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Alexandra DiPalma: Domino Sound | Should You Start a Podcast in 2019?

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Alexandra DiPalma: Domino Sound | Should You Start a Podcast in 2019?

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Alexandra DiPalma: Domino Sound | Should You Start a Podcast in 2019?

The Yearly Carnage 2019 brought to you by Carney. Pittsburgh, PA | October 4, 2019

Be the Sharpest Marketer in the Room:
The Daily Carnage is your handpicked list of the best marketing content delivered to your inbox each day.

Alexandra DiPalma: Domino Sound | Should You Start a Podcast in 2019?

The Yearly Carnage 2019 brought to you by Carney. Pittsburgh, PA | October 4, 2019

Be the Sharpest Marketer in the Room:
The Daily Carnage is your handpicked list of the best marketing content delivered to your inbox each day.

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Alexandra DiPalma: Domino Sound | Should You Start a Podcast in 2019?

  1. 1. Should you start a podcast? Alexandra Dipalma @lsdipalma alexandra@dominosound.co
  2. 2. How to use podcasts as a marketing tool.
  3. 3. A little about me… - Studied journalism in grad school - Worked in public radio in Minnesota - Left radio to try TV at Fusion, a joint venture between ABC and Univision in Miami - Ran the brand studio at Stitcher/Midroll - Produce Seth Godin’s podcast; co-teach with Seth
 an online podcasting class - Founded DOMINO SOUND, a podcast production company and network
  4. 4. Specific Takeaways: Today you’ll learn to decide whether podcasting is right for you and your business. On our agenda today: - Sponsorship vs. branded podcast? - Examples of podcasts that effectively market a brand, product or individual - Figure out how to actually make your podcast: DIY vs. outside help vs. production company?
  5. 5. Everyone’s listening
  6. 6. And everyone wants IN
  7. 7. Goal-setting When does it make sense to create a podcast? What will a podcast accomplish, from a marketing perspective? • Brand awareness The intimate and conversational nature of the podcast environment creates an elevated state of engagement for brand mentions • Positive association Listeners create subconscious associations with the brand, based on words they hear in the podcast. • Position yourself as a thought-leader • You have a story to tell • You want to do a 30-minute ad for your business or product • Immediate, direct response results
  8. 8. Start a DIY Podcast If you’re an individual looking to build your personal brand, or a small business owner with something to say
  9. 9. Podcasting is the new blogging (from Seth Godin) Not as a way to make big dollars (blogging didn’t do that either). But as a way to share your ideas, to lead your community, to earn trust. Podcasting is a proven technology that is still in its infancy. It’s an open mic, a chance for people with something to say to find a few people (or perhaps more than a few people) who’d like to hear them say it. And podcasting is the generous act of showing up, earning trust and authority because you care enough to raise your hand and speak up.
  10. 10. The Investor Mindset podcast Host Steven Pesavento didn’t have any influence or following prior to making the podcast. He had some specific goals in mind…
  11. 11. The Four Cs 1. Connection • Connecting with guests you’d never otherwise have an opportunity to speak with
 2. Contribution • Making positive contributions to
 your listener base
 3. Community • Building a Community
 4. Capitalize • Using all the above to capitalize in new, possibly unforeseen ways
  12. 12. 1. Hit 20k downloads within the 1st month! 2. Featured for multiple weeks on New & Noteworthy a. On the front page & in multiple categories 3. Hit 42K downloads two months after launch 4. Listeners are consuming 65-75% of an episode  5. Ranked in the top 500 podcasts The hard stats
  13. 13. Ways to do it • Take an online class or workshop • Hire a freelance producer (if you’re serious about this option, hit me up - I have recommendations!) • Work with friends who have production-savvy
  14. 14. Branded Podcasts Companies from Coach to Carbonite have their own branded podcasts. Is it right for your company?
  15. 15. Brand-building vs. direct response • Create reason to talk about your company
 or brand beyond the product
 • A good branded podcast should sound 
 like a good non-branded podcast. 
 • Don’t think of these as advertisements; think of them as subtle brand-building efforts that are meant to entertain and persuade
  16. 16. Pros and cons Pros: • Positive brand boost • Response to a controversy or bad PR (McDonald’s podcast) • Reaching people you may not otherwise communicate with; earning trust and loyalty • Press opportunities
 Cons: • Requires resources to be done right • Not just a budget, but buy-in from your team • Hard-to-measure benefits (vs. digital ad impressions); no short-term results
  17. 17. Going Through It, from Mailchimp • [audio here] https://mailchimp.com/presents/ podcast/going-through-it/kathleen-hanna
 • Hosted by Ann Friedman, host of the popular Call Your Girlfriend podcast
 • Guests are extremely high profile - think: Hillary Clinton to punk legend Kathleen Hanna to Samin Nosrat of Salt, Fat, Acid, Heat
 • Note the very SUBTLE branded integration
  18. 18. Ways to do it • Simply search online for podcast production studios that specialize in branded podcasts (budget requirements will vary depending on the studio)
 • Build a team in-house (as opposed to a client/vendor relationship)
 • Hire an individual freelance producer/ host (a little more risk here - might not be able to handle the ‘soup-to-nuts’ production)
  19. 19. Podcast Sponsorship If your company isn’t ready to do a full podcast series, sponsorship is a GREAT option
  20. 20. Benefits of sponsorship • Built-in audience
 • Credibility of the host/show is transferred to your brand (ideally…)
 • The most effective option for direct response marketing, period
 • 100% share of voice (as opposed to traditional ads)
  21. 21. Be honest about your goals
 Be honest about your resources
 Be honest about your brand’s story Before you take the leap…
  22. 22. Q&A! INSTAGRAM: @DominoSoundCo WEBSITE: dominosound.co EMAIL ME! alexandra@dominosound.co

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