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People Listen Engage Your Internal Audience with Podcasting
| Date post: | 17-Aug-2015 |
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Business |
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People Listen
Engage Your Internal Audience with Podcasting
People Listen to Podcasts
• People who listen to podcasts spend an average of 110 minutes listening per day.
• In comparison, the average time a person spends on a webpage is less than one minute.
• According to the Washington Post, podcast downloads passed 1 billion mark last year and monthly podcast listeners number 75 million per month.
• Podcasts can be delivered directly to people’s smartphones, enabling them to listen while commuting, visiting a gym or doing other activities.
“The increased reach and upward trend line of podcast consumption is evident in every available measure – the percentage of
Americans who are listening to podcasts, the level of public awareness, and how many
podcasts are being hosted and downloaded.”-- Pew Research Center, 2015
Podcast Listenership is Growing
Podcast Consumers Listen a Lot
• On average, those who listen to podcasts spend 30% of their total daily audio time listening to podcasts.
• That’s an average of 110 minutes per day.
That’s Way More Ear Time Than Web Eyeball Time
• The average time on a webpage is less than one minute.
• “As users rush through Web pages, they have time to read only a quarter of the text”
– Nielson Norman Group
Millennials Listen
Millennials are THE Workforce
“The next frontier is your car. By next year, one industry group estimates, 50 percent of new cars sold will have Internet connectivity; by 2025, it will be all of them. ‘When that happens and there are podcasts in everybody’s car, it’s not podcasts anymore,’ says Harbinger. ‘It’s just the radio.’”
– Forbes Magazine
Podcasts are the New Radio
Companies Who Use Podcasts to Communicate to Employees
You have positive stories to tell about the great work your employees are doing at every level.
You are making a difference for your customers and the communities you serve.
Your stories deserve to be told.
The challenge is to tell these stories so employees can – and will – hear them.
Podcasts Tell Your Stories
• Use a Podcast to tell stories, through interviews.
• The interview format is personable, relatable and interesting – making it more likely it will be listened to.
• Podcasting creates opportunities for more engagement through social media - 56% of podcast listeners use social media sites at least once a day to several times a day.
• You can include interviews on general interest topics, not just work topics, to boost interest and add value to your employee communication.
Creating Podcasting Content
• The source for podcast content can come from:• Clients or Customers• Employees• Community partners• Other parties
Sharing content from third parties, through podcast interviews, can enhance business
relationships
Creating Podcast Content
• Each Podcast is approximately 20-30 minutes
• Three main segments:• Company story (employee profile, company event or
news)• A broader general interest feature story• Q&A -- pre-recorded questions from employees
answered
• Special company announcements between segments (similar to sponsor messages on commercial Podcasts)
Podcast Sample Format
• Employee Q&A segments
• Employee groups (departments, satellite locations) who “sponsor” each podcast and create a “sponsor” message
• Employees select special music to feature on the podcast (requires an ASCAP license, which many corporations already have)
• Contests, polls, special features
• Tie-ins and cross promotions with social media
Audiences will Listen if You Create Engagement Opportunities
• Podcasts can be downloaded via an app to employee smartphones• App is available through iTunes,
Google Play and Amazon• You can add an option so the app is
only available to those you authorize• Downloads trackable by media market
• Stream or download internally
Podcast Distribution
• PathForward Communication offers complete Podcast services, including:• Editorial content development and planning• Complete podcast production• Professional broadcast host (35-year radio
veteran Mike West)• Distribution management
Your PathForward to Podcasting
Podcast Host Mike West
Mike’s client list includes:
• Microsoft• Bank of America• Paul McCartney Tour• AT&T• PBS• CBS• Scholastic Books
Mike has interviewed top business leaders, public officials and entertainers, including:
• Bill Clinton• Paul McCartney• Bill Gates• Jimmy Fallon• Conan O’Brian• …and many others.
