aapg /hgs membership experiment aapg annual convention 2006
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AAPG /HGS MEMBERSHIP EXPERIMENT AAPG ANNUAL CONVENTION 2006. Andrea Reynolds. Overview. Purpose of the Houston Membership Experiment Input Data & Database Comparison Process Company Results & Statistics Observations & Learnings Forward Plan Questions?. - PowerPoint PPT PresentationTRANSCRIPT
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AAPG /HGS MEMBERSHIP AAPG /HGS MEMBERSHIP EXPERIMENTEXPERIMENT
AAPG ANNUAL CONVENTION 2006AAPG ANNUAL CONVENTION 2006
Andrea Reynolds
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Overview
Purpose of the Houston Membership Experiment
Input Data & Database Comparison Process
Company Results & Statistics
Observations & Learnings
Forward Plan
Questions?
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Why carry out a membership experiment?
1) To compare how many Houston area geologists are membersof AAPG & HGS, AAPG only & HGS only
2) To facilitate AAPG age-targeted membership initiative
3) To understand why HGS members may NOT be AAPG members & why AAPG members are not HGS members
4) To allow us to track membership trends
5) Last, but not least – How to better attract new members to AAPG & HGS by leveraging each other’s membership base
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Input DataThis work is based on a query of the AAPG & HGS databases from end-August 2005
The AAPG membership database in this experiment includes ONLY those who are recorded as living in the Greater Houston area
The HGS membership database includes ALL HGS members, including those that live outside the greater Houston area
This was necessary due to the immense size of the AAPG members database
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Database Comparison Process (Simplified)
1) Get both databases in the same format(Last name, First name, company, phone #, etc)
2) Add columns to designate AAPG members and HGS members
3) Sort by Name
4) Make a Match - Manually compare 12,000+ lines in the master spreadsheet for same names, duplicate companies/emails/phone #, etc
5) Break out members by company
6) Interpret the data & break out trends in membership
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Database Comparison
The merge created an Excel spreadsheet with 15,710 lines
…..not a quick, easy task!
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Split out members by Company
AGIP-ENI ExxonMobil ShellAmerada Hess Hunt Petroleum TotalAnadarko Kerr-McGee UnocalApache Marathon Oil BakerBHP Newfield CGGbp Noble FugroBurlington ResourcesOxy HalliburtonChevron Paradigm IHS EnergyConocoPhillips Pioneer PGSDevon Pogo SchlumbergerDominion Repsol TGS-NOPECEl Paso Samson Veritas
27 Exploration/Production Companies 9 Service Companies/Vendors
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Example of a company page (Both AAPG + HGS)
Key:BLUE text = AAPG memberBLACK text = HGS member
YELLOW shading = MATCH (AAPG + HGS)PINK shading = Probable match (AAPG + HGS)No shading = Records are not up-to-date
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Example of a company (AAPG only + HGS only)
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GeneralStatistics
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E&PStatistics
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All 36 Companies
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Observations – E&P Company trend
Observation # 1: The E&P employees are split in thirds when it comes to membership
HGSonly
AAPGonly
AAPG + HGS
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Observations – Vendor/Service trend
HGSonlyAAPG
only
AAPG + HGS
Observation # 2: Most Houston service employees are HGS members
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Observations – All Company Data (E&P + Vendor)
Observation # 3: In the Houston area, more members belong to HGS only
HGSonly
AAPGonly
AAPG + HGS
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0
50
100
150
200
250
300
350
Major Lg Ind SmInd
Lg Ven
AAPG OnlyHGS OnlyBoth
Company Statistics
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Learnings
There are many records that are not up to date!Members do NOT update profile after changing:
Companies
Addresses – when moving to a new city/state
Phone numbers
Name (due to marriage, divorce)
Email addresses (after corporate merger, etc)
Therefore, it is sometimes quite difficult to match members – especially with common given names and surnames.
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How can we use this to our benefit?
We have access to a VERY powerful source of information!
Opportunity for greater synergy between national & local organizations/societies
Large potential as a recruitment tool - who are we missing and why?
Trend data is very important – what does it mean?
Delinquent members – can we understand why they left? Did they stay national/local? Can we get them back?
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(Inter)National & Local Synergy
AAPGBenefits
HGSBenefits
SharedMonthly Technical Lunch & Dinner Meetings
Special Interest Groups
Community Outreach
Social & Sporting Events
Annual Meetings & Int’lConventions
Divisions – EMD, DPA, DEG
Larger sphere for networking
Wide breadth of courses
+……. +…….
Collaborate & leverage strengths
HGS Bulletin & website Datapages, Bulletin, Explorer
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Unrealized Potential
What can make this even more successful?
Members need encouragement to stay current & update their own records online
Companies can benefit – and can be used to recruit
Replication of this “experiment” in other regions
Age-targeted marketing – available for AAPG members, but not for HGS members (HGS does not collect demographics)
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Forward Plan
How are we going to use all this information?
Recruiting “agents” have been identified within each company
The agent compares our list to active employees
AAPG & HGS provide recruiting materials
Agents distribute within the members – first to “AAPG/HGS only” members; then to non-members
GOAL: to attract new members (who have only been local/nat’l)and grow both organizations’ membership bases
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In Conclusion
The AAPG/HGS Membership experiment has been eye-opening
We have seen interesting trends & statistics
“Agents” are currently at work in Houston
We recommend that AAPG replicate this in other areas
We will fully document the process – it would be ideal to automate the data-crunching to cut down on time
We see this as a success and look forward to final results
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Thank you for your time & attention
Got Questions?????