Tag Archives: podcast

More Ideas on Giving Away Conference Content

Jon Lowder of the Competitive Intelligence Marketplace blog had some excellent suggestions on alternative business models for giving away conference content.  These are some excellent alternatives to my own suggestions from my previous post on giving away podcasts of conference content:

  • Make certain videos free from the get-go.  Just one or two to keep the buzz of the conference going.
  • Make all videos free to SCIP members behind the SCIP firewall,
    similar to what they do with magazine articles.  Perhaps there’s a 3-6
    month delay in doing this so that there’s still a premium for attending
    the conference.  It’s always a good idea to have more membership
    benefits.
  • If you’re going to charge for the video then forget what I said about lower quality being better than no video at all.
  • Sell sponsorships of each presentation, and by extension the video.

Sadly, Jon was not able to post his suggestions in a comment to my own blog.  Previous run-ins with crazy volumes of SPAM led me to be perhaps a little overzealous in limiting readers’ ability to comment.  I have made some changes to the blog srttings and hopefully have fixed this as an issue.  Just know that any offers for herbal Viagra you see posted in the comments of this blog do not come with my endorsement.

Give it Away Now

For one of the side projects I’m working on, I’m trying to sell the notion of giving away what could be considered “premium” content as a mechanism to raise interest and broaden an established brand among interested non-consumers.  Specifically I am trying to make the case that giving away some audio recordings of presentations from an annual professional conference will stimulate interest in the following year’s conference.

In reality my concept is more nuanced than simply giving away content.  The conference will be held next April, and I am advocating that we make audio recordings of the sessions that will be presented (pending presenter’s agreement, of course).  Paying attendees will be given access to the recorded content for no cost following the conference.  Those who did not register for the conference will be able to purchase the content as a price well under the cost of conference registration (I’m playing with price points between 1/10 and 1/5 of the cnference registration cost).  Three to four months before the next year’s conference (set for April 2010) we would make some (probably not all) of the recorded content available for free.

Today a great example of using free content to broaden the appeal of a brand was brought to my attention: Tom Friedman is giving away audio recordings of the third edition of The World is Flat for free.  The audio book is being made available with an audio preview of Friedman’s next book, and is likely part of a strategy to build anticipation and promote sales of the new book.

We’ve seen in the past years that diverse customer segments will pay varying prices for what is ostensibly the same product.  Almost every one of us have paid for a bottle of water often enough when tap water is generally conveniently available for free.  When the 9/11 Commission Report was published it became one of the best-selling tomes of 2004 despite the fact that the contents were freely available on-line.  Radiohead and Nine Inch Nails have both demonstrated the benefits of giving away content or letting customers name their own price for music downloads.

With these and other examples in mind I’m not as concerned that freely-available content will cannibalize paying attendees.  I’ve been watching presentations from the TED conference for several years, and would still be thrilled to attend the event in person if I got the chance.  The real value of most conferences is in the face-to-face exchange of ideas, and you really do need to pony up the bucks to get the full benefit of a conference.  Hearing the quality of the material from last year’s conference would, I am convinced, raise the interest of those who might not otherwise attend.

I’m very interested to hear what others think about this.  Help me make the case to a skeptical audience.  If you’re skeptical, lay it on me so I can refine or revise this concept.  If you’re sufficiently convincing you might get me to change my mind.  If you agree with the general concept of giving away content to spur interest among non-consumers then give me your take on this to help me make the case.

The Art of Demotivation

Today I quite by accident discovered the wonderful video podcast from Despair.com on The Art of Demotivation. These things are over a year old but definitely timeless.

I was particularly fond of the proposed method of addressing employee complaints. That method is entitled “It Could Always Be Worse” and was well-practiced by the human resources department at a former employer of mine.

A must see for any aspiring manager! Much better than “Cats” and approaching the BBC version of “The Office.”

PodcasterCon 2006

Yesterday I had the opportunity to take a day trip down to Chapel Hill, NC for PodcasterCon 2006. Many or most of you who happen to look at this blog may ask why I would do that. One of the side projects I have been working on for some time now is to develop a podcaster for the community of practice in competitive intelligence. This has been a long-term side project full of challenges and fun. What I have so far can be seen and heard at cipodcast.com for anyone who is interested.

First, my thoughts on PodcasterCon. It was organized as sort of the un-convention, which was an excellent change from other trade shows and conventions I’ve been to in the past where the flow of information was very much a one-way thing. Speakers were very open to audience input and the atmospehere for the day was very collaborative in nature. It goes to show that podcasting is still such a new medium and that, while some may be more technically adept than others we’re all really still babes in the woods in all of this.

Speaking of being babes in the woods, I had a few “oh, crap” moments with respect to technical mistakes I’ve made with the two episodes of the podcasts I’ve done to date. I also had a few light bulbs go off over my head, and some good ideas will definitely be taken away from PodcasterCon. It wasn’t exactly what I expected, but that’s not a complaint.

The trip down to Chapel Hill was very smooth. I had found a cheap airfare from Dulles to Raleigh-Durham for under $100 on United. No doubt that same flight is now more epenvise since the demise of Independence Air. So I jumped on that fare several weeks ago and booked my rental car for the short drive to Chapel Hill. All travel went nice and smooth, and my first trip to Chapel Hill reveals what looks to be like a very nice little college town. I’ll go on record as saying that I love college towns, having gone to an urban school myself. Who wouldn’t love a place like C’ville or Madison?

cipodcastitunes

Anywho, this podcast thing has been one technical challenge after another. I’ve begun to understand just how technically inclined I am not. The audio recording, as frustrating as that was, is actually not the hard part. There are a number of tools out there that simplify all of the back-end elements of a podcast. The downside to the tools which make life simple is that they reduce the individual ownership to one degree or another. One of the goals of my podcast, I’ll admit, is to present myself as somebody who you may want to seek out to help with your competitive intelligence. In order to do that the podcast has to, in part, drive you to the podcast web site to find out more about me or my company. There are some elements which you need to have in place to make that flow work, and the technical pieces of that are a bit beyond me in a sense.

It’s not so much that they’re beyond me as much as I really don’t have the requisite time or attention span to get up to speed on all of these things. One thing I realize is that I owe a big fat thanks to Yukino for hosting and having set up the Moveable Type installation which makes this and several other blogs possible. My head starts to hurt when I think about figuring out CGI databases and all that junk. Likewise I need to get back on that HTML horse I was on like ten years ago when I did my first personal web page (here’s the oldest one I can find in the Wayback Machine). I’ll prolly get off my butt and do some real work on the look-and-feel of this site. It would be about time, don’t you think.

OK, enough rambling for now. I’m off for a seven-mile run.

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