how podcasting can build a community
DESCRIPTION
Presentation by Neville Hobson and Shel Holtz at Ragan Communications Social Media/Public Relations conference at ING House in Amsterdam, The Netherlands, on April 12, 2012.TRANSCRIPT
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Community + RelationshipsHow podcasting can build a community and strengthen your customer relationships
Neville Hobson, ABC@jangles
Shel Holtz, ABC@shelholtz
Amsterdam, April 12, 2012
#smpr2012 #fir
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Community: A DefinitionSince the advent of
the internet, the concept of community has less geographical limitation, as people can now gather virtually in an online community and share common interests regardless of physical location.
Prior to the internet, virtual communities were far more limited by the constraints of available communication and transportation technologies.
http://en.wikipedia.org/wiki/Community
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Engagement: A DefinitionThe process of
forming an attachment (emotional and rational) between a person and a brand.
Equally created by the perceptions, attitudes, beliefs, and behaviours of those with whom institutions and organizations are communicating or engaging with.
http://en.wikipedia.org/wiki/Brand_engagement
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Each Community Has Different Standards for What a “Friend” Is…
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Can’tYou can’t be a friend of a brand.
CanYou can be a friend of a brand manager.
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How Do I Go About Actively Engaging?
Why are you engaging?How, what, where, when?Set objectivesTools and frequencyInteraction planReporting, analysis, optimization
(Joanne Jacobs, Like Minds U, February 2012)
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‘The Hobson & Holtz Report’ The Hobson & Holtz Report podcast
first episode on January 3, 2005 Co-hosts: Neville Hobson (UK) and
Shel Holtz (USA) 60-90 mins weekly every Monday,
recorded via Skype Average monthly downloads:
30,000 Global audience: USA, UK, Canada,
continental Europe, Australia, China
Three sponsors: Lawrence Ragan Communications, CustomScoop, TemboSocial
http://www.forimmediaterelease.biz/
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How it WorksOffer compelling contentAsk for listeners’ opinions
◦ Include those opinions in the next showSuggest frequent commenters might
want to be reportersTalk about what listeners sayProvide a platform for listener
comments: the various web places and the show itself
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How It WorksEncourage “3 Things Customers Like To
Do Online”Make it easy for listeners to get hold of
the showAsk friends to talk about itOffer compelling contentBuild community
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3 Things Customers Like To Do Online
1. Share Ideas“Let’s improve the next product or service together”
2. Share Product Knowledge “Here is what I know; hope it helps you”
3. Help Peers Solve Problems “I had the same problem, here is what I did”
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Building CommunityIntegral sponsor
participation Jen Zingsheim
David BatorJenny Fukimoto
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Building Community2 on-the-ground
regular correspondents◦ Dan York: New
Hampshire, USA◦ Michael Netzley:
Singapore
Michael Netzley
Dan York
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Building CommunityLive call-in
episodesOccasional
contributorsListener
comments
Heidi Miller
Ike Piggot
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Building Community
Twitter handleFriendfeed RoomGoogle+ pageFacebook page
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What Are Other Podcasters Doing?
Mitch Joel
Jay Baer
Donna Papacosta
Martin Waxman
Joseph Thornley
Gini Dietrich
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Business podcastsCustomer serviceYour superfansKnowledge/thought leadershipExample: Evernote
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Promoting FIRUs
◦ Tweets and status updates◦ GaggleAmp
Listeners◦ Likes, retweets & +1s
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Mixing it up
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Easy to share
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FIR Today Is a Podcast Series Brand FIR: The Hobson & Holtz Report FIR Live FIR Cuts FIR Interviews FIR Book Reviews FIR Book Club FIR Speakers
and Speeches
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How To Reach UsNeville Hobson,
ABC◦ www.nevillehobson.com◦ @jangles◦ [email protected]
m◦ +44 7757 977 222
Shel Holtz, ABC◦ holtz.com◦ blog.holtz.com◦ @shelholtz◦ [email protected]◦ +1 925 864 2249
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Website www.forimmediaterelease.biz
Community twitter.com/fir friendfeed.com/fir plus.google.com/
105877451533262296645 www.facebook.com/pages/For-
Immediate-Release/8679965700