Autodesk University Wrapup; some key figures

1. Autodesk University 2009
Wrap Up Report
December 2009
© 2008 Autodesk

2. Success
by the Numbers
9 Press Releases with more
than 7600 online views of the
releases
10 media-specific events
61 media from 13 countries,
50% of whom attended AU
2008 as well
45+ 1:1 media briefings
191 news articles and blog
posts
10,000+ Tweets and ever
growing
5,800 event attendees
19,000+ virtual attendees
© 2008 Autodesk

3. Special Features
Media Reception
130 media, customers, partners and Autodesk
spokespeople
“Into Tomorrow with Dave Graveline”
20 interviews, 3 hour show dedicated to Autodesk
3 million listeners
Media Tours and Events
10 media- specific events to ensure media receive in-
depth information on industry, products and key
initiatives
B-Roll Footage
Captured raw footage of AU, customers, products, and
speakers that can be used by the global PR team at
any time
© 2008 Autodesk

4. Increased Social Media Activity
Collaboration between the PR and AU
Event teams to drive buzz through
social media outlets resulted in record
results:
•14,400+ Twitter posts
• 3700+ Facebook fans for AU page
• 25,400+ views of videos on AU
YouTube channel
© 2008 Autodesk

5. Media Survey Results
© 2008 Autodesk
Note: 42% of media responded to the survey

6. Media Survey Analysis
Overall media were very happy with the event in terms of content, news and
organization with an average satisfaction rating of 86.87% for all media-specific
events
We have an opportunity to improve upon the format of some of the events (such as
1:1 interviews), but the content in these interviews and special events such as the
Labs overview, the MFG tour and AEC breakfast was very well received
We also have an opportunity to create more structured interactions for media with
key customers, especially for media from different countries
Media had strong feelings about the content of the industry keynotes, indicating that
the Manufacturing keynote was the best in terms of content and execution
Lots of positive comments about the PR team, both internal and agency
Note: Full data from the media survey can be found on the PR team SharePoint team site
© 2008 Autodesk

7. Media Coverage Results
203 articles and blog posts as of
12/18/09
Expecting at least a dozen more
articles into the Spring
173 articles (including blogs)
from AU China
Multiple mentions of AU Virtual
and the free pass offer
Manufacturing keynote was a
media favorite
Inventor Fusion and Avatar were
the two highlights for most media
and bloggers
© 2008 Autodesk

8. Positive Experience for Media
“Absolutely brilliant. Obviously the hotel was amazing, but that aside, the
organisation of the event was excellent, with staff available to answer any questions
we had (and I had a lot!). The structure was great, with the Keynotes spaced evenly
across the days; each class I attended was informative and very well presented.”
“My personal highlight, above all else, was the Manufacturing Keynote. Both 'Buzz'
Kross and Peter Diamandis were truly inspirational, the latter especially so. I am in
the process of securing an interview with him, and as part of our coverage would like
to run a lead interview in the mag with Mr Kross.”
“A highlight for me was the screening of 20 minutes of Avatar! But in terms of
Autodesk stuff, I suppose the technology talk by Brian Matthews, which was very
interesting and thought provoking. I also enjoyed the session on using Mudbox and
Maya by Marcel de Jong.”
© 2008 Autodesk

9. Press Release and Media Alerts
December 11, 2009 Autodesk University 2009 Reaches More Than 25,000 Customers Worldwide
December 04, 2009 Design Showmanship Wows the Crowd at Cut&Paste Design Slam at
Autodesk University 2009
December 03, 2009 SHP Leading Design Earns Autodesk BIM Experience Award
December 03, 2009 Autodesk Tools Help Destroy the Universe in Roland Emmerich’s Movie “2012”
December 02, 2009 Manufacturers Mingle with BattleBots, First 3D-Printed Jet Engine and
Commercial Spaceflight Pioneer at Autodesk University 2009
December 02, 2009 Autodesk Launches Expanded Marketing Channel for Building Product
Manufacturers
December 02, 2009 Manufacturers Mingle with BattleBots, First 3D-Printed Jet Engine and
Commercial Spaceflight Pioneer at Autodesk University 2009
December 01, 2009 Inventor Publisher Technology Preview Debuts on Autodesk Labs
December 01, 2009 Autodesk Education Community Hits Major Milestone With One Million Members
December 01, 2009
© 2008 Autodesk
el dorado inc. Uses Autodesk Software To Design Sustainable Kansas City
Police Facilities

10. Feedback and Recommendations for 2010
Feedback Solution
PR staffing was adequate increase “centralized” roles (press room, Graveline
staffing, media check-in, etc.)
Communication with media and scheduling 1:1 briefings Centralized process for reaching out to media, creating
created a lot of churn media schedules and scheduling 1:1 briefings
Good information in the PR updates, but it was a LOT of Better utilize SharePoint for updates and team
info and difficult to find specific info communication
Bloggers are increasingly important, and made up a bulk Include bloggers in media events
of the media coverage
Schedule was very tight overall Expand Press Room and 1:1 briefing room availability to
Monday and Thursday
A few media were MIA or “lost” Require media to check in at the Press Room
Other Suggestions
Hold media reception at the beginning of the week
Include other CXO staff in the Q&A session
Communicate overall event schedule with media ahead of time
Food in press room at all times
Make radio show video available in other parts of the venue throughout the week
Look into doing our own radio show and not have Graveline
© 2008 Autodesk

11. Appendix
The following slides provide complete data from the media
survey
© 2008 Autodesk

12. Please rate your satisfaction with the following events:
Extremely Somewhat Somewhat Extremely Did not Rating Response
Answer Options Indifferent
Satisfied Satisfied Dissatisfied Dissatisfied attend Average Count
Q&A with Carl Bass 19 6 0 0 0 1 1.24 26
Mainstage 14 9 2 1 0 0 1.62 26
1:1 Interviews 14 4 1 1 0 5 1.45 25
Media Reception 14 3 1 1 2 5 1.76 26
MFG Keynote 10 3 1 0 0 11 1.36 25
General Design & M&E Keynote 9 4 0 1 0 10 1.50 24
AEC Breakfast 9 3 1 1 0 11 1.57 25
Sustainability Tour 8 1 2 0 0 12 1.45 23
Design Gallery Tour 7 5 1 0 0 12 1.54 25
Blogger Social 7 4 2 0 0 13 1.62 26
Labs Overview Session 7 4 0 0 0 13 1.36 24
Classes or Labs 7 3 0 1 0 13 1.55 24
Design Computation Symposium 7 1 1 0 0 16 1.33 25
Virtual Cinema and Architecture
7 0 3 1 0 12 1.82 23
Session
Manufacturing Lounge Tour 5 6 1 0 0 11 1.67 23
Content Network Lunch 5 4 2 0 0 14 1.73 25
AEC Keynote 4 6 1 4 1 10 2.50 26
Education Keynote 3 1 3 0 0 17 2.00 24
Utility Symposium 2 1 0 0 0 22 1.33 25
BattleBots Screening 1 2 1 1 0 19 2.40 24
Government Keynote 1 2 1 0 0 20 2.00 24
© 2008 Autodesk

13. Please rate your satisfaction with the following amenities and accommodations:
Extremely Somewhat Somewhat Extremely Rating Response
Answer Options Indifferent
Satisfied Satisfied Dissatisfied Dissatisfied Average Count
Hotel Rooms 24 2 0 0 0 1.08 26
Meals 16 8 1 1 0 1.50 26
Press Room 15 3 4 3 1 1.92 26
Other (please specify) 4
© 2008 Autodesk

14. What were you hoping to see/hear at Autodesk University? [select all that apply]
Response
Answer Options Response Count
Percent
Updates on products and product demonstrations 84.6% 22
Autodesk’s perspective on design and vertical industry trends 84.6% 22
Insight on product development and design 76.9% 20
Customer examples and presentations 46.2% 12
Insight/perspectives from Autodesk executives regarding general industry/tech trends – not 76.9% 20
product specific
© 2008 Autodesk

15. Please rate your experience with Autodesk customers:
Strongly Somewhat Somewhat Strongly Rating Response
Answer Options Indifferent
Agree Agree Disagree Disagree Average Count
I had sufficient access to Autodesk customers 11 8 2 3 0 1.88 24
There was enough variety of customers 15 6 2 1 0 1.54 24
spanning different industries
Customer presentations in keynote sessions 8 9 5 2 1 2.16 25
gave me a true end-user perspective
I would like more structured interactions with 9 9 5 0 1 1.96 24
customers (roundtables, 1:1 interviews, etc.)
© 2008 Autodesk

16. Additional Comments from Survey
Perfect event from my perspective. Well organised both in advance and
at the event. Couldn't have been happier.
It was nice to have the agenda. Would have been nice to see different
options laid out for sessions, keynotes, etc. - pretty much did that myself
though. Thanks for a great experience. Looking forward to more.
Keynotes need to have more depth and substance, and build up on
what was presented in previous years.
I do think that Au-09 was a great experience for Autodesk products
users
© 2008 Autodesk

17. © 2008 Autodesk