Post on 07-Sep-2014
description
Agenda – Agenda – 9/279/27
Review Assignment #2 Marketing via Podcast, RSS Review articles Cool App presentations:
Claire Frances Camaclang Punnipa Jongsirinurak Julia Nita Trang Tran Assignment #3 introduction
DefinitionDefinition
Created by Jan Ahrens jbahrens2002@yahoo.com
Podcast – audio content connected to an RSS feed Like a radio show except you listen to
each episode when you want on your computer or mobile device
Can listen from computer, MP3 player or iPod (iPod not required)
TerminologyTerminology Content Ratings – these ratings are like movie
ratings to categorically describe the content of the podcast
Host – person talking in the podcast
Episode – one show
Subscribe – a series of shows
Serial – a podcast that has a subscription, therefore multiple episodes
Created by Jan Ahrens jbahrens2002@yahoo.com
HistoryHistory Technology enabled:
Internet PCs in most homes needed for podcasting to
work MP3 players widely distributed
Blogs…RSS…audio blogging…
Audio blog problem – readers had to check for new MP3 files, visit the website to download and then sync
Created by Jan Ahrens jbahrens2002@yahoo.com
7
HistoryHistory Adam Curry gets credit for automating delivery
and syncing content to portable audio players
Word podcast appeared first on 2/12/04 in The Guardian in an article by Ben Hammersley
One distribution network, Wizzard, reports 3.34 million podcast downloads / day in 2008 Reports 1.2 billion downloads total in 2008
Created by Jan Ahrens jbahrens2002@yahoo.com
8
Podcast StrategiesPodcast Strategies1. Build brand
2. Communicate News Content Education Product
introductions
3. Drive traffic To blog or
website
4. Sell Products or
services
5. Advertising model Sponsors
6. Ask for donations “Begware”
button
Podcast Tactics – Podcast Tactics – Making Money with Making Money with AdvertisingAdvertising
Embedded ads Length varies, but is
short 3, 10, 15 second
spots
Hosts often read ads
Sold as CPM or CPA (cpa can be measured by coupon usage)
Often used for brand building
One study1 shows 68% unaided ad awareness compared to 10% for tv
Sample Ad
1 http://podtrac.com/press/advertising-effectiveness.stm
Podcast Tactics – Podcast Tactics – Making MoneyMaking Money Give some content
away free, charge for rest Samples 1 episode free, 1 you
buy (e.g. ScreenCastsOnline)
Partial show free, full show paid (e.g. Never Not Funny 20 minutes free)
Sell an iPhone application (e.g. yoga techniques)
Podcast AudiencePodcast Audience Like every type of marketing, this is your first
consideration Know and understand demographics,
psychographics, behavior and geography
Twice as many people listening to podcasts have advanced degrees as those not listening
72% are over 25 years old; 48% are over 35 years old
How to Create a How to Create a PodcastPodcast
1. Content2. Equipment3. Setting 4. Test & practice5. Record 6. Edit7. Publish8. Measure9. Tweak & repeat
Created by Jan Ahrens jbahrens2002@yahoo.com
• Determine length• Podcast length varies depending on
your objective and audience• Is your audience commuting or
exercising while listening? At computer? Etc…
• Educational, how-to, informational podcasts can be 18-24 minutes
• Other podcasts should be shorter• Topics:• Product demonstrations• Product “How To”• CEO Town Halls• Take behind scenes• News• Testimonials • Taste tests – providing some free
content
How to Create a How to Create a PodcastPodcast
Created by Jan Ahrens jbahrens2002@yahoo.com
16
• Important to prepare ahead of recording
• Scripting• Depends on your style and comfort
level• Prepare script word-by-word • sounds formal and unnatural, but
you wont’ miss anything• Prepare talking points • sounds more natural and casual, but
you may forget something or go blank
1. Content2. Equipment3. Setting 4. Test &
practice5. Record 6. Edit7. Publish8. Measure9. Tweak &
repeat
How to Create a How to Create a PodcastPodcast
Created by Jan Ahrens jbahrens2002@yahoo.com
• Episode Format:• One-person monologue• Co-hosting (2+ people in discussion) • Interview Style – question and
answer• Compelling, unique, remarkable
1. Content2. Equipment3. Setting 4. Test &
practice5. Record 6. Edit7. Publish8. Measure9. Tweak &
repeat
How to Create a How to Create a PodcastPodcast
Created by Jan Ahrens jbahrens2002@yahoo.com
18
• Use the best microphone and equipment that you can
1. Content2. Equipment3. Setting 4. Test &
practice5. Record 6. Edit7. Publish8. Measure9. Tweak &
repeat
How to Create a How to Create a PodcastPodcast
Created by Jan Ahrens jbahrens2002@yahoo.com
• Be sure to be in a quiet place so that there is no background noise
1. Content2. Equipment3. Setting 4. Test & practice5. Record 6. Edit7. Publish8. Measure9. Tweak &
repeat
How to Create a How to Create a PodcastPodcast
Created by Jan Ahrens jbahrens2002@yahoo.com
• Record a portion of your podcast several times
• Listen to the differences for tone, perceived expertise etc
• Tone can be less formal than traditional marketing messaging
• Tone should be real, authentic, credible and not too salesy
• Tweak until you have what you want
1. Content2. Equipment3. Setting 4. Test &
practice5. Record 6. Edit7. Publish8. Measure9. Tweak &
repeat
How to Create a How to Create a PodcastPodcast
Created by Jan Ahrens jbahrens2002@yahoo.com
21
• Record the podcast• Keep going through it – you can edit
it later
1. Content2. Equipment3. Setting 4. Test &
practice5. Record 6. Edit7. Publish8. Measure9. Tweak &
repeat
How to Create a How to Create a PodcastPodcast
Created by Jan Ahrens jbahrens2002@yahoo.com
• Eliminate long pauses• Eliminate too many “ums” and “uhs”• Keep some natural pauses
1. Content2. Equipment3. Setting 4. Test &
practice5. Record 6. Edit7. Publish8. Measure9. Tweak &
repeat
How to Create a How to Create a PodcastPodcast
Created by Jan Ahrens jbahrens2002@yahoo.com
• Often podcasts are unusable because of bad RSS feeds
• Use Feedburner, it will clean up your podcast’s RSS feed
• Dedicate an entire website to your podcasts to keep in distraction-free
• Easier to find• You can link from your site
1. Content2. Equipment3. Setting 4. Test &
practice5. Record 6. Edit7. Publish8. Measure9. Tweak &
repeat
How to Create a How to Create a PodcastPodcast
Created by Jan Ahrens jbahrens2002@yahoo.com
• Make it easy to subscribe• Provide multiple options to get your
podcast• iTunes• Google Reader• By email• Feedburner• Needs to be 1-click• Enable sharing mechanisms
1. Content2. Equipment3. Setting 4. Test &
practice5. Record 6. Edit7. Publish8. Measure9. Tweak &
repeat
How to Create a How to Create a PodcastPodcast
Created by Jan Ahrens jbahrens2002@yahoo.com
• # downloads per episode• # subscriptions• Measure full and partial plays
(software available to do this)• Provides ad impression numbers to
advertiseres• Provides insights regarding content
appeal, length, etc• Compare to site traffic etc
1. Content2. Equipment3. Setting 4. Test &
practice5. Record 6. Edit7. Publish8. Measure9. Tweak &
repeat
How to Create a How to Create a PodcastPodcast
Created by Jan Ahrens jbahrens2002@yahoo.com
• Learn and then improve
• Keep making more
1. Content2. Equipment3. Setting 4. Test &
practice5. Record 6. Edit7. Publish8. Measure9. Tweak &
repeat
On iTunesOn iTunes Go to your iTunes Store on your
computer Search for your area of interest
E.g. Social Media Marketing Click “see all” the podcast results
On iTunesOn iTunes Podcast appears in your Library
Listen: Listen from your computer immediately Sync with your iPod or other mobile deice
and listen later
New podcasts from subscription appear automatically in your Library
Advantages & Advantages & Disadvantages of Disadvantages of Marketing via PodcastingMarketing via Podcasting
Advantages Free (except hosting fees)
Available globally; potentially large audience
Fairly easy to develop
Niche target market messaging easily developed
Subscriptions through RSS deliver updated content directly to subscribers
Disadvantages
Marketing it
Distributing it
If applicable, publishing regular content that is interesting and exciting
Making money from podcasting
Created by Jan Ahrens jbahrens2002@yahoo.com
39
ReferencesReferencesand Additional and Additional ReadingReading
Gillin, Paul (2009). Secrets of Social Media Marketing. Fresno, CA: Quill Driver Books
Meerman Scott, David (2009) The New Rules of Marketing & PR. Hoboken, NJ: John Wiley & Sons, Inc
History of Podcasting: http://www.how-to-podcast-tutorial.com/history-of-podcasting.htm
How to Podcast: http://radio.about.com/od/podcastin1/a/aa030805a.htm
Podcasting for all: http://www.feedforall.com/podcasting-tutorial.htm
8 Steps to Podcasting: http://podcast-marketing.com/submit-podcast/featured-articles/8-steps-to-podcasting/
Guide to Podcasting: http://www.christopherspenn.com/8stepguide.pdf
9 Successful Techniques for Making Money from Podcasting. 10/1/09. David Spark http://mashable.com/2009/10/01/podcast-money-making-tips/
Podcast Resources: http://mashable.com/2007/07/04/podcasting-toolbox/
Created by Jan Ahrens jbahrens2002@yahoo.com
40
Next Class – Next Class – 11/111/1
Assignment #3 due Sunday 10/3 by 7 pm – no late assignments
Marketing via Facebook, social networks Read pages in book and assigned
articles Cool App presentations:
Olena Canessa Narisa Keyuraphan Nonthasorn Phaisankiattikun Reagan Vincennes Scanlon
Assignment #4 introduction