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Fusion 360: Harmonizing 
social media and community 
BILL JOHNSTON 
AUTODESK 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/S...
Fusion 360: Harmonizing Social Media  
Community (…and a bunch of other stuff) 
Bill Johnston 
Director of Community  Cust...
Gus Petrikas @ 
Surfake
“Move fast, 
break glass.”
 Over-reliance on Facebook. 
 No content strategy. 
 No community strategy. 
 No community management. 
 Tone deaf co...
Reboot: A Second Look at Objectives 
Business 
Objectives 
Customer Needs 
 Help setting up and learning a new tool 
 Ac...
1. “Tone” as a Proxy Shared Culture 
“!!!” 
“…”
2. Develop Community Ecosystem 
Hosted Community Outposts Passports
3. Engage Community With a Capital “C” 
“What if we treated every customer interaction 
as an opportunity to build Communi...
4. Community Editorial 
Inspiration 
Career  Industry 
Use, Mastery  Product Direction 
Help
5. Fusion 360 Community User Experience
Results 
Social Drives 26% of trials 
Conversions up, Twitter 20% 
Facebook: +30% Engagement 
Twitter: +200%x Engagement 
...
Lessons Learned 
Match approach to product maturity 
Identify, then embrace target market 
Develop an Ecosystem 
Capital “...
Learn more about past and 
upcoming events 
SOCIALMEDIA.ORG/EVENTS 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
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Fusion 360: Harmonizing social media and community, presented by Bill Johnston

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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

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