The Social Enterprise goes Mobile
DreamForce De-Brief
29 September 2011
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10 years ago we had a vision…
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Today we arrived in Mobile Society
3
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But what we didn’t foresee…
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Websites went mobile: 2008 – 2010: nearly 2000% growth in number of mobile-ready websites
Mobile-ready websites
Websites as ranked by Anexa
% of websites that have mobile-ready version
Thanks to new tools, and the proliferation of HTML5 support, brands are now able to provide a mobile
Internet experience that works across all platforms and devices.
+1,900%
Mobile-ready websites
2010
3,000,000
2008
150,000
30%
Top 500,000 websites
Top 1,000 websites
19%
40%
Top 10,000 websites
Source: dotMobi Bizreport, October 2010
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Web goes Social
Web usage (minutes)
2.5% active users
15% active users
17.6% active users
Social network active users (% of population,
Netherlands)
Facebook’s open APIs allows for online apps integration (example: online shop within Facebook),
Heroku has integrated VOD on Facebook for Warner Bros (Watch Harry Potter on Facebook)
2010
2011
Average Facebook user: 4 hours/month
Rest of Web
Active users: use service at least once per month
Source: Erno Hannink, Feb 2011
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Harry Potter on Facebook: Heroku integration
34.766.303 Fans
Use Facebook credits to pay
Integration done with Heroku technology
• Deploy Ruby and Java apps in the cloud
instantly
http://www.youtube.com/watch?v=yC6N3L
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Facts
Millions of people do things on Facebook that they used to do on websites
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Social goes Mobile
Facebook today: “There are more than 350 million active users currently accessing Facebook through
their mobile devices”
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Key enablers are now in place
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Social Mobile Products: are we ready to become friends with things?
Toyota Friend
Collect loyalty points with your iPhone whenever
you‟re near a coke machine.
Coca Cola Machine
Social Mobile Products are able to interact directly
UPC TV
Customer has total access to Burberry, any device
anywhere and get the same breand experience.
Burberry
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Let’s get “Mocial” with social products & services beyond the car and the TV
Share, share, share
A social feed exclusively to my
Android device about usage,
costs and service?
Mocial Operator
View your health status,
appointments, research results,
your scans and food selection
Mocial Hospital
Check all appliances, energy
usage and alarms Mocial Home
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Framework for Mocial Products: Product connects with owner, Product connects community of owners
• Facebook-type of status updates
• Feed is accessible via App as well as online
• Updates can be shared to FB, Twitter etc.
• Dedicated social network (Burberry, Toyota, etc)
• Stimulate conversation and provide service everywhere (Mobile)
• Create Promotors
• Co-creation at any convenient moment (Mobile)
• Social relevance (individually and for society)
• Innovation: do new things
Mocial Product
– Identity: Product generates an personal Social Feed to its owner
– Community: Owners are connected by the product
– Possibility: the product and the community create more benefits
Mobility increases reach, immediacy, convenience (Anytime, Anywhere, Anyway)
| Sector, Alliance, Offering
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Employees go social: how are companies coping?
Social networking at work
2 Basic Approaches Two Basic Approaches
1. “Protect the brand at all cost”
• Protective
• Prevent brand damage/legal damage
by inappropriate tweets/status updates
• Strict policies and guidelines in place
• Ban social media altogether or very
limited use
2. “Use social media to increase brand
awareness”
• Use collective voice of employees to
create brand awareness
• Create a robust and well-trained social
presence
• Policies are needed
• Training and light
monitoring/moderation
Still not many companies have successfully implemented internal social networks
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From Outlook to Chatter to Wireless
Working out of your Inbox Working from a Feed Working Everywhere
Incoming e-mail and meeting
requests drive peoples activities
High risk of becoming reactive,
swamped by e-mail
Not Social: No profiles, sharing
by attachments, No updates
People, Projects, documents,
opportunities: all have their own
profiles and social feeds
Empowers
Integrated with Force.com
applications Chatter forms a
cloud collaboration platform
Is Social!: promotes
collaboration
Taking your activities, projects,
opportunities, colleagues,
customers with you on your
iPad, iPhone or Android device.
touch.salesforce.com takes it a
level further
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Framework Mocial Employees: address the need for internal social network first, then go mobile
The Mobile Social Enterprise addresses and solves key challenges in employee engagement
• The social enterprise: FB inside
• Includes updates on work on documents, projects, activities, opportunities, etc.
• Collaboration
• Transparency
• Efficiency
• Co-creation at any convenient moment (Mobile)
• Social relevance (individually and for the company)
• Innovation: do new things
Mocial Employees
– Identity: empl can create their profiles and provide status updates
– Community: People are connected and kept up to date with each others„activities
– Possibility: the community creates more benefits
Low
recognition
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Salesforce.com solutions: building blocks for the mobile social enterprise
Bring “Facebook” into your company, bring it to
your mobile devices
Chatter for Mobile
Develop and deploy Java and Ruby apps in the
cloud
Heroku
Chatter unlocks your employee communities, Heroku allows you to develop apps and deploy them to
the cloud straightaway
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You must transform to become mocial
Mocial Employees: Create the Employee Mobile Social Network
• Collaboration
• Selling
• Servicing
• Automated processes
Mocial Customers: Listen & Engage with your customers, who are mobile and social
Mocial Products: Extend your products capabilities to social networks and add mobile apps
• Connect product to customers: relevancy
• Connect customers around products: innovations
Embark on the Digital Transformation towards the Mobile Social Enterprise
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The future of your enterprise
if you don’t go mocial
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Websites went Mobile
Web goes Social
Social goes Mobile
Mobile Social Products
Mobile Social Employees
Salesforce.com building blocks
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