RevResponse Case Study

Transcription

1 RevResponse Case Study An in-depth look on how GlobalSecurity.org is monetizing their site & newsletter

2 GlobalSecurity.org Overview Website Background GlobalSecurity.org is the leading source of background information and developing news stories in the fields of defense, space, intelligence, and homeland security. Launched in 2000, reporters often rely on the site to cover the latest broadcasts. The site attracts current, former and prospective military service members, defense contractor folks, family members of soldiers, congressional staff along with intelligence community staff and other government officials. Monetization Objectives In early 2008, John Pike and Francois Boo determined it was time to diversify their revenue stream. They were primarily relying on display advertising and some limited affiliate revenue streams from third-party ad networks. Francois stated, Our earnings shifted over time due to the state of the economy, traffic and the ability of third party networks to leverage our inventory, we wanted to keep an open mind on ways to generate revenue. RevResponse provided us with an alternative way to take advantage of our user base by keeping them engaged with our brand, our site and our content. Using RevResponse has given us an additional way to generate income, without cannibalizing on existing revenue sources. -Francois Boo, Site Associate, GlobalSecurity.org Quick Snapshot Website: GlobalSecurity.org Site Managers: John Pike Francois Boo Alexa Rank: 26,500* Started with RevResponse: June 2008 Tools Utilized: RSS to Resource Library Revenue Generated: Over $30,000* New Subscribers Added: 53,000* *As of July 1, 2012

3 GlobalSecurity.org & RevResponse Utilizing RevResponse s RSS to Tool The RSS to tool is a Feedburner alternative that updates subscribers with free newsletters and monetizes them with relevant resources such as ebooks, magazines and white papers. The tool monetizes RSS feeds in 3 unique ways: Sample Subscriber Widget 1. The Opt-in Process Our subscriber widgets capture signups. After a visitor inputs their , a confirmation page with a list of resources appears. When a qualified visitor downloads an offer, GlobalSecurity.org earns a commission. 2. Confirmation process Once a subscriber confirms their address, they are directed to a thank you page with more relevant offers they may be interested in, providing GlobalSecurity.org with another method of monetization. Sample Confirmation Page 3. Newsletter GlobalSecurity.org an newsletter is sent to subscribers featured a resource that relates to your site s content and visitor s interest. See a sample of their newsletter to the left. Click to enlarge.

4 GlobalSecurity.org & RevResponse Utilizing RevResponse s Resource Library The RevResponse Resource Library provides visitors with a list of useful content with an easy addition of a page or link. GlobalSecurity s Main Navigation points to White Papers where they have located the Resource Library The White Papers page lists Government related ebooks, magazines and white papers. Our designers brand the page to match the same look and feel of the site. We set up the tools in September The process was fairly straightforward. Technical questions were quickly answered by the RevResponse staff as product implementation was being worked on. -Francois Boo, Site Associate, GlobalSecurity.org

5 Monetization Results The Outcome Through RevResponse, GlobalSecurity.org discovered new monetization outlets. They were able to earn revenue from their list, which they did not have until an account representative suggested it. Over the course of the last year, they were able to grow their list to over 53,000 subscribers. They were also able to provide them with the latest government security news delivered to their inbox. GlobalSecurity.org has earned an additional $30,000 in advertising profit, augmenting their revenue stream. GlobalSecurity.org will continue to make RevResponse an integral part of its advertising campaign. RevResponse provided us with an alternative way to take advantage of our user base by keeping them engaged with our brand, our site and our content. Using RevResponse has given us an additional way to generate income, without cannibalizing on existing revenue sources. Monetize your RSS feed with this free Feedburner alternative Add a Resources page to your navigation or footer full of useful content for your readers Transform your confirmation or thank you pages by inserting moneymaking ad modules Find out more about our RSS to tool, Resource Library and seven other monetization tools at RevResponse.com.