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Mike Thomas 9b3e9452f1 Update README.md (#16647 ) Typo spotted.		2024-02-07 17:34:53 -06:00
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demand.rituals.yml	Handbook: Event strategy (#16587 )	2024-02-03 23:22:42 -06:00
README.md	Update README.md (#16647 )	2024-02-07 17:34:53 -06:00

README.md

Demand

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

Team

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

Contact us

To make a request of the Demand department, create an issue and a team member will get back to you within one business day (If urgent, at-mention a team member in the #g-demand Slack channel).
- 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 make a request related to product marketing, press, brandfronts, pitchfronts, featurefronts, ideal customer profiles (ICPs), personas, or targeting create an issue (If urgent, at-mention the Head of Product Marketing in the help-pmm-2023 Slack channel).

Responsibilities

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

Begin or modify an advertising campaign

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

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

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.)
Make revisions and re-attend the meeting as needed until the planned change is settled.
Execute the planned change.
Create a calendar reminder to check ad performance two weeks from the date changes were made.

Settle event strategy

The Head of Demand is the DRI for deploying Fleet's event budget, and events are settled significantly in advance to provide ample time for strategy and planning. The Head of Business Operations is the DRI for executing Fleet events efficiently, on-brand, and on-strategy.

Using the event strategy workbook, propose the events that Fleet will attend in the next 6 months, and the strategy for those events, including:

target buying situation of the audience
who from Fleet will attend
the training plan for Fleet attendees
which talk proposal Fleet will submit
all event materials, including printouts, banners, swag given out, and even the clothing worn by fleeties
estimated budget, including sponsorship or airfare, and lodging for attendees

Set up and attend a 30m meeting with the Head of Business Operations and CEO:

First during this meeting, the Head of Business Operations proposes an event issue for each of the current quarter's events to get input and any new information or changes from the Head of Demand and CEO. (Events for the current quarter were already decided in a previous event strategy session, so Fleet does not make changes except in extreme circumstances.)
Next, decide which events in the following quarter the company will invest time or money into. This includes any event that Fleet pays to send someone to or to sponsor, and even events where Fleet's only involvement is that a fleetie will be giving a talk or otherwise representing the brand.
Finally, qualify or disqualify any newly-entered event ideas by either verifying and setting the buying situation, or removing the event idea from the spreadsheet.

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)

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

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

Duplicate the ad with the highest CTR. (If there are already two ads running, pause the ad with the lower CTR.)
Test one intro text change for two weeks
Pause the ad with the lower CTR
Duplicate best-performing ad
Test headline change for two weeks
Pause the ad with the lower CTR
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:

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

Fulfill a swag request

There are many times in which community members, customers, and contributors are in need of some cool Fleet swag. Swag requests are received in the form of issues and will be fulfilled based on availability. To process a swag request:

Check and communicate availability to the requestor.
Use the appropriate shipping method that best serves the company.
Attach tracking number to the issue and tag the requestor.
Confirm delivery and close issue.

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 to fufuill a swag request.

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-digital-experience), which occurs regularly and is open to all fleeties.

Head of Demand Generation adds a discussion item about the change to the website design review agenda
During the call, they compare existing ads against the planned updates within the corresponding ad platform. (Google Ads, LinkedIn Campaign Manager, etc.)
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:

Find conversations that are relevant to Fleet on both LinkedIn and Twitter
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.
Leave a like on threads and posts that are interesting, cool, celebratory, funny, etc. within our communities.
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.

Create a new GitHub issue for the #g-demand board using the "Book event" issue template.
Drag the issue into the "🗓 Ideas for future events" column.

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

Eventbrite pages for planned events are brought to design review or CEO office minutes before being published. Pages are checked for alignment with branding standards and accurate information.

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.

Create a new GitHub issue for the #g-demand board and select the "Event-preparation" template..
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.

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

Upload to YouTube

Fleet regularly uploads a variety of content to YouTube such as podcast episodes, sprint demos, educational updates, design reviews, and more.

Login to the Fleet YouTube channel, click the create button and then upload the video.
Fill out relevant information such as title, description, thumbnail, playlists, audience, and tags.
Create a new video thumbnail within Figma in the YouTube covers board with the video Title.
Set the visibility to "Public"
Share video link on social media

Create a podcast episode

Fleet invites guests to discuss the future of IT and security on the ExpedITioners podcast to be shared with the community,

Find the new episode in the Fleet drive.
Combine audio from the guest and speaker together in Garageband with the jingle and introduction.
Listen to the episode and note talking points, title, and links mentioned in the show notes doc.
Upload the audio file to the episode folder
Create episode cover and sharable image in Figma
Log in to Podbean to manage the podcast and click new episode.
Use the show notes to complete the Podbean description and create a new article on Fleet's website.
Publish on social media

Rituals

Stubs

The following stubs are included only to make links backward compatible