E2.0 – Last Day

Today’s Sessions….both of these were great sessions. Recommended reading.

Collaborating Through Facebook
-Erwin Lazar, Nemertes (Research Company)
-Clara Shih, Faceforce, Salesforce.com
-Kyle Artega, Serena Software
-David Lavenda, VP, Worklight

Clara Shih talks:

Salesforce thinks about social computing

  • Salesforce is investing in making the app social. Ideas, content, and the CRM application. (Ideas is our proudct that allows companies to crowdsource their ideas) (Starbucks runs SF Ideas site, as does Dell)
  • Salesforce.com Force platform. We have thousands of devs from different companies building apps on our platform. We have an increasing level of activity building social apps on our platform. working with companies like facebook to make sure it’s easy for devs to incorp soscial apps into our app.
  • Over 800 apps that partners have written and share on the app exchange.

Last fal i developed Faceforce. Mashup of facebook and salesforce CRM. YOu augment all static data with realtime facebook profile information. I can see the full profile of someone that i’m targeting for sales.

Why did I do this: I think everything we do in a tool should be inherently social. IT’S ALL ABOUT RELATIONSHIPS (sound familiar?). Also, the power of recommendations and referrals and purchase decisions.

-Kyle Artega, Serena Software, speaks.

Serena software has dumped their intranet and is using Facebook.

Huge penetration. in the employee base. What it’s mostly taught us is is this is a great way to get people educated and interacting. CEO writes big long notes to employees on Facebook.

Allows people to communicate better. We’re struggling that Facebook has killed their network pages…we loved that. WIth that off, we’re looking a bit at other alternatives.

-David Lavenda, VP, Worklight

Allows people to build apps that can then deploy on consumer sites. More and more customers were asking about Facebook. So we came up with Workbook. Leverage facebook social graph, pull in your friends. Use facebook, but information never leaves the corporate firewall. I really need to see this. We also have a sharepoint connection. Combine facebook and sharepoint. Hmmmm. I should’ve checked these guys out more on the demo floor.

Q: Okay, where does the data live? Is what is posted on facebook owned by facebook?

David – Worklight: The pool of potential colleagues comes from facebook social graph. or LDAP, or whatever graph. This is a way for you to invite people into the workbook app. Once someone has added app, they are authenticated, and then they’re in the workbook environment. So sounds like name, pic, profile info, is sucked out of facebook and put into worklight.

Kyle – Sarena: Our policy for facebook is: Be smart. We didn’t change our guidelines at all. We kept barrier very very very low. We figured out that with current intranet, only 4% of data was proprietary anyway. So very few people, we just educated those people with private data about what they do and don’t share. I’ve found that the security and privacy concerns are way overblown.

Clara – Salesforce: We thought about letting people segment in what context they want to work. We encourage friends on facebook. But comes time to do work, we use the facebook api to pull the social graph and friend data in to the salesforce context, so we have all the security and governance.

Clara – Most college students are now using facebook messages and wall posts to communicate. NOT the college email addresses.

David – Companies we talk to are very concerned about security.

How do you ensure identity management

Kyle – Everyone has to have a serena.com email to get in. LDAP. Every friday, updated with our latest employee list.

Clara – Salesforce doesn’t put anything sensitive in Facebook, so we don’t worry much about it. We’re just pulling information from Facebook. Facebook has done thing to help the enterprise: They launched Facebook friend connect. adds layer of privacy and auth for API calls built on facebook. And they’ve created different lists. Full profile or limited profile. Now Facebook lets you definte an arbitrary number of different profiles. You can show different version to different people. (!!!!)

Kyle – Says that they were talking to facebook about this panel, but facebook kind of backed out. “We don’t have an enterprise strategy.” Interesting.


Kyle – Employee satisfaction is up by 15%. And email volume is down 20%.

Q: What about when Facebook changes things? That’s a pain, right?

Clara – Yes, that’s why Opensocial is good. Adoption will be slow, but a lot of thought leadership around standard for building and incorporating apps.


Enterprise 2.0 in the Context of Mission Success: The Lockheed Martin Story
-Shawn Dahlen, Cris Keohane – Both Program managers for Unity, we represent 54000 engineers out of the 150K engineers at Lockheed.

Why we did this:

  • Recruitment challenge. Need to get engineers that can pass security clearance (read: citizens). (wow, never thought of that.)
  • Retain retiring knowledge.
  • Applying Web 2.0 in the context of mission success.


  • Provide UX that employees will love
  • Address “What’s in it for me?”
  • Balance “need to share” vs. “need to know” (obligatory Key-and-Lock clip art)
  • Foster an ecosystem around a platform

Unity platform overview:

  • Built on three core products: Google for search appliance, Windwos sharepoint services, and Newsgator.
  • Back end data warehouse that collects tags, relationships, etc.
  • Spaces: Personal space, and team spaces. (Sharepoint terms)
  • Within space: Blogging, wikis, and docs.
  • ALso, forums, bookmarks, reports, suggestions, and homepage.

Showing a space. It has the activity stream of an individual. Hmmm, pretty good.

“We wanted people to be able to watch other people, or watch groups, to see what was going on in there.” “Right now it’s just data from the unity system, but we are looking at concept of brining n data from other systems as well.” (!!!)

Shows the personal space from Sharepoint, and it also shows the activity stream of the individual. Nice.

In summary: Pretty impressive social solution using sharepoint with a TON of RSS activity feeds fed into it. Wonder how much effort it took.

Interesting that most impressive social solutions from came from big conservative companies (Lockheed and Wachovia) and are on Sharepoint. The effort involved must’ve been enormous, but the results are impressive.

ROI? We did productivity, but C-suite was skeptical. What sold ’em was the soft case of our customer interest in this as well. Sell to the outside.

Comment form the audience: “Sell this. We’d buy it now!” Laughter from the audience. They’re sold.

To repeat: Sharepoint is coming out of this conf very well. there’s been plenty of derisive snorting from the small vendors. but the most impressive, real-world case-studies have been Wachovia and Lockheed which are on Sharepoint.

Lockheed also created a “collaboration playbook” to define how to use what. Blogs, wikis, email, phone….when to use it?

40 people on the team to build this. Man, that’s a TON of money. They must’ve had some very committed senior sponsorship.

R3, coming out in November:

  • SIP labeling. (Security.)
  • Recommended content
  • Profiles (?)
  • Export control filters
  • Network-based search.

Wow. Damn impressive.

**Alright, skipping last session, try to get a standby back to NYC.


One response to “E2.0 – Last Day

  1. Pingback: Unity Press at Enterprise 2.0 - Matthew Botos

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