turning membership inside out
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 hereWhere we are now
A look into the future
From Membership to Community
Shift from traditional – transactional membership to one of COMMUNITY.
Who Is Our Audience?
MembersEngagement Marketplace Events
Publications
Newsletter
Committees
Website
Emails
Training
How Big Is Our Market?
Existing ASPB Relationships Abandoners
AbstractsAuthorshipBookmarksEmail & MarketingEvent (Reg, Exh, Sponsors)Journals & Publications
Growth in Community Members
Lapsed/ Non-MembersMembershipReviewersSection MeetingsSection Dues
70+ Spreadsheets
3,000,000Data Points
148,000Individual Records
How Big Is Our Market?
Existing ASPB Relationships Abandoners
Growth in Community 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 Community 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
How recently did a given individual engage with ASPB?
Where did they engage with ASPB? Ex: Events vs. Journals
How many times did they engage with ASPB?
Engagement Measurement148,460136,909
58,132
22,379
020,00040,00060,00080,000100,000120,000140,000160,000
Individuals Institutions
High Engagement
Med Engagement
Low Engagement
33,561Live “leads” in ASPB’s current databases
Thinking Globally
~114,000 students
Agricultural Sciences:16,234
Biological Sciences:76,447
Graduate
Post-DocAgricultural Sciences:
1,290Biological Sciences:
20,086
30% of all S&E grad students are foreign visa-‐holders
~54,000 students
International Opportunity
Evolving the membership model
Authors
Attendees
EducatorsTraditional
ASPB Members
Other Customers
The seed
• 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
Total Plantae Users
The Revenue Model: Mirroring Amazon
Plantae Premium Users
$99-‐129
Primary revenue stream
Ad hoc purchased items ($TBD)
ASPB journal publications ($199)
Secondary revenue streams
Ad hoc purchased items
Tertiary revenue streams
Marketplace commissions (30%)
Other revenues – ads, etc ($TBD)
Current Technology
Roadmap
Core Plantae Platform
(Professional Directory, groups,
discussions)
Shopping Cart
Content
Libraries and
Collections
Document Collaboration
Research Tool
Career Center
Plant Biology
Botany
Plant Physiology
Horticulture
Agriculture
EcologyBiology
Biochemistry
Agronomy
PhytopathologyOrganization*Name Location #*of*
Members
Global*Plant*Council*
Member?
Tier
Botanical)Society)of)America St.)Louis,)MO 3,300 No 1Chinese)Society)of)Plant)Biology)(CSPB) Shanghai,)China 4,800 Yes 1
European)Plant)Science)Organization)(EPSO) Brussels,)Belgium
226)research)and)academic)institutions)globally
Yes 1
The)American)Phytopathological)Society St.)Paul,)MN 5,000 No 1
American)Society)of)Agronomy)(ASA) Madison,)WI 8,000 Yes 2
Indian)Phytopathological)Society New)Delhi,)India 2,000 No 2
Roadmap: Cultivating Partnerships
We are here
The path
The Future
Contact UsSusan CatoDirector, Digital Strategy & Member [email protected]@susancato
Maddie GrantDigital StrategistCulture That Works / [email protected]@maddiegrant
Joe ColangeloCEOBear Analytics [email protected]@JoeColangelo@BearAnalytics