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e-Academy 3.0 FR-slides

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e-Academy 3.0: “be prepared, be concrete, be successful in Lead Business”,

be prepared:
Un consommateur toujours plus rapide dans le changement sous l’influence du cloud
Un marché en pleine évolution par l’arrivée de nouveaux intervenants
Les tablettes mettent les PC au placard : comment réagir comme courtier ?
be concrete:
L’expérience Jergeay: You Tube comme générateur de Lead
Qu’avez-vous fait avec les médias sociaux ?
be successful in Lead Business:
Que pouvons-nous encore mieux faire?
Mon marketing actuel est-il suffisant dans ce nouvel environnement?

Published in: Social Media
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e-Academy 3.0 FR-slides

  1. 1. h"p://www.youtube.com/watch?v=jm6wSFJVGtA&sns=em   Near  Field  CommunicaDon  
  2. 2. LE CONSOMMATEUR ACTIF : NOT YET CONNECTED CONNECTED
  3. 3. De  nieuwe  consument     …   DAVID  OGILVY  
  4. 4. Research  Off  line,  Purchase  (Buy)  On  line  
  5. 5. Research  On  line,  Purchase  (Buy)  Off  line  
  6. 6. Idem:  Boston  consulDng  Group  
  7. 7. LE CONSOMMATEUR ACTIF : HYBRIDE
  8. 8. LE COURTIER ACTIF : NOT BEING PRESENT IS NO OPTION
  9. 9. h"p://www.webrankinfo.com/dossiers/google-­‐ search/comparateur-­‐assurance-­‐auto  
  10. 10. Info:   le  projet  de  loi  ConsommaDon(loi  Hamon)   La  loi  Hamon,  prévoit  la  possibilité  de  résilier  à  tout  moment  un  contrat  d'assurance  au  bout  d'un   an  et  ce  sans  pénalités.  
  11. 11. Info:   assurance  soin  de  santé:  obligatoire  en  Hollande  depuis  1/1/2013  
  12. 12. COMPARATEURS GROUPEMENTS D’ACHATS
  13. 13. ALBERT EINSTEIN INFORMATION IS NOT KNOWLEDGE THE ONLY SOURCE OF KNOWLEDGE IS … EXPERIENCE
  14. 14. •  Study  Case:  Jergeay  
  15. 15. JEAN-FRANCOIS LE BESTE SORTIR DU CADRE
  16. 16. .  
  17. 17. 67  
  18. 18. 68  
  19. 19. iMaps+
  20. 20. Profil  personnel   une  page  Entreprise   RelaDon  d’affaires,  entreDen  des   relaDons,  retrouver  d’anciens   collègues  ou  condisciples.     Créer  des  contacts!    Carte  professionnelle+  CV   RecommandaDons   ParDciper  à  des  groupes   Visiteurs:  invesDssement  de   temps   ObligaDons  :     Posséder  un  propre  nom  de   domaine  (ex.,  votre   entreprise.com).  il  est   impossible  d'uDliser  des  noms   de  domaine  e-­‐mail  tels  que   hotmail.com,  gmail.com,  ou   autres  fournisseurs  de   messagerie  .     Info  sur  votre  entreprise,  votre   marque,  vos  produits  et   services  ainsi  que  vos  offres   d'emploi.  
  21. 21. Info:   h"p://www.youtube.com/watch?v=OrNS5_xd2h8  
  22. 22. Visualiser  votre  réseau  Linkedin   Info   h"p://inmaps.linkedinlabs.com/    
  23. 23. Info:   h"p://www.youtube.com/watch?v=bTTDD-­‐n8-­‐vE&list=PL27DE225FA29FC243&index=7&feature=plpp_video  
  24. 24. Info:   h"p://markeDng.linkedin.com/company-­‐pages/  
  25. 25. JUST DO IT
  26. 26. MoDvaDon  d’un  Lead:   la  veritable  raison  d’achat  
  27. 27. MoDvaDons  déterminantes  dans  le  choix  du  prospect 2%   1%   2%   1%   la  proximité  de  notre  bureau   3%   notre  offre  est  la  plus  concurrenDelle   20%   4%   le  prospect  cherchait  dans  l’urgence  un  assureur   5%   importance  du  service  professionnel  d’un  courDer   assistance  pour  la  parDe  administraDve     6%   un  courDer  était  la  dernière  soluDon  possible   17%   11%   le  prospect  était  à  la  recherche  d’informaDons   complémentaires   un  courDer  était  le  chemin  le  plus  rapide  vers  la   soluDon   le  prospect  voulait  être  conforté  dans  son  choix   la  renommée  de  notre  bureau   12%   16%   un  assureur  direct  n’était  jamais  une  opDon  pour  le   prospect   le  prospect  était  déjà  client  de  notre  bureau   le  prospect  voulait  encore  pouvoir  négocier  le  tarif   avec  un  courDer  
  28. 28. MoDvaDons  déterminantes  dans  le  choix  du  prospect 2%   1%   2%   1%   la  proximité  de  notre  bureau   3%   notre  offre  est  la  plus  concurrenDelle   20%   4%   le  prospect  cherchait  dans  l’urgence  un  assureur   5%   importance  du  service  professionnel  d’un  courDer   assistance  pour  la  parDe  administraDve     6%   un  courDer  était  la  dernière  soluDon  possible   17%   11%   le  prospect  était  à  la  recherche  d’informaDons   complémentaires   un  courDer  était  le  chemin  le  plus  rapide  vers  la   soluDon   le  prospect  voulait  être  conforté  dans  son  choix   la  renommée  de  notre  bureau   12%   16%   un  assureur  direct  n’était  jamais  une  opDon  pour  le   prospect   le  prospect  était  déjà  client  de  notre  bureau   le  prospect  voulait  encore  pouvoir  négocier  le  tarif   avec  un  courDer  
  29. 29. MoDvaDons  déterminantes  dans  le  choix  du  prospect 2%   1%   2%   1%   la  proximité  de  notre  bureau   3%   notre  offre  est  la  plus  concurrenDelle   20%   4%   le  prospect  cherchait  dans  l’urgence  un  assureur   5%   importance  du  service  professionnel  d’un  courDer   assistance  pour  la  parDe  administraDve     6%   un  courDer  était  la  dernière  soluDon  possible   17%   11%   le  prospect  était  à  la  recherche  d’informaDons   complémentaires   un  courDer  était  le  chemin  le  plus  rapide  vers  la   soluDon   le  prospect  voulait  être  conforté  dans  son  choix   la  renommée  de  notre  bureau   12%   16%   un  assureur  direct  n’était  jamais  une  opDon  pour  le   prospect   le  prospect  était  déjà  client  de  notre  bureau   le  prospect  voulait  encore  pouvoir  négocier  le  tarif   avec  un  courDer  
  30. 30. MoDvaDons  déterminantes  dans  le  choix  du  prospect 2%   1%   2%   1%   la  proximité  de  notre  bureau   3%   notre  offre  est  la  plus  concurrenDelle   20%   4%   le  prospect  cherchait  dans  l’urgence  un  assureur   5%   importance  du  service  professionnel  d’un  courDer   assistance  pour  la  parDe  administraDve     6%   un  courDer  était  la  dernière  soluDon  possible   17%   11%   le  prospect  était  à  la  recherche  d’informaDons   complémentaires   un  courDer  était  le  chemin  le  plus  rapide  vers  la   soluDon   le  prospect  voulait  être  conforté  dans  son  choix   la  renommée  de  notre  bureau   12%   16%   un  assureur  direct  n’était  jamais  une  opDon  pour  le   prospect   le  prospect  était  déjà  client  de  notre  bureau   le  prospect  voulait  encore  pouvoir  négocier  le  tarif   avec  un  courDer  
  31. 31. MoDvaDons  déterminantes  dans  le  choix  du  prospect 2%   2%   1%  1%   la  proximité  de  notre  bureau   3%   notre  offre  est  la  plus  concurrenDelle   20%   4%   le  prospect  cherchait  dans  l’urgence  un  assureur   5%   importance  du  service  professionnel  d’un  courDer   assistance  pour  la  parDe  administraDve     6%   un  courDer  était  la  dernière  soluDon  possible   17%   11%   le  prospect  était  à  la  recherche  d’informaDons   complémentaires   un  courDer  était  le  chemin  le  plus  rapide  vers  la   soluDon   le  prospect  voulait  être  conforté  dans  son  choix   la  renommée  de  notre  bureau   12%   16%   un  assureur  direct  n’était  jamais  une  opDon  pour  le   prospect   le  prospect  était  déjà  client  de  notre  bureau   le  prospect  voulait  encore  pouvoir  négocier  le  tarif   avec  un  courDer  
  32. 32. MoDvaDons  déterminantes  dans  le  choix  du  prospect 2%   2%   1%  1%   la  proximité  de  notre  bureau   3%   notre  offre  est  la  plus  concurrenDelle   20%   4%   le  prospect  cherchait  dans  l’urgence  un  assureur   5%   importance  du  service  professionnel  d’un  courDer   assistance  pour  la  parDe  administraDve     6%   un  courDer  était  la  dernière  soluDon  possible   17%   11%   le  prospect  était  à  la  recherche  d’informaDons   complémentaires   un  courDer  était  le  chemin  le  plus  rapide  vers  la   soluDon   le  prospect  voulait  être  conforté  dans  son  choix   la  renommée  de  notre  bureau   12%   16%   un  assureur  direct  n’était  jamais  une  opDon  pour  le   prospect   le  prospect  était  déjà  client  de  notre  bureau   le  prospect  voulait  encore  pouvoir  négocier  le  tarif   avec  un  courDer  
  33. 33. délai  acceptable  entre  la  récepDon  d’un  Lead  et  le  contact  avec  le  prospect  ?   délai  en  moyenne  dans  votre  bureau     30%   25%   20%   15%   10%   5%   0%   max.  1  min   max.  3  min   max.  10  min   max.  1  h   max.  4  h   max.  12  h   max.  24  h   max.  48  h   BRON/SOURCE:  ENQUETE    3.0  
  34. 34. SENSE OF URGENCY 30%   25%   20%   15%   10%   5%   0%   max.  1  min   max.  3  min   max.  10  min   max.  1  h   max.  4  h   max.  12  h   max.  24  h   max.  48  h   BRON/SOURCE:  ENQUETE    3.0  
  35. 35. BE THE FIRST 30%   25%   20%   15%   10%   5%   0%   max.  1  min   max.  3  min   max.  10  min   max.  1  h   max.  4  h   max.  12  h   max.  24  h   max.  48  h   BRON/SOURCE:  ENQUETE    3.0  
  36. 36. UTILISER LE MAX DE MOYENS 30%   25%   20%   15%   10%   5%   0%   max.  1  min   max.  3  min   max.  10  min   max.  1  h   max.  4  h   max.  12  h   max.  24  h   max.  48  h   BRON/SOURCE:  ENQUETE    3.0  
  37. 37. Que  pouvons-­‐nous  encore  mieux   faire?   suivi  efficace  des  leads:   •  bonne  organisaDon  et  n’exige  pas  d’  ouDls  complexes.   Quelques  chiffres  qui  confirment  notre  propre  expérience:   –  50%  des  shoppers  achètent  auprès  de  celui  qui  réagit  le   premier  à  leur  demande.  De  là,  l’importance  de  la  rapidité   de  réacDon   –  33%  des  leads  ne  reçoivent  aucun  contact  de  la  société   pour  laquelle  ils  ont  opté.   –  La  moiDé  des  prospects  ne  reçoit  pas  immédiatement  une   offre.                            Source:    
  38. 38. WEBSITE   COURTIER  
  39. 39. Info:   PAS  DE  WEBSITE  SUR  BASE  DU  CONTENU  (INPUT)   MAIS  SUR  BASE  DU  «OUTCOM  »     WEBSITE   COURTIER  
  40. 40. WEBSITE   COURTIER  
  41. 41. MulDples  façons  de:   -­‐  CommunicaDons   -­‐   Votre  présence                  (on-­‐&  offline)   Besoin  d’une  idenDté   bien  définie  &  cohérente  
  42. 42. Les  7  mythes  markeDng  d’un  bureau  de  courtage   #  1    J’ai  un  logo,  donc  un  plan  markePng   #  2    Le  markeDng,  c’est  de  la  publicité   #  3    Mes  clients  potenDels  sont  (âgés)  un  vieux  public,  il  ne  sont   pas    concernés  par  les  medias  sociaux.   #  4    Mon  neveu  est  capable  de  créer  un  site  web   #  5    Les  appels  entrants  et  les  medias  sociaux  sont  gratuits   #  6    Les  campagnes  markeDng  ne  délivrent  des  résultats   immédiats  que  si  elles  sont  importantes   #  7    Mon  message  doit  être  modifié  régulièrement  sinon  il   devient  désuet   Based  on    Small  Business  MarkeDng  by  Debra  Murphy  on  July  12,  2013     Mythes  MarkeDng  =  Excuses  
  43. 43. Prix  pour  les  4  sessions:   €  375    all  in   Incl.  ApplicaDon  de  planificaDon  MarkeDng  en  lingue   perme"ant  d’élaborer  votre  plan  personnelles,  étape   par  étape.   Apporter  votre  portable  ou  table"e  

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