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Harmonizing online community & social media - Fusion360 case study

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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.

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Harmonizing online community & social media - Fusion360 case study

  1. 1. Fusion 360: Harmonizing Social Media & Community (…and a bunch of other stuff) Bill Johnston Principal & Founder
  2. 2. Structure3C helps organizations build, grow and strengthen their communities, creating long-term value for the business and the individual. Bill.Johnston@structure3c.com http://www.structure3c.com @billjohnston
  3. 3. Community Experience Autodesk: 2001 – 2007 • Community Strategy Evolution • Forums -> Community -> Industry Communities, including AREA • Autodesk Blogs • Founded the Online Community Roundtable 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 Research • Consulting Structure3C: March 2015 • First Study on Brands & The Collaborative Economy • Assessment • Design • Outside In: Events & Experiences • Advisory Services Autodesk: 2012 – 2015 • EPIC: Community to Ecosystem • Programs: Advocacy & Nurture Marketing • Fusion 360 – 1st Cloud Design Tool • Collaborative Economy
  4. 4. Gus Petrikas @ Surfake
  5. 5. “Move fast, break glass.”
  6. 6.  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.  Stalled ideation.  Low awareness.  Misalignment internally.  Poor CX with Community. … All missed opportunities. February 2014
  7. 7. Reboot: A Second Look at Objectives Business Objectives Customer Needs Strategy & Tactics  Help setting up and learning a new tool  Access to team & input on roadmap  Advice & Mentoring  Share projects and ideas  Create Awareness  Nurture: Trial to Purchase, Use  Co-develop Fusion 360 & Community
  8. 8. 1. “Tone” as a Proxy Shared Culture “…” “!!!”
  9. 9. Hosted Community Outposts Passports 2. Develop Community Ecosystem
  10. 10. 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
  11. 11. Help Use, Mastery & Product Direction Career & Industry Inspiration 4. Community Editorial
  12. 12. 5. Fusion 360 Community User Experience
  13. 13. Results 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
  14. 14. Lessons Learned Match approach to product maturity Identify, then embrace target market Develop an Ecosystem Capital “C” Community engagement Editorial critical to “harmony” Agile Approach Questions? @BillJohnston

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