Comments on: Podcasting as complementary communication

By: Speedo shows what podcasting can do for marketing at NevilleHobson.com

Speedo shows what podcasting can do for marketing at NevilleHobson.com — Sat, 19 Aug 2006 15:40:39 +0000

[...] Speedo received a lot of feedback to those early podcasts, including suggestions on how to improve the experience for listeners (in other words, how to make them more engaging and credible). [...]

By: Strategic Public Relations

Strategic Public Relations — Fri, 28 Jul 2006 19:06:05 +0000

Four Links – 07.28.06…

There is a ton of great public relations work being discussed in the PR blogosphere. Here are links to four of them. Anti-Astroturfing CampaignTrevor Cook and Paull Young are asking bloggers to unite against astroturfing. Count me in. I’m encouraged …

By: Stace Carter

Stace Carter — Fri, 28 Jul 2006 14:48:00 +0000

Gentleman, this truly is a tremendous conversation. Alex and Neville, you are very generous to share your experience with us - I’m glad to have been a little bit of help but have already gotten way more out of this than I could possibly contribute.

I mentioned I’m a True Believer - your project (and its impending success) will be an excellent case study for 100’s of similar efforts in the very near future.

Cheers!

By: neville

neville — Fri, 28 Jul 2006 14:36:46 +0000

A tremendous conversation! Alex, thanks for the detail you’ve provided re your thinking about the podcasts.

Key point you make:

New media is not a source of advertising, but rather the unique content is crucial. My take is that people will not download a podcast if they think you are using it as a blatant corporate marketing tool.

Couldn’t have said it better myself.

By: Alex Briggs

Alex Briggs — Fri, 28 Jul 2006 11:05:38 +0000

Scott, the “nothing new learned” comment is a valid one, also echoed on timedfinals.com
All part of the learning curve for us.

Hope that the video podcast with Libby and Leisel changes your mind about that.

Would love to have a conversation with you about your ideas and how we might be able to work together/integrate your ideas. Still have some podcasts lined up this year with key US athletes, and can definitely see a role for you, if you are interested.

By: Alex Briggs

Alex Briggs — Fri, 28 Jul 2006 10:58:25 +0000

Stace, your comments will be used word for word by myself internally! That is why getting the branding in the tagline was so crucial for us.

By: Alex Briggs

Alex Briggs — Fri, 28 Jul 2006 10:40:46 +0000

John, sorry I haven’t answered your questions earlier. First, thanks for the info about the 63 downloads. You were spot on. We have had over 500 downloads on the first podcast since the second one went live, wasn’t expecting that.
Based on Neville’s info, we expected to get close to 10,000 downloads, but communicated very little internally (and only on a one to one informal basis). The internal response to the 5,000 downloads has been very positive. Reaching 5,000 people who proactively seek out info about your brand has been seen in a very positive light!

We have advertised the podcasts on swimmingworldmagazine.com, one of the key vertical swim sites. We have also used our own swimming community site, speedoswimming.com and our main website, speedo.com as well as sending out a press release for each of the first two podcasts. Swimming USA (the Olympic Swim Federation) has also been a great help, with their site being a key generator of the press release.

By: Alex Briggs

Alex Briggs — Fri, 28 Jul 2006 08:44:11 +0000

I will start with answering Scott’s replies.
Agree 100% on your statement “focus on the non-swimmer”. But, as you are probably aware, part of our job in a large corporation is the internal sell, making the company understand the new medium. To get that accomplished, you have to start in their comfort zone, build trust and then begin to show the true benefits of the medium. Step 1 is “safe” target the core audience with relevant swim specific information. Next step is “fun” which starts next week with the first video podcasts (Libby Lenton and Leisel Jones of Aus).
Very good comments on Ian Crocker and music, got the brain working overtime on other ideas. On the marketing side, what is important for me is to be very clear that new media is not a source of advertising, but rather the unique content is crucial. My take is that people will not download a podcast if they think you are using it as a blatant corporate marketing tool.

By: neville

neville — Wed, 26 Jul 2006 21:34:33 +0000

No offence taken, Scott
Valid comments and suggestions. I’d definitely encourage candid comments like that. It’s great feedback for Speedo, frankly.

That “something different” is a point any serious podcaster faces and should address at the outset, in my view. It’s part of what will separate the wheat from the chaff, so to speak.

I’d summarize your points this way - it’s largely about the content and how that content engenders a positive action in those who listen to it. It needs to be compelling, differentiated, such as in ways you suggest.

By: Scott Goldblatt

Scott Goldblatt — Wed, 26 Jul 2006 21:07:44 +0000

Scott, I think you’ve been duped - in the best possible way.

I am not quite so sure. What value does a podcast that offers no new information to the listener that they couldn’t find elsewhere beforehand? No offense to you Neville, but the Michael Phelps podcast gave me nothing valuable to walk away and say “I didn’t know that.”

Eventually, instead of building a loyal audience, the novelty factor wears off and these “loyal listeners” decide that it is not worth their time to download anymore. What then? That is why I say “do something different.” Something that could not be learned elsewhere, something that makes people come back for more. But then again, I am up to date on all things swimming or so I like to believe.

Why not make this an open mike for the athletes? Allow them to have free reign on the topic? Maybe have Ian Crocker sing a song or two? Have fun with it. News can be had anywhere. Take a different road on this one. Get creative and keep those listeners.