podcasting on target
TRANSCRIPT
POD CASTING ON TARGET
Brooke Webb | Director, Sales & Marketing
Tips for an effective Pod Cast– “Long time listener, first time caller…”
Agenda
Why Pod Cast?– “It’s a DVR for your phone.”
Tools & Resources–“What are you waiting for?”
“The ability to pass on knowledge from person to person, and from generation to generation is what separates mankind from other animals.”
Getting Started“Is this thing on?”
Why podcast?“It’s like a DVR for your mobile device”
What is pod casting?From the beginningPodcasting is the latest in on-the-go, on-demand technology. Basically, a podcast is a digitalrecording of audio or web/visual content (like a web conference, radio program or music), madeavailable on the Internet for downloading to a personal computer or MP3 player.A lot like radio on demand, podcasting actually offers far more options in terms of content andprogramming than radio does. And best of all, with podcasting, you can download whatever programmingyou want and listen to it whenever and wherever you want.
How it worksThink of it as subscribing to a magazine.Podcasting uses a standard RSS feed reader or news aggregator — the only difference is thatthe feed you subscribe to contains a link to an audio or video file. Instead of reading content inyour RSS feed reader or aggregator, you listen to it.
Once the audio or visual files are produced, they are published online and indexed for
subscription and reception by an RSS reader. Podcasts can be displayed on
websites with clickable links to audio files. Subscribers then download the files to iPods, cell phones, iTunes directories,
computers or other locations to listen to whenever they want.
This anywhere, anytimefreedom is the main attraction of podcasting.The term “podcast” is a blend of two words: iPod (an Apple MP3 player) and broadcast. But it’simportant to note that podcasting is not just for iPods — any computer software that supportsMP3 and MP4 (like Windows Media Player and QuickTime) and any portable device that supportsmedia download and playback (an MP3 player, PDA or cell phone) can be used to watch andlisten to podcasts.
Marketing Through EarbudsIt’s like a DVR for your mobile deviceIf you don't think of podcasting as a mobile medium, think again! Any users with MP3 players (including smartphones) can load podcasts onto their devices and listen to them anywhere—while sitting on the subway, jogging, walking the dog, you name it. Podcasts are inexpensive to produce, and once you've loaded one onto your server, you can spread it via a website, iTunes and your feed-reader of choice. It's time to get your message out to earbuds across the land! So, how can you take advantage of this new phenom? Consider the product or service you're trying to offer, and the market you want to reach. Then fit a 'cast to them! Every industry has a series of quirky or charming stories to share, whether historical anecdotes or tales about how people have used a product in unexpected ways.
Benefits
Podcasts make information personal.
Podcasts are convenient and easy to consume.
Podcasts cut costs.
Podcasting is a time-efficient form of communication.
Podcasts are on demand and portable.
For added traction, invite testimonials or experiences from your listeners, then read them aloud. Add color to your 'cast by incorporating music from independent music labels or little-known local artists, bringing an element of discovery to the listening experience.
AwarenessAudience Growth
Video Growth
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ON DEMAND ON THE RISE2012 2013
Awareness of the term "podcasting" increased from 22% to 37% in the past year.
The audience for audio podcasts grew 18% in the past year.
The audience for video podcasts grew 10% in the past year.
Podcasting is undergoing substantial growth, and with good reason. Podcasting and v-casting help position a company or brand as expert in an industry, maximize
branding efforts, and—because podcasting is Web-based vehicle—
increase a company Web site's search engine rankings
Bull’s Eye!
Listen in. The mobile phones of today are equipped with unique capabilities that help users take ear candy with them everywhere they go. Tune in to what they hunger for, and offer it up!
Tips for an effective podcast“Long time listener, first time caller…”
Pod Cast
But how can the average marketer produce a winner in the podcast-sphere? Here are a few tips to help you get it right:
Tips for making it great.
Be transparent. Don't hide the fact that you're a brand, whether you say this message is "brought to you by" or offer narratives about how your product manifests in the lives of users.
Build a solid podcast website. Ensure there's a dedicated place on the Web where users can discover your podcasts, read summaries of episodes and check out older shows. That site will also help you get indexed by search engines.
Use the good stuff out there. Popular podcast recording programs include Garageband, Gcast.com and Audacity.sourceforge.net. SoundSoap can help you "scrub" out background sounds and other noises you don't want left in the final cut. Try Feedburner; it lets you notify listeners about new episodes via email.
Analyze yourself. Use a solid analytics program to track your progress. Feedburner's got analytics built in, but also consider Google Analytics, which lets you track users and audio-file downloads
Stick to a schedule. A good podcast creates the impression that it's thought-out and here to stay. Launch on a consistent day; avoid dead air by planning ahead on content.
Be downloadable. Listing yourself on iTunes and offering download links across the Web ensure options for on-the-go listeners.
Keep it short. Shows that dispense important advice, like the Wall Street Journal's "Your Money Matters," barely last six minutes!
Avoid the hard sell. Remember the gospel of good mobile strategy: be useful, and embed yourself in the rituals of your clientele. Don't be afraid to invite loyal customers to tell you what they consider relevant.
Pod CastTips for making it great.
Bull’s Eye!Move past mobile-app bias.
It's time to reach users on their handhelds. A podcast is a great way to be everywhere they are.
Getting started“What’s the frequency Kenneth?…”
Pod Cast
Understand what podcast listeners want. Determine your show format. Figure out what equipment to use. Select your recording software. Start practicing. Record the main body of the show. Select and edit music. Select a hosting service. Promote the podcast.
Creating a podcast is not as hard as you probably think it—but you do need to do your homework first.
Let’s get started…
Pod Cast
• In –House or Outsourced Podcast production?• PROS AND CONS
• Script• Microphones matter. (I recommend Rode Microphone Podcaster or Shure SH55)• Recording Software (Audacity, Adobe Sound Booth, and GarageBand)• Sound Editing (Adobe Audition)• Metadata (an id for your podcast)
The important tags to add to your podcast are: •Title – The name of the show •Album – The name of the podcast brand •Genre – Set to “Podcast” •Cover Art – A picture of your podcast brand •Tags– Handy for adding your show notes
Production Decisions
7 benefits of good show notes Having good show notes: 1.makes your content accessible and more consumable, 2.provides the resources your listeners want
(plus opens opportunity for making money through relevant affiliate links) 3.draws listeners back to your website (your Internet home), 4.cross-promotes your other content, 5.increases the life of your content, 6.encourages listeners to respond, and 7.improves findability with search engines and within your site.
Bull’s Eye!
• Show notes (tags) are an important service to your subscribers, as well as a tool to gain new ones thought SEO.
• Give you podcast a home. Whether it’s on your current company site or on a stand alone blog, you podcast should have its own space.
• Thinking ahead about how you will host and deliver your product will save you money and ensure listeners easy access to you podcast.
Podcast distribution“Marketing, measuring, and monetizing …”
Pod CastGet your content out there…
• Distribution Options for your podcast
• Podcast Hosting Services• Libsyn• Hip Cast
• Content Delivery Networks (CDN)
• Libsyn• Limelight• Vital Stream
• Hosted Blog Services• Blogger• TypePad• WordPress
Pod CastGet your content out there…
1. AllTop – Alltop isn’t specifically a podcast directory, but it is a popular directory site with a section for podcasts. Submit your feed for consideration and if approved, there’s a chance thousands of people a day will view your details. The brainchild of social media expert Guy Kawasaki, Alltop is one of the most popular directory sites on the web. 2. Podcast Alley – A top 10 podcasting site, podcasting directory allows registrants to submit podcasts and take part in community activities. Searching via niches, genres, podcasters and more is a cinch as Podcast Alley is one of the most user friendly podcast directories around. 3.Digital Podcast - Submit your show’s RSS feed for inclusion into the Digital Podcast directory. Members can search using the Digital Podcast search engine and even vote on each others’ podcasts. 4.All Podcasts – Submit a series, RSS feed or single podcasts for inclusion in this bare bones podcasting directory. 5. GigaDial – “The Podcast Factory.” A directory of podcasts and online radio stations offering a variety of subscription options.
Pod Cast
Get your content out there…
• Post and link to your podcast in several locations such as your own website or company blog.
• Take advantage of the reach of podcast directories. Submit your podcast to a few large directories, like iTunes and Yahoo! Podcasts, but also look at smaller more targeted directories.
• Distribute a press release.• Blog about your podcast.• Search is still key. Get familiar with Podscope and
Everyzing.• Transcribing your podcast is one of the most effective
ways to get noticed by search engines.
Podcast ResourcesStart today!
Pod CastGet your content out there…
Podcast Creation Guide
iLounge Guide to Podcast Creation - another guide for creating your own podcast for absolute beginners.Podcasting Legal Guide - find about legal issues relevant to podcasting in this Creative Commons guide.Podbean - Free podcast hosting and publishing.Castpost - Free hosting for audio and video clips.HeyCast - A tool to create video podcasts. Essentially, HeyCast creates RSS feeds from any existing video files on the web. It doesn't provide hosting or sharing features.Blubrry - A podcast network that lets you create a podcast and browse the podcasts of others.Evoca - "YouTube for voice recordings": create audio recordings from your computer mic, your phone or Skype, share them with others and embed them on websites.MyPodcast - podcast hosting solution offering unlimited storage, bandwidth, and free templates for your podcasts.PodServe - this service is still in alpha stage, but everyone's invited to try it out. It offers a hosting space for your podcast and a directory of user-created podcasts.PodcastPeople - a service that enables you to post text, audio and video materials to your own customized show, and even earn some income from it through sponsors.PCastBaby - free podcast hosting service offering 10MB of storage space and unlimited bandwidth.Podomatic - create, find and share podcasts with this free service.Blubrry - create your podcast on Blubrry; browse through other podcasts and create your personal playlist.Podcast AdvertisingPodango - get free unlimited hosting for your podcast and share ad revenue with Podango 50/50.Podbridge - Provides podcast metrics and advertising.Podtrac - a service that connects podcasters with advertisers.
Pod CastGet your content out there…
BlueGrind - Converts text (especially blogs) into podcasts.Feed2Podcast - Convert any RSS feed into a podcast.Talkr - Convert blogs to audio podcasts.Odiogo - convert RSS feeds, text articles and blog posts to podcasts.Podcasts to TextCastingWords - a podcast transcription service that converts podcasts to text for $0.75 minute. It employs human transcribers.Podcast Hosting (Premium)PodcastSpot - Offers both free and premium podcast hosting.SwitchPod - a podcast hosting service, with unmetered bandwidth, statistics and even some promotional opportunities.Hipcast - create audio, video materials and podcasts and post them to your blog.Libsyn - Liberated Syndication will host your podcasts for a modest monthly fee.
Pod CastGet your content out there…
Propaganda - Create professional podcasts including background music, jingles, crossfading and more. Windows only. Free trial, $49.95 to buy.Audacity - Free, open source software for recording and editing audio. Versions for Mac OS X, Windows, GNU/Linux and other operating systems.Adobe Soundbooth - Advanced audio editing from Adobe. Windows and Mac. Free trial, $199 to buy.Wildvoice Podcast Studio - Record audio, add music and sound effects and upload to Wildvoice.com or other sites. Windows only.SnapKast - Podcast creation for Windows. $79.99.Podcast Creation Software (Online)Odeo - Perhaps the most popular podcasting platform. It allows you to record audio within your browser, embed it anywhere and create your own audio channels.Hipcast - Record high-quality audio right through the web browser or your phone. No additional software needed.Gcast - Record, mix and broadcast your podcasts. You can record messages by phone and upload MP3 files from your computer.Podomatic - This site lets you record video and audio online directly from your browser. You can also receive in line calls from listeners wanting to leave voice comments.ClickCaster - create, broadcast and sell your very own radio shows and podcasts. You can record audio right from your browser or upload an existing MP3.Wild Voice Shout Recorder - Online service that lets you record audio files through an intuitive interface but doesn't let you edit them or add special effects.
Bull’s Eye!“Great leaders create movements by empowering the tribe to communicate. They establish the foundation for people
to make connections, as opposed to commanding people to follow them.”
Tribes by Seth Godin
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THANK YOU Brooke Webb Director, Sales & Marketing