aiesec indonesia | ogcdp summit 2014 | planning block day 1
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oGCDP
STOP!
WE SELL VALUE NOT PRODUCTS
VALUE of oGCDP Value per issue
MESSAGE
Market (Society) Value
Organizational (TN/Project) ValueIndividual (EP) Value
oGCDP Values
Market (Society) Value• Bring awareness to society related to
the issue• Direct sustainable impact given to the
society related to the issue
Organizational (TN/Project) Value
• Giving diversity point of view in the project (the project will have more than 1 perspective and problem solving)
• Having more HR o support the activity to contribute on society
Individual (EP) Value• Representing Indonesia abroad• specific practical xp based on each
issue• Giving direct impact to society in
diverse culture• Better management skill through on
field experience• Better knowledge and skill about team
management
Bottlenecks
Key Limits• Low conversion rate and
efficiency– Only 40% of entities are tracking their conversion rate; – The conversion rate is less than 10% for those who are tracking
• Slow matching process• Quality delivery (EP Preparation)
Inputs!
Action Steps!• Put “Refresh oGCDP Product Packaging” in your re-planning agenda
(synergy between TM-OGX-COMM)
• Make sure you have: • Goal: Re,Ma,Ra, In Review Progress, Open Goals for fruitpeak• Target Audience: Define target audience(follow the customer insight
toolkits)• Channel: Identify key channels and customise how you use them!• Messages:
o Main Brand of your oGCDP Producto Sub –brand (based on issues)o Clarify value proposition, benefits, reasons to believe
Directions!
Program Strategy Map
PP SDM4C
Product PackagingDay 1
Session 4Part 2
1 2 3 4UNDERSTAND
--------FOCUS CUSTOMIZE
ATTRACT--------
CONVERT--------
CLOSE
DELIGHT
-------------------------
SHOWCASE
PRODUCT-CUSTOMER FLOW
PRODUCT EVOLUTION CUSTOMER FLOW
GoalTarget
Audience
Channel Message
Exercise I
Refresh yourPRODUCT
PACKAGINGNOW!
If your entity needs…
To strengthen the brand of the organization To attract your target audience with right expectations To improve your conversion rate
1 2 3 4UNDERSTAND
--------FOCUS CUSTOMIZE
ATTRACT--------
CONVERT--------
CLOSE
DELIGHT
-------------------------
SHOWCASE
PRODUCT-CUSTOMER FLOW
PRODUCT EVOLUTION CUSTOMER FLOW
GoalTarget
Audience
Channel Message
PRODUCT-CUSTOMER FLOW
UNDERSTAND--------
FOCUS CUSTOMIZE
PRODUCT EVOLUTION
GoalTarget
Audience
Channel Message
Day 1Session 4Part 3
GOAL
GOAL SETTING Through Backwards Planning
1-- Set RAISE GOALS >
2-- Set IN REVIEW Goals
>3-- Set IN PROGRESS Goals
4-- Set Target for OPEN Leads
(Both must have a good understanding of each others’ key metrics.)
Creates In review, In Progress, Sign up Goals
Creates Ra-Ma-Re Goals
Create Customised Monthly Goals for EACH Key KEY Issue
VP Communications/ Marketing
Exchange Responsible
**[TOOL] Planing and Tracking Tool for oGCDP&Marketing:http://www.myaiesec.net/content/viewfile.do?contentid=10276401
Exercise II
Define your target number in each
proccess
The Output You Should Have (1)OFF PEAK Offline – Non SU Online SU
Re # Re # Re # Re
Ma # Ma # Ma # Ma
Sign Contract # Ra # Ra # Ra
Passing Interview # Selected # Selected # Selected
Passing AF # Interviewed # Interviewed # Interviewed
Registration # Contacted (Registers from X Fair/IS)
# Contacted (Registers from ORS)
# Contacted (Registers from X Fair/IS)
SUMMER PEAK Offline – Non SU Online SURe # Re # Re # Re
Ma # Ma # Ma # Ma
Sign Contract # Ra # Ra # Ra
Passing Interview # Selected # Selected # Selected
Passing AF # Interviewed # Interviewed # Interviewed
Registration # Contacted (Registers from X Fair/IS)
# Contacted (Registers from ORS)
# Contacted (Registers from X Fair/IS)
The Output You Should Have (2)
Total oGCDP Target
Total Off Peak
Offline OERaMaRe,
Interviewed, Registered
Offline SURaMaRe,
Interviewed, Registered
OnlineRaMaRe,
Interviewed, Registered
Total Summer Peak
OnlineRaMaRe,
Interviewed, Registered
Offline SURaMaRe,
Interviewed, Registered
Offline OE
June MoslemRaMaRe,
Interviewed, Registered
June Non Moslem
RaMaRe, Interviewed, Registered
August GeneralRaMaRe,
Interviewed, Registered
Day 2Session 11Part 4
TARGET AUDIENCE
1 2 3 4UNDERSTAND
--------FOCUS CUSTOMIZE
ATTRACT--------
CONVERT--------
CLOSE
DELIGHT
-------------------------
SHOWCASE
PRODUCT-CUSTOMER FLOW
PRODUCT EVOLUTION CUSTOMER FLOW
Goal Target Audience Channel Message
An Effective Product and Positioning Strategy relies on
knowing WHO you’re selling to and HOW they think.
“BUT HOW DO I ACTUALLY IMPROVE WHAT I DO BASED ON THIS?”
3 most frequently-made
mistakes about target audience…
Thinking that the “customer” Is the same for all
Products (opportunities) we offer.
We don’t put ourselves in the shoes of our customers
We have a much too general insights on our specific customers.
STEP 1: KNOW WHO ARE YOUR CUSTOMERSBuild a Customer Profile Map
BACKGROUND(Working/ Academic)
LANGUAGE ABILITY
(Language and proficiency)
TIME AVAILABILITY(When are they
available?For how long?)
INTERESTS/ NEEDS (what
motivates them in everyday life?)
This is your basic understanding of your ideal customer
UNDERSTAND--------
FOCUS
STEP 1: KNOW WHO ARE YOUR CUSTOMERSUNDERSTAND
--------FOCUS
1.Build a Customer Profile Map
BACKGROUND• Recent graduate
nunggu wisuda• People in thesis• Teaching student yg
harus magangn• Moslem
LANGUAGE ABILITYEnglish n france
TIME AVAILABILITYMaret, april, may
INTERESTS/ NEEDS• Nambahin CV/quality xp
sblm apply kerja• Cari data di luar• Mengganti magang, dan
kualitasnya lebih baus dbdgn magang disini
STEP 1: KNOW WHO ARE YOUR CUSTOMERSUNDERSTAND
--------FOCUS
Build a Customer Profile Map
BACKGROUNDStudents interested
to go into International
Relations
LANGUAGE ABILITYEnglish!
TIME AVAILABILITY
Summer Vacation
INTERESTS/ NEEDS People Person,Wants to feel
importantLoves learning abut
new cultures
Exercise III
Define your target number in each
proccess
The Output You Should Have
OFF PEAK TARGET
BACKGROUND(Working/ Academic)
LANGUAGE ABILITY
(Language and proficiency)
TIME AVAILABILITY
(When are they available?
For how long?)
INTERESTS/ NEEDS (what
motivates them in everyday
life?)
BACKGROUND(Working/ Academic)
LANGUAGE ABILITY
(Language and proficiency)
TIME AVAILABILITY
(When are they available?
For how long?)
INTERESTS/ NEEDS (what
motivates them in everyday
life?)
BACKGROUND(Working/ Academic)
LANGUAGE ABILITY
(Language and proficiency)
TIME AVAILABILITY
(When are they available?
For how long?)
INTERESTS/ NEEDS (what
motivates them in everyday
life?)
SUMMER JUNE TARGET SUMMER AUG TARGET
BACKGROUND(Working/ Academic)
LANGUAGE ABILITY
(Language and proficiency)
TIME AVAILABILITY
(When are they available?
For how long?)
INTERESTS/ NEEDS (what
motivates them in everyday
life?)
BACKGROUND(Working/ Academic)
LANGUAGE ABILITY
(Language and proficiency)
TIME AVAILABILITY
(When are they available?
For how long?)
INTERESTS/ NEEDS (what
motivates them in everyday
life?)
BACKGROUND(Working/ Academic)
LANGUAGE ABILITY
(Language and proficiency)
TIME AVAILABILITY
(When are they available?
For how long?)
INTERESTS/ NEEDS (what
motivates them in everyday
life?)
Day 2Session 11Part 5
CHANNEL
CHANNELS
1. With your Customer Profile Research, identify the Key Channels which present ideal opportunities for you to connect with your target audience
2. Can be online (ex. social media channels) or physical channels (on campus, bus stops, youth events, etc.)
3. Determine KPI’s for each of these channels that clarify the ROI of these channels for the marketing campaign
4. A Customer Journey Map can help!
Touchpoints Facebook Blog Website
Mental Barrier spam, iklan, random fq, tag foto iklam, random PM, tag random, poster jelek
artikel dikit, ga relevan judul, tampilan/design jelek, tulisan doang, copas doang, bahasa gk cocok konten, erlalu formal
bosen, design jelek, byk jargon
Question info terbaru darti temen terdekat, ada gosip apa, poto2 acara terbaru, knowledge2 unik, vifeo lucu, grup kesayangan, keep in touch org yang lo knal/akrab,, page artis
ARTIKEL LAIN SAMA SERUNYA, emg lo ngapain, organisasi nya apa
Cara apply, acaranya dmn, kapan, cost
Motivation kepo, banyak yg entertaining, bahan baru, gosip baru, trend baru, chatting sama org yg lo kenal, stalking sesuatu yg menarik perhatian
detail, continous, design bagus, banyak poto, video2 lucu atu touching
Simple, jelas smua info
Activity gngelike, ngeshare, ngeadd friend, ngemessage share, comment, like
Message/ Information
stories touching funny pengalaman super unik, fkta2 unik
program apaan, siapa yg nulis, organisasi nya apa, berapa lama
Cara aplu
Reason to Believe faktual, terjadi, poto, video, org yg dekat buktinya bukan dia doang Testimoni,, foto, showcase brp org udh pergi
Tactic org terkenal, blognya no aiesec at all, aktif
cek jg blog temen gue yg pny experience lucu di rusia
KPI # of click, # of share # click to website# of visitor to XF/IS
STRANGER VISITOR
3:CUSTOMER JOURNEY
Touchpoint Facebook Website
Mental Barrier I’m turned off by ads on social media
I only have a 2 min attention span
Question What’s happening in the world?
Where can I go? What can I do?
Motivation I want to experience something worth sharing
I get to travel and make a difference? Cool!
Activity I’m browsing my wall feed for updates from my friends
I browse the homepage and I look for “about” and “process”
Message/ Information
Redefine yourself Basic Information on where you can go, what you can do, how to apply
Reason to Believe Here’s a story that made a difference!
Showcase direct impact of projects
Tactic Story of an EP teaching kids in Latin America links to website
Basic + most engaging info, Call to action visible on each info page
KPI # clicks to website # sign ups
STRANGER VISITOR
Exercise III
Define your preferable customer flow
The Output You Should Have
Touch point FB Newsfeed Blog AIESEC Indonesia Website
Mental barrier
ads; wordy posters; Spam; Photo tagging; Meaningless post
ads; wordy posters; Spam; Photo tagging; Meaningless post
too complicated; too wordy; bad design; pop-ups add
Question friend's update; somethin uniquely interesting; simple
friend's update; somethin uniquely interesting; simple
info related to blogs; basic information; FAQ
Motivation finding something related to our interest; entertaining ourself
finding something related to our interest; entertaining ourself
easy navigation, easy to understand; Relevant to what they need
Activities read newsfeed; commenting; click interesting link; posting; like-ing
read newsfeed; commenting; click interesting link; posting; like-ing
read; get info; Move to next steps
Message representing your country; specific emotion based on issue
representing your country; specific emotion based on issue
all basic oGCDP info; Selection procces; How to registe
Reason to believe
reason to fight for the country; touching stories; reflection of what we've done to the country
reason to fight for the country; touching stories; reflection of what we've done to the country
pictures; proves; showcasing stories
Tactics something that oppose your country; factual but wonderfll experience;
something that oppose your country; factual but wonderfll experience;
"Act Now" button in every pages; full info; 2 times reminder (ORS); Newsletter
KPI # People click the Link # People click the Link # of registrations; #download
Touch point Promotional Tools
Open Booth Info Session/X Fair
Mental barrier
bad design; too general; no pinching interest; 10 seconds time spent
Passive; empty booth; too aggressive; too obvious selling
One way communication; lack of introduction; bad decoration; too lon time spent; low attendance; no benefit expalanation
Question what's it about; is it related to my interest?
what's this even about? ; if there's anything related to my interest? ; when the booth end?
handbook; relevance proof; storytelling
Motivation interesting design; simple; interesting content
attractive booth taker; interesting design
food; entertainment; known speaker
Activities read; show it to other people
read flyer; ask basic information
listen; ask deeper questions
Message opportunity for specific interest
basic info abou benefit and value
representing your coutry; detail info about exchange; value added; practical xp for degree
Reason to believe
achivement of what we've done for society abroad
promotor strategy & achievement; living proof
achivement of what we've done for society abroad
Tactics specific offering; simple & attractive design; interetsing data
pictures and showcasing videos; put ex- EP to guard the booth; Interesting posters
interetsing facts; culture shock & country information; tips & trick for travelling; inspirational story
KPI #attendance #attendance; # register; #Form Sold
# Forms sold
Online Marketing Off Line Marketing
Online
Facebook Blog WebsiteEmotional stories about Exchange Xp
Interesting picture and post about Exchange (with Link)
interesting story form exchange participants
Offline
Promotional Tools Booth Info SessionOpportunities
information and experience proof
Interesting pictures and proof about Exchange experience
Showcasing of what our EP doing abroad
Day 2Session 11Part 6
MESSAGE
MESSAGEYour Messaging should be based on the answer to the question— “Why should I buy into this specific opportunity?”
1. Customize a Value Proposition for oGCDP (General per different product)
2. Customize a Value Proposition for each Issue (Teach to Learn)
3. List down the Key Benefits a customer will gain from the opportunity under this specific issue ?(ex. Gain personal development, make a difference in children’s lives)What are the Reasons to believe/ Proof points for this issue? (ex. Stories, testimonials, Impact of projects)
Exercise IV
Define message + value of your product
Message Off Peak Products
The Output You Should Have(1 – Per Product)
Message Summer Products
Represent
Indonesia
Additional
quality
before applying for
job
Finding data abroa
d
Practical
experience
Represent Indonesia
Unusual fasting
experience in diverse
culture
Voluntary abroad
Witnessing cultural diversity
Impactful holiday
Off Peak Products
The Output You Should Have(2 – Per issue)
Issue Value Basic JD Possible Countries
Literacy - Practical education experience
- teach people in diverse culture
- Give basic education to underpriviledge children
- Russia- Italy- Czech republic
Cultural understanding
- Showcasing our own culture
- Adapting with local culture
- Broaden our mindset about world culture
- Presenting Indonesian culture
- Involving in local culture activities
- Cambodia- Taiwan- Vietnam- Russia- Italy- Slovakia
Environment - Increase awareness of people regarding environment condition
- Giving presentation about how to maintain environment and its danger
- Learning circle about environmental awareness
- Cambodia
Issue Value Basic JD Possible Countries
Literacy - Practical education experience
- teach people in diverse culture
- Give basic education to underpriviledge children
- Russia- Italy- Czech republic
Cultural understanding
- Showcasing our own culture
- Adapting with local culture
- Broaden our mindset about world culture
- Presenting Indonesian culture
- Involving in local culture activities
- Cambodia- Taiwan- Vietnam- Russia- Italy- Slovakia
Environment - Increase awareness of people regarding environment condition
- Giving presentation about how to maintain environment and its danger
- Learning circle about environmental awareness
- Cambodia
Summer Products
Showcasing Strategy(to AIESEC countries, to youth, and to potential TNs)
Day 2Session 4
Part 7
KPIs
Short Term
Showcasing Strategy
Long Term
Showcasing
Strategy
KPIs
Short Term
Showcasing
Strategy
Long Term Showcasing
Strategy
Used for Future Sales!!!
KPIs
Showcasing
Campaign (physical posters)
AIESEC Book
Used for Future Sales!!!
Day 1Session 4Part 8
TIMELINE
• Make the timeline of:– Off peak timeline– Summer timeline– Exchange fair project timeline
Things to do..
Gantt Chart of off peakTimeline For Off Peak
Dec Jan Feb March April May3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
IR
Online
PhysicalSelectionMatch
Prep
Realization
Gantt Chart of summer
Timeline Fo SummerJanuary February March April May June
3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4IR
HR acquisition
Online
Physical
Selection
Match
Prep
Realization
Questions?
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