podcasting: promotional tool and revenue source mike mcintee timescape media

Podcasting:Promotional Tool

and Revenue Source

Mike McIntee • Timescape Media

www.timescapemedia.com

Multimedia Quiz: Part 1

Where are you now?•I already make oodles of money on the web

•Our website makes some money

•Our website is a break-even proposition

•We’re thinking about putting ads on our website

•You can make money with a website?

Types of Media

•Web Audio

•Audio Podcasting

•Web Video

•Video Podcasting

•User-generated content

Web Video & Audio

•Generates $$$ andbrand awareness

•Like having your ownTV channel

•Dynamic, warm, engaging

Audio/Video Podcasting

•Subscription model:automatically downloads new episodes to your reader’s computer / iPod

•An invitation to speak to your audience every week—or any time you like

•Promotion and advertising opportunity

Ehlert PowerSports Web $$$

Does Web Video Work?

What’s at stake

•eMarketer estimates that online video sales will surge 89% this year to $775 Million

57 New Magazine Digital Initiatives in

Q1 2007•Condé Nast: Blogs, podcasts, video

•National Geographic: website acquisition, video, podcasts, branded cell phone service

•Time Inc.: User-generated content, in-house online production studio, video, podcasts, news feeds, and more...

Other competitors

Advertisers

Harbinger ofthings to come

IPG Emerging Media study of YouTube users

•75% said they would rather watch YouTube than regular TV

•63% said they felt they were part of community when visiting YouTube

You Tube Users•Regular users—the large majority,

passively visit web sites and watch videos

•Influencers—steer others to good content

•Contributors— ~1% of users who will contribute their own audio/video to your web site to share with like-minded people

Your niche already has videos

•Cooking 30,000 videos

•Franchises 8,950 videos

•Bow Hunting 4,120 videos

•Sail Boats 2,070 videos

•Twin Cities 10,400 videos

•Lake Superior 624 videos

Multimedia Quiz: Part 2 Should you “do it

yourself”?•My IT Department has lots of spare time and is looking for extra projects

•If I give my IT Department one more thing to do they’ll kill me

•I’m my IT Department

•I don’t have an IT Department

•What’s an IT Department?

Multimedia Quiz: Part 3 Should you “do it

yourself”?•My writers are very familiar with audio and video equipment and editing.

•A couple of my writers have shot home videos

•I have a nephew who knows how to edit video

•I have a video camera, but haven’t taken it out of the box

•You need a camera for this?

Is Video Expensive?

•Radically less expensive than a decade ago

•Consumer equipment is usually suitable

•Not a “spare time” project—someone in the company must own the video initiative

•Writing and editorial staff can learn to add video skills to their workflow

•Use outside services for final video and sound editing, especially in startup phase

What does it take?

Ehlert “back-office” green screen studio

Video on Your Web Site

•Put it on the front page—don’t bury it!

•A Flash player with playlist can help manage web-page “real-estate” (example to come)

•There are several options to help manage bandwidth and smooth streaming

•Opportunities for sponsors and banner integration with advertising campaigns

Ehlert PowerSports Web Traffic

Is it worth the effort?

Video as promotion tool

•What action do you want people to take?

•Tell your audience with RSS/email

•“Shareable” videos

•Syndication

The Next Frontier:

Conclusions

•Your audience will go elsewhere unless you give them what they want --audio and video

•Trend: more professionally produced video

•You will need both your own and user generated video to “own” a niche

Next Session

•How to make audio and video on a budget

•Integrating audio and video production into your workflow

•You Tube: Friend or Foe?

•Syndication- Promotion and Profit

Slides and notes at TimeScapeMedia.com