The key element to our most successful Gold Member Systems
In yesterday’s Mequoda Daily, I discussed my thoughts on David Meerman Scott’s intriguing suggestion about offering free downloadables without required registration.
Most online publishers who believe a database for future marketing purposes is an integral key to revenue generation would surely consider his open-gate method provocative.
Although I respect the idea, and would like to test it, from knowing the data associated with my online business, I don’t believe that method would prove to be as successful for me.
This subject matter got me thinking about the Mequoda System and what common traits all successful Mequoda Systems share.
Leadership brings success for online publishers
As a consultant, I help clients come up with ideas that will improve system performance. I also help clients model, filter and prioritize on the ideas that we come up with for their online business. I reside in an environment where systems and business practices align within conversation.
There are benchmark systems that I look at and think ‘wow, these guys see constantly successful’. What do they have in common that ones with less-than-stellar metrics don’t? In all cases of success, the CEO, CCO or CMO have been involved at the system level. These high-level employees sit in meetings and call the shots. The leadership of making sure we do and test the right things is what makes or breaks systems; it dictates who prospers and who lags behind.
Peter Drucker, may have said it best when he stated, “Management is doing things right; leadership is doing the right things.”
Leaders understand how to evaluate alternatives with an open mind and critical thinking because they realize they cannot test everything.
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Leadership at the Mequoda Summit East 2011
People like Clay Hall, CEO at Aspire Media have attended multiple Summits because they understand that business evolution is taking place.
Before Interweave started using Mequoda Systems for its publications, the online component only accounted for 2% of total revenue. Today, that number is pushing 30%, and this didn’t happen by accident.
Clay and his executives went to seminars and workshops and were determined to reeducate themselves about a process that didn’t exist in their younger days. They wanted to set an example about the skills, systems and processes that have been evolving. Today, these require more thought time than the old school metrics did.
In the 21st century we are inventing these processes. Digital immigrants are typically the people creating these policies, because these are the people who understand marketing, finance and organizational management. They understand how to make money and serve customers as they’ve been doing for years.
Are you looking to acquire the knowledge to set up new business processes?
Creating new business processes is hard for many, because most people have been in a position where they haven’t had to reinvent policies, since the ones they inherited from prior generations have been serving them fine. But this is not the case in 21st century digital media.
If you want to understand today’s most successful online business practices, join us at the Mequoda Summit East 2011 and learn the skills to decipher what should be tested – on everything from systems and programming to training and management.
The ‘Time of Chaos’ and upheaval that is the current state of the publishing industry will last until you retire. In order to survive comfortably, it’s important to latch onto a network that shares your goals and continues to track audiences, content, and new business processes appropriate to the new medium we are working in.
In addition to the Mequoda Summit East 2011, below I’ve announced all upcoming one-day workshops.
Mequoda Summit East 2011 – September 13-16th in Boston, MA
Content Marketing Strategy Workshop – June 21st in New York City
SEO Workshop – July 19th in New York City
Social Media Optimization Workshop – August 16th in New York City
I look forward to discussing the components for online success with you at all of these upcoming events.
