Understand internet marketing Benoit Gaillard - wsi - sep 2011


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Not quite sure how Internet could translate into real business results?

Benoit Gaillard shares his experience recruiting new customers, retaining existing customers, building online reputation through Internet Marketing solutions. Based in Geneva Benoît operates the WSI franchise in Switzerland, WSI is the largest and most diverse network of Internet Marketing Experts worldwide.

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Understand internet marketing Benoit Gaillard - wsi - sep 2011

  1. 1.    Grow  your  business  by  investing  online.  Understand  Internet  marketing  and    prioritize  your  online  marketing  investment.       Benoît  Gaillard   Internet  Marketing  Entrepreneur  in  Switzerland   Member  of  WSI  –  largest  network  of  Internet  Marketing  Experts  worldwide   gaillardb@wsibusinessperformance.com   www.wsibusinessperformance.com      Abstract:  Internet   Marketing   is   about   driving   your   business:   recruiting   new   customers,   filling  your   sales   pipeline   with   new   leads,   building   your   reputation   online   for   improved  credibility.   Internet   Marketing   complements   the   traditional   word   of   mouth   and  other   offline   advertising   activities.   Benoit   Gaillard   WSI   Business   Performance  proposes   5   steps   of   Internet   Marketing:   specific   measurable   business   objectives,  pragmatic   marketing   strategies   inspiring   the   choices   of   internet   solutions   to  generate   targeted   traffic,   a   conversion   strategy   to   convert   visitors   into   buyers,   a  measurement   system   to   assess   which   activity   is   most   efficient   in   driving   new  business.   WSI:   We   Simplify   Internet,   understand   how   Internet   Marketing   is   a  profitable  investment  to  drive  your  business.      Keywords:   Internet   Marketing,   lead   generation,   customer   communication,   online  reputation,  return  on  investment      What’s  in  it  for  you?    1.  Why  you  must  invest  online    2.  How  to  prioritize  Internet  marketing  solutions  based  on  your  business  objectives    3.  WSI  We  Simplify  Internet  –  what’s  behind  the  infamous  SEO,  SEA,  PPC,  SMO,  SEM    4.  Internet  Solutions  are  good,  Content  is  King    5.  Customers  look  for  your  products/services  anywhere,  anytime  –  go  Mobile    6.  You  get  what  you  measure:  Analytics    7.  How  to  get  started  Copyright  Benoit  Gaillard  2011  ©  
  2. 2.  1.  Why  you  must  invest  online    Here  are  3  simple  questions  and  pragmatic  solutions  to  understand  the  potential  of  internet  marketing  for  your  business:    1.   Do   you   know   how   many   people   actually   search   for   your   products   or   services  online?  Use  keywordspy.com  -­‐  select  keywords  and  type  in  search  terms  your  prospects  are  likely  using  to  find  your  products  and  services.    2.  Do  you  know  how  people  rate  /  talk  about  your  products  or  services  online?    3.  Do  you  know  what  your  competition  is  saying  online?  Google  your  company,  your  name,  your  competitors.    Check  consumer  rating  sites  such  as  yelp.com,  google  reviews.  Search   facebook,   Twitter,   Quora,   Wikipedia,   Youtube,   Slideshare   to   assess   who   is  building  an  credible  expertise  in  your  industry.    Internet   is   an   established   source   of   information,   communication,   entertainment  across   age   groups,   dayparts.   End   2009,   75%   of   Swiss   people   were   using   Internet  between  10am  and  9pm.  Internet  is  used  either  standalone  or  in  combination  with  other  media  augmenting  the  user  experience.        Whether  serving  business  clients  or  end-­‐consumers,  Internet  plays  a  key  role  in  your  purchasing   decision   process.   Consumers   first   browse   on   the   internet   to   find  competitive  offerings,  they  then  use  internet  to  compare  /  benchmark,  when  ready  to   purchase   they   actually   look   for   promotional   offer   to   make   the   actual   purchase  either  off  or  online.    Copyright  Benoit  Gaillard  2011  ©  
  3. 3.    Actually   a   study   from   Mc   Kinsey   from   the   French   government   highlighted   that   1€  invested   online   brings   2.5€   in   profit   and   that   Small   and   Medium   size   companies   that  invested  online  are  more  successful  exporting.      Now  where  to  invest?        Copyright  Benoit  Gaillard  2011  ©  
  4. 4.  2.  How  to  prioritize  Internet  marketing  solutions  based  on  your  business  objectives    First  and  foremost,  let  me  clear  the  obvious  but  common  mistake:  building  a  website  without  investing  to  drive  traffic  to  it.  This  is  like  opening  a  store  on  a  closed  street.  You   can   replace   the   investment   in   a   full   fledged   website   by   smartly   leveraging   social  networks   (facebook,   linkedin,   twitter),   blogs,   content   sharing   portal   (slideshare,  scribd,  youtube,  flickr)  to  make  your  brand,  product,  services  visible.  If  you  need  one  place  to  store  all  that  content  and  build  a  visual  identity  for  the  brand  then  start  with  a  blog.  A  blog  makes  it  easy  to  bring  new  content.  Blog  design  can  be  cheap  if  you  leverage  standard  design  templates.    So   Internet   Marketing   is   not   about   building   websites,   it   is   about   generating   targeted  traffic  and  converting  it  to  meet  your  business  objective.    For   instance   for   AUDYVA.ch,   one   of   my   clients,   we   started   by   creating   landing   pages  (audyva.ch/swissinstituteforappreciativeinquiry)   and   driving   traffic   through   Google  advertising.   The   main   blog   (audyva.ch)   was   developed   in   parallel   and   used   to  implement  off-­‐page  SEO,  syndicating  content  across  social  networks  to  build  online  reputation.   Generate  targeted   Be  visible  when  and   traf@ic  driving   Convert  visitors  into   Measure  which   where  PROSPECTS   CLIENTS  by   activity  is  most   VISITORS  to  a   are  receptive  to  your   landing  web  page,   providing  convincing   ef@icient,  optimize   message   call  to  action   content  and  solutions   facebook  fan  page        PPC,  SEO,  SEM,  SMO,  SEA  …  three  letter  acronyms  that  hide  a  BIG  opportunity  but  certainly  confuse  most  business  owners.    I   am   interested   in   driving   business   for   my   customers,   not   selling   solutions.   So   let   me  help  you  decide  where  to  invest  for  the  biggest  bang  for  your  buck.    Copyright  Benoit  Gaillard  2011  ©  
  5. 5. Every  business  needs  3  things:   -­‐ lead  generation   -­‐ credibility  and  brand  awareness   -­‐ customer  communication.      This  is  simple  but  powerful!  3  jobs  to  be  done:     -­‐ lead  generation  =  get  new  customers   -­‐ credibility  and  brand  awareness  =  give  people  a  reason  to  buy  me   -­‐ customer   communication   =   keep   the   discussion   going   with   my   prospects,   customers,  lapsed  users.    This  is  relevant  for  the  biggest  brands,  a  local  restaurant,  a  service  company  –  this  is  relevant  to  your  business!    The   chart   below   shows   you   how   to   prioritize   and   match   Internet   marketing  strategies  to  meet  your  business  goals.    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hanks   to   François   Muscat   WSI   expert   in   Digital   Marketing   Strategies   who   put   this  chart   together   based   on   his   extensive   experience   with   small   and   med   size  companies.    Choose  the  solution  with  the  highest  priority  as  defined  by  your  business  objective.  So  that  if  you  want  to  generate  leads,  the  tactic  to  use  is  Google  Pay  Per  Click.  Back  to   the   diagram,   if   we   look   at   the   lead   generation   column   in   red,   we   can   see   that  Google  pay  per  click  is  the  best  choice  to  generate  leads.  This  is  because  we  can  get  a  result  on  Google  within  24  hours  using  paid  search.  For  some  businesses,  you  may  want  to  use  a  combination  of  Google  /  Facebook  /  Linkedin  pay-­‐per-­‐click  advertising.  Copyright  Benoit  Gaillard  2011  ©  
  6. 6.  Once   we   have   worked   out   the   best   keywords   for   Google   pay   per   click,   we   would  then   use   these   keywords   to   search   engine   optimise   your   website.   Search   engine  optimisation   helps   you   create   an   asset   of   your   website   and   as   you   get   higher  rankings  you  rely  less  on  paying  Google  for  your  advertising.    If  building  an  online  brand  is  your  primary  business  objective  for  the  year,  you  will  use   a   combination   of   social   marketing,   content   marketing   to   build   your   online  reputation.  Search  Engine  Optimisation  helps  you  build  online  brand  and  credibility  because   you   would   be   ranked   for   more   content   on   Google.   Content   marketing   is  definitely  the  best  way  to  be  seen  as  a  thought  leader  and  you  will  create  an  asset  out   of   your   website   by   regularly   adding   content   people   are   searching   for.   Content  and   Links   from   social   networks   are   valued   by   Google   because   people   share   it  meaning   it   must   be   relevant.   Therefore   creating   content   and   links   in   social   media  provides   us   with   a   great   way   to   build   brand   as   well   as   communicating   with  customers/prospects.   You   may   use   Google   pay   per   click   tactically   to   bid   on   your  name  to  protect  it.    So  use  this  diagram  to  help  you  prioritize  your  digital  marketing  budget.  It  is  also  a  great   page   to   share   with   your   management   team   to   show   the   type   of   tactics   that  you  can  use  to  help  the  support  your  business  objectives  for  the  year.    Now  let  me  clarify  what’s  behind  the  3  letter  acronyms  because  you  will  face  those  in  your  discussions  with  agencies,  in  your  quest  for  solutions  online:      Copyright  Benoit  Gaillard  2011  ©  
  7. 7. 3.  WSI  We  Simplify  Internet  –  what’s  behind  the  infamous  SEO,  SEA,  PPC,  SMO,  SEM    SEA:  Search  Engine  Advertising  =  Advertise  when  and  where  customers  look  for  your  services.   When   customers   search   for   keywords   related   to   your   business,   your  advertising   will   appear   in   search   engines.   You   pay   only   when   customers   click   on  those  advertisements.  Google  Adwords  and  similar  services  from  Yahoo!,  Bing  allow  you   to   generate   those   ads,   define   the   keywords   you   want   to   bid   for   and   track  results,   budget.   It   is   important   to   create   landing   page   optimized   for   the   same  keywords   you   are   building   on   in   Google   Adwords,   this   will   ensure   you   display  relevant   content   and   present   promotional   offers   to   convert   visitors   into   clients.  Google   value   a   good   match   of   keywords   across   search   terms,   ads   text,   landing   page;  this  will  increase  your  quality  score  and  increase  efficiency  for  the  same  budget.    SEO:   Search   Engine   Optimization   =   Improve   your   visibility   in   search   engine   by  optimizing   the   structure   of   your   website   and   the   content   you   put   in   your   website.  Improving   visibility   in   search   engine   means   that   you   get   better   ranking   (appear  closer  to  1st  results  on  Google)  and  that  you  get  more  than  1  result  in  Google  (image,  video,  address/place,  blog,  social  media  …).  The  key  to  SEO  is  to  define  keywords  –  ie  the  set  of  words  that  your  clients  are  likely  to  search  for  in  Google.  If  you  look  for  new  customers,  they  are  likely  to  search  for  the  solution,  generic  description  of  your  service,  possibly  your  competitor  brand.    PPC:   Pay   Per   Click.   Usually   refers   to   SEA   as   defined   above   as   you   pay   for   the  advertising   only   when   users   click   on   it.   It   can   also   refer   to   advertising   banners   on  websites  or  social  networks  when  pay-­‐per-­‐click  applies.    SEM:  Search  Engine  Marketing  is  the  combination  of  SEO  and  SEA  –  that  is  how  to  make  your  brand  /  service  /  product  visible  in  search  engine  either  from  organic  or  natural  results  or  paid  advertising.    SMO:  Social  Media  Optimization.  SMO  is  being  active  in  social  networks  but  in  a  way  that   is   optimized   for   online   visibility.   SMO   also   tackles   how   to   improve   ranking   in  search   engine   of   the   social   networks   themselves:   ie   when   searching   directly   in  facebook,  youtube  …  Activities   on   social   networks   (Facebook,   Google,   Youtube,   Linkedin,   Twitter,  Delicious,   Flickr,   Scribd   to   quote   the   iconic   ones)   are   more   and   more   valued   by  search   engine   to   determine   the   relevance   and   quality   of   your   content   and   therefore  decide  how  much  of  a  priority  to  give  it  in  search  engine  results  (ranking).  The  reason  for  this,  if  others  like  what  you  say  then  it  must  be  good                    Copyright  Benoit  Gaillard  2011  ©  
  8. 8. Do  you  like  what  I  am  saying  in  this  report,  then  please  share  it:    -­‐  Connect  with  my  network  on  linkedin    -­‐  Stay  up-­‐to-­‐date  on  Digital  Marketing  following  me  on  Twitter  and  Facebook    -­‐  Register  for  webinars  presenting  solutions  impacting  your  business:  WSI   Business  Performance  newsletter      Now   you   have   an   idea   for   the   kind   of   solutions   you   need   based   on   your   business  objective.   Having   a   solution   is   like   buying   a   house,   now   to   get   friends   to   visit   you,  you  need  to  give  it  a  soul,  decorate,  bring  furniture  in,  hopefully  family  and  kids  …  beyond   the   solution,   you   need   to   create   content.   This   is   often   overlooked   by   my  customers  yet  remains  the  best  way  to  make  difference.      Copyright  Benoit  Gaillard  2011  ©  
  9. 9. 4.  Internet  Solutions  are  good,  Content  is  King    You   need   content   if   you   have   decided   to   advertise   on   search   engine   with   pay-­‐per-­‐click,  run  onpage  and  offpage  search  engine  optimization  or  become  active  on  social  networks.      Content  is  the  message  you  use  on  the  landing  page  to  convert  visitors  into  clients  when  they  click  on  your  Google  adword.  Content   is   the   webpage,   images,   videos   you   will   add   to   your   website   to   increase  visibility  for  specific  keywords  on  your  website.  Content  is  the  on-­‐going  updates  you  post  on  social  networks.    Fresh   content   is   critical   to   keep   search   engines   interested   in   visiting   your   website  and  improving  your  ranking.  Google  is  like  a  guest  to  a  buffet  on  a  packaged  holiday,  first  visit  it  will  enjoy  the  variety  of  food  (content)  and  decide  to  come  back  the  day  after,  finding  the  same  food  the  day  after  (assuming  you  did  no  update  content)  it  will   decide   to   skip   dining   at   that   buffet   and   come   back   in   a   few   days.   Without  updating   content   your   website   will   quickly   be   downgraded   by   Google   and   updates  will  be  missed  if  Google  does  not  visit  your  website  regularly.    Content  is  about  3  letter  acronyms  as  well  –  how  lucky!?  WHO  WHY  WHY  NOT  (you  get  two  3  letter  acronym  here!)    WHO   are   you   targeting.   More   interesting   and   actionable   than   demographics,   think  of  your  target  in  terms  of     -­‐ Lifestages  (parents,  students,  first  job,  pensioner)   -­‐ Stage   in   the   purchase   decision   process   (not   aware,   browsing,   comparing   specific  critiera,  ready  to  buy  need  a  reason  to  buy  now,  lapsed  users,  happy   users  ready  to  advocate  or  upsell)   -­‐ Behavior  /  attitude  to  life  (creative,  socializing,  comfort,  in-­‐control,  power…)    WHY   would   they   buy   you,   their   motivations.   There   are   things   you   must   deliver   in  your  business:  points  of  parity.  And  there  is  one  main  thing  that  is  unique  to  you  and  will  make  them  buy  you  vs  competitors:  the  point  of  difference.      WHY   NOT   –   why   would   they   probably   decline   buying   you   –   barriers   to   purchase.  Don’t  know  you,  don’t  need  you,  don’t  believe  you,  can’t  spend  that  much,  don’t  see  the  value,  use  competition.  For  one  of  my  clients  advertising  the  launch  of  a  comic  book,  it  was  useful  to  think  of  reason  that  would  prevent  visitors  from  buying  (not  relevant,   not   for   me,   too   expensive)   and   argue   around   those   barriers   (perfect  corporate  gift,  buy  1  get  1  free  seasonal  offer).    So   WHO,   WHY,   WHY   NOT   will   help   you   generate   relevant   and   powerful   content   –  whether   it   is   an   insight   to   get   their   attention,   a   tagline   to   hook   them   up,   a   call   to  action  to  close  the  sale.  Copyright  Benoit  Gaillard  2011  ©  
  10. 10. 5.  Customers  look  for  your  products/services  anywhere,  Anytime  –  go  Mobile    There  are  more  mobile  phones  than  Internet  users  in  Switzerland  and  certainly  true  worldwide  given  the  skew  to  mobile  phones  in  developing  countries.     • There   will   be   3.6   million   mobile   internet   users   in   Switzerland   by   2014   (eMarketer.com)   • 36%   of   internet   users   will   use   mobile   access   in   France   by   2014   (eMarketer.com)   • Google’s  research:   • 59%   of   smartphone   users   report   using   the   mobile   Internet   while   waiting  in  line   • 48%  report  using  it  while  eating   • 44%  report  using  it  while  shopping.    Mobile  marketing  is  becoming  more  relevant  as  geolocalized  services  transform  our  lives  and  businesses.  Mobile  marketing  truly  brings  to  life  the  ubiquous  nature  of  the  internet:  access  anybody/anything,  anywhere,  anytime.  Goelocalized  services  have  a  direct  impact  on  local  businesses:  advertise  a  promo  in  a  local  restaurant  to  people  walking  nearby,  search  the  closest  pizzeria,  tell  me  how  to  go  to  this  business  office.    Copyright  Benoit  Gaillard  2011  ©  
  11. 11. We  live  in  a  world  of  3  screens  :  Cell  phone   Individual  use   Small   screen   forces   Mobile  fits  your  pocket   rethinking   how   to   design   Everywhere,  Anytime   the   web   experience.   Local   services   are   more   important  as  you  carry  this   screen  with  you  Laptop,  Tablet   Sharable   Full   web   experience,   rich   At-­‐home  or  At-­‐work   media,   browse   using   multiple  windows    Large   screen   fixed   on   the   Media   consumption,   less   Entertaining   simple  wall   interactive,   entertainment   experience   focused      You   need   to   market   through   those   3   screens   thinking   of   the   situation,   need   state  people  have  at  that  specific  moment.    For   instance   when   browsing   on   a   laptop   in   the   evening   at-­‐home,   you   can   benefit  from  the  richness  of  the  Internet  and  have  time  to  dive  deep  for  content.  Use  rich      media,  offer  a  journey  of  discovery  to  the  users,  entertain  them.    Using   Internet   on   mobile,   the   users   is   more   likely   looking   for   an   immediate   solution,  checking   out   a   supplier   that   popped   up   in   a   discussion,   sharing   a   good   tip   with   a  friend,  looking  for  the  pizzeria  next  door.    There  are  2  priorities  in  Mobile  Marketing:   -­‐ Mobile  website   -­‐ Mobile  search  Hey,  notice  …  no  3  character  acronym  here!    Mobile  website  is  about  improving  the  mobile  users  experience:   Call  to  action  at  the  top  left.  First  thing  first  as  attention  span  decrease  on-­‐ the-­‐go   Minimize  navigation  and  big  button  for  fat  fingers   Avoid  heavy  pictures  or  video    Mobile  Search  is  about  making  your  content  visible  when  searching  on  a  cell  phone.  The   keywords   are   not   the   same   (users   typically   type   less   words).   Less   results   are  displayed  so  there  is  even  more  focus  on  getting  at  the  top.    Include   mobile   website   and   mobile   search   to   any   new   investment   in   digital  marketing  whether  it  is  a  blog,  SEO,  PPC,  or  revamping  your  website.    Think   of   mobile   marketing   as   a   complement   to   your   other   marketing   activities   to  reach  your  customers  in  more  touchpoints.        Copyright  Benoit  Gaillard  2011  ©  
  12. 12. 6.  You  get  what  you  measure:  Analytics    In  my  previous  jobs  as  Marketing  Director  in  FMCG,  the  ‘joke’  was  that  50%  of  the  marketing  investment  was  lost,  the  issue  is  that  nobody  knew  which  50%  so  we  kept  on  spending  on  the  same  stuff  year  after  year.    Now   the   Internet   allows   fully   integrating   advertising   spending   with   the   actual  business  objective  and  therefore  allows  assessing  realtime  the  Return  On  Investment  ROI  you  get  from  various  online  marketing  spendings.    Remember  digital  marketing  starts  with  defining  business  objectives.  Those  business  objectives  will  define  the  ‘conversion  goal’:  actual  purchase  on  an  e-­‐commerce  site,  asking  for  a  quote,  registering  for  newsletter,  filing  in  user  reviews.  Good  conversion  architecture   will   optimize   the   traffic   and   web   design   to   trigger   your   conversion   goal.  Google   Analytics   allows   monitoring   how   many   conversions   are   achieved   and   link  each  conversion  to  the  source  of  trafic  :  ie  is  natural  search  engine  results  giving  you  best   results   or   is   it   actually   pay-­‐per-­‐click   advertising,   or   traffic   generated   via   social  network   community   management?   Knowing   this   allows   priorizing   investment   to  generate  more  of  the  traffic  that  actually  converts  in  business  results.          Copyright  Benoit  Gaillard  2011  ©  
  13. 13.  7.  How  to  get  started?    So  you  understand  the  opportunity  to  invest  online  and  are  ready  to  move  on.  The  question   is   whom   should   you   work   with?   Let   me   offer   some   thoughts   from   client  case  studies:     -­‐ Quality  input,  quality  output.  It  makes  sense  to  spend  time  thinking  through   your   specific   business   objective   (make   it   specific,   measurable,   with   define   time   scope).   More   difficult:   explore   different   target   groups,   positioning   for   your   brand/company,   point   of   parity   and   differences   for   your   product/services.  For  instance  with  one  of  my  client,  the  breakthrough  came   from   defining   our   target   group   as   business   context   (ie   company   going   through  restructuring,  steep  currency  swings…)  rather  than  defining  target  as   size,  industry,  turnover  which  was  limiting  and  not  actionable.     -­‐ You  need  a  single  point  of  contact  to  own  and  manage  the  digital  marketing   system.   Either   an   internal   trained   resources   or   an   external   partner.   The   benefit   comes   from   the   integration   of   traffic   generation,   conversion   architecture  and  on-­‐going  monitoring.  You  should  seek  an  expert  in  building   business   through   online   marketing   not   an   expert   in   blogs,   facebook.   Your   ideal   supplier   will   have   access   to   a   network   of   experts   to   keep   up   to   date.   Given   the   complexity   of   each   of   the   solution   and   how   fast   they   are   changing,   it   is   unlikely   that   in-­‐house   resources   can   keep   up   while   delivering   good   value   to  small  and  med  size  companies.  Expect  a  network  of  experts  to  be  involved   reinforcing  the  need  for  a  single  point  of  contact  integrator.     -­‐ Look   for   pragmatic   creativity.   Online   marketing   challenges   the   business   model   of   expensive   communication   agencies   selling   expensive   advertising   ideas.   Online   marketing   is   about   offering   information/entertainment   when   and   where   consumers   look   for   it.   Online   marketing   is   about   adding   value   when   traditional   marketing   (TV   ads,   Out-­‐of-­‐home   billboards)   is   about   interrupting   /   catching   attention.   The   creativity   you   need   is   how   to   pragmatically   come   up   with   10   different   google   advertising   messages,   think   of   an   easy   way   to   produce   video   in   order   to   complement   your   SEO   plan,   come  up  with  a  free  solutions  to  design  quiz  that  will  make  your  attract  new   fans  to  your  facebook  page  …     -­‐ Check   the   sustainability   of   the   technical   solutions   provided.   For   instance,   ensure   that   the   supplier   managing   your   pay-­‐per-­‐click   advertising   campaign   does   not   takeover   your   adword   account   so   that   you   retain   benefits   of   the   keyword   and   ads   quality   even   if   you   change   supplier.   Another   often   overlooked  issue  is  reliability  of  hosting,  as  online  marketing  develops,  there   will   be   more   threats   of   web   properties   piracy,   how   does   your   supplier   handles   backup,   what   is   the   response   time   of   the   actual   hosting   company.   How   will   your   digital   marketing   solutions   evolve   to   benefit   from   the   next  Copyright  Benoit  Gaillard  2011  ©  
  14. 14. Internet  revolution  (remember  10  years  ago  email  was  king,  then  sms,  now   realtime  messaging  on  smartphones).         Help  me  improve  this  white  paper  to  more  specific  answer  your  needs.  I  would   appreciate  5’  of  your  time  to  feedback.       How   can   I   help   you?   Contact   me   at   gaillardb@wsibusinessperformance.com   or   +41  78  837  2063,  skype:  gaillardbwsi.     ;/3"<) =1&991%4* > ?@A*;B0&3/00*C/%D"%6132/ %#+,#I901),+J1#0-9 M781+#0"1#1./-0N<1 !FL),+J1#0-9,# JM#/%)0*?@A C%"2)/%*E*=16F9/ K-,4L"1 T-Q9>0-9#+,0-0-9 M7QG&%/2)/B%*51%H/)&3* ?@A*2/%)&D&/4* =9"F19*IJ@KJ8 C%"4B2)&"3*2/3)/%0 RS:1#2111-!"21>!"91 O+I,#0P0#I )0"11-84,.1 N"219*8+>U1.# ,-5I/0)9L %>4<#0>-" ?,-,91?1-#   !"# $%&()*+,-./0"10-%20#31+4,-5 61#1781+#0-"09/#"/1+1 9,044,+5:;2"0:<"0-1""81+=>+?,-.1@.>? AB!@CD@DEC@FG@HE !"#$%&()*+,--**./0/1%2(*134*5131/6/3)7*899*%&()0*%/0/%:/47Copyright  Benoit  Gaillard  2011  ©