Ed Laczynski


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  • LTech is a leading provider of products and services focused on connecting business to the cloud
  • Lot to cover in cloud. I hope to give you information and provoke thought for your own research on how to use cloud technology. We’ll do an introduction.
  • How many of you have heard the term cloud computing? How many definitions have you heard? We won’t be talking about so-called “private cloud” (not internet based) The Internet itself is “the cloud” – so what really matters are the technologies and vendors that you can get the most value from Startup either as a new business, new product, or innovation center within a larger company
  • We’ll talk about some “Well known” and not so “well known” clouds in all of these categories
  • These include everything from real servers, to content delivery networks, to storage services
  • Java, Python, Ruby, .NET
  • Used to create the great website for this conference Pathable.com Differentiators: multi-tenant, scalable, and have programmable APIs Building blocks
  • Iaas for CDN, storage Use cases for PaaS – building business apps for salesforce. Building on ruby on rails. Building Java/Swing.
  • Social media plus Building social apps - every app is aocial Apis are the *language* of the social web Facebook Twitter buzz digg Opensocial Build it open source Build to promote on multiple distribution platforms What is cloud? What are the concerns of publishing web sites and apps (keynote slide) Leveraging cloud is not just about infrastructure It's about using the right mix of products and services to get to market, evaluate peformance, and iterate Backoffice Customert service Marketing Technology services (sendgrid) Crm Client libraries Authorization and authentication Building your app these choices are important - have a trusted technology lead to realize your vision or be prepared to work full time in that role Choose open - ruby on rails, php, java Choose scalable- engineyard, amazon ec2, google appengine, media temple - know where you are going first Choose standards - html5 JavaScript XML - be careful - do you really need flash/flex/silverlight? These are only recommendations - others may work for you What can you do? Best practices Demo ruby ease in social app development - even if you aren building it you should know the strengths and weakness to keep developers on schedule and nimble Resources Mashery Programmable web Ideas, questions or comments - write me
  • We are mixing up all of these externally hosted services to build compelling applications. These are all basically mashups. You want to provide the creativity – and leave the infrastructure and platform to the experts, and use whatever software you can as building blocks. You need a place to host your code and data. It needs to be scalable.
  • Review the 4 big clouds, infrastructure or software, available to social media businesses to build their applications Hard to imagine a social media app that isn’t using at least one, if not all four, of these vendors in their application. If you have ever used Google or Facebook, you have experienced the power and capabilities of the cloud. They were cloud computing pioneers out of necessity. They could not have become so AGILE, LARGE, and manage so much DATA without it. NASA gave us velcro, Facebook gave us memcached, Google gave us Map/Reduce, Amazon gave us EC2.
  • Netflix
  • Huff post – opensocial apis, google twitter facebook + content served from CDN Animoto – servers and storage on amazon web services Engineyard – deploy a server Tweetdeck – data stored in Google AppEngine
  • You have options as low as $20/mo.
  • Ed Laczynski

    1. 1. Leveraging the Cloud for Social Media Ed Laczynski LTech 5/25/2010
    2. 2. <ul><li>Cloud 101 </li></ul><ul><li>The Big 4 </li></ul><ul><li>Showcase </li></ul><ul><li>Field Notes </li></ul><ul><li>Q&A </li></ul>
    3. 4. Cloud 101 <ul><li>8 confusing definitions on google </li></ul><ul><li>“ massively scalable capabilities provided as a service on the Internet” </li></ul><ul><ul><li>Extreme programmability through open APIs </li></ul></ul><ul><ul><li>Embrace standards </li></ul></ul><ul><ul><li>Disruptive and flexible pricing </li></ul></ul><ul><li>Startup friendly </li></ul><ul><li>“ Easy” to use </li></ul><ul><li>Map http:// www.appirio.com /ecosystem/ </li></ul>
    4. 5. Business View <ul><li>Gartner - $150B by 2013 </li></ul><ul><li>Start-ups love it - http://leanstartup.pbworks.com </li></ul><ul><li>VC’s love it - Good adjective to have. </li></ul>“ revolutionary from business model perspective, creating a multi-year investment opportunity” – Lazard Capital (Nov 2009)
    5. 6. Know your aaS’s <ul><li>IaaS - Infrastructure </li></ul><ul><ul><li>Closest “to the metal.” Raw server power. </li></ul></ul><ul><li>PaaS - Platform </li></ul><ul><ul><li>Structured. Turnkey. </li></ul></ul><ul><li>SaaS – Software and API </li></ul><ul><ul><li>Hundreds of services. Building blocks. </li></ul></ul>
    6. 7. Infrastructure Clouds <ul><li>Amazon Web Services </li></ul><ul><li>Terramark </li></ul><ul><li>Rackspace </li></ul><ul><li>Media Temple </li></ul><ul><li>Microsoft Azure </li></ul><ul><li>Google Storage </li></ul><ul><li>Akamai </li></ul><ul><li>IT focused </li></ul><ul><li>Put anything you want on them </li></ul><ul><li>Priced on utility basis </li></ul><ul><li>Low-level services </li></ul>
    7. 10. 0-5000 servers in 5 days
    8. 11. Platform Clouds <ul><li>Google AppEngine </li></ul><ul><li>Force.com </li></ul><ul><li>EngineYard </li></ul><ul><li>Joyent </li></ul><ul><li>Azure </li></ul><ul><li>Developer focused </li></ul><ul><li>Language restricted </li></ul><ul><li>Instrumentation included </li></ul><ul><li>Higher-level </li></ul>
    9. 13. Software Clouds <ul><li>Salesforce.com </li></ul><ul><li>Google Apps </li></ul><ul><li>Mailchimp </li></ul><ul><li>Sendgrid </li></ul><ul><li>APIs and Toolkits – “The Web” </li></ul><ul><li>Business user focused </li></ul><ul><li>Configuration restricted </li></ul><ul><li>API and mashup friendly </li></ul>
    10. 15. APIs and Toolkits <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>OpenSocial </li></ul><ul><li>OAuth and OpenID </li></ul><ul><li>RSS and MRSS Feeds </li></ul>
    11. 16. What does that mean for social apps? <ul><li>Cloud = Low Startup Cost and Agility </li></ul><ul><li>Infrastructure </li></ul><ul><ul><li>If your app is successful, you’ll need to use IaaS at some point. </li></ul></ul><ul><li>Platform </li></ul><ul><ul><li>If your app meets certain use cases, you’ll want to consider PaaS </li></ul></ul><ul><li>Software </li></ul><ul><ul><li>Your app will almost certainly use SaaS / API at some level. </li></ul></ul>
    12. 17. <ul><li>Your Social App = </li></ul><ul><li>(Infrastructure AND/OR Platform Services) </li></ul><ul><li>+ </li></ul><ul><li>Software and API Services </li></ul>
    13. 19. The Big 4
    14. 20. Google <ul><li>Google </li></ul><ul><li>Platform, API, and some infrastructure </li></ul><ul><ul><li>OpenSocial / Google Accounts </li></ul></ul><ul><ul><li>Google Apps Marketplace </li></ul></ul><ul><ul><li>Google AppEngine </li></ul></ul><ul><ul><li>Google Buzz </li></ul></ul><ul><ul><li>Android </li></ul></ul><ul><li>http://code.google.com </li></ul>
    15. 21. Amazon <ul><li>Amazon Web Services </li></ul><ul><li>Infrastructure Focus </li></ul><ul><ul><li>EC2 </li></ul></ul><ul><ul><li>S3 and Cloud Front </li></ul></ul><ul><ul><li>Powers platforms and important SaaS vendors </li></ul></ul><ul><li>Amazon Affiliates and related APIs </li></ul><ul><li>Most widely used public infrastructure cloud </li></ul><ul><li>http://amazon.com/aws </li></ul>
    16. 22. Facebook <ul><li>Platform (FBML) and API </li></ul><ul><li>World-class API and integration capabilities </li></ul><ul><li>Thousands of apps, many huge successes in their own rights </li></ul><ul><ul><li>Zynga – Runs on Amazon EC2 ($1B+ valuation) </li></ul></ul><ul><li>Cloud innovator: Built on cloud power and open source </li></ul><ul><li>http://developers.facebook.com </li></ul>
    17. 23. Twitter <ul><li>Clean and well written API </li></ul><ul><li>Social networking leader </li></ul><ul><ul><li>Millions of users </li></ul></ul><ul><ul><li>Along with Facebook, great place to incubate new apps to gain reach </li></ul></ul><ul><ul><li>http://dev.twitter.com/ </li></ul></ul>
    18. 24. Showcase <ul><li>http://www.huffingtonpost.com - great social media and cloud integration </li></ul><ul><li>Animoto – http://www.animoto.com </li></ul><ul><li>EngineYard - http://www.engineyard.com </li></ul><ul><ul><li>http://www.gogosend.com launch </li></ul></ul><ul><li>TweetDeck </li></ul>
    19. 25. Field Notes
    20. 26. Social Media Cloud Ideas <ul><li>Store images on Amazon S3 </li></ul><ul><li>Run your Rails app on EngineYard </li></ul><ul><li>Connect your users to Facebook </li></ul><ul><li>Run your customer support with ZenDesk.com </li></ul><ul><li>Search twitter with Twitter Search API </li></ul><ul><li>Build a web scraper and run it on Amazon </li></ul><ul><li>Store your data on an Amazon RDS Database </li></ul><ul><li>Build a great social app, and add an open API. </li></ul>
    21. 27. What (software dev) platform? <ul><li>For social media apps, hard to beat Ruby on Rails. </li></ul><ul><ul><li>Pathable – used for this conference! </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>iLike </li></ul></ul><ul><ul><li>Lots more http://rubyonrails.org/applications </li></ul></ul><ul><li>Why? </li></ul><ul><ul><li>Amazing developer community </li></ul></ul><ul><ul><li>Really, really, really powerful plugins and “gems” </li></ul></ul><ul><li>PHP also great option. Java for Android apps. </li></ul>
    22. 28. Where should I deploy? <ul><li>Ruby on Rails? Engine Yard or Joyent, unless you have really spot on IT guys, then maybe directly to Amazon </li></ul><ul><li>Existing Java app? Amazon, Rackspace, Terramark are all good. They support Windows/.NET too. </li></ul><ul><li>PHP can be used anywhere. Media Temple is a good option here. </li></ul><ul><li>Wherever it is, make sure you understand the pricing and the lock-in. </li></ul>
    23. 29. When not to deploy to cloud? <ul><li>When you have a “small” app with limited reach (internal business app). </li></ul><ul><li>When you have to be behind a corporate firewall (possible but complicated). </li></ul><ul><li>If you own a datacenter already with a large sunk cost (you won’t need it yet). </li></ul>
    24. 30. Pitfalls to avoid <ul><li>I want to write my own <common business function> </li></ul><ul><li>I want to use <non-open source language/platform> </li></ul><ul><li>My friend told me that <some database other than MySql> is the best. </li></ul><ul><li>I can host this myself on <some cheap $5/mo webhosting provider>. </li></ul>
    25. 31. Thanks! <ul><li>Ed Laczynski </li></ul><ul><li>http://twitter.com/edla </li></ul><ul><li>http://techcloud.com </li></ul><ul><li>http://www.ltech.com </li></ul><ul><li>LinkedIn </li></ul><ul><li>[email_address] </li></ul>