Digital Marketing Report 2015 April

AIESEC in MoC Digital Marketing ReportApril 2015 By Chuck Chaoke Member Committee Vice President Digital Marketing

Key Metrics• # of systems created • Visitors on @.cn • Time spent on @.cn • # entities using materials according to brand toolkit • Wechat fans • Leads generated through campaigns • # of wechat promotion articles

Highlights Impact of using a digital strategy

• Execution of first entity-wide digital strategy • Execution of a digital HR (NCT of 13 members) and budget

(￥111,800) • Centralised leads management • First time supporting ICX function • Refresh website; since the previous web traffic was not

tracked we don't have data for comparison. • 177% increase on wechat traffic

Highlights Area of improvement

• Building an entity digital task force that covers Web, UX, SEO, content and community building.

• Linking @.cn and campaign landing pages to OP and EXPA • Constant analysis and evaluation of digital efforts • Mobile strategy • Differentiation of MC and LC content • Digitisation of human connection (seamless XP, high

quality video content, Podcast?)

14/15 Digital Marketing Strategy Map

Implementation

Preparation

Tracking

GIP Web

aiesec.cn

Leads Mgmt Tool

Initial Contents

National Standards

HR & Mechanism

National Campaigns

National ContentsLead Management

Brand Toolkit

Visual Guidance

Events Guidance

Email Templates

Local DM Education

Local Leads Nurturing

CI Materials

National Leads Tracking

Web Traffic Tracking

Web Optimisation

Key Words Optimisation

Search Engine Optimisation

Blogs

Reports

Videos

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oGIP Web

aiesec.cn

Leads Mgmt Tool

Initial Contents

National Standards

HR & Mechanism

National Campaigns

National Contents

National Lead Management

Local DM Education

Local Leads NurturingCI Materials

National Leads Tracking

Web Traffic Tracking

Web Optimisation

Key Words Optimisation

Search Engine Optimisation

Strategy Review Standards • Brand Toolkit

• Brand Touchpoint Guidance

• YouthSpeak LC implementation guide

Brand Toolkit

http://pan.baidu.com/s/1c0dazM4

Brand Touchpoint Guidance

http://pan.baidu.com/s/1mgFZNtA

YouthSpeak Guidance

http://pan.baidu.com/s/1eQtRv8I

Strategy Review System • oGIP web

• iGIP web • aiesec.cn • discover • EPLead • NoworNever • GEP (developing) • Mailchimp • Facebook • Linkedin

Web• PV 129,837 • UV 39,910 • IP 40,141 • BR 48.93% • Ave t 3:36

Web • aiesec • AIESEC • aiesec官⺴⽹网 • aiesec海外志愿者 • aiesec中国地区官⺴⽹网

Web

Fact 1: Having a campaign key word and always addressing keyword is very important for SEO ranking. (放胆壮游)

Fact 2: Having user generated content can really help web exposure. (One EP Lead blog post ranks higher than an entire campaign for PV contribution. )

Web

Mailchimp

Key Finding • Open rate below industry average • Click rate below industry average

Key Finding • 40% of all 放胆壮游 leads generation • Around 50 % of all 百⼈人闯印度 leads generation

24,638 subscribers

FacebookPage likes • 2014.6.01: 3053 • 2015.4.20: 5472 • 79.2% increase

Post reach • Increased massively after starting discover • No paid traffic generation was executed

Facebook

Visitors • China • India • Egypt • Brazil • USA • Cambodia • Mexico • UK

Alibaba’s post have very high engagement

Strategy Review Content

• Wechat • Chindia • Nowornever • YouthSpeak • Video

Wechat

Subscribers information • 17,914 as of 2015.4.21 • Increased 80.1%

2013.7.2 - 2014.5.31 2014.6.1 - 2015.4.21

Wechat

Key Finding • 177% increase for post reads (117,674 to 310,870) • 135% increase in original link reads (3,588 to 8,446) • 202% increase in post shares (6,267 to 18,932)

Chindia

DBI

YSMCP NoN

WechatTop 6 Read articles • Dubai Internship Program 15,113 • MCP election announcement 7,157 • India Campaign 6,557 • India Campaign Launch 6,548 • Youth Speak 6,331 • Now or Never Campaign 4,718

Chindia 百⼈人闯印度

Landing Page QQ Consultancy Group

Period: 2015.1.1 - 2015.1.28 !

17 wechat articles 26,419 read !

5 emails !

6 videos !

277 applications

NoworNever 放胆壮游

Landing Page

Period: 2015.4.8 - 2015.4.21 !

8 wechat articles 10,319 read !

7 emails !

215 applications

Highlights

• Last two national campaign taught us we are not lack of demands. Key is how we can link the right supplies for our demands, namely, where can we find the right and enough TNs. With that, raising EPs are easy.

• Having a strong follow up process is important for harvesting the leads to realisations.

YouthSpeak ⻘青年发声

LC Implementation Guide

Period: 2015.4.3 - 2015.4.21 2 wechat articles 9,299 read 1 email 1,650 response3 videos

Videos - Chindia

6 videos !

12,356 total plays

Videos - Program Introduction

2 videos !

9,093 total plays

Videos - Youth Speak

3 videos !

7,607 total plays

Haven’t launched Haven’t launched

Videos - In production