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Network Appliance Implements Podcasting to Deliver Competitive Information to Sales Force
May 23, 2005
SAN FRANCISCO – With the buzz surrounding Podcasting's potential, many overlook the technology's basic feature - automatically deliver targeted information to a clearly defined audience. For Network Appliance (www.netapp.com), Podcasting is a way to disseminate critical, confidential information through their sales organization.
NetApp's delivery method pushes Podcasting's commercial application in a new direction. SNP Communications (www.snpnet.com) handles all aspects of corporate podcast creation for NetApp, including full content development, recording, production and password-protected RSS feed management.
“We live in a mobile society,” said SNP President Maureen Taylor . “Podcasting lets us directly connect a corporate message with the audience - as soon as the message is ready, it's automatically delivered to the people waiting for that message”
NetApp contracts SNP to produce “S3 TalkRadio,” a monthly internal audio program that covers “Secondary Storage Solutions.” S3 TalkRadio is hosted by Mike Marchi, Senior Director, Marketing NearStore Solutions/Alliances ILM, Compliance & Data Protection. Marchi uses the program to provide information on product updates and launches, distribute competitive information, and deliver best sales practices. Because the program is produced as an MP3 and distributed via Podcasting, NetApp can instantly deliver timely information to sales people all over the world.
While Podcasting is considered a "new" technology, it basically involves production of talk-based audio programs, something that SNP has been doing for a decade for clients like Sun Microsystems, Oracle, SGI, Cisco, and Juniper Networks. SNP's TalkRadio and Headliner programs are all deliverable as MP3 files, which mean these full-service offerings are automatically podcast-ready.
“We produce weekly and monthly audio communication events for several companies,” said Joe Mullen, VP of sales for SNP Communications. “We specialize in developing content and tailoring it to a high-level corporate audience. We've always delivered the final events as MP3 files, so Podcasting is really just a new delivery method for something we do every day.”
TalkRadio is an audio program hosted by a senior executive, featuring interviews with company leaders, sales people, product managers, customers and partners. Modeled after radio talk shows, the interview-driven format engages listeners and helps motivate them to action.
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*SNP creates and implements innovative communication tools and training for corporate leaders. Founded in 1992, SNP brings an extensive background in corporate communications; content development, leadership training and corporate media.
