Trafcom News Podcast

Trafcom News Podcast 103: Social Marketing to the Business Customer

People in the business-to-business (B2B) world finally have a book about social media marketing just for them. In this 26-minute podcast, I interview Eric Schwartzman, co-author (with Paul Gillin) of Social Marketing to the Business Customer. My favourite sound bite from this chat? “B2B buyers want steak; B2C buyers will settle for sizzle."

Listen to Eric explain how to grow that steak. You can download the MP3 audio file for this podcast if you wish.  Or you can subscribe to the Trafcom News Podcast in iTunes. Or you can listen with the player below.

Trafcom News Podcast 103: Social Marketing for the Business Customer by donnapapacosta

Here are the show notes:

00:01 Intro and welcome; about Eric Schwartzman
01:30 Eric cites  B2B social media statistics, and says that B2B social marketing is where the action is; greater opportunities abound for B2B vs. B2C in marketing today
04:00 Book includes many social media tools, not just Facebook and Twitter; it is the first book devoted to B2B social media
05:00 Rational approach to social marketing; need management buy-in; steps to success include socializing the organization, building strategies based on where the action already is taking place; the social media monitoring dashboard
06:46 Blog is the Swiss army knife of social media; allows you to include text, photo, audio, video. Fact that many marketers have switched to Twitter is a good thing for bloggers!
08:12 86% of business interactions begin with Google; importance of search
08:30 How Eric and Paul picked examples for the book; difference between B2B and B2C case studies
09:20 B2B buyers want steak; B2C buyers will settle for sizzle
10:20 B2B decisions are often made by committees
11:13 In B2B market, it’s not about making a splash; you have to swim a marathon because of the longer buying cycles
11:43 Relationships more important in B2B buying decisions
12:40 Podcasting can generate remarkable success in B2B; Eric explains why and how
14:15 News-oriented podcasts vs. feature-oriented; features have a longer shelf life
15:40 His favourite case study from the book: SAP Communities Network; they built a white-label social network with 2 million members, mostly system integrators; helping people in full public view
17:50 Counter-intuitive star ratings demonstrate confidence
20:00 Case studies in the book are NOT all technology oriented
21:22 How to be successful today in B2B social marketing – humanize your business, experiment openly, be tolerant to risk
END of interview
25:22 Listen to this interview with Donna by Jennifer Tribe on “How authors and other experts can use audio products” (links to blog post, which links to MP3 and PDF transcript)
26:01 Where to send comments: Email donna AT trafcom DOT com or comment on the Trafcom News Podcast blog
Look for the Trafcom News Podcast on Blubrry.com. Theme music is "Beneath Your Surface" by the Elisabeth Lohninger Quartet from the Podsafe Music Network (Music Alley)

 

Trafcom News Podcast 102: Your podcasting questions answered

I’ve been having fun answering questions about podcasting posed by students in my friend Joan Vinall-Cox’s Documentary Scripting class at the University of Toronto (Mississauga). In this 21-minute podcast, I answer some of those questions. Around the 14-minute mark, you will also hear some interesting comments about Trafcom News Podcast 101: How to be a terrific podcast guest.

As for this latest edition, you can download the MP3 audio file for this podcast if you wish by clicking here.  Or you can subscribe to the Trafcom News Podcast in iTunes. Or you can listen by clicking below.

Here are the show notes:

00:01 Intro and welcome

00:30 A few words about Podcamp Toronto

01:35 Question: What should we do when we are stuck and not able to think of a podcast topic? How will we know if a topic will be of interest to an audience?

03:53 Question: How do you pick a topic that’s interesting and that others will find interesting too? I’m scared it’s all been done.

04:38 Question: How many podcasts should someone dedicate to the same topic in a sequence (series)?

06:02 Question: Can you discuss the idea of having resolve and dedication while creating a podcast? Should you schedule podcast recordings?
LINK: WordPress Editorial Calendar plug-in

08:24 Question: Please talk about techniques to put more expression in your voice.
LINK: Using your hands when speaking or recording

10:20 Question: How long does it take to put a show together?

12:00 Question: Please discuss making podcasts for clients; what’s involved? Would these podcasts be part of a client’s marketing strategy?
LINK: The CEO podcast or audio broadcast
LINK: The Tweep in Profile podcast for Donovan Group Inc.

14:21 Interesting comments on Trafcom News Podcast 101: How to be a terrific podcast guest. Listen to commenters Petya Georgieva, Darren Clements, Will Norman, Melitsa
LINK: Three-part guide to podcasting from Telesperience (from Darren)

20:01 Where to send comments: Email donna AT trafcom DOT com or comment on the Trafcom News Podcast blog

Look for the Trafcom News Podcast on Blubrry.com.

Theme music is "Beneath Your Surface" by the Elisabeth Lohninger Quartet from MusicAlley (formerly the Podsafe Music Network)

How to be a terrific podcast guest

Happy New Year! I hope you had a wonderful holiday season. I did, until I came down with the flu. I’m grateful my voice is back; I’m sure my energy level can’t be too far behind.

Many of you enoyed the interview on show 100, with Ann Handley and CC Chapman, authors of Content Rules. If you’re looking to publish content for your marketing efforts this year, I highly recommend their book.

I’ve been doing lots of podcast interviews for clients recently, which led to the topic of today’s podcast: being a terrific podcast guest.

You can download the MP3 audio file for this podcast if you wish by clicking here. Or you can subscribe to the Trafcom News Podcast in iTunes. Or you can listen by clicking below.

Here are the shownotes:

00:01 Intro and welcome

01:32 If you've written a book or ebook or you are a consultant or speaker, chances are you'll be a podcast guest. Here are some tips to make the experience worthwhile.

02:00 Do your research. Is the podcast a good fit for you? Ask what the angle is. Don't expect all questions in advance. Do not write out and read your answers.

03:45 Sounding great: Don't talk too fast. Get the technology out of the way early.  If you need to learn to use Skype, do so well before the interview.

05:24 Get the gear you need. Buy a microphone and headphones. Learn to use them.

06:55 Remove ambient noise, including pets.

07:56 Tell stories, but be sure they're not too long.

08:24 Don't worry about pauses. Breaks between questions and answers will help the podcaster to edit the file.

08:45 Follow up with the podcaster. Link to the finished podcast.

Comments are welcome! Email donna AT trafcom DOT com.

A PDF transcript of this podcast is available here.

 

Trafcom News Podcast 100: Content Rules!

An interview with Ann Handley and CC Chapman

Here's something special for the 100th edition of this podcast: an interview with Ann Handley and CC Chapman, authors of the newly released book, Content Rules.

 
You can download the MP3 file for this podcast directly by clicking here, or you can subscribe through iTunes. Or you can listen with this player below:

Here are the show notes:

00:01 Intro and welcome

01:06 About Ann Handley and CC Chapman, authors of Content Rules

02:55 The content rules are actually guidelines; you need content to differentiate yourself online; WHY and HOW to develop compelling content – that’s what the book is about

04:00 The 11 rules are a great starting point for understanding content

04:44 Book also features a how-to section and case studies (or ideas to steal)

04:55 What about people in organizations who say that have no interesting or sharable content? 

06:10 Content curation; find content you think your customers will like; you become the filter; add your own insights; ask questions of your customers

06:42 Ask customer service; talk to your customer-facing people to get content within your organization

07:00 You have to get out of your office; show, don’t tell

07:50 Your customer’s story is your story

08:01 Content Rules devotes a separate chapter to B2B; everyone always asks about B2B

10:00 Case studies in book are pulled from all walks of life; you can make content on any budget

10:40 More about curation within the organization

13:25 About the book tour; check the Content Rules site for details

14:42 Let the authors know if you want them to come to your city

16:42 In their book, CC and Ann point readers to other resources, such as Steve Garfield’s Get Seen, etc.

18:00 Donna asks you a favour: What topics would you like to hear on the next few editions of the Trafcom News Podcast?

18:27 Comments are always welcome! Where to send comments: email to Donna AT Trafcom DOT com or post a message to the Trafcom News Podcast blog

Look for the Trafcom News Podcast on Blubrry.com. Theme music is "Beneath Your Surface" by the Elisabeth Lohninger Quartet from the Podsafe Music Network

Trafcom News Podcast 99: Write like you talk – only better

Do you struggle with writing? Do you find it hard to get your thoughts on paper? Or are your readers struggling with your writing? In either case, you’ll want to hear this conversation with Barb Sawyers of Sticky Communication, author of Write Like you Talk , Only Better.

You can download the MP3 file for this podcast directly by clicking here, or you can subscribe through iTunes. Or you can listen with the player right here:

Here are the show notes:

00:01 Intro and welcome; what would you like to hear in Trafcom News Podcast 100?

01:00 Intro of Barb Sawyers of Sticky Communication

01:58 Why do we complicate our writing with dense jargon? It starts in public school.

03:00 What is the solution? Write like you talk.

04:58 Barb reminds people to think through what they’re going to say; be sure to appeal to your audience; make your writing interesting, short. Look for your common errors.

06:08 The value of simple, clear writing.

06:48 If you write like you talk, your job will be easier and more fun.

07:08 Bonding with your reader.

08:00 Some people insist on indulging in corporate-speak.

08:45 Is it possible to go too far and be too casual? Yes. It depends on the audience.

10:00 Barb’s book is an invaluable tool for bloggers, who really need to show their personality in their writing.

10:30 People engage with people, not companies.

11:05 Barb offers workshops too.

11:55 Visit Barb’s website at Sticky Communication, where you can buy the book.

12:28 Comment on show 98, the chat with Sallie Goetsch about writing books, from MJ McConnell, a holistic health coach in New York.

13:03 Where to send comments: email to Donna AT Trafcom DOT com or post a message to the Trafcom News Podcast blog.

Look for the Trafcom News Podcast on Blubrry.com. Theme music is "Beneath Your Surface" by the Elisabeth Lohninger Quartet from Podsafe Music Network.

Trafcom News Podcast 98: Turning experts into authors, with Sallie Goetsch

Have you ever thought of writing a non-fiction book? You’ve come to the right place. In this 24-minute podcast, you’ll meet The Author-izer, Sallie Goetsch, who helps turn experts into authors.

Listen to Sallie’s wise advice about the value of having a book under your belt, and how the process of working with a ghostwriter works.

You can download the MP3 file for this podcast directly by clicking here, or you can subscribe through iTunes. Or you can listen with the player right here:


Here are the show notes:

00:01 Intro and welcome; about Sallie Goetsch
02:00 More and more people are looking to write books; the value of having written a book; most business people write a book not so much to make money from its sales, but to reach potential customers and establish their credibility.
03:39 Positioning yourself as an expert with your book; but your book has to be GOOD!
04:44 If your book is really good, most people don’t care who your publisher is.
05:25 You can shoot yourself in the foot by publishing a book that’s not ready for prime time.
05:50 You’ll find typos even in books published by mainstream publishers.
06:45 It may cost a publishing house more than $50,000 to produce your book. If it costs you $10,00  in editors and designers and production costs, you may be getting a pretty good deal.
07:18 How can a ghostwriter help someone who has a book idea? Sallie describes the process of working from the potential author’s ideas, notes, etc. The ghost may record and transcribe interviews, and create an overall structure for the book.
08:40 A good ghostwriter will capture the author’s voice.
09:00 You may decide to take your idea to a publisher as a proposal, or publish it yourself.
09:30 The size of your platform is important; who is going to buy your book?
11:42 The deeper you’re in a discipline, the harder it is to write at an introductory level.
13:00 How to get organized before even speaking to the ghostwriter; fallacy that you can move from first draft into proofreading; flow and structural issues usually have to be corrected first.
15:30 Some of Sallie’s clients aren’t all that interested in writing, OR they are competent writers but don’t want to take the time away from their business.
16:29 Sallie’s advice to would-be writers: If you really have something that you want to share with people, and you can’t get to all those people one-on-one or through speaking engagements, then you probably need an ebook, a book, or a CD or some way to deliver your message. And you probably need help to do it.
17:01 Working with a ghostwriter is still work. You need to make time for him or her.
19:00 Sallie answers a question from holistic health coach MJ McConnell about whether a first-time author should publish an ebook; you can read Sallie's blog post here.
22:20 Comment on Trafcom News Podcast 97 from Will Norman, who has started a podcast called DaVinci’s Waking Dream
22:33 Most of us DO have a voice for podcasting!
23:11 Where to send comments: email to Donna AT Trafcom DOT com, call the comment line at 212-624-0209 or post a message to the Trafcom News Podcast blog
Look for the Trafcom News Podcast on Blubrry.com.
Theme music is "Beneath Your Surface" by the Elisabeth Lohninger Quartet from the Podsafe Music Network.

Trafcom News Podcast 97: Professional Blogging for Dummies

In this 15-minute podcast, you’ll meet Susan Getgood, author of Professional Blogging for Dummies, as she shares practical tips for starting a blog and keeping it going.

You can download the MP3 file for this podcast directly by clicking here, or you can subscribe through iTunes. Or you can listen via the Blubrry player on the right side of this page.

Here are the show notes:

00:01 Intro and welcome
00:45 About the new Jump Start series of workshops on digital and social media; visit TrafcomDigital for details and to register.
02:11 About Susan Getgood; Marketing Roadmaps blog
03:15 Blogging seems to be surging in popularity; Susan’s advice for starting a blog
03:58 What blogs are best at; why they have to fit your marketing strategy
04:45 Bloggers need a niche
05:45 Pick the communication tool that fits your personality or company culture; it might not be blogging
06:30 Which tool is best for your goal and your audience?
07:00 Advice from Susan on blogging frequency; mix long and short form; keep your commitment to your readers
08:20 Value of an editorial calendar
08:55 Why not stockpile posts?
09:20 How have Twitter and Facebook affected blogging?
11:12 There are 500 million people on Facebook: Fish where the fish are
11:37 Susan’s book shows you how to use the various social media tools
12:44 Always keep in mind WHO you’re writing for
13:40 Achieving your blogging dreams
14:36 Comment on Trafcom News Podcast 96 on LinkedIn from Will Norman.
14:57 Where to send comments: email to Donna AT Trafcom DOT com, call the comment line at 212-624-0209 or post a message to the Trafcom News Podcast blog
Look for the Trafcom News Podcast on Blubrry.com.

Theme music is "Beneath Your Surface" by the Elisabeth Lohninger Quartet from the Podsafe Music Network.

Trafcom News Podcast 96: LinkedIn tips from Chuck Hester

In this 17-minute podcast, LinkedIn maven Chuck Hester shares advice for making the most of LinkedIn as a business network.

You can download the MP3 file for this podcast directly by clicking here, or you can subscribe through iTunes. Or you can listen via the Blubrry player on the right side of this page.

Here are the show notes:

00:01 Intro and welcome
00:57 About Chuck Hester
02:35 Chuck’s advice for getting more value out of LinkedIn; using Groups and Answers
03:25 Conversations in Groups; setting up a listening post
04:38 Biggest mistake? Lack of personalized invitations
06:30 Books by Chuck: LinkedIn to Pay it Forward and Social Media for the Rest of Us; visit Chuck’s Web site for more info
08:05 Feature that many of us don’t take advantage of: Answers
10:20 Donna wants to know: Can you answer too many questions?
11:30 Advice for using LinkedIn to your advantage
13:05 Podcast Listener Preference Survey with Adele McAlear
13:54 Comment on Trafcom News Podcast 95 on internal podcasting from Francis Wooby
16:26 Where to send comments: email to Donna AT Trafcom DOT com or post a message to the Trafcom News Podcast blog.

Look for the Trafcom News Podcast on Blubrry.com.
Theme music is "Beneath Your Surface" by the Elisabeth Lohninger Quartet from the Podsafe Music Network.

Trafcom News Podcast 95: Internal podcasting

In this half-hour podcast, you’ll learn about podcasting inside organizations. I first reported on this subject in March 2007 in Trafcom News Podcast 53. Today’s episode is bigger and better!

You can download the MP3 file for this podcast directly by clicking here, or you can subscribe through iTunes. Or you can listen via this player:





Here are the show notes:

00:01 Intro and welcome
02:15 Podcasting defined as an audio or video file that can be distributed over the Internet via syndication. Can be listened to or watched on a desktop or laptop computer or portable device. No iPod required.
03:17 RSS syndication is what separates a simple audio or video file from a podcast. You can produce very effective audio or video communication pieces that are not podcasts.
04:18 Reminder that podcasting is a tactic, not a strategy.
04:45 Organizations can use podcasts to build employee engagement, reach employees on the road, and more.
05:25 Podcast will never replace the employee newsletter but it can be an effective channel.
05:30 Intimate act of listening via ear buds.
06:43 Employees can listen to podcasts at their own pace and at their convenience.
07:00 One organization replaced its “one-to-many” conference calls with podcasts; easier for employees in distant time zones.
08:00 How to record a podcast: recording in the same place or remotely.
09:15 Can record straight to computer, but you’re tethered. Consider a portable digital recorder.
10:00 Do not buy a cheap recorder. Quality counts.
11:01 Tip: Buy podcasting gear at a music store.
11:45 You can hire a podcast producer if you don’t want to do it yourself.
12:00 To edit a podcast, you need software such as Audacity, Amadeus Pro, Adobe Audition (for audio) or iMovie, Sony Vegas Pro or Final Cut (for video), among many others.
13:40 Content drives your podcast; start with an editorial plan.
15:09 Consider a limited series of podcasts to take the pressure off.
16:45 Podcast measurement: feedback from employees; download and subscription statistics; measuring against the goals you set for the podcast.
19:50 Pitfalls: learning curve, pushback from the IT department, security. Some organizations host externally.
21:45 Where to learn more: Listen to different podcasts, including For Immediate Release: The Hobson and Holtz Report, Inside PR, and podcasts related to your personal interests. Read such books as Podcasting for Dummies and How to do Everything with Podcasting. Visit Social Media University - Global.
23:55 Ideas for internal podcasts: peers interviewing peers; leadership podcasts; sales meeting and conference content; training and learning; news.
25:17 Editing is important with video too. To learn more about video podcasting, read Get Seen by Steve Garfield.
26:10 You still need good sound with video!
27:10 Does your audience like to listen or watch?
28:00 Where to send comments: email to Donna AT Trafcom DOT com, call the comment line at 212-624-0209 or post a message to the Blubrry.com.

Other helpful links:

• Trafcom News Podcast 53: Podcasting inside the organization (2007)
• Trafcom News Podcast 55: Audio is not the poor cousin of video, with Donna Papacosta and Victoria Fenner
• Trafcom News Podcast 78: An interview with Robin Maiden
• Trafcom News Podcast 85: Internal podcasting at Hawaiian Airlines – an interview with Paul Barton
• Trafcom News Podcast 46: How to make the most of the voice you have: Voiceover tips from Joe Cipriano
• Article on how to create a secure channel for internal podcasting
• The Podcaster’s Checklist
• Podcasting inside the corporation: based on an article by Donna Papacosta for the Journal of Employee Communication Management
• PodcastYourConference.com, a site dedicated to conference podcasting

Theme music is "Beneath Your Surface" by the Elisabeth Lohninger Quartet from the Podsafe Music Network.

Trafcom News Podcast 94: Which gear are YOU in? An interview with Dave Howlett, Real Human Being

In this podcast, you’ll hear Dave Howlett of RealHumanBeing.org explain the three gears of life and of work. It’s a fascinating take on what motivates us and why we sometimes act the way we do. Of course we steer the conversation into the area of employee engagement: An engaged employee is a true RHB.

You can download the MP3 file for this podcast directly by clicking here, or you can subscribe through iTunes. Or you can listen via the Blubrry player on the right side of this page.



Here are the show notes:
Comment line: 212-624-0209

00:01 Intro and welcome
00:58 About Dave Howlett and RealHumanBeing.org: what it means, why it’s important; the three gears
04:32 RHB and employee engagement
05:28 First gear, second gear, third gear; how the way you act behind the wheel reflects the way you behave at work
22:00 Check out the resources at RealHumanBeing.org and the RHB Facebook page
23:45 Dave Howlett’s new RHB e-course
25:00 Comments on Trafcom News Podcast 93 and 92 from Robin Maiden, Dave Guerra, Will Norman
27:02 Where to send comments: email to Donna AT Trafcom DOT com, call the comment line at 212-624-0209 or post a message to the Trafcom News Podcast blog
Look for the Trafcom News Podcast on Blubrry.com. Theme music is "Beneath Your Surface" by the Elisabeth Lohninger Quartet from the Podsafe Music Network.