Q4 2020 Marketing Vision

Objective

As the FIO Marketing structure begins to formulate around a decentralized structure, where many talented individuals can provide essential strategic and operational roles with the FIO community, the marketing team must become more proactive at identifying, procuring, and organization additional resources and streamline the mechanism in which community, collaborate, and encourage one another.

Vision and Goals

Marketing Enablement

• Create standardized templates for marketing individuals to start campaigns with individuals, organizations, and ecosystem partners with minimal customizations

Lead Nurturing

• Move to a model where we can better track a macro conversion point for a user and enable email nurturing on a more granular level

PR

• Hire a firm or individual that can assist in the following:

  • Pitching high value stories to crypto media outlets and maintain relationships with reporters

  • Enable us to participate in op-eds or larger aggregration pieces pitched by reporters

  • Craft press releases and distribute to outlets that accept them on a regular basis

Content

• Have an individual who can create ongoing content in the minimum 3 areas:

  • Written blog content for announcements, updates, and new integration partners

  • We need a better repository of content for news/updates/media references/youtube interviews, etc

  • Make updates to the knowledge base and coordinate translations for areas that need frequent updating like user guides

• We also need to build out engagement content that appeals to our users and potential integrators

  • Usability report v2

  • Interview/podcast

Data

• Structure out a more streamlined process of what data we can actually collect, how it gets reported, and whether it requires the creation of specific best practices in order to implement (for instance, how would a worker measure their marketing efforts if they don’t get a tracking uid for analytics?)

• Close the marketing funnel where we can

Community

• We need to start thinking about how to scale the marketing team towards Asia without our direct involvement. A worker proposal seems useful, but this is a HEAVY lift:

  • Asia partners will likely need an entirely different set of assets. Best practices in UX for websites, for instances, are actually often the opposite of what performs well in other cultures

  • Asian PR, influencers, subcommunities are not even accessible to us, we can’t even judge what that community can do/should do/etc.

• We likely need a head of community management that, AT MINIMUM, at least keeps track of all these communities, their numbers, and help communicate important information to the community leads.

Events

• I don’t even know what to do with events anymore.

Website

• Website isn’t manageable anymore - it needs, at minimum, the follow MAJOR overhauls

  • Ecosystem is already getting fairly confusing in how its organized due to the elimination of the “FIO Member” designation

  • Press is still important, but it’s not necessarily a great repository for interviews and blog posts - differentiating all that content is not working out well

  • Most importantly - the website cannot be a Wordpress site anymore in the future. It needs to be a statically updatable site that requires far less back-end programming work (potentially none), and can be achieved through pull requests/edits of the community rather than just me.

Email

• We’ve neglected email since we don’t have a strong structure of what exactly to send a user who signs up , nor do we really have a incentive/mechanism to actually get anyone to sign up with their email.

• We need to move into a email-centric model, otherwise we can’t lead nurture and progress users with FIO adoption. Frankly, the evidence seems clear that users NEED reminders and prompts on how to use FIO, since it’s not particularly intuitive.

Social Media

• A social media manager would be incredibly useful, not just for posting announcements and content, but really somebody who can spend their time interacting with existing partners, potential new partners, users, and orchestrating engagement campaigns with them. Also - memes.

Organization

• Move all content and workflow into Atlassian. It’s important that the Foundation itself can have an overview of what is in progress and who is working on what, and how we evaluate performance.

• Marketing has unique challenges since many of our roles/responsibilities do not have strict deliverables, and instead are spread across many functions and tasks at once

• Campaign calendar and content calendar, at minimum, should be available