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 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

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 !

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? 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-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

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

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

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

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 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

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

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

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?

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

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. 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

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’

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

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

What is ‘Join2Grow’ anyway? Why ‘actively engaging’? Why ‘ the entrepreneur’? So what… What’s next? 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 )

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 )

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