AI 1415 Q4 report_Brand Experience

BXP

GENERAL PROJECT/SUBTEAM DESCRIPTION

AIESEC International Q4 2014 Report

BXP SUBTEAM BOTTOMLINE The Global Brand Experience team aims to improve the organizational positioning on a global level and the brand perception with the final goal of improving short- and long-term MoS achievement.

PEOPLE INVOLVED Giancarlo VP Marketing. Karolina VP Public Relations. Gordon VP Digital Marketing.

efforts


INDIVIDUAL EFFORTS Giancarlo. Network Support (35%), EXPA (40%), Sub-team Management (10%), TXP Evolution (10%), Brand Development (5%) Karolina. External Events & PR trips (65%), Y2B (15%), UN relations (15%), Alumni (5%) Gordon. AIESEC.org (40%), YouthSpeak (45%), Projects Support (10%), External Events (5%)

GENERAL COMMENT During Q4, team’s efforts were still dedicated to network alignment, brand positioning and digital evolution of the organization, as part of the main goal of the BXP team in the first semester of the term: integration of our brand perception on the network’s side, on a PR side and from a digital point of view.

OUTCOMES


Q4 MILESTONES CHECK

New Website Launched YouthSpeak First Wave Vietnam Y2B GCDP «Global Project»

Done with 3 weeks delay. Crowdfunding for Entity Templates

successful. Entity Templates released in Jan.

25k goal hit. Report Partner found (ThinkYoung)

Synergy moved from INN-BXP to INN-BD. Project Archived.

TXP Branding Network Support Key Relationships Mobile App

De-Prioritized. Basic visual assets and value proposition defined, waiting for system evolution.

95% of Exchanges in 2015 should run under the GC/GT subbrands. Top Tier Strategies running slow:

b2b done, ogip 50%, igcdp on

Development in Progress. Beta version expected by IPM.

Constant relationship with developers.

results


COMMENTS 2014 ends with an overall achievement of our goals. Nevertheless, we need to consider: a)  Linear goal-setting (methodology used in July) doesn’t consider seasonality of our operations, so it’s not accurate enough. b)  The current metrics may be consider «vanity metrics» until we won’t be able to control our conversion results. EXPA analytics will support

this.

October November December P A % P A % P A %

AIESEC .org unique monthly visitors

78000 101715 130% 81500 124883 153% 90000 89903 99%

Time spent on AIESEC.org

03:50 03:38 95% 03:55 03:59 102% 04:00 03:56 98%

YouthSpeak Responses/Visits

18000 12121 67% 25000 25002 100% - - -

FB Fans 610000 624820 102% 630000 643377 102% 650000 653179 100%

Blogposts (.org + YS blog) 5 (3+9) 240% 5 (5+10) 300% 5 (3+2) 100%

Next steps


SECOND SEMESTER OVERVIEW. According to the original plan, once achieved a certain integration and uniformity in our brand presence, the second semester will focus on increasing the quality of and efficacy of our digital presence, with the following activities (all to go through the re-planning process). -  Entity Templates Roll-out -  TXP Evolution finalization -  EXPA CRM Development -  Mobile App launch (beta at IPM) More strategic elements will be the reinforcement of the IGO relationships (looking into the October Event opportunities), and the Second Wave of YouthSpeak.

MORE DETAILS ON PROJECTS

project digital revolution - aiesec.org


GENERAL DESCRIPTION

Digital revolu-on aims to begin the full digital integra-on and alignment of the organiza-on’s online pla8orms. Including webpages and sub-‐brands. It provides a roadmap for en--es to align with the new digital strategy of AIESEC Interna-onal which includes web, OP/GIS, YouthSpeak, IC, Y2B and other pla8orms like culture shock and mobile applica-ons. The end goal is to witness significantly increased lead genera-on and user conversion as a result of succinct and compelling marke-ng and communica-ons throughout our brand experience and key synergy collabora-ons to enable a fully integrated brand experience from the beginning of the customer journey to the end. In summary: we are modernizing AIESEC and enabling it to become digital-‐first.

New website launched with three weeks of delay. Entity Templates crowdfunding (10k€) launched and completed. Entity Templates release got postponed to Jan 16th. - Next steps: content improvement, conversion tracking, entity templates roll-out according to plan.

•  Opera-ons – linkages to key programs and evolu-ons

•  PD - linkages to B2B and supporting inbound marketing

•  Innovations - communicating our philosophy and leadership development model

•  IM - interconnections with GIS/OP •  Network - consultancy, content, ideas.

PROGRESS STATE SYNERGIES INVOLVED

YouthSpeak


GENERAL DESCRIPTION

Youthspeak aims to provide AIESEC with a digital engagement tool to beQer understand our own audiences and external audiences. Data and insights will provide us with data-‐driven content for B2B and B2C marke-ng, including shaping how we communicate and posi-on AIESEC. It also provides us with tool that is a soR-‐selling tool to engage people who are seeking for low-‐commitment ways to get involved and support. The greatest return of YouthSpeak is credible data that shapes the future of AIESEC and also our focus area of strategic engagement with the UN and suppor-ng organiza-ons. Connected with the broader PR strategy, it will shape Y2B and its agenda themes.

Despite a slow start, mainly due to our lack of focus on communicating the value of the platform to the Network and AI, especially after Steering Team Meeting the results took off, making us hit the goal of 25k responses at the midnight of the deadline. Great emotions on BXP! Unfortunately, part of the questions which AIESEC agreed to include in the survey on behalf of PwC were missed out. We invested €650 in paid FB advertisement and re-engaged the network (through marketing newsletter and focused communication with entities partnering with PwC, but with very poor results – less than 5k responses).

•  Innova-ons for the future of AIESEC •  PR for media buzz, outreach and ensuring

high response rate from non-‐AIESECers •  Opera-ons for network implementa-on and

response rate from AIESECers •  PD for alignment with how it can support B2B

and our exper-se on youth insights


Key Relationships

Events A>ended in the Quarter 3-‐4.10 (KP) EBBF conference in Barcelona KP speaking – some connec0ons to follow up with, mainly help with mee0ngs in Geneva 20-‐24.10 -‐ Geneva (KP) Workshop at SIGEF, IFRC – Red Cross -‐ mee-ngs, WEF mee0ng. WEF – shapers mee0ng, IFRC – sharing plaCorm for volunteers, youth projects in Africa – need to follow up with INN and BD 28.10 – London (GC) Keynote at Chief Digital Officers Summit – knowledge and networking for Digital AIESEC. 28-‐30.10 -‐ Baku (VT, KP) Youth Policies forum – big exposure in UN network, mee0ng with Ahmad 31-‐02.11 -‐ Baku (KP) ICMYO Annual Mee-ng – we became a part of the taskforce (board of ICMYO) 05.11 -‐ Bruxelles (GO) Samsug-‐EuropeanVoice Roundtable – Connec0on with Think Young and Junior Achievement 06-‐09.11 -‐ Puerto Vallarta (KC, VT) Awesomeness Fest – reconnec0on with Vishen (Mindvalley) 08-‐10.11 -‐ Barcelona (GC, GP) Gartner IT Symposium – exposure in IT environment, useful knowledge for GP and GC 18.11 -‐ Bruxelles (ZS) Let's get Europe Moving – EU contacts, exposure 26-‐28.11 -‐ Asker (KP) Asker Conference on Youth and Governance – strategic event for UN rela0ons, Global Sustainable Development Founda0on, reconneciton with Pvblic Founda0on and nego0a0ons on future engagement and fundraising 16.12 – Amsterdam (KC, DA, GO) – European Leadership PlaCorm’s event (external valida0on of AIESEC’s LDM) 17.12 – Amsterdam (KP) -‐ Mee0ng with Global Sustainable Development Founda0on in Amsterdam (UN project implementa0on roadmap)

KEY CONNECTIONS DEVELOPED Global Poverty Project (#showyourselfie youthspeak campaign) UN Millenium Campaign (s-ll going on, knowledge support with youtshspeak campaign support) ICMYO (task force)

Rio2016 (wai-ng for their respone on the idea of an internal campaign) Save The Children (na-onal connec-on, support on next wave of YS Promo, campaigns, GCDP, UN Rela-ons) Edelmann (Free PR Consulancy -‐ follow up!) Purpose (EuroXPro output support, next YS wave support)

Regional Y2Bs •  Y2B summit done (

https://drive.google.com/a/ai.aiesec.org/folderview?id=0B0jPAQw4v00PaGdvQnFFbkx2MjA&usp=sharing)

•  Regional Y2B agendas and concepts done

•  PR GST supporting regions (Europe, AP, IGN)

•  YouthSpeak being embeded in Y2B agenda

Y2B

Y2B Vietnam •  Agenda and concept done:

http://issuu.com/aiesecinternational/docs/y2b_global-2/0

•  PR Plan done for AP where Y2B is included (GST executing)

•  Y2B as a part of the bigger plan conencted to UN event: https://docs.google.com/a/ai.aiesec.org/document/d/1ltWOuYV_LiT8e1MBWPoQa40NrRsk1Ash8QG7iJhPGfU/edit

Txp bRANDING


GENERAL DESCRIPTION

As support to the TXP evolution project, following up to TXP summit output we are developing a globally aligned value proposition for TXP, to which a full sub-brand development will follow. The initial aim was to launch it internally in MCP summits, so to have recruitments and global content from 2015 aligned with such value proposition.

System delays and difficulties on the network’s side for another big change management process de-prioritized the initiative. A standard value proposition and some basic marketing assets based on the TXP Summit Output were developed, ready to be released with the TMP EXPA Features. Activities are currently on hold.

•  AE (project leader) •  OPS -network

implementation •  GC – Digital adaptation •  Argo – Design CEEDer.


NETWORK SUPPORT


GENERAL DESCRIPTION

Two main goals: -  Align the global sub-brands implementation across the network, given the fact that AIESEC is getting

digital and the digital value proposition should be the same across the globe. (Focus on Global Citizen and Global Talent)

-  Support Top Tier Entities with their Marketing challenges, through a dedicated GST.

First part was successfully achieved: with the shift of AIESEC in MoC and India, we can say that over 90% of our exchanges in our Network will happen under the Global Citizen and Global Talent flags. SOGA data will give us more accurate data. Top entities support progressed way slower than expected, for GST management challenges due to GO’s overload and difficulties on managing piloting entities. B2B Guidelines for iGIP are ready, as well as a framework for GCDP impact measurement for iGCDP and a promo video focused on Teaching for oGIP.

•  OPS, INN, BD – research •  OPS – strategic feedback and

network communications


Mobile app


GENERAL DESCRIPTION

The collaboration with KiwiLocal will give us the opportunity of developing for free a mobile app available for all EPs and AIESECers in a common geographic location, allowing us to send Global – or MC – level push notifications (fire-fighting and community building), with the opportunity to then expanding it to an evolution of our Existing Culture-Shock system.

Very smooth relationship with developers, helped by pre-existing knowledge on vendors’ management after the experiences with Rockstar. All communication is managed to a project management tool called Trello. Beta Version will be released at IPM (Android confirmed, most probably also iPhone).

•  MV (technical side) •  GC (digital expertise) •  OY (GCDP community)


Documents

AI 1415 Q4 report_Brand Experience