What is a Podcast? 09-05
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...and why do I care? What is a Podcast, 1
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This is a presentation I created while working at a marketing firm to educate colleagues on podcasting. This was done in September of 05, a time when "podcast" was a hot buzz word in the marketing space, but very few people actually knew what it meant. The aim of this presentation was to give my colleagues the information they needed to discuss this new technology with confidence, at a time when there was very little industry familiarity with the channel itself. I used casual, approachable examples and simplified visuals to communicate these concepts.
Transcript of What is a Podcast? 09-05
...and why do I care?
What is a Podcast,
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Where did Podcasts come from?
Who are the Podcasters?
How can we use Podcasts as a marketing tool?
How do Podcasts work?
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It really began with the evolution of blogs...
Where did Podcasts come from?
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Episodic Web Media
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Episodic Rich Media
Photo Audio Video
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?
Episodic Rich Media
Photo Audio Video
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High Quality MediaReliable Delivery
Unfettered ContentEase of Use
Episodic Rich Media
Photo Audio Video
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Power to the People
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Daily Source Code
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...and the Podcast is Born
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iPod Broadcast
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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
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So who is podcasting?
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Tracks Up The Tree
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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
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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
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conventional media wakes up
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CNN Radio News Updates
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the tip of the iceberg...
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BBC Doc ArchiveCNN
MLB.comShowtimeSpike Lee
Ted KoppelFOX News
Rush Limbaugh
Ebert & RoeperESPN
Bill O’ReillyDisney
Al FrankenXBOX
George W. BushNightline
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iTunes 4.9 Demo*
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Market Implementation:How do we use it?
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The Stunt
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The Paris Hilton Podcast
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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
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The Show
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Slate.com
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Slate.com
• First internet magazine; Episodic
• Seasoned NPR pro reading content
• Sponsorship follows traditional media model
• Poorly publicised, could potentially command higher advertising dollar
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The Gift
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Radio Free Sub Pop
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Radio Free Sub Pop
• Hungry fan base
• Generate “insider” listeners
• iTunes Music Store positioning
• A new way to distribute and promote artists
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Tracking
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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
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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
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The Relationship
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The Guts
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Four Steps
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1: Record
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Indie PodcastEquipment begins at about $300.Original content usually developed
for free by on-air personality.
Commercial PodcastProfessional studios, voice talent,
writers, producers, engineers... $$$
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2: Post
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3: Distribute
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iTunes 4.9 Demo*
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4:Repeat
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Current Download ModelSite
You You You
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Downloading is for suckers.
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RSS + Aggregator
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RSS YouSitePodcastPodcastPodcast
YouAggregator
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• 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
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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.
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Subscription/Aggregator Model
Site
You
*RSS
*RSS
*RSS
SiteSite
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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
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