Producing powerful podcasts - the Power of WEB 2.0 and how to harness it...

"Working with the ETN team has really opened our eyes to what is possible with podcasting. The interviews they conduct are professional, insightful and interesting, and are a fantastic addition to our new web presence. We're confident that the high quality of our podcasts will set us apart from our competitors and other ICT information sources.”

Leonie Valentine
General Manager - Innovation Marketing, Telstra

Never before has it been as easy and as cost effective to interact with your customers. To broadcast ideas and issues to them and interact with them in a meaningful and powerful way. To engage them with powerful content. To demonstrate your skill sets. And to alert investors or staff of important announcements…all without the need to rely on expensive PR.

So what's a podcast?
The term "podcast" is a combination of the words "iPod" and "broadcast ", the Apple iPod being the brand of portable media player for which the first podcasting scripts were created. These scripts allowed podcasts to be automatically transferred to a mobile device after they are downloaded.

Podcast format
The most common podcast format is MP3. However, podcasts can also be provided in AAC, Quicktime or a range of different audio files as required.

A podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added.

Why do I need them?
Podcasts are the most cost efficient and compelling media tool devised for reaching and influencing your target market. Podcasts can now also be incorporated in your key company electronic marketing brochures and e-newsletters to provide greater impact and engagement with your customer base.

For more information on integrating podcasts with e-brochures and e-magazines contact the Publisher David John on 0412 297 475. Alternatively, email him at djohn@etncom.com.

How can they assist your company?
Podcasts can be used to:

•  Broadcast product/service information
•  Motivate staff
• Train sales forces
• Support product launches
• Enhance brand awareness
• Provide market leading thought leadership
• Impact shareholders through use in online annual/sustainability reports
• Increase online visibility and marketing reach
• Increase website traffic via keyword and search engine optimization.

Why are they a powerful marketing, PR and communication tool?
The growth of web 2.0 and its offshoots of social networking sites, Blogs and podcasting are proving to be in media terms to be the most cost efficient and lively, vital, and persuasive means by which your organization can communicate.

Don’t take our word for it…read the McKinsey report:

More than half of the executives surveyed say they are pleased with the results of their investments in Internet technologies over the past five years, and nearly three-quarters say that their companies plan to maintain or increase investments in Web 2.0 technologies in coming years. A mere 13 percent say they are disappointed with previous investments. Companies that acted quickly in the previous wave of investment are more satisfied than late movers.

Executives say they are using Web 2.0 technologies to communicate with customers and business partners and to encourage collaboration inside the company.

Seventy percent say they are using some combination of these technologies for communicating with their customers. For example, they are using blogs and podcasts to improve customer service or solicit customer feedback. There are a million reasons to start podcasting right now!

500,000 a month listen to the podcast network locally in Australia. Worldwide, an eMarketer report, entitled Seeking Riches in Niches, has confirmed that the podcast audience reached 20+million active listeners in 2007, and predicts that the podcast audience will grow 251% to 65 million by 2012, 25 million of which will constitute active listeners who tune in once a week predominantly through iTunes.

Stacy Malone, vice-president and interactive media director of Universal McCann, says that opportunities with new media are growing rapidly.

Podcasts have moved into the most frequently accessed types of online content. This spike can be directly attributed to the addictive nature of this on-demand medium.

As a leading organisation can you really afford not to tap into this new media?

Placement:

• Posted on iTunes, worldwide audience of 18.5million in 2007
• Featured on your website
• Archiving is highly recommended as many podcast listeners will “discover” the podcast later and often wish to go back and listen to all the older ones.
• Linking with Cameron Reilly’s Podcast Network, 500,000 listeners in Australia 2007
• Linking with relevant sites such as Fastthinking.com.au

Why ETN Custom?
ETN has over 25 years experience in multimedia, radio, print, web and TV. Unique among media agencies we not only have access to a large talent pool of presenters, broadcasters, production staff and editors but also the project management skills to maximize the effectiveness of your podcasts through integration into your existing e-marketing strategy including e-newsletters, e-magazines and e-brochures.

The keys to podcast success
ETN works with major organizations including Macquarie Bank, BMW, Credit Suisse, Audi, CSIRO, IBM  and Telstra. We have proven experience in providing clients with the right expertise to ensure their podcasts are successful. Here are few of the factors you should consider before you produce a podcast:

1. How to best communicate your ideas. 
2. How to research your topics to an appropriate standard.
3. How to produce your podcasts with backing music and professional voicing.
4. Deciding the optimum podcast length.
5. What are the turn on and turn-off factors?
6. How to achieve an organic or conversational "feel" while retaining a professional sound.

To tailor a program of ongoing podcasts you could:

• Sponsor a series of podcasts to highlight a given interest or specialty of your organization.
• Arrange a series of informative interviews with key staff or clients.
• Promote issues of HR, OH&S or CSR initiatives for all new staff. (Especially popular with Gen X & Y new employee’s as this will show them you are of the 21st C.!)

ETN also has experience in producing quality campaigns for many leading Public and Private sector organisations.

Benefits & Cost Comparison

• Huge growth in Podcasts as a new medium
• Addictive nature of Podcasts
• Cheaper quicker more engaging than direct mailing campaigns or print production
• Highly targeted marketing tool
• Ease of use
• Updateable
• Podcasts are a first choice as a highly cost effective staff training tool

ETN-Professional Podcast Services
ETN provides professional podcast services which include:

• Project conception
• Selection of appropriate journalist
• In-depth research
• Pre -podcast interviews and briefing
• Interview
• Editing and Production
• Post production services
• Project management and delivery
• Marketing and distribution

Podcast ratecard
We recommend an average podcast length of approx 10-15 minutes

For further information or detailed proposal please contact:

David John
Group Publishing Director
t: (02) 9418 7100
m: 0412 297 475
e: djohn@etncom.com