Podcasting: Get It Online — National Press Club Presentation


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What is a podcast and how can it help my organization reach people online?

At this month's "Get It Online" lunch discussion, learn what a podcast is and why both communicators and journalists are increasingly using them to successful reach niche audiences. This informative session will share secrets on creating professional looking video for podcasting and other video-sharing technologies.

Podcasting is another name for audio and video blogging. The general idea is that you post audio or video content that someone can subscribe to. You are essentially creating a channel, one that you add audio, video, or print content to so it can be automatically downloaded to a subscribers’ computer or media player. All of this can occur without the need for email blasts, people logging onto websites, or expensive shipping bills.

Additionally, podcasting is much more affordable than streaming and web video options. Podcasting uses a distributed model, so instead of everyone coming to your website and clicking (then wanting to watch the video at the same time), podcasts download in the background automatically. This means that podcasts are there, waiting to be watched whenever and wherever the consumer wants them.

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Podcasting: Get It Online — National Press Club Presentation

  1. 1. Get It Online: PodcastingPublishing Audio and Video to the Web and Mobile DevicesRichard Harrington - RHED Pixel | www.RHEDPixel.com | www.RichardHarringtonBlog.com twitter.com/ facebook.com/ youtube.com/ rhedpixel rhedpixel rhedpixeltv
  2. 2. Goals of Session Define podcasting Review history of podcasting Explore uses for podcasting Analyze the podcast audience Review technical requirements Discuss delivery
  3. 3. Who Am I?
  4. 4. AUTHOR OF 40 BOOKS
  5. 5. RHED Pixel Podcasting Experience
  6. 6. Podcasting Experience Apple Adobe Systems Community Health Charities Google Microsoft National Foundation for Credit Counseling
  7. 7. Podcasting Topics Technology Mobile Computing Photography Education Design Fundraising Fashion Fitness Health Presentation Skills Parenting Employment College Admissions Travel
  8. 8. Podcasting Experience Understanding Adobe Photoshop Secrets of Style with Kim Foley Final Cut Help Peachpit Press Author Tips Photoshop for Video The Moment it Clicks Video Adrenaline Inside the Digital Media Classroom Aperture Quick Tip SXSW for Peachpit Press Photoshop Sneak Peak College Now Photofocus Health Matters at Work
  9. 9. Podcasting Experience OnMicrosoft Inside Mac TV (consult) OnNetworking Photoshop User TV (guest & consult) OnOpenSource Mommycast (production) OnSecurity MacBreak Work (co-host) OnSoftware Layers TV (guest) On Home & Office Snap – The Digital Photography Show for Parents Google Web Toolkit
  10. 10. What is Podcasting?
  11. 11. What is Podcasting?Podcasting is distributing highly targeted, syndicated programs(shows) over the Internet in an audio or video format thatinterested audiences can subscribe to.
  12. 12. In Order to Be a Podcast... Multiple Occurrences/Serialized Ability to Subscribe Uses RSS Feed Can be Joined or Left at End User’s Discretion
  13. 13. Uses for Technology Special interest radio & TV Software training Redistribute existing shows Distance learning Brand extension Public awareness
  14. 14. What is Podcasting? RSS (Real simple syndication) is the feed that provides subscription based content using XML code. Subscribers can set their software (such as iTunes) to automatically download a new episode when available. Subscribers can build their own index of shows and episodes on their computer as well as their portable media devices to watch whenever and wherever they want.
  15. 15. Like TiVo or a Magazine Subscribers can watch or listen at their convenience not just when program is broadcast. Audiences can select individual episodes to download without subscribing if they wish. Similar to purchasing a single magazine at a newsstand with the possibility of subscribing at a later date.
  16. 16. Benefits of Podcasting Opt-in audience. Subscribers can watch or listen at their convenience not just when program is broadcast. Emerging technology with little competition. Can target and track niche markets. Provides “walk away” brand extension. Viral communications medium... Good content is shared freely.
  17. 17. History of Podcasting
  18. 18. From Bloggingto Podcasting Blogging refers to the writing of a text-based web log or journal entry RSS coding made the syndication of these text entries possible Users could now “subscribe” to weblogs RSS code was updated with the possibility to enclose rich media files like audio (.mp3 files), video (.mp4) or document (.pdf) Podcasting is born
  19. 19. From Bloggingto Podcasting Term invented in August 2004 In October 2005, Apple introduces video capable iPods and Front Row Media Center with full support for video podcasting.
  20. 20. From Bloggingto Podcasting iPod supports downloadable video podcasts through iTunes RSS subscription and syncing features. iPhone now has over-the-air downloads. In December 2005, TiVo adds ability to browse and view podcasts (both audio and video). In 2012, Apple released a dedicated podcasting app for its iOS ecosystem
  21. 21. From Bloggingto Podcasting In 2012, Apple released a dedicated podcasting app for its iOS ecosystem
  22. 22. ?
  23. 23. Who Uses Podcasts?
  24. 24. Who’s Podcasting? National Public Radio Public Broadcasting Service ABC – CBS – NBC BBC – CNN – Associated Press MTV – ESPN – VH1 – HGTV New York Times Wall Street Journal Washington Post
  25. 25. Who’s Podcasting? National Geographic Discovery Channel White House The Pentagon National Park Service US Treasury Department Political Candidates
  26. 26. The Internet is EssentialHow Users View the Mobile Computing Experience
  27. 27. High-Speed Access at Home % Who Have Broadband/Dial-Up Internet Access at Home100 89 84 86 8275 78 76 68 69 60 5850 48 48 37 3825 28 28 21 20 15 13 8 8 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Dial-Up Broadband http://www.edisonresearch.com/Infinite_Dial_2012.pdf
  28. 28. Smartphone Owners Use Features % Who (Item) on a (Cell Phone/Smartphone) Several Times per Day or More Smartphone Cell Phone 86 Calls 59 78 Text Messages 34 46 Internet 5 34Social Networking 4 25 Music 3 23 Photos 6 21 Games 2 11 Video 1 4 Purchase Apps 1 0 25 50 75 100 http://www.edisonresearch.com/Infinite_Dial_2011.pdf
  29. 29. Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives100%75%50% 46 3325% 20 0% 2002 2007 2012 http://www.edisonresearch.com/Infinite_Dial_2011.pdf
  30. 30. Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives100%75% 6850% 3325% 0% 12–34 35+ http://www.edisonresearch.com/Infinite_Dial_2011.pdf
  31. 31. 112Million
  32. 32. Online Video Watching % Who Have Watched Online Video in Last Week100%75%50% 4325% 12 0% 2006 2012 http://www.edisonresearch.com/Infinite_Dial_2011.pdf
  33. 33. Give Up TV Before Smartphones TV or Smartphone – Which would you be more willing to eliminate? Eliminate iPhone or TV Eliminate iPhone or TV 6% 2% 40% 36% 58% 58%Eliminate TV Eliminate iPhone Don’t Know Eliminate TV Eliminate Smartphone Don’t Know http://www.edisonresearch.com/Infinite_Dial_2011.pdf
  34. 34. The Rise of Mobile Computing The Internet is in the Pocket
  35. 35. Smartphone Ownership Quadrupled Since 2009 % Who Have a Smartphone (12+)100%75%50% 44 3125% 14 10 0% 2009 2010 2011 2012 http://www.edisonresearch.com/Infinite_Dial_2012.pdf
  36. 36. Nearly Half of 18-34s Have Smartphones % by Age Group Who Own a Smartphone100%75% 66 64 54 5450% 41 2725% 11 0% 12–17 18–24 25–34 35–44 45–54 55–64 65+ http://www.edisonresearch.com/Infinite_Dial_2012.pdf
  37. 37. Own an iOS or Other Portable MP3 Player Total Population (12+)100 75 50 20 13 14 14 10 12 10 25 12 9 9 8 11 5 30 27 8 3 17 20 21 2 13 4 8 0 2005 2006 2007 2008 2009 2010 2011 2012 iPod Only Multiple iOS Non iPod http://www.edisonresearch.com/Infinite_Dial_2012.pdf
  38. 38. Passion for a Platform % Who “Love” Platform/Device iPhone 66 iPad 53Android Phone 49 iPod 46 Blackberry 36 Cell Phone 32 0 25 50 75 100 http://www.edisonresearch.com/Infinite_Dial_2011.pdf
  39. 39. User Technology
  40. 40. Subscribing to Podcasts User must have web access Broadband preferred, but not mandatory Available to Mac, Windows, and Linux users Ideally end-user will utilize an aggregator to capture feeds NOT required to be listed in iTunes
  41. 41. What is an Aggregator? Software that retrieves syndicated Web content that is supplied in the form of a web feed usually RSS. There are many “News Aggregators” that allow a user to build custom, personal “Newspapers.” Apple’s cross platform, free software “iTunes” is the leading aggregator for both audio and video podcasts.
  42. 42. What Does the AggregatorSoftware Do? Automates the process of checking for new user-defined content. Downloads new content when discovered. Sorts and indexes downloaded content.
  43. 43. Podcast Consumption Where do you most often listen to MP3s or 46% other Digital Audio you 54% have purchased? Portable Player Computer
  44. 44. Key Podcasting Terms
  45. 45. Aggregator Also called RSS readers, news readers A software program that checks feeds you have subscribed to and displays the content The most popular aggregator for podcasts is iTunes Most web browsers have built in aggregators these days Some “portal” websites do as well
  46. 46. Aggregator Aggregators create a consolidated view of your feeds in a single browser or via application (iTunes). Most standalone applications (iTunes) will download content to your computer’s hard drive which you can then view offline. Web browser aggregators or portal websites require an active internet connection to display your chosen content.
  47. 47. iD3 Tags A system that allows users to store information, or metadata, about the piece of media Can be embedded within a file
  48. 48. RSS Technology RSS – real simple syndication A document written in XML Usually called a “feed”,and is used to publish frequently updated content Works for blog entries, news headlines and podcasts Feeds can be subscribed to using an aggregator or just viewed
  49. 49. XML XML – Extensible Markup Language The programming language that creates RSS feeds through use of enclosure tags ID3 tags are also present in RSS, thus wrapping the media with metadata
  50. 50. Enclosure Tags Allow multimedia content to be attached to RSS feeds by providing URLs of their location. It was the creation of enclosure tags in 2001 that really fueled the birth of podcasting.
  51. 51. Mobile Video StrategiesThe Rise of New Workflows
  52. 52. Delivering Mobile Video Plan Produce Distribute Promote Monetize (optional)
  53. 53. The Five W’s for Refininga Show Concept Who—Who is going to watch the show? Who is going to host the show? What—What topics will the show cover? What genre or format will it use? Where—Where will the show be recorded? A studio? On location? When—When will the show come out? Daily? Weekly? Monthly? Why—Why would a viewer subscribe? Why would they come back?
  54. 54. Delivering Mobile Video Production Frequency – How often are you going to record new episodes? Acquisition Size – We typically acquire shows in 720p HD (a frame size of 1280x720) at 24 frames per second (the same as film). Delivery Methods – You need to consider your primary and secondary delivery methods. Audience Capabilities – You need to make some assumptions about your audience.
  55. 55. Analyze the Market Who is your competition? What makes your show different? What can you do better? Who do you want to attract? What are weaknesses of your competition? How can you take advantage of these?
  56. 56. Questions to Ask Make-Up of Audience? Connection Speeds? Embedded into Page? Downloadable? Portable? Protected?
  57. 57. ?
  58. 58. Brand ThroughoutCustomers need consistency
  59. 59. Creating the Feed
  60. 60. Podcast Maker Overview From Potion Factory Some overlap with previous tools Allows user to split hosting of web files from generation of XML page Tight integration with iTunes Podcast Directory Allows for preview of page and functionality Contains both authoring and publishing tools
  61. 61. The Podcast RSS Buddy Overview From www.tolley.info Tight integration with iTunes Podcast Directory Allows for preview of page and functionality Contains both authoring and publishing tools
  62. 62. Web Workflow Several Stand-Alone websites Browser-based technology PodHoster HipCast Libsyn Blip.tv
  63. 63. Feed Burner Ideal for streamlining and republishing content www.feedburner.com Provides detailed user and item usage statistics
  64. 64. Feed Validator Use Feed Validator to test RSS Feeds www.feedvalidator.org/ Identifies errors and recommends solution
  65. 65. Submitting to iTunes You need to pay very close attention to the title, author, description, and keywords tags at the <channel> level of your podcast feed. This is the information that is indexed for searches. This is also the copy that becomes your “packaging” in the store. Make your title specific. Apple says, “A podcast entitled ‘Our Community Bulletin’ is too vague and will attract no subscribers, no matter how compelling the content.” The <itunes:summary> tag allows you to describe the show in great detail. Apple suggests telling your audience about the “subject matter, media format, episode schedule, and other relevant info so that they know what they’ll be getting when they subscribe.” A good idea is to create a list of search terms you think a user would enter, then building these into your podcast description.
  66. 66. Submitting to iTunes Minimize your use of keywords. iTunes favors the summary tag over keywords. iTunes recommends instead that you use keywords for things like misspellings of names or titles. To prevent the abuse of keywords, iTunes ignores all but the first 12 keywords you’ve entered. Make sure you assign a valid iTunes category (you can browse iTunes for a list of categories). This makes it more likely the show will appear in its appropriate category and makes it easier for casual browsers to find your program.
  67. 67. Submitting the Feed to iTunes1. Launch the iTunes application.2. Click the iTunes Store icon in your sources list in the left column.3. In the top navigation banner, in the iTunes Store box, click the Podcasts link to go to the Podcasts page.4. In the Podcast Quick Links box in the upper right corner, click the Submit a Podcast link.5. Follow the instructions on the Submit a Podcast page. You will need to have your podcast feed URL ready.6. If you are not logged in, iTunes will prompt you to do so before accepting your submission.7. If your RSS feed is valid and has all of the recommended iTunes tags, you will see a summary page after you submit your feed URL. If some of the required items are missing, iTunes will prompt you to fill them in.
  68. 68. Web Video HostingCast the biggest net with no waste
  69. 69. Web Video Hosting Several choices Bandwidth and total storage biggest factors to impact cost Weigh all factors
  70. 70. Popular Hosts Blip.tv PodHoster Libsyn PodBean Cachefly
  71. 71. Resources
  72. 72. http://bit.ly/rhedpixel
  73. 73. www.RichardHarringtonBlog.com
  74. 74. Richard Harrington RHED Pixel (www.rhedpixel.com) Project Management Professional Consult on digital media production and web content Develop original and custom content for Internet distribution to targeted audiences
  75. 75. CONNECT703.531.1325 | Officetwitter.com/rhedpixelfacebook.com/RichHarringtonStuffwww.RHEDPixel.comRichardHarringtonBlog.comlinkedin.com/in/RichardHarrington