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Engagement Posts

Measure What Matters: KPIs For Online Community Success

Written by Gabrielle Wathen on February 21, 2019 at 1:34 PM | 5 minute read

Trying to figure out how to measure the success of your online community? There's no one size fits all approach for picking Key Performance Indicators (KPIs). That shouldn't come as a surprise – all communities are different, so how you measure the success of an internal community within an organization may differ from that of an external association or customer support community. At any rate, there are some key principles to guide all KPI development.

Your approach to measuring the success of your online community needs to grow from how you measure success for your organization as a whole. What is the shared purpose and value of your online community for the organization and the community members?

Your approach should also reflect community maturity because as it grows and evolves, the way you define success should change and adapt as well.

Let’s boil it down to five quick tips.

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Topics: Online Community Management, Engagement, Online Community

Does Your Community Throw Love at the World? (Time to Start)

Written by Gabrielle Wathen on February 14, 2019 at 2:58 PM | 8 minute read

So, I’m sitting here amid three monitors reveling at my flourishing desk plants, surrounded by my fellow marketers and community builders, as the sound coming through my earbuds drowns out their faint keyboard clicks and nearby sneezes, when it hits me: some of y’all aren’t showing your community enough love... and it shows.

I’m listening to the ever-so-delightful Jonathan Van Ness, of Netflix’s Emmy-winning show Queer Eye, chat with Reese Witherspoon about lady entrepreneurship on his podcast Getting Curious. As if their charming and gracious voices streaming into my ears wasn’t enough, their conversation is topical and genuine… and Reese just said something low-key amazing:

“I think the most profound thing you can do if you are an artist or a community builder is just throw love at the world, in any capacity you can.”

-Reese Witherspoon

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Topics: Engagement, Member Retention, Customer Experience, Member Experience, Customer Retention, Marketing Automation, Online Community

Engage Your Membership with Social Technology [Case Study]

Written by Caitlin Struhs | on February 6, 2019 at 7:45 AM | 3 minute read

The American Society of Association Executives (ASAE) was ready to take member engagement to the next level. As its member base grew, the association needed to adjust member communications to match. So it gave members a voice and a platform with powerful social networking, discussion, and information-sharing tools.

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Topics: Engagement, Member Engagement, Collaboration Tools, Online Community, Integration

Customer Journey Mapping 101: The What, Why, and How

Written by Renee Schaefer on February 5, 2019 at 8:01 AM | 8 minute read

Renee presented on this topic at Higher Logic’s annual user conference, Super Forum.

Talk about the importance of the customer experience is everywhere these days, and it’s not just analysts or leading organizations doing the talking anymore. Delivering a consistent, low-effort customer experience from end to end has huge business benefits, but requires a fundamental organizational commitment that must cut across departments and teams.

A great way to get your organization on board to measurably improve the customer experience is to step into the customer’s shoes and experience that journey from their perspective – what your customers are doing, thinking, and feeling along the way.

Customer journey mapping will help you identify, with data, what’s working, what’s not, and will compel you to take necessary actions to improve.

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

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

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