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To showcase the idea of the social enterprise, Benioff invited a host of Salesforce customers to the stage. Major customers like Verizon, Bank of America, KLM and NBC Universal are using social elements to connect with and learn about customers.
"Social enterprises -- we're seeing them emerge," Benioff said.
One example of a social enterprise is London global luxury fashion juggernaut Burberry. Angela Ahrendts, Burberry CEO, joined Benioff on stage to detail how Burberry created a social enterprise with its Burberry World platform. With Burberry World, the company sought to give customers total access to the company wherever they are from any device and have it maintain the look and feel that Burberry customers have come to expect.
"It's borderless, it's agnostic. It's the new universal language, social media," Ahrendts said.
The key, Ahrendts said, is to unlock economic value from leveraging social networks, the cloud and mobility.
"You have to be totally connected with anyone who touches your brand," she said. "If you don't do that, I don't know what your business model is in the next five years."
Benioff also showed off Toyota Friend, Toyota's offering where users can log into their account and receive real-time information about their automobile. For example, the fuel levels, battery charge and other data. It also offers data for other cars in the family, all via Chatter. Salesforce also built a Toyota Friend iPhone app which adds commands to lock and unlock a vehicle, honk the horn and complete other tasks.
Toyota Friend is also for Toyota internally, where companies can see customers' social profiles and gather and examine customer information via the Toyota Friend network.
"It's not just about Toyota. We have seen this happen with our customers all over the world," Benioff said, showcasing how Coca-Cola is using social tools to communicate with customers.
To bring customers on board with the social enterprise, Benioff revealed the Social Enterprise License Agreement, which lets customers buy all of the technologies that make up the social enterprise for a fixed monthly price that offers unlimited access to services for a certain period of time.
"We are creating social enterprises, we are on the verge of a major transformation in our industry," Benioff said adding, "This is the future of our industry. This is the future of enterprise software."
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