Podcasts That Work

TNC New Media

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Old Model

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New Model

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Best Reasons

• Attention of Customers• New Revenue Sources• Human Face on Your Company

• Builds Community

Worst Reasons

• Everyone Else Is

• Boss Wants You To

• You Want to Be Web 2.0ish

Give it to Marketing?

Who?

Listeners Speak

• 84% of radio listeners think that “listening to commercials is a fair price for free programming

• 34% of radio listeners find that radio ads become so “annoying” and “intrusive” they sometimes turn it off (38% if they own an mp3 player)

• The younger the audience the more they find ads intolerable - Arbitron Spot Study

Effective New Media

5 “E”s

The 5 “E”s

Entertains

The 5 “E”s

Engages

The 5 “E”s

Educates

The 5 “E”s

Encourages

Action

The 5 “E”s

Easy To Consume

Castrol

NHRA Driver Ashley Force

Castrol

Castrol Executives

Starbucks

Starbucks response

From Podcasting News

What went wrong

What Happened?

What went wrong

Not listener-focused

New Media Done Right

Doesn’t Have to Be Long

Getting Started

Getting Started

Make it Easy

• Length and frequency - our tests• Choices to click - play immediately• Flash - WimpyPlayer.com• Ability for people to link directly to specific show• Show notes - possibly with times• Multiple subscribe buttons• Home page promotion – interview CEO

ELIMINATE ALL BARRIERS

Get Creative

• Interviews with customers• Spontaneous conversations• Stories• “Behind the Scenes” Tours• Top 10 Lists

Anything Not Normally Available Elsewhere

Showing Results

• Downloads• Page views• Clicks on links in show notes• Leads Gathered

– Emails– Physical Addresses

• Registrations / Sales• Feedback from your audience

Tim Bourquin

Tim BourquinTim Bourquin

• 949-348-2590 ext. 15949-348-2590 ext. 15• Tim@IdeasForDownload.comTim@IdeasForDownload.com

• Twitter: timbourquinTwitter: timbourquin

• www.NewMediaExpo.comwww.NewMediaExpo.com