Case Study | Synteractive

Solution Provider Uses Cloud Technology to
Create Novel Social Networking Software

Overview "Windows Azure and Microsoft TownHall give us a
Country or Region:United States
platform that lets our customers launch a multitude of
Industry:Professional services – IT
forums and complex web applications and handle
services
spikes in demand of up to millions of users.‖
Customer Profile
EvanBurfield, Chief Executive Officer, Synteractive
Synteractive is a Washington, D.C.–
based IT solutions provider that focuses Synteractive is a Washington, D.C.–based strategy and business
on customers in the public sector.
solution provider with expertise in public sector projects,
Business Situation including the Obama administration‘s Recovery.gov web
Synteractive needed a technology
platform on which to implement its new
initiative. Synteractive saw a market opportunity for social
idea: a social networking application for networking software that could be used to interact with very
large public organizations and political
campaigns that can quickly scale to
large audiences. It designed such an application, which it called
millions of users. SocialRally, by using the Windows Azure platform and Microsoft
Solution
TownHall social networking technology. The solution, which
The company used the Windows Azure offers a standards-friendly website, also works with Windows
cloud computing platform and Microsoft
TownHall technology to create its
Phone 7 and other mobile devices. SocialRally is a highly
SocialRally social networking software. scalable, cost-effective application that provides organizations
Benefits
with rich channels for interacting with and receiving real-time
Delivers social networking for large feedback from very large user audiences and that has broad
audiences
Provides enterprise-scale platform and
private- and public-sector appeal.
tools
Supports innovation for competitive
advantage

Situation Burfield, Chief Executive Officer of
―The key problems that Synteractive is a strategy and solutions Synteractive.
our customers face are firm that helps organizations tackle
issues related to how people From a technology perspective,
those of being limited communicate with each other and how Synteractive would have to address a
they find, access, and use information. number of other challenges. Any solution
to one social network, One of the major markets for would have to be highly scalable to
or having to deal with Synteractive, which is headquartered in accommodate large numbers of
Washington, D.C., is the public sector. concurrent users and big spikes in traffic.
one social media The company has had significant wins in It also would have to be built on a cost-
this market, including projects with the effective platform to make the solution
channel after another, White House and Recovery.gov, a web attractive to potential clients. And, it
as separate entities, initiative designed to provide the public would need to provide a rich
with information related to the American development environment so that
instead of being able to Recovery and Reinvestment Act of 2009. Synteractive could continue to innovate
in response to market demands.
deal with them all from During the course of these projects,
a centralized location.‖ Synteractive identified a need in the Solution
market for social interaction solutions To aid enterprises in the management of
Erren Lester, Director of Product that could help private and public sector social networking activities, Synteractive
Management, Synteractive
organizations alike to better developed a new Software-as-a-Service
communicate with their audiences and application called SocialRally. Built on the
track existing social networking outlets. Windows Azure platform, an Internet-
scale cloud computing services platform
―The key problems that our customers hosted in Microsoft data centers, and
face are those of being limited to one Microsoft TownHall, a freely
social network, or having to deal with downloadable and open code base that
one social media channel after another, works with Windows Azure, SocialRally
as separate entities, instead of being able provides the ability for organizations to
to deal with them all from a centralized enable public conversations and debates
location,‖ says Erren Lester, Director of and provide a common user experience
Product Management for Synteractive. and across a broad range of mobile
devices, including the Windows Phone 7,
Since many organizations have strict data iPhone, Android, and BlackBerry
retention and privacy mandates, smartphones.
however, any solution that would
centralize communication would have to Shawn Hinsey, Chief Software Architect
support records management, audit for Synteractive, says the Windows Azure
trails, and other types of requirements platform and TownHall provided the
typically found in large enterprises. important technology components
needed to bring SocialRally to fruition.
―We looked at the market and realized The Windows Azure platform includes a
that, while there were lots of little cool cloud services operating system and a
solutions, like TweetDeck and stuff for set of developer services. Windows
bloggers and startup companies, there Azure, Microsoft SQL Azure, and
weren‘t any good social interaction Microsoft .NET Services are the key
solutions for large enterprises,‖ says Evan

components of the Windows Azure Because SocialRally is based on the
―For our business, the platform. Windows Azure cloud-computing
cloud provides platform, it is extremely scalable and can
―We built SocialRally to take advantage handle huge spikes in user traffic.
incredible marginal of key features of the Windows Azure Synteractive is taking advantage of the
platform such as the compute clusters pay-as-you-go business model of
cost. We didn‘t have to and Microsoft SQL Azure, which, Windows Azure to price its solution, so
go out and retain data respectively, provide enormous organizations pay only for the storage
scalability and database capabilities, and and computing power that they need to
centers, implement TownHall, which provided the free and run SocialRally efficiently. Says Burfield,
open code for executing our ideas,‖ says ―For our business, the cloud provides
complex architectures, Hinsey. incredible marginal cost. We didn‘t have
and hire systems to go out and retain data centers,
SocialRally helps institutions connect and implement complex architectures, and
administrators. We just stay in closer touch with their customers hire systems administrators. We just pull
or constituents by providing interactive, resources as we need using the scalable,
pull resources as we community-driven sites around specific pay-as-you-go model.‖
need using the scalable, topics; public, online forums; and the
ability track, monitor, and engage in Benefits
pay-as-you-go model.‖ group conversations from a single user Building its SocialRally application on the
Evan Burfield, Chief Executive Officer, interface. SocialRally has appeal to Windows Azure platform helped
Synteractive industries across the spectrum, from Synteractive create a compelling product
political candidates and government that organizations can use to easily
entities, to retail and financial services in create social networking sites with
the private sector. The solution includes forums, feedback tools, and other
all-important security features, such as features that bolster communications.
protection for personally identifiable Behind the scenes, Windows Azure and
information, and uses a self-policing Microsoft TownHall provide a rich,
feature that allows the user community adaptable cloud computing platform
to quickly identify and isolate offensive that cost-effectively scales to meet the
or otherwise inappropriate behaviors and needs of very large networking
language. initiatives.

Not least of all, the solution is designed Synteractive is taking advantage of the
so that organizations can set it up in Microsoft cloud platform to demonstrate
minutes without the need for in-house innovative work in a highly competitive
development expertise. SocialRally marketplace. Furthermore, Synteractive
includes features such as dashboards customers can be confident that the
and analytical tools, and can be solution is founded on a solid
integrated with an organization‘s infrastructure with ISO accreditation and
Microsoft SharePoint Server 2010 SAS attestations. Says Lester, ―Microsoft
intranet software. It also integrates with has a lot of experience in terms of
the Facebook social networking website building extremely large, highly scalable
as well as LinkedIn, Digg, Twitter, platforms that scale to handle up to
Delicious, MySpace, and more. hundreds of millions of users.‖

Delivers Social Networking for Large Even in its infancy, the solution has been
―We were really Audiences extremely well received. Says Lester,
impressed with the By using the Windows Azure platform, ―Community members have told us that
Synteractive was able to develop a they really enjoy using the TownHall
experience of solution that met the challenges set out interface because of the rich user
by important Synteractive customers. experience that it provides instead of
developing with SQL static, text-based links. Rich visuals and
Azure, because we ―The world is changing. The way that an graphics can be integrated into the
organization goes out and engages with forum, making it really engaging and fun
could take our existing an ecosystem—from 50 people to 50 to use, which allows individuals to have a
million people—is fundamentally real voice in the community.‖
development different than in the past,‖ says Burfield.
infrastructure and ―You don‘t go out and buy big buildings Provides Enterprise-Scale Platform
and create command-and-control and Tools
simply layer it on top of hierarchies and managers upon Windows Azure and Microsoft TownHall
managers. You start a conversation. You provided an enterprise-scale platform
that.‖ let that conversation grow organically while delivering the cost effectiveness of
Shawn Hinsey, Chief Software Architect, and virally, and you have a personalized cloud-based computing for both the
Synteractive connection with almost everyone. development and ongoing
SocialRally and what we‘re doing with implementation of SocialRally.
the Microsoft TownHall technology are
designed to bring innovation—in terms ―For us, there wasn‘t really a decision
of crowd sourcing and having a whether or not to move to the cloud. It
conversation—to large organizations, in was obvious,‖ says Burfield. ―Our
a way that fits with their requirements.‖ business model is a ‗freemium‘ one: We
offer SocialRally as a free service for a
He notes that the Microsoft technology small business or an individual, or
also made it easy to add features sought perhaps for a large enterprise that wants
by Synteractive customers, such as a to dip its toe into social networks. But we
polling feature and ways to push also have the ability to scale SocialRally
multimedia content to specific users. all the way up to the largest enterprises.
Additional functionality that appealed to Windows Azure and Microsoft TownHall
Synteractive is the reputation-based give us a platform that lets our
system in TownHall, which encourages customers launch a multitude of forums
members to participate in the and complex web applications and
community forum by voting on handle spikes in demand of up to
questions and posting responses, and millions of users.‖
which rewards forum members with
―reputation points.‖ Hinsey says the pay-as-you-go model,
the immense scalability, and the rich
―Plus, users can access SocialRally development environment of the
regardless of their browser, and can use Windows Azure platform were all critical
it from mobile devices such as the to the development of SocialRally.
Windows Phone 7,‖ Burfield says. ―The ―We were really impressed with the
Microsoft technology has been a huge experience of developing with SQL
accelerator for us.‖ Azure, because we could take our
existing development infrastructure and

simply layer it on top of that,‖ Hinsey ―What Windows Azure provides is
―One of the most says. ―We could take an application essentially a fully marginalized cost. We
powerful aspects of the previously developed on [Microsoft] SQL have no fixed costs, and we have no
Server 2008 R2, and then deploy it into capital costs related to SocialRally,‖ he
Windows Azure the cloud on SQL Azure without any says. ―We‘re only paying for exactly what
problems at all. It was a completely we‘re using. So we can contain our costs
platform is its ability to seamless transition.‖ for a free service, and we can scale the
reduce our time-to- cost up as we need to in order to provide
Integration with other software, including a premium enterprise service to our large
market." SharePoint Server 2010 and the Windows customers.‖
Phone OS 7, was also key to the design
Shawn Hinsey, Chief Software Architect,
Synteractive of SocialRally. ―SharePoint 2010 is He adds that the company has worked
providing really exciting new capabilities with a number of cloud computing
for social engagement inside the providers, including Amazon. ―They all
enterprise and as a web content have their strengths,‖ Burfield says. ―But
management platform for engaging an where Windows Azure really stands
even broader audience outside the above is when you want to create that
enterprise,‖ says Burfield. ―And, by rapid, highly scalable, flexible web
leveraging the Microsoft TownHall code application. Windows Azure deals with all
base within SocialRally, we‘re able to the complexity, allowing you to focus on
extend into mobile devices like the creativity and the business processes that
Windows Phone 7 and can integrate with provide a competitive advantage in the
Facebook.‖ marketplace.‖

Supports Innovation for Competitive Related Resources and Information
Advantage To learn more about the Windows Azure
Synteractive used Microsoft technologies platform, visit the website at:
to create a versatile, cloud-based www.windowsazure.com
application for a large market that is still Learn:Channel9 Windows Azure Training
in the nascent stages of using social Course
networking software. Read:Security Best Practices for Developing
on the Windows Azure Platform
―One of the most powerful aspects of the Download:Windows Azure Training Kit
Windows Azure platform is its ability to Download:Windows Azure SDK
reduce our time-to-market,‖ says Hinsey.
―This means that when we come up with To learn more about Microsoft’s
an innovative new idea in which time TownHall social networking technology,
might be critical, such as SocialRally, we visit
have the ability and tools to take care of http://code.msdn.microsoft.com/TownHall
that idea, release it into the public Follow: @mstownhall on Twitter to be kept
quickly, and immediately get feedback up to date on the latest TownHall news
on it.‖ Watch: Demonstration videos at
http://www.youtube.com/mstownhall.
Burfield adds that the Windows Azure Download:Microsoft‘s TownHall Core API
platform has given Synteractive a highly source code and the web client
flexible and cost-effective means to
address emerging market needs.

More about Synteractive‘sSocialRally, developers with on-demand compute and
For More Information software-as-a-service application, can be storage to host, scale, and manage web
For more information about Microsoft
found applications on the Internet through
products and services, call the
here:http://www.synteractive.com/Markets/ Microsoft data centers.
Microsoft Sales Information Center at
socialrally/ Microsoft SQL Azure. Microsoft SQL Azure
(800) 426-9400. In Canada, call the
offers the first cloud-based relational and
Microsoft Canada Information Centre
Microsoft Cloud Services self-managed database service built on
at (877) 568-2495. Customers in the
Microsoft offers a complete set of cloud- Microsoft SQL Server 2008 technologies.
United States and Canada who are
based solutions to meet business needs, Windows Azure AppFabric. With
deaf or hard-of-hearing can reach
including solutions for advertising, Windows Azure AppFabric, developers can
Microsoft text telephone (TTY/TDD)
communications (email, meetings), build and manage applications more easily
services at (800) 892-5234. Outside the
collaboration (document storage, sharing, both on-premises and in the cloud.
50 United States and Canada, please
workflow), business applications (customer −AppFabric Service Bus connects services
contact your local Microsoft subsidiary.
resource management, business and applications across network
To access information using the web,
productivity), data storage and boundaries to help developers build
go towww.microsoft.com
management, and infrastructure services. In distributed applications.
addition, customers can take advantage of −AppFabric Access Control provides
For more information about
an entire ecosystem of solution providers federated, claims-based access control for
Synteractive, call (202) 904-2165 or
and Microsoft partners. REST web services.
visit the web site at:
Windows Azure Marketplace
www.synteractive.com
For more information about Microsoft DataMarket. Developers and information
Cloud Services, go to: workers can use the new service
To view the video documentation of
www.microsoft.com/cloud DataMarket to easily discover, purchase,
Synteractive and other success stories
and manage premium data subscriptions in
visit the Microsoft Success Web site
the Windows Azure platform.
at:www.microsoft.com/business/succes
Windows Azure Platform
s/
The Windows Azure platform provides an
excellent foundation for expanding online
See how other companies successfully
product and service offerings. The main
implemented money and time saving
components include:
solutions in their business using the
Windows Azure platform. View an
Windows Azure. Windows Azure is the
additional case study here.
development, service hosting, and service

Software and Services
Windows Azure Platform Microsoft Server Product Portfolio
− Windows Azure − Microsoft SharePoint Server 2010
− Microsoft SQL Azure Windows Phone 7
− Microsoft TownHall Technologies
Microsoft Visual Studio − Microsoft .NET Framework 3.5
Microsoft Visual Studio 2008
Professional Edition

management environment for the Windows
Azure platform. Windows Azure provides

Case Study | Synteractive

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