Transcript From Decision to
Podcasting, Blogging and Spreading the Word
Getting Your Message On-line in 2008
Dan Klass
JacketMedia.com
Quintiles Pharmaceuticals, Greenleaf Book Group, Trend Micro
Original Programming
The Bitterest Pill (Award winning audio blog) Old Wave Radio: New 80’s Music (retro music) Animal Rescue Force Friends! (kids educational)
Dan Klass
Christian Science Monitor, USA Today.com, Radio Times (UK), NBC News, The CyberGuy (CW), Podcasting for Dummies, Secrets of the Podcasting Masters, Absolute Beginners Guide to Podcasting…
Feature Writer, Blogger & Podcaster
“Podcast Solutions: The Complete Guide to Audio & Video Podcasting”
(Second Edition)
Podcasting, Blogging and Spreading the Word
Getting Your Message on-line in 2008
Getting the Message Out
Blogs Podcasts Social Networking Microblogging Video & Photo Sharing Social Bookmarking
Blogs & Blogging
A
blog
(an abridgment of the term
web log
) is a website, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.
- Wikipedia.org
Blogs & Blogging
• Easy to “post” new information • Little-to-no need to ever deal with code • Built for Web 2.0: tagging, comments, trackbacks, RSS, etc.
Blogs & Blogging
How are companies and organizations using blogs?
Blogs & Blogging
Putting a “face” (or several) on your company or organization
Top Blogging Platforms
Hosted:
Blogger.com WordPress.com
Stand Alone:
WordPress TypePad Movable Type
Hosted vs. Stand-Alone
Hosted Pros:
Free/cheap Fairly easy to set-up Automatically updated
Cons:
Limited design template choices Less control over URL/blog Tricky to migrate to stand-alone
Hosted vs. Stand-Alone
Stand Alone Pros:
Adaptable Multiple Feed Creation Template & Plug-In Development
Cons:
Difficult to install/set-up Hosting/Upgrades Spam
Anatomy of a Blog
(Front View)
Anatomy of a Blog
HEADER MAIN FRAME SIDEBAR (Front View)
Anatomy of a Blog
QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture.
(Interior View)
RSS (Really Simple Syndication)
RSS
is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts.
- Wikipedia.org
RSS (Really Simple Syndication)
RSS is what makes the internet come to you.
RSS (Really Simple Syndication)
List of podcasts in iTunes Breaking news stories in My.Yahoo
Posts in MyBloglines, Netvibes, My.Yahoo, Google, etc.
Podcast
A
podcast
is a series of digital-media files which are distributed over the Internet using syndication feeds for playback on portable media players and computers. The term podcast, like broadcast, can refer either to the series of content itself or to the method by which it is syndicated; the latter is also called
podcasting
. The host or author of a podcast is often called a
podcaster
.
- Wikipedia.org
How are companies and organizations using podcasts?
Who will handle your podcasting?
• Podcast Producer • Internal Staff • PR Firm
Who will handle your podcasting?
Whoever it is, they need to have an intimate understanding of: The podcast/new media landscape Complete audio and/or video production process Audio and video encoding for portable media devises and browser playback RSS
The podcast/new media landscape
Peer v. Authority
• People want information from a trusted source • Peers are the new authorities
Who is your company/organization?
(notice that I didn’t say “
what”)
Who is your audience?
What would they want to hear from you?
The Landscape
• Audio brochures are boring • Conversations are interesting • News is always interesting (to people who care) • Who cares?
This is no time for a sales pitch
The Process
Casting, Tone, Show Structure, Preproduction, Show Prep, Production
Podcast
A
podcast
is a series of digital-media files which are distributed over the Internet using syndication feeds for playback on portable media players and computers. - Wikipedia.org
What is a podcast really, and why is it so great?
• • • • • An audio file, video file, pdf, graphic, animation…file on the web It comes to you, you don’t go to it Downloaded, not streamed (thank goodness) Portable Time shifted (think TiVo, but free)
What do you need to have a podcast?
• Something to podcast (usually a sound recording or video file) • An RSS feed • Somewhere for the files to be stored on the internet
Seriously?
• Yes. Seriously. You need: • The Show • The Feed • Some internet space Everything else is gravy. Important to the meal, but gravy nonetheless.
Casting is everything
• Take the time to find the right people.
• Get out of their way and have faith
.
Presentation
Professionalism vs.
Authenticity
Case in point: LA Opera
• Hope to build fresh interest in the opera.
• Talking to “non-opera” audience, while satisfying the current audience base.
Case in point: LA Opera
• Capture casual, real conversations with insiders.
• Give the audience something they can’t get elsewhere.
• Stick to topics within the sphere of interests of the podcast intended audience. • Instill the flavor of the experience in the production.
Structure and Format
• There is freedom in constraint.
• Consistent formats make the audience & the bookkeeper happy
The Radio Clock
Case in Point: Greenleaf Book Group
• Small, independent publisher • Interviews with authors • Prepare authors for radio guest spots
Case in Point: Greenleaf Book Group
Company gives host/producer info on author, book, publication date.
Submit questions to host/producer or schedule a pre interview.
Schedule interview time/date with author.
Case in Point: Greenleaf Book Group
i.d.
intro telephone interview outro i.d.
• Create stock welcome and thanks I.D.s
• Intro & Outro recorded by host in studio • Raw phone interview is cut
Always work at “full rez”
You will end up wit a digital audio file.
You may want to syndicate to radio/TV, sell CD/DVDs, make larger version when everyone has even faster connections…
Let’s talk about music
• The official word is that the major labels don’t want you using their music in podcasts. • There is no way to safeguard yourself 100% unless you go “indie” • Going indie rocks.
Benefits of using independent music
• You promote them, they promote you.
• FREE CDs!
• Peace of mind
Where to find “podsafe” music
• Ioda/promonet • GarageBand.com
• Podsafe Music Network • Archive.org
Flow
Stories, anecdotes, instructions, jokes, news reports all flow
Case in Point: Speedo USA
Coverage of the 2006 Golden Goggles Awards Beverly Hilton, Beverly Hills
Case in Point: Speedo USA
• Immediate turn around - timely event • Supplied pre-produced/approved podcast elements • Speedo/PR Firm understood “casting” – Speedo staff support – Podcast Producer
Case in Point: Speedo USA
• What is this event to the audience?
• Who are these people to the audience?
• Is there a story or flow to this material?
Case in Point: Speedo USA
Tape one:
Speedo Bowman Spitz Coughlin Beard Phelps Gaines
Tape two:
B-roll: carpet, photographers, interviews, hotel exterior, Beverly Hills
Case in Point: Speedo USA Welcome fashion Training & meets Golden Goggles swimming Training & meets
File Encoding
Enable for portable media devise and browser playback
Encode to Shrink
• • AUDIO: mp3, m4a VIDEO: mov, m4v • CAUTION: m4a, m4v NOT compatible with all players • OF COURSE: World record holder for most downloads was m4a, so what do I know?
Encoding
• AUDIO: use iTunes • VIDEO: use QuickTime Pro
Video
• Free hosting services like YouTube, blip.tv, Revver, etc.
• They convert to highly compatible Flash format for browswer viewing
What are ID3 tags?
• The information that is imbedded in podcast file • Name of show, name of “author,” URL, “album art” • Don’t let me forget to show you this in iTunes!
You need an eye catching logo!
(It needs to look good small and large)
Archiving
Ensure your finished shows & their elements are backed up at full quality.
Distribution & Promotion
Distribution & Promotion
• RSS enable • iTunes, Podcast Pickle, Podcast Alley • Put URL in ads, flyers, newsletters… • Link on website • Make e-mail notification available
iTunes
Other new developments
Microblogging
• Brief text updates • Viewed by anyone or by a restricted group • Submitted by text messaging, instant messaging, email, MP3 or the web.
Microblogging
Video Broadcasting Sites
• Ustream.tv, Mogulus.com • • Stream audio and video from computer Live chat • Embeddable players/chat
Questions
JacketMedia.com, Los Angeles