Salesforce Extends SaaS Platform With New Social Web Tools

Salesforce kicked off its annual Dreamforce user conference Sept. 19 by introducing a series of new applications and services that allow businesses to mine the social Web for marketing data that they can use to communicate with consumers, customers and partners. is continuing to extend its software as a service business by adding new applications that businesses can use to mine social Web information and use it to keep in touch with current and prospective customers.

Salesforce is facing increasing competition from long-established enterprise application software giants, such as Microsoft, SAP and Oracle, and has continued to expand its CRM and social networking offerings to keep its SaaS platform the leader in the field.

At its Dreamforce 2012 conference that got under way Sept. 19 in San Francisco, Salesforce went directly into a market war with a current partner -- Box -- and against a flotilla of other online storage providers by introducing the Chatterbox storage and work collaboration tool.

Chatterbox combines Salesforce with Chatter and allows users to share and manage file, access files from mobile devices, and collaborate on business projects. Files in the Chatterbox folder are automatically synced up to allow access from any connected device.

Salesforce also launched Social Key for combing social Websites to discover useful information for communicating with customers and prospects. organizes existing customer contact information, and Social Key is designed to identify real-time public social data, such as specific customer tweets or other communications, in order to make deeper connections with customers. How to Clean Up Your Data Quickly

"Now with, not only can you clean up your data with one click of a button and import new targets, now using Social Key you can link the identities of your customers from the social Web to the information in your corporate systems," said Hilary Koplow-McAdams, president of the Commercial and Small Business unit at Salesforce. Social Key will be available in the second half of 2013.

Also new is Salesforce Touch, which delivers Salesforce cloud applications to mobile devices and is based on HTML5, the mark-up language standard for Web browsers. Salesforce said Touch "now brings Salesforce to any mobile device, regardless of platform," but noted that right now it's only available on Apple iOS devices.

The company is also rolling out Chatter Communities for Partners, a variation of its Chatter social networking platform, which connects partners, suppliers and distributors. Another offering, Chatter Communities for Service, based on its existing Salesforce Service Cloud, delivers customer service in a social networking environment. It also enables customer self-service when customers can share information with each other to answer their questions.

Rypple Turns into

Salesforce also rebranded and introduced its new career-management cloud service,, which is based on Salesforce's Rypple acquisition in December 2011. is a social performance and goal-setting application that gives employees feedback about how they're performing in their positions. The software is used by Facebook, Gilt Groupe, Mozilla and Rackspace, among hundreds of other customers.

For example, allows employees to thank colleagues, win badges and provide recognition from within Salesforce Chatter. Moreover, customers using Salesforce products such as Sales Cloud, Service Cloud and the platform will be able to leverage employee feedback tools to improve their own workforce.

Salesforce also revealed its plans for the integration of Buddy Media, which it acquired earlier this year for $698 million, and Radian6, which it acquired in 2011 for $326 million, to integrate social media into marketing campaigns.