podcasting ism 6021 - spring 2007 ivan kochnev, mark kuca, greg miller, john martin, & todd...
TRANSCRIPT
Podcasting
ISM 6021 - Spring 2007
Ivan Kochnev, Mark Kuca, Greg Miller, John Martin, & Todd Dorsett
Team Campio
Podcasting is a new, low-cost, high-impact form of audio content delivery that's ready to be exploited for training and general information delivery.
Overview & Definition
Mission
• Answer the question “what is podcasting?”
• Explore the operational efficiencies created by podcasting.
• Identify the ways in which it positively affects operational effectiveness.
Overview & Definition
Background & Introduction
Presentation Agenda
1. Background and Introduction• History, awareness, impacts
2. Evidence• Explore how podcasting technology is affecting the
environment of many different industries and organizations.
3. Conclusion• Detail how podcasting is improving operational efficiencies
and organizational effectiveness.
4. Managerial Implications• Identify what managers in various industries should consider
about podcasting.
Overview & Definition
History
• Roots are grounded in the Blog revolution
• Made possible by Really Simple Syndication (RSS) software
• Dave Winer adapted RSS to audio files
• Adam Curry 1st to create “podcatching” software which transfers MP3 files from the PC to the Apple iPod
Background & Introduction
Background and Introduction
Awareness
Podcasting
Higher Education:• Portable Lectures
Private Industry:• Investor Relations• Corporate Communications• Training• Marketing
Politics/Government:• Campaign Content• Presidential Addresses
Religious Groups:• Weekly Services
Entertainment:• Radio/Talk Radio• News• Television• Books on Tape
Special Interest Group:• Replays of Meetings• Interviews
Background & Introduction
Background and Introduction
Podcast Impacts
New Markets
New Demographics
Reduced ProductionAnd Distribution Costs
Enhanced Media
Background & Introduction
Overview & Definition
Technology OverviewBackground & Introduction
Samples
iTunes Podcast Subscription
Background & Introduction
SamplesBackground & Introduction
Media Usage of Podcasts
Samples
Podcasts In Use
Background & Introduction
Evidence
Evidence Outline
Why Organizations Use Podcasting
Efficiency & Effectiveness
Possible Constraints
Examples of Organizational Use
Evidence
Evidence
Why Use Podcasting
It’s Easy
Evidence
Low Barrier to Entry
Evidence
Why Use Podcasting
Podcaster canbroadcast for$40 a month
20-minute podcastwith 70-80
downloads per day
Evidence
$
Podcasting Evolution
Evidence
Prior to 1993No GraphicalWeb Browser
Web AccessSLOW
BroadbandInternet
FASTER
RSSDeveloped
Podcasting
Before 1993 1990s Early 2000s October 2000 2003- Present
Evidence
Why is Podcasting Effective
Evidence
Consumer DemandI want my podcast!
• Estimated 60 million Americans will listen to podcasts by 2010
• 75% of digital music owners will listen to podcasts
• Market for podcasting tools and services will reach $400 million in the next few years
Evidence
Podcasting Marketplace
Evidence
Consumer Demand
• 4.5 Million podcast users in 2005
• What are they listening to?Category Share of Visits Share of ListingsErotica 11.3% 0.8%Music 8.6% 21.2%Books 7.0% 1.7%Comedy & Humor 6.5% 9.5%Radio 6.0% 7.1%Science & Technology 5.5% 9.6%Audio Blogs 4.9% 8.1%Business & Finance 4.1% 3.5%Politics & Government 4.0% 5.0%Education 3.7% 2.9%
Evidence
Why Does Podcasting Work
Evidence
Consumer Demand22 million people in the U.S. own iPods or MP3 Players
IncreasingDemand for Podcasting
FrustrationWith Radio
Programming
FragmentationOf Traditional
Media
Allow ListenersTime-Shifting
TraditionalRadio
Too MuchAdvertising
Evidence
Possible Constraints
Copyrights
Litigation
Spam
Privacy
Evidence
Examples of Organizational Use Business
Stakeholder Topology Use
Employee Intranet Company Information, Training
Executive Intranet Corporate Communications
Consumer Internet Marketing Material
Evidence
Examples of Organizational UseEducation
Virtual Classroom
• Class Lectures
• Guest Speakers
Major Universities Using Podcasting Now
Evidence
Positive effects .
Podcasting Feature Organization Efficiency Organization Effectiveness Possible Negative Effects
• Inexpensive to produce and distribute
• Improve the communications inside the company
• Provide training to employees
• Increase brand awareness• New and broader
audiences• Target niche markets• Reduce advertising
budgets • Replace traditional
investor relation reports
• There is a risk of copyright infringement
• Use on demand: Users may choose what to listen to (or watch) and when and where
• Podcasts are portable
• Improve time management
• Allow multitasking • Easier to learn
from
• Reach consumers at times and places they were not being able to reach them before
• Distractive effect
• RSS: can automatically download subscribed podcasts
• Automated distribution
• Guaranteed, targeted delivery
• Unregulated by the FCC • Reduced cost of compliance
• Create interest and attract audiences
• May be inappropriate for some listeners
Conclusion Drawing
Conclusions
Managerial Implications
MarketShare
RevenueBrandImage
Competition
