Merge pull request #4620 from mrbobbytables/update-event-marketing-role

Update event marketing rolebook

events/events-team/marketing/README.md

@@ -1,19 +1,24 @@
 # Marketing Lead Handbook
 
-This document defines marketing planning and activities needed to run a Contributor Summit.
+This document defines marketing planning and activities needed to run a
+Contributor Summit.
 
 - [Overview](#overview)
 - [Skills and Qualifications](#skills-and-qualifications)
 - [Responsibilities](#responsibilities)
+  - [Communication Channels and Property Access](#communication-channels-and-property-access)
 - [Documentation](#documentation)
 
 ## Overview
 
-As Marketing Lead, you are responsible for the overall marketing communications timeline. The role also includes ensuring all non-technical content (web, mail, physical prints) is correct and informative, and supporting the other roles (registration, content) as needed.
+As Marketing Lead, you are responsible for the overall marketing communications
+timeline. The role also includes ensuring all non-technical content (web, mail,
+physical prints) is correct and informative, and supporting the other roles
+(registration, content) as needed.
 
-- Time Commitment
+Time Commitment:
-  - 1-3 hours a week from 0-1.5 months in  
+- 1-3 hours a week from 0-1.5 months in
-  - 2-5 hours a week from 1.5 months-to event  
+- 2-5 hours a week from 1.5 months-to event
 
 ## Skills and Qualifications
 
@@ -26,16 +31,59 @@ As Marketing Lead, you are responsible for the overall marketing communications
 - Create a communication schedule - what, when, how, who  
 - Manage online presence - website, social media strategy  
 - Potentially recruit a social media coordinator role  
-- Provide updates on social media, mailing lists, and Slack throughout pre-, during-, and post-event  
+- Provide updates on social media, mailing lists, and Slack throughout pre-,
+  during-, and post-event
 - Assist with GitHub event repo adds and edits
 - Work with Event Lead on a recap blog
 - Determine signage needs and copy, coordinate with CNCF on explicit needs  
 - Create/update deck templates for curated talks and/or other purposes
 
+### Communication Channels and Property Access
+
+Communications to the Kubernetes Contributor Community should be sent from
+official Kubernetes accounts to ensure they reach the community. Mass messages
+from personal accounts can easily wind up being marked as spam.
+
+**Email**
+
+Mail should be sent from the contributors@kubernetes.io account. For access, work
+with the event lead who will coordinate with [SIG Contributor Experience leads] 
+to grant temporary access to the account for the duration of the event.
+
+**Twitter**
+
+Tweets can be sent from two accounts: [@K8sContributors] and [@Kubernetesio].
+
+Tweets targeting the greater Kubernetes community should use the [@Kubernetesio]
+account. Tweets using this account must be coordinated with the [CNCF]. Work
+with the CNCF events rep to schedule the tweets or put you in contact with
+the CNCF marketing members in charge of the account. Tweets using this account
+are often limited in the content and quantity that may be sent.
+
+Tweets targeting the current contributor base should use the [@K8sContributors]
+account. There are no restrictions with this account for the amount or kind of
+messages that may be sent. This account may be used for announcements,
+live-tweeting, pictures and more. Reach out to the Kubernetes [upstream marketing
+team] to schedule or use this account.
+
+
 ## Shadow to the Marketing Lead Role
-This role can include one or more shadows. The Marketing Lead can delegate/assign tasks to the shadows. The expectation from a shadow is to lead one of the events-team roles in an upcoming summit. The shadows to the Marketing Lead are responsible for handling all Marketing lead related activities in the absence of the Lead.
+
+This role can include one or more shadows. The Marketing Lead can delegate/assign
+tasks to the shadows. The expectation from a shadow is to lead one of the
+events-team roles in an upcoming summit. The shadows to the Marketing Lead are
+responsible for handling all Marketing lead related activities in the absence of
+the Lead.
 
 
 ## Documentation
 
-[Email comms used for Contributor Summit Barcelona, 2019](https://github.com/kubernetes/community/blob/master/events/2019/05-contributor-summit/communications.md)
+[Email comms used for Contributor Summit Barcelona, 2019]
+
+
+[Email comms used for Contributor Summit Barcelona, 2019]: /events/2019/05-contributor-summit/communications.md
+[SIG Contributor Experience leads]: /sig-contributor-experience/README.md#leadership
+[@K8sContributors]: https://twitter.com/K8sContributors
+[@Kubernetesio]: https://twitter.com/kubernetesio
+[CNCF]: https://www.cncf.io/
+[upstream marketing team]: /communication/marketing-team/README.md