Situation Analysis

In the past few years, University of Washington's MCDM program has been getting more attention in the digital industry.  The synergy between economic hardship and the rise of social media has driven the core competencies of the MCDM into the national spotlight.   Since the MCDM community launched new technologies to communicate and interact with the public including the Flip the Media blog and the upcoming Media Space project, local community members and industry experts are turning heads and paying attention to the grassroot efforts.

It is apparent that MCDM students are seamlessly creating more opportunities to deliver compelling stories and content about the latest digital media and MCDM happenings.  As thought leaders, they must include podcasting as a part of the communication strategy.

Objective

1. To deliver relevant and compelling content about digital marketing and social media through podcasting medium
   
2. To build credibility with the digital marketing and social media community: Locally and Nationally
   
3. To create hands-on podcasting learning opportunities for MCDM students to showcase their talent

Competitive Analysis

The Center for Social Media, a joint effort by American University and MIT, and Stanford’s eCorner series are similar   The content of this site is validated and distributed by a university, therefore it may share a common audience base with the MCDM program and the upcoming Media Space site. 

[Takeways]

• Offer video/visual podcasting
• Not all content is solely contributed by students, but also by faculty and board members
• Podcasts are organized quarterly
• Calendar contains list of upcoming podcast (this is a good method for subscriber acquirement and retention)
• Easy search using themes, keywords, and collection names of podcasts
  

Proposed Project & Production Plan

[Name]
digitall, a UW MCDM podcast

[Concept]
digitall will be a Seattle focused digital marketing and social media podcast series sponsored by UW MCDM students.  The podcast series will follow in the footsteps of Flip the Media blog as relevant content will be driven by current MCDM students (in podcasting or independent study classes), however, the podcast will need to be thoroughly edited for high quality and public consumption.  Having a podcast will help engage former/current/prospective MCDM students, digital marketing/social media professionals, industry experts, and community members while reinforcing current MCDM fans.  The vision is to partner with the Media Space to promote and distribute the digitall podcast series along with Flip the Media as a one-stop shop for all MCDM developed content.

[Length]
10-12 Minutes, broken down in three sections.

[Content]

• Industry Content and/or News (3-4 minutes):  Product reviews, thoughts on digital media news, industry happenings in digital marketing & social media (ie. Flip the Media in podcast form)

• digitall Spotlight (2-3 minutes):  Interview of a featured MCDM student/alumni or digital media professionals doing groundbreaking work

• Digital Media Announcements (1-2):  Local events (ie. Social Media Club) and MCDM updates (ie. Pocket Film Festival)

[Frequency]

2x per month - Less frequent with more edits than Flip the Media

[Tone & Tempo]
Informal, informative, entertaining, lively, and fast-paced.

[Audience]

• Former and Current MCDM Students
• Prospective MCDM Students
• Digital Marketing and Social Media Professionals (Local & National)
  
• Industry Experts (Local & National)
  
• Local Community Members
  

[Promotion & Distribution Plan]

Partner with the Media Space website to promote and distribute the digitall podcast series along with Flip the Media as a one-stop shop for all MCDM developed content.  In addition, the podcast series will be submitted to podcast directories such as iTunes, Zune, PodcastAlley, PodcastDirectory, etc.

 

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