Marketer’s community guide — Ike Nwabah // Higher Logic
- B2B, B2C
- Community, SEO, Organic Growth, Content Marketing
- SAAS
- Agile Marketing, Marketing Strategy, Branding
- Part 1 Marketer’s community guide — Ike Nwabah // Higher Logic
- Part 2Community-driven outcomes — Ike Nwabah // Higher Logic
Show Notes
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02:10Higher Logics approach to communityHigher Logic has been in the business of community for 15 years and helps companies to build, grow, and manage their communities. Essentially, theyre a B2B community SaaS platform available for end users.
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04:06Defining communityAccording to Higher Logic, a community is a place where people share common interests and passions whether virtual or physical. Unlike a community, social media doesnt allow you to own the data and control the space.
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07:03Creating communities on social media vs starting your own communityIn general, most people start off with social media and Slack channels. However, a community platform is required to scale those efforts, have data ownership, deeper engagement, and provide a customized experience.
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09:32How B2B organizations can build their own communitiesThe process starts with having a shared space, interests, and passions. The community can be grown through organic and inorganic means, and you can also use community managers to nurture, maintain, and grow the community.
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11:07Driving engagement within a communityCommunity members need to be provided with value in the form of content, support, etc to facilitate engagement within the community. Furthermore, the value needs to be mutual in terms of mutually sharing ideas and experiences.
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13:16B2B use cases for creating communitiesB2B organizations can use communities to offset support costs when support questions are answered by community members. Community can also help with driving your brands visibility through brand ambassadorship and increase engagement.
Quotes
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"We are community people at Higher Logic. We know community in and out. We've been in the business for 15 years." -Ike Nwabah, Sr Marketing Director, Higher Logic
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"When you look at social media; having that data, owning that data, being able to control the space, social media doesn't allow you to do that. And that's what a community allows you to do." -Ike Nwabah, Sr Marketing Director, Higher Logic
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"There's a mutual value that you must provide to your members for them to be engaged. Content, learning, support, are ways that continue to drive that engagement within that community." -Ike Nwabah, Sr Marketing Director, Higher Logic
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"We had a customer with over 100,000 questions asked in their community, and 80% of those questions were answered by community members." -Ike Nwabah, Sr Marketing Director, Higher Logic
- Part 1 Marketer’s community guide — Ike Nwabah // Higher Logic
- Part 2Community-driven outcomes — Ike Nwabah // Higher Logic
Up Next:
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Part 1Marketer’s community guide — Ike Nwabah // Higher Logic
Ike Nwabah, Senior Director of Marketing at Higher Logic, talks about everything you need to know about community-based marketing. In recent years, we’ve seen influencers and content become more important in the B2B landscape. As a result, different communities have emerged and many B2B organizations are trying to determine how to build, grow, and manage their own communities. Today, Ike discusses the marketer's guide to community.
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Part 2Community-driven outcomes — Ike Nwabah // Higher Logic
Ike Nwabah, Senior Director of Marketing at Higher Logic, talks about everything you need to know about community-based marketing. In a lot of ways, B2B has been adopting the methods of B2C when it comes to customer relations and management. As evidenced by the uptick in community building in the B2B space, there’s an understanding that branded communities can be leveraged for a variety of functions and outcomes by B2B organizations. Today, Ike discusses community-driven outcomes.
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