Amplifying the Web3 movement

Transcript

Oh hello everyone thank you for being here my name is Julian I work as a freelance marketer specifically for web 3 crypto Antarian projects I want to thank the organizer for give me the opportunity to speak to you guys and thank you for being here ok so in this talk I will talk about marketing and communications specifically for crypto and web through web 3 projects so we if we want to amplify the bathroom as a movement we

first maybe want to sort of define it like what do we call web 3 as a movement then I'll talk about communications in general and my overall approach to to marketing then I present what's been done so far on my side and the projects I'm working on so I'm gonna go through two definitions of what 3 so the first the first one is this is Gavin woods definition of what 3 this his he's one of the initiator of and co-founder of ethereum and currently CEO of of parity technologies so his definition and I'm

just gonna read it well 3.0 is an inclusive set of protocols to provide building blocks for application makers these building blocks present a whole new way of creating applications this technology gave the user strong and verifiable guarantees about the information they are giving away what they are paying and what they are receiving in return so that's Gavin's definition for this web 3 and we're going to see one bennett's definition so one bennett's is the CEO and initiator of the ipfs project and here's his definition of the web 3 as a movement so what 3.0 is a

broad movement of associated technologies aiming to make the web and the Internet more decentralized there viable and secure so the goals of web 3.0 include trust less infrastructure removing intermediaries giving users powers and ownership of other data identity security and transactions and so from my point of view I mean I'm not I'm not an engineer I'm that uh-uh per se just a marketer ok well that's already seven years of experience on that and and so for me it's like basically like how to be how do we move

move forward and and sort of pushed for adoption from web to to web 3 technologies basically and so as a humble marketer like what can what could I do to to help on that so here's a few things a few things I've done in the recent months so what we can do as marketers is basically edit guides and tutorials and also help on the translation side so I've been editing a tutorial that's called my stupid token like how to deploy your own ERC 20 and

why so I know this can sound like maybe three years late somehow but I think it's very important for people especially for people outside of the community to really understand what's what's a behind and to experiment themselves these things because we you know we're talking about a lot of pretty trendy defied decentralized finance projects etcetera and I think the ERC 20 is one of the building blocks of this [Music] trend let's say so the tutorial is available by the way and I also had

added this this why because and and and you know because it's it's so easy to do today is so easy to do I mean you know this the the original one of the original promise of aetherium was to allow people to create their own currency and I think it was 40 or 50 lines of lines of code and today we have we have just this say about ten lines of code thanks to who opens airplane for deploying like very easily your own currency or asset or token I will I will work on this little projects

it's an ELC 20 vending machine so if you want to work on that to just reach out and are we also I will also work on a on a tutorial on how to deploy your website with ipfs and Ian so I'm going to talk a little bit about that so we talking about dogfooding here we I think it's important to use our own tools and so and so I've been trying although I'm not a developer I've been trying to deploy a website a static website on using these tools so you have Jekyll and Hugo these are SS G so static site generators so

just to make very simple static websites or blogs and personal websites and and then deploy with IP f with both ipfs and ENS the advantage being that it's not sensible and you they are so decentralized and and you basically you basically can you know you have all the control over this this data that you make available for everyone I just wanted to know to tell you that there is Alma net which is

decentralised website search engine so I encourage you to have a look at that and it is interesting you have dot eth domains that Opera browser and Status browser already support and I think brave also announced that they it will support this dot e th domains and so and so you can do that for blogs personal websites and also probably ecommerce [Music] again I think again I think it's important to simply experiment these

things I'm not saying that everyone should have their website this way but yeah it's important to experiment and also I want to I want to mention that I sort of rediscovered this this you know static website theme because I think I think today like this these websites are pretty like energy consuming and most of times is it is not useful so we does I sort of see here a way to also sort of save some energy and that's that can be that can make sense so I'm gonna okay so some some basic advices on

marketing that form crypto projects so when marketing when marketing that's a question that we hear sometimes on the network's most of time coming from token holders that you know won't the token and when the the price of the token to go up as soon as possible that's what they want so they just show up in the discussion channel and and just ask when marketing in a pretty aggressive way so that's pretty common in the crypt of space and and I and so and so here's like two

things maybe we should not do like sometimes we have like developers and engineers that things that that thing that we should shout as loud as we can and I think this is not a into this is not a thing to do in my opinion also you shouldn't be so sealing your token meaning that I think it's important to have if you have a token in your project by the way in maybe most of project this the the product itself would even like work better without a token so you you

know you really have to think like do you really need a token but if you have one I mean it's important to just for this asset to be available on several exchanges I think I think it's you know ERC 20s are super easy to integrate on on your exchange so so I find it a bit a bit weird this this this this kind of aggressive approach like to pay exchanges to you know to and to make the token available that's a that's a

certain kind of a strange approach to me but here's my sort of top five advices for web three projects so in my opinion we should first show the benefits of of the product this is this is pretty important because when we talk about adoption and specifically option of what I call relapse so relapse are in my opinion apps that actually make a change in people's life and so and so showing the benefits of a product

is something that we can work on we can get pushy and noisy at product releases because product releases are pretty important moments in a project life I think we should be responsive with our first users this is also very very important because this is people and testers take take some time to to try what you've been building and so this is so that it should get a quick response and I know this is not very original but but this is important

when you consider like an overall marketing strategy also it's important to update your targets as the product evolves so I don't I don't really like the word target but in marketing that's you know we have to name and in that sort of represent like the people we're talking with we're talking to and also reward the most active community members so I'll get back to that a bit later but this is this is really important like to sort of calibrate and frame these

contributions I'm going to talk about I'm going to talk about three three projects have been I've been working on in contributing to recently so the first one of them is a project I love it's called it's called occupy it means archipelagos and it's a very smart combination of two technologies so combination of tap node and substrate and they provide high availability for force taking so I strongly encourage you to simply check at the technical description of the project on occupant at IT and this is me this is a upcoming

some upcoming video of me unboxing this dab node the the sort of moto of the app node is that is that we beam we shouldn't be building castles on sand so we want to you know the you know just serve serve ourselves and and yeah so that's a project I've been contributing to Queiroz have been contributing in the past few weeks to their second sale they raised there is a fair amount of ETH in

two weeks they had a very successful storytelling bounties so we say before that we should we should show what's working right now but also tell about what's coming in the future and that you can you can you really can sort of engage your community to do that and Clara's did it you know in a very very smart way a very successful way as well so encouraging people to to write posts and and also even even some some memes etc that was that was really really interesting there the outcome of this experiment was really interesting also I've been working on the community

building in China that was tricky I used to teach Chinese like before 2013 and so and so I've been trying to to do some community management on WeChat WeChat is not really easy to to use but but we have to use we have to use WeChat because that's where people are and by the way I talked before of you know dogfooding and use our own tools but in marketing we we also have to be where people are and they are on Facebook on Twitter and obviously on WeChat I think building a network of ambassadors is a

very interesting approach for community building in China so this is this is also a work in progress and recently I've been contributing to this game that's called eternal it's a multiplayer dungeon crawler generated on the blockchain so everything is generated on chain so that's new rooms are generated on chain and it's inspired by classic texts and grid-based mu D so multi-user dungeons so your as a player you're in this dungeon and you go from room to room you battle monsters you can

play with with other with other people and and eventually grab some assets that you can then trade that you can then trade I think that's a I'm kind of a fan of this this game this is a snake listen that's a monster that you can encounter in this in this dungeon so I'm give a hand out on the alpha launch that was 70 keys distributed and 2500 dungeons generated so that was but I mean quite a

lot people spend a lot of time in this dungeon and that's already a very good sign they're launching they're preparing for the beta launch in in June if I'm not mistaken and on the only alpha launch the average gameplay was superior to to 17 minutes so people spend actually spend a lot of time on the on the game and they really provided a very valuable feedback and that was that was very interesting there was a very interesting experience in terms of community building I I also work on

on a down on a doubt for a major institutional partner but we're still sort of studying the relevance of this project and the collaboration with this specific institutional partner is not easy I would say because because we also have to you know present the technology and explain what's at stake etc and that's really not easy yeah I loved this this conference especially for for for the we had very interesting discussions about about marketing for aetherium so

so within this marketing marketing Dow and yeah we it's there was this question like should we should we push project spilt on ethereum or should we simply show what what you can do with with the theorem yes thank you for for your attention Thanks you talked about like what the different means of marketing that you used earlier like when you said we said like what are

the KPIs that that you did collect did you collect a peers like how did you know you're successful or not successful yeah that's a good question so basically the number of people joining the discussion channel that's one metric and also is it active it was very tough it was very tough to get this group active especially in the in the in the beginning because you you know you want to you to sort of attract people in this discussion Channel and you know had them involved and and so these two other metrics that we look at but I think an interesting metric

tu-tu-tu-tu-tu watch would be like how many out of out of these people joining the discussion Channel how many of them become in the case of Claire Rose become a juror or get more active or if they are developers like how do they like get involved and play around with with the product itself so that's that that is also a metric we supposed to watch does that answer the question oh yes they have they have their own have their own

channel already namely slag and telegraph and also several different languages for telegram and so their goal is basically adoption when the product is here it's you know usable and you have also several several kinds of you know courts and sub courts and several apps that are already integrated with kleros and so they want you know these to grow and also the overall number of jurors to to grow so that's the the

metric that they are looking at oh thank you thank you you