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IEEE: Serving our Next Generation of Members John Day Senior Manager, Business Development IEEE Member & Geographic Activi...
Our Membership at a Glance… <ul><li>IEEE – 375,000 members </li></ul><ul><ul><li>300k professionals, 75k students </li></u...
Our Goals / Opportunity… <ul><li>We owe it to our members – the world’s top engineers and technologists </li></ul><ul><li>...
Measures of Success… IEEE: Serving our Next Generation of Members <ul><li>Traditional </li></ul><ul><li>Total and unique v...
Next Gen IEEE myIEEE  –   personalized portal IEEE.tv   –  internet television IEEE MemberNet   –  social networking IEEE:...
Next Gen IEEE Why / What is myIEEE ? <ul><li>myIEEE is a one-stop personalized web portal providing IEEE members with conv...
Next Gen IEEE myIEEE IEEE: Serving our Next Generation of Members
Next Gen IEEE Why / What is IEEE.tv ? <ul><li>IEEE.tv is an internet television network that produces and delivers special...
Next Gen IEEE Why / What is IEEE MemberNet ? <ul><li>IEEE MemberNet is an online search and networking tool that enables m...
Dashboards IEEE: Serving our Next Generation of Members
Dashboards myIEEE <ul><li>Achieved 240k unique member visits in 2007… 65% ‘member-share’ </li></ul><ul><ul><li>Now working...
Dashboards IEEE.tv <ul><li>Official launch in Sep 2007, marketing push in Nov </li></ul>IEEE: Serving our Next Generation ...
Dashboards IEEE MemberNet <ul><li>Launched in beta, March </li></ul><ul><ul><li>Initial marketing targeted students prior ...
Key Learnings IEEE: Serving our Next Generation of Members
Key Learnings Architecture & Data Integrity <ul><li>User-centric architecture </li></ul><ul><ul><li>Transition from webpag...
Key Learnings Marketing <ul><li>Associations have always been, de-facto, social networks </li></ul><ul><ul><li>Member data...
Key Learnings Finally… Transformation, Patience & Agility IEEE: Serving our Next Generation of Members 2004 2005 2006 2007...
Thank you! IEEE: Serving our Next Generation of Members
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Cesse 2008 Serving The Next Generation Of Members B

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

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Transcript of "Cesse 2008 Serving The Next Generation Of Members B"

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

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