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Fusion 360: Harmonizing social media and community, presented by Bill Johnston

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.

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Fusion 360: Harmonizing social media and community, presented by Bill Johnston

  1. 1. Fusion 360: Harmonizing social media and community BILL JOHNSTON AUTODESK OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. Fusion 360: Harmonizing Social Media Community (…and a bunch of other stuff) Bill Johnston Director of Community Customer Experience
  3. 3. Gus Petrikas @ Surfake
  4. 4. “Move fast, break glass.”
  5. 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. 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. 7. 1. “Tone” as a Proxy Shared Culture “!!!” “…”
  8. 8. 2. Develop Community Ecosystem Hosted Community Outposts Passports
  9. 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. 10. 4. Community Editorial Inspiration Career Industry Use, Mastery Product Direction Help
  11. 11. 5. Fusion 360 Community User Experience
  12. 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. 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. 14. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014