CUSTOMER JOUNREY MAP

Aug 2015, oGCDP – Marketing Commissions

Planning for SHIFTING TO EXPA

MARKETING STRATEGIES

for STRANGER to IN PROGRESSCONVERSION

an OUT-INBOUNDGUIDELINES to apply

Why Outbound?Why Outbound?

LOUD and CLEAR

Why Inbound?

PERSUASIVE and NOT ANNOYING

Strangers Visitors/Subscribers Open Inprogress

Facebook:Direct

promotion Facebook:Engaging & Educational

content

--Blog/Email:Educational

content

Email:Opportunities marketing Newsletter:

Educational & Problem

solving content

Outbound Inbound

University/ Club/

Corporate Relationship

Offline: TNs fair/ Matching

fair

OVERVIEW

What is it?

Should do:

Must do:

Example:

Learning source:

FACEBOOK:

DIRECT PROMOTION

Directly communicate to your customers information about GCP: Program description Guideline for applicants TN informations

Program description & guideline for applicants: these basicinformation must be presented on fan page to help interestedcustomers know how to apply right away.

TN information also appears on fan page to help customersbetter visualize what our program offers specifically.

Make things short & concise: only mention the most basic things.Include the link to our Global Citizen webpage for moreinformation.

Make information easy to digest by using infographics, pictures. Always include the link to our website & OP after every posts!

Apply PPC & Facebook Ad Strong Call – to – action posts when it’s nearly the end

of the promotion peak!

Pay per click guide

Facebook ad guide

What is it?

Should do:

Must do:

Example:

Learning source:

UNIVERSITY/ CLUB/

CORPORATE RELATIONSHIP

Hold event/ partnership with clubs/ companies with the similar purposes as AIESEC in order to co –communicate a message to our target customers.

Partnership with the university to reach its students.

Only partnership with the partners having the same targeted audiences.

Identify a common purposes/ message to target audiences.

Utilize each others’ communication channels & network.

Showcase the partnership message & its activities on social media/ website.

Store the databases collected from partnership for later purposes.

PR fundamentals

VietAbroader is trying to support students who dreams to study abroad & live in another culture.

AIESEC empowers the youth by providing leadership development experiences through exchange.

When partnership with VietAbroader, a common message should be centered around the power of global citizen, the benefit of having diverse perspectives from differnet cultures, …

What is it?

Should do:

Must do:

Example:

Learning source:

FACEBOOK:

ENGAGING & EDUCATIONAL CONTENT

Choose the trending social topics to write about but customize the content to be AIESEC relevant.

Invest in videos, memo or inforgraphic. All posts are written in a same language & tone,

reflecting AIESEC’s brand voice.

Facebook can simply be just a channel to broadcast our blog posts. Therefore basically all the educational content we publish on blog, we share it on Facebook!

Make daily life conversation to keep the engagement with audiences. Make conversations with your audiences about the topic that both AIESEC & them cares about: Self development Leadership

Ensure frequency & consistency. Instead of directly posting a long post, share content of your

blog posts on your fan page, using short caption ( 2 - 3 sentences).

Always include relevant Call – to – actions after each posts.

Social brand voice

Here’s a totally non selling & engaging FB post that I really likes:

Making impact on society Explore cultures

#N

ote

:

What is it?

Should do:

Must do: Example:

Learning source:

BLOG/ NEWSLETTER:

EDUCATIONAL CONTENT

Blogging Fundamental

Make conversations with your audiences about the topic that both AIESEC & them cares about: Self development Making impact on society Explore cultures Leadership

Choose the specific topics based on your buyer persona’s challenges & interests.

Offer high quality visual contents!

Write to educate, not to sell. Always put relevant Call -

to – actions on the posts. Optimize the posts’ key

words for SEO purposes. Send monthly/ weekly

newsletter for your audiences to read new blog posts.

In each post, tell audiences how GCP is the best solution to their problem, make it relevant to the post’s topics !!!

Nail the title: short & catchy, offer strong & obvious values.

Write practical How – to/ Tips posts to provide direct solutions to audiences’ life challenges.

Bring influencers’ voice to our blog to increase credibility.

Link to content of other sites that our audience are also interested in.

Re – tell EP stories as a way to educate customers, however make it short.

Optimize your website for SEO

Call – to – action best practices

Learn how they do blogging here: http://blog.hubspot.com/ http://sproutsocial.com/insights/

What is it?

Should do:

Must do:

Learning source:

EMAIL:

OPPORTUNITY MARKETING

Send email to our database, telling them about our available TNs

Make sure the TNs promoted are still available. Send strong message about what our audiences can

get out of these opportunities. Personalize the email. Invest in high quality visuals.

Categorized the TNs, have different package of benefits for each categories.

Promote TNs in the educational newsletters. Include testimonials.

What is it? TN FAIR/ MATCHING FAIRAn offline event with Opens to help

them apply and get matched on OP.

Email Marketing

What is it?

Should do:

Must do:

NEWSLETTER:

PROBLEM SOLVING & EDUCATIONAL CONTENT

Help customers solve their problems in the Open -> Inprogress stage.

Remind the customers on the Clarity of Why they are interested in AIESEC program by the same educational content they read on Strangers -> Open stage.

Send OP guideline to help customers search for and apply for TNs.

Continue to send monthly newsletter to educate customers

Provide more direct benefits of the programs and prove it to be the best solution to our customers.

Utilize EP stories to motivate. Pay attention on helping Opens solving the most popular

barriers to exchange: money, English & parent permission. Synergy with oGCDP to choose the one need working on.

IN PROGRESS

COMPLETE

for OPERATION MANAGEMENTGUIDELINES

fromto

Before going into details about oGCDP management from InProgress to Match, it is critical that all oGCDP members are on thesame page about the alignment between Marketing (as marketingforce) and oGCDP (as sales force), and how that relation isdemonstrated in the inbound marketing funnel.

From a corporate perspective

The inbound marketing funnel

This is all of our branding activities and content creation across Inbound Marketing and/or Outbound Marketing which our target audiences are exposed to.

Name of an individual along with some basic contact details. This is the entry point for everyone. We know little about their specific needs, their intent, their fit or where they are in the buying cycles.

NAMES

AWARENESS

PROSPECT

Anyone who visits our website is considered a prospect or visitor. The fact that they actively decided to visit our website to see the information we're providing already qualifies them as a prospect of our industry.The goal with a prospect is to convert them into a lead using strong call to actions, optimized landing pages and great content offers.

Aw

aren

ess

Nam

es

Pro

spec

ts &

R

ecyc

led

Mar

keti

ng

Lead

(Mar

keti

ng

Qu

alif

ied

Le

ad)

Opportunity(Sales Qualified

Lead)

Sale(Closed/Won)

Nurturing Database

Sale

s Le

ad(S

ale

s A

cce

pte

d Le

ad)

Have been qualified by Marketing, based upon criteria agreed upon by both sales and marketing, as worthy to handed off to sales

Sales leads which have been successfully qualified and now constitute a sales pipeline. Therefore these opportunities will contribute to a sales forecast.

We have successfully closed an opportunity and won new customers

SALES LEADS

OPPORTUNITIES

SALES

These are qualified and engaged prospects which could buy from us at some stage but are not yet ready to engage with sales.

MARKETING

LEAD

Aw

aren

ess

Nam

es

Pro

spec

ts &

R

ecyc

led

Mar

keti

ng

Lead

(Mar

keti

ng

Qu

alif

ied

Le

ad)

Opportunity(Sales Qualified

Lead)

Sale(Closed/Won)

Nurturing Database

Sale

s Le

ad(S

ale

s A

cce

pte

d Le

ad)

The inbound marketing funnel

From an

perspective

THE SALES PROCESS

Lead nurturing start when an prospect becomes a marketing lead until he/she is converted into a sale. Not only marketing but also oGCDP participates in the lead nurturing process.

Top Of the FUnnel (TOFU)

Middle Of the FUnnel (MOFU)

LEAD NURTURING

Bottom Of the FUnnel (BOFU)

Aw

are

nes

s

Nam

es

Pro

spec

ts &

R

ecyc

led

Mar

keti

ng

Lead

(Mar

keti

ng

Qu

alif

ied

Le

ad)

Opportunity(Sales Qualified

Lead)

Sale(Closed/Won)

Nurturing Database

Sale

s Le

ad(S

ale

s A

cce

pte

d Le

ad)

oGCDP as the bottom of the inbound marketing funnel (BOFU)

How it fits into our New Customer Flow

STRANGER OPEN IN PROGRESS MATCH

REALIZE

COMPLETE

REINTEGRATE

Get reached on social media.Read blogs on our websites.Interested and subscribe to our newsletter.

Create accounts on EXPA

Sign AN.Status on system change to Matched

Contacted by oGCDP members. Go through skype interview. Supported in matching process

Aw

aren

ess

Na

mes

Pro

spec

ts &

R

ecyc

led

Mar

keti

ng

Lead

(Mar

keti

ng

Qu

alif

ied

Le

ad)

Opportunity(Sales Qualified

Lead)

Sale(Closed/Won)

Nurturing Database

Sale

s Le

ad(S

ale

s A

cce

pte

d Le

ad)

Feeling overwhelmed with all information you have just gone through?

The most important thing to remember is that oGCDP and

Marketing need to work together cause we are 1 funnel

Marketing needs oGCDP insights and vice versa.

PLAN

TOGETHER

EXECUTE

TOGETHER

REVIEW AND

REPLAN

TOGETHER

oGCDP – Marketing synergy elements

LEADIN PROGRESS

CUSTOMERMATCH

GET IN TOUCHLead

CATEGORIZING,

PRIORITIZING

CO-MATCHING

WITH EYP

Lead MANAGEMENT

“Lead nurturing is the art of maintaining permission to “keep in touch” with potential

customers as they educate themselves, with the goal of being top of mind when they are ready

to move into a buying phase.”

Driving greater exchange and customer satisfaction results by staying in touch, maintaining the conversation and provide the right support.

OverviewFood for thought

Number of Match In Progress to Match conversion rate Number of Match with Entity Partner

Key KPIsAverage matching speed

Response rate during Get-In-TouchNumber of In Progress who are sales-ready (Do we attract the right prople?)

Others indicators to think about

GET IN TOUCH

Possibly you will receive a high volume of In Progress in winter peak.However, past datas (plus our prediction) are that conversion from In Progress to Match is only 25-27%,, which means that only 25-27% of our leads actually become our customers.Your job is to quickly identify and focus your resource on these most potential 25-27%. We call this lead management.

Strong notice

REMAIn Progress

25% 25%Open

70%+

Expected conversion rate

LEADIN PROGRESS

CUSTOMERMATCH

GET IN TOUCHLead

CATEGORIZING,

PRIORITIZING

CO-MATCHING

WITH EYP

Lead MANAGEMENT

Customer service mindset

Effective partnership management

Elements for success!

LEADIN PROGRESS

CUSTOMERMATCH

GET IN TOUCHLead

CATEGORIZING,

PRIORITIZING

CO-MATCHING

WITH EYP

Lead MANAGEMENT

Concrete process setting

Smart database management

When moving from Open to In Progress, it’s important how Marketing and oGCDP agree on transfering the customer database

You can come up with the best way that suit your local situation. However, this suggestion can give you some basic perspectives.

STEP 1. take information from EXPA and fill in your tracking system.

STEP 2. start doing Open to In Progress activities with them and track their engagement with you.

STEP 3. Check tab In Progress regularly and Change their Status on your tracking system. This will be the starting point for oGCDP to begin getting in touch and provide services

NOTICE THAT EPs are arranged based on

the date that they create their profiles, not the date that they move to In Progress, so we need to keep track which ones are new In Progress daily

TIPS. assign yourself (LCVP) as EP Manager for

the In Progress daily. When new In Progress comes, you will know which ones are new when looking at the Managers column.

LEADIN PROGRESS

Assign yourself as EP Manager

GET IN TOUCH

Send them a confirmation email as soon as possible. Contents included are: Greetings Confirming receiving application

for project… Tell them to fill in a form so we

can get full information about them.

Ask them when can we have a skype talk.

No customer is left untouched/ neglected!

You can also assign EP buddy here.

Possible checkpoint:

You can also send them an SMS/call them and remind them about checking the email

Which one respond to the email?

Which one fill in the form in the email?

Which one reply to your message/answer your call?

GET IN TOUCH

Lead

PRIORITIZING

Main purposeFilter high potential customers (their interest in our products, ability to buy…)

ReferencesSample oGCDP EP Assessment model AkshayQuynh Do

Sales-ready

Need further nurturing

Sales leads who are sales-ready will be transfer to co-matching steps with entity partners

Sales leads who needs further nurturing will be put in our database so we can maintain relationship & conversation with them. Dripping campaign may be useful for slowly converting these leads.

LC HCMC

LEADIN PROGRESS

GET IN TOUCH

Lead

PRIORITIZING

CO-MATCHING

WITH EYP

Enter EP’s information in IR workspace

Cooperate with TN Manager to push matching speed

LEADIN PROGRESS

Possible checkpoints EP has been

interview or not? EP has been

confirmed interview result or not?

EP has signed EN or not?

EP fee has been paid or not?

EP has been approved from OGX side or not?

EP status has been changed to Match or not?

GET IN TOUCH

Currently, our LEAD touchpoints are shaped into 2 formats

LEAD

DELIVERY

LEAD events

EP Buddy as an IJ facilitator

Scenario 2

Scenario 1

SCENARIO 1. after lead scoring & prioritizing (high potential leads)

Can motivate these leads, increase the engagement with AIESEC, build trust, can help with conversion. However, might waste resource on leads who drop out.

You can schedule your LEAD delivery timeline in 2 scenariosSCENARIO 2: after match (official customer)

Ensure we do not waste our resource.However, 80% of matching must be done at least 1 month before RE peak to ensure we have enough time to deliver to customers.

LEADIN PROGRESS

CUSTOMERMATCH

GET IN TOUCHLead

CATEGORIZING,

PRIORITIZING

CO-MATCHING

WITH EYP

Lead MANAGEMENT

Thanks for reading!