Jaffe Juice

October 20, 2006 CC on Podcasting Filed Under: Music, Mobile and things that make you go mmm...

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Speaking of music, my man, I seem to remember you promised a copy of your book for the "You Know" mashup?

I'll be passing by NY in the next few weeks if you want to hand over in person....

Posted by: Martyn Davies

How long.... I was asked this a couple of days ago in a large room full of folks wanting the secret Podcasting sauce.

How long? Well, size DOES matter. I love the one-minute interview (http://www.sixtysecondview.com/) and I don't love the shows that go on and on and on. I mean, if you are not a marathon runner, don't ride NJ Transit and are not a member of a super geek audience, who wants to hear anyone go on for longer than 20 - 30 minutes? Who?

We all have ADD. Can't we just agree that long hurts sometime? Look, the 30 second commercial is still the most powerful marketing tool. Just ask Volkswagen & Slash -- http://www.youtube.com/watch?v=Aqv9Z6W4nCY

Posted by: peter

Length is not the question. It's how you use it that matters.

If I'm interested in the topic then I'll listen to it a lot longer then if I'm not. But, I agree you've GOT to hold my attention or else I've got a pile of other content I can jump to with one click of my iPod.

I love the new VW ads with Slash and John Mayer. Then again I'm a music junkie and a huge fan of First Act guitars.

Posted by: C.C. Chapman

...But would any of you buy a VW? Or are you closer to considering to buy one? I thought not

Posted by: JJ

Did Peter just try to launch a defense of the 30 second spot? HERE??? :-) I don't think the new VW spots are bad but they don't exactly send me racing for the dealer. I'd be more likely to buy a guitar or a GnR album after seeing the Slash spot. Borrowed interest only takes you so far. I would argue that a satisfied customer who spreads the word is actually the most powerful "marketing tool." And doesn't the fact that they've already spoofed their own Slash spot in another version featuring the super-ridiculous Nigel Tufnel of mock supergroup Spinal Tap send an interesting message? GV

Posted by: Greg Verdino

cpb's mantra is to treat the brand / client as if they are a celebrity. so far, they have been pretty successful with this model. crispin is ntegrating an entire effort so that each piece is one chapter of the brand's story. and this is not new, but no one does this across the medium's the way cpb does. a podcast is just one part of the story. print. tv. the web. etc.

Posted by: chris j.

Joseph:

I truly believe in social media and most of what you have to say, but please save the sighs. In your remarks at the CMA Digital Marketing Conference in Toronto, you also said that “poor C.C. was being grilled about metrics.” That’s interesting… because I thought that he was engaged in a conversation.

As a person trying to spread the gospel about blogging and podcasting, I specifically came to the conference to hear C.C. and you speak. It’s tough sledding trying to convince some people about the merits of social media without metrics, case studies, etc. I think it’s more than fair to ask “experts” like you and C.C. how you tackle this obstacle when you encounter it. I’m not suggesting, we stick to using the “tried and true” metrics of the past … but, what do you suggest? Also, please shed some further light on the slide you had up on Amplifying, Experience and Extending. Was this meant to be a measurement tool of some kind?

I agree it’s all about “selling stuff”, so please help me sell social media. I reject the status quo. I’m embracing change. I’m being accountable. I’m trying to adapt because I don’t want to die. And finally, every time I interview a job candidate I’m looking for like-minded people who believe in the power of social media.

In your remarks, you also said that “the best defense is a good offense.” However, please save the rants and rhetoric for Adam Curry. The tenor of your response will determine whether I remain a listener to Across the Sound.

Please help me address the ROI question with others.

Thanks!

Posted by: Andrew Findlater

i struggle with how long scriggity should be every week. bottom line is, i let our viewers tell us. one week while at DEMOfall in San Diego we only ran 2 news stories. Immediately, our friends told us it was too short :)

Posted by: drew olanoff

Allow me to make a simple point. Most people I talk with (OK, most younger guys, you know the ones that buy VW's)have seen the new VW rock spots. Did these drive them into the dealer.... probably not. But they did put a bit of a shine on this (at present) tired brand. TV works (as a major part of an integrated program).... and I don't even have a book out on the defense of :30's.

Posted by: peter

Point made

Posted by: jJ

You so can't be an expert on everthing! That's the kind of bullshit that sinks someone hoping to come across as "new media." give it up. You can educated on any subject, but experts make it a life's work. Bit of a honking difference. Honesty is the best marketing tool anyone has. Bullshit is transparent, while it might fool some of the. . . it's not a lasting concept. Wish you much luck, but be real.

Posted by: Jill Draper

Jill,

Not sure if you were are the presentation, but if not...what CC meant was specific to owning a very specialized segment or vertical.

Take your company, Cambium Creative. From reading your philosophy, you seem pretty committed and expert in your beliefs

"We're committed to being committed.
We're not interested in getting by or making do, but in working with passion. Passion is more than personally rewarding, it shines through in the quality of the work.

Integrity is non-negotiable in matters large and small.

We are committed to creating a culture that nurtures growth of all kinds in a climate of mutual respect and tolerance. While money can be made without compassion and humor, a good life cannot. Our goal is to make Cambium Creative a joyful enterprise for everyone connected to it.
When we accept a client, we are being entrusted with nurturing someone else's dream. This is no small matter. Unless their challenges become our own, and their success every bit as important as our own, we will have failed. As humans, we will have failures, but on this point, we will consistently excel. And finally, may we always remember that bottom lines are not numbers, but people."

Why wouldn't you start a podcast? And why wouldn't you be an expert at that? Nobody wants to listen to someone who doesn't have a point of view...who isn't confident...and who isn't unwavering in their beliefs, assertions and POV.

That's what CC is saying....(I think)

Posted by: jJ

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