Working with MarCom for writing/editing/proofing

Hi Marketing Team,

As you know some teams use Asana and others use Fogbugz for managing tasks. We have decided that MarCom will be using Fogbugz to manage copy requests. This represents a chance to how many of you have been working. From now on, use Fogbugz (not email or Asana) to make MarCom requests. NOTE: this does not affect requests for social posts.

Here’s what you do:

  1. Log-into Fogbugz
  2. Create a “New Case” & give it a title
  3. Set “Marketing Communications” as the project
  4. In the Area field, choose from 2 options: “write new copy” or “review existing copy ”
  5. Select “Marketing Deliverable” as the category
  6. Select a subcategory in the “Marketing Deliverable” field (eg. Blog, email, footer ad, etc.)
  7. Include project details in the “description” field
  8. Attach any relevant files
  9. Assign a due date & time
  10. If your request is related to a project, add a link to the project’s Wiki page in the “spec” field

Once you’ve created a case, Jayson will review it and assign it to a writer. MarCom has developed a workflow for how copy will move through their team. When they send copy to you, they’ll upload it into Fogbugz, assign the case to you and provide directions on what the next step is (i.e. “please let me know if you have any feedback”, “this is ready to go to design” or “this is ready for approval”)

Why is MarCom moving to Fogbugz?

A few reasons.

  • Fogbugz has due-dates & TIME (especially important for David Davidson).
  • Fogbugz makes it easy to keep track of who has made what edits and confirm if copy has been proofed and editorially reviewed.

Because Fogbugz was created for developers, there are differences to the terms that are used to describe things:

  • The “Project” field is equivalent to our teams (MarCom, MarTech, etc.)
  • The status “Ready for QC” is equivalent to “Ready for Final Proof”
  • The “spec” field is the equivalent to “Project’s Wiki page”

How to Keep Your Cases from Getting Lost

Fogbugz gives you some good visibility on the status of a task you’ve sent to MarCom. If you subscribe to the case, it will also give you an update every step of the way. Fogbugz users in the past have complained about cases getting lost. Here’s how to keep that from happening:

  • The “owner” is responsible for the next step. So, if you are the project manager for a case it will be assigned to you when feedback/input is needed or when it’s “ready for approval”. This takes it out of the MarCom team member’s queue. When you’re ready for them to take the next step you need to move the status to “active” and assign it back to the MarCom team member. (You can see what cases you own by looking at the “My Cases” filter.)
  • Keep dialog about an item in the case. This means commenting in the case or replying to an email from Fogbugz (keeping the Fogbugz email and subject line the same).
  • Ownership on a case should not move between teams but it should, and will, move back and forth between the person who is the project manager, the person doing the work, their team lead and the person proofing (QC’ing) the work. If you have something that requires action from multiple teams (i.e. both MarCom and MarTech) create separate cases for each team.
  • Update your settings to auto subscribe to cases that you create so you’ll get emailed anytime someone does something on a case that you own.
    To do this, select ‘My Settings’ then “subscribe”. Select “Add New subscription” and select the “– ANY ITEM I CREATE –“ Need a visual? Check this out and this also. (Depending on the volume of cases you create you may want to create a filter in Outlook.)

 

If you’ve not used Fogbugz before, here is a rundown of what you need to know.

Accessing Fogbugz

You should already have an account, but if not email Marketing Requests, and Vanessa will get you one.

URL: Fogbugz.logos.com

Username: the username you use to log into your machine (for me it’s krista.veteto)

Password: the password you use to log into your machine

For Power-Users

I suggest saving a filter that shows you all the open (i.e. not completed) cases that you are subscribed to by due date. This link is a filter I created to do this. If you’re logged into Fogbugz and click on this link, you should see a button on the top right that says “Save”. By clicking this button you can save this filter and it will show up in the Filters dropdown menu. Need a visual? Check this out

Sample Case

MarCom put together a sample Fogbugz case that shows how copy will move through their workflow. You can check it out here: https://fogbugz.logos.com/default.asp?74303#edit_0_74303

For the sake of this case:

  • I was the project owner
  • Tayler was the writer
  • David was the proof reader
  • Jayson was (is!) the team lead

I’d love to know if this is useful for you as you get up-to-speed on using Fogbugz for MarCom requests.

Thoughts on Data and Reporting

Reports cannot answer questions for you, or rather data cannot. Reports exist to show data in a way that is useful. Developing the skills to understand data, what the data shows, and more importantly understanding what the data does not show is a skill that everyone should learn.

What I mean by this is that I want everyone to have a realistic view of what data and reporting is. It is information. It can either be presented in a useful way or not (and hopefully we can get our reports created in a useful way).

Many questions that we (as marketers) pose are about intent not behavior. Data can only describe what is (behavior), not why it is (intent). Careful, thoughtful, thorough analysis of data can produce theories of why (intent) that can then be tested for validity. This is a key important thing about data that needs to be understood. When you are looking for a report to tell you why, you are looking in the wrong place. So rather than asking “what makes a customer do X” ask “what are the traits of customers who are most likely to do X based on our current data”. The best way to get a why answered is to ask our customers (that is why surveys are so useful).

Further, data changes; which means the answer is always changing. What is true today may not be true tomorrow. However, tracking answers over time is useful as it can reveal useful things. This is called trending. When looking at data trends you want to try to spot disruptive changes, identify what caused those (data does not tell you this, analysis does), and use that information as a basis for decisions.

Finally, when it comes to identifying customer funnels, it is best to look at them as an ideal rather than an absolute. That is to say that the analysis of data should show the most likely pathway a customer takes, this is our ideal funnel (it is not ideal in the sense of preferred, but ideal in the sense of what takes place the most often). But there are always going to be exceptions to the funnel; and we may find that our most profitable (preferred) funnel is different than the current funnel. That should prompt change.

Tracking Videos with GLT

Dan is asking us to answer two questions about videos:

  • Are we making the most of the investment we are making in videos?
  • Are we making the right level of investment in videos?

Based on the way we’ve been tracking videos we can’t answer either of these questions. Going forward we have a plan for analyzing videos. To do this, we need you to do the following.

When requesting, or project managing, a video from design you need to provide them:

A name for the video.

  • Be as specific as possible
  • We will use this name to track ROI and analyze results

A pretty URL that will go in the video. The GLT in the pretty URL need to be tagged:

  • Source: video
  • Medium: video
  • Content: video-[videoname]_[promotionname]
  • Campaign: just the business unit. You don’t need to add the year or the quarter

A pretty URL that will go on YouTube in the description text below the video. The GLT in this pretty URL needs to be tagged:

  • Source: YouTube.com
  • Medium: Social
  • Content: video-[videoname]_[promotionname]
  • Campaign: just the business unit. You don’t need to add the year or the quarter

Note: if you need a pretty URL for a non-Logos brand, submit your request to MarTech.

 When the video is finished, the video team will provide you with three different links to the same video/cut:

1)      A link to the video on YouTube.

2)      A link to the video in Wistia with a CTA button at the end of the video that viewers can click to go to the pretty URL.

  • Use this link when the video will live on a website/blog that is on a different domain than where the pretty URL will direct (i.e. when posting a video on blog.logos.com who’s pretty URL directs to logos.com OR when posting a video on Faithlife.com that directs people to FaithlifeStudyBible.com)

3)      A link to the video in Wistia without the button

  • Use this link when the video goes on the site where the pretty URL directs (i.e. a video posted on a product page on Logos.com)

For links that are on the same page/blog as videos OR that are part of a call to go watch a video (social post, email, etc.)

  • Use the normal GLT naming convention for source, medium and campaign
  • Add “video-[videoname]” to whatever else you want to put in the content portion of the GLT
  • NOTE: do not do this on pages that live on the same site that your link is directing to

Here is a set of examples.

For the sake of this example, assume that all of these videos direct to Logos.com as the CTA/Pretty URL at the end of the video are GLT:

http://www.logos.com/5/family?utm_source=video&utm_medium=video&utm_content=video-familyvideo_logos5launch&utm_campaign=logos

Landing Page with Video GLT Example

Landing Page with Video GLT Example

You Tube Video GLT Example

You Tube Video GLT Example

Logos Blog with Video GLT Example

Logos Blog with Video GLT Example

Facebook post with video GLT example

Facebook post with video GLT example

Email with Video GLT Example

Email with Video GLT Example

To Learn More Check Out: