podcast academy 6 greg cangialosi

Podcast Academy 6Real World Corporate Case Studies:

A Changing Media Landscape September 27, 2007

Greg CangialosiBlue Sky Factory, Inc

Agenda

• Introduction & Overview

• Why Corporate Podcasting Matters

• Real World Examples

• Discussion / Q & A

Who Am I?Email Marketer, Podcaster, New Media Evangelist

• President of Blue Sky Factory, Inc

• Produced some of the early corporate podcasts for major corporations.

• Disney, GM / Pontiac, Verizon Wireless, Ortho-McNeil Neurologics, Dow Chemical, Raytheon, etc

• Producer, ROI Radio (www.roiradio.com)

• Author, “The Business Podcasting Book”

“The Business Podcasting Book”

Officially launched today at Podcast Academy 6

Why Podcasting Matters:

“Perhaps the greatest single appeal of corporate podcasting is its potential to enhance and amplify all of the other marketing efforts undertaken by a

company”

- OneUpWeb 2006

Podcasting Extends the Message......

Why Podcasting Matters:

Publishing is Marketing 2.0

What is Your Company Publishing?

Marketing 2.0

Your Content

• Publish.

• Promote.

• Let go. You don’t have control.

• Monitor, Engage, Enroll.

OnlineChannels

Email

RSS

Audio

Web

Video

Awareness,Engagement,Enrollment

Why Podcasting Matters:Validation of Podcasting

• Existing proven online mediums: email, search, online advertising, blogging, etc

• Three critical elements of any successful media:

• Targeted

• Relevant

• Measureable

Like All Other Online Mediums Before it...Podcasting is Maturing

• Core Communication Requirements.

• Press / Media, Customers, Prospects, Members, Students, Employees, etc

• Press Releases, Newsletters, Advertising / Marketing, Events, Internal

• The need to communicate is universal.

Why Podcasting Matters:The Common Links

Why Podcasting Matters:The Barrier to Entry has been Lowered

• Podcasting is a natural extension of an organizations communication outreach.

• If a picture is worth a thousand words......

• Access to media tools: Small to big, access to global content syndication is at your fingertips.

• Every company is now a media company.

Why Podcasting Matters:A Growing Future

• Over 10 million people downloaded podcasts in 2006, that number continues to grow. (eMarketer)

• Users who download podcasts increased 71% in less than 6 months (Pew Research)

• Podcast ad spending is projected to hit $300 million by 2010 (eMarketer)

Why Podcasting Matters: Preparing For The Future

Real World Examples:Key Uses of Corporate Podcasting

• Outreach / Education

• Branding

• Public Relations / Media Relations

• Advertising / Marketing / Sponsorship

What’s working today?

• 3 part series - Round 2 - 9/07

• National Spotlight on Migraines

• Website and iTunes presence

• Round 1 over 22k downloads

www.mindovermigraine.com

Type: Outreach / Education

Real World Example #1

• Subject matter expert from University of Maryland Brain Attack Center.

• Call in interviews, patients, doctors and industry experts.

• Website and iTunes and select directory presence.

• PR Firm participation for outreach and marketing.


Type: Outreach / Education


• Rotating episodes based on current trends and around specific events.

• “National Headache Awareness Week”

• Realistic goal setting, subscribers and downloads.

• The initiative has become an important consumer touch point for migraine education.


Type: Outreach / Educational


Real World Example # 2 Type:

Educational / Marketing

• Quarterly podcast targeted to senior level finance and human resource personnel. Niche audience.

• Educational topics around wellness in the workplace, fitness, obesity, etc.

• Informs its customers and prospective customers on critical ad pressing issues that surround the workplace.


Educational / Marketing

• Very welcome production on behalf of Meritain’s customer base. They were seeking information like this.

• Make use of website and email newsletter to drive traffic / downloads.

• Several thousand downloads and growing.


Educational / Outreach

• Weekly podcast called the “The American Family” by a Fortune 1000 corporation.

• True, real life stories and issues we deal with in every day life.

• Its not about selling washing machines, refrigerators or dryers.

• Building brand equity one week at a time.

Real World Example # 4:Type:

Public Relations / Internal

• Public Relations / Internal Communications

• Unique, behind the scenes subjects about the airline.

• Targeting customers, media, prospective employees.

http://gallery.swamedia.com/podcasts/podcast.html


• Daily Podcast - 5 days a week

• Financial Products & Services for Students

• 60 minutes to produce per day (Garage Band / mic)

• Measures downloads, RSS subscribers, web traffic, and lead flow.

• Jan-Dec 2006 - Generated over $20mm in loan volume.

Type: Marketing / Sales / Lead Generation


• Personal finance, money from a student perspective. Tips, programs, insights, etc.

• Listener feedback, questions, network of experts.

• Social network outreach for new growth (myspace.com, target audience)

• Syndication agreement with The Chronicle of Higher Education.

• Email marketing to drive traffic, downloads and exposure.



• Averaging 3,500 unique listeners per episode over a 90 day window, based on web stats.

• 900 unique listeners per day per Feedburner stats

• 20,000 unique visitors to the web site per month. (Google Analytics, Urchin on the raw log files, tracking everything).

Measurement & Impact



• Pays very close attention to analytics, referral and web traffic in particular.

• Runs a core group of 12 major domains / sites all designed around education and lead generation.

• Drives traffic to affiliate domains for lead generation, and tracks through to close of loan.

• Tracking10% of overall company loan volume of $400 million for 2007.

Measurement & ImpactType: Marketing / Sales / Lead Generation

• Wine Library (44k Sq Ft.)Springfield, NJ

• Started WLTV in 2006

• Daily wine tasting video podcast

• Promotion through education.

Real World Example #6 Type:

Branding / Marketing



• Daily video podcast 5 days a week

• Video camera and iMovie

• Produces early, often and ahead.

• From the hip. ZERO editing.

• Content is champion. The End.

Approach

• Immersed himself into online wine community (bloggers, journalists, podcasters, etc)

• Supported bloggers, sponsored events, speaking, etc. Built up an enormous amount of good will.

• Social web outreach, community, and email.

• Building brand ambassadors through good will, contribution

• Intent focus on content quality

Marketing & Outreach



• 40k unique downloads per day

• 17k RSS Subscribers

• Intentionally decided NOT to measure direct sales impact as a result of WLTV.

• Conan, Ellen, Nightline appearances and coverage.

• Entrepreneurial spirit, run like a business

• Wine Library sells $50 million of wine a year.

Measurement & Impact



Key Lessons & Takeaways• Podcasting is growing rapidly and is here to stay.

• Embrace the changing face of new media and communications.

• Use podcasting to extend your organizations various communications.

• Targeted, relevant, content.

• Content is king.

• Experiment with a variety of applications, remember there are no rules.

• Once you start, stick with it!

Thank You!Greg Cangialosi

Blue Sky Factory, [email protected]

410.230.0061 x 104

www.blueskyfactory.com - corporatewww.roiradio.com - podcast

www.thetrendjunkie.com - blogwww.publicaster.com - email

www.rssfwd.com - RSS to Email