Podcast Academy: The Business Podcasting Book: Launching, Marketing, and Measuring Your Podcast

447 Pages·2007·5.73 MB·English

by  Michael Geoghegan

Podcast Academy™:
The Business Podcasting Book
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Podcast Academy™:
The Business
Podcasting Book
Launching, Marketing, and
Measuring Your Podcast
Editor-in-Chief
Michael W. Geoghegan
By:
Greg Cangialosi
with:
Ryan Irelan
Tim Bourquin
Colette Vogele
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Library of Congress Cataloging-in-Publication Data
Podcast academy : the business podcasting book / Michael Geoghegan … [et al.].
p. cm.
Includes index.
ISBN 978-0-240-80967-0 (pbk. : alk. paper)
1. Webcasting. 2. Marketing. I. Geoghegan, Michael W. (Michael Woodland), 1968–
TK5105.887.P63 2008
659.20285'67879—dc22
2007031291
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library.
ISBN: 978-0-240-80967-0
For information on all Focal Press publications
visit our website at www.books.elsevier.com
07 08 09 10 11 12 13 10 9 8 7 6 5 4 3 2 1
Typeset by Charon Tec Ltd (A Macmillan Company), Chennai, India
www.charontec.com
Printed in the United States of America
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Contents
Foreword xiii
About the Authors xvii
Introduction xxi
Acknowledgments xxv
Section 1: Podcasting Overview: Understanding the Medium
and Its Impact on Business
1 The Podcasting Revolution 5
by Greg Cangialosi
A Brief History 6
The Evolution of Podcasting 8
The Emergence of Web 2.0 9
Why Podcasting Matters to Your Organization 11
Why Start Now? 12
Build Your Reputation as a Market Leader 13
Build the Future of the Medium 13
Build a Relationship with Your Customers 14
Build a Library of Content 14
The Growth and Validation of Podcasting 16
Embracing the Shift 17
From Theory to Practice 18
Lessons Learned 19
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CONTENTS
2
Leveraging the Shift to Social Media 21
by Greg Cangialosi
Social Media and the Changing Consumer–Business Relationship 22
Embracing Social Media 23
Understanding the Role of Social Media in Corporate Communications 25
Extending the Blogosphere: More than Words 27
Podcasting in the Social Media Landscape 29
The Impact of the Consumer Podcast 30
Responding to Consumer Demands 31
Lessons Learned 35
3
The Emergence of Corporate Podcasting 37
by Greg Cangialosi
Podcasting: More Than a Fad 38
Branching Out by Reaching Out 40
Internal Communications 41
Case Study: Southwest Airlines 45
Branding, Marketing, and Advertising 47
Case Study: Wine Library 48
Education and Outreach 52
Case Study: Ortho-McNeil 54
Public Relations 55
Business to Business and Business to Consumer 58
Lessons Learned 61
Section 2: Podcasting Fundamentals: Planning and
Development
4 Internal Considerations for Podcasting 65
by Greg Cangialosi
The Role of the Internal Champion 66
Case Study: Verizon Wireless 67
Overcome Resistance to New Media 68
Advocate for Gradual Change 70
Encourage Collaboration, Not Specialization 70
Determine Whether to Produce Internally or Externally 71
Developing Your Team 72
The Core Team 72
Internal Team vs. External Team 77
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CONTENTS
Developing Your Goals and Objectives 78
Defining Your Market Perception 79
Who’s Listening? Determining Your Audience 80
Case Study: Whole Foods Market 82
What’s the Point? The Objective of Your Podcasting Initiative 84
Measuring Success 87
Setting Realistic Goals and Measurements 88
Define Success 90
Case Study: Financial Aid Podcast 93
Different Organizations, Different ROI 95
Lessons Learned 97
5
Planning Your Podcast 99
by Ryan Irelan
Defining the Voice of Your Company or Organization 100
Consistently Connect with Your Audience in a Genuine Way 100
Make More Informed Decisions About What Kind of Podcast You Want and What
Topics You Want to Cover 101
Steps to Defining Your Voice 103
Who Is Representing Your Company on the Podcast? 103
The Format of Your Show 105
Various Types of Podcast Formats 105
Building a Podcast in Segments 117
Podcast Length 119
Podcast Production Decisions 119
How Often Should You Publish? 120
Recording in Advance: Getting Ahead of Schedule 122
Avoiding Pitfalls 123
Emphasizing Quantity Over Quality 123
Creating an Infomercial Podcast 124
Publishing Too Often 124
Not Valuing Production Quality 124
Lessons Learned 125
6
Pre-production Decisions 127
by Ryan Irelan
Production Decisions 128
Outsourcing Your Podcast Production 128
In-House Production 131
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CONTENTS
Hybrid Production 131
Choosing Professional Services 132
Sorting the Good from the Bad 132
What to Expect 133
Setting a Budget 134
Outsource Budget Considerations 135
In-House Budget Considerations 136
Lessons Learned 137
Section 3: Producing the Podcast: Production, Delivery and
Legal Issues
7
Podcast Production 141
by Ryan Irelan
Production Decisions 141
Recording Hardware 143
Do Microphones Matter? 143
Recording Hardware 145
Podcasting Rigs 146
Where to Buy Hardware 146
Recording Software 147
A Quick Look at Audacity 148
A Quick Look at Sony Sound Forge 149
A Quick Look at BIAS Peak Pro 151
The Recording Process 155
What Is Proper Microphone Technique? 155
Recording Your Format 156
Editing 158
Too Much of a Good Thing 159
How Long Should it Take to Edit? 160
Example Editing Tasks 160
Sweeten Your Audio with The Levelator™ 162
The Final File 163
Metadata 165
Different Types of Metadata 166
The Business Reasons for Good Metadata 169
Lessons Learned 170
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CONTENTS
8
Preparing to Publish Your Podcast 171
by Ryan Irelan
Show Notes 172
Serving Your Current Listeners 172
Search Engine Optimization to Gain New Listeners 173
How to Create Effective Show Notes 173
Show Notes Example—TwiT Podcast 174
Tuning Your Web Site for Your Podcast 175
Web Site or Blog? 176
Host Your Own 179
Use a Hosted Service 179
Hosting and Content Delivery Networks 182
Choosing a Web Host 182
Content Delivery Networks 183
Podcast Hosting Services 184
Lessons Learned 185
9
Legal Issues 187
by Colette Vogele
The Care and Feeding of the Legal Department 188
Clearing Copyrights for Images, Text, and Sounds Appearing in a Podcast 190
Copyright Basics 190
The Most Common Instances When Permission Is Not Needed 197
How to Get Permission When Legally Required 203
Publicity Rights 213
Clearing Trademark Rights 217
Protecting the Podcast from Being Infringed 219
Copyright Considerations 219
Trademark Considerations 220
Defamation and Section 230 of the Communications Decency Act 221
Section 230 of the Communications Decency Act 223
General Internet Business Issues 224
Web Site TOS 224
Privacy Considerations 226
DMCA Policies 229
Lessons Learned 233
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