In his Brands-Only Summit presentation, Autodesk's Bill Johnston talks about how they harmonized their community and social media efforts to create a positive experience for their customers. He shares six key lessons they learned from upgrading their Fusion 360 community user experience.

1. Fusion 360: Harmonizing
social media and community
BILL JOHNSTON
AUTODESK
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. Fusion 360: Harmonizing Social Media
Community (…and a bunch of other stuff)
Bill Johnston
Director of Community Customer Experience

3. Gus Petrikas @
Surfake

4. “Move fast,
break glass.”

5.  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

6. Reboot: A Second Look at Objectives
Business
Objectives
Customer Needs
 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
Strategy Tactics

7. 1. “Tone” as a Proxy Shared Culture
“!!!”
“…”

8. 2. Develop Community Ecosystem
Hosted Community Outposts Passports

9. 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

10. 4. Community Editorial
Inspiration
Career Industry
Use, Mastery Product Direction
Help

11. 5. Fusion 360 Community User Experience

12. 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

13. 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

14. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014