Evolving Brand Communities

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.comhttp://www.structure3c.com@billjohnston

To thrive in the Collaborative Economy, Organizations must grow and nurture their customer communities.They have:§  Overinvested & overvalued Social Media§  Underutilized & underdeveloped Community§  See customers, 3rd parties and competitors develop

communities.

Opportunity

Liability

Your Customer Community Mindset?

Evolution of Online Communities

Concurrent Trends: •  Digital Transformation •  Crowd Economy ($335 BN) •  Maker Movement •  3D Printing / NIR ($16 BN) •  Reputation / Expertise •  Contextual Technologies •  Internet of Things ($17 TN) •  Brands as a Service

Build

Grow

Innovate

Community Value Proposition

•  As a Platform •  Support & Discussion •  Community Manager

•  As a Destination •  Knowledge, Assets, Ideas •  Community Team

•  As an Ecosystem •  IP, Products, Marketplaces •  Business Unit

L Cost Savings L Customer Retention - Acquisition - Product L Value of Community

M Cost Savings M Customer Retention L Acquisition L Product M Value of Community

M Cost Savings H Customer Retention H Acquisition H Product H Value of Community

Examples

1. Dell: IdeaStorm

Launched: 2010 (v2)Dell gradually shifted focus from on-domain to social web - impacting Dell participation§  Pipeline into / out of Dell became broken§  Platform UX out of date

2010 Research Research & Redesign:§  Revenue from Ideas $100’s Millions§  Purchase frequency is 33% higher§  Higher Lifetime Value – over 50% of

members in the top decile of LTV scores§  Average value of an Idea $10k

Bill conceived of and lead the IdeaStorm 2.0 project

Results•  Traffic up 64% within 6 months•  Participation rate from Dell 72% Y/Y•  IdeaStorm Rockstar program launched •  8,000 new ideas•  150 ideas implementedBottom Line: Shifted IdeaStorm from “survive” to “thrive” mode. Idea Partners, Platform upgrade, Storm Session program and integration with Dell.com & Community were are all critical for success.

Future State Explorations §  Ideation Woven into all Dell Social Touchpoints§  Storm Projects (Sputnik)§  Federated Ideation§  3D Ideation§  Ideas Commons

1. Dell IdeaStorm: Lessons / Future State

Launched: November 2013 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.

§  New customer journeys drove a total UX overhaul.

§  Personalization & contextual presentation of content

§  Ability to highlight content by product, topic, recentness and need

§  Feature our key advocates –Expert Elites§  Added Ideation & content-sharing and game

mechanics / enhances RMS.

2. Autodesk Community

Bill led the Autodesk community evolution & created the Expert Elites advocacy program.

Gus Petrikas @ Surfake

Bill owned the Fusion 360 community & nurture marketing from beta to commercial launch.

3. Autodesk: Fusion 360

3. Autodesk: Fusion 360

“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

4. Autodesk: Pier 9 & Artist in Residence

5. GE: firstbuild

6. Communities / Marketplaces / Manufacturers

Internal External

Organization

Market

Community

Crowd

Collaboration

 

     

Autodesk      360  

A loosely organized group within a market that has:•  A common interest or goal•  The ability to contribute to a

common project / activity

A connected group within a market that has:•  1 or more shared interest, •  The ability and motivation to work

towards a common purpose•  A host with intention to support group

over time.

The action of a connected group working together to produce or create something.•  Equitable, shared value•  Shared vision of activities and

outcomes•  Usually time and topic bound.

Structure3C.com

Community Ecosystem Worksheet

Internal External

Organization

Market

Community

Crowd

Collaboration

 

     

Examples:•  Product design challenge•  3rd Party Community acquisition•  Expertise marketplace•  Digital content sharing

Examples:•  Product Ideas•  Service Ideas•  Engaging an offline (event)

community online•  P2P expertise and knowledge

sharing

Examples:•  In-house Makerspace•  Community as Co-op •  Open Skunkworks

Structure3C.com

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Community Ecosystem Worksheet

§  Sober review of your ecosystem§  Social presence & program audit§  Investment vs. results: social media and community§  Missed opportunities:

§  What are your customers asking for?§  What are your competitors doing?§  What startups are entering your space?

§  Ideation: Use the 3C worksheet§  Strategy Development§  Pilot

Review

Structure3C helps organizations build, grow and strengthen their communities, creating long-term value for the business and the individual.

Offerings§  Assessment§  Strategy§  Advisory Services§  Architecture & Design§  Ideation Workshops§  Events & Speaking

Bill.Johnston@structure3c.comhttp://www.structure3c.com@billjohnston