1) Social networking has surpassed email in terms of users, with over 1 billion social network users in 2011. Companies are seeing more traffic to their Facebook pages than their own websites. 2) Customers now seek insights from other customers online and collaborate on research. They quickly share feedback, both positive and negative. Companies must respond collaboratively and address issues quickly. 3) Business is becoming more social, with 70% of companies adopting social networking by 2012, unlocking $1.3 trillion in value. Social technologies are being used across industries like healthcare, education, and automotive.

1. Social Transformation of the Enterprise
Trust + Vision = Revolution
@PeterCoffee
Peter Coffee
VP/CTO & Head of Platform Research
salesforce.com inc.

2. 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
In Other Words:
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.
Everything That
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
You See Here
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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
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is Real
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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.
@PeterCoffee

3. Social Revolution
150M
conversations
per day
2009 2010 2011 2012
Sources: Twitter, Visible Technologies
@PeterCoffee

4. Social Revolution:
Social Networking Surpasses Email
So what?
1.1
Social Users billion
social
users
Email Users
2007 2008 2009 2010 2011
Source: Comscore, June 2011
@PeterCoffee

5. Social Networks: More Than Just ‘Sum of the People’
(Arcs Represent Number • Distance of Facebook ‘Friend’ Links)
@PeterCoffee
Pop quiz: where is Beijing?

6. The New Corporate ‘Home Page’
123%
Fortune 100 Facebook Fan Growth
100 Facebook Activity
growth in social
Fortune
Fortune 100 Web Traffic Activity
customers
Fortune 100 Web Growth
“We analyzed the website
traffic of Fortune 100
websites based on ‘unique
visits’. The study revealed
that 68% of the top 100
companies were
experiencing a negative
Jun 2010 growth in unique visits over
the past year... 40%
Dec 2011
exhibited higher traffic to
Webtrends, “The Effects of Social Networks on the Mobile Web and Website Traffic”;
their Facebook page
Google Social Media Analysis Study compared to their website.”
@PeterCoffee

7. The Social Customer Plays by New Rules
• Old Customers:
– Prospects get content from Marketing
– Buyers negotiate terms with Sales
– Customers raise issues with Support
• Social Customers:
– Prospects seek insights from customers
– Buyers collaborate on competitor research
– Customers tell the world when they’re not happy
• Companies need new organizations & processes
– Power to address issues pushed to edge of organization
– Collaborative response available on demand
@PeterCoffee

8. Redefining “Customer”…as Social Actor
Customers are…
• the cars they drive
• the things they do
• the ways they live
• the people they know
@PeterCoffee

9. Social Models and a ‘Connected’ Revolution
Medicine: sensor-equipped
patients & homes reduce
office & hospital visits
Education: students
in external settings
learn by practice
@PeterCoffee

10. Business is Social
Enterprise Adoption of Social Networking
70%
adoption
“ $1.3 Trillion in value can
be unlocked through
social technologies.
”
2008
2009 2010 2011
2012
Source: 2012 McKinsey Global Institute Study: “The Social Economy”
@PeterCoffee

11. ‘Social’ ≠ ‘Distracted’
 ‘Social’ is a model, not an app
– Aware of context
– Shaped by interests
– Driven by events
 All Force.com applications are
socially enabled by Chatter
– Old apps added new behaviors
– Social behaviors pervasive,
not isolated in social silo
– Automation  scalability
@PeterCoffee

12. Value of Velocity: Touch the Future Now
One developer with no prior
Force.com training built a patient
admission app in just 4 days
Deployed to Medical Directors and
Program Directors in hospitals on
iPhones and iPads
• Eliminated paper forms;
• Workflow reduced response time
by more than 60%;
“We’re blown away…a mobile healthcare
app on Force.com with one person in just 4 • Cut process time from 18 hours
days… The same app built in [previous
to less than 60 minutes
models] would have taken over 3 months”
@PeterCoffee

13. Customer, Car, Dealer, OEM – Social Platform
Dealer Visit/
Advertising/Awareness Test Drive Delivery After-sale Services/
(Traditional + Social Media) >Dealer Portal >Dealer Portal Connected Car
>Social Marketing >Social Clienteling >Social Clienteling >Social Service
>Social Vehicle
Inquiry/Engagement
Purchase/ Ownership
>Social Marketing
Conversion >Driver Portal
Ownership
>Dealer Portal
Transition
>Social Clienteling
>Dealer Portal
Baseline Vehicle
Diagnostics
>Social Vehicle
Social Customer Profile
Social Vehicle Profile
Trusted Cloud Platforms: Data Storage, Data Quality, Interactive Applications, Big Data Analytics
Automotive OEM Core Systems and Emerging ‘Big Data’ Resources
@PeterCoffee

14. Social Success – By Every Measure
+32% +29%
Sales Productivity Innovation
+34% +34%
Customer Employee
Satisfaction Satisfaction
Your Team;
Your Customers
+37% +31%
Campaign Employee
Effectiveness Productivity
Source: 2012 Third-party survey of 5,500 salesforce.com customers
@PeterCoffee

15. The social revolution
is a trust revolution
@PeterCoffee

16. All Assets Secured, All the Time
“When hundreds or even thousands
of other businesses are using
exactly the same operational
infrastructure, all of them…benefit
from the hardening of the
infrastructure after any of them
come in contact with a newly
detected threat.”
@PeterCoffee

17. All Assets Secured, All the Time
“Despite resource sharing,
multitenancy will often improve
security…
“Our research and analysis indicates
that multitenancy is not a less secure
model — quite the opposite!”
@PeterCoffee

18. Continuing Availability Improvement
Spring ’11 Summer ’11 Winter ’12
“Great work reducing the pain of the quarterly upgrade so dramatically.
The difference to our business between 2 or 3 minutes of downtime and
2 or 3 hours can’t be overstated.”
@PeterCoffee

19. Continuing Availability Improvement
Index of Imperfection
= -100 * Log10(Availability)
0.5
0.45
0.4
0.35
0.3
0.25
0.2
0.15
0.1
0.05
0
Two 9s 2/2011 3/2011 4/2011 5/2011 6/2011 7/2011 8/2011 Three 9s 9/2011 10/2011 Five 9s
Spring ’11 Summer ’11 Winter ’12
“Great work reducing the pain of the quarterly upgrade so dramatically.
The difference to our business between 2 or 3 minutes of downtime and
2 or 3 hours can’t be overstated.”
@PeterCoffee

20. Trust is Earned by Transparency
@PeterCoffee

21. Cloud Efficiencies Address Governance Demands
• “One of the reasons legislation is necessary is to allow
Canada to meet its commitments under the Council of Europe
Convention on Cybercrime.” - www.privcom.gc.ca
• Data-handling laws proliferate
• Privacy Act (Canada – amended July 2012)
• Notification of Risk to Personal Data Act
• Data Accountability and Trust Act
• Social Security Number Protection Act
• Prevention of Fraudulent Access to
Phone Records Act
• Technology trends oppose the goals of governance
• Processing: enemy of encryption
• Connectivity: attacker opportunities and tools
• Storage: ever-growing risk of larger losses
@PeterCoffee

22. Cloud Efficiencies Address Governance Demands
“While the Patriot Act continues to be invoked as a kind of shorthand
to express the belief that the United States government has greater
powers of access to personal data in the Cloud than governments
elsewhere, and that ‘local clouds’ are the solution, a recent study we
conducted of the laws of Australia, Canada, Denmark, France,
Germany, Ireland, Japan, Spain, United Kingdom—and the United
States—shows that it is simply incorrect to assume that the United
States government's access to data in the Cloud is greater than that of
the other advanced economies.
“Law enforcement and national security officials have broad access to
data stored locally with Cloud service providers in the countries we
investigated. Our research found that that it is not possible to isolate
data in the Cloud from governmental access based on the physical
location of the Cloud service provider or its facilities, and that
Governments' ability to access data in the Cloud extends across
borders.” - http://www.hoganlovells.com
@PeterCoffee

23. Trust Attainment Enables Cloud Adoption
• Robust infrastructure security
• Rigorous operational security
• Granular customer controls
– Role-based privilege sets
– Convenient access control & audit
• “Sum of all fears” scrutiny
– Multi-tenancy shrinks attack surface; slashes opportunities for error
– The most demanding customer sets the bar
– PCI DSS Compliance Level 1; FIPS 199 LOW and MODERATE
– Comprehensive, continuing audit/certification
@PeterCoffee

24. Canadian Leaders salesforce.com
Currently used by
– all six national banks
– five major insurance firms
– all three national telco providers
– high-tech leaders
– aerospace manufacturers and operators
– various public-sector agencies
@PeterCoffee

25. Social Velocity Leads to The Cloud
• Old Cloud: Centralization + Automation  Cost Reduction
– Distant resources: considered to be a tolerable nuisance
– Security: assumed to be a challenge, and compliance a barrier
– ‘Cloudwashing’ of legacy products: tempting and easy
• New Cloud: Connection + Simplification  Acceleration
– Data and process in cloud are closer to everything else you need
– Security is part of the service; audit trails are easy to provide
– You can’t ‘connectwash’ a server, no matter how much
virtualization you apply or how many ‘private clouds’ you proclaim
– In false clouds, you pay for resources…
…in true clouds, you pay for opportunities
@PeterCoffee

26. Customer Success in True Clouds
 On spec, on time, on budget deployment of a fully tested, proven
cloud capability: trusted security and global availability
 Modern applications, driven by user feedback for continuing
improvement – with “clicks, not code” customization
 “No Software”: what’s paid for is function, not code. Continuous
scrutiny of operations, maintenance of facilities, and world-class
security are literally “part of the service”
 Multiple upgrades per year: no disruption, shrinking deployment
times, backward compatibility to previous API releases
 “The future is already here – just not evenly distributed”
- William Gibson
@PeterCoffee

27. Thank You
petercoffee
f acebook.com/peter.coffee
pcoffee@salesforce.com
cloudblog.salesforce.com
@PeterCoffee