Corporate Podcasting Summit USA, June 20 2006, Sofitel San Francisco Bay

9.00 Presentation: Market update and stats

The rise of the podcast: Past, present and future
Technology evangelists would have us believe blogs and podcasts are transforming the marketing world. But does the hype bear any relation to the reality… and what’s in it for your business?

• The right and wrong way to podcast: How are marketers using the podcast today? Find out what the key movers and shakers are doing and what is keeping them on top
  
• The day the podcast went pro: Will podcasting remain the preserve of hobbyists and a handful of dedicated professionals, or is there scope for it to penetrate all enterprise cultures? How many companies are actually jumping on board? Find out if podcasting is more of a discretionary rather than a must-do activity for business
  
• The figures: Depending on what you read, the number of people listening to podcasts goes into the multi-millions… however, subscribing to a podcast does not guarantee it being listened to. Get figures on how many people are actually listening in, who they are likely to be, and how frequently they tune in

Charlene Li, Principal Analyst, Devices, Media, & Marketing, Forrester Research

9.30 CASE STUDY: The Corporate Evangelist – Reaching the consumer at every
touch-point

As one of the first corporations to dip its toes into podcasting, Whirlpool’s The American Family series broke the mould. The series did not try to push washers, dryers, or any other product. Instead they offer interviews about health, family and nutrition topics in an attempt to connect, on an emotional level, with their core audience - the working mom

• Get the 101 on the Whirlpool Podcast series, from how they got started to deciding on the message. What hurdles had to be jumped in order to get the project off the ground?
  
• One small step in a larger move towards on-demand consumer content: How are these podcast helping Whirlpool reach the consumer at their every touch-point, and why is this so important?

Audrey Reed-Granger, Director of Public Relations, Whirlpool

Join this discussion and find out, as a business podcaster, how you can add the podcast to your array of marketing messages

• To narrowcast to the ninth degree, or not: Find out how companies are looking to leverage the podcast as a marketing tool. Which messages work best and how you can modulate the format to fit your own business and marketing needs?
  
• The push-pull mechanism: The best podcasts offer the ‘push’ component in a push-pull mechanism that furthers dialogue during and after the show. Understand how you can use websites, e-mail, message boards and other interactive elements to solicit feedback from your listeners and viewers
  
• Message Control: Find out how you can effectively manage, and protect, your message throughout the entire process

(Moderator) Jennifer Jones, Marketing Producer, PodTech.net

Chris MacDonald, Legal Council, Association of Music Podcasters; Co-Founder Indiefeed; and EVP Business Development and Operations, Liberated Syndication (Libsyn)

What brands can learn from two teenage girls from Long Island


Fostering engagement between brands and audiences takes sweat, experimentation and an ear for nuance. This early podcast series, created and produced by Johnson & Johnson's ACUVUE® brand contact lenses, provides valuable lessons for marketers on how to best form emotional connections with key stakeholders.

Mat will cover how to develop and produce branded and proprietary content, test brand messaging, and tap real user feedback to influence production. Plus, he'll highlight 10 lessons for brands learned in this emerging medium, including some juicy foibles.

Mat Zucker, Executive Creative Director, Johnson & Johnson brands, R/GA

“Podcasts leverage existing infrastructure – database driven blogging content management systems and conventional web hosting. No complex streaming architecture is needed. Thus it’s easy for any corporation large or small to dabble in the new medium – internally or externally – without a tremendous outlay or infrastructure upgrade”

This talk gives an overview of all the major technologies that go into videoblogging and podcasting, and looks at how quickly a podcast can be integrated into an existing web presence. Topics covered will include:

• The “blogosphere” and how text blogs form the basis of podcasting and video blogging
• Quick start – bootstrapping a video blog or podcast
• Importance of targeting iTunes, iPods, and other portable devices
• Hosting and infrastructure requirements for podcasting
• Business models in and near the podcasting ecosystem

Damien Stolarz, Author
Hands-On Guide to Video Blogging and Podcasting

Advertisers are kicking their messages into overdrive taking them from stagnant to pocket size mobile MP3’s in a matter of minutes. Those just catching on are already being swept away by enhanced podcasts for total mobile engagement.

Get insider knowledge from MindComet on what it takes to bring branded podcast from the online promotions mix into the pockets of your target market.

• What major obstacles do marketers have to scale to launch an effective branding
  campaign, and what can new entries to the medium expect?
  
• Will my consumers listen? How can market research create long-lasting tangible benefits?
  
• Plus “The Top 10 Things to Know About Marketing with Enhanced Podcast”

Ted Murphy, President/CEO & Founder, MindComet
Show Host, Internet Marketing Voodoo

With business becoming more decentralized, the podcast is also seen as a way of keeping everybody singing off the same hymn sheet.

• Find out how companies are using the podcast to speed up internal processes and why you would want to use it for in-house educational programs, remote sales training activities, and more…

• What are the best arguments for overcoming internal barriers to entry, be they legal jitters, technical misunderstandings, human reluctance or security concerns?

Think podcasting could be an effective tool for your organization? That's great but how do your get budget, buy in and the help you need to pull it off. This presentation outlines how you get buy in and executive support for your podcasting initiative.

Topics touched on include:

• The business application and value of podcasting in the organization
• Selecting the right application for podcasting
• Getting and managing stakeholder buy in. (marketing, sales, communications, HR)
• Articulating the value proposition in business terms
• Rolling out your podcast initiative to insure success
  
  

Tim Keelan, Founder, StoryQuest

Brent Alberda, Head of Sales Operations, Keane Inc.

This study presents the first national data on the podcast audience--who is listening, what they want to hear and how they spend their time.

Edison Media Research Vice President Tom Webster provides attendees with an exclusive breakout of this landmark study, and will go into great detail on the composition, consumption habits, wants and needs of the podcasting audience.

Data will include information on desired content, receptiveness to online advertising and even spending habits. No other publicly-available source of this data exists on this growing body of media consumers.

Tom Webster, Vice President, Edison Media Research

Join Dean Landsman as he takes a look at how emerging media, can help you target an audience no longer bound by the constraints of traditional channels

• The days of pushing your message onto a captive audience is slipping away. Understand the role podcasting plays in this new social media landscape where original content and interactive social networking is valued
  
• Practice makes perfect, so what are you waiting for? Find out how you can harness new media tools to engage in market conversations, deepen and strengthen relationships with key audiences, gain new insights into audience behavior, and achieve bottom line results

Dean Landsman, Founder, Central Podcasting

June 21 2006, , Sofitel San Francisco Bay

9.00 Presentation: New platform, new economics, new realities

Find out just how much the podcast is revolutionizing the media business landscape. PodTech.Net’s new media network is an on-line architecture that allows communications, community, and interactivity for consumers online, delivering Fresh Voices™ for the iPod generation.

• PodTech’s John Furrier will address how the new media revolution is changing the way media is consumed and the challenge and opportunities ahead for companies bold enough to grab a part of the action
  
• With the current podcasting environment quickly becoming the standard for on-demand audio media – Media 2.0. – find out how you can leverage podcasting content to build a media communication and community network

John Furrier, CEO and Founder, PodTech.net

Forward thinking companies realize that business people, like consumers, want to choose the way they receive their media. So how will the podcast and other emerging digital technologies keep you in touch with an increasingly tech savvy community?

• Find out how next generations of technology will change the way enterprises do business, and people live

Colette Vogele, Esq., Vogele Law

Denise Howell, IP and Technology Lawyer, Reed Smith

Brad Reddersen, Producer and Host, Stranova

(Moderator) Dean Landsman, Founder, Central Podcasting

MasurLaw is a media and entertainment law firm globally recognized for its work with new technologies.

• With a wealth of as yet unresolved licensing and legal issues, join Andy McCormick in this exclusive session and get a firm grip on the legal and digital rights issues in Podcasting
  
• Understand the licensing, copyright and legal issues you should be aware of when entering the podcasting space

Andy McCormick, Of Counsel, MasurLaw

Podcasting needs to establish a set of common tracking and measurement metrics... so just how measurable is the podcast today?

• Toying with an untested medium: How much has the podcast advertising, marketing service and media measurement models evolved to meet requirements? Get an update on audience measurement technology and demographic profile systems
  
• Tracking listener activity: What can you put in place to track who the listeners of your podcasts are? Will you be able to track where and how the podcast is being listened to (at work, at home, on a portable player on the go…)
  
• A new revenue channel: How do you best monetize this new platform and fully engage your audience going forward?

(Moderator) Dana Gardner, Principal Analyst, Interarbor Solutions

Paul Colligan, CEO, Colligan.com

John Federico, Sr. Director, Podcasting, Audible, Inc.

Don Loeb, Vice President of Business Development, Feedburner

The future of RSS communications is limited only by the imagination – and your know-how. Get to know your options.

• The rate at which individuals are adopting RSS is unprecedented and RSS is quickly becoming a common way for businesses to communicate with consumers. Truly innovative applications for RSS have remained elusive so join this discussion to get both the RSS 101, and an understanding of how you can use it to your competitive advantage
  
• How can you successfully add RSS to your marketing mix – and how it can be used to optimize the relationship between businesses and their core audiences?
  
• Learn how RSS feeds can help you target, segment and personalize your communications

(Moderator) Dana Gardner, Principal Analyst, Interarbor Solutions

Bill Flitter, VP Marketing, Pheedo

Mark Carlson, Co-Founder and CEO, SimpleFeed

Dave Mansueto, Founding Member, Libsyn

Today only about 5% of global advertising is online, yet 20% of media is consumed online. This is an amazing opportunity for advertisers. But how can your advertising make a meaningful impact in this developing space?

• Keep it relevant: As marketers should you be thinking twice about trying to inject traditional broadcast advertising messages into the podcast?
  
• Needle in a haystack: Finding the right podcast for your advertising could provide a compelling messaging environment. So what is the next wave in ad insertion options for podcasting?
  
• Pushing the buttons: What do listeners respond to the most and what’s the most effective way of getting your message across?

(Moderator) Paul Colligan, CEO, Colligan.com

Jonathan Cobb, Founder, Kiptronic

Lydia Estrada, Vice President of Media Services, Ignited Minds LLC

There is still a general lack of awareness and confusion around the podcast - so how much further behind is the wireless podcast? And what opportunities will it open up to business and brands once people both know, and understand, the term

• Get the latest update on wireless podcasting and the opportunities it offers your enterprise
  
• Join this discussion and find out how podcasting to and from wireless devices -- whether audio or video -- can help generate revenue, and for whom
  
• Who stands to gain the most from wireless podcasting? The wireless company or the podcaster?
  
• What revenue models currently exist (whether advertising or subscription), and what opportunities can we expect in months to come?

John Mayerhofer, CEO, VoiceIndigo Inc.

Podcasting is the newest disruptive technology threatening traditional radio; the Podcast is simply an adjacent to radio... The mp3 player has spawned a new kind of broadcast media…

• Will the podcast really render radio advertising meaningless?
• Is it really just a niche distribution of audio and video content?

You’ve heard the rumors, now get the facts on the intersection of podcasting and radio..

Mark Ramsey, President, Hear2.0

(Moderator) Paul Colligan, CEO, Colligan.com

Mark Blevis, Producer and Host, Tripwire, Electric Sky, Canadian Podcast Buffet