Amazing Summary of Proceeding from @Julien Leyre

Marketing work: next steps

Those are the next steps & general guidelines on marketing arising from today's hackathon

General guidelines:

• We need to have the courage to get out there, shift gears from 'building' to 'going out there'

• Long-term goals of marketing is:

  • We have as many people coming onto the platform (and getting value from it) as we can handle

  • Based on what 'as many as we can handle' turns out to be in this cycle, we can start to set hard figures for the next cycle.

General task allocation for marketing

• Malia + Charli general management of marketing (+ writing / content creation work)

• Kripa as the lead writer & editor

• Simon approving content – and direct to subject matter experts if needed

• Possible GAPs to look at: Marketing collateral design, video production, images &

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  photography

• Julien in charge of 'direction' / high level strategy and storytelling

• Simon in charge of 'growth' – relationships, channels, getting to people

• Max in charge of 'product' – tech aspects

• Penelope in charge of 'HR' – recruiting the right people & inducting them

Tasks to do – arising from meeting

Ordered roughly in suggested order of priority for each person, priority to be confirmed

MarComms Sherpas: Malia & Charli

• 'Content schedule' development:

  • develop full list of webpages / content to develop before launch. Order that content by priority, separating 'MUST HAVE' and 'NICE TO HAVE'. In terms of content, look at

    • website content to 'convince and convert potential leads / clients, esp

      • Pages for impact consultant

      • Demo / education content for prospective / existing users

      • Case studies & testimonials

    • website content to build community / HR

      • Review 'get involved' page to refresh, include cultural elements (support, etc)

      • Review website to ensure 'inclusion' and culture is reflected throughout

      • Review table of content for toolbox

      • Roadmap to launch (Q1 & Q2)

      • Team profiles

    • collateral: sales + onboard & support

    • Check about potential skills gaps: 'marketing design', video production, gathering photos & images (and fill gaps / coordinate with Penelope if there are gaps)

• Management of MarComms effort

  • Talk to Judith about setting up marketing management systems

  • Team management / allocate marketing roles

  • Scheduling / setting deadlines

  • Accountability (ensure that tasks get done)

  • Gap analysis: are there tasks that we are not resourced to do? (Talk to Penelope if so)

Kripa

• Write & edit new website content (following order of priority)

• Review and edit existing website content

Simon

• Develop 'partnership process':

  • In particular, develop a process to partner with consultants / consulting groups. In relation to this, build collateral (e.g. on the website)/

  • Contact partners and see if OK to put their logo on our website as 'partner project' to do social validation

  • Develop database management / CRM systems to ensure we follow up on leads effectively

  • Inbound / enquiry process and system for handling, so can scale without panic.

• With Kavishka: conduct research on content sharing/circulation channels

  • Events we should attend

  • Conferences, events, newsletters, podcasts where we should be

  • Submit applications to those conferences, events, newsletters, etc

• With Kripa: email marketing.

  • Coordinate with Max to make sure that there is a thing on the website where people can put in their email.

  • Then look at what people receive when they put in their email.

  • Look at how we circulate our content to those people as the content is developed. [check that not too much]

Max

• Customer success:

  • Find person to lead customer success

  • Develop support process for early adopters; In-app chat support; what happens when people press 'contact/support' on the app

  • With Simon: Develop 'content' – onboard and education for first adopters and users of the app (Video & More) ... early stage and ongoing retention/upsell/promise.

• Analytics Set up analytics on website (maintaining and evaluating info from analytics pushed to later)

Julien

• With Simon: customer grouping, competitor positioning, market segmentation, analysis and mapping. [type out. Do work with Simon, then run by Penelope & Max to check that it makes sense and is OK]

• With Max (set time to do work at Hub): risk management. Create the high level thing and discuss with Max. Then run by Penelope and Simon to make sure that ok]

• With Simon + Max: write the story / message

  • It has to be fun

  • Be bold / courageous

  • Accept imperfection

  • Culture is about inclusion and connection

  • Don't alienate specialists (we are broad, they are deep)

  • Question of equity

  • We're very good on data & privacy

  • We're reducing the fear and isolation of people working in social impact – we reduce the burden by sharing with a community

  • Honest feedback – name the problem not the person

  • Succinct, simple message

Penelope

• With Max: financial / business

  • financial modelling

  • pricing strategy

  • Develop IM

• Compliance, legals, accounts + ACNC reporting

• Check if there are gaps, and recruit

  • Specialised gaps (financial modelling, customer experience)

  • 'bandwidth limit' (writers, social media managers, researchers)

• With Julien: internal teams communications (how to empower and encourage all isgood members and contributors to be informal ambassadors for the organisation, leading to launch)

Work we will push further (not a priority for now)

• Social management (review at Q2): Twitter and other social media channels, manage comments, join communities and groups and comment, search good content to reshare on our channels. FOR Q1: only circulate stuff opportunistically AND share our content when website is updated,

• (recheck at Q2) Newsletter development

• (recheck end of Q1): launch party

• (Rechekck at Q2): PR

• (Recheck at end Q1): analytics – get in-depth understanding of what's happening on our website

Options / ideas

• Tap into 'positive blogs' / 'positive news' community

  • 'We can get better treatments through better knowledge

• Make short videos of 'Max's rants

• Showcase experts / specialists – partner with them on their (narrow, deep) area of expertise, talking of 'they show different ways to look at the problem'

• Instead of selling, say 'apply to receive a 'grant' in the form of access to our app, and 80% discount, etc' (make it exclusive)

• How do we listen, and not just talk at people

Market segmentation / audience

Those are notes to inform further work, by Julien & Simon, to articulate market / audience

Target groups:

• In our sales strategy, distinguish: users (ppl in org using out tool) / champions (ppl in org who push for our product) / decision makers (ppl in org who can say yes / no to our product coming in)

• In our sales strategy, distinguish: Decision makers (e.g. CEO or program managers) & decision influencers (ppl likely lower down who can suggest our product)

Notes on the decision making context

• There is often multiple people involved. Typically, the 'program manager' and either the 'marketing manager', the 'impact evaluation manager' or the 'quality manager'

• It is possible that the board with block if too risky

• It is possible that the team will block if they are afraid for their job, or have another pet project

• The organisations are highly reputation / risk averse. There is a whole lot of consultants and subcontractors in the system who are there to manage reputation.

• This will vary country to country, and sector to sector.

Focus: champions (ppl not orgs)

There is particular opportunity for us to focus on potential 'champions'. Champions correspond to a certain profile of person / persona, not just a certain organisation (Max knows who those people are -> Julien / Simon to follow up)

• champions will engage on passion, and start talking about us + push for their org to adopt us

What to do to 'gain champions'

• Define message for champions. They are sold on 'what we can do for impact', but also need the offer to be 'de-risked' for them and potential 'decision-blockers' in their organisation.

• Map what ecosystems / communities the champions will belong to – how do we get social validation with the champions?

Engaging with champions will be a two-step process

• the champions needs to first hear about us and be convinced to have a look at our product – become 'converts'

• the champion needs help – to get the product into their organisation, and understand what it does, or derisk it.

Elements of messaging

• Save money, save time, save effort

• Make day-to-day work easier

• We help you do more / get more impact (people are crying cause they don't do what they love and do useless evaluation instead)

Layered problem

• There is the 'high level issues of the world

• There is 'evaluation is too costly – we can save money

Maybe we can use the fact that there are two orgs / handle two brandings:

• SFH focuses on high level problem

• Isgood focuses on saving money

Please check details and if any changes or comments, please add to the thread below