Marketer’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.
About the speaker

Ike Nwabah

Higher Logic

 - Higher Logic

Ike is the Senior Director of Marketing at Higher Logic

Show Notes

  • 02:10
    Higher Logics approach to community
    Higher 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.
  • 04:06
    Defining community
    According 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.
  • 07:03
    Creating communities on social media vs starting your own community
    In 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.
  • 09:32
    How B2B organizations can build their own communities
    The 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.
  • 11:07
    Driving engagement within a community
    Community 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.
  • 13:16
    B2B use cases for creating communities
    B2B 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

  • "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

  • "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

  • "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

  • "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

About the speaker

Ike Nwabah

Higher Logic

 - Higher Logic

Ike is the Senior Director of Marketing at Higher Logic

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