Business Podcasting & Blogging: There IS a Secret Sauce PodCamp Nashville 2009
May 16, 2015
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