Presentation given during a Microsoft Partner Conference in 2013

2. POD CASTING ON TARGET
Brooke Webb | Director, Sales & Marketing

3. Tips for an effective Pod Cast–
“Long time listener, first time caller…”
Agenda
Why Pod Cast?–
“It’s a DVR for your phone.”
Tools & Resources–
“What are you waiting for?”
“The ability to pass on knowledge from person to person, and from generation to generation is
what separates mankind from other animals.”
Getting Started
“Is this thing on?”

4. Why podcast?
“It’s like a DVR for your mobile device”

5. What is pod casting?
From the beginning
Podcasting is the latest in on-the-go, on-demand
technology. Basically, a podcast is a digital
recording of audio or web/visual content (like a web
conference, radio program or music), made
available on the Internet for downloading to a personal
computer or MP3 player.
A lot like radio on demand, podcasting actually offers far
more options in terms of content and
programming than radio does. And best of all, with
podcasting, you can download whatever programming
you want and listen to it whenever and wherever you
want.
How it works
Think of it as subscribing to a magazine.
Podcasting uses a standard RSS feed reader or news
aggregator — the only difference is that
the feed you subscribe to contains a link to an audio or video
file. Instead of reading content in
your RSS feed reader or aggregator, you listen to it.
Once the audio or visual files are produced, they
are published online and indexed for subscription
and reception by an RSS reader. Podcasts can be
displayed on websites with clickable links to audio
files. Subscribers then download the files to iPods,
cell phones, iTunes directories, computers or
other locations to listen to whenever they want.This anywhere, anytime
freedom is the main attraction of
podcasting.
The term “podcast” is a blend of two
words: iPod (an Apple MP3 player) and
broadcast. But it’s
important to note that podcasting is
not just for iPods — any computer
software that supports
MP3 and MP4 (like Windows Media
Player and QuickTime) and any
portable device that supports
media download and playback (an
MP3 player, PDA or cell phone) can be
used to watch and
listen to podcasts.

6. Marketing Through Earbuds
It’s like a DVR for your mobile device
If you don't think of podcasting as a mobile medium, think
again! Any users with MP3 players (including smartphones)
can load podcasts onto their devices and listen to them
anywhere—while sitting on the subway, jogging, walking
the dog, you name it. Podcasts are inexpensive to produce,
and once you've loaded one onto your server, you can
spread it via a website, iTunes and your feed-reader of
choice. It's time to get your message out to earbuds across
the land!
So, how can you take advantage of this new phenom?
Consider the product or service you're trying to offer, and
the market you want to reach. Then fit a 'cast to them!
Every industry has a series of quirky or charming stories to
share, whether historical anecdotes or tales about how
people have used a product in unexpected ways.
Benefits
Podcasts make information personal.
Podcasts are convenient and easy to consume.
Podcasts cut costs.
Podcasting is a time-efficient form of
communication.
Podcasts are on demand and portable.
For added traction, invite testimonials or
experiences from your listeners, then read
them aloud. Add color to your 'cast by
incorporating music from independent
music labels or little-known local artists,
bringing an element of discovery to the
listening experience.

7. 0%
10%
20%
30%
40%
50%
60%
Awareness
Audience
Growth Video Growth
ON DEMAND ON THE RISE
2012 2013
Awareness of the term
"podcasting" increased from
22% to 37% in the past year.
The audience for audio podcasts
grew 18% in the past year.
The audience for video podcasts
grew 10% in the past year.
Podcasting is undergoing substantial growth,
and with good reason. Podcasting and v-casting
help position a company or brand as expert in
an industry, maximize branding efforts, and—
because podcasting is Web-based vehicle—
increase a company Web site's search engine
rankings

8. Bull’s Eye!
Listen in. The mobile
phones of today are
equipped with unique
capabilities that help users
take ear candy with them
everywhere they go. Tune in
to what they hunger for, and
offer it up!

9. Tips for an effective podcast
“Long time listener, first time caller…”

10. Pod Cast
But how can the average marketer produce a
winner in the podcast-sphere? Here are a few
tips to help you get it right:
Tips for making it great.
Be transparent. Don't hide the fact that you're a brand, whether you say this message is "brought to
you by" or offer narratives about how your product manifests in the lives of users.
Build a solid podcast website. Ensure there's a dedicated place on the Web where users can
discover your podcasts, read summaries of episodes and check out older shows. That site will also
help you get indexed by search engines.
Use the good stuff out there. Popular podcast recording programs include Garageband,
Gcast.com and Audacity.sourceforge.net. SoundSoap can help you "scrub" out background sounds
and other noises you don't want left in the final cut. Try Feedburner; it lets you notify listeners about
new episodes via email.
Analyze yourself. Use a solid analytics program to track your progress. Feedburner's got analytics
built in, but also consider Google Analytics, which lets you track users and audio-file downloads

11. Stick to a schedule. A good podcast creates the impression that it's thought-out and here to stay.
Launch on a consistent day; avoid dead air by planning ahead on content.
Be downloadable. Listing yourself on iTunes and offering download links across the Web ensure
options for on-the-go listeners.
Keep it short. Shows that dispense important advice, like the Wall Street Journal's "Your Money
Matters," barely last six minutes!
Avoid the hard sell. Remember the gospel of good mobile strategy: be useful, and embed yourself
in the rituals of your clientele. Don't be afraid to invite loyal customers to tell you what they consider
relevant.
Pod Cast
Tips for making it great.

12. Bull’s Eye!
Move past mobile-app bias.
It's time to reach users on
their handhelds. A podcast
is a great way to be
everywhere they are.

13. Getting started
“What’s the frequency Kenneth?…”

14. Pod Cast
 Understand what podcast listeners want.
 Determine your show format.
 Figure out what equipment to use.
 Select your recording software.
 Start practicing.
 Record the main body of the show.
 Select and edit music.
 Select a hosting service.
 Promote the podcast.
Creating a podcast is not as hard as you probably think it
—but you do need to do your homework first.
Let’s get started…

15. Pod Cast
• In –House or Outsourced Podcast production?
• PROS AND CONS
• Script
• Microphones matter. (I recommend Rode Microphone Podcaster or Shure
SH55)
• Recording Software (Audacity, Adobe Sound Booth, and GarageBand)
• Sound Editing (Adobe Audition)
• Metadata (an id for your podcast)
The important tags to add to your podcast are:
•Title – The name of the show
•Album – The name of the podcast brand
•Genre – Set to “Podcast”
•Cover Art – A picture of your podcast brand
•Tags– Handy for adding your show notes
Production Decisions

16. Bull’s Eye!
• Show notes (tags) are an important
service to your subscribers, as well as
a tool to gain new ones thought SEO.
• Give you podcast a home. Whether
it’s on your current company site or
on a stand alone blog, you podcast
should have its own space.
• Thinking ahead about how you will
host and deliver your product will
save you money and ensure listeners
easy access to you podcast.

17. Podcast distribution
“Marketing, measuring, and monetizing …”

18. Pod Cast
Get your content out there…
• Distribution Options for
your podcast
• Podcast Hosting Services
• Libsyn
• Hip Cast
• Content Delivery Networks
(CDN)
• Libsyn
• Limelight
• Vital Stream
• Hosted Blog Services
• Blogger
• TypePad
• WordPress

19. Pod Cast
Get your content out there…
1. AllTop – Alltop isn’t specifically a podcast directory, but it is a popular directory site
with a section for podcasts. Submit your feed for consideration and if approved,
there’s a chance thousands of people a day will view your details. The brainchild of
social media expert Guy Kawasaki, Alltop is one of the most popular directory sites on
the web.
2. Podcast Alley – A top 10 podcasting site, podcasting directory allows registrants to
submit podcasts and take part in community activities. Searching via niches, genres,
podcasters and more is a cinch as Podcast Alley is one of the most user friendly
podcast directories around.
3.Digital Podcast - Submit your show’s RSS feed for inclusion into the Digital Podcast
directory. Members can search using the Digital Podcast search engine and even vote
on each others’ podcasts.
4.All Podcasts – Submit a series, RSS feed or single podcasts for inclusion in this bare
bones podcasting directory.
5. GigaDial – “The Podcast Factory.” A directory of podcasts and online radio stations
offering a variety of subscription options.

20. Pod Cast
Get your content out there…
• Post and link to your podcast in several locations such as your
own website or company blog.
• Take advantage of the reach of podcast directories. Submit your
podcast to a few large directories, like iTunes and Yahoo!
Podcasts, but also look at smaller more targeted directories.
• Distribute a press release.
• Blog about your podcast.
• Search is still key. Get familiar with Podscope and Everyzing.
• Transcribing your podcast is one of the most effective ways to
get noticed by search engines.

21. Podcast Resources
Start today!

22. Pod Cast
Get your content out there…
Podcast Creation Guide
iLounge Guide to Podcast Creation - another guide for creating your own podcast for absolute
beginners.
Podcasting Legal Guide - find about legal issues relevant to podcasting in this Creative Commons
guide.
Podbean - Free podcast hosting and publishing.
Castpost - Free hosting for audio and video clips.
HeyCast - A tool to create video podcasts. Essentially, HeyCast creates RSS feeds from any existing
video files on the web. It doesn't provide hosting or sharing features.
Blubrry - A podcast network that lets you create a podcast and browse the podcasts of others.
Evoca - "YouTube for voice recordings": create audio recordings from your computer mic, your phone
or Skype, share them with others and embed them on websites.
MyPodcast - podcast hosting solution offering unlimited storage, bandwidth, and free templates for
your podcasts.
PodServe - this service is still in alpha stage, but everyone's invited to try it out. It offers a hosting
space for your podcast and a directory of user-created podcasts.
PodcastPeople - a service that enables you to post text, audio and video materials to your own
customized show, and even earn some income from it through sponsors.
PCastBaby - free podcast hosting service offering 10MB of storage space and unlimited bandwidth.
Podomatic - create, find and share podcasts with this free service.
Blubrry - create your podcast on Blubrry; browse through other podcasts and create your personal
playlist.
Podcast Advertising
Podango - get free unlimited hosting for your podcast and share ad revenue with Podango 50/50.
Podbridge - Provides podcast metrics and advertising.
Podtrac - a service that connects podcasters with advertisers.

23. Pod Cast
Get your content out there…
BlueGrind - Converts text (especially blogs) into podcasts.
Feed2Podcast - Convert any RSS feed into a podcast.
Talkr - Convert blogs to audio podcasts.
Odiogo - convert RSS feeds, text articles and blog posts to podcasts.
Podcasts to Text
CastingWords - a podcast transcription service that converts podcasts to
text for $0.75 minute. It employs human transcribers.
Podcast Hosting (Premium)
PodcastSpot - Offers both free and premium podcast hosting.
SwitchPod - a podcast hosting service, with unmetered bandwidth,
statistics and even some promotional opportunities.
Hipcast - create audio, video materials and podcasts and post them to
your blog.
Libsyn - Liberated Syndication will host your podcasts for a modest
monthly fee.

24. Pod Cast
Get your content out there…
Propaganda - Create professional podcasts including background music, jingles, crossfading and more.
Windows only. Free trial, $49.95 to buy.
Audacity - Free, open source software for recording and editing audio. Versions for Mac OS X, Windows,
GNU/Linux and other operating systems.
Adobe Soundbooth - Advanced audio editing from Adobe. Windows and Mac. Free trial, $199 to buy.
Wildvoice Podcast Studio - Record audio, add music and sound effects and upload to Wildvoice.com or
other sites. Windows only.
SnapKast - Podcast creation for Windows. $79.99.
Podcast Creation Software (Online)
Odeo - Perhaps the most popular podcasting platform. It allows you to record audio within your browser,
embed it anywhere and create your own audio channels.
Hipcast - Record high-quality audio right through the web browser or your phone. No additional software
needed.
Gcast - Record, mix and broadcast your podcasts. You can record messages by phone and upload MP3 files
from your computer.
Podomatic - This site lets you record video and audio online directly from your browser. You can also receive
in line calls from listeners wanting to leave voice comments.
ClickCaster - create, broadcast and sell your very own radio shows and podcasts. You can record audio right
from your browser or upload an existing MP3.
Wild Voice Shout Recorder - Online service that lets you record audio files through an intuitive interface but
doesn't let you edit them or add special effects.

25. Bull’s Eye!
“Great leaders create movements by empowering the tribe to
communicate. They establish the foundation for people to make
connections, as opposed to commanding people to follow them.”
Tribes by Seth Godin

26. Please fill out your evaluation.
THANK YOU Brooke Webb
Director, Sales & Marketing
bwebb@vicinitymanufacturing.com