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RSS & PodCasting Gilad Ravid RSS (Really Simple Syndication) ‏ What is RSS? –RSS File Format. What can you do with RSS? –Examples Syndication.

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Presentation on theme: "RSS & PodCasting Gilad Ravid RSS (Really Simple Syndication) ‏ What is RSS? –RSS File Format. What can you do with RSS? –Examples Syndication."— Presentation transcript:

1 RSS & PodCasting Gilad Ravid

2 RSS (Really Simple Syndication) ‏ What is RSS? –RSS File Format. What can you do with RSS? –Examples Syndication of RSS –Tell the world about your feeds.

3 What is RSS? XML format for syndicating Web content. A Web site that wants to allow other sites to publish some of its content creates an RSS document and registers the document with an RSS publisher. A user that can read RSS-distributed content can use the content on a different site. Syndicated content includes such data as news feeds, events listings, news stories, headlines, project updates, excerpts from discussion forums or even corporate information.

4 RSS example Yahoo! News: Technology News Copyright (c) 2005 Yahoo! Inc. All rights reserved. Technology News en-us Mon, 28 Nov 2005 12:03:21 GMT 5 Competitors Challenge MapQuest (AP) Mon, 28 Nov 2005 03:40:33 GMT AP - Initially, the great thing about Internet mapping programs was..

5 What can you do with RSS Distribute news. Distribute press releases. Announce research related information. Quickly release software, or updates. Etc. etc.

6 Syndication (announcing your feed) ‏ Use standard search engines like Google, MSN and Yahoo. ‘Fine tune’ with engines like feedster. Link, link, link! make sure your feeds are linked from many (like minded) sites. Just because it’s RSS doesn’t mean you can’t treat it like any other web related piece of information. Use the link to your feed in your email signature. Use ‘pinging’ tools like these services will announce your feed to numerous other resources.

7 PodCasting What is PodCasting? Getting started. –Hardware & Software needed. How to listen to PodCasts. Examples of PodCast shows.

8 What is PodCasting? Podcasting is a web-based broadcast medium in which media files are made available online thus allowing software to automatically detect and download new files (generally via RSS). A PodCast is comparable to an audio magazine subscription in that the subscriber receives regular programs that he/she can listen to or view at his/her own leisure. It can also be considered as the internet equivalent of timeshift- capable digital video recorders (DVRs) such as TiVo, which allows users to automatically record and store television programs for later viewing. Podcasting most often involves audio files in MP3 format but different formats and other types of files, such as video, can also be PodCasted

9 What is Podcasting? Podcasting enables independent producers to create self-published, syndicated "radio shows.“ Listeners may subscribe to feeds using "podcatching" software, which periodically checks for and downloads new content automatically. Some podcatching software is also able to synchronize (copy) podcasts to portable music players. Any digital audio player or computer with audio-playing software can play podcasts.

10 Why Podcast? Easy and Fun Cost Effective Excitement of Experimentation –Video Podcasting

11 Getting started I Hardware needed For Audio: Soundcard, Microphone For Video: Soundcard, Microphone, Camera

12 Getting started II Tips for before you start recording. –Make show notes, or cue cards if you think that you might have trouble remembering what you want to talk about. –If you do interviews make sure you have the person you interview on standby on the phone, or via another medium you plan to interview through. Make sure you are relaxed when you start recording, talk and behave as you normally would.

13 How to listen to PodCasts To listen to podcasts you need a mp3 player, and an application that will download selected podcasts. In some cases feedreaders like FeedDemon also handle the download of podcasts, and transfer to the mp3 device for you. Other interesting podcast ‘rippers’ are; Ipodder, PodSpider and PodRipper.

14 Business Drivers

15 Brief History of Media Print Radio TV Internet New Media

16 Convergence Taking Place Television Movies Radio Books Newspapers Magazines CDs Mobile Devices Computers LCD Technology Wireless Video Games MP3 HDTV Media + Technology

17 New Media Drivers Newsprint Is Declining “…print readership is declining, online readership is gaining, and a business model has to emerge from that change.” - Wall Street Journal, May 25, 2005 “No wonder that people, and in particular the young, are ditching their newspapers.” In 1995-2003 … circulation fell by 5% in America … if the trend continues, the last newspaper reader will recycle his final paper copy in April 2040. … Mr Murdoch said that news “providers” such as his own organization had better get web-savvy, stop lecturing their audiences, “become places for conversation” and “destinations” where “bloggers” and “podcasters” congregate to “engage our reporters and editors in more extended discussions.” -The Economist, Quotes from Rupert Murdoch, April 25, 2005

18 New Media Drivers Radio Listenership Declining –“The far greater threat to radio's status … comes from the iPod, which shares that portability. Station managers and deejays complain that teenagers, especially in more affluent communities, seem to have tuned away from radio entirely.” -Washington Post, May 15, 2005 –“New technology, such as MP3 players and satellite radio, offers competition and makes it difficult for any commercial radio station to thrive.” - Denver Post, May 29, 2005

19 New Media Drivers TV Advertising Disintermediated “Tivo [has] given rise to so-called time shifting—a concept that is threatening the entire notion of advertiser-funded television.” - Newsweek International Edition, June 6, 2005 “At least 6.4 million households now have digital video recorders (DVRs) like TiVo. Cable and satellite providers are pushing the technology hard—40% of households are expected to have DVRs by 2009.” - Time, May 30, 2005 “The story of entertainment technology today is the story of control. TiVo lets you skip TV commercials, broadband lets you download the music you choose, iPods give you the ability to program your own portable music...” - Washington Post, May 15, 2005

20 Media Fragmentation Number of mediums and vehicles increasing Motivated by rating points Content has been “dumbed down” Enablement of second tier content Better demographic targeting Perfect conditions for a new medium

21 Podcasting: The Next Big Thing? Ricky Gervais' weekly podcast for the Guardian surpassed all expectations when it registered 2m downloads, the most popular so far… The explosion in the popularity of podcasts is linked directly to the phenomenal success of Apple's iPod… Get yourself on iTunes and you've instantly got a potential 42-million-plus audience. - The Guardian (London), Podcasting: The next big thing? February 1, 2006

22 Fuel For Change Success of Apple’s iPod 42 million iPods sold to date 1 850 million songs sold on iTunes representing 83% of online music sales 1 Mobile devices proliferating and becoming media enabled 2.1 billion mobile subscribers at end of 2005 2 Projected growth of 4 billion mobile subscribers at end of 2011 2 Consumers demanding more from internet and mobile devices 1 Washington Post, January 11, 2006, “Big Hit of the Holidays: 14 Million iPods Sold” 2 Portio Research, also Informa Telecoms &

23 Podcast Creators Two Major Categories Amateur –Non-revenue generating –Frequently an exercise in self expression Professional –Revenue generating (directly or indirectly) ‏ –Used for business purposes

24 Market Segmentation: Podcast Listeners Early adopters are largest segment –Largest segment is 14 – 40 –70% male –Metropolitan Areas –Tech Savvy –College educated or parents are college educated RSS Subscription –50% download from webpage Played on computer Manually dragged to mobile device –Only 50% subscribe to podcasts via RSS

25 Market Size Last year, 4.8 million people downloaded a podcast, compared to 820,000 in 2004. By 2010, the podcast audience is expected to reach 45 million users, a conservative estimate that could go as high as 75 million, according to a study by Bridge Ratings, a provider of radio audience measurement. - Promo Magazine, January 1, 2006

26 Why Podcasting? Consumers are demanding personalized content on their own schedule Advertisers cannot reach target markets –Traditional media is losing effectiveness –New media has not been exploited Young segments are least accessible –Newsprint declining – Blog readership increasing –TV advertising disintermediated by Tivo, Netflix –Radio audiences declining – MP3 increasing, satellite radio

27 Big Players Launching Podcasts Clear Channel Infinity Broadcasting NPR Sirius Rush Limbaugh ESPN ABC News NBC News TV Guide Sundance BBC General Motors Proctor and Gamble Yahoo Newsweek Forbes Washington Post Denver Post Seattle Post San Francisco Chronicle Disney Warner Bros. Pictures Ford

28 Business Drivers Dixie: "As in TV or print or other mediums, where some might want to hear your message and some might not, [podcasts] are one of the most highly targeted forms of communication in the marketplace at this time," says Erik Sjogren, senior brand manager for Dixie, a Georgia-Pacific brand. Volvo: "We view podcasting right now as a niche oriented medium, but one we think has huge potential," says John Neu, manager of CRM and e-business for Volvo Cars North America. "It's really neat when someone is actually knocking at your door for something, and that's exactly what these consumers are doing." - From Promo Magazine, January 1, 2006

29 Programming Content

30 Content is Number One Content is the most important aspect of podcasting –Interesting & Relevant –Host is passionate about subject –Well researched and considers different points of view Story line is engaging, well told, leaves them wanting more Stay away from digressions Be interesting –Think hard about the issues –Understand both sides –Controversy and argumentation is a valid tact Consider hiring a producer and give them artistic control

31 Considerations Have a catchy name Decide how frequently you will have your shows Pull in experts Use an interview format Study voiceover to improve delivery

32 Marketing and Distributing Podcasts

33 Podcast Marketing Today, the most common way to distribute a podcast is to post it on a webpage as an MP3 file –80% of all podcasts are downloaded from websites and played on computer or manually dragged to a mobile device –This is expected to change rapidly as aggregators become easier to use Spread the word –Use your own network – viral marketing –Build a core group for feedback Optimize website for search engine placement –Google is offering “Site Maps” which enable more effective crawling and indexing of web pages –Very competitive to get good search engine placement Many companies live or die by their placement Because algorithms frequently change, search engine optimization is a continual process

34 Podcast Syndication RSS (Really Simple Syndication) ‏ –Podcasts, web sites, and blogs use the RSS format to syndicate and distribute frequently updated content via the internet to devices –RSS Feed Links to Podcast and describes with XML tags More info: SS_Feeds.html –Content download is assisted by an “Aggregator” An Aggregator is like a Tivo Allows end users to subscribe to audio programs Downloads the content when it becomes available Automatically uploads to connected mobile device iTunes is the most ubiquitous Aggregator

35 ID3 Tags Podcast are audio files usually in mp3 format Except for the file name what is said in the content, there is no way to tell where the podcast originated without ID3 tags ID3 tags can tell who the author is, list show title, web site, etc. ID3 tag information is shown in nearly all modern MP3 players and devices ID3 tags are a highly effective marketing tool, especially when content is syndicated

36 College Radio Vs. Podcasting Radio Mostly Music Requires studio from which to broadcast Live Broadcast Accessible by radio or desktop computer Podcasting Mostly Talk Requires webserver to store audio files Pre-recorded Content Accessible by computer but usable by PC, MAC, iPod, Mp3 Players, or PDA

37 Opportunities: Student Recruitment Target Populations –Online Students –English Language Learners –Athletes –Performing Arts Students Orientation Sessions –For Students Unable to Attend Traditional Orientation –Senior Night

38 Opportunities: Student Engagement Inform Students About Campus Events Help Students “Meet” Faculty and Staff Members as well as other students Supplemental Education for Classrooms

39 Links of interest Information about RSS s s WebPod Studio (PodCasting software) FeedDemon (feed-reader)

40 Example of PodCast Shows The Naked Scientists Quirks and Quarks (CBC Radio) Geek News Central l l

41 Where To Submit Podcasts Here is where you’ll get your bang for the buck iTunes http://www.itunes.com Podfeed http://www.podfeed.net Odeo http://www.odeo.com Yahoo http://www.ipodder.org DigitalPodcast http://www.digitalpodcast.com Podcast Alley http://www.podcastalley.com podCast411 http://www.podcast411.com iPodderx http://www.podcast.net Podcast411 http://www.podcast411.com Podcast Pickle: http://www.podcastpickle.com

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