MAC: Digital Marketing KPIs 2020

In 2020, LFN is focusing on a digital marketing strategy. These are the proposed KPIs to measure that effort. 

LFN Webinar Series (2020)

The LFN Webinar Program has been extremely successful in generating community awareness and engagement around key LFN initiatives as well as garnering 1,297 new contacts/leads to supplement the LFN Salesforce Database for community engagement tracking and member prospecting. A 49% attendance rate is above the industry average which speaks to the timeliness and importance of the content. In September, we shifted to uploading webinar videos to the LF YouTube channel right after the event, making this content easier to find and generating another 4,147 views. We're now building out the webinar calendar for Q1 2021, with project launches and updates, whitepaper overviews, etc. 

LFN Events (2020)

Analysis: Participation in LFN Technical Events remains strong, particularly from ONAP and CNTT/OPNFV. The event in Prague was the largest technical (physical) event to date at the time (with 210 registrations). Switching to a a virtual format in the spring brought with it some challenges on engagement, but allowed participation from a greater number of community members (nearly 2x the attendees). For the June and September Technical Events, we secured additional participation from the OpenDaylight and Tungsten Fabric communities. ONES was successfully converted to a virtual event with higher registration numbers and event satisfaction as previous years. The current plan for 2021 is to have 1 ONES event the fall (physical, virtual, of hybrid). OSN User Group Meetups and OSN Days have been on hold in 2020 due to the global pandemic but we are exploring a physical event in Taiwan in December. In 2021, we'll reopen the program under with the new Bevy Platform.

Web (2020)

*Included 2H2019 for a benchmark. 

Analysis: In 2H2019, we began to evolve the LFN website from a simple high-level umbrella towards being a content-rich industry portal. We did this by reintroducing the newsroom (announcements, blog)  and enriching the content library (under the "publications" tab) for the LFN umbrella as well as the 8 LFN projects (as well as cross-posting on the project websites). The digital marketing focus in 2020 has doubled down on this strategy and significantly revved up the content engine as well adding 15 whitepapers, case studies, solutions briefs, reports, etc. In 1H2020 we see this strategy paying off as the % of traffic coming from organic search has grown from 15% in 2019 to 23% in 2020. An increased focus on the LFN social media has grown the proportion of traffic almost 3X from 2% to nearly 6%. The increased marketing/comms activities overall (SEO, content, social, campaigns, etc.) has significantly increased web traffic (2X+ Users, New Users, and Pageviews) and 4X+ increase in content downloads. In Q3, we saw web traffic and downloads for our 3 campaign pages take off, especially the paper on 5G with 200 Guide Downloads. Features in the LFN Quarterly Newsletter drove a substantial amount of views/downloads. 

Downloadable Content(2020)*