podcasting inside the evil empire
DESCRIPTION
Microsoft recently created an internal, corporate initiative called “Podcast in a Box.” The idea was to get employees in the habit of using equipment to podcast internally (i.e., to other employees only), create content and educate each other. Martha is going to talk about this unique program, how it has been successful, and how other organisations can adopt a similar program to educate and inform (and sometimes even entertain) their employees.TRANSCRIPT
This is Martha:
She’s busy.
Microsoft produces lots of products every
week.
She needs a way to keep up-to-date with the
latest & greatest.
I mean, like, developer tools, frameworks, new products, new web technology, deals
for students, research, competitions and general
tech news.
So, like, everything.
Enter
Academy MobileAnd
Podcast-in-a-Box:
Martha Rotter
Developer & Platform Group, Microsoft Ireland
Podcasting @ Microsoft:
How to improve communication skills and increase knowledge in your employees
27-Sept-08
Agenda
• Recipe for Enterprise Podcasting
• Platform Overview: Academy Mobile
• Processes & Production
• Driving adoption
• Lessons learned
Recipe for Enterprise Podcasting
Internal Podcasting
• Communications
• Training
• Expert knowledge repository
• Online community
• Innovation
Platform Overview: Academy Mobile
• Social media platform
• Built on SharePoint Server 2007
• Key Features
• Download, tagging, Search, RSS,Alerts, Profile Management
• Rating, Commenting
• Development facts
• Proof of Concept: 3 weeks
• Full development: 4 months
• Launched at internal sales event in July ‘07
Academy Mobile: Home Page
PODCAST SELECTION- Filters- Search results
EDITORIAL- News- Top podcasts- Technical updates- Community highlights
NAVIGATION- Channels- Filters
SEARCH
Academy Mobile: Podcast Page
PODCAST DETAILS- Description- Rating- Social actions- Tags- Statistics
COLLATERALS- Transcriptions- Slides
COMMENTS
PODCASTERDETAILS- Bio- Picture- Contact- Presence- Average rating
Academy Mobile: Podcaster Page
PODCASTS- Filters
PODCASTER DETAILS- Bio- Picture- Contact- Presence- Average rating- Statistics- Points- RSS
Academy Mobile: Workflow
Create Edit| Publish| Consume|
Academy Rewards and Recognition
Example: Nestle’ case study
Check online presence via IM
Navigate through content with tags
Audio summary recorded via phone
Key speaking points in PowerPoint / image format
Business Processes
• Simplify content creation process• Production services (at a charge)
• Guarantee successful first experience
• Producer: everything Pre-Production (e.g. scheduling and customer communications)
• Media Specialist: Production and Post-Production (e.g. shoot and editing)
• Academy Mobile Studio staff: • 1 full time producer• 1 full time media specialist
• Operations• Tagging, profiling, “channel” creation, uploading of content
• Quality control and Technical Support
• Academy Mobile staff• 2 full time operations
• Support for Do-It-Yourself content production• Education (Workshops, Online Tutorials)
• Podcast-In-a Box
Driving adoption
• Preparing for the launch• Run some pilot programs
• Generate minimum content before launch
• Get management on board (e.g. Executive communications)
• Inevitable learning curve• Adopters
• Contributors
• Groom “New Media champions”
• Partner with other teams• Demonstrate momentum, document success
• Integrate “New Media” in all communications
• Enable your audience to consume and enjoy podcasts
Community engagement strategy
• Everybody at Microsoft
• Existing content ownersAwareness• Communications• Direct marketing• Internal events
• Subject matter expertsBreadth• Podcast-in-a-box program• Brown bags, workshops
• Field podcasters• Execs / Influentials• Role owners
Depth• Recruit at internal events• Visit the field• Reach out individually
Content
Reach
• Demo at Microsoft Global Sales
meeting (13000 people)
• Distribution of 6000 1GB micro SD
memory cards filled with podcasts
Academy Mobile Launch
• Signage• Booth• Video• Pod-corn…
Academy Mobile Launch
Testimonials
Voice from the Field
Podcast-In-A-Box Program
• Centralized loaner program of
podcasting equipment
• Minimum monthly commitment of 3
podcasts
• Podcasters can keep equipment as
long as they deliver on commitment
• Online training resources
Podcast-In-A-Box Program - Long term vision
Quality
Skillset
Podcast-in-a-Box ‘Classic’• Camtasia screen recorder• Portable audio recorders
Podcast-in-a-Box ‘Video Blogger’• Flip Video cameras
Podcast-in-a-Box
‘Audio Pro’• Professional audio equipment
Podcast-in-a-Box
‘Video Pro’• HD Professional video equipment
Challenges• Program management
• Approvals
• Shipments
• Solicitations
• Training resources
• Workshops
• Online tutorials
• Promote consumption
• Email updates
• Top contributor lists
• Site editorial
Podcast-In-A-Box Program – The Long Tail
Consumption
Number ofpodcasts
TODAY
Few podcasts drive most of the consumption
DriveTimeExecutive series
Podcast in a BoxField content
GOAL
Increase visibility of field produced podcasts
Editorial support
Podcast examples and viral marketing
Role of the CIO
Michael on the Go
People Ready BusinessChallenge
Conclusion
• Recipe for successful implementation• Working platform• Production and Operations teams in place• Initial content for launch• Buy off / communication from executive• Positive first user experience • Content production plan• Education tools for Do-It-Yourself podcasters• Continued marketing to keep up momentum• Editorial support
… and a lot of passion!
Q&A
Questions?
