aiesec online and the customer flow
TRANSCRIPT
DESIGNED TO D!ive MORE CUSTOMERS
How AIESEC’s Online Ecosystem Supports the Customer Flow and the purpose of each site
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 ocusedINBOUND
MARKETING
S i m p l e INTERNAL PROCESSES
More Cust"ersthan ever before
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
1! 2! 3! 4!!
UNDERSTAND!--------!
FOCUS!!
!!
CUSTOMIZE!!
ATTRACT!--------!
CONVERT!--------!
CLOSE!
DELIGHT!!
--------------------------!!
SHOWCASE !!
PRODUCT-CUSTOMER FLOW
PRODUCT EVOLUTION! CUSTOMER FLOW!
PROMOTER CUSTOMER LEAD VISITOR
SHOWCASE DELIGHT CLOSE CONVERT ATTRACT
CUSTOMER FLOW
STRANGER
Our online #ystems are focused on the first 3 #teps
PROMOTER CUSTOMER LEAD VISITOR
SHOWCASE DELIGHT CLOSE CONVERT ATTRACT
CUSTOMER FLOW
STRANGER
ATTRACTFrom Stranger to Visitor
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 MediaBlogs
Online Advertising
EwA Events
Public Relations
Word of MouthSEO
On the ground P!"otions
and more...
ATTRACTFrom Stranger to Visitor
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
GlobalSocial Media
Culture-#hock.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...
ATTRACTFrom Stranger to Visitor
GlobalSocial Media Culture-#hock.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!
PROMOTER CUSTOMER LEAD VISITOR
SHOWCASE DELIGHT CLOSE CONVERT ATTRACT
CUSTOMER FLOW
STRANGER
CONVERTFrom Visitor 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 LEADis someone who registers or
applies to join one of AIESEC’s ELD programmes
We convert visitors on our websites by:C"pelling
and !elevant content
Showcasing the best #tories
High quality
videos and design
Clear Calls to Action Accessible
information
CONVERTFrom Visitor to Lead
AIESEC needs to increase its ability to convert Visitors to Leads
A VISITOR is someone who goes to
AIESEC.org or to a national AIESEC website
A LEADis 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
c"pelling and !elevant
contentRefreshed the brand
Invested in High
quality videos and design
Built a new global website
Made #tronger calls to action
P!ovided a new
entity website
CONVERTFrom Visitor 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
PROMOTER CUSTOMER LEAD VISITOR
SHOWCASE DELIGHT CLOSE CONVERT ATTRACT
CUSTOMER FLOW
STRANGER
CLOSEFrom Lead to CustomerA Lead
is someone who registers or applies to join one of AIESEC’s
ELD programmes
A Customeris 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 #election process
CLOSEFrom 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 Customeris 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
CLOSEFrom 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 GCDP TNs available live. Here they can search for TNs 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
PROMOTER CUSTOMER LEAD VISITOR
SHOWCASE DELIGHT CLOSE CONVERT ATTRACT
CUSTOMER FLOW
STRANGER
The Opportunity Portal
The Global ORS
Global Social Media
CultureShock
aiesec.orgEntity Website
Templates
The global online
ecosystem:
myaiesec.net
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 ocusedINBOUND
MARKETING
S i m p l e INTERNAL PROCESSES
More Cust"ersthan ever before