PCN09 - Business Podcasting: There Is A Secret Sauce

Business Podcasting & Blogging: There IS a Secret SaucePodCamp Nashville 2009

Let’s Start With A Parable

It’s Not Just About TechnologyIt’s About The Business

Ingredient #1:

Impact

6 Areas of Social Media Impact

Cost Cost SavingsSavings

Public Public RelationsRelations

Service Service RecoveryRecovery

Brand Brand EquityEquity

Product Product DevelopmeDevelopme

ntnt

Competitive Competitive IntelligenceIntelligence

Age Of The Podcast Consumer

Source: Arbitron/Edison Media Research

Case Study: Bearing Point• 2 Podcasts

– Information Management– Financial Services

• Launched with very little fanfare– Press Release– Blast To Their In-House

List

• Key Element: – Offer Something Valuable

• RESULTS: – 200% Increase In

Whitepaper Downloads

Source: Marketing Sherpa - Case Study #CS578: How to Use a Podcast to Promote a White Paper That Generates New Business Sales Leads

Ingredient #2:

Brand Personality

If social media is the “how,” brand personality is the “what.”

1. Brand personality is key to linking the online and real world brand.

2. In a world of increasingly difficult product differentiation, brand personality is the last, best competitive arena.

3. Most likely, your competition has already figured it out.

Components Of Brand Personality

Source: Rohit Bhargava, * Personality Not Included: Why Companies Lose Their Authenticity & How Great Brands Get It Back;

Unique

Authentic

Talkable

Case Study: ICBA Services Network

• Proven track record w/ICBA Bancard Radio– 200+ views/month

• Virtually no cost

• Electronic media has proven to be more effective

• Direct Mail: 1-2%• Fax: 10-20%• E-Mail: 30-40%

• Goodwill created with community bankers who participate

• Shows ICBA as a marketing leader in financial services

• Powerful medium to reach growing, younger demographic

• Differentiate ICBA’s products, services and the Association itself in an increasingly crowded marketplace

Audio-Enabling Marketing

• Testimonials• Webinars• Conferences• Interviews• Educational

Sessions

• Web Sites• HTML E-

Mails• Stand-

Alone

Ingredient #3:

Execution

Obstacles to Execution

• Introduction– Too Risky– Audience isn’t ready for it

• Continuity– It’s Not The First Post/Episode Your Should

Be Worried About, It’s the second

• Integration– Centralize Content

What makes a great episode?

• Topic Focus– Keep it as tight as possible

• Speaker Exuberance– Prep your hosts and interviewees ahead of

time

• Recording Quality– Spend time up front: cut your production

time in half or more!

To Recap: The Secret Sauce

1.Impact2.Brand Personality

3.Execution

Thank You!

Jared DegnanMBA Candidate – 2009

Vanderbilt Owen Graduate School of Managementhttp://blog.marketingdiner.com

@marketingdiner

An exclusive cohort of MBAs focusing on social media marketing & development.

socialmediamba.org