Executive Summary: What Any Business Can Learn About Successful Online Marketing and Audience Engagement from Tina Brown and The Daily Beast

Thank You to MarketingProfs.com for The Digital Marketing World Fall 2009 Virtual Conference

For the past 6+ months, I've been a Premium Member of MarketingProfs.com.  I am incredibly grateful for the outstanding content and  services that Ann Handley, Allen Weiss, Beth Harte, and the entire MarketingProfs team GENEROUSLY deliver and share with the professional marketing community.  MarketingProfs does an outstanding job in ensuring that all marketing professionals continue learning and improving their professional performance.

One of the many services they graciously provide for free is The Annual Digital Marketing World Virtual Conference.  The Fall 2009 Conference was stellar and a phenomenal example of the collective excellence The MarketingProfs Team consistently delivers.  The MarketingProfs Digital Marketing World Conference is available as an onDemand archive until December 16, 2009.  I highly encourage you to check it out and let Ann, Allen, and Beth know what you think.

The Tina Brown Keynote Address

Tina Brown, the renowned magazine editor, best selling author, and founder of TheDailyBeast.com shared her insights and experience on successfully competing for the attention and engagement of online audiences.  I found Brown's observations highly instructive, and Ann Handley deftly facilitated the thought-provoking and entertaining Q&A session. 

I've written a series of five (5) posts detailing my interpretation of the many applicable business lessons from Brown's keynote address.  They're hyperlinked from this home page so you can easily access the different topics of greatest interest to you.  In addition, I've added some of my own commentary from studying the content on The Daily Beast website.  If you're strictly looking for the highlights here you go, and I hope you'll jump in the conversation and add any additional lessons you picked up.

Executive Summary of the Key Lessons Learned from Tina Brown and The Daily Beast

Part 1: Success in Online Publishing and Social Media Requires ReInvention (Even for a Tina Brown)
* In the Online World, We are All in the Business of Sharing
* Social Media is How You Invite the Audience to Join the Conversation
* Participation is the Currency of an Audience-Driven Marketing World

Part 2: Tina Brown and The Daily Beast Understand the Importance of Buyer Personas in Online Strategy
* Understanding Your Audience Starts with Personally Meeting Them
* "Read This, Skip That" and "The Daily Cheat Sheet" Focus the Attention of a Busy, Overwhelmed Audience

Part 3: Tina Brown of The Daily Beast -- Online Differentiation Starts by Establishing Your Point-of-View (POV)
* If You Don't Have a Budget, Get Yourself a Point of View
* The Daily Beast Defines Its Point-of-View Around "Where News and Culture Collide"
* Emotion Further Differentiates a Point-of-View
* Generating the News Drives Audience Engagement. Aggregating It -- Not So Much

Part 4: What Tina Brown and The Daily Beast Measure to Drive Competitive Advantage and Audience Engagement
* Employ Metrics that Increase Your Organization's Competitive Advantage
* Evaluate How Specific Audiences Interact and Engage with Your Content

Part 5: The 3 T's According to Tina Brown -- Team, Trust, and Timing at The Daily Beast
* Combine the Talent of Media Veterans with the Tecnological Savvy of Digital Natives
* Delegating Trust Allows Tina Brown to Directly Focus on Brand Extension Strategy
* Timing is Everything Because the Right Story at the Wrong Time is the Wrong Story

Comments

[Online backup]

I recently came across your blog and have been reading about Online marketing. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

[Tony Faustino]

@Online backup: What a very nice comment! Thank you for taking the time to stop by and read my blog -- I sincerely appreciate it! I am humbled and flattered by your first comment, and I hope you will become a subscriber so I can look forward to hearing from you in future visits.