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LFN MAC Meeting �

February 2, 2022

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Antitrust Complaince Notice

  • Meetings of the LF Networking Fund involve participation by industry competitors, and it is the intention of the Project to conduct all of its activities in accordance with applicable antitrust and competition laws. It is therefore extremely important that attendees adhere to meeting agendas, and be aware of and not participate in any activities that are prohibited under applicable U.S. state, federal or foreign antitrust and competition laws. Examples of types of actions that are prohibited at LF Networking Fund meetings and in connection with LF Networking Fund activities are described in the The Linux Foundation Antitrust Policy. If you have questions about these matters, please contact your company counsel or Andrew Updegrove, of the firm of Gesmer Updegrove LLP, which provides legal counsel to The Linux Foundation.
  • Linux Foundation Antitrust Policy: https://www.linuxfoundation.org/antitrust-policy

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2021 LFN Year In Review

  • 2021 LFN Year In Review
  • LFX Dashboard
  • Q1 Action Plan
    • Proof Points Collection
    • Website Refresh
    • Badging Rollout
    • Campaigns Preview
  • 2022 Events Plan

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2021 LFN Year In Review Report

  • Published: January 9, 2022
  • 16 Community Contributors: Thank you!
  • Promotions: Mailing Lists, Newsletter, Social
  • 10K+ Unique Opens, 25% Open Rate
  • 355 Landing Page Views (to date)
  • 331 Downloads (to date)
  • If you haven’t already, please read!
  • Please share in your companies and social networks!

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https://www.lfnetworking.org/publications/2022/01/09/2021-lfn-year-in-review/

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LFX Dashboard

https://lfx.linuxfoundation.org/

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LFX Dashboard

  • Step 1: Reminder to the LFN MAC: Get an LFID
    • Create your LFID today – it’s quick and easy. An LFID gives you access to:
      • The LFX platform — a digital toolkit to manage your open source projects, contributions, and open source community profile
      • Single sign-on across LF events, training, and other programs
      • Information about the LF latest open source and industry research
      • Upcoming Changes:
        • Event registrations through LFID (e.g. ONEEF)
        • Committee Meetings Attendance (Board, TAC, MAC)
        • Mailing List Management
      • Get your LF ID Here: https://identity.linuxfoundation.org/
  • Step 2: Connect Your Github and Linkedin accounts (more on this later)

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Why LFX?

  • Building Member Value
    • Understand their open source investmments/value
    • Supprts their open source program offices (OSPOs)

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  • Marketing Value
    • Track, measure, and analyze trends
    • Find and reward the top contributing companies and developers

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  • Increased Security
    • Increased visibility to security data (Security Dashboard)
    • Access to comunity tools, e.g OpenSSF Security Badges
    • Publishing SBOMs

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LFX Security

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https://security.lfx.linuxfoundation.org/#/

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Q1 Action Plan

  • We are now collecting LFN Proof Points!
  • Proof points are the cornerstone of our marketing engine
  • Simple template available
  • The MAC’s KPIs are dependent on proof points! (Minimum 10 proof points across >5 projects / year), minimum 2 enterprise spotlights)
  • Email bwick@linuxfoundation.org + jlovato@linuxfoundation.org
  • MAC CTA: Help us discover/highlight proof points!
  • Project Liaisons: Help to recommend Media Mix (case study/webinar/infographics, etc.)
  • Examples:

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Q1 Action Plan

  • Website Refresh
  • New LFN Website currently under development
  • Goals:
    • Fully incorporate new messaging an improve SEO
    • Highligt LFN value for target audiences
    • Streamline website navigation and UX
    • Increase engagement / key collateral/initiatives (e.g. 5G Super Blueprint)
  • Target Launch Date:
    • End of Q1 (March 30)
  • MAC CTA: Looking for volunteers to help review staging site development.

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Q1 Action Plan

  • Community Badging
  • Badging Pilot Launch successful (Anuket Ambassadors)
  • LFN Level badges rolling out (Leader, Mentor, Mentee)
  • Project-level Badging Programs Under Project TSC Review
  • MAC CTA: Display your badges on LinkedIn!

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Q1/Q2 Action Plan

LFN Paid Promotions

Brandon Wick & Chip Stuart �LF Marketing

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Primary Goal

Secondary Goals

  • Grow engagement with new website.
  • Increased engagement from Sally the Developer, Olga the Operations Professional, and Paula the P&L Manager.
  • Increase the number of new member acquisition opportunities.

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  • ToFu Form Submissions
  • Event Sign-ups
  • Newsletter Sign-ups

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Recommended Approach

  • Allocate $12k of promotional budget to run initial experimental campaigns in Q1/Q2 and reassess success mid-Q2.
  • Post-campaign assessment, ramp up spend towards what is working.
  • Drive traffic toward new LFN Website (completed by 3/30/22)

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Initial Campaign Types - Open Networking & Edge Executive Forum (ONEEF)

  • Event Dates: April 12-14
  • Initial budget: $4K
  • Overall registration goal: 1,200 contacts
  • Initial supported registrations supported by paid - 80 ($50 CPL goal)
  • Channels and Campaign Types:
    • LinkedIn - Sponsored posts targeting persona titles within ICP
    • Google Ads - Search Ads and Retargeting Display Ads
    • Meta - LFN Contact List targeting via Display Ads
  • Run through initial spend cross-channel and based on results, allocate additional spend towards lower CPL, higher quality of lead campaigns
  • Campaign period: Feb 23 - April 14 (Landing page + Creative in place)

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Post-site Launch Campaign Types

  • Budget: $4K
  • Promotional Channels:
    • Google Display (retargeting + affinity audiences) brand campaigns promoting LFN and new site
    • Brand search campaigns around high value keywords to supplant initial organic traffic.
  • Primary goal: Drive 4,000 users & 1,200 page views in April
  • Primary goal: Increase overall conversions by 10% over current site
  • Secondary goal: Contact us/Member requests
  • Secondary goal: Newsletter Subscriptions
  • Campaign period: April 1 - May 30.

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Initial Campaign Types - Search Campaigns

  • Budget: $4K (up to)
  • Promotional Assets:
  • Strategy - Bid on popular keywords around 5G Networking, Edge Networking, Cloud Native. Assess quality of conversions and progression towards revenue generating action.
  • Initial performance assessment
  • Campaign period: April 1 - May 30

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Future Promotional Opportunities

Channel Expansion:

  • Bing
  • Reddit
  • 3rd-party lead gen channels (e.g. Stack Exchange)

Promotion of MoFu assets:

  • ROI Calculator (Cocomo)
  • One-pagers for Sally, Olga, Paula
  • Gated Publications

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2022 Events Plan

  • LFN Events
    • Janaury 10-13: LFN Developer & Testing Forum COMPLETE
      • 392 Registrations, 525 Attendees!
    • Spring TBD: LFN Developer & Testing Forum (cross-project only)
    • April 12-14: Open Networking & Edge Executive Forum
      • “Where executive leadership across the networking & edge ecosystems share their visions with a global audience in the Telco, Cloud and Enterprise Verticals.”
      • https://events.linuxfoundation.org/open-networking-and-edge-exec-forum/
      • Splash page now live, full website registration coming soon.
      • No CFP. Those interested in speaking should contact Heather.

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2022 Events Plan

  • LFN Events (We’re hoping in person!)
    • June 13-16, LFN Developer & Testing Forum, Porto, Portugal
      • Registration coming soon.
    • Fall TBD: Open Networking & Edge Summit, Seattle or San Jose
      • Heather leading reinvention of event

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2022 Events Plan

  • Other Industry Events
    • Feb 28 - Mar 2: Mobile World Congress, Barcelona
      • LFN will not have an official presence but has news
        • New LF Project Annpocunce + LFN Securtity Spotlight
      • Any LFN community marketers in attendance?
      • Turnium to attend, be represented in several partner booths
        • Updating 5G Super Blueprint Slides
        • Media Opportunities (TelcomTV, other?)
        • Idea: LFN Messaging primer (one pager)
    • Other Events:
      • LFN not currently planning official presence at other industry events
      • LFN community marketers encouraged to help represent LFN

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Thank You!