9/27 PPT Podcast Marketing

Marketing via PodcastingMarketing in Social Media

Created by Jan Ahrens [email protected]

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

Overview

DefinitionDefinition


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)

Podcast Podcast CommunicationsCommunications

Recording

Subscribing(Listening)

52%1

45%

3%

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


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


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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


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Strategies & Tactics

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 Podcast

How to Create a How to Create a PodcastPodcast

1. Content2. Equipment3. Setting 4. Test & practice5. Record 6. Edit7. Publish8. Measure9. Tweak & repeat


• 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



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• 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



• Episode Format:• One-person monologue• Co-hosting (2+ people in discussion) • Interview Style – question and

answer• Compelling, unique, remarkable



repeat



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• Use the best microphone and equipment that you can



repeat



• 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



• 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



repeat



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• Record the podcast• Keep going through it – you can edit

it later



repeat



• Eliminate long pauses• Eliminate too many “ums” and “uhs”• Keep some natural pauses



repeat



• 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



repeat



• 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



repeat



• # 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



repeat



• Learn and then improve

• Keep making more



repeat

Searching Podcasts

Podcast Search Podcast Search EnginesEnginesand Directoriesand Directories

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 Browse results

On iTunesOn iTunes Click on any that initially appear on target

On iTunesOn iTunes Read description

Take action: Subscribe Get Episode

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

Podcast – the rest…

More “How To” HelpMore “How To” Help


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Podcast HostingPodcast Hosting


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Podcast NetworksPodcast Networks For advertising sponsors

Distribution:

Podcast Rating SystemPodcast Rating System

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


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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/


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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

Documents

9/27 PPT Podcast Marketing