AIESEC Online and the Customer Flow

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