MASSIVE ONLINE PRESENCE AND ENGAGEMENT Being present in 113 countries and territories, AIESEC has massive untapped potential to engage and inspire young people around the world by building online communities. Increasing our virtual reach will enable us to open the doors of the AIESEC Experience to more and more people by creating promoters and customers of AIESEC. What has happened? • •
This Global Initiative is broken down into three parts— Drive, Move, and Convert. DRIVE: Building more traffic and reach for our online channels. This initiative includes key projects that will serve as catalysts for us to massively increase our online influence. Projects this previous quarter include: –
ICTV: While AIESEC International Congress 2012’s main purpose is to provide a physical space for the global network to connect and create strategy for our global direction, AIESEC’s annual largest conference was also a potential space to engage non-AIESECers and have them understand who we are and what we do. Enabling virtual accessibility to the world via HD Live Streaming and online social media engagement was a great opportunity to showcase the dynamic and inspiring ideas and activities that take place during AIESEC Conferences.
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Daily Content Evolution: While “Drive” includes several major projects within it, there is also need for ongoing channel management that contributes to significant increase in our virtual reach and engagement. Content evolution includes posts and campaigns that showcase our ELD programme experiences, the external initiatives and events we take part in, insights and values that we obtain through AIESEC and reshared thoughts and ideas that reinforce the reputation we want to build. Weekly Growth in Facebook likes from July 16 to September 30
Total Facebook Likes as of September 30, 2012= 277,639 Total Twitter Followers as of September 30,2012 = 28,103
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MOVE- Traffic optimization. We do not build reach and engagement for its own sake. All traffic generated by our online initiatives should be directed through our online channels to our website and towards our Global Online Registration System (ORS) or respective national online platforms. This initiative includes work on improving content and layout within each of our online channels to make them attractive, engaging and directive towards a “call to action” feature.
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CONVERT- The ORS was largely in need of a refresh in order to make it more convenient and useful. For the term 2011-2012, we received over 200,000 online registrations and not all of these received proper follow up due to challenges in terms of managing this platform. ORS refresh is implemented a solution to this issue. The registration system for internship and membership applications has been deployed this past quarter.
What’s Next?
DRIVE • Story telling platform An online platform that will showcase AIESEC Experiences and Insights • Programme Marketing Campaigns Promotional campaigns across channels for each of our ELD programmes, pilots are being run to test audience reactions and engagement patterns • Youth to Business Output Showcasing The output from Global Youth to Business 2012, Moscow will be compiled into a publication and showcased on the youth to business website and all our global online channels
MOVE • Global Website and Social Media Channels RedesignThe brand refresh calls for us to also refresh our online platforms to reflect the new visual elements. This is also an opportunity for us to make these channels more engaging, and to improve call-toaction features to help our audience move to convert
CONVERT • The next steps after the student ORS would be to deploy the Alumni and Organisations ORS as well as to educate and support the network on the proper usage of these.
ORGANISATION REPUTATION BUILDING Background: The global PR strategy is based on focused events, alliances, recognitions and showcasing opportunities. We are leveraging these initiatives to support and build our desired reputation. Whether we are creating new cooperation with other organisations or growing old partnerships, we are finding new ways to capitalize on them to help us reach wider audiences. This strategic focus connects directly to how we are perceived by people both within and outside of our target demographic. The desired reputation is based on the brand attributes that are a part of the Brand Evolution focus. The PR activities we run also create the content that we are to use to reach and engage more people on our online communications channels. What has happened? Our priority is to be engage in events and partnerships that support specific reputation building. Our desired reputation elements— based on the AIESEC brand attributes (link to Brand Evolution SF)— for 12-13 are (see image below): In each reputation element we have identified some priorities to showcase and develop our exposure in that particular aspect of AIESEC. The focus of this quarter was on initiatives related to being “for youth, by youth” and “social entrepreneurship”. Partnerships: Florent Meiyi, President of AIESEC International has been invited to join the Global Agenda Council of the World Economic Forum on New Model of Leadership that helps to define the agenda for World Economic Forum’s Annual Meeting (DAVOS). This is a great opportunity to showcase AIESEC as the voice of youth in major world issues and on a global platform.
• Events: Florent was also a featured speaker at the Nexus 2012 Global Youth Summit, where he presented an AIESEC perspective on social entrepreneurship and how AIESEC has been able to use a social business model for over 64 years. • Showcasing: With every PR activity we run (AIESEC events, representation at external events, strategic alliances, awards applications etc.), there is a need to build the exposure by showcasing these on our online channels and through our media and distribution partners. Global AIESEC Activities that were leveraged to build our reputation were AIESEC International Congress, Russia and Global Youth to Business Forum 2012. What’s Next? Reputation is not something that is built by and for the global office alone. To achieve our desired global presence and impact, entities are also at the front lines of engaging with the external environment. It is important that prospecting for the right PR tactics and showcasing these is a global effort. The initiatives below also strive to support the network in reputation building the reputations they possess nationally. •
Ongoing Activities: o Press and Publications- On our global website the Press Release page, AIESEC stories and Publications are being re-established as channels to showcase our AIESEC activities as well as participation in external events. With every post, the articles will be shared on social media and our external networks to build our exposure. o Events (UN events, Global Social Business Summit, Pioneer Festival) o Managing alliances (UN, WEF, ISIC, etc.)
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Upcoming initiatives: o Central Resource Platform to share stories and promotional materials globally o Youth to Business publication o Partnering with Youth Alliances (link to GIP Youth alliances section) o Prospecting new alliances o Application for awards and recognitions