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Social networks are a means to many ends, but using them correctly depends on many details of intended audiences and business goals. Cloud computing enables far more rapid adoption and business-focused deployment of secure, governable projects with compelling returns.
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Creating
Cloud
Communities:
Making Your
Customers
Your Partners
Peter CoffeeDirector, Platform Research
salesforce.com
Opportunity
Collaboration
Creation
Motivation
Assurance
Capacity
Governance
Value
Social Technolo
gy
in the Enterpri
se Cloud
Drucker Had It Right
� “The typical large organization, twenty years hence, will
be composed largely of specialists who direct and
discipline their own performance through organized
feedback from colleagues and customers.”
� “It will be a knowledge-based organization.”
Peter F. Drucker, in The New Realities
…in 1989
Barriers to Becoming Knowledge-Based
� Complex legacy IT portfolios can make the simplest
data integration an overwhelming task
� Cumbersome, brittle integrations demote end users to
information consumers
� Path of least resistance
over-emphasizes rear-
view mirror views of
historical data
Whose Knowledge Is It, Anyway?
� Innovation “goes rogue” when:
– Products are open-source and/or
highly configurable/customizable
– Some users have incentive to innovate
– Some innovators have incentive to share
– Diffusion of innovations is inexpensive
� The user conversation will take place
– Users can readily find each other
– Users turn to each other for affirmation
as well as for assistance
– You can host the conversation
Is This a “Web 2.0” Thing? Is Anything?
Site Owner is
Host to the Party
Site Owner is
Master of Ceremonies
Involve Participatory Audience
in Dynamic Content
Deliver Static Content
to Passive Audience
Transformable XML
Abstract Content and Behavior
(and greater device diversity)
Static HTML
Content → Page Layout
InteractionPublication
Web 2.0Web 1.0
Are Your Customers Pulling Their Weight?
Ideas has been an unbelievable home run. We are loving
it―the voice of the customer is totally present at Starbucks
in a brand new way, thanks to the Force.com platform.
“
”Chris Bruzzo
CTO, Starbucks
Communities are Mixed Blessings
� Resource Impacts: Ready for Success?
– Bandwidth increase: users want to share rich content
– Bandwidth reduction: users share links to shared collections
– Content chaos: people can say anything
– Content control: communities can be self-policing
� Policies and Mechanisms: Ready for Involvement?
– Don’t invent entirely new bodies of policy and punishment
– Actions contrary to employer interest are already
actionable…aren’t they?
– Abusive behavior toward co-workers is already
actionable…isn’t it?
� Real companies are building real solutions
– Widespread adoption of horizontal tools: email, collaboration, security
– Accelerating construction of vertical applications: platforms as a service
� Stop fearing the myth-perception of the proprietary cloud
– There is one cloud: a global, public network using standard protocols
– In part of that cloud, buy computing in bulk from Amazon
– In part of that cloud, buy collaboration tools from Google
– In part of that cloud, create custom CRM…
…or build unique applications with
Force.com
The Cloud is Open for Business
The Cloud is Open for Business
� It’s hard to add security to a tool that shares by default
� It’s possible to add social tools to a proven trust model
Can You Be Social…Safely?
Development Reinvented, Not Just Relocated
� Nucleus Research analyzed Force.com deployments: found
average 4.9 times faster development (range 1.5x-10x)
versus Java or .Net
– Custom objects
– Administrative tools
– Workflow engine
– Pre-tested platform
� Galorath Inc. compared developers’ Force.com productivity to
Java development
– Requirements definition time reduced 25% due to rapid prototyping
– Testing effort reduced by (typically) more than 10%
– Development productivity of new code 5x greater
– Overall project cost 30-40% less
� CustomerSat sampled more than 1,100 Force.com
development teams during summer 2009
– Average experience: 4 applications deployed to date
– Average project cost savings: 48%
– Average project acceleration: 5.1x
A Rapidly Evolving Situation
� merges social feeds into Gmail
� USAToday says “iGeneration…has no ‘off’ switch”
– Research suggests teens “survive distractions…better than
we would predict by their age and their brain development.”
– Teens/tweens “don't remember a time without the constant
connectivity to the world that these technologies bring…
[and] everything is customized and individualized”
� But same-day article also reports that
– “Desire to unplug has made an unexpected success out of
websites such as Web 2.0 Suicide Machine…
…that automate and turbocharge the otherwise laborious
manual process of scrapping your online self”
zSeriesS/3904300S/370S/360IBM 701Mainframe
Sun/AMDx86 Servers
Niagara CPUs
Sun/ILMRender Farms
SunWorkstations
& Servers
DEC
VAX 11/780
DEC
PDP-8Mini
Windows XP
& Mac OS X
Windows
3.x/9x/NT
& Linux 1.0
IBM PC
MacintoshMITS AltairPC
’00s’90s’80s’70s’60s’50s
To Everything There Is a Season
App
eara
nce
Em
erge
nce
Asc
endan
ce
Ref
inem
ent…
zSeriesS/3904300S/370S/360IBM 701Mainframe
Sun/AMD
x86 Servers
Niagara CPUs
Sun/ILM
Render Farms
SunWorkstations
& Servers
DEC
VAX 11/780
DEC
PDP-8Mini
Windows XP
& Mac OS X
Windows
3.x/9x/NT
& Linux 1.0
IBM PC
MacintoshMITS AltairPC
Grid
ComputingX Window
Cloud Apps
&
Platforms
’00s’90s’80s’70s’60s’50s
It’s Not About “Being Social”
� Goals:
– Collaboration
– Creation
– Knowledge Identification
– Talent Motivation/Retention
� Methods
– Knowledge Engineering
– Peer Tagging/Rating
– Networking
– Publication
