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The Strategy Behind IBM’s Investor Relations Podcasts

Podcast Exclusive Content that Leverages the Format’s Ability to Deliver Unfiltered Messages

Writer, editor and technologist, Ethan McCarty, part of the IBM Strategic Communications team, which produces IBM’s Investor Relations podcast series, “IBM and the future of……” had this to say on my podcasting panel in New York last Friday:

“We do these quarterly calls and talk about how many servers we sold and how many engagements we made with our business consulting services. Why not just take audio versions of these calls and syndicate them as MP3 files? Well that information is already getting out there. What isn’t getting out there is that reflection of our expertise, our vision for the future, the core business model of IBM, and so the door we decided to walk through was one that would demonstrate not only that we’re innovative because we’re doing this podcasting and RSS stuff, but let’s put information on our investor website that represents those brand attributes.”

Here’s how he knows that its working…

News & Observer:

“IBM appears to be at the forefront of podcasting to investors. Other companies, including General Electric, have posted podcasts of analyst calls on their Web sites. Some such as Red Hat, the Raleigh software developer, broadcast their annual meetings online. But IBM is among the first generating original audio content specifically for investors.”

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