Podcasting has grown in popularity in leaps and bounds in 2016. 21% of Americans 12 and up listen to a podcast each month with regular listeners listening to an average 5 podcasts per week. Measuring success of your podcast, however, is another story. How can you measure the value you're providing? Is your podcast delivering the results you need? This Social Media Strategies Summit session looked at how ROI of podcasting beyond simply measuring downloads. It explored success across a variety of facets including influence marketing, social impressions and enhancing brand value.

1. Niche Marketing with Results
Measuring the Success of Your Podcast
June 2nd, 2016
Social Media Strategies Summit

2. Chris Barrows
Host - Why I Social Podcast
Who am I?
[@CBarrows]
[@WhyISocial]

3. The Why I Social podcast features
candid conversations with everyone
from average joe to CEO.
It focus on practitioners over big names.
The Why I Social Story
WhyISocial.com

4. Podcast Needs
- Purpose or mission statement
- Format
- Schedule
- Short and long-term plan
- Goal
- Hosting Service

5. So, what is the
ROI of a podcast?

6. Downloads
The Common Answer

7. It’s not that simple…

8. Thinking Beyond
The Download

9. ROI is unique

10. Photo Credit: Flickr User 63316291@N04
The podcasting world is a
LARGE and DIVERSE

11. Photo Credit: Convince and Convert (Jay Baer)

12. Find Direction
Photo Credit: Flickr User MartinHRicko

13. Ask Yourself:
Why?
Photo Credit: Flickr User WaderRockett

14. • Build + Improve Brand Value
• Create + Cultivate Community
• Collect Leads + Drive Clicks
• Education
Here’s “Why”
Photo Credit: Flickr User phabyano

15. The HOW Behind
The WHY

16. Photo Credit: Flickr User phabyano
1. Build + Improve Brand Value

17. Define Your
Brand Values
Photo Credit: Flickr User JakeRust

18. Photo Credit: Zoomph Insights
Brand Keyword Usage

19. Photo Credit: Zoomph Insights
Measure Brand Sentiment

20. Photo Credit: twitter.com
Use Keyword Searches

21. Set up Google Alerts

22. • Define your key brand values
• Conduct keyword searches on usage of brand
values and set Google Alerts
• Measure sentiment of users regarding podcast
content
• Track any press opportunities that come around
topics covered or company. Seek the origin of
that request.
• Giveaways to extend brand through t-shirts and
other product lines
• Promote via targeted digital ads
Recommended Actions
Photo Credit: Flickr User phabyano

23. Photo Credit: evamaria_n
2. Create + Cultivate
Community

24. Increase in
Social Conversation
Photo Credit: Flickr User MrShoes

25. Photo Credit: Zoomph Insights
Measure Peaks

26. Photo Credit: Slack Insights
Measurements from Community Tools

27. • Measure increase in social conversation
• Review analytics from community tools (are
community actions increased?)
• Develop a deck that includes mentions
across social/community tools
• Breakdown reactions/interactions per
podcast episode (align with integrated
marketing campaigns)
• Add “Podcast” to your “How did you find us”
section of surveys or forms
Recommended Actions
Photo Credit: Flickr User phabyano

28. 3. Collecting Leads
and Driving Clicks
Photo Credit: hckyso

29. Share key links in
EVERY episode
summary.
Photo Credit: Flickr User MrShoes

30. Track every link (bit.ly)
you share through blog
posts and word of
mouth via podcast
Photo Credit: Flickr User MrShoes

31. Conduct A/B testing
to determine most
effective link delivery
Photo Credit: Flickr User MrShoes

32. • Share key links in every episode summary
• Track every link (bit.ly) you share through blog
posts and word of mouth via podcast
• Conduct A/B Testing with unique links from
podcast summary and blog posts.
• Compare and contrast on a monthly basis (include
website hits as well)
• Turn successful podcast content into additional
social or website content.
A podcast may not drive a high percentage to your
webpage but can play a key supporting role nonetheless.
Recommended Actions
Photo Credit: Flickr User phabyano

33. 4. Education Photo Credit: Flixel

34. Align educational
focus(es)
Photo Credit: Flickr User JakeRust

35. Gif: Doctor Who
Surprise Them!

36. • Measure customer support question level
regarding podcast-focused education topics
• Provide an incentive at the end of the
podcast to use product/service
• Add “Podcast” to your “How did you find us”
section of surveys or forms
Educational focused content also serve as an
introduction to product/company.
Recommended Actions
Photo Credit: Flickr User phabyano

37. Photo Credit: 99783447@N07
Helpful Tools

38. • Zoomph
• NUVI
• Sprout Social
• Hashtracking
• TweetReach
• Native Tools
• Facebook Analytics
• Advanced Twitter Search and Twitter
Analytics
Tools: Measuring Brand
Influence, Conversation
and Overall Impressions
Photo Credit: Flickr User phabyano

39. • Bit.ly
• Po.st
• Google Analytics
Tools: Measuring
Link Clicks, Traffic and
Landing pages
Photo Credit: Flickr User phabyano

40. @CBarrows
@WhyISocial
WhyISocial@gmail.com
Questions?