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Embracing the Cloud<br />Ray Velez, Chief Technology Officer<br />
Agenda<br />What is the cloud?<br />What can it do for marketing and your business?<br />What are the cloud trends?<br />W...
What is the Cloud?<br />Presentation Title Goes Here<br />
Cloud Definitions<br />Cloud computing is Internet-based computing, whereby shared resources, software, and information ar...
We’re All In<br />In March 2010, Microsoft's CEO, Steve Ballmer, made his strongest statement of betting the company's fut...
Cloud Computing Categories<br />Presentation Title Goes Here<br /><ul><li>Salesforce.com
Facebook for Web sites
Google Docs…</li></ul>Software as a Service<br /><ul><li>Windows Azure
Google App Engine
Heroku…</li></ul>Platform as a Service <br /><ul><li>Amazon Web Services
Rackspace Cloud
Go Grid…</li></ul>Infrastructure as a Service<br />
Infrastructure as a Service<br />Presentation Title Goes Here<br />
Spectrum of Infrastructure Capabilities<br />On-Premises<br />Servers<br />Hosted Servers<br />Cloud Platform<br />New Wor...
What really changes? <br />Embracing the Cloud<br />Never touch a physical server again?<br />
Superbowl campaign gone wild? Not a problem<br />Embracing the Cloud<br />
Need to test out a concept before committing?<br />Embracing the Cloud<br />
What are the advantages?<br />Lease vs. own and no sunk cost<br />Only use what you need<br />Easily scale up and down<br ...
Platform as a Service<br />Embracing the Cloud<br />No Operating System<br />
What does no operating system mean? <br />
From Code Editor to Production<br />Embracing the Cloud<br />
Software as a Service<br />Embracing the Cloud<br />
Software as a Service vs. Traditional Software<br />Software as a Service<br />Procure software licenses<br />Learn softwa...
Procure physical hardware
Install and manage software
Procure software licenses
Install physical software licenses
Learn software and APIs
Integrate software</li></li></ul><li>What are the advantages?<br />All this results in <br />lower startup costs<br />Fast...
Software as a Service and Social Brands<br />Presentation Title Goes Here<br />Use Facebook authentication and enjoy 15% l...
5-15% increase in traffic</li></ul>Share<br /><ul><li>2-4% users share
3-10 clicks/share</li></ul>Single Sign-On<br /><ul><li>SSO results in 15% increase in registrations</li></ul>Login<br />Ca...
Software as a Service and Social Brands<br />Presentation Title Goes Here<br />Embed You Tube and Let Google Pay the Strea...
Software as a Service and Social Brands<br />Presentation Title Goes Here<br />Build a new business – Social Content Recom...
What does it mean for marketing?<br />Embracing the Cloud<br />
Marketing & Cloud – A Natural Fit<br />CLOUD COMPUTING<br />Cloud computing has affected technology marketing in all of th...
Marketing & Cloud – A Natural Fit<br />Flexible scaling ties into the campaign needs<br />Cost structure – on demand prici...
Case Study – Social Microsite<br />Social Microsites<br />3rd Party Sites <br />Core Web Properties<br />Mobile Applicatio...
Marketing & Cloud – A Natural Fit<br />Allows for experimentation with newer technologies<br />
Case Study – 10 foot Applications<br />Social Microsites<br />3rd Party Sites <br />Core Web Properties<br />Mobile Applic...
Marketing & Cloud – A Natural Fit<br />Creates natural boundaries between campaign and core transactional systems<br />All...
Case Study – Core Web Experience<br />Social Microsites<br />3rd Party Sites <br />Core Web Properties<br />Mobile Applica...
Marketing & Cloud – A Natural Fit<br />Quickly build new businesses from existing assets<br />Handle massive amounts of da...
Case Study – New Web Experience<br />Social Microsites<br />3rd Party Sites <br />Core Web Properties<br />Mobile Applicat...
Marketing & Cloud – A Natural Fit<br />Scale up and down on demand<br />Optimize long-term investment<br />Embracing the C...
Case Study – Core Web Experience<br />Social Microsites<br />3rd Party Sites <br />Core Web Properties<br />Mobile Applica...
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ClientSummit2010_CloudWorkshop

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Ray Velez of Razorfish discussed how marketers marketers can more effectively manage the peaks and valleys of marketing campaigns by employing cloud technology at the Razorfish Client Summit in Boston. October 12-14, 2010.

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  • Cloud computing has emerged as one of the hottest topics in marketing. By employing cloud technology, marketers can more effectively manage the peaks and valleys of marketing campaigns. In this workshop, we will discuss the advantages, pitfalls and ways to maximize its effectiveness.
  • Software as a Service Finished leased applicationsInfrastructure as a Service – Developer platforms that abstract away the infrastructure such as operating system and middleware to drive productivityPlatforms as a Service -
  • Yes, I know companies that
  • We can scale up on demand
  • All we need is a credit card, I don’t even need to tell procurement, we can make the Amazon Web Services bill look like a lunch with the boss
  • Now that we just got used to the concept of no physical servers, let’s take it one step further and get rid of operating systems.Platforms are different from infrastructure as a service in that they get rid of a lot of the things needed to manage an operating system and let developers focus on code specifically.
  • Developers and system admins had massive work to deal with, writing code and managing operating system patches, security and tuning.
  • All this results in lower startup costsFaster time to marketMore budget focused on the businessBetter scalabilityIn some cases even procurement goes away
  • Youtube would be the world’s second largest search engine if it sat on it’s ownYoutube’s API’s continue to grow in sophisticationExtend your reach by ensuring better SEO and more social findability
  • Development of a Microsite and a presence across a set of social media platforms for Barbie’s 50th anniversary.In the quarter the campaign ran, Barbie sales increased for the first time in 8 years Over the campaign, Barbie collected 750K unique visitors between her microsite and blogCloud Infrastructure and the on-demand pricing model made it cost effective to scale to the peak traffic volumes.
  • A dashboard highlighting online social activity around specific clientsOptional moderation and queuing of feedsTwitter API, Flickr API, Django, Rackspace CloudCloud Infrastructure provided us with the flexibility to create conference dashboards on demand using a new technology stack.
  • The “Contemporary Style” experience provides a platform to inspire customers with the latest trends and brands elevating the perception of our style and proving that JCPenney has the clothes for her. Customers can mix and match different pieces to create their own outfits (Drag and Drop to build your favorite look)Save, share, and collaborate with other customers in the JCPenney Community, using Facebook integrationCloud Infrastructure allowed us to build an groundbreaking experience that would not have been possible in a locked down transactional environment.
  • The “Contemporary Style” experience provides a platform to inspire customers with the latest trends and brands elevating the perception of our style and proving that JCPenney has the clothes for her. Customers can mix and match different pieces to create their own outfits (Drag and Drop to build your favorite look)Save, share, and collaborate with other customers in the JCPenney Community, using Facebook integrationCloud Infrastructure allowed us to build an groundbreaking experience that would not have been possible in a locked down transactional environment.
  • The “Contemporary Style” experience provides a platform to inspire customers with the latest trends and brands elevating the perception of our style and proving that JCPenney has the clothes for her. Customers can mix and match different pieces to create their own outfits (Drag and Drop to build your favorite look)Save, share, and collaborate with other customers in the JCPenney Community, using Facebook integrationCloud Infrastructure allowed us to build an groundbreaking experience that would not have been possible in a locked down transactional environment.
  • The “Contemporary Style” experience provides a platform to inspire customers with the latest trends and brands elevating the perception of our style and proving that JCPenney has the clothes for her. Customers can mix and match different pieces to create their own outfits (Drag and Drop to build your favorite look)Save, share, and collaborate with other customers in the JCPenney Community, using Facebook integrationCloud Infrastructure allowed us to build an groundbreaking experience that would not have been possible in a locked down transactional environment.
  • I.e. Bundle
  • Security really boils down to auditable and secure process. The cloud providers continue to grow their ability to audit and manage their infrastructures. Recently Amazon passed a PCI compliance certificationEUIn technology architectures realiability really boils down to redundancy, this is built into the way clouds are built. For example, AWS has a presence across regions, leveraging that it’s even easier to build DR into your architecture
  • Transcript of "ClientSummit2010_CloudWorkshop"

    1. 1. Embracing the Cloud<br />Ray Velez, Chief Technology Officer<br />
    2. 2. Agenda<br />What is the cloud?<br />What can it do for marketing and your business?<br />What are the cloud trends?<br />What are the cloud concerns?<br />Chat with experts<br />
    3. 3. What is the Cloud?<br />Presentation Title Goes Here<br />
    4. 4. Cloud Definitions<br />Cloud computing is Internet-based computing, whereby shared resources, software, and information are provided to computers and other devices on demand, like the electricity grid.*<br />*From wikipedia, a cloud based encyclopedia<br />
    5. 5. We’re All In<br />In March 2010, Microsoft's CEO, Steve Ballmer, made his strongest statement of betting the company's future in the cloud by proclaiming "For the cloud, we're all in" and further stating "About 75 percent of our folks are doing entirely cloud based or entirely cloud inspired, a year from now that will be 90 percent."<br />*http://seattletimes.nwsource.com/html/microsoftpri0/2011255515_steve_ballmer_speech_at_uw_were_all_in_for_cloud_c.html<br />
    6. 6. Cloud Computing Categories<br />Presentation Title Goes Here<br /><ul><li>Salesforce.com
    7. 7. Facebook for Web sites
    8. 8. Google Docs…</li></ul>Software as a Service<br /><ul><li>Windows Azure
    9. 9. Google App Engine
    10. 10. Heroku…</li></ul>Platform as a Service <br /><ul><li>Amazon Web Services
    11. 11. Rackspace Cloud
    12. 12. Go Grid…</li></ul>Infrastructure as a Service<br />
    13. 13. Infrastructure as a Service<br />Presentation Title Goes Here<br />
    14. 14. Spectrum of Infrastructure Capabilities<br />On-Premises<br />Servers<br />Hosted Servers<br />Cloud Platform<br />New World<br />Old World<br />
    15. 15. What really changes? <br />Embracing the Cloud<br />Never touch a physical server again?<br />
    16. 16. Superbowl campaign gone wild? Not a problem<br />Embracing the Cloud<br />
    17. 17. Need to test out a concept before committing?<br />Embracing the Cloud<br />
    18. 18. What are the advantages?<br />Lease vs. own and no sunk cost<br />Only use what you need<br />Easily scale up and down<br />More predictable forecasting<br />Start working within minutes<br />Self service provisioning<br />Embracing the Cloud<br />
    19. 19. Platform as a Service<br />Embracing the Cloud<br />No Operating System<br />
    20. 20. What does no operating system mean? <br />
    21. 21. From Code Editor to Production<br />Embracing the Cloud<br />
    22. 22. Software as a Service<br />Embracing the Cloud<br />
    23. 23. Software as a Service vs. Traditional Software<br />Software as a Service<br />Procure software licenses<br />Learn software and APIs<br />Integrate software<br />Presentation Title Goes Here<br /><ul><li>Traditional Software Checklist
    24. 24. Procure physical hardware
    25. 25. Install and manage software
    26. 26. Procure software licenses
    27. 27. Install physical software licenses
    28. 28. Learn software and APIs
    29. 29. Integrate software</li></li></ul><li>What are the advantages?<br />All this results in <br />lower startup costs<br />Faster time to market<br />More budget focused on the business<br />Scale up and down without sunk cost<br />In some cases even procurement goes away<br />Embracing the Cloud<br />
    30. 30. Software as a Service and Social Brands<br />Presentation Title Goes Here<br />Use Facebook authentication and enjoy 15% lift in registrations<br />Live Conversation<br /><ul><li>15-20% increase time on site
    31. 31. 5-15% increase in traffic</li></ul>Share<br /><ul><li>2-4% users share
    32. 32. 3-10 clicks/share</li></ul>Single Sign-On<br /><ul><li>SSO results in 15% increase in registrations</li></ul>Login<br />Capture and Share<br />
    33. 33. Software as a Service and Social Brands<br />Presentation Title Goes Here<br />Embed You Tube and Let Google Pay the Streaming Fees<br />
    34. 34. Software as a Service and Social Brands<br />Presentation Title Goes Here<br />Build a new business – Social Content Recommendations<br />
    35. 35. What does it mean for marketing?<br />Embracing the Cloud<br />
    36. 36. Marketing & Cloud – A Natural Fit<br />CLOUD COMPUTING<br />Cloud computing has affected technology marketing in all of these areas, accelerating innovation.<br />
    37. 37. Marketing & Cloud – A Natural Fit<br />Flexible scaling ties into the campaign needs<br />Cost structure – on demand pricing<br />Provides the platform and language flexibility that more agile solutions require<br />Supports a methodology that is different from a standard software development lifecycle<br />
    38. 38. Case Study – Social Microsite<br />Social Microsites<br />3rd Party Sites <br />Core Web Properties<br />Mobile Applications<br />10 foot Applications<br />Web Services<br />Cloud Services<br />Enterprise Service-Oriented Architectures<br />
    39. 39. Marketing & Cloud – A Natural Fit<br />Allows for experimentation with newer technologies<br />
    40. 40. Case Study – 10 foot Applications<br />Social Microsites<br />3rd Party Sites <br />Core Web Properties<br />Mobile Applications<br />10 foot Applications<br />Web Services<br />Cloud Services<br />Enterprise Service-Oriented Architectures<br />
    41. 41. Marketing & Cloud – A Natural Fit<br />Creates natural boundaries between campaign and core transactional systems<br />Allows us to differentiate the specific needs for each of these 2 systems<br />
    42. 42. Case Study – Core Web Experience<br />Social Microsites<br />3rd Party Sites <br />Core Web Properties<br />Mobile Applications<br />10 foot Applications<br />Web Services<br />Cloud Services<br />Enterprise Service-Oriented Architectures<br />
    43. 43. Marketing & Cloud – A Natural Fit<br />Quickly build new businesses from existing assets<br />Handle massive amounts of data<br />
    44. 44. Case Study – New Web Experience<br />Social Microsites<br />3rd Party Sites <br />Core Web Properties<br />Mobile Applications<br />10 foot Applications<br />Web Services<br />Cloud Services<br />Enterprise Service-Oriented Architectures<br />
    45. 45. Marketing & Cloud – A Natural Fit<br />Scale up and down on demand<br />Optimize long-term investment<br />Embracing the Cloud<br />
    46. 46. Case Study – Core Web Experience<br />Social Microsites<br />3rd Party Sites <br />Core Web Properties<br />Mobile Applications<br />10 foot Applications<br />Web Services<br />Cloud Services<br />Enterprise Service-Oriented Architectures<br />
    47. 47. Marketing & Cloud – A Natural Fit<br />Target and segment users with huge volumes of data<br />Use new cloud based data insight technologies like Amazon’s Elastic Map Reduce<br />Embracing the Cloud<br />
    48. 48. Case Study – Core Web Experience<br />Social Microsites<br />3rd Party Sites <br />Core Web Properties<br />Mobile Applications<br />10 foot Applications<br />Web Services<br />Cloud Services<br />Enterprise Service-Oriented Architectures<br />
    49. 49. Trends<br />Embracing the Cloud<br />
    50. 50. Trend 1 – Digital Marketing Platforms<br />Marketing organizations are moving from tactical to strategic use of cloud infrastructure<br />
    51. 51. Trend 2 – Open APIs<br />Cloud infrastructure further fuels the creation of (niche) sites and other distributed experiences, forcing organizations to open up their content, data and applications<br />
    52. 52. The cloud provides infinite flexibility around deployment configurations, and therefore must become part of the development lifecycle. Stack-wide control of versioning is vital for thoroughly tested error-free deployments.<br />Personality<br />Application<br />Configurations<br />Middleware<br />Trend 3 – Development and Deployment are one<br />OS<br />Size 1<br />Size 2<br />Size 3<br />V1<br />V2<br />V3<br />V1<br />V2<br />V3<br />V1<br />V2<br />V3<br />V1<br />V2<br />V3<br />Infrastructure<br />
    53. 53. Trend 4 – The innovation process is changing <br />Technology is not a barrier any more around executing marketing ideas, infrastructure and technology constraints are eliminated. <br /> Concept<br />DetailedDesign<br />DetailedDesign<br />DetailedDesign<br />DetailedDesign<br />(512) 532-2016<br />(512) 532-2016<br />Build<br />Build<br />Build<br />Build<br />Sprint<br />Review<br />Sprint<br />Review<br />Sprint<br />Review<br />Sprint<br />Review<br />
    54. 54. Trend 5 – Cloud friendly tools are gaining traction<br />Open source software products, frameworks and database technologies developed for the cloud are gaining traction and adoption<br />(512) 532-2016<br />(512) 532-2016<br />
    55. 55. Cloud Computing Concerns <br />Security<br />Reliability <br />Privacy and European Union Regulations<br />Balancing existing infrastructure investments<br />Rigid compliance needs<br />Embracing the Cloud<br />
    56. 56. Cloud Computing Consideration Set<br />Embracing the Cloud<br />
    57. 57. How can you embrace the cloud?<br />Offload periodic batch processing<br />Churn through data with Google like speed<br />Extend you internal infrastructure with virtual private clouds<br />Embracing the Cloud<br />
    58. 58. Chat with experts….<br />Matthew Johnson<br />Basel Salloum<br />….<br />Embracing the Cloud<br />
    59. 59. Thank You<br />Ray Velez, Chief Technology Officer<br />
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