My presentation at SocialMedia.org’s Brands-Only Summit: Director of Online Community and Customer Experience Bill Johnston says, “3D printing is one dimension of a very big revolutionary wave that’s currently hitting us. It’s potentially of a larger size, impact, and scale than social media.”
To support that new way of working, Autodesk created a user community for their mechanical and 3D design software, Fusion 360. The Autodesk-hosted community would be a place for makers and kickstarters to share ideas, ask questions, and show off their work.
At the start of a new industrial revolution – how, where and who makes things in evolution driven by connectivity, crowd and technology – 3D Printing
Mandate: Go fast.
Over-invested in social Under-developed community experience Tactics were ready-fire-aim Resource misalignment Intense executive scrutiny!
Process & Training: Blog Style Guidelines Editorial calendar and meetings Community-Driven: Engage advocates to create content to show user POV Product roadmap updates tied to IdeaStation 2.0 Establish feedback loops to ensure content is helpful Help & Learning: Product updates, tips & tutorials Storytelling: Inspire through customer profiles and project/product stories
Harmonizing online community & social media - Fusion360 case study
Fusion 360: Harmonizing Social Media &
Community (…and a bunch of other stuff)
Principal & Founder
Structure3C helps organizations
build, grow and strengthen their
communities, creating long-term
value for the business and the
Autodesk: 2001 – 2007
• Community Strategy Evolution
• Forums -> Community -> Industry
Communities, including AREA
• Autodesk Blogs
• Founded the Online Community
TechRepublic: 1999 – 2001
• IA &UX for Site
• Community Programs
• 0 – 2 Million Members in > 2 years
Dell: 2010 – 2012
• Community Platform Evolution
• TechCenter Enterprise Community
• Programs: Advocacy & Ideation
• IdeaStorm 2.0
• Global Unconference
Forum One: 2007 – 2010
• Community Events & Unconference
• Online Community Research Network
• First Community ROI and Salary
Structure3C: March 2015
• First Study on Brands & The
• Outside In: Events & Experiences
• Advisory Services
Autodesk: 2012 – 2015
• EPIC: Community to Ecosystem
• Programs: Advocacy & Nurture
• Fusion 360 – 1st Cloud Design Tool
• Collaborative Economy
Over-reliance on Facebook.
No content strategy.
No community strategy.
No community management.
Tone deaf communication.
No clear goals.
No community advocates.
Awkward customer interactions.
Poor CX with Community.
All missed opportunities.
Reboot: A Second Look at Objectives
Strategy & Tactics
Help setting up and learning a new tool
Access to team & input on roadmap
Advice & Mentoring
Share projects and ideas
Nurture: Trial to Purchase, Use
Co-develop Fusion 360 & Community
Hosted Community Outposts Passports
2. Develop Community Ecosystem
3. Engage Community With a Capital “C”
“What if we treated every customer interaction
as an opportunity to build Community?”
Social posts invite input & conversation
Email Nurture Series from CMs
Early Adopter Program
Ideas: Co-creation - 6-8 week sprints
Fusion 360 Meetups
Online Classroom Sessions weekly
Gallery curation & featured projects
Community Town Hall meetings
Fusion 360 Community = Center of Gravity
Use, Mastery & Product Direction
Career & Industry
4. Community Editorial
Social Drives 26% of trials
Conversions up, Twitter 20%
Facebook: +30% Engagement
Twitter: +200%x Engagement
YouTube: 2.5x Subscribers
2x Idea Submissions
4x Gallery Posts
45% open rate on nurture emails
90% of our Active User goal
Blog Unique W/W
Community Unique W/W
Match approach to product maturity
Identify, then embrace target market
Develop an Ecosystem
Capital “C” Community engagement
Editorial critical to “harmony”