cloudlightning presentation msdm
TRANSCRIPT
Self-Organising Self-Managing Heterogeneous
Cloud
Content Marketing, Market Research, Usability Study & Pay Per Click Campaign
Design & Implementation
Agenda • Team Introduction• Client Introduction• Objectives• Scope• Primary Research• Content Marketing Campaign• Usability Study• Pay Per Click Campaign (PPC)• How It Is Related to the Course• Conclusion
TeamLightning
Darren Greene Niall Fitzpatrick David Monks Paul Heffernan Shaun Mc Daid
ProjectManager
Secretary QualityManager
RiskManager
CommunicationsManager
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 PartnersUniversity 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)8
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
OGST
Email Campaign
Increasing the Digital Awareness and Conducting Market Research
Achieve 130 Primary 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
AdWords Twitter AdsTwitter
Instagram and Flickr
Blog
PPC
Online Survey
Expert Review
and Five Second
Tes
ResearchObjective• The objective of our Primary Research
• 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; however only if conducted in a professional manner (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.
Research
• Creating Persona’s
• Collecting Emails
Email Database
• HPC• Oil and Gas• Genomics
Emails Separated into Specific Lists • Credibility
• Short and Attractive
• Survey Length
• A/B Test
Created an Introductory
Overcame Issues
Sent Out Reminder Emails
• Created Reminder Email
• Mailchimp• DCU Email
• Blacklisted Email List
• Low Responses
• segment lists into groups of customers with similar characteristics and interests (Schaub 2013) important for market research (Jolley et al 2013).
• The group created the initial email to the CloudLightning survey following best practice making the document as short and attractive as possible by using the template already created in the CloudLightning Mailchimp for the newsletter. Firstly, the sender of the email Professor Theo Lynn was stated and his credentials outlined, this was done because of the importance of credibility mentioned by Chiu et al. (2007). After this the team outlined the project and the purpose of the survey attaching the link. Other relevant information like reward for filling out the survey, autonomous, and length was stated (Example in appendix) (Jolley et al., 2013).
• use A/B testing in our email marketing by only changing one variable in the email as discussed in the literature. Using 50% of respondents ()
• The group decided to follow email marketing best practices from the literature, therefore a reminder email was sent to the email users contacted previously
• Yet, the group were still seeing low returns from open rates, therefore, the group decided to alter their tactics. The group decided to then manually email all recipients emails collected up to this period. The reason this was done was twofold firstly when sending Mailchimp testers they went straight to some group members spam sections despite the promises of Mailchimp to not do this. Secondly, in the literature it said that recipients are more likely to open a message from someone that they know or a credible source and the group felt that an email from a recognisable email and no template looked more authentic. This meant the group would send a 2nd reminder and 3rd reminder to the contacts. To do this the group used their DCU email accounts
Research
Pinned the SurveyDirect messaged 50 people
Used Twitter Ads to promote the Survey
Used Anna’s Account to:Join and post the survey in HPC
groups Direct Messaged 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 vendors not one, therefore, the group decided that they needed to use more than an email campaign to communicate their survey to their audience.
ResearchRespondent 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%)
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.
• 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.
FrameworkContent Marketing
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)
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).
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
LIT.
WHY?
Media Kit Success
Blogging
Twitter Page
CloudLightning Website LinkedIn Page
Keyword Integration / SEO
Why?To increase the number of visitors to the website
How? (LIT)• Discussed a range of topics within and affecting
the HPC space• Wrote and published a number blog posts • Used several different blogging styles;
Style’s Used
1. List 2. Guest3. Insight4. Review5. Event6. Video7. Brand Boyd
WilsonDaniel Reed
Ian Bethune
Four experts wrote posts on their views on HPC and HPC in the Cloud
Peter Coffee
How?• Followed HPC
Experts and Influencers using IC4 Dataset
• Tweeted 2/3 each day• Posted various forms
of media including CloudLightning blogs April May June July
204
265
351
468
Twitter Followers
Twitter Followers
Why?Increase project awareness
LIT.
April May June July
3845
15600 14900
22949
Impressions
Impressions
Impressions increased
500%
LinkedIn, Instagram & Flickr (Fix and Lit)
Improved the CloudLightning page &
posted content regularly such as blog posts, videos, articles
& infographics
100%
posted images of the project team at various events including short description and
hashtags
posted images of the project team at various events
100%
100%
Twitter Post Instagram Post
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 StructureTechnical
Content
Avoidances
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
Usability TestObjectives:
“Usability is a quality attribute relating to how easy something is to use”(Nielsen, Loranger, 2006)
Recommendations:
Layout Navigation Content Text & Imagery
ColourImagery &
Excessive Use of Text
Interactive & Social Media
Buttons
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 Total• Factsheet: 16 Clicks • Total Impressions: 12,334
July 21st July 22nd July 23rd July 24th July 25th July 26th July 27th0
1
2
3
4
5
Google AdWords Survey Ad Performance
Google AdWords Ad Performance
PPC – Twitter Ads• Brands can track their impressions, link clicks and the cost-per-result
across a number of campaigns (Twitter, 2016)
• Twitter Ads• Three Campaigns:
• Campaign 1: Survey Ad• Campaign 2: Factsheet Ad 1• Campaign 3: Factsheet Ad 2 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 ---------------- -----------------
How It relates to 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
Marketing
X
SEO X
Blogging X
Social Media
Strategy
X
Data Analysis X
Usability X
PPC X X X
Learning Outcomes????
Show recommendations and what you achievedReferences are important, support with academic lit. (lit table) have extra appendices? Have a bibliography at the end.Link them back to objectivesBack up with references
Part of dissemination plan section 8 of report – this is the area of the projectHow our project objectives fit with overall objectivesShow our resultsIf it is blogging how are we measuring successPrint out table of contents printed out and have on podium
Results• Survey acquired 78 respondents, gleaming an insight into the HPC market for
the CloudLightning team• Performed an SEO audit for the team and provided an implementation plan to
boost search engine performance• Grew Twitter follower base by over 300%, impressions by 2000% & profile visits
by more than 3000.• Improved company LinkedIn page, posting repurposed content from company
blogs.• We created and published several blogs, including 4 blogs written by HPC
experts.• Gleamed usability and design recommendations based on a full usability study.• Increased web traffic by circa. 200% between May 1st and August 1st.
Achieve 130 Primary Survey Responses from Academics
and Professionals
Increase traffic to website by 20% and improve User
Experience
Thank You
Objectives1. 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.
ScopeResearch Survey
Email Campaign
Social Media
Content Marketing Campaign
Flickr
Dropbox (Media Kit)
Wordpress (Blogging)
Usability Study
Morae
Five Second
Test
Pay Per Click (PPC) Campaign
Google Adwords
Twitter Ads
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
Brands can track their impressions, link clicks and the cost-per-result across a number of campaigns
Twitter 2016 Twitter. (2016) Use Twitter Ads to achieve your business goals
Google AdWords has the capability to reach 80% of internet users on a daily basis providing an opportunity for companies
Harrett 2010 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.
More specific and focused requests by a client should lead to more overlap in problem discovery.
Kessner et al 2001 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.
“Usability is a quality attribute relating to how easy something is to use”
Nielsen, Loranger, 2006 Nielsen, J, Loranger, H, (2006). “Prioritizing Web Usability”, New Riders, 1st edition.