Post on 27-Jan-2015
description
...and why do I care?
What is a Podcast,
1
Where did Podcasts come from?
Who are the Podcasters?
How can we use Podcasts as a marketing tool?
How do Podcasts work?
2
It really began with the evolution of blogs...
Where did Podcasts come from?
3
4
5
6
Episodic Web Media
7
Episodic Rich Media
Photo Audio Video
8
?
Episodic Rich Media
Photo Audio Video
9
High Quality MediaReliable Delivery
Unfettered ContentEase of Use
Episodic Rich Media
Photo Audio Video
10
Power to the People
11
12
13
Daily Source Code
14
...and the Podcast is Born
15
iPod Broadcast
16
Podcasting is a method of publishing audio broadcasts via the Internet,
allowing users to subscribe to a feed of new files (usually MP3s).
Wikipedia, 2005
17
So who is podcasting?
18
19
20
Tracks Up The Tree
21
Other indies• The Dawn & Drew Show
• Benjamin Walker’s Theory of Everything
• The Bitterest Pill
• Fake Science Lab Report
• Five Minutes with Wichita
• WHYME - The Worst Music You’ve Ever Heard
22
Podcasting Comes of Age
• Departure from epistolary, “dear diary”
• Unlimited Content
• Add a cutting-edge voice to any media outlet
• Automated subscription service maintainslistening audience, reinforcing relationships
23
conventional media wakes up
24
25
CNN Radio News Updates
26
the tip of the iceberg...
27
BBC Doc ArchiveCNN
MLB.comShowtimeSpike Lee
Ted KoppelFOX News
Rush Limbaugh
Ebert & RoeperESPN
Bill O’ReillyDisney
Al FrankenXBOX
George W. BushNightline
28
29
iTunes 4.9 Demo*
30
Market Implementation:How do we use it?
31
The Stunt
32
33
The Paris Hilton Podcast
34
Paris Hilton Podcast
• Celebrity leverage
• Promotion using a new media channel
• Low production cost, high potential yield
• No media buy charges
• So cutting edge, no one was ready for it
35
The Show
36
37
Slate.com
38
Slate.com
• First internet magazine; Episodic
• Seasoned NPR pro reading content
• Sponsorship follows traditional media model
• Poorly publicised, could potentially command higher advertising dollar
39
The Gift
40
41
Radio Free Sub Pop
42
Radio Free Sub Pop
• Hungry fan base
• Generate “insider” listeners
• iTunes Music Store positioning
• A new way to distribute and promote artists
43
Tracking
44
45
Podcast? Who cares!• On-Demand media lets listeners skip
sponsor message
• Too “High-tech”, a flash in the pan
• Tricky content situation with some clients (pharma)
• Bandwidth charges can skyrocket with popularity
46
So... what do I tell the client?• On-Demand media, like TiVo
• Direct access to “insider” audience
• Expanding listening market
• Portable, breaking away from the desktop
• Technology and Content combine to foster a stronger brand relationship
• Episodic content + RSS Feeds = trackable metrics and consumer stickiness
47
The Relationship
48
The Guts
49
Four Steps
50
1: Record
51
Indie PodcastEquipment begins at about $300.Original content usually developed
for free by on-air personality.
Commercial PodcastProfessional studios, voice talent,
writers, producers, engineers... $$$
52
2: Post
53
3: Distribute
54
iTunes 4.9 Demo*
55
4:Repeat
56
Current Download ModelSite
You You You
57
Downloading is for suckers.
58
RSS + Aggregator
59
RSS YouSitePodcastPodcastPodcast
YouAggregator
60
61
62
63
• Back-end internet code that you never see
• It deals with the content from a web page and changes whenever the page is updated
• You can subscribe like a magazine, with new issues coming to you whenever they are ready
RSS = Really Simple Syndication
64
Aggregator
• iPodder• Doppler• iTunes 4.9
Computer program that checks RSS feeds and automatically acquires specified content when updated. It downloads the stuff you want while
you have more important things to do.
65
Subscription/Aggregator Model
Site
You
*RSS
*RSS
*RSS
SiteSite
66
Crystal Ball• NPR launches major podcasting initiative
• NFL, NCAA Football, and NASCAR-themed podcasts now available and growing
• Podcasts are on their way to mobile phones
• Arbitron ratings can now track Podcasts
• Podcast Maker app for easy production
• Safari, Firefox, Internet Explorer all see RSS
67