IEEE Membership Strategy and PlanningCecelia JankowskiJamie Moesch

IEEE Region 2 MeetingBaltimore, MD25 February 2012

Member Impact at IEEE

Financial: $100-125M/yr (25-32% of Revenues)

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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

- $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*

Membership Business Snapshot

Retention

Satisfaction

Pricing & Life Time Value

Going well: - Full dues- eMembership-Special circumstance

Needs improvement: - Sustainability of student/GSM pricing

2010: Joined as HG: Average: 14 Years, spend $206

Joined as STU/GSM:Average: 12 YearsSpend $121

Going well:- eMail alias- Spectrum- Conferences & Pubs

Needs improvement: - Top box satisfaction- Areas most important to members

Going Well: - Longer term members- GSM members- US HG long term members

Needs improvement: - First Year Members- Undergrad students

Trend:

Grade: BTrend:

Grade: C

2010: Overall: 76.1%

HG: 82.8%

GSM: 70.4%Undergrad: 35.5%

Trend:

Grade: C-2011: 5 out of 5: HG: 15%STU/GSM: 20%

4&5 out of 5:HG: 62%STU/GSM: 62%

RecruitmentGoing well:- Students- eMembership- Most of world

Needs improvement: - US Higher Grade-Some large sections outside US

Trend:

Grade: A-2011: HG: 23,384+ 8% vs. 2010

Students: 66,703 + 4.9% vs. 2010

‘A’ grade example: All areas growing 3% or more

‘A’ grade example: HG 90%, 1st Yr: 60%, Stu: 60%, GSM: 80%

‘A’ grade example: 5/5: 40%, 4&5/5: 80%, by area: 65%+

‘A’ grade example: LTV at current levels or better, Special Group pricing greater than incremental costs

Views of the Member Experience

Career PhasesUndergraduate StudentGraduate StudentYoung ProfessionalAcademic/ResearcherPractitionerBusiness/LeadershipUnemployedRetired/Life Members

Technical Diversity38 SocietiesSociety/Section/Chapter relationshipEmerging Technical Communities: Smart GridCloud ComputingLife Sciences

Product LineTechnically CurrentNetworkingCareer ResourcesEducationDiscountsHumanitarian

GeographyGlobal ExpansionPriority countries; China, USA, India, JapanRegion, Section, Chapter, BranchRegion revitalization, R1-6 strategy

The Member Experience

Technical Diversity38 SocietiesSociety/Section/Chapter relationshipEmerging Technical Communities: Smart GridCloud ComputingLife Sciences

The Member Experience

Product LineTechnically CurrentNetworkingCareer ResourcesEducationDiscountsHumanitarian

Over 90+ Products, Services, Discounts, and Engagement Opportunities - owned by many units across IEEE

Publication Related Products and ServicesIEEE Spectrum MagazineThe Institute NewsletterIEEE Xplore AbstractsDiscounts on IEEE Publication ProductsIEEE Potentials MagazineSociety PublicationsToday's EngineerDiscounts on IEEE-USA eBooksMember Digital Library

OtherAssociation with IEEE BrandIEEE e-mail AliasPublic Policy AwarenessContact Center SupportMembership CardHumanitarian Programs

Merchandise

Voting

Continuing Education and DevelopmentContinuing Education Partners ProgrameLearning LibraryVolunteer TrainingIEEE.tvScholarships

Career Related Services and RecognitionMember Grade Elevation ProgramAwardsIEEE Mentoring ConnectionIEEE Job SiteCareers WebinarsCareer Strategies Online CommunityConsultants DatabaseConsultants ServicesCareer AlertCareer Asset ManagerCareer NavigatorIEEE-USA Career Enhancement CoursesEntrepreneurs VillageSalary ServiceIEEE-USA Career CheckupEmployment NavigatorCertified Software DeveloperIEEE WCET CertificationIEEE Student Job Site

Networking and Engagement OpportunitiesmyIEEEIEEE memberNetVolunteeringParticipation with LinkedIn Group Participation in Local MeetingsOnline CommunitiesParticipate in Local Technical ForumsJoin IEEE Societies or Affinity GroupsDiscounts at IEEE ConferencesDiscounts on IEEE Standards Membership

External Discount OffersInsurance Services• 27 ProductsTechnology• 3 Discount OffersTravel• 10 Discount OffersHome/Office• 2 Discount Offers

Product Line: Situational Assessment at IEEE

= MGA = IEEE-USA

Product Line: Current Experience in reality…

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Humanitarian Programs

Insurance ServicesVolunteering

Salary Service

Travel Services

Local Technical Forums

Proceedings of the IEEE

Employment Navigator

ShopIEEE

IEEE Member Digital Access

IEEE Societies

Local Meetings

Microsoft Software for Students

Scholarships

GOLD IEEE-USA Career Checkup

IEEE-USA Career Enhancement Courses

Consultants Database

IEEE Potentials

LinkedIn Group

The Institute

IEEE-USA EBooks Membership Card

Online Communities

IEEE E-mail Alias

myIEEE

MerchandiseIEEE Student Job Site

IEEE MemberNetUpgrade Membership

Voting

Pre-University Activities

eBook Classics

IEEE WCET Certification

Association with IEEE Brand

IEEE Women in Engineering

Career Webinars

IEEE.tvPublic Policy Awareness

IEEE Standards

Career Asset Manager

Today’s EngineerIEEE Xplore

Education Partners Program

IEEE Job Site

IEEE Conferences

Member Discounts

IEEE Mentoring Connection

IEEE Contact Center

Expert Now

AwardsCareer Alert

IEEE SpectrumCareer Navigator

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

Satisfaction drives a healthy business

Product Lines: Satisfaction by Importance - Higher Grade Members

200811

More critical strengthsLess critical strengths

Lower priority improvements Top improvement opportunities

% Importance (mean= 39)

% S

atis

fact

ion

(mea

n=41

)

Top 3 Box %

“Best in Class” Satisfaction

Product Lines: Focusing on what is importantRoadmap improvement areas

% Importance (mean=39)

% S

atis

fact

ion

(mea

n=41

)

“Best in Class” Satisfaction

Professional Networking &

Related

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

Slide 13

Envisioned Experience“I, as a member,…”

Specific Strategies“We, as IEEE, must …”

More Explanation

Gap Analysis

Implementation PlanMajor Projects & Activities

Metrics Risk2011 201

22013

2014

2015

Accountability Across the Organization: MGA must lead all of the accountable units to produce a best in class member experience…

- Spectrum- The Institute- IEEE Job Site

- Access to publications- Professional

Networking- Conferences- Continuing Education

- Continuing Education

- Public Visibility- Member Digital

Library- IEEE.org content

- myIEEE- IBP- Benefit Navigation

- Career Roadmap- Professional

Networking- Public Policy

How will each IEEE unit deliver 65% top box satisfaction or higher for their piece of the member experience?

The Member Experience

Career PhasesUndergraduate StudentGraduate StudentYoung ProfessionalAcademic/ResearcherPractitionerBusiness/LeadershipUnemployedRetired/Life Members

Career Phases: Current Life Cycle Grid

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Undergra

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Studen

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Graduat

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Studen

tsYoung

Profe

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Academ

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Resea

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Pract

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Busines

s/

Leader

ship

Retire

d/

Life M

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s

Unemplo

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Mem

bers

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

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

The Member Experience

GeographyGlobal ExpansionPriority countries; China, USA, India, JapanRegion, Section, Chapter, BranchRegion revitalization, R1-6 strategy

Geography

Current Priorities based on a composite: Market Potential, Human Development Index, Internet

Usage, and Membership Growth Rates

Higher Grade Membership:1. China2. Japan3. USA4. India5. Italy6. Russia7. UK8. France9. Germany

Priority for 2011 & 2012

Next steps: Prioritize targets within countries, determine if unique value proposition is needed, launch marketing and product plans

Slide 19

Regional Geographic Member Development PlanningKey initiative for 2011 and beyond in China, India, Japan, US…

Market Development•Are there key industries or regions to target? •Need to adjust or translate the membership messaging? • Adjusting marketing tactics as needed?

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?

How does IEEE become locally authentic & locally valuable?

Geography: Section Vitality Focuses on a Positive Member Experience at the Local Level

Known to others

Listened to

As a Member of my section I am...

Recognized

Consulted

Welcomed

Informed

Able to Learn & Grow Professionally

Geographic Planning Global Improvement PlansMarket Development: - eMembership- Industry based marketing materialsMember Development:-Roadmap improvement plans-First Year ExperienceVolunteer Development: -CLE & Geo Unit VitalityPartner Development: -Corporate Workgroup Product-Student Program Sponsorships

Additional US PlansMarket Development: -Targeting CS, Software, and Communications

Member Development:-Metro Events-Regional events

Volunteer Development: - CLE

Partner Development: -Employment programs, Boeing

Additional China PlansMarket 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

What will Success Look Like?

Improve member satisfaction will result in increased membership market penetrationHigher volunteer recruitment, training and satisfactionMeasured successes in geographic, technical and affinity groups is rewardedMembers regard IEEE membership as investment in their careerMembers can easily engage and communicate with one another in all the geographic, technical or affinity community with which they identify04/21/2322

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

Slide 23

OU’s Involved

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

OU’s Involved

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

OU’s Involved

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

Slide 26

OU’s Involved

Additional Efforts Underway

Continued focus on membership project portfolio management

Review of all finances for MGA, Geographic Units and member/membership developmentConcierge service for membersExpansion of First Year Member Experience

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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

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

Appendix

Project Prioritization2011-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

Roadmap – Professional Networking

Online Networking (myIEEE)• Collaboration• Communication tools• Personalization• In touch with experts• Simple access• Partnering with other social networks• One-stop shop• MobilityFace-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

Key Components

OU’s Involved

Project Prioritization2010 (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

Roadmap – Online Access to Publications

• MDL Basic• Society eMembership• Society bundling• Free IEEE Press eBooks• Sections Congress presentations• “Article Packs”• IEEE technology news*

Key Components

* ITN may not be ongoing project

OU’s Involved

Project Prioritization2011-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

Roadmap – Discounts on Products & Services

• Trusted discount rates• Transparency• Eligibility info• Facilitating global discounts• Maintain valuable discounts• Personalized presentment• One-stop shop (myIEEE)• Awareness of discounts

Key Components

OU’s Involved

Project Prioritization2011-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

Roadmap – Continuing Education

• 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)

Key Components

OU’s Involved

Project Prioritization2011-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

Roadmap – Career Resources and Tools

• Simple access/navigation to related information• Trusted place for valuable materials• Job clubs• Webinar accessibility• Product improvements• Globalization

Key Components

OU’s Involved

Other Materials

Member Products and Services Portfolio

Business Case

Development

Testing & Validation

Launch

Existing Product: Scorecard & Assessment every 2 Years

Strategic AssessmentNew Member Product and Services Proposal Form

New Member Product and Services Business Case Document

Product Portfolio Assessment

New Member Product and Service Launch Review Checklist

Product/Service Development Completion Checklist

Process Documents

New Product: Assessment every 6 monthsNew Product Assessment

Product Lines: Membership Product Management Process

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

Product Lines Member Portfolio Management Criteria

Geography: Strategic Analysis Framework Macro-Level – Environmental Scan – Outward Looking

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

Environmental Scan DataEnvironmental Scan DataData Data notnot from member from member segmentation survey segmentation survey analysisanalysis

39

Geography: Strategic Analysis FrameworkMicro-Level – Internal Looking

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

Data from member Data from member segmentationsegmentationsurvey analysissurvey analysis

L-31 & L-50 AnalysisL-31 & L-50 AnalysisRegion budget analysisRegion budget analysis

40

• 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

Product Line: Member Product Portfolio Management Key Benefits

Strategic Objectives Criteria

Member Development

Market Development

VolunteerDevelopment

Partner Development

• Potential Members: Number/Projected # of graduates in technical fields• Population growth• Size of industry, or potential growth of industry, in IEEE fields of interest• Current IEEE Member recruitment and retention rates• Limited competition, or at least the ability for IEEE to have a demonstrable

competitive advantage• Adoption of credit cards and/or unfettered currency conversion• Limited need to incur significant cost increases for marketing messages,

unique adjustments to member value offering (or high likelihood of ROI if these costs must be incurred)

• Vitality and reliability of local volunteer structure (Section, Chapter, etc.)• Stable political climate, ease/low cost of doing business• Industry partnership potential• Association partnership potential / “Agent” partnership potential• Ability to achieve cost saving operational benefits Overlap with other IEEE entity Geographic Goals

• Location should have good infrastructure (e.g., Internet adoption, roads)• Location should allow easy and cost effective access for

regional/international travel• Existing “staff” in place to provide support

Geography: Prioritization Criteria

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Measuring our SuccessBUSINESS UNIT METRICS

Member Satisfaction

resulting from member development

Membership Growth

resulting from member and market

development

Volunteer Satisfaction resulting from

volunteer development and support

Partner Satisfaction

resulting from developing and supporting non-IEEE

partners

ACTIVITY METRICSACTIVITY METRICSPROJECT METRICS PROJECT METRICS

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Career Phases: Current Life Cycle Grid

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First Year Experience Program

Launched: First Year Member Welcome Webinar (Monthly)New “Getting Started” guide to all new membersCourtesy Call from Contact CenterPre-Defined SAMIEEE Queries for New MembersMetrics and BenchmarkingTools and Best Practices Guides for Local VolunteersWebsite for new members ieee.org/startMonthly New Member notification to MD Officers and Section Chairs

Allows local welcome via Phone, eMail, Post

Future Planning“Tracks” based on “Needs” question during joinEnhanced First Year Website