Global Digital Marketing ReportApril 2015 April 2015 By: Gordon Ching Global Vice President, Digital MarketingAIESEC International

Key Metrics • - Monthly visitors on @.org

• - Time spent on @.org

• - Monthly visitors on YouthSpeak website

• - #entities implementing Web template (if anything changed from the report)

• - #FB Fans as per Jan 31st, Feb 28th and Mar 31st.

• - #Blog posts in Jan, in Feb and in Mar

Highlights: Impacts of a digital strategyImpacts of a digital strategy

• Execution of our first global digital strategy

• 98% increase in global web traffic compared to last period Jan - Mar 2014 vs 2015

• 72% 86/120 project digital revolution implementation rate (new global web templates for entities) - templates were released Feb 5, 2015

• 21/86 implementing entities are live on new web templates

• 160% increase in social media traffic to website

Highlights: Areas of opportunity Areas of opportunity

• Building a global marketing team - including strong content marketing to improve web effectiveness

• Implementing global templates to include traffic link to the global website - further centralizing the digital experiences

• 100% implementation rate of global web template

• Almost no growth in referral traffic - need to build our media engagement and digital publicity

• Further developing a mobile-first culture and mobile-specific strategy

Period over Period (Jan - Mar 2014 vs 2015)

98% increase in traffic 525 767 (15) vs 265 938

(14)

Commentary: Session and users have increased significantly due to the new website that was launched on November 28.

The red numbers are misleading as the previous website was built as a parallax, meaning that each scroll down to a new section counted as a new page view - hence the increased bounce rate and decreased page views. Overall, we are doing great as the bounce rate is very healthy and initiatives in marketing education, digital transformation and brand refresh and engagement has contributed to the significant growth.

Mobile & Tablet traffic currently account for 19% of traffic and growing for 19% of traffic and growing

Commentary: Session and users have increased significantly due to the new website that was launched on November 28.

The red numbers are misleading as the previous website was built as a parallax, meaning that each scroll down to a new section counted as a new page view - hence the increased bounce rate and decreased page views. Overall, we are doing great as the bounce rate is very healthy and initiatives in marketing education, digital transformation and brand refresh and engagement has contributed to the significant growth.

Insight on reduced Page Views and Recommendations for Content

Improvements

Page views are down because the structure from a parallax to a hierarchical structure reduces scrolling and maximizes less clicks. Meaning users can get what they need faster and with less clicks. We also have not build extensive “consideration” level content, which may result in low pages per session and pageviews. Most of the content right now is quite informational.

Next steps need content planning to enrich our website with more customer testimonials, interviews, video content and stories

Insight: Leading with digital excellence - hitting industry standards for healthy bounce

rates (34%)

Bounce rates have increased as the previous AIESEC.org had a parallax structure where scrolling down the homepage counted as a “page view,” hence a false bounce rate that wasn’t set up properly. After implementing the new AIESEC.org Jan 2015 onwards, our 34% bounce rate is beyond exceeding industry standards. For benchmarking, industry standards for excellent performing websites is 26 - 40%, ours is 34%, and this is our first version.

Where are the people coming from?

Jan - Mar 2015 (150% increase in social media

referrals)

ConversionsConversions = Sessions/Goal Completion to Students Opportunities Portal

Insight: search and direct are still the highest conversion rates as it is usually people who have become aware of AIESEC, while referral and social are usually users exploring and discovering. Improvements in “consideration” level content will improve overall conversion rates.

*rates may be slightly influenced by the lack of a company conversion portal yet - meaning that a lot of the traffic is primarily students but may be influenced by the business traffic

5.4% conversion

rate

5.4% conversion

rate

5.3% conversion

rate

5.3% conversion

rate

4.2%conversion

rate

4.2%conversion

rate

3%conversion

rate

3%conversion

rate

Distribution PointConversion Rate

Vs. Average Comments

Average 2.35% Unremarkable

Top 25% 5.31% 2x Awesome

Top 10% 11.45% 5x Unicorns

Benchmarking against the industry

AIESEC.org is at roughly 5%, but we must keep striving for digital excellence to become Unicorns

*benchmarking various across industries, this is a general benchmark taken from the averages of Google Analytics users. This is only done for benchmarking purposes to help users understand where we stand. Source: WordStream

How did we get a healthy bounce rate?

• Key things: a good website speaks to the needs of its users •

Months of October and November were purely spent on researching and discussions on user needs

• We took existing best-case practices from leading organizations customized their practices into our website building framework

• Frequent in person meetings in London between agency (HomeMade Digital) and AIESEC International VP Digital Marketing - enabling greater collaboration and better vision alignment (4x I went to London, 1x HMD to Rotterdam to interview the AIESEC International team, and 1x HMD to Singapore, Hong Kong, and Australia to interview national teams

• Mobile-friendly, responsive and simple to navigate conversion oriented pages

Taking the time to plan and putting ourselves in the users shoes

Jan - Mar 2014

Pages to be invested in: students and companies Pages to grow traffic: blog and NGO pages

Social Media Overview • January

- Gained 10,908 likes - 6 content posts, 1 blog post

• February - Gained 22,759 like- 16 content posts, 5 blog posts

• March- Gained 18,503- 13 content posts, 4 blog posts

• Total = Gained 52,170 likes

• Total Facebook reach - 4,167,168

• Total Engaged Audience - (liked page + engaged on post) - 93,975