express your personal brand through the power of podcasting
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Topics discussed in 'Express Your Personal Brand Through the Power of Podcasting' teleseminar, Nov 8, 2007.TRANSCRIPT
Neville Hobson, ABC
www.forimmediaterelease.bizwww.nevillehobson.com
November 8, 2007
The elements of successful podcasting Who is podcasting How to build a community of listeners How to promote your podcast
hence, your brand How to get started with your own podcast
This teleseminar is about personal brand-building and how podcasting can help you. We’ll look at:
Building your personal brand is something you can do whether you’re an individual in business or an employee of an organization Indeed, personal brand-building can be even
more important if you’re an employee You need to do it the right way And the right way is to provide something
of value to others where there is no apparent direct reward to you
Digital audio file, typically MP3
“Radio show” format Time-shifted: listen
when you want Delivered via RSS
Optional: Auto-sync with
portable digital player Detach and go: listen
where you want Complemented by
show notes
(By the way, you don’t need an iPod, or any other portable player, to listen to a podcast)
Blogs Wikis RSS Podcasts Videocasts / Vlogs Moblogs MMS Internet telephony Social networks Virtual communities
Tools that facilitate: Communication Engagement Transparency Trust
Tools that are: Complementary to
traditional communication activities
Used by people who recognize the social characteristics of effective communication
Relevance Keep to the point Avoid fluff Info-tain Build and engage
community
Don’t sell Be authentic Respect listeners’
time Integrate into
blogosphere
The barriers to entry are incredibly low All you need is a computer, a microphone,
some free software and imagination Your audience can number in the single
digits Unlike radio, you don’t need big numbers to
be successful Whatever you do, it’s all about content
and your passion Actually, it’s all about your listeners
Audience can listen while they do something else
Deliver specialized content to a niche audience they can’t get anywhere else
Convey information that’s best conveyed through audio
Build a loyal community of listeners Use the podcast as a means of soliciting
feedback Use a podcast as an alternate channel to
reinforce communication via other channels
Your message does not lend itself to audio (or video)
Your audience is not inclined to listen Your message requires focus Your boss/client says “Hey, let’s do a
podcast!” there must be a measurable (strategic)
business reason
Anna Farmery – UK (The Engaging Brand)
Donna Papacosta – Canada (Trafcom News)
CC Chapman – US (Accident Hash)
Terry Fallis & David Jones – Canada (Inside PR)
Bryan Person – US (New Comm Road)
Heidi Miller – US (Diary of a Shameless Self Promoter)
Mitch Joel – Canada (Six Pixels of Separation)
Jonathan Hoel – Australia (PR Junction)
1. It’s easy2. It’s inexpensive3. It’s portable4. It’s available
Easy and complementary extension of your existing communication, PR and marketing activities
Reach niche audiences otherwise (financially) unreachable
Create buzz, build viral marketing effect Be perceived to be at the leading edge Be seen as a thought leader …
A new product announcement that complements traditional communication Includes informal conversations between, say,
a customer and you
A weekly review of activities and events of interest to investors and financial analysts Within the limits of regulatory requirements
A weekly 15-minute business update for employees
Employees worldwide subscribe to the podcast via the company intranet Or from your blog
The sales director records an occasional podcast for her geographically-dispersed sales team Tips and tricks on, say, how to close deals
with certain types of customers Podcast available from the sales intranet
as a complement to formal sales materials
Members of a community share a common bond that increases a sense of loyalty to a show
Building community increases listener loyalty, is a catalyst for content and helps spread the word to increase your audience
Tap into the social networking potential presented by a podcast
Host your podcast on a blog
Started January 3, 2005 First podcast in the
communication profession Co-hosts: Neville Hobson (UK)
and Shel Holtz (USA) 60 mins, twice weekly, Monday
and Thursday, recorded via Skype Average per-show downloads:
1,600 Global audience
Primary: USA, Canada, UK, continental Europe, China, Australia
Building community 3 on-the-ground correspondents
Two sponsors: Ragan Communications and CustomScoop
The Hobson & Holtz Report twice-weekly show
Interviews with newsmakers and influencers from the online technology and organizational communication worlds
Book Reviews aligned with our theme of PR/communications and the online world
Speakers and Speeches - podcasts of speeches, keynote addresses, breakout sessions, and other recordings from meetings and conferences of interest to PR and communication professionals
Involve listeners Encourage listeners Address their needs Engage
#1: Get listed in iTunes Get listed in key directories
Make sure no directory manipulates your content, notably the RSS feed
Get some media coverage Network in the podcasting community Create podcast badges Record podcast promos Pimp for votes
iTunes Store Podcast Alley Podcast Pickle… and many more
Basic gear: USB microphone/headset Free recording/editing software
▪ Audacity for Windows/Mac/Linux
Intermediate gear: Cartioid or condenser microphone Headphones Mixer Portable audio recorder Higher-end software, eg, Adobe Audition (Windows),
GarageBand (Macintosh) High-end gear:
+ digital mixers, compressors, pre-amps…
About£30 / $60
£500 / $1,000 – £2,500 /
$5,000
£3,000 / $6,000and up
On sale now Published by McGraw-
Hill £13.49 at
Amazon.co.uk $16.49 at Amazon.com Companion website at
everythingwith podcasting.com
Engage and Participate vs. Transmit
Advocate vs. Preach
Influence and Persuade vs. Command and Control
Informal and Conversational
vs. Formal and Instructive
Build Community vs. Tell Your Audience
Neville Hobson, ABC www.forimmediaterelease.biz www.nevillehobson.com [email protected] +44 7824 33 7000
For Immediate Release podcasts [email protected] Comment Lines:
Europe: +44 20 8133 9844 US: +1 206 222 2803
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