How Big AIESEC Online Works
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How Big AIESEC Online Works

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  • This outdated thinking is really stupid, and it’s time for AIESEC to grow up. We cannot continue to hide all important infromation from our customers, as this makes us and our ability to predict what the market would want to see posted on the wall and what we think we should paste on the wall to match up magically, and stops them from making fast and simple decision making based upon their own decisions with all the info they need. Our current logic is totally outdated and slows everything we do down. We need to give power to the customer!!
  • Open up our marketing so that the customer can directly get access to the information they need to make the purchasing decision. We give them the power to get the information they want, and make it simple and easy to find out about AIESEC, our products and our happy customersThis is inbound marketing at the simplest level – just the beginning!
  • Ok so we have killed Our Problem, but what about our weakness?
  • Details about how we have been doing the same thing for the past 10 years. Get one person who was involved in EP recruitment in their LC in each year from 2007 until this year and ask them – starting from the oldest to say the key marketing activities they did to promote their exchange products. Should highlight: 1. That we have been doing the same promotional activities since 2007 2. That in AIESEC we have adapted to the “work harder not smarter approach” as we have increased the number of promotional activities, but not their effectiveness. Contrast this to the way the consumer marketing has evolved over this time.
  • Systems which track themselves without us having to do anything. Online optimisation of all conversion processes
  • Ok so we have killed Our Problem, but what about our weakness?
  • RW
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  • GO
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How Big AIESEC Online Works How Big AIESEC Online Works Presentation Transcript

  • Understanding BIG AIESEC ONLINE
  • OUR PROBLEM OUR WEAKNESS
  • OUR PROBLEM OUR WEAKNESS Outdated Thinking Old Processes
  • OUR PROBLEM Outdated Thinking • We hide the important information from our customers • This makes US the bottleneck in their decision making • This is slow and outdated logic ALL THE INFO OUR MARKET US
  • Our Solution Consumer Driven Marketing ALL THE INFO OUR MARKET US Give Power to the Customer! Allow the market to get direct access to the information they need By giving them power to get the information they want, we make it simple and easy
  • OUR PROBLEM Our Solution Consumer Outdated Thinking Driven Marketing OUR WEAKNESS Old Processes
  • Just how long have we been doing the same promotion activities and expecting a different approach? FACEBOOK RELEASES FIRST COMPANY PAGES Amazon E-Book Sales exceeds paperbacks 2007 2008 2009 2010 2011 2012 2013 OUR WEAKNESS Itunes becomes largest music store globally SALES GROW 7% FOLLOWING THE SHARE A COKE CAMPAIGN IN AUSTRALIA Old Processes Whether we chose to adapt or not, our market is in a state of flux
  • Our Strength Fast and automatic systems Simple Online Conversion! Systems which track themselves No more paper!
  • Our Solution Consumer Driven Marketing OUR WEAKNESS Our Strength Fast and Old automatic Processes systems
  • 1 2 PRODUCT-CUSTOMER FLOW 3 PRODUCT EVOLUTION CUSTOMER FLOW ATTRACT UNDERSTAND -------- FOCUS 4 DELIGHT -------- CUSTOMIZE CONVERT -------- CLOSE -------------------------- SHOWCASE
  • PRODUCT- CUSTOMER FLOW ATTRACT CONVER T STRANGER VISITOR CLOSE LEAD DELIGHT CUSTOMER SHOWCASE
  • So how does the work?
  • Finding The Opportunity Portal Added to all Global Channels – You can add it to your channels: FB, websites, widgets – Simple calls to action Simple and Easy for the User – Few simple questions – Automatic email generated to confirm registration – Prompts to go to the Opportunity Portal
  • My OP Dashboard Simple log in with Email or via LinkedIn – Get more information – Majority are logging in using LinkedIn (FB login for ORS) My Profile Completeness – My important information and previous work history Opportunities Landscape – Widgets to show global live TNs available at a glance – You can put these widgets on your website
  • Browsing Opportunities Can make specific searches – I can specifically search key countries which I am interested in – Can only see the opportunities which my entity allows me to, supporting country partnerships Checking out Listings – Key information shown only
  • But what is happening behind the scenes on
  • My Dashboard • Live Conversion Data – Easily see how many registrations your LC has live in each conversion stage – See an overview of OPEN registrations over the past 6 months showing your peak days of performance • Forgotten how to do something? – Click “take the tour” and be shown around the basic functionalities again
  • The Stages
  • The Stages The user has passed review and is raised on myaiesec.net The user has registered for more information and given some of their information in return The user has gone to the Opportunity Portal and started making searches The user has clicked “show interest” in an Opportunity on the Opportunity Portal The user has not passed review and is no longer considered
  • The Stages
  • Managing my Registrations • Always know what stage your registrations are on – Simple colour key, and live conversion data everywhere – Stages change automatically by the customer’s actions – Add multiple labels to show important information ie. • Label registrations with who is their EP manager • Label registrations if they attend events
  • Close Faster with Customized Emails • Automatic Emails Sent at each Stage Change – Edit the content of emails to customise for each information point ie: – Once they move to “in review” include an interview sign up form in the email – Include CultureShock posts for their chosen country – Link upcoming events in your LC through Facebook and Blog plugins
  • What About Analytics? • Improve your Local and National Marketing Strategy! – – – – – How do people find out about AIESEC in your entity? What value are they searching for from AIESEC? Which programme are they interested in? What do they study? What level of education are you attracting? – Where do they want to go • View information about the market of others!
  • So now you know the Customer Journey and the Behind the Scenes