developing b2b online communities
DESCRIPTION
My recent presentation from the Lithium LINC conference, held in San Francisco on May 22TRANSCRIPT
© 2013 Autodesk
Creating the Autodesk Community
Bill JohnstonDirector, Social Media & Community
© 2013 Autodesk
A Little About Me
Caveat: I’m an unapologetic Community Builder.
YMMV.
© 2013 Autodesk
I have some bad news…You over-invested in social media.
© 2013 Autodesk
Your “Customer Network” = largely dark fiber.
Vision: Light up the "network of relationships" among customers, partners and employees.
History & Evolution of Online Communities19
70s
–19
90s
BB
S,
Use
net,
List
serv
es
1990
– 2
000
Vir
Com
1.0
2000
- 20
10R
ise
of
Soc
ial M
edia
2010
- 20
15S
ocia
l B
usin
ess
Social Business Functions
Social Listening & Response
Hosted Online Communities
Social MediaOutposts
Policy, Guidelines &
Training
Activation & Engagement
Social Commerce
Analytics &Business
Intelligence
© 2013 Autodesk
How?: Start with Business Goals in the Customer’s Context
BusinessGoals
Customer Needs
Design
Build / Refine
Nurture /
Manage
Measure
1. Research & Define 2. Design &Refine Loop
© 2013 Autodesk
Autodesk Community Redesign
© 2013 Autodesk
The Autodesk Community redesign delivered member-driven changes to enhance the structure, feature set UX of the community – all intended to deliver answers to our customers as quickly as possible and ease unnecessary overhead contributing to the community.
Updated User Experience, less clicks down, more information “flow”
Personalization when logged in Contextual presentation of content Ability to highlight content by product,
topic, recentness and need Highlighting our key advocates –Expert
Elite’s
Community Redesign
© 2013 Autodesk
Lightweight landing pages for individual Products provide the Community with relevant targeted information targeted.
Consistent UX throughout Community pages, from Category to Product pages
Provide a true “destination” for products and topics
Topical forums highlighted Content and information contextually
presented by topic or product Right-side navigation features contextual
promos Content will be available under Creative
Commons
Product / Category pages
© 2013 Autodesk
Took over Community Responsibility
Advocacy Pilot
Advocacy Launch
Redesign Launch
© 2013 Autodesk
Next Up
Internal
External
Product
Market
Community & Social EcosystemDrive Key Outcomes:• Awareness -> Trial -> Customer• Members -> Advocates• Content, Knowledge & Expertise• Co-develop product, community
& marketplaces• Community Member = Customer for Life
(Career)
Programs:• Advocates: Activate the Core• Reputation Management / Game Mechanics:
Highlight expertise, incent & shape behavior• Strategic Content & Curation: The
“Knowledge” in the network• Community Management: Hosting; Driving
activity, Managing Relationships
Community
Mass Social Media
Collaboration
Customer Community
Social Outposts
Thought Leadership Partner
Communities
Marketplace
Collaboration
…
…
© 2013 Autodesk
A design tool that introduces a fundamentally new way to imagine, design and make products. Like working with virtual clay. Designed for a collaborative process. Work anywhere (Mac & PC). http://fusion360.autodesk.com
The Fusion Community is critical for product management, learning & support.
IdeaStation is actively managed by PM & CMs.
Forums & Social are first PoC’s for Support.
Gallery allows customer to share work as image, video or 3D model.
Social data used to monitor conversations & trends.
Scouting Early Adopter populations via Social Network Analysis.
Autodesk Fusion 360
© 2013 Autodesk
1. Start with customer need, then business goals2. Think “Ecosystem” – managing a distributed
community3. Engage all stakeholders for full value4. Critical programs: advocacy, editorial,
reputation / incentive5. Don’t get stuck in the “optimize” mindset;
artificial limit on value & poor position for coming changes
5 Key Points
© 2013 Autodesk
Thanks!