The typical enterprise marketing or ecommerce web site requires approximately 5-20 servers to handle daily user activity. They handle traffic from (depending on the type application and profile of the company) between 2,000 and 6,000 concurrent users on a daily basis. However these times, they are a changing, as enterprises around the world begin to experience the impact of incorporating social media into their traditional forms of marketing.
Take the incredibly successful TV show “American Idol”, which was one of the first to combine social media with entertainment. Involving their audience in judging America’s talent was a brilliant marketing move that led to the highest ratings of any show in TV history; while at the same time nearly blowing up the capacity of telephone and text message lines.
At next week’s Super Bowl the trend of combining social media with traditional TV commercials will be on full display, with commercials from Denny’s, Jack-in-the-Box and several others. Some companies, such as Pepsi, have even gone so far as dropping their traditional TV advertising to partner with Facebook to reach the potential 100 million plus audience watching the game. However, this is a cautionary tale: do you remember what happened with Victoria’s Secret ten years ago? Their Super Sunday TV commercial drove several million “football loving” fans to the Victoria’s Secret web site to watch a runway show. All to have the site crash, within minutes, under the stress and load of users. They spent millions on a campaign…only to have it fail.
The Cloud can be part of the solution for handling the impact of social media in marketing. In the Victoria’s Secret Super Bowl case, had they been deployed in the cloud with this campaign they could have dynamically scaled their 50 some odd servers to thousands in a matter of minutes. It’s clear that leveraging social media in marketing is not going away…it works! But it’s just as clear that IT should begin to look towards the Cloud to handle this next generation of marketing techniques.
About the Author
As CEO of SOASTA, Tom brings more than 30 years of experience building early stage software companies, leading two companies to successful IPOs. Tom is a regular speaker at both cloud and testing events, and has become a leading advocate in using the cloud to empower individuals and accelerate changes in how applications are built, tested and deployed. Most recently, Tom served as President and CEO of Kenamea. Prior to Kenamea, he was CEO of Dorado Corp., a financial services software provider. Previous to Dorado, he was EVP of Sagent Technology through its 1999 IPO, entrepreneur-in-residence at Crosspoint Venture Partners, and held executive positions at Digitalk Corp., Knowledgeware (KWI) and Encore Financial Services. Tom also serves on several boards in the Silicon Valley.