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Making Connections at Higher Logic’s Annual Conference: Super Forum 2019

Written by Anne-Margaret Olsson | on January 15, 2020 at 9:55 AM | 3 minute read

Editor's note: Anne-Margaret, online community manager for the American Association for Clinical Chemistry (AACC), shares her perspective on Super Forum 2019. 

There are so many great reasons for why I go to Higher Logic’s annual conference, Super Forum. One of my favorite aspects is the networking.

Super Forum brings together over 700 people every year to hear about upcoming product updates, learn best practices from other Higher Logic users, listen to motivational industry speakers, and my favorite – network. With so many Higher Logic users in one place, this is a great opportunity to learn from others.

There are two big groups I love connecting with at Super Forum: Higher Logic staff and other Higher Logic community managers.

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Topics: Marketing Automation, Online Community, Super Forum, Company News, Company Culture

Email Marketing vs. Marketing Automation [Explained]

Written by Gabrielle Wathen on January 10, 2020 at 8:30 AM | 12 minute read

A well-informed association communications strategy requires a comprehensive understanding of the differences between old-school email marketing and modern marketing automation. If you need help wrapping your head around the nuances of these technologies, you’re not alone–and you’ve come to the right place for clarity.

Did you know that 87 percent of associations consider marketing automation an important component of their current strategy? 

Yet, according to Naylor’s 2019 Association Communications Benchmarking Study, associations are increasingly struggling to effectively leverage technology like email marketing and marketing automation to deliver the customized experience members (especially younger generations) have come to expect, noting that:

  • Less than 20% feel they are effectively leveraging their career center, content management system, learning management system or marketing automation system to deliver a customized member experience
  • 3 out of 5 respondents feel they could improve their member engagement with their communications by improving their ability to customize for different subgroups
  • Nearly half (44%) of respondents agreed with the statement: “We could do a better job of promoting our communications as a member benefit”—up from 41% who felt this way in 2018

These stats reveal opportunities, and the need for some additional knowledge.

Visual learner? For maximum understanding of the differences between email marketing and marketing automation, be sure to read on and watch our featured video below (which breaks this all down in a super simplistic way).

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Topics: Marketing, Email Marketing, Marketing Automation

2020 Association Tech: 3 Expert Tips to Guide Your Planning

Written by Gabrielle Wathen on December 19, 2019 at 11:51 AM | 7 minute read

Good news: Four association experts sat down to share their favorite trends and lessons learned from the newly rebranded ASAE Technology Exploration Conference (TEC) and their valuable conversation can help guide your association’s 2020 planning strategy for success. 

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Topics: Member Experience, Collaboration Tools, Marketing Automation, Online Community, Integration

6 Email Deliverability Pitfalls and Best Practices

Written by Gabrielle Wathen on December 5, 2019 at 8:15 AM | 7 minute read

If you want your marketing emails to earn a home in the right inbox, you’ll need more than brilliantly crafted content and personalization working for you. Those factors have the potential to pay off when your email hits the inbox and is opened, but what if it doesn’t make it that far? It’s important to understand what goes on behind the scenes after hitting send.

If you’re up against poor email deliverability rates, or simply need a refresher on deliverability best practices, assess your strategy for these common pitfalls then get busy making improvements to impact how you’ll send emails moving forward for maximum exposure.

If you were at our recent Super Forum conference, you may recall these tips from an engaging breakout session on deliverability presented by Amanda DeLuke, Higher Logic Deliverability Analyst, and Dean Canellos, Manager of Deliverability Operations.

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Topics: Email Deliverability, Email Marketing, Marketing Automation, Super Forum

Association Growth Strategy: 6 Tech Tools to Drive Member Recruitment + Retention

Written by Gabrielle Wathen on November 12, 2019 at 12:48 PM | 4 minute read

For associations focusing on strategically attracting new members (and keeping them engaged for the long haul), it’s important to package your tech stack for ample growth and retention

Association membership in the modern age is all about providing people with real value on their terms, and strategically leveraging technology is an effective way to attract and retain those members who you’ll transform into your trusty advocates. Give people indisputable reasons to renew.

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Topics: Engagement, Volunteer Management, Associations, Member Retention, User Group Management, Member Engagement, Collaboration Tools, Marketing Automation, Online Community, Learning Management Systems

­­25 Things You Can't Miss at Super Forum 2019

Written by Elizabeth Bell on November 8, 2019 at 3:37 PM | 7 minute read

Whether you’re attending Super Forum 2019 or putting our annual community conference on your wish list for next year, there’s plenty to look forward to. Here are the 25 things you will be glad you didn’t miss at our 10th Super Forum.

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Topics: Marketing Automation, Online Community, Super Forum

HUG IRL: Bringing Higher Logic's Online Community to Life at Super Forum 2019

Written by Shannon Emery on October 29, 2019 at 2:55 PM | 5 minute read

The Higher Logic Users Group (HUG) is the virtual home for Higher Logic’s valued customer community, and I’m Shannon–HUG’s Community Manager! Let’s connect at #HLSF19.

We’re excited to elevate the impact of our online community by introducing a new element to our 10th annual Super Forum conference this year. We’ve dubbed it HUG In-Real-Life (IRL), and I’m here to give you a sneak peek on what to expect before you arrive.

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Topics: Customer Experience, Customer Success, Marketing Automation, Online Community, Super Forum

Association Management Systems (AMS): 5 Software Strategies

Written by Jake Fabbri on October 22, 2019 at 10:00 AM | 7 minute read

Your association provides your members with many different opportunities to develop as professionals and grow in their careers.

But to do this effectively, you need to have a system in place for gathering, organizing, and accessing the member information that provides you with insight into their goals and preferences: an association management system, or an AMS. As you get larger or want to offer more advanced programming, managing your membership through spreadsheets or disconnected databases just won’t cut it.

(Already use an AMS for your association? These tips will help you make the most of your investment.)

Let’s take a look at how your association can use your AMS to engage and provide for your members with these five strategies:

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Topics: Associations, Member Experience, Member Engagement, Marketing Automation, Online Community, Integration, Events

3 Add-on Tools to Drive Association Revenue + Amplify Member Engagement

Written by Gabrielle Wathen on October 17, 2019 at 2:07 PM | 7 minute read

Is your association leveraging technology to its fullest potential? You can elevate the success of your online community and marketing automation activities by integrating solutions that fuel long-term engagement, like data collection, mobile apps, and volunteer management programs. 

If you know data exists within your online community and marketing automation activities, but you aren’t leveraging it to inform your ability to provide a targeted, valuable member experience, well - it’s as if Charlie Bucket found a golden ticket then decided he didn’t feel like going to Willy Wonka’s Chocolate Factory that day. 

Magical experiences are earned on the other side of diligent courage and execution. Embrace change. Identify what you need to deliver the member experience you want, and learn how to make the data work for you.

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

6 Must-Have Learning Management System (LMS) Features

Written by Bobby Kaighn on October 3, 2019 at 9:58 AM | 6 minute read

Advanced education (certifications, specialized job training, professional development programs, and competency-based learning) is an area where associations thrive. Not only does this content establish you as a thought leader and invaluable resource in your industry, but it also can be a huge revenue-generator.

You can deliver advanced education for both new and experienced professionals through an easy-to-access, effective Learning Management System, or LMS. But when you’re comparing different LMS software, how do you know which features are essential?

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Topics: Member Communities, Associations, Online Community Software, Member Experience, Marketing Automation, Online Community, Learning Management Systems

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