1.DESIGNED TODrive MORE CUSTOMERS How AIESEC’s Online Ecosystem Supports the Customer Flow and the purpose of each site 2. WHAT IS A CUSTOMER FLOW? This is the process we pull strangers through in order to make them our customers. Otherwise known as inbound marketing, this flow allows the organization to pull strangers through our online systems faster. THIS MEANS WE CAN HAVE: FASTER RAISING & MATCHING F ocused INBOUND MARKETING S i m p l e INTERNAL PROCESSES More Customers than ever before 3. WHAT IS AIESEC’S CUSTOMER FLOW? 1! 2! 3! 4! ! UNDERSTAND! --------! FOCUS! ! ! ! CUSTOMIZE! ! ATTRACT! --------! CONVERT! --------! CLOSE! DELIGHT! ! --------------------------! ! SHOWCASE !! PRODUCT-CUSTOMER FLOW PRODUCT EVOLUTION! CUSTOMER FLOW! Do you remember this model? It describes the process AIESEC goes through to develop relevant exchange products for our market and deliver them with excellent customer experiences 4. 1! 2! 3! 4! ! UNDERSTAND! --------! FOCUS! ! ! ! CUSTOMIZE! ! ATTRACT! --------! CONVERT! --------! CLOSE! DELIGHT! ! --------------------------! ! SHOWCASE !! PRODUCT-CUSTOMER FLOW PRODUCT EVOLUTION! CUSTOMER FLOW! PROMOTERCUSTOMERLEADVISITOR SHOWCASEDELIGHTCLOSECONVERTATTRACT CUSTOMER FLOW STRANGER Our online systems are focused on the first 3 steps 5. PROMOTERCUSTOMERLEADVISITOR SHOWCASEDELIGHTCLOSECONVERTATTRACT CUSTOMER FLOW STRANGER 6. ATTRACT From Stranger toVisitor Every year AIESEC attracts millions of visitors to its websites A STRANGER is someone who has not heard of AIESEC A VISITOR is someone who goes to AIESEC.org or a national AIESEC website We attracts strangers through: Social Media Blogs Online Advertising EwA Events Public Relations Word of Mouth SEO On the ground Promotions and more... 7. ATTRACT From Stranger toVisitor Our Global Online Ecosystem Attracts 1.5 million visitors to aiesec.org through: A STRANGER is someone who has not heard of AIESEC A VISITOR is someone who goes to AIESEC.org Global Social Media Culture-shock.me Blog Online Advertising SEO 80,000 Annually New in past 6 months 60,000 Annually 700,000 Annually New in the past month and more... 8. ATTRACT From Stranger toVisitor Global Social Media Culture-shock.me AIESEC’s core global social media channels are Facebook,Twitter and linked in. Combined we have over 400,000 likes, fans and followers who are either customers or promoters of the organization. These channels are positioned to provide relevant and compelling information to strangers to eventually draw them to visit our website. CultureShock is one on AIESEC’s newest engagement portals.The site allows users to share their moments of culture shock while overseas, collecting hundreds of funny, shocking, scary and happy moments. This site provides strangers with a taste of the why, how and what of AIESEC and attracts people who love to travel, want to learn about other cultures and want to share their own experiences - including a lot of EPs! 9. PROMOTERCUSTOMERLEADVISITOR SHOWCASEDELIGHTCLOSECONVERTATTRACT CUSTOMER FLOW STRANGER 10. CONVERT FromVisitor to Lead Every year AIESEC converts approximately. 300,000 visitors to leads A VISITOR is someone who goes to AIESEC.org or to a national AIESEC website A LEAD is someone who registers or applies to join one of AIESEC’s ELD programmes We convert visitors on our websites by:Compelling and relevant content Show casing the best stories High quality videos and design Clear Calls to Action Accessible information 11. CONVERT FromVisitor to Lead AIESEC needs to increase its ability to convertVisitors to Leads A VISITOR is someone who goes to AIESEC.org or to a national AIESEC website A LEAD is someone who registers or applies to join one of AIESEC’s ELD programmes That’s why in the past 12 months the Global office has: Created more compelling and relevant content Refreshed the brand Invested in High quality videos and design Built a new global website Made stronger calls to action Provided a new entity website 12. CONVERT FromVisitor to Lead AIESEC’s global website was redesigned to make it more attractive to our target audiences.The content is customised by visitor profile and includes dynamic content to encourage the visitor to stay longer on the site. There are many calls to action, and signing up is easy! To go along with the global brand refresh and new website, you can now get access to the refreshed entity website template. This template is build upon Wordpress, and is easy to edit with your own content.The website is automatically linked to our other online systems and is free for you to use. A new entity website template A new global website: aiesec.org 13. PROMOTERCUSTOMERLEADVISITOR SHOWCASEDELIGHTCLOSECONVERTATTRACT CUSTOMER FLOW STRANGER 14. CLOSE From Lead to CustomerA Lead is someone who registers or applies to join one of AIESEC’s ELD programmes A Customer is someone who takes part in one of our AIESEC ELD programmes We close our leads by: Meeting them in person Giving them more information Inviting them to events Taking them through the selection process 15. CLOSE From Lead to Customer Every year AIESEC struggles to close leads as well as we could A Lead is someone who registers or applies to join one of AIESEC’s ELD programmes A Customer is someone who takes part in one of our AIESEC ELD programmes That’s why the global office has introduced: The Global Online Registration System The Opportunity Portal 16. CLOSE From Lead to Customer The Global Online Registration System (ORS) is the backend of aiesec.org and the opportunity portal. Here you can access the data of anyone from your entity who registers and manage them through a simple conversion management tool.The system is automated, so it supports faster raising and is easy for your members to learn. The system also provides detailed business intelligence you can use to improve your marketing, processes and product To fill a massive hole in the organization, the Opportunity Portal was launched to provide a site where visitors and leads can access more information about our GIP and GCDPTNs available live. Here they can search forTNs which might suit them, without having to be raised onto myaiesec.net. This portal makes information a lot more accessible to the user and means that when we are interviewing potential EPs, they have already provided us with enough information to raise and match them faster than ever before! The Global Online Registration System The Opportunity Portal 17. CUSTOMERLEADVISITOR DELIGHTCLOSECONVERTATTRACT STRANGER The Opportunity Portal The Global ORS Global Social Media CultureShock aiesec.org Entity Website Templates The global online ecosystem: myaiesec.net 18. SCROLL THROUGH THE WIKI TO FIND OUT MORE ABOUT EACH SITE AND LEARN HOW TO USE IT IN YOUR ENTITY TO HAVE: FASTER RAISING & MATCHING F ocused INBOUND MARKETING S i m p l e INTERNAL PROCESSES More Customers than ever before