podcasting: get it online — national press club presentation
DESCRIPTION
What is a podcast and how can it help my organization reach people online? At this month's "Get It Online" lunch discussion, learn what a podcast is and why both communicators and journalists are increasingly using them to successful reach niche audiences. This informative session will share secrets on creating professional looking video for podcasting and other video-sharing technologies. Podcasting is another name for audio and video blogging. The general idea is that you post audio or video content that someone can subscribe to. You are essentially creating a channel, one that you add audio, video, or print content to so it can be automatically downloaded to a subscribers’ computer or media player. All of this can occur without the need for email blasts, people logging onto websites, or expensive shipping bills. Additionally, podcasting is much more affordable than streaming and web video options. Podcasting uses a distributed model, so instead of everyone coming to your website and clicking (then wanting to watch the video at the same time), podcasts download in the background automatically. This means that podcasts are there, waiting to be watched whenever and wherever the consumer wants them.TRANSCRIPT
Richard Harrington - RHED Pixel | www.RHEDPixel.com | www.RichardHarringtonBlog.com
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Get It Online: PodcastingPublishing Audio and Video to the Web and Mobile Devices
Goals of SessionDefine podcastingReview history of podcastingExplore uses for podcastingAnalyze the podcast audienceReview technical requirementsDiscuss delivery
Who Am I?
AUTHOR OF 40 BOOKS
RHED Pixel Podcasting Experience
Podcasting ExperienceAppleAdobe SystemsCommunity Health CharitiesGoogleMicrosoftNational Foundation for Credit Counseling
Podcasting TopicsTechnologyPhotographyDesignFashionHealthParentingCollege Admissions
Mobile ComputingEducationFundraisingFitnessPresentation SkillsEmploymentTravel
Podcasting ExperienceUnderstanding Adobe PhotoshopFinal Cut HelpPhotoshop for VideoVideo AdrenalineAperture Quick TipPhotoshop Sneak PeakPhotofocus
Secrets of Style with Kim FoleyPeachpit Press Author Tips The Moment it ClicksInside the Digital Media Classroom SXSW for Peachpit PressCollege NowHealth Matters at Work
Podcasting ExperienceOnMicrosoftOnNetworkingOnOpenSourceOnSecurityOnSoftwareOn Home & OfficeGoogle Web Toolkit
Inside Mac TV (consult)Photoshop User TV (guest & consult)Mommycast (production)MacBreak Work (co-host)Layers TV (guest)Snap – The Digital Photography Show for Parents
What is Podcasting?
What is Podcasting?Podcasting is distributing highly targeted, syndicated programs (shows) over the Internet in an audio or video format that interested audiences can subscribe to.
In Order to Be a Podcast...Multiple Occurrences/SerializedAbility to SubscribeUses RSS FeedCan be Joined or Left at End User’s Discretion
Uses for TechnologySpecial interest radio & TVSoftware trainingRedistribute existing showsDistance learningBrand extensionPublic awareness
What is Podcasting?RSS (Real simple syndication) is the feed that provides subscription based content using XML code.Subscribers can set their software (such as iTunes) to automatically download a new episode when available.Subscribers can build their own index of shows and episodes on their computer as well as their portable media devices to watch whenever and wherever they want.
Like TiVo or a MagazineSubscribers can watch or listen at their convenience not just when program is broadcast.Audiences can select individual episodes to download without subscribing if they wish. Similar to purchasing a single magazine at a newsstand with the possibility of subscribing at a later date.
Benefits of PodcastingOpt-in audience.Subscribers can watch or listen at their convenience not just when program is broadcast.Emerging technology with little competition.Can target and track niche markets.Provides “walk away” brand extension.Viral communications medium... Good content is shared freely.
History of Podcasting
From Blogging to Podcasting
Blogging refers to the writing of a text-based web log or journal entryRSS coding made the syndication of these text entries possibleUsers could now “subscribe” to weblogsRSS code was updated with the possibility to enclose rich media files like audio (.mp3 files), video (.mp4) or document (.pdf)Podcasting is born
From Blogging to Podcasting
Term invented in August 2004In October 2005, Apple introduces video capable iPods and Front Row Media Center with full support for video podcasting.
From Blogging to Podcasting
iPod supports downloadable video podcasts through iTunes RSS subscription and syncing features. iPhone now has over-the-air downloads.In December 2005, TiVo adds ability to browse and view podcasts (both audio and video).In 2012, Apple released a dedicated podcasting app for its iOS ecosystem
From Blogging to Podcasting
In 2012, Apple released a dedicated podcasting app for its iOS ecosystem
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Who Uses Podcasts?
National Public RadioPublic Broadcasting ServiceABC – CBS – NBCBBC – CNN – Associated PressMTV – ESPN – VH1 – HGTVNew York TimesWall Street Journal Washington Post
Who’s Podcasting?
National Geographic Discovery ChannelWhite HouseThe PentagonNational Park ServiceUS Treasury DepartmentPolitical Candidates
Who’s Podcasting?
The Internet is EssentialHow Users View the Mobile Computing Experience
0
25
50
75
100
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
89868482
7669
58
48
37
2821
881315
20
28
38
48
60
68
78
High-Speed Access at Home% Who Have Broadband/Dial-Up Internet Access at Home
Dial-Up Broadband http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Calls
Text Messages
Internet
Social Networking
Music
Photos
Games
Video
Purchase Apps
0 25 50 75 100
1
1
2
6
3
4
5
34
59
4
11
21
23
25
34
46
78
86
Smartphone Owners Use Features% Who (Item) on a (Cell Phone/Smartphone) Several Times per Day or More
http://www.edisonresearch.com/Infinite_Dial_2011.pdf
Smartphone Cell Phone
0%
25%
50%
75%
100%
2002 2007 2012
46
33
20
http://www.edisonresearch.com/Infinite_Dial_2011.pdf
Internet is Most Essential Delivery Vehicle% Saying the Internet Is the Most Essential Medium to Their Lives
0%
25%
50%
75%
100%
12–34 35+
33
68
http://www.edisonresearch.com/Infinite_Dial_2011.pdf
Internet is Most Essential Delivery Vehicle% Saying the Internet Is the Most Essential Medium to Their Lives
112 Million
0%
25%
50%
75%
100%
2006 2012
43
12
http://www.edisonresearch.com/Infinite_Dial_2011.pdf
Online Video Watching% Who Have Watched Online Video in Last Week
6%
36%58%
Eliminate iPhone or TV
http://www.edisonresearch.com/Infinite_Dial_2011.pdf
Give Up TV Before SmartphonesTV or Smartphone – Which would you be more willing to eliminate?
Eliminate TV Eliminate iPhone Don’t Know
2%
40%
58%
Eliminate iPhone or TV
Eliminate TV Eliminate Smartphone Don’t Know
The Rise of Mobile ComputingThe Internet is in the Pocket
0%
25%
50%
75%
100%
2009 2010 2011 2012
44
31
1410
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Smartphone Ownership Quadrupled Since 2009% Who Have a Smartphone (12+)
0%
25%
50%
75%
100%
12–17 18–24 25–34 35–44 45–54 55–64 65+
11
27
41
546466
54
Nearly Half of 18-34s Have Smartphones% by Age Group Who Own a Smartphone
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
0
25
50
75
100
2005 2006 2007 2008 2009 2010 2011 2012
2013
141412
12
118
1010
998
53
2
30272120171384
Own an iOS or Other Portable MP3 PlayerTotal Population (12+)
iPod Only Multiple iOS Non iPod http://www.edisonresearch.com/Infinite_Dial_2012.pdf
iPhone
iPad
Android Phone
iPod
Blackberry
Cell Phone
0 25 50 75 100
32
36
46
49
53
66
Passion for a Platform% Who “Love” Platform/Device
http://www.edisonresearch.com/Infinite_Dial_2011.pdf
User Technology
User must have web accessBroadband preferred, but not mandatoryAvailable to Mac, Windows, and Linux usersIdeally end-user will utilize an aggregator to capture feedsNOT required to be listed in iTunes
Subscribing to Podcasts
Software that retrieves syndicated Web content that is supplied in the form of a web feed usually RSS. There are many “News Aggregators” that allow a user to build custom, personal “Newspapers.”Apple’s cross platform, free software “iTunes” is the leading aggregator for both audio and video podcasts.
What is an Aggregator?
Automates the process of checking for new user-defined content.Downloads new content when discovered.Sorts and indexes downloaded content.
What Does the Aggregator Software Do?
54%46%
Portable PlayerComputer
Podcast ConsumptionWhere do you most often listen to MP3s or other Digital Audio you have purchased?
Key Podcasting Terms
Also called RSS readers, news readersA software program that checks feeds you have subscribed to and displays the contentThe most popular aggregator for podcasts is iTunesMost web browsers have built in aggregators these days Some “portal” websites do as well
Aggregator
Aggregators create a consolidated view of your feeds in a single browser or via application (iTunes). Most standalone applications (iTunes) will download content to your computer’s hard drive which you can then view offline.Web browser aggregators or portal websites require an active internet connection to display your chosen content.
Aggregator
A system that allows users to store information, or metadata, about the piece of mediaCan be embedded within a file
iD3 Tags
RSS – real simple syndication A document written in XMLUsually called a “feed”,and is used to publish frequently updated contentWorks for blog entries, news headlines and podcastsFeeds can be subscribed to using an aggregator or just viewed
RSS Technology
XML – Extensible Markup LanguageThe programming language that creates RSS feeds through use of enclosure tagsID3 tags are also present in RSS, thus wrapping the media with metadata
XML
Allow multimedia content to be attached to RSS feeds by providing URLs of their location. It was the creation of enclosure tags in 2001 that really fueled the birth of podcasting.
Enclosure Tags
Mobile Video StrategiesThe Rise of New Workflows
Delivering Mobile VideoPlan Produce DistributePromote Monetize (optional)
The Five W’s for Refining a Show Concept
Who—Who is going to watch the show? Who is going to host the show?What—What topics will the show cover? What genre or format will it use?Where—Where will the show be recorded? A studio? On location?When—When will the show come out? Daily? Weekly? Monthly?Why—Why would a viewer subscribe?Why would they come back?
Delivering Mobile VideoProduction Frequency – How often are you going to record new episodes? Acquisition Size – We typically acquire shows in 720p HD (a frame size of 1280x720) at 24 frames per second (the same as film). Delivery Methods – You need to consider your primary and secondary delivery methods. Audience Capabilities – You need to make some assumptions about your audience.
Analyze the MarketWho is your competition? What makes your show different?What can you do better?Who do you want to attract?What are weaknesses of your competition?How can you take advantage of these?
Questions to AskMake-Up of Audience?Connection Speeds?Embedded into Page?Downloadable?Portable?Protected?
?
Brand ThroughoutCustomers need consistency
Creating the Feed
Podcast Maker OverviewFrom Potion FactorySome overlap with previous toolsAllows user to split hosting of web files from generation of XML pageTight integration with iTunes Podcast DirectoryAllows for preview of page and functionalityContains both authoring and publishing tools
The Podcast RSS Buddy OverviewFrom www.tolley.infoTight integration with iTunes Podcast DirectoryAllows for preview of page and functionalityContains both authoring and publishing tools
Web WorkflowSeveral Stand-Alone websitesBrowser-based technology
PodHosterHipCastLibsynBlip.tv
Feed BurnerIdeal for streamlining and republishing contentwww.feedburner.comProvides detailed user and item usage statistics
Feed ValidatorUse Feed Validator to test RSS Feedswww.feedvalidator.org/Identifies errors and recommends solution
Submitting to iTunesYou need to pay very close attention to the title, author, description, and keywords tags at the <channel> level of your podcast feed. This is the information that is indexed for searches. This is also the copy that becomes your “packaging” in the store.
Make your title specific. Apple says, “A podcast entitled ‘Our Community Bulletin’ is too vague and will attract no subscribers, no matter how compelling the content.”
The <itunes:summary> tag allows you to describe the show in great detail. Apple suggests telling your audience about the “subject matter, media format, episode schedule, and other relevant info so that they know what they’ll be getting when they subscribe.” A good idea is to create a list of search terms you think a user would enter, then building these into your podcast description.
Submitting to iTunesMinimize your use of keywords. iTunes favors the summary tag over keywords. iTunes recommends instead that you use keywords for things like misspellings of names or titles. To prevent the abuse of keywords, iTunes ignores all but the first 12 keywords you’ve entered.
Make sure you assign a valid iTunes category (you can browse iTunes for a list of categories). This makes it more likely the show will appear in its appropriate category and makes it easier for casual browsers to find your program.
Submitting the Feed to iTunes1. Launch the iTunes application.2. Click the iTunes Store icon in your sources list in the left column.3. In the top navigation banner, in the iTunes Store box, click the Podcasts link to go to the Podcasts
page.4. In the Podcast Quick Links box in the upper right corner, click the Submit a Podcast link.5. Follow the instructions on the Submit a Podcast page. You will need to have your podcast feed URL
ready.6. If you are not logged in, iTunes will prompt you to do so before accepting your submission.7. If your RSS feed is valid and has all of the recommended iTunes tags, you will see a summary page
after you submit your feed URL. If some of the required items are missing, iTunes will prompt you to fill them in.
Web Video HostingCast the biggest net with no waste
Web Video HostingSeveral choicesBandwidth and total storage biggest factors to impact costWeigh all factors
Popular HostsBlip.tvPodHosterLibsynPodBeanCachefly
Resources
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Richard HarringtonRHED Pixel (www.rhedpixel.com)Project Management ProfessionalConsult on digital media production and web content Develop original and custom content for Internet distribution to targeted audiences
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