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HigherLogic and Socious

Online Community Blog

How to Get Your Customers to Sell and Market for You

Posted by Julie Dietz on Thu, Jan 12, 2017 @ 08:30 AM

You’ll easily pay $300-$500 for a new vacuum cleaner. That’s why, when I needed to buy a new one recently, I didn’t take the decision lightly. I spent over 50 hours researching vacuums online. I went to multiple stores, testing several vacuums as well as questioning the people selling them. I was looking for a clear idea of the winners and losing in the category.

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Tags: Customer Advocacy, Marketing Strategy, Generating Revenue, Sales

4 Ways to Use Nostalgia to Grab Your Customers’ or Members’ Attention

Posted by Christina Green on Tue, Dec 27, 2016 @ 08:30 AM

Author Tom Wolfe made a statement with the title of his novel, You Can’t Go Home Again.

Maybe he’s right that we can’t go back to our childhood rooms or the other good times in our lives, but you certainly can remember them through nostalgia. And many of us do. For better or worse, nostalgia can be an influential force in all our lives, one which associations and businesses can harness to build engagement.

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Tags: Customer Engagement, Content Strategy, Marketing Strategy, Member Experience

5 Factors that Can Make or Break Your Association Website Redesign

Posted by Julie Dietz on Mon, Dec 19, 2016 @ 08:30 AM

There was wood everywhere. Paper on the floor, nails on what was left of the counter, and a paint-splattered drop cloth was all that protected the kitchen tile. It was a mess.

That’s how my kitchen looked during its recent upgrade. The end result was beautiful, but redoing an entire room was a huge undertaking.

It took weeks to finish, cost a fortune, and there were probably at least half a dozen considerations that I didn’t fully think through before work got started.

That’s how a website redesign feels.

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Tags: Marketing Strategy, SEO, Association Management Services, Member Experience

The Psychology of Color in Marketing and Branding for Your Association

Posted by Christina Green on Mon, Oct 31, 2016 @ 08:30 AM

What color is your association’s logo? Was it something that was inherited from your founding or did you recently rebrand?

Your logo’s color, as well as other colors in your branding, have a great influence on thoughts and perceptions of your organization. Colors can be persuasive or off-putting. They can evoke emotion. An artist selects a color palette to convey theme and message. Interior designers use color to open up smaller spaces or create intimacy.

  • Would the Olympic rings be as symbolic if they were all grey?
  • Why do you think McDonald’s chose red and yellow for their color scheme?
  • How about Coke’s signature red?
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Tags: Association, Marketing Strategy, Member Experience

Why Associations Need to Take Back Control of Their Websites Today (And How to Do It)

Posted by Julie Dietz on Thu, Oct 20, 2016 @ 08:30 AM

Try to count how many websites you visited yesterday. Or even today – just this morning.

Do you know? Or have you already lost count?

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Tags: Member Benefits, Marketing Strategy, Association Management Services, Membership Management Software

Are Your Member Engagement Strategies Working? 3 Ways to Tell

Posted by Julie Dietz on Tue, Aug 30, 2016 @ 08:30 AM

What’s the point of joining an association if you don’t participate? If members don’t use your members-only benefits they won’t see the value in them. If they don’t interact with other members, they won’t network. And if they don’t volunteer, they won’t help further your mission. There will be no reason for them to renew and continue paying dues year after year.

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Tags: Member Engagement, Analytics, Marketing Strategy

The Dangers of Waiting to Start a Private Member Community

Posted by Christina Green on Tue, Aug 16, 2016 @ 08:30 AM

Several years ago Ducati Motor Holdings, manufacturer of luxury motorcycles now owned by Audi, made a decision. They wanted to start an online community for fans of their brand. Sounds like a good idea doesn’t it? Except for one tiny thing. A vibrant, online Ducati fan community already existed and it didn’t belong to them.

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Tags: Association, Online Member Communities, Member Engagement, Marketing Strategy

How to Use the Psychology of Addictive Technology to Create Compelling Member Benefits

Posted by Julie Dietz on Thu, Jul 07, 2016 @ 08:30 AM

Why do you check Facebook every time you’re bored? Why do you reach for your phone almost before you’ve even opened your eyes in the morning? Go for the coffee maker as soon as you’re on your feet?

It’s habit. Habits are a powerful force in our lives that influence us in ways that we don’t always fully recognize. Sure, we know that we have some habits, like biting our nails or fidgeting with our jewelry, but there are many other habits that we don’t even realize we have.

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Tags: Member Engagement, Member Benefits, Marketing Strategy

How to Create an Effective Member Communication Schedule

Posted by Carol Valora on Thu, Jun 16, 2016 @ 08:30 AM

Crickets. An enjoyable sound if you’re out camping for the night, but not what members want to hear from an association that they paid money to be a part of.

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Tags: Member Engagement, Email Communication, Marketing Strategy

Why Offering Access to Your Customer Community Converts Better Than Static Content Offers

Posted by Julie Dietz on Wed, Apr 27, 2016 @ 08:30 AM

Did you know that B2B companies that blog generate an average of 67 percent more leads per month than companies that do not blog? Creating high quality, relevant content, such as regular blog posts, is an essential element of effective content marketing strategies today.

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Tags: Online Community, Customer Marketing, Marketing Strategy

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