MAC: Digital Marketing KPIs 2021

Owned by Brandon Wick
Last updated: Dec 09, 2021
3 min read

In 2021, LFN is continuing to focus on a digital marketing strategy. These are the proposed KPIs to measure that effort. 

LFN Webinar Series (2021)

LFN Webinars

Registrations

Live Attendees

Attendance Rate

YouTube Views

LFN Webinars

Registrations

Live Attendees

Attendance Rate

YouTube Views

Anuket Launch Event

312

140

49%

504

VPP in your home lab? Yep. Right now.

106

50

47%

954

5G Dynamic Network Slicing via Open Source Projects

253 

126

50%

1,839

NFV Deployments and the Path Ahead: An Operator Perspective

126

40

32%

354

ONAP Honolulu Is Here

229

199

87%

1,215

How to build secure Terabit Network Services with FD.io technologies

137

41

30%

554

Calico/VPP : Kubernetes networking with boosters

181

53

29%

1,307

Orange Deploys ONAP in Production

191

112

57%

504

Deutsche Telekom Deploys ONAP in O-RAN Town

205

84

41%

391

Intelligent Networking and the Thoth Project – Where do we go from here?

98

28

29%

225

Totals Year to Date

1,838

873

45%

7,847

Benchmarks (per webinar)

184

87.3

45%

785

Analysis: LFN Webinars continue to be an effective way to reach the open source networking audience covering a wide variety of LFN-related topics. Future webinars will look to focus on LFN project deployments, e.g. Orange's ONAP Powered Automation Framework. Posting the webinars on YouTube immediately after the event has been a successful at achieved several multitudes more views than the live broadcast. 

LFN Technical Events (2021)

LFN Events

Registrations

Live Attendees

Attendance Rate

Event Satisfaction 

LFN Events

Registrations

Live Attendees

Attendance Rate

Event Satisfaction 

LFN Developer & Testing Forum (February)

428

501*

117%

78%

LFN Developer & Testing Forum (June)

525

446

85%

85%

Totals Year to Date

953

947

101%*

82%

Benchmarks (per tech event)

477

474

101%

82%

Analysis:

TBD

*Some people attended without filling in the registration form.

LFN ONE Events (2021)

LFN Events

Registrations

Live Attendees

Attendance Rate

Event Satisfaction 

LFN Events

Registrations

Live Attendees

Attendance Rate

Event Satisfaction 

Open Networking & Edge Executive Forum

1,026

1,026

100%

95%

Open Networking & Edge Summit

661

541

82%

97%

Totals Year to Date

1,687

1,567

91%

96%

Benchmarks (ONE events)

844

784

91%

96%

Analysis:

In the spring we tried a new type of virtual event, the Open Networking & Edge Executive Forum (ONEEF). This proved to be a versatile, effective format to share thought leadership from top LFN members and industry luminaries. The LFN technical events (LFN Developer & Testing Forums) continue to be an effective medium for technical community collaboration with 500+ attendees/registrations at both events in 1H2021 and a growing event satisfaction rating exceeding the 80% goal. ONE Summit numbers in fall were tracking lower. Next year we are proposing a virtual ONEEF in the Spring and physical ONE Summit in the fall.

Web (2021)

LFN Website

Q1 2021

Q1+Q2 2021

Q1+Q2+Q3 2021

2021 Complete Year

LFN Website

Q1 2021

Q1+Q2 2021

Q1+Q2+Q3 2021

2021 Complete Year

Users

9,220

8,326

5,751



Pageviews

22,993

17,285

4,185



Downloads

908

370

263



Traffic Sources

-Direct

-Referral

-Search





Q1 2021

Direct: 29%

Referral: 24%

Search: 40%

Social: 3%

Q1 + Q2 2021

Direct: 29%

Referral: 19%

Search: 38%

Social: 8%

Q1 + Q2 + Q3 2021

Direct: 30%

Referral: 18%

Search: 37%

Social: 7%



Benchmarks (Users)







7,766

Benchmarks (Pageviews)







14,821

Benchmarks (Downloads)







1,451

Analysis: Website users and pageviews held fairly steady in Q1 + Q2 but downloads were down due to a reduction in downloadable assets. An active an effective social program grew the percentage of traffic from social sources from 3% to 8% earier this year. 

Downloadable Content(2021)*

Top 5 Content Pieces

Downloads

Top 5 Content Pieces

Downloads

2020 Year In Review

452

LFN Charter

409

CNTT Whitepaper

157

Bell Case Study

81

5G Cloud Native Solution Brief

54

White Paper: Intelligent Networking, AI and Machine** Learning

--

White Paper: NFV Testing and Automation**

--

White Paper: Intelligent Networking, AI and Machine Learning

100

ONAP 1-Pager

55

DT 1-Pager

49

Totals:

1,257

Benchmarks: 

157

*Note: This only includes downloadable content pieces from the LFN website. Does not include messaging docs, webpages, blogs, press releases, infographics, videos, etc.

**Note: We're possibly getting an error in Google Analytics on these papers. Not included in the stats for now. 

Analysis: New downloadable assets are landing in Q4 (EUAG Paper, Case Studies, etc.). 

Email (2021)

LFN Emails

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

LFN Emails

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

LFN Newsletters / Special Sends

  1. Delivered

  2. Unique Opens

  3. Open Rate

  4. Total Clicks

Sent via old platform / now archived



3/2: ONEEF Promo Email

  1. 24,616

  2. 5,835

  3. 23.9%

  4. 451

3/16: LFN Webinar Promo

  1. 25,356

  2. 4,152

  3. 16.5%

  4. 649

3/24: LFN Webinar Follow Up

  1. 88

  2. 39

  3. 44.8%

  4. 31

3/25: LFN Webinar Follow Up

  1. 241

  2. 130

  3. 54.2%

  4. 99

4/02: LFN Webinar Follow Up

  1. 121

  2. 62

  3. 51.7%

  4. 59

4/6: Q1 Newsletter

  1. 25,079

  2. 4,277

  3. 17.2%

  4. 595

5/10: LFN Webinar Promo

  1. 24,853

  2. 3,968

  3. 16.1%

  4. 503

6/3 LFN Developer & Testing Forum June Promo

  1. 47,883

  2. 10,989

  3. 23.1%

  4. 799

6/29 FD.io Webinar Promo

  1. 47,011

  2. 9,336

  3. 21.2%

  4. 636

Q2 Newsletter

  1. 43,513

  2. 9,451

  3. 21.7%

  4. 877











LFN Member Update

(Roughly Bi-weekly)

  1. Delivered

  2. Unique Opens

  3. Open Rate

  4. Total Clicks





Sent via old platform / now archived

2/23: LFN Member Update

  1. 214

  2. 64

  3. 30%

  4. 31

3/23: LFN Member Update

  1. 304

  2. 79

  3. 30.5%

  4. 21

4/13: LFN Member Update

  1. 300

  2. 134

  3. 26.5%

  4. 13

4/28: LFN Member Update

  1. 294

  2. 84

  3. 28.8%

  4. 14

5/12: LFN Member Update

  1. 294

  2. 73

  3. 25.1%

  4. 18

5/26: LFN Member Update

  1. 290

  2. 71

  3. 24.7%

  4. 17

6/22: LFN Member Update

  1. 285

  2. 68

  3. 23.9%

  4. 7

7/15: LFN Member Update

  1. 239

  2. 66

  3. 27.6%

  4. 25

8/4: LFN Member Update

  1. 283

  2. 65

  3. 26.9%

  4. 38

8/18: LFN Member Update

  1. 283

  2. 132

  3. 24.6%

  4. 8

8/30: LFN Member ONE Summit Update

  1. 228

  2. 70

  3. 29.4%

  4. 19

9/23: LFN Member Update

  1. 234

  2. 59

  3. 25.2%

  4. 15



















Analysis: In 2020/21, we've shifted the frequency of the LFN Newsletters to quarterly which feel like the right cadence. Average clicks per newsletter though has dropped below our target of 1,000 so I recommend we trying mixing up the subject lines a bit and explore using a new, simpler format like the LF Newsletter. We'll combine the Q3/Q4 Newsletter and use this new format (once we publish our main upcoming deployment stories). In between newsletter sends, the subscriber list has proven useful for select promotions, e.g. webinars, ONEEF, Technical events, etc. Roughly bi-monthly membership updates provide a more frequent touchpoint with the core LFN representatives but the open rate has hovered around 25%. We'd like to get this higher so we'll experience with some subject lines. 

Social Media (2021)

Twitter

Twitter

Jan - 21

Feb - 21

Mar - 21

Q1 2021

Apr - 21

May -21

Jun -221

Q1 + Q2 2021

Jul -21

Aug - 21

Sep - 21

Q1 + Q2 + Q3 2021

Oct - 21

Nov - 21

Dec - 21

Full Year 2021



Followers

913

966

1019

1019

1057

1207

1232

1,232

1262

1306

1364

1364











New

46

53

53

53

38

50

25

166

30

44

58

298











Growth

5%

6%

5%

16%

4%

14%

2%

36%

2.4%

3%

4%

45.4%











Mentions

25

22

40

87

13

12

15

127

11

15

11

164











Organic Impression

13.6K

13.8K

83.1K

110.5K

8.5K

12.5K

10.7K

42.2K

9.8k

18.8k

4.9k

75.7k











Total Engagement

159

195

347

701

129

175

117

1,122

174

118

128

1542











Link Clicks

77

91

150

318

34

46

35

433

50

47

38

568











Tweets

29

27

61

117

20

18

24

62

27

16

17

122









Linked In

Linked In

Jan - 21

Feb - 21

Mar - 21

Q1 2021

Apr - 21

May -21

Jun -21

Q1 + Q2 2021

Jul -21

Aug - 21

Sep - 21

Q1 + Q3 + Q4 2021











Followers

311

321

392

392

501 

561

595

595

619

634

646

646











New Followers

32

10

71

113

199

60

34

406

24

15

12

457











Growth

11%

3%

22%

36%

71%

12%

6%

125%

4%

2%

2%

133%











Organic Impressions

3260

1582

10,665

15,507

6,672

6,766

3,634

32,579

4628

3579

1524

42,310











Engagement

206

99

1764

2069

502

412

170

3,153

300

189

51

3693











Updates/Posts

8

7

19

34

14

17

14

79

18

12

8

117









Analysis: The LFN LinkedIn Channel has grown due to increased post frequency and engagement.

PR / AR / Comms (2021)

Activity

Q1

Q2

Q3

Q4

YTD Totals

Benchmarks

Activity

Q1

Q2

Q3

Q4

YTD Totals

Benchmarks

Press Releases

3

2

3





2.67

Press Clips

205

191

159





288

Aggregate Readership

247M

34M

12M





97.7M

Briefings

8

5

4





5.67

3rd Party Speaking Engagements

3

6

4





4.33

Analysis: Q3 remained active with 3rd party speaking engagements and briefings.