Murty Polavarapu Professional Activities/ PACE Coordinator murtyp@ieee

1. Membership Development &Member EngagementRegion 2 Committee MeetingFeb 24th – 25th 2012, Baltimore, MD Murty Polavarapu Professional Activities/ PACE Coordinator murtyp@ieee.org Javvad Qasimi Membership Development Chair javvad@ieee.org

2. Agenda First year member experience Engagement based on career stage Vacant MD Chair positions in R2 Section Vitality

3. Why focus on the first year member? Attrition by Member Tenure* (n-86,495) • 71% of our attrition was made up of members with 2 years or less of IEEE Membership; a trend that has been consistent for many years • Even after removing the volatile student members and student elevations; 66% of the member attrition was members with 2 years of membership or less *2009

4. What can you do to enhance first year member experience? • Expose them to www.ieee.org/start • Personally invite new members to a Section meeting/activity • Identify a new member champion for your Section • Organize events for new IEEE members • Partner with Student Branches to introduce IEEE Students & GSMs to the value of membership • Recognize new members at your meetings/assign a mentor • Share best practices with others

5. Product Line: Situational Assessment at IEEE • Over 90+ Products, Services, Discounts, and Engagement Opportunities - owned by many units across IEEE Networking and Engagement Opportunities • myIEEE • IEEE memberNet • Volunteering • Participation with LinkedIn Group • Participation in Local Meetings • Participate in Local Technical Forums • Online Communities • Join IEEE Societies or Affinity Groups • Discounts at IEEE Conferences • Discounts on IEEE Standards Membership Career Related Services and Recognition • Member Grade Elevation Program • Awards • IEEE Mentoring Connection • IEEE Job Site • Careers Webinars • Career Strategies Online Community • Consultants Database • Consultants Services • Career Alert • Career Asset Manager • Career Navigator • IEEE-USA Career Enhancement Courses • Entrepreneurs Village • Salary Service • IEEE-USA Career Checkup • Employment Navigator • Certified Software Developer • IEEE WCET Certification • IEEE Student Job Site Publication Related Products and Services • IEEE Spectrum Magazine • The Institute Newsletter • IEEE Xplore Abstracts • Discounts on IEEE Publication Products • IEEE Potentials Magazine • Society Publications • Today's Engineer • Discounts on IEEE-USA eBooks • Member Digital Library Continuing Education and Development • Continuing Education Partners Program • eLearning Library • Volunteer Training • IEEE.tv • Scholarships Other • Association with IEEE Brand • IEEE e-mail Alias • Public Policy Awareness • Contact Center Support • Membership Card • Humanitarian Programs • Merchandise • Voting External Discount Offers • Insurance Services • 27 Products • Technology • 3 Discount Offers • Travel • 10 Discount Offers • Home/Office • 2 Discount Offers = TA = Standards = MGA = Business Admin. = IT = Pubs = EA = IEEE-USA = Corporate = Sales * Marketing

6. Product Line: Current Experience in reality… Humanitarian Programs IEEE Member Digital Access IEEE Student Job Site Voting Association with IEEE Brand Travel Services IEEE Xplore Today’s Engineer Merchandise Microsoft Software for Students Career Webinars IEEE-USA EBooks IEEE WCET Certification Membership Card Expert Now Consultants Database myIEEE IEEE MemberNet Member Discounts Insurance Services IEEE Standards Upgrade Membership IEEE Societies IEEE Contact Center Scholarships Volunteering IEEE Job Site Career Asset Manager IEEE Women in Engineering Salary Service Online Communities Local Meetings Local Technical Forums Awards IEEE Potentials eBook Classics Career Alert ShopIEEE IEEE-USA Career Enhancement Courses IEEE Mentoring Connection The Institute GOLD IEEE.tv IEEE-USA Career Checkup Public Policy Awareness Career Navigator IEEE Spectrum Employment Navigator LinkedIn Group Education Partners Program IEEE Conferences Pre-University Activities IEEE E-mail Alias Proceedings of the IEEE

7. Career Phases: Current Life Cycle Grid YoungProfessional Retired/Life Members Business/Leadership GraduateStudents Academic/Researcher Unemployed Members UndergraduateStudents Practitioner 7 9/9/2014

8. Need to fill all the vacant MD positions

9. Member Engagement

10. How do you engage members? Consider the value proposition of building ‘social capital’

11. Social Capital • Physical Capital • Building, Machinery, …. • Human Capital • Education, skills,…. • Social Capital • “connections among individuals.. norms of reciprocity and trustworthiness that arise from them”

12. Trends in Social Capital over the last 25 years • Attending Club Meetings 58% drop • Family dinners 43% drop • Having friends over 35% drop

13. Decline in Civic Engagement and Social Capital - Factors • Pressures of Time and Money • Suburbanization • Electronic Entertainment • Generational Change

14. Questions to ponder What is your social capital? How do you tell your members that you can build social capital through IEEE? What can you as Section leaders do to engage members at local level? How do you measure member engagement? What is your expectation of Region leadership to help you?

15. If we are successful… 1) IEEE Member satisfaction and relevance is growing and reflected in improved retention and total membership

16. Appendix

17. Retention Statistics

18. 2011 IEEE Board of Directors Priority #5 To ensure all members are engaged and find a professional home in IEEE; create a global strategic member development plan, particularly emphasizing practicing engineers/technologists and young professionals especially where IEEE membership is declining.

19. IEEE 5 Year Aspiration By 2016, IEEE will be the global provider of choice, and #1 in customer satisfaction, for services and products that empower people to discover, develop, and deliver technology. We will achieve this by... • Leveraging emerging technologies to deliver best-in-class user experience and new products/services. • Increasing nimbleness, speed to market, and operational efficiencies. • Driving high employee satisfaction and leadership excellence. • Creating new opportunities for member and customer engagement. • Growing revenues, investing strategically, and achieving higher operating margins.

20. Member Impact at IEEE • - $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* • 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 Financial: $100-125M/yr (25-32% of Revenues) * Range discounted by 20% for conference discounts

21. Membership Business Snapshot • Satisfaction • Recruitment C- A- Grade: Grade: • Going well: • eMail alias • Spectrum • Conferences & Pubs • Needs improvement: • Top box satisfaction • Areas most important to members • Going well: • Students • eMembership • Most of world • Needs improvement: • US Higher Grade • Some large sections outside US 2011: 5 out of 5: HG: 15% STU/GSM: 20% 4&5 out of 5: HG: 62% STU/GSM: 62% 2011: HG: 23,384 + 8% vs. 2010 Students: 66,703 + 4.9% vs. 2010 Trend: Trend: ‘A’ grade example: 5/5: 40%, 4&5/5: 80%, by area: 65%+ ‘A’ grade example: All areas growing 3% or more C Retention B Pricing & Life Time Value Grade: Grade: Trend: Trend: 2010: Joined as HG: Average: 14 Years, spend $206 Joined as STU/GSM: Average: 12 Years Spend $121 2010: Overall: 76.1% HG: 82.8% GSM: 70.4% Undergrad: 35.5% • Going well: • Full dues • eMembership • Special circumstance • Needs improvement: • Sustainability of student/GSM pricing • Going Well: • Longer term members • GSM members • US HG long term members • Needs improvement: • First Year Members • Undergrad students ‘A’ grade example: LTV at current levels or better, Special Group pricing greater than incremental costs ‘A’ grade example: HG 90%, 1st Yr: 60%, Stu: 60%, GSM: 80%

22. Views of the Member Experience • Career Phases • Undergraduate Student • Graduate Student • Young Professional • Academic/Researcher • Practitioner • Business/Leadership • Unemployed • Retired/Life Members • Product Line • Technically Current • Networking • Career Resources • Education • Discounts • Humanitarian • Technical Diversity • 38 Societies • Society/Section/Chapter relationship • Emerging Technical Communities: • Smart Grid • Cloud Computing • Life Sciences Geography Global Expansion Priority countries; China, USA, India, Japan Region, Section, Chapter, Branch Region revitalization, R1-6 strategy

23. Product Lines: Satisfaction by Importance - Higher Grade Members “Best in Class” Satisfaction Top 3 Box % Less critical strengths More critical strengths % Satisfaction (mean=41) Top improvement opportunities Lower priority improvements % Importance (mean= 39) 2008

24. Geography: Section Vitality Focuses on a Positive Member Experience at the Local Level Welcomed Known to others Recognized As a Member of my section I am... Informed Consulted Listened to able to Learn & Grow Professionally

25. Examples of how members and prospective members engage . . . . . . in different ways. Our job is to make engagement, at all levels, as satisfying as possible to increase value and affinity to IEEE. speaker or lecturer / Conference/meeting attendee Presenter or organizer / attendee Member public visibility ambassador / general public educator / eLearning User volunteer / member mentor / mentee Contributor and/or Consumer Author / reader standards developer / standards user Reviewer or editor / Author recruiter / prospective member