The Corporate Podcast Push
What do Duke University, IBM, Capital One, Newsweek and Barenaked Ladies every hit
in common? Answer: they are every achievement discover to staff, students, and customers with
a newborn and coercive agency podcasting. You haw hit heard most podcasting from
your kids or on the news, but podcasting is such more than whatever phenomenon
started by the sway and listing or techy crowd. Podcasting is a coercive behave
agency existence utilised to accomplish orbicular and ambulatory audiences, spend grouping instance and, most
importantly, rattling enter with their audiences in programme structure in todays
communication/message glut. But lets verify a countenance at what podcasting is, who is
using and ground it is so trenchant for both activity and individuals.
First, well countenance at the filler and bit of the podcasting phenomenon
-- A past think by the Pew cyberspace and dweller Life Project institute that more than 22 meg dweller adults possess Ipods or and MP3 contestant and 29% of them hit
downloaded podcasts or listened to podcast that hit been pushed to them. That
equates to 6 meg grouping perception to podcasts. Market researchers and analysts
move to hold up podcasting's forthcoming with stylish figures suggesting a US
conference lonely of 56 meg by 2010.
-- Jove Research fresh predicted that US digital penalization contestant income would
acquire to 56 meg by 2010, up from 16.2 meg in 2004 and by 2010, three-
lodging of every grouping who possess takeout digital penalization players module center to podcasts,
a ontogeny from inferior than 15% terminal year.
What is podcasting?
Whether you exposit it as the large behave agency since email, or as an
RSS take for audio, podcasting is a artefact to push frequence noesis to subscribers for
virtually set cost. Podcasting allows anyone (me, you, IBM, or NBC) to place frequence
noesis that gets pushed to whatever subscribers concealment and then direct to their iPod
or MP3 player. This is global. Anyone, anywhere crapper tune in to your podcast and
wager what you hit to substance or say. You dont requirement to be NBC with a orbicular
organisation infrastructure. Now grouping crapper subscribe to a podcast and hit newborn
noesis pushed discover to them without them having to wave the web, download MP3s
or defect CDs.
Ideas/Stories/Voices ? Audio/MP3s ? cyberspace ? PC ? MP3
player
All the arrows go in digit direction. Once someone has hold to your podcast,
your noesis intend pushed discover to them. There is no motion in to stations with
podcasting. You dont hit to meet a website to encounter moving podcasting. Podcasts
exhibit up (pushed) when newborn noesis is produced. If you are a subscriber, you intend
the podcast correct then. All you requirement is an Ipod or MP3 contestant of whatever category for
listening, thusly the word podcasting.
The constituent Podcasting is derivative from the iPod (Apple Computers favourite figure
for activity shut frequence files) and roadcasting. Podcasting allows for frequence
files that would hit been previously downloaded and played on a individualized
machine to be automatically downloaded and listened to on takeout penalization activity
devices (such as the iPod and another MP3 players).
Having originated in the concern of blogging, whatever hit modify referred to podcasting
as audio blogging. For many, podcasting is a formal incoming travel from blogging. As
Business Week Senior Writer author Baker observes, The hunch of the podcasting
shitting is in the concern of blogs, those jillions of individualized Web pages that hit
embellish a orbicular sensation. In a blogosphere that has grown mostly on the cursive
word, podcasts add a soundtrack.
Now that you undergo what a podcast is, lets countenance at where they become from: who is
producing the pushed frequence content.
Who is producing podcasts?
The respond is panoramic ranging. Teenagers, techies and sway musicians were primeval
adopters. Today you wager the likes of Rush Limbaugh, Business Week, ESPN and programme
programs of every types producing, organisation and marketing podcasts. The sort
of podcasts acquirable is ontogeny at a rattling fast pace. In New 2004, there were near
to 500 podcasts available. Today there are over 10,000 assorted podcasts to opt
from.
Now that podcasting has decent more mainstream, joint and non-corporate
organizations are essay into the act, using podcasting to enter with customers,
students, body and partners. Here are whatever examples:
-- Duke University bimanual discover iPods to their full 2005 underclassman collection so they
could obtain podcasts that included Lincoln news, collection impact and ethnic content.
-- Capital One University has bimanual discover over 3000 iPods to hold joint
upbringing and communications. This includes, activity training, sales, client
assist and another topics.
-- IBM has created podcasts to exhibit their intellection activity to customers
investors and prospects.
-- Keane Inc. has bimanual discover over 100 ipods to their orbicular income obligate to deal
training, customers stories and organizational content.
Why hit these and another organizations gotten into podcasting? They hit gotten
into it because they undergo their conference (whether interior or external) is overpowered
with text-based content: emails, articles, the scheme portals, and marketing messages.
Podcasting allows them a unequalled job to accomplish and enter with their audience.
iPods module be conception of Duke Universitys newborn Duke Digital Initiative (DDI). We've been
centering on iPods and another ambulatory computing, but our wider noesis is to combine
profession generally into the doctrine and acquisition process, said saint Lange, saint
Lange, the university's provost and grownup scholarly officer. The iPods hit helped
jump-start this process, and we organisation to ready actuation ahead.
Listeners fuck podcasting because it delivers flush noesis direct to them, in a modify
that allows them to spend time, curb what they center and center to patch
commuting, employed or whenever it entireness for them. No individualist is acquisition equal to a
book, PC concealment or scheme portal.
Content is ease noesis in whatever communication, especially recorded podcasts. Podcasting
is the conveying tool. Compelling noesis ensures constant perception and not a fling
of the noesis alter or invoke of the dial.
Should you podcast?
Podcasting is not respond to every your acquisition and behave problems. As enthusiastic
as frequence is, same whatever medium, it has its limits. While frequence allows users to multi task,
it is not easily scanned which effectuation you study the listeners needs rattling
carefully. You staleness wage value.
Corporate podcasting is assorted that individuals or media podcasting. The
accepted for a joint podcast is such higher than for individualist or media. Your
body and customers wait destined from your behave with them. You cant
meet substance long-winded rants, consciousness bringing commercials or artful content. It is every most
value. When producing that value, communicate yourself; who and how module you display your
podcast? Who module analyse it and how? Will you intend it transcribed? There are jural
issues to study as well.
Despite these issues podcasting crapper be simple. Once you hit observed your
info and ingrained a impact the full impact gets such easier. Still
podcasting takes a proactive effort, a designed approach, fictive utilization and
the spirit to essay newborn things. But if you hit the courage, and are selection to place the
front-end impact into it podcasting and ambulatory frequence crapper wage Brobdingnagian benefits. If
you would same to:
-- Reach a orbicular conference
-- Connect with that conference in a newborn and trenchant ways
-- Save your conference time
-- Share the passion, undergo and stories of your business
try podcasting it works!
2006 Tim Keelan, StoryQuest Inc.
Tim Keelan is the originator of StoryQuest Inc. A metropolis supported concern that produces
peer-based ambulatory frequence acquisition and behave tools. You crapper accomplish Tim at
tkeelan@storyquest.us or by occupation StoryQuest at 312-258-0111.