The Business Value of Podcasting for Corporate
Organizations
John C. HavensVP, Business Development
BlogTalkRadio
Paolo TosoliniNew Media Business Manager
Microsoft
Quick Tech Facts
• Technically, a podcast is subscribable via an RSS feed (like a blog).
• A podcast also features more than two episodes (one episode of a sound file on your site is simply an audio clip).
• A podcast can be listened to online/streamed and does NOT require an iPod.
• A podcast can be audio or video.
Podcasts are here to stay
• Wizzard Media, the world's largest podcast hosting network that its network distributed over 70,000,000 podcast episodes in March to an audience of millions in the U.S. and abroad.
Podcasts are no longer Niche
Political Campaigns
Podcasts are no longer Niche
Mainstream television
Podcasts are Used for Business
IBM, “ShortCuts” Podcast
Podcasts are Used for Business
Whirlpool Podcasts
Podcasts are Used Internally
Microsoft
Overview of Microsoft Academy Team
– Online community and best-practice sharing vehicle
• Content developed “by the field, for the field”
• Peer-to-peer connection and learning, as well as from Subject Matter Experts at Corporate HQ
– Three ways to connect• Audio / video podcasts through Academy Mobile (~10 mins)
• Virtual meetings through Academy Live (1h)
• Deeper dives through Academy Focus forums (5 weeks)
– Who are our customers?• Microsoft employees, Partners, and even Customers going forward
NEW
What is Academy Mobile?
– Social media platform
– Built on SharePoint Server 2007
– Key Features– Download, tagging, Search, RSS, Alerts, Profile Management,
Rating, Commenting
– Development facts– Proof of Concept: 3 weeks
– Full development: 4 months
– 2 Program Managers in USA + 10 developers in India
– Launched at Microsoft internal Global Sales meeting by end of July
Process to create a podcast
User generated content
Academy Mobile Studio
Do-It-Yourself editingorStudio post-production
Academy Mobile site
How we launched Academy Mobile
• Demo at Microsoft Global Sales
meeting (13000 people)
• Distribution of 6000 SD memory
cards filled with podcasts
How we launched Academy Mobile
• Signage• Booth• Video• Pod-corn…
Success Metrics & Challenges
– Goals for first year– 750 podcasts hosted
– 300 DIY (Do It Yourself) podcasters
– 30% podcasts from International
– 15000 unique users
– Challenges– Scalability of Do It Yourself (local champions, kiosks)
– New areas (e.g. innovation, new employee orientation)
– Go to Market (customers, partners, software + services)
Your competitors are/will be podcasting
• If you don’t have an audio/video presence online, you are missing out on the largest, free distribution system ever created.
• You can’t depend on your audience/potential clients discovering your homepage/main portal. You have to be where they are.
• Within a year (if not now), if you don’t begin to feature multimedia aspects to your site, visitors will consider you behind the times.
Pros of Audio Podcasting
• Video still competes with “eyeballs.” There’s a lot less competition for ears.
• You cannot surf the Internet while watching video. • You cannot drive while watching video or you die. • Video is more expensive to produce. • Audio relies on your listener using their
imagination to help create a mental picture for your message. (Zebra sample)
• Audio is easier to send cross-platform to phones and PDA’s for non-tech audiences to engage in while away from their computers.
Reasons to Podcast, B2C
• Provide audio/video material of your established print material - what if the only way people will engage in your message is through non-written formats?
• Provide new revenue streams through ad insertion models.
• Drive traffic to your site from other portals
Reasons to Podcast, B2B
• Connect Niche Employees • Salescasting Example
Reasons to Podcast, B2B
• Employee empowerment / interactivity (Training/HBR example)
• Audio Suggestion Box Idea
Return On Investment - Savings• Collateral created is “live” once it’s finished, versus a
radio/TV spot where you need to buy air time • Collateral is “live” 24/7 online, internationally, meaning,
you don’t have to hope someone tunes in at the right time to hear your spot
• Collateral can be used in multiple applications (online, burned to CD, made available via phones, etc.) without buying air time
• Collateral is PORTABLE; idea of “Just in Time” • No mailing costs for subscribable media• Free international distribution system through iTunes • Material is distributed via files versus paper, or bulky
binders Delivery mechanism (iPod, phone) is used multiple times
Return On Investment - Branding
• New media collateral demonstrates an awareness of the market
• New media collateral allows consumers to hear/view your message when/where THEY want
• New media collateral provides more opportunities for your firm/business to express its unique voice and distinguish yourself from competitors
Return On Investment – Transparency/Trust
• Blogs allow for “commenting” tools that provide a two-way communications tool for your firm/business and your audience
• New media tools provide a venue for building trust that “ ” doesn’t allow
• The days of Corporate-Speak and monologues are dying if not dead. Learn how to genuinely speak to your audience or they’ll find someone who will.
Return On Investment - Lead Generation
• Tagging your media is vital - this means providing metadata for search engines to find your material. This generates leads for you 24/7. Audio search is also the next wave.
• New media collateral allows you to be in more places than once and generate multiple revenue streams.
More Questions?
Please join us in the Exhibit Hall near the coffee area after our discussion.
Thank you!
Conclusion
http://www.blogtalkradio.com/microsoft
• John C. Havens, VP, Biz Dev, [email protected]
• Paolo Tosolini, New Media Business Manager, [email protected]
