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.

Bill.Johnston@structure3c.com

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