actively engaging the entrepreneur - join2grow.biz

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Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 1 Actively engaging the entrepreneur - join2grow.biz Catherine Ossemerct, Media-channels manager Communications Fortis Merchant & Private Banking

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Actively engaging the entrepreneur -join2grow.biz, Catherine Ossenmerct (Fortis), 14 juni 2007, Emerce Insight Banking

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Page 1: Actively engaging the entrepreneur - join2grow.biz

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 1

Actively engaging the entrepreneur - join2grow.biz

Catherine Ossemerct, Media-channels manager Communications Fortis Merchant & Private Banking

Page 2: Actively engaging the entrepreneur - join2grow.biz

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 2

Advertising-led Through-the-line Media-neutral

1990 1995 2000

Marketing communications evolution

USP’s ATL and BTL badged the same … still advertisingfocussed

Central ideaChannel selection based on merit

Source: MEC London

Page 3: Actively engaging the entrepreneur - join2grow.biz

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 3

A new stage of marketing

Interrupting and grabbing the attention of audiences is increasingly challenging … while new opportunities present themselves to interact with consumers on their terms

Brands need to consider how to participate in media rather than simply impose themselves upon it

Understanding action and creating action is everythingThe first step towards action is engagement

Page 4: Actively engaging the entrepreneur - join2grow.biz

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 4

Connecting with consumers…

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

A paradox

Call for communications planning

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

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

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Continuous partial attention

“A state in which most of one's attention is on a primary task,

but where one is also monitoring several background tasks

just in case something more important or interesting comes up.

Also: CPA”*

*definition from Wordspy.com

Source: MEC Medialab Engaging the CEO research

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Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 6

Consumers have taken control

ViewingListeningReadingPassing

UsingTriallingExperiencingPlaying

Passively

Absorbing

Actively

Engaging

Then Now

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Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 7

Communication trends

–Sociability and interaction with friends is an intrinsic part of everyday life

–Sharing our experiences and discussing new crazes gives us an appetite for life

–The internet and other information and communication technologies has allowed for the creation of on-line virtual communities which both individuals and huge corporations have embraced

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Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 8

Actively engaged consumers: more valuable

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

Page 9: Actively engaging the entrepreneur - join2grow.biz

Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 9

Advertising-led Through-the-line Media-neutral Active Engagement

1990 1995 2000 2006

A step-change transformation

USP’s ATL and BTL badged the same … still advertising-focussed

Central ideaChannel selection based on merit

Communications platformChannel mix to facilitate interaction and engagement

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Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 10

Paid media Web Events Retail Mobile

Advertising

PR

Direct

Sponsorship

Inspired and organised around a big idea or platform

Strategies that weave connection points and content together to actively engage consumers

Active Engagement drives communication on all levels

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Merchant & Private Banking | Business Branding & Communications | 9/05/2007 | 11

60% of European consumers are influenced to buy a new brand by family and friends…

Source: Kotler (2000)

Source: MEC Medialab Word of Mouth Where’s Debbie? Research

67% of US consumer goods purchases are now influenced by WOM…

We believe in the power of harnessing word of mouth (WOM)

Target those most likely totransmit positive word of mouth

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The role of networks for entrepreneurs

–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”

–Implication: 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

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Implications for Fortis

– Get consumers involved in the brand, create content for them, based on the brand’s core principles

– Establishing dialogue– Getting them engaged– Finding out what they think– Building a community

– This is always about creating something new– A community– An event– A media channel

– Digital interactive channels are brilliant tools to drive this kind of communication

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Enterprise and Entrepreneur (E&E) business caseOur 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

Shareholder

Private individual

ManagerEntrepreneur

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360 °mix Enterprise and Entrepreneur

Inform & organize

Support sales

Consolidatebrand

Strenghten

relation

Advertisingcampaign

Internat. press

briefing

Local pressexploitation

Internat.sponsoring

Commercial events

Internet bannering

Intranetsites

Surveycountry

focus

Magazines

Survey international

brochure

join2grow

Enterprise and

entrepreneur

Brochures

breakfastmeetings

45 articles publishedBanners about Survey and join2grow.biz

Articles published in Quarterly and Fortis Tribune

E&E corner on MPB sites

Internationalbrochure

5 country focus

Pan-European media with focus on the 6 E&E countries

Breakfast meetings…

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Join2grow.biz: site sections

Home page– Promotion Entrepreneur

Survey– Presenting Entrepreneur

Magazine– Presenting Entrepreneur

community: most popular interests, most active members

– Login to site

Comments–Read other

members comments

–Write own comment on article or survey results

Entrepreneur survey

– info about all Fortis Survey 2007 results

– comment possibility

Entrepreneur Magazine

– video interview with successful entrepreneur

– Focus on community member

– short articles on business, lifestyle, travel…

– Comment possibility

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Join2grow.biz: starting principles– Target group

– entrepreneurs active in Europe, wealthy owners of private-owned companies.– Focus on 6 E&E countries: Benelux, France, Spain, Italy.

– Objectives – create both an image tool and a marketing tool supporting MPB Business– create on-line platform for European entrepreneurs to form a community where they can

interact and exchange ideas with visitors with similar life goals, ambitions and dreams.– Create a communication platform where entrepreneurs can collect and compare the results of the

European entrepreneur survey launched on 31/01/07– generate qualified leads once the coordinates of the community members have been collected,

which can be used in targeted marketing campaigns as well as profiling and consumer insights– an innovative internet concept (image tool) that coincides very well with the Fortis ‘image to

‘getting you there’. – no push of the Fortis image, positioning or service offering (no ‘cannibalism’ with other Fortis

sites

– Timing– launch January 31st 2007– maintenance throughout 2007 – further improvements in scope for Q3 2007

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Web 2.0- Actively engaging the entrepreneur – Join2grow provides a platform where entrepreneurs can interact and

exchange ideas with like-minded people.– It is also a place of opportunity, where entrepreneurs can discover and

make contact with potential partners and collaborators throughout Europe.

– Visitors are invited to participate in an ongoing discussion, about the results of the E&E Survey and other topics of interest, by posting comments and questions for further discussion.

– The site provides a forum where entrepreneurs can reach out to the entire online community of European entrepreneurs, or connect on a one-to-one basis with their peers.

– Web 2.0 features: Multiple RSS feeds, tagging, social book marking facilities, commenting, networking, flash

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Join2grow.biz: general performance (per 25/05)

228.1782.019

Total number page views (since launch)Current average page views per day

Page views

422% of target achieved!High registration level throughout campaign (normally sites know a 1% interaction level)156% target achievedRatio not as targeted, members should be more stimulated to participate (= phase 2)

400

20050%

1.6883,18%

31318,54%

Total number membersRegistration ratio (members/total visitors)

Total number posting membersActivity ratio (posting/total members)

Members

target achieved before end of campaign!

Rate increased throughout campaign, normally only this high after a longer period

41.250 53.02712.933

24,39%

Total number visitorsTotal number returning visitorsReturn ratio (returning/total visitors)

Visitors

remained above 500 since MarchAverage duration increased throughout campaign

59.735530

00:06:21

Total number visits (since launch)Current average visits per dayAverage visit duration

VisitsTarget CommentAchieved

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Evaluation network profile (per 25/05)

– Country origin: initially targeted countries take up only 60% – Benelux = 44% of total members– France (10%) and UK (12%) well represented– Spain (6%) and Italy (5%) reasonably represented– Total European members outside E&E countries = 15%– Other members residence: Turkey, Africa, Middle-East, US, South-America, Asia,

Russia, Australia– Age: the site seems to attract the right age profile

– 60% is between 30 to 50, the professionally most active age, – Less than 8% is above 50 years old– Young professionals (under 30 years) make up over 30% of all site members,

indicating that starting professionals are also interested in joining the site. – Gender: the balance between male and female is improving slowly but still a big

difference– female = 8,4% – male = 91,6%

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Events : – Mini-CD with guided tour around the site: distributed on

press conference Filip Dierckx (31 January) + EBS (15&16 March)

– Mint packs: used in RSCA Stadium + BC's in Belgium, Netherlands, France, Luxemburg, Spain, Italy / used on MPB global events: Tefaf / EBS / MPB Convention

Join2grow campaign: 360o implementation

– Intranet – Client brochure Fortis Survey 2007– Press brochure Fortis Survey 2007

– Direct mailing E-files– Commercial brochures

Inform & organize Support action

Consolidate brand Strenghten relation

– Advertising campaign – Print media from Feb.2 until April 23th– Online media from Feb 15 until April 27th

– External magazines : – Internet

– Banners J2G since January 29th on: Fortis.com / fortis.be / fortisbusiness.com / fortis.privatebanking.com

join2grow.bizexperience

Press – Press conference 31/1 F.Dierckx– Press release FGBA 16/02/07– Local press coverage (print + online)

from 16/02 until end of Feb

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Market it: advertising campaignLeverage on creative concept of E&E media campaign: “Fortis helps you realize, faster, your professional and private ambitions”

Media plan:– 4 ad themes– Pan-European media with

focus on the 6 E&E countries

– Weeklies: Time / Fortune– Monthlies: Euromoney,

Harvard Business Review, National Geographic, CFO Europe, The Banker, Institutional Investor, Bloomberg Markets

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Join2grow media plan

- Print:- 2 dailies: Wall Street Journal + Financial Times- 2 weeklies: Economist + Newsweek

- Online:- Pan-European online media: specific international economic and financial internet sites towards

the entrepreneur - Local online media: economic and financial sites in Belgium / France / Netherlands / Italy / Spain- Vibrant media: key word triggered banner campaign on local sites in Belgium / France / the

Netherlands / Italy / Spain- Google search: key word triggered copy with link on local Google sites

- Print: from mid January until end of May- Pan-European online & vibrant media: from February 12th until April 27th- Local online media: from February 16th until April 27th

- Google search: from mid February until end of May

- Print, Pan-European online & vibrant media: English only- Local online media & Google search: local languages

Media:

Timing:

Language

Promote the new network for entrepreneurs through teasing ads with questions related to the Fortis Survey 2007

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Join2grow online banners: examplesLeader board – theme Company transfer

Screen 1 - a

Screen 1 - b

Screen 1 - c

Screen 2

Screen 3

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Join2grow online banners: examplesMPU – theme Company value

Screen 1 - a

Screen 1 - b

Screen 1 - c

Screen 2

Screen 3

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Join2grow online banners: examplesVibrant media brand box – theme Company value (FR)

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Performance J2G online media campaign (per 8/05, end date of campaign)

– Total number of clicks on banners: 40.477 - 278% of target (14.559) delivered– Clicks per thousand (CTR):

– Total average: 0,17% - remained above target of 0,12% throughout campaign– Individual differences in CTR performance:

– Above average CTR : ES vibrant media, FR sites & vibrant media, BE sites– Above target CTR: IT sites & vibrant media, LU, BE vibrant media, NL sites and pan-regional sites– Under target CTR: ES sites

– Impressions delivered: – 25.324.794 impressions delivered - 93,7% of the total impressions bought has been delivered

– Performance– 28.562 visits to the site through the online campaign (= +/- 60% of total site visits)– 630 people have connected via the online campaign (= +/- 40% of total nr of members)

– Click through behaviour (round figures): after landing on the site through an online banner, visitors go to:

– home page: 12.550 actions– magazine: 6.880 actions– network: 3.220 actions– login: 2.900 actions– Survey: 2.390 actions

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SummaryStatistics 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 originally targeted E&E countries take up nearly 74% for visitors and 60% for members. Other frequently visiting countries are UK, Germany, US, Switzerland, Poland and Turkey. Scandinavian and Eastern European countries also take up an important share.

– The site has a high return ratio (% visitors returning) and registration ratio (% visitors connecting), compared to what is customary for sites. This indicates a high interest or relevancy of the site to visitors.

– The members age profile indicates that the site attracts mainly professionally active people (73%).

A lot of general objectives are already accomplished– create an image tool– create on-line platform for European entrepreneurs– Create a communication platform where entrepreneurs can collect and compare the results of the

European entrepreneur survey launched on 31/01/07– an innovative internet concept that coincides very well with the Fortis ‘image to ‘getting you there’. – no push of the Fortis image, positioning or service offering (no ‘cannibalism’ with other Fortis sites)

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Join2grow.biz: main site sections

1. Home page

2. Entrepreneur Survey

3. Entrepreneur Magazine

4. Entrepreneur Network

1.

2. 3. 4.

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Join2grow.biz: Home page1. Tabs to 3 main sections:

a. Entrepreneur Surveyb. Entrepreneur Magazinec. Entrepreneur Network

– Promoting the Entrepreneur network: a. Login to siteb. Tag cloud of popular interests, to track members

with similar interestsc. most active members

– Entrepreneur Magazinea. video interview with successful entrepreneurb. Focus on community memberc. articles can be sorted by channels: business,

lifestyle, travel…d. Comment possibilitye. Add a feed in your RSS aggregator and get

automatically the latest updates (‘push’ media: content provider brings new content only upon user’s request)

4. Invite a friend5. Link to Fortis sites

1.2.a

2.b

2.c

3.e

3.d

3.a

3.b

3.c

5.4.

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Join2grow.biz: entrepreneur Survey

First page Entrepreneur survey2. Flash animation of all survey results3. Explication on Fortis Survey 20074. List of 15 survey questions5. Details on results

Details on specific results2. breakdown answer for the given country3. All country breakdown answers 4. Poll for members5. Possibility to comment or leave question on results

1.

2.

3.

4.5.

6.

7.

8.

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1. Various audio & video interviews with entrepreneurs2. Different theme channels3. Specific theme related articles4. Leave or read comments on articles

Join2grow.biz: entrepreneur Magazine

1.

2.

3.

4.

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Join2grow.biz: entrepreneur Network

1.

2.

3.4.

1. Login page before creating your profile2. First page on the network section, interest based search

of other members3. Members sharing a specific interest4. Selected member with his profile5. Possibility to contact member or add him to personal list

5.

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Thank you