Corporate Podcasting - Measuring Success
As a former Group Finance Director of a large organisation, I am the kind of person that people would need to convince to sign off on a podcasting investment….so how do you track success.
First of all, I would say that the cost of investment is so low that the return does not have to be that big to pay for itself! You can make podcasting as expensive as you want, however I would start small - prove the incredible worth and then invest more if you feel you have to. To measure the return it does depend on your aim. Here are my quick thoughts
1) Is it about understanding the new media? Then measure understanding before and after
2) Is it to increase sales? Then measure conversion rates from the podcast page, track sales leads, give a promotional code and track the success.
3) Is it about improving your reputation in the market? Then measure what people are saying - what is the ratio of positive to negative comments, both on line (via google alerts, technorati watchlists) and traditional media (through a clipping service)
4) Is it about increasing the conversation ? Track number of comments, trackbacks, e-mails, track members, sign ups
5) Is it an internal initiative? Track employee turnover rates, employee satisfaction, referrals, understanding before and after of the company story.
6) Is it about reducing costs - track the budget vs actual on stationery, recruitment costs, pr, advertising/marketing, recruitment costs
Podcasting is not an end in itself - it is a tool that I think you should use as part of a branding focus. As an FD with the low investment my question would be why not instead of why should we?
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