Salesforce has introduced a new social enterprise platform that integrates social media across all departments of a company. It launched last year and has gained major clients. Salesforce partners in Puerto Rico are promoting its adoption to help companies better engage employees, customers, suppliers and the public through social media. The platform offers customized internal and external social media solutions that are integrated into a single dashboard. Its use is expected to grow as smartphone penetration increases access to social media in Puerto Rico.

1. GENERAL BUSINESS 26 CARIBBEAN BUSINESS THURSDAY, MAY 3, 2012 LEGISLATURE 23 CARIBBEAN BUSINESS THURSDAY, MAY 3, 2012
Salesforce brings next-generation social media to P.R. Passage of Penal Code faces uphill battle in Senate
Local firms join forces to spread enterprise-wide use, deploying House amendments must be approved; Home Builders satisfied with environmental statutes;
unique system recently introduced by cloud computing giant aggravated penalties set for crimes based on sexual orientation, religious beliefs
BY ALEX DÍAZ way employees interact with their BY EVA LLORÉNS VÉLEZ for parole. First-degree murderers appropriate entities. executive director of the Puerto Rico
alex@caribbeanbusiness.pr eval@caribbeanbusiness.pr
company and co-workers—as wouldn’t have the right to go free Popular Democratic Party Rep. Home Builders Association.
well as a tool that helps the human on parole. Carlos “Charlie” Hernández López House Majority Leader Carlos
H ere you are thinking you had
social media all figured out.
You set up your Facebook, Twitter
resources department recruit.
Next are customers and suppliers.
The first come at a company from
W hile it remains uncertain
whether the Puerto Rico
Senate will concur with House
The House also included language
that adds aggravated penalties in
cases where the crime was the result
(Mayagüez) complained that while
jail sentences were raised for com-
mon citizens who commit crimes,
“Johnny” Méndez (NPP-Fajardo)
said the lower chamber broadened
the category of environmental
and Google+ pages, added YouTube many directions, but mainly through amendments to the proposed Penal of the victim’s sexual orientation or the majority was being lenient to- crimes and made them more spe-
and Flickr, did your blog, connected shopping around, sales, offers, cus- Code, the local Home Builders As- religious beliefs. ward businesses. cific. “We established fixed penal-
it all to your website, and finally tomer service, apps and ongoing sociation, nonetheless, said it was “So far, the language is clearer and ties and made them more severe,”
integrated the platform nicely into social-media conversations, while satisfied with the final language re- reasonable. The House conducted he said. The jail penalties for envi-
your brand management and mar-
keting campaigns.
the suppliers are increasingly using lated to the environmental statutes “So far, the language a responsible exercise and analy- ronmental crimes range from three
social media to pitch their services contained in the code, which they sis,” replied José Alberto Feliciano, years to 15 years. Ⅲ
A team of two to three staffers, to companies and manage the rela- had initially said were vague and is clearer and
whether in-house or at an external tionship once in. could lead to a witch hunt against reasonable. The
agency, regularly upload dynamic Finally, there is what Salesforce developers.
content (text, photo and video), calls the public, or everyone else. The House recently passed the House conducted a
handle all real-time interaction with “This is critical because there are proposed Penal Code with numer-
customers across desktop and mo- always conversations going on in ous amendments. The Senate must
responsible exercise
bile devices, and generate a daily social media, and many times they concur with those amendments be- and analysis.”
report to help you keep track. have to do with your brand,” Social fore the document goes to La For-
That’s great, except that now Matrix Partner Josette Pagán said. taleza, but Senate sources, however, —José Alberto Feliciano, executive
you’ll probably want to broaden that “The thing to do is for the company told CARIBBEAN BUSINESS the director of the Puerto Rico Home
Social Matrix partners Josette Pagán and Juan Carlos Pedreira (in the back) have Builders Association
horizon by quite a bit. Your sales to be engaged, listen to what people document could face an uphill battle
joined forces with Salesforce representatives Francisco Figueroa (second from
team, you see, has been using social are saying, and sometimes drive the in the upper chamber. An immedi-
left) and Joel Otero to introduce social enterprise in Puerto Rico.
media to do deals, and the procure- conversation with smart content.” ate reaction from Senate Penal Ju- The lower chamber also changed
ment department to purchase sup- Salesforce either uses such existing diciary Committee Chairman José the language of the environmental
plies. Human Resources has been social media services as Facebook Emilio González Velázquez [New statutes to make them more specific.
using it for recruitment as well as The service, launched last year, “Social media must become part and Twitter, or designs a Chatter, a Progressive Party (NPP)-Arecibo] Environmental crimes are defined
internal communications. The plant has already drawn such top-name of the DNA of a company in ev- solution that creates a customized, couldn’t be obtained at press time. as those that cause ruin, poison
manager blogs regularly to keep up global clients as Kimberly-Clark, ery department,” Social Matrix branded social-media platform just At issue are statutes that will virtu- public waters or release radiation
with the latest trends, as does your NBC Universal, GE Capital, Com- Partner Juan Carlos Pedreira told for a client, and integrates all of the ally prevent the Justice Department or poisonous substances into the
finance team. cast, Avon and Burberry. A glitzy CARIBBEAN BUSINESS. “That’s above (employees, recruits, custom- from reaching deals with accused environment. For an environmen-
See where this is going? It is called multicity tour in 2011, complete our focus.” ers, suppliers and the public). individuals in exchange for their tal crime to take place, a person or
social enterprise, the extension of with Steve Jobs-like staging and “This is particularly helpful for cooperation since the legislation es- people should have suffered dam-
social media as a communications showmanship by Salesforce found- 3 PART INTEGRATION people who don’t use Facebook or tablishes fixed penalties for certain ages or there has to be substantial
channel across all or most of a com- er & chief executive Marc Benioff, Salesforce offers social enterprise other social media services very crimes, such as murder, rape, rob- damage to the environment. The
pany’s operations. caught the attention of the global in a three-part matrix. It begins with often and yet are computer savvy bery and burglary. Individuals con- statutes provide for jail sentences,
“It’s not just for marketing any- media and succeeded in getting the Rypple, an internal-communications and would prefer to communicate victed of murder, except first-degree but judges were stripped from the
more,” said Joel Otero, the Miami- message across. platform that integrates coaching, in a social media interface,” Otero murder, would have to serve 75% ability to cancel licenses to corpo-
based representative of Salesforce “Social enterprise is one of those feedback loops, performance explained. of the sentence before qualifying rations, deferring the matter to the
covering the Puerto Rico market. game-changing ideas that comes reviews, recognition programs, Facebook is now up to 1.2 mil-
“The fact is that social media has around every so often with the po- volunteerism—every possible lion unique users in Puerto Rico,
become pervasive across the entire tential of catapulting a company’s with adults 50+ the fastest-growing
enterprise, whether you have real- results, and there’s no doubt that it group.
ized it or not, and to not integrate will mainstream within the next five Social enterprise, “What’s making that figure grow
it all in a single, seamless platform years,” said Francisco Figueroa of tremendously is the penetration of
represents a significant opportunity The Values Management (TVM)
the extension of smartphones, which are up to about
cost that any business is able to Group. “So if you don’t get in now social media as a 40% of all phones in Puerto Rico,
avoid given new tools that are now and take the lead, if you don’t be- and social media makes it easier
at their disposal.” come a social enterprise, you’re communications than ever to communicate with
Otero should know. San Francis- leaving a lot of money and oppor- channel across all or those users,” Figueroa said. “To
co-based Salesforce, which began as tunities on the table.” have a single dashboard integrat-
an online CRM (customer relation- TVM, Salesforce’s Puerto Rico most of a company’s ing all of these touchpoints and in-
ship management) shop in a small representative since 2007, part- operations, was cluding social-media conversations
apartment in 1999 and quickly be- nered last month with local online- across all corporate departments is
came a global leader in cloud-based marketing firm The Social Matrix to launched last year by extremely valuable. It’s what makes
services, has now taken the lead in
social-enterprise solutions.
create eCloud Suite and bring social Salesforce. us feel very bullish about the growth
enterprise to the island. of social enterprise.” Ⅲ