2010.07.20

Real connections don’t rely on influence

Last week we were visited by author P.J. Bracegirdle, illustrator Susan Mitchell, their son Ewan and author Kevin Bolger. P.J. was in town to speak at a conference and we’d been talking with him about getting together since we first met him online a few years ago though our currently-on-extended-hiatus children’s book podcast, Just One More Book. It was a great evening talking about favourite children’s books, growing up, movies, careers and team building exercises.

These friendships and that fun evening wouldn’t have happened if it weren’t for our blog and podcast. The same is true for our friendships with author Sheree Fitch who has visited us twice this year and author/illustrator Lee Edward Fodi whom I’ve visited a few times in Vancouver and who visited us when he was in Ottawa for the first time a few months ago.

This past weekend, Isabelle Michaud, Dave Brodbeck and their “kids” Madelaine and Jon visited us during their road trip back home to Sault Ste. Marie. They arrived midday Saturday and stayed overnight. We had a great visit with them, a visit that wouldn’t have happened if not for their podcast Broca’s Area, my Electric Sky Podcast and me co-creating the Canadian Podcast Buffet community and the PAB conference (both with Bob Goyetche) some years ago.

Today, Whitney Hoffman and her son Jon are arriving in Ottawa and spending a couple of nights at our place. Besides the adults spending time together at various conferences, our two families have gotten together a few times (Niagara Falls and Montreal). That friendship wouldn’t have happened if not for Whitney’s and my individual passions for podcasting and community building (and the encouragement of the aforementioned Bob) taking me to the first PodCamp Boston in September 2006.

I have many other stories of engagement and friendships I could tell you, all of which came about in a similar way and all of them about having an impact. Most of us connected folk would help (and have helped) out the others without a thought — both online and off. We would spend (and have spent) hours together chatting and developing ideas — both online and off. We may have at one time asked each other to broadcast a message to our extended networks for that quick promotional hit — that was before we knew and understood effective ways of online community building and long-term connections, rather than  treating our other online connections as superficial distribution networks (a practice which seems rampant today).

The people who say digital communication and social networking is mundane, and those who direct their exclusive attention to the “key influencers”  obviously haven’t tried the tools or figured out how to engage effectively.

Photo: Muchies by Andrea Ross.

2010.07.13

Advertising and sponsorship on digital channels

There’s been debate about monetizing amateur content and digital channels since the advent of democratized digital media. Most of what we’ve seen over the last few years is content creators and advertisers using traditional advertising models on new channels.

I was reminded of this when completing the Podcast Listener Preference Survey posted by Adele McAlear and Donna Papacosta. They ask participants to share expanded thoughts at the end of each section, including the section on advertising and sponsorship.

Here’s what I said.

Podcasters worth their salt and who understand the importance of their audience will work with advertisers to create an ad that is consistent with the show’s vibe and approach to communication (rather than flying-in a 30 second spot provided by the advertiser).
There’s nothing wrong with advertising so long as the new digital channels aren’t treated in the same way as traditional ones.

Besides, I’m much more likely to buy into a sponsor with a host who says “Brand X has been very supportive of my show and is helping make it possible for me to produce this show on a consistent basis. I’d be grateful if you consider their y-product next time you’re on the market for one” rather than a canned ad, played or spoken.

I should have pointed out that I will definitely consider a product or service the host loves and raves about — whether they’re paid to or not. Audiences can tell the difference between genuine praise and contractual obligations. [update: Also, I don't mean to suggest that podcasts MUST embrace advertising and sponsorship. These are my thoughts for those who are considering or have decided to go that route.]

The Catfish Show did it best when, in 2006, they were sponsored by HBO to help promote (the now long-cancelled comedy) “Big Love”. Bob and Cat worked the ad into their regular content format when Bob pulled out a guitar and tackled the key points of the ad in an apparently impromptu song. It felt in place.

Online communities emerge out of the relationship that develops from valuable content and the authentic voice. The audience needs to know that the advertiser/sponsor has been welcomed by the host for value-based and authentic reasons or the host will gamble away the trust of the audience.

2010.06.15

John Meadows on the PAB experience

T-minus 36 hours and counting until the launch of PAB2010. Unbelievable! The conference that wasn’t going to happen this year, is just two sleeps away (less if you’re an organizer).

Like previous years, we put together a show of clips from the community — thoughts on how to prepare for and extend the PAB experience. It’s kind of hard to explain, but PAB is really like no other conference you’ve been to. So, the audio clips serve as a great reminder for PAB veterans and a fantastic introduction for PAB virgins. The intent for this type of show is to be listened to en route to PAB.

We received so many clips this year that we had to do two shows (listen to episode 163 and 164 of the Canadian Podcast Buffet). One standout comes from John Meadows who explained so well, what makes PAB so unique. It made me feel extraordinarily proud to be a part of the PAB community and to have the trust of others to contribute to the event.

You can hear John’s thoughts in the attached podcast.

DOWNLOAD THE PAB2010 PROGRAM

© 2005 - 2010 Mark Blevis. Design by SnowyDay