Social media storytelling at scale

Dan Zucker

Journal of Digital & Social Media Marketing, 2015, vol. 3, issue 3, 199-208

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.

Keywords: social media marketing; brand storytelling; digital marketing; social media strategy; B2B marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2015:v:3:i:3:p:199-208

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