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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.
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© 2011 Autodesk
Operationalizing Social Media Across the Enterprise
Maura Ginty Dan ZuckerDuchess of Shiny Objects Social Media Manager
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© 2011 Autodesk
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 Jonas ThornqvistImage courtesy of Technicon Design
© 2011 Autodesk
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
3ds Max for
comprehensive
3D modeling (link)
How do I use
NURBs in 3D
Max?
(silence)
Arrogant
bastards.
New Tools = New Needs
© 2011 Autodesk
Recommendations to CMO staff
2009:
Experiments encouraged. No core or
consistent roles. Few metrics,
erratic investment. Coalition of evangelists.
2010:
First central strategy: increase
awareness & customer
satisfaction through intentional
use of social media.
2011:
Push to move from bolt-on to marketing
integration. Global work. Recognized function. Funded central resources. CEO gets twitty.
© 2011 Autodesk
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
Central
• Single point of contact in Marketing
Steering
• Social media divisional leads throughout the company
Specialist
• Product
• Technical
• Application
• Community
• Labs/Beta
• More
Extended
• Resellers
• Vendors
• Thought leaders
• Engaged employees
• full-time
• Engage, guide,
publish
•50%, goals
•Engage, publish
BU lead
•10-25%, goals
•Ad hoc engage
• At will
• Represent
ADSK
2010: Established Ownership & Relationships
© 2011 Autodesk
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
Ecosystem Example: The Cheat Sheet
Tweet
Get #Mudbox training from the pro! Check
out the studio session this week on
@filterfoundry http://autode.sk/hpgNqn
Relevant
geos:Worldwide with the exception of
U.S. blacklisted countries (i.e.
Iraq)Launch
Date:January 17, 2011
Primary
contact:Sonja Muler,
© 2011 Autodesk
2010: Marketing Planning
Social Media Plan
PR
Division Lead
Corp.Social Hub
Result
Specific objectives, KPIs, tactics, timeline and deliverables
Web Marketing
Plan
© 2011 Autodesk
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
2011: Apps, Services & Mobile Sites Built Social
© 2011 Autodesk
Consumer & Traditional Audience Profiles
© 2011 Autodesk
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
Questions
© 2011 Autodesk
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.
© 2010 Autodesk, Inc. All rights reserved.
