Posts Tagged 'Growth'

February 8, 2013

Data Center Power-Up: Installing a 2-Megawatt Generator

When I was a kid, my living room often served as a "job site" where I managed a fleet of construction vehicles. Scaled-down versions of cranes, dump trucks, bulldozers and tractor-trailers littered the floor, and I oversaw the construction (and subsequent destruction) of some pretty monumental projects. Fast-forward a few years (or decades), and not much has changed except that the "heavy machinery" has gotten a lot heavier, and I'm a lot less inclined to "destruct." As SoftLayer's vice president of facilities, part of my job is to coordinate the early logistics of our data center expansions, and as it turns out, that responsibility often involves overseeing some of the big rigs that my parents tripped over in my youth.

The video below documents the installation of a new Cummins two-megawatt diesel generator for a pod in our DAL05 data center. You see the crane prepare for the work by installing counter-balance weights, and work starts with the team placing a utility transformer on its pad outside our generator yard. A truck pulls up with the generator base in tow, and you watch the base get positioned and lowered into place. The base looks so large because it also serves as the generator's 4,000 gallon "belly" fuel tank. After the base is installed, the generator is trucked in, and it is delicately picked up, moved, lined up and lowered onto its base. The last step you see is the generator housing being installed over the generator to protect it from the elements. At this point, the actual "installation" is far from over — we need to hook everything up and test it — but those steps don't involve the nostalgia-inducing heavy machinery you probably came to this post to see:

When we talk about the "megawatt" capacity of a generator, we're talking about the bandwidth of power available for use when the generator is operating at full capacity. One megawatt is one million watts, so a two-megawatts generator could power 20,000 100-watt light bulbs at the same time. This power can be sustained for as long as the generator has fuel, and we have service level agreements to keep us at the front of the line to get more fuel when we need it. Here are a few other interesting use-cases that could be powered by a two-megawatt generator:

  • 1,000 Average Homes During Mild Weather
  • 400 Homes During Extreme Weather
  • 20 Fast Food Restaurants
  • 3 Large Retail Stores
  • 2.5 Grocery Stores
  • A SoftLayer Data Center Pod Full of Servers (Most Important Example!)

Every SoftLayer facility has an n+1 power architecture. If we need three generators to provide power for three data center pods in one location, we'll install four. This additional capacity allows us to balance the load on generators when they're in use, and we can take individual generators offline for maintenance without jeopardizing our ability to support the power load for all of the facility's data center pods.

Those of you who are in the fondly remember Tonka trucks and CAT crane toys are the true target audience for this post, but even if you weren't big into construction toys when you were growing up, you'll probably still appreciate the work we put into safeguarding our facilities from a power perspective. You don't often see the "outside the data center" work that goes into putting a new SoftLayer data center pod online, so I thought it'd give you a glimpse. Are there an topics from an operations or facilities perspectives that you also want to see?

-Robert

January 28, 2013

Catalyst: In the Startup Sauna and Slush

Slush.fi was a victim of its own success. In November 2012, the website home of Startup Sauna's early-stage startup conference was crippled by an unexpected flood of site traffic, and they had to take immediate action. Should they get a private MySQL instance from their current host to try and accommodate the traffic or should they move their site to the SoftLayer cloud? Spoiler (highlight for clue): You're reading this post on the SoftLayer Blog.

Let me back up for a second and tell you a little about Startup Sauna and Slush. Startup Sauna hosts (among other things) a Helsinki-based seed accelerator program for early-stage startup companies from Northern Europe and Russia. They run two five-week programs every year, with more than one hundred graduated companies to date. In addition to the accelerator program, Startup Sauna also puts on annually the biggest startup conference in Northern europe called Slush. Slush was founded in 2008 with the intent to bring the local startup scene together at least once every year. Now — five years later — Slush brings more international investors and media to the region than any other event out there. This year alone, 3,500 entrepreneurs, investors and partners who converged on Slush to make connections and see the region's most creative and innovative businesses, products and services.

Slush Conference

In October of last year, we met the founders of Startup Sauna, and it was clear that they would be a perfect fit to join Catalyst. We offer their portfolio companies free credits for cloud and dedicated hosting, and we really try get to know the teams and alumni. Because Startup Sauna signed on just before Slush 2012 in November, they didn't want to rock the boat by moving their site to SoftLayer before the conference. Little did we know that they'd end up needing to make the transition during the conference.

When the event started, the Slush website was inundated with traffic. Attendees were checking the agenda and learning about some of the featured startups, and the live stream of the presentation brought record numbers of unique visitors and views. That's all great news ... Until those "record numbers" pushed the site's infrastructure to its limit. Startup Sauna CTO Lari Haataja described what happened:

The number of participants had definitely most impact on our operations. The Slush website was hosted on a standard webhotel (not by SoftLayer), and due to the tremendous traffic we faced some major problems. Everyone was busy during the first morning, and it took until noon before we had time to respond to the messages about our website not responding. Our Google Analytics were on fire, especially when Jolla took the stage to announce their big launch. We were streaming the whole program live, and anyone who wasn't able to attend the conference wanted to be the first to know about what was happening.

The Slush website was hosted on a shared MySQL instance with a limited number of open connections, so when those connections were maxed out (quickly) by site visitors from 134 different countries, database errors abounded. The Startup Sauna team knew that a drastic change was needed to get the site back online and accessible, so they provisioned a SoftLayer cloud server and moved their site to its new home. In less than two hours (much of the time being spent waiting for files to be downloaded and for DNS changes to be recognized), the site was back online and able to accommodate the record volume of traffic.

You've seen a few of these cautionary tales before on the SoftLayer Blog, and that's because these kinds of experiences are all too common. You dream about getting hundreds of thousands of visitors, but when those visitors come, you have to be ready for them. If you have an awesome startup and you want to learn more about the Startup Sauna, swing by Helsinki this week. SoftLayer Chief Strategy Officer George Karidis will be in town, and we plan on taking the Sauna family (and anyone else interested) out for drinks on January 31! Drop me a line in a comment here or over on Twitter, and I'll make sure you get details.

-@EmilyBlitz

Categories: 
January 8, 2013

Startup Series: Bright Funds

Did you ever see The Beach with Leonardo DiCaprio? You know ... The one with a community of world-shunners that live in a paradisaical community on a beautiful white-sand beach. The people in that community were purists — altruistic types who believed in the possibilities of living a simple life based on community support of the individual and the individual's reciprocal support and dedication to the community. Recently, I walked into Hattery — a co-working space in SF — and found a similarly tight-knit community that immediately reminded me of that movie. Hattery is "off the radar" to a certain extent, and that's largely because the collaborative environment and culture are what drive the incredible group of entrepreneurs who work there. To be allowed in the co-working space, it seems like the prerequisites are endless passion and an ambitious vision, so I shouldn't be surprised that Bright Funds calls it home.

Bright Funds is a business that was created to provide users the ability to easily invest in complete solutions for the causes they care about. After signing on as a Catalyst partner, Bright Fund co-founders Ty Walrod and Rutul Davé invited me to lunch at the Hattery office, and I immediately accepted so I could learn more about what they are up to. Having been involved in the tech startup world for a while now, I knew that I'd be meeting two very special entrepreneurs with big hearts and even BIGGER tech startup street cred.

Rutul and Ty were not content with their user experience (UX) when it came to giving to charities and helping solve some of the world's biggest problems. They noticed that little effort had been invested in providing donors with tools to make the act of giving both enjoyable and highly effective, so they took action. Bright Funds was created to redefine and refocus the experience of "giving to charity" ... Giving shouldn't just involve going through the motions of transferring funds from our bank accounts. They built a new giving platform to be more intuitive, rewarding and enlightening, and they did an unbelievable job.

Think of the last time you had a great user experience: An interaction that was as enjoyable as it was effective. Aesthetics play a big role, and when those aesthetics make doing what you want to do easier and more satisfying, you've got an awesome UX. The best user experiences involve empowering users to make informed and intelligent choices by providing them what they need and getting out of the way. Often, UX is used for site design or application metrics, but Bright Funds took the concept and used it to create an elegant and simple business model:

Bright Funds was designed to create a giving experience with an intuitive flow in mind. Instead of just writing checks or handing over cash to a charity, the experience of giving through Bright Funds is interactive and didactic. You manage your giving like you would a mutual fund portfolio — you decide what percentage of your giving should go to which types of vetted and validated causes, and you get regular performance updates from charity. I want to help save the environment. I want to give clean water to all. I want to empower the underserved. I want to educate the world. You choose which causes you want to prioritize, and Bright Funds channels your giving to the most effective organizations serving the greatest needs in the world today.

Bright Funds

Instead of focusing on individual nonprofits, you support causes and issues that matter most to you. In that sense, Bright Funds is a very unique approach to charitable giving, and it's a powerful force in making a difference. Visit Bright Funds for more information, and get started by building your own 'Impact Portfolio.' If you're curious about what mine looks like, check it out:

Bright Funds Impact Portfolio

What does yours look like?

-@JoshuaKrammes

This is a startup series post about Bright Funds, a SoftLayer Catalyst Program participant.
About Bright Funds:
Bright Funds is a better way to give. Individuals and employees at companies with gift matching programs create personalized giving portfolios and contribute to thoroughly researched funds of highly effective nonprofits, all working to address the greatest challenges of our time. In one platform, Bright Funds brings together the power of research, the reliability of a trusted financial service, and the convenience of a secure, cloud-based platform with centralized contributions, integrated matching, and simple tax reporting.
December 10, 2012

Startup Series: GiveToBenefit

People often ask me why I enjoy working at SoftLayer, and that's a tough question to answer fully. I ALWAYS say that great people and great products (in that order) are some of the biggest reasons, and I explain how refreshing it is to work for a company that operates prioritizes "solving problems" over "selling." I share the SoftLayer "Innovate or Die" motto and talk about how radically the world of hosting is changing, and I get to brag about meeting some of the world's most interesting up-and-coming entrepreneurs and how I have the unique opportunity to help amazing startups grow into Internet powerhouses.

I'm the West Coast community development manager for Catalyst, so I get to tell the SoftLayer story to hundreds of entrepreneurs and startups every month at various meetups, demo days, incubator office hours and conferences. In turn, I get to hear the way those entrepreneurs and startups are changing the world. It's a pretty amazing gig. When I was chatting with a few of my colleagues recently, I realized that I'm in a pretty unique position ... Not everyone gets to hear these stories. I've decided that I owe it to my coworkers, our Catalyst participants and anyone else who will listen to write a semi-regular blog series about some of the cool businesses SoftLayer is helping.

Picking one Catalyst participant to feature for this first blog was a pretty challenging task. With the holidays upon us, one company I'm working closely with jumped out as the perfect candidate to feature in this "season of giving": GiveToBenefit.

GiveToBenefit

GiveToBeneift (or G2B) is a social enterprise based in Philadelphia dedicated to helping non-profits receive high-quality goods from select suppliers through crowd-funding. G2B is unique among the startups in the Catalyst program in that it is a "double bottom line" company: It is designed to generate profit for its business while at the same time creating positive social impact.

Crowd-funding — raising money from the public via online donations — is a relatively new activity, but it has already become a HUGE market. In 2010, more than 38 million people gave $4.5 billion to causes online ... $4.5 BILLION dollars were donated online to fuel ideas and businesses. Chances are, you've heard of companies like Kickstarter and DonorsChoose, so instead of taking time to talk about the crowd-funding process, I can share how GiveToBenefit differs from those other platforms:

Serves Non-Profits Exclusively - GiveToBenefit works exclusively with non-profit companies. They look for non-profits who don't have the financial or human resources to do their own fundraising and who can benefit from the high-quality goods their suppliers provide.

Marketing and Strategy Assistance - GiveToBenefit actively helps the organization market the campaign. The G2B team is ready, willing and able to offer suggestions, answer questions and provide feedback throughout the process, and given the fact that many non-profits lack technology resources, they usually get very involved with each cause.

No Additional Donor Fees - An extremely important note to point out is that GiveToBenefit does not charge donors a fee for their contribution beyond the mandatory fee charged by the credit card processor. More of every the donated dollar goes to its intended cause. Your entire donation goes to the non-profit for a very specific reason. There's no question about whether your donation will go to what you hope for.

Building Connections with High-Quality Suppliers - GiveToBenefit found a way to elevate the role of the supplier of the goods that non-profits receive and use. Brands whose products promise to perform better and last longer than the items the charities have access to are featured. GiveToBenefit derives revenue from its relationships with these suppliers, and G2B uses part of the fee it charges the supplier to fund the marketing of the non-profit's online campaign.

The idea is to go beyond "doing good," to "doing better." I could go on and on about the innovate ways they're "discovering better ways to do good," but the best way to show off their platform would be to send you to the three campaigns they recently launched:

GiveToBenefit Campaigns

Whether you want to contribute to purchasing a Watermark water purification system for the Margaret E. Moul Home for people with neuromuscular disabilities or you want to fill the People's Light & Theatre and Plays & Players Theater with the beautiful sounds of Hailun Pianos, you can contribute and know that your donation is making a difference for some very worthy non-profits.

If you'd like to learn more about GiveToBenefit or if you think one of your favorite non-profits could benefit from a G2B campaign, let me know (jkrammes@softlayer.com), and I'll introduce you to G2B founder and visionary Dan Sossaman.

-@JoshuaKrammes

November 16, 2012

Going Global: Domo Arigato, Japan

I'm SoftLayer's director of international operations, so I have the unique pleasure of spending a lot of time on airplanes and in hotels as I travel between Dallas, Amsterdam, Singapore and wherever else our event schedule dictates. In the past six months, I've spent most of my time in Asia, and I've tried to take advantage of the opportunity relearn the culture to help shape SoftLayer Asia's business.

To really get a sense the geographic distance between Dallas and Singapore, find a globe and put one index finger on Dallas and put your other index finger on Singapore. To travel from one location to the other, you fly to the other side of the planet. Given the space considerations, our network map uses a scaled-down representative topology to show our points of presence in a single view, and you get a sense of how much artistic license was used when you actually make the trip to Singapore.

Global Network

The longest currently scheduled commercial flight on the planet takes you from Singapore to Newark in a cool 19 hours, but I choose to maintain my sanity rather than set world records for amount of time spent in a metal tube. I usually hop from Dallas to Tokyo (a mere 14 hours away) where I spend a few days, and I get on another plane down to Singapore.

The break between the two legs of the trip serves a few different purposes ... I get a much needed escape from the confines of an airplane, I'm able to spend time in an amazing city (where I lived 15 years ago), and I can use the opportunity to explore the market for SoftLayer. Proximity and headcount dictated that we spend most of our direct marketing and sales time focusing on the opportunities radiating from Singapore, so we haven't been able to spend as much time as we'd like in Japan. Fortunately, we've been able organically grow our efforts in the country through community-based partnerships and sponsorships, and we owe a great deal of our success to our partners in the region and our new-found friends. I've observed from our experience in Japan that the culture breeds two contrasting business realities that create challenges and opportunities for companies like SoftLayer: Japan is insular and Japan is global.

When I say that Japan is insular, I mean that IT purchases are generally made in the realm of either Japanese firms or foreign firms that have spent decades building reputation in market. Becoming a trusted part of that market is a time-consuming (and expensive) endeavor, and it's easy for a business to be dissuaded as an outsider. The contrasting reality that Japanese businesses also have a huge need for global reach is where SoftLayer can make an immediate impact.

Consider the Japanese electronics and the automobile industries. Both were built internally before making the leap to other geographies, and over the course of decades, they have established successful brands worldwide. Japanese gaming companies, social media companies and vibrant start-up communities follow a similar trend ... only faster. The capital investment required to go global is negligible compared to their forebears because they don't need to build factories or put elaborate logistics operations in place anymore. Today, a Japanese company with a SaaS solution, a game or a social media experience can successfully share it with the world in a matter minutes or hours at minimal cost, and that's where SoftLayer is able to immediately serve the Japanese market.

The process of building the SoftLayer brand in Asia has been accelerated by the market's needs, and we don't take that for granted. We plan to continue investing in local communities and working with our partners to become a trusted and respected resource in the market, and we are grateful for the opportunities those relationships have opened for us ... Or as Styx would say, "Domo Arigato, Mr. Roboto."

-@quigleymar

November 8, 2012

Celebrating the First Anniversary of SoftLayer Going Global

In October, SoftLayer's data center in Singapore (SNG01) celebrated its first birthday, and our data center in Amsterdam (AMS01) turned one year old this week as well. In twelve short months, SoftLayer has completely transformed into a truly global operation with data centers and staff around the world. Our customer base has always had an international flavor to it, and our physical extension into Europe and Asia was a no-brainer.

At the end of 2011, somewhere in the neighborhood of 40% of our revenue was generated by companies outside of North America. Since then, both facilities have been fully staffed, and we've ratcheted up support in local startup communities through the Catalyst program. We've also aggressively promoted SoftLayer's global IaaS (Infrastructure-as-a-Service) platform on the trade show circuit, and the unanimous response has been that our decision to go global has been a boon to both our existing and new customers.

This blog is filled with posts about SoftLayer's culture and our SLayers' perspectives on what we're doing as a company, and that kind of openness is one of the biggest reasons we've been successful. SoftLayer's plans for global domination included driving that company culture deep into the heart of Europe and Asia, and we're extremely proud of how both of our international locations show the same SLayer passion and spirit. In Amsterdam, our office is truly pan-European — staffed by employees who hail from the US, Croatia, Greece, France, the Netherlands, Poland, Spain, Sweden, Ireland and England. In Singapore, the SoftLayer melting pot is filled with employees from the US, Singapore, Malaysia, Indonesia and New Zealand. The SoftLayer culture has flourished in the midst of that diversity, and we're a better company for it.

All of this is not to say the last year has not been without challenges ... We've logged hundreds of thousands of air miles, spent far too many nights in hotels and juggled 13-hour and 6-hour time zone difference to make things work. Beyond these personal challenges, we've worked through professional challenges of how to make things happen outside of North America. It seems like everything is different — from dealing with local vendors to adjusting to the markedly different work cultures that put bounds around how and when we work (I wish I was Dutch and had as many vacation days...) — and while some adjustments have been more difficult than others, our team has pulled through and gotten stronger as a result.

As we celebrate our first anniversary of global operations, I reflect on a few of the funny "light bulb" moments I've experienced. From seeing switch balls get the same awed looks at trade shows on three different continents to realizing how to effectively complete simple tasks in the Asian business culture, I'm ecstatic about how far we've come ... And how far we're going to go.

To infinity and beyond?

-@quigleymar

November 5, 2012

O Canada! - Catalyst, Startups and "Coming Home"

I was born and raised in Brockville, Ontario, and I've always been a proud Canadian. In 2000, I decided to leave my homeland to pursue career options south of the 49th parallel, so I became an active participant in Canada's so-called "brain drain." It's never easy starting over, but I felt that my options were limited in Canada and that I wouldn't find many opportunities to make an impact on a global stage.

Fast-forward to 2012. Early in the year, we were introduced to GrowLab — a leading Vancouver based accelerator — by our friends at East Side Games Studio. They seemed to have a lot of incredible stuff going on, so I planned an exploratory mission of sorts ... In June, I'd visit a few Canadian cities with an open mind to see what, if anything, had changed. With the Catalyst Program's amazing success in the US, I hoped we could hunt down one or two Canadian startups and accelerators to help out.

I was very pleasantly surprised at what I found: A vibrant, thriving Canadian community of entrepreneurs that seemed to match or exceed the startup activity I've seen in Silicon Valley, Boulder, Boston, New York, Amsterdam, Hong Kong, and Dubai. How times have changed! Investing in the Canadian startup scene was a no-brainer.

Canada Approved

The Catalyst team hit the ground running and immediately started working with GrowLab and several other incredible organizations like Communitech, Ryerson University Digital Media Zone (DMZ), Innovation Factory, Extreme Startups and the Ontario Network of Excellence (ONE).

We'll enroll startups participating in those organizations into the Catalyst Program, and we'll provide infrastructure credits (for servers, storage and networking), executive mentoring, engineering resources and limited financial support. SoftLayer wants to become the de facto Infrastructure as a Service (IaaS) provider for Canadian startups and startups worldwide, so this is a huge first step onto the international stage. More importantly — and on a personal level — I'm excited that we get to help new companies in Canada make a global impact with us.

As a Canadian expat, having the opportunity to give something back means a great deal to me. I see an incredible opportunity to nurture and help some of these Canadian startups take flight. SoftLayer is still an entrepreneurial company at heart, and we have a unique perspective on what it takes to build and scale the next killer app or game, so we feel especially suited to the task.

One of the Canadian entrepreneurs we've been working with sent us this great video produced by the Vancouver-based GROW Conference about entrepreneurship, and it immediately resonated with me, so I wanted to be sure to include it in this post:

We've already started working with dozens entrepreneurs in Vancouver, Toronto, Hamilton and Waterloo who embody that video and have kindred spirits to my own. SoftLayer has a few Canadian ex-pats on our team, and as Catalyst moves into Canada officially, we're all extremely proud of our heritage and the opportunity we have to help.

Some have called our foray into the Canadian market an "international expansion" of sorts, I think of it more as a "coming home party."

-@gkdog

Canada Approved

October 30, 2012

Startup Series: YouNoodle

In the startup world, the resources you have are almost as important as your vision and your ability to execute. That simple idea fueled the creation of Catalyst, and it's a big component of our incredible success. We're taking the complexity (and cost) out of the hosting decision for the coolest startups we meet, and by doing so, those startups have the freedom to focus on their applications. But that's only the beginning.

In addition to providing infrastructure, my team and I also try to introduce Catalyst participants to investors, incubators, accelerators and other startup founders. By building a strong network of experienced peers, entrepreneurs have a HUGE advantage as they're building their businesses. The difficulty in making those introductions is that it's such a labor-intensive process ... Or I guess I should say that it *was* a labor-intensive process. Then we found YouNoodle.

YouNoodle is an online network for entrepreneurs that was founded in 2010 in San Francisco, California. The 18-person startup is built to connect entrepreneurs with people, startups, competitions and groups based on what's relevant to each entrepreneur's mission. What the Catalyst team has been doing in a labor-intensive fashion, YouNoodle has automated and streamlined! We had to meet these folks.

YouNoodle

We heard that YouNoodle was putting together a start-up crawl during one of their immersion programs — they bring international entrepreneurs to Silicon Valley to learn best practices and make connections in the US market — and we jumped at an opportunity to provide the beer and sandwiches at one of the stops. If you've ever worked at a startup before, you know that the way to an entrepreneur's heart is through his/her stomach, so we hoped it would be "love at first bite."

We chatted with the YouNoodle team, and they showed us the recently released 2.0 version of Podium, the SaaS platform they built to manage the selection process for entrepreneurial competitions and challenges from organizations like Start-Up Chile, The Next Web, Intel, NASA and seven out of the top ten universities around the world. Basically, Podium enables the most talented individuals and innovative startups to rise to the top and get the opportunities they deserve.

YouNoodle was an obvious fit for Catalyst, and Catalyst was an obvious fit for YouNoodle. Other Catalyst participants could join the thriving community of entrepreneurs that YouNoodle has built, and YouNoodle could take advantage of the power of SoftLayer's hosting platform. And by helping support YouNoodle, Catalyst gets to indirectly help even more entrepreneurs and startups ... Very "meta!"

Over the past two years, YouNoodle has managed over 400 competitions which have received entries from more than 28,000 entrepreneurs around the world. They're a key player in the acceleration of global entrepreneurship, and they share our vision of breaking down the geographic barriers to innovation. And with the momentum they've got now, it's clear that they're just getting started.

If you have a second, head over to YouNoodle.com to check out the fresh, easy-to-use interface they launched to help users discover, get inspired by and connect with like-minded individuals on a global scale.

-@PaulFord

October 2, 2012

A Catalyst for Success: MODX Cloud

SoftLayer has a passion for social media, online gaming and mobile application developers. We were in "startup mode" just a few years ago, so we know how much work it takes to transform ideas into a commercially viable enterprise, and we want to be the platform on which all of those passionate people build their business. To that end, we set out to find ways we could help the next generation of web-savvy entrepreneurs and digital pioneers.

About a year ago, we kicked off a huge effort to give back to the startup community. We jumped headfirst into the world of startups, incubators, accelerators, angel investors, venture capitalists and private equity firms. This was our new ecosystem. We started to make connections with the likes of TechStars and MassChallenge, and we quickly became a preferred hosting environment for their participants' most promising and ambitious ideas. This ambitious undertaking evolved into our Catalyst Program.

When it came to getting involved, we knew we could give back from an infrastructure perspective. We decided to extend a $1,000/mo hosting credit to each Catalyst company for one full year, and the response was phenomenal. That was just the beginning, though. Beyond the servers, storage and networking, we wanted to be a resource to the entrepreneurs and developers who could learn from our experience, so we committed to mentoring and making ourselves available to answer any and all questions. That's not just lip service ... We pledged access to our entire executive team, and we made engineering resources available for problem-solving technical challenges. We're in a position to broker introductions and provide office space, so we wanted didn't want to pass up that opportunity.

One of the superstars and soon-to-be graduates of Catalyst is MODX, and they have an incredible story. MODX has become leading web content management platform (#4 open source PHP CMS globally) by providing designers, developers, content creators and Unix nerds with all the tools they need to manage, build, protect and scale a web site.

Back in December 2011, the MODX team entered the program as a small company coming out of the open source world, trying to figure out how to monetize and come up with a viable commercial offering. Just over 10 months later, the company has grown to 14+ employees with a new flagship product ready to launch later this month: MODX Cloud. This new cloud-hosting platform, built on SoftLayer's infrastructure, levels the playing field allowing users to scale and reach everyone with just a few clicks of a mouse and not need to worry about IT administration or back-end servers. Everything associated with managing a web site is fully automated with single-click functionality, so designers and small agencies can compete globally.

MODX Cloud

We're proud of what the MODX team has accomplished in such a short period of time, and I would like to think that SoftLayer played a significant role in getting them there. The MODX tag line is "Creative Freedom," and that might be why they were drawn to the Catalyst Program. We want to "liberate" entrepreneurs from distractions and allow them to focus on developing their products – you know, the part of the business that they are most passionate about.

I can't wait to see what comes out of Catalyst next ... We're always looking to recruit innovative, passionate and creative startups who'd love to have SoftLayer as a partner, so if you have a business that fits the bill, let us help!

-@gkdog

August 29, 2012

Demystifying Social Media: Get Involved

A few weeks back, Kevin handed me The Thank You Economy by Gary Vaynerchuk and said we should give it a read. I'm only halfway through it, but I thought I should share some of Vaynerchuk's insights on social media with the SoftLayer blog audience while they are still fresh in my mind.

The best summary of The Thank You Economy comes straight from its pages:

"The Thank You Economy explains how businesses must learn to adapt their marketing strategies to take advantage of platforms that have completely transformed consumer culture and society as a whole."

The book looks at how human nature hasn't changed, but everything else has. The rise of social media is as game-changing as the radio and the television were, and that presents a combination of challenge and opportunity for businesses. In Vaynerchuk's words, "What we call social media is not media, nor is it even a platform. It is a massive cultural shift that has profoundly affected the way society uses the greatest platform ever invented, the Internet."

I've been "in the trenches" with SoftLayer's social media presences for over a year now, and I realized that I take advantage of the fundamental openness of the company. Vaynerchuk urges businesses to dive into social media, and he shares some of most common reasons companies aren't getting involved — I could list all eleven reasons here, but you'd probably recognize them all as excuses you've heard.* The common theme: People (and companies) fear uncertainty, and while that fear is understandable, it shouldn't be paralyzing. The opportunity and necessity of engagement outweigh the excuses.

When you clear all the hurdles preventing your entrance to the world of social media, you need to execute. Vaynerchuk explains how "Cultural Building Blocks" of a company dictate that company's success in social media, and while they aren't exactly an Easy Bake Oven recipe to viral success, they are profound in their simplicity:

  1. Begin with Yourself
  2. Commit Whole Hog
  3. Set the Tone
  4. Invest in Employees
  5. Trust Your People
  6. Be Authentic

The "trust your people" and "be authentic" building blocks resonated the most when I thought of how SoftLayer's social media is managed. The level of trust my boss has in me is both refreshing and challenging, and I find myself working harder to prove I deserve it. A cynic might read that sentence and scoff at its over-the-top positivity, but I'm as honest as I can be ... And that's an example of the challenge of being authentic. SoftLayer employees are passionate about their responsibilities and the company culture, and that kind of enthusiasm is so rare that there's a tendency to assume that it's manufactured.

If I see someone talking to us via social media about a bad experience at SoftLayer, I'm more concerned about changing their experience than I am about what they share with their social network. Often, when I follow up with those customers, when the problem is resolved, it's amazing how surprised people are that someone actually took the time to make things right. I want to hear if someone has a bad experience because I take pride in turning it around. Are we "in control" of what people say about SoftLayer on social media? No. We are in control of how SoftLayer responds to what people are saying about us, though.

Your business needs to be active in social media.

You don't need a "social media team" or a budget or a strategy ... You need to be passionate about your employees, customers and products, and you need to make time to reach out to your community — wherever they are.

What roadblocks have you run into when it comes to your business's social media engagement? If you've been successful, what tips could you share with me (and the rest of the SoftLayer audience)?

-Rachel

*If you're toying with the idea of social media engagement or you're working for a company that hasn't embraced it yet, it's worth it for you to buy The Thank You Economy to read how @garyvee dismantles those excuses.

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