1. The Social Enterprise goes Mobile
DreamForce De-Brief
29 September 2011

2. 10 years ago we had a vision…
in collaboration with

3. Today we arrived in Mobile Society
in collaboration with
3

4. But what we didn’t foresee…
in collaboration with
4

5. Websites went mobile: 2008 – 2010: nearly 2000%
growth in number of mobile-ready websites
Mobile-ready websites % of websites that have mobile-ready version
Websites as ranked by Anexa
+1,900%
3,000,000
Top 1,000
40%
websites
Top 10,000
30%
websites
Top 500,000
19%
websites
Mobile-ready
websites 150,000
2008 2010
Source: dotMobi Bizreport, October 2010
Thanks to new tools, and the proliferation of HTML5 support, brands are now able to provide a mobile
Internet experience that works across all platforms and devices.
in collaboration with

6. Web goes Social
Social network active users (% of population,
Web usage (minutes)
Netherlands)
Average Facebook user: 4 hours/month
2.5% active users
15% active users
Rest of Web
2010 17.6% active users
2011
Active users: use service at least once per month
Source: Erno Hannink, Feb 2011
Facebook’s open APIs allows for online apps integration (example: online shop within Facebook),
Heroku has integrated VOD on Facebook for Warner Bros (Watch Harry Potter on Facebook)
in collaboration with

7. Harry Potter on Facebook: Heroku integration
Facts
 34.766.303 Fans
 Use Facebook credits to pay
 Integration done with Heroku technology
• Deploy Ruby and Java apps in the cloud
instantly
 http://www.youtube.com/watch?v=yC6N3L
p__1Q
Millions of people do things on Facebook that they used to do on websites
in collaboration with

8. Social goes Mobile
Facebook today: “There are more than 350 million active users currently accessing Facebook through
their mobile devices”
in collaboration with

9. Key enablers are now in place
in collaboration with

10. in collaboration with

11. Social Mobile Products: are we ready to become
friends with things?
Toyota Friend UPC TV
Coca Cola Machine Burberry
 Collect loyalty points with your iPhone whenever  Customer has total access to Burberry, any device
you‟re near a coke machine. anywhere and get the same breand experience.
Social Mobile Products are able to interact directly
in collaboration with

12. Let’s get “Mocial” with social products & services
beyond the car and the TV
Check all appliances, energy
usage and alarms
Mocial Home
Mocial Operator
Mocial Hospital
A social feed exclusively to my
View your health status, Android device about usage,
appointments, research results, costs and service?
your scans and food selection
Share, share, share
in collaboration with

13. Framework for Mocial Products: Product connects
with owner, Product connects community of owners
– Identity: Product • Facebook-type of status updates
generates an personal • Feed is accessible via App as well as online
Social Feed to its owner • Updates can be shared to FB, Twitter etc.
• Dedicated social network (Burberry, Toyota, etc)
– Community: Owners
are connected by the
• Stimulate conversation and provide service
Mocial Product everywhere (Mobile)
product
• Create Promotors
– Possibility: the product • Co-creation at any convenient moment (Mobile)
and the community create • Social relevance (individually and for society)
more benefits • Innovation: do new things
Mobility increases reach, immediacy, convenience (Anytime, Anywhere, Anyway)
in collaboration with

14. | Sector, Alliance, Offering

15. Employees go social: how are companies coping?
Social networking at work  2 Basic Approaches
Two Basic Approaches
1. “Protect the brand at all cost”
• Protective
• Prevent brand damage/legal damage
by inappropriate tweets/status updates
• Strict policies and guidelines in place
• Ban social media altogether or very
limited use
2. “Use social media to increase brand
awareness”
• Use collective voice of employees to
create brand awareness
• Create a robust and well-trained social
presence
• Policies are needed
• Training and light
monitoring/moderation
Still not many companies have successfully implemented internal social networks
in collaboration with

16. From Outlook to Chatter to Wireless
Working out of your Inbox Working from a Feed Working Everywhere
 Incoming e-mail and meeting  People, Projects, documents,  Taking your activities, projects,
requests drive peoples activities opportunities: all have their own opportunities, colleagues,
Characteristics
 High risk of becoming reactive, profiles and social feeds customers with you on your
swamped by e-mail  Empowers iPad, iPhone or Android device.
 Not Social: No profiles, sharing  Integrated with Force.com  touch.salesforce.com takes it a
by attachments, No updates applications Chatter forms a level further
cloud collaboration platform
 Is Social!: promotes
collaboration
in collaboration with

17. Framework Mocial Employees: address the need for
internal social network first, then go mobile
– Identity: empl can create their • The social enterprise: FB inside
profiles and provide status • Includes updates on work on documents,
updates projects, activities, opportunities, etc.
Low
recognition
– Community: People are • Collaboration
Mocial Employees connected and kept up to date • Transparency
with each others„activities • Efficiency
• Co-creation at any convenient moment
(Mobile)
– Possibility: the community
creates more benefits
• Social relevance (individually and for the
company)
• Innovation: do new things
The Mobile Social Enterprise addresses and solves key challenges in employee engagement
in collaboration with

18. Salesforce.com solutions: building blocks for
the mobile social enterprise
Chatter for Mobile Heroku
 Bring “Facebook” into your company, bring it to  Develop and deploy Java and Ruby apps in the
your mobile devices cloud
Chatter unlocks your employee communities, Heroku allows you to develop apps and deploy them to
the cloud straightaway
in collaboration with

19. You must transform to become mocial
 Mocial Employees: Create the Employee Mobile Social Network
• Collaboration
• Selling
• Servicing
• Automated processes
 Mocial Customers: Listen & Engage with your customers, who are mobile and social
 Mocial Products: Extend your products capabilities to social networks and add mobile apps
• Connect product to customers: relevancy
• Connect customers around products: innovations
Embark on the Digital Transformation towards the Mobile Social Enterprise
in collaboration with

20. The future of your enterprise
if you don’t go mocial
in collaboration with

22. Contents
 Websites went Mobile
 Web goes Social
 Social goes Mobile
 Mobile Social Products
 Mobile Social Employees
 Salesforce.com building blocks
in collaboration with