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Engagement Posts

AARC Brings Back 800 Lapsed Members with Automated Win-Back Campaign [Case Study]

Written by Caitlin Struhs | on January 30, 2019 at 7:45 AM | 3 minute read

The American Association for Respiratory Care’s (AARC) membership was stalled. A flat line in the association’s core group of active members was even starting a bit of a downturn.

This steady decrease in membership renewals gave rise to a growing number of lapsed members. Sherry Milligan, Associate Executive Director of Membership, was determined to find the right action plan to quickly change that trajectory.

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

11 Elements of a Winning Member Engagement Strategy

Written by Elizabeth Bell on January 29, 2019 at 9:11 AM | 10 minute read

If you're involved in community management, you've likely heard of the 90-9-1 principle. The numbers represent speculated percentages of online engagement, with 90 percent of participants only viewing content, 9 percent responding to content, and 1 percent actively participating in the creation of new content.

These numbers seem pretty dismal. It's difficult not to get discouraged by such speculation when your member engagement is so critical to the success of your association as a whole.

Member engagement isn’t an easy, snap-your-fingers kind of thing, but when you have an engaged member base, the work is totally worth it. Achieving great engagement requires a commitment to a great member engagement strategy.

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Topics: Engagement, Member Engagement, Marketing Automation, Online Community

3 Ways to Strengthen Communication Using Smart Member Data

Written by Jake Fabbri on January 24, 2019 at 8:40 AM | 7 minute read

If your organization manages a membership program, you know that it can be a real challenge keeping your members fully engaged while developing ways to grow your program.

After all, no matter how many new members you attract, it’s your retention rate that drives real growth. Member engagement drives retention, and communication is the key to boosting engagement.

Data-driven and unified communication strategies are the best way to ensure you and your members get the most out of your program. There are a few essential elements to consider as you develop smarter communication strategies for your membership program.

To strengthen your communication strategy through smart data usage, try these three tips:

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Topics: Communications, Engagement, Associations, Member Engagement, Marketing Automation, Online Community

What’s the Difference Between Automation Rules and Marketing Automation, Anyway?

Written by Elizabeth Bell on January 23, 2019 at 7:50 AM | 3 minute read

Automation rules. Marketing automation. Two terms that sound similar (and sort of are) except for the fact that they tend to be siloed into two separate spheres of community and marketing.

Though it’s a tad confusing, it’s no coincidence that these two key Higher Logic features both use the word “automation,” because it reminds us how closely and effectively the two tools can work together. And for what? Improving member communications.  

To eliminate any potential confusion, let’s look at some expanded definitions – what do these terms really mean?

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Topics: Communications, Engagement, Marketing, Associations, Marketing Automation, Online Community, Integration

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

What Kind of Community Manager Are You?

Written by Rebecca Hoffman on November 28, 2018 at 7:43 AM | 4 minute read

Any community manager knows that good community teams come in all shapes and sizes. Our community managers at Higher Logic can trace their roots back to education, human resources, research, journalism, and so much more.  With such diverse backgrounds, it should come as no surprise that each community manager brings different values and strengths to the team.

Speaking of variety, what kind of community manager are you? Use our guide to figure out which type best fits your style!

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Topics: Online Community Management, Engagement, Online Community

20 Marketing Automation Mistakes You Could Be Making (And How to Fix Them)

Written by Tien Dinh on November 27, 2018 at 7:58 AM | 10 minute read

 

Before we get started, let me say this: making mistakes is part of learning how to do anything well.

That being said, it’s time to take a closer look at your marketing automation strategy to see if you’re making any of these common mistakes. Knowing what you’re doing wrong is also a vital part of learning how to do something well.

And don’t worry, we won’t leave you hanging. We’ve got a solution for every mistake on the list.

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Topics: Engagement, Marketing, Email Deliverability, Email Marketing, Marketing Automation

Sometimes People Just Need to be Invited [Case Study]

Written by Elizabeth Bell on November 15, 2018 at 7:55 AM | 4 minute read

The National Association of School Nurses (NASN) wanted a better way to increase membership sign-ups and renewals. Like other associations, it had to reach segments of its audience with different messages, which often required manual tasks and was hard to track successfully.

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Topics: Engagement, Associations, Member Retention, Online Community Software, Member Engagement, Online Community

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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