Podcast Academy™: The Business Podcasting Book This page intentionally left blank Podcast Academy™: The Business Podcasting Book Launching, Marketing, and Measuring Your Podcast Editor-in-Chief Michael W. Geoghegan By: Greg Cangialosi with: Ryan Irelan Tim Bourquin Colette Vogele AMSTERDAM (cid:129) BOSTON (cid:129) HEIDELBERG (cid:129) LONDON NEW YORK (cid:129) OXFORD (cid:129) PARIS (cid:129) SAN DIEGO SAN FRANCISCO (cid:129) SINGAPORE (cid:129) SYDNEY (cid:129) TOKYO Focal Press is an imprint of Elsevier Acquisitions Editor: Angelina Ward Development Editor: Eric Schumacher-Rasmussen Publishing Services Manager: George Morrison Project Manager: Mónica González de Mendoza Marketing Manager: Christine Degon Veroulis Cover Design: Eric DeCicco and Keith Nickoles Focal Press is an imprint of Elsevier 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA Linacre House, Jordan Hill, Oxford OX2 8DP, UK Copyright © 2008, GigaVox Media Inc. Published by Elsevier, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone: ((cid:2)44) 1865 843830, fax: ((cid:2)44) 1865 853333, e-mail: permissions@elsevier. co.uk. You may also complete your request online via the Elsevier homepage (http://elsevier. com), by selecting “Customer Support” and then “Obtaining Permissions.” Recognizing the importance of preserving what has been written, Elsevier prints its books on acid-free paper whenever possible. Library of Congress Cataloging-in-Publication Data Podcast academy : the business podcasting book / Michael Geoghegan … [et al.]. p. cm. Includes index. ISBN 978-0-240-80967-0 (pbk. : alk. paper) 1. Webcasting. 2. Marketing. I. Geoghegan, Michael W. (Michael Woodland), 1968– TK5105.887.P63 2008 659.20285'67879—dc22 2007031291 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. ISBN: 978-0-240-80967-0 For information on all Focal Press publications visit our website at www.books.elsevier.com 07 08 09 10 11 12 13 10 9 8 7 6 5 4 3 2 1 Typeset by Charon Tec Ltd (A Macmillan Company), Chennai, India www.charontec.com Printed in the United States of America PPrreelliimmss--KK8800996677..iinndddd iivv 88//2222//0077 1122::4444::2233 PPMM Contents Foreword xiii About the Authors xvii Introduction xxi Acknowledgments xxv Section 1: Podcasting Overview: Understanding the Medium and Its Impact on Business 1 The Podcasting Revolution 5 by Greg Cangialosi A Brief History 6 The Evolution of Podcasting 8 The Emergence of Web 2.0 9 Why Podcasting Matters to Your Organization 11 Why Start Now? 12 Build Your Reputation as a Market Leader 13 Build the Future of the Medium 13 Build a Relationship with Your Customers 14 Build a Library of Content 14 The Growth and Validation of Podcasting 16 Embracing the Shift 17 From Theory to Practice 18 Lessons Learned 19 v PPrreelliimmss--KK8800996677..iinndddd vv 88//2222//0077 1122::4444::2233 PPMM CONTENTS 2 Leveraging the Shift to Social Media 21 by Greg Cangialosi Social Media and the Changing Consumer–Business Relationship 22 Embracing Social Media 23 Understanding the Role of Social Media in Corporate Communications 25 Extending the Blogosphere: More than Words 27 Podcasting in the Social Media Landscape 29 The Impact of the Consumer Podcast 30 Responding to Consumer Demands 31 Lessons Learned 35 3 The Emergence of Corporate Podcasting 37 by Greg Cangialosi Podcasting: More Than a Fad 38 Branching Out by Reaching Out 40 Internal Communications 41 Case Study: Southwest Airlines 45 Branding, Marketing, and Advertising 47 Case Study: Wine Library 48 Education and Outreach 52 Case Study: Ortho-McNeil 54 Public Relations 55 Business to Business and Business to Consumer 58 Lessons Learned 61 Section 2: Podcasting Fundamentals: Planning and Development 4 Internal Considerations for Podcasting 65 by Greg Cangialosi The Role of the Internal Champion 66 Case Study: Verizon Wireless 67 Overcome Resistance to New Media 68 Advocate for Gradual Change 70 Encourage Collaboration, Not Specialization 70 Determine Whether to Produce Internally or Externally 71 Developing Your Team 72 The Core Team 72 Internal Team vs. External Team 77 vi PPrreelliimmss--KK8800996677..iinndddd vvii 88//2222//0077 1122::4444::2244 PPMM CONTENTS Developing Your Goals and Objectives 78 Defining Your Market Perception 79 Who’s Listening? Determining Your Audience 80 Case Study: Whole Foods Market 82 What’s the Point? The Objective of Your Podcasting Initiative 84 Measuring Success 87 Setting Realistic Goals and Measurements 88 Define Success 90 Case Study: Financial Aid Podcast 93 Different Organizations, Different ROI 95 Lessons Learned 97 5 Planning Your Podcast 99 by Ryan Irelan Defining the Voice of Your Company or Organization 100 Consistently Connect with Your Audience in a Genuine Way 100 Make More Informed Decisions About What Kind of Podcast You Want and What Topics You Want to Cover 101 Steps to Defining Your Voice 103 Who Is Representing Your Company on the Podcast? 103 The Format of Your Show 105 Various Types of Podcast Formats 105 Building a Podcast in Segments 117 Podcast Length 119 Podcast Production Decisions 119 How Often Should You Publish? 120 Recording in Advance: Getting Ahead of Schedule 122 Avoiding Pitfalls 123 Emphasizing Quantity Over Quality 123 Creating an Infomercial Podcast 124 Publishing Too Often 124 Not Valuing Production Quality 124 Lessons Learned 125 6 Pre-production Decisions 127 by Ryan Irelan Production Decisions 128 Outsourcing Your Podcast Production 128 In-House Production 131 vii PPrreelliimmss--KK8800996677..iinndddd vviiii 88//2222//0077 1122::4444::2244 PPMM CONTENTS Hybrid Production 131 Choosing Professional Services 132 Sorting the Good from the Bad 132 What to Expect 133 Setting a Budget 134 Outsource Budget Considerations 135 In-House Budget Considerations 136 Lessons Learned 137 Section 3: Producing the Podcast: Production, Delivery and Legal Issues 7 Podcast Production 141 by Ryan Irelan Production Decisions 141 Recording Hardware 143 Do Microphones Matter? 143 Recording Hardware 145 Podcasting Rigs 146 Where to Buy Hardware 146 Recording Software 147 A Quick Look at Audacity 148 A Quick Look at Sony Sound Forge 149 A Quick Look at BIAS Peak Pro 151 The Recording Process 155 What Is Proper Microphone Technique? 155 Recording Your Format 156 Editing 158 Too Much of a Good Thing 159 How Long Should it Take to Edit? 160 Example Editing Tasks 160 Sweeten Your Audio with The Levelator™ 162 The Final File 163 Metadata 165 Different Types of Metadata 166 The Business Reasons for Good Metadata 169 Lessons Learned 170 viii PPrreelliimmss--KK8800996677..iinndddd vviiiiii 88//2222//0077 1122::4444::2244 PPMM CONTENTS 8 Preparing to Publish Your Podcast 171 by Ryan Irelan Show Notes 172 Serving Your Current Listeners 172 Search Engine Optimization to Gain New Listeners 173 How to Create Effective Show Notes 173 Show Notes Example—TwiT Podcast 174 Tuning Your Web Site for Your Podcast 175 Web Site or Blog? 176 Host Your Own 179 Use a Hosted Service 179 Hosting and Content Delivery Networks 182 Choosing a Web Host 182 Content Delivery Networks 183 Podcast Hosting Services 184 Lessons Learned 185 9 Legal Issues 187 by Colette Vogele The Care and Feeding of the Legal Department 188 Clearing Copyrights for Images, Text, and Sounds Appearing in a Podcast 190 Copyright Basics 190 The Most Common Instances When Permission Is Not Needed 197 How to Get Permission When Legally Required 203 Publicity Rights 213 Clearing Trademark Rights 217 Protecting the Podcast from Being Infringed 219 Copyright Considerations 219 Trademark Considerations 220 Defamation and Section 230 of the Communications Decency Act 221 Section 230 of the Communications Decency Act 223 General Internet Business Issues 224 Web Site TOS 224 Privacy Considerations 226 DMCA Policies 229 Lessons Learned 233 ix PPrreelliimmss--KK8800996677..iinndddd iixx 88//2222//0077 1122::4444::2244 PPMM