Turning Membership Inside Out: ASPB's Digital Transformation
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Presentation at ASAE Great Ideas #ideas16, March 2016, about the digital transformation work being done at the American Society of Plant Biologists
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Turning Membership Inside Out: ASPB's Digital Transformation
- 1. Turning Membership Inside Out Susan Cato, Director, Digital Strategy & Member Services, ASPB Maddie Grant, Digital Strategist, Culture That Works/WorkXO Joe Colangelo, CEO, Bear Analytics
- 2. AGENDA: How we got here Where we are now A look into the future
- 6. From Membership to Community Shi$ from tradi-onal – transac-onal membership to one of COMMUNITY.
- 8. Who Is Our Audience? Members Potential Marketplace Events Publica-ons Newsle>er Commi>ees Website Emails Training
- 9. 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!
- 10. 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!
- 11. 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!
- 13. Engagement Measurement60 136,909 58,132 22,379 High Engagement! Med Engagement! Low Engagement! 33,561 Live “leads” in ASPB’s current databases
- 14. 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% of all S&E grad students are foreign visa-holders ~54,000 students! International Opportunity
- 15. Evolving the membership model Authors A>endees Educators Tradi-onal ASPB Members Other customers
- 16. The seed
- 18. • 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:
- 19. Plantae
- 20. • 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
- 21. Total Plantae Users The Business Model: Mirroring Amazon Plantae Premium Users $99-129 Primary revenue stream Ad hoc purchased items ($TBD) ASPB journal publica-ons ($199) Secondary revenue streams Ad hoc purchased items Ter-ary revenue streams Marketplace commissions (30%) Other revenues – ads, etc ($TBD) Revenue Model
- 25. The Future
- 26. Contact Us Susan Cato Director, Digital Strategy & Member Services ASPB scato@aspb.org @susancato Maddie Grant Digital Strategist Culture That Works / WorkXO mgrant@workxo.com @maddiegrant Joe Colangelo CEO Bear Analytics Joe@BearAnalytics.com @JoeColangelo @BearAnalytics