The Social Enterprise: My Week Dreamforce

Salesforce.com has been actively and passively shifting their business to be more social with things like the introduction of Chatter and the acquisitions of BuddyMedia and Radian6. Well it appears to me that the social cat was let out of the bag at Dreamforce 2012 (#DF12). The theme for the show was truly The Social Enterprise, and Salesforce.com is betting its future on it – which looks like a good bet. Social is being woven into everything Salesforce.com is doing, from the appexchange, partner portals, data.com, servicecloud, Marketing Cloud and of course Sales Cloud.

Chatter seems to be at the middle of all, pushing for organizations to be more social, work collaboratively and to engage customer, employees and partners in a way that is familiar and appropriate for them. It seems as if Chatter has moved into every aspect of the Salesforce.com platform.

Salesforce.com had example showcases of various companies that are leveraging the power of social, brands such as:

  • Rosignol, which leverages chatter to empower and inform sales teams
  • Activision uses Service Cloud to let the community and customer service department support customers in a new way.
  • Virgin America, which uses Service Cloud to manage customer inquiries, support and service concerns
  • GE creates social networks around products, customers, partners and engineers
  • CareerBuilder which leverages Social Key to gain a better understanding of customer likes, interests and needs.
  • Pandora combines social data for targeting which gives sales team information they need to sell ad space

One of the really interesting releases was the introduction of Data.com Social Key, a new service that helps tie business data with social information. For those of you that don’t know, Data.com provides access into enriching data through partnerships with organizations like Jigsaw and Dunn&Bradstreet.

With the introduction of Janrain’s updated Salesforce.com extensions, you can begin to tie in social profile data with the traditional Data.com information and Social Key data. With these three combined, you have a pretty complete information profile about customers and prospects that you never had, but Social Key is not set to launch until 2013.

Salesforce Janrain App Exchange


It was evident that Salesforce.com is betting the future of business interaction on Social, and they are making massive investments to see its success. The types of integrations and complete experiences in Salesforce.com using social is adding huge value to brands, big and small. We are all excited at Janrain to see the Social Enterprise move forward.