Today at Dreamforce chairman and CEO Marc Benioff welcomed more than 30,000 attendees to the Social Enterprise, the business strategy for the next decade of computing that bridges the divide between today’s social customers and the companies that cater to them.

The social revolution is here.  In a world where entire governments have been overthrown thanks to their citizens’ activism on Facebook, enterprises large and small are awakening to the reality that it’s no longer possible to operate in a world without social computing.

Facebook and its 750 million users have changed the way the world communicates.  In fact, Facebook is eating the web.  According to Nielsen Wire, 22 percent of all Internet time is social, while time spent on the rest of the web continues to decrease.  And the devices people use to access the Internet has also changed radically.  Between 2010 and 2011, the percentage of CIOs that allowed employee-owned tablets in their enterprises increased from 29 percent to 67 percent.  In one year.

The social revolution has created a social divide.  While customers live on Facebook, Twitter, YouTube, Google+ and hundreds of other social networks, most companies are stuck in the past.  What are their customers ‘likes’ and wants?  What is the most important trending topic discussed by their customers on Twitter?  Who within the company has the best knowledge about important Customer X who’s looking for a deal on new Product Y?  Most companies have no clue.

The Social Enterprise is more than a catchphrase.  It’s an entire philosophy based on the premise that the world moving forward looks much more like Facebook than it does like Microsoft Outlook. The social divide has created a rift between your company and how you interact with your customers.  Here’s how will help your enterprise bridge the social divide.

Customer Social Profile – Know who you customers are. And also what they ‘Like.’ now has more than 100,000 customers with more than 800 million contacts in its database.  Since Marc Benioff and his cofounders started 12 years ago, the core of this CRM data has been phone numbers, e-mail addresses, and physical addresses with call notes. But this is not the future of CRM.  The future is social, with data from Facebook, Twitter, and LinkedIn.

Customers today expect that the companies they work with know what they ‘like’ on Facebook, what they are saying on Twitter, who they are connected to on LinkedIn and more.  Now, hotels can monitor their guests’ Twitter feeds to help them plan their stays.  Airlines can discover what their customers like in order to help ease anxiety during a delay.  B2B sales reps can plan their next meeting with prospects -- whether a sports outing or a dinner -- based on their prospects’ interests.  In today’s world you need to know who your customers are and what they ‘like.’

When you know who your customers are, you can serve them better.  

Create an Employee Social Network

Today, it’s too hard to get the information we need.  Amid a sea of Intranets, corporate file servers, sales portals and e-mail archives, many employees are lost.  They don’t know who has the right information, they don’t have the right relationships, and often they don’t even know who to ask to get what they need.

But in a Social Enterprise, the information comes to you.  Why?  Because social networks, where everyone is connected, bring you the most important information about only the people and things that are most important to you.  No matter who has the answer, across all levels of the company, and even if you don’t know who to ask.

With Salesforce Chatter, your employees can collaborate across your company to connect with experts, stay informed, manage projects, and get more done.  And this year at Dreamforce we’re excited to announce Chatter Connect, Chatter Now, Chatter Customer Groups, and Chatter Approvals, which bring several new innovations to Chatter, including:
  • Chatter Connect: Chatter Connect makes other applications social by extending Chatter to custom and third-party applications. The Chatter REST API makes it easy for developers to integrate Chatter into other applications, such as intranets and portals, custom mobile apps and other enterprise apps. In addition, Chatter for SharePoint allows companies to make SharePoint social - companies will be able to embed Chatter feeds in a Sharepoint MySite or TeamSite and share documents from SharePoint to Chatter.
  • Chatter Now: Chatter Now will deliver real-time collaboration by enabling users to see when their colleagues are online, instantly chat with them in context and share their screen without leaving Chatter.
  • Chatter Customer Groups: For the first time, Chatter users will be able to invite people outside of their organization into their Chatter network to collaborate. Chatter users can invite customers and partners to collaborate in private, secure groups, which will extend enterprise collaboration beyond the four walls of a company.
  • Chatter Approvals: With Chatter Approvals, users will be able to take action on any approval process from directly within their Chatter feed. Now sales discounts, hiring decisions, vacation requests and more can all be approved without having to leave Chatter. Approval processes will now have context, including comments and documents, to help increase productivity and help users make informed decisions.


Most people know the Sales Cloud as the world’s No. 1 sales app.  But the Sales Cloud is also a central element of the employee social network.  Companies have been trying to manage their sales processes through Outlook, but this is not the future.  The future of sales force automation is being built at places like Avon, which sends up-to-date information to more than 150,000 sales leaders so they can react to changing sales conditions – who in turn can share and collaborate ]with thousands of other executives across the company.
What's new in the Sales Cloud
  • Collaborative Forecasts: Help teams give the best forecast to management, with team and deal-by-deal adjustments - say goodbye to horrifying spreadsheets.
  • Deal Rooms (Customer Groups): New customer groups let users connect and collaborate with customers and prospects during the sales process, as a trusted partner should.
  • Social Contacts: Know customer questions, requests and 'likes’ on social media, before making that critical call.
  • Dynamic Dashboard Filters & Mobile Dashboards:  Create a single view of the business and quickly toggle between products, regions, and operating groups on the fly.
  • Salesforce for Outlook Task Sync & 2010 64-bit, with accelerators:  Salesforce for Outlook now syncs your tasks and is even faster and easier, with support for the 64-bit version of Outlook 2010.
  • Chatter for Outlook:  Now users can put recent Chatter posts and context into Outlook - before emailing a colleague, users can know what he cares about.
Delighting your customers is not only about selling to them, but serving them as well.  More than 16,000 customers use the Service Cloud. And now announces the Service Cloud with Chatter Service, the new self-service community for the Social Enterprise.  Chatter Service takes social features like community feeds and crowd-sourced answers and layers them with suggested knowledge, connections to customer social networks like Facebook and Twitter, and agent escalation to provide truly social customer service.

What's new in the Service Cloud with Chatter Service

  • Community Feeds: Feed delivers answers in a new social way, pushing the answers to customers from the knowledge base, community and customer service agents.
  • Suggested Knowledge: Knowledge articles are automatically recommended based on the content of the question being asked.
  • Crowd-Sourced Answers: Gain insights from the community of experts.
  • Connects to Customer Social Networks: Integrated with Facebook, so questions and answers can be sourced from the world’s largest social network.
  • Agent Escalation: Questions can be automatically escalated to an agent if the community doesn’t answer them in a pre-defined time period.

Kelly Services is another example of an innovative company using Salesforce to power its Social Enterprise.The company is relying on the Service Cloud, including integration with Facebook and Twitter, for increased customer engagement and a complete history of customer interactions, regardless of communications channel.  

Engage with customers where they are by developing Customer Social Networks and Product Social Networks

The Social Enterprise is not limited to one specific industry or group of industries.  KLM, one of the world’s largest airlines, is building social profiles of its customers by connecting with them on customer social networks.   Not only is KLM actively delivering customer service via Twitter, it is also using the power of social to understand its customers.  Witness KLM Surprise:


KLM is listening to the relevant conversations, analyzing what its customers are saying, and marketing to its community.  KLM Surprise is only one small glimpse of what’s possible when companies engage over customer social networks.

Gatorade listens and engages with its customers via the Gatorade Social Monitoring Center, resulting in a 7 percent increase in sales and a 250 percent traffic increase in product education:
But what if products could be social, as well?  Soda machines are probably one of the most low-tech operations on the planet.  But not if the beverage company that owns them has deployed the Social Enterprise.  In the future, using customers’ mobile devices, the beverage company could recognize customers at point of sale, right in front of any soda machine around the world.  With the Social Enterprise, the company could then present customers with customized promotions and reward loyal customers.  This is the power of the product social network.

Companies today are meeting the social revolution head-on and transforming themselves into Social Enterprises.  With our news today, their path to the Social Enterprise starts and ends with