Podonomics

I was perusing iTunes, looking for one of my client’s podcasts. I went to the podcast directory homepage and guess what I found? A video podcast called Justice League Heros.

The little girl in me just couldn’t resist and immediately subscribed. She squealed in delight as the music started, but she soon turned quiet when the big girl in me reared her authoritative presence. However, the big girl justified it by saying, “This is research.”

I was curious why Warner Brothers released the video and audio portion of the podcasts. So, I clicked on the text link beside their podcast listing in iTunes, which took me to their website. There, I found out about the release of a video game by the same name.

What I liked about the Justice League Heros Podcast:

• I found the audio listing for this podcast in iTunes first and found out about the video podcast via the description. In it, it said there’s a video podcast AND told me how to get to it.
• The video podcasts were short, under 5-mins.
• When I clicked through to the website from iTunes, it took me here. So nice to see that they’re using their podcast as a lead generating tool.
• They’re using other social media tools, namely a blog, well, a pseudo-blog. On it, someone gives a behind the scenes look at the creation of the characters for the video game. I say it’s a pseudo-blog because it’s actually presented in flash and you can’t leave any comments.

What could be improved:

• Just one thing - I was taken through hoops just to buy the thing. I went to the Xbox website and it took a few clicks (about 4 altogether), before I found the details here, only to discover it’s not for sale yet. The path of the breadcrumbs was much too long and I grew tired trying to find what I was looking for.

Other than that, very nicely done. Nice to see a corporation doing it well.

I found out by way of Frank Barnako’s blog that Episode 3 of Starbucks Coffee Conversations Podcast will be the company’s last. Since launching its podcast, Starbucks has received nothing but poor reviews.

I said to myself, “It can’t be that bad,” until I went to iTunes, subscribed and then listened to all 3 episodes.

Slit my wrists, please.

The hosts, Scott McMartin, Director of Coffee Education and Aileen Carrell, Manager of Green Coffee Sustainability, were dead boring. Poor Scott didn’t even sound as if he wanted to be there. At least Aileen had a little pep in her step.

Here’s what I didn’t like:

• The podcast focused on the cultivation, manufacturing and choosing of coffee beans. Boring!
• Both hosts were obviously reading from a script. How inauthentic.
• The jazz music playing in the background while the hosts chatted was quite irritating.
• It was waaaaaaaaay too informercial. Every few minutes, the hosts talked about what’s for sale at their store.

Here’s what Starbucks should’ve done instead:

• Get stories from those who serve coffee behind the counter on some of the weirdest requests they’ve received from customers. Sort of like Niles Crane from Frasier, when he would always ask for coffee with fat free cream, whipped cream without the froth and a splash of nutmeg without the spice. There must be some crazy customers like that.
• Interview customers on some of the wildest, saddest, happiest moments that happened to them while sipping on a brew at their stores. I know I’ve closed a good number of business deals at Starbucks located at Yonge & King in Downtown Toronto, so I’d have some great stories to tell.
• Interview an expert as to why coffee is so addictive. Yes, I’d want to know.
• Do an episode simply asking customers about their first coffee sip. What was the taste like, how old were they, what did it feel like, etc.

Starbucks has no problem getting customers. I mean, everytime I walk into a Starbucks, the lines are very long. Instead, Starbucks should’ve used its podcast to extend the customer experience.

Overall, Starbucks’ focus was wrong. They failed because they focused on the coffee bean. They would’ve succeeded had they focused on their best asset - their customers and the stories they would happily tell about their experience with coffee.

Technorati: podcasting, starbucks, Coffee

I got an email from Anita who’s organizing a Corporate Podcasting Summit that will take place in London, England March 19 & 20, 2007. She said that the sessions for the Summit will heavily rely on case studies, compared to the Summit that was put on in June 2006 in San Francisco which relied more on theory. It appears that the British want to see whether or not their competitors have fallen flat on their faces or are wildly successful before they themselves even bother embracing podcasting.

Interesting…

I was speaking to a publisher today about my book idea (btw, if you were thinking about writing a podcasting how to book, forget it). He was jazzed about my idea, although he did say that my book would need to focus more on case studies - companies that have been there, done that when it comes to podcasting.

Interesting…

Scotiabank recently released their podcast called The Money Clip. They were the only bank in Canada podcasting, however, that distinction lasted only about a month. Just today, I stumbled upon a press release announcing that BMO has teamed up with Profit Magazine to publish a bi-weekly podcast called The Business Coach.

Interesting…

If corporations are now demanding to see case studies of their competitors or counterparts using podcasting in their marketing mix, does that mean we’ve reached the inflection point in corporate podcasting?

It’s not just the PR and agency folks having fun with podcasts. Small businesses are climbing on board as well and are using podcasts to accomplish very specific goals.

Meet Shonnie Lavender & Bruce Mulkey. A married couple who just recently launched a podcast called I Do! I Do! geared to brides and grooms-to-be to help them write - and stay committed to - their wedding vows.

Why did they launch their podcast? To raise awareness about their product called The Wedding Vow Workbook and of course, to sell a few copies.

Here’s what they did to get to Episode 001:

• They planned their strategy, understanding who they want to target with their podcast, what topics they’ll cover in each episode and how many copies of their workbook they’d like to sell
• They’re using Wordpress to publish their podcast and podpress to make it easier for people to listen to and download their podcast
• Their podpage has the same look and feel of their website
• The audio quality of their podcast makes it sound like they stepped into a studio (and I know they didn’t)
• The outro has 1 call to action asking listeners to go to http://marriagevowworkbook.com/

I’ll report back in a few weeks how many copies of their workbook Shonnie & Bruce sold. This is a great example of a small business taking advantage of podcasting to help spur on sales. Can this model work for your own business.

Disclaimer - Shonnie purchased my Plan A Killer Podcast bundle and used the steps in the workbook to launch her podcast.

Technorati: podcasting, Marketing, weddings, wedding vows

I was perusing Paul Colligan’s ever changing blog template this weekend (have you decided, Paul?) and I stumbled upon his post where he has transcribed one of his podcast episodes and has made it available for viewing right on the webpage. I’ve been telling my clients that transcripts represent another income stream, that they can make them available for sale.

So which is it - should transcripts be available for free so you can benefit from additional search engine traffic or are they more valuable if you sell them to your listeners?

Technorati: podcasting

Whirlpool announced 4 innovative moms who invented something cool for their product line. Each mom got a slew of cash and a chance to attend a business bootcamp to meet with product developers at Whirlpool.

The quote from the grand prize winner really stood out. Mary Anne Amato will be awarded a $20,000 grant to put her idea into the hands of consumers across the country. She said:

“I am so grateful to Whirlpool for their commitment to moms, and for honoring inventions like [mine]. The grant is invaluable — and I am so grateful for the opportunity to turn my dream into reality and ultimately, make life easier for other moms.”

Do you see what stands out? Amato said that Whirlpool is committed to moms. Now, why does Amato believe this? Is it because Whirlpool’s podcast focuses on the issues that moms care about?

Hmmm…I wonder how many of you would like to have this type of brand loyalty? Well first, you need to define what your brand is and who it stands for. Then, you can develop all the tools necessary to connect your brand with your target market.

This is what Whirlpool does so well. And many laughed at Whirlpool last year when they launched a podcast that never once mentioned its products. Yet, look at the image they have built for themselves in the minds of their target market.

Powerful.

Technorati: podcasting

Another one of my students from the 90-Day Podcast course has just launched Episode 2 of her podcast. In her podcast, Barbara Bradbury focuses on helping business people form quality relationships at work and at home.

In Episode 2, Barbara interviews her 2 sons. They sound so cute with their English accents. They comment on their summer holidays and what it’s like to stay at home. Barbara then interviews one of her clients to find out how she’s coping with the summer holidays with her own children.

I invite you to take a listen. Show your support by subscribing to her podcast and listen as it evolves over time. If you love English accents, you’ll certainly enjoy listening to Barbara.

Technorati Tags: podcasting

(**sniff**) Nothing is more rewarding than being influential in someone else’s creation (yes, quote me).

The Business Blog Angel, Claire Raikes, is a participant in my 90 Day Podcast course. We’ve just finished week 8 of the 12-week course and Claire has just produced her first episode.

The name of her podcast is Blogging for Business and she provides tips to businesses and entrepreneurs on how to make the most out of their blogging strategy.

Do gander over to her blogsite to listen in. She’s just entering the details of her podcast into various podcatchers and we still have to cover a few more points in the next 3-weeks, so just show her some love and give her a pat on the back. If you have iTunes, you can subscribe to her feed.

And if you’re a sucker for English accents, you’ll just enjoy listening to Claire’s business blogging advice week after week.

Technorati Tags: business blog angel

It’s so wonderful to be a midwife as someone gives birth to a podcast. I’m proud to announce that Outstanding Women Speakers, a speaker’s bureau representing some of the best female speakers around the globe, is now podcasting. I know that OWS is the first speaker’s bureau in North America who’s podcasting.

Of course, the best way to introduce a podcast is to talk about podcasting. Well the first episode features yours truly as I explain what podcasting is and how it can help your business. Look for future episodes on different management issues.

I do want to note that Outstanding Women Speakers represents me and my company is producing their podcast.

Technorati Tags: podcasting, speakers, presentation, speakers bureau

Anyone who knows me understands that I’m a bit obsessed with science fiction. For the longest time, no sci fi show could hold a candle to the Star Trek series. My ultimate favourite is The Next Generation, followed by Enterprise (there’s something about that Scott Bakula; he can quantum leap me any day). Voyager and Deep Space 9 fall far down on my list, in that order. And I watch The Original Series only when I need a good laugh and a good dose of cheese.

So, imagine my surprise when I stumbled upon Battlestar Galactica (circa 2005) and fell in love. I mean, obsessively in love.

When I discovered that there will be webisodes of Battlestar Galactica that will begin airing on The Sci Fi Channel later this summer, I almost screamed.

And what a terribly good idea. Any TV show that wants to keep their fans engaged and interested during the off season should follow BG’s lead. Actually, this is a wonderful idea for anyone who wants to find an inexpensive way to communicate with your target market using the power of video podcasting.

Do you think Fox will use this approach and bring back Arrested Development?

Technorati Tags: star trek, sci-fi, Science Fiction, TV, video podcasting, battlestar galactica, arrested development, TV Shows, podcasting