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The Software Process and Measurement Cast:
A Retrospective Part 1

      Podcasting To A Niche Market


         In order to succeed, your desire for
         success should be greater than your
         fear of failure - Bill Cosby
                            ‹#›
This Presenation


• Building a podcast targeted to a technical
  audience presents challenges both in
  terms of content and actually identifying an
  audience. In the past three’ish years as
  the editor of the Software Process and
  Measurement Cast (SPaMCAST) I have
  experienced most and surmounted them.
  I will share how I have grown the cast over
  the past three'ish years.
Your Agreement With The Audience


                     Promptness


       Credibility                   Empathy




        Problem
                                    Competence
        Solving


                      Reliability
What Is SPaMCAST


• The Software Process and Measurement
  Cast provides a forum to explore the
  varied world of software process
  improvement and measurement. The
  SPaMCast covers topics that deal the
  challenges how work is done in information
  technology organizations as they grow and
  evolve.
• The show combines commentaries,
  interviews and your feedback to serve up
  ideas, options, opinions, advice and even
  occasionally facts. In a nutshell, the cast
  provides advice for and from practitioners,
  methodologists, pundits and consultants!
Show Format And Packaging


• Four Segments focused on the interview
  •   Introduction
  •   Essay
  •   Interview
  •   News and Extro
• Edit                  Why does this format work?
                        • Provides variety in voice
                        • Provides variety in ideas
                        • Reflected creditability
SPaMCAST History


• The first episode of the Software Process and Measurement
  Cast was uploaded into the “podoshere” on January 17, 2007

• Listenership has grown from a few dozen download a month
  to thousands over the two years.
The Studio

MXL 990 and                Sennheiser
  Boom                     (headphone and
     Netbook               boom mic)
Alesis 8
Mixer                       IBM Laptop


                Audacity

                 Skype

                 Pamela
Target Audience(s)

                   Process               Highly
                 Improvement
                 Personnel (P)         Specialized
 Measurement                       Business
 Analysts (P)                     Analysts (S)
                                                     Target audience that
                                                     listens to podcasts
    Project
 Managers and                      Change
     PMO                          Agents (P)
 Personnel (S)
                 Methodologists
                      (P)




                      Highly
                   International
Content Covers Strategy and Execution



  Strategy
                              Directors, Midlevel
                                  Executives

                                  Midlevel
                                  Managers


  Execution
                                 Practitioners
Why Niche Markets Tend To Be Different


• Hard to identify
   • Highly specialized
   • Tend to be dispersed
   • Highly international
• Busy therefore the content must be highly
  targeted
• Interaction tends to be hit or miss
• May or may not naturally the IPod age group
Building An Audience


• Knowing something is only the beginning of an
  equation that culminates in action.
• Awareness helps provides a spotlight of
  attention that filters unwanted information.
• If you are not able or interested in taking action,
  you really do not want to know.

    Awareness          Attention          Action
Soooo How Have I Found My Audience?


 • Interviewing people that are willing to
   promote themselves
 • Some cross promotions with other
   podcasts
 • Mailing lists from speaking engagements
 • Quite promotion at industry conferences
 • Social Media: Twitter, LinkedIn, Facebook
But I do not think is enough and I am still looking!
Suggestions From Audience For Building
Audience and More?


• Publish a newsletter    • Link to libraries
• Use Dragon Naturally    • Mention on blogs
  Speaking to create        other than own
  text to embed in XML    • Add additional
  for SEO                   content
• Render audio to         • Read Larry King’s Art
  YouTube with or           of the Interview
  without animated GIF      (resource for
• Join a network            interviews
How To Get The Right Interviewees


• Need to be able to ask . . .
  • Credibility
     • Who are you and why are you asking?
  • Referrals
     • Ask you interviewees who they think would
       be a good interview, ask them to introduce
       you.
  • Professionalism
  • Tell what you can do for them!
Interviewees


• Tim Lister, co-author of Adrenaline Junkies and Template
  Zombies
• Suzanne Robertson author of multiple books on
  requirements
• David Anderson the author of Agile Management for
  Software Engineering
• Kent Beck, pioneer in Agile Methods
• Scott Ambler, though leader in Test Driven Development
• Ivar Jacobson, developer of Use Cases
• Capers Jones, prolific author and measurement pundit
• Nicholas Carr, author of the Big Switch
• Grady Booch, discussing Life, the Universe and
  Development
• And many, many more
Critical Success Factors in Interviewing


• Learn how to interview
                                                   Promptness


                                     Credibility                  Empathy


• Do your research!
                                     Problem
                                                                 Competence

• Shut-up and Listen
                                     Solving


                                                   Reliability




                     Examples of great interviewers
                     and storytellers:
                     • Terri Gross – Fresh Air
                     • Larry King
                     • Ira Glass – This American Life
Podcast and Personal Branding

 • Personnel branding increases reach and online
   visibility which enhances day job if coordinated!




                        Day Job:
        Podcast:                      Blog:
                       “The Real
         Regular                    Knowledge
                         World”
      Communication                  Transfer
                      Interaction
Factoids and Successes


• Goal is to provide information not for
  interviewee to sell his or her wares except
• The podcast is independent of my day
  job (except through karma)
• Factor in approximately $750k
  of business in last two years
• Snagged book deal
  (Out on July 20, 2010)
• Used as course material in at least
  one Scotland University
Expansion Plans: SPaMCAST


• Evolutionary Plans
  • Teach people listening options
  • Focus on SEO to drive traffic
    (blog and show notes)
• Revolutionary Plans
  • Added programming:
     • Metrics Minute Podcast (expand audience)
  • MIS / IT Academic program outreach
End Notes (So Far)


• Creating good, targeted content builds an
  audience!
• Who you interview reflects on your
  credibility
• Selling and interviewing skills are critical
Contact Data

Tom Cagley
spamcastinfo@gmail.com
(440) 933-8768 – Office
(440) 668-5717 – Cell
www.spamcast.net - Podcast
                     “Call me, beep me if ya wanna reach me
                     When ya wanna page me it's okay
                     I just can't wait until I hear my cell phone ring
 Questions . . . .   Doesn't matter if it's day or night
                     Everything's gonna be alright
                     Whenever you need me baby
                     Call me, beep me if ya wanna reach me”
                     - Kim Possible Theme Song

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Software process and measurement cast a retrospective part 1

  • 1. The Software Process and Measurement Cast: A Retrospective Part 1 Podcasting To A Niche Market In order to succeed, your desire for success should be greater than your fear of failure - Bill Cosby ‹#›
  • 2. This Presenation • Building a podcast targeted to a technical audience presents challenges both in terms of content and actually identifying an audience. In the past three’ish years as the editor of the Software Process and Measurement Cast (SPaMCAST) I have experienced most and surmounted them. I will share how I have grown the cast over the past three'ish years.
  • 3. Your Agreement With The Audience Promptness Credibility Empathy Problem Competence Solving Reliability
  • 4. What Is SPaMCAST • The Software Process and Measurement Cast provides a forum to explore the varied world of software process improvement and measurement. The SPaMCast covers topics that deal the challenges how work is done in information technology organizations as they grow and evolve. • The show combines commentaries, interviews and your feedback to serve up ideas, options, opinions, advice and even occasionally facts. In a nutshell, the cast provides advice for and from practitioners, methodologists, pundits and consultants!
  • 5. Show Format And Packaging • Four Segments focused on the interview • Introduction • Essay • Interview • News and Extro • Edit Why does this format work? • Provides variety in voice • Provides variety in ideas • Reflected creditability
  • 6. SPaMCAST History • The first episode of the Software Process and Measurement Cast was uploaded into the “podoshere” on January 17, 2007 • Listenership has grown from a few dozen download a month to thousands over the two years.
  • 7. The Studio MXL 990 and Sennheiser Boom (headphone and Netbook boom mic) Alesis 8 Mixer IBM Laptop Audacity Skype Pamela
  • 8. Target Audience(s) Process Highly Improvement Personnel (P) Specialized Measurement Business Analysts (P) Analysts (S) Target audience that listens to podcasts Project Managers and Change PMO Agents (P) Personnel (S) Methodologists (P) Highly International
  • 9. Content Covers Strategy and Execution Strategy Directors, Midlevel Executives Midlevel Managers Execution Practitioners
  • 10. Why Niche Markets Tend To Be Different • Hard to identify • Highly specialized • Tend to be dispersed • Highly international • Busy therefore the content must be highly targeted • Interaction tends to be hit or miss • May or may not naturally the IPod age group
  • 11. Building An Audience • Knowing something is only the beginning of an equation that culminates in action. • Awareness helps provides a spotlight of attention that filters unwanted information. • If you are not able or interested in taking action, you really do not want to know. Awareness Attention Action
  • 12. Soooo How Have I Found My Audience? • Interviewing people that are willing to promote themselves • Some cross promotions with other podcasts • Mailing lists from speaking engagements • Quite promotion at industry conferences • Social Media: Twitter, LinkedIn, Facebook But I do not think is enough and I am still looking!
  • 13. Suggestions From Audience For Building Audience and More? • Publish a newsletter • Link to libraries • Use Dragon Naturally • Mention on blogs Speaking to create other than own text to embed in XML • Add additional for SEO content • Render audio to • Read Larry King’s Art YouTube with or of the Interview without animated GIF (resource for • Join a network interviews
  • 14. How To Get The Right Interviewees • Need to be able to ask . . . • Credibility • Who are you and why are you asking? • Referrals • Ask you interviewees who they think would be a good interview, ask them to introduce you. • Professionalism • Tell what you can do for them!
  • 15. Interviewees • Tim Lister, co-author of Adrenaline Junkies and Template Zombies • Suzanne Robertson author of multiple books on requirements • David Anderson the author of Agile Management for Software Engineering • Kent Beck, pioneer in Agile Methods • Scott Ambler, though leader in Test Driven Development • Ivar Jacobson, developer of Use Cases • Capers Jones, prolific author and measurement pundit • Nicholas Carr, author of the Big Switch • Grady Booch, discussing Life, the Universe and Development • And many, many more
  • 16. Critical Success Factors in Interviewing • Learn how to interview Promptness Credibility Empathy • Do your research! Problem Competence • Shut-up and Listen Solving Reliability Examples of great interviewers and storytellers: • Terri Gross – Fresh Air • Larry King • Ira Glass – This American Life
  • 17. Podcast and Personal Branding • Personnel branding increases reach and online visibility which enhances day job if coordinated! Day Job: Podcast: Blog: “The Real Regular Knowledge World” Communication Transfer Interaction
  • 18. Factoids and Successes • Goal is to provide information not for interviewee to sell his or her wares except • The podcast is independent of my day job (except through karma) • Factor in approximately $750k of business in last two years • Snagged book deal (Out on July 20, 2010) • Used as course material in at least one Scotland University
  • 19. Expansion Plans: SPaMCAST • Evolutionary Plans • Teach people listening options • Focus on SEO to drive traffic (blog and show notes) • Revolutionary Plans • Added programming: • Metrics Minute Podcast (expand audience) • MIS / IT Academic program outreach
  • 20. End Notes (So Far) • Creating good, targeted content builds an audience! • Who you interview reflects on your credibility • Selling and interviewing skills are critical
  • 21. Contact Data Tom Cagley spamcastinfo@gmail.com (440) 933-8768 – Office (440) 668-5717 – Cell www.spamcast.net - Podcast “Call me, beep me if ya wanna reach me When ya wanna page me it's okay I just can't wait until I hear my cell phone ring Questions . . . . Doesn't matter if it's day or night Everything's gonna be alright Whenever you need me baby Call me, beep me if ya wanna reach me” - Kim Possible Theme Song