Welcome!

CRM Authors: Xenia von Wedel, Ian Khan, PR.com Newswire, Steve Mordue

Related Topics: Government Cloud, Open Source Cloud, Agile Computing, @CloudExpo, CRM

Government Cloud: Article

Publishing Synergy: Blog, Twitter and Ulitzer

Ulitzer platform has definitely demonstrated its value in the delivery of true publishing synergy with new media

Government Cloud on Ulitzer

Have you ever been given the task of building and executing an aggressive customer outreach program?

Well I received my assignment about a year ago and trust me; the budget was not commensurate with the assigned goal.

My particular need was to educate prospective Federal government customers on a new information technology trend.

Known as cloud computing, this new approach blends service oriented architecture (SOA), virtualization technologies and a "pay-by-the-use" sales approach into a new IT delivery business model.

Although this new approach promised the delivery of better constituent service at a reduced cost, risk adverse Federal agency decision makers needed to know much more before they would even consider cloud computing as an option.

During a time of economic collapse and fiscal crisis, competing security, governance and procurement requirements would also need to be adequately addressed. Unfortunately, "elastic computing" still needed an "elastic federal procurement" companion.

Our initial approach to this challenge was to rely on traditional media outlet tools. After first securing prominent positioning and ad space in an industry leading print magazine, we aggressively sought opportunities to also publish related print articles.

Although we were very frugal in our negotiations during this initial campaign, creative development cost, content review timelines and limited publication frequencies all contributed to making this an untenable budgetary option. Attempts to salvage this traditional approach with parallel email campaigns were also less than satisfactory. High list acquisition cost, weak channel linkage and an inability to gauge our relevance to targeted readers led to very low click through rates.

After this dismal start, we finally made the jump into new media with the launch of a customer focused blog.  This shift began to deliver results almost immediately. From a budget point of view, our burn rate reduced significantly.

For the first time, we were also able to directly measure the efficiency of our outreach program (blog visitors per dollar spent). Creative development cost plummeted, content review times shortened and our publication frequencies increased dramatically. Since our visitors were self-selected, blog post relevance was also directly measureable. Even with this enhanced flexibility, however, the one obvious shortfall was distribution.  Without an established readership or broad web presence our industry impact was minimal. That's when we turned to Ulitizer.

We first linked up with Ulitzer through an author site. With Really Simple Syndication (RSS), blog post were automatically published on selected Ulitzer topic sites. This single move increase blog post readership from ~150 per week to over 150 per day!! These rapid results emboldened us to tackle the editorship of a couple of topics.

This move doubled our readership yet again! With these two simple moves, we quickly addressed our distribution shortfall while maintaining high flexibility and a low budgetary burn rate.  Recently, we've extended our foray into new media by "tweeting" links to our newest blog post and Ulitzer articles. Although detailed topic statistic are not routinely made available by Uliizer, they have told me that our two topics have a combined 1.2M views per month, 80,000 of which are from unique visitors.

In the six months we've been using Ulitzer, the platform has definitely demonstrated its value in the delivery of true publishing synergy with new media. Through it, we have built an effective, responsive and fiscally conservative customer outreach program. Industry thought leadership, as measured by article readership, has exceeded all expectations. We look forward to future enhancements and will certainly leverage the many other related offerings.

Cloud Musings

More Stories By Kevin Jackson

Kevin Jackson, founder of the GovCloud Network, is an independent technology and business consultant specializing in mission critical solutions. He has served in various senior management positions including VP & GM Cloud Services NJVC, Worldwide Sales Executive for IBM and VP Program Management Office at JP Morgan Chase. His formal education includes MSEE (Computer Engineering), MA National Security & Strategic Studies and a BS Aerospace Engineering. Jackson graduated from the United States Naval Academy in 1979 and retired from the US Navy earning specialties in Space Systems Engineering, Airborne Logistics and Airborne Command and Control. He also served with the National Reconnaissance Office, Operational Support Office, providing tactical support to Navy and Marine Corps forces worldwide. Kevin is the founder and author of “Cloud Musings”, a widely followed blog that focuses on the use of cloud computing by the Federal government. He is also the editor and founder of “Government Cloud Computing” electronic magazine, published at Ulitzer.com. To set up an appointment CLICK HERE

Comments (0)

Share your thoughts on this story.

Add your comment
You must be signed in to add a comment. Sign-in | Register

In accordance with our Comment Policy, we encourage comments that are on topic, relevant and to-the-point. We will remove comments that include profanity, personal attacks, racial slurs, threats of violence, or other inappropriate material that violates our Terms and Conditions, and will block users who make repeated violations. We ask all readers to expect diversity of opinion and to treat one another with dignity and respect.


IoT & Smart Cities Stories
Dion Hinchcliffe is an internationally recognized digital expert, bestselling book author, frequent keynote speaker, analyst, futurist, and transformation expert based in Washington, DC. He is currently Chief Strategy Officer at the industry-leading digital strategy and online community solutions firm, 7Summits.
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
IoT is rapidly becoming mainstream as more and more investments are made into the platforms and technology. As this movement continues to expand and gain momentum it creates a massive wall of noise that can be difficult to sift through. Unfortunately, this inevitably makes IoT less approachable for people to get started with and can hamper efforts to integrate this key technology into your own portfolio. There are so many connected products already in place today with many hundreds more on the h...
The standardization of container runtimes and images has sparked the creation of an almost overwhelming number of new open source projects that build on and otherwise work with these specifications. Of course, there's Kubernetes, which orchestrates and manages collections of containers. It was one of the first and best-known examples of projects that make containers truly useful for production use. However, more recently, the container ecosystem has truly exploded. A service mesh like Istio addr...
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
Charles Araujo is an industry analyst, internationally recognized authority on the Digital Enterprise and author of The Quantum Age of IT: Why Everything You Know About IT is About to Change. As Principal Analyst with Intellyx, he writes, speaks and advises organizations on how to navigate through this time of disruption. He is also the founder of The Institute for Digital Transformation and a sought after keynote speaker. He has been a regular contributor to both InformationWeek and CIO Insight...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
To Really Work for Enterprises, MultiCloud Adoption Requires Far Better and Inclusive Cloud Monitoring and Cost Management … But How? Overwhelmingly, even as enterprises have adopted cloud computing and are expanding to multi-cloud computing, IT leaders remain concerned about how to monitor, manage and control costs across hybrid and multi-cloud deployments. It’s clear that traditional IT monitoring and management approaches, designed after all for on-premises data centers, are falling short in ...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...