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Podcasting to a Niche Market

Podcasting to a Niche Market

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Presentation discusses podcasting to a niche market using the Software Process and Measurement Cast as an example.

Presentation discusses podcasting to a niche market using the Software Process and Measurement Cast as an example.


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Podcasting to a Niche Market

  1. 1. Podcasting To A Niche Market Or Podcasting To A Professional IT Audience In order to succeed, your desire for success should be greater than your fear of failure - Bill Cosby ‹ #›
  2. 2. Why Niche Markets Tend To Be Different <ul><li>Must have an agreement with the audience </li></ul><ul><li>Audience is hard to identify </li></ul><ul><ul><li>Highly specialized </li></ul></ul><ul><ul><li>Tend to be dispersed </li></ul></ul><ul><ul><li>Highly international </li></ul></ul><ul><li>Busy therefore the content must be highly appropriate and targeted </li></ul><ul><li>Interaction tends to be hit or miss </li></ul><ul><li>May or may not naturally the “IPod” age group </li></ul>
  3. 3. Develop An Agreement With The Audience Standard Customer Satisfaction Model What Should The Focus Be? I am not Mitch Joel or even Joe Jaffe Not an advertisement but information
  4. 4. Target Audience: Highly Specialized Highly Specialized Target audience(s)
  5. 5. Target Audience: International Focus <ul><li>International Audience but . . </li></ul><ul><ul><li>Must Be: </li></ul></ul><ul><ul><ul><li>English speakers (for me) </li></ul></ul></ul><ul><ul><ul><li>Aware of podcasts </li></ul></ul></ul><ul><ul><ul><li>Actively engaged in continuous learning </li></ul></ul></ul>Highly International
  6. 6. Coverage: Strategy and/or Execution? Strategy Execution
  7. 7. Building An Audience <ul><li>Knowing something is only the beginning of an equation that culminates in action. </li></ul><ul><li>Awareness helps provides a spotlight of attention that filters unwanted information. </li></ul><ul><li>If you are not able or interested in taking action, you really do not want to know. </li></ul>
  8. 8. How I Identifying Topics <ul><li>Create a monthly topic ranking then filter </li></ul><ul><li>Current Top </li></ul><ul><ul><li>Kanban </li></ul></ul><ul><ul><li>Technical Debt </li></ul></ul><ul><ul><li>AGILE </li></ul></ul><ul><ul><li>Project Management </li></ul></ul>Local topics or international? Publications Conferences
  9. 9. Building Awareness and Getting Attention <ul><li>Interviewing people that are willing to promote themselves </li></ul><ul><li>Some cross promotions with other podcasts </li></ul><ul><li>Mailing lists from speaking engagements </li></ul><ul><li>Quite promotion at industry conferences </li></ul><ul><li>Social Media: Twitter, LinkedIn, Facebook </li></ul>But I do not think is enough and I am still looking!
  10. 10. Interviewees <ul><li>Tim Lister, co-author of Adrenaline Junkies and Template Zombies </li></ul><ul><li>Suzanne Robertson author of multiple books on requirements </li></ul><ul><li>David Anderson the author of Agile Management for Software Engineering </li></ul><ul><li>Kent Beck, pioneer in Agile Methods </li></ul><ul><li>Scott Ambler, though leader in Test Driven Development </li></ul><ul><li>Ivar Jacobson, developer of Use Cases </li></ul><ul><li>Capers Jones, prolific author and measurement pundit </li></ul><ul><li>Nicholas Carr, author of the Big Switch </li></ul><ul><li>Grady Booch, discussing Life, the Universe and Development </li></ul><ul><li>And many, many more </li></ul>
  11. 11. Critical Success Factors in Interviewing <ul><li>Learn how to interview </li></ul><ul><li>Do your research! </li></ul><ul><li>Shut-up and listen </li></ul><ul><li>Examples of great interviewers and storytellers: </li></ul><ul><li>Terri Gross – Fresh Air </li></ul><ul><li>Larry King </li></ul><ul><li>Ira Glass – This American Life </li></ul>
  12. 12. How To Get The Right Interviewees <ul><li>Need to be able to ask . . . </li></ul><ul><ul><li>Credibility </li></ul></ul><ul><ul><ul><li>Who are you and why are you asking? </li></ul></ul></ul><ul><ul><li>Referrals </li></ul></ul><ul><ul><ul><li>Ask you interviewees who they think would be a good interview, ask them to introduce you. </li></ul></ul></ul><ul><ul><li>Professionalism </li></ul></ul><ul><ul><li>Tell what you can do for them! </li></ul></ul>
  13. 13. Podcast and Personal Branding <ul><ul><li>Personnel branding increases reach and online visibility which enhances day job if coordinated! </li></ul></ul>
  14. 14. End Notes (So Far) <ul><li>Creating good, targeted content builds an audience! </li></ul><ul><li>Promote at all possible venues to help an audience self-select </li></ul><ul><li>Who you interview reflects on your credibility </li></ul><ul><li>Selling and interviewing skills are critical </li></ul>
  15. 15. Factoids and Successes <ul><li>Goal is to provide information not for interviewee to sell his or her wares except at the end of the interview where they can promote anything . . . </li></ul><ul><li>The podcast is independent of my day job (except through karma and inference) </li></ul><ul><li>Factor in approximately $1.5m of business in last three years </li></ul><ul><li>Snagged book deal </li></ul><ul><li>Used as course material in at least one Scottish University </li></ul>
  16. 16. Contact Data Questions . . . . Tom Cagley [email_address] (440) 933-8768 – Office (440) 668-5717 – Cell - Podcast “ Call me, beep me if ya wanna reach me When ya wanna page me it's okay I just can't wait until I hear my cell phone ring Doesn't matter if it's day or night Everything's gonna be alright Whenever you need me baby Call me, beep me if ya wanna reach me” - Kim Possible Theme Song
  17. 17. APPENDIX <ul><li>Software Process and Measurement Cast Information </li></ul>
  18. 18. This Presenation <ul><li>Building a podcast targeted to a technical audience presents challenges both in terms of content and actually identifying an audience. In the past four’ish years as the editor of the Software Process and Measurement Cast (SPaMCAST) I have experienced most and either surmounted them or run screaming from these issues. I use my experience as examples of how I have dealt with the challenges of podcasting to a technical audience. </li></ul>
  19. 19. What Is SPaMCAST <ul><li>The Software Process and Measurement Cast provides a forum to explore the varied world of software process improvement and measurement.  The SPaMCast covers topics that deal the challenges how work is done in information technology organizations as they grow and evolve.  </li></ul><ul><li>The show combines commentaries, interviews and your feedback to serve up ideas, options, opinions, advice and even occasionally facts.  In a nutshell, the cast provides advice for and from practitioners, methodologists, pundits and consultants! </li></ul>
  20. 20. Show Format And Packaging <ul><li>Two show formats </li></ul><ul><ul><li>Interview Show </li></ul></ul><ul><ul><ul><li>Introduction </li></ul></ul></ul><ul><ul><ul><li>Interview </li></ul></ul></ul><ul><ul><li>Essay Show </li></ul></ul><ul><ul><ul><li>Association News </li></ul></ul></ul><ul><ul><ul><li>Essay </li></ul></ul></ul><ul><ul><ul><li>Conferences and Speaking Engagements </li></ul></ul></ul><ul><li>Why does this format work? </li></ul><ul><li>Provides variety in voice </li></ul><ul><li>Provides variety in ideas </li></ul><ul><li>Reflected creditability </li></ul><ul><li>Production </li></ul><ul><li>Segments produced and edited as components and assembled </li></ul>
  21. 21. SPaMCAST History <ul><li>The first episode of the Software Process and Measurement Cast was uploaded into the “podoshere” on January 17, 2007 </li></ul><ul><li>Listenership has grown from a few dozen download a month to thousands and the goal is to continue to grow it. </li></ul>
  22. 22. Quality Sound: The Studio Alesis 8 Mixer Netbook MXL 990 and Boom Sennheiser (headphone and boom mic) Audacity Skype Pamela IBM Laptop Books Absorb Sound
  23. 23. Expansion Plans: SPaMCAST <ul><li>Evolutionary Plans </li></ul><ul><ul><li>Teach people listening options </li></ul></ul><ul><ul><li>Focus on SEO to drive traffic (blog and show notes) </li></ul></ul><ul><li>Revolutionary Plans </li></ul><ul><ul><li>Added programming: </li></ul></ul><ul><ul><ul><li>Metrics Minute Podcast (expand audience) </li></ul></ul></ul><ul><ul><ul><li>Association Outreach </li></ul></ul></ul><ul><ul><li>MIS / IT Academic program outreach </li></ul></ul>
  24. 24. Suggestions From Audience For Building Audience and More? <ul><li>Publish a newsletter </li></ul><ul><li>Use Dragon Naturally Speaking to create text to embed in XML for SEO </li></ul><ul><li>Render audio to YouTube with or without animated GIF </li></ul><ul><li>Join a network </li></ul><ul><li>Link to libraries </li></ul><ul><li>Mention on blogs other than own </li></ul><ul><li>Add additional content </li></ul><ul><li>Read Larry King’s Art of the Interview (resource for interviews) </li></ul>

Editor's Notes

  • Podcasting to a niche market is about balancing content with audience needs. Podcasting to a professional IT audience has the additional complication of the audience being less transparency due to complexity and geography.
  • Once you decide what your agreement is with your audience you need to let that agreement (usually intuited from what you know of the audience) guide your actions. In Information Technology for instance, your potential audience very dispersed, specialized and international. They also are very busy, make sure content is appropriate. Interaction depends on the type of people you are targeting. Practitioners then to be more interactive.
  • In my day job one of the topics I help people with is IT Customer Satisfaction. The model based on six drivers can be applied to the expectations of a technical audience. Promptness Empathy Competence Reliability Problem Solving Credibility By brainstorming your audience’s expectations in these categories these can be used to develop your agreement with your audience. There are six universal drivers in the above model there might be others but these six are critical to generating customer satisfaction. Remember that unless the audience expects and has opted into an infomercial you need to balance sales like call to action. Finally always test your ideas!
  • Capers Jones, the most published author in IT says that IT has the most named specialists, even more than the medical profession. I would suggest that no single podcast can cover all of the specialties. Therefore you need to focus, focus becomes a filter. A filter means that you have to consciously decide who you want to reach. Another interesting topic is that the barriers between specialties is high. Just look at the number of specialties with their own bodies of knowledge. When you are talking to one specialty you may very well not be talking to another . Another complexity is . . .
  • As an example, IT is highly dispersed and everyone is the most comfortable with their own accent. As you cater to your audience make sure you address the possibility that many accents are needed over a period like a quarter of a year. Walk through the must be’s . . . Part of deciding on your audience has to be the level in the specialty or specialties your are targeting.
  • The final complexity is where to apply the focus. Strategy, which means a smaller harder to target audience or a practitioner focus with more possible ears? Topics and interviewees will be different depending on level. After sorting through all of these complexities you will have identified your slice of an audience. Other niche audiences have equal complexity, layers and nuances. Once you have your target . . . You have to capture it!
  • The Awareness, Attention and Action model provides a framework to help translater all those complexities into an audience. Can you make your potential audience aware of you? Then get their attention before getting them to take action. Action like download and listen? Capturing your audience stats with content. Content is your tool target your audience to garner awareness, attention and then action.
  • I leverage a process that uses the headlines in publications and featured speakers at conferences (get their flyers) to determine what the hot topics. If the topics are important to your segment you need to target an interview in that area to meet your audience’s needs (make them aware and get their attention). I keep a monthly running list for target areas.
  • Once you identify topics then you need to target an interviewee. Pick interviewees that will give you credibility AND add to you ability to work the attention model!
  • A sample that participated in the SPaMCAST. Do not be afraid, ask.
  • One of the important things you will need to know is how to interview. Make sure you have questions, have done your research and that you ask the question and listen. People talking over each other does not a pretty sound make!
  • Email and/or call. When you ask provide context and the value to them. I always suggest that you have a pre-call to talk about what you will ask and whether you will edit.
  • Remember if your podcast is related to your day job make sure your remember that all of the things you are involved in will create your personal brand. Becareful of what you say and what your interviewees stand for.
  • Summary
  • Here is now podcasting helped me!