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Heather McNair

Heather has developed marketing, technology and web strategies for the non-profit, publishing and event industries for more than 15 years, and added social networking into the mix about 5 years ago. She currently serves as the Director of Client Success for Higher Logic. Heather has worked in the association field since 2005, as Vice President of Marketing and Social Media for the American Association of Nurse Assessment Coordination, and Senior Manager of Member Engagement at the Medical Group Management Association (MGMA). In both organizations, she launched communities using the Higher Logic platform, so she’s very familiar with what it takes to make online communities successful.
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Recent Posts

Your Online Community Needs a Mission Statement

Written by Heather McNair on November 9, 2016 at 8:30 AM

Your online community needs a mission statement

One defining characteristic of a leader is having a vision for the future, describing that future and creating excitement around its possibility so everyone works together to make it real. That’s what a mission statement is -- it’s that vision for a better future everyone can rally around. For communities, it’s the impetus that drives micro-actions, like sending a tweet or recommending an answer, to long-term commitments, like becoming a volunteer moderator.

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Topics: Online Community Management

Turn Your 'Over Eager' Online Community Members into Super Users

Written by Heather McNair on September 22, 2016 at 8:30 AM
Turn your over eager online community members into super users

Do you have one member -- or several -- whose engagement is off the charts?

Every time the average member posts, one of your over eager member posts many more times, far outshining the runner up. It might seem overwhelming, but don’t fret -- you actually hit a goldmine.

Congratulations -- you just found a super user.

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Topics: Online Community Management, Engagement

Is Small Data the Next Big Thing?

Written by Heather McNair on September 8, 2016 at 8:30 AM

Is small data the next big thing for online communities?

Most people aren’t skilled woodworkers -- but almost anyone can build an IKEA dresser. That’s how intuitive the company’s design and instructions are. And it’s no accident that its furniture design is incredibly attuned to users’ needs.

IKEA pays very close attention to consumers and can predict their behavior, from what they’ll furnish their home with to how they’ll assemble and use each item. Obviously, with a company this large, it’s impossible to point to just one aspect of business that spurred its success.

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Topics: Online Community Management, Member Experience

Read Your Community Members' Minds

Written by Heather McNair on May 23, 2016 at 8:30 AM

Read your community members' minds

It’s true -- you can read minds and predict the future.

Sure, communities can help you with customer acquisition and retention, but they can also help you forecast what your members want or need -- improving your members’ experience and your organization’s bottom line.

How can your community help get you inside a member’s head and learn what they truly think and what they really need?

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Topics: Online Community Management, Customer Experience, Member Experience

What does your community have in common with Alfred Hitchcock?

Written by Heather McNair on May 11, 2016 at 9:30 AM

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Alfred Hitchcock employed a unique technique when writing movie screenplays. He famously had two scripts – a blue script and a green script.

The blue script had all the things you’d normally see in a script: each actor’s lines, cues, and stage directions. The green script contained information about how he wanted the viewer to feel – what emotions he was trying to elicit – at every single moment of the movie.  

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Topics: Online Community Management

Go Beyond Traditional Customer Experience

Written by Heather McNair on May 2, 2016 at 8:00 AM

Go beyond traditional customer experience

Can you name any companies that go beyond tradition to create positive customer experiences?

One of the most iconic examples is Ritz-Carlton. No matter which one you stay in, guests expect -- and receive -- excellent, individualized service. They revolutionized what luxury hotel service looks and feels like, creating a gold standard that many luxury hotels now use.

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Topics: Customer Experience

Vendors: Community Friend or Foe?

Written by Heather McNair on April 20, 2016 at 10:30 AM

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Your community is functioning like a dream - organic discussions, engagement through resource-sharing and member-led meetups, a delightfully eclectic thread of the community’s favorite GIFs - and you’re pretty happy with its momentum. Why mess with a good thing? Then vendors start reaching out, with grand ideas to envelop community members with updates, answers and product pitches. You panic - should they even be here?

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Topics: Community Platforms & Updates, Communications, Online Community Management

Six Community Spring Cleaning Tips

Written by Heather McNair on April 7, 2014 at 10:00 AM

Spring has sprung (although you wouldn't know it by frigid temperatures and snow covered lawns). For me, there are few rites of spring more satisfying than the annual clean. It is an opportunity to open the windows, let some fresh air in, and rid ourselves of those dust bunnies. Before you wrap up your spring cleaning, don't forget to spring clean your online community.

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Topics: Community Platforms & Updates

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