Huw JonesCampaign Review

_connect to Compete & Collaboration Nation

Campaign Objectives1. Acquire and engage innovative SMEs in our

feasibility study programmes of activity– Generate an acquisition programme to target and

acquire the best uk companies: _connect to compete– Create an engaging microsite/online community

2. Disseminate the outcomes to relevant audiences using the ‘Collaboration Nation’ concept

– Create a new and exciting event concept that enables industry and funding community to exploit the outcomes of the feasibility studies

_connect to compete: Trial campaign to grow membership and promote competitions

Objectives:•Demonstrate a campaign approach that drives _connect membership and competition applications

•Create benchmark stats for future competitions promotion; & learn from the trail!!!

What we did:•Created a comms plan focusing on email as the key channel to drive interest. Also integrated group information into offline PPT slides and webinars.

•Used the January 2011 feasibility studies competitions as the ‘hook’ and the reason to make contact

•Created a detailed campaign coordination document

•Worked hard to make the group useful e.gQ&A, access to documents and webinar recordings

•Used email, social, and web optimisation to drive membership, convert and retain

Strategy:•Work with technologists, IT, and KTNs to obtain ‘buy-in’

•Create 4x competition groups on _connect•Acquire group participation through email, twitter, and live events

•Convert traffic by optimising the _connect group site for the purpose of the competitions

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10/1 Email: All past competition applicants – competition open

26/1 Email: All past competition applicants – ppt webinars now available

18 & 19 & 20/1 briefing events

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1/2 Group announcement: deadline for applications tomorrow

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Membership growth attributed to campaign activity

TSB website and email biggest driver of traffic to _connect groups

Source MediumPage views

innovateuk.org Referrer – corporate website 10896http://engage.innovateuk.org/technologystrategyboardlz/ Email – email campaign 9078(direct) N/A 3053google Search 727tsbinnovate.emea.acrobat.com TSB Webinar 112du101w.dub101.mail.live.com ? 88linkedin.com Referrer – social wom 73mail.google.com ? 70twitterfeed Referrer - social wom 48

Clear links from other parts of _connect, and clear options to engage key to keeping momentum going

What we found*:• 1000+ people joined the 4x _connect

competition groups• 3406 downloads of the feasibility

studies application form• 1467 applications were received• membership

Connect to compete: Trial campaign results and next steps

*numbers based on data captured 8/12/10 – 10/02/11

Feasibility study scope

Total Applications

Group members

Group member applications

% group member applications vs total applications

Successful group member applications

% of group members that applied that were successful vs total applications

Digital 348 386 107 31 46 13Tech-Inspired 866 649 115 13 13 1.5

• 50% of group members completed their profiles

• 65% are engaged – returning to _connect following group

• Member funding success varied: digital – high; tech-inspired - low

What are the issues & what do we do next?• Another campaign?• All competitions to have groups? Wait for all _connect functionality to be in

place?• Group ‘ownership’ & coordination• What do you do with group members when the competition has finished?• How to engage with 3rd party media partners to increase reach• How to get KTNs to engage expert voice into _connect to add value to

group activities• Ensure sharing of _connect information is well coordinated to maximise

reach and avoid duplication e.g event listings

Huw Jones

About Collaboration Nation

What is Collaboration Nation?• A vibrant open innovation forum for the sharing of feasibility

study outcomes. To connect new companies with a variety of solution providers to move new innovations to commercialisation rapidly and efficiently

• Our aim to catalyse innovation – small company brings idea to market with a VC/angel/ or is exploited by supply chain partner

• A brand & concept that exemplifies open innovation, connectivity, and opportunity

Collaboration Nations 2010Digital Britain Technology InspiredRegenerative Medicine

2011SpaceCarbon AbatementDigital ServicesTechnology Inspired

2012Food/BiotechnologyTechnology InspiredNuclear

Print & Online Directory

2-minute pitch PPT template

Email campaign collateral

Micro site development

Online community building