What is a Podcast? 09-05
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...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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