Mark Benioff at Cloudforce London

I’ve joined the online Cloudforce webcast to view Mark Benioff’s keynote. I’m not able to stay online for the whole two hours, but this is notes as far as I can go.

Benioff has pitched that a new revolution has happened: the role that social technology plays and the depth of its integration into society as a whole has changed in the last year. Interestingly, the broadcast is via Facebook, not one of the established Web Meeting platforms. No registration. Just “Like” the page to join the broadcast. And Twitter feeds for the speakers linked on the page at the time they’re on stage (not when they’re off). We’ll come back to that point.

In the preliminaries at the point I joined, a key point from the JP Ramaswami: businesses need to value relationships not just customers. And now there is an enormous quantity of real data, cheap to collect, to back up research into online interactions. The emphasis being on learning and understanding what makes relationships really work.

A black screen while the broadcast switches to “Cloudforce London”. And a marketing video, pushing Salesforce Chatter but showcasing (at a headline level) how Salesforce is supporting a host of responsive apps to provide customers of banks, cars, coffee shops and more with immediate useful information. Where’s my nearest ATM? What’s my car’s engine temperature? And so on.

Here’s Benioff. A paean of praise to Thomas Watson, Ken Olson and Michael Dell – guess which one is billed as a speaker? – also Steve Jobs and Mark Zuckerberg. But the theme is a new area of innovation, and the mix and impact of social technology into society is (he believes) new.

He cited the Arab Spring, which is certainly the current high profile example: not “hard power” or “soft power” but “social power”. And he asks: is there going to be a “Corporate Spring” with the end of in-enterprise dictatorships in a similar paradigm?

People have to respond. There are now more social network users than email, and very nearly Facebook (and Twiter) *is* the Web. And people use mobile apps (smartphones, iPad) more than web browsers; the laptop is out of date for on-the-move information access. The current Forbes cover headlines: Social Power and the coming Corporate Revolution.

Moving into the message for business, he asks for (1) next generation social profiling for customers: they are, after all, on Facebook, Twitter, and wherever else. Then (2) create an employee social network and enable staff to use this information. Returning to this, Benioff talks about creating (a few years back) an internal Facebook-alike which, crucially, is integrated with their main platform. Salesforce Chatter is now available to customers, and is going through a major upgrade, sue in a couple of weeks: presence added to IM, connection to other networks, filters, workflow (approvals).  Customer groups (sounds a bit like Google Plus circles) extend the concept to external customers, including file sharing and all sorts of other things; it sounds like some major education will be needed to establish who can share what, and who can commit the company to what.

(3) I intially missed as I had to step out of the room: develop the next generation sales cloud. Benioff highlighted Groupon as a fast growing company; I’m not yet clear whether this means Salesforce is integrating Groupon. And then data.com helping keep up to date as people change their facebook profiles, Twitter handles and so on.

I’d comment, though, that on my first business flight to California – twenty years ago – they were clearly already thinking that way although the information available was less. On my return flight there were some of the same crew as I’d had outbound. I’d swear I was remembered. And although the practical guess is that they’d “just” checked the database, the point is that they had done so. It’s not “just”.

I hade to drop off the broadcast. On return, the webcast is towards the end of an extended case study of Toyota’s new Toyota Friend network which provides easy information about a car’s status, problems, service schedule, and so on – with the dealer able to schedule an appointment and communicate through the network. Not that any of this information hasn’t been available before; what’s added is the integration into a social framework (and, of course, driven by Salesforce).

I’ll see if I can catch up later, and tidy up some of this information – with a link to the recording if possible, but otherwise have a look at the US Dreamforce keynote. Perhaps the key point, if you take Benioff’s point about the rapid and revolutionary integration of social technologies, is that Salesforce is not only preaching the “social enterprise”; it’s becoming one, and the use of Facebook and Twitter explicitly to support this event is part of it.

Links:
• Salesforce Chatter
• Keynote from Dreamforce in the US
• Groupon
• data.com
• Toyota Friend: Salesforce.com and Toyota Form Strategic Alliance to Build ‘Toyota Friend’ …, Toyota US Press Release, 23 May 2011; and Twitter feed (protected for approved members only)

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