With 17,000 on the guest list, CRM giant Salesforce.com has turned into the wind and is launching its Cloudforce Social Enterprise Tour today in San Francisco. The kick-off event will be hosted at Cloudstock 2012, a one-day social enterprise app developers conference that includes a keynote by Chairman and CEO Marc Benioff targeting the growing importance of the social space (OK it's called "The Rise of the Social Enterprise").

But Benioff's CRM behemoth is more than just talk, as the company has been positioning itself for the social revolution with acquisitions (Rypple) and hard coding development along with the past hints and allegations. The event today will showcase some of the new directions the company is planning to take. 

The Social Intranet Featured

One key direction Salesforce.com is moving in social is with its recent Rypple acquisition and what the company calls a "social performance management platform." It supports peer reviews, feedback and coaching in the workplace and includes game elements such as badges for good work. 

In one example of its flexibility, TNW reported that, after its acquisition, Rypple integrated with Salesforce.com in a mere six weeks, and included all existing Rypple features within Salesforce.com's services. The company now uses Rypple in its Chatter collaboration technology, which includes deployment to mobile devices such as iPads and iPhones. Top companies are already on board with Rypple software including Facebook, Kobo (e-Book reader), Photobucket and Mozilla. 

Cloudstock Details

The San Francisco Cloudstock confab promises to deliver thousands of developers showcasing how to code the next generation of social enterprise apps. The event will also feature "Mini Hack" sessions with six technology focus area challenges 30-minutes each, according to Dana Le on the developerforce blog site.   

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Today's event at the Moscone West in San Francisco

Salesforce.com said free event passes for the event, to be held at Moscone West in downtown San Francisco, are available giving access to the talks, more than 100 demos from Accenture, Appirio, Bluewolf, Centerstance, Concur, Deloitte, DocuSign, FinancialForce.com and Marketo, along with some 50 breakout sessions. The event schedule is available online.