What a challenge! How do I give an overview of all that is the social web in 10 minutes? Fortunately, we have several other great speakers to follow and plenty of time for Q&A. (Dan Zelikman of StarrTech Interactive Nadine Kam of Honolulu Star-Bulletin and Mary Fasteneau of StarrTech Interactive)

Twitter

• negative incentive: U-haul and Exxon Mobile
• positive examples: I connected Robyn Levin to Guy Kawasaki then she referred me to eTourism Summit.

• Neenz is now chief evangelist for Alltop. I recommended a client while Neenz gets good content and my client gets good promotion. “It’s good that your client sees the value of blogging.” – Neenz

  Podcasting Brand Recall and Affinity

  
  

• Edison Research: “Podcast consumers are extremely attractive advertising targets, though difficult to reach via traditional interruption models.”
• Podtrac: “Studies Reveal Advertising in Podcasts and Online Shows are Three Times as Effective as Other Online Video Ads”

• Beach Walks with Rox: 100% of viewers have same or more desire to visit Hawaii.

  Jargon that Matters

• Interoperability
• Personal Branding
• Time more valuable than Money
• You gain influence by joining the conversation.
• Crossing the Chasm that is the Pacific Ocean

• Live Streaming

  QIK Live Stream

  
  UPDATE: Our friend from the UK, Christian (@documentally on Twitter and QIK) just this morning, from his kitchen, discussed the current state of streaming from mobile phones and the frustrations with bandwidth. Shane, in Hawaii, and several others were able to watch and comment live from halfway around the world.

  Using just a mobile phone (Nokia N95) we are now able to stream live to the Web, anywhere in the world we have a stable cell phone connection. Even while driving through the high desert of Northern New Mexico between Albuquerque and Santa Fe. Not only that, people watching the stream live can leave comments that show up right on the phone which allows us to reply directly to them in real time.

  Know How Cafe

  
  Please join us at the Know How Cafe, the members-only coaching and tutorial community where you can experiment with and learn how to the Social Web and New Media tools to work for you and your client’s businesses.

  Enter your email address and the Promo Code Roxanne mentioned during the panel discussion (“PRSA”) and you will be among the first in the world to be notified when the Know How Cafe opens its doors in a few weeks. If you use the Promo Code Roxanne mentioned, you will also receive a 30% discount on your membership as well as additional discounts and free services.

  PRSA Hawaii Next Steps?

  
  Question: Want to know my recommendations for the PRSA Hawaii Chapter?

  Answer: Check back in a few hours and I’ll update this post after I first share that information with those attending the PRSA Hawaii August 2008 Program.

  And Finally…

  
  Mahalo to Nathan Kam for inviting me to share all the exciting things that are happening on the Social Web today and for becoming such a great Twitter friend. We’ve known each other since 2005, but Twitter gets the credit for converting us into friends and power colleagues.
  
  Photo Credit: Ryan Ozawa via Flickr

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  I just love it when the data weighs in to support something I have witnessed anecdotally and intuitively known long before research could prove it. Podcasting does the heavy lifting of finding niche audiences and capturing their attention in a way that is otherwise unattainable to marketers. Be sure to read all the way down to Rox’s 4 L’s of Podcast Success.

  I am presenting here the results of two studies, one by Arbitron/Edison Research and one by PodTrac.

  
  I was lucky to be on a panel of experts who spoke at ad:tech san francisco two weeks ago, on behalf of the Association for Downloadable Media. In our session, we released the latest survey data from Edison Research addressing both the size and the behavior of podcast audiences. Their data is oriented somewhat towards audio podcasts, and IMO video podcasts are audio podcasts on steroids.

  Here’s the takeaway from the lead analyst, Tom Webster
  

  The audience for downloadable media is not only growing, but also represents a very attractive target for advertising…and those 23 million Americans are affluent, spend lots of time (and money!) online, and are increasingly more difficult to target with interruption advertising. I would love to see more and more partnerships between mass media broadcasters and independent content producers. You need each other.

  You can download the full PDF here from Edison Research. (PDF)

  The second study gets down to the nitty gritty: so what if there are more podcast consumers, are they paying attention? Yes, and in ways that are unheard of in traditional advertising and marketing.

  • Average unaided ad recall of 68%
  • Average aided ad recall of 89%
  • 73% average increase in likelihood to use/buy vs control group
  • 69% having a more favorable view of advertiser due to ad exposure

    How is this possible? PodTrac CEO Mark McCrery summarizes it this way:
    

    Narrowly targeted audiences, appropriate ad formats, content relevance, and show host involvement are some of the factors which come together to produce highly effective ads in online shows and podcasts.

    I would describe it as Rox’s Four L’s of Podcast Success:

    1. Love: Podcast producers deliver authentic, topic-specific content and do the heavy lifting for attracting a unique, targeted, and interested audience. People who love Hawaii watch Beach Walks with Rox.
    2. Loyalty: Podcast hosts, who by virtue of sharing their expertise and some personal details, create very loyal audiences. Over 60% of Beach Walks viewers tune in every day.
    3. Location: Podcast audiences largely consume the content at the physical (not geographic) location of their computer (60-70% on average) and can take immediate action when presented with offers from show sponsors. When listening to traditional radio or TV, they are not in a physical location to be able to respond on impulse. (Being able to take podcasts on the go is an added bonus of podcasts—not available to radio or TV. We show Beach Walks episodes to our seat mates on the plane coming back home to Hawaii, and that combined with a good old-fashioned postcard generates new viewers and gives travelers a personal connection to the vacation of their dreams)
  1. Leadership: Podcast hosts serve as a filter for their audiences, as most will not accept sponsors for products and services they do not support. This is the best of leveraging word-of-mouth advertising with scale.

     I didn’t include it, but another L could be the Luxury market. Podcast users are far more likely to have attained at least a college degree, are more likely to live in households earning in excess of $75,000 per year, more likely to buy online, and more likely to use pop-up blockers. But heh, it doesn’t always have to be about the Benjamin’s!
     What do you think about podcasting? I’d love your feedback.

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