WEBVTT 00:00:00.000 --> 00:00:03.930 Dee Patel: We wanna meet people where they are, and how do we do that 00:00:03.990 --> 00:00:08.970 without taking the brand, without stomping on the brand, with still 00:00:08.970 --> 00:00:12.000 giving the credibility to the brand. 00:00:12.000 --> 00:00:17.010 So it's how can podcasts lean into the Wharton School brand and how can Wharton 00:00:17.010 --> 00:00:18.810 School brand lean into podcasting? 00:00:19.170 --> 00:00:23.195 And I always say podcast is sort of a treat for your 00:00:23.255 --> 00:00:25.175 ears when your eyes are busy. 00:00:26.915 --> 00:00:29.955 Neil McPhedran: Welcome to Continuing Studies, a podcast for higher education 00:00:29.975 --> 00:00:31.955 podcasters to learn and get inspired. 00:00:32.165 --> 00:00:37.295 I'm Neil McPhedran, founder of Podium Podcast Company and Higher Ed Pods. 00:00:37.775 --> 00:00:40.114 Jennifer-Lee: And I'm Jennifer-Lee, the founder of JPod Creations, 00:00:40.114 --> 00:00:41.915 podcasting is broadcasting. 00:00:41.915 --> 00:00:43.625 And we want you to know you're not alone. 00:00:43.625 --> 00:00:47.045 In fact, there are many of you higher ed podcasters out there, and 00:00:47.045 --> 00:00:48.425 we can all learn from each other. 00:00:48.905 --> 00:00:53.020 Neil McPhedran: Speaking of learning from each other, Jen, we had a really exciting 00:00:53.740 --> 00:01:00.640 conversation with the team organizing Higher Ed PodCon, and we're moving to a 00:01:00.730 --> 00:01:05.980 two day versus one day we had in year one, so we're moving to a two day and we're 00:01:05.980 --> 00:01:07.810 expecting to have a lot more people there. 00:01:07.810 --> 00:01:11.800 We're talking about the tracks of what we're gonna focus on 00:01:11.800 --> 00:01:15.789 for all of the sessions, all the panel and speaker sessions. 00:01:15.789 --> 00:01:20.320 So it's pretty exciting to start to think about it and expanding 00:01:20.890 --> 00:01:22.270 what we're gonna talk about. 00:01:22.360 --> 00:01:26.110 I think one of the things this year that we didn't do in year one is we're gonna 00:01:26.350 --> 00:01:32.830 have more content for higher ed folks that are just getting into podcasting. 00:01:33.435 --> 00:01:35.445 So I think that'll be really interesting. 00:01:35.565 --> 00:01:40.425 We're trying to infuse more beginner just getting started content for year two. 00:01:40.830 --> 00:01:45.720 Jennifer-Lee: Which is great because we learnt from our next guest, Dee Patel, 00:01:46.140 --> 00:01:52.260 that it's not that easy to start a podcast and then eventually start a network. 00:01:52.980 --> 00:01:53.460 Neil McPhedran: That's right. 00:01:53.550 --> 00:01:54.720 Good segue, Jen. 00:01:54.720 --> 00:01:59.670 In this episode, we are chatting with Dee Patel, who is the Director of 00:01:59.670 --> 00:02:04.980 Content at Wharton in the Marketing and Communications department. 00:02:05.245 --> 00:02:12.175 And she has just launched the Knowledge at Wharton Podcast Network. 00:02:12.175 --> 00:02:16.495 So I think what's really interesting is, as we know, Wharton has a very 00:02:16.495 --> 00:02:22.495 robust business journal, and so as part of the business journal there is 00:02:22.495 --> 00:02:27.415 a lot of, there's their website and a lot of other content that they produce. 00:02:27.894 --> 00:02:32.155 They originally had a SiriusXM radio station. 00:02:33.105 --> 00:02:38.745 And that's no longer in existence, but they have spun out two radio shows 00:02:38.745 --> 00:02:43.995 into podcasts, and we're gonna get into this, all about the larger network that 00:02:43.995 --> 00:02:48.075 they have actually built, this larger podcast network, that lives under 00:02:48.075 --> 00:02:50.235 the Knowledge at Wharton umbrella. 00:02:50.265 --> 00:02:54.585 So I'm excited to get into this conversation and Dee is a former 00:02:54.585 --> 00:02:59.145 broadcaster, so we definitely had some fun stuff there, didn't we, Jen? 00:02:59.235 --> 00:03:02.745 Jennifer-Lee: I love former broadcasters, but it's interesting with that SiriusXM 00:03:02.745 --> 00:03:08.385 thing, because she is a former traditional broadcaster, it doesn't seem that easy 00:03:08.385 --> 00:03:12.075 to move something like that over to a podcast and is a little bit complicated. 00:03:12.135 --> 00:03:16.695 But we'll find out what they did and what their expectations for when 00:03:16.695 --> 00:03:19.845 they moved it from XM to podcasting. 00:03:20.055 --> 00:03:20.505 Neil McPhedran: That's great. 00:03:20.535 --> 00:03:21.165 Let's get into it. 00:03:23.115 --> 00:03:23.644 Welcome, Dee. 00:03:23.805 --> 00:03:26.115 It's so great to have you here on Continuing Studies. 00:03:27.585 --> 00:03:28.695 Dee Patel: Oh, thank you both. 00:03:28.695 --> 00:03:29.685 Really great to be here. 00:03:29.685 --> 00:03:30.345 Hi Jen. 00:03:30.405 --> 00:03:30.945 Hi Neil. 00:03:30.945 --> 00:03:32.565 Thank you for having me on the podcast. 00:03:32.775 --> 00:03:35.625 Jennifer-Lee: Yeah, Dee is another one that we met in Chicago. 00:03:35.924 --> 00:03:37.875 You and I met early in the morning. 00:03:37.875 --> 00:03:41.715 We kinda just like bumped into each other over the pastries and the coffee, and then 00:03:41.715 --> 00:03:46.190 I introduced you to Neil and obviously we bonded over my favorite topic, which 00:03:46.275 --> 00:03:49.845 Neil knows 'cause I mention it all the time on this podcast, but broadcasting. 00:03:49.845 --> 00:03:55.225 Because Dee actually worked for CBS at one point and I was like, oh, 00:03:55.225 --> 00:03:58.915 that was like one of my like bucket list items was to work for CBS. 00:03:58.915 --> 00:04:02.605 So I was like, love it, broadcaster connection. 00:04:03.655 --> 00:04:04.644 Dee Patel: Yeah, absolutely. 00:04:04.704 --> 00:04:08.605 We definitely bonded on that and it was like high octane energy. 00:04:08.605 --> 00:04:10.945 I just saw somebody coming at me, Jen, you probably just saw 00:04:10.945 --> 00:04:12.114 a lot of hair coming at you. 00:04:12.445 --> 00:04:16.615 We just instantly bonded and it was so lovely to meet a fellow 00:04:16.615 --> 00:04:19.195 broadcaster who is now in podcasting. 00:04:19.524 --> 00:04:21.765 Uh, it's almost like a natural transition. 00:04:22.255 --> 00:04:25.530 Not sure if people realize that, that that's where sort 00:04:25.530 --> 00:04:27.360 of podcasting originated from. 00:04:27.570 --> 00:04:29.970 So Jen and I just kind of geeked out a little bit next 00:04:29.970 --> 00:04:31.920 to the pastries about that. 00:04:32.010 --> 00:04:33.000 Um, but it's okay. 00:04:33.150 --> 00:04:35.040 Jennifer-Lee: Neil was actually looking for you. 00:04:35.310 --> 00:04:38.349 He was like, we've been chatting with someone from Wharton. 00:04:38.580 --> 00:04:40.980 He's like, I need to know who this is. 00:04:40.980 --> 00:04:45.900 And then I coincidentally, I was talking to you and then I was like, hey, Neil. 00:04:45.900 --> 00:04:48.420 You're like, oh, I was trying to find her. 00:04:48.420 --> 00:04:50.495 So, brought you guys together. 00:04:50.885 --> 00:04:51.095 Dee Patel: Yeah. 00:04:51.095 --> 00:04:51.875 That's awesome. 00:04:51.875 --> 00:04:56.765 I didn't know that I was slightly popular and I think, Jen, you made me popular. 00:04:56.765 --> 00:04:57.935 And then Neil was like, I was looking for you. 00:04:57.935 --> 00:04:59.015 I was like, oh no, what did I do? 00:04:59.015 --> 00:04:59.945 I was like, I hope I'm not in trouble. 00:05:00.455 --> 00:05:01.085 Neil McPhedran: That's great. 00:05:01.535 --> 00:05:07.865 So Dee, we've got you here today 'cause we would like to chat with you about the 00:05:08.045 --> 00:05:14.345 podcast network that you have been busy building at Wharton, and that's part of 00:05:14.345 --> 00:05:18.299 the Knowledge at Wharton whole platform. 00:05:18.330 --> 00:05:20.849 So Knowledge at Wharton that's been around for a while, right? 00:05:20.849 --> 00:05:23.490 Like that's like a magazine and an email. 00:05:23.490 --> 00:05:26.340 And if I have it correctly, at one point in time it might have 00:05:26.340 --> 00:05:29.520 even been a SiriusXM radio show. 00:05:29.789 --> 00:05:32.490 Maybe we could just sort of start there and just give us a little bit of an 00:05:32.490 --> 00:05:34.979 insight into what Knowledge at Wharton is. 00:05:35.745 --> 00:05:36.195 Dee Patel: Absolutely. 00:05:36.195 --> 00:05:38.085 You're absolutely correct on all of the above. 00:05:38.085 --> 00:05:42.405 Knowledge of Wharton is an institutional brand at Wharton disseminating content. 00:05:42.765 --> 00:05:45.885 It's a website, disseminates faculty research. 00:05:46.005 --> 00:05:47.385 It's also a newsletter. 00:05:47.655 --> 00:05:50.325 It used to be a show on SiriusXM. 00:05:50.354 --> 00:05:51.614 Predates me. 00:05:51.974 --> 00:05:56.294 But that is a brand that has such deep roots at Wharton and 00:05:56.294 --> 00:05:58.784 credibility and the reliability. 00:05:58.995 --> 00:06:06.239 So yes, absolutely, it's the anchor that we are building the podcast network upon. 00:06:06.840 --> 00:06:09.179 We kind of went back and forth a little bit like, should we call it the 00:06:09.179 --> 00:06:10.530 Knowledge of Wharton Podcast Network? 00:06:10.530 --> 00:06:12.299 Should we call it Wharton Podcast Network? 00:06:12.599 --> 00:06:16.440 We decided we landed on Wharton Podcast Network 'cause if we want 00:06:16.440 --> 00:06:22.650 this to grow, and it will probably grow, it is faculty oriented, 00:06:22.679 --> 00:06:26.520 faculty based research surrounding anything that has to do with faculty. 00:06:27.705 --> 00:06:30.675 Whether we are interviewing them, they're interviewing each other, or they're 00:06:30.675 --> 00:06:34.725 interviewing industry experts, we may wanna expand it one day to students. 00:06:34.755 --> 00:06:38.085 So we decided, let's call it the Wharton Podcast Network lives in 00:06:38.085 --> 00:06:43.155 houses itself, mainly like its main house is, Knowledge of Wharton 00:06:43.425 --> 00:06:45.525 website, that's its landing page. 00:06:45.525 --> 00:06:48.585 So you know, it obviously is on Apple, it's on Acast, 00:06:48.585 --> 00:06:49.875 wherever you find your podcast. 00:06:49.875 --> 00:06:51.585 So it is everywhere. 00:06:51.945 --> 00:06:53.625 But that is where it is. 00:06:53.625 --> 00:06:56.415 And that's sort of the, where the strategy comes from. 00:06:56.415 --> 00:06:59.775 We set out to build this, it was a lot of research. 00:07:00.075 --> 00:07:01.965 We're certainly not the first ones to do this, right? 00:07:02.055 --> 00:07:04.365 We're absolutely honest about that. 00:07:04.505 --> 00:07:11.205 But what we wanted to do is play in this space that has grown exponentially 00:07:11.534 --> 00:07:13.245 probably within the last five years. 00:07:13.664 --> 00:07:13.724 Neil McPhedran: Yeah. 00:07:14.070 --> 00:07:19.169 Dee Patel: If I could even throw some statistics at you, but as of this year, 00:07:19.169 --> 00:07:25.349 there's approximately almost little over 4.5 million podcasts worldwide, 00:07:25.349 --> 00:07:29.430 and we're talking active ones, you know, which creates a massive opportunity 00:07:29.430 --> 00:07:32.685 for quality content to stand out. 00:07:33.255 --> 00:07:39.225 And the number of podcast listeners, a little over 500 million in 2025. 00:07:39.285 --> 00:07:44.085 That's expected to grow to over 600 million by 2027. 00:07:44.595 --> 00:07:49.425 So we wanted to really play in this space, but like how do we do that 00:07:49.545 --> 00:07:52.305 with all of these podcasts out there? 00:07:52.305 --> 00:07:56.115 Like why would somebody want to come to our podcast as opposed to the others? 00:07:56.550 --> 00:08:01.500 Neil McPhedran: I love that you have given us some knowledge, but 00:08:01.500 --> 00:08:06.240 it's obvious that it wasn't just a decision, hey, let's do a podcast. 00:08:06.240 --> 00:08:07.560 Let's do a podcast network. 00:08:07.560 --> 00:08:12.720 But you've anchored it in data, observations of opportunity, where 00:08:12.720 --> 00:08:15.150 to take Knowledge at Wharton next. 00:08:15.180 --> 00:08:20.220 If you go to the Knowledge at Wharton website, podcasts is a 00:08:20.250 --> 00:08:22.290 main thing in the navigation. 00:08:22.290 --> 00:08:26.905 So it's obvious to me that this is a main channel, podcasting, 00:08:26.935 --> 00:08:28.344 for Knowledge at Wharton. 00:08:28.765 --> 00:08:31.375 You've anchored it in, obviously you've done some research and 00:08:31.375 --> 00:08:36.414 there was some real deliberate conversations and discussions on your 00:08:36.414 --> 00:08:39.625 end to really lean into podcasting. 00:08:40.135 --> 00:08:41.335 Curious kind of about that. 00:08:41.335 --> 00:08:43.525 Was there sort of anything you can share there just about the 00:08:43.525 --> 00:08:46.765 process to get to that decision, or was it just kind of a no brainer? 00:08:46.765 --> 00:08:48.505 We need to go into podcasting more. 00:08:48.854 --> 00:08:52.185 Dee Patel: No, I mean the process was, when you're in the process, 00:08:52.185 --> 00:08:55.425 it's exhaustive and then you look back at the process, you're 00:08:55.425 --> 00:08:57.120 like, oh, that was amazing. 00:08:57.120 --> 00:08:57.630 That was fun. 00:08:57.689 --> 00:09:01.860 We anchored it in, we don't do anything here without research. 00:09:01.950 --> 00:09:05.910 So we research, research, research, and then we come up with a 00:09:05.910 --> 00:09:08.100 strategy based on that research. 00:09:08.370 --> 00:09:10.469 And you know, what we do is very subjective. 00:09:10.469 --> 00:09:11.730 It's not math or science. 00:09:11.730 --> 00:09:15.620 So two plus two does not always equal four for us because some people 00:09:15.620 --> 00:09:17.780 may like this or not like that. 00:09:18.109 --> 00:09:22.235 My supervisors and those that sit in chairs higher, are like, Dee 00:09:22.305 --> 00:09:25.425 put, put a stake in the ground and just stick to it, right? 00:09:25.425 --> 00:09:27.165 And give you a rationale as to why. 00:09:27.195 --> 00:09:32.565 So I've had a lot of support along the way and sure, being Wharton, there is 00:09:32.565 --> 00:09:36.105 funding, but it wasn't like a blank check. 00:09:36.105 --> 00:09:41.720 It was, let's try to do this on a budget that seems reasonable and so 00:09:41.720 --> 00:09:45.440 that we can see if it works because we don't know if it's going to work. 00:09:45.740 --> 00:09:49.580 We don't know if there's going to be receptiveness. 00:09:49.580 --> 00:09:52.220 We don't know if people are going to be listening. 00:09:52.310 --> 00:09:57.150 We don't know how it's gonna be received by faculty, which in academia, faculty 00:09:57.150 --> 00:10:00.390 governs academia, so we don't know that. 00:10:00.420 --> 00:10:06.600 But what we realized in the research is that we wanna meet people where they are. 00:10:06.960 --> 00:10:09.630 How are people consuming information now? 00:10:09.900 --> 00:10:14.850 Knowledge at Wharton was strictly based on written content, digital content. 00:10:14.939 --> 00:10:19.545 We certainly don't want to replace that, but we want to supplement that. 00:10:20.055 --> 00:10:26.085 And how do we do that without taking the brand, without stomping on the brand, with 00:10:26.355 --> 00:10:29.775 still giving the credibility to the brand. 00:10:29.775 --> 00:10:34.785 So it's how can podcasts lean into the Wharton School brand and how can Wharton 00:10:34.785 --> 00:10:36.585 School brave lean into podcasting? 00:10:36.915 --> 00:10:40.995 And I always say podcasting is sort of a treat for your 00:10:41.025 --> 00:10:43.055 ears when your eyes are busy. 00:10:44.135 --> 00:10:46.935 And so we started the podcasting. 00:10:47.025 --> 00:10:49.965 Jennifer-Lee: You know, I have a lot of discussions about this because 00:10:50.025 --> 00:10:54.660 traditional media, and you know, this is, like when you have a company or 00:10:54.660 --> 00:10:59.160 an institution like Wharton and you're trying to create your own narrative, 00:10:59.160 --> 00:11:03.990 you're trying to get, press is very difficult sometimes on traditional media. 00:11:04.350 --> 00:11:09.365 And especially now where it's more paid to play than ever, than having that authentic 00:11:09.635 --> 00:11:11.795 press release that gets on someone's desk. 00:11:11.855 --> 00:11:17.435 Now, I tell people, your podcast is kind of like your own media platform where 00:11:17.435 --> 00:11:21.455 you're controlling your narrative and you are putting your brand out there on their 00:11:21.455 --> 00:11:25.655 awareness and you're creating your own station to broadcast your message out. 00:11:25.745 --> 00:11:26.435 Dee Patel: Absolutely. 00:11:26.435 --> 00:11:31.355 I completely agree with that, and I think that is a space where, you 00:11:31.355 --> 00:11:36.210 know, we need to make sure, like our podcasting is informational, 00:11:36.210 --> 00:11:38.280 educational, and entertaining. 00:11:38.340 --> 00:11:42.540 'Cause it's not really those three things I don't know that it would 00:11:43.470 --> 00:11:44.970 be able to play in this space. 00:11:45.060 --> 00:11:49.570 So when we first started this, it was, we had one podcast, so we call 00:11:49.570 --> 00:11:53.160 it our flagship show, which is the Ripple Effect, and that was something 00:11:53.160 --> 00:11:54.660 that was just started from scratch. 00:11:54.660 --> 00:12:00.660 It was an idea that came from our dean's initiative to elevate faculty research. 00:12:01.080 --> 00:12:05.460 These faculty are doing great research, amazing, incredibly intelligent, 00:12:05.880 --> 00:12:09.689 but who is reading the 25 page plus papers that these research come in? 00:12:09.689 --> 00:12:10.520 Like, how do we do this? 00:12:10.630 --> 00:12:11.810 We can do it in a story. 00:12:12.065 --> 00:12:15.305 We've been doing it in this story wise, but are we really 00:12:15.305 --> 00:12:16.565 getting their research out there? 00:12:16.565 --> 00:12:20.375 And as part of the marketing and communications department, literally 00:12:20.375 --> 00:12:23.825 in my job description is to help faculty market themselves and help 00:12:23.825 --> 00:12:27.275 get the research out there and why somebody wanna come to Wharton, right? 00:12:27.275 --> 00:12:31.625 So we started the podcast Ripple Effect, which is elevating faculty research, 00:12:31.655 --> 00:12:33.305 and it's about 20 minutes long. 00:12:33.335 --> 00:12:34.565 It's a weekly show. 00:12:34.625 --> 00:12:38.595 We put some funding behind it and created a studio where we 00:12:38.595 --> 00:12:40.815 record these podcasts in person. 00:12:41.295 --> 00:12:45.955 And I do feel like an in-person podcast, you can sort of vibe off that energy. 00:12:46.305 --> 00:12:50.265 So it does have a different energetic feel to it when it's in person, 00:12:50.265 --> 00:12:53.205 but we can certainly now do things remotely as we're doing here. 00:12:53.625 --> 00:12:57.825 That podcast started off, difficult to schedule faculty, right? 00:12:57.855 --> 00:13:01.875 Trying to get people at the same time in the same place nowadays, everybody 00:13:01.875 --> 00:13:03.465 being so busy, that's a tall order. 00:13:03.465 --> 00:13:05.325 It's not difficult, just a tall order. 00:13:05.605 --> 00:13:07.405 It's just a lot of back and forth happens. 00:13:07.675 --> 00:13:11.365 So, and then also, you know, maybe reluctance to be on, 00:13:11.425 --> 00:13:12.505 well, what is a podcast? 00:13:12.505 --> 00:13:18.959 So what I did was, you know, just made sure that I had kept up with the 00:13:18.959 --> 00:13:25.229 consistency of it, made sure the content was something that was Wharton forward, 00:13:25.260 --> 00:13:31.199 so that we were being very honest with their research and we were taking 00:13:31.199 --> 00:13:34.199 great care with their research as well. 00:13:34.650 --> 00:13:36.990 And having that commitment to do it weekly. 00:13:37.319 --> 00:13:41.310 And know in my back of my mind that if I do this consistently 00:13:41.910 --> 00:13:43.229 the audience will grow. 00:13:43.229 --> 00:13:46.560 If I do this correctly and provide great content, at the end of the 00:13:46.560 --> 00:13:48.300 day, great content is great content. 00:13:48.300 --> 00:13:51.390 You can put glitter around it, you can jazz it up, but people have 00:13:51.390 --> 00:13:55.079 the ability to X out of a content more easily than ever before. 00:13:55.560 --> 00:13:56.490 So those things will win out. 00:13:56.490 --> 00:13:57.750 But that's a slow and steady race. 00:13:57.750 --> 00:14:00.660 This is not a overnight success business. 00:14:01.020 --> 00:14:04.770 And so when we did that for like a year and then we realized that faculty 00:14:04.770 --> 00:14:09.060 were coming to us saying, hey, we would love to be on Ripple Effect, the tables 00:14:09.060 --> 00:14:10.470 turned a little bit and that was great. 00:14:10.470 --> 00:14:14.385 That's what I would hope that would've happened would measure success. 00:14:14.834 --> 00:14:20.805 And so now with the podcast network, we have been receiving inquiries and 00:14:20.805 --> 00:14:22.545 saying, hey, I would like to do a podcast. 00:14:22.604 --> 00:14:23.535 When can I do a podcast? 00:14:23.535 --> 00:14:24.584 I would like to do a podcast. 00:14:24.584 --> 00:14:25.814 And, which is amazing. 00:14:25.905 --> 00:14:27.495 And again, we did research. 00:14:27.555 --> 00:14:28.905 I made documents. 00:14:28.964 --> 00:14:30.584 Sort of a gateway of like, okay. 00:14:31.215 --> 00:14:32.444 Yes, you wanna do a podcast? 00:14:32.444 --> 00:14:33.704 It's not as easy as it looks. 00:14:33.704 --> 00:14:35.264 Everybody thinks it's easy, right? 00:14:36.624 --> 00:14:39.255 Everybody here on this call knows it's not as easy as it looks. 00:14:39.345 --> 00:14:41.115 And there's research behind it. 00:14:41.115 --> 00:14:45.314 There's scripting, there's the technical aspects of it, and then you take this 00:14:45.314 --> 00:14:47.595 content that you record, and now what? 00:14:47.595 --> 00:14:48.915 What do you do with it? 00:14:48.944 --> 00:14:52.545 So I said, okay, here's my three Cs for a podcast. 00:14:52.545 --> 00:14:56.595 Like more than 90% of podcasts fail after episode three. 00:14:57.510 --> 00:14:57.780 Neil McPhedran: Right. 00:14:58.020 --> 00:14:59.790 Dee Patel: That's hard to imagine. 00:14:59.790 --> 00:15:01.050 'Cause you're like, really three? 00:15:01.050 --> 00:15:02.160 Like that's not a lot. 00:15:02.250 --> 00:15:02.730 I get it. 00:15:02.730 --> 00:15:06.840 It's not, but after three episodes, most people find out 00:15:06.840 --> 00:15:08.490 they can't provide enough content. 00:15:08.760 --> 00:15:11.040 So that's one C. Is there enough content? 00:15:11.069 --> 00:15:12.270 Is the content good? 00:15:12.660 --> 00:15:15.510 Are you able to even, you know, provide that? 00:15:16.199 --> 00:15:17.790 The commitment, yeah, I can do it. 00:15:17.910 --> 00:15:21.030 I did it for three Tuesdays in a row, but like the fourth Tuesday, 00:15:21.030 --> 00:15:22.170 I gotta, I gotta go somewhere. 00:15:22.170 --> 00:15:24.630 I gotta do something, I can't do it. 00:15:24.689 --> 00:15:27.060 And then there's that commitment to it. 00:15:27.120 --> 00:15:29.430 Like, are you committed to see this through? 00:15:29.790 --> 00:15:34.065 Even if you know, you're not seeing like millions of listeners right 00:15:34.065 --> 00:15:36.055 away, which I doubt that you will. 00:15:36.305 --> 00:15:37.485 So those are the three C's. 00:15:37.485 --> 00:15:38.565 Can we do this? 00:15:38.565 --> 00:15:42.315 And it is my job as a person who heads up the Wharton podcast network to see like 00:15:42.795 --> 00:15:46.665 does this person who is coming to me and say, I wanna do a podcast, that's awesome. 00:15:46.665 --> 00:15:47.775 The interest is there. 00:15:47.775 --> 00:15:48.525 I get it. 00:15:48.915 --> 00:15:51.285 Is there content, enough content that we can do? 00:15:51.375 --> 00:15:54.705 When I help them think that out, can they commit to this? 00:15:54.705 --> 00:15:57.735 And I really present the realities of that to them. 00:15:58.095 --> 00:15:59.595 This is a commitment it's going to take. 00:15:59.595 --> 00:16:01.665 I need you here on a consistent basis. 00:16:01.785 --> 00:16:03.195 And then can you commit to this? 00:16:03.285 --> 00:16:07.425 'Cause you're not gonna see the results right away, but can you commit to what 00:16:07.425 --> 00:16:09.555 you are doing, what this concept is? 00:16:09.555 --> 00:16:12.675 It's not just sitting in front of your laptop or a microphone 00:16:12.675 --> 00:16:17.745 and just talking, because that goes away after three episodes. 00:16:18.405 --> 00:16:18.675 Neil McPhedran: Yeah. 00:16:18.984 --> 00:16:20.025 Sorry, what was the third C? 00:16:20.025 --> 00:16:22.005 So it was content, commitment, and? 00:16:22.574 --> 00:16:23.354 Dee Patel: Consistency. 00:16:23.385 --> 00:16:24.614 Neil McPhedran: Consistency, right. 00:16:24.704 --> 00:16:25.425 Oh, I like those. 00:16:25.604 --> 00:16:26.000 The three Cs. 00:16:26.760 --> 00:16:29.790 Jennifer-Lee: I just like that you're setting the expectations, because I 00:16:29.790 --> 00:16:33.390 think nowadays everyone wants to, for gratification, especially with the younger 00:16:33.390 --> 00:16:39.000 demo, and so it's like, no, you gotta commit to this and you gotta grow it. 00:16:39.000 --> 00:16:41.760 Because that's the thing, even in broadcasting, it's like you're not 00:16:41.760 --> 00:16:44.910 gonna just start talking on the mic and your ratings are gonna go to number 00:16:44.910 --> 00:16:46.920 one and everyone's gonna sponsor you. 00:16:46.920 --> 00:16:48.540 That's not realistic. 00:16:48.810 --> 00:16:49.380 Takes time. 00:16:49.755 --> 00:16:52.964 Neil McPhedran: Yeah, I, I also like your approach. 00:16:53.025 --> 00:16:54.974 You started with the Ripple Effect. 00:16:55.035 --> 00:16:56.625 You applied your three C's. 00:16:56.685 --> 00:17:02.745 That commitment and consistency then opened up the door for faculty to go 00:17:02.745 --> 00:17:04.754 like, oh, I see what you're doing. 00:17:04.875 --> 00:17:06.284 Oh, I wanna be on that. 00:17:06.405 --> 00:17:08.474 Oh, I see my colleagues are on that. 00:17:08.625 --> 00:17:13.665 I have great research that I want to have amplified as well, versus 00:17:14.115 --> 00:17:16.255 we're gonna launch a podcast network. 00:17:17.415 --> 00:17:20.505 And why don't you all chime in and tell us what we're gonna do. 00:17:20.505 --> 00:17:23.295 Like I think that was a really interesting path that you took there. 00:17:23.295 --> 00:17:28.125 Start with the one, get the faculty on board, and now they're on board. 00:17:28.125 --> 00:17:30.765 And as you said, you flipped the script there and now they're coming to you. 00:17:31.335 --> 00:17:33.705 Jennifer-Lee: And I love the fact that, yeah, you guard it. 00:17:33.705 --> 00:17:37.185 I don't think we vet enough in the podcasting space, and maybe it's 00:17:37.185 --> 00:17:40.905 because it's super young still, but I like the fact that you're vetting 00:17:40.905 --> 00:17:45.495 it because I think it does create better have to quality in the end. 00:17:45.735 --> 00:17:50.500 Dee, did this role exist before you got there or did this role kind of happen 00:17:50.520 --> 00:17:53.760 when you got there and you're like, we're doing all this because of my background. 00:17:53.760 --> 00:17:54.210 Neil McPhedran: Good question. 00:17:54.840 --> 00:17:59.190 Dee Patel: My role as it is, was newly created based upon a need 00:17:59.190 --> 00:18:03.180 as the Director of Content for Wharton Marketing Communications. 00:18:03.180 --> 00:18:06.900 And then all of a sudden it's like, yes, I have a background in this broadcasting, 00:18:06.900 --> 00:18:09.515 so obviously please utilize me, right? 00:18:09.720 --> 00:18:14.740 And so it kind of grew into that one podcast and I came in and said, okay, yes. 00:18:15.419 --> 00:18:19.620 The way we, you know, in broadcasting, if it's not a streamlined 00:18:19.620 --> 00:18:22.080 process, it just doesn't work. 00:18:22.080 --> 00:18:26.760 If it takes 12 people to do one thing, it's not going to work. 00:18:26.760 --> 00:18:32.159 So like we can streamline this process and make it work like a well-oiled machine. 00:18:32.460 --> 00:18:37.860 And so kind of doing that with one, you create a formula for the others. 00:18:38.160 --> 00:18:38.400 Neil McPhedran: Right. 00:18:38.730 --> 00:18:40.760 Dee Patel: With a different concept, different topic. 00:18:41.150 --> 00:18:41.420 Sure. 00:18:41.420 --> 00:18:44.470 Maybe it's a different host where it's like the Ripple is one host 00:18:44.800 --> 00:18:48.720 talking to a faculty, you know, just a faculty as well, and then you can 00:18:49.080 --> 00:18:51.060 grow that to something different. 00:18:51.480 --> 00:18:55.800 And so it wasn't, I wasn't initially brought on for podcasting. 00:18:56.090 --> 00:19:00.560 It just grew as the need for podcasting grew, as the popularity for podcasting 00:19:00.560 --> 00:19:05.420 grew, as the audience dictated how they want to receive information. 00:19:05.750 --> 00:19:09.770 And so now we're meeting them where they are and ability to 00:19:09.770 --> 00:19:11.540 sort of shift resources as well. 00:19:11.660 --> 00:19:15.800 'Cause we did not just hire 10 people for this. 00:19:16.010 --> 00:19:17.300 Barry, myself. 00:19:17.330 --> 00:19:18.920 We, I have a audio producer. 00:19:18.920 --> 00:19:20.120 I have a showrunner. 00:19:20.375 --> 00:19:26.435 I have a video content senior producer who does other things, be on podcasting and 00:19:26.435 --> 00:19:28.915 podcasting was in addition to the role. 00:19:28.915 --> 00:19:31.325 So those are the four that sort of fall under a purview. 00:19:31.655 --> 00:19:35.655 Pretty low lift there for at least as far as resources, but 00:19:35.675 --> 00:19:37.574 it's also to see if this works. 00:19:37.925 --> 00:19:40.655 And we have five and I'm like, okay, now it's five. 00:19:41.284 --> 00:19:43.475 I am already getting requests for more. 00:19:43.475 --> 00:19:48.784 I think I received, once we launched it, we put podcast episodes on our 00:19:48.784 --> 00:19:53.345 platforms before we did the official launch, so to speak, because we wanted 00:19:53.345 --> 00:19:57.935 to provide content when we actually said, send people to go to the 00:19:57.935 --> 00:19:59.405 place that we're sending them to go. 00:19:59.615 --> 00:20:01.205 Saying, Hey, we have a podcast network. 00:20:01.205 --> 00:20:03.514 If they only see one show, like they're not much of a network. 00:20:03.814 --> 00:20:07.355 Neil McPhedran: So there's five shows now that are part of the network. 00:20:07.415 --> 00:20:12.600 So the Ripple Effect was the first one and now there's Where AI Works. 00:20:13.129 --> 00:20:19.350 There's a, This Week in Business podcast, Marketing Matters, and Moneyball podcast. 00:20:19.350 --> 00:20:24.795 So those other four, those are fairly new shows then is, is that correct? 00:20:26.985 --> 00:20:30.525 Dee Patel: So, yeah, Ripple is our flagship show, sort of our, you know, kind 00:20:30.525 --> 00:20:34.605 of like our baby, but our other flagship show is also This Week in Business. 00:20:34.755 --> 00:20:39.735 It's what happened when I said, okay, how do we play in this space 00:20:39.795 --> 00:20:44.445 of, we are in a very unique time at the moment where mainstream media 00:20:44.445 --> 00:20:46.575 may not be trusted at the moment. 00:20:46.575 --> 00:20:49.715 Or the credibility of it has decreased just because of the way 00:20:49.715 --> 00:20:53.325 the world is and what's happening in the world at the moment. 00:20:53.325 --> 00:20:57.715 Regardless of your political views, it just has gone down. 00:20:58.055 --> 00:21:02.445 And so if I am looking at my retirement fund, 401k, it is 00:21:02.445 --> 00:21:06.555 fluctuating, it has fluctuated up and down in the last year or so. 00:21:06.975 --> 00:21:11.385 Who do I go to to say, why is it doing that and what do I do? 00:21:12.195 --> 00:21:13.125 Who do I trust for that? 00:21:13.125 --> 00:21:16.215 Like why my 401k might be fluctuating? 00:21:16.710 --> 00:21:17.280 Yeah, you know what? 00:21:17.280 --> 00:21:22.110 I might trust a Wharton professor whose research is based on quantitative 00:21:22.110 --> 00:21:24.240 facts to tell me why it is. 00:21:24.540 --> 00:21:27.720 Now, to be clear, they're not providing financial advice. 00:21:27.780 --> 00:21:31.860 They're just telling you why it is doing what it's doing based on their 00:21:31.860 --> 00:21:32.855 research that they have been doing. 00:21:33.720 --> 00:21:35.700 I feel like that is trustworthy at the moment. 00:21:35.700 --> 00:21:38.400 So it's like there's a momentum train here. 00:21:38.400 --> 00:21:42.960 We need to hop on it and get the research out there for the professors. 00:21:42.960 --> 00:21:47.580 So we created a This Week in Business, which is current events, trending events, 00:21:47.610 --> 00:21:49.440 that Wharton professors can talk about. 00:21:49.800 --> 00:21:51.240 So it's moves very fast. 00:21:51.240 --> 00:21:57.090 It's short turnaround, it's twice a week and it's almost modeled after New York 00:21:57.090 --> 00:21:59.295 Times, The Daily, but it's not daily. 00:22:00.360 --> 00:22:06.330 Also, it's not just that podcast, but we use that podcast and whatever story that 00:22:06.330 --> 00:22:11.400 was for that day, and we turn it into a story for Knowledge at Wharton as well. 00:22:11.670 --> 00:22:16.350 So optimize the content into the different platforms that we own. 00:22:17.070 --> 00:22:17.580 Neil McPhedran: That's great. 00:22:18.180 --> 00:22:22.620 So there's the five Wharton podcast network shows, and then there's 00:22:22.860 --> 00:22:26.130 other podcasts from across Wharton. 00:22:26.460 --> 00:22:26.700 Dee Patel: Yep. 00:22:26.970 --> 00:22:27.780 Ripple effect. 00:22:27.780 --> 00:22:31.200 And This Week in Business are kind of like our flagships that we've create, 00:22:31.200 --> 00:22:32.910 totally own from the ground up. 00:22:33.240 --> 00:22:36.600 And then the other two shows, Moneyball and Marketing Matters, 00:22:36.900 --> 00:22:41.730 they were what I call the legacy shows that came over from Sirius XM. 00:22:41.880 --> 00:22:42.090 Neil McPhedran: Right. 00:22:42.120 --> 00:22:45.990 Dee Patel: And they were the shows that had the following, had the audience, 00:22:45.990 --> 00:22:49.860 and had sort of that niche that we were not doing in the other two podcasts. 00:22:49.860 --> 00:22:51.840 So sports analytics and marketing. 00:22:52.260 --> 00:22:57.355 And really just had a really good vibe to them and the chemistry 00:22:57.385 --> 00:23:00.895 to them, and also provided those three Cs that we talked about. 00:23:01.255 --> 00:23:02.275 So we had that. 00:23:02.335 --> 00:23:06.235 And they are faculty hosted podcasts. 00:23:06.565 --> 00:23:11.820 Moneyball has four hosts and they have a guest come on every week. 00:23:11.850 --> 00:23:15.510 Marketing Matters has two faculty hosts and has a guest come on every week. 00:23:15.930 --> 00:23:21.750 Where AI Works is a analytics AI professor, and we pick a different 00:23:21.750 --> 00:23:25.590 one each season, so to speak, A different professor to host these 00:23:25.590 --> 00:23:30.720 depending on their research, and they interview industry experts as to 00:23:30.720 --> 00:23:33.150 how AI is working in your industry. 00:23:34.350 --> 00:23:37.139 Neil McPhedran: And then there's others what that are featured, right? 00:23:37.139 --> 00:23:40.050 Dee Patel: So yeah, there's the Wharton Podcast Network, that's the five. 00:23:40.050 --> 00:23:43.229 And then the ones at the bottom you'll see are others from across 00:23:43.229 --> 00:23:46.530 Wharton are the ones that, you know, there's nothing that stops faculty 00:23:46.530 --> 00:23:49.949 from just doing it themselves or if they want to fund it themselves. 00:23:50.070 --> 00:23:54.750 The Adam Grant one has been around longer than the podcast network has. 00:23:55.020 --> 00:23:59.700 So they're the ones that they own that they produce, but they also 00:23:59.700 --> 00:24:04.230 have that consistency, the content, and leans into the Wharton brand. 00:24:04.230 --> 00:24:08.880 So we help amplify that podcast on our page as well. 00:24:09.630 --> 00:24:12.540 Neil McPhedran: Right, and some of those ones in that network have other 00:24:12.540 --> 00:24:16.320 affiliations, like there's one in there that's part of the Freakonomics 00:24:16.320 --> 00:24:21.150 radio and the Adam Grant one is part of the TED network, and we actually 00:24:21.150 --> 00:24:25.800 helped launch All Else Equal when it was just with the GSB at the time. 00:24:26.429 --> 00:24:30.840 I know that they moved it over to be part of Wharton versus Stanford at the time, so 00:24:30.840 --> 00:24:32.580 yeah, that's great to see it in there too. 00:24:32.610 --> 00:24:35.469 And then, because we're talking to podcasters here, let just get 00:24:35.469 --> 00:24:36.929 a little into the weeds a bit. 00:24:37.409 --> 00:24:40.379 How does each show kind of support each other and or the network? 00:24:40.379 --> 00:24:45.075 So do you have call outs to the podcast network? 00:24:45.075 --> 00:24:49.155 So if I just come across Marketing Matters, for example, will they 00:24:49.635 --> 00:24:52.544 promote the network and other shows? 00:24:52.544 --> 00:24:56.235 Is there drive back to this great resource, this great 00:24:56.235 --> 00:24:57.495 website that you've created? 00:24:58.665 --> 00:24:59.565 Dee Patel: Yeah, great question. 00:24:59.565 --> 00:25:01.215 And all part of the strategy. 00:25:01.485 --> 00:25:05.565 So when I put together the strategy before we launched the network, I 00:25:05.565 --> 00:25:10.215 said, part of what we can provide them is this cross promotional strategy 00:25:10.215 --> 00:25:14.205 because like we're owners of them, we're owners of these podcasts now. 00:25:14.595 --> 00:25:19.935 And so if like, let's say a Marketing Matters host is on Ripple Effect, 00:25:19.935 --> 00:25:22.830 or on This Week in Business, not as a host, but as a guest, 00:25:22.850 --> 00:25:24.465 that's a cross promotion there. 00:25:24.825 --> 00:25:29.075 And how do we, you know, proactively do this, but we have them, we 00:25:29.075 --> 00:25:34.024 strategically have them on either once a month or once a quarter too, one, 00:25:34.024 --> 00:25:37.595 talk about their research in something that might be going on in the world 00:25:37.595 --> 00:25:40.325 or in a Ripple Effect topic theme. 00:25:41.075 --> 00:25:46.655 And then we organically sort of promote their show and said, and hey, 00:25:46.655 --> 00:25:50.190 if you like what you're hearing about somebody talking about, you know, retail 00:25:50.190 --> 00:25:55.890 inflation, you can hear more about it in this X, Y, Z podcast as well. 00:25:55.980 --> 00:26:03.090 And so we have another channel where we put in one podcast a month that 00:26:03.090 --> 00:26:08.100 is a channel that is sort of a legacy channel from the XM days, but it's a 00:26:08.100 --> 00:26:10.160 Knowledge of Wharton eight cast channel. 00:26:10.160 --> 00:26:14.670 So it has years, 16 years of audience build up. 00:26:14.970 --> 00:26:16.920 Neil McPhedran: They'll have all kinds of followers across 00:26:16.920 --> 00:26:18.510 Apple, Spotify, et cetera. 00:26:18.510 --> 00:26:19.500 That's a smart, yeah. 00:26:19.960 --> 00:26:23.250 Dee Patel: We want to provide content to them because the followers already there. 00:26:23.250 --> 00:26:24.054 We don't want them to go away. 00:26:24.870 --> 00:26:28.650 But they may not know about the five podcasts that are in the network. 00:26:28.650 --> 00:26:31.110 So we put a episode a month into that. 00:26:31.110 --> 00:26:33.629 So that was part, again, part of the strategy. 00:26:33.660 --> 00:26:37.320 'Cause once a wheel start going in motion and there's no strategy in place, 00:26:37.320 --> 00:26:38.490 you're just like, oh wait, what do I do? 00:26:38.490 --> 00:26:41.520 But I kind of outlined what we were going to do. 00:26:41.670 --> 00:26:43.710 And we can certainly pivot from that, right? 00:26:43.710 --> 00:26:44.670 We can pivot from it. 00:26:44.670 --> 00:26:49.095 But if you get it down on paper, it kind of makes it easier to pivot 'cause 00:26:49.095 --> 00:26:50.625 you know what you're pivoting from. 00:26:50.715 --> 00:26:54.585 And then if we have events, like we had a sports summit, AI Sports Summit 00:26:54.585 --> 00:26:58.935 just this past week, and I brought in a speaker from that summit to be on 00:26:58.935 --> 00:27:02.665 Moneyball, which is a sports podcast, and which increased the attendance. 00:27:02.685 --> 00:27:06.105 So like if all things work and hopefully increase the listenership 00:27:06.105 --> 00:27:08.625 of the podcast, I don't have those metrics yet, but hopefully that's 00:27:08.625 --> 00:27:09.795 what the cross promotion strategy is. 00:27:10.755 --> 00:27:14.955 So that we can all play in this space, but also help each other out. 00:27:15.015 --> 00:27:19.425 The faculty have been very receptive in doing all of these things, so 00:27:19.425 --> 00:27:24.465 that has been good on my end, I have not received any pushback on that. 00:27:24.795 --> 00:27:28.364 Jennifer-Lee: I love that you're leveraging the audiences of the 00:27:28.364 --> 00:27:31.064 other podcasts that you have, because I think that's what a lot 00:27:31.064 --> 00:27:32.524 of people don't necessarily do. 00:27:32.794 --> 00:27:37.064 I always tell people, if you're a podcast for a business, but you have 00:27:37.064 --> 00:27:41.054 friends in the similar space and they've got podcasts that have a 00:27:41.054 --> 00:27:43.304 significant listen, do cross promos. 00:27:43.304 --> 00:27:45.675 But everyone sometimes is a little scared to do that. 00:27:45.675 --> 00:27:48.104 So I like the fact that you guys are able to do that. 00:27:48.375 --> 00:27:51.495 Obviously you do have a bit of a team behind you. 00:27:51.495 --> 00:27:56.295 When Neil and I do talk to other institutions, sometimes it's just one 00:27:56.295 --> 00:27:59.995 person and it's an extra job on their desk that they're doing all this. 00:28:00.175 --> 00:28:04.275 What would be your advice to people that maybe wanna approach their 00:28:04.275 --> 00:28:09.135 institution to garner resources and other people to help them grow a 00:28:09.135 --> 00:28:11.475 podcast network or just a few podcasts? 00:28:11.805 --> 00:28:16.385 Dee Patel: I think it is really deciding, and regardless of the 00:28:16.385 --> 00:28:20.115 resources that I do have and seem to have, they're still limited. 00:28:20.445 --> 00:28:22.575 And also bandwidth is limited, right? 00:28:22.575 --> 00:28:25.215 Like hours in the day are limited and, 00:28:25.305 --> 00:28:26.745 Neil McPhedran: Yeah, and they're not all yours. 00:28:26.745 --> 00:28:28.845 Like that video editor for example you mentioned. 00:28:28.845 --> 00:28:31.275 That they've got a whole bunch of other stuff they're probably doing. 00:28:31.275 --> 00:28:31.875 Dee Patel: Absolutely. 00:28:31.965 --> 00:28:32.475 Absolutely. 00:28:32.565 --> 00:28:35.955 We're doing one in person, so I gotta pull 'em off of something. 00:28:36.015 --> 00:28:38.745 One would think five podcasts is somebody's full job. 00:28:38.805 --> 00:28:41.820 I have a whole other set of things that I am required to 00:28:41.820 --> 00:28:43.950 do, but I honestly enjoy this. 00:28:43.980 --> 00:28:47.790 Regardless of whether it seems like you have the entire Wharton school behind 00:28:47.790 --> 00:28:52.169 you, or very limited resources with one person, it's deciding where to put your 00:28:52.169 --> 00:28:54.419 resources, where do you wanna put these? 00:28:54.450 --> 00:28:58.350 Do you wanna create a amazing studio space, but you're not gonna have 00:28:58.350 --> 00:29:02.090 the bandwidth of the resources to fill that studio space, right? 00:29:02.379 --> 00:29:06.665 Or do you want to do it in going after the A-list guests? 00:29:06.695 --> 00:29:10.655 'Cause that requires a X amount of bandwidth, or should you go after, 00:29:10.745 --> 00:29:16.745 maybe at first the B team of guests and then build up your reputation? 00:29:18.100 --> 00:29:22.930 So that you can get through the firewalls of the gatekeepers that 00:29:22.930 --> 00:29:24.639 the A-lister guests come with. 00:29:24.639 --> 00:29:26.740 Like it's usually you can get them, great. 00:29:26.800 --> 00:29:29.440 It's their PR people that you have to go through that is the 00:29:29.440 --> 00:29:31.300 hardest and it's the tallest order. 00:29:31.300 --> 00:29:35.379 So those that are just starting off, you know, my great advice would kind of 00:29:35.379 --> 00:29:38.500 come back to just really the three Cs. 00:29:38.500 --> 00:29:42.220 Like what kind of content are you trying to provide and what 00:29:42.220 --> 00:29:43.810 is the competition out there? 00:29:44.139 --> 00:29:47.080 What, you know, how can you commit to this? 00:29:47.080 --> 00:29:49.450 Like what is your commitment level to this? 00:29:49.750 --> 00:29:52.000 Are you trying to do this every week or are you trying to do this every day? 00:29:52.000 --> 00:29:53.230 Or are you trying to do this every month? 00:29:53.500 --> 00:29:57.700 The audience will get used to whatever consistency you give it, and the 00:29:57.700 --> 00:30:02.380 audience anticipates that consistency and better show up when you say 00:30:02.380 --> 00:30:04.270 you're going to show up for them. 00:30:04.915 --> 00:30:08.905 And then really just kind of trust the process a little bit. 00:30:08.935 --> 00:30:12.115 It's hard work, like nothing, this is not an overnight business. 00:30:12.115 --> 00:30:15.955 This is not something that you can just kind of be like, oh, I can just 00:30:15.955 --> 00:30:17.185 sit in front of a microphone and talk. 00:30:17.185 --> 00:30:20.725 I mean, as a broadcaster, sure, we are trained to do that. 00:30:20.725 --> 00:30:24.055 Like Jen and I will tell you we're trained to do that, but even we know 00:30:24.055 --> 00:30:29.054 that unless you come to the microphone with a script it doesn't work. 00:30:29.054 --> 00:30:29.774 Script out. 00:30:29.774 --> 00:30:30.675 Script out your intro. 00:30:30.675 --> 00:30:31.935 Script out your segment. 00:30:31.935 --> 00:30:32.925 Script out your, 00:30:32.925 --> 00:30:33.639 Jennifer-Lee: Be prepared. 00:30:33.980 --> 00:30:35.385 Dee Patel: Yes, be prepared. 00:30:35.715 --> 00:30:41.415 The best people that make it look easy did so much preparation just to make it look 00:30:41.415 --> 00:30:44.115 like I just came in and talked for this. 00:30:44.115 --> 00:30:47.260 Even for myself to come on this podcast. 00:30:47.290 --> 00:30:51.639 I asked for some questions that you might be asking, and then I wrote out 00:30:51.639 --> 00:30:55.480 some bullet points I have up here on my screen, some of those statistics, 00:30:55.510 --> 00:30:58.300 the podcast page that you were referring to so that I can make sure 00:30:58.300 --> 00:30:59.830 we're both looking at the same thing. 00:31:00.100 --> 00:31:03.790 You know, you're really wanting to respect somebody's time. 00:31:03.790 --> 00:31:05.020 And also what are you building? 00:31:05.050 --> 00:31:06.820 Are you like, are you building a brand? 00:31:06.820 --> 00:31:08.080 Are you building reputation? 00:31:08.139 --> 00:31:10.149 Are you coveting those things? 00:31:10.685 --> 00:31:12.515 Are you building a, a community? 00:31:12.575 --> 00:31:16.355 And I think that's what the Wharton Podcast Network was doing, is building 00:31:16.355 --> 00:31:21.395 a community, whether that is a community of relationships between myself, Wharton 00:31:21.395 --> 00:31:28.485 mark comp, and the faculty, which then ripples into the relationship that faculty 00:31:28.485 --> 00:31:30.045 will build with the industry experts. 00:31:30.135 --> 00:31:35.504 And then whether that domino effects into the relationship that students, 00:31:35.595 --> 00:31:40.485 prospective students, current students alum have when they're watching, 00:31:40.485 --> 00:31:43.305 listening to these podcasts saying like, oh, I may want to go here. 00:31:43.305 --> 00:31:44.415 I may wanna take this class. 00:31:44.415 --> 00:31:46.514 I may want to have this professor. 00:31:46.514 --> 00:31:48.195 Or, hey, I'm an alumni. 00:31:48.195 --> 00:31:50.175 I may want to donate back to the school. 00:31:50.355 --> 00:31:52.784 So it kind of almost like a full circle of community. 00:31:53.129 --> 00:31:53.580 Neil McPhedran: That's great. 00:31:53.730 --> 00:31:56.250 Jen and I have joked about this, and any of our listeners have probably 00:31:56.250 --> 00:32:01.679 heard us talk about this, but we have introduced fellow podcasters at 00:32:01.679 --> 00:32:04.409 the same institutions to each other. 00:32:04.860 --> 00:32:09.689 I think there's just something, I feel like there's so much opportunity for 00:32:09.720 --> 00:32:15.510 podcasters in a, in a school, in a institution, just to start collaborating. 00:32:16.350 --> 00:32:18.840 And back to your question there, Jen, about resources. 00:32:19.620 --> 00:32:22.620 You can kind of start to pool together resources. 00:32:22.709 --> 00:32:25.979 I think if someone could put up their hand, take the reins, there's 00:32:25.979 --> 00:32:30.449 probably a lot of opportunity for that because I think the others that 00:32:30.449 --> 00:32:35.729 are out there in the other corners of the institution, podcasting, they're 00:32:35.790 --> 00:32:37.649 yearning for the collaboration. 00:32:37.679 --> 00:32:39.810 At least that's what we've seen over and over again. 00:32:40.335 --> 00:32:44.505 And so it's just a matter of getting everyone together and then collaborating 00:32:44.505 --> 00:32:46.035 and sharing those resources. 00:32:46.035 --> 00:32:48.705 Like that's also something we've heard so much. 00:32:48.765 --> 00:32:50.715 Your example where you've got your roles. 00:32:50.895 --> 00:32:53.685 None of those people, that's their full-time gig, but it's like you 00:32:53.685 --> 00:32:55.095 build it, they will come almost. 00:32:55.155 --> 00:32:56.235 You've built this thing. 00:32:56.500 --> 00:32:57.760 Now you've got interest. 00:32:58.060 --> 00:33:00.610 You've got people that are doing other things, but they're working 00:33:00.610 --> 00:33:05.170 with you and it just kind of like feeds off of each other as you go. 00:33:05.379 --> 00:33:06.399 I have one more question for you. 00:33:06.399 --> 00:33:10.990 I'm sure Jen has one too, but I noticed that in the Where AI Works, that's 00:33:10.990 --> 00:33:13.330 in collaboration with Accenture. 00:33:13.860 --> 00:33:14.910 How does that come about? 00:33:14.910 --> 00:33:18.690 So did you like they're a sponsor for that show? 00:33:18.870 --> 00:33:20.460 Dee Patel: That's exactly what it is. 00:33:20.460 --> 00:33:25.740 So we were able to build it out and say, hey, you know, AI is a 00:33:25.740 --> 00:33:27.160 hot topic at the moment, right? 00:33:27.180 --> 00:33:31.770 Everybody wants to be part of anything artificial intelligence, and 00:33:31.890 --> 00:33:34.680 we attach AI Wharton to that name. 00:33:34.680 --> 00:33:38.835 Now it gives trustworthiness of what they might be saying. 00:33:39.465 --> 00:33:44.295 And because it's Where AI Works, that's sort of like, we wanna make sure, like 00:33:44.295 --> 00:33:49.275 if we're having that faculty talk about how AI is showing up in the workplace. 00:33:49.335 --> 00:33:53.700 I think there were many sponsors on the line there. 00:33:53.700 --> 00:33:58.530 And so we went with Accenture because I think gave us the best partnership and 00:33:58.530 --> 00:34:04.590 collaboration and helping us provide the industry experts that are on these shows. 00:34:04.590 --> 00:34:08.040 There's a little bit of say in it because it's a sponsorship, but at 00:34:08.040 --> 00:34:13.965 the end of the day, we wanna make sure that it has the Wharton brand behind 00:34:13.965 --> 00:34:18.344 it, and it is, make sure it's in line with the Wharton messaging and what 00:34:18.344 --> 00:34:19.844 Wharton is at the end of the day. 00:34:19.844 --> 00:34:23.835 So it's an advertisement, but it's more sponsorship to help get the word 00:34:23.835 --> 00:34:29.085 out about what AI is doing and how it's showing up in the workplace. 00:34:29.085 --> 00:34:31.635 And so they provide the industry experts for that. 00:34:31.635 --> 00:34:35.334 So all different podcasts are all very, very different. 00:34:35.334 --> 00:34:38.529 I seem to kind of live and breed them, so I just kind of know. 00:34:38.529 --> 00:34:42.459 But like now I realize as I go to explain these podcasts to somebody else, 00:34:42.459 --> 00:34:44.259 like yeah, they are quite different. 00:34:44.259 --> 00:34:47.109 Like some of them are in person only. 00:34:47.109 --> 00:34:49.569 Like Ripples, we try to do that in person only. 00:34:49.689 --> 00:34:53.049 This Week in Business is twice a week, and it's a very short turnaround. 00:34:53.100 --> 00:34:55.290 Where AI Works has a sponsorship attached to it. 00:34:55.290 --> 00:34:57.480 So there's a different caveat to it. 00:34:57.930 --> 00:34:59.759 Moneyball and Marketing Matters. 00:34:59.759 --> 00:35:03.630 Yeah, they're the legacy shows that came over from XM, but 00:35:03.630 --> 00:35:05.130 they're under our umbrella now. 00:35:05.160 --> 00:35:08.250 They're both very different, even though I categorized them in 00:35:08.250 --> 00:35:10.020 sort of the legacy shows of XM. 00:35:10.500 --> 00:35:12.900 For Marketing Matters, we had almost all the guests planned 00:35:12.900 --> 00:35:14.370 out until about December. 00:35:14.610 --> 00:35:17.910 Everybody is motivated differently and each of the podcasts are 00:35:17.910 --> 00:35:19.350 motivated very differently. 00:35:19.410 --> 00:35:25.330 I try to make sure that I give them the treatment as 00:35:25.690 --> 00:35:28.299 strategically as they possibly can. 00:35:28.660 --> 00:35:32.589 Just cater to the needs of each individual podcast. 00:35:33.069 --> 00:35:33.730 Jennifer-Lee: I love it. 00:35:33.730 --> 00:35:38.020 With Moneyball and Marketing Matters, they came from XM, obviously 00:35:38.020 --> 00:35:41.529 that is satellite radio station. 00:35:41.859 --> 00:35:47.180 And did you find it hard to carry the audience over towards Wharton 00:35:47.230 --> 00:35:51.395 and it on now being on like Spotify and Apple and the hosting platform? 00:35:52.500 --> 00:35:57.810 Dee Patel: So I, we never knew the numbers of what their listenership was when 00:35:57.810 --> 00:36:04.319 they're on air, and we just kind of hosted them in the other podcast realm before. 00:36:04.319 --> 00:36:08.100 So it was like, if we're bringing them over to us and under the podcast network 00:36:08.100 --> 00:36:09.810 umbrella, what can we provide them? 00:36:10.230 --> 00:36:14.310 One is metrics, which is something that you know was not provided to them before. 00:36:14.310 --> 00:36:16.529 But two is that cohesive branding. 00:36:16.830 --> 00:36:20.465 And if you look at like the podcast page, they all kind of look like 00:36:20.465 --> 00:36:25.415 they go together, like their logos and episode art is the same. 00:36:25.745 --> 00:36:28.895 You know, the look of something kind of matters as well. 00:36:29.285 --> 00:36:34.235 And then what we really wanted to provide them was like, how 00:36:34.235 --> 00:36:35.525 people are engaging with it. 00:36:35.525 --> 00:36:38.735 Because like, no, they were not, you know, there was not engagement with the show. 00:36:38.735 --> 00:36:40.025 So social media. 00:36:40.025 --> 00:36:44.825 Our social media team provides really great engagement by providing 00:36:44.855 --> 00:36:48.075 every episode a video on YouTube. 00:36:48.465 --> 00:36:52.185 All of the audio episodes, obviously on the podcast platforms, but 00:36:52.185 --> 00:36:57.225 also a social media clip from at least one episode a month. 00:36:57.375 --> 00:37:01.665 And then we have a, when we launched the podcast network, we launched a 00:37:01.665 --> 00:37:06.135 Wharton podcast newsletter that is all about just podcasting as well. 00:37:06.135 --> 00:37:09.720 So, so we're able to get the word out a little bit more. 00:37:10.050 --> 00:37:12.900 We want it to be realistic and set expectations that all of that 00:37:12.900 --> 00:37:14.970 audience that might have been listening to you on XM is not 00:37:14.970 --> 00:37:17.700 gonna come over and listen to you. 00:37:17.730 --> 00:37:21.990 But there might be some that would just look for you, but to have that expectation 00:37:21.990 --> 00:37:26.125 saying that we're gonna steal the audience from XM, that's just not the reality 00:37:26.185 --> 00:37:28.075 and that's not how broadcasting works. 00:37:28.075 --> 00:37:29.904 You know, people love their platform. 00:37:30.145 --> 00:37:33.955 Even right now, like we all have a platform that we listen to, we all have 00:37:33.955 --> 00:37:37.404 a station that we view or listen to. 00:37:37.884 --> 00:37:41.575 No matter what that station does or what another station does, I'm 00:37:41.575 --> 00:37:43.134 probably not gonna change my habits. 00:37:43.765 --> 00:37:47.214 So it's like, how do you create something for those people? 00:37:47.214 --> 00:37:49.740 There are, there's this audience out here that doesn't have a habit yet. 00:37:50.340 --> 00:37:51.180 That's who you grab. 00:37:51.660 --> 00:37:53.970 Jennifer-Lee: That's so interesting because that's, people might 00:37:53.970 --> 00:37:55.170 be like, oh, they're so lucky. 00:37:55.170 --> 00:37:59.190 They took these big shows off of Sirius and then they instantly got everybody. 00:37:59.190 --> 00:38:00.420 But no, that's not how it works. 00:38:00.420 --> 00:38:01.650 And you gotta be prepared. 00:38:01.650 --> 00:38:05.670 So it takes a lot of time and thought, and probably it's beneficial now, but 00:38:05.700 --> 00:38:08.190 it's not gonna be an instant success. 00:38:08.235 --> 00:38:12.045 Dee Patel: A lot of conversations, lot of buy-ins. 00:38:12.135 --> 00:38:15.675 And you know, as Jen, and I know I'm broadcasting, it's like almost very 00:38:15.675 --> 00:38:20.265 quick decisions, but something that I had to get used to sort of in the academic 00:38:20.265 --> 00:38:25.765 world is a lot of red tape, lot of round and round, lot of re-conversating 00:38:25.785 --> 00:38:29.085 about something I just conversated about and I thought we decided on yesterday. 00:38:29.960 --> 00:38:33.140 Yet we're talking about it again, but it does work. 00:38:33.169 --> 00:38:36.049 We had an audience for about X amount of years. 00:38:36.379 --> 00:38:41.180 What we were able to use from that was not really their listeners or their 00:38:41.210 --> 00:38:45.630 audience, but the fact that they built this reputation for that many years 00:38:45.670 --> 00:38:48.020 and all of those guests were on there. 00:38:48.020 --> 00:38:52.080 So we were able to say, Hey, we had CMO of, I don't know, Yahoo or 00:38:52.080 --> 00:38:56.130 this or that on our show, and we're reaching out to you to be on the show. 00:38:56.220 --> 00:39:02.130 You know, people tend to wanna, like the CMO of DoorDash would more likely 00:39:02.130 --> 00:39:05.400 to be on our show if they knew that somebody from Yahoo was on there as well. 00:39:05.460 --> 00:39:09.960 We were able to carry that reputation over, which helped us build it out on 00:39:09.960 --> 00:39:12.790 our end, but we were not delusional to think that those listeners 00:39:12.810 --> 00:39:14.430 would come over on the podcast end. 00:39:15.509 --> 00:39:15.720 Neil McPhedran: Yeah. 00:39:15.840 --> 00:39:20.490 Well, you have been very busy, Dee, and I commend you on your 00:39:20.490 --> 00:39:22.080 progress and what you've built. 00:39:22.170 --> 00:39:26.460 It's really exciting to see and I think that there's a lot here that 00:39:26.460 --> 00:39:30.690 you've shared with us and our audience that we've learned from, so really 00:39:30.690 --> 00:39:32.550 appreciate you joining us today. 00:39:32.580 --> 00:39:37.830 I'm excited to see how the network grows and what's next. 00:39:38.175 --> 00:39:40.665 Dee Patel: Thank you, all three of you, for having me on this podcast. 00:39:40.665 --> 00:39:42.105 I really enjoyed the conversation. 00:39:42.195 --> 00:39:45.105 Something I forgot to say in the podcast is like, podcast should 00:39:45.105 --> 00:39:48.045 feel like you're eavesdropping on a conversation, like just friends 00:39:48.045 --> 00:39:50.025 talking and you're eavesdropping on it. 00:39:50.025 --> 00:39:53.145 And you know, hopefully people felt like that here. 00:39:53.145 --> 00:39:55.395 Like the comfortability level was definitely there. 00:39:55.395 --> 00:39:55.845 Neil McPhedran: Great. 00:39:55.875 --> 00:39:56.475 Well thank you. 00:39:56.835 --> 00:39:57.525 Jennifer-Lee: Thank you. 00:39:58.620 --> 00:39:59.610 Neil McPhedran: Well, Jen, that was great. 00:39:59.610 --> 00:40:01.110 Another great conversation. 00:40:01.140 --> 00:40:08.190 I really enjoyed getting into the nitty gritty of building a podcast network. 00:40:08.250 --> 00:40:09.450 I learned a lot. 00:40:09.450 --> 00:40:14.460 I think networks are such a big opportunity for podcasting 00:40:14.520 --> 00:40:15.779 at the university level. 00:40:15.779 --> 00:40:18.435 It was great to hear all that went into it. 00:40:18.435 --> 00:40:20.475 It wasn't just a whimsical thing. 00:40:20.505 --> 00:40:24.675 There was a lot of intention and planning, and there's a lot more 00:40:24.675 --> 00:40:28.270 plans moving forward as they move from phase one into phase two. 00:40:29.235 --> 00:40:31.815 Jennifer-Lee: And the fact that we mentioned earlier that she is a former 00:40:31.815 --> 00:40:36.945 broadcaster coming from CBS, and so that is a huge traditional network and 00:40:36.945 --> 00:40:41.475 now it's neat to see that people like her and other universities and colleges 00:40:41.475 --> 00:40:44.775 that we have talked to are creating their own networks and kind of putting 00:40:44.775 --> 00:40:49.635 their narrative in their own hand and creating their own media companies. 00:40:49.665 --> 00:40:51.945 Neil McPhedran: Yeah, that's a great way to look at it too, from a network 00:40:51.945 --> 00:40:58.860 perspective where by networking a number of podcasts, you are, in a 00:40:58.860 --> 00:41:02.550 sense, as you're saying, creating this bigger channel almost, right? 00:41:02.550 --> 00:41:04.259 So, yeah, that's a good point, Jen. 00:41:04.680 --> 00:41:06.960 Jennifer-Lee: Yeah, we're moving from traditional networks. 00:41:06.960 --> 00:41:08.700 They're still gonna be around, but they're, they're 00:41:08.700 --> 00:41:10.590 just looking very different. 00:41:10.590 --> 00:41:12.030 We're in like the future. 00:41:12.390 --> 00:41:16.590 Anyways, thank you for tuning into the Continuing Studies podcast. 00:41:16.590 --> 00:41:18.900 A podcast for higher education podcasters. 00:41:19.230 --> 00:41:22.380 We hope you found this episode informative and inspiring. 00:41:22.650 --> 00:41:25.650 If you enjoyed the show, we encourage you to follow, subscribe to our 00:41:25.650 --> 00:41:28.740 podcast on your preferred platform, so you'll never miss an episode. 00:41:29.070 --> 00:41:33.660 But if you found this episode particularly valuable, please consider sharing it your 00:41:33.660 --> 00:41:38.460 friends and colleagues who also might be interested in higher education podcasts. 00:41:38.640 --> 00:41:43.410 We also invite you to join your peers on HigherEdPods.com, where you can connect 00:41:43.410 --> 00:41:47.505 with other podcasters in higher education and learn from others in the field. 00:41:47.505 --> 00:41:49.815 Thank you for being part of our community. 00:41:49.815 --> 00:41:54.015 We look forward to continuing to bring you valuable insights and conversations 00:41:54.285 --> 00:41:56.505 around higher education podcasts. 00:41:56.505 --> 00:41:57.945 See you in the next episode.