mercredi 7 février 2018

Social Media Marketing (1): Assistance of Professional Teams in Sales #gerardpocquet

Capture d'écran et source: http://www.hktdc.com/en-buyer

Social Media Marketing (1): Assistance of Professional Teams in Sales

Exclusive interview with Wu Wei, CEO of InRice.com

Companies are going to have to learn new skills to take advantage of the boom in social media. That’s the view of Wu Wei, CEO of InRice.com, who says: “Mobile Internet services are developing by leaps and bounds on the mainland. Companies must use their eyes and ears to find out how the mobile web and social media work before they can learn the knack of using social media in brand marketing”. In this exclusive interview, Wu analyses the impact of social media on consumers and how brand owners can expand their mainland operations through social media.
Using Big Data as a Marketing Tool
Photo: InRice.com.
InRice.com.
InRice.com developed out of the Internet marketing department of Hantele, a communications company which provides telecom operators with big data analyses of mobile phone users, helps clients understand the surfing habits of mobile phone users, and assists business operators in providing mobile Internet services.
Two developments in 2014 led to a rapid increase in demand for the department’s services – the introduction of 4G on the mainland, which greatly increased mobile Internet speed, and the launch of WeChat Red Packet during the Spring Festival period that year which triggered a huge growth in the number of social media users. As a result, increasing numbers of businesses began to realise the importance of the mobile Internet and social media and wanted to make use of these channels in brand marketing. In order to take advantage of this, InRice.com was established as a company which could provide total solutions for e-marketing and social media marketing.
InRice.com currently focuses on services in three areas and provides total mobile Internet solutions, such as establishment and management of mobile Internet portals [1], marketing and promotion, and improving turnover:
  1. Providing traditional enterprises with information solutions, including helping to create and manage corporate mobile portals, such as corporate apps, official Weibo and WeChat public accounts, and connecting mobile devices with background clients and sales figures to form a closed-circuit loop of marketing and sales on the mobile Internet.
  2. Helping businesses plan and implement operational and promotion strategies on e-channels like WeChat public accounts, official Weibo and corporate apps. This includes services like content provision, fans management, promotion of festive activities and media co-operation. In the case of content provision, for instance, dissemination may take the form of graphics, videos and animation. For fans management, solutions for recruitment (attracting new customers), vitalisation (increasing the number of active users), retention (preventing user loss) and conversion (getting users to make  purchases) can help to boost the number of fans, browsing rate and conversion rate of e-publicity.
  3. Helping boost turnover through the optimised management of mobile Internet portals and the implementation of a series of marketing strategies.
Chart: Marketing and Promotion Solution – New Media Operation.
Marketing and Promotion Solution – New Media Operation.
Explaining how InRice.com experience can help its clients, Wu said: “To do a good job of marketing on the mobile Internet, you need all kinds of knowledge and expertise, including product knowledge, marketing knowledge, publicity skill, graphic effects and so on. Understanding consumer mentality is also necessary. You cannot do all this without a team of very experienced people. The cost-effectiveness of trying to do this in-house cannot compare to that of using and co-operating with an outside professional team. They have a wider exposure to different products and their professionalism is just in a different league.”
How “We-Media” is Changing the Market
The boom in social Internet use has created a new climate of participatory media, which some have labeled the “we-media” [2] age. In Wu’s view, this means everyone has become a reporter. Consumer information circulates increasingly fast and becomes more transparent. Comments about products, good or bad, spread quickly within circles of friends, changing the way consumers obtain information and shortening the decision-making process for shopping.
Explaining how this phenomenon is helping businesses and consumers deal with today’s changing circumstances, Wu said: “In the past we all used the mass media and TV and newspaper advertising to publicise our products. Now, with the rise of Weibo, WeChat and other social media, more information channels are available, but we find it much more difficult to choose than before. When we shop online, there are so many products of the same kind to choose from, with different prices and different reviews. How do we choose? It is at times like this that circles of friends in social media show their strength, because people tend to trust people they know. Recommendations by friends are more trustworthy.”
Wu’s view is that the rise of “we-media” has reduced the distance between companies and consumers. Pointing out that companies can now use IP-marketing [3] and personalised brands to help establish brand preference and loyalty and attract a greater following, he said: “In the past, promoting brands through traditional media created a sense of distance. People heard about certain brands but were unable to have direct contact with them. With “we-media”, consumers can have a direct dialogue with the brands and even talk personally to the brand founders or CEOs. There is less distance between the consumer and the company and this helps to improve communications.”
Wu noted that another important development is the rise of what are known as Key Opinion Leaders, or KOLs – consumers with a strong social media presence and the ability to create and influence conversations about products. Many KOLs have attracted large and loyal followings, and by making use of WeChat stores, applets and other tools, they are able to shorten consumers’ decision-making processes and encourage transactions. Wu said: “Followers of KOLs [4] will have faith in the products pushed by these influencers because they trust them. Fans will become a formidable force as more KOLs engage in brand promotion and product sales.”
Pointing to several well-known examples where KOL marketing has paid off, Wu added: “Success stories include financial writer Wu Xiaobo selling his own brand of ‘Wu Wine’, fashion blogger Becky Li selling cars in her blog, and Chu Shijian setting up the company Chu Orange to sell oranges.”
What Products are Suitable for Sale on Social Media?
In Wu’s view, however, not all products and services are suitable for sale on social media – products, for instance, with a small number of target customers or those which involve a long decision-making process. “An independent beauty salon with one shop that serves the local community cannot sustain a steady flow of customers even if it publicises itself on the social media because consumers in other districts are unlikely to travel to it,” said Wu, illustrating the point with one example. “Even if it can attract customers, it may not be able to serve everyone who comes.”
For products with a long decision-making process, such as automobiles or property, Wu pointed out that although the brand owner may make use of social media to increase publicity and attract consumers, it is far more difficult to complete deals for these kinds of products directly via social media.
However, according to Wu, fast-moving consumer goods or services are eminently suitable for sale on social media. Every family needs to purchase goods like food and household items at least once a month. Brand competition for these products is keen. Brand owners can use social media to interact with consumers and boost brand loyalty. Wu said: “The chain-operated pharmacies, bank credit cards and investment products, and telecom companies we are serving now are high consumption frequency services and products. In comparison, something that may only be used once or twice in a person’s lifetime – such as cord blood storage service – has little connection or interaction with consumers and is not very suitable for marketing on social media.”
“Big Budget Big Publicity” or “Spend Money on What Matters Most”?
In Wu’s view, it is important for companies to tailor their use of social media to their size, as the same approach will not be suitable for all. Big brands with a lot of resources, for example, may find it most effective to take the “big budget big publicity” approach, using network media and KOLs in large-scale brand publicity campaigns to gain exposure and rapidly position its products as the leading brands in their field. Pointing out the advantages of this approach, Wu said: “It is definitely not cheap to work with KOLs, but for big companies and big brands, brand marketing is long-term investment. Advertising cost spent today boosts sales volume over the whole year.”
Small and medium-sized enterprises (SMEs) and new brands with relatively limited resources, however, usually cannot afford large-scale advertising. They have to take the approach of “spending money on what matters most” and accurately choosing promotional channels with a higher price-performance ratio and higher short-term returns. Wu’s view is that SMEs need to focus on how to achieve better coordination of their communications and marketing.
Wu suggested that companies should plan and integrate the use of their resources according to their individual requirements. In the case of online channels, this might mean working out how to use loyal fans to appeal to other potential customers, or how to choose niche-market KOLs with a higher price-performance ratio as a channel for disseminating information about their products. For offline channels, it could mean considering using new media (such as unmanned supermarkets, photo printers or a Toreba claw machine [5]) for publicity.
KOL marketing and WeChat team marketing are two of the more popular means of social media marketing today. However, Wu pointed out that not all brands and products will find these means suitable for them, saying: “Take WeChat teams, for instance. Their first consideration is whether or not there is sufficient gross profit. If the gap between supplier price and retail price is too small, they may not be willing to take the job.”
He added: “It might be better for some companies, especially SMEs, to work with new WeChat malls, such as the Lingnan Youpin WeChat mall under the China Mobile group. It has a big user base but does not have that many products on the shelf because it is just starting. As a result, it is currently soliciting businesses with offers of free entry and advertising.”
Co-operation the Key to Success
InRice.com has long ties with many brands and a great deal of experience in helping them improve the efficiency and accuracy of their marketing. Over the years, Wu has discovered that success in this field is impossible without the full co-operation of brand owners.  He explained that they cannot just leave everything to their partners, saying: “This is not true co-operation. The brand owner should try to learn and grasp Internet know-how. They should at least be able understand the vendor’s presentation and judge for themselves whether it is suitable for them.”
Wu added that, for any partnership to work, it is crucial to have the staff and resources in place. He said: “A brand owner should, for instance, appoint a special contact person to communicate with the vendors so they know the selling points of the products and can do a better job of publicising them. And the financial and material resources must be in place when they’re needed. For example, the brand owner must prepare enough gifts and souvenirs when interactive activities with fans are planned.”
Wu also said that it was important for the brand owner to have a clear perception of his or her overall brand strategy. That is, he or she should know what they want in terms of positioning, anticipated target and strategy so that the Internet vendor can get a basic idea of the overall strategy of the brand and solve problems of execution.
Get to Know the Internet in China
Wu suggested that Hong Kong companies wishing to utilise the mobile Internet and social media on the mainland should use their eyes and ears to try to get a better understanding of how it works there. They should also be clear about how they want to use it – whether they just want to have a go, or instead see it as a medium- to long-term strategy. Different mentalities call for different strategies and methods. Wu encouraged Hong Kong companies to get more involved in mainland Internet activities and circles, and even organise delegations to take part in courses and talks on mobile Internet and social media marketing in Chinese cities. He says that only when they have a better understanding of the situation on the mainland will they be able to learn the knack of using social media for brand marketing.


[1]  Mobile Internet portal refers to communications software, apps and so on installed on mobile devices (such as smart phones and tablets).
[2]  We-media is about individuals or enterprises using the Internet to send information to specific individuals or non-specific groups. We-media platforms include blogs, Weibo, WeChat and public forums.
[3]  IP is the abbreviation of intellectual property, but IP as used on the mainland today also refers to movies, television, literature, games, animation and other resources suitable for secondary or multiple adaptation.
[4]  KOLs are influencers with over 100,000, even millions of fans.
[5]  Toreba claw machine is an app for players to control a real claw machine remotely. Players can play any time and the webcam will show the whole process of the working of the claw. The service operator will deliver the prize to the successful player.
Content provided by Picture: Alice Tsang
Capture d'écran et source: http://www.hktdc.com/en-buyer








Covoiturage : WayzUp devient Klaxit et lève 3 millions d’euros#gerardpocquet


Covoiturage : WayzUp devient Klaxit et lève 3 millions d’euros


Le montant

La start-up Klaxit (ex-WayzUp), qui développe un service de covoiturage destiné aux trajets domicile-travail, a bouclé un tour de table de 3 millions d’euros auprès de Sodexo, du groupe RATP, de l’assureur la MAIF, de Via ID, l’accélérateur de start-up dans les nouvelles mobilités (Smoove, Drivy, Heetch…) et du fonds d’investissement INCO, dédié aux start-up à impact social et environnemental.
Dans le cadre de ces opération, ces investisseurs deviennent également des partenaires de la jeune pousse. Ainsi, Sodexo s’appuiera sur la solution de Klaxit sur l’ensemble de ses sites clients en France pour promouvoir le covoiturage entre salariés, tandis que la RATP proposera une offre multimodale combinant covoiturage et transports en commun. De son côté, la MAIF mettra en place des offres d’assurance spécialement dédiées au covoiturage.
En juillet 2017, Klaxit avait déjà levé 1,4 million d’euros auprès de la RATP et de Via ID.

Le marché

Lancée en 2014 par Julien Honnart et Cyrille Courtière, Klaxit propose une offre de covoiturage pour les trajets domicile-travail. La start-up revendique plus de 100 000 trajets proposés tous les jours sur son application mobile. Initialement baptisée WayzUp, la start-up a décidé de changer de nom pour devenir Klaxit, qui fait écho au klaxon des voitures. Cette nouvelle identité vise à «démocratiser le covoiturage quotidien».
Depuis septembre, la société propose d’intégrer son offre dans les cartes de transport de 9 villes (Paris, Lyon, Lille, Grenoble, Bordeaux, Toulouse, Nantes, Rennes et Orléans). Après avoir enregistré leur carte de transport dans l’application Klaxit, l’utilisateur bénéficie chaque jour dans ces villes de deux trajets gratuits de 40 kilomètres chacun. Quant au conducteur, il se voit rembourser 10 centimes par kilomètre et par passager. Il pourra même recevoir 120 euros par mois et par passager, s’il effectue des trajets de 30 kilomètres aller et retour, pour amortir ses charges.
En novembre dernier, Klaxit a mis la main sur OpenCar, l’un de ses concurrents dans la région Auvergne-Rhône-Alpes. Cette acquisition a permis à la start-up de passer la barre des 100 entreprises clientes. Parmi celles-ci, on retrouve notamment Renault, Crédit Agricole, Carrefour, Veolia, Engie ou encore BNP Paribas.
Sur son segment d’activité, WayzUp doit faire face à Blablacar, qui a présenté en mai 2017 BlablaLines, une application de covoiturage destinée aux trajets courts entre le domicile et le travail. Elle met automatiquement en relation les conducteurs et les passagers via un algorithme de matching. Le service permet ainsi d’effectuer des trajets domicile-travail sur un rayon d’environ 50 kilomètres. Jusqu’à présent, les utilisateurs de Blablacar effectuent essentiellement des trajets longue distance de 300 kilomètres en moyenne. L’application fonctionne à la manière d’une ligne de bus ou de métro. En effet, elle crée des lignes personnalisées selon la demande des utilisateurs, avec un point de rencontre et un point de dépose, afin d’éviter les détours et ainsi gagner du temps. Selon Frédéric Mazzella, co-fondateur et CEO de Blablacar, 13 millions de personnes en France prennent leur voiture pour se rendre au travail.

Les objectifs 

Avec ce tour de table, Klaxit prévoit de s’étendre en France et en Europe. «Nous créons autour de Klaxit le meilleur écosystème de partenaires et d’actionnaires pour en devenir le leader européen», explique Julien Honnart, co-fondateur et CEO de Klaxit.
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Maxence Fabrion Capture d'écran et source: https://www.frenchweb.fr

Journaliste chez Adsvark Media / FrenchWeb - We Love Entrepreneurs

Le sénateur de Virginie Mark Warner s’attend à une valorisation de 20 000 milliards de dollars pour les crypto-marchés en 2020#gerardpocquet


Mark Warner
Capture d'écran et source: https://www.crypto-france.com
Mark Varner, l’un des sénateurs des États-Unis pour la Virginie, a fait part hier, lors d’une séance du Sénat, de son optimiste pour les marchés des crypto-monnaies. Et l’homme semble avoir du flair : il a fait fortune dans un secteur alors naissant, celui des licences et franchises de téléphones mobiles.

Le sénateur de Virginie Mark Warner s’attend à une valorisation de 20 000 milliards de dollars pour les crypto-marchés en 2020


20 000 milliards de dollars

Hier, le Sénat des États-Unis a tenu sa première séance sur les crypto-monnaies. On a ainsi notamment pu apprendre que les enfants du président de la CFTC détenaient des Bitcoins, ou encore que l’ensemble des ICOs analysées par le président de la SEC devaient être considérées comme des titres financiers.
Mais ce sont sans doute les déclarations de Mark Warner qui ont le plus étonné, alors que le sénateur s’est dit particulièrement optimiste pour les crypto-monnaies.
Et si certains investisseurs, comme Mike Novogratz ou les jumeaux Winklevoss, ont évoqué le seuil des 1000 milliards de dollars, le sénateur Warner estime qu’une “Market Cap” de 20 000 milliards de dollars pourrait prochainement être atteinte. Il s’agit d’une valorisation plus de 50 fois plus importante que celle qui prévaut actuellement.
Mark Werner imageJ’estime que nous nous trouvons face à un phénomène qui va susciter des bouleversements. Et je ne pense pas qu’il soit possible de séparer les crypto-actifs de la technologie blockchain sur laquelle elles s’appuient“, a indiqué M. Warner. “Si nous assistons, ces deux prochaines années, au même niveau de croissance que celui qui a pu être enregistré jusqu’ici, nous nous situerons aux alentours de 20 000 milliards de dollars d’ici à 2020″.
Pour justifier un tel sentiment haussier, M. Warner a indiqué que l’engouement suscité par les crypto-monnaies lui rappelait l’arrivée des telephones mobiles – un secteur qui lui avait permis de faire fortune :
“Je me souviens de l’époque au cours de laquelle j’ai eu la chance de me tourner vers le secteur du téléphone mobile, au début des années 80. Tout le monde pensait que sa taille allait rester modeste. Mais ils ont eu tort, et je me suis enrichi. Je pense que c’est une transformation similaire qui est sur le point de prendre place, et que nous devons dès à présent nous tourner vers elle”.

Des contrats à terme arrivés trop tôt ?


M. Warner estime toutefois qu’il est inutile de se précipiter – et il pense que le feu vert a été accordé trop tôt aux contrats à terme sur le Bitcoin.
Je m’inquiète, car je pense que nous devrions nous appuyer sur un effort plus coordonné. En effet, je pense que le potentiel des crypto-actifs et de la technologie blockchain pourrait impacter nos sociétés de la même manière que le ‘sans fil’ l’a fait, il y a plusieurs années“, a-t-il confié.
Il s’agit là d’une inquiétude sans doute légitime – alors que certains observateurs estiment que ces contrats pourraient avoir, en partie, provoqué la chute récente des marchés.
Référence : Bitsonline
Capture d'écran et source: https://www.crypto-france.com

Newsflash: Bitcoin Price Bounce Beats $8,000#gerardpocquet

Capture d'écran et source: https://www.ccn.com

Newsflash: Bitcoin Price Bounce Beats $8,000

Bitcoin price and the wider cryptocurrency market are firmly on the rise after a particularly dogged week of downward slides as the price of bitcoin scale above $8,000 on Wednesday’s trading.
Bitcoin’s gains on Tuesday has kept its momentum into Wednesday’s early trading with a 25% gain in value over the last 24 hours, at press time. After falling to a low of $6,000 (Bitfinex) early on Tuesday, an ensuing recovery effort has seen the value of the world’s first cryptocurrency peak at $8,238 at 11:00 (GMT).
For many, the upturn is a result of discussions at Tuesday’s US Senate hearing raising the possibility of cryptocurrency regulations. The publicly broadcasted discussions saw Securities and Exchange (SEC) chair Jay Clayton and Commodities Futures Trading Commission (CFTC) chair J. Christopher Giancarlo testifying on their intention to focus supervisory efforts on ICOs and regulations of cryptocurrency exchanges at a federal level, as opposed to the current state-level laws.
Pertinently, the cryptocurrency community sees the testimony as a development that wouldn’t harm cryptocurrency markets. Instead, the remarks offered at the hearing ultimately proved encouraging in a manner that regulatory scrutiny, if any, would not hinder the development of cryptocurrencies nor blockchain technology.
CFTC chair Christopher Giancarlo went a step further in educating the committee  by underlining the inextricable nature of bitcoin and blockchain technology, stating:
“It’s important to remember that if there was no Bitcoin, there would be no blockchain.”
Beyond bitcoin, much of the wider cryptocurrency market is also showing plenty of respite with significant double-digit gains as the combined market cap nears $400 billion after a low of $275 billion on Tuesday.
Stay tuned for further coverage on cryptocurrency markets.
Click here for a real-time bitcoin price chart and here for the current cryptocurrency market cap.
Featured image from Shutterstock.
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