Community + RelationshipsHow podcasting can build a community and strengthen your customer relationships

Neville Hobson, ABC@jangles

Shel Holtz, ABC@shelholtz

Amsterdam, April 12, 2012

#smpr2012 #fir

Community: A DefinitionSince the advent of

the internet, the concept of community has less geographical limitation, as people can now gather virtually in an online community and share common interests regardless of physical location.

Prior to the internet, virtual communities were far more limited by the constraints of available communication and transportation technologies.

http://en.wikipedia.org/wiki/Community

Engagement: A DefinitionThe process of

forming an attachment (emotional and rational) between a person and a brand.

Equally created by the perceptions, attitudes, beliefs, and behaviours of those with whom institutions and organizations are communicating or engaging with.

http://en.wikipedia.org/wiki/Brand_engagement

Each Community Has Different Standards for What a “Friend” Is…

Can’tYou can’t be a friend of a brand.

CanYou can be a friend of a brand manager.

How Do I Go About Actively Engaging?

Why are you engaging?How, what, where, when?Set objectivesTools and frequencyInteraction planReporting, analysis, optimization

(Joanne Jacobs, Like Minds U, February 2012)

‘The Hobson & Holtz Report’ The Hobson & Holtz Report podcast

first episode on January 3, 2005 Co-hosts: Neville Hobson (UK) and

Shel Holtz (USA) 60-90 mins weekly every Monday,

recorded via Skype Average monthly downloads:

30,000 Global audience: USA, UK, Canada,

continental Europe, Australia, China

Three sponsors: Lawrence Ragan Communications, CustomScoop, TemboSocial

http://www.forimmediaterelease.biz/

How it WorksOffer compelling contentAsk for listeners’ opinions

◦ Include those opinions in the next showSuggest frequent commenters might

want to be reportersTalk about what listeners sayProvide a platform for listener

comments: the various web places and the show itself

How It WorksEncourage “3 Things Customers Like To

Do Online”Make it easy for listeners to get hold of

the showAsk friends to talk about itOffer compelling contentBuild community

3 Things Customers Like To Do Online

1. Share Ideas“Let’s improve the next product or service together”

2. Share Product Knowledge “Here is what I know; hope it helps you”

3. Help Peers Solve Problems “I had the same problem, here is what I did”

Building CommunityIntegral sponsor

participation Jen Zingsheim

David BatorJenny Fukimoto

Building Community2 on-the-ground

regular correspondents◦ Dan York: New

Hampshire, USA◦ Michael Netzley:

Singapore

Michael Netzley

Dan York

Building CommunityLive call-in

episodesOccasional

contributorsListener

comments

Heidi Miller

Ike Piggot

Building Community

Twitter handleFriendfeed RoomGoogle+ pageFacebook page

What Are Other Podcasters Doing?

Mitch Joel

Jay Baer

Donna Papacosta

Martin Waxman

Joseph Thornley

Gini Dietrich

Business podcastsCustomer serviceYour superfansKnowledge/thought leadershipExample: Evernote

Promoting FIRUs

◦ Tweets and status updates◦ GaggleAmp

Listeners◦ Likes, retweets & +1s

Mixing it up

Easy to share

FIR Today Is a Podcast Series Brand FIR: The Hobson & Holtz Report FIR Live FIR Cuts FIR Interviews FIR Book Reviews FIR Book Club FIR Speakers

and Speeches

How To Reach UsNeville Hobson,

ABC◦ www.nevillehobson.com◦ @jangles◦ neville@nevillehobson.co

m◦ +44 7757 977 222

Shel Holtz, ABC◦ holtz.com◦ blog.holtz.com◦ @shelholtz◦ shel@holtz.com◦ +1 925 864 2249

Website www.forimmediaterelease.biz

Community twitter.com/fir friendfeed.com/fir plus.google.com/

105877451533262296645 www.facebook.com/pages/For-

Immediate-Release/8679965700