Not just about iPods. Or RSS. Purist definition - ignore it.
Show notes are important. We think very important.
Control is more important than anything else.
Today at least 15,000 podcasts, 6-8 million regular listeners. All major broadcasters and newspapers are podcasting in the US. It will happen here.
He co-presents 'For Immediate Release'. Targeted at PR industry. Started in Jan 05. Twice weekly show done over Skype. Only way to do it between Holland and California. Mon and Thurs - 60-80 minutes. Av downloads 500 per show.
Listeners send in audio as well.
How to measure?
Downloading may not be the same as 'listening'. We know how many people download.
The impact is not about numbers
Its the 'right people' listening.
Shownotes are important
Get exposure through the shownotes - we blog our shownotes. This is very good from a business point of view.
Who's doing it from Business?
Mostly US, mostly techy (IBM, Oracle, Cisco).GM are pioneer from business. Chairman blogs from his Blackberry. Now a fundamental element of their approach.
US Air Force podcasting to their people.
Why are they doing it?
Seems to be an additional and complementary channel to their existing communications. Enables niche audiences to be accessed relatively cheaply. Groups of 62 people become targets for example.
A lot about coolness and 'buzz', identification with the youth market. Viral marketing.
US corporates (GM) are experimenting and getting feedback. GM's first podcast was poor quality - but heloed them do it better. N American audiences like it.
Hineken the brewer are into music and they can get podcasts out to people - as a 'coolness' thing.
Similar concept to blogging. Helpful to organisations:
Marketing - new products
Financial - investor comms. Regular updates. Regulatory issues need care - but ok.
Employee Engagement - CEO weekly update - 15 mins. Chat to employees and get feedback.
Team Building - comms with dispersed sales teams. Occasional comms with sales tips as part of learning. Additional to normal modes of comms.
All examples real.
Distribution issues
Feedburner as 3rd party - help with enclosures. RSS feeds growing by about 1,500 per month.
Apple - 7m subscriptions on iTunes (since June 2005). iTunes offers 15,000 podcasts and adds a 1,000 new podcasts a week. 21 different languages.
Drivers
It's easy. It's inexpensive. It's portable. It's available.
It's a beginning
Videocasting will come next. Audio will still be there. But video will come in. Very important from a business point of view.
[Played clips]
Click here: Podcastcon 2005 - corporate clips