Podcast Audience Metrics with David Sifry

Dave Sifry and Doc Searls in Paris.

Eric Schwartzman

I help #startups, change-ups & scale-ups pivot to #digitalmarketing Podcasts: http://ericschwartzman.com/prtw & http://ericschwartzman.com/b2blg SaaS founder & author

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David Sifry is VP, Center for Technology and Society at Anti-Defamation. But he used to be the CEO of Technorati, the first RSS search engine.

In this interview, we talk about building a business case for podcasting, podcasting metrics, and RSS advertising.

David Sifry is a serial entrepreneur with more than 30 years of software development and industry experience.

Before Technorati, he was cofounder and CTO of Sputnik, a Wi-Fi gateway company. Before that, he cofounded Linuxcare, where he served as CTO and vice president of engineering.

He also served as a founding member of the board of Linux International and was on the technical advisory board of the National Cybercrime Training Partnership for law enforcement.

SHOW NOTES:

6:32 – David Sifry talks about how much traffic Technorati gets a day, and the growth of Technorati.

7:29 – Sifry on the demographics of Technorati users.

9:10 – Sifry reveals how advertisers can reach their target audience groups on Technorati.

10:19 – Sifry talks about how to market a podcast and get subscribe to your RSS feed and how to validate your feed.

12:59 – Sifry discusses different types of RSS feeds and adding advertising to your feed, “You can choose how you want people to consume your site.”

17:53 – Sifry talks about selecting podcasts for advertising, product placement and podcasting, and the particular podcast metrics that advertisers should use.

21:04 – Sifry on how to determine the behavior of a particular person that subscribes to a feed.

22:43 – Sifry discusses the question of whether there is a standardized metric for podcast popularity.

24:41 – Sifry talks about the qualitative metrics marketers and advertisers should be looking at.

30:20 – Sifry on the notion of inserting advertising feed as a partial text item.

34:18 – Sifry on the future of measurement and Technorati.

39:49 – End.

Photo by Doc Searls