fleet/handbook/demand

Demand

This handbook page details processes specific to working with and within this department.

What we do

The Demand department is directly responsible for growing awareness of Fleet and nurturing the community through participation in events, conversations, and other programs.

Team

Role	Contributor(s)
🎐 Head of Brand & Product Marketing (CEO)	Mike McNeil (@mikermcneil)
🫧 Head of Demand Generation	Dustin Gerdes (@3kindsoffish)
🫧 Field Marketer	Drew Baker (@drewbakerfdm)
🫧 Community Advocate	JD Strong (@spokanemac)

Contact us

To make a request related to product marketing, press, brandfronts, pitchfronts, featurefronts, ideal customer profiles (ICPs), personas, or targeting create an issue.

If urgent, or if you need help submitting your request, at-mention the Head of Product Marketing in the help-pmm-2023 Slack channel.

• To make a request of the Demand department, create an issue and a team member will get back to you within one business day.
  • Please use issue comments and GitHub mentions to communicate follow-ups or answer questions related to your request.
  • Any Fleet team member can view the kanban board for this department, including pending tasks and the status of new requests.
• To suggest an idea for social media, an advertisement, an article, a video, or an event, create an issue (#g-demand) and concisely suggest why you think it might be a good idea. The more advanced notice you can provide for the event, the better, in case we can provide swag or other support.
• If urgent, or if you need help submitting your request, mention a team member in the #g-demand Slack channel:
  • For all urgent events, videos, or social media questions, mention the Field Marketer.
  • For all urgent questions related to articles or the Fleet community, mention the Community Advocate.

Programs

Fleet's community programs are rooted in several areas; created to nurture communication between all current and future Fleet users through events, community support, social media, conversation-starting, ads, video, and articles.

Social media

Fleet's largest asset is our user community, the people actually using Fleet. Public conversations on social media create valuable opportunities for contributors to answer technical questions and collect feedback.

Fleet does not self-promote. (Great brands are magnanimous.) In fact, conversations are already happening in our social spaces that open up opportunities for Fleet to engage with the community.

Here are some topics for social media posts:

• Fleet the product
• Internal progress
• Highlighting community contributions
• Highlighting Fleet and osquery accomplishments
• Industry news about osquery
• Industry news about device management
• Upcoming events, interviews, and podcasts

Ads

Fleet uses advertising to spread awareness through a broader audience and foster greater engagement within user communities. The more people actively using Fleet, or contributing, the better Fleet will be.

Events

It's important for Fleet to engage at events. This provides an opportunity to directly engage with potential users and contributors, build relationships, gather feedback, and create a stronger sense of community and trust.

Responsibilities

Begin or modify an advertising campaign

Any new ads or changes to current running ads are approved in "🦢🗣 Design review (#g-website)".

To propose an ad, or a change to an ad:

1. Add your change for review to the "Design review" agenda and attend the next scheduled website design review. During the meeting, existing ads will be compared against the newly proposed ads within the corresponding ad platform. (Google Ads, LinkedIn Campaign Manager, etc.)
2. Make revisions and re-attend the meeting as needed until the planned change is settled.
3. Execute the planned change.
4. Create a calendar reminder to check ad performance two weeks from the date changes were made.

Optimize ads through experimentation

Fleet improves click-through rates in their campaigns to make the most of their advertising budget and attract more engaged users, boosting product adoption and community participation.

Google Ads: Ad experimentation on Google Ads for better click-through rate (CTR)

1. Duplicate the ad with the highest CTR. (If there are already two ads running, pause the ad with the lower CTR.)
2. Test one headline change for two weeks
3. Pause the ad with the lower CTR
4. Duplicate best-performing ad
5. Test one description change for two weeks
6. Pause the ad with the lower CTR
7. Repeat this process

LinkedIn: Ad experimentation on LinkedIn Campaign Manager for better click-through rate (CTR)

1. Duplicate the ad with the highest CTR. (If there are already two ads running, pause the ad with the lower CTR.)
2. Test one intro text change for two weeks
3. Pause the ad with the lower CTR
4. Duplicate best-performing ad
5. Test headline change for two weeks
6. Pause the ad with the lower CTR
7. Repeat this process

Process pending swag requests from the website

On a weekly basis, log in to Printful and complete any draft orders so that they are sent. We currently only ship within the 48 contiguous United States and approve one free order per household under normal circumstances. To do this:

1. Go to the "Orders" page in Printful
2. Look for an order status of "Draft" and click that order.
3. Copy the address displayed in the draft order. Close the modal.
4. Under "Order list", there's a search box for customers that you will need to paste the address.
5. The results should only display one order. Any additional could be duplicate orders or those made in error.
6. Repeat this process until all remaining draft orders show "Waiting for Fulfillment"

Send one-off swag

There are many times in which community members, customers, and contributors are in need of some cool Fleet swag. We use Postal to fulfill these swag requests. Postal warehouses Fleet swag that is available to send directly. There are two main ways to send swag through Postal: Direct sends and "Magic links".

Magic links: This is a great option to send when we only know the item we'd like to send and want the recipient to fill out their own contact information and shipping details. These links can be used by anyone who has access to the link, so only send to the desired recipient.

• Log in to Postal and make sure "Approved items" is checked in the top left.
• For approved items, hover over the item you want to send and click the chain icon.
• Make sure order limit is 1
• Personalize your magic link page with a customized header or message if you'd like.
• Continue on to "Review" and "Create MagicLink"

Direct send: This is a great option to send when we already have the name, address, and email address of the person we are sending an item to.

• Log in to Postal and make sure "Approved items" is checked in the top left.
• For approved items, hover over the item you want to send and click the paper airplane icon.
• Choose the "Direct" tab and find an existing contact or create a new one.
• To create a new contact, click the plus sign and fill out the name, email, and shipping address.
• Select "Configure your item," continue to "Review," and "Confirm and Send."

Send swag for community contributions to Fleet

• Reach out to the contributor to thank them for their contribution
• Consider sharing the contribution on social media
• Ask if we could send the contributor any swag
• If yes, follow the steps of creating a magic link in Postal to send.

Run a new ad or change an existing ad

Any changes to the current running ads visible to a user, including designs, keywords, or targeting, are approved in 🦢🗣 Design review (#g-website), which occurs regularly and is open to all fleeties.

1. Head of Demand Generation adds a discussion item about the change to the website design review agenda
2. During the call, they compare existing ads against the planned updates within the corresponding ad platform. (Google Ads, LinkedIn Campaign Manager, etc.)
3. Head of Demand Generation makes changes and creates a calendar reminder to check performance either two weeks or four weeks from the date changes were made.

Do changes to keywords or targeting require a design review? Currently, all changes to these things require discussion with our product marketer.

Engage with the community

Public conversations on social media create valuable opportunities for contributors to answer technical questions and collect feedback.

Here are some links that filter relevant conversations on each platform:

• LinkedIn
• Twitter

1. Find conversations that are relevant to Fleet on both LinkedIn and Twitter
2. Reply to threads looking for solutions Fleet can solve with helpful information. If additional information is needed, find help in #help-engineering for accurate information.
3. Leave a like on threads and posts that are interesting, cool, celebratory, funny, etc. within our communities.
4. If a post is helpful to our audience, reshare it.

Book an event

For an event to be considered, booked, and scheduled, we follow the event issue template.

1. Create a new GitHub issue for the #g-demand board and select the "Event-preparation" template..
2. Drag the issue into the "🗓 Ideas for future events" column.

Once approval has been received, move the event into the "🗓 Planned events" column.

Review ongoing events

Check the "🗓 Planned events" column in #g-demand board and continue to work through steps in each event's issue.

Create an article

Article creation begins with creation of an issue using the "🫧 Article request" template.

1. Create a new GitHub issue for the #g-demand board and select the "Event-preparation" template..
2. Move the issue into the "📃 Planned articles" column.

Review ongoing articles

Check the "📃 Planned articles" column in #g-demand board and continue to work through steps in each event's issue.

Respond to a "Talk to an expert" request

When a community member has a question about getting started with Fleet, they can book a 15-minute call with the Community Advocate.

1. Add questionnaire details to the Talk to an Expert spreadsheet.
2. After meeting the contributor, follow up with an email including appropriate links.

Rituals