Tag Archives: marketing

Brands, learn about your audience’s personality with Whit.li

This year I had the chance to catch up  with Andy Gillentine and Jack Holt, cofounders of Whit.li, to see what had happened since the Whit.li API was released. It allowed to check compatibility of two people based on the analysis of their social media profiles, and the target companies to use this service where collaborative consumption sites like AirBnB. The talks with the participants then and the follow up meetings taught them that the people who were really interested were brands, advertising and media companies. They wanted to understand more deeply who are the people engaging with their brand. The Whit.li team also learned that implementing an API is very difficult for large companies, because of their decision making process. So they decided to build a marketing application that uses social data to do market research for companies.

So they decided to change the product based on the technology they had already developed and they now segment the followers of brands based on five personality traits (Daring, Sophisticated, Wholesome, Rugged, and Reliable) and add information about each character, for example the TV shows that they like. This is where the magic of Whit.li is: you have a personality segmentation that allows you to tailor the advertising placement and content based on the personality of your target audience, not just their age, gender, education, etc.

I’m sick and tired of getting absurd advertisements about cars and sports of which I could not care less (among many others), while I may be even receptive to the ads if they are more daring and funny, not just based on old missconceptions about gender. So I look forward to this kind of innovations that focus on me to give me a better experience.

Media planners, market researches, and product developers are the people that will use Whit.li and we all will, hopefuly, be receiving better advertising based on the tool, and with it more useful information.


The tool allows them to see an evolution, not just a picture in a particular time. Compared to other tools like Radian6 , Whit.li tells you about your followers, not just what they are saying about you. You can also track the effectiveness of your campaign by seing if you’ve managed to grow the character trait of your followers.

All the analysis is based on your Twitter interactions, and it needs to have at least to have 5000 followers. After all the changes done by Facebook, they are able to do a lot less than last year, but applications will work. This platform risk is not something that they are scared of with Twitter, but it could always come.

For SXSW they have released at the brand application, where you can see the segments of followers of your brand and your competitors.

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Steve Rubel’s Conference in Brussels: Audio & Notes


I just had the chance of finding myself in a pannel about digital communication with Steve Rubel and Patrick Bosteels. The event was named “A sneak peek into the future of digital communications“, but we got much more. Gotta run to a meeting, so I leave you here my notes and the audio of the full conference and Q&A. 

Audio: Steve Rubel’s Conference in Brussels

Notes: Steve Rubel + Patrick Bosteels + Ramón Suárez


Unfortunately the slides are not public yet, but you can find out more in Steve Rubel’s blog

There was an error in the way I was presented: I am the cofounder and manager of the Betagroup Coworking Brussels, together with the founder and CEO of the Betagroup: Jean Derely.

Why we do not read email marketing messages: too frequent, irrelevant, spammy

Reasons for not regularly opening email marketing messages


A good reminder of things to keep in mind when preparing and executing an email marketing strategy.

Ramon’s Vision about the Future of Mobile. Keynote Presentation at Droidcon Belgium 2010

Sometimes one is amazed by the things that can be done with a lot of pressure. This presentation is one of these cases. Thanks to Patrick Boostels I was given the chance to do the closing keynote presentation at DroidCon Belgium 2010 in Brussels, a one day event for Android developers, influencers and business people. I was only given day to create and prepare the full presentation. Talk about rush!
At least Patrick was kind enough to give me a good title to work from: Ramon’s Vision. I could speak freely about my vision on the future of mobile and Android, and so I did. After a full day talking applications and other very technical stuff (of which I don’t know enough to talk about) I decided to talk with the participants about what I thought was the most important factor for the development of mobile technologies: people.
View more presentations from Ramon Suarez.
Here’s the transcript of the presentation slides and the notes:
1. The long awaited much internationally expected and publicly acclaimed presentation of: Ramon’s Vision
Ramon’s vision about the future of mobile.
Spaniard loving and living Brussels.
New Media Business and Marketing consultant.
Webmission co-organizer and Beta Group advisory board member.
I have to start with bad news about my vision…
2. BAD NEWS! I wear glasses
The bad news is that I wear glasses: my vision is not that clear ;)??
It is also distorted by:??
  • Culture??
  • Personality??
  • Attention span??

These factors are in constant evolution and so is my?? vision.??
It is also shaped by my communications with people, face to face and with the use of tools. In other words,?? it is shaped by my relationships.

3. GOOD NEWS! Mobile & Internet Junkie
The good news is that I’m a mobile & Internet junkie.??
My best shots come through Social Media (mega addict).??
I love mobile: it is a multiplier of communication and a?? relationship builder.??
Increased contact means more and stronger?? relationships (weak and strong links).??
As any good junkie, I can also justify my addiction and?? with it point at what I think are the two main factors of?? success for the mobile plus Internet mix:
4. Ubiquity
The World is in my hand, accessed from my phone no matter where I am.
5. Instant Gratification
I get what I want when I want it: NOW.??
Very powerful and hyper-addictive.?? No image can depict the physical feeling of satisfaction??
I get every time I want something and I instantly get??
it. It Is a physical experience.??
A lot of satisfaction shots throughout the day.
6. Key to the future?
What is the key to the future of mobile???
Where is the holy mobile grail that will resolve the?? questions about flash vs html5, operating systems,?? multiplicity of devices, and more?
Sorry it is not technology: the answer is people: the?? users. They decide what to use and what to do with?? it. So focus on people!??
People are all about relationships. Relationships built?? through conversation (in different forms).??
It is about persons talking to persons: one to one, one to many, many to one, and many to many?? conversations.??
Mobile technologies play an important role: they are??multipliers of communication and of relationship?? building.
8. I 0
People are not binary. Not only right or wrong, black or?? white, on or off.??
Many different ways of doing the right thing, and there?? are many right things.??
Think about your personal development from childhood to adult: copy, good or bad, and do what you are told?? vs own decisions, personality, and creativity.??
You choose what to do applying your common sense?? and experience, but you are not alone in this world.
9. This is your brain on drugs
This is your brain on technology.??
Obsession with the building blocks instead of what will be?? their use is also a drug, with very bad effects on the health?? of your product.??
It may be great fun to do something very difficult and?? succeeding in doing so, but that fun only applies to the?? person doing it. What do others care? Nothing.??
Do you care about your users? Worry about what they need?? and want.??
It is not technology or the tool that matters, it is what we do?? with it.
10. Use of technology
Technology is not to be thrown at users like we throw punches. (touch multi-touch example)??
It is about what users make of it, about what makes?? their life better.??
Best pan for fried eggs in the world! Be it. You don’t have?? control over what people will ultimately do, but you can?? greatly influence it.??
Il Postino and Pablo Neruda: “Poetry doesn’t belong to those?? who write it, but to those who need it.” > Il Postino?? Geek: Technology doesn’t belong to those who make it, but?? to those who need it.??
So please…
11. Stop the suffering
Stop the suffering: make your users’ life easier and?? they will make your life easier, on top of incr
easing?? the success of your product.??
Don’t make them cry of pain when trying to figure out?? how to find and use your product.??
Same applies to yourself: life is already hard enough, don’t make it harder.??
How do you stop the suffering?
12. Get into their shoes
Get into their shoes from the very beginning.??
Figure out what it would be like if you where them and?? also talk to them (they know better than anyone else?? what they want.)??
You are building your product for them, not for yourself.??
Walk your product and processes.??
It does not mean you have to do everything they say:?? the choice is all yours, as success or failure will be,?? but bear them in mind.
Getting into their shoes will help you be relevant.??
Relevant to your users not yourself.??
Use their words.??
More important comes first.
14. Relationships
How can you be relevant???
Be relevant by developing relationships with your?? users. The better you know them the easier it will be?? for you to understand them and to be relevant.??
The better they know you and the more they interact?? with you the stronger the relationship will be. The?? stronger the relationship the longer it will last.??
Satisfaction will increase with the relationship.??
Don’t limit yourself to typed communication: get real.?? Let them know you personally: go out into the world,?? network, give presentations, broadcast videos, talk?? over the phone or voip, arrage meetups…
15. Is this you?
Very important part of a relationship is how you present?? yourself.??
Imagine a party with a guest that approaches you?? wearing a plastic bag in his head.??
Would you talk to this guy?????
What kind of trust does he project???
(By the way: profiles without pictures suck!)
16. ?
And in a room full of people with the same bag in their?? head, how would you know who you already know?? and who would you choose to talk to???
How can people easily recognize you? How do you?? stand out and differentiate? What makes you?? memorable???
We are humans, we like humans, we talk to humans?? not companies or products.??
Don’t hide yourselves! Build person to person?? relationships. Dare to have a personality.??
My vision about the future of mobile is about people.??
And the future is reached every second.
17. How about your vision?
Thanks to all the people that twitted and blogged good words about the presentation, they were more than I expected. In fact I was dreaming of upseting some Android developers enough to throw me their mobiles in anger (in the hopes of landing a new Nexus One), but I did not succeed.

Leads for less with social media: stats about online marketing costs per lead

Leads for Less with Social Media

FEBRUARY 25, 2010

Social media, blogs and search engine optimization more cost-effective for lead gen

Pull marketing tactics such as search, blog and social media generate cheaper leads than more traditional outbound efforts, according to data from inbound online marketing platform HubSpot.

The ???2010 State of Inbound Marketing??? report indicates that spending on lead generation is 60% less among companies that devote at least one-half of their budget to inbound marketing, compared with companies spending at least one-half of lead generation dollars on outbound tactics.

The average cost per lead from inbound marketing was also significantly less.

Average Cost per Lead for Inbound vs. Outbound Marketing According to Companies in North America, January 2010

In both 2009 and 2010, companies in North America tended to rate all the inbound tactics studied as below average in cost per lead. Respondents rated direct mail most cost-effective among outbound strategies. Still, only 37% said it generated leads for less than average.

Cost per Lead Rating for Inbound Marketing Among Companies in North America, by Tactic, 2009 & 2010 (% of respondents)

The gap in cost-effectiveness is leading to a gap in spending, the report said. Inbound tactics are seeing a slight increase in share of lead generation budgets, while outbound tactics are decreasing. Usage of mixed tactics such as e-mail???which can be used for both push and pull marketing???is also on the rise. And businesses rated every inbound channel more important than any outbound channel for their lead generation efforts.

HubSpot also noted that more than two-fifths of companies using various social media marketing channels had acquired a customer from those channels.

Companies in North America Who Have Acquired a Customer from a Social Media Site or Blog, by Customer Focus, January 2010 (% of respondents in each group)

Unsurprisingly, for business-to-business firms, LinkedIn was most effective for customer acquisition. Business-to-consumer companies did better on each of the other sites, with the best results coming from Facebook, where nearly seven in 10 had found a new customer.

I wonder what would be the result of the stats if what was measured was conversion and engagement from those leads. What’s your bet on it?

Twoddler and the butterfly effect

As Jean-Yves writes, there are powerful multiplicators in today’s new media landscape. A university project presented in Brussel’s BetaGroup got a couple twits and then it ended up in Fox News via Mashable. The butterfly effect, or chaos theory, in practice.