Driving Retention and Evangelism Through Community with Heather McNair, Chief Community Officer at Higher Logic
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Driving Retention and Evangelism Through Community with Heather McNair, Chief Community Officer at Higher Logic
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In this episode we welcome Heather McNair, Chief Community Officer at Higher Logic.
She brings over 20 years of experience in marketing, technology, community management and customer engagement to her role, where she oversees the strategic services and education teams. Heather has been running online communities since 2008, before there was widespread adoption in most business sectors. With few resources available to draw from, she discovered and built techniques that serve as the foundation of many of Higher Logic’s best practices today.
Prior to this current role, Heather was Director of Client Success, then Vice President of Engagement Strategy, where she built and expanded the Managed Services and Education teams.
Previously, she launched and managed two successful communities in her roles as vice president of marketing, membership, and strategic technologies at the American Association of Nurse Assessment Coordination, and senior manager of member engagement at the Medical Group Management Association.
Together we cover:
- Where does community live? Should brands see it as just a marketing channel?
- The importance of UGC for a variety of purposes, including SEO.
- How community members feel about being watched or sold to.
- Segmentation & moving people along the funnel in a meaningful way, breaking everything down into interactions at a very granular level.
- Insights into how an engagement ladder works and recognizing where someone is in their journey.
- Why it’s important to start smaller asks and build towards nurturing brand evangelists.
- Tactical steps to create the domino effect that leads to someone becoming an evangelist.
- The importance of proper onboarding.
- How much time a community member needs to hang around before posting, and how to use data to distinguish between behaviors & engage appropriately.
- User dropout rates and how to nurture community members and grow retention.
- How they transformed Broadcom by aligning internal & external stakeholders around building sustainable communities.
- Why true customer loyalty happens at the confluence of customer satisfaction & attraction.
- Heather drops some valuable insights on how to build customer relationships at scale.
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