Chapter 3 Part B, Web 2.0 and Social Media for Business, 3rd Edition

Web 2.0 and Social MediaBusiness in a Connected World

Chapter 3b

© McHaney and Sachs 2016

RSS and Podcasting

Works like a BlogSimilar to blog posts except that text is replaced with audio files.

What is Podcasting?

MP3Involves uploading digital audio files (generally in MP3 format) to a server where Internet users access material from an audio player, mobile device, or computer..

InfrastructureWeb infrastructure has grown up around podcasting.

XMLUses XML format to ensure cross-platform compatibility and can be syndicated and published using RSS technology.

Low CostProvides easy, low cost method to get out a message.

Podcasting emerged for same reasons that blogging did.

Why Podcast?

Uses RSSUses same technologies as blogging.

Business Becomes a BroadcasterProvides mechanism for businesses to instantly connect with clients, potential customers and other stakeholders.

Like RadioComparable to radio, except without FCC oversight and many costly entry barriers.

Perfect for Mobile!

Access to Podcasts

Apple’s iTunes and Podcastalley.com index and provide access to thousands of regularly produced podcasts. Businesses, organizations, and individuals have created programs ranging from political opinion to comedy to business advice.

Some broadcasts are decidedly amateurish; however many businesses produce professional material and spend a great deal of money to get their message out on the Web.

Plus, it is fun!

Business Advantages for Podcasting

Traditional podcast formats modeled after a radio show with a charismatic host

Business Podcasts

Podcasting in business has progressed to become a powerful tool used by marketing departments and others to connect with prospective clients, existing customers, and other strategic partners like members of the media, shareholders, employees and other stakeholders.

Primary Business Uses

• Allow customers to tell their stories. Customer interviews can be recorded and featured on company Web site or blog.

• Company events can be recorded and rebroadcast. Training sessions, expert talks, and other company events can be used as podcast content.

• Create connections with podcasts. Industry experts and authors are open to interview offers.

• Interview employees. By creating podcasts, employees, customers and prospective clients can get to the staff

• Build a strategic network. Interview and podcast key members of a business or industry (e.g. trade associate president, chamber of commerce president, and others).

Fairly inexpensive

Podcasting Elements

Podcast Theme

A business podcast needs a theme. For instance, a theme might highlight new products Another example might be to introduce members of a business team to the general public.

TAC Security Podcast from CISCO

Podcast Name

Informed by ThemeThemes are used in name selection for a podcast series.

Consider ContentName should reflect the expected content.

URLAcquire a domain name that matches the podcast name so listeners can find the broadcast more easily.

Search EnginesMust consider Web searches that will use the name and link it to users’ key words. Will enable additional indexing on Google, Bing, and other search engines.

Sample Podcast Structure

Sample Podcast Structure (Con’t)

Podcast Script

Guide ProgramA podcast script can help guide the program and provide a sense of confidence as the recording progresses.

Editing Since most podcasts are not live, the recording can be edited and rerecorded in spots to make the final version sound professional.

CleaningMany podcasts are cleaned to remove the ‘ahhs’ and misstatements that have been made.

Podcast Construction

RecordingPodcasts can be recorded in a variety of ways ranging from free tools available for any computer to using expensive, professional studios. .Quality Quality of broadcast will be affected by the resources available for the project.

GoalsDepending on the goals of the podcasts, different approaches should be considered.

BalanceProfessional sounding podcasts can be created without a large investment. Balance between cost and quality is where many small businesses set their focus.

Tools for Podcasting

Tools for Podcasting

Tools for Podcasting (Con’t)

Tools for Podcasting (Continued)

Tools for Podcasting (Continued)

Software Element

Example Podcast Recorder

Mixing and Recording

Hints for Podcasters

Creating a podcast is more than just hooking a microphone to a computer and pressing the record button. It is important to create an environment for recording that will ensure that the broadcast sounds natural and eliminates distractions for the listeners. One approach is to create a small recording studio in a quiet setting with acoustic material on the walls.

More Recording Ideas

Hints for Podcasters

A single person monologue is the most basic form of podcast. Podcasts can become complex as more voices are added to the broadcast. Interviews, guest speakers, question /answer sessions, and call-in contributors can make the podcast interesting but also complicate recording.

Several popular services exist

Podcast Hosting

A completed podcast needs to be put online. Self hosting can result in bandwidth concerns.

HipCast offers additional services

Podcast Hosting

Services such as LibSyn and HipCast facilitate listing podcasts on iTunes and other indexing and sales services. Tools for monetization are also available. Advertising options, methods for selling and paid subscriptions and other features are provided.

Adds RSS infrastructure

FeedBurner from Google

FeedBurner permits a user to publish a blog or podcast URL. This makes the podcast available for subscription using any newsreader or feed reader. LibSyn automatically interacts with FeedBurner for an account holder.

Apple is a leader in podcasting distribution

Publishing on iTunes

Podcasts published on an organization’s Web site can be submitted to iTunes. The process is straightforward: 1. Open iTunes 2. Login to the iTunes Store (the business or user will need an account)3. Click on ‘Podcasts’ (located on the left sidebar menu)4. Click ‘Submit Podcast’ 5. Enter podcast feed URL that was acquired from FeedBurner6. Confirm details and submit7. Receive email upon acceptance

Podcast receivers are required to find and listen to broadcasts

Podcatcher

A podcast receiver or client is needed in order to find, subscribe, and listen to broadcasts. Software used for this purpose may also be referred to as a podcatcher. The first podcatcher, iPodder, was developed by Adam Curry (a former MTV videojockey) and Dave Winer, an early developer of RSS technology. iTunes is a podcast receiver.

Summary for Chapter 3

BenefitBusinesses can benefit from using new Web 2.0 tools to publish and broadcast content.

Customer Interaction Potential customers can learn about new products, upcoming business changes, and the people who run a company by subscribing to RSS feeds to receive blogs and podcasts.

Low Cost with Big ImpactNew technology has made it possible to create high quality online audio broadcasts using low-cost equipment and software.

Contact: Roger McHaney, Kansas State University, mchaney@ksu.edu