With Xobni Enterprise, I.T. admins can manage the deployment and permissions surrounding the plugin's use via a web-based portal that provides access to user's profiles as well as a groups management feature. By placing different subsets of users into groups, I.T. can deploy custom versions of the plugin to different users. For example, everyone company-wide may get a plugin that offers LDAP integration, but only sales professionals would receive the version that connects to Salesforce. Admins can also choose to "switch off" other previously default integrations such as the Facebook and Twitter extensions.

To push the plugin out to end users, Xobni Enterprise offers an MSI file and registry settings that can be modified as necessary.

Extensions for Salesforce, SharePoint, and More

At launch time, Xobni's Solution Provider Program has partnered with a number of Enterprise vendors to provide extensions and integrations for their new system. The current list of partners includes Atlius Consulting, Cogent, Echo Lane and Interdyne BMI, which help Xobni integrate SharePoint, Microsoft Dynamics and Salesforce CRM platforms among others.

The new service also comes with an Extensions Software Development Kit (SDK) which allows in-house developers to write their own extensions to integrate other platforms beyond those which are currently available. Xobni suggests this SDK could be used to deliver company news and information from an internal corporate portal, specific business application, or any other web service.

Other Features

Another general enhancement available with this version of the plugin is Xobni's expanded search capabilities that allows users to search calendar appointments, tasks and archived PST files. The search feature includes advanced filters which let users find results by limiting searches to email contents only or the To:, From:, and  or Subject: fields of their email messages. Users can also access their entire contact database from the auto-complete field in Outlook's "Compose" window.

Pricing

The company webpage for Xobni Enterprise does not include any pricing information, only a link to "Request More Info" from the company. This is likely because each Xobni system is being somewhat custom-built in terms of price because there are additional costs to run the pre-defined extensions created by the company. Depending on which extensions a company chooses to deploy and however many users will be using them, the overall cost of the Xobni Enterprise system will vary. However, the company informs us that the system starts at $30 per user per year with volume discounts available.

Xobni has seen over 3 million downloads of their plugin, including both free and paid versions, since their initial debut. This new offering represents the second revenue stream for the company, the first being the launch of Xobni Plus, a premium version of the plugin that sells for $29.95. They also claim to have a presence in 80% of Fortune 500 companies thanks to employee adoption outside of the traditional I.T. infrastructure, a trend known as self-provisioning and one that has steadily increased over the years.

Companies looking to maintain control over what their employees can do on their company computers often end up having no choice but to purchase the enterprise services provided by the startups their employees are already using in order to once again centralize control within I.T. If Xobni's adoption across the enterprise is as strong as they claim, they may soon have several companies looking to implement the Xobni Enterprise Service so they can do just this. Other companies may be tempted to try the product for the first time now that it offers I.T. friendly tools and enterprise level support.

More information about Xobni Enterprise is available here on the company's website.

Unfortunately, the service doesn't work very well yet. The social web is a mess of disconnected identity and activity data; cleaning it all up, tying it together and delivering it on the fly to your phone is an ambitious goal, but that's one of the things Gist is trying to do.

Unfortunately, it's very hard for any app like this to determine which social network profiles are really associated with the same people and which news coverage about a person is worth reading. (Hopefully the WebFinger protocol will help solve this problem for everyone someday.) If you try out the app you'll see that the signal-to-noise ratio is too weak to make for efficient, quick reading - but a quick scan for a contact's information could still help unearth some relevant information. It may be limited, a few weeks late and often incorrect - but savvy early adopters can still get some value out of it already. It's frustrating in more ways than I'm sure anyone cares to read about, but it's also worth trying out in hopes that the company will really nail it down the road. I know I sure want this to work.

Gist told me today that it is working with the Google Social Graph API for account discovery and MSpoke for disambiguation and content recommendations. Cleaning up the data is still the company's biggest challenge and one they've been working on from the start. The Google Social Graph API is a particularly gnarly tool for many startups like this - it's dependent on markup that too few people use and even fewer people use correctly.

None the less, you should give the Gist app a try if you'd like to see a vision of where the future could go. The fact that a team of very smart people with a good sum of venture capital invested is going to require more time to try and really nail the discovery of relevant, high-quality person-centric streams of information demonstrates what a challenge this important task really is.

Gist is not a system for the casual email user whose main communications involve sending email forwards to friends and pictures of the kids to mom and dad. Instead, Gist is designed to help the professional email user who often opens up their inbox only to feel like it's helplessly out of control. How do you know what the most important communications are? How can you stay up on what your email contacts are doing? Gist aims to solve these problems.

Through ongoing analysis of your email, Gist determines what's important based on the frequency and types of communications that occur. It then provides you with the following: profiles, insights, and actions. Profiles include both individual and company profiles, insights are the relevant information about your most important contacts, and actions are the ability to share news and contact details using the online service.

When you're signed into Gist, you're presented with a dashboard where boxes display key information like your top emailed contacts, news about those contacts, upcoming events, email attachments, and links. All this information is automatically retrieved from your inbox with no effort on your part. It's as if your email inbox serves as the backend database for this unique relationship management system.

Tabs at the top of the page let you move from the dashboard to sections where you can focus on People or Companies specifically, organizing them into groups, tagging them (a new feature), removing those you don't need to track, managing their importance levels via sliders, editing them, and much more. You can also click to view individual contacts and companies and edit the data there if need be.

New Features

One of the new features included in this updated public version of Gist is the ability to pull in contacts from Salesforce. This is a helpful addition to the program which also supports Gmail, Outlook, general Email/IMAP accounts, LinkedIn, Facebook, and Twitter. You can import your own CSV file, too.

With additional software, Gist can be integrated right into Outlook and Salesforce. The Outlook integration is done via a plugin which pops up a separate window where you can access info on people, companies, events, messages, and attachments. The plugin was available previously, but has been updated in the new version. The company decided to go with a pop-up type of plugin for a few reasons. For one, by not implementing it as an email sidebar (like Xobni does, for instance), Gist data can be accessed from any screen in Outlook whether that's your inbox itself, a contact's details page, a meeting request form, etc. They also made the plugin work more like a mini-browser so it could perform its actions quickly while not slowing down Outlook in the process.

Also new today is Gist's integration with Salesforce. Not only can you pull data into Gist via the CRM system, you can now set up a Gist widget of sorts that displays right in Salesforce itself. Here, you can stay current on news, blogs, tweets, and other relevant information from your Salesforce contacts.

Integration with Twitter and the ability to share via Twitter and Facebook round out the new features in this latest beta build. Since many business folks can't be bothered to friend and follow their contacts on Twitter, Gist does it for you. It doesn't actually follow users on your behalf in your own Twitter account, but it pulls in their tweets from their publicly available timelines right into Gist. You can then respond or share information via Twitter or Facebook - an important step in managing and maintaining communications in today's tech savvy business world. You can still share items via email or flag them for later, as you could with previous Gist versions, too.

For now Gist remains a free service, though a more advanced paid version is in the works for the future. Gist is also working on their mobile offerings but have nothing to announce as far as specialized mobile applications just yet. New users can sign up for Gist now here: www.gist.com

Whether you're Microsoft or Mel's Meat Market, the true power of social media and its impact on brands is really only beginning to be felt. As futurologist Ian Pearson stated in Gartner's Customer Relationship Management Summit earlier this year, the rapid pace of change in technology means that companies need to focus on agility instead of just optimization when it comes to integrating social media and CRM applications.

We need rules of engagement for social CRM.

In other words, how do you effectively manage your dialogue with the market in terms of sharing information, fast-tracking problems, and responding to questions, both internally and externally, with customers, prospects, employees, other stakeholders, and the public? Web strategist Jeremiah Owyang agrees there's a gap here.

Although social CRM platforms and tools continue to evolve and improve, more attention needs to be given to process, ideology and roles in social media engagement. Process could involve your listening strategy: is it enterprise-wide or centralized? For roles, how and when would online conversations get routed to customer service/support, and when would they get routed to your PR, marketing or sales department? Just as important is establishing responsibilities and guidelines for engagement. When does a complaint get routed to the CEO, or a product idea go to your R&D group?

Companies are beginning to figure out how to use social CRM more efficiently by adapting their applications and workflow and adding more "community managers." These include Dell, Intuit, H&R Block, and certainly Comcast. Several community platforms are morphing as well and show promise for providing more robust social CRM capabilities. Neighborhood America's ELAvate platform, for example, includes multiple components for generating ideas, collecting large-scale public comment, and creating a white-label social network. Likewise, Radian6 has introduced a social CRM solution to integrate with Salesforce.com's service cloud; with this, sales and support teams can cross-reference social media content with customer and prospect information, streamline workflow, and manage real-time responses across the enterprise.

Still, it appears social CRM technology is well ahead of the day-to-day reality of actually managing online conversations. We need more thought given to strategy, process, and roles for engaging with customers and non-customers alike: the next new frontier of social media. Are you prepared? Please comment!

From CRM via Twitter to Facebook live video contests, the folks at Threadless have knocked online engagement out of the park and created a community around a brand while building a great reputation for responsiveness. Watch on and be schooled.

Catch a whiff of the Threadless social aroma on their Twitter and Facebook pages.

I didn't think much of it, I assumed he was camped on a search.twitter results page for the word "Comcast" or maybe had subscribed to an RSS feed for the search. It turns out though, that far more than that was happening behind the scenes. An extensive machinery of tracking, delegation and analysis stood between Bill and my little Tweet. Maybe it has to be that way, maybe it's a good thing - but there's something deeply disturbing about it too.

Now the company's customers will not only be able to see extensive traffic data and to pull that data from what WebTrends calls the first free traffic data API on the market - they'll also be able to view social media mentions off-site in a relatively sophisticated interface. I asked Radin6's Chris Ramsey about what probably went on behind the scenes after I Tweeted about Comcast this morning. He said he couldn't say how Comcast in particular was using the software but it wasn't just a casual conversation. "Absolutely," he said. "There is more going on there."

Radian6 offers a sophisticated interface, but it's an odd one too. It's built in Flash and allows a fair number of different ways to slice and dice data. Data like, how many people are talking about you online vs. a competitor and the relative "influence" of those people. There's more advanced Customer Relationship Management (CRM) technology on the way into Radian6. Ramsey told us today that "if you look at all the major CRM companies out there, they are adding social listening technology - and as a social listening service, we're adding CRM."

The interface is slick like an iPhone, though, and an iPhone you can't jailbreak. The company gives you a variety of ways to deal with the data but you can't, for example, get an RSS feed out of it. There's something that feels condescending about these kinds of services. Why can't the marketers using them learn how to use the web, like the rest of us have? That's not an entirely fair critique as many sophisticated marketing geeks find systems like this (and Radian6 in particular) useful for dealing with data in aggregate. Many customers in this market, though, are jumping over from a workflow based on sticky notes and pasting blobs of text into Excel, and sometimes very infrequently even doing that. [Left, @ComcastBill]

The fact is, subscribing to a search feed for relevant terms in various search engines just isn't going to scale for larger businesses. When your online customer service team has a substantial number of people in it, you're probably going to need a system that goes beyond informal familiarity with people and one-off responses to online mentions. Dell's VP of Communities and Conversation, for example, has at least 45 people working under him. Having a system to listen, analyze, track, and export data from makes sense.

This isn't a story just about Comcast, Dell, WebTrends or Radian6. It's a story about corporate engagement with emerging social media.

"Social media is like the social phone, smart companies are listening to that and managing it with some process around it," Radian6's Chris Ramsey says, "That's the evolution of the call center." He says that many major companies have roadmaps that point to training a new breed of marketing and communications/customer service hybrids to staff their call centers.

The end result, though, is strange for those of us interacting with these customer service reps. It's not just Bill from Comcast and I trading public replies on Twitter (I can't DM him, he's not following me), and when Bonnie pinged me hours later in response to conversation about this article, it wasn't a casual person-to-person conversation. It looks like it's just you and them, but behind them there's a curtain covering a whole mess of cogs and pulleys, analyzing you in different ways. How many followers do you have? How did you respond the last time a company rep used your name publicly? Who's in charge of discussing your concerns with you on Twitter, on your blog, or elsewhere?

Add the fact that many of these positions are, or will someday be filled with sales people, have them view these conversations through a closed system of predetermined criteria, and set it all inside a big CRM database. What do you get? Is it a story of authentic connection in a democratized public conversation - or is it a charade?

It's kind of a modern day horror story, isn't it? Web 2.0's potential benefit for humanity tragically sold short by social media because it fell under a fog of marketing software. Would-be short-form conversationalists jumping in with CRM-tinted glasses secured to their faces. One of my co-workers says that within minutes of his wife Tweeting about her art studio last night, she was friended by scads of art companies and salespeople. Who wants to have a conversation in that context?

Or maybe it's just a matter of changing our expectations. Maybe this is all good; the new customer service - a lot like the old customer service, but in your blog comments and replies tab. What do you think? We'd sure like to know, because we expect there will be a whole lot more activity like this in the near term future.

Cog photo by Photoreciprocity. Which one's the cog photo?

Salesforce wants to be the dominant cloud platform for business. Their view is that computing has seen two waves: the first was the mainframe, and then the PC client server, and now the third is cloud computing. They have been consistent about this since their inception in March 1999, so this is no recent bandwagon hopping.

2. They Have a Good Shot at Meeting This Ambition

They have a powerful mix of capability and relentless focus. They have the resources -- cash, cash flow, clients, track record, management team, and so on -- needed to execute on this vision. Their competitors are bigger, but Salesforce has the advantage of focus. They are pure play, and they have no legacy to protect.

3. They Are a Marketing Machine with Flair

Having attended a few big rah-rah events, such as Java One, I see that Dreamforce compares well on scale, details, and flair. Its messaging and visuals were consistent and powerful, and everything just worked well. This all costs a lot of money (which relates to the next point), but that money has to be well spent, and they seem to be doing that. The presentations had real flair and humor. Benioff knows how to be controversial to get press. They are a billion-dollar business that still acts like a start-up. Even the music was good.

4. Their Biggest Issue Is Maybe Price

There are many lower-cost competitors to their base CRM application. Now that SaaS is increasingly accepted, due in part to Salesforce's evangelical marketing, smaller competitors spending a tiny fraction of what they spend on marketing can undercut them. Their most visible competitor is Zoho, and it does not look like Zoho is going to shy away from this battle, and they have staying power. So Salesforce is fighting on two fronts. On the one hand they are competing with Oracle and SAP for big enterprise accounts. On the other hand they are fighting low-cost competitors, such as Zoho. This will require all their marketing and management skills.

5. They See Today's Troubled Economy as Their Moment to Win Big

They got their early big traction in the last downturn around 2001 and 2002 and have never looked back. They are greedy while others are fearful. They spend more, grow, and hire, while other firms lay off people. The basic economic advantages of cloud computing, such as lower capital expenditures and a faster time to market, resonate in a downturn to the point that they overcome the resistance of conservative buyers to cloud computing.

6. Their Vendor Eco-System Is Making Money and Acting Bullish

Salesforce knows that this matters. This is the lesson they learned from Microsoft. Will they move into the spaces currently occupied by vendors? Of course they will. Vendors will have to be agile; that is just how the game works. But today, in these tough markets, we see vendors that are profitable, growing, hiring, and raising money. The winners in many segments are being defined now. It is a great time to be an entrepreneur in this space. Salesforce knows how to leverage all its capability to make a few winners do very well and then promote that success big time, thus inspiring others to come on board.

7. They Believe That Good Software Design Matters to the Core Economics of Cloud Computing

They refer constantly to their "multi-tenant kernel," which sounds very techie for a such a marketing-driven company. It does appear that they are not suffering from the scaling and reliability problems that we have seen affecting consumer Web 2.0 ventures such as Twitter and Facebook.

8. They Also Know How to Partner with Big Companies to Make Themselves Look Bigger

They wheeled out large companies, such as Google, Facebook, and Amazon, as partners. The message was, "We are at the center of an eco-system with big partners." This makes large conservative enterprise buyers feel comfortable.

9. Focused Research and Development

They have a predictable and focused R&D plan, with a major theme each year. This again makes large conservative buyers feel comfortable: they know what to expect.

10. They Will Need to be Careful About Usability Issues

They are adding so much functionality and so many partners that they face the danger of users getting confused and going to simpler point solutions. That "hairball-of-complexity" problem bedeviled Microsoft as it grew fast, but Microsoft enjoyed a lock-in that Salesforce cannot count on. The SaaS world is naturally lock-in resistant, with low switching costs. There is no sign of this being an immediate problem for the company, but it is something they will have to look out for.

See also our most recent story about Salesforce: Salesforce.com Says Hello World.

The SkyData application is designed specifically for smartphones, as its target demographic is the traveling business user, not the consumer. At the moment, the app works on Windows Mobile and Blackberry, but an iPhone version will be ready by year-end, they say. At DEMO, the app was shown on Windows Mobile, but they did give a quick peek at both the Blackberry app and iPhone version, too.

The idea with SkyData is that you now have one screen from which you can easily access all the data and info you need. But it's more than just ease-of-access that makes SkyData interesting - it also integrates with your phone, too. For example, you can add your LinkedIn contacts to your phone's contacts from the app's menu.

Social Network Integration

From the SkyData application, you can dive into your contacts, no matter where you have them stored. You can access email contacts like those you have in Outlook, Gmail, or Yahoo Mail, but you can also access social network contacts like those on Facebook, LinkedIn, Plaxo, or Jigsaw.

CRM Integration

At the moment, SkyData integrates with Salesforce.com, but NetSuite and SugarCRM will be coming soon. They will then be followed by Microsoft and Siebel. What's unique about SkyData is, again, the app/phone integration. As you view emails, calls, and text messages, you can access all the info stored in SkyData with only a couple of clicks from within those messages. That adds a new layer of contextual information to the day-to-day communications that you recieve on your mobile device.

Pricing

The SkyData Personal Edition is free to use and combines social networks, Facebook, and related news. The Business Edition offers the CRM integration for $9.95 per month. Both editions are in private beta.

Too Much?

The scenario envisioned for using SkyData involves a traveling business person, such as someone who does sales, preparing for a meeting with a client. From this one app, they can quickly get a refresher on all the relevant information they have access to about that person, the company, and the market in general. They can even find a nearby restaurant where they can wine and dine them later after the meeting has concluded.

However, with the vast number of services and networks supported, it's possible that instead of being a convenient one-stop-shop, it's mashup overload.

Would you want all your networks mashed into one and available on your smartphone? Or would that be too confusing? Let us know your thoughts in the comments.

Learning Iceberg is relatively easy - Byrne says "20 minutes and you can be a programmer" - I'd argue it's a bit more than that if you haven't ever been exposed to any programming concepts, but it's far from impossible. To get you started, there's a vast and well-documented training section available from Iceberg's web site, which includes free sample applications, step-by-step guides, screenshots, diagrams, videos, and more.

Build an App in 3 Minutes

As far as what you can build with Iceberg, it's really up to you. Although the focus is on business applications, like CRM or PM tools, you can interface with anything that offers up a web service. For enterprise environments, instead of using Iceberg as a service, I.T. departments can download and use Iceberg offline, behind the firewall, to work with their in-house servers, like Windows SQL server for example.

For companies making an investment in using Iceberg, the team will even go a step further than just providing the service, but will also work with the business to help them with the process of building and customizing their apps. Several of the companies out of the 2000 or so downloads Iceberg has had to date have had this type of assistance, including companies that have moved from Zoho's CRM to their own personalized version.

Today, Iceberg is revving up to a new version: Iceberg 2.1. In this latest iteration, there are new features like a getting started wizard that makes creating applications as simple as answering simple questions about their business needs. They've also added a bug tracker, a more flexible interface, and a new embed feature that lets you "mashup" snippets from any web site or widget right into your form or application.

Google Maps Mashed Up in Form

They've also introduced what they're calling their first "killer app," a project management application for any design/development agency. With this app, users can manage projects, get intelligent estimates based on history, interact with clients, view charts, and more. Unlike with Basecamp, for example, emails are built into the system, you can automatically track and refer to all the communication about the project with ease.

Email functionality in Iceberg's PM App

If you've already written off Iceberg as just another business/enterprise app and therefore not for you, then you're missing the bigger picture. Of course, Iceberg is offering tools for business - that's where the money is - but it's also offering tools for the everyman/novice programmer. Want to build the next great Twitter app?  You can use Iceberg for that...but you can also use it to build the next Twitter, too.

If you want to try Iceberg today, you can download it from this link here for a special deal. The download includes 5 licenses, but if you choose to tell your friends about Iceberg, then you can get access to 2 more free licenses, as will your friends.

Out of the some 20,000 sources utilized, some are traditional, but many are "web 2.0" like Facebook, LinkedIn, Jigsaw, ZoomInfo, as well as web-based news sources, blogs, and job postings.

LinkedIn Integration

The data which is found is then presented within the context of enterprise CRM applications in use today. Currently, SalesView is available as a mashup for Salesforce.com and SugarCRM, but will soon be offering mashups for Microsoft CRM and Landslide Technologies, and, by the second quarter of 2008, a standalone application will be available.

Salesview/Salesforce Mashup

The product will be offered based on the "freemium model - their words, by the way, meaning they're at least tapped in enough to subscribe to Wired - starting with a free version for light research. Pro and Team versions round-out the offerings, including more features, like unlimited watch lists, specialized providers, and the sharing of customized agents among members of the sales team.

InsideView's customers already include some big names like Ariba, Centive, Cisco/WebEx, Jobscience, LucidEra, Rearden Commerce, ServiceSource, StarCite Inc., SuccessFactors and Symantec.Cisco/WebEx, Jobscience, LucidEra, Rearden Commerce, ServiceSource, StarCite Inc., SuccessFactors and Symantec, among others.

In addition to InsideView, there are more companies that are also blurring the line between enterprise business and the social web. Another CRM offering, this time from Tactile CRM, started using the Google Contacts API to import Gmail contacts into their web-based CRM tool.

And then there is Oracle's CRM on Demand service that was announced in November 2007, which includes social networking features like those found in MySpace or Facebook, such as the ability to create and join groups, ala Facebook.

Another is Kintera, whose software-as-a-service has been calling itself "social CRM" for awhile, since their product captures online activity, like email and web form donations, and merges it with offline activity, entered via standard data entry techniques.

However, InsideView claims to be one of the first true examples of a Socialprise CRM application, and, in comparison with others, it seems like a valid claim.

"We are experiencing an inevitable convergence of social media, user generated content and enterprise applications. SalesView is born of this trend, and delivers on its promise with a smart, fresh and complete approach to business search and intelligence," said Rand Schulman, chief marketing officer of InsideView.

The connected social web in business? Bring it on. And while you're at it, maybe it's time to consider unblocking Facebook on the firewall, too.