Marketing

Type

MESG Rewards Program

  • MESG is an open-source project that thrives on community support. We welcome all contributions, from product development to marketing.
  • When members of the MESG community add value by fixing important bugs, writing great articles about us or promoting us to interested audiences, we will return the love by sending swag like stickers, t-shirts or tokens.

Social Media Posts

Minor announcements

  1. Create event on Google Calendar using the MESG Social account
  • Ensure date and time of future post are correct
  • Write post in the description box of the event
  • Use a forward slash (/) to add a line break separating the URL from the hashtags
    • Note: using multiple line breaks within a single post results in an error on Facebook.
  • Duplicate post onto all calendars: Twitter, Linkedin, Facebook, Discord and Telegram
  • Edit posts per platform, as necessary
  1. Bi-Weekly News is posted on Medium once every two weeks, summarizing developments over the past two weeks
  • Include categories for: Research and Development, Marketing & Community, and Partners & Administration
  • Link to mentioned content as much as possible
  • Include a visual, like a screenshot or graphic, to break up the post
  • While publishing article on the MESG Publication, check the box to allow others to recommend this article for Medium paywall
  • After publishing, select "Share Friend Link" from the gear icon at the top of the page to copy link, then add it to a corresponding social post in Google Calendar

Major announcements

  1. Post article on Medium Blog
  • While publishing article on the MESG Publication, check the box to allow others to recommend this article for Medium paywall
  • After publishing, select "Share Friend Link" from the gear icon at the top of the page to copy link
    1. Create event on Google Calendar using the MESG Social account
  • Ensure date and time of future post are correct
  • Write post in the description box of the event
  • Paste Friend Link from Medium
  • Use a forward slash (/) to add a line break separating the URL from the hashtags
    • Note: using multiple line breaks within a single post results in an error on Facebook.
  • Duplicate post on all calendars: Twitter, Linkedin, Facebook, Discord and Telegram
  1. Send a newsletter via Sendgrid
  • Brief announcement
  • Accompanying graphic/image
  • Link to the blog post

Major product feature

  1. Choose a launch date
    • Ensure adequate time for promotion is provided (3 weeks minimum)
  2. Write and design landing page
    • Initially drive traffic to email capture (to be alerted when product is listed on ProductHunt)
    • Once listed on Product Hunt, drive traffic to upvote
  3. Write Medium article about new product feature
    • Record & embed demo video
  • While publishing article on the MESG Publication, check the box to allow others to recommend this article for Medium paywall.
  • After publishing, select "Share Friend Link" from the gear icon at the top of the page to copy link, then add it to a corresponding social post in Google Calendar
  1. Write Newsletter to be launched on Product Hunt launch date
  2. Identify influencers who would be interested in product
  3. Set up Google AdWords and Facebook Ads for campaign
  4. Create campaign on Product Hunt
  5. Advertise campaign on social media channels
  • Create event on Google Calendar using the MESG Social account
  • Ensure date and time of future post are correct
  • Write post in the description box of the event
  • Paste in Medium Article Friend Link
  • Use a forward slash (/) to add a line break separating the URL from the hashtags
    • Note: using multiple line breaks within a single post results in an error on Facebook.
  • Duplicate post on all calendars: Twitter, Linkedin, Facebook, Discord and Telegram
  1. Reach out to influencers to promote content

Scheduled posts & reposts

  1. Three to five social media posts per week should be scheduled using Google Calendar
  • Create event using the MESG Social account
  • Ensure date and time of future post are correct
  • Write post in the description box of the event
  • Use a forward slash (/) to add a line break separating the URL from the hashtags
    • Note: using multiple line breaks within a single post results in an error on Facebook.
  • Duplicate post on all calendars: Twitter, Linkedin, Facebook, Discord and Telegram

Software release

  1. Write a forum post like this that contains:
  • Description of new features
  • Description of new fixes
  • Call to action to install/update
  • Link to the related repositories' changelog
  1. Follow Minor Announcements procedure above, linking the forum post

Hackathon

  1. Identify hackathon topic/niche
  • The outcome of the hackathon must contribute to the five core KPIs
  • If possible, overlap with the current or forthcoming Key Vertical
  • If a hackathon partner has been secured, this will shape the topic
  1. Set judging criteria
  • Research and engage with domain experts in order to determine the judging criteria
  1. Bring domain-specific judges on board
  • Secure judges with a solid online profile and following - people with credibility whose online following can be leveraged for pre and post hackathon visibility
  1. Update MESG's DevPost page with relevant information
  • Set dates, prize amounts, create description and outline judging criteria.
  • Add official rules: https://docs.google.com/document/d/1BK-iDJY0_wsODVB1hgKUe1gbf01PyTfPmppi3NzOWk0/edit
  1. Create awareness campaign (focused on attracting participants)
  • Promote hackathon on social media for at least two weeks prior to hackathon launch
  • Follow "major announcement" process
  • In addition to social media, post on: HackerNews, Reddit, and vertical-specific websites
  1. During the hackathon -promote specific entries on relevant platforms/communities
  • Creating awareness of the entries as the hackathon progresses will stimulate important conversations amongst future participants and token investors.
  1. Judge hackathon entries
  • Create marketing material/content out of the process
  • Record on video or live stream, if appropriate
  1. Announce winners
  • Use teasing tactics, such as a countdown, ahead of the announcement
  • Broadcast announcement of hackathon winners on all relevant channels
  • Record through a live stream, if appropriate
  1. Distribute prizes
  • For MESG Token prizes, ensure participants are aware the prize value will fluctuate based on the market value
  • MESG Token/USD rate calculated upon time of distribution
  1. Mine marketing material out of the entries
  • Seek the input of domain experts and mine compelling content out of the entries
  • Focus content on what the entry means for the tech world, and why is MESG the ideal platform for this.
  • Interview winners: who they are, what are they doing in their life, why they participated, what was their impression of MESG, how they learned of MESG etc.
  • If it is a partner Hackathon, ask partner to promote MESG
  1. Critically assess the Hackathon's successes and failures
  • What was learned? What did we do right and what did we do wrong?
  • Get input from the entire MESG team as well as participants
  • Update processes for future hackathons
  • Analyze how the hackathon contributed to MESG’s KPIs

Conference/Booth

Conference preparation:

Important

Create a spreadsheet here to keep track of all the good leads

Exchange

  • Large volume centralized exchange announcements:
    • Follow "major announcements" task flow
  • Small volume centralized exchange announcements:
    • Follow "minor annoucements" task flow
  • Decentralized exchange annoucements:
    • Do not post unless it is a prominent or famous exchange

Channels

Forum

The MESG Forum is for support and discussion around MESG products

Categories:

  • News: News about MESG (mostly new releases)
  • General: General discussion about MESG
  • Support: Help category to redirect people to if they have a problem
  • Development: Discussions related to the development of MESG

Chat

The MESG Discord is for the tech community to have a place to talk about MESG and have close discussions with the team.

Roles:

  • [MESG core team] (green)
    • Core team member
  • [Moderator] (blue)
    • Volunteers from the community who faciliate community interactions
  • [Contributor] (purple)
    • User who actually contributed to the open source code or submitted MESG Application/Services.

Channels:

  • #announcement: Reserved for the [MESG core team] to publish announcements about MESG
  • #general: General discussions about MESG
  • #help: To get help for anything related to MESG. This one should have a link to the forum to redirect people to existing answers
  • #trading: A channel to talk about trading about the MESG Token
  • #dev: Discussion about the development of MESG and to interact with the core developers and contributors
  • #random: For any random things...
  • #moderators: Reserved for [Moderator] to notify other moderators and resolve conflicts as well as having a private channel to talk with each other

Blog

  • Post blog content on Medium
  • Keep article length around a 4-6 minute read
  • Attach a graphic or image at top of page, below title
    • Coordinate with the designer to align imagery with the existing brand graphics style/format
  • Hyperlink to MESG.com pages and to other relevant articles often throughout the article (without this, it's not Marketing for MESG)
  • Conclude the article with a call to action linked to a MESG URL

Frequency

  • Strive to post new content at least once per week
    • Blog posts
    • Video posts
    • Developer-centric content
  • Post bi-weekly status updates (what we have been working on)
    • Use daily forum posts to compile the most interesting things our team has been working on
  • Short-form social media posts: at least once every 1 or 2 days
  • Repost valuable content: up to 5x over the subsequent months
    • Re-word/phrase posts to improve engagement

Monitoring

Inspiration

  • Developer-written content is important. Even if it is simply what you are working on and learning.
  • Articles can be written about:
    • New developments & features
    • Product documentation (a great product is great marketing)
    • Contests
    • The experience of developing on MESG
    • Mistakes made and lessons learned
    • Favorite tools used to develop on MESG
    • Comparing MESG to other tools
    • Responding to current events through the MESG perspective
    • Bi-weekly development updates
  • Provide actual value to our target audience.
  • Choose topics that cause/create tension
    • e.g. "We screwed up, here's how", "5 reasons our product is better than theirs".
    • Be critical yet sophisticated and respectful
    • Negative titles, or articles with titles describing why something is terrible are usually more popular than articles that describe why something is great
    • Use numbers in your title: the larger the number, the more likely people will read. (e.g. New Ruby on Rails bug puts 20,000 websites at risk)
    • Name drop big companies, even if the article doesn't have to do much with a big company. People tend to read articles that mention Facebook, Twitter, Google, Microsoft, etc. in the title.

Draft

  • A draft should be first created in a Google Doc.
  • Upon finishing, request feedback and a grammar check from the team

Review

  • Articles will be reviewed to:
    • ensure there are no grammar mistakes
    • ensure it is on-brand, and appealing to our target audience
    • receive general feedback

Publication

  • Articles are written on Medium with your personal account, then added to MESG Publication
  • Add to MESG publication:
    • When editing the article, select settings at top of page (...)
    • Then click on "Add to publication"
    • Choose "MESG" and click "Select and continue"
    • If you have not written for the MESG publication before, request editor or contributor access from an admin
  • Add appropriate tags
    • Select settings at top of page (...)
    • Select "Change tags"
    • Always choose "MESG", then other tags to categorize the article:
      • For showcase/use case articles, tag: "Use case"
      • For announcements, tag: "Announcements"
      • For economic or ecosystem articles, tag: "Ecosystem"
      • For development articles, tag: "App development"
      • For general content articles, tag: "General articles"
    • Always choose 5 tags. After categories have been chosen, choose any other tags based on relevance.
  • Refine title and subtitle: The display titles may be different than actual titles. These can get easily messed up on Medium.
    • Select settings at top of page (...)
    • Select "Change display title/subtitle"
    • Ensure the title, subtitle and description are appropriate for the article

Broadcast

  • Once all checks have been passed from the above Review and Publication sections:
    • Select the "Save and publish" button
  • While publishing article on the MESG Publication, check the box to allow others to recommend this article for Medium paywall.
  • After publishing, select "Share Friend Link" from the gear icon at the top of the page to copy link, then add it to a corresponding social post in Google Calendar
  • Depending on the perceived importance of the post, follow minor or major annoucement procedures above.

Social Networks

Tools

  • Zapier
    • Used to repost tweets on Linkedin, Facebook, and occasionally Discord
Monitor
Engage
Convert

Telegram

  • The main Telegram channel used for MESG is called MESG Community
  • Telegram is used as a direct line to our (mainly crypto-focused) audience
  • Update Telegram regularly with new updates to show progress to the community
  • After posting new announcements, "pin" the message to the top
  • As necessary, all team members must engage in conversations and answer questions
  • Not all requests or questions must be answered: focus on quality responses to quality questions

Twitter

  • The Twitter account @mesgfoundation is our primary channel to engage with main target audiences
  • Post engaging tweets every 1 or 2 days
  • Provide valuable contributions and replies to on-topic conversations with prominent accounts as often as possbile
  • Repost valuable tweets up to 5x over the subsequent months
    • Re-word/phrase posts to improve engagement

Reddit

  • Reddit is a supplementary social media account used to connect with specific communities
  • Announcements and interesting content posted to various relevant subreddits
  • Posting may be done by a personal account or with the MESG-foundation account
    • Karma points are requried to post in many subreddits
  • Return after posted to reply to comments and answer questions
  • Contribute valuable feedback or support to other relevant posts

HackerNews

  • HackerNews is highly regarded throughout the developer community
  • Important or impressive announcements should be posted here
  • Return to the post later on to reply to comments and answer questions
  • Contribute valuable feedback or support to other relevant posts
Last Updated: 8/22/2019, 9:26:09 AM