Scaling Marketing Efforts Isn’t Easy

This is a guest post written and contributed by Brian Putt, CTO of Heyo, a Rackspace Cloud Tools partner. Heyo provides drag-and-drop simplicity for business marketing: social, mobile and web.

There are a lot of tech companies out there developing some really cool apps, and most of those companies are uncertain about how to utilize three different, yet increasingly important, marketing mediums to help get their app/product out there: Facebook, mobile and landing pages.

Sure, a lot of them create a Facebook fan page, but aside from uploading a cover photo, they make no extra customizations. There are a number of ways to engage your user base through custom apps on Facebook: you can run contests, which can include gathering emails to send your latest product updates.

How about a mobile website, so your current and future customers can find more information about your app/product on the go? Something as simple as a mobile website is often overlooked.

Let’s say you advertised your app during a special event, like the Super Bowl. Where do you send the traffic? Some custom page you host? What happens if you get millions of visitors within a small period of time? What happens if those views spill over into your mobile website or Facebook fan page (assuming you’re hosting your own apps)? A lot of companies should focus on making their product as great as it can be. Taking focus off of the product to take on new projects, like worrying about marketing, can sometimes knock people off track. I’d personally be up for the challenge of trying to make all of that sustainable, but I am often too busy to tackle new projects and I don’t like taking away from our main mission: building the best product possible.

We utilize Rackspace Cloud Servers to help mitigate our customers’ risk of traffic overload. In fact, we ease the handling of the large influx of traffic with a web app accelerator called Varnish that sits behind the cloud load balancers and is set to cache the content for up to 10 seconds. After the 10 seconds, we serve the content from redis, unless any updates were made, whereas it is auto-generated and served.

Here’s a small server mockup to visualize how that would look – each level would scale horizontally. (Diagram by Gliffy)

Since we allow anyone to customize their social app/web page, every time someone uploads an image, we store it in the Cloud Files architecture and we set up sharding for the image paths/containers so any one path doesn’t store more than 100 images or so. Since our October 2012 launch, we’ve uploaded over 155,000 images.

Uptime is the most important thing for any business that has some sort of web presence and we trust Rackspace to help us keep our uptime as high as possible. We were known as Lujure prior to changing our name to Heyo, and we’ve literally gone through three server companies before finding one we really like.

We may be thought of as a DIY drag-and-drop builder, but what a lot of our customers don’t realize is that we are essentially a hosting company. We promise our customers high availability and fast response times and we can deliver on that promise through the relationship we’ve built with our Managed Cloud support team at Rackspace.

Stephen Salas is a Cloud Market Development Manager for the Cloud Tools Marketplace. He works with an evolving ecosystem of technology partners that help extend the functionality of the Rackspace open cloud. A Racker since 2008, Stephen has held numerous sales roles throughout the organization and across many different products in the Rackspace portfolio. Prior to joining the Cloud Tools Marketplace team, Stephen was responsible for advising our customers on their cloud strategy and architecture within our SMB business unit.


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