Podcasting has grown in popularity in leaps and bounds in 2016. 21% of Americans 12 and up listen to a podcast each month with regular listeners listening to an average 5 podcasts per week. Measuring success of your podcast, however, is another story.
How can you measure the value you're providing? Is your podcast delivering the results you need?
This Social Media Strategies Summit session looked at how ROI of podcasting beyond simply measuring downloads. It explored success across a variety of facets including influence marketing, social impressions and enhancing brand value.
3. The Why I Social podcast features
candid conversations with everyone
from average joe to CEO.
It focus on practitioners over big names.
The Why I Social Story
WhyISocial.com
4. Podcast Needs
- Purpose or mission statement
- Format
- Schedule
- Short and long-term plan
- Goal
- Hosting Service
22. • Define your key brand values
• Conduct keyword searches on usage of brand
values and set Google Alerts
• Measure sentiment of users regarding podcast
content
• Track any press opportunities that come around
topics covered or company. Seek the origin of
that request.
• Giveaways to extend brand through t-shirts and
other product lines
• Promote via targeted digital ads
Recommended Actions
Photo Credit: Flickr User phabyano
27. • Measure increase in social conversation
• Review analytics from community tools (are
community actions increased?)
• Develop a deck that includes mentions
across social/community tools
• Breakdown reactions/interactions per
podcast episode (align with integrated
marketing campaigns)
• Add “Podcast” to your “How did you find us”
section of surveys or forms
Recommended Actions
Photo Credit: Flickr User phabyano
29. Share key links in
EVERY episode
summary.
Photo Credit: Flickr User MrShoes
30. Track every link (bit.ly)
you share through blog
posts and word of
mouth via podcast
Photo Credit: Flickr User MrShoes
31. Conduct A/B testing
to determine most
effective link delivery
Photo Credit: Flickr User MrShoes
32. • Share key links in every episode summary
• Track every link (bit.ly) you share through blog
posts and word of mouth via podcast
• Conduct A/B Testing with unique links from
podcast summary and blog posts.
• Compare and contrast on a monthly basis (include
website hits as well)
• Turn successful podcast content into additional
social or website content.
A podcast may not drive a high percentage to your
webpage but can play a key supporting role nonetheless.
Recommended Actions
Photo Credit: Flickr User phabyano
36. • Measure customer support question level
regarding podcast-focused education topics
• Provide an incentive at the end of the
podcast to use product/service
• Add “Podcast” to your “How did you find us”
section of surveys or forms
Educational focused content also serve as an
introduction to product/company.
Recommended Actions
Photo Credit: Flickr User phabyano