turning membership inside out: aspb's digital transformation
TRANSCRIPT
Turning Membership Inside Out
Susan Cato, Director, Digital Strategy & Member Services, ASPBMaddie Grant, Digital Strategist, Culture That Works/WorkXOJoe Colangelo, CEO, Bear Analytics
AGENDA:
How we got here Where we are now
A look into the future
From Membership to Community
Shi$fromtradi-onal–transac-onalmembershiptooneofCOMMUNITY.
Who Is Our Audience?
MembersPotential
Marketplace Events
Publica-ons
Newsle>er
Commi>ees
Website
Emails
Training
How Big Is Our Market?
Existing ASPB Relationships! Abandoners!
Abstracts!Authorship!Bookmarks!Email & Marketing!Event (Reg, Exh, Sponsors)!Journals & Publications!
Growth in Exchange Members!
Lapsed/ Non-Members!Membership!Reviewers!Section Meetings!Section Dues!
70+ Spreadsheets!
3,000,000!Data Points!
148,000!Individual Records!
How Big Is Our Market?
Existing ASPB Relationships! Abandoners!
Growth in Exchange Members!
Organic: member growth fueled by usage, sharing, and networking within the ASPB Plant Science Exchange!
Industry Growth: members entering the industry via undergrad, post docs, and researchers!
Partnership Development: dedicated alliances form for the acquisition of members, content, or both.!
Academic Institutions!
Companies !
Societies & Associations!
Other Agencies!
ASPB existing channels!
Intra-community growth!
How Big Is Our Market?
Existing ASPB Relationships! Abandoners!
Growth in Exchange Members!
o Individuals who no longer interact, sign into, or engage with the ASPB Plant Science Exchange!
o Users who change jobs, retire, or other!
o The impact on total membership and revenues!
Engagement Measurement
148,460136,909
58,132
22,379
020,00040,00060,00080,000100,000120,000140,000160,000
Individuals Institutions
Recency!
Channel!
Frequency!
HowrecentlydidagivenindividualengagewithASPB?
WheredidtheyengagewithASPB?Ex:Eventsvs.Journals
HowmanyHmesdidtheyengagewithASPB?
Engagement Measurement 148,460136,909
58,132
22,379
020,00040,00060,00080,000100,000120,000140,000160,000
Individuals Institutions
High Engagement!
Med Engagement!
Low Engagement!
33,561 Live “leads” in ASPB’s current databases
Thinking Globally
~114,000 students!
Agricultural Sciences:!16,234!
Biological Sciences:!76,447!
Graduate!
Post-Doc!Agricultural Sciences:!
1,290!Biological Sciences:!
20,086!
30%ofallS&Egradstudentsareforeignvisa-holders
~54,000 students!
International Opportunity
Evolving the membership model
Authors
A>endees
EducatorsTradi-onal
ASPBMembers
Othercustomers
Theseed
• A broad foundation and collective voice for the global plant science community
• A place where plant scientists go to find what they need: people, funding resources, career info, professional development,
• A global network that facilitates connections among individuals and collaborative groups
• A place to share and access exceptional tools and resources
• A platform for partnerships with interested organizations • A marketplace for publications, content, tools and more
Plantae is:
Plantae
• Free to anyone who wants to join • Premium membership for additional access
and discounts • ASPB membership comes with Plantae
premium, and possibly other memberships • The “amazon marketplace” model allows
other organizations to offer products, memberships, publications, and more
Business Model
TotalPlantaeUsers
The Business Model: Mirroring Amazon
PlantaePremiumUsers
$99-129
Primaryrevenuestream
Adhocpurchaseditems($TBD)
ASPBjournalpublica-ons($199)
Secondaryrevenuestreams
Adhocpurchaseditems
Ter-aryrevenuestreams
Marketplacecommissions(30%)
Otherrevenues–ads,etc($TBD)
Revenue Model
Current Technology
Roadmap
CorePlantaePla+orm
(ProfessionalDirectory,groups,
discussions)
Shoppingcart
Content
LibrariesandCollec-ons
DocumentCollabora-on
ResearchTool
CareerCenter
Wearehere
Thepath
TheFuture
Contact Us Susan Cato Director, Digital Strategy & Member Services
ASPB
[email protected] @susancato
Maddie Grant Digital Strategist
Culture That Works / WorkXO
@maddiegrant
Joe Colangelo CEO
Bear Analytics
@JoeColangelo
@BearAnalytics