Challenge: Autodesk, a 2D and 3D design software provider, was preparing to launch the latest release of its flagship product, AutoCAD 2010. Many of the company’s beta testers are also bloggers, and in the past they had blogged about product launches; however, often times they critiqued the company for bugs not fixed and features not included. Autodesk wanted to open the line of communication with a small group of influential bloggers who had been beta testing AutoCAD 2010, and provide opportunity for bloggers to ask and get answers to critical questions. Key Insight: Bloggers had limited visibility of the research and development behind AutoCAD product releases. Lack of knowledge resulted in an assumed lack of activity. Strategic Approach: Host a one-day blogger summit at Autodesk for a small group of influential bloggers who had been beta testing AutoCAD 2010, and provide a backstage pass to the product launch, including a unique opportunity to get a behind the scenes look at the AutoCAD launch Webcast. Address difficult questions, listen to feedback in an open format, and provide insight into the development process. Provide accessibility to the engineers and product team behind development, as well as well-known Autodesk bloggers. Provide product demonstrations and a hands-on, interactive tour of Autodesk Labs to demonstrate innovative thinking from Autodesk. Results: The event created excitement with ten bloggers who flew in from around the world. When NDAs lifted mid-day, attendees were posting pre-prepared entries on AutoCAD 2010. In the first couple of weeks, attendees posted 27 entries, and have continued to post additional entries since, drawing on their visit to Autodesk and key insights gleaned, with an overwhelmingly positive tone. Core to the event’s success was a shift in opinion: One blogger noted, and several others observed, didn’t realize how much research was going on behind the scenes. Another blogger, who had long been a critic (often posting negative entries), began defending Autodesk in many cases to critics, sharing insight into how Autodesk is listening to its customers. Overall, bloggers came away with a positive impression of Autodesk as an accessible company that puts a lot of research and customer focus behind product innovation. And they shared that insight with their readers.
http://cadman-do.blogspot.com/2009/02/autocad-2010-rollout-behind-scenes.html
http://rcd.typepad.com/rcd/2009/02/autodesk-gallery—design-on-show.html
http://www.thecadgeek.com/blog/2009/02/06/autocad-2010-first-look-at-parametric-constraints/
{ 0 comments }
Travel products are a high risk purchase – there is no way to test-drive, refund or resell a vacation. Where to stay, where to eat, what to see and what to do – personal tastes and travel preferences are different. GoSeeTell Network developed a concept for Travel Portland that allows visitors to get recommendations from peers using micro-blogging site Twitter.com the Portland Twisitor Center. The concept is very simple: visitors can ask questions about Portland on Twitter and just add the hashtag #inpdx to their tweet. Travel Portland (@travelportland) answers these tagged questions do Portland locals and other visitors. Every day between 5 and 25 questions are asked and answered this way, many within minutes of being posted on Twitter. This crowd-sourcing of visitor information allows Travel Portland to highlight the diversity of the city and benefit from the Twitter buzz by using Twitter in a unique way. As part of managing the entire social media strategy for Travel Portland, GoSeeTell staff handles the @travelportland Twitter account and answers questions from visitors. Prior to the launch of the Twisitor Center GoSeeTell tested several hastags before selecting #inpdx (distinct yet simple), identified Twitter users in Portland who know the city and are passionate about it, reached out to these users and asked them to support the concept. For the launch several other social media sties were used, e.g. photos on Flickr and a YouTube video explaining the concept. The buzz created and the service provided by the Twisitor Center have made the @travelportland account the most popular destination Twitter account in the world with more than 5,000 followers. Since the launch other cities have started using hashtags on Twitter to help visitors. GoSeeTell developed 
