Russ DeVeau
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Helping to drive enterprise cloud interoperability with a very strategic byline article…

Helping to drive enterprise cloud interoperability with a very strategic byline article… | Russ DeVeau | Scoop.it

Many of my clients and partners know that I am a big fan of incorporating byline articles into content development and marketing and strategic communications programs. This is mainly because byline articles are a great way to place messages, showcase people and products, and influence a wide range of short- and long-term search results. 


Here’s an article I wrote for Open Data Center Alliance (ODCA). I worked with ODCA a couple years ago when I was charged with dramatically upping the organization’s visibility in markets around the world. I’m proud to say that the proactive programs I put in place for ODCA generated a phenomenal amount of high-quality coverage in traditional and social media outlets worldwide. 


This byline was one part of several campaigns I managed during my time partnering with ODCA. I wrote the article in conjunction with a very successful proactive news program I developed on virtual machine (VM) interoperability with the goal of shining a spotlight on some of the challenges involved in advancing the open enterprise cloud and as a means to raise the visibility of Forecast, ODCA’s annual – and very unique - data center and big data event. 


One of my objectives in writing this article was to put a bit of public relations pressure on some of the main players in the VM and hypervisor industries so that they would come to Forecast to address interoperability issues. It was a strategy that worked beautifully as senior representatives from Citrix, Microsoft, Red Hat and VMware came together – for the first time – during a highly promoted panel at Forecast to discuss VM interoperability in the enterprise cloud. 


Is it time to incorporate strategic byline articles into your content development and marketing programs? – Russ DeVeau 


ODCA to Hypervisor and VM Providers: Interoperability is an Enterprise Cloud Requirement 


ODCA leadership has always stated that interoperability of virtual machines (VM) is a critical requirement for enterprise ready cloud implementations. This is why the ODCA VM interoperability usage model was developed. The document provides clear guidance on achieving interoperability of various hypervisor platforms and virtual machines based on well-defined enterprise requirements. The usage model has been adopted by many of our member companies as a core foundation for implementing their own enterprise ready clouds and has been extremely instrumental in shaping new solutions from VM vendors. But ODCA knows there is a lot of work to be done before the industry realizes 100% interoperability of VM solutions, so we’re taking several steps to help ensure this ODCA objective is met.


One of these steps focuses on testing various hypervisor platforms and virtual machines from vendors and cloud solution providers against the ODCA VM interoperability usage model. Earlier this year members of ODCA developed a proof of concept (POC) paper to establish testing criteria and procedures for documenting how VM solutions interoperated in real world cloud implementations. The paper includes the solutions that were tested, the specific tests conducted, and testing results. Testing took place over a one month period and included hypervisor platforms and cloud VM solutions from both ODCA members and non-members. A primary goal of the testing was to get a better handle on where the industry is today on VM interoperability and to develop strategies for moving VM interoperability based on ODCA VM usage model requirements forward. 


We’ve learned a lot from the testing experience. Perhaps one of the most important findings is that ODCA has proven interoperability based on the ODCA VM usage model is indeed possible. We’ve also learned that the testing processes outlined in the POC paper serve as a valuable starting point for gauging VM interoperability and that the testing procedures outlined in the document will continuously evolve to address some of the more complex issues identified during the testing process. Of course, testing results are what matter most. While scores varied based on the individual testing procedures included in the POC, no hypervisor platform or vendor VM solution passed with flying colors. In fact, there are many more failing grades included in the document than passing grades. 


So where do we go next to ensure full interoperability of hypervisors and VMs among public and private clouds? The Implementing the Open DataCenter Alliance Virtual Machine Interoperability Usage Model is a must-read for any organization interested in learning about where the hypervisor and VM industry is today on meeting ODCA requirements for interoperability. We also encourage any organization interested in advancing VM interoperability across public and private clouds to join the ODCA to participate in the many steps ODCA members are taking within our workgroups to ensure the grades of future tests based on criteria included in the evolving POC document go up. ODCA is the organization where members are working collaboratively to address and solve VM interoperability challenges and where all organizations are welcome to join to help ensure that hypervisor and VM interoperability are part of the enterprise ready cloud. 


The next step we’re taking is to talk publicly about the POC paper and testing results at Forecast 2013, our annual cloud and big data conference taking place in San Francisco on June 17 and 18. This will happen at a newly announced VM interoperability panel discussion we’ll be holding on June 17 when ODCA members who have participated in the development of the ODCA VM interoperability usage model and corresponding POC paper will come together with industry to collaborate on next steps for moving interoperability forward. All Forecast attendees are welcome to attend the panel discussion to interact with hypervisor and VM solutions providers, hear what’s coming next from ODCA, and learn how to get involved in helping to drive the next phase of VM interoperability. More information is available on the ODCA Forecast 2013 website. 


Written by Russ DeVeau for ODCA. Published online at HPC Wire on May 20, 2013.

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Russ DeVeau and Earth Hour

Russ DeVeau and Earth Hour | Russ DeVeau | Scoop.it
Earth Hour takes place this Saturday, March 31 from 8:30 to 9:30pm in local time zones. Participation in the global event has grow
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Senior corporate executives on Twitter

eMarketer Daily  is reporting on a study conducted by BRANDfog showing that consumers appreciate company leaders who engage in socia
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New book on energy efficient computing

A new book authored by energy efficiency experts from Intel shows how computers use energy, how to measure energy use, and specifi
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Client educational video

Client educational video | Russ DeVeau | Scoop.it
A great example of an educational video by Climate Savers Computing , one of the organizations I support. Who knew the benefits o
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Russ DeVeau: fighting phishing with standards

A while back I worked on a program that brought the FBI, the U.S. Department of Justice and industry leaders in the digital identit
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Russ DeVeau: Twitter for breaking news?

Mashable reported yesterday that news of Whitney Houston’s death broke on Twitter almost thirty minutes before major news outlets bega
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VIDEO: One of my YouTube strategies – short and sweet

While people are becoming increasingly more willing to click on and watch longer and longer videos, I'm still a fan of brief and fu
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Russ DeVeau Client Project: Are you ignoring one of the simplest ways to go green?

Russ DeVeau Client Project: Are you ignoring one of the simplest ways to go green? | Russ DeVeau | Scoop.it
One of many articles I had a lot of fun ghostwriting for my pals at  Climate Savers Computing Initiative . This story discusses ho
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Russ DeVeau on the McDonald’s #McDStories Twitter campaign

Epic #McFail or social media growing pains? There are some great lessons to be learned from the McDonald’s   #McDStories campaign for an
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Directory of 350+ of the best tools and services to capture, edit, publish and distribute video online.

★★★ Directory of 350+ of the best tools and services to capture, edit, publish and distribute video online.

Via Dr. Susan Bainbridge
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Russ DeVeau: Fiber Optic Lighting, A Guide for Specifiers

Russ DeVeau: Fiber Optic Lighting, A Guide for Specifiers | Russ DeVeau | Scoop.it


I wrote the book Fiber Optic Lighting, A Guide for Specifiers, the first ever book to explore how fiber optic systems could be used to illuminate architectural and museum environments. With original research sponsored by the Metropolitan Museum of Art, the educational text was published in 1997, released in multiple languages and acquired by libraries around the world. 


Since then I’ve worked on content development, editorial and strategic communications programs with marketing and technology teams from some of the world’s most recognized brands including Alcatel, American Express, AOL, BMW, General Motors, Google, HP, IBM, Intel, Microsoft, Nokia, Oracle and SAP.


My content and editorial philosophy is based on the understanding that every organization has important stories to tell. I specialize in helping clients identify, develop and promote those stories. 


Influencing search across traditional and social search engines is always a top goal when I develop strategic content. This is why every piece of content I develop and write is optimized to ensure my clients come up in targeted and far-reaching search results based on keywords, key messages and important industry trends. 


I develop and write a wide variety of content for traditional and social media outlets including blogs, case studies, byline and ghostwritten articles, marketing collateral, news stories, press releases, speeches and technical, positioning and white papers. My business model includes regularly partnering with ad agencies, branding and creative teams and editors and writers on a wide range of content development, editorial and marketing programs. - Russ DeVeau 

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Let's talk about energy efficiency, greener clouds and sustainable ICT!

Let's talk about energy efficiency, greener clouds and sustainable ICT! | Russ DeVeau | Scoop.it
With ten years of experience supporting tech giants and leading Internet and technology initiatives, and another ten years o
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Russ DeVeau on social media contests

I'm supporting another social media contest - this time for CSCI, a global technology consortium with a membership base consisting o
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A big day for online privacy?

As Google implements its new privacy policies, AP provides an overview of what these changes mean  to Google’s over one billion users. Thi
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500 million Twitter users

Twitter has hit 500 million  users and is growing at over 1 million accounts per day. While some analysts are questioning how man
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Russ DeVeau: Online privacy concerns continue

It was early 1999 when Scott McNealy was working at Sun Microsystems and made public remarks about having zero privacy online. McNeal
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Shift in the social networking landscape?

Among some of my clients – as well as in the overall social networking industry - I’m seeing a general increase in LinkedIn activity
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Russ DeVeau on social media contest prep

I'm readying another social media contest for one of my clients. Following #win #contest #sweepstakes hashtags. #Giveaway  is hoppin
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Russ DeVeau on the Facebook IPO - $38.00?

All eyes on the potential Facebook IPO . I'll’be watching this from the perspective of what the IPO may mean for the overall socia
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Russ DeVeau on Google, Bing, Yahoo and other search engines...

I use them all and have some very strong preferences and requirements when it comes to search engines and search capabilities. Wonderin
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