Adapting oGCDP to New Customer Flow

1. CUSTOMER JOUNREY MAP
Aug 2015, oGCDP – Marketing Commissions
Planning for
SHIFTING TO EXPA

2. MARKETING STRATEGIES
for STRANGER to IN PROGRESS
CONVERSION
an OUT-INBOUND
GUIDELINES to apply

3. Why Outbound?
Why Outbound?
LOUD and CLEAR
Why Inbound?
PERSUASIVE and NOT ANNOYING

4. Strangers Visitors/Subscribers Open Inprogress
Facebook:
Direct
promotion Facebook:
Engaging &
Educational
content
--
Blog/Email:
Educational
content
Email:
Opportunitie
s marketing Newsletter:
Educational
& Problem
solving
content
Outbound Inbound
University/
Club/
Corporate
Relationship
Offline:
TNs fair/
Matching
fair
OVERVIEW

5. 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 basic
information must be presented on fan page to help interested
customers know how to apply right away.
 TN information also appears on fan page to help customers
better 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 more
information.
 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

6. 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’ communicationchannels &
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 commonmessage
should be centered around the
power of global citizen, the benefit
of having diverse perspectives
from differnet cultures, …

7. 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
#Note:

8. 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/

9. 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

10. 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.

11. IN PROGRESS
COMPLETE
for OPERATION MANAGEMENT
GUIDELINES
from
to

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

13. From a corporate
perspective

14. 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.
Awareness
Names
Prospects&
Recycled
MarketingLead
(MarketingQualifiedLead)
Opportunity
(Sales Qualified
Lead)
Sale
(Closed/Won)
Nurturing Database
SalesLead
(SalesAcceptedLead)

15. 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
Awareness
Names
Prospects&
Recycled
MarketingLead
(MarketingQualifiedLead)
Opportunity
(Sales Qualified
Lead)
Sale
(Closed/Won)
Nurturing Database
SalesLead
(SalesAcceptedLead)
The inbound marketing funnel

16. From an
perspective

17. 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)
Awareness
Names
Prospects&
Recycled
MarketingLead
(MarketingQualifiedLead)
Opportunity
(Sales Qualified
Lead)
Sale
(Closed/Won)
Nurturing Database
SalesLead
(SalesAcceptedLead)
oGCDP as the bottom of the inbound marketing funnel (BOFU)

18. 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
Awareness
Names
Prospects&
Recycled
MarketingLead
(MarketingQualifiedLead)
Opportunity
(Sales Qualified
Lead)
Sale
(Closed/Won)
Nurturing Database
SalesLead
(SalesAcceptedLead)

19. Feeling overwhelmed with all information
you have just gone through?

20. The most important thing to remember is that oGCDPand
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

21. LEAD
IN PROGRESS
CUSTOMER
MATCH
GET IN TOUCH
Lead
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.
Overview
Food for thought
 Number of Match
 In Progress to Match conversion rate
 Number of Match with Entity Partner
Key KPIs
Average matching speed
Response rate during Get-In-Touch
Number of In Progress who are sales-
ready (Do we attract the right prople?)
Others indicators to think about

22. 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
LEAD
IN PROGRESS
CUSTOMER
MATCH
GET IN TOUCH
Lead
CATEGORIZING,
PRIORITIZING
CO-MATCHING
WITH EYP
Lead MANAGEMENT

23. Customer
service
mindset
Effective
partnership
management
Elements for success!
LEAD
IN PROGRESS
CUSTOMER
MATCH
GET IN TOUCH
Lead
CATEGORIZING,
PRIORITIZING
CO-MATCHING
WITH EYP
Lead MANAGEMENT
Concrete
process
setting
Smart
database
management

24. 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

25. NOTICETHAT 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.

26. LEAD
IN PROGRESS
Assign
yourself as
EP Manager
GETIN 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?

27. GETIN TOUCH
Lead
PRIORITIZING
Main purpose
Filter high potential
customers (their interest
in our products, ability to
buy…)
References
Sample oGCDP
EP Assessment model
Akshay
Quynh 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
LEAD
IN PROGRESS

28. GET IN TOUCH
Lead
PRIORITIZING
CO-MATCHING
WITH EYP
Enter EP’s
information in
IR workspace
Cooperate with TN
Manager to push
matching speed
LEAD
IN 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?

29. 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 scenarios
SCENARIO 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.
LEAD
IN PROGRESS
CUSTOMER
MATCH
GET IN TOUCH
Lead
CATEGORIZING,
PRIORITIZING
CO-MATCHING
WITH EYP
Lead MANAGEMENT

30. Thanks for reading!