What are the goals and performance metrics for myASQ?

8 Replies

What are the goals and performance metrics for myASQ?

Posted by Dan Burrows on Jun 23, 2018 12:17 pm

I am curious about what the goals and performance metrics are for myASQ.

I am a believer in "what gets measured gets done", so it is important that we have relevant goals and metrics for myASQ considering the considerable investment ASQ is making here and make them very visible.  After all, aren't we supposed to be all about goals and performance and metrics here as ASQ?

Some typical metrics that are considered for websites, portals, and social media include:
- Search results (where myASQ stands among people seeking information about quality or quality organizations)
- Traffic (how much traffic)
- Traffic sources (where the traffic is coming from)
- Bounce rate (one click level site visit and then leave)
- Cickthrough/Interactions per visit (clicking deeper into the site)
- Top pages (what catches the most attention)
- Conversion rate (rate of people joining, ordering, etc.)
- Customer value (how much "business" is being generated per visitor or visit)
- New visitors/Unique visitors
- Repeat visitors
- Shares (items posted on myASQ that are shared to other sites and platforms)

More specific to myASQ would be:
- Membership coverage (ratio of members and member leaders who are on myASQ)
- Member acquisition cost (cost of myASQ per myASQ member)
- Engagement (how much each member is engaged - right now a handful of folks including me seem to be dominating myASQ instead of many people being engaged)

And we need to make sure that we are executing and performing well since there are many sources of quality information (Google search) and quality professional interaction (such as LinkedIn) that we are competing with that are free.  We must have a compelling value proposition here.
Dan Burrows ASQ Reliability & Risk Division - Chair

Re: What are the goals and performance metrics for myASQ?

Posted by Daniel Zrymiak on Jun 25, 2018 10:00 am

A reasonable assessment could also be derived from ASQ's multiple marketing messages; communicated to induce adoption and usage of myASQ by ASQ's members.  A range of workable performance attributes, measures, and metrics could be derived from ASQ's own promises and aspirations.  I have highlighted key phrases and statements that could be incorporated into a checklist or questionnaire.  The questions can be further categorized by software quality characteristics like functionality, usability, reliability, portability, and performance.

My first observation is that the ASQ Member Leader Community has retained its content on the legacy Community Pages websites.  This should serve as a benchmark for ASQ's Member Units, as no Section or Division should be pressured to relinquish their website until ASQ SAC, TCC, and Community Development have done the needful with their own content.
http://asq.org/member-leader-community/index.html

The expectations of ASQ members should have been formed from the recent Culture of Excellence presentation given to WCQI 2018 attendees in Seattle; and posted to the member-leader pages.
http://asq.org/members/leaders/2018/05/myasq-overview.pdf

Content: Curated, easily accessible body of knowledge, including best practices, cutting-edge topics, industry research
Community: Face-to-face meetings and discussion forums plus enhanced virtual and online presence driving global engagement
Capabilities: Assessments and benchmarking enable customized learning plans, which provide guidance and tools for individuals and organizations


Hold onto Individual Members/Member Leaders by providing increased value
• Launch new tools
Member unit websites for consistent experience
Member leader portal to simplify the life of a volunteer
• Deliver a personalized community experience (myASQ) 
• Create value differentiation (i.e. Online Journal Access,  Future B2B offerings) 

Build community to drive engagement and retention
• Deploy the myASQ community platform (Launch at WCQI) 
• Align marketing messages around community
▪ Leverage themes across conferences, events, and programs
Engage at the local level (Protects the social construct of ASQ) 
Generate content (Through Divisions) 
• Provide a foundation for global engagement
Virtual communities can be established anywhere

Grow Individual Membership
• Leverage new recruitment and retention campaigns
• Market smarter through the use of the data warehouse
• Launch Referral Program


https://my.asq.org/news/21/101
  • myASQ is an online community that supports quality professionals in their knowledge and use of quality.
  • We are developing a plan to build myASQ communities for existing (Member Units) and we expect online communities, perhaps defined by language or region, to emerge in the future.
  • These communities will bring you exceptional value by breaking down geographic barriers, allowing you to engage at a truly global level and connect with members across the entire Society who share your passion for quality.
  • At the same time, myASQ will help you retain the benefits of your local communities and network with others in your country or region.

https://my.asq.org/news/21/61
  • Key features of the new platform include discussion boards, blogs, news and events listings.
  • Users will be able to initiate and contribute to discussions about quality topics they are interested in and access communities based on geographic location and industry.
  • myASQ replaces ASQ’s previous community platform, building on existing strengths such as communication, collaboration and social sharing while enhancing the ability to serve audience segments through personalization and the development of communities.
  • The new community platform allows ASQ to offer greater member value through functionality and access to member-only areas and content.

Re: What are the goals and performance metrics for myASQ?

Posted by Doug Sadtler on Jun 25, 2018 2:53 pm

Since it has not even been 60 days since WCQI, I haven't been terribly diligent on evaluating myASQ's initial performance, particularly toward Members and Member Leaders, but one metric DOES have me rather concerned.

ASQ HQ was very adamant about myASQ - it is the cornerstone of their Transformation...to provide a community for all of ASQ's engaged individuals...and yet all I can see thus far is the replication of the Member Leader LinkedIn group.  I love seeing the additional names, but there is something missing:  the very people who mandated that WE make the switch from Higher Logic, LinkedIn, and other places.  The top officers at ASQ are not engaged with the site...they accepted a few friend requests, and maybe liked a post or two, but they are not at all...ENGAGED.  One has 4 posts; another has 4 posts; another has 3 posts.  It was important for "you"...not them.  We have another poignant case of where it couldn't hurt for HQ to "eat its own dog food."  Instead, what we have is a strong visual of "do as I say, and not as I do."  

Woof!
Doug Sadtler, CQA, CQPA * Quality Inspector - Allen Edmonds * Chair - Section #1118 * Nashville, TN www.linkedin/in/douglassadtlerquality

Re: What are the goals and performance metrics for myASQ?

Posted by William Troy on Jun 27, 2018 8:49 am

Dan, thanks for your suggestions on metrics for MyASQ.  I think they are terrific suggestions.  I will ask our product team where they are on metrics and I hope we can have a good discussion based on your suggestions and their experience so far.  Thank you for the input!
 
ASQ CEO

Re: What are the goals and performance metrics for myASQ?

Posted by Doug Sadtler on Jun 27, 2018 11:32 am

Dan,

Specific to your metric-ing of Member Leaders, it also appears that they have been slow in adopting.  Unfortunately, a simple registration metric will be largely unhelpful.  If ASQ wants to evaluate the veracity of a registrant, they are going to have to use an engagement metric.  I GUESS you could do a ratio of Points against tenure-on-the-site, but that would not be a friendly metric, right now.  How many of the 300 CLI registrants signed up....probably most of them.  How  many have read more than 10-or so posts?  Your guess is as good as mine.

If ASQ wants this site to be a hallmark of retaining Members, there is a tremendous amount of work to do.  Section pages are still vacant.  The Member Leader section still reads (0), Peer Groups still read (0).  myASQ is in its infancy...fully understood...but it needs that relatable content in order to drive the needed engagement.
Doug Sadtler, CQA, CQPA * Quality Inspector - Allen Edmonds * Chair - Section #1118 * Nashville, TN www.linkedin/in/douglassadtlerquality

Re: What are the goals and performance metrics for myASQ?

Posted by Amanda Foster on Jun 27, 2018 2:11 pm

I was wondering about the section pages. Can they be started by anyone? I would start one for my geographical section and invite members, but I couldn't see how. I would love to see some auditor discussions, especially systems auditors as that is a career goal for me and I have lots of questions.
Amanda Foster, ASQ CQA

Re: What are the goals and performance metrics for myASQ?

Posted by Dan Burrows on Jun 27, 2018 9:34 pm

William Troy, thanks for looking into this.  myASQ is a big investment and a big bet for ASQ and we all want it to work.

You also see in some of the replies to this post that folks are also impatient to see more build out.  It is a tough balance to roll out, develop, and build out, but that is how it is these days with websites, portals, and social media of which myASQ is a combination of all three.

Please do make sure that Cynthia Nazario and others are getting the support and resources they need because this is a pretty quick crawl-walk-run.

Thanks
Dan Burrows ASQ Reliability & Risk Division - Chair

Re: What are the goals and performance metrics for myASQ?

Posted by Dan Burrows on Sep 16, 2018 9:53 pm

Cynthia Nazario‍ and William Troy‍ 

Anything on metrics for myASQ yet?

Bill had replied, "Dan, thanks for your suggestions on metrics for MyASQ.  I think they are terrific suggestions.  I will ask our product team where they are on metrics and I hope we can have a good discussion based on your suggestions and their experience so far.  Thank you for the input!", which is one of the few of my posts that he has enjoyed (little teasing if that is okay - wink).

But really, what are our targets and goals and measurements for this significant investment and how are we doing?  There is a saying in Quality - What gets measured gets done.

Thanks,
Dan
Dan Burrows ASQ Reliability & Risk Division - Chair

Re: What are the goals and performance metrics for myASQ?

Posted by Dan Burrows on Dec 31, 2018 9:42 am

Cynthia NazarioWilliam Troy‍ 
We still appear to be either lacking myASQ metrics or having myASQ metrics revealed to us.  Both of which are unacceptable given the investment of Society funds and the fact that we do have Quality in our name which kind of implies using data and metrics.

The only metric that we can derive is the number of myASQ members, which seems to have stalled at less than 4,400.  Convert this to a ratio of the 70,000 or so ASQ Members and this is about 6%.

Harry Rowe‍ did a statistical analysis and, unless a significant change or significant event occurs, the trajectory is that myASQ will top out at about 6,000 myASQ members, or about 8.5% of ASQ Members.  Will this be cause for celebration or consternation at WCQI 2019?

What was ASQ HQ and the ASQ BoD projecting for such a large investment of our funds, time, and resources?  Less than 10% sign up?  Much less when you consider active engagement?
Dan Burrows ASQ Reliability & Risk Division - Chair