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Get It Online: PodcastingPublishing Audio and Video to the Web and Mobile Devices

Goals of SessionDefine podcastingReview history of podcastingExplore uses for podcastingAnalyze the podcast audienceReview technical requirementsDiscuss delivery

Who Am I?

AUTHOR OF 40 BOOKS

RHED Pixel Podcasting Experience

Podcasting ExperienceAppleAdobe SystemsCommunity Health CharitiesGoogleMicrosoftNational Foundation for Credit Counseling

Podcasting TopicsTechnologyPhotographyDesignFashionHealthParentingCollege Admissions

Mobile ComputingEducationFundraisingFitnessPresentation SkillsEmploymentTravel

Podcasting ExperienceUnderstanding Adobe PhotoshopFinal Cut HelpPhotoshop for VideoVideo AdrenalineAperture Quick TipPhotoshop Sneak PeakPhotofocus

Secrets of Style with Kim FoleyPeachpit Press Author Tips The Moment it ClicksInside the Digital Media Classroom SXSW for Peachpit PressCollege NowHealth Matters at Work

Podcasting ExperienceOnMicrosoftOnNetworkingOnOpenSourceOnSecurityOnSoftwareOn Home & OfficeGoogle Web Toolkit

Inside Mac TV (consult)Photoshop User TV (guest & consult)Mommycast (production)MacBreak Work (co-host)Layers TV (guest)Snap – The Digital Photography Show for Parents

What is Podcasting?

What is Podcasting?Podcasting is distributing highly targeted, syndicated programs (shows) over the Internet in an audio or video format that interested audiences can subscribe to.

In Order to Be a Podcast...Multiple Occurrences/SerializedAbility to SubscribeUses RSS FeedCan be Joined or Left at End User’s Discretion

Uses for TechnologySpecial interest radio & TVSoftware trainingRedistribute existing showsDistance learningBrand extensionPublic awareness

What is Podcasting?RSS (Real simple syndication) is the feed that provides subscription based content using XML code.Subscribers can set their software (such as iTunes) to automatically download a new episode when available.Subscribers can build their own index of shows and episodes on their computer as well as their portable media devices to watch whenever and wherever they want.

Like TiVo or a MagazineSubscribers can watch or listen at their convenience not just when program is broadcast.Audiences can select individual episodes to download without subscribing if they wish. Similar to purchasing a single magazine at a newsstand with the possibility of subscribing at a later date.

Benefits of PodcastingOpt-in audience.Subscribers can watch or listen at their convenience not just when program is broadcast.Emerging technology with little competition.Can target and track niche markets.Provides “walk away” brand extension.Viral communications medium... Good content is shared freely.

History of Podcasting

From Blogging to Podcasting

Blogging refers to the writing of a text-based web log or journal entryRSS coding made the syndication of these text entries possibleUsers could now “subscribe” to weblogsRSS code was updated with the possibility to enclose rich media files like audio (.mp3 files), video (.mp4) or document (.pdf)Podcasting is born

From Blogging to Podcasting

Term invented in August 2004In October 2005, Apple introduces video capable iPods and Front Row Media Center with full support for video podcasting.

From Blogging to Podcasting

iPod supports downloadable video podcasts through iTunes RSS subscription and syncing features. iPhone now has over-the-air downloads.In December 2005, TiVo adds ability to browse and view podcasts (both audio and video).In 2012, Apple released a dedicated podcasting app for its iOS ecosystem

From Blogging to Podcasting

In 2012, Apple released a dedicated podcasting app for its iOS ecosystem

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Who Uses Podcasts?

National Public RadioPublic Broadcasting ServiceABC – CBS – NBCBBC – CNN – Associated PressMTV – ESPN – VH1 – HGTVNew York TimesWall Street Journal Washington Post

Who’s Podcasting?

National Geographic Discovery ChannelWhite HouseThe PentagonNational Park ServiceUS Treasury DepartmentPolitical Candidates

Who’s Podcasting?

The Internet is EssentialHow Users View the Mobile Computing Experience

0

25

50

75

100

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

89868482

7669

58

48

37

2821

881315

20

28

38

48

60

68

78

High-Speed Access at Home% Who Have Broadband/Dial-Up Internet Access at Home

Dial-Up Broadband http://www.edisonresearch.com/Infinite_Dial_2012.pdf

Calls

Text Messages

Internet

Social Networking

Music

Photos

Games

Video

Purchase Apps

0 25 50 75 100

1

1

2

6

3

4

5

34

59

4

11

21

23

25

34

46

78

86

Smartphone Owners Use Features% Who (Item) on a (Cell Phone/Smartphone) Several Times per Day or More

http://www.edisonresearch.com/Infinite_Dial_2011.pdf

Smartphone Cell Phone

0%

25%

50%

75%

100%

2002 2007 2012

46

33

20

http://www.edisonresearch.com/Infinite_Dial_2011.pdf

Internet is Most Essential Delivery Vehicle% Saying the Internet Is the Most Essential Medium to Their Lives

0%

25%

50%

75%

100%

12–34 35+

33

68

http://www.edisonresearch.com/Infinite_Dial_2011.pdf

Internet is Most Essential Delivery Vehicle% Saying the Internet Is the Most Essential Medium to Their Lives

112 Million

0%

25%

50%

75%

100%

2006 2012

43

12

http://www.edisonresearch.com/Infinite_Dial_2011.pdf

Online Video Watching% Who Have Watched Online Video in Last Week

6%

36%58%

Eliminate iPhone or TV

http://www.edisonresearch.com/Infinite_Dial_2011.pdf

Give Up TV Before SmartphonesTV or Smartphone – Which would you be more willing to eliminate?

Eliminate TV Eliminate iPhone Don’t Know

2%

40%

58%

Eliminate iPhone or TV

Eliminate TV Eliminate Smartphone Don’t Know

The Rise of Mobile ComputingThe Internet is in the Pocket

0%

25%

50%

75%

100%

2009 2010 2011 2012

44

31

1410

http://www.edisonresearch.com/Infinite_Dial_2012.pdf

Smartphone Ownership Quadrupled Since 2009% Who Have a Smartphone (12+)

0%

25%

50%

75%

100%

12–17 18–24 25–34 35–44 45–54 55–64 65+

11

27

41

546466

54

Nearly Half of 18-34s Have Smartphones% by Age Group Who Own a Smartphone

http://www.edisonresearch.com/Infinite_Dial_2012.pdf

0

25

50

75

100

2005 2006 2007 2008 2009 2010 2011 2012

2013

141412

12

118

1010

998

53

2

30272120171384

Own an iOS or Other Portable MP3 PlayerTotal Population (12+)

iPod Only Multiple iOS Non iPod http://www.edisonresearch.com/Infinite_Dial_2012.pdf

iPhone

iPad

Android Phone

iPod

Blackberry

Cell Phone

0 25 50 75 100

32

36

46

49

53

66

Passion for a Platform% Who “Love” Platform/Device

http://www.edisonresearch.com/Infinite_Dial_2011.pdf

User Technology

User must have web accessBroadband preferred, but not mandatoryAvailable to Mac, Windows, and Linux usersIdeally end-user will utilize an aggregator to capture feedsNOT required to be listed in iTunes

Subscribing to Podcasts

Software that retrieves syndicated Web content that is supplied in the form of a web feed usually RSS. There are many “News Aggregators” that allow a user to build custom, personal “Newspapers.”Apple’s cross platform, free software “iTunes” is the leading aggregator for both audio and video podcasts.

What is an Aggregator?

Automates the process of checking for new user-defined content.Downloads new content when discovered.Sorts and indexes downloaded content.

What Does the Aggregator Software Do?

54%46%

Portable PlayerComputer

Podcast ConsumptionWhere do you most often listen to MP3s or other Digital Audio you have purchased?

Key Podcasting Terms

Also called RSS readers, news readersA software program that checks feeds you have subscribed to and displays the contentThe most popular aggregator for podcasts is iTunesMost web browsers have built in aggregators these days Some “portal” websites do as well

Aggregator

Aggregators create a consolidated view of your feeds in a single browser or via application (iTunes). Most standalone applications (iTunes) will download content to your computer’s hard drive which you can then view offline.Web browser aggregators or portal websites require an active internet connection to display your chosen content.

Aggregator

A system that allows users to store information, or metadata, about the piece of mediaCan be embedded within a file

iD3 Tags

RSS – real simple syndication A document written in XMLUsually called a “feed”,and is used to publish frequently updated contentWorks for blog entries, news headlines and podcastsFeeds can be subscribed to using an aggregator or just viewed

RSS Technology

XML – Extensible Markup LanguageThe programming language that creates RSS feeds through use of enclosure tagsID3 tags are also present in RSS, thus wrapping the media with metadata

XML

Allow multimedia content to be attached to RSS feeds by providing URLs of their location. It was the creation of enclosure tags in 2001 that really fueled the birth of podcasting.

Enclosure Tags

Mobile Video StrategiesThe Rise of New Workflows

Delivering Mobile VideoPlan Produce DistributePromote Monetize (optional)

The Five W’s for Refining a Show Concept

Who—Who is going to watch the show? Who is going to host the show?What—What topics will the show cover? What genre or format will it use?Where—Where will the show be recorded? A studio? On location?When—When will the show come out? Daily? Weekly? Monthly?Why—Why would a viewer subscribe?Why would they come back?

Delivering Mobile VideoProduction Frequency – How often are you going to record new episodes? Acquisition Size – We typically acquire shows in 720p HD (a frame size of 1280x720) at 24 frames per second (the same as film). Delivery Methods – You need to consider your primary and secondary delivery methods. Audience Capabilities – You need to make some assumptions about your audience.

Analyze the MarketWho is your competition? What makes your show different?What can you do better?Who do you want to attract?What are weaknesses of your competition?How can you take advantage of these?

Questions to AskMake-Up of Audience?Connection Speeds?Embedded into Page?Downloadable?Portable?Protected?

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Brand ThroughoutCustomers need consistency

Creating the Feed

Podcast Maker OverviewFrom Potion FactorySome overlap with previous toolsAllows user to split hosting of web files from generation of XML pageTight integration with iTunes Podcast DirectoryAllows for preview of page and functionalityContains both authoring and publishing tools

The Podcast RSS Buddy OverviewFrom www.tolley.infoTight integration with iTunes Podcast DirectoryAllows for preview of page and functionalityContains both authoring and publishing tools

Web WorkflowSeveral Stand-Alone websitesBrowser-based technology

PodHosterHipCastLibsynBlip.tv

Feed BurnerIdeal for streamlining and republishing contentwww.feedburner.comProvides detailed user and item usage statistics

Feed ValidatorUse Feed Validator to test RSS Feedswww.feedvalidator.org/Identifies errors and recommends solution

Submitting to iTunesYou need to pay very close attention to the title, author, description, and keywords tags at the <channel> level of your podcast feed. This is the information that is indexed for searches. This is also the copy that becomes your “packaging” in the store.

Make your title specific. Apple says, “A podcast entitled ‘Our Community Bulletin’ is too vague and will attract no subscribers, no matter how compelling the content.”

The <itunes:summary> tag allows you to describe the show in great detail. Apple suggests telling your audience about the “subject matter, media format, episode schedule, and other relevant info so that they know what they’ll be getting when they subscribe.” A good idea is to create a list of search terms you think a user would enter, then building these into your podcast description.

Submitting to iTunesMinimize your use of keywords. iTunes favors the summary tag over keywords. iTunes recommends instead that you use keywords for things like misspellings of names or titles. To prevent the abuse of keywords, iTunes ignores all but the first 12 keywords you’ve entered.

Make sure you assign a valid iTunes category (you can browse iTunes for a list of categories). This makes it more likely the show will appear in its appropriate category and makes it easier for casual browsers to find your program.

Submitting the Feed to iTunes1. Launch the iTunes application.2. Click the iTunes Store icon in your sources list in the left column.3. In the top navigation banner, in the iTunes Store box, click the Podcasts link to go to the Podcasts

page.4. In the Podcast Quick Links box in the upper right corner, click the Submit a Podcast link.5. Follow the instructions on the Submit a Podcast page. You will need to have your podcast feed URL

ready.6. If you are not logged in, iTunes will prompt you to do so before accepting your submission.7. If your RSS feed is valid and has all of the recommended iTunes tags, you will see a summary page

after you submit your feed URL. If some of the required items are missing, iTunes will prompt you to fill them in.

Web Video HostingCast the biggest net with no waste

Web Video HostingSeveral choicesBandwidth and total storage biggest factors to impact costWeigh all factors

Popular HostsBlip.tvPodHosterLibsynPodBeanCachefly

Resources

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Richard HarringtonRHED Pixel (www.rhedpixel.com)Project Management ProfessionalConsult on digital media production and web content Develop original and custom content for Internet distribution to targeted audiences

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