the 2016 wiley society membership survey results
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The 2016 Wiley Society Membership Survey What You Need to KnowBill DeluiseVice President, Society Strategy & Marketing, WileyDavid NygrenVice President, Research Insights, Wiley
Agenda
1. Membership survey at-a-glance
2. Membership status: reasons for belonging (and not belonging)
3. Content. Community. Career.
4. Needs-based membership
5. Your Questions (Feel free to ask question throughout)
1.
Bill Deluise Vice President of Society Strategy and Marketing
Membership Survey
At-a-glanceMembership
Surveyat a glance
145countries
12,897participants
20+disciplines
5
Europe, 28%
APAC, 14%
Americas, 13%
United States, 13%
Africa, 13%
Central Asia, 10%
Middle East, 9%
In which region are you located?
Source: q33
The regions are well-represented, with the largest number being from Europe
*Respondents are from 145 different countries
Middle East, 9%
Europe; 28%
APAC; 14%
United States; 13%
Americas; 13%
Central Asia; 10%
Africa, 13%
Locations
6
Many different workplaces are represented, with over one-third at a university or college
University or Col-lege, 35%
Hospital / Healthcare; 15%Student, 10%
Research Insti-tution; 9%
Government org., 7%
Self employed; 7%
Corporation, 6%
Non-Profit, 3%Society or association, 1%
Workplace
*Those Age <=30 are more likely to be a student (31% vs. 5%) and less likely to work at a university or college
*Those who Produce Research are more likely to work at a university (47% vs. 17%) and less likely to work in a hospital/healthcare (10% vs. 22%)
*Those in the United States are less likely to work at a university or college (28% vs. 37%)
7
71+; 2%
61 - 70; 8%
51 - 60;
17%
41 - 50; 21%
31 - 40;
28%
21 - 30; 22%
AgeHalf of respondents are under 40 years old, with a mean of 42.1 years
*Those in the United States are older (47.7 vs. 41.3 years)
8
More Less Support Research (226) Produce Research (214) Academics (207) Students (192) Europe (191)
Corporate (122) Government (131) Hospital (143) APAC (155) ME/Af (163)
Less than once a month; 4%
Once a month, 8%Two to
three times a month,
16%
Once a week, 12%
Two or three times a week, 29%
Daily; 31%
Other, 1%
How often do respondents read journal content
Nearly one-third who consume research do so daily; the average is 170 times per year
Per yearNote: Among those who consume research (n=9745)
9
MemberMore Less US (71%) Age 51+ (71%) Hospital (70%) Read Daily (66%) Produce Research (65%) Academia (64%) Support Research (62%)
Age <=30 (31%) Read Monthly (38%) Students (42%) Corporate (44%) Central Asia (46%) Government (53%)
Not now and have
never been a member;
21%
Not a member, but have
been in the past; 13%
Member; 58%
Not sure; 7% Other ; 2%
Respondents who are membersOver half are a member of a society or association, more so for older and US-based
10
Many different disciplines are represented, led by Medicine and Physical Sciences
*Those in the United States are more likely to be in Social Sciences (12% vs. 6%) and Nursing (9% vs. 3%), but less likely to be in Medicine (7% vs. 16%)
*Those in Europe are more likely to be in Medicine (20% vs. 12%)Medicine
Healthcare
Education
Life Sciences
Psychology
Nursing
Computer Science and IT
Veterinary medicine
Ecology and Evolution
Law and Criminology
Aquaculture
0% 5% 10% 15% 20%
15%10%
8%8%
7%7%
6%5%
4%4%4%
3%3%
2%2%2%2%2%
1%1%1%
5%
Industries represented
2.
Membership status: reasons for belonging (and not belonging
Yes, 58%
No, and never have been, 21%
No, but have been in the past, 13%Not sure, 7%
Other, 2%
Other
I don't think there is any value in joining
I've never had a reason to join
I can get the benefits elsewhere
I've never been invited to join
I don't know what is available in my field
It never occurred to me to join one
The cost is too high
0.39
0.05
0.16
0.07
0.04
0.23
0.26
0.35
Membership status and reasons for not belonging
n=12,897 Among those who do not belong (n=2677)
1 - Not at all likely 2 - Not very likely 3 - May or may not be
4 - Likely 5 - Very Likely
8%12%
32% 34%
14%
Over 51 years oldBased in Europe
Have never been a member
Under 30 years oldBased in Central AsiaLapsed members
Likelihood of joining
Other
It is a requirement for my job/profession
I am in a leadership position within the organization
The mission of the society or association
Be among like-minded peers
I feel connected to the community
This is the first year I'm a member
I receive a good value for the price of membership
Receive the society or association's journals
Attend the society or association's conference(s) or event(s)
0.03
0.28
0.16
0.38
0.41
0.56
0.03
0.29
0.49
0.59
Reasons for renewing
Fees/Expenses
Retired
Found another society to join
Mission of the organization changed
Lack of communityLack of professional value
Lack of communicationLost funding source
0.02
0.02
0.1
0.13
0.120.15
0.230.36
Reasons for leaving
3.
ContentCommunityCareer
David NygrenVice President, Research Insights, Wiley
Segment by needs & motivations
Leaders Careerists
Climbers
Learners
?
v
v
-13%
• Highly Engaged• Higher member acquisition & retention• More share of wallet• Less price resistance• Positive word of mouth• Reduced service costs
Actively DisengagedMore costly to keep
Spends less over timeNegative word of mouth
Gallup: “Why Customer Engagement Matters So Much Now” Susan Sorenson and Amy Adkins, 6/2014
Customer Experience Leaders Outperform the MarketImpact of customers who love you and customer who don’t
• +23%
I’m really happy with my membership – you give me everything I need in the way I need it:
high quality content,
prestige,
annual meetings
and a connection to my community.
I’m actively engaged and very satisfied.
““
millennial membership pipelinefind, engage and nurture future leaders
Drag picture to placeholder or click icon to add
How do we understand these new and potential members?
82 million & growingAges 15-35$2.4 trillion spending powerLargest new member potential
Digitally drivenSocial equality & diversityConfident $ dependentOpen mindedChallenges the status quo
What we know
Ongoing educationMentors & expertsLeadership opportunitiesConnected community
DEMOGRAPHICS GENERAL ATTITUDES BASIC WANTS & NEEDS
• Life circumstances• Motivations• Life goals• Tech preferences• What could make them want to join
• Attitudes towards your Society/Association• Goals when interacting with your society• Common questions they ask you• Top three likes or dislikes
Wiley MRC Customer Experience B2C Persona Template 2015, Petra Steriti
What we know less about
ATTITUDES & GOALS WHAT’S HAPPENING IN THEIR LIFE
• How they make decisions• Why they make decisions• What issues and challenges they face• How they define success
• What services and experiences matter to them
• How they want to use your services• What it means to be part of a
community
What we know less about
DECISION MAKING PROCESSES WHO WANTS WHAT; WHY & HOW
Methodology
• Factor Analysis, K-means Cluster Analysis, ANOVA and Perceptual Mapping
• 95% confidence threshold
Medicine
Healthcare
Education
Life Sciences
Psychology
Nursing
Computer Science and IT
Veterinary medicine
Ecology and Evolution
Law and Criminology
Aquaculture
0% 5% 10%
15%
20%
15%10%
8%8%
7%7%
6%5%
4%4%4%
3%3%
2%2%2%2%2%
1%1%1%
5%
Industries represented
Traditional Approach Customer Strategy Outcomes of Customer Strategy
Communications One size fits all Highly personalized and targeted communications for each member segment & persona
Better response rates & deeper engagement with future leaders
Cultivating new members
Single touch campaigns Multi-touch campaigns mapped to each step in the decision-making process
Improved conversions from potential member to member
Marketing strategy Channel-specific strategies
Integrated digital strategy that weaves an connected story across all channels & parts of the journey
Increased awarenessBetter engagementConsistent experienceMember retention
Service & offering development
Begin with the product & market sizing for opp
Start with the member needs and challenges & develop responsive solutions
Meaningful experience and deep engagement
Customer strategy results in happier, more satisfied & engaged members who want to grow their relationship with you.
I’m really happy with my society membership – you give me everything I need in the way I need it:
Leadership seminars & online certifications
Online mentorship program & emerging leader initiative
Annual meetings & mentorship events
and a connection to my community.
I’m actively engaged and very satisfied.
““
4.
Needs-based membership
Bill Deluise Vice President of Society Strategy and Marketing
Con
tent
Com
mun
ityC
aree
r
Job requirementReceive funding
Access discountsColleague recommendation
Job openingsPrestigious organization
Support journalMission is important
NetworkingSupport study of discipline
Attend eventsPart of community
Access to standardsExpert advice
Professional developmentKeep up to dateAccess journals
Continue learning
24%28%25%27%32%34%
31%45%45%49%51%53%
38%47%51%50%55%64%
44.9548.2649.49
52.0153.79
57.37
54.0667.4967.6669.3270.8572.56
60.5768.0669.9569.97
72.7378.25
Young professionals program
Social Media engagementMentorship program
New programs and offeringsGeographic diversityMission-driven marketing
Leaders Learners Climbers Careerist
5.
Your Questions
Bill Deluise Vice President of Society Strategy and Marketing
David NygrenVice President, Research Insights, Wiley
Thank you
Stay tuned for more content on the 2016 membership survey and further
webinars in the Society Briefings serieshttps://hub.wiley.com/community/exchanges/discover/
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