Harmonizing online community & social media - Fusion360 case study
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Transcript of Harmonizing online community & social media - Fusion360 case study
Fusion 360: Harmonizing Social Media &
Community (…and a bunch of other stuff) Bill JohnstonPrincipal & Founder
Structure3C helps organizations
build, grow and strengthen their
communities, creating long-term
value for the business and the
individual.
http://www.structure3c.com
@billjohnston
Community Experience
Autodesk: 2001 – 2007• Community Strategy Evolution
• Forums -> Community -> Industry
Communities, including AREA
• Autodesk Blogs
• Founded the Online Community
Roundtable
TechRepublic: 1999 – 2001• IA &UX for Site
• Community Programs
• 0 – 2 Million Members in > 2 years
Dell: 2010 – 2012• Community Platform Evolution
• TechCenter Enterprise Community
• Programs: Advocacy & Ideation
• IdeaStorm 2.0
• Global Unconference
Forum One: 2007 – 2010• Community Events & Unconference
• Online Community Research Network
• First Community ROI and Salary
Research
• Consulting
Structure3C: March 2015• First Study on Brands & The
Collaborative Economy
• Assessment
• Design
• Outside In: Events & Experiences
• Advisory Services
Autodesk: 2012 – 2015• EPIC: Community to Ecosystem
• Programs: Advocacy & Nurture
Marketing
• Fusion 360 – 1st Cloud Design Tool
• Collaborative Economy
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
ObjectivesCustomer 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