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Objectives and Key Results (OKR) MWG 2023
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Due DateGeneral OKR´sKey resultTeam MembersBudgetMilestone 1Milestone 2Milestone 3Milestone 4Comments
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August, 21stCreate a backlink strategy for the How-To video series, along with a brand awareness survey and UTM trackingIncrease website traffic by a minimum of 25%Angie (eduNEXT)& Natalia (RG)4000Research and create a strategy on backlinking, brand awarness, UTM tracking, paid/organic campaigns (create a spreadsheet) with a budget (Example).


Strategy is ready
1. Create a customized URL for each of your videos: A custom URL makes it easier to track and measure the success of each of your videos. This will also be the URL that your UTM parameters will be added to.

2. Generate UTM parameters for each of your videos: Generate UTM parameters for each of your videos by using a UTM generator. This way, you can track which videos are being clicked and how much traffic they are generating.
https://docs.google.com/spreadsheets/d/19cMyzKJN68bbUuaksDflQEIgyODzmhuHgUOZysW9G2A/edit#gid=734861190		Perform the Strategy

(waiting for budget approval)

- Add the description with key words for every video, put links to previous and next videos for clear sequence		Publish paid ADs
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July 1stIntegrate enhanced SEO Strategy (use paid ad accounts and/or external vendorsIncrease website traffic by a minimum of 25%Warda (Edly) & Harrison (eduNEXT) TBDConduct an SEO site audit, prepare a list of keywords that can be used for SEO strategy planning, suggest a backlink strategy, and create a list of topics for the blog

Keywords and SEO Audit
Backlink Strategy
SEO Audit (Perfomance & Issues)
SEO Strategy		On-page SEO optimization: Optimize page titles, meta descriptions, meta keywords, page content, internal linking, and create/update any necessary redirects.
SEO report		Content optimization: Create additional content that aligns with target keyword phrases, and tweak existing content to ensure it aligns with SEO best practices.Technical SEO implementation: Implement any necessary technical SEO changes, including setting up Google Analytics and Search Console, creating a robots.txt file, and ensuring there are no broken links or errors.
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July 2023Wikipedia- Add more information about Open edX to Wikipedia
- Each partner can add translation to Wikipedia to the relevant language. Constantly update information on Wikipedia-type pages.		Brand Awarness IncreasingEsteban & Valentina (Aulasneo) + Nicole (Abstract)TBDDraft Article https://docs.google.com/document/d/1OJyYRfPNVVGGA1zvp-hZaboijGPAP-cLD08y8DStwOk/editValidation with MWG and Axim legaladjust articlepublish article
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October 2023- Each of the partners + Verified Providers adds a "Why Open edX" page to their website.Increase website traffic by a minimum of 25%Natalia (RG) as the lead for design & implementation+ Partners & Verified Providersnatalia@raccoongang.com
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- Each partner can provide cases for publication on the site.Brand Awarness IncreasingAngie (eduNEXT) & Nicole (Abstract)4-5 success stories. Links are waiting for Eden's review and for publish.
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Establish and maintain a strong presence on social media (min 2 posts per week)Increase website traffic by a minimum of 25%
Brand Awarness Increasing		Ana (Edunext), Eden Diagnosis of social networksCreate a Content StrategyCreate LinkedIn group; encourage MWG members to actively contribute
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Monitor and analyze competitor strategies.Update Open edX's competitive marketing strategyAngie (eduNEXT) , Cecilia and Ayaz https://docs.google.com/spreadsheets/d/1J6CSBrk9KX6rBNsEQY7h1BYlS5xIePdJU2E0E_50-JU/edit#gid=222696887Competitor
Landscape Assessment:

Research and identify key competitors in your industry or niche.
Gather comprehensive data on their strategies, including marketing, pricing, product/service offerings, and customer engagement.
Create a structured database or documentation system to organize and store competitor information		https://www.canva.com/design/DAFtBbY1H6Q/epOSDqR4OY3BVidhxG4Ypg/edit

Asset Creation for Competitive Advantage:

Milestone: Based on the insights gained from the competitor analysis, develop a strategic asset or advantage for Open edX. This could be a unique feature, improved user experience, targeted marketing campaign, or partnerships with content providers.
Importance: Creating a distinct asset allows Open edX to stand out in the competitive landscape. It positions the organization as a leader and attracts potential users, partners, or customers who value the unique offering.

https://www.canva.com/design/DAFtx_u08qg/zBRvJSx9zWR6gxt7pLFWOA/edit
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Survey current institutional customers to find out why they chose Open edX and leverage such user stories as testimonials on the Open edX website, blog posts, or Open edX meetup presentations.
pop-up survey on Open edX website
Angie, Eden, conference co-sponsorsSurvey draft: https://docs.google.com/document/d/1V9m6rcDhMR2TNwYA0EAbzzG5FRIzzt6pqYgEibRnYD8/edit#heading=h.nvsqd1qqe172Estalish a new section on philanthropy at Axim and Open edX websiteCreate more backlinks between product and vendors
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June 2023Define the different audit, PersonasIncrease the usability of the PRODUCT/SOFTWARE/SOLUTIONAbstract, Opencraft and Edly, EdunextPrepare a survey to figure out what are the goals for our customers for open edx improvement .Collect users feedback to support the product and the content strategy
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June 2023E-Learning event attendance to increase consumer awarenessIncrease visibility + consumers awarenessAbstract, EdunextPrepare an event list for the 2nd semester of 2023 (Europe)Be a speaker/sponsor. Identify different conference and present what is done with Open edX
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June 2023Conferences Participation.
eMOOCs		Brand Awarness IncreasingAxim, Abstract, edunext and Raccoongang
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June 2023Dedicated Marketing WG Page on website, featuring videos & moreIncrease visibility of all WG's efforts & recruit new membersEden, Abstract, edunextObtain page design from Nicole and video from eduNEXThttps://xd.adobe.com/view/784eea13-288c-4eab-a55e-fe18126b868c-2d1d/?fullscreen -> Awaiting feedback from the group
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July 2023Redisign the default platform footeredunext - Juan TBDGather information / requirements and Propose a new designReview and feedback from the communityget it upstream and possible backports?communication strategy
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July 2023Demonstrate the impact, potential, and versatility of the Open edX platform by highlighting diverse real-world implementations and success stories from the community.Open edX Community Spotlights: Showcase 2 organizations per month using Open edX to highlight their unique implementations and successes.Angie, Nicole & CeciliaTBDIdentify organizations with unique use cases, significant impact, or innovative solutionsCoordinate interviews with organization representatives
Collect relevant multimedia (e.g., photos, videos, testimonials)		Draft case study articles (1-2 pages)
Design accompanying graphics and social media assets		Engage with the community through targeted promotion and discussionsThis initiative will strengthen the Open edX community by showcasing the platform's versatility and potential impact through in-depth product interviews with organizations. Each spotlight will be insightful, providing concrete details and highlighting specific problems solved. It can partly include tsections from the transcribed interviews instead of just incorporating quotes from organization representatives, to bring authentic voices and experiences to the forefront. These spotlights will serve as inspiration and valuable learning resources for current and potential users, demonstrating real-world applications of Open edX.This spotlight initiative goes beyond a typical case study by emphasizing quantitative and qualitative impact, sharing valuable lessons learned and best practices, and exploring future plans and scalability, offering a richer, more comprehensive understanding of each organization's experience with Open edX.
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June 2024Organize Open edX Site Operator training to simplify the Open edX platform configuration effortsIncrease platform adoption rates Eden30K
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June 2024Investigate low conversion rates to the marketplace - collect year over year traffic dataIdentify areas of concerns related to low conversions and strategize on how to enhance it (e.g. A/B testing) - create test siteEden, Abstract, edunext, Ayaz/EdlyFirst session took place today, 30th August, with Edly, Abstract and Edunext. Notes are written here: https://github.com/openedx/wg-marketing/issues/22#issuecomment-1699368441 Ensure annual technical review and re-certification process
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July 2023Drive a strategy to enhance lead management and strengthen connections with 2U.Drive a strategy to enhance lead management and strengthen connections with 2U."Angie Ruiz / Juan (eduNEXT)I have completed the document that outlines various strategies and opportunities for enhancing lead management and establishing a Standard Operating Procedure (SOP). https://docs.google.com/document/d/1g1kzFGfZNApwzBj1W_2_R4OH4tlXGY-R43Bnbf6ubM4/editreview the documdent and create a deadline for adjustments - Current Pitch: I hope you are well and thanks for reaching out regarding your interest in the Open edX platform.

As you may know, Open edX is the open-source teaching and learning platform that edX developed and made open source in 2013. Open edX is used by universities, companies, countries and NGOs around the world to provide on-line learning.

We have a number of hosting providers who can set up and manage Open edX for you. If you can provide some additional details, I can recommend the ideal provider to schedule a platform demo with your team.

What's the time frame for your project, when would you like your courses to be live for learners?

How many courses do you intend to launch?

How many learners are you targeting?		have a final SOP- current Pitch: I hope you are well and thanks for reaching out regarding your interest in the Open edX platform.

As you may know, Open edX is the open-source teaching and learning platform that edX developed and made open source in 2013. Open edX is used by universities, companies, countries and NGOs around the world to provide on-line learning.

We have a number of hosting providers who can set up and manage Open edX for you. If you can provide some additional details, I can recommend the ideal provider to schedule a platform demo with your team.

What's the time frame for your project, when would you like your courses to be live for learners?

How many courses do you intend to launch?

How many learners are you targeting?
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October 2023Update and Improve the review process of the Open edX extensions and integrations directory Improve the visibility of the Open edX Extension Directory with new informationHarrison (eduNEXT)Collect data from verified providers and community
What information do I need to add/update an Extension? Some recommendations.
Category: insert the category of the extension.
Image: Use a recent Screenshot/gif/image of your extension.
Name: Insert the name of your extension.
Description: I recommend to use an Elevator Pitch to attract people to click on your extension.
Type: Insert the type of the extension.
License: Insert the license of the extension.
Logo of the company: logo image with a logo usage authorization.		Note: Feel free to participate and talk to me if you need help or have any question. Send this information at my email: harrison.laverde@edunext.co or contact me through Slack: Harrison Laverde

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Research how open source organization reward non-paid contributions
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Gain large orgs such as AWS, Azure, etc as con sponsors
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look for related sites or industry publications, share or create more backlinks for open edX.
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