Author: Nick Kempinski

What happens when BP spills coffee? It’s just as funny as what happens when anyone makes fun of BP. Over 2.5M views in about a week.

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How to explain RadioDNS

I was listening to a podcast ( I won’t name which one ), and the engineers were explaining what RadioDNS is. 30 minutes later everyone was confused.

Because DNS ain’t that special for the web, let me explain.

Think of your friend Tom’s phone number.

What just happened? You translated Tom’s name into a number. Easy right? Well, if you have thousands of numbers what do you do? You add it into you phone or a better name you “Rolodex”. Remember those? the big spinning wheels of paper?

Well for the web, it’s no different. When you type in a domain name, DNS hunts through the rolodex to find the phone number. And returns it. Voila! You have dialed up the right computer and have a web page.

What makes DNS a littler different, is imagine being able to share rolodexes and make copies of rolodexes? Well, DNS does this all the time. They share lists throughout the word. So when it doesn’t have a number for the domain you’ve typed, It’ll should out, “hey, does anyone know www.ethernick.com?” Someone will answer and again, Voila again! You have dialed up the right computer and have a web page.

RadioDNS?

With mobile phones and car radios there is more opportunity to combine the web and the radio broadcast. So RadioDNS got the great idea, let’s translate your radio station into a website with the same rolodex system.

RadioDNS translates radio to website address, DNS translates website address into computer phone numbers.

The website address can then be displayed in any number of ways.

Why should you care?

I want to say, because it’s cool, but that’s not good enough.

What if, while someone is listening to your radio station they can get a one time coupon to a restaurant. Or how about seeing a map with the location of the promotions team. Or how about a custom contest, or survey or feedback, or latest tweet or latest blog post. Maybe while you announcer is talking about something they could put up a picture, or direct link to a website. Or maybe…

You get the point.

Adding the web to your existing radio broadcast has loads of opportunities. And RadioDNS could make it happen.

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I’ve talked about streams before, but this is about audio streams.

Why have 1 stream, when you can have 100?

The idea has been sitting in my post drafts for a while, and I have yet to flush it out. Finally I thought I might as well get it out there. Bear with the stream of thought.

I have a feeling that Music Directors hold back their true dream of airing the ultimate playlist, because frankly, the station they work for would bomb. It would move the music from Major Market Mainstream, into a fringe like love, like art. This juggle is, for me, a fascinating part of the job.

Technology might have the solutions. Take a look at soma.fm – how many streams are coming out of one place? And then I saw this, and this, and mixed it with some thoughts on theBBC.

The Downfall ( or at least confusion )

The one problem I can see with having all these streams is how do you legally pay for them? I’ve been going through SOCAN and it looks like for additional streams you’re looking at a cost per downloaded podcast, and a cost per streaming listener. If you do the math ( which I have yet to figure out ), it could be substantial.

The Opportunity

And yet, think of the possibility to sell more! You could sell time specifically to these niche streams. Catering a finer demographic. Creating more engaged listeners. Hell, why not create advertising bundles, for a small percent increase you can by time on the main broadcast and sub-streams.

The Logistics

How would this look, and would this take listeners away from the main broadcast? Why would you care? If you’re brand is associated to the stream, and people relate you with good music and good content, then all the better. And if that means only 5 people are listening to your MD’s specialized stream, then so be it.

Plus, think of the “VIP” opportunities you could give people through the additional streams? Find out about music survey’s, win special tickets, engage with the station in ways that makes it special to them.

My brain is still swimming through idea’s, and like I said, it’s only half thought out. But take it as it is, or add to it with comments.

I don’t know where I am along the time perspective scale. I walk slowly… what does that mean?

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It’s always funny when a baby blows things up. I particularly like the details of the iron man suite – the clothes pin on the back.

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The long reign of Mac vs PC ads are over. But I’m sure we’ll still bring them up over and over in COM courses.

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I just saw this from Seth Godin about a url shortener called trick.ly:

You can share a URL but hide it behind a question that only insiders can easily answer.

So, for example, you could tweet, “Here’s the source for my world-class chili: http://trick.ly/2L5”. Anyone can go there, but only people who can figure out the clue can discover the site you were pointing to.

But what caught my eye, is I had to scrounge for the answer. I had to goto his website and hunt for the result. I was hooked.

• Can this be done in a facebook or twitter promo?
• Can you use it to have people scouring through a clients website for an answer?
• Can you engage your audience with it?
• Can the hint have you listen for something at a specific time?

Yup.

I can think of several ways that this particular service can be repurposed to have fun with.

What can you come up with? I’d love to here them.

1. Discover all relevant communities of interest and observe the choices, challenges, impressions, and wants of the people within each network.
2. Don?t just participate solely in your own domains [get off the airwaves]. Participate where your presence is advantageous and mandatory.
3. Determine the identity, character, and personality of the [stations] and match it to the persona of the individuals representing [the listener].
4. Establish a point of contact who is ultimately responsible for identifying, trafficking, or responding to all things that can affect [station] perception.
5. As in customer service, representatives require training to learn how to proactively and reactively respond across multiple scenarios. Don?t just [pass the buck]
6. Embody the attributes you wish to portray and instill. Operate by a code of conduct.
7. Observe the behavioral cultures within each network and adjust your outreach accordingly.
8. Assess pain points, frustrations, and also those of contentment in order to establish meaningful connections.
9. Become a true participant in each community you wish to activate. Move beyond marketing and sales.
10. Don?t speak at audiences through canned messages. Introduce value, insight and direction with each engagement.
11. Empower your representatives to offer rewards and resolutions in times of need.
12. Don?t just listen and placate ? act. Do something.
13. Ensure that any external activities are supported by a comprehensive infrastructure to address situations and adapt to market conditions and demands.
14. Learn from each engagement and provide a path within the company to adapt and improve products and services.
15. Consistently create, contribute, and reinforce service and value.
16. Earn connections through collaboration and empower advocacy.
17. Don?t get lost in translation. Ensure your communication and intent is clear and that your involvement maps to [your] objectives.
18. Establish and nurture beneficial relationships online and in the real world as long as doing so is important to your business.
19. ?Un-campaign? and create ongoing programs that keep you connected to day-to-day engagement.
20. ?Un-market? by becoming a resource to your communities.
21. Give back, reciprocate, and recognize notable contributions from participants in your communities.

Would it surprise you to know that these were rules created for “social media”? Read the difference.

Nuff said.

It makes no sense…

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