The document outlines a content marketing, market research, usability study and pay per click campaign conducted by a practicum team. It includes: 1) An overview of the client and their self-organizing cloud project. Market research was conducted through a survey that received 78 responses to identify drivers and barriers to cloud adoption. 2) A content marketing campaign involving blogging, social media and SEO optimization to increase website traffic by 20%. 3) A usability study and expert review that identified areas for improvement on the website. 4) A pay per click campaign on Google AdWords and Twitter Ads that achieved over 165,000 impressions and 1,357 clicks to promote the survey and project

1. Self-Organising Self-Managing
Heterogeneous Cloud
Content Marketing, Market Research, Usability Study
& Pay Per Click Campaign Design & Implementation

2. Agenda
• Team Introduction
• Client Introduction
• OGST
• Primary Research
• Content Marketing Campaign
• Usability Study
• Pay Per Click Campaign (PPC)
• Results
• Conclusion

3. Practicum Team
Darren Greene Niall Fitzpatrick David Monks Paul Heffernan Shaun Mc Daid
• An effective management plan was helpful in meeting initial deliverables and milestones.
• We used both Prince2 and Tom’s Planner to help make our management documents.

4. Client Overview
• CloudLightning will create a new way of provisioning heterogeneous cloud resources to
deliver cloud services. This new self-organising system will make the cloud more accessible
to cloud consumers and provide cloud service providers with power efficient, scalable
management of their cloud infrastructures.
Project Partners
University College Cork (IE)
Norwegian University of Science and Technology (NO)
Institute e-Austria Timisoara (RO)
Dublin City University (IE)
Centre for Research and Technology Hellas (GR)
Maxeler Technologies Limited (UK)
Intel (IE)
Democritus University of Thrace (GR)

5. Target Domains
Expected Impact
Increased accessibility to
heterogeneous
processing resources
Greater choice
within the market
Operational
savings
Greater energy efficiency
and reduction in
associated costs

6. OGST
Email
Campaign
Drive positive awareness and perceptions of the CloudLightning project and conduct research that will be of benefit
Achieve 130 Survey
Responses from Academics
and Professionals
Increase traffic to website by
20% and Improve User
Experience
Social
Media
Distribution
Content
Marketing
Plan
SEO
LinkedIn
Online
PR
Usability
Study
Morae
PPC
Campaign
Twitter
AdsTwitter
Instagram
and Flickr
Blogging
PPC
Online
Survey
Expert
Review
and 5
Second
Test
AdWords

7. Research
Objective
• To get 130 completed survey responses from the survey from three user
groups consisting of oil and gas, genomics and HPC users.
Survey Creation
• Surveys are known as low risk primary research due to their anonymous
approach and negligible interference into people’s lives (Scheuren, 2004).
• The survey was mainly created by Theo and Anna because:
• It is a unique topic with a small market
• The information found from the survey is essential for the project
• Yet, the team did contribute some questions to the research
• The survey was on the drivers and barriers of cloud computing adoption for
HPC.

8. Research
• Creating
Persona’s
• Collecting
Emails
1. Email
Database
• HPC
• Oil and Gas
• Genomics
2. Emails
Separated
into Lists • Credibility
• Short &
Attractive
• Survey Length
• A/B Test
3. Created an
Introductory
Email
4. Overcame
Issues
5. Sent Out
Reminder
Emails
• Created
Reminder Email
• Mailchimp
• DCU Email
• Blacklisted
Email List
• Low
Responses
• Section 2: Customers separated into specific lists based on similar characteristics and interests (Schaub 2013) which is
important for market research (Jolley et al 2013).
• Section 3: Best practice dictates making the document as short and attractive, states the reward for filling out the survey,
survey autonomy and length (Jolley et al., 2013). Credibility was also mentioned as important by Chiu et al. (2007).
• Section 3: The group used A/B testing in the email campaign by only changing one variable in the email using a 50% split
discussed as best practice (Kohavi, Henne and Sommerfield, 2007)
• Section 5: According to best practices reminder emails should be sent to the email users contacted previously (Jolley et al
2013).

9. Research
Pinned the Survey
Direct messaged 50 people
Used Twitter Ads to promote
the Survey
Used Anna’s Account, due to
the importance of reputation,
to (Kietzmann et al., 2011):
Join and post the survey in
HPC groups
Direct Message 30 Non-
Connections
A campaign to promote the
Survey via the Search
Network
Achieved:
5,142 impressions
15 Clicks
0.29% CTR
Schaub (2013) states that communication is now through many channels not one, therefore, the group
decided that they needed to use more than an email campaign to communicate their survey to their
audience.

10. Research
Respondent Overview:
• 78 Total Respondents
Country
• EU (57%)
• America (35%)
• Asia (5%)
• Middle East (2.5%)
• South America (2.5%)
• Africa (0%)
Sector
• University and Academic (51%)
• Biological sciences (51%)
• Economic and financial modelling (14%)
• Weather forecasting (14%)
The main cloud service providers are:
• Amazon (70%)
• Microsoft (23%),
• Google (10%)
• IBM (8%)

11. The main purpose of the survey was to
find the drivers and barriers of cloud
computing adoption for HPC.
Access to extra capacity
for overflow (4.35)
Reduced capital
costs (3.87)
Reduced
operational costs
(3.6)
Data protection
concerns (4.01)
Communication
speed concerns
(3.92)
Privacy concerns
(3.91)
The Drivers The Barriers
From the Survey Respondents there was an
equal fifty-fifty split on those conducting HPC in
the Cloud and those not.

12. • T-test method for questions Q.12, Q.13
and Q.19 of the survey
• To distinguish if there was a significant
difference between Academic
respondents and Commercial
respondents.
• There was no significant difference
between the two categories for all three
questions.
• No participants in Africa took part
• Over 57% with academics and only 32%
of commercials participating
• 51% of respondents came from biological
sciences
• The team were limited in conducting
statistical tests on these questions.
Statistics

13. Content Marketing - Framework

14. 1 2 3
Keyword Analysis
On Page Content
Meta Descriptions
Title Tags
Inbound Links
Social Media Links
URL Structures
Mobile Responsiveness
URL/Server Errors
On – Page Optimisation Off – Page Optimisation Site – Wide Optimisation
SEO
(Killoran, 2013)
(Murphy & Kielgast, 2008)
(Moreno & Martinez, 2013)

15. SEO
Strategy
Analysis Inbound
Links
On Page
Elements
HTML
Elements
Keywords
Ranking
Developing high quality,
authoritative links is an
integral part of any SEO
strategy. Quality should
also take precedence
over quantity
(Killoran,2013).
Query matching keyword
research identifies what
search terms cause a page to
be ranked on a SERP
(Killoran,2013).
Site-wide hygiene; URL structures, alt
text and mobile responsiveness, can also
be leveraged to boost SEO performance
(Moreno and Martinez, 2013).

16. Online PR
• Created a media kit using Dropbox
• Contacted Media outlets using a email campaign
• Contained all relevant material required to write an
article on the project
Journalists only want the
information when they require it,
they want the webpages and
information structured so that it
allows quick location and retrieval
of electronic sources (Lissauer,
2000).

17. Media Kit Success

18. Blogging
Twitter Page
(Berthon,2012)
CloudLightning
Website
LinkedIn Page
(Berthon,2012)
Keyword
Integration / SEO
(Muldoon,2016)
Why?
To increase the number of visitors to the website.
How?
• Discussed a range of topics related to the HPC and the
HPC in the Cloud space
• Wrote and published a number of original blog posts.
• Used several different blogging styles (Bhargava,2007).
Boyd
Wilson
Daniel
Reed
Ian
Bethune
Four experts wrote posts on their views
on HPC and HPC in the Cloud
Peter
Coffee

19. Twitter
How?
• Followed HPC Experts and
Influencers using IC4
Dataset
• Tweeted 2/3 each day.
(Lee,2015)
• Posted a range of tweets
from from videos to
repurposing CloudLightning
blogs. (Berthon, 2012)
204
265
351
468
APRIL MAY JUNE JULY
Twitter Followers
Twitter Followers
Why?
Increase project awareness
among those involved or
working within the HPC
industry

20. 3845
15600 14900
22949
APRIL MAY JUNE JULY
Organic Impressions
Impressions
Organic
Impressions
increased by
over 500%

21. LinkedIn, Instagram & Flickr
Improved the
CloudLightning page
& posted content
regularly such as blog
posts, videos, articles
& infographics
(Hubspot,2015)
Increased
Impressions
by 1500
Posted images of the
project team at
various events
including short
description and
hashtags.
(Asiam,2015)
Posted images of the
project team at
various events
Increased
Content
Grew
Engagement

22. LinkedIn Post Instagram Post

23. Expert Review
• Expert Review - Assess the website based from 5 different sections:
• Purpose:
• Detect Problems within the website
• Aid in the creation of the Usability Test Objectives and Tasks
• Aids in analysing the overall Usability Test Results
Design &
Appearance
Navigation
& Site
Structure
Technical
Content
Avoidances

24. Five Second Test
• Five Second Test - Assessing the landing page based on a five
second glance.
• Results:
• More specific and focused requests by a client should lead to
more overlap in problem discovery (Kessner, et al, 2001).
Majority found
the purpose of
the project
confusing
Most prominent
elements:
Heading, E.U
Logo, Colour,
Scheme,
Image/Graphics
75% believe the
project is
trustworthy
77% could state
the project
name

25. Usability Test
Objectives:
“Usability is a quality attribute relating to how easy something is to use”
(Nielsen & Loranger, 2006)
Recommendations:
Layout Navigation Content
Text &
Imagery
Colour
Imagery &
Excessive
Use of Text
Interactive &
Social Media
Buttons

26. PPC – Google AdWords
• Google AdWords has the capability to reach 80% of internet users on a daily
basis providing an opportunity for companies (Harrett, 2010).
Two Campaigns:
• Campaign 1: Projects Survey
• Campaign 2: CloudLightning Factsheet
• Survey: 15 Clicks
• Factsheet: 16 Clicks
• Total Impressions: 12,334
0
0.5
1
1.5
2
2.5
3
3.5
July 21st July 22nd July 23rd July 24th July 25th July 26th July 27th July 28th July 29th July 30th
CloudLightning Factsheet Ad Performance
Google AdWords Ad Performance

27. PPC – Twitter Ads
• Brands can track their impressions, link clicks and the cost-per-result across a
number of campaigns (Twitter, 2016).
• Three Campaigns: Survey Ad, Factsheet Ad and Factsheet Ad 2
• The web has provided an exceptional opportunity to investigate and compare ideas
at speed using A/B tests or controlled experiments (Kohavi et al, 2007).
Impressions Link Clicks Spent Cost Per Link Click Click Rate
Survey Ad 80,380 970 €53.52 €0.06 1.21%
Factsheet Ad 1 45,181 165 €28.00 €0.17 0.37%
Factsheet Ad 2 39,995 222 €28.52 €0.13 0.56%
Total 165,556 1,357 €110.04 €0.12 0.71%

28. Results
Survey acquired 78 respondents,
identifying the drivers and
barriers of cloud computing
adoption for HPC
Increased web traffic by circa. 200%
between May 1st and August 1st.
Achieve 130 Survey
Responses from Academics
and Professionals
Increase traffic to website by
20% and Improve User
Experience
Goals

29. Conclusion
• In conducting this practicum the team has used both academic and
professional literature.
• The team has applied their knowledge and skills gained from each module
studied throughout the year
• Through this process the team have learned a vast amount about
conducting:
• Project Management
• Market Research
• Content Marketing
• Usability
• PPC

30. Thank
You

31. Bibliography
• Aslam,S. (2015) 5 Instagram Marketing Best Practices to Build A Massive Following [Online} Search Engine Journal. . Available
at: https://www.searchenginejournal.com/5-instagram-marketing-best-practices-to-build-a-massive-following/131374/ [Accessed
07 July 2016].
• Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social media, and creative consumers:
Implications for international marketing strategy. Business horizons, 55(3), pp.261-271.
• Bhargava, R. (2007). The 25 Basic Styles of Blogging ... And When to Use Each One. [Online] Influential Marketing Blog.
Available at: http://www.rohitbhargava.com/2007/04/the_25_basic_st.html [Accessed 08 July 2016].
• Chiu, H., Hsieh, Y., Kao, Y. and Lee, M. (2007). The Determinants of Email Receivers' Disseminating Behaviors on the Internet.
Journal of Advertising Research, 47(4), pp.524-534.
• Harnett, M., 2010. A Quick Start Guide to Google AdWords: Get Your Product to the Top of Google and Reach Your Customers.
Kogan Page Publishers.
• Hubspot. (2014) A Visual Guide to Creating the Perfect LinkedIn Company Page [Online] Available at
http://blog.hubspot.com/marketing/linkedin-company-page
guide?utm_campaign=Offer%20%20How%20to%20Create%20the%20Perfect%20LinkedIn%20Company%20Page&utm_cont
ent=10539450&utm_medium=social&utm_source=facebook#sm.000x8nlo7fzhepx11oi2ld6rwwx9j [Accessed 6th July 2016].

32. Bibliography
• Jolley, W., Lee, A., Mizerski, R. and Sadeque, S. (2013). Permission email messages significantly increase gambler retention.
Journal of Business Research, 66(9), pp.1617-1622
• Kessner, M, Wood, J, Dillon, R, F, West, R, L, 2001 “On the reliability of usability testing” In Jacko, J. and Sears, A., (eds)
Conference on Human Factors in Computing Systems: CHI 2001 Extended Abstracts (Seattle, WA: ACM Press), pp. 97-98.
• Kietzmann, J.H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S., (2011). Social media? Get serious! Understanding the
functional building blocks of social media. Business horizons, 54(3), pp.241-251.
• Killoran, J.B., (2013). How to use search engine optimization techniques to increase website visibility. Professional
Communication, IEEE Transactions on, 56(1), pp.50-66.
• Kohavi, R., Henne, R. and Sommerfield, D. (2007). Practical Guide to Controlled Experiments on the Web: Listen to Your
Customers not to the HiPPO. KDD, August 12-15, pp.1-9.
• Lee, K. (2015) Infographic: How Often Should You Post on Social Media? See the Most Popular Research and Tips. [Online [
Available at: https://blog.bufferapp.com/how-often-post-social-media [Accessed 11 July 2016]
• Michael Lissauer, “Online Media Strategy: Reaching dot-com Newsrooms”, The Public Relations Strategist 6 (3) (2000), pp.
26–28.

33. Bibliography
• Moreno, L. and Martinez, P. (2013). Overlapping factors in search engine optimization and web accessibility. Online Information
Review, 37(4), pp.564-580.
• Muldoon,K. (2016) Increase Traffic to Your Site With These Tried and Tested Blogging Tips [Online] Wpmudev. Available at:
https://premium.wpmudev.org/blog/increase-traffic-to-site-with-these-blogging-tips/ [Accessed 1st July 2016].
• Murphy, C, H. and Kielgast, C.D., (2008). Do small and medium-sized hotels exploit search engine marketing?. International
Journal of Contemporary Hospitality Management, 20(1), pp.90-97.
• Nielsen, J, Loranger, H, 2006 “Prioritizing Web Usability”, New Riders, 1st edition.
• Schaub, K. (2013). Graduating from Email to Engagement : Using Marketing Automation to Achieve Success with Today's New
Buyer. IDC Workbook, June, pp.1-8.
• Scheuren, Fritz, (2004). "What is a Survey?." American Statistical Association.
• Twitter. (2016) Use Twitter Ads to achieve your business goals [Online]

34. Appendix
• Gantt Chart
• Objectives
• Scope T-Test Example
• Blogging
• How it Relates to the Course
• Literature Tables

36. Objectives
1. To identify the drivers and barriers of cloud computing adoption for high performance
computing to inform government and industry policy in the area of HPC in the cloud.
2. To develop and carry out a content marketing campaign for CloudLightning to increase
project awareness across various sectors including; high performance computing, oil
and gas, genomics and ray tracing.
3. To carry out a usability study with target users to evaluate and identify any problems
with the CloudLightning website.
4. To run an effective Pay Per Click (PPC) campaign to build awareness and drive action.

37. Scope
Research Survey
Email
Campaign
Social
Media
Content
Marketing
Campaign
Twitter
LinkedIn
Instagram
Flickr
Dropbox
(Media Kit)
Wordpress
(Blogging)
Usability Study
Morae
Five
Second Test
Pay Per Click
(PPC) Campaign
Google
Adwords
Twitter Ads

38. T-Test Example
Answer Options P(T<=t) two-tail
If I heard about a new information technology, I would look for ways to experiment
with it
0.42
Among my peers, I am usually the first to try out new information technologies 0.35
In general, I am hesitant to try out new information technologies 0.41
I like to experiment with new information technologies 0.42
HPC in the cloud would be cost effective 0.34
It would be less expensive to conduct business with several trading partners utilising
the cloud
0.35
Cloud computing is considered to be a reliable medium to process HPC workloads 0.34
Current cloud communication speeds are sufficient to handle the data movement
necessary for our HPC workloads
0.09
The nature of our HPC workloads requires a secure platform 0.22
Cloud security is a major concern to our organisation when deciding to adopt HPC in
the cloud
0.31
Which of the following best describes your organisation category?

39. T-Test Example

40. Blogging
Date Blog Title List Review Video Guest Insight Brand Event
June 18 Notable HPC Conferences and Upcoming Events 2016 x
June 25 HPC Achievement and Impact (Prof Thomas Sterling, ISC 2016) x x
July 6 Top 5 HPC in the Cloud Providers x
July 13 EXTASY – A Flexible Approach to Bimolecular Simulation x
July 20 Effervescent Clouds: Nimble Computing Infrastructure x
July 22 10 HPC Accounts you should be following on Twitter x
July 26 Automating Cloud HPC Resource Management with Cloudy Cluster x
Aug 2 Many new colours of HPC Clouds x
Aug 9 A summary of the European Cloud Initiative x
Aug 17 Intel’s New Scalable System Framework x x
Aug 24 The best HPC news blogs to follow x
Aug 31 Prof John Morrison discusses CloudLightning x x

41. How It Relates to the Course
Digital Marketing
Mechanics and
Authorship
Digital Marketing
and eBusiness
Strategic Thinking and
Data Analytics
Marketing Strategy
and Metrics
Web Design
Development for
Marketers
Digital Advertising and
Communication
Project
Management
X
Email
Marketing
X
SEO X
Blogging X
Social Media
Strategy
X
Data Analysis X
Usability X
PPC X X X

42. Literature Reference
Research Section
1. (Scheuren, 2004). Surveys are known as low risk primary research due to their
anonymous approach and negligible interference into people’s
lives (Scheuren, 2004).
Scheuren, Fritz, (2004). "What is a Survey?." American Statistical
Association.
2. (Schaub 2013; Jolley
et al 2013)
Customers separated into specific lists based on similar
characteristics and interests which is important for market
research (Schaub 2013; Jolley et al 2013).
Schaub, K. (2013). Graduating from Email to Engagement : Using
Marketing Automation to Achieve Success with Today's New Buyer. IDC
Workbook, June, pp.1-8.
Jolley, W., Lee, A., Mizerski, R. and Sadeque, S. (2013). Permission email
messages significantly increase gambler retention. Journal of Business
Research, 66(9), pp.1617-1622
3. (Jolley et al., 2013) Best practice dictates making the document as short and
attractive, states the reward for filling out the survey, survey
autonomy and length (Jolley et al., 2013).
Jolley, W., Lee, A., Mizerski, R. and Sadeque, S. (2013). Permission email
messages significantly increase gambler retention. Journal of Business
Research, 66(9), pp.1617-1622.
4. (Chiu et al., 2007). Credibility was also mentioned as important factor for
conducting email marketing (Chiu et al., 2007).
Chiu, H., Hsieh, Y., Kao, Y. and Lee, M. (2007). The Determinants of Email
Receivers' Disseminating Behaviors on the Internet. Journal of Advertising
Research, 47(4), pp.524-534.
5. (Kohavi, Henne and
Sommerfield, 2007)
The group used A/B testing in the email campaign by only
changing one variable in the email using a 50% split discussed
as best practice (Kohavi, Henne and Sommerfield, 2007).
Kohavi, R., Henne, R. and Sommerfield, D. (2007). Practical Guide to
Controlled Experiments on the Web: Listen to Your Customers not to the
HiPPO. KDD, August 12-15, pp.1-9.
6. (Jolley et al., 2013) According to best practices reminder emails should be sent to
the email users contacted previously (Jolley et al., 2013).
Jolley, W., Lee, A., Mizerski, R. and Sadeque, S. (2013). Permission email
messages significantly increase gambler retention. Journal of Business
Research, 66(9), pp.1617-1622.
7. (Kietzmann et al.,
2011).
The message introduced Anna, this was done to create
consistency across the campaign and the importance of
reputation mentioned by Kietzmann et al. (2011).
Kietzmann, J.H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S., (2011).
Social media? Get serious! Understanding the functional building blocks of
social media. Business horizons, 54(3), pp.241-251.
Literature Tables

43. Reference Literature
Content Marketing
8. (Killoran, 2013) On page factors: Keywords and content which matches that of a
web users search query (Killoran, 2013).
Killoran, J.B., (2013). How to use search engine optimization techniques
to increase website visibility. Professional Communication, IEEE
Transactions on, 56(1), pp.50-66.
9 (Murphy and
Kielgast, 2008)
Off page elements: Inbound website links which help determine the
quality and trustworthiness of a website (Murphy and Kielgast,
2008).
Murphy, C, H. and Kielgast, C.D., (2008). Do small and medium-sized
hotels exploit search engine marketing?. International Journal of
Contemporary Hospitality Management, 20(1), pp.90-97.
10. (Moreno and
Martinez, 2013).
Technical elements/ site-wide: Such as alt text on images,
Hyperlink optimization, Meta descriptions and more (Moreno and
Martinez, 2013).
Moreno, L. and Martinez, P. (2013). Overlapping factors in search
engine optimization and web accessibility. Online Information Review,
37(4), pp.564-580.
11. (Killoran,2013) Query matching keyword research identifies what search terms
cause a page to be ranked on a SERP (Killoran,2013)
Killoran, J.B., (2013). How to use search engine optimization techniques
to increase website visibility. Professional Communication, IEEE
Transactions on, 56(1), pp.50-66.
12. (Moreno and
Martinez, 2013)
Site-wide hygiene; URL structures, alt text and mobile
responsiveness, can also be leveraged to boost SEO performance
(Moreno and Martinez, 2013).
Moreno, L. and Martinez, P. (2013). Overlapping factors in search
engine optimization and web accessibility. Online Information Review,
37(4), pp.564-580.
13. (Killoran,2013) Developing high quality, authoritative links is an integral part of any
SEO strategy. Quality should also take precedence over quantity
(Killoran,2013)
Killoran, J.B., (2013). How to use search engine optimization techniques
to increase website visibility. Professional Communication, IEEE
Transactions on, 56(1), pp.50-66.
14. (Aslam, 2015) Importance of using relevant hashtags Aslam,S. (2015) 5 Instagram Marketing Best Practices to Build A
Massive Following [Online} Search Engine Journal. . Available at:
https://www.searchenginejournal.com/5-instagram-marketing-best-
practices-to-build-a-massive-following/131374/ [Accessed 07 July 2016].

44. Reference Literature
Online PR
15. (Lissauer,
2000).
Journalists only want the information when they require it, they
want the webpages and information structured so that it allows
quick location and retrieval of electronic sources (Lissauer, 2000).
Michael Lissauer, “Online Media Strategy: Reaching dot-com
Newsrooms”, The Public Relations Strategist 6 (3) (2000), pp. 26–28.
Content Marketing
16. (Bhargava,
2007).
25 Styles of Blogging Bhargava, R. (2007). The 25 Basic Styles of Blogging ... And When to
Use Each One. [Online] Influential Marketing Blog. Available at:
http://www.rohitbhargava.com/2007/04/the_25_basic_st.html [Accessed
08 July 2016].
17. (Berthon et al,
2012)
Importance of repurposing content Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing
meets Web 2.0, social media, and creative consumers: Implications for
international marketing strategy. Business horizons, 55(3), pp.261-271.
18. (Hubspot,
2014)
How to create the best company page on LinkedIn Hubspot. (2014) A Visual Guide to Creating the Perfect LinkedIn
Company Page [Online] Available at
http://blog.hubspot.com/marketing/linkedin-company-page
guide?utm_campaign=Offer%20%20How%20to%20Create%20the%20
Perfect%20LinkedIn%20Company%20Page&utm_content=10539450&u
tm_medium=social&utm_source=facebook#sm.000x8nlo7fzhepx11oi2ld
6rwwx9j [Accessed 6th July 2016].
19. (Lee, 2015) Brands should post on Twitter 3 times per day Lee, K. (2015) Infographic: How Often Should You Post on Social
Media? See the Most Popular Research and Tips. [Online [ Available at:
https://blog.bufferapp.com/how-often-post-social-media [Accessed 11
July 2016]

45. Reference Literature
20. (Muldoon,
2016)
Importance of optimizing keywords in blogs Muldoon,K. (2016) Increase Traffic to Your Site With These Tried and
Tested Blogging Tips [Online] Wpmudev. Available at:
https://premium.wpmudev.org/blog/increase-traffic-to-site-with-these-
blogging-tips/ [Accessed 1st July 2016].
Usability
21. Kessner et al
2001
More specific and focused requests by a client should lead to more
overlap in problem discovery.
Kessner, M, Wood, J, Dillon, R, F, West, R, L, 2001 “On the reliability of
usability testing” In Jacko, J. and Sears, A., (eds) Conference on Human
Factors in Computing Systems: CHI 2001 Extended Abstracts (Seattle,
WA: ACM Press), pp. 97-98.
22. Nielsen,
Loranger, 2006
“Usability is a quality attribute relating to how easy something is to
use”
Nielsen, J, Loranger, H, 2006 “Prioritizing Web Usability”, New Riders,
1st edition.
PPC
23. Kohavi et al
2008
The web has provided an exceptional opportunity to investigate
and compare ideas at speed using A/B tests or controlled
experiments
Kohavi, R., Henne, R. and Sommerfield, D. (2007). Practical Guide to
Controlled Experiments on the Web: Listen to Your Customers not to the
HiPPO. KDD, August 12-15, pp.1-9.
24. Twitter 2016 Brands can track their impressions, link clicks and the cost-per-
result across a number of campaigns
Twitter. (2016) Use Twitter Ads to achieve your business goals [Online]
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