New Media Mavens

How Healthcare Businesses can Market Themselves with New Media

Healthcare businesses who have not jumped into the world of new media can dip their toe into the shallow end of the pool while doing something good for their communities. President-elect Barack Obama's transition team just announced they are calling on businesses in the health care field, practitioners and anyone interested in revamping the nation's ailing healthcare system to hold small community based meetings to discuss solutions.

If you are a healthcare business, consider holding a meeting with some of key stakeholders, videotape it and upload it to YouTube and your website. You can get some great buys on cameras at Best Buy and at Circuit City. You can even buy a Flip Video camera for less than $200.

This is a great way to get some traction about what you do and offer some of your unique ideas for the good of all. Want to learn more, click here.

Here's Tom Daschle with more.

Share with us, what are you doing to put your ideas to work?

Alison Woo, Chief Media Maven

How to Say it With Music: Part Two

Monday we talked about music. Today we'll break down how you can use technical tools on the web to get you on the way to podcasting.

The simplest thing you can do is sign up for a free account at www.FreeConferenceCall.com. This is a free bridge line that is perfect for recording interviews. Once you're done, the service e-mails you the MP3 file.

Next thing you'll need to do is edit it. Go to www.audacity.com to download free editing software. Digital editing is a fairly easy. If you really want to learn the nitty gritty you can talk a class at a local community college or vocational trade school but one of the best ways to learn is to jump in and start doing it.

Next, if there was just one place to distribute your podcast, my suggestion would be iTunes. Download the software and go to the iTunes store. On the left side is the podcasting button. Click it and follow the instructions to set up a free account.

Lastly, tell  your prospects, customers and clients about it. Read more about podcasting in How to Say it: Marketing with New Media: A Guide to Promoting Your Small Business Using Websites, E-Zines, Blogs, and Podcasts (Penguin) at booksellers everywhere.

Small business owners, what will you be podcasting about?

Alison Woo, Chief Media Maven

How to Say It with Music: Part One

The first sounds of a podcast, television show or song set a very specific tone. That's why it's so important to select the right kind of opening music.

This month, as we continue our conversation on podcasting, let's take a look at what you need to know to find the right music.

Firstly, always use podsafe music, which is music that is royalty free and can be used by anyone. If you love the song "Vertigo" and want to use it for your podcast, don't even think about it unless you want to pay Bono and his boys some big bucks. Using the song without permission is called copyright infringement and can land you into big trouble. So save yourself some trouble and find something else.

The best places to look for royalty-free music are on the web. My favorite site one these days is:  http://incompetech.com/m/c/royalty-free/. You are encouraged to make a donation for $5 per song, which these days is practically free.

Secondly, find the right tone. Are you looking for something upbeat? Jazy-inspired? Solemn? Ask yourself what tone would work best by considering your listening audience. What do they expect? If your audience is twenty-somethings don't choose something that will put them to sleep. Find something peppy. If it's appropriate, hire a musician to make you a beat or visit www.garageband.com. Always think of your listening audience.

Lastly, using music is not just for the beginning and the end, use music to help you transition between segments. Choose something that compliments, not competes with, the opening and closing music. When you buy royalty-free CDs, sometimes they have a whole suite of music of different lengths and you can pick something that will work just fine. Thirty seconds to one minute is just about the right time for a break. If the music only comes in a longer form, edit it to size.

In Part Two, we'll talk about free editing tools that will help you make podcasting even easier.

What music do you use for your podcasts?

Alison Woo, Chief Media Maven

Podcasting Toolbox: Resources to Make You an Effective Podcaster

Mostly everyone has an iPod or know someone who does. But it's not all about listening to music. And it's not all about the iPod or MP3 player either as users also listen from their feed readers and download to their CDs.

Savvy business owners are listening to audio podcasts so they can enrich their businesses and their lives. They are also watching video podcasts to get the ultimate Web 2.0 experience.  

What's to stop you from having your audience listen to you with an audio podcast or watch you on a video podcast?

It's simple, just offer information that solves your audiences' problems.

So where do you begin?

Podcasting is a process. Albeit not a difficult one, but a process nevertheless. It helps to have guidance every step of the way. Our own podcasting series will help you, from planning to creating and from branding to distributing your podcasts: http://www.newmediamavensblog.com/podcast_series/

But there's still more, the Web abounds with tools and resources to maximize your broadcasts. I've selected the best of the best and posted them here: Podcasting Toolbox: 70+ Podcasting Tools and Resources.

Regards,

Lena Claxton
Want to know how to integrate podcasting with your other new media tools? Order the book, "How to Say It: Marketing With New Media

Podcast and Connect With Your Audience

According to a December 2007 Pew Internet Project survey, 34% of American adults and 43% of internet users report owning an iPod or MP3 player.

What does this statistic mean for business owners?

More and more Internet users are hitting the download button to load information into an iPod or MP3 player so they can listen at a later time. But it's not only music they are downloading.

Just take a look on iTunes, Podanza, or Podcast Alley among other podcast directories and you'll find audio and video podcasts in various categories from arts, business, religion, science and more.

Adding podcasts to your marketing arsenal is a good strategy as it varies your points of contact with your prospect/customer. You can also deliver your message to your audience wherever they are -- whether they are riding in their cars, jogging or walking. They don't have to be glued to their computer in order to view your audio or video content.

So why not just upload a simple audio to your site or put up a video on YouTube? The difference in podcasting is the way in which it is delivered. Your content is automatically delivered to your audience via feeds. 

Want to learn more about podcasting and feeds? The book, "How to Say It: Marketing With New Media - A Guide to Promoting Your Small Business Using Websites, E-zines, Blogs, and Podcasts" gives actual scripts and examples of what you can say and how you can say it with your podcasts.

Regards,

Lena Claxton
NewMediaMavens.com

Sour Grapes for Apple's New iPod

Let me be clear: my video iPod is one of my prized tech essentials but I have no love for Apple.

I think it started when I spent two days uploading music onto it, only to have it erased in seconds. Apple feels that their users don't need paper instructions and that its product is so intuitive buyers should just know what to do automatically. Newsflash: they don't! Or at least I didn't.

Now comes word that there will be a special Apple event this month, probably to focus on another new generation of the iPod. And while I love innovation as much as the next geek, I can't see why anyone would want to plunk down their money for a product when you know the company will add new features and make the product cheaper probably in the next three months.

I know, I know. This is all about branding. Apple users want to be seen as cool and cutting-edge. But I'm not the only one to say the emperor has no clothes. Though Steve Jobs is looking might fine with his new svelte Armani-esque apparel, it's stunts like these that leave buyers befuddled.  

For more about the debut, click here. This month we'll be talking all about podcasting. And while you don't need an iPod to listen or watch a podcast, if you want to make your message mobile, you'll need one. And the iPod is the leading MP3 player on the market.

I know there are tons of Apple fans out there. I'm ready for you. What do you think about the possibility of a new iPod?

Alison Woo, Chief Media Maven

And to salve the savage wounds Apple lovers may cause, here's a little Bono and U2 in their landmark commercial for Apple's iPod. If this song doesn't make one happy, what will?

5 Essential Steps: Adding Music to Your Podcast

You may want to read other articles in this five-Part "5 Essential Steps Series":

• 5 Essential Steps: Creating Your First Podcast.


• 5 Essential Steps: Branding Your Podcast.
  


• 5 Essential Steps: Planning Your Podcast.

They say music can be a soothing balm to the soul. When it comes to adding it to your podcast, music helps to set the right mood and tone. Music amplifies your message so that it's more engaging for your listeners. It's a great way to separate your content from your introduction and conclusion. Here are five simple steps to add music to your podcast:

Step 1: After you've completed recording your podcast in Audacity (the free online audio editor), download the music (MP3) that you want to use and save to your computer's hard drive.

Step 2: In Audacity, click on "project menu" and import the MP3 audio you just saved.

Step 3: Drag the MP3 file into the Audacity program.

Step 4: Once you've imported the audio you can decide from the menu on the top left corner (button with the letter "I") how much of it you want to play and exactly where you want to play it.

Step 5: Use the Move button (arrows in opposite directions) to position your music forward or backward. Once you've placed your music in the appropriate position you may want to experiment with fading in and out to make your production more professional. You can do this from the top menu by clicking "Effects/Fade In or Effects/Fade Out."

So can you use any music? No, you can't rip music from your CD, or even if the artist agrees (you may have to get permission from the record labeling company). Save yourself time and trouble by using either royalty free music or podsafe music.

Royalty-free describes material that may be used for profit, without paying royalties. Royalty-free media is usually acquired for a 'one time only' fee, although public domain imagery and many works created under a copyleft license are also usable without paying royalties or an initial fee. Source, Wikipedia.

You can find royalty-free music at at www.royaltyfreemusic.com

Podsafe is a term created in the podcasting community to refer to any work which, through its licensing, specifically allows the use of the work in podcasting, regardless of restrictions the same work might have in other realms. For example, a song may be legal to use in podcasts, but may need to be purchased or have royalties paid for over-the-air radio use, television use, and possibly even personal use. Source, Wikipedia.

You can find podsafe music at: http://PodsafeMusicNetwork.com.

So there you have it, five simple steps to include music in your podcast and a bonus on finding the right music, hassle-free, to engage your listeners.

Regards,

Lena Claxton
The Marketing Maven

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5 Essential Steps: Creating Your First Podcast

You may want to check out these other articles in the "5 Essential Steps" series:

• 5 Essential Steps: Planning Your Podcast


• 5 Essential Steps: Branding Your Podcast to Stand Out

Once you have taken the essential steps in planning and branding, the next step is creating your podcast:

Step One: Audacity is a simple tool used for creating podcasts. Plus it's free and comes with step-by-step instructions. To get started, download Audacity and install to your computer.

Step Two: Purchase a microphone. Many good ones exist. Try the Blue Snowball -- this USB mic is simple and sounds professional.

Step Three: Open the Audacity software. The control panel is easy to follow. Click on "Record" and speak into your microphone. Click "Stop" when you've said it all.

Step Four: Press "Rewind" to playback what you've just recorded. Listen carefully and if necessary edit your podcast.

Step Five: When you're satisfied, export the podcast as an MP3 by following these basic instructions.

While Audacity is a great tool, you may want to try other options. For example, click on the icon below for an even easier, non-techie, fee-based way to go:

Regards,

Lena Claxton
The Marketing Maven

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5 Essential Steps: Branding Your Podcast to Stand Out From the Crowd

Podcasts and blogs are remarkable in the way they bypass the media so you can position yourself to speak directly with your target audience. My previous article in the podcast series 5 Essential Steps to take Before You Start Podcasting helps you get prepared.

Now you're ready to brand your podcast.

Why would you want to do that?

Branding sends consistent messages about your business. You also want to establish that you are a solid, professional company that is easily identifiable from other similar companies.

Here's how you can start branding your podcast:

1. Create a unique umbrella name for your podcast that reflects the themes you'll be discussing in all of your podcasts. For example, if you're a real estate agent specializing in winter homes, your umbrella name could be "Escape to the Poconos." Your individual podcasts would reflect that theme including feature winter homes in the Poconos for the week.


2. Select a domain name for your podcast. This makes it easy for Google and other search engines to find you. Avoid saying "podcastsbyjoan.com." Instead use the umbrella name for your podcast that reflects your content and themes. Tip: Get a .com extension as it is the most popular and is now the default extension on the Web.


3. Use your business logo as the visual ID when you post your podcast. Remember that this is usually the first impression of your company. Ensure that this visual ID is the right dimension as well as good quality when it shows up in directories.


4. Music is a powerful branding tool. If you decide to use music as an intro and at the end - repeat the same music for every podcast. Be sure to use royalty-free music. Choose music that is appropriate for your type of business and for your audience. Fade outs and sound effects can help to make your podcast unique.


5. Use sound bytes or your slogan to reaffirm your brand. At the end of each podcast say your slogan. For example, a petsitting service says, "Where Pets Reign!" After listening to this over time it embeds in the listener's brain that pets are indeed treated like kings and queens at this petsitting service. That's effective branding. Think of all the slogans that are immediately identifiable with a company:
   
   
   
   • "Don't leave home without it"
   
   
   • "Just do it"
   
   
   • "When it absolutely, positively has to be there overnight"
   
   
   • "The ultimate driving machine"
   
   
   • "We try harder"
   
   
   • "It's the real thing"
   
   
   • "The quicker picker upper"
   
   
   • "Time to make the doughnuts"
   
   
   
   Bet you could associate all of the above slogans or taglines with the right company. These are good examples of well-branded companies.

Integrate these five essential steps to branding your podcast and your business will establish its position in the marketplace, be readily distinguishable and stand out from the crowd.

Regards,

Lena Claxton
The Marketing Maven

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5 Essential Steps: Planning Your Podcast

So you've decided to 'reach out and touch' your target audience with your voice? Congratulations! Podcasting is a great new media strategy to get your business known. But before you plug in that microphone consider the following:

1. Research. Visit iTunes and listen to what people are talking about in your field and how they are doing it.


2. Content. Brainstorm and make a plan -- for at least a month in advance and follow it. What topics are you going to talk about? Vary the content. You don't have to do all the talking, sometimes you can interview people who will be of interest to your audience.


3. Value. Deliver useful insights or tips on your topic -- information your audience will want to listen to while driving in their cars or jogging around the track. So do a mind map or create a list of all the categories in your business and all its related offshoots. I'll bet you'll find tons of things that your audience will want to hear about.


4. Hosting. You need a place to host your podcasts (your mp3 files) so that it's accessible on the World Wide Web. Check with your Web hosting company like GoDaddy or investigate others such as audioblog.


5. Deliverability. Now you're ready as Sinatra say to, 'start spreading the news.' How is your podcast going to be delivered to people who want to hear it? Sign up with Feedburner or Feedblitz. How will readers find you? Try iPodderX, Odeo, Podcast Alley Digital Podcast, iTunes. Do an Internet search to find more podcast directories.

When you do these five essentials you will truly be ready to host your own Internet radio talk show!

Regards,

Lena Claxton
The Marketing Maven

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