Brewing UpBrewing UpBusiness Podcasts Business Podcasts

and Marketingand Marketing

Business podcasts and how Business podcasts and how they’re different from REAL they’re different from REAL

podcasts.podcasts.-and--and-

Marketing for ALL podcasts.Marketing for ALL podcasts.

Let’s Talk about MeLet’s Talk about Me

REAL Podcasts since 2005: REAL Podcasts since 2005: Bigfoamyhead.com (+100 shows)Bigfoamyhead.com (+100 shows) Beersafari.com (+300 shows?)Beersafari.com (+300 shows?) Beernewsradio.com (1 show so far)Beernewsradio.com (1 show so far)

Search for “Beer Podcast” on Google, I’m number Search for “Beer Podcast” on Google, I’m number 4 of 50,000 results.4 of 50,000 results.

Multiple Business PodcastsMultiple Business Podcasts EMAIL: EMAIL: dick.pepper@gmail.comdick.pepper@gmail.com VISIT: VISIT: www.podcastpearls.comwww.podcastpearls.com as well as my as well as my

podcasts!podcasts!

Business Podcasts and Business Podcasts and MarketingMarketing

Marketing applies to ALL podcasts Marketing applies to ALL podcasts regardless whether business, personal or regardless whether business, personal or any combination.any combination.

A REAL podcast is what every one of you A REAL podcast is what every one of you do.do.

Business Podcasts means many things to Business Podcasts means many things to many people, but we all agree it is using many people, but we all agree it is using this medium to drive business.this medium to drive business.

Business podcasts are more difficult to Business podcasts are more difficult to produce than “real” podcasts because of produce than “real” podcasts because of the process and nature of business.the process and nature of business.

Marketing Your Marketing Your PodcastPodcast

Think outside the box.Think outside the box.

Marketing Your PodcastMarketing Your Podcast

Put it on iTunes. Use multiple categories.Put it on iTunes. Use multiple categories. Add it to every Podcast Directory you can Add it to every Podcast Directory you can

find.find. Make Business Cards, stickers, etc.Make Business Cards, stickers, etc. Link with peer podcasts and BLOGS.Link with peer podcasts and BLOGS.

Cross promotions, referral links = CoopetitionCross promotions, referral links = Coopetition Social Network – send to Facebook, Social Network – send to Facebook,

Myspace, etc. and your Friends, subject Myspace, etc. and your Friends, subject specific bulletin boards.specific bulletin boards.

Marketing Your PodcastMarketing Your Podcast

Social Tagging - Digg, Del.icio.us, etc.Social Tagging - Digg, Del.icio.us, etc. eMail Newsletter – Zookoda.com eMail Newsletter – Zookoda.com

leverages your feed, and you can add leverages your feed, and you can add people to it.people to it.

Send out Press Releases and Guest PitchSend out Press Releases and Guest Pitch Local Media (you’re still a novelty)Local Media (you’re still a novelty) Podcast topic Subject Matter Experts Podcast topic Subject Matter Experts

(free beer and SME harrassment!)(free beer and SME harrassment!) Run niche Google Ads or use segment Run niche Google Ads or use segment

keywords keywords (“knitting podcast” not “knitting”).(“knitting podcast” not “knitting”).

Marketing Your PodcastMarketing Your Podcast

Create an Aggregate podcast like Create an Aggregate podcast like BeerSafari.comBeerSafari.com

Partner with brick-and-mortar and joint Partner with brick-and-mortar and joint promote.promote.

Appear in Multiple Access Points – Appear in Multiple Access Points – Podlinez, YouTube, Tivo, Video venues.Podlinez, YouTube, Tivo, Video venues.

Tune your site! Robots.txt to kill spiders Tune your site! Robots.txt to kill spiders and force robots, SEO your show notes.and force robots, SEO your show notes.

SAVE THE MANATEE! Coming up…SAVE THE MANATEE! Coming up…

(631) 964-6638Did Anyone Call This Number?

How Many People How Many People Listen to Your Listen to Your

Podcast?Podcast?You look at your stats toYou look at your stats to

find out, right?find out, right?You can’t manage You can’t manage

what you can’t measure.what you can’t measure.

Where do Stats come from?Where do Stats come from?

Your site creates an RSS feed that points at Your site creates an RSS feed that points at your MP3/4 files.your MP3/4 files.

Your feed link points at Feedburner which Your feed link points at Feedburner which points at your RSS feed.points at your RSS feed.

Podcast Listener points at Feedburner feed Podcast Listener points at Feedburner feed because your site points at that feed.because your site points at that feed.

Feedburner.com

PrettyRSS feed

PodcastListener

Yoursite.com

RSS feed

File.mp3

334 Subscribers got this feed on February 2nd.

How Many People Listened?How Many People Listened?

334 People? – These are subscribers, 334 People? – These are subscribers, which means a service (itunes, juice, which means a service (itunes, juice, etc.) read the feed from Feedburner. etc.) read the feed from Feedburner. They aren’t necessarily people.They aren’t necessarily people.

162 people downloaded files. 104 downloaded Show 101.

How Many People Listened?How Many People Listened?

334 People? – These are subscribers, 334 People? – These are subscribers, which means a service (itunes, juice, which means a service (itunes, juice, etc.) read the feed from Feedburner. etc.) read the feed from Feedburner. They aren’t necessarily people.They aren’t necessarily people.

162 People – Feedburner site stats 162 People – Feedburner site stats shows how many people downloaded shows how many people downloaded from the page that has a link to file. from the page that has a link to file. Which sucks more than 334.Which sucks more than 334.

Where else do Stats come Where else do Stats come from?from?Feedburner.com

PrettyRSS feed

PodcastListener

Yoursite.com

RSS feed

File.mp3

Other Directories MP3 players, Spiders, Crawlers, etc.

PodcastListener

Don’t Forget The Other Sources!

Look at your LogsLook at your Logs

748 on Feb. 2 is a LOT better…

How Many People Listened?How Many People Listened?

334 People? – These are subscribers, 334 People? – These are subscribers, which means a service (itunes, juice, which means a service (itunes, juice, etc.) read the feed from Feedburner. etc.) read the feed from Feedburner. They aren’t necessarily people.They aren’t necessarily people.

162 People – Feedburner site stats 162 People – Feedburner site stats shows how many people downloaded shows how many people downloaded from the page that has a link to file. from the page that has a link to file. Which sucks more than 334.Which sucks more than 334.

748 People – Lots better. But is it really 748 People – Lots better. But is it really people? Only one way to find out – look people? Only one way to find out – look under the covers.under the covers.

Put on your big boy stat pants.

104 downloaded Show 101?

Logs show 166 downloads. Love the logs.

How Many People???How Many People???

Don’t ever trust a single source. Use MANY Don’t ever trust a single source. Use MANY to get a full picture.to get a full picture.

Learn to look at RAW logs. There is a lot of Learn to look at RAW logs. There is a lot of interesting things there.interesting things there.

Use ALL stats available to you:Use ALL stats available to you: Feedburner, Libsyn, etc. for feeds AND pages.Feedburner, Libsyn, etc. for feeds AND pages. Your weblogs stat program on your host.Your weblogs stat program on your host. Your RAW logs. They show all accesses.Your RAW logs. They show all accesses. Get access to OTHER servers logs.Get access to OTHER servers logs. Google Analytics!Google Analytics!

Save the Manatee!Save the Manatee!

Google Analytics kept showing searches for Google Analytics kept showing searches for “Manatee” on my site. Every month.“Manatee” on my site. Every month.

I could put out a “Welcome” Mat on all I could put out a “Welcome” Mat on all pages where referer = Google keyword.pages where referer = Google keyword.<? $found=eregi("manatee",$QUERY_STRING);?><? $found=eregi("manatee",$QUERY_STRING);?><?php if($found){?><?php if($found){?><style>#manatee {display: block;}</style><div id="manatee"><style>#manatee {display: block;}</style><div id="manatee"><h1>Welcome Manatee Lovers!</h1></div><h1>Welcome Manatee Lovers!</h1></div><?php }?><?php }?>

Other keywords for me: smokedOther keywords for me: smokedcheeseburger, superbowl ribs, cheeseburger, superbowl ribs, chicken pizza goose head (I’m #1!). chicken pizza goose head (I’m #1!).

Use the marketing where you find it.Use the marketing where you find it.Img tag

Your Server Feed Server Other Servers

RSS

Logs

WebsiteWebsite Feed/Site Stats

Feed/Site Stats

Account Stats

Account Stats

Logs

RSS Files

How it really works…Server Stats

Server Stats

Media Server

Files

Logs

Server Stats

Server Stats

The Business The Business PodcastPodcast

Let’s Leave Reality Behind,Let’s Leave Reality Behind,Shall We?Shall We?

Business vs. Real PodcastsBusiness vs. Real Podcasts

REAL PodcastREAL Podcast You do it because you You do it because you

want to.want to. It’s something you’re It’s something you’re

passionate about.passionate about. You are the You are the

ringmaster of this ringmaster of this circus.circus.

You take pride in your You take pride in your podcast and it’s podcast and it’s something to call something to call your own.your own.

Business PodcastBusiness Podcast You do it because You do it because

you have to.you have to. You’re passionate You’re passionate

about getting your about getting your check.check.

Too many freaks, Too many freaks, not enough circuses.not enough circuses.

It’s never your own, It’s never your own, but you take pride but you take pride where you can get where you can get it.it.

Business Podcasts WantsBusiness Podcasts Wants

Wants to be cool, hip, cutting edge!Wants to be cool, hip, cutting edge! Wants a podcast to be Wants a podcast to be just like radio or just like radio or

TVTV.. Wants to be Marketing driven so the Wants to be Marketing driven so the

“right” message is sent.“right” message is sent. Wants EVERYONE to Wants EVERYONE to downloaddownload it, it,

really really simple because users are dumbsimple because users are dumb.. Wants it done Wants it done PROFESSIONALLYPROFESSIONALLY..

Business Podcast NeedsBusiness Podcast Needs

Needs to be timely, focused and useful.Needs to be timely, focused and useful. Needs to be analyzed and improved Needs to be analyzed and improved

based on measurable stats.based on measurable stats. Needs to have SECURITY and tracking.Needs to have SECURITY and tracking. Needs to be tightly controlled Needs to be tightly controlled

production in order to expedite by production in order to expedite by fewest number of people.fewest number of people.

Needs to be marketed to target Needs to be marketed to target audience.audience.

Wants vs. NeedsWants vs. Needs

Guess who wins, Wants or Guess who wins, Wants or Needs?Needs?

Managing Business Wants, Managing Business Wants, Needs and ExpectationsNeeds and Expectations

Expect the insanity to run amok. It will Expect the insanity to run amok. It will eventually wear off. (“I Told You So” eventually wear off. (“I Told You So” moment in your future.)moment in your future.)

Start building now for needs later.Start building now for needs later. Security model - ACCESSSecurity model - ACCESS Traffic analysis - MEASUREMENTTraffic analysis - MEASUREMENT

Prove what works; it’s the only way Prove what works; it’s the only way you’ll get to have a valuable podcast. you’ll get to have a valuable podcast. – STATS and ANALYSIS a.k.a. – STATS and ANALYSIS a.k.a. MarketingMarketing

Business Podcasts 101Business Podcasts 101

Business Podcasts are either internal (for Business Podcasts are either internal (for employees) or external (for customers).employees) or external (for customers). External podcasts are typically ad-driven (lots External podcasts are typically ad-driven (lots

of ads about your company) or business of ads about your company) or business subject-driven (sponsorship). Can use a subject-driven (sponsorship). Can use a traditional podcast model. traditional podcast model. Goal is to reach Goal is to reach customers and get more business.customers and get more business.

Internal podcasts are used for C-level Internal podcasts are used for C-level messaging, training, product information, etc. messaging, training, product information, etc. Needs a special podcast model. Needs a special podcast model. Goal is to Goal is to reach employees and get them more reach employees and get them more informed.informed.

Business Podcasts 101Business Podcasts 101

Four business podcast features that Four business podcast features that differentiate Business Podcasts from differentiate Business Podcasts from Real. Real. Unique feed URLs based on user (security).Unique feed URLs based on user (security). Tracking Metrics tied to podcasts and users: Tracking Metrics tied to podcasts and users:

what did each user download?what did each user download? Multiple podcasts on same day – how to Multiple podcasts on same day – how to

deal with user downloadsdeal with user downloads Playlists to segment content: Smart vs. Playlists to segment content: Smart vs.

Dumb.Dumb.

DetailsDetails Unique feed URLs based on user Unique feed URLs based on user

(security).(security). iTunes listing/Feedburner feed won’t cut it.iTunes listing/Feedburner feed won’t cut it. Podpress/aMember might work but won’t integrate Podpress/aMember might work but won’t integrate

or track as well.or track as well. A strategy for unique URLS:A strategy for unique URLS:

itpc://yourpodcast.com/feed.php?pid=abc123itpc://yourpodcast.com/feed.php?pid=abc123

Create a wrapper script for your rss feed script Create a wrapper script for your rss feed script that takes a user-specific value (“pid”) and checks that takes a user-specific value (“pid”) and checks against your user database to see if user exists.against your user database to see if user exists.If yes, serve rss feed. If no, serve lawyer feed.If yes, serve rss feed. If no, serve lawyer feed.

BONUS: This tracks BETTER than Feedburner or BONUS: This tracks BETTER than Feedburner or others.others.

User logs in to website, or registers for feed. A USERID is assigned to them WITH (login) OR WITHOUT (cookie) THEIR KNOWLEDGE. Example: joeuser

USERID is encrypted with hash key giving a unique PodcastID (PID) that other users can’t figure out. User doesn’t know this is going on.

Joeuserbecomesabc234Qe3

Feed Link is presented to them as ITPC link with PID. This causes auto-subscribe with iTunes. You CAN’T subscribe without registering. User doesn’t see this.

Subscribe

itpc://yourpodcast.com/feed.php?pid=abc234Qe3itpc://yourpodcast.com/feed.php?pid=abc234Qe3

The only thing user sees is your Podcast Title. You have to look at Show Description to see actual URL

DetailsDetails

Tracking Metrics tied to podcasts and Tracking Metrics tied to podcasts and users: what did each user download?users: what did each user download? Can’t do this without hitting server logs. HINT: Can’t do this without hitting server logs. HINT:

serve media files from separate URL and logs.serve media files from separate URL and logs. Grab podcastID (“pid”) and append to all links. Grab podcastID (“pid”) and append to all links.

This shows in the URL part of the log.This shows in the URL part of the log. Parse logfile nightly into a database, Parse logfile nightly into a database,

crossreference pid with user table.crossreference pid with user table.

72.32.178.23 – [02/Feb/2008:23:50:27] “GET /podcasts/BFH101.mp3?pid=1BR549 HTTP/1.1” 200 353 “-” “iTunes/7.6 (Windows; N)”

DetailsDetails

Multiple podcasts on same day – Multiple podcasts on same day – how to deal with user downloadshow to deal with user downloads Use marketing to drive awarenessUse marketing to drive awareness Try to coordinate content producers.Try to coordinate content producers. You You knowknow what users downloaded by your what users downloaded by your

logs; spam users if they miss something.logs; spam users if they miss something. Example: Query the parsed logs over 14-days Example: Query the parsed logs over 14-days

for PIDs who do not have mandatory.mp3. Left for PIDs who do not have mandatory.mp3. Left join their email addresses from userdb, join their email addresses from userdb, sendmail them advising they have not sendmail them advising they have not downloaded mandatory.mp3.downloaded mandatory.mp3.

DetailsDetails

Playlists to segment content: Smart Playlists to segment content: Smart vs. Dumb.vs. Dumb. Smart playlists work better. Use iTunes as your Smart playlists work better. Use iTunes as your

delivery vehicle and you can group on delivery vehicle and you can group on elements.elements.

Offer/require use of these if your one podcast Offer/require use of these if your one podcast serves multiple users types and audiences.serves multiple users types and audiences.

In Summary…In Summary…

Get the word out there about your Get the word out there about your podcast through EVERY means available.podcast through EVERY means available.

Network and partner with your fellow Network and partner with your fellow podcasts for grass roots support and co-podcasts for grass roots support and co-marketing.marketing.

Learn the Logs, use the Marketing tools!Learn the Logs, use the Marketing tools! Business Podcasts require more tracking Business Podcasts require more tracking

and customization than REAL podcasts, so and customization than REAL podcasts, so be prepared to get technical.be prepared to get technical.

Questions?Questions?

Contact: Contact: dick.pepper@gmail.comdick.pepper@gmail.com Download the BIP (book in progress): Download the BIP (book in progress):

www.podcastpearls.comwww.podcastpearls.com Support craft beer! Support craft beer!

Listen to Listen to www.BigFoamyHead.comwww.BigFoamyHead.com!!