Podcasting 101 Neville Hobson, ABC and Shel Holtz, ABC ‘For Immediate Release’ www.forimmediaterelease.biz New Communications Forum 2006 Palo Alto March 1, 2006 Listen to my podcast X
Feb 25, 2016
Podcasting 101
Neville Hobson, ABC andShel Holtz, ABC
‘For Immediate Release’www.forimmediaterelease.biz
New Communications Forum 2006Palo AltoMarch 1, 2006
Listento mypodcastX
www.forimmediaterelease.biz 2
Today’s Agenda
■ The elements of successful podcasting■ How to strategize a business podcast■ How to build a community of listeners■ The tools of podcasting, from recording to
hosting■ How to promote a podcast■ Integrating your podcast with other online
content■ Creating a podcast
www.forimmediaterelease.biz 3
What is a Podcast?
1. Digital audio file, typically MP32. “Radio show” format
> Time-shifted – listen when you want3. Delivered via RSS
Optional:■ Auto-sync with portable digital player
> Detach and go – listen where you want■ Complemented by show notes
www.forimmediaterelease.biz 4
Delivered by RSS
■ Key technology tool■ A way to get net content when you want
> No spam> No need to visit sites – content comes to you
■ Discoverability> By podcast directories and other sites> By people who want to listen
www.forimmediaterelease.biz 5
www.forimmediaterelease.biz 6
www.forimmediaterelease.biz 7
Some Background
■ Podcasting really began in August 2004
■ Enabled by two elements:1. RSS enclosures (Dave
Winer)2. Podcatching software
(Adam Curry)■ It started with one
podcast – “Daily Source Code” with Adam Curry
■ Today: At least 20,000 podcasts, 8-10 million regular listeners
■ Businesses are podcasting
■ Mainstream media is podcasting> Newspapers, magazines,
radio, television■ Wide appeal kicked off in
June 2005 – Apple adds podcast support to iTunes
■ Going mainstream – Yahoo! Podcasts in October 2005
www.forimmediaterelease.biz 8
Continuing Growth
www.forimmediaterelease.biz 9
www.forimmediaterelease.biz 10
The Hobson & Holtz Report■ Started 3 January 2005■ First podcast in the
communication profession■ Co-hosts: Neville Hobson
(Amsterdam) and Shel Holtz (California)
■ 60-90 mins, twice weekly, Monday and Thursday, recorded via Skype
■ Average per-show downloads: 565
■ Global audience> Primary: USA, Canada, UK,
Netherlands, Australia■ Building community
> 3 on-the-ground correspondents
www.forimmediaterelease.biz 11
‘For Immediate Release’ Series■ The Hobson & Holtz Report
twice-weekly show■ Interviews with newsmakers
and influencers from the online technology and organizational communication worlds
■ Book Reviews aligned with our theme of PR/communications and the online world
■ Speakers and Speeches - podcasts of speeches, keynote addresses, breakout sessions, and other recordings from meetings and conferences of interest to PR and communication professionals
www.forimmediaterelease.biz 12
Building Community
■ Involve listeners■ Encourage listeners■ Address their needs■ Engage
Global distribution: FIR listeners 14/2/06http://www.frappr.com/fir
www.forimmediaterelease.biz 13
www.forimmediaterelease.biz 14
Who’s Podcasting…?
www.forimmediaterelease.biz 15
Why Podcast?■ Easy and complementary extension of existing
communication, PR and marketing activities■ An appropriate channel to market■ Reach niche audiences otherwise (financially) unreachable■ Attract new, younger customers■ Create buzz, build viral marketing effect■ Be perceived to be at the leading edge■ Be seen as a leader with a cool new medium■ …
What else?
www.forimmediaterelease.biz 16
Marketing Communication
■ A new product announcement that accompanies traditional communication
■ Includes informal conversations between, say, a customer and one of the employees from the factory who made the product
www.forimmediaterelease.biz 17
Financial PR
■ Investor relations produces a weekly review of activities and events of interest to investors and financial analysts> Within the limits of regulatory requirements
www.forimmediaterelease.biz 18
Employee Engagement
■ A weekly 15-minute business update for employees> Perhaps by the CEO or other senior executive
■ Employees worldwide subscribe to the podcast via the company intranet> Or from the CEO’s blog
www.forimmediaterelease.biz 19
Team Building
■ The sales director records an occasional podcast for her geographically-dispersed sales team> Tips and tricks on, say, how to close deals with certain
types of customers■ Podcast available from the sales intranet as a
complement to formal sales materials
www.forimmediaterelease.biz 20
www.forimmediaterelease.biz 21
Growth Drivers
1. It’s easy2. It’s inexpensive3. It’s portable4. It’s available
www.forimmediaterelease.biz 22
10 Rules for Business Podcasting
1. Be relevant2. Stick to the point3. Avoid fluff4. Practice infotainment5. Build and engage
community
6. Be mindful of your audience’s time
7. There are no competitors8. Don’t advertise or sell9. Be authentic10. Integrate into the
blogosphere
www.forimmediaterelease.biz 23
Who Should?
■ Corporate communications, PR, marketing, HR, investor relations, sales, employee communication, customer service, public affairs, community relations…> Externally: engaging with customers> Internally: thought leadership, sharing thinking and
knowledge; news, information■ Who else?
> What about the CEO?
www.forimmediaterelease.biz 24
20 Creative Ideas1. Airlines: Travel and destination guides2. Apparel/Retail: Behind the scenes at fashion
shows, interviews with models and designers, guide to the season
3. Automotive: Test drives of new models with team drivers, interviews with designers, race reports from behind the scenes
4. Beverage Stores: Festive reviews of selected wines, spirits and beers
5. Books/Music Retail: Guides to summer or Christmas releases, interviews with bands and authors, sample readings from authors to promote an in-store appearance
6. Financial Services: Retirement guides, investing tips, planning for college education
7. Golf Equipment: Guides to courses, interviews with sponsored athletes
8. Grocery Stores: Interviews and recipes from well-known chefs
9. Health Insurers: Wellness tips, meditation guides, nutrition guides
10. Home Improvement Stores: Step-by-step guides to home improvement
11. Hotels: Destination guides, jogging routes, music to jog to, walking tours of cities
12. Micro-Brews: Interviews with the brew master
13. Movie Studios: Interviews with actors or directors, movie making production diaries
14. Sportswear: Interviews with sponsored athletes, event diaries (Olympics, World Cup), and interviews with designers, fitness and training tips
15. Travel and Tourism: Guides to destinations, travel tips
16. Vineyards: Interviews with wine-makers17. Whisky Makers: Interviews with the makers,
tours of the distilleries18. Video Games- Interviews with game
designers, production diaries19. Higher Education: communicate with
incoming students and provide them with lectures.
20. Investor Relations: earnings announcements.
(from ideas by Kevin Dugan, Strategic Public Relations - http://prblog.typepad.com/)
www.forimmediaterelease.biz 25
Integrating
■ With blogs and other social media■ Within ‘traditional’ communication■ Strategic / tactical
www.forimmediaterelease.biz 26
Producing
■ Recording■ Editing■ Uploading■ Promoting
www.forimmediaterelease.biz 27
Record your show
■ Basic gear> USB microphone> Free recording/editing software
Audacity■ Intermediate gear
> Mixer> Higher-end software or software dedicated to
podcasting (e.g., “Mixcast Live”)■ High-end gear
> Digital mixers, compressors, pre-amps…
www.forimmediaterelease.biz 28
Shel’s rig
www.forimmediaterelease.biz 29
Portable Rigs
■ Small handhelds ■ Professional decks
www.forimmediaterelease.biz 30
Edit
■ Optional> “Live to the hard drive”
■ Eliminate glitches■ Add effects
www.forimmediaterelease.biz 31
www.forimmediaterelease.biz 32
Adobe Audition for Windows
www.forimmediaterelease.biz 33
Edit ID3 tags
■ A tagging format for MP3 files■ Metadata includes:
> Title> Artist> Album> Track
■ View them in players> PC (iTunes, etc.)> Digital devices (iPod, etc.)
www.forimmediaterelease.biz 34
www.forimmediaterelease.biz 35
www.forimmediaterelease.biz 36
Upload the file
■ FTP■ Automated processes
> LibSyn (Liberated Syndication)
www.forimmediaterelease.biz 37
www.forimmediaterelease.biz 38
Update your feed
■ Automatic if you use a blog■ Simple software to use if you don’t
www.forimmediaterelease.biz 39
Link to your feed
■ Just a hyperlink> Text> Orange box
www.forimmediaterelease.biz 40
Market your podcast
■ Get listed■ Drive traffic to the podcast site■ Produce promos
www.forimmediaterelease.biz 41
www.forimmediaterelease.biz 42
The New Media Ecosystem
■ RSS■ Blogs■ Wikis■ Podcasts■ Videocasts / Vlogs■ Moblogs■ MMS■ Internet telephony
Tools that facilitate:■ Communication■ Engagement■ Transparency■ Trust
Tool that are:■ Complementary to traditional
communication activities■ Used by organizations who
recognize the social characteristics of effective communication
www.forimmediaterelease.biz 43
Communication Choices
Engage and Participate vs. Transmit
Advocate vs. Preach
Influence and Persuade vs. Command and Control
Informal and Conversational vs. Formal and Instructive
Build Community vs. Tell Your Audience
www.forimmediaterelease.biz 44
Let’s do a podcast…
www.forimmediaterelease.biz 45
Conversation…
■ Neville Hobson, ABC, and Shel Holtz, ABC■ ‘For Immediate Release’ podcasts■ www.forimmediaterelease.biz■ Comment Line: +1 206 222 2803■ Email: [email protected]
…listento mypodcast…
…and watchmyvideocast
This document is protected under a Creative Commons Attribution-NonCommercial-NoDerivs license. No commercial use, no changes. But feel free to share it, post it, print it, or copy it.
Original cartoons by Hugh MacLeod (gapingvoid.com). Used with permission.