TLDR
The MMM workstream is requesting a total of 30k GTC for Season 13.
The focus for this season will be on:
- Building Gitcoinâs lean, mean web3 marketing machine
- Shaping and grow a leading web3 brand
- Supporting GitcoinDAO & Workstream initiatives
Progress so far
The goal of the MMM Workstream is to increase the awareness, engagement, and impact of Gitcoin, its Workstreams and its mission. We accomplish this by building sustainable channels, campaigns & content. If weâre successful, we will help establish Gitcoin as the worldâs preeminent community of web3 builders, building for the public good.
MMM was created in July 2021, in true bottoms-up fashion, via a Gitcoin grant. It has grown over the past 8 months to become a fully fledged Workstream with 6 core contributors and a talented, growing community of dozens of marketing personnel around the globe. Over the past quarter specifically, MMM has grown and evolved its mission significantly, from running grassroots meme & merch projects to where itâs now well-positioned to create & own the bulk of Gitcoinâs core events, products, and campaigns.
This past quarter, the MMM Workstream focused on building out a team of contributors, setting up scalable structures and delivering on the initiatives outlined in our previous Workstream budget. The following are notable deliverables from our Q4 budget period:
- The GitcoinDAOâs official weekly newsletter which aggregates updates from Workstream leaders and contributors across the GitcoinDAO ecosystem. Contains links and clear call to actions for both Stewards and contributors. Each edition is posted on the forum and via email. A succinct version is also posted on Twitter.
Social media channels:
- Includes Twitter presence and external communication via @Gitcoin & @GitcoinDAO. The MMM Workstream assists with comms for other Workstreams as well, including designs and hosting for the regular âPublic Goods Are Goodâ Twitter Spaces hosted by Alisha & Lani and regular comms for the Moonshot Collective.
- The Steward Report Cards provides the most valuable metrics on engagement for each Steward in the Gitcoin DAO. The back-end received a large upgrade as a stepping stone for the larger v2.0 upgrade thatâs in the works. Weâre exploring ways to provide deeper insight into both Stewards and Workstream through a collaboration with the Stewards Council initiative.
- A MMM development project launched in Q4 to aggregate and curate great memes on the topic of Digital Public Goods, Web3 and the culture and values of Gitcoin. A version 2 of the site with added features is currently in development.
- A short, ELI5 description of the GitcoinDAO vision and mission that will be used for onboarding & education for new contributors to find their way and get involved with GitcoinDAO.
Other items:
- The MMM Workstream continues to engage the community through bounties, community building, and virtual events such as Memepalooza. We have created over 500 memes, numerous POAPs and merchandise to expand the reaches of the Gitcoin brand. Weâve also worked closely with the onboarding team and other DAO-wide initiatives to assist with design, branding and marketing needs.
Treasury:
Funds spent to date from Q4 budget: 18,000 GTC
Funds to be carried over to Q1: 10,000 GTC, 2 ETH, 2,411 DAI
Continuing Activities and Proposed Budget
In the upcoming Season 13, MMM will take another significant step forward by establishing specific objectives for 4 key areas: Channels & growth, Brand, Workstream marketing, and Team management/health. This Season 13 budget request is designed to align with these goals and is split into 7 key areas: MMManagement, Software & tools, Events, Development, Brand & design, Content, and Growth.
This Season, we are formally adopting OKRs for Workstream priority setting and planning, with 4 key objectives laid out below. Our formal budget requests will follow these objectives and key activities.
Objective 1: Build Gitcoinâs lean, mean web3 marketing machine
Examples of key activities that support this objective:
- Revamp the welcome email program, retention program and enable âabandonedâ cart email
- Perform an a SEO and keyword analysis to identify top ranking goals, and create a content program and calendar that aligns to this
- Create web analytics tracking for GR13 to track conversions and make a tracking template for all marketing activities.
Objective 2: Shape and grow a leading web3 brand
Examples of key activities that support this objective:
- Develop and publish brand perceptions to focus marketing campaign content & Brand Guide to ensure our visual & written content is consistent across all marketing and brand design.
- Create pilot co-marketing project to create foundation for future partnerships
- Launch âCan Devs Do Somethingâ meetup in 5 cities with at least 120 participants & create a forkable program that allows community to host their own decentralized global meetups
- Shape Gitcoinâs external perception & grow our global media presence, potentially by hiring and onboarding a leading Web3 PR agency
Objective 3: Support GitcoinDAO & Workstream initiatives
Examples of key activities that support this objective:
- Expand connections and collaborations with Workstreams, and ensure every Workstream has a designated marketing point of contact
- Establish a streamlined marketing resourcing request process
- Host and promote community-building virtual events such as weekly contributor meetups, happy hours, community hangouts etc
- Create and promote digest of key DAO activities to increase stakeholder understanding & engagement
Objective 4: Grow & support team health and accountability
Examples of key activities that support this objective:
- Recruit 3 top contributors - core and project-based. Ensure clear process for posting & completing work and prompt contributor compensation
- Propose, refine and gain approval for 2022 Q1 marketing plan including budget, OKRs and project plan
- All core contributors create & publish accountabilities, and receive regular performance feedback from peers and workstream leads
- Empower contributors to start and lead grassroots initiatives with minimal ongoing management
Clarification re: organizational changes:
For the past several months, Gitcoin has had two marketing teams: one run by Sean MacMannis in Gitcoin Holdings, and the Gitcoin DAOâs MMM workstream. We plan to consolidate into one team in the current quarter. All marketing headcount and resourcing related to non-revenue generating products that are currently being staffed/subsidized by Gitcoin Holdings, will move into GitcoinDAO.
We anticipate that all core marketing contributors will move to the DAO on or around April 1, 2022 as part of this organizational alignment. Therefore, this budget request includes only one month of compensation for the following 3 core contributors: Sean MacMannis, Fred Mannen, and Jonas Jahnsson. Future budgets are expected to increase as a result.
Budget Breakdown
MMManagement | 13k GTC
- MMM-Workstream stewardship
- Team ops, coordination and management, onboarding, treasury management and accounting
- Cross Workstream collaborations & project management
- Cross-DAO collaborations
Software and tools | 2k GTC
- Marketing SaaS & tools
- Gas costs
Events and community engagement | 4k GTC
- Developer meetups
- Contests and bounties
- Virtual events
Development | 8k GTC
- Steward report cards v.2 - adding metrics & functionalities
- DAOMart - A novel way of rewarding delegators and contributors with merch & NFTs
- Memes.party v.2 - Aggregating, editing and sharing regen memes to boost our message
Brand & design | 8k GTC
- Full-time design lead (TBH, expected April 1, 2022)
- Retained PR agency (expected March 1, 2022)
- Part-time design contributors
- POAP design bounties
Content | 3k GTC
- Gitcoin DAO Digest
- Blog posts
- Social media marketing
Growth | 2k GTC
- SEO Audit
- Experimental acquisition campaigns
On behalf of the MMM Workstream, weâre proposing a budget of 40,000 GTC covering Season 13 from February 1 - April 30, 2022. Our current Workstream treasury balance is 10,000 GTC. Therefore, our request to the stewards is for 30,000 GTC for Season 13 (0.6% of the current GitcoinDAO treasury).
Thank you for your review. If you have any questions or feedback about this budget proposal, please comment below.
Signed by the MMM Workstream co-leads,
Brittney, Fred & Sean