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Social media storytelling at scale

Author

Listed:
  • Zucker, Dan

Abstract

Autodesk, the global 3D design software maker, launched its formal social media programme in 2010. This case study explores the foundational elements of this programme as well as key principles that drive the company’s brand storytelling efforts via social media. Programmatic topics discussed include organisational alignment, operations/infrastructure, and the importance of content and creative. Key principles of Autodesk’s social media storytelling efforts discussed include co-creating stories with customers, planning for real-time marketing and celebrating corporate efforts to create a better world. The goal of this piece is to inspire companies similar in size and complexity to Autodesk to scale efforts to reach audiences with memorable, impactful and personal stories through social media.

Suggested Citation

  • Zucker, Dan, 2015. "Social media storytelling at scale," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 3(3), pages 199-208, December.
    • Handle: RePEc:aza:jdsmm0:y:2015:v:3:i:3:p:199-208
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    More about this item

    Keywords

    social media marketing; brand storytelling; digital marketing; social media strategy; B2B marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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