobson, published by McGraw-Hill in 2007. Available in print and Kindle editions from Amazon, and from other booksellers.
Podcasting for Business
Neville HobsonPodcasting for Business• How-to?• Engagement and community-building Neville Hobson @jangles Like Minds Exeter May 25, 2012 #likeminds #fir
Neville HobsonWhat is a Podcast? Digital audio file, Optional: typically MP3 Auto-sync with “Radio show” format portable digital player ◦ Time-shifted – listen ◦ Detach and go – listen when you want where you want Delivered via RSS Complemented by show notes 4
Neville HobsonDelivered by RSS Delivery channel A way to get website content when you want ◦ No spam ◦ No need to visit sites – content comes to you Discoverability ◦ By iTunes and other sites ◦ By people who want to listen 5
Neville HobsonWhy Podcast? Easy and complementary extension of existing communication, PR and marketing activities An appropriate channel to market Reach niche audiences otherwise (financially) unreachable Attract new, younger customers Create buzz, build viral marketing effect Be perceived to be at the leading edge Be seen as a leader with a new medium … 7
Neville HobsonWhy PodcastMarketing Communication Financial PR A new product Investor relations produces a announcement that weekly review of activities accompanies traditional and events of interest to communication investors and financial Includes informal analysts conversations between, say, ◦ Within the limits of regulatory a customer and one of the requirements employees from the factory who made the product 8
Neville HobsonWhy PodcastEmployee Engagement Customer Engagement A weekly 15-minute business Occasional podcasts discussing update for employees topics of interest to specific ◦ Perhaps by the CEO or other customer groups senior executive Provide customers with Employees worldwide subscribe exclusive information, but which to the podcast via the company complements other intranet communication ◦ Or from the CEO‟s blog ◦ Reinforce brand loyalty 9
Neville Hobson10 Rules for Business Podcasting Be relevant Be mindful of your Stick to the point audience‟s time There are no Avoid fluff competitors Practice infotainment Don‟t advertise or Build and engage sell community Be authentic Integrate into the community 11
Neville HobsonProducing Your Podcast About Basic gear: £20 ◦ USB microphone ◦ Free recording/editing software Audacity for Windows/Mac/Linux £300 - Intermediate gear: £1,000 ◦ Cartioid or condenser microphone ◦ Mixer ◦ Higher-end software, eg, Adobe Audition (Windows), GarageBand (Macintosh) High-end gear: £1,000 ◦ + digital mixers, compressors, pre-amps… and up 12
Neville HobsonAt the heart of engagementCOMMUNITY BUILDING
Neville HobsonCommunity: A Definition Since the advent of Prior to the internet, the internet, the virtual communities concept of community were far more limited has less geographical by the constraints of limitation, as people available can now gather communication and virtually in an online transportation community and share technologies. common interests regardless of physical location. http://en.wikipedia.org/wiki/Community
Neville HobsonEngagement: A Definition The process of Equally created by the forming an attachment perceptions, attitudes, (emotional and beliefs, and rational) between a behaviours of those person and a brand. with whom institutions and organizations are communicating or engaging with. http://en.wikipedia.org/wiki/Brand_engagement
Neville HobsonCan‟t You can‟t be a friend of a brand.Can You can be a friend of a brand manager.
Neville HobsonHow Do I Go About Actively Engaging? Why are you engaging? How, what, where, when? Set objectives Tools and frequency Interaction plan Reporting, analysis, optimization(Joanne Jacobs, Like Minds U, February 2012)
Neville Hobson„The Hobson & Holtz Report‟ The Hobson & Holtz Report podcast first episode on January 3, 2005 Co-hosts: Neville Hobson (UK) and Shel Holtz (USA) 60-90 mins weekly every Monday, recorded via Skype Average monthly downloads: 30,000 Global audience: USA, UK, Canada, continental Europe, Australia, China Three sponsors: Lawrence Ragan Communications, CustomScoop, TemboSocialhttp://www.forimmediaterelease.biz/
Neville HobsonHow it Works Offer compelling content Ask for listeners‟ opinions ◦ Include those opinions in the next show Suggest frequent commenters might want to be reporters Talk about what listeners say Provide a platform for listener comments: the various web places and the show itself
Neville HobsonHow it Works Encourage “3 Things Customers Like To Do Online” Make it easy for listeners to get hold of the show Ask friends to talk about it Offer compelling content Build community
Neville Hobson3 Things Customers Like To Do Online1. Share Ideas “Let‟s improve the next product or service together”2. Share Product Knowledge “Here is what I know; hope it helps you”3. Help Peers Solve Problems “I had the same problem, here is what I did”
Neville HobsonBuilding Community Integral sponsor participation Jen Zingsheim Jenny Fukimoto David Bator
Neville HobsonBuilding Community 2 on-the-ground regular correspondents ◦ Dan York: New Hampshire, USA Dan York ◦ Michael Netzley: Singapore Michael Netzley
Neville HobsonBuilding Community Live call-in episodes Occasional contributors Heidi Miller Listener comments Ike Piggot
Neville HobsonWebsite www.forimmediaterelease.bizCommunity twitter.com/fir friendfeed.com/fir plus.google.com/10587745153326 2296645 www.facebook.com/pages/For- Immediate-Release/8679965700 This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/