This document provides an overview of the Salesforce platform and Force.com development. It discusses interactive questions and feedback, checking your developer edition environment, and an online workbook. It also includes a safe harbor statement regarding forward-looking statements. The document then covers various topics related to the Salesforce platform including mobile development, data modeling, declarative logic, Apex programming, Visualforce, and tutorials for building custom app logic.

1. welcome

2. Interactive
Questions? Current projects? Feedback?

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

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

5. Online Workbook
h"p://bit.ly/workbook_2013

7. 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.

8. Steve Sasson
Engineered the first digital camera prototype

9. Eastman Kodak
Filed for bankruptcy in 2012

10. Steve Sasson
Worked for Eastman Kodak in 1975

11. We are witnessing the Post PC Revolution
456 Million
Tablets at Work
782 Million
Smartphones at Work
2009 2010 2011 2012
2013(E) 2014(E)
2015(E) 2016(E)

12. “By 2015, one of every seven dollars spent on
packaged software, server, and storage offerings will
be through the public cloud model.”
http://www.idc.com/prodserv/idc_cloud.jsp

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

14. 1,000,000
Salesforce Platform Developers

15. 9 Billion
API calls last month

16. 2.5x
Increased demand for Force.com developers

17. YOU
are the makers

18. Use Case: Mobile Development
Cloud-Based Data
Authentication Services
REST API
Native + HTML5 Support
Reports + Analytics
Secure Offline Storage

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

20. Mobile Social Identity Data Marketplace
The Salesforce Platform

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

22. DATA MODELING

23. Data Modeling

24. 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.

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

26. Let’s Build an App

27. Let’s Build an App

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

29. WHEN THENIF
Record is
being
inserted or
updated
Formula
evaluates to
true
Return error
message

30. 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

31. 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

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

34. Chatter
Social framework for the enterprise

35. TUTORIAL 100
Create an App and Database
Optional: TUTORIAL 110
http://bit.ly/workbook_2013

36. Tutorial 100
Optional: Tutorial 110

37. DECLARATIVE LOGIC

38. DECLARATIVE LOGIC

39. 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.

40. Declarative Apps
Creating business applications with clicks not code

41. Spreadsheet Versus Application

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. Roll-Up Fields
Field type calculating on rows of child data

45. Child of Master-Detail
Count or Aggregate

46. Workflows
Event based business logic

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

48. Task
Outbound
Message
Update
Field
Email

49. Approvals
System to route approvals through an organization

50. Track Approval History
Define Criteria
Define Actions

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

52. Security
Identity, data security and user services

53. User Profiles
Groups, Queues and Hierarchies
Permission Sets
SSO, SAML, OAuth 2.0
Connected Apps

54. TUTORIAL 120
App Logic with Clicks not Code
Optional: TUTORIAL 150
http://bit.ly/workbook_2013

55. TUTORIAL 120
OPTIONAL: TUTORIAL 150

56. LUNCH:
Downstairs

57. APEX

58. APEX

59. 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.

60. Apex
Cloud based programming language

61. public with sharing class myControllerExtension implements Util {
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;
}
}
Class and Interface based
Scoped Variables
Inline SOQL
Inline DML
þ
þ
þ
þ
Apex Anatomy

62. DEVELOPER CONSOLE DEMO

63. DEVELOPER CONSOLE

64. Controllers Inbound/Outbound
Email Services
Custom API and
HTTP Callouts
TriggersScheduled and Batched Tasks
Common Use Cases

65. trigger MerchandiseTrigger on Merchandise__c
(before insert, before update) {
Merchandise__c[] merch = Trigger.new;
if(Trigger.isInsert) {
MerchandiseUtil.checkMerchandise(merch);
}
}
Object Definition
Event Definition
Trigger.old and new
Bulkify code
þ
þ
þ
þ
Trigger Anatomy

66. 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);
}

67. CHATTER TRIGGER DEMO

68. APEX TRIGGERS

69. @isTest
static public void testRequiredFields() {
Merchandise__c m = new Merchandise__c(Name = 'Test');
//assertion: Merchandise requires Price and Quantity
try {
insert m;
} catch (DMLException e) {
System.assert(e.getMessage().length() > 0);
}
m.Quantity__c = 0;
m.Price__c = 9.99;
//assertion: Merchandise requires Price and Quantity
try {
insert m;
System.assert(String.valueOf(m.Id).length() > 0);
} catch (DMLException e) {
System.debug(e.getMessage());
}
Unit Testing

70. public WarehouseCSVController() {
Boolean beRandom =
ApexPages.currentPage().getParameters().get('random') != null;
if(beRandom) {
allMerchandise = new List<Merchandise__c>();
for(Integer x = 0; x < 1500; x++) {
Merchandise__c m = new
Merchandise__c(Name='Widget '+String.valueOf(x),
Quantity__c=100, Price__c=49.99);
allMerchandise.add(m);
}
} else {
allMerchandise =
WarehouseDataQuery.getAllMerchandise();
}
}
Unit Testing

71. TUTORIAL 300
Code Custom App Logic
http://bit.ly/workbook_2013

72. TUTORIAL 300

73. VISUALFORCE

74. VISUALFORCE

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

76. Visualforce
Cloud based component framework for interfaces

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

78. STANDARD CONTROLLER DEMO

79. STANDARD CONTROLLER

80. @RemoteAction
public static String updateMerchandiseItem(String productId, Integer newInventory) {
List<Merchandise__c> m = [SELECT Id, Total_Inventory__c from Merchandise__c
WHERE Id =: productId LIMIT 1];
if(m.size() > 0) {
m[0].Total_Inventory__c = newInventory;
try {
update m[0];
return 'Item Updated';
} catch (Exception e) {
return e.getMessage();
}
}
else {
return 'No item found with that ID';
}
}
}
JavaScript Remoting Access Apex from JavaScript
Asynchronous Responses
þ
þ
j$(".updateBtn").click(function() {
var id = j$(this).attr('data-id');
var inventory = parseInt(j$("#inventory"+id).val());
j$.mobile.showPageLoadingMsg();
MobileInventoryExtension.updateMerchandiseItem(id,inventory,handleUpdate);
});
Apex
Visualforce

81. <apex:component controller="WarehouseAccountsController">
<apex:attribute name="lat" type="Decimal" description="Latitude
for geolocation query" assignTo="{!lat}”
/>
<apex:attribute name="long" type="Decimal"
description="Longitude for geolocation query" assignTo="{!lng}”
/>
<c:GeoComponent lat=”8.9991" long=”10.00119" />
Custom Components

82. <apex:page >
<apex:insert name="detail" />
<div style="position:relative; clear:all;">
<apex:insert name="footer" />
</div>
</apex:page>
<apex:page StandardController="Invoice__c" >
<apex:composition template="WarehouseTemplate">
<apex:define name="detail">
<apex:detail subject="{!Invoice__c.Id}" />
</apex:define>
Page Templates

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

84. Email Templates Generate PDFsEmbed in Page Layouts
Mobile Interfaces Page Overrides
Common Use Cases

85. TUTORIAL 330
Create a Visualforce Mobile App
http://bit.ly/workbook_2013

86. TUTORIAL 330

87. MOBILE VF DEMO

88. MOBILE VF

89. INTEGRATION

90. INTEGRATION

91. 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.

92. OAuth
Industry standard method of user authentication

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

94. WORKBENCH LOGIN DEMO

95. WORKBENCH

96. REST API
API leveraging industry standard HTTP

97. Mobile
Application
Salesforce
Platform
login.salesforce.com
REST API
1. Authenticate
/services/data/query?
SELECT ID FROM ACCOUNT
2. Access API
{“sObject”: “Account”,
“id” : “oax02fdr756aFdad”}
3. Get JSON or XML

98. WORKBENCH REST DEMO

99. WORKBENCH

100. SOAP API
XML messaging and WSDL based API

101. Java Web
Server
Salesforce
Platform
login.salesforce.com
SOAP API
1. Authenticate
<QUERY><SOQL>
SELECT Id from Account
</SOQL></QUERY>
2. Access API
<RECORDS>
<RECORD type=“Account”>
<id>oax02fdr756aFdad</id>
</RECORD>
</RECORDS>
3. Get XML

102. Bulk API
Asynchronous API for handling large datasets

103. ETL
Tool
Salesforce
Platform
BULK API
2. Push Updates
TITLE: AppCo
STREET: 1 Market Street
REF:0001
1. Pull Recent Records
Legacy
Database
NAME: AppCo
MailingStreet: 1 Market Street
ExternalID:0001

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

105. Java
Web Server
Salesforce
Platform
STREAMING API
1. Handshake
2. Subscribe to Topic
3. Get Updates

106. WORKBENCH PUSHTOPICS DEMO

107. WORKBENCH
PUSH TOPICS

108. TUTORIAL 370
INTEGRATE SYSTEMS
http://bit.ly/workbook_2013

109. TUTORIAL 370

111. Fundamentals for the Enterprise
Mobile Social Identity Data Marketplace

112. Mobile SDK
iOS and Android SDK for developing with Force.com

113. Mobile SDK: Accelerate App Development
API Wrappers
Interact with Salesforce REST APIs with
popular mobile platform languages
Secure Offline Storage
Store business data on a device with enterprise-
class encryption
Push Notifications
Dispatch real-time alerts directly to mobile
devices
Tools for building native, hybrid, and HTML5 apps on iOS and Android
OAuth2
Secure authentication and refresh token
management
App Container
Embed HTML5 apps inside a container to
access powerful native device functionality
http://developer.force.com/mobilesdk

114. Canvas
Framework for using third party apps within Salesforce

116. Any Language, Any Platform
• Only has to be accessible from the user s browser
• Authentication via OAuth or Signed Response
• JavaScript based SDK can be associated with any language
• Within Canvas, the App can make API calls as the current user
• apex:CanvasApp allows embedding via Visualforce
Canvas Anatomy

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

120. $ 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)
Github Repo Heroku
Local Repo
Pull / Push
Development Changes
Push Deployments
Monitor Application

121. HEROKU DEMO

122. HEROKU

123. AppExchange
Application Market for the Salesforce Platform

124. 1,700+ Apps 20k+ Reviews 1.4m+ Installs
http://appexchange.com

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

126. check inbox
h"p://bit.ly/sea"ledevworkshp328

127. Double-click to enter title
Double-click to enter text
@forcedotcom
#forcedotcom
#askforce

128. Double-click to enter title
Double-click to enter text
Join A
Developer User Group
http://bit.ly/fdc-dugs

129. Double-click to enter title
Double-click to enter text
Become A
Developer User Group Leader
Email:
April Nassi
<anassi@salesforce.com>

130. Double-click to enter title
Double-click to enter texthttp://developer.force.com

131. simplicity
is the ultimate
form of
sophistication
Da Vinci

132. THANK YOU

133. THANK YOU