arkaos 4.26.0 → 4.27.0

package/departments/marketing/skills/sms-campaign/references/sequence-templates.md

@@ -0,0 +1,282 @@
+# SMS Sequence Templates
+
+Full copy templates with character counts, timing, and segmentation logic for every major SMS flow.
+
+> Character counts shown assume GSM-7 encoding. Emojis force UCS-2 (70 chars/segment instead of 160). All templates use `[Brand]`, `[FirstName]`, and `[short.link]` as substitution tokens.
+
+---
+
+## Welcome / Opt-In Confirmation
+
+### Send 1 — Immediate (after opt-in)
+
+```
+From [Brand]: Welcome! Here's your 10% off code: WELCOME10. Shop now: [short.link]
+Reply STOP to opt out, HELP for help. Msg & data rates may apply.
+```
+~155 chars / 1 segment (just). Footer required on first send.
+
+### Send 2 — 24 hours later (optional)
+
+```
+From [Brand]: Don't forget your code WELCOME10 — expires in 48hrs. Top picks: [short.link]
+```
+~108 chars / 1 segment.
+
+### Send 3 — 7 days later (optional, conditional on no purchase)
+
+```
+From [Brand]: Last chance for 10% off with WELCOME10. Expires tonight at midnight: [short.link]
+```
+~107 chars / 1 segment.
+
+---
+
+## Abandoned Cart (highest-ROI flow for ecom)
+
+### Send 1 — 30 minutes after abandon
+
+```
+From [Brand]: Hey [FirstName], you left something behind! Your cart's here: [short.link]
+```
+~95 chars / 1 segment.
+
+### Send 2 — 4 hours after abandon (if no purchase)
+
+```
+From [Brand]: Items in your cart are selling fast. Reserved for you for 24hrs: [short.link]
+```
+~98 chars / 1 segment.
+
+### Send 3 — 24 hours after abandon (if no purchase, discount allowed)
+
+```
+From [Brand]: Still thinking? Here's 10% off to seal the deal: SAVE10. Shop: [short.link]
+```
+~99 chars / 1 segment.
+
+**Notes**:
+- Discount on Send 1 trains customers to abandon. Reserve for Send 2 or 3.
+- Exclude customers who abandoned <$X in cart value or repeat abandoners (gaming the discount).
+- Stop sequence on purchase, opt-out, or 48 hours elapsed.
+
+---
+
+## Browse Abandonment
+
+### Send 1 — 1 hour after browse (single product or category)
+
+```
+From [Brand]: Still thinking about [product]? Take another look: [short.link]
+```
+~84 chars / 1 segment.
+
+**Notes**:
+- Trigger only after meaningful browse signal (3+ product views or 2+ min on product page).
+- Exclude if a purchase happened on a different product.
+
+---
+
+## Post-Purchase Flow
+
+### Send 1 — Immediately after purchase (transactional, separate consent)
+
+```
+From [Brand]: Order #12345 confirmed! We'll text shipping updates here. Track: [short.link]
+```
+~95 chars / 1 segment.
+
+### Send 2 — Day of shipment
+
+```
+From [Brand]: Your order's on the way. Estimated delivery: [date]. Track: [short.link]
+```
+~92 chars / 1 segment.
+
+### Send 3 — Day of delivery
+
+```
+From [Brand]: Your order should arrive today! Questions? Reply or visit [short.link]
+```
+~88 chars / 1 segment.
+
+### Send 4 — 2 days after delivery (marketing consent required)
+
+```
+From [Brand]: How are you liking your [product]? Share a review for 15% off next order: [short.link]
+```
+~108 chars / 1 segment.
+
+### Send 5 — 14 days after delivery (cross-sell, marketing consent)
+
+```
+From [Brand]: Goes great with your [product]: [related-item]. 10% off bundle: [short.link]
+```
+~99 chars / 1 segment.
+
+---
+
+## Win-Back (Lapsed Customers)
+
+### Send 1 — 60-90 days after last purchase
+
+```
+From [Brand]: [FirstName], we miss you! Picks we think you'll love: [short.link]
+```
+~84 chars / 1 segment.
+
+### Send 2 — 14 days later (if no purchase)
+
+```
+From [Brand]: Come back for 15% off your next order: COMEBACK15. Expires in 7 days: [short.link]
+```
+~106 chars / 1 segment.
+
+### Send 3 — 14 days after Send 2 (final, if no purchase)
+
+```
+From [Brand]: Last chance — 20% off ends tonight: COMEBACK20. We'll stop texting if you'd rather: reply STOP. [short.link]
+```
+~130 chars / 1 segment.
+
+**Notes**:
+- After Send 3 with no engagement, suppress for 90 days minimum.
+- After two full win-back cycles with no engagement, sunset (remove from active list).
+
+---
+
+## Promotional / Campaign Sends
+
+### Flash sale (single send)
+
+```
+From [Brand]: 24-HOUR FLASH: 25% off everything with FLASH25. Ends midnight: [short.link]
+```
+~94 chars / 1 segment.
+
+### Limited drop / launch
+
+```
+From [Brand]: New drop just landed: [product-name]. Limited stock, members get early access: [short.link]
+```
+~115 chars / 1 segment.
+
+### Holiday / BFCM (2-send sequence)
+
+Send 1 — Day of launch:
+```
+From [Brand]: Black Friday is LIVE — up to 50% off sitewide. Shop now: [short.link]
+```
+~92 chars / 1 segment.
+
+Send 2 — Day of (or evening, expiration push):
+```
+From [Brand]: Last 6 hours of BFCM savings. Don't miss out: [short.link]
+```
+~73 chars / 1 segment.
+
+---
+
+## Transactional / Account Notifications
+
+### Order confirmation
+
+```
+[Brand]: Order #12345 confirmed. Total $XX.XX. Track at [short.link]. Reply HELP for help.
+```
+
+### Shipping update
+
+```
+[Brand]: Your order #12345 shipped! Track: [short.link]. ETA [date].
+```
+
+### Delivery confirmation
+
+```
+[Brand]: Order #12345 delivered. Enjoy! Issues? Reply or [support-link].
+```
+
+### Auth code (2FA)
+
+```
+[Brand] verification code: 123456. Expires in 10 min. Do not share.
+```
+
+### Account alert
+
+```
+[Brand]: Sign-in from new device in [location]. Wasn't you? Secure: [short.link]
+```
+
+---
+
+## Re-Engagement / Reactivation (Subscribers Who've Gone Cold)
+
+For SMS subscribers who haven't engaged with any send in 60+ days.
+
+### Send 1 — Soft reactivation
+
+```
+From [Brand]: We've missed you, [FirstName]! Here's what's new: [short.link]
+```
+~80 chars / 1 segment.
+
+### Send 2 — Confirm interest (if no engagement)
+
+```
+From [Brand]: Want to keep hearing from us? Reply YES to stay on the list, or STOP to opt out.
+```
+~98 chars / 1 segment.
+
+After no reply: suppress for 60 days, then remove from active list. This protects opt-out rate metrics and reduces wasted spend.
+
+---
+
+## Replenishment (Consumables Ecom)
+
+For products with predictable usage cycles (skincare, supplements, coffee, pet food).
+
+### Send 1 — At expected reorder window (e.g., 28 days for a 30-day supply)
+
+```
+From [Brand]: Running low on [product]? Reorder in one tap: [short.link]
+```
+~73 chars / 1 segment.
+
+### Send 2 — 7 days later (if no purchase)
+
+```
+From [Brand]: Don't run out! 10% off your reorder of [product]: REFILL10 [short.link]
+```
+~92 chars / 1 segment.
+
+---
+
+## VIP / Loyalty Members
+
+Higher frequency, exclusive offers, early access — different cadence rules apply but quiet hours and STOP still required.
+
+### Early access
+
+```
+From [Brand]: VIPs get the new drop 24hrs early. Yours now: [short.link]
+```
+~72 chars / 1 segment.
+
+### Loyalty milestone
+
+```
+From [Brand]: You've reached Gold status! Your perks: 15% off + free shipping. [short.link]
+```
+~95 chars / 1 segment.
+
+---
+
+## Segmentation rules across all flows
+
+- **Suppress** customers in active sequences from promotional sends (no double-tap)
+- **Suppress** opted-out subscribers from everything (platform handles this)
+- **Frequency cap**: max 4–6 marketing sends/week per subscriber (lower for newer subscribers)
+- **Quiet hours**: 9am–8pm recipient-local time
+- **Cool-off**: After a discount-driven purchase, suppress promotional sends for 14 days

package/departments/marketing/skills/social-strategy/SKILL.md

@@ -8,8 +8,12 @@ description: >
   posts", "/mkt social <topic>". SKIP: the week-by-week publishing
   schedule -> mkt/calendar-plan (executes this strategy); engineering a
   piece to go viral -> content/viral-design; per-platform algorithm
-  optimisation -> content/platform-optimize.
+  optimization -> content/platform-optimize.
 allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
 ---
 
 <!-- arka:kb-first-prefix begin -->
@@ -21,11 +25,418 @@ allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
 
 # Social Strategy — `/mkt social <topic>`
 
-> **Agent:** Luna (Marketing Director) | **Framework:** STEPPS + Platform-Native Content
+> **Agent:** Mariana (Content Marketing Specialist) | **Framework:** STEPPS + Platform-Native Content
+
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`.
 
 ## What It Does
 
-Social media strategy: platform selection, content themes, posting cadence, engagement plan.
+Builds the social media strategy — platform selection, content themes,
+posting cadence, and engagement plan — and the content system underneath it.
+The goal is content that builds audience, drives engagement, and supports
+business goals.
+
+## Before Creating Content
+
+Gather this context (ask if not provided):
+
+### 1. Goals
+- What's the primary objective? (Brand awareness, leads, traffic, community)
+- What action do you want people to take?
+- Are you building personal brand, company brand, or both?
+
+### 2. Audience
+- Who are you trying to reach?
+- What platforms are they most active on?
+- What content do they engage with?
+
+### 3. Brand Voice
+- What's your tone? (Professional, casual, witty, authoritative)
+- Any topics to avoid?
+- Any specific terminology or style guidelines?
+
+### 4. Resources
+- How much time can you dedicate to social?
+- Do you have existing content to repurpose?
+- Can you create video content?
+
+---
+
+## Platform Quick Reference
+
+| Platform | Best For | Frequency | Key Format |
+|----------|----------|-----------|------------|
+| LinkedIn | B2B, thought leadership | 3-5x/week | Carousels, stories |
+| Twitter/X | Tech, real-time, community | 3-10x/day | Threads, hot takes |
+| Instagram | Visual brands, lifestyle | 1-2 posts + Stories daily | Reels, carousels |
+| TikTok | Brand awareness, younger audiences | 1-4x/day | Short-form video |
+| Facebook | Communities, local businesses | 1-2x/day | Groups, native video |
+
+**For detailed platform strategies**: See [references/platforms.md](references/platforms.md)
+
+**For hashtag limits and character counts**: See [references/platform-limits.md](references/platform-limits.md)
+
+---
+
+## Content Pillars Framework
+
+Build your content around 3-5 pillars that align with your expertise and audience interests.
+
+### Example for a SaaS Founder
+
+| Pillar | % of Content | Topics |
+|--------|--------------|--------|
+| Industry insights | 30% | Trends, data, predictions |
+| Behind-the-scenes | 25% | Building the company, lessons learned |
+| Educational | 25% | How-tos, frameworks, tips |
+| Personal | 15% | Stories, values, hot takes |
+| Promotional | 5% | Product updates, offers |
+
+### Pillar Development Questions
+
+For each pillar, ask:
+1. What unique perspective do you have?
+2. What questions does your audience ask?
+3. What content has performed well before?
+4. What can you create consistently?
+5. What aligns with business goals?
+
+---
+
+## Hook Formulas
+
+The first line determines whether anyone reads the rest.
+
+### Curiosity Hooks
+- "I was wrong about [common belief]."
+- "The real reason [outcome] happens isn't what you think."
+- "[Impressive result] — and it only took [surprisingly short time]."
+
+### Story Hooks
+- "Last week, [unexpected thing] happened."
+- "I almost [big mistake/failure]."
+- "3 years ago, I [past state]. Today, [current state]."
+
+### Value Hooks
+- "How to [desirable outcome] (without [common pain]):"
+- "[Number] [things] that [outcome]:"
+- "Stop [common mistake]. Do this instead:"
+
+### Contrarian Hooks
+- "Unpopular opinion: [bold statement]"
+- "[Common advice] is wrong. Here's why:"
+- "I stopped [common practice] and [positive result]."
+
+**For post templates and more hooks**: See [references/post-templates.md](references/post-templates.md)
+
+**For carousels** (Instagram carousels, LinkedIn document posts): See [references/carousel-frameworks.md](references/carousel-frameworks.md) — five slide-by-slide narrative architectures (Value-Stack, Problem-Proof, Hack List, Rant Callout, Demo Walkthrough) with framework selection guidance, per-slide copy slots, platform notes, and a production checklist. Pick the framework before writing slides.
+
+---
+
+## Content Repurposing System
+
+Turn one piece of content into many. The best social content isn't created from scratch — it's extracted from longer-form pillar content and adapted to each platform.
+
+### Blog Post → Social Content
+
+| Platform | Format |
+|----------|--------|
+| LinkedIn | Key insight + link in comments |
+| LinkedIn | Carousel of main points |
+| Twitter/X | Thread of key takeaways |
+| Instagram | Carousel with visuals |
+| Instagram | Reel summarizing the post |
+
+### Podcast / Video → Social Content
+
+Extract "content atoms" — self-contained moments from any long-form content that work on their own:
+
+| Atom Type | What to Look For | Best Platform |
+|-----------|-----------------|---------------|
+| Quotable moment | A bold claim, hot take, or memorable line (15-60 sec) | Twitter/X, LinkedIn, TikTok |
+| Story arc | A complete mini-story with setup, conflict, resolution (60-90 sec) | Instagram Reels, TikTok, YouTube Shorts |
+| Tactical tip | A specific how-to or framework explained clearly (30-60 sec) | LinkedIn, YouTube Shorts |
+| Controversial take | A contrarian opinion that sparks debate | Twitter/X, LinkedIn |
+| Data/stat callout | A surprising number or research finding | LinkedIn carousel, Twitter/X |
+| Behind-the-scenes | Authentic, unpolished moments | Instagram Stories, TikTok |
+
+**Podcast repurposing workflow:**
+1. **Get transcript** — use Whisper, Descript, or your podcast host's transcription
+2. **Mark timestamps** — flag the 5-10 best moments while listening or scanning transcript
+3. **Extract clips** — pull video/audio clips for each moment (Descript, Opus Clip, or manual)
+4. **Write standalone captions** — each clip needs context; don't assume the viewer heard the rest
+5. **Add subtitles** — most social video is watched without sound
+6. **Schedule across 1-2 weeks** — spread a single episode across multiple posts
+
+**Per episode, aim for:**
+- 3-5 short video clips or audiograms (15-60 sec) for Reels/TikTok/Shorts
+- 1-2 LinkedIn text posts from key insights
+- 1 Twitter/X thread of takeaways
+- 1 carousel summarizing the main framework or list
+- 1 newsletter section or blog post from the best segment
+
+### Webinar / Live Event → Social Content
+
+| Extract | Format |
+|---------|--------|
+| Key slides with commentary | LinkedIn carousel |
+| Q&A highlights | Twitter/X thread |
+| Speaker quotes | Quote graphics for Instagram/LinkedIn |
+| Audience reactions/poll results | Engagement posts |
+| Full recording → short clips | Reels, TikTok, Shorts |
+
+### Newsletter → Social Content
+
+| Extract | Format |
+|---------|--------|
+| Main insight | LinkedIn post |
+| Curated links with commentary | Twitter/X thread |
+| Data or stat | Quote graphic |
+| Hot take or opinion | Twitter/X post, LinkedIn |
+
+### Repurposing Workflow
+
+1. **Create pillar content** (blog, video, podcast, webinar, newsletter)
+2. **Extract content atoms** (5-10 per piece — quotes, stories, tips, data)
+3. **Adapt to each platform** (format, length, and tone)
+4. **Write standalone captions** (each post must work without context)
+5. **Schedule across the week** (spread distribution, don't dump all at once)
+6. **Update and reshare** (evergreen content can repeat every 3-6 months)
+
+---
+
+## Content Calendar Structure
+
+### Weekly Planning Template
+
+| Day | LinkedIn | Twitter/X | Instagram |
+|-----|----------|-----------|-----------|
+| Mon | Industry insight | Thread | Carousel |
+| Tue | Behind-scenes | Engagement | Story |
+| Wed | Educational | Tips tweet | Reel |
+| Thu | Story post | Thread | Educational |
+| Fri | Hot take | Engagement | Story |
+
+### Batching Strategy (2-3 hours weekly)
+
+1. Review content pillar topics
+2. Write 5 LinkedIn posts
+3. Write 3 Twitter threads + daily tweets
+4. Create Instagram carousel + Reel ideas
+5. Schedule everything
+6. Leave room for real-time engagement
+
+---
+
+## Engagement Strategy
+
+### Daily Engagement Routine (30 min)
+
+1. Respond to all comments on your posts (5 min)
+2. Comment on 5-10 posts from target accounts (15 min)
+3. Share/repost with added insight (5 min)
+4. Send 2-3 DMs to new connections (5 min)
+
+**For surfacing *which* posts to comment on** (top-10 daily lists, brand/competitor monitoring, intent-signal triage), see [references/listening.md](references/listening.md). Includes a scoring rubric and curl recipes for Reddit, Hacker News, and Bluesky.
+
+### Quality Comments
+
+- Add new insight, not just "Great post!"
+- Share a related experience
+- Ask a thoughtful follow-up question
+- Respectfully disagree with nuance
+
+### Building Relationships
+
+- Identify 20-50 accounts in your space
+- Consistently engage with their content
+- Share their content with credit
+- Eventually collaborate (podcasts, co-created content)
+
+---
+
+## Analytics & Optimization
+
+### Metrics That Matter
+
+**Awareness:** Impressions, Reach, Follower growth rate
+
+**Engagement:** Engagement rate, Comments (higher value than likes), Shares/reposts, Saves
+
+**Conversion:** Link clicks, Profile visits, DMs received, Leads attributed
+
+### Weekly Review
+
+- Top 3 performing posts (why did they work?)
+- Bottom 3 posts (what can you learn?)
+- Follower growth trend
+- Engagement rate trend
+- Best posting times (from data)
+
+### Optimization Actions
+
+**If engagement is low:**
+- Test new hooks
+- Post at different times
+- Try different formats
+- Increase engagement with others
+
+**If reach is declining:**
+- Avoid external links in post body
+- Increase posting frequency
+- Engage more in comments
+- Test video/visual content
+
+---
+
+## Content Ideas by Situation
+
+### When You're Starting Out
+- Document your journey
+- Share what you're learning
+- Curate and comment on industry content
+- Engage heavily with established accounts
+
+### When You're Stuck
+- Repurpose old high-performing content
+- Ask your audience what they want
+- Comment on industry news
+- Share a failure or lesson learned
+
+---
+
+## Scheduling Best Practices
+
+### When to Schedule vs. Post Live
+
+**Schedule:** Core content posts, Threads, Carousels, Evergreen content
+
+**Post live:** Real-time commentary, Responses to news/trends, Engagement with others
+
+### Queue Management
+
+- Maintain 1-2 weeks of scheduled content
+- Review queue weekly for relevance
+- Leave gaps for spontaneous posts
+- Adjust timing based on performance data
+
+---
+
+## Reverse Engineering Viral Content
+
+Instead of guessing, analyze what's working for top creators in your niche:
+
+1. **Find creators** — 10-20 accounts with high engagement
+2. **Collect data** — 500+ posts for analysis
+3. **Analyze patterns** — Hooks, formats, CTAs that work
+4. **Codify playbook** — Document repeatable patterns
+5. **Layer your voice** — Apply patterns with authenticity
+6. **Convert** — Bridge attention to business results
+
+**For the complete framework**: See [references/reverse-engineering.md](references/reverse-engineering.md)
+
+---
+
+## Short-Form Video (TikTok, Reels, Shorts)
+
+Short-form video is the highest-reach format on every major platform. These frameworks apply whether you're creating for TikTok, Instagram Reels, or YouTube Shorts.
+
+### Platform Specs
+
+| Platform | Optimal Length | Aspect Ratio | Key Difference |
+|----------|---------------|--------------|----------------|
+| TikTok | 15-60 sec | 9:16 | Trending sounds, raw/authentic feel |
+| Reels | 15-30 sec | 9:16 | Polished content, rewards saves/shares |
+| Shorts | 30-60 sec | 9:16 | YouTube SEO applies, searchable titles |
+
+### The 3-Second Rule
+
+You have 3 seconds to stop the scroll. Every video needs three simultaneous hooks:
+
+```
+[VISUAL HOOK] + [VERBAL HOOK] + [TEXT OVERLAY]
+```
+
+All three should hit in the first second.
+
+### Video Structures
+
+**Problem-Solution (15-30 sec):**
+```
+[0-3s]  Hook: State the problem
+[3-10s] Agitate: Why it matters
+[10-25s] Solution: Your method/product/tip
+[25-30s] CTA: What to do next
+```
+
+**List Format (30-60 sec):**
+```
+[0-3s]  Hook: "X things that [outcome]"
+[3-50s] Items: One every 5-8 seconds
+[50-60s] CTA
+```
+
+**Tutorial (30-60 sec):**
+```
+[0-3s]  Hook: Show the end result first
+[3-8s]  Overview: "Here's how..."
+[8-50s] Steps: Quick, clear instructions
+[50-60s] Result + CTA
+```
+
+### Caption & Subtitle Best Practices
+
+Captions increase watch time by 25-40%. Most social video is watched without sound.
+
+- **MAX 2 lines** on screen at once
+- **3-5 words per line**
+- Bold, sans-serif font with black outline
+- **Highlight key words** in a different color
+- Match timing to speech exactly
+
+Tools: CapCut (free), Descript, Captions.ai, Premiere Pro
+
+### Content Ideas by Type
+
+| Business Type | Video Ideas |
+|---------------|-------------|
+| SaaS | Feature demos (show outcome first), before/after, "Watch me do X in Y seconds" |
+| E-commerce | Unboxing, comparisons, how it's made, customer reviews |
+| Services | Process reveals, client transformations, myth-busting |
+| Personal brand | Lessons learned, controversial takes, day-in-the-life |
+
+### Common Mistakes
+
+1. **Slow hooks** — don't build up to the point
+2. **No text overlay** — many watch without sound
+3. **Poor audio** — bad audio kills retention instantly
+4. **Too long** — if it can be shorter, make it shorter
+5. **No CTA** — tell viewers what to do
+6. **Ignoring comments** — engagement in first hour matters
+
+**For video hook formulas and scripting templates**: See [references/short-form-video.md](references/short-form-video.md)
+
+---
+
+## Task-Specific Questions
+
+1. What platform(s) are you focusing on?
+2. What's your current posting frequency?
+3. Do you have existing content to repurpose?
+4. What content has performed well in the past?
+5. How much time can you dedicate weekly?
+6. Are you building personal brand, company brand, or both?
+
+---
+
+## Related ArkaOS skills
+
+- **`landing/copy-framework`** — longer-form content that feeds social
+- **`landing/launch-sequence`** — coordinating social with a launch
+- **`mkt/email-sequence`** — nurturing the social audience via email
+- **`mkt/marketing-psychology`** — what drives engagement and sharing
 
 ## Output