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Invited presentation at the 2008 annual meeting of the Council of Engineering and Scientific Society Executives (CESSE)

Invited presentation at the 2008 annual meeting of the Council of Engineering and Scientific Society Executives (CESSE)

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Cesse 2008   Serving The Next Generation Of Members  B Cesse 2008 Serving The Next Generation Of Members B Presentation Transcript

  • IEEE: Serving our Next Generation of Members John Day Senior Manager, Business Development IEEE Member & Geographic Activities CESSE 2008 Annual Meeting Detroit, Michigan, 17 July 2008 CESSE Track 9: Web 2.0 Technologies Case Studies
  • Our Membership at a Glance…
    • IEEE – 375,000 members
      • 300k professionals, 75k students
      • 45% of members live outside of the U.S.
      • Recruit 5k-8k members monthly
      • Retention – Professional members at 83%, students 54%
    • Society Membership
      • 38 technical societies
      • Each ranges in size from 600 to 83k members
      • In total, 346k Society members
    • IEEE Standards Association
      • 8k individual members, 40 corporate members
    IEEE: Serving our Next Generation of Members
    • IEEE’s member networks:
    • global
    • multi-disciplinary
    • multi-dimensional
    • interdependent
  • Our Goals / Opportunity…
    • We owe it to our members – the world’s top engineers and technologists
    • Membership retention
      • Transitioning a 125-year old membership organization into an internet-based membership experience
      • Creating a virtual and ‘sticky’ home for our members
    • Save our members time… Creating a personalized experience that would integrate:
      • IEEE membership, 38 societies, 100+ benefits
      • Global and local opportunities for engagement
      • Membership account management
      • Video communications, peer-to-peer networking
    • Flexible IT architecture that would enable rapid development cycles for new benefits/features
    IEEE: Serving our Next Generation of Members
  • Measures of Success… IEEE: Serving our Next Generation of Members
    • Traditional
    • Total and unique visits, page views
    • Duration
    • Platform/browser analysis
    • IEEE Specific
    • ‘ Member-share’ (% of membership engaging the product)
    • Engagement by member grade, by Region / Section
    • Correlation between product engagement and retention rates (4Q-2008)
    • Tools
    • Integration of WebTrends, Google Analytics, IEEE authentication software
  • Next Gen IEEE myIEEE – personalized portal IEEE.tv – internet television IEEE MemberNet – social networking IEEE: Serving our Next Generation of Members
  • Next Gen IEEE Why / What is myIEEE ?
    • myIEEE is a one-stop personalized web portal providing IEEE members with convenient access to IEEE ’ s member benefits and account management.
    • Goal: Save members time, as time is the currency of engagement
    • Establish a “virtual home” during the transition from student to young member to young professional
    • Connects members with their local Section
    • Updated real-time from IEEE’s core databases
    IEEE: Serving our Next Generation of Members one-stop membership experience
  • Next Gen IEEE myIEEE IEEE: Serving our Next Generation of Members
  • Next Gen IEEE Why / What is IEEE.tv ?
    • IEEE.tv is an internet television network that produces and delivers special-interest programming about technology and engineering, for the benefit of IEEE's members and the public.
    • Goal: Introduce video as a member benefit and public relations opportunity
      • “ Made possible by the members of IEEE”
    • Experiment with how to package and add dimension the ‘IEEE experience’
    • Explore alternative revenue opportunities
    IEEE: Serving our Next Generation of Members
  • Next Gen IEEE Why / What is IEEE MemberNet ?
    • IEEE MemberNet is an online search and networking tool that enables members to connect with technical and engineering experts worldwide.
    • Goal: Enable online peer-to-peer networking
    • Provide seamless and automatic profile updating from membership account
    • General and personalized search options
      • Member data attributes drive personalized searching
    • Ensure privacy protection via opt-in management of profiles
    IEEE: Serving our Next Generation of Members
  • Dashboards IEEE: Serving our Next Generation of Members
  • Dashboards myIEEE
    • Achieved 240k unique member visits in 2007… 65% ‘member-share’
      • Now working repeat visitors through
      • Increased marketing, dynamic integration with MemberNet
    IEEE: Serving our Next Generation of Members
    • Student engagement of myIEEE disproportionate to percentage of membership
  • Dashboards IEEE.tv
    • Official launch in Sep 2007, marketing push in Nov
    IEEE: Serving our Next Generation of Members
  • Dashboards IEEE MemberNet
    • Launched in beta, March
      • Initial marketing targeted students prior to graduation
    • Engagement, 1 April through 27 June
      • 7,000 total visits, 6,000 unique
      • 7 page-views per visit
      • 2,500 profile opt-ins, 42% opt-in rate for unique visitors
    • Full marketing campaign to commence in September, in conjunction with kick-off of 2009 membership year
      • Major upgrade to opt-in process coming in September
    IEEE: Serving our Next Generation of Members
  • Key Learnings IEEE: Serving our Next Generation of Members
  • Key Learnings Architecture & Data Integrity
    • User-centric architecture
      • Transition from webpage development to user-centric web services
      • Membership data drives personalization… for better or worst
    • Multimodal product development that modularizes information and tools
    • Data quality
    • Build vs. Partnering
      • IEEE contracted for initial development, leveraged internal I.T. assets and software standardization for maintenance
    IEEE: Serving our Next Generation of Members Vignette portal platform, OpenText (Gauss) content management WebLogic application server; WebMethods middleware Java/J2EE, Ajax; Siteminder – authentication / authorization
        • Disparate data sources; Systems integration
        • Member expectations, i.e., “Google does this, can’t you?”
        • IEEE replaced entire business management system and member database during same time period
  • Key Learnings Marketing
    • Associations have always been, de-facto, social networks
      • Member database w/ demographics and interests (85% of the requirement for Web 2.0)
      • Technology is an enabler, not the goal
    • Leverage existing processes to drive product engagement, e.g., annual renewal, arrears-recovery, member account management
      • Stretch the marketing budget—Virile everything
    • Experiment with branding, look the part
      • Reflect and convey the passion of your membership
    • Offer seamless transition with 3 rd -party providers (LinkedIn™, Facebook™, YouTube™)
    IEEE: Serving our Next Generation of Members
        • Resource bandwidth: Marketing and incorporation of ‘viral’ features has lagged product launches
        • Developing the ROI model to determine engagement impact on retention (coming in 4Q-2008)
  • Key Learnings Finally… Transformation, Patience & Agility IEEE: Serving our Next Generation of Members 2004 2005 2006 2007 2008 myIEEE IEEE.tv MemberNet
  • Thank you! IEEE: Serving our Next Generation of Members