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Developing Products With & For Your Community

My slides from the Social Intelligence Summit - How to build products with your community. http://www.altamont-group.com/description.php?cid=40

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Developing Products With & For Your Community

  1. 1. Developing Products With & For Your Community Bill Johnston Director, Social Media & Community © 2013 Autodesk
  2. 2. A Little About Me Caveat: I’m an unapologetic Community Builder. YMMV. © 2013 Autodesk
  3. 3. Topics  The Evolution of Social Business  Frameworks  Examples – Lego, Autodesk, Dell IdeaStorm  The Future of “the Crowd” & Community © 2013 Autodesk
  4. 4. Let’s be honest: Business is inherently “social”. Trade was initially tied to dialogue, community and the exchange of value. 4 © 2013 Autodesk
  5. 5. 5© 2013 Autodesk The Industrial Revolution ushered in the age of “mass”
  6. 6. © 2013 Autodesk “Mass” begat “same” and “consumer”. A gap grew between the “makers” and the “consumer”.
  7. 7. Evolution of Online Communities ?
  8. 8. © 2013 Autodesk Models
  9. 9. PLM & Social © 2013 Autodesk Operational Management R&D Communities of Practice Supplier Management Maintenance & Support Sales & Service Management Manufacturing Community & Forums Social Data & Ideation Crowdsourcing / Marketplaces Crowdsourcing / Marketplaces Communities of Practice Communities of Practice / Marketplaces Private Collaboration Quality & Compliance Engineering
  10. 10. Online Community – Platforms, Programs & People A rich set of programs, platforms & tools to create business value, capture business intelligence and foster customer advocacy. External Networks “Outpost” Priority external social networks where Autodesk establishes a maintained presence. Customer Communities Hosted “on domain” communities where Autodesk builds valuable relationships over time. Collaboration Social spaces where Brand & Customers communicate and collaborate privately. Community Platform Powers forums, blogs and ideas. RMS & Member Profile. Social Service Mesh Enables monitoring and response on the global social web. Identity & Profile Services Aggregation of customer social & profile data. © 2012 Autodesk Hosted Communities Support Use & Mastery Ideation Collaboration Mass Social Media Market Community External Internal Enterprise Collaboration Partner Communities Crowd / Marketplaces Analytics & Insights Data, reporting, insights and analysis of streams of social customer data. Community Platform Social Services Mesh Identity & Profile Analytics & Insights Social Outposts
  11. 11. Community Operations Framework Successful Communities require investment, commitment and engagement from the host.  People  Community Manager – usually an FTE  Product Team – presence and escalation point  Service & Support – daily commitment to answering difficult / escalated questions  Moderation – a mix of hands on & automated tools for a “clean, well-lit space”  Advocates– the “core”; active & constantly engaged  Partners – augment Product, Support and Elite presence  Programs  Community Management  Governance  Content & Engagement Planning  Reputation & Game Mechanics  Platform(s)  Requires ongoing product management & tuning  Oversight on feature deployment Community Manager SUB POINT SUB OINT Product Management Service & Support Advocates Moderation Partners Community Members 20% 30% 10% 40% Autodesk Staff Expert Elites Partners Community Members Target Participation Mix
  12. 12. Advocacy: Autodesk Expert Elite Purpose: To 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. Program Summary • Launched November 28, 2012 • One year member term • Bi-annual review of members (Feb & Aug) • Community and Social Evaluation criteria includes © 2013 Autodesk • # of posts • # of accepted solutions • # of kudos • Evangelism • Leadership 2014 Autodesk Expert Elites • 175 Global members (20 countries) • + 12 Partners • In depth knowledge in over 20 major products • 25% of all posts • 64% of accepted solutions • 51% of all community kudos
  13. 13. © 2013 Autodesk Examples
  14. 14. LEGO CUUSOO Lego’s Ideas community facilitating development and evolution of customer proposals for new sets, bricks and figures. http://lego.cuusoo.com  Members create projects – proposed sets, © 2013 Autodesk parts or figures  The community comments and votes the proposal up or down  Lego reviews once proposal hits 10k supporters  If proposal is produced, member shares in the revenue.
  15. 15. More LEGO: Boards & ReBRICK Community Forums & Content Curation https://community.lego.com/ http://rebrick.lego.com/ © 2013 Autodesk
  16. 16. Autodesk Fusion 360 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 © 2013 Autodesk 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.
  17. 17. Dell IdeaStorm IdeaStorm is Dell’s customer-led innovation community, where members can post ideas for products, services or brand. Dell helps shape the conversation with regular Storm Sessions. http://www.ideastorm.com  Ideas can be posted with rich media attachments  Ideas evolve through comments, votes and © 2013 Autodesk extensions  Idea Partners & Community Management hands-on throughout the community  Ideas can be shared into the social ecosystem  Business Impact  Revenue from Ideas $100’s Millions  Revenue from IdeaStorm members is ~50% higher than non-members  Purchase frequency is 33% higher  Higher Lifetime Value – over 50% of members in the top 10% of LTV scores  Average value of an Idea $10k
  18. 18. IdeaStorm – Crisis & the Vision for 2.0 Launched in 2007, by 2011 was a Ghost Ship. Community launched a revolt. I had a bad Saturday. Get Better Plan:  Step 0: Re-engage internally & externally  Step 1: Research © 2013 Autodesk  Value to Dell  Member Needs  Step 2: Programs  Idea Partners  Community Management  IdeaStorm Rockstar  Step 3: Platform  Updating platform, UX and backend
  19. 19. IdeaStorm 2.0: Key Takeaways IdeaStorm 2.0 (in partnership w/ SFDC) launched March 21st, 2012 • Traffic up 64% over past 6 months • Participation rate from Dell up 72% y/y • Be a Good (Committed) Host: © 2013 Autodesk • Communities require commitment over the long haul • Platform, programs and people need to evolve • A distributed team needs to be on point to evaluate & evolve ideas • Signaling to the community improves value of process & outcomes • Realistic Expectations: Big wins are few, incremental innovation is core value • Ideas require a network to evolve and thrive • Value is multi-dimensional: • Ideas for product / service (new & evolution) • Engagement as a catalyst • Brand impact
  20. 20. © 2013 Autodesk Looking Forward
  21. 21. Looking Forward Crowd-driven MFG Reputation Mesh Expertise Marketplaces © 2013 Autodesk
  22. 22. Looking Forward 3D Content Communities Social Supply Chain © 2013 Autodesk
  23. 23. © 2013 Autodesk Collaborative Economy Crowdsourcing Maker Movement 3D Printing Reputation / Expertise Contextual Technologies Internet of Things Image courtesy of http://www.flickr.com/photos/michaelholden
  24. 24. © 2013 Autodesk Thanks! @billjohnston BillJohnston.net

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