Creating Cloud Communities

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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

  1. 1. ssuran ce Creating A Opportun ity ity Capac ce Cloud n on overna Collaborati G Value Communities: on Creati n io M otivat Making Your Customers Your Partners y chnolog d Social Te ise Clou Peter Coffee nterpr Director, Platform Research E in the salesforce.com
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Is This a “Web 2.0” Thing? Is Anything? Web 1.0 Web 2.0 Publication Interaction Transformable XML Static HTML Abstract Content and Behavior Content → Page Layout (and greater device diversity) Deliver Static Content Involve Participatory Audience to Passive Audience in Dynamic Content Site Owner is Site Owner is Master of Ceremonies Host to the Party
  6. 6. Are Your Customers Pulling Their Weight? “ Ideas has beenofan unbelievable home run. We areStarbucks it―the voice the customer is totally present at loving Chris Bruzzo in a brand new way, thanks to the Force.com platform.” CTO, Starbucks
  7. 7. 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?
  8. 8. The Cloud is Open for Business 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
  9. 9. The Cloud is Open for Business
  10. 10. Can You Be Social…Safely? 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
  11. 11. 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
  12. 12. 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”
  13. 13. To Everything There Is a Season ’50s ’60s ’70s ’80s ’90s ’00s Windows IBM PC Windows XP PC MITS Altair 3.x/9x/NT Macintosh & Mac OS X & Linux 1.0 DEC DEC Sun Sun/AMD Sun/ILM Mini Workstations x86 Servers PDP-8 VAX 11/780 Render Farms & Servers Niagara CPUs Mainframe IBM 701 S/360 S/370 4300 S/390 zSeries
  14. 14. ’50s ’60s ’70s ’80s ’90s ’00s Cloud Apps Grid & X Window Computing Platforms e nc da en sc A Windows IBM PC Windows XP PC MITS Altair 3.x/9x/NT Macintosh & Mac OS X & Linux 1.0 e nc ge er Em DEC DEC Sun Sun/ILM Sun/AMD Mini Workstations x86 Servers PDP-8 VAX 11/780 Render Farms & Servers Niagara CPUs … e nc t en ra em a pe in Ap ef R Mainframe IBM 701 S/360 S/370 4300 S/390 zSeries
  15. 15. It’s Not About “Being Social” Goals: – Collaboration – Creation – Knowledge Identification – Talent Motivation/Retention Methods – Knowledge Engineering – Peer Tagging/Rating – Networking – Publication
  16. 16. Continue the Conversation Peter Coffee pcoffee@salesforce.com facebook.com/peter.coffee twitter.com/petercoffee

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