{"id":179,"date":"2016-09-26T17:43:39","date_gmt":"2016-09-26T15:43:39","guid":{"rendered":"https:\/\/wortspiel.com\/en\/?p=179"},"modified":"2019-12-04T17:44:47","modified_gmt":"2019-12-04T16:44:47","slug":"laurent-movu","status":"publish","type":"post","link":"https:\/\/wortspiel.com\/en\/laurent-movu","title":{"rendered":"Tesla-Carpool with Laurent Decrue, MOVU | Wortspiel.TV, Episode 1"},"content":{"rendered":"<div class=\"epyt-video-wrapper\"><iframe  id=\"_ytid_23653\"  width=\"1920\" height=\"1080\"  data-origwidth=\"1920\" data-origheight=\"1080\" src=\"https:\/\/www.youtube.com\/embed\/IIQeNB6BQIw?enablejsapi=1&#038;autoplay=0&#038;cc_load_policy=0&#038;iv_load_policy=1&#038;loop=0&#038;modestbranding=0&#038;rel=0&#038;fs=1&#038;playsinline=0&#038;autohide=2&#038;theme=dark&#038;color=red&#038;controls=1&#038;\" class=\"__youtube_prefs__  epyt-is-override  no-lazyload\" title=\"YouTube player\"  allow=\"autoplay; encrypted-media\" allowfullscreen data-no-lazy=\"1\" data-skipgform_ajax_framebjll=\"\"><\/iframe><\/div>\n<p><span itemprop=\"video\" itemscope itemtype=\"http:\/\/schema.org\/VideoObject\"><meta itemprop=\"embedUrl\" content=\"https:\/\/www.youtube.com\/embed\/IIQeNB6BQIw\"><meta itemprop=\"name\" content=\"Tesla-Carpool mit Laurent Decrue von MOVU | Wortspiel.TV, Folge 1\"><meta itemprop=\"description\" content=\"Mehr Info: wortspiel.com\/laurent-movu\"><meta itemprop=\"thumbnailUrl\" content=\"https:\/\/i.ytimg.com\/vi\/IIQeNB6BQIw\/0.jpg\"><meta itemprop=\"duration\" content=\"PT25M18S\"><meta itemprop=\"uploadDate\" content=\"2017-01-01T09:50:47Z\"><\/span><\/p>\n<p><a href=\"https:\/\/ch.linkedin.com\/in\/laurentdecrue\" target=\"_blank\" rel=\"noopener noreferrer\">Laurent Decrue<\/a> is co-founder and CEO of the largest Swiss relocation\u00a0startup, <a href=\"https:\/\/www.movu.ch\/en\/\" target=\"_blank\" rel=\"noopener noreferrer\">MOVU<\/a>, and a Wortspiel customer.<\/p>\n<p>Inspired by <a href=\"https:\/\/www.youtube.com\/playlist?list=PLZ1f3amS4y1ffYEhGZDtawaEyRQQu69Bw\" target=\"_blank\" rel=\"noopener noreferrer\">James Corden\u2019s \u2018Carpool Karaoke\u2019<\/a>, we took Laurent on an entertaining journey around Lake Z\u00fcrich. We were driving a Tesla, instead of a petrol driven SUV like the original. Rather than singing karaoke we discussed startups and the secrets of their success, skiing and, of course, AdWords.<\/p>\n<p><strong>Please note<\/strong> \u2013 The conversation is in Swiss German, with subtitles in German. <strong>Here is a summary of the discussion.<\/strong><\/p>\n<div id=\"toc_container\" class=\"toc_white no_bullets\"><p class=\"toc_title\">Contents<\/p><ul class=\"toc_list\"><li><a href=\"#laurent-on-movu-everything-about-the-move-first-hand\">Laurent on MOVU: \u201cEverything about the move, first hand\u201d<\/a><\/li><li><a href=\"#laurent-on-adwordsstill-our-strongest-channel\">Laurent on AdWords:\u00a0\u201cStill our strongest channel\u201d<\/a><\/li><li><a href=\"#laurent-onwortspielyou-are-extremely-quick\">Laurent on\u00a0Wortspiel:\u00a0\u201cYou are extremely quick.\u201d<\/a><\/li><\/ul><\/div>\n<h2><span id=\"laurent-on-movu-everything-about-the-move-first-hand\">Laurent on MOVU: \u201cEverything about the move, first hand\u201d<\/span><\/h2>\n<p><strong>Stefan: How can you explain in 30 seconds what MOVU does?<\/strong><\/p>\n<p>Laurent: You go on our website and ask for help with a move or with cleaning. We then suggest 5 suitable service providers. Our \u2018move captains\u2019 support you. You get vouchers for furniture, your mobile, home phone and internet. We will help with registration in your new area; with your change of address. Even if you\u2019re a do-it-yourself customer we\u2019ll find a suitable solution. From us you\u2019ll get all the know-how related to the move free of charge.<\/p>\n<p><strong>Stefan: What is your USP in the market? What sets you apart from other providers in this sector?<\/strong><\/p>\n<p>Laurent: We provide a comprehensive service. The others are lead generating platforms. They sell on your query, your email address and phone number and your name to moving companies. These then get in touch with you. That\u2019s not a good service because you could have simply gone on the internet and found five providers for yourself. All companies we recommend are quality checked. You get their offers online and can compare them. All-inclusive deals and customer ratings help you to decide. If you\u2019re not sure about something, there\u2019s customer support available through email, web chat or on the phone, for free.<\/p>\n<p><strong>Stefan: Did you start off with this idea?<\/strong><\/p>\n<p>Laurent: No. The idea was there but we started out with a leads platform. We phoned our users and noticed that we\u2019d have to offer more support because it\u2019s such a confusing market. We asked moving companies what they thought of our idea. They were all sceptical. But now, 2 years later, we have 120 partners in this sector. We generate 60 \u2013 80% of the online turnover for these firms.<\/p>\n<p><strong>Stefan: You advocate 5 core values. Which values are these and what\u2019s the thinking behind it?<\/strong><\/p>\n<p>Laurent: The core values we want to live by are openness, honesty, acceptance of criticism, performance and drive. If you\u2019re honest, you must accept criticism and feedback. In this way you create a basis for trust. Drive and performance are significant for a startup company. With 6 or 7 hours work a day you wouldn\u2019t get anywhere. At the start you have to give everything: new, creative ideas, long hours \u2013 blood, sweat and tears. If someone can\u2019t bring 4 of these values to the table, then we have to let them go.<\/p>\n<p><strong>Aurel: How important is speed?<\/strong><\/p>\n<p>Laurent: Extremely. Extremely important.<\/p>\n<blockquote><p>Laurent: \u201cWe work hard to find new channels through which we can regularly acquire new users.\u201d<\/p><\/blockquote>\n<p><strong>Stefan: What are your goals? <\/strong><\/p>\n<p>Laurent: 2016 should be a year of growth for MOVU. We would like to get more and more people moving house to use our website. We\u2019d like to run A\/B tests; learn from that and so develop the service further. We\u2019re striving for 3000 customers a month.<\/p>\n<h2><span id=\"laurent-on-adwordsstill-our-strongest-channel\">Laurent on AdWords:\u00a0\u201cStill our strongest channel\u201d<\/span><\/h2>\n<p><strong>Stefan: What are the difficulties of your business model? <\/strong><\/p>\n<p>Laurent: When you move you\u2019re not going to move again in the next 10 to 12 months. That means we won\u2019t get returning customers; we couldn\u2019t get a long term commitment from them. That\u2019s why we work hard to find new channels through which we can regularly acquire new users.<\/p>\n<blockquote><p>Aurel: \u201cGoogle AdWords is the channel for initial customer interactions\u201d<\/p><\/blockquote>\n<p><strong>Aurel: Yes, it\u2019s a problem for you. You have no repeat business. The first customer contact must be profitable. Google AdWords is the channel for initial customer contacts; you can really reap the rewards here. In your kind of business you\u2019re almost forced to work with AdWords as profitably as possible unless you manage to increase referrals. Is there a real chance of that? <\/strong><\/p>\n<p>Laurent: Certainly, one way would be to boost customer recommendations. Another would be to hit all a customer\u2019s touchpoints. Google is one such touchpoint.<\/p>\n<p><strong>Aurel: We do AdWords, deliver new ideas, and our competitors are always watching. Our ideas are taken up by others; swiped, adapted. We always have to find new ideas and be at the forefront. Do you feel these competitors breathing down your neck? <\/strong><\/p>\n<p>Laurent: Yes, to an extent. A competitor told me that his marketing colleague would show him what we were doing on AdWords every two days and he wanted to carry on with that. We \u2013 you above all \u2013 are good and very creative. People will copy.<\/p>\n<blockquote><p>Laurent: \u201cThe performance channels are extremely labour intensive.\u201d<\/p><\/blockquote>\n<p><strong>Stefan: What are your experiences of customer acquisition? <\/strong><\/p>\n<p>Laurent: The performance channels: Google AdWords, various retargeting measures \u2013 Facebook \u2013 these are easy to set up and test at the start. You want to manage them efficiently; they are expensive and very labour intensive. That\u2019s why we work with you. We couldn\u2019t devote enough time to it on our own. Impossible.<\/p>\n<p><strong>Stefan: What percentage of your customers come to you through referrals and how many have you bought? Can you estimate that? <\/strong><\/p>\n<p>Laurent: Yes. 20% know of us through friends and family. That\u2019s not bad, but not altogether satisfactory. The remaining 80% we\u2019ve bought. Through radio advertising or via online partnerships with Homegate, Immoscout and similar platforms \u2013 or through the strongest channel, AdWords.<\/p>\n<p><strong>Stefan: In what chapter of the MOVU story was AdWords especially important? <\/strong><\/p>\n<p>Laurent: From day one, when we began with a quick proof of concept. We tested whether we had found a product that would fit in the market. Up until 2 or 3 months ago AdWords was still very important. Now we\u2019ve reached a scale in the market where we can survive. In the future it\u2019s about ensuring profitability.<\/p>\n<p><strong>Aurel: Hugo L\u00f6tscher, the Swiss author, once said, \u201cone is never independent. One chooses ones dependencies, more or less, intelligently.\u201d Would you say that the dependence on Google, AdWords above all, is an intelligent dependency? <\/strong><\/p>\n<p>Laurent: No. It\u2019s a necessary evil. At the start Google is extremely helpful, because you can generate growth very quickly. But as soon as you need to maintain the velocity, Google acts like a brake. It\u2019s like a child that needs to be led around by hand.<\/p>\n<p><strong>Aurel: But you\u2019re not really sure of this. You suppose or fear it may be true, but it could be that it isn\u2019t the case and that you could, in fact, get more out of Google. <\/strong><\/p>\n<p>Laurent: Of course, that\u2019s what I\u2019m hoping.<\/p>\n<p><strong>Aurel: How could you get more out of a really investment intensive channel like AdWords? <\/strong><\/p>\n<p>Laurent: I think Google knows how much a lead or a client is worth to us. Perhaps I\u2019m overstating my paranoia but I have the feeling that, regardless of how well we optimise, Google still has a handle on everything. If we move to far away from their optimal profit margin, they\u2019ll simply adjust accordingly to compensate for this. More competition joins the fray or the quality aspect changes. That\u2019s just what I think.<\/p>\n<p><strong>Aurel: Nobody can know that for sure. Don\u2019t you trust Google\u2019s motto \u2018Don\u2019t be evil\u2019? <\/strong><\/p>\n<p>Laurent: I\u2019m no fan of too much power concentrated in one place.<\/p>\n<blockquote><p>Laurent: \u201cYou must use AdWords in order to have a profile in the market.\u201d<\/p><\/blockquote>\n<p><strong>Stefan: Can you foster a profitable business with AdWords? <\/strong><\/p>\n<p>Laurent: I believe it strongly depends on the competitive pressure in your sector. The more competition there is, the less likely it will be that AdWords is profitable for you. Nonetheless you must use AdWords in order to have a profile in the market. Many online shops invest in AdWords and make money out of the resulting business. The less competition there is in your particular line, the more likely it will be that AdWords will help you grow.<\/p>\n<p><strong>Stefan: What does AdWords mean to you strategically? <\/strong><\/p>\n<p>Laurent: AdWords was important for the proof of concept; for the initial growth and partnerships. If you want a place at the table with one of the bigger estate agencies, you need a name. They say, \u201cyou\u2019re one of 10,000 who claims to have a good idea. Prove it.\u201d That\u2019s why AdWords was our most important tool for a long time. From now on we\u2019ll try to use the AdWords channel as efficiently as possible. We want to attain a profitable margin. And further growth through our partnerships.<\/p>\n<blockquote><p>Laurent:\u201cWith AdWords you quickly accrue a lot of traffic.\u201d<\/p><\/blockquote>\n<p><strong>Stefan: So, you\u2019re changing your focus with AdWords from growth to efficiency, to \u2018return on ad spend\u2019? <\/strong><\/p>\n<p>Laurent: Right.<\/p>\n<p><strong>Stefan: What are the disadvantages of AdWords? <\/strong><\/p>\n<p>Laurent: AdWords is vulnerable to competition. If two or three competitors buy related key words, it gets expensive. Then you need to optimise much more effectively. I\u2019m not well enough versed in it that I could tell you whether or not we would have made it, had we only committed to AdWords. If I could choose, I would prefer to depend on partnerships. It\u2019s hard graft to build them up at the start. But once they\u2019re working, they have a good lock-in effect.<\/p>\n<p><strong>Aurel: There are disadvantages with these partnerships too. It takes time to establish them and they cannot be managed like AdWords because the partner can do as he pleases. There\u2019s no long term agreement set in stone. <\/strong><\/p>\n<p>Laurent: Yes, maybe we\u2019ll realise at some point that everything I said was wrong. AdWords offers simple testing opportunities; landing page tests. You can see what users react best to. So AdWords is always exciting. You quickly accrue a lot of traffic. You can be flexible; get it running then turn it off. AdWords has become a profitable channel for us, because you\u2019ve done great work.<\/p>\n<p><strong>Aurel: We\u2019re an AdWords agency because our experience tells us that AdWords has the best benefit-cost ratio. We do test other channels. You test Facebook for us. As soon as a channel turns out to be better, we\u2019d switch. But that hasn\u2019t been the case till now. Bearing in mind how quickly Google innovate it\u2019s probably not going to happen for the foreseeable future. <\/strong><\/p>\n<p>Laurent: I\u2019d agree with that too.<\/p>\n<p><strong>Aurel: I think Google having a near monopoly is also not so good. But that\u2019s the fact of the matter and you just have to deal with it. <\/strong><\/p>\n<p>Laurent: Right. We can\u2019t change that. Even so, I\u2019m still sceptical. I believe Google will always be an important channel for us, if not our most important. It\u2019s more of a necessary evil for our business case than a real opportunity. By all means, prove me wrong.<\/p>\n<h2><span id=\"laurent-onwortspielyou-are-extremely-quick\">Laurent on\u00a0Wortspiel:\u00a0\u201cYou are extremely quick.\u201d<\/span><\/h2>\n<p>Laurent Decrue and Stefan Vetter got to know one another by chance. Here they reminisce about the early period of their collaboration.<\/p>\n<p><strong>Stefan: Have you always worked with agencies or did you initially do AdWords in-house? <\/strong><\/p>\n<p>Laurent: Right at the start I did it with someone I know. That didn\u2019t really work out. Our first marketing manager also did it all himself. Before he left us we engaged an agency that threw all sorts of keywords out there; tried them out and tested them. In the cleaning sector this worked well. In the house moving sector it drove up the costs. Luckily I came across your company. You\u2019re very quick and invest a lot in this partnership and are ready to try out new things. You live these values.<\/p>\n<blockquote><p>Laurent: \u201cYou\u2019re very quick and invest a lot in this partnership.\u201d<\/p><\/blockquote>\n<p><strong>Stefan: How has our relationship developed from your perspective? <\/strong><\/p>\n<p>Laurent: From the outset you asked us questions about our business in order to better understand it. You succinctly suggested some things we could improve. Then we tasked you with analysing the whole account. This account was in such a chaotic state that you wasted no time overhauling it within a week. After that I was convinced we had found the right partner. You just modified things at breakneck speed. It was important to us that you reacted so flexibly because 90% of our traffic comes through AdWords.<\/p>\n<blockquote><p>Laurent:\u00a0\u201cWe published the budget and saw how powerful AdWords was. For us, that was leading to operational bottlenecks.\u201d<\/p><\/blockquote>\n<p><strong>Stefan: Can you remember specific instances of us working together? <\/strong><\/p>\n<p>Laurent: I appreciated the fact that we met once a month. You came and delivered the report; asked questions. We could sense that you wanted to know more about us. We often changed the strategy from more profitability back to growth. You went along with this sympathetically. At the beginning of December we published the budget and saw how powerful AdWords was. For us, that was leading to operational bottlenecks we had not known before. Lifting the lid on it, we saw how powerful it was. Then there was the start in French-speaking Switzerland. You were quickly ready for that and heavily involved once again.<\/p>\n<p><strong>Stefan: From the beginning we worked for a fixed price. At some point we settled on a performance related model. With this, what changed for you? <\/strong><\/p>\n<p>Laurent: We let all our partners know that we would like to grow together. A performance related model is the logical consequence of that. It allows you to share in your own success. That\u2019s better for our mindset because our interests and your interests are 100% the same. What does it mean for you?<\/p>\n<p><strong>Stefan: We talk less about budgets. We talk more about goals and achievements. The budget is often a secondary consideration. The performance related model ensures we achieve goals and that these give a good financial return. The second thing is that reporting gets easier. We discuss fewer KPIs: just turnover generated, leads and Adwords costs. And that\u2019s it. We talk a lot less about click rates or clicks, or click prices. <\/strong><\/p>\n<p>Laurent: Yes, of course that\u2019s right. It\u2019s a question of trust: we no longer have to know the ins and outs of everything you do because our goals are the same.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Laurent Decrue is co-founder and CEO of the largest Swiss relocation\u00a0startup, MOVU, and a Wortspiel customer. Inspired by James Corden\u2019s \u2018Carpool Karaoke\u2019, we took Laurent on an entertaining journey around Lake Z\u00fcrich. We were driving a Tesla, instead of a petrol driven SUV like the original. Rather than singing karaoke we discussed startups and the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":392,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[13,7],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v15.2.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tesla-Carpool with Laurent Decrue, MOVU | Wortspiel.TV, Episode 1 | Wortspiel<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wortspiel.com\/en\/laurent-movu\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tesla-Carpool with Laurent Decrue, MOVU | Wortspiel.TV, Episode 1 | Wortspiel\" \/>\n<meta property=\"og:description\" content=\"Laurent Decrue is co-founder and CEO of the largest Swiss relocation\u00a0startup, MOVU, and a Wortspiel customer. Inspired by James Corden\u2019s \u2018Carpool Karaoke\u2019, we took Laurent on an entertaining journey around Lake Z\u00fcrich. We were driving a Tesla, instead of a petrol driven SUV like the original. Rather than singing karaoke we discussed startups and the [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wortspiel.com\/en\/laurent-movu\" \/>\n<meta property=\"og:site_name\" content=\"Wortspiel\" \/>\n<meta property=\"article:published_time\" content=\"2016-09-26T15:43:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-12-04T16:44:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wortspiel.com\/en\/wp-content\/uploads\/sites\/11\/2016\/09\/laurent-decrue-stefan-vetter.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"676\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/wortspiel.com\/en\/wp-content\/uploads\/sites\/11\/2016\/09\/laurent-decrue-stefan-vetter.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\">\n\t<meta name=\"twitter:data1\" content=\"Stefan Vetter\">\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\">\n\t<meta name=\"twitter:data2\" content=\"10 minutes\">\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/wortspiel.com\/en\/#organization\",\"name\":\"Wortspiel\",\"url\":\"https:\/\/wortspiel.com\/en\/\",\"sameAs\":[],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/wortspiel.com\/en\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/wortspiel.com\/en\/wp-content\/uploads\/sites\/11\/2019\/01\/Wortspiel_Logo_60px-n2x.png\",\"width\":284,\"height\":66,\"caption\":\"Wortspiel\"},\"image\":{\"@id\":\"https:\/\/wortspiel.com\/en\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/wortspiel.com\/en\/#website\",\"url\":\"https:\/\/wortspiel.com\/en\/\",\"name\":\"Wortspiel\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/wortspiel.com\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":\"https:\/\/wortspiel.com\/en\/?s={search_term_string}\",\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/wortspiel.com\/en\/laurent-movu#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/wortspiel.com\/en\/wp-content\/uploads\/sites\/11\/2016\/09\/laurent-decrue-stefan-vetter-800.jpg\",\"width\":800,\"height\":451,\"caption\":\"Laurent Decrue und Stefan Vetter\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/wortspiel.com\/en\/laurent-movu#webpage\",\"url\":\"https:\/\/wortspiel.com\/en\/laurent-movu\",\"name\":\"Tesla-Carpool with Laurent Decrue, MOVU | Wortspiel.TV, Episode 1 | Wortspiel\",\"isPartOf\":{\"@id\":\"https:\/\/wortspiel.com\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/wortspiel.com\/en\/laurent-movu#primaryimage\"},\"datePublished\":\"2016-09-26T15:43:39+00:00\",\"dateModified\":\"2019-12-04T16:44:47+00:00\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/wortspiel.com\/en\/laurent-movu\"]}]},{\"@type\":\"Article\",\"@id\":\"https:\/\/wortspiel.com\/en\/laurent-movu#article\",\"isPartOf\":{\"@id\":\"https:\/\/wortspiel.com\/en\/laurent-movu#webpage\"},\"author\":{\"@id\":\"https:\/\/wortspiel.com\/en\/#\/schema\/person\/9c79f4e2c04fe1059f9ae70e77d7fadf\"},\"headline\":\"Tesla-Carpool with Laurent Decrue, MOVU | Wortspiel.TV, Episode 1\",\"datePublished\":\"2016-09-26T15:43:39+00:00\",\"dateModified\":\"2019-12-04T16:44:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/wortspiel.com\/en\/laurent-movu#webpage\"},\"publisher\":{\"@id\":\"https:\/\/wortspiel.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/wortspiel.com\/en\/laurent-movu#primaryimage\"},\"articleSection\":\"Case Studies,Wortspiel.TV\",\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/wortspiel.com\/en\/#\/schema\/person\/9c79f4e2c04fe1059f9ae70e77d7fadf\",\"name\":\"Stefan Vetter\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/wortspiel.com\/en\/#personlogo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/568044b473cd9fed18eae8e97aaab501?s=96&d=mm&r=g\",\"caption\":\"Stefan Vetter\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","_links":{"self":[{"href":"https:\/\/wortspiel.com\/en\/wp-json\/wp\/v2\/posts\/179"}],"collection":[{"href":"https:\/\/wortspiel.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wortspiel.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wortspiel.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wortspiel.com\/en\/wp-json\/wp\/v2\/comments?post=179"}],"version-history":[{"count":10,"href":"https:\/\/wortspiel.com\/en\/wp-json\/wp\/v2\/posts\/179\/revisions"}],"predecessor-version":[{"id":547,"href":"https:\/\/wortspiel.com\/en\/wp-json\/wp\/v2\/posts\/179\/revisions\/547"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wortspiel.com\/en\/wp-json\/wp\/v2\/media\/392"}],"wp:attachment":[{"href":"https:\/\/wortspiel.com\/en\/wp-json\/wp\/v2\/media?parent=179"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wortspiel.com\/en\/wp-json\/wp\/v2\/categories?post=179"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wortspiel.com\/en\/wp-json\/wp\/v2\/tags?post=179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}