Starting a Podcasting Program for Member Acquisition & Retention with Kevin Hoffman, Director, Sales...

Starting a Podcasting Program for Member Acquisition & Retention

Kevin Hoffman, HighRoad Solution

www.highroadsolution.com

Today’s Content Leader

Kevin HoffmanDirector, Sales EngineeringHighRoad Solution

Email: [email protected]: /kevindhoffman


Business Podcasting

• Business Case• Know Thy Audience• Recruiting Guests• Pre-Production• Recording• Post-Production• Hosting• Promotion


Business Case

• Not just two guys in the spare bedroom.

• Representing your brand.• Understand your metrics

before you begin.• Openness and honesty is

the new black.


Know Thy Audience

• What content would interest them the most?

• How much time do they have?

• What would make this compelling for them?

• Why would a prospective member listen?


Recruiting Guests

• More difficult then you think.

• Encourage and build them up.

• Shyness can be well masked.

• Host must have the “chopps.”


Preparing Guests

• Share a “Guest Prep Document”

• Give guest a list of questions to stimulate topic ideas

• Let guest indicate must-cover topics and must-avoid topics.


Example Questions

• Tell us about an important project that had a big impact on your organization. How did it come about? Who was involved? How did you measure success?

• Do you involve third parties in your projects? What is the process for doing that?

• What's the magic formula for a projects success?


Example Questions

• Does your board understand digital communications? What are you doing to solve that?

• How are you staffing/handling social media? How do you know you’re successful? What kpi/metrics are you using?

• What are you doing with mobile and how are you explaining buy-in?


Example Questions

• How long have you been doing this?

• What advice do you have to younger people in the association business?

• How are you staying up to date? What are your must reads? How do you stay fresh?


Show Structure

• Be consistent.• Set expectations for your

listeners.



Pre-Production

• NO TELEPHONE !!• Guest Microphone– Samson Meteor Mic - $79.

• Host Microphone– Samson C03U - $99.

• Host Headphones– Audio-Techna - $150.


Pre-Production

• Software– Skype

• Recording– Two channels.

• Jingle– Buy or make.


Recording

• Quick pre-recording call.• Schedule time double your

expected recording time.• Headphones.• Be natural and relaxed.

Have a paper of window with high level bullet points.

• NEVER read from a script.


Post-Production

• Audio Geeks Unite!!• Remove Noise– iZotope RX - $300

• Production Software– Logic Pro - $200– Garage Band - Free



Hosting

• Services• Website• Enclosures


Promotion

• iTunes.• Email footer.• Newsletter.• Etc…


Questions for Kevin?

Kevin HoffmanDirector, Sales EngineeringHighRoad Solution

Email: [email protected]: /kevindhoffman


Upcoming HighRoad U Webinars:

Where Did Our Love Go? Winning Back Members, Buyers & AttendeesWhen: Friday, October 25th, 11 am EDTContent Leader: John Brandt, Sales DirectorUser-Centric Messaging: How the Society for Neuroscience is Optimizing Member Self-ServiceWhen: Thursday, October 31st, 11 am EDTContent Leader: Suzanne Carawan, Chief Marketing OfficerMember Holiday Inbox BasicsWhen: Thursday, November 21st, 12 pm ESTContent Leader: Ronald McGrath, Chief Technology Officer

Jenny Lassi, Professional Services

http://shout.lt/mvF9

http://shout.lt/mvF9

Thank U!

www .highroadsolution.com

@highroadsol

Date post:	07-May-2015
Category:	Business
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