IEEE MGA: Strategy & Direction

Transcription

1 IEEE MGA: Strategy & Direction Mary Ellen Randall, 2017 IEEE Vice President, MGA Region 10 Meeting 4 March 2017

2 MGA Mission & Vision Vision: Ensure Quality Member Opportunities Through Continuous Engagement Mission: Inspire, Enable, Empower and Engage Members of IEEE For the purpose of Fulfilling the mission of IEEE Enhancing the member s growth and development through their life cycle Providing a professional home 2

3 Satisfaction by Importance Higher Grade Members (2016) (Without Graduate Students) Less critical strength Top 2/3 Box Most critical strengths continue to be conferences online access to transaction, journals, magazine online conference proceedings Conferences More critical strength Online access to transactions, journals, and magazines 0.55 Online access to conference proceedings Satisfaction (Mean = 38%) Google accountformerly the IEEE alias 3 Printed copies of transactions, journals, and magazines Printed books Discounts on professional products and services Open access publishing Opportunities for professional networking Printed copies of conference proceedings Online meetings/webinars Continuing education opportunities Printed copies of standards Ability to participate in Local meetings with others Technical Skills Awards and standards development Interaction with other scholarships Internet video programming of members Access to IEEE Contact Center conferences, author interviews, etc. Promoting technology to public Lower priority improvements Importance (Mean = 52%) Online access to standards Salary and compensation Insurance and other financial Opportunities for Technical skills has risen as top benchmark data in your field products and services leadership roles Representation on public policy issues improvement opportunity. Also promoting 0.30 Contributing to humanitarian efforts related to the profession appreciation of technology to general Forums and newsgroups Online career public interaction w/other members, Social networking resources local meetings and representation on Non-Technical Business Skills public policy) Top improvement opportunity BASE: Higher Grade (n=9181) Q14. Thinking about the types of products and/or services you may expect a professional association to offer, please indicate how important each of the following items is to you. Use a 1 to 5 scale. Q16. Now thinking about your IEEE membership, how satisfied are you with each of the products and/or services as offered by your IEEE membership. Use a 1-10 scale.

4 MGA Goals for Membership Ensure Quality Member Opportunities Through Continuous Engagement 1. Delivering an exceptional membership experience (50% or more of members rating as IEEE membership top box or "very satisfied") 2. Expanding IEEE's global membership presence. 3. Developing and supporting a positive professional development experience for volunteers who deliver the IEEE experience. Focus: Engaging One Another in a Data Driven World (2016 Member Segmentation Study & Industry research) 4

5 A glimpse of our potential Actions What members should feel from the experience Join & Renew Easy, and makes me feel like IEEE cares about me Navigation & Discovery Ican find what I need easily I can get help from a person when I need it It saves me time Using Products & Services Offerings are relevant to my needs My expectations are exceeded when I use products Benefits consistently exceed the costs IEEE makes good on their reputation for quality Attending Events I can easily find and register for events I feel welcome and part of the organization I get valuable information Getting support I can get support when & how I need it Staff/Volunteer(s) understand & exceed my needs Volunteering Ican easily find valuable opportunities 5 I get proper training & recognition

6 Have pride in our current position Our current member experience is Good Overall Satisfaction* Very Satisfying Products & Services Very satisfied, 20% Somewhat satisfied, 41% Very satisfied, 21% Somewhat satisfied, 42% 1. IEEE Spectrum 2. Online Publications 3. Printed Publications 4. Conferences 5. IEEE Alias 90,000+ New Members a Year Neither satisfied nor dissatisfied, 20% Somewhat dissatisfied, 13% Very dissatisfied, 6% Higher Grade without Graduate Students Neither satisfied nor dissatisfied, 19% Somewhat dissatisfied, 12% Very dissatisfied, 6% Students Including Graduate Students 65% of Members join because someone else recommended IEEE to them Higher Grade Retention is 82%+ * 2016 Member Segmentation data 6

7 But our opportunity is massive Satisfaction could be Very Satisfied (60%+) Important products where we need to improve satisfaction Professional Networking Discounts Online Career Tools Continuing Education Promoting the Profession We lose 85,000 members per year Somewhat Satisfied (30%+) We lose 85% of new members in their first 5 years More than 40% of members find IEEE difficult to navigate and use Student retention is only 28% 7

8 Implementing the Strategy Focus on increasing satisfaction for the products and services in areas most important to members Top 5 Areas with Largest Importance vs. Satisfaction Gaps: - Online Professional Networking - Career Resources - Discounts - Continuing Education - Access to Information & Publications Leverage locally authentic strategies and experiences Explore innovative and experimental models for member engagement Support of all IEEE is requested 8

9 2017 MGA Priority Projects IEEE Collabratec Engagement and Expansion Career Experience Address Needs of Individuals in Industry Corporate Dues Subsidy IEEE WIE TECHW(Tech powered by Women) Young Professionals Engagement Implementation of Approved Projects MGA Presence in Global Offices Sections Congress 2017 Marketing Automation implementation of marketing automation platform Free access to IEEE Digital Library (SC14 Recommendation) Incentive & Recognition Program for Companies (SC14 Recommendation) Enhance vtools (SC14 Recommendation) 12/26/2017 9

10 2017 MGA Priority Projects Project IEEE Collabratec Engagement and Expansion (New) Project Description Driving users to Collabratec, Ensuring engagement through repeat visitors and other measures, Improve site metrics tagging and reporting, Opportunities for new business/revenue, Continue feature rollout and respond to user feedback Career Experience (Continuing) To revamp the online Career Presence to ensure cohesion of online career space across all organizational units within IEEE. To assess feasibility of current career portfolio for non member subscription Address Needs of Individuals in Industry IEEE WIE Tech W (Tech powered by Women) Develop plan to offer a subsidy model to limited group of companies for member dues of their employees. IEEE Women in Engineering (WIE) TechW has been developed to provide leading edge career professional development sessions for those in research, industry and entrepreneurship aimed at inspiring and advancing mid level and senior technical professionals globally. Young Professionals Develop virtual recognition program to reward volunteer activity and to develop a microvolunteering initiative to address declines in volunteer engagement and satisfaction. Implement the approved projects for Young Professional engagement MGA Presence in Global Offices (MGA Create a business plan that secures the funding needed to implement a global, Global Opportunities Ad Hoc) coordinated network of MGA directed resources operating from select regional locations to provide localized membership development programs, project and geo unit administrative support services to volunteers. Sections Congress 2017 To complete a successful 2017 Sections Congress focused on Networking, Recommendations and Training.

11 2017 MGA Priority Projects Project Project Description Marketing Automation Implementation of effective marketing automation platform capable of managing beyond 500,000 non members and that can accommodate future growth. Tool will allow for communicating more effectively with members & nonmembers. Free access to IEEE Digital Library (SC14 Recommendation) Incentive & Recognition Program for Companies (SC14 Recommendation) Enhance vtools (SC14 Recommendation) Sections Congress recommendation wording: Include free access to IEEE Digital Library as a member benefit. Promote other IEEE services and products based on their usage and preferences (adopt Google Business Model) Final planning stages and implementation of committee suggestions for an incentive and recognition program for companies that invest in full or partial support of their employees' IEEE membership dues. Enhance vtools for better usability by volunteers and provide a training program to the Sections

12 Result I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. Maya Angelou Author & Poet 12