Operationalizing Social Media Across the Enterprise: Autodesk’s Journey Over the past year, Autodesk has implemented new governance structures and training programs, turning social media from an misunderstood or overhyped experiment to an accepted business tool. These efforts have helped to accelerate the adoption of social media best practices and, most importantly, have fostered buy-in from employees and management across the company. During this presentation, Autodesk will share insights gleaned from this journey including: organizing staff and resources, syndicating social media content, and training employees, partners, and vendors. This work was the basis of a case study featured in Amber Naslund’s The Now Revolution.

1. Image courtesy of Cannon Design.
Operationalizing Social Media Across the Enterprise
Maura Ginty Dan Zucker
Duchess of Shiny Objects Social Media Manager
Image courtesy of ADEPT Airmotive (Pty) Ltd.
Image courtesy of Mammoth-WEBCO, Inc.
© 2011 Autodesk

2. Breadth and Depth
Autodesk is a world leader in 3D design, engineering ,and entertainment
software.
The broadest and deepest product portfolio in the design world
10 million+ users in over 800,000 companies
3,500 development partners
1.2 million students trained on our products every year
Image courtesy of Technicon Design Image courtesy of Jonas Thornqvist
© 2011 Autodesk

3. Early Adoption: Blogs and Forums
 Over 14k forum posts / month
 11 million forum views / month
 Over 75 Autodesk blogs since 2003
 Individual blogs get up to 100k views / month
© 2011 Autodesk

4. New Tools = New Needs
3ds Max for
comprehensive
3D modeling (link)
How do I use
NURBs in 3D
Max?
(silence)
Arrogant
bastards.
© 2011 Autodesk

5. Recommendations to CMO staff
2009: 2010: 2011:
Experiments First central Push to move from
encouraged. strategy: increase bolt-on to
No core or awareness & marketing
consistent roles. customer integration. Global
Few metrics, satisfaction work. Recognized
erratic investment. through intentional function. Funded
Coalition of use of social central resources.
evangelists. media. CEO gets twitty.
© 2011 Autodesk

6. 2009: We Had Unstacked Building Blocks
 Social networking policy
 Toolkit: ready-to-use guidelines
 Keyword taxonomy to leverage
 Successful social media channels
 Social media monitoring tools
 Some assigned social media roles
 Some social media metrics & reports
 Centralized Sharepoint repository
© 2011 Autodesk

7. 2010: Established Ownership & Relationships
Central Steering Specialist Extended
• Single point • Social media • Product • Resellers
of contact in divisional • Technical • Vendors
Marketing leads • Application • Thought
throughout leaders
• Community
the company
• Labs/Beta • Engaged
• More employees
• full-time •50%, goals • At will
• Engage, guide, •Engage, publish •10-25%, goals
• Represent
publish BU lead •Ad hoc engage
ADSK
© 2011 Autodesk

8. 2010: Developed Social Media Ecosystem
Central Point: Lead corporate
strategy, trainings, central accounts
and infrastructure (Web & eBusiness)
Core Group: Inform corporate
strategy, lead business unit strategy
and tactical execution (Social Media
Leads)
Social Web Council: Sharing of
best practices and industry updates
(Contributors and enthusiasts)
Training: Role-based best practices
sharing for all representatives
© 2011 Autodesk

9. Ecosystem Example: The Cheat Sheet
Relevant Worldwide with the exception of
geos: U.S. blacklisted countries (i.e.
Iraq)
Launch January 17, 2011
Date:
Primary Sonja Muler,
contact: sonja.muler@autodesk.com
Tweet
Get #Mudbox training from the pro! Check
out the studio session this week on
@filterfoundry http://autode.sk/hpgNqn
© 2011 Autodesk

10. 2010: Marketing Planning
Web
PR Marketing
Plan
Social
Media
Plan
Corp.
Division
Social
Lead
Hub
Result
Specific objectives, KPIs, tactics, timeline and deliverables
© 2011 Autodesk

11. 2010 Case Study: AutoCAD for Mac
 4/10 top referring sites were
social (Facebook ranked
2nd)
 20,000+ YouTube views
 18.3% conversion rate on
YouTube referals
© 2011 Autodesk

12. 2011: Apps, Services & Mobile Sites Built Social
© 2011 Autodesk

13. Consumer & Traditional Audience Profiles
© 2011 Autodesk

14. Where We Are Now
 Defined ecosystem that has shown proven success
 Driving adoption of listening and reporting
 Identifying global workflows
 Pilots to link social to sales and marketing intelligence
 Strong expansion into customer service, support & eBusiness
 Continuous training
 Constant experimentation
© 2011 Autodesk

15. Questions
© 2011 Autodesk

16. Autodesk, AutoCAD, Alias, Autodesk Inventor, Inventor, Maya, Mudbox, and 3ds Max are registered trademarks or trademarks of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. Academy Award and Oscar are
registered trademarks of the Academy of Motion Picture Arts and Sciences. mental ray is a registered trademark of mental images GmbH licensed for use by Autodesk, Inc. 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.
© © 2010Autodesk Inc. All rights reserved.
2011 Autodesk,