IStructE

Engineering Online Community: Achieving engagement and content value with The Institution of Structural Engineers

Background

As part of its business transformation strategy, IStructE leadership undertook a closer examination of the digital estate and its capacity to enhance member engagement beyond mere content access. Given the importance of understanding member needs and sentiment in this process, over six months, a global quantitative and qualitative UX research project, reaching 3000 members, along with workshops, was initiated.

The resulting comprehensive report revealed that members were eager for new ways to connect with each other, as well as engage with the high-quality content long produced by the organisation. It also offered clear direction and highlighted specific areas where IStructE should concentrate its efforts to realise the members' vision of an online community. With an understanding of product options, IStructE recognised that adopting a robust online community platform could directly address the identified goals and significantly enhance the digital benefits offered to members.

24,600 pageviews per month (October 2024)

12+ new contributors on average per week

2,000+ active members in the first three months

The Challenge

Including a proven track record in delivering and fostering online engagement within the implementation team.

Providing value for engineers discussing engineering, with robust tools and ease of use.
Ensuring the UX seamlessly integrates with the organisation, acting as an extension of the digital estate rather than a silo.
Supporting a multilingual, international organisation with the capability for non-English conversations.
Demonstrating the technical expertise to integrate effectively and maximise the return on investment.
Ensuring vendor alignment within the UK, using a single-team approach.
A proven track record in delivering and fostering engagement.

A comprehensive tender process was initiated, involving a thorough evaluation of proposal responses, live client instances, and references. As a result of this process, Cantarus was selected as the vendor best equipped to deliver the community platform for IStructE.

The Approach

Survey results were collaboratively translated into a community strategy during the initial meetings.
Careful consideration was given to the implications of segmentation on the community strategy, with a training plan and dedicated content developed for each segment.
The design and UX focused on ensuring that the brand was realised within the community, rather than broadly adopted without alignment.

It is really a pleasure when a client does substantial pre-work and has thoroughly considered the value they expect an online community to provide for their members. When members have already confirmed their intended use of such a platform, it greatly streamlines the process. With IStructE, we had solid guidance informing key parts of the community strategy, such as which segments to support and the content that should be visible to members at launch.

Mark Eichler Chief Product Officer at Cantarus

The Project

Utilisation of a standard delivery methodology.
Collaboration and iteration with the CRM vendor to optimise the refresh of community member data from the CRM.
The community project was managed within the community platform itself, including training for multiple stakeholders.
A “how-to” video was produced by Cantarus, narrated by an internal staff member.
Design and UX were accomplished with a full design pass, ensuring alignment with the existing brand guidelines rather than revising them.
A Community Manager was hired near the end of the implementation to oversee ongoing engagement and communications.

The Results

Initial release date met.
Steady engagement observed over the first three months post-launch.
The community strategy was expanded to include services by the Community Manager, who regularly posts approved technical content on behalf of senior members.
A safe space for technical conversations, driven by respected and well-known members, initiated a surge of engagement, which has since been sustained.

The initial target for Year 1 was set at 8–10% of the membership, equivalent to approximately 32,000 members globally. Progress is well on track to meet this goal.

In the first three months, over 2,000 active members have accessed and engaged with the platform.

Our collaboration with Cantarus has been instrumental in transforming our digital engagement strategy. By implementing a robust online community platform, we have empowered our members to connect and share knowledge more effectively. This initiative aligns with our commitment to harnessing digital technologies to actively support and strengthen our global membership.

Silvia Pilotto Digital, Data & Technology Director at IStructE

Want to know more?

Our Chief Product Officer, Mark Eichler, would love to chat with you about your online community needs.

Get In Touch