join2grow, the first social network for european entrepreneur (emakina academy #8 : enterprise 2.0)
DESCRIPTION
Presentation of the Join2Grow B2B social network (www.join2grow.biz) by Manu Roggen (Fortis). More info about Emakina Academies on: http://www.emakina.com/academy/events.cfmTRANSCRIPT
Getting you there.
Join2Grow.bizActively Engaging the Entrepreneur
By Manu Roggen | e-Channels Communication | Merchant & Private Banking
What is ‘Join2Grow’ anyway?
What is ‘Join2Grow’ anyway?
Why ‘actively engaging’?
Why ‘actively engaging’?
Why ‘the entrepreneur’?
Why ‘the entrepreneur’?
So what…What’s next?So what…
What’s next?
Have we succeeded?Have we
succeeded?
What is ‘Join2Grow’ anyway?
What is ‘Join2Grow’ anyway?
Why ‘actively engaging’?
Why ‘actively engaging’?
Why ‘the entrepreneur’?
Why ‘the entrepreneur’?
So what…What’s next?So what…
What’s next?
Have we succeeded?Have we
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 is ‘Join2Grow’ anyway?
What is ‘Join2Grow’ anyway?
Why ‘actively engaging’?
Why ‘actively engaging’?
Why ‘the entrepreneur’?
Why ‘the entrepreneur’?
So what…What’s next?So what…
What’s next?
Have we succeeded?Have we
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 is ‘Join2Grow’ anyway?
What is ‘Join2Grow’ anyway?
Why ‘actively engaging’?
Why ‘actively engaging’?
Why ‘the entrepreneur’?
Why ‘the entrepreneur’?
So what…What’s next?So what…
What’s next?
Have we succeeded?Have we
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 is ‘Join2Grow’ anyway?
What is ‘Join2Grow’ anyway?
Why ‘actively engaging’?
Why ‘actively engaging’?
Why ‘the entrepreneur’?
Why ‘the entrepreneur’?
So what…What’s next?So what…
What’s next?
Have we succeeded?Have we
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 is ‘Join2Grow’ anyway?
What is ‘Join2Grow’ anyway?
Why ‘actively engaging’?
Why ‘actively engaging’?
Why ‘the entrepreneur’?
Why ‘the entrepreneur’?
So what…What’s next?So what…
What’s next?
Have we succeeded?Have we
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 -