By Adam Fraser
Quite an ambitious blog title…
It can be hard in the fast moving, hurly-burly of the tech, marketing and social media landscape to see the bigger trends. We inevitably get caught up in features and functions, campaigns and month to month incremental changes.
In the EchoJunction podcast, I intentionally go long form (45-60 min episodes) to try to dive deep on particular topics ranging from Blockchain to VR, IOT to the future of advertising and look at strategic developments in the landscape.
Two pieces of content I recently consumed are definitely worth checking out in the context of “seeing the wood for the trees” or “joining the dots”.
On his excellent weekly podcast, Mitch Joel chatted to Google’s resident Digital Marketing Evangelist Avinash Kaushik to dissect the intersection of marketing and analytics. Given the importance of Google in the digital landscape, hearing about their future direction and the importance of AI was fascinating.
Linked to this podcast, Avinash recommended a video by Benedict Evans – “Mobile is eating the world”. Looking at uber long term trends, Benedict looks at the mobile revolution (we have now hit 2.5bn smart phones!) then discusses the impact of Google, Apple, Facebook and Amazon moving from mobile first to AI first. He talks about the pending massive disruption in the retail industry together with changing dynamics in content, manufacturing, cars and much more.
If you can find a quiet couple of hours to put a wet towel on your head and think about where all of this is heading, I think you will find these two pieces of content highly thought provoking and worthwhile.
By Adam Fraser
Another year in the fast moving world of social media and digital marketing is coming to a close.
The pace of change is relentless. The social platforms are constantly changing and the media landscape continues to fragment and self disrupt at pace.
Blogging and podcasting weekly is challenging from a consistency and delivery point of view, but in this environment the topics to discuss are never in short supply.
A few blog posts and podcasts for you to review over the holiday season if you want to ponder the broader trends we have seen in 2016….
We saw Maccas in the USA dump their ad agency of decades and introduce a new incentive driven (and zero margin) business model for the incoming agency partner. Facebook continued to smash their results out the park, Twitter went sideways and LinkedIn got hoovered up by Microsoft. CMO spend on tech is now approaching that of the CIO, and podcasting continues to go from strength to strength. Vine is being sold off by Twitter and Blab and Google Hangouts shut down.
Podcast wise, I had so many great guests on it is hard to select a few highlights, but for variety if you missed any of these, you may want to check out global guests such as Robert Rose talking the state of advertising, Joe Pulizzi talking conferences and Scott Monty talking influencer marketing. Close to home, ex head of digital at Telstra Gerd Schenkel talked digital transformation, Clive Dickens talked the media landscape and Oliver Weidlich talking mobile user experience.
Finally I wanted to thank you for your interest in the EchoJunction blog and podcast. I hope you find it valuable and look forward to continue brining you both in 2017. Your attention and support is never taken for granted.
By Adam Fraser
A recent piece of research from Edison Research highlighted some interesting insights around the podcast market.
The 2016 Podcast Advertising Study is the latest piece in a series of research Edison have performed on the podcast sector. The trend in their reports shows a notable increase in interest from US consumers in podcasting.
There is a lot of information in the report, but the 5 stats which caught my eye were:
- For the first time a majority of Americans have heard of podcasting – 55% are now “aware of the term” versus 49% a year ago
- One in five Americans now listen to a podcast monthly (21%)
- Mobile is a key medium for podcasting – 71% now listen to podcasts on a mobile device versus only 42% 3 years ago
- Podcast listeners are more likely to follow brands on social media – 47% of podcast listeners do, versus 28% of general US consumers
- Podcast advertising influences brand preference – 65% of podcast listeners are more willing to consider products and services after they learn about them on podcasts.
Whilst the US often leads the globe in trends of this nature I would expect the broad pattern of increasing podcast adoption (albeit likely off a lower base) to be replicated in the Australian market.
In previous discussions Adam Fraser has provided excellent insight into how salespeople can leverage social media to improve their sales effectiveness. Since Adam is an expert on podcasting I asked him if he through podcasting was a tool from which salespeople could leverage value.
Podcasting was not a tool that I had used much so his answer was very enlightening to me.
Bottom line he convinced me that salespeople would benefit greatly by using podcasting in two ways; firstly as a consumer to learn during time they are commuting, exercising or walking the dog. Secondly, he suggested that salespeople could benefit greatly by producing their own podcasts for consumption by their target customers. I think you might his thoughts of value.
I encourage you to read or view the interview below to learn more. It’s contains some interesting thinking for sales leaders, management and salespeople.
For full story click here.
— Joshua Tanchel (@tanchel) June 9, 2016
— Scott Monty (@ScottMonty) June 6, 2016
By Adam Fraser
I am clearly not alone. New research from Edison Research from the USA confirms podcasting’s journey towards mainstream acceptance continues. 36% of Americans have listened to a podcast (compared to 25% 5 year’s ago) and 21% have done so in the past month (compared to 12% 5 years ago).
I am not aware of Australian specific stats but would guess trend is similar albeit the absolute percentages perhaps lower.
The “Infinite Dial’ report from Edison – based on telephone based market research with 2001 people – is well worth a browse as it contains some great stats across a range of digital areas. Some key nuggets were:
- 76% own a smartphone including a massive 93% of 12-24 year olds
- 60% own an internet connected TV and 51% have subscribed to a subscription streaming video service (eg Netflix, Hulu)
- Total media consumption has increased from an average of 7.2 hours in 2001 to 8.5 hours in 2016
- 57% have listened to online radio in the past month (79% of 12-24 year olds) whilst 21% do no own a radio in their house
- 37% have connected their internet radio to a car audio system in the past month
- Top audio brand awareness is with Pandora, Apple Music, iHeartRadio and Spotify
- 13% have listened to a podcast in the past week, listening to an average of 5 podcasts that week
- 64% of podcast consumers listen on a mobile appliance with 34% using a deskstop
- 78% currently use some form of social media
- Interestingly in social media brand awareness, Twitter (87%) follows Facebook (93%) ahead of Instagram (83%), Snapchat (71%) and Pinterest (63%)
- Re usage, Facebook leads across the total audience (64%) but Snapchat leads amongst 12-24 year olds (72%), compared to Facebook (68%) and Instagram (66%)
In a report packed with so many facts my 3 key take-aways were:
- Pandora leads by some distance in streaming audio
- Podcasts have hit the mainstream
- Teenagers are using Snapchat more than Facebook
A very useful report.
— SEMrush (@semrush) March 9, 2016
— Nick Ogle (@NickOgleNV) March 2, 2016
The one and only Joe Pulizzi raved about our blog post on his podcast
Rants and raves (40:50)
- Joe’s raves: I have two short raves this week. First, Adam Fraser shared some amazing statistics about Facebook on his EchoJunction blog – specifically, the percentage of mobile minutes spent on Facebook and Instagram, and the amazing percentage of earnings Facebook is investing in R&D.
For your listening pleasure click here
By Gavin Heaton
Podcasts are one of my newly discovered joys. A well curated list of subscriptions basically means that you can remain up-to-date with your fields of interest independently of the mainstream media. This is particularly useful for topics that are too niche for the media or too controversial – which is why my personal subscription list includes podcasts on the topics of digital and social media, Australian history, and the history of writing and language (often including large amounts of swearing). Full article click here
By Adam Fraser
I have been a passionate podcast consumer for many years now and I have previously blogged about why I am so bullish on podcasting, 5 top digital marketing podcasts and my own insights as a new podcaster after my first 10 episodes.
So you can imagine how much I enjoyed spending 45 minutes plus talking about podcasting with a fellow podcast obsessive! In this week’s podcast I had a great conversation with Jerod Morris, who is part of the Copyblogger group, and personally hosts 5 podcasts.
A great resource to refer to for some fantastic data on the podcast market (which we discuss in the podcast) is “The Podcast Consumer 2015” from Edison Research. If you want to dive deep into understanding the podcast consumer, this is the report for you.
In the podcast, Jerod I discuss:
- How Jerod stumbled across the online world, Copyblogger and ultimately podcasting
- The history of podcasting and why it initially didn’t grow in the early years
- Why connection is such an important aspect of the podcasting medium
- Why podcasting has grown so rapidly recently and the importance of mobile growth in this
- The latest stats on the size of the podcast market and the interesting demographic characteristics of podcast listeners
- The deeper emotional connection listeners feel when they listen to a regular podcast
- Why the podcast ‘Serial’ proved to be the tipping point for podcast consumption to a more mainstream audience
- Apple and iTunes’ dominance of the podcast sector
- The potential benefits for brands and enterprises thinking about launching a podcast and factors to consider before launching a podcast
- Reasons why many podcasts fail
- Why podcasting isn’t for everyone and who should launch a podcast?
- The importance of consistency in launching a podcast to build a long term connection with an audience
- How niche you should go with the content topic for a podcast
- Types of format to consider in producing a podcast and how long a podcast should be
- Once launched, how frequently podcasts should be produced
- The impact on the radio sector to date and how the growth in podcasting will impact the radio sector going forward
- Potential growth for the podcast sector over the next 5 years
- Jerod’s recently launched podcast and course “The Showrunner” which is entirely devoted to podcasting
If you want to learn more about this space, I highly recommend you listen to the whole podcast.
By Nick Ogle
All of my favourite podcasts are produced overseas. Although, Brett (Breaking Banks) is an ex-pat Aussie living in New York so there is an antipodean flavour to one of my favourites.
So I was very happy in April this year when Adam Fraser & the team at Echo Junction launched the Echo Junction podcast. The aim of Adam’s podcast is to interview thought leaders in Social Media & Digital Marketing to talk about the latest developments in these spaces and how they might be applied to Australian & New Zealand business.
If you are interested in an Australian view on all things Social & Digital Marketing then feel free to listen to the EchoJunction podcast. I can’t recommend it enough and keenly wait for each new episode to be released on Monday mornings.
By Adam Fraser
“Victory is won not in miles but in inches” Louis L’Amour.
Next Monday Episode number 10 of my new podcast “We’re Talking Social and Digital” hits iTunes. It’s a small milestone in what I intend to be a long podcast journey. Next target – 100 Episodes!
I have been bullish on the podcasting sector for some time – what have I learned so far from actually launching a podcast? An incredible amount. Here are 5 high level take-aways:
- Preparation is key. When you listen to podcasts it may sound like the host has just jumped into a conversation with a series of ad-hoc questions. Hosting a conversational interview is a good outcome (and certainly where I want to get to) but I assure you, in order to pull off a great interview you really do need to prepare. Research the person, including their previous interviews, their latest blog posts and the market sector they operate in. It pays off.
- Its hard yakka. Launching a podcast in Australia with global guests means committing to strange hours! Most of my interviews are done at 7am – which works well with USA time zones. So, I’ve had plenty of 5am trips to the office in order to prepare. Linked to point 1 above, and throwing in the post production effort, this is a process that requires discipline and commitment.
- Just Do It. Yep, Nike had a point. Whilst i was (am) an avid podcast listener I had zero (and I mean zero) audio/radio/media production experience. The only way to learn and develop (both the interview skills and technical production aspects) is to jump in at the deep-end and give it a go. Does it take you out of your comfort zone? Absolutely. Learn a huge amount along the way? 100%. Confidence only comes from consistent effort, application and dedication to the craft.
- Deepen relationships. I am extremely grateful for the calibre of guests that have been on the EchoJunction podcast. It’s been great building and deepening relationships with a range of industry leaders via the podcast process. Also from direct feedback from listeners, a podcast can definitely deepen the connection you have with your audience. It’s a very intimate form of media. When done right podcasting is a win-win-win (interviewer, interviewee, audience).
- No-one likes change. This is an interesting one. One benefit of hosting a recurring series of interviews is that you become aware of themes from the answers given by guests, even from very different parts of the industry. One theme I’ve noticed is the issue of change management, and the challenge of driving change through large enterprises. Whether talking social media adoption, marketing mix and TV advertising, customer service, big data or software services, this theme has consistently emerged. The challenge in the social and digital space is rarely related to know how (what should we do?) or tools (how can we do this?) but rather the process of implementing and driving a change program.
All in all it’s been hard work and challenging but I am loving it! Most importantly I am delighted (and incredibly grateful) to hear that people have been enjoying the shows. Ultimately it’s all about the audience so that will be my continued focus.
Thanks for your support to date, here’s to the next 90+ episodes. Let the marathon continue.