Telling Our Story: Implementation
- Mike Tango Bravo
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
What are our daily, weekly, monthly, and quarterly tasks?
Where are these tasks documented? (objectives, steps, metrics)
Who is responsible for executing these tasks?
How can we track which tasks have been executed, by whom, and when?
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 |
Costaflores page likes | shares, content likes, mentions | |
Followers | shares, content likes, mentions | |
YouTube | Channel subscribers | views, comments, video statistics |
Costaflores.com | Site visits | New visitors, search ranking, mentions |
Followers | retweets, mentions | |
Followers | shares, content likes, mentions | |
Telegram | Group members |
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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 |
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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 |
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| 200 | 218 | 236 | 255 | 273 | 291 | 309 | 327 |
Token Revenue |
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| 838400 | 914618 | 47273 | 50909 | 54545 | 58182 | 61818 | 65455 |
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Fixed |
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| 99% | 90% | 81% | 72% | 63% | 54% | 46% | 37% |
Variable |
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| 1% | 10% | 19% | 28% | 37% | 46% | 54% | 63% |
Fiat |
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| 50% | 46% | 41% | 37% | 32% | 28% | 23% | 19% |
tokens |
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| 50% | 54% | 59% | 63% | 68% | 72% | 77% | 81% |
Monthly rate (ARS) |
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| 90000 | 90000 | 90000 | 90000 | 90000 | 90000 | 90000 | 90000 |
Compensated Total |
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| 90000 | 90079 | 85921 | 89741 | 89741 | 90002 | 89998 | 89992 |
Total Tokens |
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| 225 | 225 | 224 | 223 | 221 | 224 | 223 | 223 |
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Actual Metrics | May |
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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 |
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Costaflores.com visitors |
| 8% | 500 | 501 | 100,20% | 8,02% | 4 |
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Token sales |
| 37% | 4192 | 4192 | 100,00% | 37,00% |
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Wine sales |
| 6% | 1300 | 1300 | 100,00% | 6,00% |
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Token Price |
| 1% | 200 | 200 | 100,00% | 1,00% |
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| 100% |
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| 99,95% |
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Actual Metrics | June |
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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 |
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Costaflores.com visitors |
| 8% | 909 | 909 | 99,99% | 8,00% | 4 |
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Token sales |
| 30% | 4192 | 4192 | 100,00% | 30,00% |
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Wine sales |
| 7% | 1300 | 1300 | 100,00% | 7,00% |
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Token Price |
| 7% | 218 | 218 | 99,92% | 6,99% |
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| 100% |
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| 99,97% |
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Actual Metrics | July |
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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 |
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Costaflores.com visitors |
| 8% | 1318 | 1318 | 99,99% | 8,00% | 4 |
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Token sales |
| 25% | 200 | 200 | 100,00% | 25,00% |
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Wine sales |
| 9% | 1400 | 1400 | 100,00% | 9,00% |
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Token Price |
| 10% | 236 | 236 | 99,85% | 9,98% |
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| 100% |
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| 100,00% |
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Actual Metrics | August |
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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 |
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Costaflores.com visitors |
| 8% | 1727 | 1727 | 99,98% | 8,00% | 4 |
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Token sales |
| 20% | 200 | 200 | 100,00% | 20,00% |
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Wine sales |
| 15% | 1500 | 1500 | 100,00% | 15,00% |
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Token Price |
| 9% | 255 | 225 | 88,39% | 7,96% |
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| 100% |
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| 98,96% |
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Actual Metrics | September |
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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 |
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Costaflores.com visitors |
| 8% | 2136 | 2136 | 99,98% | 8,00% | 4 |
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Token sales |
| 9% | 200 | 200 | 100,00% | 9,00% |
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Wine sales |
| 20% | 1600 | 1500 | 93,75% | 18,75% |
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Token Price |
| 15% | 273 | 225 | 82,50% | 12,38% |
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| 100% |
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| 96,14% |
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Actual Metrics | October |
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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 |
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Costaflores.com visitors |
| 8% | 2545 | 2545 | 99,98% | 8,00% | 4 |
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Token sales |
| 9% | 200 | 200 | 100,00% | 9,00% |
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Wine sales |
| 20% | 1700 | 1700 | 100,00% | 20,00% |
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Token Price |
| 15% | 291 | 291 | 100,03% | 15,00% |
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| 100% |
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| 100,01% |
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Actual Metrics | November |
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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 |
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Costaflores.com visitors |
| 8% | 2955 | 2955 | 100,02% | 8,00% | 4 |
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Token sales |
| 9% | 200 | 200 | 100,00% | 9,00% |
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Wine sales |
| 20% | 1800 | 1800 | 100,00% | 20,00% |
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Token Price |
| 15% | 309 | 309 | 99,97% | 15,00% |
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| 100% |
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| 100,00% |
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Actual Metrics | December |
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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 |
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Costaflores.com visitors |
| 8% | 3364 | 3364 | 100,01% | 8,00% | 4 |
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Token sales |
| 4% | 200 | 200 | 100,00% | 4,00% |
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Wine sales |
| 30% | 1900 | 1900 | 100,00% | 30,00% |
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Token Price |
| 10% | 327 | 327 | 99,92% | 9,99% |
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| 100% |
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| 99,99% |
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Actual Metrics | January |
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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 |
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Costaflores.com visitors |
| 8% | 3773 | 3773 | 100,01% | 8,00% | 4 |
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Token sales |
| 4% | 200 | 200 | 100,00% | 4,00% |
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Wine sales |
| 10% | 900 | 900 | 100,00% | 10,00% |
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Token Price |
| 30% | 345 | 345 | 99,87% | 29,96% |
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| 100% |
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| 99,96% |
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Actual Metrics | February |
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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 |
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Costaflores.com visitors |
| 8% | 4182 | 4182 | 100,00% | 8,00% | 4 |
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Token sales |
| 4% | 200 | 200 | 100,00% | 4,00% |
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Wine sales |
| 20% | 1000 | 1000 | 100,00% | 20,00% |
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Token Price |
| 20% | 364 | 364 | 100,10% | 20,02% |
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| 100% |
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| 100,03% |
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Actual Metrics | March |
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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 |
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Costaflores.com visitors |
| 8% | 4591 | 4591 | 100,00% | 8,00% | 4 |
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Token sales |
| 4% | 200 | 200 | 100,00% | 4,00% |
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Wine sales |
| 20% | 1100 | 1100 | 100,00% | 20,00% |
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Token Price |
| 20% | 382 | 382 | 100,05% | 20,01% |
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| 100% |
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| 100,02% |
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Actual Metrics | April |
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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 |
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Costaflores.com visitors |
| 8% | 5000 | 5000 | 100,00% | 8,00% | 4 |
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Token sales |
| 30% | 200 | 200 | 100,00% | 30,00% |
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Wine sales |
| 7% | 1200 | 1200 | 100,00% | 7,00% |
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Token Price |
| 6% | 400 | 400 | 100,00% | 6,00% |
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| 99% |
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| 99,00% |
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