The Business Value of Live Audio Podcasts Revealed
Lisa Stuardi | Podcasting
The latest Infinite Dial report from Edison Research – the world’s leading podcast research company – demonstrates unequivocally that podcasting for business and personal use has not only gone mainstream but the growth just keeps accelerating. Businesses eager to leverage this exciting medium have already started recording and sharing episodes. But what about live audio? With the advent of live audio available to privately stream via podcasts, you can unlock even more business value. Here are a few ways that leveraging live podcasting streaming can bolster your business.
Increase Participation from Remote Employees
Have you ever been dialed into a conference call when the line dropped? It’s a lousy feeling. What are you supposed to do? Pull over to the side of the road to find your dial in and participant code? Or get off the train and go look for a better signal? Live streaming your podcasts can be a great supplement or alternative to the standard conference call protocol. They are a much more convenient way to ‘dial in’ remotely to important company meetings and announcements. Traveling employees and remote workers can listen to live meetings and updates by simply tapping the uStudio app. If there is a relevant live event in progress, they can simply tap and listen on the go.
Protect Investments In High-Wage Workers
Many field employees are high-wage workers. They are sales, account management or customer support employees who call on customers regularly to perform highly-skilled and highly-valuable activities. A recent article in Entrepreneur magazine, “How Podcasts Maximize Productivity,” explains the math behind keeping these high-wage workers on point.
e.g. A salesperson at a large global technology company may spend conservatively eight hours per month in transit. Extrapolate that to a team of 5,000 reps and that’s 480,000 hours of downtime per year. If the average annual cost of those employees is $100,000, the business loses millions worth of productivity every month! (And that doesn’t even account for the effect downtime has on sales performance and the number of transactions each rep can handle.)
Now imagine if the difference between their success and failure was having access to the most current company news and announcements as they happen. Being able to tap an app to listen to critical updates on the go becomes invaluable.
Move Faster and Share Rapidly
When your message is urgent or game-changing, sometimes on-demand isn’t fast enough. Recording video, for example, requires a lot of preparation. Studio time has to be booked, resources have to be reserved, and presentation slides are drafted and re-drafted with lots of people reviewing and revising. That can really slow things down. Sometimes, you have messages just need to get out. Live audio is essentially as easy as picking up the phone. Or as one person put it, “if you can talk, you can podcast.” What’s more, do you really want to spend all of that team time and resources over-preparing material that is better-explained with a simple conversation. Live audio lets you move fast, removing the friction that recording sessions or live in-person events create. Executives can share updates in a conversational format without a lot of prep time or the tyranny of ‘looking camera-ready.’
Nurture the Culture
In a recent podcast episode, “5 Warning Signs Your Corporate Culture is in Need of Podcasting,” we spoke to CEO coach and award-winning author of Love is the Killer App, Tim Sanders, about the urgent need for executives to rethink their corporate culture with audio in mind. In particular, companies who are overly-reliant on email are missing the opportunity to create buy-in, understanding and pride with shared, real-time moments conveyed with audio. Her reported that switching from an email culture to an audio-based culture increases employee understanding 500%.
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