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Engagement Posts

15 Tips to Help Successfully Move Your Social Media 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 on a Facebook or LinkedIn or Yahoo group 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 group when we transition?
  • What if community users don’t move?
  • What if users start their own rogue communities because they hate our new platform?

But whatever your worries are, moving your community to an official community platform could be what it needs to become even better. Plus, with Yahoo Groups shutting down, it's definitely a good time to think about a new home for your community.

To get you to that new, better place, there are some strategic elements to think about as you transition your community from a social media group to an official community platform. 

(Not sure you want to move to a platform built for community yet? Let this post convince you.)

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 Tips to Write Emails Your Association Members Will Open

Written by Gabrielle Wathen on May 8, 2019 at 12:51 PM | 8 minute read

Let me guess – your inbox is overflowing with so much content that you don’t know which way is up, much less which emails are worth your time. What to open? What to ignore? It’s a relatable circumstance for anyone with an email address (and fun fact: active email accounts are expected to hit 5.6 billion by 2019). Keep this in mind when trying to reach your busy members.

A “good” email open rate among members depends on your industry and the end goal of your email.

Recent data shows that:

  • The average email open rate (across all industries) is 16.19%
  • The average email open rate for the Civic/Social Membership industry (e.g., associations, chambers, clubs) is 23.09%

If your target audience has opted into your communications, the open rate should be on the higher end. How do your association’s metrics stack up? Regardless of how great your content is, if your members aren’t opening your emails, your message isn't getting out there.

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

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 Communication Tips to Increase Donations to Your Nonprofit

Written by Elizabeth Bell on April 16, 2019 at 10:57 AM | 6 minute read

I bet you have some donors or constituents who open all your emails. And I bet you have some donors who don’t open any, and others who are this close to unsubscribing if they get just one more email from you.

Wouldn’t it be nice if you had a communication strategy that accounted for these three types of donors and everyone in between? A strategy that engages donors about what they’re interested in, rather than pushing them away?

With a strategy like this, you could make a significant contribution to your nonprofit’s fundraising initiatives. How? Even the communications that aren’t about fundraising are vital to engaging your donors or pushing them away. And with the right communication strategy, you’ll advance your ultimate fundraising goals.

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Topics: Communications, Engagement, Nonprofits and Charities, Email Marketing, Marketing Automation, Online Community, Donor Retention

4 Questions to Help You Choose the Best Stock Photo for Your Content Marketing Campaigns

Written by Elizabeth Bell on April 9, 2019 at 9:54 AM | 8 minute read

Choosing imagery for your content marketing campaigns is really hard. It’s easy to pick the wrong thing: something boring, unengaging, or off-brand, something that will become outdated, or something that makes people think “Why does that photo exist?” [See the photo we chose for this blog header? Case in point.]

Or what if you pick an image from page 1 of a stock photo site that’s been used so much people actually realize they’ve seen it before? Just this weekend, I saw a stock photo I’ve seen a thousand times on Shutterstock used as the main creative on a prominent highway billboard. Awkward, no?

When you get into it, it can be surprising how difficult finding the best photo can be.

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Topics: Communications, Engagement, Marketing, Social Media, Email Marketing

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

4 Tips for Generating More Non-Dues Revenue from Advertising

Written by Elizabeth Bell on March 19, 2019 at 12:22 PM | 7 minute read

If you’re from the Midwest, you probably know someone who loves pickling anything and everything. (Or maybe you’re that person?)

The picklers I know are all about pickling – from eggs to cukes to fruits. (Come to think of it, it might not just be a Midwestern thing – Portlandia’s “We Can Pickle That,” anyone?) There’s always a waste to prevent or a profit to be made or a gift to be given when you know how to pickle.

And, it’s not too hard to do: If you’ve got pots and jars, something to pickle, stick to the process, and invite a few taste testers, then you’re golden.

You’re now totally confused about why we’re talking about pickling in an advertising post. Well, maybe preserving food or other perishable items in brine isn’t your thing, but is extra profit for your organization your thing? Sure it is, so you can apply these same principles (the principles of pickling) to advertising at your organization.

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

What is an Online Community? The Basics & Benefits

Written by Hunter Montgomery | on March 7, 2019 at 11:25 AM | 6 minute read

In the fast-paced world of modern technology, many leadership executives and organizations understand that building online communities for their customers or members to learn, share, and collaborate is critical for increasing growth and relevancy.

They know that successful online communities can help them engage and inspire their audience, creating the unique and individual experiences that improve the overall customer experience (CX). Focusing on CX in tandem with your online community is incredibly valuable in terms of driving loyalty, by the way.

Research from the Temkin Group found that companies that earn $1 billion annually can expect to gain, on average, an additional $775 million over 3 years of investing in customer experience (with SaaS companies standing to earn the most, at $1 billion).

For those who are still learning or want to brush up on their knowledge, we’re here to offer some clarity on what a successful online community is and how it can benefit organizational growth by helping you deliver value to your customers, partners, members, or prospects.

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Topics: Online Community Management, Engagement, Customer Communities, Member Communities, B2B Communities, Customer Experience, Member Experience, Member Engagement, Online Community

4 Steps to Create Your Omnichannel Engagement Strategy

Written by Elizabeth Bell on March 6, 2019 at 10:13 AM | 5 minute read

Most people like being “regulars.” When you walk into your favorite coffee shop, and the barista greets you warmly, starts preparing the usual for you, and asks how your daughter’s big soccer tournament went, doesn’t it make you feel good? The feeling of being known and cared for is universally appreciated, even if it’s on a small level.

Many membership organizations are facing a challenge right now. And it comes down to making members feel like regulars in a quickly-evolving digital world.

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Topics: Communications, Engagement, Member Retention, Member Engagement, Marketing Automation, Online Community, Integration

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