Autodesk Community Advocacy

© 2013 Autodesk

Autodesk Community Advocacy: Expert Elite

Bill JohnstonDirector, Online Community & Strategic Content

@billjohnston | #linc

© 2013 Autodesk

The Autodesk CommunityThe network of relationships, formed over time, among Autodesk Customers, Partners & Employees.


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The Autodesk Online & Social Media Ecosystem


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I hate this stupid pyramid.


Community Sizing & Participation Model

Level Descriptors Annual Conversion Estimates Notes / Assumptions

Customers Rate

GlobalCustomers

Global Customers40,000,000* •Base000,000

RegisteredMembers

(Base)

Members 5% Conversion Rate

2,000,000•5% • Based on 5% activated customer base.

Casual Members Participants 10% Conversion Rate

200,000•10% • Assuming 10% of registered based will be active.

Active Members Engaged 4% Conversion Rate

8,000•4% • Assuming 4% of registered base will perform at a highly

engaged level – multiple contributions per month

Advocates a.k.a. MVPs

200•2.5%ov ‘12) • Assuming 2.5% of highly engaged members will qualify for

Advocate status• 44% of total accepted solutions contributed by 150 SUs &

Mentors


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DiscoverEngageEmpower


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Developing & Delivering an Advocacy Program

Getting started is relatively easy. Sustained engagement and planning / budgeting for the long haul are keys to success.

Definition Budget Business Objectives Benefit Stack

Discovery Community -> Social Ecosystem

Engagement Thanks & Invitation

Activation & Empowerment Launch Event Regular cadence of activities Identity, Credentials & Access

Renewal 6-12 month windows for evaluation


• No formal VIP/MVP member program in place; our best members are going unacknowledged

• Community ranking complex & without a tie into a more robust reward & recognition system

• PR & Social teams working on “influencer” programs

• Recent survey data: perception of lack of ADSK participation

Net: An opportunity to formally engage our most valuable & active members, catalyze their efforts and groom future advocates.

Autodesk Advocacy - The Beginning

75 Dell Rockstars contribute 45% of all content in Dell’s Communities

Microsoft assigns a value of $180k per MVP annually


© 2013 Autodesk

Recognize individual community members who have made extraordinary contributions to our community.Expert Elites help customers by sharing knowledge, providing community leadership, and exemplifying an engaging style of collaboration that drives a healthy and valuable Autodesk customer community.

Autodesk Advocacy Program

Program Summary

•Launched November 28, 2012•One year member term•Bi-annual review of members (Feb

& Aug)•Communities, Discussion Forums

and Social Evaluation criteria includes

•# of posts•# of accepted solutions•# of kudos•Evangelism•Leadership

FY13 Autodesk Expert Elites

•85 Global members (11 countries)•+ 5 Partners•Civil, Inventor, Revit, AutoCAD,

Vault•28% of all posts•30% of accepted solutions•27% of all community kudos

FY14 200+ members

•Students•Int’l Communities•Fusion 360


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Expert Elite Benefit Stack

Reputation Access

Discussion Group Community Badge Private Expert Elite community

Expert Elite Recognition Certificate Escalating posts to Technical Support

Welcome gift Autodesk Speaker Series (scheduling underway)

Social Recognition (Twitter, www.AutodeskCare.com) Expert Elite member monthly meetings.

Discussion Forum privileges• Mark or unmark accepted solutions for their own or other

threads. • Submit kudos for their own or other user threads

□New Autodesk Licensing Program (access to all products)

Autodesk.com | Community | Expert Elite page


Expanding our Community Advocates to 200+ members - Feb FY15

• Integrate Student Expert Program adding students to the program

• Formal nomination process w/ board review

• Enhance presence at AU Las Vegas

• Participate in AU International events (Brazil and China)

Increase Program Value for Members

• New Licensing Program = access to all products during term

• Host 1st annual Expert Elite Summit May 8 & 9 – San Francisco

• Monthly Autodesk Speaker Series

Autodesk Expert Elite – Looking Forward


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What Works / What Doesn’t

Bueno (Si!) Managed Advocacy

Programs Reputation models

based on expertise & accomplishment

Causes / Initiatives Feedback Loops

Non-Bueno (No!) Launch & ignore Points economies Reputation by activity Reputation by

leaderboard Competing initiatives


© 2013 Autodesk

Thank You!

Recommended Resources “The Power of Pull” – Hagel &

Brown “Connected” – Christakis & Fowler “Web Reputation Systems” –

Farmer, Glass #TheCR, #octribe

Contact [email protected] @BillJohnston http://www.BillJohnston.net

© 2012 Autodesk © 2013 Autodesk, Inc. All rights reserved.

Autodesk is a registered trademark of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. 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.

Autodesk

“ROI” to Shared Value

CustomersPartners

A vibrant, connected Autodesk Community fosters:

Identity Reputation Peer Support & Learning Ideas & Feedback Inspiration Career Development Amplification Referrals Awareness Advocacy Leads


Autodesk Community Advocacy

Business

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