Join2Grow, the first social network for European entrepreneur (Emakina Academy #8 : Enterprise 2.0)

Getting you there.

Join2Grow.bizActively Engaging the Entrepreneur

By Manu Roggen | e-Channels Communication | Merchant & Private Banking

What is ‘Join2Grow’ anyway?


Why ‘actively engaging’?


Why ‘the entrepreneur’?


So what…What’s next?So what…

What’s next?

Have we succeeded?Have we

succeeded?








What’s next?


succeeded?

What is ‘Join2Grow’ > The starting principles

– Target group:

– european entrepreneurs

– focus on 6 countries: Belgium, The Netherlands, Luxembourg, France, Spain & Italy

– Timing:

– launched on Jan-31st 07

– Objectives:

– position ourselves as the bank of the entrepreneur

– profile the users

– better understand the entrepreneurs’ expectations and concerns

Let’s take the site tour !

What is Join2Grow? > The on-line platform

– a community site (the Entrepreneur Network)

– a source of practical information (the Entrepreneur Magazine)

– a place to display the results of the ‘European Entrepreneur Survey’ (the Entrepreneur Survey)








What’s next?


succeeded?

Source: MEC London

Why ‘actively engaging? > Marketing communications evolution

Advertising-led

1990

USP’s

Through-the-line

1995

ATL and BTL badged the same … still advertisingfocused

Media-neutral

2000

Central ideachannel selection based on merit

There has never been more communication disciplines & channels available… but it has never been harder to connect with consumers.

• TV• iTV• Print• Radio• Poster• Cinema• Online• Events• Point of Sale• Ambient• Mobile• Word-of-Mouth• Games

ChannelsDisciplines

• Advertising• Sponsoring• Public Relations• Promotions• Couponing• Micro marketing• One-to-one/ dialogue• Guerilla• Programming• Platforming• Branded Content• Search marketing

Why ‘actively engaging? > Connecting with consumers …

The paradox!

Viewing

Listening

Reading

Passing

Passively

Absorbing

Then

Using

Trialling

Experiencing

Playing

Actively

Engaging

Now

Why ‘actively engaging? > Consumers have taken control

Why ‘actively engaging? > A step-change transformation

Advertising-led

1990

USP’s

Through-the-line

1995

ATL and BTL badged the same … still advertisingfocused

Media-neutral

2000

Central ideachannel selection based on merit

2006

Communications platform

Channel mix to facilitate interaction and engagement

Active engagement

A consumer who is more actively engaged by a commercial message will:

– Pay more attention

– Be more likely to respond and act

– Enter an ongoing dialogue

– Share information

– Tell friends

– Spend more per visit

– Stay loyal

Consumers actively engaged with clients’ brands

Relevant awareness, deeper relationships

and stronger sales

Why ‘actively engaging? > Actively engaged consumers : more valuable








What’s next?


succeeded?

Why ‘the entrepreneur’? > The ‘E&E’ business case

Most private value creators are business owners!

almost half the fortunes in excess of one million euros…

over two-thirds of fortunes worth

over ten million euros…

are heldby shareholder business

leaders!

Facts:

Our clients expect Fortis to be their trusted partner in the key moments of their life as manager, shareholder and private individual:

– I want to expand my business

– I want to manage changes in my private life/environment

– I want to find a balance between my professional and private assets

– I want to transfer my business

Why ‘the entrepreneur’? > The ‘E&E’ business case

ShareholderShareholder

Private individualPrivate

individual

ManagerManagerEntrepreneurEntrepreneur

– Entrepreneurs may be the captain of the ship, but they still need contact with others = the importance of networks

– “The most useful information I get comes from the network of entrepreneurs I am part of”

– “It is reassuring to work with someone who is known, who you’ve heard about”

– Their bank must also be part of these networks. If they cannot move in these circles, how can they be a partner?

Source: MEC Medialab entrepreneurial spirit - Fortis Research

Why ‘the entrepreneur’? > The role of networks for entrepreneurs

Consolidate

brand

Consolidate

brand

Advertisingcampaign

Internet bannering

Magazines

Inform & organizeInform & organizeIntranet

sites

Surveycountry

focus

Survey

international

brochure

Strenghten relationStrenghten relation

Internat. press

briefing

Local pressexploitation

Internat.sponsoring

Join2Grow

Enterprise and entrepreneur

Enterprise and entrepreneur

Support salesSupport sales

Commercial

events

Brochures

Convince

Seduce

Mainly Global Mainly Local

Why ‘the entrepreneur’? > E&E: a 360° mix








What’s next?


succeeded?

Have we succeeded? > The overall performance in numbers

(per May 25)

Achieved

VisitsCurrent avg. visits per day

Avg. visit duration

530

06:21

VisitorsTotal number visitors

Total number returning visitors

Returning ratio (returning/total visitors)

53.027

12.933

24,39%

MembersTotal number members

Registration ration (members/total visitors)

Total number posting members

Activity ratio (posting/total members)

1.688

3,18%

313

18,54%

Page ViewsTotal number of page views

Current avg. page views per day

228.178

2.019

Target

41.250 (+28%)

400 (+422%)

200 (+156%)!

Statistics show the site to be a major success!

– Achieved communication goals:

– 422% of target members

– 156% of target active members

– 100% of target total number of visitors achieved before the end of the campaign

– Country origin of visitors and members is broader than targeted

– The site has a high return ratio (% visitors returning) and registration ratio (% visitors connecting),

A lot of general objectives are already accomplished:

– create an image tool– create on-line platform for European entrepreneurs– an innovative internet concept that coincides very well with the Fortis ‘image to ‘getting you

there’

Have we succeeded? > The initial goals

– Country origin: initially targeted countries take up only 60%

– Age: the site seems to attract the right age profile

– Gender: imbalance between male and female

Have we succeeded? > Evaluation of the network profile








What’s next?


succeeded?

What’s next? > Improve & learn

– Improve the current platform:

– improve ergonomy

– enhance interactivity

– Make it a ‘commercial leads’ generator – targeted direct marketing campaign

– Learn from the experience:

– ‘spin-off’ (www.mpbconvention.fortis.com)

– other web 2.0 projects (www.mympb.fortis.com)

Getting you there.

- End -

Business

Join2Grow, the first social network for European entrepreneur (Emakina Academy #8 : Enterprise 2.0)