Fortune 500 Companies: Read this before sponsoring a podcast

There is incredible excitement about all of the “portable new media” being delivered on the internet. And it is being matched by confusion and concern in the houses of traditional media. Here’s one insight for how to thrive on the shakedown cruise

The news this week was that NBC to cut 700 jobs as a direct result of people's attention move from the TV to the internet. Breitbart also reported that chief executive Jeff Zucker "told the newspaper that scripted shows cost too much given the lack of advertiser interest."

I know advertisers are scrambling to put their money somewhere, especially online, in hopes of finding customers. Robert Scoble laments the Internet Video Business Challenges. Jeff Pulver is zooming forward with his Video on the Net conferences.

I just wonder why companies squander so much on edgy projects and leaps of faith, when there are simple ways to extend both positive results and the measurement of those results. Let's look at Amanda Across America as a case study.

Amanda Congden, original host of the ground-breaking videoblog Rocketboom, has re-launched her career with a cross-country road trip in a Ford hybrid vehicle to highlight environmental awareness. Good idea.

But I think there is considerable opportunity being left on the table. Part 1 is just about good manners. Part 2 is understanding the more pedestrian aspects of the internet.

Part 1: It's Just Good Manners
I actually think content producers and paid sponsors could help each other and themselves more if they would actually hold hands in public instead of sitting on opposite sides of the ballroom. It's partly my upbringing, but if someone is going to give me a bunch of money so I can do what I love, then I think graciousness as well as good business suggests that you do more than create a popup window called "thanks" where users have to actually scroll to see all of the sponsors. Only to find just a logo or a text link to the sponsor's main web site. So utterly impersonal. And cumbersome to track.

Part 2: Pedestrian Use of the Internet
Sponsors and producers could far extend the ROI of the partnership, without spending any more money, just by using the internet for the little things it is really good for. Like adding a page here and there, a real face and a real name, and remembering it's about the conversation.

If I were managing this project:

• I would insist that each sponsor's logo be visible without scrolling.
• I would insist that each link take users to a custom page just for that sponsor.
• I would insist that the sponsor not just give me money, but also tell me why and what my users ought to know about their products, and I would add this message to the custom page.
• I would insist on integrating some of that message into my content. (Amanda did visit a Hybrid plant in MO.)
• I would insist that the sponsor give me a name, email address, and phone number of at least one real person inside the company who will talk to my viewers when they are ready to know more.
• I would insist that questions viewers post on the wiki get answered daily and that "daily updates" be added daily. (It's such a neat idea to have the wiki! Too bad it seems only minimally inhabited.)
• And speaking of the wiki, I would insist that the sponsors participate. What a great way to start a dialog with your customers. I sure was looking for the voice of Ford in there to answer questions about hybrids, and Ford, and the environment, etc. Remember, web 2.0 (regardless of your opinion on the jargon) is about people having conversations with people they previously could not. It's me talking to a big wig at Ford just as much as it is Ford talking to us customers online.

Why would I be such an insisting b/witch?
Because I would only take people's money whose products or services I think are relevant and valuable to my viewers. There's nothing to hide about that. And because I would want more of that sponsorship money to keep flowing in, so I can keep doing what I love. And because it's just good manners that when someone gives you something of value, you don't just say "thanks." And finally, because even if a big large company doesn't know how to use the internet in these mundane yet powerful ways, I would feel honored to show the way.

Job Interview Thank you letters by Yana Parker
BrownieLocks Tips for Writing Thank You Notes

And be sure to visit Beach Walks with Rox and watch our video blog. We've got sponsorship ideas like grains of sand for the right fit!

ford, amandaacrossamerica,rocketboom, manners, roxanne darling, podcasting, robert scoble, jeff pulver

[Read more]

Podcast Sponsorships Part 2

Seems yesterday’s post opened up some discussion over at Robert Scoble’s blog (tx Robert!) so I am gong to continue my ideas on how to make sponsorships more effective for all concerned.

Here's the link to Scobleizer.

1. Business collaborations work best IMO when there are open negotiations and each party is clear what they want to get out of it.
2. Nobody can know everything these days so it's good to have as many smart people on your team as you can afford.
3. Sponsorships can and should create a value add for all concerned.

Business collaborations work best...
It's each party's responsibility to both understand what it is s/he brings to the table as well as what it is s/he wants to take away. With that information, the negotiation of a deal can be productive.

A producer may not have an eye for business so…

Nobody can know everything...
Content producers can't possibly understand a sponsor's business as well as the sponsor. (On this Mr. Coulter, you and I could agree.) However the sponsor also does not have access to the same information that a producer does, whether it is the implementation of the new media technology or the nuances of a producer's audience.

It's the producer's responsibility to keep the audience in mind, and to select potential sponsors who will enhance the show's experience, not be some unrelated bunch of high-paying noise tossed in because the sponsor feels desperate to get his/her product in front of said audience. (Yes, this is why it is an uphill battle for Edelman to help Walmart get cool.) A smart sponsor will understand this.

A producer may not have an eye for business so I think it makes sense to hire people like us who can translate the goals and expertise of the various parties into a useful strategy.

Sponsorships can and should create...
Otherwise, why bother? It is a short-lived, possibly expensive whimsy. I believe in sustainable business relationships (and sustainable environment practices.) It's business 101 that it's easier to keep selling a current customer than to try to go out and acquire new customers.

A sponsor may not understand the psychology of the internet, so I think it makes sense to hire people like us who can translate the goals and expertise of the various parties into a useful strategy.

Let's Continue the Amanda Across America Case Study
Here are few more things I would do differently:

From the Producer's Point of View:

• Being a competitive person, and having screened each of the sponsors for being compatible with my project, I would want to see how much value I could deliver them so they'll have no doubts about supporting my next project.
• In the case of Ford: I would plan to stop at every dealer along the way, and see how many Hybrids we could sell. I would use my role as media personality to attract my audience into the store, to have that great personal connection, and to have an open (yes probably and hopefully controversial) discussion about hybrid vehicles. Are they too little too late? Maybe. Want to test drive one? Sure. Are they better than your 5-year old stinkpot? You bet. But that's why I video blog - to have stimulating conversations with interesting people about new ideas without being afraid of commercial transactions supporting the process.
• I would be delighted to challenge my audience to see what kind of difference we can make on this cross country trip. Add pages to the wiki to tally how many people turned off lights when they left the room (or switched to fluorescent), how many miles were walked or peddled instead of driven? The possibilities are endless. This is truly walking my talk, and getting my audience to do the same.

From the Sponsor's Point of View:

• This is going to require more work on my (Ford's) part to get the dealer network involved and coordinate the logistics. But I'd be thrilled to have Amanda in our stores surrounded by her fans - a perfect demographic for the cars we are selling.
• This also helps me support/pressure the dealer to take advantage of a great opportunity. "This price today only. It returns to normal by 25% a day so if you don't act within 4 days, you lose the benefit. And the first person who buys today goes to dinner with Amanda, we pick up the tab. We have sales people eager to answer your questions and let you take a test drive." [And dealers, you better be able to back this one up or it will backfire!]

From the Audience Point of View:

• Hey, I'm getting great stories for free. Yes, I hate advertising, but I love Amanda and also like learning about things other people think are cool. And I trust my friends and the video blogs I watch much more than MSM. (Main stream media)
• I've got ideas for the show; let me submit them.
• I'd like to meet Amanda. Where is she gonna be?
• Ok, I have been reading about Hybrids. I don't think they're the solution. I want to give Ford a piece of my mind, but I bet they won't dare to show up. They probably just tossed some money to try and look cool, without really caring about me. In my mind, this just proves they are clueless and don't really care.
• I would listen to Amanda about this issue because I trust her and because this whole trip is to promote environmental awareness.

So, if you are a producer and want to know how to make sense to a sponsor, contact us. If you are a sponsor who wants real ROI from your money, contact us. We see things differently and we love adding our plays to your game.

808-384-5554 -10 GMT)
Check the current time in Honolulu

sustainability, ford, robert scoble, podcast sponsorship, roxanne darling,

[Read more]

Write Your Own Patent!

Sounds like an HGTV or Martha Stewart project, but this free event is for entrepreneurs! October 25th, in Santa Fe, NM.

Sounds like perfect fun to me to grow your business!

Courtesy of an email announcement from Technology Ventures Corporation:

TVC-Sponsored Workshop on Patent Writing
Santa Fe Business Incubator
3900 Paseo del Sol, Santa Fe, NM
October 25th, 2006

Albuquerque, NM Technology Ventures Corporation will be hosting a workshop entitled "Writing Your Own Patent" on Wednesday, October 25th, 2006 from 8 am to 12 noon at the UNM Science and Technology Park Auditorium at 800 Bradbury SE.

The workshop will be lead by Bruce Winchell, who is a registered patent attorney with extensive experience in writing, submitting and defending patents in the United States and Canada.

The workshop will outline the requirements for a US patent application, discuss what constitutes patentable subject matter, and provide instruction on writing patent claims.

This workshop is provided free of charge but a reservation is required. Please email us your intent to attend to: or call Margaret Speer at (505) 843-4202.

Or just RSVP here.

[Read more]