4. 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Outdated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• This is slow and outdated logic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
7. 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
16. 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
17. 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
18. 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
20. 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
22. 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
24. 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
25. 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
26. 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!
27. So now you know the
Customer Journey and the
Behind the Scenes
Hinweis der Redaktion
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?