docs: add deployment checklist alongside status report
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Samuel
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# KubeCon Campaign & Content Rollout Checklist
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## March 13-27, 2026
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**Status**: Awaiting GitHub auth resolution
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**Ready**: 8 feature branches with 12+ social posts, 3 blog posts
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**Target**: Launch March 14, continuous deployment through March 27
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---
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## ⚠️ BLOCKING ISSUE
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**GitHub authentication not configured**
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- `get-github-token.sh` requires `GITHUB_APP_ID_HUGH` environment variable
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- No `gh` CLI available for fallback
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- **Resolution**: Set env var OR provide GH_TOKEN OR delegate to authenticated machine
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**Once Resolved**: Follow checklist below in order.
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---
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## PHASE 1: Git Operations (30 mins)
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**Responsible**: DevOps/Engineering
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**Trigger**: GitHub auth is available
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- [ ] Set `GITHUB_APP_ID_HUGH` env var OR configure GH_TOKEN
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- [ ] From `/paperclip/privilegedescalation/marketing/samuel/org-repo`:
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```bash
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git push origin social/2026-03-12-industry-commentary
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git push origin social/2026-03-10-why-we-built-these
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git push origin social/march-9-puretensor-batch
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git push origin social/2026-03-11-slow-burn-curiosity
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git push origin social/kubecon-eu-2026
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git push origin content/2026-03-11-technical-changelog
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git push origin docs/2026-03-13-status-report
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```
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- [ ] Verify all 8 branches appear in origin: `git branch -a | grep origin`
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---
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## PHASE 2: PR Creation (1 hour)
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**Responsible**: CMO or Samuel (once auth fixed)
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**Action**: Create PRs in this specific order (dependencies matter)
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| # | PR Title | Branch | Depends On | Timing |
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|---|----------|--------|-----------|--------|
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| #14 | [social] batch: Why We Built These — problem-solution narrative | `social/2026-03-10-why-we-built-these` | — | March 17 launch |
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| #15 | [social] batch: slow-burn curiosity — dashboard discovery angle | `social/2026-03-11-slow-burn-curiosity` | #14 merged | March 20 launch |
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| #16 | [social] batch: March 9 releases + PureTensor community moment | `social/march-9-puretensor-batch` | #14 merged | March 19 launch |
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| #17 | [content] changelog: March 9 releases technical deep-dive | `content/2026-03-11-technical-changelog` | — | Anytime |
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| #18 | [docs] status report: content inventory & deployment plan | `docs/2026-03-13-status-report` | — | CMO review only |
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| #20 | [social] batch: Industry commentary — ops culture hot takes | `social/2026-03-12-industry-commentary` | — | March 14 launch |
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| — | KubeCon posts already exist | `social/kubecon-eu-2026` | ready to merge | March 21 launch |
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**PR Creation Steps**:
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```bash
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# PR #14
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gh pr create --title "[social] batch: Why We Built These — problem-solution narrative" \
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--body "Explains the pain point each of our 6 plugins solves. Serves as context for KubeCon campaign. Ready for immediate posting."
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# PR #15
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gh pr create --title "[social] batch: slow-burn curiosity — dashboard discovery angle" \
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--body "Evergreen posts that seed curiosity without answering. Timing: March 20-22 (pre-KubeCon momentum)."
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# PR #16
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gh pr create --title "[social] batch: March 9 releases + PureTensor community moment" \
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--body "Celebrates our first organic star (PureTensor lab running Ceph). Ties releases to real adoption."
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# PR #17
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gh pr create --title "[content] changelog: March 9 releases technical deep-dive" \
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--body "Technical post for users who want release details. Versioning, breaking changes, upgrade path."
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# PR #20
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gh pr create --title "[social] batch: Industry commentary — ops culture hot takes" \
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--body "Establishes voice as operators who understand reality vs aspirations. Posts 1-3 ship immediately. Posts 4-5 risky/discuss. Posts 6-7 evergreen."
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```
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---
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## PHASE 3: Content Review (30 mins - 1 hour)
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**Responsible**: CMO
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**Action**: Review PRs and approve for merge
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**What to look for**:
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- ✅ Voice consistency (irreverent but credible, no corporate language)
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- ✅ Technical accuracy (verified against release notes)
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- ✅ Platform formatting (Twitter length, LinkedIn tone, Reddit conversational)
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- ✅ No legal/trademark issues
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- ✅ Timing makes sense for KubeCon strategy
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**Merge order**:
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1. #14 (Why We Built These) — provides context for later posts
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2. #20 (Industry Commentary) — establishes credibility early
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3. #16 (Releases + PureTensor) — community moment, timely
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4. #15 (Slow-Burn Curiosity) — builds momentum into KubeCon
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5. KubeCon branch — ready when conference approaches
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---
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## PHASE 4: Scheduling Setup (1-2 hours)
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**Responsible**: Operations/Social Media Manager
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**Action**: Import posts into scheduling tool
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**Tool Integration** (choose one):
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- [ ] Buffer
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- [ ] Hootsuite
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- [ ] Twitter/X native scheduler
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- [ ] Manual posting (not recommended for volume)
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- [ ] Other: ___________
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**Content to Import**:
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**THIS WEEK (March 14-19)**
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```
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March 14 (Thu): Industry Commentary Post 1 — Observability Theater
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March 15 (Fri): Industry Commentary Post 2 — 3-Line PR Bottleneck
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March 16 (Sat): Industry Commentary Post 3 — README as Docs
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March 17 (Sun): Why We Built These — Post 1 (Rook-Ceph)
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March 18 (Mon): Why We Built These — Post 2 (Sealed Secrets)
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March 19 (Tue): Why We Built These — Post 3 (Polaris)
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+ March 9 Releases Post 1 (Rook release news)
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March 20 (Wed): Why We Built These — Post 4 (Intel GPU)
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+ Slow-Burn Post 1 (Dashboard discovery)
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```
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**KUBECON WEEK (March 21-27)**
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```
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March 21 (Thu): Why We Built These — Post 5 (TrueNAS CSI)
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+ KubeCon Teaser Post
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March 23 (Sat): KubeCon Day 1 — Rook-Ceph deep-dive
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March 24 (Sun): KubeCon Day 2 — Intel GPU hot take
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March 25 (Mon): KubeCon Day 3 — Sealed Secrets UX+Security
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March 26 (Tue): KubeCon Day 4 — Ecosystem Thread (MARQUEE POST)
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March 27 (Wed): KubeCon Recap + CTA (star the repos)
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```
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**Reddit Post**:
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- [ ] Schedule `r/kubernetes` post for March 23 (KubeCon Day 1)
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- [ ] Title: "We built 6 Headlamp plugins for Kubernetes — storage, security, GPU monitoring. All open source."
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- [ ] Note: Cannot schedule Reddit posts; requires manual posting or thread bot
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- [ ] Backup: Post manually at 9am PT on March 23
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---
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## PHASE 5: Launch Monitoring (March 14+)
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**Responsible**: CMO / Samuel
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**Action**: Monitor initial posts for engagement/issues
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**March 14 Soft Launch**:
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- [ ] Post Industry Commentary Post #1 (Observability Theater)
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- [ ] Monitor for:
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- Reply volume (engagement signal)
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- Negative sentiment (adjust tone if needed)
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- Link clicks (traffic to plugins)
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- Retweets/shares (reach)
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- [ ] If strong engagement: Consider bumping post frequency
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- [ ] If low engagement: Debug (wrong platform? wrong time? wrong audience?)
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- [ ] Document learnings in slack/comment thread
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**March 21-27 KubeCon Monitoring**:
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- [ ] Monitor #KubeCon hashtag for:
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- Mentions of our plugins
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- People asking about dashboard tools
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- Competitors posting (Lens, Rancher, etc.)
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- [ ] If someone mentions a pain point we solve:
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- Consider quick reply with relevant plugin link
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- CC Samuel for potential follow-up content
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- [ ] Log all interactions for post-KubeCon report
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---
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## PHASE 6: Post-KubeCon Reflection (March 28+)
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**Responsible**: CMO / Samuel
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**Action**: Measure impact and plan next steps
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**Metrics to Track**:
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- [ ] Social media followers gained (Twitter, LinkedIn, Bluesky, Mastodon)
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- [ ] GitHub stars added across 6 plugins
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- [ ] Repository fork growth
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- [ ] Website traffic (from social links)
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- [ ] Mentions in r/kubernetes, r/DevOps, etc.
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- [ ] Plugin adoption signals (issues filed, PRs submitted)
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- [ ] Community commentary (screenshots, appreciation posts)
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**Content Opportunities Emerging**:
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- [ ] Did anyone deploy the plugins? (spotlight post candidate)
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- [ ] Did anyone fork/modify? (community contribution moment)
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- [ ] Are there feature requests? (product insight)
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- [ ] Did any Kubernetes influencers mention us? (follow-up engagement)
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**Prepare for Next Cycle**:
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- [ ] Samuel drafts "KubeCon Reflection" blog post (what we learned)
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- [ ] Next social batch topic: based on questions received during KubeCon
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- [ ] Engineering: Review plugin issues/PRs for triage
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---
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## Risk Mitigation
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**If GitHub Auth Remains Blocked Beyond March 15**:
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- [ ] Delegate push/PR creation to authenticated machine
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- [ ] Samuel continues drafting on local branches
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- [ ] CMO manually manages PR sequence
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**If KubeCon News Breaks Before March 21** (e.g., keynote announcement):
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- [ ] Samuel drafts reactive/tie-in post immediately
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- [ ] CMO approves and posts within 2 hours
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- [ ] Works even if PR system is still blocked (emergency posting)
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**If Post Engagement is Low**:
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- [ ] Check posting time (might be hitting time zone wrong)
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- [ ] Verify posts went live (scheduler didn't fail)
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- [ ] Ask: wrong audience? wrong platform? wrong message?
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- [ ] Adjust March 18+ strategy based on March 14-17 learnings
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**If Mentions Are Negative**:
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- [ ] Don't delete/argue
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- [ ] Log the feedback
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- [ ] Samuel drafts thoughtful reply (can be shared in DM or comment)
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- [ ] Review whether tone was misinterpreted
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---
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## Success Criteria
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**Minimum**:
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- All 27+ posts published on schedule
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- No duplicate posts
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- No broken links to repos
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- At least one plugin gains a new star during KubeCon week
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**Ideal**:
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- 500+ new Twitter followers during KubeCon week
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- 10+ new stars across plugins
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- At least one blog post shared by Kubernetes influencer
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- At least 3 GitHub issues opened with plugin feature requests
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- r/kubernetes post gets 50+ upvotes
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**Excellent**:
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- One plugin hits 10+ stars
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- Headlamp team notices and retweets campaign
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- One plugin featured in a third-party blog post or newsletter
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- Real adoption reported (teams running the plugins)
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---
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## Communication Channels
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**If Issues Arise**:
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- Slack: #social-media (Samuel)
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- GitHub: Comments on relevant PR
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- Emergency: Direct message CMO
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**Status Updates**:
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- Daily: Samuel posts progress in #social-media
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- End of week: Engagement summary to CMO
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- Post-KubeCon: Full metrics report
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---
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## Files to Reference
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- `/paperclip/privilegedescalation/marketing/samuel/org-repo/STATUS_REPORT_2026-03-13.md` — Full content inventory
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- `/paperclip/privilegedescalation/marketing/samuel/org-repo/social/` — All drafted posts
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- `/paperclip/privilegedescalation/marketing/samuel/org-repo/content/` — Blog posts
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---
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**Last Updated**: March 13, 2026
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**Status**: Ready to execute upon GitHub auth resolution
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**Owner**: Samuel (drafted), CMO (execution)
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