1. MX report Likes growth Reach growth Power of storytelling 2. Drivers Content Strategy Implemenation & Team Roles TtM – Empowering the membership 3. TtM Framework Agenda + Session outlines 4. International Cooperation Proposal 3 stages: Content Creation, Social Media Management, Results tracking 5. Examples of TtM outputs
INDEX
The way we measure whether a brand is well positioned or not in social media is through a series of indicators that can be summed up into Likes, Reach and Engagements. In order to report the positioning of the AIESEC brand in Mexico through Facebook – our predominant channel to reach youth – we’ll focus on the growth of Likes and Reach, where Engagements are also present. These indicators allow us to understand how many people follow our brand, how many people come across it, and how many people interact with it too.
HACKING
SOCIAL MEDIA
The likes growth in AIESEC México Facebook fan page has had an exponential growth of 7,971.83 likes average per month. The growth has been continuosly, and it reflected a breakthrough since the social media strategic framework was executed by the entity in January. More likes means, more followers around the country which means impacting directly: Being accesible for everyone, anytime, anywhere.
LIKES
GROWTH
AIESEC Mexicos’s fanpage is currently the entity page with the most amount of followers, harnessing the biggest number of interactions as well.
The page encountered a steep growth from Q1 and Q2 of 2016 due to a strategic content framework developed by the national team.
LIKES GROWTH
The reach growth in AIESEC México Facebook fan page is due to the placement of a flexible, structured and strategical content grid per week. The growth has been continuous, and reflects a breakthrough since the social media strategic framework was executed by the entity in January. Mexico’s outstanding reach is due to the creation of content that provides value to people, where instead of pushing a sale, we tell stories through our projects.
REACH
GROWTH
Q 3 2015
Q 1 2016
REACH GROWTH
Q 4 2015
Q 2 2016
CONTENT STRATEGY
TEAM ROLES & IMPLEMENTATION EMPOWERING MEMBERSHIP
DRIVERS OF
DIGITAL MARKETING
CONTENT STRATEGY We discovered that if we create our own content we would shape our own brand voice, and we will be recognized as unique as we are. We taked about travelling with purpose, trending topics, discovering new places, and youth & corporate topics
TEAM ROLES & IMPLEMENTATION Our NST was divided into Video Team, Blog Team, Visual Team and Social Media Team, being composed of 25 members. The cannels we used were Facebook, Instagram, and Twitter, aligned with the same brand voice.
EMPOWERING MEMBERSHIP To empower our membership, we created a series of TtMs.
DRIVERS OF
DIGITAL MARKETING
Train the Marketers is a summit designed thinking exclusively of pairing conceptual knowledge on how to tell stories, with the use of audiovisual and multimedia communication tools. The video below tells the story of how TtM is changing AIESEC Mexico.
WHAT IS
TTM?
TtM Agenda Showcase you story The agenda of TtM focuses on how to tell stories and provides the right tools to do so. It extends itself for two days, where in the first day all the knowledge is transmited, concluding with a 3 exercise. The second day consist exclusivelly of a field exercise where the dlegates create a multimedia piece of communication.
TTM AGENDA
DAY 1
TIME
DAY 2
Time
GTKEO & Intro
45m
Breakfast & Briefing
1H
Wirting Workshop
30m
Creativity Workshop
30m
Coffee Break
15
Basis of Script
30m
Visual Tips
45m
Visual Practice
45m
Field Exercise
8H
Lunch
1H
Energizer
15m
Audiovisual
30m
Footage & Soundtrack
30m
Storytelling
30m
Coffee Break
15m
Results presentation
15m
Exercise Day 1
3h
Feedback
30m
Feedback
30m
Closing
15m
As previously demonstrated, in the past term, Mexico has learned immenselly about how to manage Digital Marketing, being it a fundamental element in the growth of our entity. We strongly believe that it is our duty to transmit this knowledge to Americas, so that we can grow faster and stronger as one unity region. For that matter, we propose a framework ot Train the Marketers For Americas, that can be included in our Regional Congresses. The framework would consist of two stages:
Americas Summit Chile
Americas Conference Peru
TTM Agenda Showcase you story
TTM Agenda Showcase you story TTM Agenda Grow your Channels
TTM FRAMEWORK
EXAMPLES
http://aiesec.org.mx/todos-por-los-derechos-de-las-mujeres/