Here are the slides for a talk I gave for the Social Media Conference FTW - Franklin McMahon - http://www.franklinmcmahon.com

1. Podcast
Production and
Marketing
• Franklin McMahon
frank@fmstudio.com
www.fmstudio.com
www.FranklinMcMahon.com
twitter.com @franklinmcmahon
facebook.com/franklinmcmahon

2. Franklin is founder of Franklin McMahon Studio and is a New
Media Producer specializing in creative marketing, social
Franklin McMahon
media, on-line video, podcasts, multimedia, writing and
photography. With a client list that includes Adobe, FOX, Time
Warner, McDonalds, Covergirl and HP, his range of work
spans many industries. His on-line podcasts have produced
millions of downloads in over 20 countries and he has been
• New Media Producer featured on Wired.com, ABC Boston and BBC America. His
podcast Rumor Girls ran weekly on Sirius Satellite Radio and
specializing in creative the video version was the 5th most downloaded podcast of
marketing and production, the year in 2006 according to Yahoo News. As an international
photographer, his photo work has been seen in ads and
audio and video, podcasts, magazines for clients such as Microsoft, and his coverage of
photography, on-line video and the industry as a writer can be read in publications such as
social media MovieMaker, Millimeter, DV, Res and Computer Arts Projects.
Locally he has developed several Maine-based social
organizations such as Portland Media Artists and Facebook
Maine. His website and podcast Media Artist Secrets features
• Studio page - career advice for content producers specializing in creative
industries and social media.
www.fmstudio.com
• Media Artist Secrets Blog and
TV Show -
www.franklinmcmahon.com

3. Podcast Highlights
• Media Artist Secrets
• Rumor Girls
• Creative Cow
• Women of YouTube
• ShowGirls
• Secrets of Second Life
• Mary and Karla Show

4. • Featured on ABC-TV in Boston (Chronicle), BBC
News (The Money Programme) Wired (Wired.com).
• Sirius satellite radio and Computer Arts Magazine /
Podcast Awards - Media Artist Secrets, ShowGirls
• Franklin featured in Podcasting books:
• “Podcasting Pocket Guide” by Kirk McElhearn
(O’Reilly)
• “Promoting Your Podcast” by Jason Van Orden
• “Tricks of the Podcasting Masters” by Rob Walch
(QUE)

5. • I produce my own productions as well as podcasts for clients - I develop
show ideas and work with companies to extend their brand through
podcasting
• Podcast sponsors - Shell, Splenda, Marie Claire, BBC America, Tylenol PM,
Sony Pictures, McDonalds, Covergirl

6. • Rumor Girls 5th most downloaded Podcast of 2006
• 1) ABC World News
2) Keith and The Girl
3) X-Play
4) CNN The Grist
5) Rumor Girls
6) ESApod
7) ICONS
8) Democracy Now!
9) Diggnation
10) TED Talks
• Most popular podcasts I produce are Rumor Girls, Women of YouTube,
Creative Cow and Media Artist Secrets
• Also produced Rumor Girls Uncut, Rumor Girls HD, Rumor Girls Diaries

7. • Podcasting is a huge market untapped by many, it is an incredible way to get
your message and your brand out to thousands or millions for a very low cost

8. • Podcasts are the TV shows of New Media - You are the star and this is your
show - best way to take your brand and business message to the masses

9. Podcasts
• Inexpensive way to reach
thousands or millions
• Reach is 20+ countries via
iTunes, audio or video
• Best success for my clients,
always outperforms YouTube,
web video
• Most shows I produce over
time attain millions of views
• Shows can be portable, more
intimate

10. PODCAST
Briefly...
PRODUCTION

11. Pick Show Topic
• What are you passionate
about?
• What are others passionate
about?
• How crowded is the market for
your topic?
• What show would you love to
see?

12. Hosts
• Someone to steer, someone to
paddle
• Add in comic relief
• Avoid serious coverage of just
facts
• Keep it loose, fun
• If it’s an information show, stay
on topic (news, tech, etc.)

13. Production
• Decide on audio or video
• Don’t get bogged down with
equipment choices
• Some shows are shot with a
small point and shoot camera,
some with a full HD camcorder
• It takes about 5-7 shows to get
into the groove

14. PODCAST
Here we go...
MARKETING

15. Take aim at profitability

16. Take aim at
profitability
• Your podcast is making as
much as you want it to now, no
more no less
• Deal with money – be comfy
with it
• Don’t handle revenue or sales –
delegate it

17. Take aim at
profitability
• Most hosts or creators are not
the sales force
• Everyone wants to know how
to make money at podcasting –
it needs to be a mission
• Making a profit helps you grow
the show

18. Promote what separates
you

19. Promote what
separates you
• Tech news, Photoshop
tutorials, etc. - much more
competition
• Be unique
• Stress your strength
• Promote everywhere

20. Promote what
separates you
• How many elements does your
show contain that can’t be
found elsewhere?
• Your strength is you - can’t get
“you” on other shows
• Focus on the talent as what
makes the show unique

21. Promote what
separates you
• Make them love you or hate
you
• Windows vs. Macs - passionate
fans
• Don’t make it so everyone will
love it
• You want a show that people
are passionate about or really
can’t stand

22. Be a rock star

23. Be a rock star
• Confidence
• Have the big vision
• No talent needed..just drive
• Be tenacious

24. Be a rock star
• Face forward - market
everything with your image
• A lot of life is luck – a visual
identity will provide recognition
and more encounters
• Get a professional
photographer – not your cousin
Fred - for promo pics

25. Be a rock star
• Humble is boring
• Secret of getting anything you
want in life - ASK - ask for help
when promoting
• Audio is very intimate – video is
personal – fans are dedicated
• Remember how close you are
to your fans

26. Create a community

27. Create a community
• It’s a family - not a show
• Community will ride you though
ups and downs, stats, income,
etc.
• A large community can be
steered – a small one you are
not usually steering
• Your fans will spread the word

28. Create a community
• A large fan base provides
momentum you can’t get with a
small group
• 100 fans vs. 500,000 fans - the
higher number lets you take
more chances
• Start a movement and rally the
fans

29. Content before
marketing

30. Content before
marketing
• Stats are like waves - keep the
waves rocking - there will be
ups and downs
• Don’t let production weight you
down
• Low res is better than no res
• Blog is not the best website for
every show – think different

31. Don’t make a show,
build a brand

32. Don’t make a show,
build a brand
• Do several shows – different
formats – different
demographics
• Niche or go wide, middle
ground is boring
• Create a new market – a new
industry – be first – be best

33. Don’t make a show,
build a brand
• Know who your market is
• Positioning yourself as an
expert is the best thing you can
do - become the go-to person
• Focus on your passion

34. Don’t make a show,
build a brand
• Podcasting is a level playing
field – much like the web
• Don’t always talk all about
yourself unless the show is all
about you
• Keep on topic

35. Game plan

36. Game plan
• Have a plan, what you want out
of the show
• No goals - no show in a year
• Create benchmarks - measure
your success and track it -
have goals for the show
• Roadmap of your empire -
visualize the future of your
show in a year

37. Game plan
• Don’t just assume that if stats
are up then your mission is
accomplished
• Define success - is it attention
or money, pick one

38. Delegate what you are
not good at

39. Delegate what you
are not good at
• Get a designer
• Unless you are a graphic
designer, do not do your logo
• Did Charles Gibson do the ABC
news logo?

40. Delegate what you
are not good at
• You are judged on your
website, images, everything
• Some may not even get to the
show if the site is lame
• You may have 30 seconds to
win them over if they visit your
website

41. Smart interacting

42. Smart interacting
• Message board vs. emails
• Once they are in your world,
work hard to keep them

43. The Wrap...

44. The Wrap...
• Take aim at profitability
• Promote what separates you
• Be a rock star
• Create a community

45. The Wrap...
• Content before marketing
• Don’t make a show, build a
brand
• Game plan
• Delegate what you are not
good at
• Smart interacting

46. Franklin McMahon
• New Media Producer
• Studio page - www.fmstudio.com
Media Artist Secrets Blog and TV
Show - www.franklinmcmahon.com
• Questions? 207.772.5724
frank@fmstudio.com
• twitter.com @franklinmcmahon
facebook.com/franklinmcmahon
facebookmaine.com
twittermaine.com
linkedinmaine.com