Background image

How Miro turned community engagement into a strategic growth engine

Video thumbnail
Claire Fox
Community Lead, Miro
2x
growth in community size over two years (~35% average annual growth)
3.5x
increase in member comments and 20% more posts
90%
annual growth in social mentions from advocates (3x in two years)
3
strategic COMMUNITY programs united in one branded hub

Overview

    Miro, the AI Innovation Workspace for teams, wanted a dedicated space to support its most passionate users—enterprise advocates, consultants, and creators. With Circle, they evolved their community experience into a branded, deeply integrated hub that drives product adoption, brand advocacy, and long-term customer retention.

    Circle has been crucial in allowing us to build relationships, scale strategic programs, and show the real business impact of community.

    — Mary Findley, Community Manager

    Before

    Strategic programs needed a strategic home

    Before launching on Circle, Miro’s community centered around a public-facing forum and user-generated template library. These channels supported peer-to-peer learning at scale—but weren’t built for the more curated, relationship-driven experiences Miro wanted to deliver through its emerging strategic programs.

    We needed a private, exclusive space where our power users could access bespoke resources and events—not something available to the wider customer base.

    — Claire Fox, Community Lead

    The team began exploring new tools with a clear goal: create a branded, invite-only home for their most engaged users—starting with the Enterprise Advocates program.

    Challenge

    Creating a branded experience for Miro’s power users

    That’s when Miro turned to Circle.

    Claire had used Circle at a previous company and knew it could offer the flexibility, analytics, and segmentation they needed. After a vendor evaluation, the team aligned on Circle to power their new strategic programs.

    In just over a year, the team built and launched three tailored communities on Circle: Enterprise Advocates, Consultants, and Creators.

    Then they brought them together.

    Using Circle’s space groups, the team consolidated the programs under one strategic umbrella: Miro Heroes—a dedicated community of practice for their most passionate users.

    We wanted our power users to feel like they were part of something exclusive. Joining these programs is something we want customers to aspire to.

    — Claire Fox

    Solution

    One platform behind Miro Heroes

    With Circle, Miro was able to:

    • Check mark

      Turned existing user groups into scalable, incentivized community programs.

    • Check mark

      Consolidate three separate communities using space groups under one “Miro Heroes” umbrella

    • Check mark

      Create exclusive spaces and events for Enterprise Advocates, Consultants, and Creators

    • Check mark

      Integrate engagement data into their internal analytics tools using Circle’s Open API

    • Check mark

      Personalize communication using Email Hub and DMs, segmented by role, location, and behavior

    One of the biggest unlocks was being able to segment members by location. We can now send personalized DMs or emails to plug members into local opportunities.

    — Mary Findley

    Key features Miro leaned on:

    • Check mark

      Activity scores to identify top contributors and MVPs for betas, feedback, and co-marketing

    • Check mark

      Product hub spaces to create a tight feedback loop between members and PMs

    • Check mark

      Advanced filtering to target the right messages to the right segments, fast

    Our PMs now jump into the community daily. Feedback from our members directly shapes the roadmap—and they see the results firsthand.

    — Mary Findley

    Transformation

    A strategic community with measurable impact

    Today, Miro’s strategic programs are thriving on Circle — supporting power users while delivering business impact across the company.

    • Check mark

      Community-led feedback has directly shaped product decisions, like including sticky note redesigns and visual language updates

    • Check mark

      Brand advocacy is growing, with over 300 community-driven social posts in the past year

    • Check mark

      Monthly active usage is rising among enterprise accounts engaged in the community

    • Check mark

      Community leaders are now tapped for research, beta programs, testimonials, and co-marketing

    • Check mark

      Analytics and activity scores help Miro identify MVPs and scale programs with confidence

    We’ve built a proven marketing channel, and we’re just getting started. Community is now seen as a critical driver of customer engagement and long-term growth.

    — Claire Fox

    Miro isn’t just growing a community — they’re building a community of practice that scales with the business, aligns to strategic goals, and brings their most passionate users closer to the product every day.

    With Circle, they’ve turned community into a growth engine — and made it measurable.

    Explore more stories