DESIGNED TO Drive 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 ocused INBOUND MARKETING
More Customers than ever before
Simple INTERNAL
PROCESSES
WHAT IS AIESEC’S 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 PRODUCT-CUSTOMER FLOW
1! 2! 3! 4! PRODUCT EVOLUTION!
! UNDERSTAND! --------!
FOCUS! !
CUSTOMER FLOW!
! ! CUSTOMIZE!
!
ATTRACT! --------!
CONVERT! --------!
CLOSE!
DELIGHT! ! --------------------------! !
SHOWCASE ! !
Our online systems are focused on the first 3 steps PRODUCT-CUSTOMER FLOW
1! 2! 3! 4! PRODUCT EVOLUTION!
! UNDERSTAND! --------!
FOCUS! !
CUSTOMER FLOW!
! ! CUSTOMIZE!
!
ATTRACT! --------!
CONVERT! --------!
CLOSE!
DELIGHT! !
CUSTOMER FLOW
--------------------------! !
SHOWCASE ! !
ATTRACT
STRANGER
CONVERT
VISITOR
CLOSE
LEAD
DELIGHT
CUSTOMER
SHOWCASE
PROMOTER
CUSTOMER FLOW
ATTRACT
STRANGER
CONVERT
VISITOR
CLOSE
LEAD
DELIGHT
CUSTOMER
SHOWCASE
PROMOTER
A STRANGER
is someone who has not heard of AIESEC
Public Relations
Social Media
ATTRACT
From Stranger to Visitor A VISITOR Every year AIESEC attracts millions of visitors to its websites
We attracts strangers through:
Blogs
Online Advertising
is someone who goes to AIESEC.org or a national AIESEC website
On the ground Promotions
SEO EwA Events
Word of Mouth and more...
A STRANGER
is someone who has not heard of AIESEC
ATTRACT
From Stranger to Visitor A VISITOR Our Global Online Ecosystem Attracts 1.5 million visitors to aiesec.org through:
is someone who goes to AIESEC.org
Blog
Global Social Media
New in the past month
80,000 Annually
Culture-shock.me New in past 6 months
Online Advertising 60,000 Annually
SEO
700,000 Annually
and more...
ATTRACT
From Stranger to Visitor 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.
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.
These channels are positioned to provide relevant and compelling information to strangers to eventually draw them to visit our website.
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!
CUSTOMER FLOW
ATTRACT
STRANGER
CONVERT
VISITOR
CLOSE
LEAD
DELIGHT
CUSTOMER
SHOWCASE
PROMOTER
A VISITOR
is someone who goes to AIESEC.org or to a national AIESEC website
Compelling and relevant content
CONVERT From Visitor to Lead Every year AIESEC converts approximately. 300,000 visitors to leads
is someone who registers or applies to join one of AIESEC’s ELD programmes
We convert visitors on our websites by: Show casing the best stories
Clear Calls to Action
A LEAD
Accessible information
High quality videos and design
A VISITOR
CONVERT
is someone who goes to AIESEC.org or to a national AIESEC website
Created more compelling and relevant content
From Visitor to Lead
AIESEC needs to increase its ability to convert Visitors to Leads
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: Refreshed the brand
Made stronger calls to action
A LEAD
Built a new global website
Invested in High quality videos and design
Provided a new entity website
CONVERT A new global website: aiesec.org
From 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!
A new entity website template 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.
CUSTOMER FLOW
ATTRACT
STRANGER
CONVERT
VISITOR
CLOSE
LEAD
DELIGHT
CUSTOMER
SHOWCASE
PROMOTER
A Lead
is someone who registers or applies to join one of AIESEC’s ELD programmes
Meeting them in person
CLOSE
From Lead to Customer A Customer is someone who takes part in one of our AIESEC ELD programmes
We close our leads by:
Giving them more information
Inviting them to events
Taking them through the selection process
A Lead
CLOSE
is someone who registers or applies to join one of AIESEC’s ELD programmes
From Lead to Customer A Customer Every year AIESEC struggles to close leads as well as we could
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
The Global Online Registration System
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
The Opportunity Portal
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!
ATTRACT
The global online ecosystem: Global Social Media CultureShock
STRANGER
CONVERT
VISITOR
aiesec.org Entity Website Templates
CLOSE
LEAD
DELIGHT
CUSTOMER
The Opportunity myaiesec.net Portal The Global ORS
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
More Customers than ever before
Simple INTERNAL
PROCESSES