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IEEE Membership Strategy and Planning

This presentation discusses the impact of IEEE membership, including financial contributions, value to members, and the role in advancing the IEEE brand. It also covers membership satisfaction, retention, pricing, and lifetime value. Additionally, it explores the member experience, product offerings, career services, publications, and other benefits. The presentation concludes with an overview of the association with the IEEE brand and external discount offers.

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IEEE Membership Strategy and Planning

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  1. IEEE Membership Strategy and Planning Cecelia Jankowski Jamie Moesch IEEE Region 2 Meeting Baltimore, MD 25 February 2012

  2. Member Impact at IEEE • - $66M in direct Membership dues and Periodical Revenue • - $2.6M in direct sales of Member Digital Library • - About 40-50% of the attendees of the $138M Conference business* • Financial: $100-125M/yr (25-32% of Revenues) • Other value from members • Source of leads for IEEE Xplore sales • Stewards and evangelists of the IEEE Brand around the world • Primary source of our volunteer community * Range discounted by 20% for conference discounts

  3. Membership Business Snapshot Satisfaction • Recruitment C- A- Grade: Grade: • Going well: • eMail alias • Spectrum • Conferences & Pubs • Needs improvement: • Top box satisfaction • Areas most important to members • Going well: • Students • eMembership • Most of world • Needs improvement: • US Higher Grade • Some large sections outside US 2011: 5 out of 5: HG: 15% STU/GSM: 20% 4&5 out of 5: HG: 62% STU/GSM: 62% 2011: HG: 23,384 + 8% vs. 2010 Students: 66,703 + 4.9% vs. 2010 Trend: Trend: ‘A’ grade example: 5/5: 40%, 4&5/5: 80%, by area: 65%+ ‘A’ grade example: All areas growing 3% or more C Retention B Pricing & Life Time Value Grade: Grade: Trend: Trend: 2010: Joined as HG: Average: 14 Years, spend $206 Joined as STU/GSM: Average: 12 Years Spend $121 2010: Overall: 76.1% HG: 82.8% GSM: 70.4% Undergrad: 35.5% • Going well: • Full dues • eMembership • Special circumstance • Needs improvement: • Sustainability of student/GSM pricing Going Well: • Longer term members • GSM members • US HG long term members Needs improvement: • First Year Members • Undergrad students ‘A’ grade example: LTV at current levels or better, Special Group pricing greater than incremental costs ‘A’ grade example: HG 90%, 1st Yr: 60%, Stu: 60%, GSM: 80%

  4. Views of the Member Experience Career Phases Undergraduate Student Graduate Student Young Professional Academic/Researcher Practitioner Business/Leadership Unemployed Retired/Life Members Product Line Technically Current Networking Career Resources Education Discounts Humanitarian • Technical Diversity • 38 Societies • Society/Section/Chapter relationship • Emerging Technical Communities: • Smart Grid • Cloud Computing • Life Sciences Geography Global Expansion Priority countries; China, USA, India, Japan Region, Section, Chapter, Branch Region revitalization, R1-6 strategy

  5. The Member Experience • Technical Diversity • 38 Societies • Society/Section/Chapter relationship • Emerging Technical Communities: • Smart Grid • Cloud Computing • Life Sciences

  6. The Member Experience Product Line Technically Current Networking Career Resources Education Discounts Humanitarian

  7. Product Line: Situational Assessment at IEEE Over 90+ Products, Services, Discounts, and Engagement Opportunities - owned by many units across IEEE Networking and Engagement Opportunities • myIEEE • IEEE memberNet • Volunteering • Participation with LinkedIn Group • Participation in Local Meetings • Online Communities • Participate in Local Technical Forums • Join IEEE Societies or Affinity Groups • Discounts at IEEE Conferences • Discounts on IEEE Standards Membership Career Related Services and Recognition • Member Grade Elevation Program • Awards • IEEE Mentoring Connection • IEEE Job Site • Careers Webinars • Career Strategies Online Community • Consultants Database • Consultants Services • Career Alert • Career Asset Manager • Career Navigator • IEEE-USA Career Enhancement Courses • Entrepreneurs Village • Salary Service • IEEE-USA Career Checkup • Employment Navigator • Certified Software Developer • IEEE WCET Certification • IEEE Student Job Site Publication Related Products and Services • IEEE Spectrum Magazine • The Institute Newsletter • IEEE Xplore Abstracts • Discounts on IEEE Publication Products • IEEE Potentials Magazine • Society Publications • Today's Engineer • Discounts on IEEE-USA eBooks • Member Digital Library Continuing Education and Development • Continuing Education Partners Program • eLearning Library • Volunteer Training • IEEE.tv • Scholarships Other • Association with IEEE Brand • IEEE e-mail Alias • Public Policy Awareness • Contact Center Support • Membership Card • Humanitarian Programs • Merchandise • Voting External Discount Offers • Insurance Services • 27 Products • Technology • 3 Discount Offers • Travel • 10 Discount Offers • Home/Office • 2 Discount Offers = MGA = IEEE-USA

  8. Product Line: Current Experience in reality… Humanitarian Programs IEEE Member Digital Access IEEE Student Job Site Voting Association with IEEE Brand Travel Services IEEE Xplore Today’s Engineer Merchandise Microsoft Software for Students Career Webinars IEEE-USA EBooks IEEE WCET Certification Membership Card Expert Now Consultants Database myIEEE IEEE MemberNet Member Discounts Insurance Services IEEE Standards Upgrade Membership IEEE Societies IEEE Contact Center Scholarships Volunteering IEEE Job Site Career Asset Manager IEEE Women in Engineering Salary Service Online Communities Local Meetings Local Technical Forums Awards IEEE Potentials eBook Classics Career Alert ShopIEEE IEEE-USA Career Enhancement Courses IEEE Mentoring Connection The Institute GOLD IEEE.tv IEEE-USA Career Checkup Public Policy Awareness Career Navigator IEEE Spectrum Employment Navigator LinkedIn Group Education Partners Program IEEE Conferences Pre-University Activities IEEE E-mail Alias Proceedings of the IEEE

  9. Keeping the Long Term Goal Simple… 65% Top Box Satisfaction* or higher in the areas most important to IEEE members. * = 8, 9, or 10 on scale of 1-10

  10. Satisfaction drives a healthy business

  11. Product Lines: Satisfaction by Importance - Higher Grade Members “Best in Class” Satisfaction Top 3 Box % Less critical strengths More critical strengths % Satisfaction (mean=41) Top improvement opportunities Lower priority improvements % Importance (mean= 39) 2008

  12. Product Lines: Focusing on what is important Roadmap improvement areas “Best in Class” Satisfaction Professional Networking & Related % Satisfaction (mean=41) % Importance (mean=39)

  13. Slide 13 • Member Experience Improvement Roadmaps • Developed and managed by cross functional teams from every IEEE Organizational Unit • Living documents that define the path to a “Wow” experience in the areas most important to members: (see appendix for detailed plans) • Professional Networking • Career Resources and Recognition • Access to Publications • Continuing Education • Discounts on Products and Services

  14. Accountability Across the Organization: MGA must lead all of the accountable units to produce a best in class member experience… • Access to publications • Professional Networking • Conferences • Continuing Education • Spectrum • The Institute • IEEE Job Site How will each IEEE unit deliver 65% top box satisfaction or higher for their piece of the member experience? Technical Activities Marketing & Sales IT Publications EA • Public Visibility • Member Digital Library • IEEE.org content • myIEEE • IBP • Benefit Navigation IEEE USA • Career Roadmap • Professional Networking • Public Policy - Continuing Education

  15. The Member Experience Career Phases Undergraduate Student Graduate Student Young Professional Academic/Researcher Practitioner Business/Leadership Unemployed Retired/Life Members

  16. Career Phases: Current Life Cycle Grid YoungProfessional Retired/Life Members Business/Leadership GraduateStudents Academic/Researcher Unemployed Members UndergraduateStudents Practitioner Make the key reasons members come to IEEE relevant by career stage. Make it easy for a member to find the areas most important and relevant 16 1/4/2020

  17. The Member Experience Geography Global Expansion Priority countries; China, USA, India, Japan Region, Section, Chapter, Branch Region revitalization, R1-6 strategy

  18. Geography Current Priorities based on a composite: Market Potential, Human Development Index, Internet Usage, and Membership Growth Rates Higher Grade Membership: 1. China 2. Japan 3. USA 4. India 5. Italy 6. Russia 7. UK 8. France 9. Germany Priority for 2011 & 2012 Next steps: Prioritize targets within countries, determine if unique value proposition is needed, launch marketing and product plans

  19. Slide 19 Regional Geographic Member Development Planning Key initiative for 2011 and beyond in China, India, Japan, US… How does IEEE become locally authentic & locally valuable? • Member Development • Unique member needs? • Localized benefits needed? • Adjustment of the benefit to achieve local satisfaction • Volunteer Development • Unique training materials needed? • Adjusting volunteer training methods? • Adjusting volunteer roles & responsibilities • Partner Development • What are the key industries in a local area? • Leading companies and universities? • Any unique legal, financial cultural, or governance issues? • Market Development • Are there key industries or regions to target? • Need to adjust or translate the membership messaging? • Adjusting marketing tactics as needed?

  20. Geography: Section Vitality Focuses on a Positive Member Experience at the Local Level Welcomed Known to others Recognized As a Member of my section I am... Informed Consulted Listened to Able to Learn & Grow Professionally

  21. Geographic Planning • Global Improvement Plans • Market Development: • eMembership • Industry based marketing materials • Member Development: • Roadmap improvement plans • First Year Experience • Volunteer Development: • CLE & Geo Unit Vitality • Partner Development: • Corporate Workgroup Product • Student Program Sponsorships • Additional China Plans • Market Development: • Translated marketing materials • Defining high priority markets • Exhibit presence strategy & plan • Member Development: • Member Surveys • Volunteer Development: • Localized training, webcasts • Survey to baseline satisfaction • Partner Development: • Microsoft Research, other • India & Japan planning In development • Items already occurring: • - Rupee payments • India student retention improvements • IBM discussions • Additional US Plans • Market Development: • Targeting CS, Software, and Communications • Member Development: • Metro Events • Regional events • Volunteer Development: • CLE • Partner Development: • Employment programs, Boeing

  22. What will Success Look Like? • Improve member satisfaction will result in increased membership market penetration • Higher volunteer recruitment, training and satisfaction • Measured successes in geographic, technical and affinity groups is rewarded • Members regard IEEE membership as investment in their career • Members can easily engage and communicate with one another in all the geographic, technical or affinity community with which they identify

  23. Slide 23 • Key Programs to Improve the Member Experience • Product Lines • Portfolio Management Process • Implementation of 5 Year Member Experience Roadmap Improvement Recommendations (see appendix) • Professional Networking • Career Resources and Recognition • Access to Publications • Continuing Education • Discounts on Products and Services Technical Activities Business Admin MGA IT EAB Publications IEEE USA OU’s Involved

  24. Key Programs to Improve the Member Experience • Career Phase • Improved navigation of member benefits on IEEE.org • Life Cycle, Geography Based • Student and GOLD Volunteer Mobilization • Student and GOLD Web Presence redesign • Center for Leadership Excellence Technical Activities Business Admin Marketing & Sales IT MGA IEEE USA OU’s Involved

  25. Key Programs to Improve the Member Experience • Geography • Geographic Membership Development Strategies • China, USA, India, Japan for 2011 & 2012 • Region 1-6 Membership Revitalization • Electronic Membership Awareness and Marketing • Section Vitality Marketing & Sales Corporate Activities MGA IEEE USA OU’s Involved

  26. Slide 26 • Key Programs to Improve the Member Experience • Technical Diversity • Society Marketing Initiatives • Due diligence for Bundled Society Membership • Smart Grid Initiatives • IEEEtv Conference Coverage • MGA Conference strategy for Geographic Units Technical Activities Standards Marketing & Sales MGA Publications OU’s Involved

  27. Additional Efforts Underway • Continued focus on membership project portfolio management • Review of all finances for MGA, Geographic Units and member/membership development • Concierge service for members • Expansion of First Year Member Experience

  28. What is the Value of IEEE Membership? • The current value message is working: • 90,000+ New Members in 2010, and growing every year • …but we lose over 85,000 members each year • Our challenge is satisfaction with the value message we are presenting: • Improved Navigation of the 90+ products and services (E.G. Web, Informed local volunteers, etc.) • Improved Execution of the quality of the Services most important to the members • Improved Delivery of the services important to members • Improved Relevance of the products/services to key geographies, life cycle stages, and industries • Improved Connections between the members

  29. The Future of IEEE Membership IEEE Members will experience best in class products, services, and engagement with IEEE on their own terms. Relevant to their careers, geographic location, and technical interest. University of Auckland IEEEXtreme 4.0 participants

  30. Appendix

  31. Roadmap – Professional Networking Key Components Online Networking (myIEEE) • Collaboration • Communication tools • Personalization • In touch with experts • Simple access • Partnering with other social networks • One-stop shop • Mobility Project Prioritization • 2011 • Prioritize myIEEE Gadget Development • Define strategy and plan for local unit/entity webinars (including existing inventory) • myIEEE 1.9 MemberNet Integration Product • 2012 • - myIEEE 2.0 Launch: Networking & Collaboration • - Define myIEEE Gadget Mobility Projects • - Improve tagging of conferences in Vtools and conference database by Topic Area • Define MGA strategy and plan to introduce Industry Tracks at major IEEE conferences in 2013 • 2013 • Begin launch of myIEEE mobile capability • Build toolkit that will allow IEEE entities and members to build their own myIEEE gadgets • Integration between myIEEE gadgets and major social networking platforms Technical Activities MGA IT Publications Face-to-Face Networking • Conferences • Local meetings • Section-Member interface • Access to section member info • Partnering with non-IEEE entities • Job fairs • Mentoring programs • Calendar linkage IEEE USA OU’s Involved

  32. Roadmap – Online Access to Publications Key Components • MDL Basic • Society eMembership • Society bundling • Free IEEE Press eBooks • Sections Congress presentations • “Article Packs” • IEEE technology news* Project Prioritization • 2010 (completed) • Launch of Free IEEE Press eBook Classics • Launch of MDL Basic • 2011 • Evaluation of “Article Pack” product • Evaluation of Society eMembership • - Evaluation of Bundling of Society eMembership with IEEE membership • - “Why we can’t offer Free Downloads” session at Sections Congress • - Launch of IEEE Technology News* • 2012 • - System development for society bundling, society eMembership, and/or Article Packs • 2013 • Possible launch of Society E-membership and/or Bundled Societies Technical Activities Marketing & Sales MGA Publications OU’s Involved * ITN may not be ongoing project

  33. Roadmap – Discounts on Products & Services Key Components Project Prioritization • Trusted discount rates • Transparency • Eligibility info • Facilitating global discounts • Maintain valuable discounts • Personalized presentment • One-stop shop (myIEEE) • Awareness of discounts • 2011 • Develop single web location within IEEE.org for all member discounts • Filterable based on availability and relevance by life stage and location • Detailed description of why not all discounts are available in every location • Market assessment study for new discount benefits that are global in nature • Improve feedback mechanisms • 2012 • - Improve toolkit for local entities to develop their own benefits with staff support • - Improve volunteer training and awareness • Requirements for myIEEE discounts modules • 2013 • Launch personalized discount modules in myIEEE Technical Activities Business Admin MGA EAB Publications IEEE USA OU’s Involved

  34. Roadmap – Continuing Education Key Components Project Prioritization • Simple online access to materials • Data retention and content management • Become 1st member choice • Maintain quality products • One-stop shop (myIEEE) • Member process tracking • Products awareness improvement • CLE within eLearning (LMS) • 2011 • List & Inventory current training and development throughout the Institute • Develop feedback links within IEEE.org, myIEEE, & IEEE LMS (learning mgmt system) • Rollout IEEE CLE (Center for Leadership Excellence) in IEEE LMS • Test of volunteer job clubs • Provide webinar tools to allow local units to conduct their own career webinars • 2012 • Build and populate Database of training materials and appropriately to all user to filter effectively • Inventory in person training methods, materials, and schedules • Develop requirements for In Person Volunteer Training • In person eLearning pilots in Singapore and India • 2013 • Conduct Pilot of standardized In Person Volunteer Training Technical Activities MGA EAB IEEE USA OU’s Involved

  35. Roadmap – Career Resources and Tools Key Components • Simple access/navigation to related information • Trusted place for valuable materials • Job clubs • Webinar accessibility • Product improvements • Globalization Project Prioritization • 2011 • Conduct product inventory satisfaction and gap analysis • RSS Feed to allow single location for all IEEE Career related webinars • Test of volunteer job clubs • Provide webinar tools to allow local units to conduct their own career webinars • 2012 • Hire Career Product Manager to facilitate globalization of IEEE USA Career Benefits • Tactical product improvement plans based on 2011 survey results • Sun setting of ineffective products • - Launch Professional Development Network in R7-10 • 2013 • CLE volunteer training module Technical Activities MGA EAB Publications IEEE USA OU’s Involved

  36. Other Materials

  37. Product Lines: Membership Product Management Process Process Documents New Member Product and Services Proposal Form Strategic Assessment New Member Product and Services Business Case Document Business Case Product/Service Development Completion Checklist Development Testing & Validation New Member Product and Service Launch Review Checklist Launch Member Products and Services Portfolio New Product Assessment New Product: Assessment every 6 months Product Portfolio Assessment Existing Product: Scorecard & Assessment every 2 Years

  38. Product Lines Member Portfolio Management Criteria • Common Scorecard Criteria: • Target Segment : Life Cycle, Geographic, Industry Relevance • Size of Segment • Member Importance Score • “Top Box” Satisfaction Scores • Member Awareness Score • Age of Product, Service Offering • Financials: Income/Cost/Headcount • Utilization Rates • Engagement Potential • Strategic Alignment • In-Depth Assessment: • - Built into the definition and product management methodology • Product Goal • Market Assessments • Competitive Assessment • Unique Competitive Advantage • Pricing Structure • Impact on the IEEE Mission • Roadmap / Future Plan • Comparison to external benchmarks • Impact on Retention/Recruitment

  39. Geography: Strategic Analysis Framework Macro-Level – Environmental Scan – Outward Looking Environmental Scan Data Data not from member segmentation survey analysis • Region or Country Demographics • Population growth trends – segmented by age • Urban and Rural Areas • Major cities • Industry, university, government locations • Infrastructure - Roadways, communications and Internet, airports • Industry - Geographic location of major industries, needs, etc. • Research & Development Enterprise • Potential IP, conferences, academic, government • Government Relations • Political focus – education, certification, STEM, etc. • Ease of doing business with US corporation • Competition • Other professional societies, cost of membership, potential partnerships • Economics • Segmentation trends – power, electronics, telecommunications, … – growth sectors • Member and potential member salaries – membership as a percentage of annual income 39

  40. Geography: Strategic Analysis FrameworkMicro-Level – Internal Looking Data from member segmentation survey analysis • Member Needs • Need to know current member demographics by lifecycle – trends? • Compare to population growth to identify targeted programs • First focus on retention, then new growth • Existing IEEE geographic unit structure • Plot existing members on map • Existing Sections and Student Branches • Effectiveness of Existing IEEE Network • Section meeting attendance • Conferences • Other activities L-31 & L-50 Analysis Region budget analysis 40

  41. Product Line: Member Product Portfolio Management Key Benefits • Services driven by documented member importance and relevance to their life stage, geography or industry • Portfolio stewards balancing the need for “more” vs. “improved” member products and services • Centralized methodology, measurement criteria; and documented constant improvement planning • Consistent process for evaluation of new member product and service suggestions that is in synch with the larger IEEE processes • Increased IEEE Product and Service Portfolio relevance to members

  42. Geography: Prioritization Criteria 42

  43. Measuring our Success PROJECT METRICS ACTIVITY METRICS ACTIVITY METRICS PROJECT METRICS 43

  44. Career Phases: Current Life Cycle Grid YoungProfessional Retired/Life Members Business/Leadership GraduateStudents Academic/Researcher Unemployed Members UndergraduateStudents Practitioner 44 1/4/2020

  45. First Year Experience Program Launched: • First Year Member WelcomeWebinar (Monthly) • New “Getting Started” guide to all new members • Courtesy Call from Contact Center • Pre-Defined SAMIEEE Queries for New Members • Metrics and Benchmarking • Tools and Best Practices Guides for Local Volunteers • Website for new members ieee.org/start • Monthly New Member notification to MD Officers and Section Chairs • Allows local welcome via Phone, eMail, Post Future Planning • “Tracks” based on “Needs” question during join • Enhanced First Year Website

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