#communityovereverything: Syya Yasotornrat
“I LOVED ... THE IDEA OF ENTERTAINMENT AND DOING BUSINESS AS A RELATIONSHIP.”
Podcasting has exploded in popularity all over the world. According to a study of Apple Podcasts, over 1,000,000 unique podcasts are available on the service with over 30,000,000 episodes. A staggering 50% of all American families consider themselves fans of podcasts, with 25% of the total population claiming to listen to at least one podcast a week. As it has become clear that "podcasting" is more than just a fad, the savvy in the world of business have also jumped at the opportunity to form a connection with this ever-expanding audience. However, given the industry's sheer size, many find it daunting to navigate these new waters. Fortunately, Syya Yasotornrat and Innovation Media Enterprises have proven successful wayfinders for connecting with a business audience through podcasts.
“WHO DOESN’T LOVE DISNEY RIGHT?”
Syya has more than 2 decades of experience in networking and sales in corporate America, including nearly 10 years at Hewlett Packard, which to some, may make her turn into a "professional podcaster" a left-field play. However, according to Syya, the transition could not have made more sense. Syya received an education through the Disney University Program, a program that enables students to study with Disney's innovative business and entertainment leaders in various roles. Inevitably, this experience would inspire Syya's appreciation for entertainment as business and instill the idea that if you can find an audience, making your business entertaining is always beneficial.
“THE MOST CRITICAL PART IS FINDING WHAT’S YOUR WHY.”
Of course, therein lies the secret to success, how do you connect with people that will find your business entertaining? Syya is the first to admit that in a pool of over 1,000,000 podcasts to choose from, one focused on business probably sounds lackluster. However, the issue is not content but quality. The benefit of the pool being so ludicrously large means there is an audience for absolutely anything, and while that audience may be niche, it is still an audience worth connecting with. Thus, the first question you should ask yourself when starting your podcast is not "who" but "why?" Why are you excited about this subject? Why do you want to dedicate a podcast to this? If you can answer the why, if you can identify your passion, then the "who" has something to connect to, and that is the basis of building an audience.
““EVERY PERSON HAS A STORY TO TELL.”
Studies on the popularity of podcasts contribute their popularity to the feeling of connection audiences have with their hosts. In the simplest terms, listeners tend to feel a bond to the person they're listening to. There is a growing sentiment that truly anyone can start a podcast, and according to Syya that's true. "Every person has a story to tell." It is perhaps the most "Disney" and clichéd sentiment, which she acknowledges. However, she claims it's clichéd because it is true. The business world should be chomping at the bit to explore the podcasting medium. It is an opportunity to directly address our ideal audiences and build relationships and a sense of trust with the customer base. If nothing else, this prospect alone should motivate business leaders and entrepreneurs to explore podcasting.
“WHY WOULDN’T WE COLLABORATE?”
Of course, we're talking to Syya today not just because she is an amazing podcaster and businesswoman but also because she is a partner here at CityCentral. In fact, not only is she a partner, but through Innovation Media Enterprises, she and her business partner, Erin, run our podcasting space. In addition to managing their own successful podcast, Innovation Media Enterprises overs their podcasting expertise and services to other businesses looking to explore podcasting. After all, starting the podcast, or "hitting record" as Syya puts it, is the easy part. Yes, literally anyone can record themselves talking about a subject they are passionate about. Still, the real work of podcasting comes in the editing, marketing, distribution, and collaboration that goes into creating a reliable, consistently quality product. That is where Syya and her team come in. They offer various packages ranging from basic consulting to literally running your entire podcast for you, and now for their fellow CityCentral peers, they offer exclusive discounted rates.
“IF YOU WANT TO TALK ABOUT UNDERWATER BASKETWEAVING ALL DAY LONG, I PROMISE YOU THERE’S AN AUDIENCE FOR THAT.”
The world of podcasting is only going to continue to grow. As of 2020, roughly 75% of Americans, even if they don't actively listen to podcasts, can name at least one podcast. While there are more and more podcasts popping up every day, those in the business world know consistency is the key to longevity. If you're passionate about your business, excited about connecting with an audience, and interested in exploring a new medium, reach out to Syya Yasotornrat. At the very least, she'd love to explain what Tik Tok is.
