© 2013 Autodesk

Developing Products With & For Your Community

Bill JohnstonDirector, Social Media & Community

© 2013 Autodesk

A Little About Me

Caveat: I’m an unapologetic Community Builder.

YMMV.

© 2013 Autodesk

The Evolution of Social Business Frameworks Examples – Lego, Autodesk, Dell IdeaStorm The Future of “the Crowd” & Community

Topics

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Let’s be honest: Business is inherently “social”.

Trade was initially tied to dialogue, community and the exchange of value.

4

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The Industrial Revolution ushered in the age of “mass”

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“Mass” begat “same” and “consumer”.

A gap grew between the “makers” and the “consumer”.

Evolution of Online Communities19

70s

–19

90s

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Use

net,

List

serv

es

1990

– 2

000

Vir

Com

1.0

2000

- 20

10R

ise

of

Soc

ial M

edia

2010

- 20

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ocia

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usin

ess

?

© 2013 Autodesk

Models

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PLM & Social

Operational Management

R&D

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

Communities of Practice

Quality & Compliance

Engineering

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HostedCommunities

SupportUse & Mastery

Ideation

Collaboration

Internal

External

Enterprise

Market

Community

Mass Social Media

Collaboration

Partner Communitie

s

Crowd / Marketplace

s

Analytics & InsightsData, reporting, insights and analysis of streams of social customer data.

Community PlatformPowers forums, blogs and ideas. RMS & Member Profile.

CollaborationSocial spaces where Brand & Customers communicate and collaborate privately.

Customer CommunitiesHosted “on domain” communities where Autodesk builds valuable relationships over time.

External Networks “Outpost”Priority external social networks where Autodesk establishes a maintained presence.

Online Community – Platforms, Programs & PeopleA rich set of programs, platforms & tools to create business value, capture business intelligence and foster customer advocacy.

Social Service MeshEnables monitoring and response on the global social web.Identity & Profile ServicesAggregation of customer social & profile data.

Community Platform

Analytics & Insights

Social Services Mesh

Identity & Profile

Social Outposts

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

SUBOINT

SUBPOINT

Community Manager

Product Management

Service & SupportAdvocates

Moderation

Partners

Community Members

20%

30%

10%

40%

Autodesk Staff

Expert Elites

Partners

Community Members

Target Participation Mix

© 2013 Autodesk

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.

Advocacy: Autodesk Expert Elite

Program Summary

•Launched November 28, 2012•One year member term•Bi-annual review of members (Feb

& Aug)•Community and Social Evaluation

criteria includes•# 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

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Examples

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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, 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.

LEGO CUUSOO

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Community Forums & Content Curationhttps://community.lego.com/http://rebrick.lego.com/

More LEGO: Boards & ReBRICK

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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

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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 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

Dell IdeaStorm

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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

Value to Dell Member Needs

Step 2: Programs Idea Partners Community Management IdeaStorm Rockstar

Step 3: Platform Updating platform, UX and

backend

IdeaStorm – Crisis & the Vision for 2.0

© 2013 Autodesk

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:

• 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

IdeaStorm 2.0: Key Takeaways

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Looking Forward

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Looking Forward

Crowd-driven MFG Reputation Mesh Expertise Marketplaces

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Looking Forward

3D Content Communities Social Supply Chain

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Collaborative EconomyCrowdsourcing

Maker Movement3D Printing

Reputation / ExpertiseContextual Technologies

Internet of Things

Image courtesy ofhttp://www.flickr.com/photos/michaelholden

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Thanks!@billjohnston

BillJohnston.net