Integrating Podcasting into Your Institution’s Web Site

Paul Kruczynski, Senior Web Implementation Specialist
Brett Essler, Web Publications Editor, Buffalo State

Context

• Five members of production staff.
• Current Web site in Ingeniux XML-based content management.
• RSS feeds delivered through system.
• Database-driven events calendar.
• Campus e-newsletter.
• BBS (prospective and accepted students and staff and faculty).

Podcasting Origins

• Initiated project in March 2005.
• Conducted needs assessment.
• Purchased four 20-gigabyte iPods.

Staff and Roles

• Web administration director: Project management.
• Web implementation specialist: CMS, XML, XSLT, XHTML.
• Web systems administrator: Databases.
• Web graphic specialist: Design and icons.
• Web publications editor: Content development.

Initial Challenges

• Content generation.
• Campus buy-in.
• Time management.
• New form of online community.
• Few campus models (in March 2005).
• Site integration.

Integration With Existing Site Features

• Podcast section of Web site.
• Create relationships between content sources.
• Associate podcasts with events calendar.

Features: Presentation and Archiving

• Multiple access points to content.
• Headline link.
• Link to sound file.
• More… link to additional content.
• Archives centered around date-based approach.
• Permalink to listing.

Permalink

• Use terminology familiar to blog/podcast users, but new to users.
• Allows for discrete URL; unchanging link to individual podcast.
• Challenge: First introduction of terminology on campus.
• Led to use of term in other features.

Tags

• Associated with current Web trends (phase out term “categories”).
• Tags provide multiple ways of sorting.
• Greater flexibility in sorting.
• Drives user to associated topics/content.
• Allows for “tagged as” grouping with discrete URL.

Google Mini

• Focused search within podcasts section.
• Alternative (and complement) to date- and tag-based search.
• Proximity of targeted search box aids and improves user experience.

Populating the Podcast Database

• Demonstrate uses by example.
• Broad variety of content (events, entertainment, instructional).
• Attend and record numerous campus events.
• Outreach to early adopters: Student radio, poetry club, undergraduate research, lecture series.
• Recorded about 20 events before launch.

Content Generation Process

• Source (iPod, existing audio, radio broadcast).
• Edit files using Audacity.
• Encode with iTunes.
• Describe, tag, and upload content: Administrative interface.

Documentation

• Describe new technology.
• Instructions for creating and listening.
• Print documentation: PDF wallet-sized manual on recording with iPod.
• Sign-out sheets for iPod.

Launch

• Soft launch: Late June.
• Launch: July 28.
• Apple iTunes launch: October 17.

Changes During Development

• Apple extended iTunes to include additional RSS items.
• Adding to iTunes Music Store allows one-click subscriptions for users; no need for RSS.
• Raises chances of discovery by casual users, browse-bys, non-education-based-audience.

Cross-site Integration

• Student-run radio station.
• Niagara Movement Lecture Series.
• Undergraduate research.
• Poetry club.

The iTunes Effect

• Name recognition increased by iTunes Music Store distribution?
• Mid-week spikes on Tuesday and Wednesdays: New Music Tuesdays?

Continuing Challenges

• Shifting expectations as standards rapidly change: Videocasts, Yahoo.
• Campus technology gap.
• Limitations of iPod voice Memo function.
• Time management.

Goals: Short Term

• Curriculum: Computer fundamentals.
• Creative uses: China research diary.
• Further site integration: Audio spotlights that tie in with campus events.
• Local student music show.

Goals: Long Term

• Increased campus participation and awareness.
• Campus technology.
• Vodcasting.
• Expanded administrative interface to allow trusted campus user groups.
• “Electrify!” — better, more content.