Image courtesy of Cannon Design.Operationalizing Social Media Across the Enterprise Maura Ginty                           ...
Breadth and Depth          Autodesk is a world leader in 3D design, engineering ,and entertainment                        ...
Early Adoption: Blogs and Forums   Over 14k forum posts / month   11 million forum views / month   Over 75 Autodesk blo...
New Tools = New Needs                           3ds Max for                         comprehensive                        3...
Recommendations to CMO staff                         2009:                2010:              2011:                     Exp...
2009: We Had Unstacked Building Blocks                      Social networking policy                      Toolkit: ready...
2010: Established Ownership & RelationshipsCentral                  Steering             Specialist          Extended     ...
2010: Developed Social Media Ecosystem                            Central Point: Lead corporate                           ...
Ecosystem Example: The Cheat Sheet                   Relevant Worldwide with the exception of                   geos:    U...
2010: Marketing Planning                                                 Web                            PR                ...
2010 Case Study: AutoCAD for Mac                           4/10 top referring sites were                            socia...
2011: Apps, Services & Mobile Sites Built Social© 2011 Autodesk
Consumer & Traditional Audience Profiles© 2011 Autodesk
Where We Are Now   Defined ecosystem that has shown proven success   Driving adoption of listening and reporting   Iden...
Questions© 2011 Autodesk
Autodesk, AutoCAD, Alias, Autodesk Inventor, Inventor, Maya, Mudbox, and 3ds Max are registered trademarks or trademarks o...
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Operationalizing Social Media Across the Enterprise

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Operationalizing Social Media Across the Enterprise: Autodesk’s Journey

Over the past year, Autodesk has implemented new governance structures and training programs, turning social media from an misunderstood or overhyped experiment to an accepted business tool. These efforts have helped to accelerate the adoption of social media best practices and, most importantly, have fostered buy-in from employees and management across the company. During this presentation, Autodesk will share insights gleaned from this journey including: organizing staff and resources, syndicating social media content, and training employees, partners, and vendors. This work was the basis of a case study featured in Amber Naslund’s The Now Revolution.

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  • Operationalizing Social Media Across the Enterprise: Autodesk’s Journey

    Over the past year, Autodesk has implemented new governance structures and training programs, turning social media from an misunderstood or overhyped experiment to an accepted business tool. These efforts have helped to accelerate the adoption of social media best practices and, most importantly, have fostered buy-in from employees and management across the company. During this presentation, Autodesk will share insights gleaned from this journey including: organizing staff and resources, syndicating social media content, and training employees, partners, and vendors. This work was the basis of a case study featured in Amber Naslund’s The Now Revolution.
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Operationalizing Social Media Across the Enterprise

  1. 1. Image courtesy of Cannon Design.Operationalizing Social Media Across the Enterprise Maura Ginty Dan Zucker Duchess of Shiny Objects Social Media Manager Image courtesy of ADEPT Airmotive (Pty) Ltd. Image courtesy of Mammoth-WEBCO, Inc. © 2011 Autodesk
  2. 2. Breadth and Depth Autodesk is a world leader in 3D design, engineering ,and entertainment software. The broadest and deepest product portfolio in the design world 10 million+ users in over 800,000 companies 3,500 development partners 1.2 million students trained on our products every yearImage courtesy of Technicon Design Image courtesy of Jonas Thornqvist © 2011 Autodesk
  3. 3. Early Adoption: Blogs and Forums Over 14k forum posts / month 11 million forum views / month Over 75 Autodesk blogs since 2003 Individual blogs get up to 100k views / month© 2011 Autodesk
  4. 4. New Tools = New Needs 3ds Max for comprehensive 3D modeling (link) How do I use NURBs in 3D Max? (silence) Arrogant bastards.© 2011 Autodesk
  5. 5. Recommendations to CMO staff 2009: 2010: 2011: Experiments First central Push to move from encouraged. strategy: increase bolt-on to No core or awareness & marketing consistent roles. customer integration. Global Few metrics, satisfaction work. Recognized erratic investment. through intentional function. Funded Coalition of use of social central resources. evangelists. media. CEO gets twitty.© 2011 Autodesk
  6. 6. 2009: We Had Unstacked Building Blocks  Social networking policy  Toolkit: ready-to-use guidelines  Keyword taxonomy to leverage  Successful social media channels  Social media monitoring tools  Some assigned social media roles  Some social media metrics & reports  Centralized Sharepoint repository© 2011 Autodesk
  7. 7. 2010: Established Ownership & RelationshipsCentral Steering Specialist Extended • Single point • Social media • Product • Resellers of contact in divisional • Technical • Vendors Marketing leads • Application • Thought throughout leaders • Community the company • Labs/Beta • Engaged • More employees • full-time •50%, goals • At will • Engage, guide, •Engage, publish •10-25%, goals • Represent publish BU lead •Ad hoc engage ADSK© 2011 Autodesk
  8. 8. 2010: Developed Social Media Ecosystem Central Point: Lead corporate strategy, trainings, central accounts and infrastructure (Web & eBusiness) Core Group: Inform corporate strategy, lead business unit strategy and tactical execution (Social Media Leads) Social Web Council: Sharing of best practices and industry updates (Contributors and enthusiasts) Training: Role-based best practices sharing for all representatives© 2011 Autodesk
  9. 9. Ecosystem Example: The Cheat Sheet Relevant Worldwide with the exception of geos: U.S. blacklisted countries (i.e. Iraq) Launch January 17, 2011 Date: Primary Sonja Muler, contact: sonja.muler@autodesk.com Tweet Get #Mudbox training from the pro! Check out the studio session this week on @filterfoundry http://autode.sk/hpgNqn © 2011 Autodesk
  10. 10. 2010: Marketing Planning Web PR Marketing Plan Social Media Plan Corp. Division Social Lead Hub ResultSpecific objectives, KPIs, tactics, timeline and deliverables© 2011 Autodesk
  11. 11. 2010 Case Study: AutoCAD for Mac  4/10 top referring sites were social (Facebook ranked 2nd)  20,000+ YouTube views  18.3% conversion rate on YouTube referals© 2011 Autodesk
  12. 12. 2011: Apps, Services & Mobile Sites Built Social© 2011 Autodesk
  13. 13. Consumer & Traditional Audience Profiles© 2011 Autodesk
  14. 14. Where We Are Now Defined ecosystem that has shown proven success Driving adoption of listening and reporting Identifying global workflows Pilots to link social to sales and marketing intelligence Strong expansion into customer service, support & eBusiness Continuous training Constant experimentation© 2011 Autodesk
  15. 15. Questions© 2011 Autodesk
  16. 16. Autodesk, AutoCAD, Alias, Autodesk Inventor, Inventor, Maya, Mudbox, and 3ds Max are registered trademarks or trademarks of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. Academy Award and Oscar are registered trademarks of the Academy of Motion Picture Arts and Sciences. mental ray is a registered trademark of mental images GmbH licensed for use by Autodesk, Inc. All other brand names, product names, or trademarks belong to their respective holders. Autodesk reserves the right to alter product and services offerings, and specifications and pricing at any time without notice, and is not responsible for typographical or graphical errors that may appear in this document.© © 2010Autodesk Inc. All rights reserved. 2011 Autodesk,
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