The document summarizes how The Hobson & Holtz Report podcast builds community and strengthens customer relationships. It discusses how the podcast offers compelling content, asks for listener opinions, and provides platforms for engagement. Key aspects include having regular correspondents, live call-in episodes, and encouraging listeners to share ideas, knowledge, and help solve problems. The podcast network has grown to include multiple shows and engages its global audience through various social media platforms.
Interoperability and ecosystems: Assembling the industrial metaverse
How podcasting builds community and strengthens customer relationships
1. Community + Relationships
How podcasting can build a community
and strengthen your customer relationships
Neville Hobson, ABC
@jangles
Shel Holtz, ABC
@shelholtz
Amsterdam, April 12, 2012
#smpr2012 #fir
2.
3. Community: A Definition
Since the advent of Prior to the internet,
the internet, the virtual communities
concept of community were far more limited
has less geographical by the constraints of
limitation, as people available
can now gather communication and
virtually in an online transportation
community and share technologies.
common interests
regardless of physical
location.
http://en.wikipedia.org/wiki/Community
4. Engagement: A Definition
The process of Equally created by the
forming an attachment perceptions, attitudes,
(emotional and beliefs, and
rational) between a behaviours of those
person and a brand. with whom institutions
and organizations are
communicating or
engaging with.
http://en.wikipedia.org/wiki/Brand_engagement
6. Can‟t
You can‟t be a friend of a brand.
Can
You can be a friend of a brand manager.
7. How Do I Go About Actively
Engaging?
Why are you engaging?
How, what, where, when?
Set objectives
Tools and frequency
Interaction plan
Reporting, analysis, optimization
(Joanne Jacobs, Like Minds U, February 2012)
8. „The Hobson & Holtz Report‟
The Hobson & Holtz Report
podcast first episode on January
3, 2005
Co-hosts: Neville Hobson (UK)
and Shel Holtz (USA)
60-90 mins weekly every
Monday, recorded via Skype
Average monthly downloads:
30,000
Global audience: USA, UK,
Canada, continental Europe,
Australia, China
Three sponsors: Lawrence
Ragan Communications,
CustomScoop, TemboSocial
http://www.forimmediaterelease.biz/
9.
10. How it Works
Offer compelling content
Ask for listeners‟ opinions
◦ Include those opinions in the next show
Suggest frequent commenters might want to
be reporters
Talk about what listeners say
Provide a platform for listener comments: the
various web places and the show itself
11. How It Works
Encourage “3 Things Customers Like To Do
Online”
Make it easy for listeners to get hold of the
show
Ask friends to talk about it
Offer compelling content
Build community
12. 3 Things Customers Like To Do
Online
1. Share Ideas
“Let‟s improve the next product or service together”
2. Share Product Knowledge
“Here is what I know; hope it helps you”
3. Help Peers Solve Problems
“I had the same problem, here is what I did”
13. Building Community
Integral sponsor
participation Jen Zingsheim
Jenny Fukimoto David Bator
14. Building Community
2 on-the-ground
regular
correspondents
◦ Dan York: New
Hampshire, USA Dan York
◦ Michael Netzley:
Singapore
Michael Netzley
15. Building Community
Live call-in episodes
Occasional
contributors
Heidi Miller
Listener comments
Ike Piggot
16. Building Community
Twitter handle
Friendfeed Room
Google+ page
Facebook page
17. What Are Other Podcasters
Doing?
Jay Baer
Mitch Joel
Gini Dietrich
Joseph Thornley
Donna Papacosta
Martin Waxman
23. FIR Today Is a Podcast Series
Brand
FIR: The Hobson & Holtz Report
FIR Live
FIR Cuts
FIR Interviews
FIR Book Reviews
FIR Book Club
FIR Speakers
and Speeches