Andres Felipe Velasquez Henao,Culture of Innovation, Corporate Branding, Social Media, Personal Branding, Employer Branding, Linkedin Training and CoachingatINK, LID, ANDRES VELASQUEZ Business Person
What is in here?
2. Connecting Online channels with AIESEC Brand
3. Why to use Social Media
4. Tips for building and Managing Facebook, Twitter and your National Website
5. How to measure
“Our growing physical and virtual reach makes us the most credible and diverse
In this scenario we need to work with our virtual channels in an aligned way to make
AIESEC brand more recognized and present in all important virtual channels.
CONNECTING ONLINE CHANNELS WITH AIESEC BRAND
Online channels is the easiest way to get in touch with AIESEC´s target audiences!
It is very important to keep in mind that the way are you interacting with them on these channels should be aligned with our
essence, progress and desired reputation.
Make sure that you are not just talking about our opportunities of leadership and exchange.
They need to know WHY AIESEC exists and then how we create impact and WHAT we actually do to make this happen!
How does this translate to actual content?
Talk about issues that align with what AIESEC envisions for society.
Share insights that we acquire through our experiences. Etc.
Showcase stories and experiences of people who interact with AIESEC and experience our programmes.
Social media is a channel to influence, educate and inspire people!
WHY WORK WITH ONLINE CHANNELS?
The objective of working with social medias is very simple:
Use them the right way in order to build your brand/ desired reputation
and create more customers and promoters of AIESEC.
Which tools to use:
! Facebook fan page*
! You tube
! Apps for mobiles
! Email marketing
! Linked in
FACEBOOK fan page:
Why to use:
With one billion users, Facebook is the world´s largest social media platform. Majority of young people (our target customers and
promoters) are on Facebook. This platform is a great opportunity for AIESEC to connect with the world!
If you don´t have a Facebook fan page, it´s time to create one! If you already have one, this will help you to improve your page.
How to use:
! Watch your language! Understand that Facebook fan pages are external pages. So don´t just use abbreviations, AIESEC
words and internal elements. (If you wish to use it for internal communications for your LC, you are better off using Facebook
private groups which allows restrictions on who can view and see).
! Ongoing Content: If you have a page, you need to keep it updated every day! 3 to 5 posts in a day is a good number! But pay
attention: Be careful not to spam your fans and send out posts too
! Get Visual and interactive: Facebook is a very visual platform. So use images or videos to get people engaged and
interested. Besides that, is very important you create interactive opportunities through your posts. Ask questions and get your
fans to interact with the AIESEC brand.
! Inspire and build interest: Motivational pictures and thought provoking insights usually have a lot of shares, likes and
comments. Try to align these with the messages and insights we acquire in AIESEC. You can also share content related to
topics AIESEC has background in ex. travel, internships, leadership, carrier, youth etc.
! Showcasing: Showcasing is a good way to attract customers, without directly making a marketing promotion. Share AIESEC
stories on your fan page!
! Call to action (CTA) Probably the MOST important rule in managing online channels is to ensure there is a call to action.
CTA for your page:
Ensure your (1)“about” information and (2) cover and profile photos contain links that drive traffic to your main websites.
You can also take advantage of facebook’s customizable page tabs right below the cover photo. Here you can provide
direct links to external pages. (See AIESEC’s global Facebook page as an example: www.facebook/aiesecglobal )
CTA for posts:
Several times a week, create posts that direct people to your website and to online sign ups. This will avoid you running
social media for social media´s sake.
Always have directive pages that drive people to convert to customers.
! On creating new pages: Avoid creating Facebook pages for every type of event or project. Create sub pages in your main
page and then you will be able to capitalize on the added traffic to your page and be able to keep the fan base there instead of
having different fan bases on different pages. You will also be able to drive traffic to the sub-pages directly from your main fan
page as well.
! On languages used: If majority of young people in your understand and speak in English, so you are encouraged to use
English on your page.
! On naming your page: Avoid creating general pages that are too general and could be confused with global pages (Ex.
AIESEC Exchange Programmes). This creates confusion when people from other countries/ territories visit your page for
information). Indicate which country/ territory you are from (ex. AIESEC Egypt)
To make your AIESEC Facebook Fan Page have ´AIESEC ín all capital letters instead of Aiesec´.
How do you do this? Create your fan page first and it will make your page with the name as Aiesec. Go into edit and settings
and you can change the name from Aiesec to AIESEC and it will work. (But pay attention: you will need to make sure you do
this when you are creating your page or have under 100 fans due to facebook pages policies).
Some nice examples:
Translation: Gastronomic tour by some
countries flags. Which flavor have you ever
Interactive post, talk about culture, travel in
a creative way.
AIESEC in Brazil fan page:
Motivational and interactive post.
AIESEC Egypt fan page: www.facebook.com/aiesecegypt
Storytelling and interactive post.
AIESEC International fan page: www.facebook.com/aiesecglobal
Why to use:
The website is the main virtual channel for your public to interact with the AIESEC brand. Besides that, your website is the main
channel for you to promote AIESEC services, sell AIESEC products, present a professional image and educate new markets.
Keeping it updated is very important.
How to use it:
• Target Audiences:
Your website has 3 main targets: Students, Partners and Alumni. But pay attention: Your primary audience are the
students! If you have them, you´ll attract partners and alumni to the organization. So your website should be focused
on this target.
! Content for Marketing:
o Have the information presented in a clear way. Organise the content considering your primary audience: What do
they need to know? What are they looking for in your site?
o Use the website to promote ELD programs, When a student accesses your site, he/she needs to know the important
information on AIESEC programs: What are the programs? What are the benefits? What are the requirements? etc
! Content for Organisation Reputation Building:
Don´t forget that the website is the channel to promote AIESEC institutionally. You need to have there: What is
AIESEC, History, Mission, Values, and updates on current events.
! Language: Don´t use AIESEC terms in the website.
! Traffic Optimisation: Drive your social media traffic to your website and vice-versa.
! Call to Action: Always make sure that your Call-to-action (ex. Sign up button) is conveniently visible on EVERY page.
Here´s a sample!
AIESEC UK Website: http://www.aiesec.co.uk/
Why to use:
Every day, millions of people use Twitter to create, discover and share ideas with others. Organisations are turning to Twitter as an
effective way to build connections with their customers. This tool is a great way to connect with your target audiences, to gain insight on
what people think about your brand and to promote AIESEC programmes.
How to use:!
! Facebook and Twitter are not the same thing! First of all, you probably have different audiences on both platforms. Facebook
allows you to like and comment on posts easily. So if you have something to say that people most likely won’t make the effort to
tweet back about, but would click ´like´, use Facebook and not Twitter. But Twitter makes it easier for people to retweet valuable
content. You can search the trending content on Twitter to have an understanding on what is shareable content.
! Topics: Share and tweet around leadership, youth, global issues, management to drive conversations on twitter.
! Language: Don´t use AIESEC words or acronyms
! Tips to build traffic and create content:
o Hold twitter interviews with local influencers.
o Try to use hashtags ,RTs and mentions. Use #AIESEC smartly.
o Promote Facebook and Youtube content.
o Promote Partners in a smart way aligning them to the organization goals
o Tweet often, at least 3 per day. (The lifespan of tweets on twitter, is less than that of Facebook Posts! Some pages
post up to 10-15 tweets per day!)
o Reply to mentioned Tweets
o Retweet relevant AIESEC/Non-AIESEC Tweets
! Page Basics:
o Keep your profile information updated with website links and general AIESEC Information
o Put a sober AIESEC related background
! Call to action:
Ensure you have links on your page and posts that direct people to your website or to online sign ups. This will avoid
you running social media for social media´s sake. Always have directive pages that drive people to convert to customers.
ONLINE PRESENCE MEASUREMENT
The IMAGE BELOW LISTS POSSIBLE KPI’s and the TRAFFIC Flow of online measurements...
THIS IMAGE explains
how you can plan
and track the
This Document is an output of the Brand Experience Summit of AIESEC International
held in Rotterdam, The Netherlands, on 13th
of November, 2012.