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Explore the Higher Logic Blog:Online CommunityMarketing Automation

Elizabeth Bell

Elizabeth is a content specialist at Higher Logic. When she's not writing about online communities or marketing automation, you'll probably find her cooking, reading, or playing volleyball.

Recent Posts

3 Automated Email Campaigns Professionals Australia Used to Strengthen Their Association

Written by Elizabeth Bell on June 26, 2020 at 8:30 AM | 5 minute read

Associations are increasingly expected to deliver the personalized experience that members (especially younger generations) are used to.

They can no longer rely on sending batch-and-blast, one-off emails to their whole member base as an effective membership recruitment and retention strategy.

Does this sound familiar? If it does, you’re not alone.

With over 40 diverse member segments, Professionals Australia found it impossible to recruit, onboard, and engage with each segment in a personalized way. They sent one-off emails where needed and the same content to everyone due to technology and staff limitations.

To be effective today, the association knew they needed a member communication strategy that delivered a personal and valuable experience to members.

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Topics: Communications, Marketing, Associations, Member Retention, Member Engagement, Email Marketing, Marketing Automation

Online Communities in 2020: 28 Key Facts + Statistics to Know

Written by Elizabeth Bell on June 5, 2020 at 10:45 AM | 6 minute read

Every year, The Community Roundtable releases the State of Community Management Report. It’s always filled with insightful analysis on how online communities, both internal and external, are making a difference. 

This year is no different.

2020's report, The State of Community Management: Changing the Way the World Works, highlights three big themes:

  1. Advanced communities create generative value.
  2. External communities elevate the customer experience.
  3. Internal communities reveal untapped potential.

We pulled out 28 stats from this year's report that illuminate big community topics. 

But before we dive into those stats and facts, don’t miss out: The Community Roundtable provides incredibly helpful analysis on three trends in the report, along with specific recommendations you can apply at your organization, all available in the full report below.

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Topics: Online Community Management, Customer Communities, Member Communities, Customer Engagement, Member Engagement, Online Community

Building Buy-In for an Online Community at Your Association

Written by Elizabeth Bell on May 29, 2020 at 12:09 PM | 11 minute read

You don't have to be a hypnotist or a master of persuasion to build support for an online community among your association’s board and executive team.

Instead, you need to align your new online community with the mission and priorities of your association's leadership.

It’s easy to say, harder to do – but we’ll walk you through what you need to get there, including aligning with your association’s overall priorities and overcoming common objectives.

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Topics: Communications, Engagement, Volunteer Management, Member Communities, Associations, Member Retention, Member Experience, Member Engagement, Collaboration Tools, Email Marketing, Online Community, Events

Intro to Customer Communities: 3 Ways a Branded Online Destination Builds Your Business

Written by Elizabeth Bell on May 28, 2020 at 11:03 AM | 5 minute read

Customer communities – what do they do for your business, really? Is a community a nice-to-have or a must-have?  

Michael Torok and Chris Detzel lead community efforts at their SaaS companies, Delphix and Imperva, respectively. 

They joined us to share why they began their communities, and the benefits they believe community will create for their customers and their organization.

We’re sharing those big ways a branded community benefits your customers and your organization.

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Topics: Customer Communities, B2B Communities, User Group Communities, Customer Engagement, Customer Experience, User Group Management, Customer Retention, Customer Support, Customer Success, Online Community, B2B

Want to Maximize Association Membership Value? Create Indispensable Engagement

Written by Elizabeth Bell on May 13, 2020 at 9:25 AM | 3 minute read

Although “engaging people” might not seem like the most groundbreaking approach to organizational growth, it’s a simple idea that has wide-reaching effects.

What is engagement, at its core? The more connected we are to something, the more we love it. We develop memories surrounding the people, the experiences, and the things we learn. We’re most attached to the groups or organizations that we’re most involved in.

This engagement produces things like higher retention, increased member satisfaction, and a larger membership.

And the inverse is true. You might be experiencing the effects of a lack of engagement at your association now, without realizing the source of the problem. What are those effects?

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Topics: Communications, Member Communities, Associations, Member Retention, Member Experience, Member Engagement, Marketing Automation, Online Community

Why Every SaaS Company Needs a Branded Customer Community

Written by Elizabeth Bell on May 6, 2020 at 2:18 PM | 3 minute read

Business-to-business software as a service (SaaS) companies are rushing to dedicate resources and specific teams to improve the customer experience (CX). In fact, 80% of customer success teams have grown in the last year (Totango).

The problem is, customer experience issues usually don’t lie just in one department, like sales, or product.

If you do a quick search on LinkedIn to find the titles of people involved in customer experience, you’ll find a range of departments and titles, speaking to this unique problem: CX teams have to address challenges that come from across the company, and it’s not often clear where to start.

Your team of customer success managers (CSMs) and support agents could be the hardest working, most personable people ever, and your customers may still be unhappy. The point is, it’s often a mixture of departments and processes that come together to create a poor or great customer experience.

With such complex challenges, it can be a painstaking task to try to create a plan of action or adopt new tools to support your customers better.

But one approach to solving this company-wide challenge is to pursue customer engagement, by connecting your customers to each other and to you in an online community.

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Topics: Customer Communities, B2B Communities, User Group Communities, Customer Experience, Customer Retention, Customer Success, Customer Advocacy, Online Community, B2B

How Associations Are Using Community to Support Their Members During COVID-19

Written by Elizabeth Bell on April 14, 2020 at 4:22 PM | 6 minute read

Over the past month, as our customers shared ideas about responding to COVID-19 in our users community, HUG, we noticed some simple but impactful ways associations are using their communities to support their members and their industries.

And it makes sense: In a time when we’re all craving connection, what’s more perfect than a community dedicated to your success and your industry?

We spoke with a few of those customers to hear more about their initiatives, and we're sharing a few of these observations with you, to encourage you and maybe inspire some ideas for your own organization.

We're sharing four ways we're seeing communities used to bring connection and enhance these associations' missions during these times.

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Topics: Engagement, Member Communities, Associations, Member Experience, Member Engagement, Collaboration Tools, Online Community, Events

All Together: How Our Employee Community Keeps Us Connected During COVID-19

Written by Elizabeth Bell on April 8, 2020 at 12:48 PM | 3 minute read

Pictured above: Some members of our Higher Logic PRIDE community host their first virtual happy hour.

When Higher Logic decided to go temporarily full-remote on March 11, I think a lot of us thought we’d probably be back in the office in a couple weeks. Now it’s been almost a month, and we’ve had to adapt to the idea of suddenly being a remote company.

Many companies are getting used to this new situation, and we’ve felt especially fortunate to have an employee community where we can connect while staying socially distant.

We love having messaging and video calls to stay connected to our immediate colleagues and teams, but there’s nothing like having the virtual community for staying connected to the whole company.

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Topics: Online Community, Company News, Company Culture

Why a Customer Community Should be Central to Your Customer Experience

Written by Elizabeth Bell on March 17, 2020 at 10:57 AM | 4 minute read

If you’re trying to improve the customer experience, start by looking at whether your digital customer experience is disjointed.

As a SaaS provider or B2B company, “digital” might be the only way a customer interacts with you. If all they experience is disconnected, frustrating processes where they have to login multiple times and go to multiple systems in order to get their problem answered, you’re not delivering an optimal experience. 

One approach to fixing the problem is to centralize the customer experience around a customer community.

A customer community creates a space where customers can connect with you, connect with each other, and find what they need for success.

Your customer community should be a digital hub; a place where customers can access everything they need regarding your company or product during every stage of the customer lifecycle.

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Topics: Customer Communities, B2B Communities, User Group Communities, Customer Engagement, Customer Experience, Customer Support, Customer Success, Online Community, B2B

7 Hard Questions to Evaluate Your Digital Customer Experience

Written by Elizabeth Bell on February 21, 2020 at 8:45 AM | 5 minute read

The hard truth: Your digital customer experience may be disjointed. Forrester Research writes, “Digital experience delivery is a business-critical obligation.” 

For many companies today, especially B2B or SaaS companies, the digital customer experience is the customer experience. Your customers likely interact with you almost entirely online (as they do things like submit support tickets, tag your business profiles on social media, or visit your website), making evaluating your customers’ digital experience a key step on the road to improving it.

You might think your digital customer experience is pretty good. But you won’t know until you take a closer look. Asking these seven questions will help you assess and improve the state of your digital customer experience.

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Topics: Communications, Engagement, Customer Communities, Member Communities, B2B Communities, Customer Engagement, Customer Experience, Customer Retention, Customer Support, Customer Success, Online Community, B2B

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