One on One : Upcoming Events

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Your Gateway to Online Audiences
Your Gateway to Online Audiences
Building a Business Case for Podcasting Presented
by Eric Schwartzman
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Podcasting Affiliation

• PR Agency Experience
• 1999 Hung a Shingle
• 2001 Founded iPressroom
• 2005 Integrated Podcast Marketing
• 2005 On the RecordOnline
• 2006 Day in the Life

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Consulting Experience

• Focused on integrating the web into corporate PR
  and marketing through online communications,
  blogs, RSS, podcasts, wikis, social tagging and
  more.
• Recent articles
• 2006 engagements

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Session Overview

• Unique Characteristics
• Business Benefits of Podcasting
• Elements of a Business Case
• Podcast Performance Studies
• Integrated Podcast Marketing
• Resources

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Growing Audience
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Comparative Analysis
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Market Trends
Trust Mainstream Media vs. New Media

• 94 million Americans access the internet daily
• Online marketing is fastest growing segment
• Only a small minority (7) of young online
  consumers believe companies are telling the truth
  in ads, much like the older generations (6 of
  online adults feel the same way).
• CEOs, government officials and mainstream
  journalists have lost the publics trust.
• Peers are the most credible sources.
  Entertainers and athletes are at the bottom of
  the trust barometer.
• Forrester Research
• Edelman Trust Barometer 2006

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Benefits of Podcasting

• Allows listeners to time-shift and place-shift
  media consumption
• 100 efficiency, since episodes are only
  downloaded by listeners on an opt-in basis
• Easily accessible to a global audience that is
  not defined by geographic boundaries
• Access to an educated, influential audience with
  a high disposable income
• Ability to leverage electronic programming
  without an outside news media filter
• Most cost effective electronic media distribution
  channel available

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Tangibles vs. Intangibles

• Qualitative Benefits
• Thought Leadership
• Focused, Premium Audience
• Top of Mind
• Strong Customer Relationships
• Quantitative Benefits
• Number of Listeners
• Depth of Engagement
• Lead Generation Activity
• Customer Acquisition Costs

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Winning Executive Buy In

• Define Objectives
• Critical Success Factors
• Brand Expertise
• Integrated Marketing Opportunities
• Benchmarking
• Quantitative Projections

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Successful Implementations
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Case Study On the RecordOnline

• Challenge Launch an original podcast to promote
  iPressrooms integrated podcast marketing
  service.
• Strategy Profile influencers at an industry
  trade show to extend the reach and impact of
  exhibiting, create a happening on the show floor
  and lead by example.
• Results Nearly 200,000 downloads, hundreds of
  qualified new business leads and regular
  professional and academic speaking opportunities.

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Case Study Ecast Podcast

• Challenge Introduce advertisers, media planners,
  brand managers and new media professionals to the
  Ecast out-of-home jukebox network
• Strategy Create a series of podcasts featuring
  keynote speakers and panelists at the Ad Tech
  conference in San Francisco live in Ecasts booth
  on the trade show floor
• Results Ecast recorded 15 episodes of their
  podcast at the expo, which was attended by 1800
  people. In 12 months, the podcasts have been
  downloaded over 17,000 times, extending their
  reach by nearly 600

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Case Study Trend Micro Podcasts

• Challenge Promote anti-virus, anti-spyware, and
  security software product company to 3 distinct
  business segments and a global audience of IT
  professionals in a crowded market-place.
• Strategy Create a series of podcasts featuring
  unfiltered discussions with Trend Micro security
  experts that reveal the people behind the company
  while educating at the same time.
• Results Trend Micro podcasts made available
  across more than half a dozen micro-sites yet
  syndicated into 3 feeds (Small Business, Medium
  Business and Enterprise). Nearly 2,000 feed
  subscribers in 14 days.

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Case Study LA Opera Podcast

• Challenge Help the LA Opera build stronger
  relationships with its existing subscribers and
  attract new, younger subscribers by giving
  audiences a rare, behind the scene look into one
  the worlds leading opera companies.
• Strategy Told through the perspective of the
  director of the companys latest production,
  profile the relationships between the
  incomparable creative talents collaborating and
  the production process.
• Results LA Opera is the worlds first opera
  company to experiment with podcasting. Placido
  Domingo, Anna Netrebko and Rolando Villazon are
  all featured in the first few episodes. From 1MB
  to 1.4GB of data transfer in the first 16 days.

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PR 2.0
Integrated Online Marketing
PODCAST
Disclosure via Newswire, Email, RSS, Book Marks,
SEO and Email
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Marketer Generated Online Media
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Integrated Podcast Marketing
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Behind the Scenes The Back End
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Resources

• Professional Services
• On the RecordOnline Podcast
• Spinfluencer Blog
• Intro to New Media PR
• Executive Podcasting Workshop
• New Media 2.0 Whitepaper
• Eric Schwartzman
• [phone] ext.111
• eric_at_ipressroom.com