This is Martha:
She’s busy.
Microsoft produces lots of products every
week.
She needs a way to keep up-to-date with the
latest & greatest.
I mean, like, developer tools, frameworks, new products, new web technology, deals
for students, research, competitions and general
tech news.
So, like, everything.
Enter
Academy MobileAnd
Podcast-in-a-Box:
Martha Rotter
Developer & Platform Group, Microsoft Ireland
Podcasting @ Microsoft:
How to improve communication skills and increase knowledge in your employees
27-Sept-08
Agenda
• Recipe for Enterprise Podcasting
• Platform Overview: Academy Mobile
• Processes & Production
• Driving adoption
• Lessons learned
Recipe for Enterprise Podcasting
Internal Podcasting
• Communications
• Training
• Expert knowledge repository
• Online community
• Innovation
Platform Overview: Academy Mobile
• Social media platform
• Built on SharePoint Server 2007
• Key Features
• Download, tagging, Search, RSS,Alerts, Profile Management
• Rating, Commenting
• Development facts
• Proof of Concept: 3 weeks
• Full development: 4 months
• Launched at internal sales event in July ‘07
Academy Mobile: Home Page
PODCAST SELECTION- Filters- Search results
EDITORIAL- News- Top podcasts- Technical updates- Community highlights
NAVIGATION- Channels- Filters
SEARCH
Academy Mobile: Podcast Page
PODCAST DETAILS- Description- Rating- Social actions- Tags- Statistics
COLLATERALS- Transcriptions- Slides
COMMENTS
PODCASTERDETAILS- Bio- Picture- Contact- Presence- Average rating
Academy Mobile: Podcaster Page
PODCASTS- Filters
PODCASTER DETAILS- Bio- Picture- Contact- Presence- Average rating- Statistics- Points- RSS
Academy Mobile: Workflow
Create Edit| Publish| Consume|
Academy Rewards and Recognition
Example: Nestle’ case study
Check online presence via IM
Navigate through content with tags
Audio summary recorded via phone
Key speaking points in PowerPoint / image format
Business Processes
• Simplify content creation process• Production services (at a charge)
• Guarantee successful first experience
• Producer: everything Pre-Production (e.g. scheduling and customer communications)
• Media Specialist: Production and Post-Production (e.g. shoot and editing)
• Academy Mobile Studio staff: • 1 full time producer• 1 full time media specialist
• Operations• Tagging, profiling, “channel” creation, uploading of content
• Quality control and Technical Support
• Academy Mobile staff• 2 full time operations
• Support for Do-It-Yourself content production• Education (Workshops, Online Tutorials)
• Podcast-In-a Box
Driving adoption
• Preparing for the launch• Run some pilot programs
• Generate minimum content before launch
• Get management on board (e.g. Executive communications)
• Inevitable learning curve• Adopters
• Contributors
• Groom “New Media champions”
• Partner with other teams• Demonstrate momentum, document success
• Integrate “New Media” in all communications
• Enable your audience to consume and enjoy podcasts
Community engagement strategy
• Everybody at Microsoft
• Existing content ownersAwareness• Communications• Direct marketing• Internal events
• Subject matter expertsBreadth• Podcast-in-a-box program• Brown bags, workshops
• Field podcasters• Execs / Influentials• Role owners
Depth• Recruit at internal events• Visit the field• Reach out individually
Content
Reach
• Demo at Microsoft Global Sales
meeting (13000 people)
• Distribution of 6000 1GB micro SD
memory cards filled with podcasts
Academy Mobile Launch
• Signage• Booth• Video• Pod-corn…
Academy Mobile Launch
Testimonials
Voice from the Field
Podcast-In-A-Box Program
• Centralized loaner program of
podcasting equipment
• Minimum monthly commitment of 3
podcasts
• Podcasters can keep equipment as
long as they deliver on commitment
• Online training resources
Podcast-In-A-Box Program - Long term vision
Quality
Skillset
Podcast-in-a-Box ‘Classic’• Camtasia screen recorder• Portable audio recorders
Podcast-in-a-Box ‘Video Blogger’• Flip Video cameras
Podcast-in-a-Box
‘Audio Pro’• Professional audio equipment
Podcast-in-a-Box
‘Video Pro’• HD Professional video equipment
Challenges• Program management
• Approvals
• Shipments
• Solicitations
• Training resources
• Workshops
• Online tutorials
• Promote consumption
• Email updates
• Top contributor lists
• Site editorial
Podcast-In-A-Box Program – The Long Tail
Consumption
Number ofpodcasts
TODAY
Few podcasts drive most of the consumption
DriveTimeExecutive series
Podcast in a BoxField content
GOAL
Increase visibility of field produced podcasts
Editorial support
Podcast examples and viral marketing
Role of the CIO
Michael on the Go
People Ready BusinessChallenge
Conclusion
• Recipe for successful implementation• Working platform• Production and Operations teams in place• Initial content for launch• Buy off / communication from executive• Positive first user experience • Content production plan• Education tools for Do-It-Yourself podcasters• Continued marketing to keep up momentum• Editorial support
… and a lot of passion!
Q&A
Questions?
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