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

Join2Grow.biz Actively 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? 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

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)
Let’s take the site tour !

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 advertising focused Media-neutral 2000 Central idea channel selection based on merit

There has never been more communication disciplines & channels available… but it has never been harder to connect with consumers.
Why ‘actively engaging? > Connecting with consumers … The paradox!
TV
iTV
Print
Radio
Poster
Cinema
Online
Events
Point of Sale
Ambient
Mobile
Word-of-Mouth
Games
Channels Disciplines
Advertising
Sponsoring
Public Relations
Promotions
Couponing
Micro marketing
One-to-one/ dialogue
Guerilla
Programming
Platforming
Branded Content
Search marketing

Why ‘actively engaging? > Consumers have taken control Viewing Listening Reading Passing Passively Absorbing Then Using Trialling Experiencing Playing Actively Engaging Now

Why ‘actively engaging? > A step-change transformation Advertising-led 1990 USP’s Through-the-line 1995 ATL and BTL badged the same … still advertising focused Media-neutral 2000 Central idea channel 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
Why ‘actively engaging? > Actively engaged consumers : more valuable Consumers actively engaged with clients’ brands Relevant awareness, deeper relationships and stronger sales

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 held by 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 Shareholder Private individual Manager Entrepreneur

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

Enterprise and entrepreneur Why ‘the entrepreneur’? > E&E: a 360° mix Consolidate brand Advertising campaign Internet bannering Magazines Inform & organize Intranet sites Survey country focus Survey international brochure Strenghten relation Internat. press briefing Local press exploitation Internat. sponsoring Join2Grow Support sales Commercial events Brochures Convince Seduce Mainly Global Mainly Local

Have we succeeded? > The overall performance in numbers (per May 25) Achieved Visits Current avg. visits per day Avg. visit duration 530 06:21 Visitors Total number visitors Total number returning visitors Returning ratio (returning/total visitors) 53.027 12.933 24,39% Members Total number members Registration ration (members/total visitors) Total number posting members Activity ratio (posting/total members) 1.688 3,18% 313 18,54% Page Views Total 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? > 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 )

- End -

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

by Emakina on Jun 15, 2007

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