As you may know, I've been following the brand monitoring market for a couple of years and since publishing the Q3 2006 Forrester Wave on the space, it's clear that the market has shifted. That's why I plan on updating the Wave in Q3 2008.
We're doing podcasts at Forrester now, and I'm the internal resource for how to get them done. Here's what we've learned so far:
Post new podcasts on a regular basis. Decide on a schedule — twice a week, every week, every two weeks and stick to it. Listeners look forward to new material on a consistent basis. Consistency helps you gain and maintain an audience.
Name your podcast. Consider a contest to identify a good name. At Forrester we are still working on a name. Any ideas? In the meantime, you can name the podcast after your company like we have — Forrester Podcasts.
Identify upbeat music. Start and end each podcast with three-to-five seconds of music. Use the same music each time to give your podcast an identity, like NPR's All Things Considered. Do you have in-house musicians who might enjoy creating your theme music?
Keep podcasts short. Six-to-twelve minute podcasts are ideal. If the topic takes longer, break it into two or more podcasts and let listeners know this podcast is the first of a two- or three-part series.
Plan a podcast format that fits the topic. Vary the format depending on the topic and the presenter but keep the music and podcast name consistent. Here are some formats we've tried:
Congratulations in order this morning to Janet, Howard, and the rest of the team at Umbria. The brand monitoring firm was acquired today by J.D. Power & Associates, the customer satisfaction research company.
The significance of this acquisition lies in the acquirer -
McGraw-Hill/JDPower is different type of company than Nielsen and TNS -
and will use brand monitoring differently. One thing in common -
another brand monitoring brand name disappears. Umbria will be folded
into their new parent company, while Buzzmetrics/Intelliseek have
disappeared into Nielsen Online and Cymfony now operates as part of TNS
I have a short research piece publishing soon for Forrester