Delitelabs the last course

It’s strange after such a long time of working at DELITELABS that I didn’t tell about one of the biggest parts of being at DELITELABS. The interaction and the bonding with the students. Three times I had the privilege to work with a group of people. Almost all of them refugees and most of them from Syria. I never met anyone before my time at DELITELABS that was actually from Syria, but now I was surrounded by them everyday. I have to say we dutch might learn a thing or two in hospitality from these people. Every course I bonded with them more. Each course I became a little bit more attracted to these people. Until finally the last course it felt like one big family.

A couple of pictures

I think especially the new location we went to combined with a lot more activities we did together lead to this kind of bonding. From strangers to friends or even family was very special for me. To show you who they are here is a picture.

img_20160926_160642

I come to love these people. Our time together at UT Prototyping week was just amazing and the way we finished our course last Wednesday was just unbelievable. This Wednesday they had “graduated” from DELITELABS. They had delivered their pitch to a large crowd, got feedback and a round of applause from the board of entrepreneurs that judged them after. Here is for example during the preparations for the pitch evening on the UT. The one who is looking is Adel, one of our students.

pitchnightut

In the following picture you see me working with Violeta, our communications supervisor, and Maddi, one of our students that on the last pitch event got promoted to be our new coordinator.

mevioletaandmaddi

Conclusion

Working with all of these people was such a beautiful and magical adventure. If they have a place for me in the future I would love to work with them once more. Every time there are new opportunities and new people to meet and help. I’m so grateful to say that I’ve made many friends in this period of my life and learned a great deal from them and myself as well.

 

Communications Plan DELITELABS

1. GOALS

  •       Showing the positive effects of economic integration
  •       Creating a community
  •       Having a successful crowdfunding campaign
  •       Associate the brand with creativity, entrepreneurship, success values
  •       Disseminate no borders philosophy and equality values
  •       (HOW) Placing Delitelabs in the startup ecosystem 

2. TARGET AUDIENCE

  •       Smart educated refugees between 20 and 30
  •       Unemployed local people between 20 and 30
  •       Companies with a social department to fund initiatives
  •       People that are related with other initiatives involving tech, business and innovation

3. MESSAGE

  •       Is easier to startup a business after the program
  •       Our program helps to develop economic integration
  •       Delitelabs is a professional education
  •       Delitelabs is a big step to develop yourself: professional and personal
  •       We want to empower people who don’t get much chances
  •       We tell personal stories

4. STRATEGY

  •       Geographical Scope: Amsterdam, Nederland, Europe
  •       Tone: Smartass tone.
  •       Super smart responses in a super nice way.
  •       Open mentality to criticism. Questioning
  •       Suspense. People are exciting to know what’s next
  •       Resourceful. We get the things done
  •       Hands on and learning by doing

5. ACTIONS

Offline:

  • An event on the 29th of September where we will have a public lecture given by Founders 
  • The prototyping week at the University of Twente the 10th till the 14th of October
  • The final pitch event which will be on the 19th of October

Online:

  1.  CORPORATE PLATFORMS:
  •       Web
  •       Blog
  •       Facebook
  •       Twitter
  •       Linkedin
  •       Instagram
  •       Youtube / Vimeo
  1. PLATFORM CONTENT

It is important to standardise the visualisation of the different communication means. Although these may differ for each communication tool we use, in our case a set of social media platforms. Which are the following media outputs:

http://delitelabs.com/

Web with basic information about the project. We need to show more the power of the organisation by the faces of the team and the board behind it.

http://delitelabs.com/blog

The strategy of content marketing needs a good content generator. Blog categories:

  1. Successful stories
  2. Events review
  3. Diary
  4. Program (During the program 1 chronic everyday)

https://www.facebook.com/delitelabs

  •       Publish our own blog content
  •       Team strengths
  •       Good indicators
  •       Program explanations
  •       Another news and inspiring stories from other pages and blogs
  •       3 times/week: 1 picture and 2 blog posts (it could be one external content too)
  •       Alumni group. This is our community! We should share valuable content: job offers, events… We should have a extra person taking care of it and posting 3 times per week. (Adel?)

https://twitter.com/delitelabs

  • Gifs that show the problems that we are solving
  • We share the content of blog. Daily interactions with related profiles and persons in the themes innovation, creativity, entrepreneurship and social initiatives.
  • 200 tweets explaining the program and the feelings that your have during the program #adayindelitelabs
  • 200 tweets #delitelabsisforyou explaning why you should apply.
  • At least one post a day

 

An interview with Greg Jacobs by Chris Dunn

Greg Jacobs explains in this talk with Chris. How he has used crowdfunding to fund his products. The crowdfunding campaign that he has ran got backed for a little over $500.000. He reversed engineered it in the same way our students learn in design thinking. In other words he used the crowdfunding as an experiment if people were interested in his product. With the new trend of digital crowdfunding he could now do this without spending enormous amounts of money on manufacturing costs. He analysed the manufacturing costs of the product and used crowdfunding as a marketing tool to see if it was viable to create the product. And you could really say he was with a funding of $500.000.

Greg Jacobs and Chris Dunn

Keep me posted!

He says that still 9 out of 10 crowdfunding campaigns fail. According to him the reason for this is that many people just put the crowdfunding campaign online and do nothing else with it and wait till the money rolls in. Use your networks to spread the word to as many people as possible. Be proactive and provide updates and attractive content so you pull people and they stay interested.

Another interesting thing what was said during the movie is that crowdfunding solves a problem. People that normally couldn’t fund themselves can because of crowdfunding. Normally they could have gone to a bank or an angel investor or even family. The problem is that angel investors and banks aren’t lending you always the money that you need and family most of the time just doesn’t have the capital for it. So to fund your projects or products through crowdfunding really enables people that otherwise wouldn’t have a chance to fund themselves.

The three biggest obstacles in crowdfunding

1. Product Selection and Niche

He says there are basically two groups of people who want to use a crowdfunding campaign to offset their product. Some people try to view a crowdfunding campaign as a purely entrepreneurial endeavour. This means in his words that they create a product that I can sell the most from and you can get the most money from. Other people, which he calls inventors, which could say phrases like “I have this idea for years and I want to get it out there”. He says the “entrepreneurial groep” usually doesn’t have a big problem with doing this because they adjust to the market to sell their product. The “inventors” on the other hand can experience sometimes problems because they want to market to mold to their vision. A smaller chance of success, but if they succeed they usually do it grandly.

2. Getting the prelaunch traffic

If you just throw your crowdfunding campaign online than 9 out of 10 crowdfunding campaigns fail so you have to have a coherent plan before launching. You need to get as much traffic to your page, but this crowd needs to get build up even before launching the campaign.

3. Product delivery

Product offset in other words. Backers need to know what the product is all about. They need to hear the story behind it and feel interested about it.

The contra intuitive way to go about crowdfunding

Let me start of by quoting Greg Jacobs: “The biggest difference between the failures and the successes in crowdfunding is that the successful crowdfunding campaigns have always a good prelaunch.” To prepare for a great prelaunch is to know where the first 50% of your backers are going to come from. The other 50% Greg calls crowdfunding groupies that you don’t know, but are very enthused about crowdfunding and support many projects. Once you are sure about the 50%, you have a very high chance to score big on your crowdfunding.

The way to go about crowdfunding is to not go for the money but go for the reached goal. If your goal is reached this has many benefits.

The two biggest reasons to go for reaching your goal in stead of the precise amount of money that you need is that firstly is that people are more likely to fund your project if your goal has been reached very quickly. Second is that the reach of a goal triggers certain algoritmes of the crowdfunding platform that will generate organic traffic for you.

Conclusion

A couple of very good tips that were mentioned I would like to try and implement in our own crowdfunding campaign. Get more prelaunch traffic. We are already doing this but we could use more ways to try and implement this in our communications. The remark Greg made about setting your target amount lower so that you know you’re going to reach your goal is very helpful. This is the other point we can try and implement, although it will be hard to get a good estimation of the amount of people that will back us. And keep updating is his advice. Keep posting and keep selling your story. We’re on our way!

– Bas

Facebook Analytics: PART 2

In the last post I made about the Facebook Insights I laid down a framework of this interesting tool. This post will be about the progress we made with the usage of this tool and the experiments and insights we’ve gotten from it so far. We started our Facebook page in May 2015. Since August 2016 we started posting on a regular basis. Between the 5th and the 26th of September we did an experiment where we used two kinds of parameters to assess our progress. The amount of postings we put out and the type of content these contained. Especially the statistics and progress of these last couple of months will be the object of inquiry, because this is the period we’ve been actively busy with the building of our crowd and her involvement.

In this post we will go over:

  • Our starting point
  • The experimentations fase
  • Latest progress
  • Our best messages
  • Best frequency of posts
  • Who is our audience?
  • When is our audience online?

Within this post you’ll get insight into the steady progress we’ve made so far with looking for the best ways to communicate and build our crowd. We start with the very beginning of our work. As I said we started in August of 2016.

Our starting point

Our starting point with Facebook was around a few hundred people a week who viewed the messages on our Facebook page. We almost got no visitors on our site before we started posting regularly. This was not very strange since we didn’t put out any messages. The page only contained a few things about DELITELABS.

2-8aug385views

In the overview above you see the week 2 till 8 Augustus. You see that the reach of our page (shown in the below left graph) is around 385 and had an increase of 6% that week in comparison to the previous week. This was the week before we started posting more frequently than we had before. You can see an enormous change the week after when we began the week after this one, like you see in the graph below.

8-14aug7-200views

So only posting a couple of post that week made a huge change to the amount of views and involvement we got from our audience. We continued this for a couple of weeks until we wanted to conduct an experiment with this.

Experimentation fase

What we did. We had a couple of weeks where we actually tested with the amount of messages that we posted. To be very precise we did 3 weeks of experimenting with this, from the 5th till the 26th of September. The first two weeks we scheduled two post per day. The main subjects of the post we put out were: Our upcoming course, posts about entrepreneurial subjects and famous entrepreneurs like Ramit Sethi, Gary Vaynerchuck and Simon Sinek. The views we got per message were actually pretty poor, but went way up if it was about applying for the course or pictures of the students that had started on the 19th of September. You see in the next paragraph “Best messages” that two of the most successful messages that we have put out so far were on this very day.

Reach facebook 5 sept - 26 sept

The last week we put out a few messages in a week. These messages were mostly about our course because we had seen that these were the messages that got the most reach and the most involved people behind it. I was curious why there were such deep lows in this graph. Reason: The 16th and 17th nothing was posted and on the 23th, 24th and 25th of September, same story. So one of the things to keep in mind, every day needs at least one post.

We wanted to know what made the most impact. So here is an overview of the things we have been checking to improve our Facebook output.

Latest progress

26sept-23oktfboverview

This is the progress we have made in the last month. From 25 till 22 of October. We see that we have an increase of the pageviews, the involvement and videoviews. Only in the amount of likes we see a small decrease of 17%. According to Jordan, digital marketing expert, involvement is what it all comes down to, so in that respect we are on our way.

Best messages

To know what the best messages were I checked a couple of factors. The parameters I took in account were what kind of post it was(photo, link or video), the time it was posted, the amount of people saw the post, the clicks on the messages, the reactions or shares that these messages had and last but not least the kind of content was provided.

To give you an overview of our best messages in the last period (Sept – Okt)

 

Type of post Date Time Reach Clicks Reaction/share Tags (y/n) Type of content
Link 8 Oct 11:10 1,4k 337 5 n Getting to know our participants with pictures of 4 of them
Photo 11 Oct 12:17 1,3 222 72 n Usual hashtags, @utwente
Photo 5 Oct 13:57 1,1k 190 25 y, 12 students picture of students, hashtags
Video 17 Oct 10:23 869 165 42 Video and hashtags
Picture and link 7 Oct 0:01 1,3k 133 20 First CFpost and hastags
Picture 19 Sep 14:28 1,1k 118 55 y, Violeta and guestlecturer Hashtags
Picture 13 Oct 18:55 879 103 3 n hashtag and pitching @utwente
Picture and link 10 Sep 12:20 1,9k 100 72 n Apply course
Video 19 Sep 12:15 958 90 30 n hashtags
Picture and link 7 Oct 0:01 1,3k 90 2 n post CF 25%

Analysis done 2016

What’s interesting in this table is that most of the messages are pictures of video. But almost all the messages have in common is that our students are in the picture. Not our company, not posts of famous entrepreneurs we also posted, but our own students. The mission we have to help these people. The advice that for example Jordan gave us in an interview I did, was very accurate to the findings we have here. The advice was that we should make our posts as personal as could be and we did. Another advice we only used a couple of times paid off as well, the tagging of other people in the post we made. You can see this in the photo we posted in the 5th of October, third best post on our Facebook page so far.

Best frequency of posts

We have began frequently posting from August 2016 onward. But we waited till the beginning of September to devise a more structured system to it and set up an experiment. In the three weeks from September 5th till the 26th of September we did our experiment. In the first 2 weeks of the experiment we scheduled Facebook messages twice a day. From the messages that we put out in the first two weeks we could conclude that 2 a day was a bit over the top, especially because in the third week, when we put out 5 messages in stead of 14 we got more reach than the previous two weeks.

We had seen that the amount of posting was incredibly important, too many posts was a turn off for our audience. What also very much mattered were the kind of posts we put out. Especially the third week showed a big difference in the amount of viewers.

Who is our audience?

With these statistics we can start to describe our target user. For example the following image will show what percentage of a certain age group has the most interaction with our Facebook page. Additionally the image shows what percentage of age groups are most involved.

screen-shot-2016-10-24-at-00-28-11

The highest amount of people that visit or interact with our Facebook page are people between the age of 25 and 34. The younger or the older people in comparison to this group, the less likely it will be that they will interact with our page. The ratio between men and women is pretty similar in the clicks they give. You see that the percentage of involved people (people who react or share a message) is higher with the men.

Another interesting statistic that you can see in Facebook Insights is the geographical information of our target user. We see, if we look at the places where most people live that this is actually where we were stationed. Amsterdam and Valencia.

targetusergeographics

 

What time is our target group online?

Facebook Insights has a very handy tool to find an answer to this question. When you click on the button messages when you are in the statistics screen of your Facebook page you can have an overview of the amount of people per hour are online.

OktoberOnlineMensen op facebook

This is the graph I was talking about. The thing that immediately draws the attention is the large gap between midnight and 8am. After 10pm the amount of fans that are online drops. Furthermore you can see that on the rest of the graph that its very slightly rising. You can also choose a day to see if the pattern changes during the days. We have found slight changes in behavior. For example, On Mondays and Sundays our fans approximately are an hour later online in the morning than the rest of the days. This difference is shown in the graphs below.

Monday

screen-shot-2016-10-24-at-00-09-53

Tuesday

screen-shot-2016-10-24-at-00-13-36

 

Conclusion

A couple of conclusions I can draw out of this. First is that, because of our effort we set up a Facebook page that has a couple of thousand views, and growing, in stead of a couple of hundred.

Second, from the experiment we did we can now say that people get oversaturated when you post more than two or more times a day

Thirdly, personal messages, messages about Delitelabs and their students get a much higher involvement and view rate than other postings. This is what you can see in the “best messages” paragraph. Another, rather obvious finding was that video and pictures work better than just plain text

Fourthly, our audience consists of almost a fifty/fifty division of male and female, although we can see that men are a little more involved than the women. Most of them are between the age of 25 and 34. The main languages are English, Spanish and Arabic and most of the people that visit our site are from Amsterdam and Valencia. There is also an interesting pattern found in the time that our target group is online. Roughly sketched they are online from 9:00 to 22:00, with a small variety on Mondays and Sundays.

 

We fu*%@*ng did it!

Great news! We reached our goal! We started out on the 6th of October with our launch. Especially in the beginning there were still some things we didn’t account for such as the time the CF platform needed to revise and check the campaign we wanted to launch. Check my post on the launch of the crowdfunding campaign.

DELITELABS Crowdfunding campaign target acquired

We set our goal at €3000 and already in the first day of the launch we got our 25% of the target amount. This was a great milestone and we were very happy with that amount. The days after that were pretty hard to watch because the money was coming in at a very slow pace after the first day. Although we already knew that because of the research we had done. The first days and the last days are the days that you get the most amount of money in your account. See the post about Steve Vick about this.

Already in the beginning we made it very clear that we had different sorts of donators that wanted to spend money on DELITELABS students. Small donators who would give not more  than a few euros and not more than 10. The middle class which would give us from 10 euros to 100 euros and then you had the bigger fish that would give anything above hundred euros.

utsign

Luckily we had an arrangement with the UT to collaborate. See here the first meeting we had with a couple of members of the UT. Not so long ago, just before the beginning of the last course we negotiated with them to run a prototyping week for our students in the 4th week of the course at the UT. I had responsibility within this project to arrange the connections between DELITELABS, the UT and some of the Student Unions of the UT. See my preparations for this event in this post.

We could stay there for a week and on the fourth day of our visit, Thursday, we could have our students do a pitch for a large crowd. The crowd didn’t only consist of members of the University of Twente, but all kinds of investors and other entrepreneurs that were linked to Designlab, a faculty of the University of Twente that stimulates entrepreneurship among students.

The big donation at the Pitchnight

So also a big opportunity for our students to actually give a pitch for a great crowd. Great practise for the last pitch event that would be the week after on Wednesday. I was pretty nervous for our students. Especially a couple of students were working hard, but the pitch didn’t quite come out yet. Too much unnecessary details put in, to plain in the way they spoke of their projects, too little showmanship. We helped them all day with the preparations for this and with success. I was so proud of those guys. They pulled it off, they did it. At the end of the pitches people were so enthused that the board of Designlab decided to support our students with €2000! The money we needed because at that point we had already €1200 in our crowdfunding campaign. A couple of days later the money was in our Crowdfunding campaign in One%club and we had made it!!

Conclusion

Sometimes it’s better to have multiple clients and not only focus on the people who you think will do most of the lifting. This time we have shown that one big fish, Designlab, can be just what you need to reach your goal.

Privileged I felt and still feel to be a part of this. Making the lives of our students a bit better!

– Bas

Crowdfunding Marketing: Creating a story

There is a youtube video of a talk given by a man by the name of Darren Marble, the CEO of CrowdfundX. He has shown that there is a method to the success of a crowdfunding campaign. He mostly talks about equity crowdfunding, but the three principles he talks about in his talk are just as applicable to other crowdfunding campaigns. You’ll see in a minute.

darren-marble

The three elements of Crowdfunding

  1. Crafting a story
  2. Producing the story
  3. Distributing the story

Part 1: Crafting a story

There are a couple of things he tells about this, but the most important one is that you have to create a story that emotionally connects with the audience. The impact of your company, product or service has to be much bigger than just making money for yourself. You should ask yourself the question: “What is your contribution to society?” and be able to answer this very concretely. In other words, as Simon Sinek would have asked it, “Why do you do what you do?”. If you have the specific and concrete answer to this question you can start with step 2, that is producing the story, preferably visually.

Part 2: Producing the story

And a visual one at that, at least that’s what I got from the talk. Darren talks again about a couple of questions you need to ponder on as a business to really know what it is all about and why your story is more compelling, better, funnier or just more authentic than that of the other. The questions to ponder on are:

  • What does your company really do?
  • How are you different than your competitors?
  • How are you going to make money?
  • How are you going to return the money to the investors? Or in our case: how are you going to show our backers that it is not only for a good cause but it creates the impact they want to see. Another way is to provide perks. Small or large gifts that come as a counterpart of the donation.
  • Why the backers need to take action now? In other words: How do you create an urgency with your crowd that they feel they have to give money this instance.

This is one of the more important and cognitively more difficult challenges to counter when you have a campaign I’ve already seen. Now the part where it is actually all work.

Part 3: Distributing the story

In this part they explained or better said Darren explained what they exactly did to distribute the story. He shows that the best campaigns make a huge community. To create this you need to do a lot of different things. He talked about PR and blog outreach, the journalists and bloggers they helped out, two months of preparation, email marketing, lots of press hits and with this creating a huge community.

For example the amount of effort putting into this one CF-project they had. They spend 50.000 on the campaign and roughly got 1 million back.

During this campaign they reached out and try to use 1000 journalists and bloggers to write about the project, had dozens of press releases, used digital marketing tools like: thunderclap, reddit, AMA check, product hunt campaign and hacker news.

Darren also talks about paid media. 80% of their budget goes to Facebook ads. To lock the target audience. With this you can target your audience very specifically. So if your definition of your target group is valid, it can have amazing results. The way to do that is to check your first 500 investors. Get their emails. Facebook matches them u to people that own the profile and does an analysis of the demographics of  this baseline audience. This creates a look alike audience/persona and Facebook gives you 500k to 1 million people with the same demographics. Then buy 100.000 ads and use them to target new investors.

One of the last tips he mentions and als adds that it is maybe one of the most important things to consider when doing business with another company is: “You have to believe in the company you’re doing business with”.

Conclusion

To get a very large community in a small period of time for a crowdfunding campaign you need to invest money into Facebook ads and a large enough team to execute the other activities that will be needed. Creating a target group, structuring and creating your story, setting up a list with journalist and bloggers, contact them all try to draw attention from the conservative media and much more.

Since we don’t have a budget, or at least a very small financial source we can use for this campaign, we aim to use the other mentioned methods. We’ve been busy with many things that are being called under the attention of this movie, which is, I think, a good thing. For example we have made long contact lists, have used and are using digital marketing (social media and mailing), We have created a storyline and with that a tagline “We take them to the starting line”.

I think it would be very interesting to see how Facebook in this sense works. I’ve only had the liberty to check out Facebook insights these last couple of weeks. This was very helpful, but I think when you have some budget to spend on it it becomes even more interesting. The ideal place to find, communicate and getting involved with your target audience.

Thanks for reading and stay tuned!

– Bas

 

Yet another marketing expert met by coincidence

An interview with Jordan Pijnenburg. I find it so interesting that when you dive in a subject that you tend to find the people that are connected to that subject. Some people say it is the universe answering your desires, others say faith and there is a group that calls it the Law of Attraction.

jordanpijnenburg
Jordan Pijnenburg – Sales/Digital Marketing Expert

The mechanisms of these thought experiments tend to work for me, but I have to say the theoretical framework of most of these metaphysical concepts I find not very meaningful. For me they don’t give a satisfying answer to these questions. But I get distracted.

I met Jordan on the street when I was working at a sales job that I’ve been doing the last couple of months. Jordan works in sales as well, but after a couple of minutes it became very clear to me that he had a lot more experience in the field of digital marketing as I had. Not long after this I asked him if he was open for a chat on this, where I would show him how we worked at Delitelabs and if he had any tips that he could share with me. He was more than happy to go over a couple of things and so it happened that we planned an interview. Yet another expert I could learn from!

The interview

Before the interview started I wrote down on one page on what I wanted to go over with him. I wanted to show him our Social Media output, our blog, I wanted to know about frequency of Social Media output, SEO and some tips on efficiency and effectiveness of digital marketing in general.

The blog & SEO

We started out with the blog. I showed him our blog and what we did already did to improve the awareness and engagement of our business. We showed him a couple of things that we did to improve our blog and make it more noticeable for our readers.

One of the first tips I got from him was to have contact with other blogs. Try to write about what you read about other blogs and point out what you like about those blog posts. If you connect in this way you are more likely to create awareness for yourself BY providing traction towards the other blogs. In other words “be nice to others”. Also the other way around. When you would write an article about a subject like entrepreneurship or a personal story about one of our participants that is good enough, ask the blog you’re connected with to post this on their posts. Ramit Sethi also talks about this and he calls it “guest posts“. This is how he creates lots of new likes, clicks and therefor impact.

There are a couple of plugins you can use to check and measure how well your SEO of your blog is. Luckily we already have two of these tools built into the blog of Delitelabs.

SEO Delitelabs Blog

Facebook, Engagement and Awareness

There is also a lot to say about Facebook. Facebook has a lot of features you can use to improve your company page. We could see that our page was the last two weeks degrading in worth. Worth as in the amount of people that have been reached and engagement in our page. From around 4000 that we reached in a week to 1750 people right now. He advised me two very general but important things to take into account.

Target audience

First, we have to look at who is our main user or target user. Male, female, old, young, newcomer, etc.. We can check this in the analytics of Facebook. This can be very interesting to see. Below is an overview of these statistics and I’ve also done a couple of other posts on this, but here it is again as an overview of our target audience.

Delitelabs Facebook Target audience

Here you can see that our target audience is almost a fifty/fifty rate between male and female. That most of our target audience is between the age of 25 and 34 and that most of the people that come to our pages are located in the Netherlands. Interestingly, but also very logical is that the second group is from Spain, because we had also a settlement in Valencia.

Another great feature of Facebook Insights (analytics) is that you can view at what time and day your audience is most active. Below two examples of our Facebook page. This is very important because this effects your engagement and reach/brand awareness. The first example is a graph that shows the general times of the week that people are active and the second is an example of a specific day compared to ‘the normal day’.

The normal Day

Delitelabs facebook page days of the week and views

Tuesday

Delitelabs Facebook page views at time of the day

Engagement and Awareness

We talked also a great deal on engagement and awareness. He said that it was clear, and I could concur this from other well known entrepreneurs that I follow, that awareness doesn’t necessarily means improving engagement. But Engagement definitely improves awareness. We talked about ways I could increase the engagement of our Facebook page for example. One of the ways is to create discussions on our page. We can do this by asking questions to our audience. Another thing is that you can have small questionnaires that people can fill in on how they feel about a certain subject.

Actuality and inspiring communication

Two other points of of communicating with our Facebook page is look at actuality and react to it. As in, if there is something very interesting in the news that a lot of people follow or watch, try to combine this with your brand. Another thing is when we continue on this s when there is something that is happening in our niche (refugees & entrepreneurship) than you can also immediately share this content and you’ll be thanked for the spreading of interesting content for your followers.

This also goes for inspiring messages that you put out yourself, e.g. the story of our refugee students. That’s another tip I got. Emotions work and sell. Try to get under peoples skin. Try to be inspiringly persuasive with your messaging. This works.

Conclusion of this interview

Blog

I had a couple of things that I want to go and implement more in our own way of spreading good messages and improving our following. I want to link more with other blogs about entrepreneurship. I already have a couple of blogs in mind that I find interesting and have a lot of content to share about starting your own business (Ramit Sethi, Tim Ferriss, Tai Lopez, Simon Sinek and Emily Wapnick)

Follow ups / New Research

As a few tips Jordan gave me also a couple of new follow ups to consider. Moz.com is a website that has many articles on how to be more visible on the web. Especially their youtube channel I should be looking at in his opinion. In the episodes that are called: “Whiteboard Friday” they go over a large range of subjects that all have to do with online visibility. From SEO, to link building, from content creation to Google Analytics. So I’m going to go over a couple of these videos and see if I can get a better grasp on what we can do in terms of spreading and SEO.

A Hashtag Trick

One last tip that I got from him in regards of Twitter and Instagram which I really liked he called “cheating hashtags”. When you put something out on twitter, you should load it with relevant hashtags. But what you also could do as in cheating, and you should be careful with this, to put hashtags that are really the trend right now in the comments of your Twitter/Instagram post. Bots will give likes to it, because they only react to posts that use hashtags that are really popular at the moment. At the time you have a lot of likes you delete the comment and you have a lot more awareness without your brand image getting degraded. And this is the tricky part. If people find out, this could also cause damage to your brand. But this is definitely something to think about of doing.

Thanks for reading and stay tuned for more interesting information regarding crowdfunding and digital marketing tips!

Steve Vick: Let an expert do the talking

Steve Vick is de founder van non profitally. This is a company that helps building a non profit from the ground on up. They take you through the whole process. One of the subjects also discussed on the site in deeply, luckily, is how to successfully run a crowdfunding campaign. There are a couple of videos on this and one of them gives a very good overview of what a crowdfunding campaign in essence always needs, unregarded on what type of project you want to start a crowdfunding campaign for.

stevevick

This is him, Steve Vick. In the Youtube video: How to start a crowdfunding campaign? He lays out a couple of ground rules if you really want to launch a crowdfunding campaign. There is actually a whole lot more prep work than I initially thought. Not only man hours have to be put in to execute the things that needs to get done, but a lot more strategically think work that you need to get your head around before executing. Here are a couple of things to ponder on, that I will get into later:

  • The team
  • Set period of CFcampaign and target amount
  • The story
  • PR/marketing
  • Sollicitation
  • CF-video
  • Webpage

These are the subjects he touched upon and where very helpful to have an overview of the activities that we have to spend time and maybe money on to make it a success. So I’ll go over them step by step. First of…

The Team

Because there is so many activities to get done you really have to get a team. If you don’t find one. Defining the roles of the team is an essential part. If you define the roles and responsibilities beforehand the activities that need to get done will be so much more efficient and effective, so very important to divide the roles that need to get done. Roles that need to be divided are: Content creation, phone calls that needs to be made, managing and enlarging your network (making a crowd), the creation and maintenance of the webpage, devising a story (and creating perks and incentives). All these things have to be done and handled by the team and if you don’t have your roles and responsibilities well organised the effect will be a lot less than it can be.

Set a period for the CF-campaign and target amount

This is another essential part of running a crowdfunding campaign. The donator wants a couple of things. Before he donates any amount of money he wants to know if the campaign is for a good cause, if the amount will be reached (or if it is likely to be reached) and there has to be an urgency.

The urgency that we, as the creators of the CF-campaign, need the money ASAP. You can say we’ll run the CF-campaign for 5 months, than we’ll have plenty of time to get funded, but the research has shown that the results of this strategy is counter-intuitive. The incentive or urgency for the funding is out of the window. Most successful CF-campaigns run a period of 7 to 9 weeks.

Some people will answer to the question: “For how much would you like to get funded?”. “As much as possible”. But normally this is a bad incentive for the donator. You have to show them why you need that kind of money. You can do this with a couple of things. The most successful CF-campaigns they also have the most interesting and beautiful videos. They show you quality, beauty and most of the time the credentials that back up the quality that they already shown. Tell your audience who is going to benefit from the money that they give, most campaigns on Kickstarter have perks that they give away for a pittance price for example. So also think about how it will help the donator. Will it only make them feel good by contributing or like the projects on Kickstarter let them also buy an interesting new innovative product? So make your target amount reasonable and feasible.

PR and Marketing

There are many things that you have to and can do when it comes to PR and marketing of your CF campaign. But if we get to deep in the matter it will be gibberish for your so I thought to myself how can we make this a bit easier. To do this here are a couple of questions you should ask yourself that will keep you starting with the PR and marketing the same as we have done. Guided by this video and a couple of others. Here are the questions that you should ask yourself when you’re working on the marketing:

  • How much pre-made content has been made for every (social) media output that you are going to use? (Instagram, Twitter, Facebook, LinkedIn, Snapchat, Whatsapp, Phonecalls, mailing)
  • What content should you spread and how should it be structured? Check this link to learn this.
  • Which tools are you going to use to systemise your media output so that you can be more efficient and effective? (think about the social media named above, but also tools like Thunderclap, Mailchimp, Hootsuite, Heroes&Friends, Nouncy, etc. Check this link if you want to know what these tools can bring.)
  • Who are we as a company, what is our mission and how are we going to convey this message?
  • When are the milestones of your campaign and how are you going to let your crowd know when these have been reached?
  • Have you written a Pitch text that is inspiring for people to listen? (max. 500 to 800 words long)
  • Which platform are you going to use?

CF Video

The crowdfunding video is also a crucial part of the campaign. This is your opportunity to shine and persuade your costumers to actually incest in your product. Here are a couple of tips on a interesting CFvideo. To really know how to make a great video I’ve compared 10 very successful Crowdfunding campaigns of Kickstarter in one of my articles. I’ve also visited a couple of events that get a little more into storytelling. Check my visit at the Campus Party, my evening on storytelling or my visit at the Filmschool Amsterdam.

CF Platform

Before you go into the platform here are also many things to consider before you choose the right one. Ponder on the following questions so that you can make a better decision on what the best platform would be for your campaign.

  • Does the platform allow multimedia (video, pictures, integrated social media functionalities, etc)
  • How much effort (amount of clicks) does a potential donator has to do before he can actually donate? This really is a huge factor in how well your campaign will go.
  • Can you import a mailing list in the platform?
  • What are the fees that are being asked? (AKA how much money keeps the owner of the platform in what situation, success or fail?)
  • Can you keep the money even if your campaign does not reaches its goal?
  • Can you place updates (e.g. about milestones) on the platform?
  • Is the page customisable?
  • Is it also a customisable url?
  • 30% of the platforms needs an approval process. How long is this process?

I hope this was a good read for you guys! If you have any questions, remarks or suggestions just let me know!

Keep you posted!

Conclusion

This was a very interesting talk. I got a way better idea how much work is in the creation of a successful crowdfunding campaign now and that frightens me a bit, because it is so much work and we are only with a small team. On the other hand, we know now that it is a lot of work so we can be better prepared for this. see here how we went about social media, here what we did to create a good story and here is the actual campaign we launched and created success.

Meeting with the new Communications team

Since a few weeks we have a new team at DELITELABS. We have a couple of new members that can help us with setting up the course and everything else to help the organisation. Therefor there have been some interesting changes in the way we work.

The biggest influence on the team is now a woman from Valencia, Violeta Garin. She has done a many projects involving social entrepreneurship and is an expert in communication. We are very lucky to have her. Since she has so much experience in the area of communication we have set up a couple of new systems to work way more efficient.

Trello and Hootsuite

hootsuite

We have talked about things like Trello a activity managing tool, using Hootsuite only for Twitter, setting up a blog on our website and explaining how we can use the other social media (Facebook, Instagram and LinkedIn). Because she does set up systems to work from everything works so much smoother and more efficient since she’s in our team. We even made a Communication plan to see what we want to convey, how we are going to do that, which media we should use and who our target audiences are.

My Role

We had two meetings about this, yesterday and today. We divided roles and responsibilities within our three-man-strong communications team. I’ll be responsible for the output in Twitter. This doesn’t mean I have to do the 200 posts all by myself or that I don’t have to take any other activities for my part. It means that it is my responsibility that it has to be done before the deadline. So if I need help or are having trouble with it I can rely also on the others.

Twitter

We set a goal for ourselves for the different social media. For Twitter it is to post 200 posts in the coming 5 weeks. This means about 4 Twitter posts a day. 80% of the posts will be with one of the hastags that are created: #adayatdelitelabs, #delitelabsisforyou and #refugeestakeaction. The last one will only been used if it is a post about the collaboration between Delitelabs and the organisations that teamed up with us, like Refugee Startforce, Hack Your Future and Refugee Company for example.

Facebook & Blog

Facebook will be linked to the blog and will mostly contain the links to blogposts. We will do three Facebook posts per week that will be mostly out of our blog. The blogposts will contain success stories of our former students, posts on why we should be more entrepreneurial, a review like a diary every day, interviews with acquaintances of Delitelabs and the speakers of the week. The blog was an idea that Violeta came up with. She used it already in one of the projects that she did in Valencia and that was pretty successful. Especially the interviews that she did for the blog where by far the most effective in terms of reach and involvement. Here is her blog.

Instagram

On Instagram we are going to do two things. Post beautiful pictures that we made in, around or with the people of Delitelabs and we want to do a quote with that. At least one post per day. The advice Violeta gave us was that Instagram was about making the most beautiful pictures possible. This means we have to be very selective of the pictures we will post on this medium.

LinkedIn

LinkedIn is probably the most serious of the Social Networks that we will use. The output on this medium is at its minimum. We will only post something here if we really have a great article on our blog or found one on the web that is really helpful or interesting to the crowd that we have on LinkedIn. At the most we shall post 2 articles a week.

Conclusion

There is a new wind in the company. An actual communications team is put together. Jana, me and Violeta are part of it. We all have our own roles within this team. I’ll be responsible for the output provided on Twitter. Second, we are going to use Trello. This is a management tool that will help us with internal communications. In the following post, this one, I’ll show you how a communications plan looks like.