Why Carving Out a Digital Community is No Longer Optional

Laura Craft is a senior manager in corporate communications.

The internet has brought people together in different ways.

When Tim Berners-Lee opened the web to the public domain in 1990 it fundamentally changed how humans communicate. The internet continues to offer many opportunities for people to connect through online communities.

Beth Arritt is an experienced thought leader in marketing automation and online community platforms. Technology can do a lot more for associations and online communities.

Large-scale technological progress raises the bar for customer service in many industries.

Reggie Henry, Chief Information and Engagement Officer of ASAE, told associations that they are not competing with other associations. They need to compete with technology members who are used to it.

Today’s members want personalized interactions and fast, Amazon-style customer service. It is possible to make member engagement possible now and in the future by aligning your association’s software approach.

Today’s innovations can be made the most of.

‘If you build it, they will come’ is bad advice.

Arritt said that fostering engagement within an online community doesn’t have to be different from getting volunteers to sing.

She said that only a few people go to karaoke bars. Nobody likes being the first one to sing, so a small group of people will consider getting on stage.

DJ’s often seed karaoke bars with personality to start the party. Association leaders can identify members who are willing to kick off conversations or keep them going.

Arritt said that if a member gets the courage to create an online post, they may not post again. Associations need to have a core group of volunteers who answer questions. Much of the other work can be automated if you set the pace.

Arritt helps associations make the most of online community software, whether the goal is to drive engagement, strengthen member acquisition and retention, or grow non- dues revenue.

Arritt says that working as a tech partner helps her address the unique challenges she works with. There is a misconception that they are all alike.

There is a community building in a post-Pandemic future.

The difficulty online marketers face getting their message out are some of the similarities. The email marketing performance may have gone up in 2020 as consumers began to spend their lives behind screens, but it did not go up as quickly as they would have liked.

During the first year and a half of the Pandemic, many online communities were very active, but now people are leaving their computers again. People who commute are reminded that an online connection is still there.

Meeting members where they are is equally important. In a recent survey, most consumers in 18 countries said they expect the flexibility to interact with organizations 24/7.

Associations can address the changing needs of their members by providing a hybrid community experience. Digital natives, who are expected to account for more than 58 percent of the workforce within 10 years, are ignored by communities that only meet in person. They are not as easy to get to.

Arritt said that some people prefer to interact online because of parental responsibilities. You can’t close the door on people who don’t want to be with them.

A member experience solution that provides a powerful approach to community, marketing, and member engagement is called Higher Logic Thrive. Visit thrive.higherlogic.com to learn more about how Higher Logic’s years of experience, research, and feedback can solve your problems.