Everything about Web3 marketing

Original title: "All about Web3 Marketing"

原文作者： Yudee（ @yudeewxy）, WXY 创始人

About the author: Yudee, founder of WXY Marketing Consulting. With more than 15 years of marketing experience, he has worked in Ogilvy & Mather, Tencent, 36Kr, Meituan and other platforms. In 2017, he joined Web3 and founded his own marketing consulting firm WXY in Singapore, serving over 300 projects such as dYdX, Klaytn, Tron, KuCoin and many more.

Web3 Sometimes mysterious represents the future, sometimes full of darkness and deception. Web3 is closely related to technology and finance, which represent the direction and humanity of today's world. A lot of people say that Web3 is the transfer of ownership of data, and I think that in addition, Web3 is the reconstruction of many organizational structures, interest relations, resource allocation and so on in the society. In the current common crypto field, Web3 represents the change of the relationship between capital, market, users, investors, institutions and so on.

Web3 is on the rise, with various advocacy projects coming along. At present, most of these projects do marketing along the traditional coin circle, which is very stereotyped and inefficient. The average project spends $100,000 or even hundreds of thousands of dollars on initial marketing, but most of the results are not as good as the results of the last big firm or crazy Pull. This is a misunderstanding, or most Web3 entrepreneurs a business ability short board. Efficient marketing can help the project get twice the result with half the effort, and can reduce the comprehensive operation cost of the whole project life cycle. The author presents more than 5 years of blockchain marketing experience, hoping to help the project parties to avoid detour and improve efficiency.

Let's start with the mapping of Maslow's theory in Web3

According to Maslow's classical theory, people have five levels of needs, from bottom to top: physiological needs, safety needs, love and belonging needs, respect needs, self-actualization needs. All marketing needs to be promoted according to the needs of target groups. But with Web3, things have changed slightly. The logic is the same, the human nature is the same, but as far as the current mass market is concerned, 90% of it is the bottom-level need to make money, and 10% is the higher-order need, such as special, interesting, self-worth realization, etc. With that said, Web3 entrepreneurs and marketing teams now have to wonder what needs your project is meeting in your target market, or both, and how to communicate to which groups.

Without tokens, without the monetization effect, Web3 wouldn't have grown so fast, and the talent in the industry would have dropped by 90%. Therefore, when drawing the cake for the project, the project side should not only look up at the stars, but also keep their feet on the ground. It is important to pay attention to how to make some public investors make money, and at the same time, wrap the story with a good candy wrapper to make the public accept. It's the only way to get word of mouth and recognition.

Of course, there are many geeks and pioneers who are always exploring new things, so they are willing to continue to experience all kinds of new and interesting things, and at the same time, they will show their difference from the traditional world and reflect their sense of superiority. This part is a small minority, but it has a much higher presence density in Web3. In particular, the project with special value and innovation must find this part of users in the dissemination, and include them as early community members. Most of them will also be the seed dissemination nodes of the project.

There are a lot of young people in this field, young enough to be writing analysis articles for investment institutions while still in the internship stage. But as such, the spread of the field must align a sense of value with the expectation of making money. Let these young people feel that they can not only make contributions to the industry, realize self-value, but also reverse the fate of wealth and freedom of the channel. If a project can do this, it has a tight grasp on the basic needs of its target market.

A good narrative

It's the ability to tell a story, but the "story" here is not the story of the start-up, not the past, but the expectation of the future. Narrative is the brand for the industry, for the market painted a better blueprint, and how to achieve, commonly known as "painting the pie", let the market identify with their own project concept, mission, vision, become the brand buyers, users and advocates. Most likely, when a new project is set up, it wants to become the most valuable brand in the industry. It must do at least one of the following: create a new track, be a good complement to the existing track, and be better in a homogeneous project. Throughout the life of the project, the founder needs to let the market know the macro narrative of the project. It is needed when no one knows the project at the beginning, and it is also needed when the project enters the second growth curve in the middle.

Chainlink is a good example of a narrative: in the early days of the project, when DeFi ecology was starting to take off, Chainlink's narrative was that of the "prophecy machine", which is not a new word, but a very mature concept in the traditional field, Wikipedia: The oracle can be thought of as a Turing machine connected to an oracle. A prophet is an entity that can answer a particular set of questions, often using a particular subset of natural numbers A to represent the question. A seer can perform a number of operations that are special to ordinary Turing machines, and can obtain the question "Is x in A?" by asking the seer. The answer to a question of this particular form. It's very complicated to read, but one of the most important logic is the interconnection of data.

Chainlink is a decentralized prognosticator project that delivers real-world data to the blockchain in the safest way possible. Chainlink created an industry application that is easy to understand in the DeFi world, allowing the market to instantly understand part of the explicit function of the prediction machine. Even the market gradually thinks that the prediction machine is Chainlink, and the category is equal to the brand, which establishes a very high competition barrier. Chainlink has now become the leading brand on the blockchain predictor circuit, but the business itself is expanding beyond the predictor to larger narratives.

From several cases, it can be found that there are several criteria for a good narrative:

- There is macro logic.Enter a seemingly reasonable imagination space in the future, and bring the audience into this space. In the logical space, the audience is very easy to think along the narrative ideas of the brand, so as to identify with the brand concept.

- Good brand positioning:Positioning can be deduced from a number of angles, the market also has a lot of positioning theory, can refer to. Because of my working experience in Ogilvy & Mather, the positioning theory I often use is the triangle positioning method, which means that the positioning strategy can be promoted from three perspectives: product, audience, and benefit/value.

- Having a difference:A good narrative must be different, or challenge existing brands or go in different directions. No one pays attention to the stereotypical narrative or positioning, and people usually remember the first or the best.

- Inspiring/inspiring:Good narrative description will be more enlightening, give a person a suddenly enlightened, "clap the thigh" feeling. For example, "distributed computer of Ethereum", the first time to hear, is that feeling, "although I do not understand, but greatly shocked, and will be willing to accept". It will attract more thoughts and recognition from the audience.

- It's self-propagating.My Ogilvy and Mather grandfather told us, "A mediocre idea is like a ship on the sea at night. Nobody knows it." The same is true of narrative and positioning. Mediocre strategies and descriptions will only increase long-term operating costs, while short-term laziness will lead to long-term problems. The narrative/positioning/strategy with creative and spreading power must be thought out by the founder with a lot of energy, rather than written on the PPT in a perfunctory way.

-Supported by technology/possible. This is also extremely important, otherwise it becomes castles in the air or unconvincing. If the technology of the project can partially explain the implementation path, the sense of trust in the community and the effectiveness of communication will be greatly improved. Still take Ethereum as an example, the white paper of Ethereum in 2014 will mark the future road monument very clearly:   Frontier, Homestead, Metropolis,   Serenity, which shows community developers and the general public that Ethereum has a clear path, and the world is looking forward to it.

- There are clear applications in the current industry.Some of these projects have already had some industry applications when they were promoted, and these applications are important to the marketing package and are part of the factual basis.

- The network is malleable and can drive the synchronous development of various collaborative fields structurally and depend on each other.

Clear values

People without addiction can not be handed in, the brand is the same. Give up one group to gain another. The more cutting-edge you are, the more likely you are to be biased, and this bias can easily be caused by the values the project promotes. However, the project side should not deliberately try to please all groups because of the existence of such prejudice. All the efforts to please means that there is no direction and it will cause dissatisfaction in the community. At the same time, moderate prejudice is the basis of making money for the believers in the community, and all the things that are recognized without prejudice have no chance to make money for the ordinary people. Therefore, some projects are very suitable for creating some unique and different brand flavor, from logo design, font style, visual system, communication character, words and deeds from China to the outside, to the value system.

A sense of identity, belonging, ritual

There are many ways to create these feelings in Web3, either through technology or through differentiation.

- NFT.In 2021, BAYC's head briefly became a symbol of rich Web3 bigwigs. BAYC originated from the yacht club in Miami, USA. Most middle class Americans, after a lifetime of work, hope to buy sports cars, yachts, leisurely fishing and live a rich life in Miami after retirement. The idea has coalesced around a similarly inclined middle class. In the era of NFT, BAYC borrowed this sentiment well and formed the ideological representative of these people with weird but sophisticated designs. This fits very well with human nature, both in traditional societies and in the Web3 era. From the American Express black card, to the icon next to your Linkedin/Weibo profile picture, to the NFT profile picture, this idea is proven to be effective. Project owners need to think about how their projects can stand out from the many identity and ritual experiences that are emerging in the industry and gain a following in the community.  

- On the basis of the sense of identity is the sense of ritual, the appropriate sense of ritual can also bring a sense of belonging to the community.比如币安大客户，节假日的时候都会收到各种来自印着币安 logo 的礼物，这种精心设计的礼物其实就是一种仪式感，这与追女朋友花心思送礼物并无两样。时不时的仪式感会让社区觉得收到重视，反过来，他们也会更加重视项目，他们更会主动的成为项目的自来水。

Facts and Emotions

Don't be naive, mass communication has never been purely factual. Facts are only the basis for dissemination, and the contents that are easily circulated are often in line with the public sentiment at that time, while the logic and facts contained in the contents are only clues to organize and string these sentiments. Mass communication must hit the public or community mood. A good marketing team should observe micro community sentiment and macro market sentiment every day. Generally speaking, there is not much difference between the two. Whether it is in the face of the cold market mentality in the bear market, the exaggerated boast of a certain project can become rich overnight, or the promotion of a very stable product in the great bull market, it is not appropriate. People will feel that "my pants are off, so show me this?" . Do you still remember the marketing campaign of "escape from Beijing, Shanghai and Guangzhou" in 2016? It was a hit against the background of the high housing prices in first-tier cities and the high living costs of young people who were struggling with their feelings.

Marketing needs leverage

In the Crypto circle this is called "with small Boda", in the field of marketing, more known as "42 dial Qianjin".

- Good idea.Competition in the traditional world has been fierce for a long time, and brands rely on agencies to design brand ideas. Every year, major advertising festivals and media such as Cannes and Oneshow launch creative awards and showreels of the year, and many of these cases have helped the brand to achieve great success and reputation in the regional market. The marketing of Web3 circle is still in a relatively rough stage, and it starts from a small community. However, with the development of the project and the increase of mass communication, good ideas will be more and more needed by the project side. There are very few great ideas in the Web3 world to look at, but this is where the project is going to focus in the next few cycles.  

- On the thighs.「大腿」可以是人、也可以是事、是什么都可以，重要的是能傍上。好的结合会给品牌带来 1+1 远大于 2 的效果。在 2021 年初 NFT 感念刚刚点燃的时候，有一位美国艺术家，Beeple，通过与 Christie』s 合作，将其作品「Everydays」拍卖出了 6900 万美金的天价，这是在世艺术家作品拍卖第三高价。当然，Beeple 成功的因素有很多，但其中一条脱离不开与 Christie』s 合作，凭借与著名拍卖行的合作，为行业带来了第一次震撼。

- Cooperate with mature products.Not every project partner has the ability and opportunity to work with the head office and big shots, but with effort, it is possible to create collaborative relationships between projects in the industry. Good cooperation can help both projects open up the market at the same time, and set up a project feasibility case for the industry.

-Tracking or creating buzz。除了蹭热度，创始人或者营销团队还应该自己造热度。比如 Elon Musk 收购 Twitter，正常的收购绝对就是安安稳稳的交接就好了，但营销能力如 Elon Musk 这种人物，绝对不会轻易放过这样的机会，他在入驻当天抱着洗手池走入公司大堂，还用视频记录下来上传 Twitter。这个事情给本就在热点上的这个事情带来了二次传播，甚至很多网友创作了一些 meme 表情包，再次推向热点。当然，不是每个热点都要捕捉，也不适合。追踪热点的时候要注意是否与品牌调性相匹配，同时要考虑负面风险。

Lunch trap

- What's really for sale? And what does it really take?We can learn from the traditional IT and Internet fields. In 2000, when the IT and software industry just began to rise, the legitimate software was required to pay for, but Chinese people did not pay for the habit of buying, resulting in a large number of pirated software, not to say poor quality, and a large number of risks of virus infection. With the development of mobile Internet, the business model has changed. Due to the substantial reduction of production cost, C-terminal hardware devices are often given as complimentary gifts to content and service buyers, while content and service can be repeatedly consumed at high frequency, but hardware devices are not. So brands put more business models on the software side, while low-frequency, low-cost hardware is given away as a free "lunch trap" to customers. Human nature is visual and emotional. With the free hardware you can see and touch, you are willing to pay for content or services once or twice. After forming habits and binding loyalty, you will gradually become a long-term paying customer. Traditional areas such as mobile phone operators use this model to its fullest extent. But the same logic applies not only to combinations of hardware and services, but also to all business models that have contrasting elements of "low frequency versus high frequency", "low cost versus high cost", "short-term incentives versus long-term benefits", and so on. Applicable to Web3, everyone's business model is based on virtual world, almost no hardware products, so you can think about this logic in the perspective of finance, service, content, etc. Case study: experience fee and KOL rebate system on contract trading platform. As a counterparty to retail investors, the contract trading platform knows very well that 80% of their profits come from the users' short positions in the extreme market, which can far cover all their daily operating costs. Therefore, they are willing to give a high percentage of rebates to the Kols who bring traffic to the platform. Make them maximise cash from their fans. At the same time, most of these platforms also give new users high experience fees because they know that these experience fees are just the cost of keeping them stuck on the platform, and that the platform will eventually make back all of the cost through the explosion of these users.  

- Product operations should make users feel like they have a free lunch. Human nature is selfish, in the rabble environment, it is "good things do not go out, bad news travels fast". Positive things cost a lot of money to promote, and gossip can be sneaked around quickly. Do product do operation also want to give users a kind of such a feeling, let them see "opportunity". The best hunters are in the form of their prey.

案例： 让初期的参与者自发的拉更多人卷入。这是从传统的传销模式学来的。传销本身并不是猛虎，只是被坏人利用，且三层以下的拉人模式是合法且有效的。在 Web2 领域也被很多互联网巨头所应用，如今日头条的积分模式、拼多多的「帮我砍一刀」。Web3 领域是更适合多层营销的新土壤，因为 Web3 通过 token 使参与者离钱更近，更贴近人性，有利可图让他们更愿意自发的帮助项目进行传播。这种形式有很多，如早鸟票模式、返佣模式等等，但万变不离其宗，根本目的都是给予初期体验者一些好处，让他们有利可图，且通过利益激励他们拉更多新用户，他们拥有更多权益，甚至免费及专区更多利润。案例：XEN 

Simple -。如果产品针对的是大众市场，则一定要简单。虽然 DeFi 等赛道针对的是科学家，且进入门槛非常高，但因为其客单价非常高，所以每个项目及平台不需要大众的参与，少量高净值人群加入即可。但每个项目方及平台方需要评估自己的目标市场，如果是大众市场的话，他们是需要简单的体验的，即使有容易的利益驱动，简单的体验也是核心竞争力之一。或者说，可以将复杂的部分放在后台，或者长期深度的体验，但初期上手时一定要简单，这样才可以形成规模效应。

How to Do PR Well

- conception. The core of PR content is the idea. That is, what the core of the article is going to say, where the height of the article is, who will prove it. There are a large number of PR articles from different perspectives in every project life cycle. What is the logic and horizontal support of these articles? Are they carefully planned? Or does the marketing team decide what to write today? These are the things that good PR teams manage. PR content is only a means, must be for commercial purposes to serve. What is the business purpose, and what PR articles at different stages can support the goals at which stage? After thinking clearly about these issues, it will be clear how to write a PR article. As for the quality of the writing, that's another level to consider.  

- Believe and endorse.The goal of PR is to make people believe. There are many ways to make people believe. Some appeal to emotion, some appeal to facts, some appeal to "they say so", some appeal to strong background. You always have to pick some Angle that you can make people believe, and even if you don't, you have to create it.  

-Sponsorship is not always effective. Even if you have money, you have to spend it on the right things.Especially in the bear market, it is often seen that some wealthy brand owners spend huge amounts of money on brand sponsorship, such as OKX's F1 sponsorship, Crypto.com's NBA and FIFA sponsorship, Bitget's Messi endorsement and so on. These brands are industry leaders, rich and capricious, but from the sponsorship effect, may not achieve very good results. Before sponsorship, in addition to measuring economic benefits, be sure to consider the relationship between brand and traffic. Think about how you can make the sponsored brand recognition work best, and for a long time. At the same time, you must bind the traffic resources of the sponsored subject when signing the contract.

In general, sponsorship has several expected functions:

Brand gain

Acquire the fan base of the sponsored brand

Spontaneous transmission effect

- How to break global media news.

Pr Newswire is a source of volume.

Founders need to keep in touch with Western journalists over the long term, whether they have PR needs or not, and Twitter is a great way to find them as friends.

To pay for PR, it is recommended to select the first channels that can be forwarded by a large number of people. For example, after the content of CoinDesk is published, most media in other languages will directly forward it, and it is very timely.

Sure, give ourselves an AD. Look for WXY, which was founded in Singapore in early 2018 and has worked on more than 300 projects such as dYdX, Klaytn, Tron and more. email:peter.yu@wxycon.com

- Invite head KOL to help write content. One is that most of these Kols have a certain flow of fans, can directly contact, two is that many of them have a column in the head media, their content is also likely to be forwarded by these big media at the same time.

- Stay exposed at all times, all sorts of angles, a variety of media/social/community platform, a variety of forms such as space/ama/PR/afterparty/poster/logo to, like water seepage, like the air around the community not to leave.

How to be a community

Never before has a field or era relied so much on distributed communities. In the traditional field, communication is more top-down, cold and distant, and users are just users. In Web3, top-down still needs to be done, but it's more about official endorsement and creating a sense of authority. But it's more about getting the community going, getting them to advocate, getting them to make money, getting them to promote. The core fan base and its community are the primary productivity of Web3 marketing.

- Product experience and community building are inseparable.

Friends With Benefits, a social DAO, started out as a Discord group with a Token as a condition of entry.

Loot, a game that starts with content and then moves on to gameplay.

Smoothie, a Discovery-to-earn rewards platform, started out solely around discovering content and communities for Web3 startups.

- Make good use of Web3 attributes for community aggregationFor example, Twitter, Discord, Telegram, etc. Twitter and Telegram are essential tools for making announcements and public group discussions, but Discord has become the primary platform of choice for project leaders looking for maximum flexibility in managing their communities.

- Clear common goals.When new people arrive, they should be able to easily find and understand the purpose of your organization (why you exist) by scanning the regular posts and channel titles. Include relevant links to your website, project documentation, or introductory blog post or video so that people have a chance to learn as much as possible. Although this part can be solved by robots, the project party, community manager and community members should reach a consensus and emphasize repeatedly.

- A common enemy.Every project has its own mission and vision, why would a founder spend a lot of time and cost giving up a high salary on another platform to do this? What problem is he trying to solve? Since it is a problem, there must be an obstacle before it is solved, and this obstacle should be the common enemy of the community. Each founder can try asking their community if there is enough consensus that IPFS is the enemy of centralized storage, Uniswap is the enemy of centralized trading, ENS is the enemy of urls, and so on.

- Define boundaries.Once a community endorses a culture, it is difficult to change, so clear boundaries must be set for acceptable behaviour from the outset. Be clear about what actions may lead to gagging and deal with violations quickly and consistently.

- Not everyone is the same.The brand side must be close and distant, and different relationships should have different management. In general, they can be divided into six types: communist friends, friends, neutrality, new users, new market, and hostility. Mature communities have to distinguish these groups from the beginning and use different strategies to communicate.

- Top 100 community followers are extremely important.So important that the founder must stand up and interact directly with the community, especially the first 100 supporters of the community, the founder should keep the channels and habits of constant communication with each of them, and listen to their suggestions. These 100 people are mainly composed of product experienters, industry Kols, investment and research analysts, external community managers, etc. Through unremitting communication and project optimization, we won their goodwill and spontaneous promotion, and then the community gradually snowballed into a healthy growth of 1000 people, all of whom are active. With these 1,000 people, the community can begin to take shape and then expand to the next volume using conventional cognitive marketing. The project side must combine the region where the target market is located with the local public order and good customs to layout the market in the region, especially the local region of 100 people at the beginning, so as to do a good job in the spark layout for the global promotion. The rest is to use the "east wind".

- Arm them to the teeth.When it comes to voluntary outreach, community advocates have a handy Arsenal, the richer the better. The tonality of the Arsenal must match the characteristics of the project. Here is an example of an Arsenal list:

· Memes.

· 社区活动海报，可以系列化，如 2019 年 MEXC 的系列海报设计就深得人心。

· 每隔一段时间的文章，不仅是 PR 内容，还可以是创始人对行业的分析观点、在社区里的有奖征文等等。

· 项目取得的每一个阶段性进展，制作成告示。

· 结合项目自身特点的小设计：如 Gamefi 项目的游戏片段试玩、技术类项目可以每天一个技术知识点、教育类项目可以跟某些平台合作生成一些学业证书、音乐项目可以在社交媒体上进行的试唱评比等。

· 注意以上这些武器库最好要自带传播属性，传出社区后，第三方看到后还可以再次转发，且有引流回社区的机制。

- Clear incentive system. Whether it's expanding your content to attract a larger audience, providing reviews or feedback, testing new features before they go live, creating analytics tools, completing bounty programs, engaging and spreading the word as much as possible to the community, the incentives should be as clear as possible.

- Podcasts are a great tool.In the Internet era, most brands need too much audience and there are too many convenient communication tools to use. However, in Web3, the core audience targeted by most projects in the early stage are small but knowledgeable groups, especially early community members. These informing groups are early explorers, and podcasting has a wider acceptance and usage in these groups. The founder or core tech developer should take advantage of the top podcasting platform in their home market to produce content regularly and keep the early community engaged and active.

- System of division of tasks.Let every member of the community know what they are doing in the community and what the rewards are. The best use of this part is the BanklessDAO. Built on Discord, they co-manage communities of over 30,000 people. Many of the members are not native crypto circles, but ordinary people around us, such as: shop assistants, fitness coaches, lawyers, IT little brother...... . In a complex crowd, if there is only vision, the space is empty, and there is no clear KPI to relate. But a common vision could unite them, and they spontaneously organized into more than a dozen unions in different directions, depending on their interests and abilities. Unions are like small departments in a company -- design, development, legal. Each department performs its own responsibilities independently, and together, it can jointly promote the development of the entire DAO. One word keeps popping up all over BanklessDAO - "action". Not just talk, but encourage action, this is their fundamental community culture. Based on this culture, 13 guilds have been formed, namely writing, finance, translation, research, Operations, Marketing, law, education, design, Business development, development, video and data analysis. (This analysis comes from "Daoist")

- Uniform identity.This is not required, but due to the development of DID, if there is a suitable platform to bind the community with the wallet, everyone has the NFT exclusive to the community, and the welfare, function and level of the community are all linked to the NFT, it will also be a good means of community cohesion and promotion.  

- Cross spread with other communities.建立有助于交叉传播 Web3 社区的伙伴关系和协作。在熊市中，围绕合作的好消息很少，因此每个相对积极的公告都被放大了。无论是通过项目合作、联合 AMA 还是联合内容计划，当你确实有机会交叉宣传并利用你合作伙伴的营销影响力时，一定要发挥其作用。

How to find Kols and leverage their value

Some people have classes, and so do Kols. And not every KOL has real traffic and influence. When looking for KOLS, it is best to find familiar, or have a word of mouth, or long-term contact. Kols fall into many categories and have their own chains of contempt:

Industry leaders (e.g. Vitalik/CZ)

Large institutional partners (e.g. a16z/paradigm/Authur Hayes)

Editor and partner of mainstream Crypto media

Head project put founder

Researcher of various institutions

Big V on all social platforms

Owners of small local community groups

How to do user growth well

While each project's definition of growth is unique, there are some common Web3 growth metrics that fall into categories:

L1/L2 protocol: Number of independent contributors, number of active wallets, number of interactions, number and size of transactions

DeFi: Total value locked (TVL), number of active wallets, number of interactions

Games: Number of active players, transactions per user, number of guild partners

Market/trading platform: monthly active users, number of coins, number of transactions, total trading volume

SaaS: Revenue per customer, customer acquisition cost (CAC), customer churn rate

Startups have a few good tools To do a Go To Market strategy:

- The influence of core team members.Everyone should have or have the ability to become an industry KOL, so they should maximize their influence on Twitter or other relevant social platforms and first become the largest Sales.

- Industry KOL resources around the core team

- Cooperation cases.It may be zero at the beginning, but the project parties still need to work hard to find a number of industry application cases, both to C and to B, to demonstrate the feasibility of the project to the industry, and also to use the market power of these partnered projects to expand their own brand awareness.

- SEO optimization.This is a very low or even zero cost can be done, through SEO optimization, let everyone's personal website/blog /PR and other content, become more conducive to search, and need to continue investment, imperceptible, will help the brand for a long time to obtain higher search transformation and natural traffic growth.

-Airdrop is a great way to acquire users. It seems simple and requires careful planning and operation.

1. The logic and proportion of Token inflation and deflation should be carefully designed. Airdrop is obviously inflation.

2. Most of the airdrop suggestions should be distributed through interaction/tasks, which can not only improve the threshold of fleetware to a certain extent, but also design some interactive tasks conducive to the growth of the project, so that the experiential people know more about the project.

3. Combined with DID, Airdrop in the past rarely considered the identity and on-chain reputation of the receiving address. However, the current outbreak of DID has brought many CRM management solutions for on-chain addresses. An address on the chain often has multiple identities, such as investors, consumers, and communicators, but it can be more clearly distinguished through on-chain address data queries, such as Nansen data.

4. Similar to Airdrop, there are also bounty platforms to consider, which reward users with tokens when they complete certain on-chain actions (such as trading, pledging, swapping, lending, following social networks, etc.). Similar bounty platforms such as Flipside Crypto, Layer3, Project Galaxy, Rabbithole, Quest3, DappBack, Crew3, CoinList Karma

What makes a good event

Web3 activities mainly include conference, Meetup, Hackathon and After Party. As the pandemic gradually passed and most countries opened up, we can see that Web3 activities are spreading around the world in full swing. Doing activities is a very "heavy" thing, but it can be partially standardized, and it is not necessary to do every activity is very "heavy", or the same, activities are only one of the marketing means, not the purpose, or to think repeatedly, what is the fundamental purpose of each activity. Good activity planning and execution are basically to consider the following links.

Local volunteers carry it out.

Engaging and multi-dimensional guests.

Set the mood.

Suitable moving line 

Have the heart and the power to spread the word.

Time for comfort.

The warm-up to the activity.

Dissemination of regional community outreach.

Most importantly, after the end of the activity, the brand side expects to achieve the goal, and accordingly, how to set up links in the activity to assist the realization.

Tokens are also operational tools

- Loop logic self-consistent within the project itself

- The distribution of early tokens should play a reasonable incentive role. Free Token is not necessarily someone to cherish, after most have become a throw pressure, at this time by the Token to pull the flow is "vanity". For distribution to be effective, it must:

The tokens are allocated to the right people who are genuinely interested in the project, making valuable contributions or at least avoiding masturbating by scientists.

It is better to have POW-style tasks to get more tokens. Such behaviors as sharing, bug hunting, staking, etc.

If these tasks have their own propagation properties, the chance of secondary spontaneous propagation is greatly increased.

- Appropriate balance between additional issuance and destruction.The early distributed tokens have a high probability of selling pressure, namely inflation. So it's better to think about it at the same time, not necessarily at the same time, but you have to plan it at the same time.

I hope this article can help every team in the industry who has a demand for marketing. I hope the industry will be less deceptive and more consensus. I hope everyone will welcome the bull market again in the "prejudice".

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