BETTER USE OF DIGITAL
CHANNELS
TO MEET OUR
CUSTOMERS’ NEEDS.
James Hobbs MCIM
Director, Marketing Operations
17 July 2014
www.imeche.org
CONTENTS
01 Context – trends and what others are doing
02 Opportunity – how we should think about digital
03 Ambition – the strategic intention for digital
04 Vision – sketches of customers’ future experience
05 Execution – tasks and capabilities needed to deliver
06 Next actions – Delivery programme
CONTEXT
WHAT OUR MEMBERS THINK
WHAT OUR MEMBERS THINK
0.45
0.4
0.35
0.3
0.25
0.2
0.15
0.1
0.05
0
I am able to
complete my tasks
using only the
website
The website has
been built for my
needs
I am confident in I am often unable to All sections of the The website is about The IMechE invests
directing others to find what I need on
website are
what the IMechE
enough time and
the website
the website
coherent and joined wants to say, not
resource in its
up
what its members
website
want to hear
STILL SCIENCE FICTION IN 1978/2003
UBIQUITOUS BY 2013
RATE OF INVENTION AND ADOPTION IS INCREASING.
CURRENTLY GROWTH IS IN MOBILE.
Mobile/tablet traffic – 37% of 2013 total . Will overtake desktop traffic in 2014.
60% adults use 2+ devices per day. 40%+ sometimes start an activity on one device
and finish it on another.
THE IET
ENGAGING ITS MEMBERS AND SUPPORTERS
OPPORTUNITY
DIGITAL LETS US PLAY A BIGGER ROLE IN
SUPPORTING ENGINEERS AND PROMOTING
ENGINEERING.
We must shift how we think about digital and
how we apply it to the IMechE.
2014
2015
A website that communicates what
we do – just promotion
A website that actively delivers
what we do – a useful tool
A website used on a PC
A tool used on a tablet device,
a phone and PC
A website organised around
IMechE teams and services.
A tool organised around the tasks
and goals of our customers
A large collection of content and
services for customers to navigate
A personalised experience based on
membership, interests and geography
Digital supporting our physical
events and locations
Digital being the primary means of
connecting with most customers
AMBITION
PRIMARY
MAKE IMECHE.ORG THE GO-TO TOOL FOR
ENGINEERS THROUGHOUT THEIR LIVES –
GLOBALLY.
…by providing
Trusted, customer centric and competitive services across
professional registration and development Learned Society
provision, education and training – relevant to engineers
through out their lives
...because
We exist to develop professional engineers
SECONDARY
MAKE IMECHE.ORG THE GO-TO TOOL FOR
ENGINEERING COMMENT AND THOUGHTLEADERSHIP – GLOBALLY.
…by providing
High quality, independent content, thought-leadership and
comment across a variety of engineering themes – covering
issues relevant to the Media, Government and the informed
public
…because we exist to set the agenda
GENERAL SCOPE OF IMECHE.ORG
NEED FOR CONTINUOUS IMPROVEMENT.
Trusted, customer centric and competitive services:
• membership and professional registration services
• training, events and professional development
• groups local to them and relevant to their interests
• support to recruit and to assist volunteers
• reference material, resource, theme reports and policy
statements
• career development information
• comment, opinion and thought-leadership
• recruitment service for members and employers
VISION
SCENARIO #0
Default view. An anonymous user looking at IMechE.org on
their tablet. They could be from any audience or location.
SCENARIO #1
A Chartered Engineer member working in the Midlands
with an interest in Automotive.
SCENARIO #2
A paying affiliate member in Aberdeen with an interest in Oil
and Gas.
SCENARIO # 3
A journalist or government researcher looking for information
to inform an article or report they are writing on food waste
CONTENT IS PERSONALISED BY AUDIENCE
GROUP AND MEMBERSHIP STATUS.
ADDRESSABLE
AUDIENCES
AFFILIATE
MEMBERS
ASSOCIATE
MEMBERS
MEMBERS
Students
Non-Paying
Affiliates
MPDS
CEng
Apprentices
EngTech Affiliates
SRS
IEng
Graduates
Paying Affiliates
CBR
EngTech
Customers
Fellows
Interested Public
INTERNAL
Journalists
MP’s, Peers,
Policy Advisors
Employers
Universities
FE Colleges
Volunteers
BDMs
EXECUTION
TASKS
BUILD A PROOF-OF-CONCEPT TO TEST WITH CUSTOMERS
Get personalisation working to prove it has value to customers, can be
codified and to give us a sense of the effort to operate it.
RESTRUCTURE IMECHE.ORG
A new lighter top structure designed around user needs and natural
language into which everything for all audiences must fit.
ESTABLISH PERSONALISATION ENGINE
A solution to identify the user, store their information and to render the
content for them. Aligned with membership data via CRM
MODIFICATION TO COMPONENT PARTS
Changes to existing content to fit with new structure inc. enabling them to
be part of the personalisation approach.
DEVELOP AND POPULATE CONTENT
Rework and infill content to form a complete experience from Day One
including ‘help me choose’, imagery and video assets.
NEXT ACTIONS
INDICATIVE TIMELINE
TO ACHIEVE A 2015/16 PLATFORM LAUNCH.
JULY 14
Principles agreed, benchmark completed
NOVEMBER 14
Firm proposal for 2015 business plan
DEC 14 – JAN 15
Detailed design begins
Determine delivery schedule
END OF H1 2015 Functional design demonstration
DECEMBER 15
Q1 2016
Aspiration - majority of new digital platform
launched
Full rollout - project ends
THANK YOU
For more information please contact:
James Hobbs
j_hobbs@imeche.org
www.imeche.org