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Developing B2B Online Communities

My recent presentation from the Lithium LINC conference, held in San Francisco on May 22

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Developing B2B Online Communities

  1. 1. © 2013 Autodesk Creating the Autodesk Community Bill Johnston Director, Social Media & Community
  2. 2. © 2013 Autodesk A Little About Me Caveat: I’m an unapologetic Community Builder. YMMV.
  3. 3. © 2013 Autodesk I have some bad news… You over- invested in social media.
  4. 4. © 2013 Autodesk Your “Customer Network” = largely dark fiber. Vision: Light up the "network of relationships" among customers, partners and employees.
  5. 5. History & Evolution of Online Communities Social Business Functions Social Listening & Response Hosted Online Communities Social Media Outposts Policy, Guidelines & Training Activation & Engagement Social Commerce Analytics & Business Intelligence
  6. 6. © 2013 Autodesk How?: Start with Business Goals in the Customer’s Context Business Goals Customer Needs Design Build / Refine Nurture / Manage Measure 1. Research & Define 2. Design & Refine Loop
  7. 7. © 2013 Autodesk Autodesk Community Redesign
  8. 8. © 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
  9. 9. © 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
  10. 10. © 2013 Autodesk Took over Community Responsibility Advocacy Pilot Advocacy Launch Redesign Launch
  11. 11. © 2013 Autodesk Next Up
  12. 12. Internal External Product Market Community & Social Ecosystem Drive 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 … …
  13. 13. © 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).  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
  14. 14. © 2013 Autodesk 1. Start with customer need, then business goals 2. Think “Ecosystem” – managing a distributed community 3. Engage all stakeholders for full value 4. Critical programs: advocacy, editorial, reputation / incentive 5. Don’t get stuck in the “optimize” mindset; artificial limit on value & poor position for coming changes 5 Key Points
  15. 15. © 2013 Thanks!