Labels: VideoPosted by Scott Monty at 7:24 PM
Audio files are podcasts because they're available in an RSS enclosure and therefore in a feed that is brought to you by your RSS utility. Otherwise it's a downloadable audio file that you have to go to the website to fetch.Posted by Scott Monty at 3:36 PM
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|Back in Black - Advertising|
Smart companies must reinvent their communications thinking, moving away from a sole reliance on top-down messages delivered through mass advertising. This is the Me2 Revolution.Edelman tracks the sphere of influence in the recent past:
In the US, for example, the "person like yourself or your peer" was only trusted by 22% of respondents as recently as 2003, while in this year's study, 68% of respondents said they trusted a peer.How to take advantage of this?
How can companies embrace this future of empowered stakeholders? Speak from the inside out, telling your employees and customers what is happening so they can spread the word for you. Be transparent, revealing what you know when you know it while committing to updating as you learn more. Be willing to yield control of the message in favor of a rich dialogue, in which you learn by listening. Recognize the importance of repetition of the story in multiple venues, because nobody believes something he or she hears or sees for the first time. Embrace new technologies, from employee blogs to podcasts, because audiences are becoming ever more segmented.Posted by Scott Monty at 12:13 PM
Labels: blogsPosted by Scott Monty at 7:36 PM
Surprise #1: Total listenershipThe good news is there's room to grow and an opportunity to prove yourself.
As of June, 22% of people had even heard of "podcasting" but only 11% had ever listened to one. It seems these early adopters weren't all terribly impressed either. According to Nielsen/NetRatings, just 6.6% of the online population in July recently downloaded an audio podcast. That's about 9.2 million US adults.
Surprise #2. Specific demographicsThis is great news again - podcasting has hit the mainstream rather than the young early-adopter segment. Especially significant in the B-to-B segment.
According to Arbitron, podcasting listenership is fairly even across the sexes with women at 48%. Plus, only 32% of listeners are aged 18-34. At 45%, the biggest demographic slice of listeners is 35 or older, with 17% in the 45-54 age group.
Surprise #3. Listening platformsAny creative approach to podcasts should be done for dual platforms.
According to a May 2006 Podtrac survey, 56% of the audience listen via their computers instead of a portable device.
Mistake #1. Shovelware
Don't just read your Web site content or email articles into a microphone. If your fans wanted that, they could go online to see it. Create fresh content that's interesting to listen to - guests, two-way conversations, rants, etc.
Mistake #2. Sales pitch
You may get a few people to download a podcast that's a lightly disguised sales pitch once… but chances are none of them will bother to download or listen to the next installment. Just as with email newsletters, the best-loved podcasts offer content the listeners find valuable and/or highly entertaining.
Mistake #3. Testing just one to start
As with email newsletters or drive-time radio shows, the most successful podcasts build brand impact from listener relationships over time. It's not a one-off medium. If you create only one, you may not ever get the audience or impact your podcast deserves. Or, if your single podcast defies the odds to become insanely successful, you may not be ready with a follow-up series in time to catch the wave.
Rule #1: Keep it shortPosted by Scott Monty at 6:28 PM
The ideal length of a podcast is 10 minutes to 20 minutes. “If you go more than 25 minutes, you’re outside the average commute,” says Walch. Or past the average treadmill workout.
Rule #2. Don't drone from a script
Although some corporate podcasts are scripted, just as with the blogworld, anything with too many corporate communications editors involved can turn the audience off.
Rule #3. Copywrite your podcast title carefully
If you're hoping for iTunes traffic to discover you, as well as users on other major podcasting directories, remember you're competing with tens of thousands of other podcasts. Pick a name for your podcast that matches your content topic. People are likely to search for a particular subject (rather than a brand name) when they visit iTunes. (Note: This is just like any other type of search marketing -- it’s all about keywords.)
Rule #4. Schedule a calendar (ongoing or limited-series)
Many podcasting experts say the best frequency is weekly. However, if you're not sure if you're up to the work, nor if the audience demand will be there, you probably should start with a slower calendar. Podcasting as with blogging and email newsletters can be exhausting for the long haul.
Not sure if you're up to starting a podcast series that will go on until the end of time? It's a scary commitment. Our suggestion, try the waters first with a limited run podcast series. Just as with an emailed "e-course", a single-season TV series, or a novel with chapters, you'd have a story arc, and announce up front how long the entire podcast will be.
Each episode would be developed to play in context of the rest, and the entire series would be as evergreen as possible so newbies can start with podcast #1 at any time and work their way through the series at their own pace.
Rule #5. Best time of day may be nighttime
Many podcasting enthusiasts dock their iPods overnight and then listen to whatever's new the next morning.
YouTube Inc. is expanding the type of advertisements it sells to include videos on its home page and on special advertiser-created pages, shedding further light on how the hugely popular video-sharing site plans to make money.Posted by Scott Monty at 10:47 AM
Warner Music Group Corp.'s Warner Bros. Records will be the first to roll out the special advertiser pages with a video promotion for hotel heiress Paris Hilton's music album to be released today. In a twist, Fox Broadcasting Co. -- a unit of Time Warner competitor News Corp. -- will pay to advertise its "Prison Break" TV series on the Paris Hilton advertising page, and YouTube will share that ad revenue with Warner Bros.
YouTube, a closely held company in San Mateo, Calif., says its users watch videos more than 100 million times each day, making the site a leader in the fast-growing online-video arena. The year-and-a-half-old company has to date carried display and text advertisements it sold itself or brokered by third parties.
But YouTube executives have said they aim to create a system that pioneers new ad formats and which could be extended to broker ads for other Web publishers, much as Google Inc. brokers ads that appear on other sites today.
YouTube's strategy "revolves around the idea of having brand advertisers participate and become part of our community," says Chief Executive Chad Hurley.
The site will now allow advertisers to pay to have their videos displayed prominently on YouTube's home page, charging based on the number of users regardless of whether the consumers actually watch the videos. A user needs to click on the advertising video before it plays.
Labels: big mediaPosted by Scott Monty at 9:11 AM
Here are a few indicators of the life that SMO is alive and well:
Labels: smoPosted by Scott Monty at 1:29 AM
From a marketing standpoint, winning increasingly requires experimentation, risk-taking, and frequent failure. Rigid organizations that don’t build higher levels of unpredictability and periodic loss into their models will lose in the long run. They simply will fail to adapt and build new competencies necessary to stay competitive.
The Baker Street Blog
The Social Media Marketing Blog
Web Worker Daily
Community Guy - Jake McKee
The Engaging Brand
Web Ink Now
How to Change the World
Digital Influence Mapping Project
Web Strategy by Jeremiah
The Buzz Bin
Citizen Marketer 2.1
Influential Interactive Marketing
The Viral Garden
Marketing Profs Daily Fix
Conversational Media Marketing
Servant of Chaos
Social Media Explorer
Six Pixels of Separation - Marketing and Communications Insights Blog and Podcast - By Mitch Joel at Twist Image
Marketing Over Coffee Marketing Podcast
Advertising Age - DigitalNext
The Marketing Minute
Pistachio Consulting Inc.
The Marketing Fresh Peel
The Social Organization
Greg Verdino's Marketing Blog
Church of the Customer Blog
Forrester's Marketing Blog
ThirdWay Advertising Blog
Paul Gillin's blog - Social Media and the Open Enterprise
Social Blogworking Magazine
Note to CMO:
The Lonely Marketer