© 2013 Autodesk

Creating the Autodesk Community

Bill JohnstonDirector, Social Media & Community

© 2013 Autodesk

A Little About Me

Caveat: I’m an unapologetic Community Builder.

YMMV.

© 2013 Autodesk

I have some bad news…You over-invested in social media.

© 2013 Autodesk

Your “Customer Network” = largely dark fiber.

Vision: Light up the "network of relationships" among customers, partners and employees.

History & Evolution of Online Communities19

70s

–19

90s

BB

S,

Use

net,

List

serv

es

1990

– 2

000

Vir

Com

1.0

2000

- 20

10R

ise

of

Soc

ial M

edia

2010

- 20

15S

ocia

l B

usin

ess

Social Business Functions

Social Listening & Response

Hosted Online Communities

Social MediaOutposts

Policy, Guidelines &

Training

Activation & Engagement

Social Commerce

Analytics &Business

Intelligence

© 2013 Autodesk

How?: Start with Business Goals in the Customer’s Context

BusinessGoals

Customer Needs

Design

Build / Refine

Nurture /

Manage

Measure

1. Research & Define 2. Design &Refine Loop

© 2013 Autodesk

Autodesk Community Redesign

© 2013 Autodesk

The Autodesk Community redesign delivered member-driven changes to enhance the structure, feature set UX of the community – all intended to deliver answers to our customers as quickly as possible and ease unnecessary overhead contributing to the community.

Updated User Experience, less clicks down, more information “flow”

Personalization when logged in Contextual presentation of content Ability to highlight content by product,

topic, recentness and need Highlighting our key advocates –Expert

Elite’s

Community Redesign

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Lightweight landing pages for individual Products provide the Community with relevant targeted information targeted.

Consistent UX throughout Community pages, from Category to Product pages

Provide a true “destination” for products and topics

Topical forums highlighted Content and information contextually

presented by topic or product Right-side navigation features contextual

promos Content will be available under Creative

Commons

Product / Category pages

© 2013 Autodesk

Took over Community Responsibility

Advocacy Pilot

Advocacy Launch

Redesign Launch

© 2013 Autodesk

Next Up

Internal

External

Product

Market

Community & Social EcosystemDrive Key Outcomes:• Awareness -> Trial -> Customer• Members -> Advocates• Content, Knowledge & Expertise• Co-develop product, community

& marketplaces• Community Member = Customer for Life

(Career)

Programs:• Advocates: Activate the Core• Reputation Management / Game Mechanics:

Highlight expertise, incent & shape behavior• Strategic Content & Curation: The

“Knowledge” in the network• Community Management: Hosting; Driving

activity, Managing Relationships

Community

Mass Social Media

Collaboration

Customer Community

Social Outposts

Thought Leadership Partner

Communities

Marketplace

Collaboration

…

…

© 2013 Autodesk

A design tool that introduces a fundamentally new way to imagine, design and make products. Like working with virtual clay. Designed for a collaborative process. Work anywhere (Mac & PC). http://fusion360.autodesk.com

The Fusion Community is critical for product management, learning & support.

IdeaStation is actively managed by PM & CMs.

Forums & Social are first PoC’s for Support.

Gallery allows customer to share work as image, video or 3D model.

Social data used to monitor conversations & trends.

Scouting Early Adopter populations via Social Network Analysis.

Autodesk Fusion 360

© 2013 Autodesk

1. Start with customer need, then business goals2. Think “Ecosystem” – managing a distributed

community3. Engage all stakeholders for full value4. Critical programs: advocacy, editorial,

reputation / incentive5. Don’t get stuck in the “optimize” mindset;

artificial limit on value & poor position for coming changes

5 Key Points

© 2013 Autodesk

Thanks!