ckSuperfans! Everyone likes to feel appreciated. This simple fact of life especially holds true for brands like HP and Autodesk who have perfected the art of unlocking the power of their superfans. Join Bill and Jason as they describe their unique approaches to forming online and offline programs to build and sustain advocates. You will get a chance to learn about their most successful strategies and potential pitfalls as you think about how to honor and nurture your own superfans.
1. © 2013 AutodeskAutodesk Community Advocacy:Expert EliteBill JohnstonDirector, Online Community & Strategic Content@billjohnston | #linc
2. © 2013 AutodeskThe Autodesk CommunityThe network of relationships, formed over time,among Autodesk Customers, Partners &Employees.@billjohnston | #linc
3. © 2013 AutodeskThe Autodesk Online & Social Media Ecosystem@billjohnston | #linc
4. © 2013 AutodeskI hate this stupidpyramid.@billjohnston | #linc
5. Community Sizing & Participation ModelLevel Descriptors Annual Conversion Estimates Notes / AssumptionsCustomers RateGlobalCustomersGlobal Customers40,000,000* •Base000,000RegisteredMembers(Base)Members 5% Conversion Rate2,000,000•5% • Based on 5% activated customer base.Casual MembersParticipants 10% Conversion Rate200,000•10% • Assuming 10% of registered based will be active.Active MembersEngaged 4% Conversion Rate8,000•4% • Assuming 4% of registered base will perform at a highlyengaged level – multiple contributions per monthAdvocatesa.k.a. MVPs200•2.5%ov „12) • Assuming 2.5% of highly engaged members will qualify forAdvocate status• 44% of total accepted solutions contributed by 150 SUs &Mentors@billjohnston | #linc
7. © 2013 AutodeskDeveloping & Delivering an Advocacy ProgramGetting started is relativelyeasy. Sustainedengagement and planning /budgeting for the long haulare keys to success. Definition Budget Business Objectives Benefit Stack Discovery Community -> Social Ecosystem Engagement Thanks & Invitation Activation & Empowerment Launch Event Regular cadence of activities Identity, Credentials & Access Renewal 6-12 month windows for evaluation@billjohnston | #linc
8. • No formal VIP/MVP member program in place; our bestmembers are going unacknowledged• Community ranking complex & without a tie into a morerobust reward & recognition system• PR & Social teams working on “influencer” programs• Recent survey data: perception of lack of ADSKparticipationNet: An opportunity to formally engage our most valuable &active members, catalyze their efforts and groom futureadvocates.Autodesk Advocacy - The Beginning75 Dell Rockstarscontribute 45% of allcontent in Dell’sCommunitiesMicrosoft assigns avalue of $180k per MVPannually@billjohnston | #linc
9. © 2013 AutodeskRecognize individual community members who have made extraordinarycontributions to our community.ExpertEliteshelp customersbysharingknowledge, providing communityleadership, andexemplifying anengaging styleofcollaboration thatdrivesahealthy andvaluableAutodeskcustomercommunity.Autodesk Advocacy ProgramProgram Summary• Launched November 28, 2012• One year member term• Bi-annual review of members (Feb &Aug)• Communities, Discussion Forums andSocial Evaluation criteria includes• # of posts• # of accepted solutions• # of kudos• Evangelism• LeadershipFY13 Autodesk Expert Elites• 85 Global members (11 countries)• + 5 Partners• Civil, Inventor, Revit, AutoCAD, Vault• 28% of all posts• 30% of accepted solutions• 27% of all community kudosFY14 200+ members• Students• Int’l Communities• Fusion 360@billjohnston | #linc
10. © 2013 AutodeskExpert Elite Benefit StackReputation AccessDiscussion Group Community Badge Private Expert Elite communityExpert Elite Recognition Certificate Escalating posts to Technical SupportWelcome gift Autodesk Speaker Series (scheduling underway)Social Recognition (Twitter, www.AutodeskCare.com) Expert Elite member monthly meetings.Discussion Forum privileges• Mark or unmark accepted solutions for their own or otherthreads.• Submit kudos for their own or other user threads□New Autodesk Licensing Program (access to all products)Autodesk.com | Community | Expert Elite page@billjohnston | #linc
11. Expanding our Community Advocates to 200+ members - Feb FY15• Integrate Student Expert Program adding students to the program• Formal nomination process w/ board review• Enhance presence at AU Las Vegas• Participate in AU International events (Brazil and China)Increase Program Value for Members• New Licensing Program = access to all products during term• Host 1st annual Expert Elite Summit May 8 & 9 – San Francisco• Monthly Autodesk Speaker SeriesAutodesk Expert Elite – Looking Forward@billjohnston | #linc
12. © 2013 AutodeskWhat Works / What Doesn‟tBueno (Si!) Managed AdvocacyPrograms Reputation models basedon expertise &accomplishment Causes / Initiatives Feedback LoopsNon-Bueno (No!) Launch & ignore Points economies Reputation by activity Reputation byleaderboard Competing initiatives@billjohnston | #linc
13. © 2013 AutodeskThank You!Recommended Resources “The Power of Pull” – Hagel &Brown “Connected” – Christakis & Fowler “Web Reputation Systems” –Farmer, Glass #TheCR, #octribeContact Bill.Johnston@autodesk.com @BillJohnston http://www.BillJohnston.net
14. © 2012 Autodesk© 2013 Autodesk, Inc. All rights reserved.Autodesk is a registered trademark of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. All other brand names, product names, or trademarks belong to their respective holders. Autodesk reserves the right to alter productand 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.
15. Autodesk“ROI” to Shared ValueCustomersPartnersA vibrant, connected AutodeskCommunity fosters: Identity Reputation Peer Support & Learning Ideas & Feedback Inspiration Career Development Amplification Referrals Awareness Advocacy Leads@billjohnston | #linc