Slide 1 : ON-LINE
POSITIONING
Slide 2 : “On-line positioning – is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization with on-line tools.”
Wikipedia.
Slide 3 : Why On-line positioning
is relevant for us today?
Slide 4 : Rating of countries for number of internet users per 100 people
(International Telecommunication Union, 2006) Rating of countries by number of internet users, 2007. China 253,000,000 2
United States 223,000,000
Japan 88,110,000
India 80,000,000
Brazil 50,000,000
Germany 42,500,000
United Kingdom 40,200,000
Korea, South 35,590,000
Italy 32,000,000 New Zealand 79,31
Iceland 76,03
Sweden 75,54
Malta 75,53
……..
27. Italy 49,69
Slide 5 : Out of 500 000 000 users in Facebook:- 130 000 000 are from USA- 28 000 000 are from UK- 26 000 000 are from Italy and Indonesia
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Slide 17 : The work of brand in
Internet consists of t
elements: building of
platform and involvement
of users in communication
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Slide 19 : Web-page +
Social Media
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Slide 24 : web-page.how
externally understandable language
clear message (AIESEC data, dates, contacts)
the most important at the front page
single font: arial or verdana (default)
2 sizes for font (general text and titles)
2-3 colors for text (general text and titles)
social media buttons
double language (english version)
align to structure
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Slide 28 : facebook.how
Just Fan-page: no person, no group
Clear description of AIESEC (numbers)
Avatar with AIESEC logo
Brand aligned pictures/movies
Tab with web-page redirect
Connect with YouTube channel by Involver
Research fan-pages of other NGOs, exchange
program fan-pages, companies for ideas.
Slide 29 : blog.how
“casual leadership” – describe your every day activities (trainees, projects, elections, meeting with companies, recruitment, events etc)
Interconnect with social media
Contact rafael.campos@aiesec.net
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Slide 31 : twitter.how
Create an account
Search for other AIESEC entities and follow
Interconnect with facebook (being logged in in twitter go by this link http://www.facebook.com/twitter/ and connect with your AIESEC fan-page)
Slide 32 : on-line
---on-line press
---universities web-pages
---work search web-pages
---city web-pages
---event web-pages
---youth web-pages
---partners web-pages
---communa web-pages
---ministry web-pages
---linguistic schools web-pages
---exchange program web-pages/newsletters
---newsletters of AIESEC
---newsletters of companies
---city blogs driving traffic:
Slide 33 : facebook
---advertizing/posting at groups/
Fan-pages of university/faculties etc
---paid advertisement
google adv
---13-15% of people are clicking
on adv in google
---87% use google as search engine driving traffic:
Slide 34 : Natural search Advertisement
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Slide 37 : COMPETITIONS - Structure should be connected with aim to bring more people on on-line resources
- Do before/during recruitment/ogx /specific activities
- Offer awards interesting for all target audiences
GCP: EF - http://www.facebook.com/EF#!/EF?v=app_17037175766 DISCUSSIONS Make posting calendar
Post about holidays/events/news related with issues on which AIESEC is working (leadership, exchange, mobility, youth, management, ecology, poverty, equity, tolerance etc)
Post links to blog articles/press-releases
Ask questions in your posts: motivate people to share their opinion
Spread messages in co-branding with partners
Use language understandable for externals
Give people piece of information
Ask for feedback
Highlight achievements EXTRA IN FB Tab: edit Page -> Apps -> Browse more app -> FBML -> Add to page
Make paid targeted adv
Post at fan-pages/groups where is TA
Slide 38 : FIND PEOPLE RESPONSIBLE FOR ON-LINE POSITIONING
CREATE MAIN PLATFORMS (WEB-PAGE, FAN-PAGE, BLOG ETC)
ALIGNMENT OF CHANNELS (DESIGN/INFO/AIESEC NUMBERS)
INTERCONNECT CHANNELS (FB WITH BLOG, WITH TWITTER)
CREATE PLAN FOR DRIVING AUDIENCE TO YOUR PLATFORMS
CREATE STRATEGY FOR INVOLVEMENT OF YOUR AUDIENCE
WORK ON IMPLEMENTATION CONSTANTLY
MAKE A RESEARCH FOR INSPIRATION
TRACK RESULTS FINAL ACTION PLAN:
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