Quick check of a couple of social media tools!

Over the course of my internship I have had my focus on my internship which sometimes caused that I hadn’t had time to work on my thesis. But luckily I have made rich notes on most of the activities that we did throughout the course and the work needed to be done.

In the second month of my internship we began looking at the different activities that needed to be done if we want to have a successful crowdfunding campaign, which of course we do. Therefor we also needed the right tools to work as efficient and effective as possible. Some of these tools were very similar and therefor someone needed to look at what tools best to use for the crowdfunding campaign. I looked into a couple of different tools that we could use. Below you’ll find a small overview of the tools that I looked at and the ones that we actually choose to use in our crowdfunding campaign.



Mailchimp is a mailing programme. Based around marketing purposes. Great to create and send out newsletters or other forms of. It is very easy to create a list of contacts various ways that you can actually achieve this. You can import google spreadsheets, put them in manually and many other ways. You can create stylish designs fairly easy, with preprogrammed grids or frameworks that you can use. You can also link the mail to your social media. The designs you have created you can also save and are therefor reusable. It’s a great tool for email campaigning. Some analytics on the open rate and click rate of your mail can be viewed to better your mailing.



Hootsuite is a tool to manage your social media. With the free version you can have up to 3 social media that you can manage. You can schedule posts, look into some basic analytics of your social media, have a good overview of the newsfeed that are relevant for you and provides suggestions to post under one overarching theme. Hootsuite should be very reliable, they have partnerships with Facebook, Twitter, Youtube, Evernote, Flickr, LinkedIn, Tumble and Google+. Check out my detailed post on the usage of Hootsuite.



This is a tool which you can use to let your social networks work for you. You can ask your network for help, which they can provide by writing a post for you that you can save up in Nouncy. When you need to cut through the noise on social networks you can let Nouncy send all the messages and posts you saved up in one blow for maximum attention. Could be very handy when we want some extra attention during the launch of our crowdfunding campaign.



This tool has a couple of features that are very similar to what Nouncy does. But what thunderclap does differently than Nouncy is that they collect the messages from the crowd. People want to lend their voice to certain causes and this crowd is what Thunderclap uses to create a “social media explosion”.


There are two systems that we are definitely are going to use, which are Hootsuite and Mailchimp. These are very handy tools to use in our endeavours to create a crowd, interact with them and have a good overview of multiple social media. Thunderclap and Nouncy both could be useful, but only when we are further in the process of the crowdfunding campaign.

Science of Persuasion

I always had an interest for persuasion, but like most other people do, for a long time I thought some people had it and some people had it. Well according to this talk it’s not at all, we can learn to be persuasive. And there are special ingredients you probably will need to achieve it.

Most Sales people will know the 6 most powerful rules of persuasion. It’s interesting that most of these principles I’ve encountered many times before in other books, all together or a few of them. This gives me the idea that there must be some kind of truth to these. The book “How to win friends and Influence people” by Dale Carnegie is one of the most popular examples of sales techniques and be a better human being if you’d ask me. All these principles are being recommended by a whole variety of experts in sales. Here we go!

The 6 most powerful persuasive techniques

  1. Reciprocity
  2. Scarcity
  3. Authority
  4. Consistency
  5. Liking
  6. Consensus


Reciprocity. Roughly defined its getting something back once you’ve given something yourself. Otherwise put it: It’s the obligation you feel whey you receive something. Almost every person has this bias in their system. They can’t do anything about it. The same goes for example a question. A pending question just waits to get answered. A couple of months ago I worked for a sales company and they gave me this insight. If you want to hold people one of the best ways to do it is asking a question or during the talk giving something to them.

There are even numbers on this researched on in a restaurant. An example of this is the waiter that is bringing a gift with the bill, like a mint. This increased the amount of tips with 3%. When there where 2 mints on the platter the tips even increased with 14%. But when the waiter walked away, turned around with another mint saying: “you people can have more than one mint” even increased the tips with 23%.

It’s very interesting to know what these seemingly unimportant behaviours can cause in terms of change.


Scarcity is also a big pillar in sales as well. To summarise it in one phrase would be: “People want more of those things they can have less of.” We see this all the time. I myself see this in the way people I follow try to sell their courses. “you have one day left to register for course x”, “This unique course will teach you what only other people dreamed of having”.

These kinds of phrasing are very compelling for most people and very understandably. I don’t know the main reason I heard correct, but it seems very logical to me. I heard it from Tai Lopez. The reason is that evolutionarily we came from circumstances where we were in a constant state of scarcity. Scarcity of food, of security, almost everything was in scarcity. This is biologically been framed in our hardwiring. This makes it very difficult to say no to things like, sugar and fat for example. Resources we needed to have but was very scarce. Industries like the food industry play this card all the time. Very effective sales tactic that is being used in so many commercials and marketing. You won’t believe.


This says that people will follow the credible experts. When talking about what they will be willing to do. The Milgram experiment is one of the most popular quoted experiments conducted on this bias.  We listen to people who we think knows more than us in a specific subject. We see this as well in commercials of toothpaste. Providing the right credentials and we follow almost everyone if the deal seems reasonable.

Consistency ( or Commitment)

This comes down on the consistency of our actions and what we said to other people or to ourselves. People tend to want to be consistent, how paradoxical a situation might be. We want to be the person we say we are if not we feel bad about the actions we take. In sales we try to take advantage on this to let a person say yes at a very specific set of questions. Getting them into the “yes-state” is one of the things you do by leading them in a stream of their thoughts that you steer.

So if you want to persuade people to do something for you try to let them to do a very small favor for you first. They are way more likely to comply after doing this.


This is a very interesting and powerful tool as well and now to come and think of it, I use this actually all the time. The ability to be liked by other people in a sense. One of the most important ones. It’s fairly simple put. People want to give you more if they like you. There are two things to take in account when you want to increase this powerful tool. And I think it’s highly recommended for everyone because this is one of the most genuinely morally good tools you can actually use for yourself.

  1. Similarity
  2. Pay (genuine) compliments


If you want to be likeable to the other person, the other person has to see a part of themselves in you. In face-to-face situations you can use body language and the tone of voice to persuade them. The more you act like them the more, oftentimes, will people like you. But again, you have to be genuine in your pursuit. But this also means, provide what people want from you. Don’t say one thing and do the other.

A nice statistic on this is what they’ve done with two groups of sales people. One group got the objective to especially be very careful with the time they had. i.e. Close the deal ASAP. The other group was instructed to try and share and ask for personal stories of people. And wouldn’t you know, the first group got a 55% of people closed, the second group 90% closed. For a large part you could almost say that good Sales is all about making friends.

Pay (genuine) compliments

Pay people compliments this makes people feel good, and when happy, especially when you make them happy, want to do much more for you. A nice phrasing is in place: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel ” And if we assume this is true, it is very important that we make people feel good.

Consensus or Social proof

“People will look to the actions of other to determine their own.” We are herd animals. We tend to follow the herd. You see this very much in trends in fashion for example. People who work in marketing are highly aware of this bias of us and is using this oftentimes in their commercially outputs. Messages in commercials like: 9 out of the 10 people who recommended this is happier/skinnier/has more hair or whatever. And it works.

This video that I once watched as part of a sales training program will let you see what some of these tactics can do.


Not all of these tactics can be put to use by us, or maybe better said, I see some ways working way better than others. So the tactics I will want to use are Scarcity, Authority and Consensus.


The methods of scarcity we can always use. Especially for events, and we did that with the event of the 19th of October, we really press the uniqueness and the pressing of time to get more people to come and it was our biggest event yet.


Authority is a bit tricky, but since our last course we can see the outcome of our actions and these are definitely positive. This means our courses work. Not necessarily to create businesses, but better peoples lives. The people that joined DL have a higher chance of getting a job, know how hard they can work, we provide them with a network. All these things have benefitted the people that do a course with us. And when you ask these people what they think of DL they are all very grateful that we were there to give the course. This we can use to profile ourselves as authority, especially after so much of experimenting and just doing it and see what happens. We have grown as a business. Every course we know better what tactics work better and implement this in the following course.


Consensus. We can show how many people support us and have joined us. At this point this amount is already pretty high, but we can even put it up a notch. We can actually see that during the last three courses Delitelabs has become every time more popular. And I can say from experience that everybody that joined DELITELABS as a participant was very grateful to have given this opportunity, which we can use when we profile ourself when we communicate with the outside world. Especially stories from our participants are now one of our key ways of communicating to the outside world. This is to build more connection with our audience and so far this method has been proven quite solid. See this also in the movie we did for the crowdfunding campaign, the photos on Instagram we put out and the stories we share on our blog.



Trello: an organisational tool

What is Trello? Well, I’ve asked myself that same question. It’s a tool to have better overview of the workings and activities  that your team has to do. It’s a very handy tool to have and has a changeable structure that can be changed by own discretion. Here is an example of how it looks:


Example Trello

How it works

Here you see the structure of this Tool. It is been divided up into different categories. Here you can post the things that needs to get done, how it should get done, what sub activities need to get done to finish the activity as a whole. Backlog are all the activities that will be worked on in the whole scheme of project or period. The backlog an be assigned to someone but it kan also so that the activities have not been yet assigned to anyone and mostly this means that the activities placed in these columns are not yet urgent enough to take them into account for the coming period.

The organisation of the activities in this tool are pretty straight forward. It’s based on drag and drop. So if there are activities that need to be worked on this week then you can drag these activities in the column of this week and the same goes for the activities that have to be done that same day(this WEEK). The things that are done you can drag to the column DONE.


This Tool has made the workflow of our team already way more streamlined than the months before we began to use it. Especially when you look at the amount of activities you can cocreate in this sense. Everybody has a good overview of what needs to get done, how to get it done, who is responsible and who can help with the activities.

Although it still difficult to totally switch to this way of working it already left it’s advantages in productivity and the overview of the things that need to get done.


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.


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”.


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.

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


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


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!

Facebook Analytics: PART I

Facebook is the biggest Social network in the western world, so tells Statista in a poll with 1.7 billion active users. Many people see it as the ideal marketing tool and it has shown that you can use it with great advantage as such.

For our campaign we also started to use it. First pretty chaotic and not ver frequently but since a couple of weeks we’ve been experimenting with it. In this post I shall give a quick overview of how Facebook Analytics work. I’ve also written another posts that shows the exact outcomes of our implementation of our usage of Facebook. To see our results click here.

As I said will this post be short manual on hot to use Facebook analytics as a marketing tool.

Facebook Insights

This is a tool that works pretty well if you want to have a few insights in how your Facebook page is doing in regard of posts, likes and reach. It’s not for nothing that it is called Facebook Insights. You can learn which posts have better impact than others, when it is the best time to post and you can even check out some geographical and demographic characteristics of the people that are interacting with your page.

Facebook Insights Start screen

This is the screen where you start if you start with the statistics of your Facebook page. Here is already much to see. A small overview can be checked when you scroll a bit down. This is what you see:

Overview Homescreen FB Analytics

The overview

Here you can see the amount of activities that our Facebook has and how you are doing with them individually. You can check the amount of actions you have implemented, e.g. postings. You can see the involvement of your posts, this is the amount of people interacting, talking about or sharing your page. The likes that you have gotten in this period of time and the comparison with that of the last period(normally a week). The reach of your page, so how many people have actually seen your page in this period. The involvement of the messages you put out. In other words, how many people interact with the messages you have spread out. And last but not least the amount of video’s been checked.

The revision of your page

You can do this revision with a couple of tools. We will get over them quickly and clearly. Firstly I’d like to touch upon the revision of Facebook messages that you have put out and how you can check what impact they have gotten. You can few this in a couple of ways. Firstly with a list of the messages you have gotten. This is an example:


A little explanation should be suffice I’d think. We will go through all the columns. The first is the date and time when the post was published on your page. To the right of that you see the first few lines of the post and this also serves as a link to the actual post so you may review it. The column to the right of that shows you what type of post it is. Is it a message, link, page or video. Next is the target group which is mostly for paid promotion which you can also do in Facebook. Next is the reach you have created with the message you have posted. How many people have seen the post. In this example you don’t see that much difference in the reach of the posts, stretching from 489 people to more than 1.5k. The penultimate post is about the involvement of your posts. This last one is, what I’ve heard so far, one of the best indicators of the performance of your posts. Because this can lead to more likes, more shared messages and page shares and that results in a better way to enlarge the brand awareness, which we need make the campaign a success.

You can also do this in a more graphical way. This is a good method to see your progress in Facebook. You can see for a specific period what the results are in e.g. Facebook likes, page views, involvement and the time people are most likely to look at your Facebook posts. Here an example:

graph of likes in facebook analytics

In this example you see the amount of comments, likes and shares that have been done in a period of time. The first graph is showing the amount of likes the page got on a specific day and the second graph shows how much comments, likes and shares have been made with different messages that we have put out. You can see that the 14th of August was a pretty good day for us with 41 likes.

It can be have a very big impact when you check both and discover which messages work best. You can check how long the messages should be, the kind of messages (personal or formal), about which subject does your audience want to listen to, if pictures work better than text, if you get more attention with videos in your messages, the days that you have to post, etc. Hard work but the results can be very interesting and beneficial for any business.

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


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.


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.


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 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.


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.

An overview of Hootsuite

During the crowdfunding campaign we are going to use social media to spread our message and a call to action (which is awareness and money). To manage our social media there are a couple of platforms that are very helpful in achieving these goals. One of the more interesting ones is called Hootsuite. Here you see the startpage when you login to Hootsuite, looks very much like the interface of WordPress doesn’t it? For this post I used a couple of Youtube videos to get the hang of it. For example this one to get a quick overview of Hootsuite. Here we go!

Hootsuite interface

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Hootsuite is free to use if you only want to use three social media. For pro, which we can have for free for 30 days, which is a interesting possibility when we actually launch the campaign. The social media We chose to use are LinkedIn, Facebook and Twitter. There are different things you can actually use Hootsuite for. In this article we are going over a few functions of Hootsuite.

  • Streams
  • Publisher
  • Analytics
  • Campaigns


With the stream tab open you can have a look at what the activity is different social media. You can have an overview of what people say about your, what they post about DL, how many likes you get, etc. This can be very helpful because in this sense you can see on what posts they respond more and what they don’t respond to. You can add also many different apps for free. Here you can also use the Mailchimp app, which also lets you check the analytics, how many people open a mail for example.


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One of the most interesting features of Hootsuite is that it has the ability to create and schedule messages down to the minute for every social media that you wish to use. When you get to know your target group better and better every time you know more and more on what they want from you, when they are online and what subjects they like to hear from. This you can do by looking at the analytics and the streams you can turn on in the stream menu. What is also a nice feature is that Hootsuite can be dynamically used when you are on another site and you want to post or schedule the video or article your are reading. In the same way you can also use automatic scheduling. Here you can put in a certain time of day where your messages will be posted automatically. The only thing you still have to check is if the messages are in a good order before they get send.


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The analytics of Hootsuite is for the free version not very helpful if I had to be honest. It has very basic functionalities on how to look at data. The amount of likes you generate on Facebook and twitter for example. This gives you a good overview on which days you had more followers or likes than another day. You can check back if you have certain post at those dates which you can link on the successfulness of your posts. But if your really want some tangible data to back up the effectiveness of your posts I think you have to go directly to the social media your are using, like Facebook Insights. Check out the post I wrote about Facebook Insights.


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You can also make your own campaigns with Hootsuite. You can use different social media to do this For example use Instagram to make a photo contest. With contests like these you can attract new people as well as make the subscribers more involved with your brand, organisation or initiative. But you can also use giveaways to get mail addresses or other information from people.


Flipboard is a site which can also be very beneficial if you use it in combination with Hootsuite. Flipboard is a site that is the new newsletter. You can select different themes and topics on which you want information from. This information can be very interesting for your crowd and in this way can easily be found and easily be distributed through Hootsuite.


Hootsuite is a great tool to see what your crowd is up to, do research on hashtags, to know if there are any trends that you can use for your benefit and to create and schedule posts for your social media any social media that you want, although with the free version you can only link three different social media no more.

The downside for Hootsuite free version is that you can’t can’t get a very good overview of the analytics of your social media output. You really have to use the social media directly to really learn for example what your target group is, at what times they visit your site(s), what they like and what messages work best with them. See here the post I did on Facebook Insights.

Thank you for reading this, hope you learned something!

– Bas

An interview with the German entrepreneur I met on a ferry

The day was a couple of months back. I had a long day of work behind me and I just got back from a course on storytelling. The course indeed was pretty interesting, given by a man called Eldridge. Me and Michaela Krömer, one of my supervisors, went there to learn more on how to present and tell a good story. I think we both walked away a bit wiser on this topic.

Two flies in one hit

Excuse me for my bad Dutch translation there. But to begin… It was already 10AM when Eldridge finished and luckily I had arranged that I could stay at a friends’ house in Amsterdam. Me and Michaela walked together towards central station where it went wrong, but I’m glad it did. I had taken the wrong fairy, which took me like an hour more to reach my friend. But in that time I’d met a very interesting person. Chris Mueller, an German entrepreneur and the owner of Creatando.com, was working with software that creates apps. One of the most interesting people I’ve met in person. A very creative person with an even more pragmatic mindset. Thinking in effective and efficient solutions that could be provided through the internet. I was flabbergasted and exchanged numbers, in the first place so he could give a lecture at Delitelabs. Later I heard that we were already completely booked till the beginning of September. I found this a pity, to wait for so long for a person who clearly had an interesting perspective on doing business. So not long after this I contacted him and requested if I could have an interview with him. He accepted and so started a very fruitful and intriguing dialogue.

What questions to ask an expert?

I had made a whole list of questions I wanted to ask him. Part on crowdfunding, but for the larger part questions about internet marketing, in the broadest sense possible. I wanted to accumulate as much as I could from the man. Therefor it could be that I could have been a bit more effective the next time if I demarcate better when I look back at the way I’ve done the interview. Nevertheless, it was a very interesting talk where I learn very much from. We started talking about his business, what he does, how he came about it and why he found the internet business so interesting in the first place, which was money. Later on it became abundantly clear that this was not the case, at least if you don’t have the right strategy.

He devised a piece of software together with a few other software engineers that can actually create an app in a few minutes or less. Really extraordinary software and I immediately saw the immense benefits of the the type of working. Software as it supposed to be. Quick, easy to use and for everybody beneficial. The creator of software, the user of the app and the buyer of the app. During this conversation he also handed me a couple of websites he uses himself to optimize and automate certain necessities as in content, posting, doing research and finding customers.

Useful Websites for internet marketing

archive.org is a website that is being used to look for the layout and content of a website a year or more ago, even before it existed. With this tool you can easily see when the owners have made changes and hereby you can estimate how the business is doing and if it is for example a potential client.

Another is buzzsumo.com. An awesome site, if you have the money for it, that can provide you with content that is about to go viral. You can search for the content by category, theme or keyword. You can imagine the interesting things you can do with services like this when you have an internet marketing company.

buffer.com is another awesome website, which is a bit similar to Hootsuite, which I describe in another post right here. Buffer.com provides you with a social media control panel. You can load your social media in here and can create, design and schedule your posts to be send to a broad audience. Hootsuite has the same functionalities only is a bit limited on the designing of your content, which is as basic as the social media you are already using.

A couple of questions on entrepreneurship

Do you see a difference between the entrepreneurs a couple of years back and now?

“Well the new entrepreneurs are working less for money. Most of the entrepreneurs that I encounter only are involved in projects that they actually like. I have the idea that ten years and more back there were actually more entrepreneurs who were doing it mostly for the money they thought they could earn when making it big. Many entrepreneurs nowadays have more heart for the projects and outcomes that they can achieve by setting up these projects. Also there is way more sharing in ideas then there was in the past. In the past people were way more secretive about there ideas. Now they really want to share and with a good reason. Most of them see the benefit of constantly grinding and remoulding their ideas, so they can evolve into better ones. “

What would your advise be to new entrepreneurs who are now starting to search of create new businesses?

The most valuable or important things to keep in mind are I think two. First of all you have to do the opposite of what everybody else is doing. That’s is how you divide yourself from the saturated crowd. Secondly, you have to have a very specific skillset and match the very specific topic or theme your are very interested in. When you mix this skill with a very specific topic or theme you’ll be able to provide very unique product and therefor you’ve created a very specific niche market for yourself. This way you have more enjoyment in the work you do and you will have way less competition. 

A couple of things on crowdfunding

We also talked on the subject of crowdfunding. A few things I already had read or heard myself, but Chris was able to provide me with a nice overview on a couple of ‘rules’ or guidelines on what to do with a crowdfunding campaign.

  • Have a website with a landing page and a video
  • Contact bloggers to write about your crowdfunding campaign and your product or service
  • collect as many email addresses as you possibly can so you can use these when you start a crowdfunding campaign.
  • the first three days a successful crowdfunding campaign will accumulate 20% of its goal amount
  • Use as many contacts as needed, in as many media needed to achieve your goal, which is most of the time a financial goal

As a conclusion

To revise myself already a bit, the interview I did was exhilerating, fun, very interesting and I have learned so much of it. To take in account for the next interview is to demarcate as a said the topics that I want to talk about and the topics I don’t want to talk about. When I do that I can have a better outcome of the interview probably. This interview was a great interview as I look at it through the perspective of personal growth and the understanding of marketing, but was pretty poor on the specific subject, crowdfunding. Next time I’ll try to prepare myself more in the spirit of crowdfunding.

The things I want to implement that I have learned from this interview are for example:

  1. If we have the CFvideo, post it on our landing page to attract attention.
  2. Contact more bloggers and other journalistical professions to write about us.
  3. Collect as many mail addresses as you can to spread the word of our campaign.

Thanks for reading!

– Bas


A summary of “The Ultimate Guide On Email Copy Writing”

For my thesis I’m going to try and exploit every way possible to try and make a better crowdfunding campaign. I can’t do everything by myself because of that there is so much work that needs to be done with this campaign. The greater part of it I will do research on what we can change and do so we can implement these learnings and monitor if the effect is what we want. Therefor this summary post of the article “The Ultimate guide to email copy writing” by Ramit Sethi.

When Ramit Sethi, best-selling author and founder of I will teach you to be rich, was interviewed and asked why he thought email marketing and building your mailinglist was so important he answered:

“It’s a huge risk to build a business on a platform you don’t own.” – Ramit Sethi

1. Reasons for a mailing system in your business

The guide consists of many very handy tips and knowledgable information about having a mailing system and how to use it. The main reasons for having this system is the following. It generates most revenue and in Sethi’s case more than every other channel they used combined. The second reason is that you own your email list. The policies of network platforms like Facebook and twitter can easily change and that would leave you empty-handed. And the third main reason is that it is scalable. You can send to as many people as long as you have their email address.

2. How to get subscribers?

Loads of people who have a business don’t know how to answer the following question: “Why should I sign up for your email list?” And that is a problem. If you don’t know why you yourself should sign up for your email list, why would your potential subscribers know the answer? This is what Sethi proposes. Do two things:

  1. Create an irresistible offer or bonus
  2. Sell the offer with ultra-compelling bullets

But it has to be the right offer for the audience you’re serving. So you have to identify your audience’s single most pervasive and persistent problem. Then offer them the single most valuable, concrete and immediate solution. Be as specific as can be. The key word here is “single”. Focus on solving 1 specific problem or pain point and they will cheer you on and subscribe or stay subscribed.

The solution is to make a list of problems your (potential) readers will have and see which problems you have an immediate solution to.

The recipe he provides for this is the following


An example Sethi provides us with is: “Tired of unsuccessful cold calls? Get my 3-part sales script and learn how to triple your sales”

3 ways to make your audience come back, begging for more

A few ways that you could create these opt-in bonuses are to write a free report or ebook. This you can do to compiling the best blogpost you have to one attractive report, pull some pieces from your existing products and offer them for free, interview experts on the subjects and put these interviews in the mails.You can do the same thing with movies where you tell people that which you wanted to write in the post. A few other ways is to give away a tool. You could give away a template to how you make your movies if you’re a filmmaker and your audience are youtubers.

3 steps for extreme passion between you and your readers

But to make al these methods really shine you need to do some magic to them. Sethi calls the next method the 3-step fascination formula

Step 1: Pump the energy to 110%

How to do that? Talk in extremes. This gets the energy pumping in the reader. The internet surfer is a animal of habit and skims through the 99% of everything on the web in a heartbeat. Be outstanding with your energylevel. How to achieve that? An example: “Get your dream job” –> “Find and land your dream job” Better but still not there. “FIND and LAND your dream job in months in stead of years”. Not perfect, but pretty powerful.

Step 2: add a surprise or a counterintuitive twist

You have to add something that the reader would not expect after this sentence. Many of us already have the idea that a dreamjob can be achieved for us, so saying this will take months in stead of years is already pretty compelling. So how to make it more intriguing? So say for example:

“FIND and LAND your dream job in months in stead of years, even if I don’t know what my dreamjob is.”

This way you make it even more compelling. There are 4 easy ways to do a trick like this.

  • Add an “even if” statement (“learn how to work more efficient… even if you don’t have the time for it”)
  • Give a warning (“miss this critical step and kiss your job offer goodbye”)
  • Hint at a secret (“Most young entrepreneurs have great ideas, but never think of this one”)
  • Name a technique (“my Briefcase Technique that helped me land job offer after job offer”)

Step 3: add as many specific and vivid details as possible

This technique is to make the image in the head of the reader so specific that they can already see that dreamjob, or whatever it is you can help them with. Make it also very specific. So if you can put time in, specifically on what you’re going to give them. So the sentence we’ve been working on could have became many different things, but a very powerful one to attract people to read it would be: How to find and land your dream job in 6 months or less — even if you’ve been fired before or have no experience”

3. Write a mail people will want to read over and over again

There are actually 7 steps Ramit provides us with to write a damn good mail.

  1. Intriguing catchy subject line
  2. Personal greeting
  3. Opening line
  4. Stories that explains why your writing
  5. Call to action
  6. The personal sign off
  7. A good p.s.

These points are all very important to have a great mail. The first thing people see is the subline, so this has to be so persuasive that people actually click on it. On the website Smart Insights I found a table showing the average percentages of open rates of Mailchimp users in april 2016 (around 21%) and click throughs (around 2%) (smartinsights.com, 2016). The approximation Ramit Sethi gives is that you can boost your open rates to 30 to 40%, and guarantees that your mail marketing will go up when you apply these techniques. Most of the things he talks about in the guide are pretty common sense, but he has shown that it really works. For example the personal greeting, he says that you have to compare it with a conversation you would have in a bar. How would you like to be talked to? What would you want to hear? When would you stay interested in the conversation? Juicy stories is what most people want to hear and especially when the purpose of these stories is being told in a compelling way people will be more likely to keep reading. See your email as a present you want to give to your readers. You have to have a call to action though. When you are sure you have given a beautifully wrapped gift you can ask for something in return, for example a comment or reply on your site, which will lead to more traffic on your site and potential clients. Close off with two things, nr. 6 and 7, the personal sign off. You greeted them personally now say a goodbye personally, people should know who is behind the mail so a first name and a goodbye should suffice. According to Ramit a PS is one of the most valuable pieces of the mail. When people are in doubt if the mail is worth reading through they will skip to the end. So if you have something important to share leave it at the bottom. Another good alternative is an interesting followup of what kind of goodness will be in the next mail.

4. The power of subjectlines

One of the best copywriters ever, Joseph Sugarman, gave advice about the way you should copy write. He said: “your copy should be a slippery slope” – Joseph Sugarman

What he meant by this is that what you are writing is so interesting and the transitions so well adjusted to eachother that the reader keeps on reading. Your mail always should consist of roughly four parts. The subline, lead, body and call to action. It all begins with the subline this should force them to open the mail. The lead is to give a activating interesting statement followed by the body which describes a fascinating example or story. Then you go further and try to get them to a click, share, like or buy from you. The counter intuitive thing that I notice from the sublines that apparently were the most successful is that they are all very casual. Like talking to a friend and that is according to Sethi the power, be super personal in your mail, like you are only mailing to them and not a very large crowd. This way your open rates will increase dramatically. Another piece of advice from Sethi is that you should at least do three polishings of your sublines. When you have the idea that you could send the subjectline to a friend, then you’ve probably found a great subline. But one can not always count on inspiration to find a great subline so here are three techniques that can be used to create great sublines.

Three techniques to find great sublines

5. How to write outstanding mail

Three guidelines that will make it way easier to make great mails, that your recipients actually will read fully.
1. The mail shouldn’t be about you
2. Have a conversation
3. Make it vivid by being specific
These are three guidelines that you should take very seriously. First of like the guideline says, the mail should not be about you or your business. Like we’ve said before, your mail should be as a gift, nicely wrapped(subline, design, form) but monkey in a suit, stays a monkey in a suit. Give your reader something that makes them happy, energised or give them something they can use, like this article. Also have a conversation. The informal way of speaking will feel more natural to them and they won’t have the feeling that they are being sold out, which you never should do by the way! And last but not least make your email vivid by making it specific. Don’t use vague terms to explain it situational. Here are two great examples I copied from Sethi’s guide:

“Boring: “I don’t like commuting.”

Specific: “Every single day, I wake up and think, ‘Oh God, I can’t take yet another 45-minutes of sitting through gridlocked traffic just to get to some job that I don’t even like.’”

Boring: “You’ll have freedom and flexibility.”

Specific: “Want to take a break from work and see a movie at 1pm
on a random Wednesday? You can do that. Have a friend in town and want to meet him for lunch? You can do that, too — and no, you won’t have to ask your boss if it’s okay.’””

– Ramit Sethi, out of his guide on email copywriting

These were the biggest tips that I got from this awesome guide. If you’re interested in the original guide, you can read it and download it for free.


After this reading it becomes very clear that a good mailing strategy is of the essence in this time. It has many benefits, but as compensation it can cost a lot of time, indeed if you want to spread relevant and compelling content. But this guide has shown a couple of ways to create this kind of mailing.

The Three Step Fascination Formula. This is a formula we could use for our newsletter if we are a little further down the line. And actually we are starting to do this.
Ramit suggest to talk in extremes. Talk about dreamjob instead of job. Make a surprise at the end of your message. “find a dreamjob in months instead of years, even if you don’t know what you want to do.” This last part is what really makes it juicy and more attractive. And talk in very vivid and specific sentences. This is what makes the message alive for the reader.

Let me know what you think of the summary!

– Bas