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ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
ClientSummit2010_CloudWorkshop
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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 …

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

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

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