Monday, October 11, 2010

...it's chapter 16 of the New Rules




Our bible here at IQPC is 'The New Rules of Marketing and PR' - how to use social media, blogs, news releases, online video, and viral marketing to reach buyers directly.

As a unit, the team has been reviewing and discussing a couple of chapters each week, and as the Online Communications Manager, I've decided to take it one step further and chart my learnings - since the aim of this blog is to 'evolve an online communications manager'.

The good thing about this book is the simplicity of the language. The author, David Meerman Scott, uses plain english, real world examples, and cuts the crap. The book was evolved as a result of his experience with his own blog and the feedback and conversations he had with the readers. In addition to this, the book does not read front to back - you can open any chapter and read, and it's not required that you've read the early ones....

So this is how i'm going to post - chapter 16: Video and Podcasting made, well, as easy as possible. Overall impression of this chapter: I think it reinforced to me that we are doing a good job in terms of new media within business - our standard of podcasts and videos are excellent, but we can certainly take it to the next level...

Key learnings:  
  • Video: Essentially the chapter explores how easy it is to create engaging content via video. The best line in this part of the chapter is where the author says ‘Creating audio and video content for marketing and PR purposes requires the same amount of attention to appropriate topics as other techniques. It requires targeting individual buyer personas with thoughtful information that addresses some aspect of their life or pr they face. By doing so , you brand your organisation as smart and worthy of doing business with...
  • He says that the idea of companies using video for business is still fairly new. He mentions Youtube and Vimeo as channels through which companies can publish video content (and develop a channel) - ‘Vlogging’ is an interesting term for embedding video content into a blog (we should think about engaging with our bloggers and encouraging them to embed our content?)
  • Podcasting 101: A podcast is a piece of audio content tied to a subscription component….I wonder what he means by this, and if it’s something we should consider? Ultimately, are we really only creating ‘Audio interviews’ if they aren’t podcasts, because there is no subscription element? Podcasts also presume that people can access them on their iTunes or iPods (mobile), but is this how we envisage they’ll listen to it?
  • ‘Many people will help promote a show they have been featured on..’ - this is a great line which got me thinking about how we should encourage our interviewees to leverage the content to their networks also - after all, they invested the time to doing the podcast, they should do more for us!!
  • Put links to your podcast on your website, email signature, and on your offline materials (business cards, brochures)

Quotes:

“Podcasting is great marketing because, like blogging, it is a human voice”

  
“Most podcast’s don’t have a PR stamp on them, so the shows come across as being human. The reason why this is interesting is that there is a big marketing shift going on right now. The older traditional advertising model, like the 1950s TV, is that we publish and you consume. However, today’s marketing model is that we publish and you respond to it. It provides me real feedback from real people, and I have conversations. I can be interactive."

Until next time,
Christopher J Archer

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