MGA Update

IEEE Region 9 Committee Meeting San Salvador, El Salvador | 7 March 2013

John Day Director, Member Products & Programs

3/8/20131

Personal Introduction

IEEE– MGA since 2004

Presently direct member product and program development Membership Development (membership marketing, MD volunteer support),

Student program, GOLD, Women in Engineering myIEEE, IEEE.tv, memberNet

– Standards, beginning in 2009 Product management, e-Business

– IEEE Senior Member

Sun & Son, Inc. – Enterprise software, collaboration, website development. Client engagement manager, product development

Reddy Corporation Int’l – Publisher, issues management condultency to electric utility industry. Research director, product development, national accounts management, trademark administrator

Masters in Public Administration; Married, one daughter

j.day@ieee.orgIEEE memberNet,

LinkedIn

Today’s Update

Member Development

Market Development

Closing Thoughts / Direction

Member Development

… satisfied members retain their membership, and recruit others to join. Satisfaction is delivered through quality engagements, product and program management.

Member Development Member Segmentation

Higher-Grade Members w/GSM**2012 IEEE Member Satisfaction & Segmentation Study

Region 9 Composition

Xx

Member Development HG Member Satisfaction

Region 9 Composition

Member Development Segment #4

R9: 34%

Member DevelopmentMGA Product RoadmapsMGA has aligned development of member benefits and opportunities along five vectors…

Professional Networking

Career Resources, Tools

Online Access to Publications

Discounts, Products/Services

Continuing Education

Market Development

… membership growth results from a combination of improved member retention and increased new member recruitment. It is delivered through quality communications, marketing, and sales.

Market Development Global Trending – Jan ‘13

438,246

Ed PerkinsChair, IEEE

Member Recruitment &

Recovery Cmte

Market Development 2013 Retention, through Jan

7 months to go in the membership year

Arrears-recovery #1 priority

MGA Staff Contact: Elyn Perez, elyn.perez@ieee.org

Market Development R9 Higher-Grade Trending

R9 Higher Grade Membership

active/type

Memb. Year (Sep-Aug) retention recruitment Total E-Memb

2010 69.2% 1,134 8,177 0%2011 69.3% 1,362 9,206 38%2012 69.5% 1,424 10,049 47%

2010 through 2012, with advent of e-Membership

Total HG membership + 23%

Annual recruitment increased +26%, retention + 0.4%

e-members 47% of total HG membership, at year-end Aug ‘12

R9R9

Paraguay

VenezulaNicaragua

Bolivia Uruguay

Veracruz

Centro Occidente

GuanajuatoHondurasCentro Norte Brasil

BahiaChileCosta Rica MonterreyMexico

Rio De JaneiroPero Aguascalientes Western Puerto Rico

Colombia Minas GeraisPanamaGuadalajara ArgentinaMorelos

S BrazilEcuador

Puerto RicoGuatemalaQueretaro

Puebla

Trinidad & Tobago

El Salvador-100%

300%

0.0% 100.0%

Market Development R9 R9 Momentum, through Jan ‘13Re

cruitm

ent

Year

-ove

r-Ye

ar

Retention

HG Membership Sep ‘12 - Jan ’13

(7 months to go)

Closing Thoughts / Direction

Closing Thoughts / Direction Embracing Varying Needs

Diversified IEEE member experience, delivered through multiple venues ... Technical, networking, career development Different motivations for belonging No single ‘killer app’ / ‘configuration adjustment’

that will make everything work right Varying degrees of knowledge about IEEE, its

benefits and opportunities Member products offered from IEEE is only a

portion of the equation

Closing Thoughts / DirectionBarriers to Participation

Introducing / improving First-Year Member Experience (increase awareness of membership value, improving peer-to-peer member engagement)

Introducing / proliferating ‘low-intensity’ volunteering opportunities for higher-grade members, e.g. student competition judging

Nothing will change without intervention … A body in rest will tend to stay at rest

Closing Thoughts / Direction Segment #4 – Opportunity

R9: 34%

Closing Thoughts / Direction Engagement is a Continuum

Creating an environment—but just as importantly, a compelling message—for participation. ‘Why?’ it mattersEvolving members to become stakeholdersProactively identifying common opportunities that meet the needs of both the member and the IEEE

E.g. Perennial need for student competition judges & first-year members

Awareness Interest Action Influence Ownership

You are here

Closing Thoughts / Direction MGA Roadmap 2013

Care

er R

esou

rces Online

Mentoring2Q-2013

• Better user experience• User never appears to leave IEEE• Better instruction and tips on the mentoring

interaction and relationship

OptimalResume4Q-2013

• Ability to use templates to build a customizable resume, cover letter, etc.

• Education / tool tips with each module• Publish information to sharable website• Standardized language assist ESL members

Closing Thoughts / Direction MGA Roadmap 2013 (cont’d)

Prof

essio

nal

Netw

orkin

g

Google Apps@IEEE3Q-2013

• Available at no additional cost to members• Unique IEEE e-mail alias (e.g.

j.doe@ieee.org)• Gmail; 25-gigabite inbox; advertisement

free; 99.9 percent guaranteed up time• Contacts, calendaring

Disc

ount

s

Rosetta Stone2Q-2013

• Improves language skills • Available in 24 languages• Mobile application for on-the-go learning

Vacation CenterNow Available!www.ieee.org/ discounts

• 5% member discount from TNT Vacations (over 900)

• Shop across all cruise-line offerings in one convenient place taking advantage of the guaranteed lowest pricing

• VBT Bicycling & Walking Vacations offering up to $200 savings per person

Thank youJohn Day j.day@ieee.org