Slides for Chapter 3, Part B of Web 2.0 and Social Media for Business: Business in a Connected World 3rd Edition, 2016 Dr. Roger McHaney, Dr. David Sachs http://bookboon.com/en/web-2-0-and-social-media-for-business-ebook

1. Web 2.0 and Social Media
Business in a Connected World
© McHaney and Sachs 2016 RSS and Podcasting

2. Works like a Blog
Similar to blog posts except that text is replaced with audio files.
What is Podcasting?
MP3
Involves uploading digital audio files (generally in MP3 format) to a
server where Internet users access material from an audio player,
mobile device, or computer.
.
Infrastructure
Web infrastructure has grown up around podcasting.
XML
Uses XML format to ensure cross-platform compatibility and can be
syndicated and published using RSS technology.

3. Low Cost
Provides easy, low cost method to get
out a message.
Podcasting emerged for same reasons that blogging did.
Why Podcast?
Uses RSS
Uses same technologies as blogging.
Business Becomes a Broadcaster
Provides mechanism for businesses to
instantly connect with clients, potential
customers and other stakeholders.
Like Radio
Comparable to radio, except without FCC
oversight and many costly entry barriers.

4. Perfect for Mobile!
Access to Podcasts
Apple’s iTunes and Podcastalley.com index
and provide access to thousands of
regularly produced podcasts. Businesses,
organizations, and individuals have created
programs ranging from political opinion to
comedy to business advice.
Some broadcasts are decidedly
amateurish; however many businesses
produce professional material and spend a
great deal of money to get their message
out on the Web.

5. Plus, it is fun!
Business Advantages for Podcasting

6. Traditional podcast formats modeled after a radio show with a charismatic host
Business Podcasts
Podcasting in business has progressed to become a
powerful tool used by marketing departments and
others to connect with prospective clients, existing
customers, and other strategic partners like
members of the media, shareholders, employees
and other stakeholders.

7. Primary Business Uses
• Allow customers to tell their stories. Customer interviews can be
recorded and featured on company Web site or blog.
• Company events can be recorded and rebroadcast. Training sessions,
expert talks, and other company events can be used as podcast content.
• Create connections with podcasts. Industry experts and authors are open
to interview offers.
• Interview employees. By creating podcasts, employees, customers and
prospective clients can get to the staff
• Build a strategic network. Interview and podcast key members of a
business or industry (e.g. trade associate president, chamber of
commerce president, and others).

8. Fairly inexpensive
Podcasting Elements

9. Podcast Theme
A business podcast needs a theme. For instance, a theme might
highlight new products Another example might be to introduce
members of a business team to the general public.

10. TAC Security Podcast from CISCO

11. Podcast Name
Informed by Theme
Themes are used in name selection for a podcast series.
Consider Content
Name should reflect the expected content.
URL
Acquire a domain name that matches the podcast name so
listeners can find the broadcast more easily.
Search Engines
Must consider Web searches that will use the name and link it to
users’ key words. Will enable additional indexing on Google, Bing,
and other search engines.

12. Sample Podcast Structure

13. Sample Podcast Structure (Con’t)

14. Podcast Script
Guide Program
A podcast script can help guide the program and
provide a sense of confidence as the recording
progresses.
Editing
Since most podcasts are not live, the recording
can be edited and rerecorded in spots to make
the final version sound professional.
Cleaning
Many podcasts are cleaned to remove the ‘ahhs’
and misstatements that have been made.

15. Podcast Construction
Recording
Podcasts can be recorded in a variety of ways
ranging from free tools available for any computer
to using expensive, professional studios.
.
Quality
Quality of broadcast will be affected by the
resources available for the project.
Goals
Depending on the goals of the podcasts, different
approaches should be considered.
Balance
Professional sounding podcasts can be created
without a large investment. Balance between cost
and quality is where many small businesses set
their focus.

16. Tools for Podcasting

17. Tools for Podcasting

18. Tools for Podcasting (Con’t)

19. Tools for Podcasting (Continued)

20. Tools for Podcasting (Continued)

21. Software Element
Example Podcast Recorder

22. Mixing and Recording
Hints for Podcasters
Creating a podcast is more than
just hooking a microphone to a
computer and pressing the record
button. It is important to create an
environment for recording that
will ensure that the broadcast
sounds natural and eliminates
distractions for the listeners. One
approach is to create a small
recording studio in a quiet setting
with acoustic material on the
walls.

23. More Recording Ideas
Hints for Podcasters
A single person monologue is the
most basic form of podcast.
Podcasts can become complex as
more voices are added to the
broadcast.
Interviews, guest speakers,
question /answer sessions, and
call-in contributors can make the
podcast interesting but also
complicate recording.

24. Several popular services exist
Podcast Hosting
A completed podcast needs to be put online. Self hosting can
result in bandwidth concerns.

25. HipCast offers additional services
Podcast Hosting
Services such as LibSyn and HipCast facilitate listing podcasts on iTunes and other
indexing and sales services. Tools for monetization are also available. Advertising
options, methods for selling and paid subscriptions and other features are provided.

26. Adds RSS infrastructure
FeedBurner from Google
FeedBurner permits a user to publish a blog or podcast URL. This makes the podcast
available for subscription using any newsreader or feed reader. LibSyn automatically
interacts with FeedBurner for an account holder.

27. Apple is a leader in podcasting distribution
Publishing on iTunes
Podcasts published on an
organization’s Web site can be
submitted to iTunes. The
process is straightforward:
1. Open iTunes
2. Login to the iTunes Store (the business or
user will need an account)
3. Click on ‘Podcasts’ (located on the left sidebar
menu)
4. Click ‘Submit Podcast’
5. Enter podcast feed URL that was acquired
from FeedBurner
6. Confirm details and submit
7. Receive email upon acceptance

28. Podcast receivers are required to find and listen to broadcasts
Podcatcher
A podcast receiver or client is
needed in order to find,
subscribe, and listen to
broadcasts. Software used for
this purpose may also be
referred to as a podcatcher. The
first podcatcher, iPodder, was
developed by Adam Curry (a
former MTV videojockey) and
Dave Winer, an early developer
of RSS technology. iTunes is a
podcast receiver.

29. Summary for Chapter 3
Benefit
Businesses can benefit from using new Web 2.0 tools to publish and
broadcast content.
Customer Interaction
Potential customers can learn about new products, upcoming
business changes, and the people who run a company by
subscribing to RSS feeds to receive blogs and podcasts.
Low Cost with Big Impact
New technology has made it possible to create high quality online
audio broadcasts using low-cost equipment and software.

30. Contact: Roger McHaney, Kansas State University, mchaney@ksu.edu