Growing Incognito by Social Strategy
Hey folks, me again
You may have seen my previous proposal about social strategy. The first month of that is over, so it’s time to use what I learned in the process and refocus it. Here’s a new proposal around the issue:
What privacy problem are you solving?
We want Incognito to grow, plain and simple. We’ve got various goals/metrics for this, but I’ll be focusing on one specifically: Growing the amount of trusted users here on Incognito.org by at least 250.
At the time this goal was decided, we were at 203, so the goal is to reach 453 by the end of April.
We have a few efforts toward growth, from collaborations to webinars and the like, but the act of growing the site has been rather general, and it’s time to focus on it directly.
What is the solution?
I will be taking a holistic but very directed approach to growth. I will continue posting on social media, focusing specifically on Twitter, LinkedIn, Facebook, Reddit, and Telegram, for the following reasons:
|highest followers & engagement|
|high organic reach|
|potential for pNode orders|
|ideal user type|
|Telegram||many members not on the site yet|
I will be running paid ads/boosting posts as well, since that is a primary way to reach unreached users.
I will also be developing the content which we post, and it will be designed with conversion in mind from the start. Content will still include articles posted here, but I will be shifting my focus to producing videos and hosting community events like the AMA we had on the 1st.
Data-oriented strategy will be a big part of this, so while half of the task is content and execution, half is essentially a think tank. For this, I’ll be using Hootsuite, Google Analytics, and the Discourse Admin data, in addition to what each of the social platforms provides. I may amend this proposal in the future with changes to the software I need, but this is sufficient for now.
What solutions do people resort to because this doesn’t exist yet?
My previous proposal was a start to this, but this proposal is more refined and should yield greater results. Additional growth strategies include @elena’s integrations, @raz’s proposal (which I may also be participating in to some extent initially), @andrey’s work toward growth, or @annie’s node sales.
While the work they do is fantastic and also contributes toward growth, we each focus on a different aspect. As stated, mine will be growing the number of community participants.
Who are you?
I’m glad you asked. I’m @aaron, the guy who was new but isn’t anymore, mostly. I do communication and growth strategy, as it relates to media/marketing.
Why do you care?
Incognito is unlike anything I’ve ever seen before. Its ground-up, MVP style hinges on participation, so if we really want it to grow and bring privacy to everyone, everyone needs to participate.
What’s your plan? What’s your schedule?
My plan is to design and execute a social and ad strategy to grow the community by adding 250 trusted users by the end of April (we’ll reassess and reinitiate this proposal monthly based on results). A “trusted user” is defined as someone who participates on this site enough to earn trust level 1 or greater.
There are many tasks and steps that go into this proposal, but there is only one key goal:
|+250 trusted users (total of 453)||End of April|
To accomplish this, the main steps I will be focusing on are:
- Bi-weekly webinar
- Weekly podcast (Tentative launch date: April 15)
- Daily Social Posts (see breakdown)
- Ads (Min two ads running*)
- Deep dive articles
- Videos (tutorial, topical, review, update, etc)
Social posts breakdown:
Every day, I will post one piece of targeted content, one community highlight (favorite post on Incognito.org), and one other unscheduled post that is platform-specific.
*The ads will need to be tested and redone consistently. The frequency, type, and budget is something @henry and I will coordinate on. The details and budget will be updated as it is decided. I will put a maximum of 1500 PRV in the budget spreadsheet, but this is not reflective of the actual number and unused funds will not be allocated.
What’s your budget?
|Growth strategist||1000 PRV||1||1000 PRV|
|Ad budget||1500 PRV||1||1500 PRV|
|TOTAL (1 x month)||2500 PRV|
Is there an existing conversation around this idea?
Not specifically, but the links I provided above are relevant if you want to see other aspects of growth.
Is there anything else you would like the community to know?
I NEED YOUR HELP!
We need to grow holistically. Ads and social strategy are great, but they’re only one kind of growth. Friends bringing friends is the purest form there is, so reach out to people you know! Besides, bringing in new users earns you PRV rewards/badges
And, if you’re willing, share interesting posts you like from here or our social media on your social media. Not only can you earn PRV, but as Incognito grows, security, performance, privacy, and price all improve. It’s a win-win-win.
Thanks everyone. Feel free to offer your thoughts and suggestions as well!