The document discusses building applications on the Salesforce platform. It provides an overview of key capabilities like data modeling, declarative development, business logic and processes, and extending applications through mobile, social, and AppExchange. It then uses a warehouse application as an example, outlining requirements to track inventory, create invoices with line items, and view invoice totals and status. This sets up modeling the necessary data and relationships to build the application declaratively on Force.com.

1. bem vindos
@reidcarlberg
@joshbirk

2. SSID: CiscoNet-Manage
WIFI Username / Password
On table
http://bit.ly/brazilweek

3. Interactive
Questions? Current projects? Feedback?

4. http://developer.force.com/join

5. Check Your Developer Edition
Environment
http://developer.force.com/join

6. http://bit.ly/brazilweek

8. Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking
statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves
incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections
of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for
future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and
customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of
growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and
acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate
our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling
non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could
affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal quarter ended
July 31, 2011. This document and others are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may
not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that
are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

9. Steve Sasson
Engineered the first digital camera prototype

10. Eastman Kodak
Filed for bankruptcy in 2012

11. Steve Sasson
Worked for Eastman Kodak in 1954

12. Customers, Partners, and Employees Are
Demanding a New Generation of Apps. Now.
456 Million
Tablets at Work
782 Million
Smartphones at Work
2009 2010 2011 2012
2013(E) 2014(E)
2015(E) 2016(E)

13. “80% of new commercial enterprise apps will
be deployed on cloud platforms in 2012”
IDC Predictions 2012: Competing for 2020

14. Salesforce Platform
Cloud based, multi-tenant, enterprise class PaaS

15. 800,000
Force.com developers

16. 9 Billion
API calls last month

17. 2.5x
Increased demand for Force.com developers

18. YOU
are the makers

19. Fundamentals for the Enterprise
Mobile Social Identity Data Marketplace

20. Data Modeling
Declarative Applications
Create relationships,
requirements and validation rules
Apex, Visualforce and API’s
automatically extended

21. Business Logic
Workflows & Approvals
Chatter
Apex & Visualforce
Enterprise API’s

22. Go Mobile, Go Social
Mobile SDK for Android and iOS
Chatter Mobile and Chatter REST
Salesforce Identity & OAuth

23. Extend and Market
Heroku
AppExchange

24. AppExchange
1,700+ Apps 20k+ Reviews 1.4m+ Installs

25. The Salesforce Platform
Built-in Services Your
Innovative
Infrastructure Application Operations Platform Touch Social
Services Services Services Services Services Services
App
Network Security/Sharing Authentication Globalization Native iOS SDK Feeds
Storage Integration Availability APIs Native Android SDK Profiles
Operating System Customization Monitoring Security HTML5 Status updates
Database Web Services Patch Management Analytics Xcode wizards Groups
App Server Multi-Language Upgrades Search PIN code support File sharing
Web Server Workflow Backup Identity Custom APEX REST Approvals
Data Center NOC Geo-location Mobile Messenger
Disaster Recovery Troubleshooting APIs Presence

26. Now it’s your turn
Building a cloud based application

27. DATA MODELING
@ReidCarlberg

28. Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking
statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves
incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections
of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for
future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and
customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of
growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and
acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate
our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling
non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could
affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal quarter ended
July 31, 2011. This document and others are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may
not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that
are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

29. Data Modeling
Declarative Applications
Create relationships,
requirements and validation rules
Apex, Visualforce and API’s
automatically extended

30. Spreadsheet Versus Application
Relational Data
Validated data
Process driven workflows
OR Approval System
Field Auditing
Users, Profiles and Permissions
Enterprise Collaboration
With the same amount of programming…

31. Let’s Build an App!

32. Warehouse Application Requirements
• Track price and inventory on hand for all
merchandise
• Create invoices containing one or more
merchandise items as a line items
• Present total invoice amount and current shipping
status

33. Warehouse Application Requirements
• Track price and inventory on hand for all
merchandise
• Create invoices containing one or more
merchandise items as a line items
• Present total invoice amount and current shipping
status

34. Warehouse Application Requirements
• Track price and inventory on hand for all
merchandise
• Create invoices containing one or more
merchandise items as a line items
• Present total invoice amount and current shipping
status

35. Warehouse Data Model
Invoice
Number Status Count Total
INV-01 Shipped 16 $370
INV-02 New 20 $200
Invoice Line Items Merchandise
Invoice Line Merchandise Units Unit Price Value Name Price Inventory
Sold
Pinot $20 15
INV-01 1 Pinot 1 15 $20
Cabernet $30 10
INV-01 2 Cabernet 5 10 $150
Malbec $20 20
INV-01 3 Malbec 10 20 $200
Zinfandel $10 50
INV-02 1 Pinot 20 50 $200

36. TUTORIALS 1 & 2
http://bit.ly/brasilportal-rj

37. BUSINESS LOGIC
COLLABORATION
Name, Title
@twitter

38. Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking
statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves
incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections
of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for
future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and
customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of
growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and
acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate
our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling
non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could
affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal quarter ended
July 31, 2011. This document and others are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may
not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that
are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

39. Spreadsheet Versus Application

40. Business Logic
Workflows & Approvals
Chatter
Apex & Visualforce
Enterprise API’s

41. Declarative Applications
Creating business applications without programmatic code

42. Formula Fields
Operations for performing common logic

43. Excel style formulas
Support for commons functions
Math
Text
Date & Time
Logical
Can chain functions together:
AND ( OR (
ISPICKVAL(StageName, "Closed Won"),
ISPICKVAL(StageName, "Negotiation/Review")),
ISBLANK(Delivery_Date__c) )

44. Validation Rules
Formulas which block data entry if evaluated as true

45. IF ERROR? THEN
Record is saved Formula Return error
evaluates to message
true

46. Workflows
Event based business logic

47. When this happens
Meets this Criteria?
Perform These Actions

48. Update Outbound
Email Task
Field Message

49. Approvals
System to route approvals through an organization

50. Define Criteria
Track Approval History

51. Single/Multi/Skip step processes
Route based on roles, or queues
Approval via emails or Chatter

52. Chatter
Social framework for the enterprise

53. CHATTER DEMO

54. Chatter Security
Home Tab / Profile Page Record Detail Page
Only users with
Every internal user can see what
“Read” access to the
you post
record can see what
you post

55. TUTORIALS 3 & 4
http://bit.ly/brasilportal-rj

56. LUNCH:
Room 119
To the left, down the stairs

57. APEX + VISUALFORCE
Joshua Birk, Developer Evangelist
@joshbirk

58. Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking
statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves
incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections
of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for
future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and
customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of
growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and
acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate
our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling
non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could
affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal quarter ended
July 31, 2011. This document and others are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may
not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that
are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

59. Business Logic
Workflows & Approvals
Chatter
Apex & Visualforce
Enterprise API’s

60. Model View Controller
Application design paradigm to divide data, logic and UI

61. Apex
Cloud based programming language

62. Apex Anatomy  Class and Interface based
public with sharing class myControllerExtension implements Util {  Scoped Variables
private final Account acct;
public Contact newContact {get; set;}
public myControllerExtension(ApexPages.StandardController stdController) {
this.acct = (Account)stdController.getRecord();
}
public PageReference associateNewContact(Id cid) {
newContact = [SELECT Id, Account from Contact WHERE Id =: cid LIMIT 1];
newContact.Account = acct;
update newContact;
}  Inline SOQL
}
 Inline DML

63. Controllers Custom API and Inbound/Outbound
HTTP Callouts Email Services
Triggers Scheduled and Batched Tasks

64. Trigger Anatomy  Object Definition
 Event Definition
trigger HelloWorldTrigger on Book__c (before insert) {
Book__c[] books = Trigger.new;
BooksUtil.applyProcessing(books);
}  Trigger.old and new
 Bulkify code

65. Chatter Triggers
if(feed_text == „promote‟) {
rec.status__c = “Approved”
addToEmailPromotion(rec);
FeedItem post = new FeedItem();
post.ParentId = rec.Id;
post.Body = „Record added to promotion‟;
feedsToInsert.addITem(post);

66. DEVELOPER CONSOLE DEMO

67. Visualforce
Cloud based component framework for interfaces

68. Visualforce Anatomy
 StandardControllers
Custom
Controllers
Custom Extensions
<apex:page StandardController=“Contact” extensions=“duplicateUtilty”
action=“{!checkPhone}”>
 Data bound components
<apex:form>
 Controller Callbacks
<apex:outputField var=“{!Contact.FirstName}” >
<apex:outputField var=“{!Contact.LastName}” />
<apex:inputField var=“{!Contact.Phone}” />
<apex:commandButton value=“Update” action=“{!quicksave}” />
<apex:form>
</apex>

69. JavaScript Remoting  Access Apex from JavaScript
 Asynchronous Responses
@RemoteAction
public static String updateMerchandiseItem(String productId, Integer newInventory) {
List<Merchandise__c> m = [SELECT Id, Total_Inventory__c from Merchandise__c WHERE
if(m.size() > 0) {
m[0].Total_Inventory__c = newInventory; Apex
try {
update m[0]; Visualforce
j$(".updateBtn").click(function() {
return 'Item Updated';
} catchid = j$(this).attr('data-id');
var (Exception e) {
var inventory = parseInt(j$("#inventory"+id).val());
return e.getMessage();
} j$.mobile.showPageLoadingMsg();
} MobileInventoryExtension.updateMerchandiseItem(id,inventory,handleUpdate);
});
else {
return 'No item found with that ID';
}
}
}

70. Email Templates Embed in Page Layouts Generate PDFs
Mobile Interfaces Page Overrides

71. Chatter Components
chatter:follow
chatter:newsfeed
chatter:feed
chatter:followers
chatter:feedAndFollowers

72. MOBILE VF DEMO

73. Salesforce Mobile
No additional development, admin configured and controlled
Mobile HTML Application
Web development skills required, easily made for multiple devices
and screens
Mobile SDK Development
Offers access to device functionality and can
create the most fast performing applications

74. Salesforce Mobile
No additional development, admin configured and controlled
Mobile HTML Application
Web development skills required, easily made for multiple devices
and screens
Mobile SDK Development
Offers access to device functionality and can
create the most fast performing applications

75. TUTORIAL #9
http://bit.ly/brazilweek
OR
http://bit.ly/mobilevf-tutorial
http://bit.ly/wareutil
http://bit.ly/vfchart
http://bit.ly/mvf-phonegap

76. INTEGRATION + HEROKU
Joshua Birk, Developer Evangelist
@joshbirk

77. Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking
statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves
incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking
statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections
of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for
future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and
customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of
growth, interruptions or delays in our Web hosting, breach of our security measures, risks associated with possible mergers and
acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate
our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling
non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could
affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal quarter ended
July 31, 2011. This document and others are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may
not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that
are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

78. Business Logic
Workflows & Approvals
Chatter
Apex & Visualforce
Enterprise API’s

79. OAuth
Industry standard method of user authentication

80. OAuth2 Flow
Sends App Credentials
User logs in,
Token sent to callback
Remote Salesforce
Application Confirms token Platform
Send access token
Maintain session with
refresh token

81. REST API
HTTP based API

82. SOAP API
XML messaging and WSDL based API

83. Bulk API
Asynchronous API for handling large datasets

84. Streaming API
Bayeux implementation for real-time delivery of data

85. Extend and Market
Heroku
AppExchange

87. Polyglot Framework
PaaS allowing for the deployment of multiple languages

89. Github Repo Heroku
Pull / Push Push Deployments
Development Changes Monitor Application
Local Repo
$ git push heroku master
Counting objects: 67, done.
Delta compression using up to 4 threads.
Compressing objects: 100% (53/53), done.
Writing objects: 100% (67/67), 26.33 KiB, done.
Total 67 (delta 5), reused 0 (delta 0)

90. HEROKU DEMO

91. THANK YOU

92. Double-click to enter title
The Wrap Up
Double-click to enter text

93. http://bit.ly/brasildevweek-fp

94. Double-click to enter title
Double-click to enter text
@forcedotcom
@joshbirk
@reidcarlberg
larimaryprairie
@eddyrperez
brasildevweek

95. Double-click to enter titleA
Become
Developer User Group Leader
Double-click to enter text
Email:
Eddy Perez
<eduardo.perez@salesforce.com>

96. Double-click to enter title
Double-click to enter text
http://developer.force.com
http://youtube.com/salesforce
http://appexchange.com
http://salesforce.stackexchange.com
#askforce
http://webchat.freenode.net/?channels=salesf
orce

97. simplicity
is the ultimate
form of
sophistication
Da Vinci