“Markets are conversations.”
– Cluetrain Manifesto (1999)”The portability of podcasts makes them especially appealing to young, on-the-go audiences.”
– Michael Lanz, analyst, Nielsen//NetRatings (2006)
“Folks, you use social media to connect with people not to market to them.”
– Josh Hallet (a/k/a Hyku) (2007, via Twitter)
1. Course Overview
In this course, students explore how businesses and other organizations are using podcasts as a form of social marketing technology. Throughout the quarter, we’ll explore how to conceive, plan, create and distribute a compelling audio story using Web 2.0 technologies.
Students will use digital media technologies throughout the course, providing them with practical experience with the evolving tools of digital media. Students will learn by doing: they will create two podcasts, playing all creation roles. To apply the art of new media design, students will work in small groups to plan, design and create a proposal, with pilot, for a podcast show designed as a marketing communication
The course is structured like a workshop or seminar: each class member is responsible for formally and informally contributing to discussion of readings, activities and assignments. We will also have Seattle-area podcasters and marketers as guest speakers.
• Students understand the roots of oral story-telling and how radio and podcasts build on that tradition
• Students can provide two examples of how organizations are using podcasts to market products or services
• Students can describe three ways to promote their podcast show
• Students can explain how copyright and professional ethics affect podcast production
• Students can critically assess a podcast for artistic/business merit
• Use email as well as blogging and other social web technologies (such as Twitter or WetPaint) to interact with one another, the instructor and the world
• Find and subscribe to podcasts relevant to your business or personal life
• Record and mix an audio story
• Distribute audio files using RSS
• Develop a personal voice by actively blogging throughout the quarter
• Use a content management system like WordPress or a wiki like WetPaint to create a collaborative, group project
Complete syllabus available as a GoogleDoc.