Weitere ähnliche Inhalte Mehr von Salesforce Marketing Cloud (20) Kürzlich hochgeladen (20) Operationalizing Social Media Across the Enterprise1. Image courtesy of Cannon Design.
Operationalizing Social Media Across the Enterprise
Maura Ginty Dan Zucker
Duchess of Shiny Objects Social Media Manager
Image courtesy of ADEPT Airmotive (Pty) Ltd.
Image courtesy of Mammoth-WEBCO, Inc.
© 2011 Autodesk
2. Breadth and Depth
Autodesk is a world leader in 3D design, engineering ,and entertainment
software.
The broadest and deepest product portfolio in the design world
10 million+ users in over 800,000 companies
3,500 development partners
1.2 million students trained on our products every year
Image courtesy of Technicon Design Image courtesy of Jonas Thornqvist
© 2011 Autodesk
3. Early Adoption: Blogs and Forums
Over 14k forum posts / month
11 million forum views / month
Over 75 Autodesk blogs since 2003
Individual blogs get up to 100k views / month
© 2011 Autodesk
4. New Tools = New Needs
3ds Max for
comprehensive
3D modeling (link)
How do I use
NURBs in 3D
Max?
(silence)
Arrogant
bastards.
© 2011 Autodesk
5. Recommendations to CMO staff
2009: 2010: 2011:
Experiments First central Push to move from
encouraged. strategy: increase bolt-on to
No core or awareness & marketing
consistent roles. customer integration. Global
Few metrics, satisfaction work. Recognized
erratic investment. through intentional function. Funded
Coalition of use of social central resources.
evangelists. media. CEO gets twitty.
© 2011 Autodesk
6. 2009: We Had Unstacked Building Blocks
Social networking policy
Toolkit: ready-to-use guidelines
Keyword taxonomy to leverage
Successful social media channels
Social media monitoring tools
Some assigned social media roles
Some social media metrics & reports
Centralized Sharepoint repository
© 2011 Autodesk
7. 2010: Established Ownership & Relationships
Central Steering Specialist Extended
• Single point • Social media • Product • Resellers
of contact in divisional • Technical • Vendors
Marketing leads • Application • Thought
throughout leaders
• Community
the company
• Labs/Beta • Engaged
• More employees
• full-time •50%, goals • At will
• Engage, guide, •Engage, publish •10-25%, goals
• Represent
publish BU lead •Ad hoc engage
ADSK
© 2011 Autodesk
8. 2010: Developed Social Media Ecosystem
Central Point: Lead corporate
strategy, trainings, central accounts
and infrastructure (Web & eBusiness)
Core Group: Inform corporate
strategy, lead business unit strategy
and tactical execution (Social Media
Leads)
Social Web Council: Sharing of
best practices and industry updates
(Contributors and enthusiasts)
Training: Role-based best practices
sharing for all representatives
© 2011 Autodesk
9. Ecosystem Example: The Cheat Sheet
Relevant Worldwide with the exception of
geos: U.S. blacklisted countries (i.e.
Iraq)
Launch January 17, 2011
Date:
Primary Sonja Muler,
contact: sonja.muler@autodesk.com
Tweet
Get #Mudbox training from the pro! Check
out the studio session this week on
@filterfoundry http://autode.sk/hpgNqn
© 2011 Autodesk
10. 2010: Marketing Planning
Web
PR Marketing
Plan
Social
Media
Plan
Corp.
Division
Social
Lead
Hub
Result
Specific objectives, KPIs, tactics, timeline and deliverables
© 2011 Autodesk
11. 2010 Case Study: AutoCAD for Mac
4/10 top referring sites were
social (Facebook ranked
2nd)
20,000+ YouTube views
18.3% conversion rate on
YouTube referals
© 2011 Autodesk
14. Where We Are Now
Defined ecosystem that has shown proven success
Driving adoption of listening and reporting
Identifying global workflows
Pilots to link social to sales and marketing intelligence
Strong expansion into customer service, support & eBusiness
Continuous training
Constant experimentation
© 2011 Autodesk
16. Autodesk, AutoCAD, Alias, Autodesk Inventor, Inventor, Maya, Mudbox, and 3ds Max are registered trademarks or trademarks of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. Academy Award and Oscar are
registered trademarks of the Academy of Motion Picture Arts and Sciences. mental ray is a registered trademark of mental images GmbH licensed for use by Autodesk, Inc. All other brand names, product names, or trademarks belong to their respective
holders. Autodesk reserves the right to alter product and 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.
© © 2010Autodesk Inc. All rights reserved.
2011 Autodesk,