This document discusses how organizations can become more knowledge-based by leveraging cloud technologies and social tools to facilitate collaboration and knowledge sharing. It notes that cloud platforms allow for more rapid application development and that communities can help spread innovations if properly supported and governed. The document advocates that companies embrace these new models rather than fearing change.

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Social Te ise Clou Peter Coffee
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Director, Platform Research
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in the salesforce.com

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. 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. 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. 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. 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. 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. 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. The Cloud is Open for Business

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. 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. 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. 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. ’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. It’s Not About “Being Social”
Goals:
– Collaboration
– Creation
– Knowledge Identification
– Talent Motivation/Retention
Methods
– Knowledge Engineering
– Peer Tagging/Rating
– Networking
– Publication

16. Continue the
Conversation
Peter Coffee
pcoffee@salesforce.com
facebook.com/peter.coffee
twitter.com/petercoffee