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Customer Engagement Posts

15 Tips to Help Successfully Move Your Community to a New Platform

Written by Elizabeth Bell on May 14, 2019 at 8:41 AM | 8 minute read

No matter the reason for the change, anyone who has grown an online community to maturity can tell you that the thought of moving that community to a new platform is enough to keep a person up at night.

There are logistical and personal challenges to migrating an entire community, like:

  • What if engagement totally dies?
  • What if we lose all the activity from our old community when we transition?
  • What if members don’t move?
  • What if members start their own rogue communities because they hate our new platform?

But whatever your worries are, moving your community could be what it needs to become even better.

To get you to that new, better place, there are some strategic elements to think about as you transition your community from one platform (be it social media, a different company, or a listserv) to another.

We’re here to help you meet your goals while avoiding these pitfalls.

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Topics: Online Community Management, Engagement, Customer Communities, Member Communities, B2B Communities, User Group Communities, Online Community Software, Customer Engagement, User Group Management, Member Engagement, Online Community

8 Practical Ways to Boost Engagement with Mobile Event Apps

Written by Gabrielle Wathen on April 25, 2019 at 1:00 PM | 7 minute read

Here’s a fun forecast: The number of mobile users worldwide is expected to reach 7.26 billion in 2020. With (nearly) the entire human population walking around with a mobile device in their pocket, it should come as no surprise that people expect a certain level of connectivity in their experiences. Businesses can tap into this potential with a mobile app for their events.

Meeting and conference attendees increasingly expect ways to engage organizers, presenters, and each other – from the moment they register until months after the event. Mobile event apps can be integrated with an online community platform to drive engagement prior to and following an event. This can help demonstrate value to attendees and improve their overall experience.

Let’s get ‘appy and talk about how organizations can cost-effectively enable staff, attendees, speakers, and sponsors to connect and provide feedback during a conference or other event.

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Topics: Engagement, Customer Engagement, Member Engagement, Customer Success, Marketing Automation, Online Community, Super Forum, Advertising

Build a Sustainable Brand with Purpose-Driven Marketing

Written by Gabrielle Wathen on April 18, 2019 at 1:48 PM | 5 minute read

Purpose – what is it? If you’re thinking “the name of Justin Bieber’s fourth album”... that would be correct, but this word carries more weight than his millions of fans.

In the 14th annual Global Consumer Pulse Research, titled ‘From Me to We: The Rise of the Purpose-Led Brand,’ Accenture Strategy defines purpose in the following way:

“pur·pose /ˈ pərpəs / Noun: The reason why something exists. For companies, it is the foundation of every experience. It is the underlying essence that makes a brand relevant and necessary.”

In an increasingly competitive landscape, purpose-driven marketing is about more than building your brand or boosting your revenue. It’s about building a better world, long-term, alongside the people who share your brand’s passion to drive positive change and make a real impact.

To build a sustainable brand, equipped with valuable brand advocates and stakeholders, make an effort to strengthen it by delivering something beyond price and quality.

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Topics: Engagement, Customer Communities, Customer Engagement, Member Experience, Member Engagement, Collaboration Tools, Customer Success, Customer Advocacy, Marketing Automation, Online Community

3 Lessons from a Unicorn: How to Harness Customer Feedback to Drive Brand Growth & Success

Written by Gabrielle Wathen on March 28, 2019 at 8:49 AM | 5 minute read

Facts: The Unicorn is Scotland’s national animal; you are reading this right now; and Glossier, a direct-to-consumer beauty brand, recently joined the ranks of other female-founded “unicorns” (privately held startup companies valued at over $1 billion). How? Customer listening.

Emily Weiss, Glossier founder and CEO, managed to transform what started in 2010 as her beauty blog Into the Gloss... into a beauty brand valued at $1.2 billion, and they recently launched Glossier Play, their colorful spin-off brand. On what she did differently, Emily says:

“Many of the beauty brands I grew up with were expert-led. They told me what products were in style and how to use them. From the start, I wanted to take a different approach with Glossier by co-creating the brand and products with customers.”

If you haven’t harnessed the power of customer feedback, you’re missing a serious opportunity to grow your brand into a community of advocates with customer success and satisfaction in mind. 

You don’t need to have the same business structure as Glossier to heed lessons from their approach - B2B brands can benefit from using engagement tools like online community and marketing automation to tap into their customer base on a more personal level for product collaboration, customer feedback, and brand growth. 

So, let’s talk about the power of people, since all companies are really “people to people” at their core, you know?

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Topics: Marketing, Customer Communities, Customer Engagement, Customer Experience, Customer Retention, Collaboration Tools, Customer Success, Customer Advocacy, Online Community

Google Remarketing: 6 Tips for Advertising Success

Written by Marisa Fiore on March 21, 2019 at 8:58 AM | 8 minute read

There’s marketing, and there’s Google Ads  ‘remarketing’ – a term Google established in regards to their ability to enable websites to show targeted ads to users who have already visited their sites. The term ‘retargeting’ seems to get thrown around in the same bucket since this is the term Facebook uses in regards to their advertising efforts, but we’re talking about Google Ads (formerly known as Google AdWords) today.

The ultimate goal of remarketing? You want people to convert. Specifically:

“Remarketing is a way to connect with people who previously interacted with your website or mobile app. It allows you to strategically position your ads in front of these audiences as they browse Google or its partner websites, thus helping you increase your brand awareness or remind those audiences to make a purchase.” [Google]

When remarketing is done successfully, you can re-engage prospects that dropped off, transforming them into leads and converting them based on behavioral actions. When you increase conversions, you increase ROI. It’s as simple as that.

We’ll dive into some quick tips to help you embrace Google remarketing as part of your strategy.

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Topics: Engagement, Marketing, Member Retention, Customer Engagement, Customer Retention, Member Engagement, Advertising

2019 Marketing Strategy: Food for Thought From Seth Godin

Written by Gabrielle Wathen on January 16, 2019 at 2:24 PM | 6 minute read

The start of a new year is a great time to reevaluate your current marketing strategy and decide which tools and changes you can implement to drive maximum success in the months ahead. Now, I know strategizing is no easy feat, but approaching this task doesn’t have to be daunting when you’ve got guidance from the pros.

Seth Godin, a best-selling American author and entrepreneur, recently shared a multitude of thought-provoking perspectives while promoting his newest book This is Marketing on the podcast Self Made Man. The episode focuses on how marketing is changing, and when the host asks about how people should measure the effectiveness of their marketing today, Seth said:

“It begins with the feeling of knowing who would miss you if you didn't show up tomorrow. If your brand were to disappear tomorrow, who would truly miss you? If your podcast didn't go live on its scheduled day, how many people would you hear from? If you shut down your restaurant on Thursday, how many people on Friday would feel bereft?”

You can get a better idea of where you are today, and where you want to go, by considering your answer to this question and contemplating some more of Seth’s marketing points.

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Topics: Marketing, Customer Engagement, Customer Advocacy, Marketing Automation, Online Community

How to Use Social Media to Humanize Your Brand in 2019

Written by Gabrielle Wathen on December 27, 2018 at 12:54 PM | 4 minute read

Dear [Valued Customer/Wrong Name],

I have a hunch that being greeted like that made you feel more like a machine than the living, breathing, unique, and invaluable human that you are. Wouldn’t you say? Now, as a consumer in 2019, how much generic and lifeless content are you hoping to, well…consume? My guess would be little to none, but you’ll still run into it, whether it’s in your inbox or your social feeds.

When you’re thinking about how to market your brand in the new year, remember that generic content might be easier to produce, but it’s also easier for people to ignore (and to be honest, it’s not even that much easier to produce, thanks to timesaving tools like marketing automation). Don’t be afraid to take risks. Because here’s the thing about risks – people take them, not brands.

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Topics: Engagement, Marketing, Social Media, Member Retention, Customer Engagement, Marketing Automation

4 Community Managers, 25 Community Building Questions Answered [WEBINAR RECAP Part 2]

Written by Elizabeth Bell on December 11, 2018 at 1:00 PM | 13 minute read

Last week, we shared advice from four of our community managers about challenging scenarios you might encounter in your community (and their recommendations on how to solve them).

This week, Lindsay, Will, Annie, and Emily are back to share their answers to 25 questions on topics like increasing engagement, finding an expert for your Q&A session, and encouraging lurkers to participate.

Sound like fun? Let’s go!

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Topics: Online Community Management, Engagement, Customer Engagement, User Group Management, Member Engagement, Online Community

ICYMI: Key Takeaways From Our 2018 Super Forum Keynote Speakers

Written by Elizabeth Bell on November 13, 2018 at 7:45 AM | 6 minute read

What’s the connection between customer loyalty and Lady Gaga? Why are many Generation Z-ers best friends with their parents? Are you a “One-Percenter” (aka SUPER fan) for anything? Do you try to understand generational differences or tend to look down on them?

These are just a few of the fascinating questions we walked through with keynote speakers Jackie Huba and Kim Lear at Super Forum this week. Both women, experts in their fields – Jackie in customer loyalty, and Kim in workplace trends – shared insights we can apply to our workplace, in our families, and with our members and customers.

We wanted to recap both speeches, for those of you who couldn’t make it or missed the live stream, and for those of us who were there and don’t want to forget a minute from the keynotes!

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Topics: Millennials, Customer Engagement, Member Engagement, Super Forum

Customers for Life: Meet the Zenoss TechZen User Community [Case Study]

Written by Caitlin Struhs | on October 30, 2018 at 5:10 AM | 5 minute read

Today’s preferred customer experience combines support, community, and outreach into one unified platform.

Zenoss has facilitated a user community for over 10 years, becoming the de facto online gathering place for IT Ops customers. Recently, Zenoss enhanced customer experience by revamping its online community – name, brand, and all.

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

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