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IBA10 WinnerCompany:, San Francisco, CA USA
Entry Submitted By: OutCast Communications
Company Description: is the leading enterprise cloud computing company. Founded in 1999 by Marc Benioff, became the first $1 billion revenue cloud computing company in 2009, and has been called the fastest growing enterprise software company in the world by Barron’s.
Nomination Category: Public Relations Awards / PR Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Business-to-Business

Nomination Title: Cloud 2: The Next Generation of Cloud Computing

Tell the story about this nominated campaign since January 1 2009 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

Situation Analysis:

Over the last decade, the PR team has established the company’s
leadership and elevated CEO Marc Benioff as the chief evangelist of the cloud
computing industry. As a result, the company’s vision of “The End of Software”
has become an accepted slogan in the industry. Employing that success, accelerated toward introducing its biggest product breakthrough,
Salesforce Chatter, in November 2009. With this launch, the PR team was tasked
with not only launching a product but also Benioff’s vision for the next era of
enterprise cloud computing – Cloud 2.


• Successfully launch Salesforce Chatter to current and new customers
• Introduce Cloud 2, the shift to the next generation of cloud computing

Strategy: unveiled Chatter to an overwhelmingly positive reception at the
company’s largest-ever customer and developer conference, Dreamforce. In front
of more than 15,000 attendees, Benioff introduced the new product and delivered
his vision of how new real-time cloud applications, platforms and infrastructure
will redefine the future of enterprise collaboration.

To fuel the excitement following the announcement, hosted a
series of targeted media events and announced Chatter milestones and momentum as
well as delivered thought leadership through contributed articles in key media
outlets around the shift to Cloud 2.

Obstacles: needed to establish Chatter as a solution for enterprise
collaboration and delineate it from consumer networking sites like Facebook,
Twitter and LinkedIn.



• November 2009: Dreamforce in San Francisco – Launch of Chatter
• 780 total articles
• Press attendance: 144
• Event attendance: 15,000+

• February 2010: Events in San Francisco and Seattle – Private beta of Chatter
• 185 total articles
• SF Event:
• Press attendance: 8
• Event attendance: 234
• Seattle Event:
• Press attendance: 1
• Event attendance: 59

• March 2010: Announced Chatter Developer Preview
• 3 total articles

• April 2010:
• Event in Boston – Customers from private beta attested to Chatter’s
• Press attendance: 5
• Event attendance: 109
• Event in New York City – ChatterExchange, a marketplace for Chatter
• 227 total articles
• Press attendance: 9
• Event attendance: 1,600

Thought Leadership via Contributed Articles
Marc Benioff authored a series of contributed articles outlining his vision for
the next era of cloud computing in outlets including TechCrunch and

Measurement of Success: received recognition for both its product and vision for the
future of enterprise collaboration from a range of key business and trade
outlets. The campaign has resulted in more than 729 original articles published
worldwide with 466 of these articles appearing in other online publications,
totaling at least 1,195 pieces of coverage. Since the company unveiled Chatter,
there have been more than 117,000 domestic tweets on it and over 100,000 views
of the video demo.

Success has not only been measured by the quantity of coverage, but also in the
enthusiastic attendance at events, as well as by the overwhelming response by
thousands of customer companies eager to participate in the Chatter beta program.

List hyperlinks to any online work samples, news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, []:


• Chatter Launch Release – November 18, 2009:

• Chatter Private Beta – February 17, 2010:

• Chatter Developer Preview – March 15, 2010:

• Expansion of Chatter Private Beta and Launch of ChatterExchange – April 8, 2010:


• TechCrunch: “The Facebook Imperative” (February 24, 2010)

• “2020: I See It Clearly - Through the Clouds” (March 2, 2010)

• Techcrunch: “The Facebook Imperative Cannot Be Stopped” (March 10, 2010)

• Techcrunch: “Hello, iPad. Hello, Cloud 2.” (March 29, 2010)

• Fortune: “The end of Microsoft. A door opens to a new cloud.” (April 29, 2010)



• BusinessWeek: “Salesforce's Chatter Joins a Growing Social Media Field”

• Forbes: “Friending Marc Benioff”

• ReadWriteWeb: “ Launches Social Enterprise Application at

• Reuters: “Salesforce offers Facebook-like tool to companies”

• ZDNet: “Salesforce Chatter: Social operating systems emerge on the IT stage”

• Salesforce Chatter appeared on Techmeme the day it was unveiled at Dreamforce.
(November 18, 2009)

• During and following the unveiling of Salesforce Chatter at Dreamforce, over
7,150 tweets went out about Chatter, causing the Dreamforce Twitter tag, #df09,
to trend on Twitter several times throughout the day. (November 18, 2009)


• Building 43: “An Inside Look at’s Latest Beta Release, Chatter”

• Computerworld: “ launches private beta for Chatter”

• Mashable: “Salesforce Rolls Out a Facebook for Businesses”


• “Salesforce moves forward with Chatter”

• ZDNet UK: “Salesforce opens up Chatter developer preview”


• eWeek: “ Announces Facebook-Style Salesforce Chatter, AppExchange 2”

• ReadWriteWeb: “This Tweet is Priority 1:'s Chatter is
Transactional Social Media”

• TechCrunch, Salesforce Chatter Gets Its Own App Marketplace: ChatterExchange

Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this nominated communications program: Chief Marketing Officer Kendall Collins has developed marketing
and technology strategies over the last fifteen years, primarily in enterprise
applications and cloud computing. In his current role as CMO, Collins leads the
corporate marketing organization and is responsible for driving market
leadership, global awareness, demand generation, online marketing and
communications for

Previously, Collins held various management positions in product management,
marketing, operations, and sales, leading innovative teams at Siebel Systems,
Oracle Corporation, A.T. Kearney and Procter & Gamble.

Collins holds degrees in finance and Asian studies from the University of Virginia.

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