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
• Objectives
• Scope
• Primary Research
• Content Marketing Campaign
• Usability Study
• Pay Per Click Campaign (PPC)
• How It Is Related to the Course
• Conclusion

3. TeamLightning
Darren Greene Niall Fitzpatrick David Monks Paul Heffernan Shaun Mc Daid
Project
Manager
Secretary Quality
Manager
Risk
Manager
Communications
Manager

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
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

7. Research
Objective
• 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.

8. 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 Email
Overcame Issues
Sent Out
Reminder Emails
• Created
Reminder Email
• Mailchimp
• DCU Email
• Blacklisted
Email List
• Low
Responses

9. • 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

10. Research
Pinned the Survey
Direct 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.

11. 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%)

12. 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.

13. • 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.

14. FrameworkContent Marketing

15. 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)

16. 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).

17. 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?

18. Media Kit Success

19. 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;
Boyd
Wilson
Daniel
Reed
Ian
Bethune
Four experts wrote posts on their views
on HPC and HPC in the Cloud
Peter
Coffee

20. Twitter
How?
• Followed HPC Experts
and Influencers using IC4
Dataset
• Tweeted 2/3 each day
• Posted various forms of
media including
CloudLightning blogs
204
265
351
468
APRIL MAY JUNE JULY
Twitter Followers
Twitter Followers
Why?
Increase project awareness
LIT.

21. 3845
15600 14900
22949
APRIL MAY JUNE JULY
Impressions
Impressions
Impressions
increased
500%

22. 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%

23. Twitter Post Instagram Post

24. 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

25. 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

26. 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

27. 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
0
1
2
3
4
5
July 21st July 22nd July 23rd July 24th July 25th July 26th July 27th
Google AdWords Survey Ad Performance
Google AdWords Ad Performance

28. 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 2Impressions 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 ---------------- -----------------

29. 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
Email
Marketing
X
SEO X
Blogging X
Social Media
Strategy
X
Data Analysis X
Usability X
PPC X X X

30. Learning Outcomes????
Show recommendations and what you achieved
References are important, support with academic lit. (lit table) have extra
appendices? Have a bibliography at the end.
Link them back to objectives
Back up with references
Part of dissemination plan section 8 of report – this is the area of the project
How our project objectives fit with overall objectives
Show our results
If it is blogging how are we measuring success
Print out table of contents printed out and have on podium

31. 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

32. Thank You

33. 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.

34. 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

35. 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

36. 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.