Podcasting – a definition

 ”… a series of digital media files (either audio or video) that are released episodically and downloaded through web syndication.”

The mode of delivery is what differentiates podcasts from other ways of accessing media files over the Internet. RSS (most commonly translated as “Really Simple Syndication”) is a family of web feed formats used to publish frequently updated works—such as blog entries, podcasts, and video—in a standardized format. “Subscribers” click on the red symbol and add it to their list of items sent to “aggragators” – like Google and Yahoo – which collect them automatically.

If you have an iPod brand player plugged into your computer, podcasts can be automatically download to the device for playback on your walk or at the gym.

1 in 5 Americans have listened to a podcast.* Why?
. . . Because they get to choose to listen to exactly What they want. Where they want.

Businesses, experts, enthusiasts and organizations all use podcasting as a means to build relationships by bringing consumers, members and friends the information and entertainment they want. 
2 main types:
External – General market and special interest consumers
Internal – Institutional audience with vested interest – employees, members.

From the American Dental Association to brand names like Johnson & Johnson
When consumers and  members opt in to participating in regular communication, and information, they become engaged. Awareness and acceptence is the result.

Podcasts can achieve communication goals IF
If they are well designed, authentic and consistent.

The power of podcasting is in the conversation
A well conceived format and appropriate tone are vitally important to keeping the conversation on track. A podcast should allow for interaction. The listener should always feel a part of the process – regular referrences and ackowledgements of listeners. 
True communication is two-way. Podcasts can include feedback from listeners. They call a dedicated answer line. Their recorded comments are included in the next prodcast.  It’s important to protect your image. The tone and structure should be consistent and appropriate to the subject and message. A good podcast should lead the listener to a conclusion – enjoyment, respect, motivated, energized. The relationship with the listener may be varied and complex, but it should never be ambiguous.

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Is there anything funny about podcasting?


  Comics Richard Herring and Marc Maron

Two comics are blazing a trail by sharing their comedy for free and reaping the benefits of that freedom. Although many comedians, especially those specialising in topical gags, personal anecdotes, or lacking television exposure, have embraced podcasting as a cost-effective means of raising their profile, Herring and Maron exploit it to a rare degree – creating huge swathes of material beyond editorial control and the demands for slick, mainstream content.

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Vargo Companies tells complex story via podcast

Vargo Companies provide material handling solutions through comprehensive system integration and material handling equipment.  Vargo uses video podcasting to help tell their story to customers and prospects. 

An example of their podcast which informs viewers about … “the advantages of demand driven execution environment in a typical distribution center,  and how to avoid the problems associated with a standard push order fulfillment operation.”

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Why Aren’t More Brands Using This Emerging Tactic?

For brands, though, podcasting has turned out to be especially effective for timely internal communications (e.g., speeches you missed in the office), customer service (e.g. Whirpool), business to business and some consumer areas, especially high-interest stuff. My experience has not only been blabbing about podcasting at conferences on both coasts but in producing some branded podcasts for Johnson & Johnson and most recently for CIT Group.

What I wonder about, however, is why so few agencies and marketers are leaping in on this relatively easy format to concept and produce? And what is the next step for branded content as it becomes more interactive? What does podcasting 2.0 look like for brands?
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BASF Podcast: Chemistry of Innovations

This podcast is the audible innovation magazine of BASF.  Listeners can discover every month how Chemistry can help to shape their future. 
Topics like: Chemistry makes solar energy more economical. 
Plant Health – Fit with Fungicides
Lithium Ion Batteries – The Energy Store of the Future

Chemistry makes wind energy more economical
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Government agencies reach people through podcasting

From the Department of Agriculture to the Consumer Product Safety Commission, federal agencies are using podcasts to dynamically share important information.
Whether its explaining how veterans can find sources of funding to start a business, or displaying the wonders of our vast universe in HD Video, agencies like the Small Business Administration and NASA are connecting with business owners, students, consumers, and many other interested parties through audio and video podcasts.

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This Heinekin podcast is for you

Heineken has jumped on board the latest and the greatest new media channel – the podcast. A podcast is a lo-fi MP3 file created on a computer (or with any audio – video will soon follow – recording device for that matter) that can be subscribed to using RSS and easily and automatically transferred to your iPod or any other MP3 device. For its first podcast (to the right of the site), Heineken interviews Thirst Resident DJ Daniele Davoli.

For advertisers, this is a new and untapped medium. While early adopters are gleeful podcasts are commercial free, when everyone is carrying around their all-in-one digital device, podcasting is how they will receive media content and advertising – though hopefully in a format more interesting than the tired :60. More likely, entire podcast channels will be hosted and sponsored as a “service” to consumers as is this Heineken podcast.
(More from adrants.com)

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Public Relations=Podcasts for NAM

More and more trade and professional associations are reaching out with Blogs and podcasts.  One of them is the National Association of Manufacturers (NAM),

“America’s Business with Mike Hambrick” is an hour-long podcast by the National Association of Manufacturers and the Radio America Network. “America’s Business” explores the issues and people who make America the world’s manufacturing leader. Hosted by broadcast veteran Mike Hambrick, the show features news, commentary and interviews with manufacturers, “the millions of people who make things.”

Hear the podcast
Interview with NAM Blog master

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Ad agency having explosive new business growth by leading with social media

The Russo Group, a small ad agency (full time staff of 19) in Lafayette, Louisiana, is having explosive new business growth using and leading with social media. Instead of laying off they are hiring. 104% net profit over this time last year. New clients, all outside their market, located in California, Illinois, Iowa, New York, Pennsylvania, Texas, Washington D.C. Washington state even England. All won without having to pitch and their prospective clients called them. Her new business programs hard cost for last year? $11.95.

(More from fuelingbusiness.com)

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A healthy new podcast for nurses

The Association of periOperative Registered Nurses, AORN now produces a series of podcasts to their members. The Perioperative News Minute is one of their offerings. This podcast lets members listen to the week’s news on your computer or through your iPod or other portable audio device. Some examples:

The Recommended Practice for Minimally Invasive surgery is up for public review and comment, as is the proposed Standards of Perioperative Nursing. Also in this episode, AORN and AAMI plan to respond to The Joint Commission’s recent update on steam sterilization. Hear these stories and more in this episode of the AORN Perioperative News Minute, your source for on-the-go-reports from the perioperative world. Download+

In Episode 2, A science podcaster discusses the power of podcasting to communicate with science and medical professionals.

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Network Podcast downloads at all time high

Wizzard Media (NYSE Amex: WZE) reports a record 332 million dowbnload requests on their network vs. 287 million in the 3rd quarter of last year, and increase of 45 million.

With approximately 13 million monthly audience members on the Wizzard Media Network finding and subscribing to their favorite podcasts through iTunes, Management believes there is real opportunity for podcasters to monetize their show with the company’s proprietary Podcast Companion App.

“More people are consuming their favorite shows via the PC, iPod®, iPhone®, Blackberry® and other such devices. This is the future media distribution model and Wizzard Media is delivering it today which we feel is demonstrated by our network’s continued growth of publishers, content, audience and demand.”  Chris Spencer, Wizzard Media CEO
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