SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

Fusion 360: Harmonizingsocial media and community

BILL JOHNSTONAUTODESK

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

Gus Petrikas @ Surfake

“Move fast, break glass.”

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

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

1. “Tone” as a Proxy Shared Culture

“…”

“!!!”

Hosted Community Outposts Passports 2. Develop Community Ecosystem

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

Help

Use, Mastery & Product Direction

Career & Industry

Inspiration

4. Community Editorial

5. Fusion 360 Community User Experience

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

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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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014