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Corporate Podcasting

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January 10, 2006

Corporate Podcasting

Heather Green

Podcasting has a place within corporations. But it's not for everyone. So, IBM cleverly has thrown itself into trying to figure out what works by using its own company as a testbed. I spoke yesterday with Ben Edwards, an IBM corporate communication exec, to dig into their podcasting efforts (which Westchester Journal News wrote about (via Steve Rubel). So far, 70 internal blogs and an untracked number of outside ones have sprouted up at IBM since the company began encouraging its employees late last spring to use the technology.

Encouraging, inciting, inviting, are the words. IBM sent out a technical guide, a set of guidelines (essentially its blogging guidelines adapted for audio), put on its intranet a podcast tool that helps employees publish audio files, and is providing advice on buying equipment and how to fund those purchases.

Edwards said these efforts give the company experience, help ease the flow of information, and create an opportunity for a new kind of marketing that's content driven. The shows range from a podcast run by an exec in IBM's supply chain that replaces a weekly conference call to a podcast from IBM's Hursley lab in England outlining their R&D projects.

09:44 AM


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If information gets flowing any easier you will need additional servers. IBM will be there for you.

Posted by: Jim Dermitt at January 10, 2006 01:55 PM

It is good news that organisations appear to be recognising the power of podcasting but my experience shows that many do not consider the need to have good procedures or even consider what I call first deriving the 'meaning of the message'.

Maybe what will really be interesting is when corporate podcasting converges with mobile telecoms or even when advertisers see the value in this 'attention economy'.

In addition, there are so many applications for corporate podcasting that organisations appear to be missing on: For example:

Partners could add an RSS feed to their partner area and keep it populated with press releases, announcements, product detail, meetings, and product support information. Product specs, troubleshooting and security updates are just a few of the topics that could prove useful to partners.

Customers - Customers can be kept informed about what kind information customers want. RSS could be used to inform audiences of new case studies, white papers, corporate knowledge / e-Learning and presentations.

Training - Recorded audio and video sessions can be shared.

News/PR information - Added to a newsroom, RSS provides a great channel for delivering press releases to the journalists and analysts who are covering the company without clogging up their email mailboxes. For example, you can post showcase information on new company developments.

In summary, lots of applications but we need more imagination and courage from managers within organisations to take the lead.

Posted by: Dr Savi at March 2, 2007 06:21 AM

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