marketing customer flow (aiesec)
TRANSCRIPT
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Fundamental Changes:marketing&pr
For MKT, COMM, PR
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Flow
Clarity of the Why
Future of MKTG
Making It
Happen
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WHY?WHYNOW?
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Purpose
Our organizational stand
-Leadership
development
Becoming truly
customer centric
Our competitors
push
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Less walls between us and the customer.
- Marketing people’s involvement in conversion strategies will be
even higher.
- The whole membership will be more involved with marketing
strategy.
- Digital ecosystems will play a crucial role in driving sign-ups.
- A new «internal marketing» concept will start existing-
Impact
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Future of marketing
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We are involved In all the cfS!
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Powered by
Insert tmp tlp CF here
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Groups, handouts, analyze customer flows and main MKT responsiilities
What’s new?
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Key Changes:
Sign UpWE MARKET THE
EXPERIENCE
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Key Changes:
APPLYWE PROMOTE THE
OPPORTUNITY
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Key Changes:
REALIZEWE COLLECT THE
STORY
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Key Changes:
COMPLETEWE TELL THE
STORY
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Key Changes:
UPSELLWE PROMOTE NEW
OPPORTUNITIES
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So, how does Ourjob look like?
Experiencemarketing
opportunitymarketing
Promoter MARKETING
Marketing never stops.
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ProgramBy program
KPIs and deliverables for TMP/TLP, GCDP and GIP
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ACTIVITIES KPIs
outgoing
Gip• STRANGER: Market Analysis, Brand Positioning, Sub-brands
definition according to your entity partnerships and market focus.
• VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.
• LEAD: Promote the specific opportunities, as anyone can see them! Strong synergy with oGIP Operations to understand TN’s value propositions.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones
• REALIZED: Showcase Interns’ story in your Global Talent materials. Focus on the Leadership Development Model elements and inbound content (culture, learnings – easy-to-share content)
• COMPLETED: Use NPS to adjust your product packaging, start marketing new opportunities!
• PROMOTER: Engage the EP in events, upsell (TLP? GIP?)
#website visitorstime spent on website
# sign-ups# applications
NPS Score# stories collected
from EP
CONVERSIONMETRICSSign-ups / Visits
Applications / Sign-upsTime to first application
Sign-ups through referral
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ACTIVITIES KPIs
incoming
Gip• STRANGER: Market Analysis, Brand Positioning, Sub-brands
definition according to your entity partnerships and market focus. B2B PR.
• VISITOR: Optimize website with corporate-friendly information, have ORS in place, provide clear sales material to your entity.
• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization Page is attractive enough.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones
• REALIZED: Showcase Company’s story in your Global Talent materials. Focus on the Leadership Development Model elements and inbound content (culture, learnings – easy-to-share content) for a corporate audience.
• COMPLETED: Use NPS to adjust your product packaging, start marketing the opportunity of new interns.
• PROMOTER: Collect endorsement and referrals for other corporate leads.
# events attended#ORS Leads
# opportunities on GIS# applications
# endorsements collected
# inbound content generated
CONVERSIONMETRICSOpportunities Posted /
LeadsApplications / Opportunity
Time to first EP application
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ACTIVITIES KPIs
outgoing
Gcdp• STRANGER: Market Analysis, Brand Positioning, Sub-brands
definition according to your entity partnerships and market focus
• VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.
• LEAD: Promote the specific opportunities, as anyone can see them! Strong synergy with oGCDP Operations to understand TN’s value proposition.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones
• REALIZED: Showcase Interns’ story in your Global Citizen materials. Focus on the Leadership Development Model elements and inbound content (culture, learnings – easy-to-share content)
• COMPLETED: Use NPS to adjust your product packaging, start marketing new opportunities!
• PROMOTER: Engage the EP in events and with media, upsell (TLP? GIP?), capitalize on re-integrated EP for leads generation through referrals.
#website visitorstime spent on website
# sign-ups# applications
NPS Score# stories collected
from EP
CONVERSIONMETRICSSign-ups / Visits
Applications / Sign-upsTime to first application
Sign-ups through referral
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ACTIVITIES KPIs
incoming
GCDP• STRANGER: Market Analysis, Brand Positioning, Global Citizen
Sub-brands definition according to your entity partnerships and market focus. B2B PR.
• VISITOR: Optimize website with NGO-friendly information, have ORS in place, provide clear sales material to your entity.
• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization / Project Page is attractive enough.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and reporting milestones for impact measurement
• REALIZED: Showcase Organization’s / Project’s story in your Global Citizen materials. Collect quality content through the whole realization period, focusing on Leadership Development Model and user-friendly inbound content.
• COMPLETED: Use NPS to adjust your product packaging, work on impact measurement reporting.
• PROMOTER: Showcase impact reporting, generate related content as thought leadership piece, open new opportunities and leads.
#website visits#ORS leads
# opportunities on GIS# applications
# endorsements collected
# inbound content generatedCONVERSIONMETRICS
Opportunities Posted / Leads
Applications / Opportunity
Time to first EP application
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Conversionrates
How does our backwards planning evolve?
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disclaimer
• It’s the first time for our organization to work with these customer flows.
• Most of the rates are based on estimations. • When in doubt, plan for more!
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outgoing
gipopen MATCHedIn progress
REALIZEd
40% 40% 90%
5056140
350
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outgoing
GCDPopen MATCHedIn progress
REALIZEd
40% 60% 90%
505693232
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Summin’ upWhat are the new leadership challenges for
Marketing?
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SYNERGY TO GENERATE APPLICATIONSDIGITAL TO DRIVE TO GISEXPERIENCE & OPPORTUNITY TO GENERATE SIGNUPS AND APPLICATIONSContent TO ATTRACT, RETAIN, POSITION.
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Your entityHow to bring this change back
home?
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WHAT MEETINGS SHOULD I HAVE IN MY MC TEAM?HOW WILL I MANAGE MY TOUCHPOINTS WITH THE NETWORK TO DRIVE THIS CHANGE?HOW WILL MY GOALS CHANGE ACCORDING TO THE CUSTOMER FLOW?
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Thank you!
…WHAT ABOUT TONIGHT?