This is a presentation I created while working at a marketing firm to educate colleagues on podcasting. This was done in September of 05, a time when "podcast" was a hot buzz word in the marketing space, but very few people actually knew what it meant. The aim of this presentation was to give my colleagues the information they needed to discuss this new technology with confidence, at a time when there was very little industry familiarity with the channel itself. I used casual, approachable examples and simplified visuals to communicate these concepts.

1. What is a Podcast,
...and why do I care?
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2. Where did Podcasts come from?
Who are the Podcasters?
How can we use Podcasts
as a marketing tool?
How do Podcasts work?
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3. Where did Podcasts come from?
It really began with the
evolution of blogs...
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4. 4

5. 5

6. 6

7. Episodic Web Media
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8. Episodic Rich Media
Photo Audio Video
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9. Episodic Rich Media
Photo Audio Video
?
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10. Episodic Rich Media
Photo Audio Video
High Quality Media
Reliable Delivery
Unfettered Content
Ease of Use
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11. Power to the People
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12. 12

13. 13

14. Daily Source Code
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15. ...and the Podcast is Born
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16. iPod Broadcast
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17. Podcasting is a method of publishing
audio broadcasts via the Internet,
allowing users to subscribe to a feed
of new files (usually MP3s).
Wikipedia, 2005
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18. So who is podcasting?
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19. 19

20. 20

21. Tracks Up The Tree
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22. Other indies
• The Dawn & Drew Show
• Benjamin Walker’s Theory of Everything
• The Bitterest Pill
• Fake Science Lab Report
• Five Minutes with Wichita
• WHYME - The Worst Music You’ve Ever Heard
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23. Podcasting
Comes of Age
• Departure from epistolary, “dear diary”
• Unlimited Content
• Add a cutting-edge voice to any media outlet
• Automated subscription service maintains
listening audience, reinforcing relationships
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24. conventional media wakes up
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25. 25

26. CNN Radio News Updates
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27. the tip of the iceberg...
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28. BBC Doc Archive Ebert & Roeper
CNN ESPN
MLB.com Bill O’Reilly
Showtime Disney
Spike Lee Al Franken
Ted Koppel XBOX
FOX News George W. Bush
Rush Limbaugh Nightline
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29. 29

30. iTunes 4.9 Demo*
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31. Market Implementation:
How do we use it?
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32. The Stunt
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33. 33

34. The Paris Hilton Podcast
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35. Paris Hilton Podcast
• Celebrity leverage
• Promotion using a new media channel
• Low production cost, high potential yield
• No media buy charges
• So cutting edge, no one was ready for it
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36. The Show
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37. 37

38. Slate.com
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39. Slate.com
• First internet magazine; Episodic
• Seasoned NPR pro reading content
• Sponsorship follows traditional media model
• Poorly publicised, could potentially
command higher advertising dollar
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40. The Gift
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41. 41

42. Radio Free Sub Pop
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43. Radio Free Sub Pop
• Hungry fan base
• Generate “insider” listeners
• iTunes Music Store positioning
• A new way to distribute and promote artists
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44. Tracking
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45. 45

46. Podcast? Who cares!
• On-Demand media lets listeners skip
sponsor message
• Too “High-tech”, a flash in the pan
• Tricky content situation with some
clients (pharma)
• Bandwidth charges can skyrocket
with popularity
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47. So... what do I tell the client?
• On-Demand media, like TiVo
• Direct access to “insider” audience
• Expanding listening market
• Portable, breaking away from the desktop
• Technology and Content combine to
foster a stronger brand relationship
• Episodic content + RSS Feeds =
trackable metrics and consumer stickiness
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48. The Relationship
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49. The Guts
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50. Four Steps
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51. 1: Record
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52. Indie Podcast
Equipment begins at about $300.
Original content usually developed
for free by on-air personality.
Commercial Podcast
Professional studios, voice talent,
writers, producers, engineers... $$$
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53. 2: Post
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54. 3: Distribute
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55. iTunes 4.9 Demo*
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56. 4:Repeat
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57. Current Download Model
Site
You You You
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58. Downloading
is for suckers.
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59. RSS + Aggregator
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60. Site
RSS Podcast You
Podcast
Podcast
Aggregator You
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61. 61

62. 62

63. 63

64. RSS = Really Simple Syndication
• Back-end internet code that you never see
• It deals with the content from a web page and
changes whenever the page is updated
• You can subscribe like a magazine, with new
issues coming to you whenever they are
ready
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65. Aggregator
Computer program that checks RSS feeds and
automatically acquires specified content when
updated. It downloads the stuff you want while
you have more important things to do.
• iPodder
• Doppler
• iTunes 4.9
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66. Subscription/
Aggregator Model
Site
Site Site
*RSS
*RSS *RSS
You
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67. Crystal Ball
• NPR launches major podcasting initiative
• NFL, NCAA Football, and NASCAR-themed
podcasts now available and growing
• Podcasts are on their way to mobile phones
• Arbitron ratings can now track Podcasts
• Podcast Maker app for easy production
• Safari, Firefox, Internet Explorer all see RSS
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