BUILD A BUZZINGBUZZING PODCAST WITH LITTLE OR NO MONEY !!

Thursday, August 14, 2008

Mark Lindermb@bsmkl.com

BUZZ

BUZZ

About the Presenter…Mark LinderMark Linder

Entrepreneur, Foreign Currency Trader, Investor and former Fortune 500 executive. Early Podcaster featured on PodShow/Mevio since their beta days. Speaker at 2008 SXSW and last years New Media Expo. Independent producer of podcasts for a variety of organizations. Has worked on a many New Media projects one of which included heading the team which brought Barack Obama to Second Life. Based in Dallas, Texas, he currently produces three podcasts for Mevio, operates Internet Radio Stations and has a soon to be released in print, audio book.

email me at mb@bsmkl.commbl on Twitter and Pownce

e2kplanet on Skype

BuzzBuzz?Creating positive comments and impressions

about your podcast which drive growth, increased subscribers. Executing strategies that

provide a vehicle for contagion.

Infectious Chatter, What’s Hot, What’s Attractive

Ok…now what is CONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGION ????

Contagion is the essence of Creating Buzz. Contagion is people talking to one another…any way possible.

In a perfect world, the effect is viral.

Contagion IS the Conversation, the Conversation IS the Contagion.

Am I Too Late to the Party?

As of July 11, 2008…on Feedburner alone

Number of podcast and videocast feeds: 249,728

Source: Feedburner website July 16, 2008 - http://www.feedburner.com/fb/a/about#stats

“The Podcast Consumer Revealed 2008” - The Arbitron/Edison Internet and Multimedia Study by Tom Webster - Vice President, Strategy and Marketing - Edison Media Research - April, 2008

Although Awareness Has Stabilized…

There is still room in the space…

Growth Will Go to the Select Few…

• Those with quality content• Those who listen to the audience• Those who “converse” with the audience• Those who are truthful with the audience• Those with passion• Those with a strategy• Those that execute at a high level

What Does BuzzBuzz Have to Do With All That?

• Creating Buzz focuses you on your audience and the leverage they possess

• Focuses your limited time, energy and limited resources on the new R.O.I. (Return on Relationships*)

• Having a plan and strategy to create Buzz causes activities that bring you closer to your audience, build listeners/watchers & loyal followers (subscribers) and true evangelists for your content

*Special thanks to Chris Brogan and Julien Smith for the term taken from their manifest “Trust Economies”

But…First Things First “Lay Some Groundwork”

• Make it easy to subscribe

• iTunes

“iTunes accounts for 75% of all podcast downloads, according to Podtrac” Podcast User Demographics, May 7, 2007 – eMarketer

• Turn on the comments, you want and need feedback

• Voice Mail “Hot Lines”– http://www.skype.com– http://www.k7.net

• Chicklets

More…First Things First

• Make it easy to hear you, or see you

And Finally…Make it Easy to Find You

• Have a home and a few “vacation” properties • Get in various Podcast Directories, find extensive list at below link

http://www.podcast411.com/page2.html

LINKS WITH OTHERS SPREAD BUZZBUZZ

AND PROVIDE CONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGION

LINKS 1 LINKS 2CONNECT

TRUSTED LINK

“The Podcast Consumer Revealed 2008” - The Arbitron/Edison Internet and Multimedia Study by Tom Webster - Vice President, Strategy and Marketing - Edison Media Research - April, 2008

BuzzBuzz Starts With Relationshipsand our Consumers are Social!

Social Media

Social media describes the online technologies and practices that people use to share opinions, insights, experiences, perspectives and media itself. Social media can take many different forms, including text, images, audio, and video. These sites typically use technologies such as blogs, message boards, podcasts, wikis, and vlogs to allow users to interact. Source: Wikipedia

LINKS WITH OTHERS SPREAD BUZZBUZZ

AND PROVIDE CONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGIONCONTAGION

LINKS 1 LINKS 2CONNECT

TRUSTED LINK

The “Trusted Link”Not So Tall Tales…• How 7 People Became 350 Million

7 People

1 Person

10,000 People

350 Million People

Your “Trusted Link”Critical Execution of Your Strategy

• If you don’t have the trust, you can’t get the trust…

“The power of the Internet makes it easier for peop le to fall in love with you faster. But beware—it also makes it easier for them to fall out of love with you faster.”

The New Rules of Viral Marketing: How Word-of-Mouse Spreads Your Ideas for Free David Meerman Scott – April 4, 2008

• Where do I start?– Start with Family, then Friends– Move on to Business Relationships– Find people of Influence in the Space– Build Relationships– Take a Chance…

The Next Steps…

• Get on the Social Mainstream & Start Building Relationships

• Twitter & Pownce (and others…)

Start talking to people, let them get to know you• Second Life

Get to know people in an unconventional environment• Digg, del.ico.us

Get feedback and give feedback

• Don’t forget “old school” Social Media

• Yahoo Groups• Craigslist

More Next Steps…

• Turn on Social Bookmarking, make it easy for others to share your content

Learning Lessons from YouTube*

• YouTube was designed and build with community as its founding principle.

• YouTube made sharing content easy.• YouTube encouraged its users to personalize

their public profile pages.• YouTube’s user Interface was restrained and

simple.• YouTube’s search functionality, although not its

strongest point, consistently bested Google Video’s functionality.

*from Citizen Marketers by Ben McConnell and Jackie Huba, 2007

Turning Lessons Into Action• Community? Is your space worthy of a community? If so, create

one...

http://www.ning.com/http://www.facebook.com

Is your content easy to share? Are you functional?

• Is it easy to find you? Easy to hear and see you? (If not, go back to “First Things First”)

• Is it easy to “converse” with you? (If not, turn on your “Comments”and get on the Social Media mainstream and build some relationships)

• Is it simple to hear/watch your content? (If not, go back to “First Things First”)

Action You MUST Do!

• Tell everyone about your podcast• Target and locate people most likely to identify

with your podcast, your content• Provide tools to make it easier to share

information (YouTube lessons and “First Things First”)

• Study how, where and when your audience opinions are being shared

• Listening and responding to supporters, detractors, and neutral

You, Your Podcast, Your BrandYou are a Brand, Your Podcast is a Brand &

Collectively Both are a Brand

Brand building of “you” (Social) is in many ways different than the brand building of the podcast.

So is Social Media Enough?

• Not no, but hell no…– Find high profile entertainment or news to talk

about your Podcast– Brand Marketing (Logo, website appeal)– Referral Marketing (trade promo’s with others)– Word of Mouth (ok, this is Social Marketing)– Press Releases http://www.prweb.com– Facebook Ads (can be low cost and reach

hundreds of thousands of people)

Facebook Ad – One Ad Case Study (May 2008)

One Month One Ad (5/8 to 6/8)Total Spent $51.80Impressions 600,494Episode Request Increase for 5/08 +119%

Press Release – One Press Release Case Study

Cost of Press Release $60

1244 Reads/Downloads by Influentials

62 Appearances in Various Blogs*192 Appearances on News Feeds/Pages*

68,060 Total Headline Impressions*Tracked by Google Alerts

Now for Something Completely Different* Isn’t that is what BuzzBuzz is all about?

• Google “Lively”http://www.lively.com/html/landing.htmlCreate a space to build relationships.

• Second Life http://secondlife.com/Explore and find enthusiasts.

• Eco-Safe http://www.eco-safe.com/Be “green” and make your work sustainable.

*after Monty Python

Now for Something Completely Different* Isn’t that is what BuzzBuzz is all about?

• Bitstripshttp://www.bitstrips.comHave some fun and tap a new network.

• Friendfeedhttp://www.friendfeed.comOpen a “room” for like minded people.

The Building BuzzBuzz To-Do List

• Always improve your Quality• Go back and review “First

Things First” (easy to subscribe, easy to watch/listen, easy to find, in iTunes, comment and feedback system in place, voice mail)

• Get your podcast in podcast directories

• Get Social start building relationships

• Turn on Social Bookmarks• Find evangelists for your

podcast• Trade show promos with those

with similar audience

• Join or build a community then participate, listen and learn from these relationships

• Do something completely different

• If something is “news worthy”then do a press release

• Use Twitter/Pownce to let new relationships know you have something new out there.

• Get in a virtual world• Try an inexpensive Facebook

ad and measure effectiveness• Tap into new networks like

Bitstrips…• Tell everyone

Questions?

CreditsFeedburner http://www.feedburner.comTom Webster , VP Strategy and Marketing,

Edison Media ResearcheMarketer http://wwwpe.emarketer.comChris Brogan “The Trust Economy”Julien Smith “The Trust Economy”ITunes http://www.apple.commySpace http://www.myspace.comGoogle http://www.google.comSkype http://www.skype.comK7 Communications http://www.k7.netFeedplayer http://www.feedplayer.comPodcast Pickle http://www.podcastpickle.comPuPu Player http://pupuplayer.comWordpress http://www.wordpress.comBlubrry Network http://www.blubrry.comTypepad http://www.typepad.comMevio http://www.mevio.comBlogger http://www.blogger.comCC Chapman http://ccchapman.comAccident Hash http://www.accidenthash.comBitstrips http://www.bitstrips.comFriendfeed http://www.friendfeed.com

Facebook http://www.facebook.comPodcast 411 http://www.podcast411.comTwitter http://www.twitter.comDigg http://digg.comHi5 http://hi5.comDel.icio.usFlickr http://flickr.comSecond Life http://www.secondlife.comPhotobucketUtterz http://www.utterz.comLinkedIn http://www.linkedin.comOrkutSlidesharePownce http://www.pownce.comDave Meerman Scott “The New Rules of Viral

Marketing”CraigslistYouTube http://www.youtube.comBen McConnel “Citizen Marketers”Jackie Huba “Citizen Marketers”Ning http://www.ning.comPrWeb http://www.prweb.comEcoSafe http://www.eco-safe.comBedtime Stories My Kids Love

http://bedtimestoriesmykidslove.com