Telling Our Story: Implementation

This is the year-on-year plan (May-April) for marketing and communications. The plan is divided into four major categories:

Periodic Tasks: What are the activities that need to be executed on a regular basis?

Content Production: What messages are we sharing with the world?

Monitoring, KPI's, and Reporting: What is our success criteria, how do we measure it, and how do we report it?

Compensation: If we are working with an external agency to execute these parts of the plan, how are we compensating their efforts?

Periodic Tasks (Runbook)

Content Production

KPI's, Monitoring, and Reporting

Compensation

Daily, Weekly, Monthly tasks

Didactic videos

Social Media

Fixed vs. Variable

Postings

Travel event videos

Token Sales

Token vs. Fiat

Searches

Wine-specific videos

Token Price

Service and Advertisement

Localization

Medium articles

Publications, Events

Token pricing

Quarterly change management review

Swag

Public dashboard

KPI weighting

Periodic Tasks (Runbook)

This section describes the periodic marketing and communications tasks. 

Daily, Weekly, Monthly tasks

  1. What are our daily, weekly, monthly, and quarterly tasks?

  2. Where are these tasks documented? (objectives, steps, metrics)

  3. Who is responsible for executing these tasks?

  4. How can we track which tasks have been executed, by whom, and when?

  5. By what method can we track the outcome of these tasks?

Postings

Social Media postings, blog postings, updates to Costaflores.com

Searches

Find new blogs, news sites, conferences, events, journalists.

  • Define search criteria. For example (wine, organic, crypto, IoT, single-vineyard, open-source)

  • Where are we documenting the search results?

  • When did find the new item?

  • What actions were taken?

  • What response or follow-up occurred? 

Localization

Translation to Spanish, Portuguese, etc.

Quarterly change management review

  • What adjustments need to be made to our planning? 

  • How do agree which changes should/must be made?

  • What if we are not in agreement with the changes?

Content Production

Didactic videos

Short (15 second) videos useful for the runbook videos and IG/FB/TW quick clips to illustrate something happening.

Travel event videos

A selfie-style video "on location" at an event: crypto conference, wine tasting, etc.

Wine-specific videos

Tasting notes, pairing/cooking examples, technical exercises in the vineyard or winery.

Medium articles

See here for a list of ideas for long-form articles: Medium Publications

Swag

T-shirts, physical tokens and bills, posters, aprons, bottle openers, Costaflores Global Vineyard starter kits, sensor packs and blockchain nodes, penguins. 

KPI's, monitoring and reporting

Social Media

What is our primary, success criteria, measurement for each social media platform? And what secondary factors are we measuring?

Platform

Success Criteria

Secondary Measurements

Facebook

Costaflores page likes

shares, content likes, mentions

Instagram

Followers

shares, content likes, mentions

YouTube

Channel subscribers

views, comments, video statistics

Costaflores.com

Site visits

New visitors, search ranking, mentions

Twitter

Followers

retweets, mentions

LinkedIn

Followers

shares, content likes, mentions

Telegram

Group members

 

Token Sales

Our primary goal and success criteria is the volume of token sales. Most token sales will occur during the ICO. What tokens are remaining in the costaflores after the ICO can be sold on the exchange or used for marketing purposes. Token sales after the close of the ICO are related to the transaction volumes on the exchange.

Token Price

Regardless of the token sales volume on the exchange, we want to track the token price.

Publications, Events

How many times was an article published that referenced Openvino and Costaflores in traditional media? How many times were we accepted or invited to participate in a non-paying event? The rule is, we don't pay to speak about Openvino.

Public dashboard

How and where do we publish all of the above results?

Compensation

This section describes a possible compensation plan for the people responsible for executing the marketing and communications plan. These compensation formulae will surely change over time, as new circumstances occur and awareness increases. This compensation plan is the economic corollary of our success criteria definitions.

Fixed vs. Variable

As the "Telling our Story" plan evolves, and the marketing and communications team become more experienced, the outcomes from our actions should become more predictable. As such, compensation should become more related to performance and less tied to a fixed rate. For every percentage that the variable rate increases, the same potential amount of bonus payments increases. So, in the beginning, if the fixed rate is 90% and the variable rate is 10%, only a 10% monthly bonus, of the base payment, is achievable. When the variable rate is 70% and the fixed rate is 30%, then up to a 70% of the base rate is achievable. 

The change in the fixed versus variable rate should adjust in a linear fashion from 1% to 99% over the initial 12-month period.

 

Token vs. Fiat

In a similar fashion, payment would initially be done in fiat, and gradually transitioned to MTB* tokens.

 

Service and Advertisement

After an initial seed budget for advertising, any amount spent on advertising would be folded into the compensation amount. In other words, spending money on advertising or not, would be discretionary, and based on the lump sum of payment. 

Token Pricing

The valuation of tokens, used to determine the fiat/token ration is based on the ICO pricing.

KPI weighting

Here is an example of KPI weighting for compensatory calculations:

 

Projected Metrics

 

 

 

 

 

 

 

 

 

 

Channel KPI

2do KPI

Weight

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

Facebook followers

 

8%

3000

3818

4636

5455

6273

7091

7909

8727

Instagram followers

 

8%

1366

1742

2118

2493

2869

3245

3621

3997

Twitter followers

 

8%

449

635

822

1008

1195

1381

1568

1754

LinkedIN followers

 

8%

18

198

378

559

739

919

1099

1279

YouTube subscribers

 

8%

60

145

231

316

402

487

573

658

Telegram Openvino

 

8%

77

161

245

329

413

497

580

664

Costaflores.com visitors

 

8%

500

909

1318

1727

2136

2545

2955

3364

Token sales

10384

44%

4192

4192

200

200

200

200

200

200

Wine sales

16700

 

1300

1300

1400

1500

1600

1700

1800

1900

Token Price

 

 

200

218

236

255

273

291

309

327

Token Revenue

 

 

838400

914618

47273

50909

54545

58182

61818

65455

 

 

 

 

 

 

 

 

 

 

 

Fixed

 

 

99%

90%

81%

72%

63%

54%

46%

37%

Variable

 

 

1%

10%

19%

28%

37%

46%

54%

63%

Fiat

 

 

50%

46%

41%

37%

32%

28%

23%

19%

tokens

 

 

50%

54%

59%

63%

68%

72%

77%

81%

Monthly rate (ARS)

 

 

90000

90000

90000

90000

90000

90000

90000

90000

Compensated Total

 

 

90000

90079

85921

89741

89741

90002

89998

89992

Total Tokens

 

 

225

225

224

223

221

224

223

223

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

May

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

8%

3000

3000

100,00%

8,00%

5

 

Fixed

89100,00

Instagram followers

 

8%

1366

1365

99,93%

7,99%

6

 

Variable

899,59

Twitter followers

 

8%

449

450

100,22%

8,02%

3

 

Fiat

44999,79

LinkedIN followers

 

8%

18

17

94,44%

7,56%

7

 

Tokens

225,00

YouTube subscribers

 

8%

60

62

103,33%

8,27%

1

 

Total 

90000

Telegram Openvino

 

8%

77

78

101,30%

8,10%

2

 

 

 

Costaflores.com visitors

 

8%

500

501

100,20%

8,02%

4

 

 

 

Token sales

 

37%

4192

4192

100,00%

37,00%

 

 

 

 

Wine sales

 

6%

1300

1300

100,00%

6,00%

 

 

 

 

Token Price

 

1%

200

200

100,00%

1,00%

 

 

 

 

 

 

100%

 

 

 

99,95%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

June

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

10%

3818

3818

100,00%

10,00%

3

 

Fixed

81081,82

Instagram followers

 

12%

1742

1742

100,01%

12,00%

2

 

Variable

8915,78

Twitter followers

 

6%

635

635

99,93%

6,00%

5

 

Fiat

40989,81

LinkedIN followers

 

14%

198

198

99,91%

13,99%

1

 

Tokens

224,99

YouTube subscribers

 

2%

145

145

99,69%

1,99%

7

 

Total 

90079

Telegram Openvino

 

4%

161

161

100,06%

4,00%

6

 

 

 

Costaflores.com visitors

 

8%

909

909

99,99%

8,00%

4

 

 

 

Token sales

 

30%

4192

4192

100,00%

30,00%

 

 

 

 

Wine sales

 

7%

1300

1300

100,00%

7,00%

 

 

 

 

Token Price

 

7%

218

218

99,92%

6,99%

 

 

 

 

 

 

100%

 

 

 

99,97%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

July

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

6%

4636

4636

99,99%

6,00%

5

 

Fixed

73063,64

Instagram followers

 

4%

2118

2118

100,02%

4,00%

6

 

Variable

16935,91

Twitter followers

 

10%

822

822

100,01%

10,00%

3

 

Fiat

36981,63

LinkedIN followers

 

2%

378

378

99,90%

2,00%

7

 

Tokens

224,31

YouTube subscribers

 

14%

231

231

100,04%

14,01%

1

 

Total 

85921

Telegram Openvino

 

12%

245

245

100,07%

12,01%

2

 

 

 

Costaflores.com visitors

 

8%

1318

1318

99,99%

8,00%

4

 

 

 

Token sales

 

25%

200

200

100,00%

25,00%

 

 

 

 

Wine sales

 

9%

1400

1400

100,00%

9,00%

 

 

 

 

Token Price

 

10%

236

236

99,85%

9,98%

 

 

 

 

 

 

100%

 

 

 

100,00%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

August

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

10%

5455

5455

100,01%

10,00%

3

 

Fixed

65045,45

Instagram followers

 

12%

2493

2493

99,98%

12,00%

2

 

Variable

24695,76

Twitter followers

 

6%

1008

1008

99,96%

6,00%

5

 

Fiat

32877,92

LinkedIN followers

 

14%

559

559

100,08%

14,01%

1

 

Tokens

223,39

YouTube subscribers

 

2%

316

316

99,89%

2,00%

7

 

Total 

89741

Telegram Openvino

 

4%

329

329

100,08%

4,00%

6

 

 

 

Costaflores.com visitors

 

8%

1727

1727

99,98%

8,00%

4

 

 

 

Token sales

 

20%

200

200

100,00%

20,00%

 

 

 

 

Wine sales

 

15%

1500

1500

100,00%

15,00%

 

 

 

 

Token Price

 

9%

255

225

88,39%

7,96%

 

 

 

 

 

 

100%

 

 

 

98,96%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

September

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

6%

6273

6273

100,00%

6,00%

5

 

Fixed

57027,27

Instagram followers

 

4%

2869

2869

99,99%

4,00%

6

 

Variable

31700,87

Twitter followers

 

10%

1195

1195

100,02%

10,00%

3

 

Fiat

28554,33

LinkedIN followers

 

2%

739

739

100,04%

2,00%

7

 

Tokens

220,64

YouTube subscribers

 

14%

402

402

100,05%

14,01%

1

 

Total 

88728

Telegram Openvino

 

12%

413

413

100,09%

12,01%

2

 

 

 

Costaflores.com visitors

 

8%

2136

2136

99,98%

8,00%

4

 

 

 

Token sales

 

9%

200

200

100,00%

9,00%

 

 

 

 

Wine sales

 

20%

1600

1500

93,75%

18,75%

 

 

 

 

Token Price

 

15%

273

225

82,50%

12,38%

 

 

 

 

 

 

100%

 

 

 

96,14%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

October

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

10%

7091

7091

100,00%

10,00%

3

 

Fixed

49009,09

Instagram followers

 

12%

3245

3245

100,00%

12,00%

2

 

Variable

40993,28

Twitter followers

 

6%

1381

1381

99,98%

6,00%

5

 

Fiat

24955,20

LinkedIN followers

 

14%

919

919

100,01%

14,00%

1

 

Tokens

223,60

YouTube subscribers

 

2%

487

487

99,94%

2,00%

7

 

Total 

90002

Telegram Openvino

 

4%

497

497

100,09%

4,00%

6

 

 

 

Costaflores.com visitors

 

8%

2545

2545

99,98%

8,00%

4

 

 

 

Token sales

 

9%

200

200

100,00%

9,00%

 

 

 

 

Wine sales

 

20%

1700

1700

100,00%

20,00%

 

 

 

 

Token Price

 

15%

291

291

100,03%

15,00%

 

 

 

 

 

 

100%

 

 

 

100,01%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

November

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

6%

7909

7909

100,00%

6,00%

5

 

Fixed

40990,91

Instagram followers

 

4%

3621

3621

100,00%

4,00%

6

 

Variable

49006,98

Twitter followers

 

10%

1568

1568

100,02%

10,00%

3

 

Fiat

20944,96

LinkedIN followers

 

2%

1099

1099

99,99%

2,00%

7

 

Tokens

223,41

YouTube subscribers

 

14%

573

573

100,05%

14,01%

1

 

Total 

89998

Telegram Openvino

 

12%

580

580

99,92%

11,99%

2

 

 

 

Costaflores.com visitors

 

8%

2955

2955

100,02%

8,00%

4

 

 

 

Token sales

 

9%

200

200

100,00%

9,00%

 

 

 

 

Wine sales

 

20%

1800

1800

100,00%

20,00%

 

 

 

 

Token Price

 

15%

309

309

99,97%

15,00%

 

 

 

 

 

 

100%

 

 

 

100,00%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

December

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

10%

8727

8727

100,00%

10,00%

3

 

Fixed

32972,73

Instagram followers

 

12%

3997

3997

100,01%

12,00%

2

 

Variable

57019,68

Twitter followers

 

6%

1754

1754

99,99%

6,00%

5

 

Fiat

16934,94

LinkedIN followers

 

14%

1279

1279

99,98%

14,00%

1

 

Tokens

223,23

YouTube subscribers

 

2%

658

658

99,97%

2,00%

7

 

Total 

89992

Telegram Openvino

 

4%

664

664

99,95%

4,00%

6

 

 

 

Costaflores.com visitors

 

8%

3364

3364

100,01%

8,00%

4

 

 

 

Token sales

 

4%

200

200

100,00%

4,00%

 

 

 

 

Wine sales

 

30%

1900

1900

100,00%

30,00%

 

 

 

 

Token Price

 

10%

327

327

99,92%

9,99%

 

 

 

 

 

 

100%

 

 

 

99,99%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

January

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

6%

9545

9545

100,00%

6,00%

5

 

Fixed

24954,55

Instagram followers

 

4%

4373

4373

100,01%

4,00%

6

 

Variable

65022,66

Twitter followers

 

10%

1941

1941

100,02%

10,00%

3

 

Fiat

12924,00

LinkedIN followers

 

2%

1459

1459

99,97%

2,00%

7

 

Tokens

223,05

YouTube subscribers

 

14%

744

744

100,05%

14,01%

1

 

Total 

89977

Telegram Openvino

 

12%

748

748

99,96%

12,00%

2

 

 

 

Costaflores.com visitors

 

8%

3773

3773

100,01%

8,00%

4

 

 

 

Token sales

 

4%

200

200

100,00%

4,00%

 

 

 

 

Wine sales

 

10%

900

900

100,00%

10,00%

 

 

 

 

Token Price

 

30%

345

345

99,87%

29,96%

 

 

 

 

 

 

100%

 

 

 

99,96%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

February

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

10%

10364

10364

100,00%

10,00%

3

 

Fixed

16936,36

Instagram followers

 

12%

4748

4748

99,99%

12,00%

2

 

Variable

73085,55

Twitter followers

 

6%

2127

2130

100,14%

6,01%

5

 

Fiat

8920,35

LinkedIN followers

 

14%

1640

1640

100,02%

14,00%

1

 

Tokens

223,03

YouTube subscribers

 

2%

829

829

99,99%

2,00%

7

 

Total 

90022

Telegram Openvino

 

4%

832

832

99,98%

4,00%

6

 

 

 

Costaflores.com visitors

 

8%

4182

4182

100,00%

8,00%

4

 

 

 

Token sales

 

4%

200

200

100,00%

4,00%

 

 

 

 

Wine sales

 

20%

1000

1000

100,00%

20,00%

 

 

 

 

Token Price

 

20%

364

364

100,10%

20,02%

 

 

 

 

 

 

100%

 

 

 

100,03%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

March

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

6%

11182

11182

100,00%

6,00%

5

 

Fixed

8918,18

Instagram followers

 

4%

5124

5124

100,00%

4,00%

6

 

Variable

81096,06

Twitter followers

 

10%

2314

2314

100,02%

10,00%

3

 

Fiat

4909,87

LinkedIN followers

 

2%

1820

1820

100,01%

2,00%

7

 

Tokens

222,89

YouTube subscribers

 

14%

915

915

100,05%

14,01%

1

 

Total 

90014

Telegram Openvino

 

12%

916

916

99,99%

12,00%

2

 

 

 

Costaflores.com visitors

 

8%

4591

4591

100,00%

8,00%

4

 

 

 

Token sales

 

4%

200

200

100,00%

4,00%

 

 

 

 

Wine sales

 

20%

1100

1100

100,00%

20,00%

 

 

 

 

Token Price

 

20%

382

382

100,05%

20,01%

 

 

 

 

 

 

100%

 

 

 

100,02%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Actual Metrics

April

 

 

 

 

 

 

 

 

 

Channel KPI

 

Weight

Projected

Actual

% success

Score

Rank

 

Compensation

Facebook followers

 

10%

12000

12000

100,00%

10,00%

3

 

Fixed

900,00

Instagram followers

 

12%

5500

5500

100,00%

12,00%

2

 

Variable

88209,00

Twitter followers

 

6%

2500

2500

100,00%

6,00%

5

 

Fiat

891,09

LinkedIN followers

 

14%

2000

2000

100,00%

14,00%

1

 

Tokens

220,54

YouTube subscribers

 

2%

1000

1000

100,00%

2,00%

7

 

Total 

89109

Telegram Openvino

 

4%

1000

1000

100,00%

4,00%

6

 

 

 

Costaflores.com visitors

 

8%

5000

5000

100,00%

8,00%

4

 

 

 

Token sales

 

30%

200

200

100,00%

30,00%

 

 

 

 

Wine sales

 

7%

1200

1200

100,00%

7,00%

 

 

 

 

Token Price

 

6%

400

400

100,00%

6,00%

 

 

 

 

 

 

99%

 

 

 

99,00%