There are defining moments in everyone’s life when you realize that something at play has real and lasting power. It hits you in the gut: true love, your next home, a book that changes your thinking, or… your first podcast….
I’m overstating it, of course. My soul didn’t quite stir when I heard this podcast, and it certainly wasn’t my first. But when I stumbled across this four-minute recording, something clicked into place about the potential of podcasting and video blogging (vlogging) as a rich source of Internet content.
First, here’s the podcast: Mr. Robert Kikuchi-Yngojo presents Asia-Fantasia, produced by West Elementary School.
This podcast, produced at my daughter Caroline’s public elementary school and included in the parent email newsletter, is significant because…
- It exists. The Asia-Fantasia podcast isn’t mind-blowing content–it features a teacher (who happens to be Mr. McCall, Caroline’s beloved 4th grade classroom teacher) chatting with a handful of kids about an enrichment program: Kikuchi-Yngojo’s performance. But what is mind-blowing is that a collection of teachers and administrators at a public elementary school conceived of and produced it during the kids’ recess–with no budget, no pricey equipment or studio, no professional scriptwriters, and so on. All they really had driving them was a curiosity and passion.
- Less is more. The script of the recording is wonderfully simple–a teacher soliciting the impressions and reactions of 9- and 10-year-olds. The school’s technology teacher, Evelyn Wrobel, produced it with a Mac and GarageBand. Nevertheless, it makes for compelling content–the sound quality is great and the text is punctuated with simple flute music. The energy of the kids is palpable, and even Mr. McCall’s Boston accent underscores the authenticity of the recording.
- It creates a window into the institution. My daughter told me all about Kikuchi-Yngojo’s visit to her school when it occurred a few weeks ago. But listening to her classmates imitate his rooster squawk and retell their favorite parts of his stories gave me a far richer and more complete picture of what the performer brought to the kids. That’s wonderful for us parents and their children, of course, but the implications run beyond the West Elementary families. Think of it this way: When it comes time to vote on funding for school enrichment programs, would it give me extra incentive, even if my child wasn’t a direct beneficiary? You bet.
- This is your future. At the risk of sounding too Whitney Houston, children nonetheless are the future–and that extends to your business. My daughter’s generation is being raised as not only consumers but also producers. As West El’s Ms. Wrobel points out, kids are empowered in the classroom as never before, and “taking more responsibility for their learning.” If kids are producers in the classroom, what does that foretell about the kind of consumers they’ll become?
The bottom line is this: If a public elementary school–with its inherent limitations on time, money, and resources–is embracing the power of podcasting, why aren’t you?
Ask yourself: Is there a way my business could use the power of voice and video to communicate a message? If so, what are you waiting for?
Ann,
What are we waiting for? To get over the fear, I suspect. Technology comes at us so fast, it can seem overwhelming.
ann, we wait for because the lack of confidence in everything new is really dramatic in the business community. market is no longer built on action but on reaction. and this lead to two questions from my side: are the current structure of the marketing department built to face these changes? have companies retooled their structure to tackle new challenges? i’m not so sure about it.
Ask yourself: Is there a way my business could use the power of voice and video to communicate a message? If so, what are you waiting for?
2 things on this great post:
1). I think people are still getting their minds around text blogging (yes, we are a minority). So Gianandrea is right to say many lack confidence.
2). We’re finding our way around when it’s appropriate to blog vs. plog vs. vlog.
Note: I do like how the podcast you reference is 4 minutes–I’m not a huge fan of an hour-long podcast. But that’s just me.
Great post and you will be happy to know that I am having my first podcast(well the first using this new buzz word name podcast) narrated from one of my white papers. I realized several weeks ago I mostly buy books that are recorded, because it is easier to listen then to read. I listen when in my car and sometimes just when I need a break and an eyeball rest from the computer. So maybe a lot of my clients are the same. We’ll see.
Harry
CK,
I think you hit on what’s missing in most of our conversations.
It doesn’t really matter what tools we use, as an integrated communications/marketing effort remains the most likely strategy to have impact.
We spend lots of time discussing tools (blog, vlog podcast, direct mail, Skype, webinars, and so on). This is a good thing.
However, if we fail to see them as tools and instead discuss them as somehow elixirs and the newest and greatest mediums of all time, we miss point and mix up the formula for success.
One-hour podcasts or lengthy communications using any tool are most likely to fail. Communications, no matter the tool, should be:
1) compelling
2) engaging
3) short
4) concise
5) and audience-focused
The last is critically important. For example, using podcasts to reach baby boomers may not be so smart; and writing sales letters to 18 – 25 year olds may be even dumber.
Lewis: Nicely said/organized. it’s integrated and targeted…with these new tools it’s also a lot of figuring out which is appropriate when and to whom.
Harry: Bravo on your upcoming podcast. It’s a nice way to market the book as well…offer the first chapter (or two) for free and get more “readers” involved in the book. I interviewed a Sci-Fi audiobook podcaster (he actually did the first ever podcast novel and generated so much demand the publisher courted HIM, it’s right here: http://www.ck-blog.com/cks_blog/2006/08/access_to_suppl.html). Instead of dividing the series of podcasts up by chapters he would end on a cliffhanger each week. That’s just cool, eh?
This is a great post Ann, it is yet another reminder that technology is sonic booming past me like an Air Force jet. There’s so much to think about. Embrace the chaos or be consumed by it.
I love that school’s can be innovative and get kids involved in something like this. When I was a kid my school did a public service announcement on the radio. I’m guessing the kids get that same thrill from hearing themselves on air while doing something great.
Thanks
Thanks for the comments, all. Great points made here! (As always!)
I guess my take-away from the West El podcast was that voice has the capacity to stir the soul and engage an audience to a far greater degree than even I realized. And if organizations can find a way to harness the power of the podcast (that makes sense, given their marketing goals), they should consider it. Nothing, of course, should be done in a vacuum.
Again, great discussion. And congrats Harry! Let us know how it goes.
CK: You continue to impress me. As I say to Lewis…how many hours are in your day, girl? I think it’s more than 24!
What does one have to lose with podcasting? Unless you do it REALLY badly, it adds value to your website.
I podcast for reasons other than marketing/business (which is why mine is able to last 2 hours each week) but I can see the value of a podcast for marketing a mile away. And with reliable podcast hosting for as little as 5 bucks a month, why would you NOT want to do it?
Welcome to the club, my friend.
I’m so glad to be in the midst of fellow marketers who realize the true potential podcasting and vlogging.
I’m not saying this just because it’s cool but for a long time I’ve believed in its ease of use, user friendliness (content-on-the-go) and cost-effectiveness. Old school marketing tools like white papers and case studies can be packaged in a much more user-friendly way with podcasts.
Can’t wait to hear the MarketingProfs series of podcasts. When’s that going to happen, Ann?
Thanks JD and Mario. To your question, Mario…We actually do have a library of podcasts and MP3 recordings here, in our Premium member library:
http://www.marketingprofs.com/newprem/library/default.asp
Among other recordings are interviews wtih YUM! Brand’s Micky Pant as well as Travelocity CMO Jeffrey Glueck, as well as various group “summits” on blogging and email marketing. (Some of which feature contributors to this very blog.)
But after hearing the West El bit, I’m inspired to talk to my colleagues here about producing more. I’m starting to understand the power of a shorter, punchier podcast, for example, that’s more easily digestible.
General solicitation: I’d love examples of podcasts/vlogs that marketers are producing that are similarly inspiring.
Thanks Ann for the excellent article and extra motivation.
We were all excited about having a Podcast developed from one of our white papers – the coolness factor was great! (The lead guarantee program we ran included the podcast.)
But there is a second part to the process… Just having one is not enough, you have to find a way to promote it. (I know very obvious…) But even the lead guarantee provider admitted it didn’t generate too many leads.
We plan to promote it just like we would any other white paper. We are looking into banner ads, email blasts, and promoting it more on our website.
Anyone else have any other suggestions to share? We are a software/hardware company.
When podcasts are good, they are very very good, but just like little girls, when they are bad, they are horrid! I do a podcast interview show on one of our sites and it has a strong following but getting it to that point was hard work because you have to flesh out what works for your market. For mine, I do a 5 question interview style show with industry shakers that is mindful of mixing in humor and personality to keep the rather dry subject matter engaging. Like you said, engaging the reader is key! Funny always works.