Hey FOX community! As many of you know, our workstream recently got approved and just began on May 1. We’ve had some prevalent DAO community members reach out (Erik Voorhees and others) expressing concerns with past Marketing efforts and inquiring about our plans for improving results in the future.
We wanted to create a Forum post sharing some of those concerns while we work toward addressing them as new leaders for the marketing workstream. We agree that much of the previous Marketing efforts were not functioning optimally, producing stellar results, or tracking efforts appropriately, and this is in part why it has now been wrapped up into the new Growth and Marketing workstream.
We will share some of the concerns below as well as some of our responses, point by point. We will address what we will be working on in these next few weeks to rebuild or (create from scratch) the needed marketing plans, goals, and strategies to increase user growth and elevate our brand awareness.
Quote from Erik “Growth is not sufficiently measured… there has been no discussion of app usage in any form. All mentioned KPI’s in the recently passed Budget Proposal focus on community/social growth but not on actual product usage. It’s understood that advanced analytics are mostly absent until Pendo’s integration in Alpha, but we aren’t even tracking domain traffic or partner protocol growth via Yearn, Banxa, & Gem. How many users do we have, and how are we acquiring them? This is THE key question this workstream should be tackling, and there appears to be no focus on it. “ It’s unclear what the focus/priorities are for this workstream. Stated differently, there are too many focuses such that nothing seems to be the focus. What are the one or two most important metrics being focused on?”
Response: We agree app usage, growth data, and KPIs for marketing have been missing; it was not tracked in the previous workstream, and meaningful baseline data has thus been absent, so we will need to create it from the ground up. This is why, in the departure of Petecoin, we took over and brought it back into this stream. Our intent is to very quickly create a new direction/plan for marketing that aims to identify measurable goals that can be shared with the community. Establishing these KPIs will allow the community to see what is and isn’t being achieved from the themarketing stream. To the second point, we have several goals in this stream: we aren’t just Marketing, but Growth, Marketing, Partnerships, and PR. That said, we must and will create clear focuses and priorities for the workstream. We were lacking in time to do so due to the abrupt departure of Petecoin, in order to renew streams to ensure continuity of marketing operations. (edited)
Quote from Erik