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Joshua Paul

Josh has over 18 years of hands-on and executive marketing experience helping companies systematically increase revenue through measurable marketing and sales strategies. Prior to joining Higher Logic, Josh held a variety of senior product management and marketing roles at technology companies. When he is not working, Josh enjoys building businesses, sailing, and spending time with his wife and children.
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Recent Posts

How to Help Customers Build a Personal Brand in Your Online Community

Written by Joshua Paul | on June 12, 2012 at 8:30 AM

Increase Online Community Engagement by Advising Customers, Members, or Employees on How to Develop Their Personal Brand

What do you say when your customers, members, or employees ask you why they should join your organization's online community?

Your response may include points about finding answers to questions, access to experts, and ongoing education.

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Topics: Customer Engagement

Why Companies Think Twice About Building a Customer Community in Facebook

Written by Joshua Paul | on June 8, 2012 at 10:45 AM

If the world were simpler, congress would be functional, children could play in the street no matter where they lived, and you would be able take online communities tips and apply them to any social networking software that you would like.

However, the world is not simple. Just like public social networks, like Facebook, LinkedIn, and Google+, all serve different purposes in your business strategy; public social networks and private online communities play very different roles in your customer management plan.

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Topics: Social Media, Online Community Software

A Simple Guideline for Online Customer Community ROI [Research]

Written by Joshua Paul | on June 5, 2012 at 8:30 AM

Planning for the return on investment (ROI) on your business's online customer community is one of the most important and elusive exercises in your social business strategy.

I recently detailed a University of Michigan study that found that incremental revenue from customers who joined the organization's online customer community increased by 19% after they joined the community. That same study also had some tips and guidance for companies on ROI expectations and breaking even on their online customer community investment.

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8 Ways to Engage Customers Online That Are Not Social or Less Tech Savvy

Written by Joshua Paul | on June 1, 2012 at 8:30 AM

If you help companies develop social strategies or manage online communities, you have heard this before.

"Our audience won't engage in an online customer community because they do not use social networks."

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Topics: Engagement, Associations, Nonprofits and Charities

Does Your Company Have Social Business DNA?

Written by Joshua Paul | on May 30, 2012 at 8:30 AM

We Are All Community Managers Now

When President Kennedy spoke, "Ich bin ein Berlinerdid," (I am a Berliner) he did not mean that all Americans were now West Germans and moving to West Berlin. He was underlining the United States' support for West Germany and promoting a mindset to U.S. citizens where they would themselves support the efforts of free Europe.

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Topics: B2B Communities

5 Profoundly Helpful Social Business Articles You May Have Missed

Written by Joshua Paul | on May 25, 2012 at 11:14 AM

Would you like to come back from a few days off with a better understanding of social business than you when you left?

For many in the United States, we are headed into a holiday weekend. Sometimes, time away from the office, coworkers, and customers give us the perspective we need to come up with our best ideas.

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Topics: Customer Communities

6 Key Customer Engagement Metrics for Improving Online Community ROI

Written by Joshua Paul | on May 23, 2012 at 11:30 AM

The Importance of Online Community Telltales

I took my daughter sailing for the first time last weekend. She was very interested in how I know where to steer.

I explained to her that there are pieces of yarn on the sails that tell me where to point the boat as the wind shifts. They are called telltales. If the yarn on the outside of the sail flaps, I make subtle adjustment to go in that direction. If the inside telltale isn't straight, I point the boat in that direction.

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Topics: Customer Engagement

How Online Customer Communities Can Increase Revenue By 19% [Research]

Written by Joshua Paul | on May 16, 2012 at 8:30 AM

What would your bottom-line look like if your customers increased their spending with your company by 19%?

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Topics: Customer Communities

5 Tips for Using Online Community Analytics to Improve Social Engagement

Written by Joshua Paul | on May 11, 2012 at 11:46 AM

Take some time during your busy day to stop and look around.

These are historic times when it comes to an organization's abilities to leverage the online communities it sponsors and the communities it participates in to improve business-level results.

The way this is happening is evolving too, just as we have seen in other areas of business.

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Topics: Online Community Software

5 Ways to Improve the Customer Experience & Why It Matters [Data]

Written by Joshua Paul | on May 9, 2012 at 11:33 AM

For some customers, engagement is not the golden ticket that you think it is.

Both business professionals and consumers are busier and more frazzled than ever. They don't have time to engage on your terms. Chances are that your target audience wants help with the task at hand and then wants to move on. How can this bit of information have a significant impact on your business or membership organization?

A Little Customer-Centric Thinking Can Go A Long Way

According to a 2012 Corporate Executive Board study, customers value a simple customer experience over being engaged. Companies that focus on simplifying the customer experience and purchasing process have customers who are 86% more likely to purchase their products and 115% more likely to recommend their brand to others.

When it comes to customer retention and brand advocacy, the survey indicates that a 20% increase in simplifying the customer experience results in a 96% increase in a customer's likelihood to purchase, re-purchase, or recommend a particular brand.

As more and more companies develop online customer communities to engage prospects and customers, it is important to place a premium on keeping the customer experience simple and straightforward.

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Topics: Customer Experience

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