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’  anyway? Why ‘actively  engaging’? Why  ‘ the entrepreneur’? So what… What’s next? Have we  succeeded?
What is ‘Join2Grow’ >  The starting principles   <ul><li>Target group: </li></ul><ul><ul><ul><li>european entrepreneurs </...
What is Join2Grow? >  The on-line platform   <ul><li>a community site (the Entrepreneur Network) </li></ul><ul><li>a sourc...
What is ‘Join2Grow’  anyway? Why ‘actively  engaging’? Why  ‘ the entrepreneur’? So what… What’s next? Have we  succeeded?
Source: MEC London Why ‘actively engaging? >  Marketing communications evolution   Advertising-led 1990 USP’s Through-the-...
<ul><li>There has never been  more communication disciplines & channels  available… but it has never been  harder to conne...
Why ‘actively engaging? >  Consumers have taken control Viewing Listening Reading Passing Passively Absorbing Then  Using ...
Why ‘actively engaging? >  A step-change transformation Advertising-led 1990 USP’s Through-the-line 1995 ATL and BTL badge...
<ul><li>A consumer who is more actively engaged by a commercial message will: </li></ul><ul><ul><li>Pay more attention </l...
What is ‘Join2Grow’  anyway? Why ‘actively  engaging’? Why  ‘ the entrepreneur’? So what… What’s next? Have we  succeeded?
Why ‘the entrepreneur’? >  The ‘E&E’ business case Most private value creators  are business owners! almost half the fortu...
<ul><li>Our clients expect Fortis to be their trusted partner in the key moments of their life as manager, shareholder and...
<ul><li>Entrepreneurs may be the captain of the ship,  but they still need contact with others =  the  importance of netwo...
Enterprise  and entrepreneur Why ‘the entrepreneur’? >  E&E: a 360° mix Consolidate brand Advertising campaign Internet  b...
What is ‘Join2Grow’  anyway? Why ‘actively  engaging’? Why  ‘ the entrepreneur’? So what… What’s next? Have we  succeeded?
Have we succeeded? >  The overall performance in numbers (per May 25) Achieved Visits Current avg. visits per day Avg. vis...
<ul><li>Statistics show the site to be a major success! </li></ul><ul><ul><li>Achieved communication goals:  </li></ul></u...
<ul><li>Country origin: initially targeted countries take up only 60% </li></ul><ul><li>Age: the site seems to attract the...
What is ‘Join2Grow’  anyway? Why ‘actively  engaging’? Why  ‘ the entrepreneur’? So what… What’s next? Have we  succeeded?
What’s next? >  Improve & learn <ul><li>Improve the current platform: </li></ul><ul><ul><ul><li>improve  ergonomy </li></u...
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Join2Grow, the first social network for European entrepreneur (Emakina Academy #8 : Enterprise 2.0)

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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.cfm

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

    1. 1. Join2Grow.biz Actively Engaging the Entrepreneur By Manu Roggen | e-Channels Communication | Merchant & Private Banking
    2. 2. What is ‘Join2Grow’ anyway? Why ‘actively engaging’? Why ‘ the entrepreneur’? So what… What’s next? Have we succeeded?
    3. 3. What is ‘Join2Grow’ anyway? Why ‘actively engaging’? Why ‘ the entrepreneur’? So what… What’s next? Have we succeeded?
    4. 4. What is ‘Join2Grow’ > The starting principles <ul><li>Target group: </li></ul><ul><ul><ul><li>european entrepreneurs </li></ul></ul></ul><ul><ul><ul><li>focus on 6 countries: Belgium, The Netherlands, Luxembourg, France, Spain & Italy </li></ul></ul></ul><ul><li>Timing: </li></ul><ul><ul><ul><li>launched on Jan-31st 07 </li></ul></ul></ul><ul><li>Objectives: </li></ul><ul><ul><ul><li>position ourselves as the bank of the entrepreneur </li></ul></ul></ul><ul><ul><ul><li>profile the users </li></ul></ul></ul><ul><ul><ul><li>better understand the entrepreneurs’ expectations and concerns </li></ul></ul></ul>
    5. 5. What is Join2Grow? > The on-line platform <ul><li>a community site (the Entrepreneur Network) </li></ul><ul><li>a source of practical information (the Entrepreneur Magazine) </li></ul><ul><li>a place to display the results of the ‘European Entrepreneur Survey’ (the Entrepreneur Survey) </li></ul>Let’s take the site tour !
    6. 6. What is ‘Join2Grow’ anyway? Why ‘actively engaging’? Why ‘ the entrepreneur’? So what… What’s next? Have we succeeded?
    7. 7. 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
    8. 8. <ul><li>There has never been more communication disciplines & channels available… but it has never been harder to connect with consumers. </li></ul>Why ‘actively engaging? > Connecting with consumers … The paradox! <ul><li>TV </li></ul><ul><li>iTV </li></ul><ul><li>Print </li></ul><ul><li>Radio </li></ul><ul><li>Poster </li></ul><ul><li>Cinema </li></ul><ul><li>Online </li></ul><ul><li>Events </li></ul><ul><li>Point of Sale </li></ul><ul><li>Ambient </li></ul><ul><li>Mobile </li></ul><ul><li>Word-of-Mouth </li></ul><ul><li>Games </li></ul>Channels Disciplines <ul><li>Advertising </li></ul><ul><li>Sponsoring </li></ul><ul><li>Public Relations </li></ul><ul><li>Promotions </li></ul><ul><li>Couponing </li></ul><ul><li>Micro marketing </li></ul><ul><li>One-to-one/ dialogue </li></ul><ul><li>Guerilla </li></ul><ul><li>Programming </li></ul><ul><li>Platforming </li></ul><ul><li>Branded Content </li></ul><ul><li>Search marketing </li></ul>
    9. 9. Why ‘actively engaging? > Consumers have taken control Viewing Listening Reading Passing Passively Absorbing Then Using Trialling Experiencing Playing Actively Engaging Now
    10. 10. 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
    11. 11. <ul><li>A consumer who is more actively engaged by a commercial message will: </li></ul><ul><ul><li>Pay more attention </li></ul></ul><ul><ul><li>Be more likely to respond and act </li></ul></ul><ul><ul><li>Enter an ongoing dialogue </li></ul></ul><ul><ul><li>Share information </li></ul></ul><ul><ul><li>Tell friends </li></ul></ul><ul><ul><li>Spend more per visit </li></ul></ul><ul><ul><li>Stay loyal </li></ul></ul>Why ‘actively engaging? > Actively engaged consumers : more valuable Consumers actively engaged with clients’ brands Relevant awareness, deeper relationships and stronger sales
    12. 12. What is ‘Join2Grow’ anyway? Why ‘actively engaging’? Why ‘ the entrepreneur’? So what… What’s next? Have we succeeded?
    13. 13. 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:
    14. 14. <ul><li>Our clients expect Fortis to be their trusted partner in the key moments of their life as manager, shareholder and private individual: </li></ul><ul><ul><ul><li>I want to expand my business </li></ul></ul></ul><ul><ul><ul><li>I want to manage changes in my private life/environment </li></ul></ul></ul><ul><ul><ul><li>I want to find a balance between my professional and private assets </li></ul></ul></ul><ul><ul><ul><li>I want to transfer my business </li></ul></ul></ul>Why ‘the entrepreneur’? > The ‘E&E’ business case Shareholder Private individual Manager Entrepreneur
    15. 15. <ul><li>Entrepreneurs may be the captain of the ship, but they still need contact with others = the importance of networks </li></ul><ul><ul><li>“ The most useful information I get comes from the network of entrepreneurs I am part of” </li></ul></ul><ul><ul><li>“ It is reassuring to work with someone who is known, who you’ve heard about” </li></ul></ul><ul><li>Their bank must also be part of these networks. If they cannot move in these circles, how can they be a partner? </li></ul>Source: MEC Medialab entrepreneurial spirit - Fortis Research Why ‘the entrepreneur’? > The role of networks for entrepreneurs
    16. 16. 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
    17. 17. What is ‘Join2Grow’ anyway? Why ‘actively engaging’? Why ‘ the entrepreneur’? So what… What’s next? Have we succeeded?
    18. 18. 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%) !
    19. 19. <ul><li>Statistics show the site to be a major success! </li></ul><ul><ul><li>Achieved communication goals: </li></ul></ul><ul><ul><ul><li>422% of target members </li></ul></ul></ul><ul><ul><ul><li>156% of target active members </li></ul></ul></ul><ul><ul><ul><li>100% of target total number of visitors achieved before the end of the campaign </li></ul></ul></ul><ul><ul><li>Country origin of visitors and members is broader than targeted </li></ul></ul><ul><ul><li>The site has a high return ratio (% visitors returning) and registration ratio (% visitors connecting), </li></ul></ul><ul><li>A lot of general objectives are already accomplished: </li></ul><ul><ul><li>create an image tool </li></ul></ul><ul><ul><li>create on-line platform for European entrepreneurs </li></ul></ul><ul><ul><li>an innovative internet concept that coincides very well with the Fortis ‘image to ‘getting you there’ </li></ul></ul>Have we succeeded? > The initial goals
    20. 20. <ul><li>Country origin: initially targeted countries take up only 60% </li></ul><ul><li>Age: the site seems to attract the right age profile </li></ul><ul><li>Gender: imbalance between male and female </li></ul>Have we succeeded? > Evaluation of the network profile
    21. 21. What is ‘Join2Grow’ anyway? Why ‘actively engaging’? Why ‘ the entrepreneur’? So what… What’s next? Have we succeeded?
    22. 22. What’s next? > Improve & learn <ul><li>Improve the current platform: </li></ul><ul><ul><ul><li>improve ergonomy </li></ul></ul></ul><ul><ul><ul><li>enhance interactivity </li></ul></ul></ul><ul><li>Make it a ‘ commercial leads ’ generator – targeted direct marketing campaign </li></ul><ul><li>Learn from the experience: </li></ul><ul><ul><ul><li>‘ spin-off’ ( www.mpbconvention.fortis.com ) </li></ul></ul></ul><ul><ul><ul><li>other web 2.0 projects ( www.mympb.fortis.com ) </li></ul></ul></ul>
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