Internal podcasting at Delta

If you were reading this blog back in August, you saw that I attended the New Media Expo in Las Vegas. With several sessions underway at once, I was only able to blog about those that I sat in on. (Feel free to go back in my archives and check out those posts!)

Thankfully, the New Media Expo made recordings of all the sessions available free to attendees and I’m slowly but surely making my way through them. So, allow me to recap one I just listened to titled “Internal Enterprise Podcasting” from Robin Maiden.

Since I produce a podcast for a major global corporation, I was interested in Maiden’s approach. (Especially with his history as a manager and pilot at at Delta Airlines).

The theme of his presentation on internal podcasting was a focus on building relationships and setting and maintaining expectations.

In Maiden’s view, internal podcasts are either must listen (for example, aimed at the sales force with pertinent information) or may listen (aimed at many employees – featuring managers, executives, etc… attempting to create a personal connection with employees that they don’t normally interact with).

Maiden said he’s always trying to be a “podcast evangelist” to talk to people across a business about the benefits of internal podcasting. A very important point, as I still find myself explaining to people what a podcast is and what the benefits are.

In terms of procedure, Maiden’s steps to producing a podcast are:

Contact

• Set the expectations with interviewee
• Brainstorm ideas

Record

• Use quality audio equipment
• Remind the interviewee who the audience is for their podcast

Edit

• Does a rough edit for the interviewee first, before moving forward with the final version

Approval

• Ask for approval from everyone who needs to approve it, remove anything if necessary

Post

• Sometimes makes internal and external versions
• Uses Podango Show Builder Lite (For external)
• Let interviewee know the podcast is posted
• Spread the word internally

Tracking

• Uses FeedBurner for the RSS feed (For the external podcast)

Maiden says convincing people within Delta to start podcasting was easy, since he started out offering to do it for free (He’s now getting paid, in addition to his pilot work). He also needed to explain that the benefits would be better communication and a better prepared and informed workforce.

Something that will no doubt come in handy during the Delta and Northwest merger.

You can find Maiden’s Delta podcasts here. If you’re interested, Maiden has posted his slides from his New Media Expo 2008 presentation here.

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New Media Expo 2008 wrapup

My first experience with the New Media Expo is in the books. I left Las Vegas in the early afternoon and returned to Minnesota just a few hours ago.

I blogged extensively about most of the sessions I attended so I hope you read through them if you’re interested in the content. All in all, I did gain a lot of new insight and understanding for the podcasting that I do for my day job and can’t wait to put some new things into practice right away. The speakers were knowledgable, though not spectacular. I am looking forward to getting the audio of the speakers who I wasn’t able to listen to in person, in order to digest that content as well and see if I just happened to catch a couple of “duds.”

A huge disappointment for me with New Media Expo 2008 was the unannounced absence of Chris Brogan on Friday morning, who was scheduled to speak about “Personal Brand Development Using New Media.” I don’t see how you can advertise a social media heavy-hitter like that, which probably convinced quite a few people to come to Vegas for NME in the first place, and then not apologize for his absence - like say at the Friday morning keynote. Don’t make us go to the door at the scheduled time and read it on a poster board. No matter why he didn’t make it, the NME organizers can’t pretend the Brogan fans didn’t notice he wasn’t there.

I also ran into another apparent no-show or cancellation on Saturday morning, Joseph Rozenfeld of Skytide, for a session about ways podcasters can learn more about the people accessing their Web content. Again, a simple explanation of the absence would suffice instead of having to read the name of a new session taped onto a poster board outside the room.

(Photo: http2007 on Flickr)

By the way, Vegas was, well… Vegas. It’s not my favorite city personally because I’m the farthest thing from a “high-roller” as you get. But the city does have a larger than life feel that still warrants the “wow” factor as you walk around.

Finally, this was my fifth trip for the day job in two months so I’m getting, shall we say, less patient on the airplanes. Allow me a quick rant… If there are 10 people around me on the plane using their laptops – as I am – how come I’m the only one who has to deal with an idiot in the seat in front who reclines his seat? Seriously, no one else typing away on their laptop around me has Mr. Sleepy in front of them. I think the airlines should lock the seats in their upright position. We’re talking about six inches of precious seat space here, which for someone who wants to get some work done makes a world of difference.

And, if I hear one more cell phone conversation upon landing that goes like the following, I’ll be confiscating the phone: “Hi. We just landed. We’re still on the plane.” That call can’t wait 10 minutes? Better though, is the call that goes on and on, while we’re “still on the plane,” that everyone 10 rows in front of and behind can hear. Half the time, it sounds like the call isn’t even real.

Can you tell I’ve been traveling a lot? Ugh.

Video podcasting with MacBreak’s Alex Lindsay

The last session I was able to attend at New Media Expo before I had to head for the Vegas airport was presented by Alex Lindsay of Pixelcorps. Lindsay keeps up a hectic video and audio podcast schedule for MacBreak and a slew of other prominent podcasts.

His session focused on building high-quality podcasts.  Here is the rough outline of his steps to build a successful video podcast, along with my notes and thoughts:

1) Conceive your podcast – Find something you’re passionate about. Recognize it won’t be hugely successful right off the bat. Make a show you would watch.

2) Design your podcast – Lindsay’s best advice here was to “Consider 20″, as in consider your first 20 episodes not just the first. Where do you want it to be at episode 20?

3) Keys to quality – Find the right personality for your host. As Lindsay put it, some people are a better “spoon” and others are better “ingredients.” On this point, Lindsay also stressed the importance of good lighting, good sound and tight video editing.

Lindsay finished up with some detailed advice on equipment – lights, audio, video and software.

But I want to finish this post up with a point of disagreement with Lindsay on something he said when an attendee asked him how much he pays attention to other podcasters doing shows on similar topics to his. His answer was “None.” Lindsay told us that “other people in our space aren’t really our competition.” He said video podcasts aren’t like broadcast programs, “We’re not on at 7 o’clock every night.”

Well… I agree that video podcasters should not think in terms of being “on” at the same time, but I think anyone producing a daily, weekly, etc… podcast should consider that they really do have competition and should aim to be the best provider of content on a specific topic. You do want to have more viewers and fans than other podcasts in your topic area, don’t you? Even if you are far and away the “best” podcast in your space, you risk getting complacent if you don’t at least keep tabs on who else is trying to give you a run for your money.

For example, if I start up a podcast devoted to the Minnesota Vikings from a fan’s perspective, I’m going to try to be the best at providing creative, entertaining and informative Vikings content…. then promote my podcast like crazy to steal subscribers and viewers away from anyone else trying to have a slice of the Viking-related podcast pie. I would see what the “other guy” is doing, and do it better. If my audience grows at my competitor’s expense, I get more sponsorship dollars and perhaps more opportunity to have access to the team’s players and coaches for my content.

It also comes down to time, doesn’t it?

I may subscribe to 10 podcasts that deal with trends and news in public relations and social media, but I only have a half-hour in my car every morning and again every evening to listen to anything on my iPod. I’m going to listen to my favorite PR podcast more often than not. But if I listen to another one that I determine is doing a better job, I will very likely start budgeting time in the car for that one over the other – not to mention all the other podcasts I subscribe to on other topics! – and then find I’m running behind on my former favorite to the point I just give up on it. We all only have so much time.

The competition matters. Whether you’re a podcast, a local TV newscast or a network TV New Year’s Eve broadcast from Times Square. The second you don’t pay attention to the competition, they gain ground on you that you may not be able to make up.

EPIC FU at New Media Expo

The Saturday morning keynote at New Media Expo was an interview with Zadi Diaz and Steve Woolf of the podcast EPIC FU. Sonny Gault of L.A. New Media conducted the interview on the stage.

Diaz and Woolf discussed the origin of their show - which started out as JETSET - how they built their audience, and where they go from here.

The main point I latched on to, in terms of audience growth for the video work of Diaz and Woolf, was that they made sure to build community into their podcasts. Their Web site includes MIX, which allows their fans to upload photos and videos and of course, leave comments.

Check out their high-energy podcast. And if you’re curious about the name EPIC FU… yes, there is an “f u” element to it. In fact, one of their podcast segments is the “fu of the week.” And, Epic refers to all things on the Web, being “epic.”

You can see this keynote via Ustream.tv.

Production techniques for podcast interviews

My final session of day two here at the New Media Expo was just presented by Tracy Evans of Tracy Evans Productions. I was interested in learning some tips for the production side of editing interviews in the podcasts for my corporate day job so it was helpful.

Evans titled his presentation “Interviews – Top 10 Production Techniques.”

Starting out, Evans laid the ground work with this statement: “Style and location determine the technique.” But he also said skills, equipment, budget, etc… come into play. So, Evans said, it’s more like “Skill set and time commitment determine technique.”

The first step in planning any audio podcast is figuring out what kind of microphone or portable audio recorder to use and how you record into your computer, or perhaps you won’t use a computer at all.

I paid close attention to Evans when Skype came up, as a way to record a two-way conversation. I haven’t used Skype at all, but want to start for the day job. The biggest drawback for me has been that you have to get your interview subject to download Skype and hope they are technically savvy enough to figure it out, to be able to record your interview through your computer. At my corporate day job, I just can’t expect a busy professional to take the time to figure Skype out, when they’re already taking time to do the interview. I need to play around with Skype a bit more.

Evans also mentioned The Levelator as a way to maximize and level out your audio podcasts, which I personally use as well and can tell you that it makes a huge difference in boosting the volume of your podcast so your listeners won’t get frustrated that it’s not loud enough to listen to in the car or on their iPod in noisy situations.

Evans wrapped up his session with comments on the “practiced cadence” of the “NPR style” of audio recording. Evans says if audio podcasters want to copy this style, they should pay attention to the fact that NPR emphasizes bass and mid-tones and they also record in very “dead” or silent rooms to give it their distinctive sound.

By the way… It’s not there yet, as I write this just after the session, but Evans says the content from this presentation will be here in a few days.

Andrew Lock from Help! My Business Sucks!

Just wrapped up the first of the two afternoon sessions I’m attending today at the New Media Expo. It was with Andrew Lock of HelpMyBusiness.com. He talked about how he structures his “Help! My Business Sucks!” video podcast and offered advice to the session attendees on how to translate what works for him.

His talk primarily dealt with how to build a loyal audience with a video podcast. The elements he strives to include involve having a call to action (link to a blog, newsletter, etc…) and branding his content that viewers come to know and expect. For example, each of his episodes has a “Nifty Clicks” segment for various business-related Web links. Another segment in Lock’s podcast is titled “Big Lessons from Big Brands” that his viewers can apply to their own business. And, he always ends his podcasts with a tease for the content in his next episode.

He also makes sure his logo his always visible on a TV next to him, or on the corner of the video player on his Web site. And, Lock says, don’t miss producing an episode! Once you start a podcast keep it going. Too many podcasters ignore that advice, I think. I subscribe to many audio and video podcasts that have disappointed me when I’m expecting a new one to be there.

Another important takeaway I got from Lock’s talk is that he says he assumes his readers and viewers are not advanced Internet users, so that way everything he does is understandable so to speak. That’s a good reminder, because with so many people still unaware of the nuances of podcasting and blogs you will need always need to assume they simply don’t know what you know about what’s new on the Web, or how to use it. I find myself consistently explaining to friends and neighbors about the basics of new media.

Lastly from Lock, in terms of having a loyal audience, he says keep in mind that audiences are “very, very sharp” and they will know if you’re not being sincere or genuine. Be yourself or it won’t work.

Bottom line from Lock – “Whatever you do has to be entertaining.”

No matter what the topic, if podcasters don’t attempt to entertain as they educate – a common theme here at New Media Expo – the podcast won’t work as well as you want it to.

Robert Scoble at New Media Expo

As one of the most familiar names in new media, it’s fitting that Robert Scoble of Fast Company TV had a slot speaking today at the New Media Expo. His session titled “Building an Audience-Thrilling Videoblog” just wrapped up.

The basic premise for videoblogging, or vlogging, is to show something better than you can explain it through text, Scoble said. I agree, not everything deserves to be on video, it has to be visual, right? Nothing bores me more than a talking head. So many people still don’t get that, I think.

In terms of the future of vlogging, Scoble started out by saying there are still wide open spaces, channels, that don’t have video in them. Niches in numerous topic areas are still untapped for video producers and creators to step into. He called it a “trillion channel world.”

When looking at the potential audience for a video blog, Scoble said video creators can make money with a small audience. It doesn’t have to be a large, mass following like traditional media. The key is a sponsorship model, Scoble said. Having sponsors behind the production of a mass-appeal videoblog is key. Though, the chances of getting a sponsor that won’t try to set guidelines for you might be difficult, Scoble said. A “dream sponsor” will leave you alone.

Is every video blog thrilling? Scoble says, “I’m not very thrilling. But I did find what I like to do, I did find a niche. For most of you that’s the way to go,” Scoble said.

How do you find content topics to focus on in the area you want to video blog about? Scoble spent some time in his session showing how to use Google AdWords to search for keywords to base your “shows” on. Simple, but not as widely used by podcasters and video creators as you might think. Scoble says corporations can also gain insight from AdWords, by seeing what search terms are the most popular in their field.

For his material online, Scoble says he never thinks about the fact he’s broadcasting his stuff to thousands of people and starting conversations with them. He still focuses on getting one or two people to care. Like at a lunch, you can only talk to so many people at the same time, he said.

Scoble says it’s important for any would-be blogger and podcast creator to just listen and learn as much as they can about all the new tools available. Find out how things work. This conference is a great place for that, from my perspective.

In talking about the viral nature of the Web and new media, Scoble said it can all happen so quick. “The world can move fast” if you have something interesting to show them or tell them about, Scoble said. He talked about how he got the word out about something on Twitter that resulted in 800 people responding to him directly in a short period of time.

Scoble spent the final minutes of his session talking about distribution channels to choose for your video, which are numerous. But, he pointed out, it depends on how you’re shooting your video – cell phone, webcams, video cameras, etc…

He also said many big companies, in terms of using video for internal or external purposes, still aren’t ready to think that video produced with $250 video cameras can have a bigger impact – internally or externally – than expensive over-produced video podcasts. Something he started at Microsoft, and obviously had huge success with it. But more corporations are understanding that if you’re not on Google – through blogs, videos, podcasts – you won’t be in front of your customer. “Doing a press release won’t get you links,” Scoble said.

Well said.

The success of “Will it Blend?”

If you spend any time on YouTube, you’ve likely heard of or seen Blendtec’s popular “Will it Blend?” video campaign. The campaign also has its own site. 58 million plus hits and counting, on dozens of videos, all with the same purpose – blend the crap out of anything and everything under the sun!

George Wright, VP of marketing for Blendtec, gave the keynote this morning at the New Media Expo. And he hit a home run. He showed several examples of the Will it Blend? videos, including the iPhone and a Chuck Norris action figure.

Beyond the fun, it is Wright’s message that connects for a lot of companies and marketing/corporate communications departments looking to do something a little different to raise awareness of their brand.

Wright says the key components to a video campaign are:

-It has to be entertaining, and worth watching. “I love to watch people watch this,” Wright says.

-It has to demonstrate a real product.

-It has to be sponsored by the manufacturer, not labeled as being from outside agency on your behalf.

-It has to be based on real people. Blendtec uses their actual company president.

-You have to have interactivity with viewers, allow for comments and suggestions. Be ready to be overwhelmed if it takes off!

-You have to have a way for viewers to subscribe, to build your base.

Wright says advertising simply doesn’t work the way it used to. He’s had more impact online than any TV or print ad could do.

One other note, Wright says Blendtec has had huge success on YouTube but actually makes money by using Revver. Worth pointing out as a way for marketing departments to earn money. They also now charge some companies (Nike, etc…) who call them up and ask for their products to get blended up.

Before the Q&A, Wright ended his keynote appropriately with a demonstration. He blended up the handle on a rake!

Not to be outdone, someone came up and asked Wright to blend his Motorola phone. It didn’t take long to take care of most of it!

Build a buzzing podcast

My last session of the day here at New Media Expo was “Build a Buzzing Podcast With Little or No Money” from Mark Linder at Forefront Media (and Bedtime Stories My Kids Love). My corporate day job would like that title.

Mark gave a nice presentation about some tactics to employ to build your podcast audience, no matter what your content is.

Here are a few thoughts:

-Awareness of podcasting has stayed the same from 2007 to 2008, about 37% of Americans know about podcasting according to a survey Linder cited. 6 in 10 still don’t know, so there’s plenty of opportunity says Linder.

-Audience growth will come to those who: 1) Produce quality content; 2) Listen to their audience; 3) Talk with their audience; 4) Are truthful with their audience; 5) Have passion for their content; 6) Have a defined strategy; 7) Execute at a high level.

-You must tell “everyone” about your podcast, Linder said. Spread the word on your site, engage people most likely to identify with your content and have them help you spread the word, and use Twitter consistently.

-$51 on a one-month Facebook ad brought him a 119% jump in traffic

-Try Bitstrips.com for something fun and risky. Check it out!

Corporate podcasting: The Disneyland way

Michael Geoghegan of GigaVox Media just wrapped up his session at New Media Expo on corporate podcasting based on his work with Disneyland’s audio podcast.

Disneyland hired him in 2005 to produce a podcast initially based on the 50th anniversary of the theme park and it evolved into monthly work from there, and is now in its fourth year.

Beyond what it took to get it up and running and the necessary hurdles and approvals in the corporate setting, I was interested in hearing what Geoghegan did and does to build the audience. Geoghegan suggests some familiar advice like making sure any email or other marketing efforts by your company include links to your podcast and also doing traditional PR and making sure any online media include links to your stuff.

Another point that applies to all kinds of businesses looking to develop a podcast – Geoghegan says the biggest strength of the Disneyland podcast is its ability to take people behind the scenes without losing the Disney “magic.” For example, did you know there’s a basketball court inside the Matterhorn? An inside look at the Matterhorn is one of Geoghegan’s favorite podcasts that he’s done.

How can you take people behind the scenes?