Who is the best target for your Crypto Project?

How to create a community for a blockchain project

  • Why do you need a crypto community?
  • Who is your crypto community?
  • Where should you engage them?
  • What initiatives work better in the crypto world?
  • Pros and cons of influencers
  • How to measure and track community metrics… And adjust
How to build a Community for blockchain dapps and products
Author: Charles Deluvio

First, the purpose.

Why do you want people in your community?

  • You want users of your product
  • You want buyers of your product
  • You want builders using your product
  • You want advocates
  • You want to “educate” them
  • You want to hire them
  • You want suggestions
  • …You feel lonely?

Then, the target.

Once you defined why you want to establish or increase your community, it’s time to think about who your community should be composed of.

How to make thecommunity bigger for crypto projects
Author: William White

Punters

The gamblers. The speculators. Attracted by quick short-term opportunities, flipping NFTs and tokens whenever there is the opportunity.

Technologists

The BUIDLers, the ones that understand (or think they understand, like me) your technology, fascinated by the potential of blockchain as a World computer.
They will read your developers’ update even if it is written in technical language and even if doesn’t actually provide any useful update. (Pro Tip: this is actually a great way to measure that part of the community).

How to make people build on your blockchain protocol
Author: “My Life Through A Lens”

Philosophers

In love with the mission and the cause of what you are doing.

A tweet for the philosophers of crypto

Investors/Institutions.

Why you want them is clear: they bring in the big money.

Author: Redd

Finally, the mean.

So, we identified why and who. We are left with the toughest part, the how.
How do you engage your community in a crypto project?

  1. Channels
  2. Campaigns and initiatives
  3. Metrics and Feedback

Channels

What are the best touchpoints for engaging people in blockchain projects?

  • Website
  • Twitter: best for public engagement, discussion, virality. Unavoidable today.
  • Telegram: the original crypto-community hub. Home of the Punters. Great ecosystem of bots for moderation.
  • Blog: long form content for deep dives. I have seen projects writing long Twitter Threads to substitute this medium.
  • Podcast
  • Youtube
  • Discord: originally designed for gamers who want to communicate during games, now it hosts communities for different types of projects, from DeFi till NFTs. Top functions: moderation bot / verification, connection with Metamask wallets (Collab.Land), threads (on top of channels), audio rooms.
  • Reddit: quite US focused (the 5th most popular site in the States). Hard to stand out, but the potential virality benefit is impressive. Less ephemeral than Twitter. Big names hang out there, including Vitalik Buterin.
  • (TikTok / Instagram). You could argue most of the success of DogeCoin/Shiba Inu/Memecoins during 2021 (+xxxx%) can be attributed to influencers on TikTok that brought the currency to the mainstream.
  • (Facebook/Whatsapp)
  • Steemit
  • (Bitcointalk): the OG crypto community by definition, where Satoshi Nakamoto announced Bitcoin and plenty of projects announced their vision back in 2017.
  • Events / Meetups

Asian Channels

What channels are more effective in Asia for crypto projects?
(deep dive here):

  • WeChat (China + Other countries)
  • Kakaotalk (South Korea + Other countries)
  • Naver
  • (Vkontacte) (Russia)

Pro Tips

  1. Don’t rush. Open the least possible channels. The minimum number to engage your target. Got only developers? Go only for Discord, Twitter as a public face, possibly github but not Telegram nor Reddit.
    The more channels you open the more expensive it will be: people, time, mental energy. Closing one is very difficult (actually risk losing part of the community).
  2. Discord is the best semi-private channel at the moment for moderation and content creation (see section “Campaigns and initiatives”). Semi-private means that anyone can access but who is not part of the channel cannot participate, and this creates a sense of intimacy and prestige (“I’m early”), fundamental for early communities. Its issue: only some segments want to use it, and those who don’t will not move there for you.
  3. Balance expectations and budget (time, effort, money, energy) vs actual results. Measure and adapt soon.
  4. Use different channels according to what you expect to achieve.
    Public conversation? Twitter.
    Direct people to the website? Youtube and Reddit…
Source: Semrush (read “tracking user” part in the intro here)

Ultimately, consequences

The type of person you attract will affect the future of the community, so it’s important to get it right early on because it’s very hard to change at a later stage.

Campaigns and initiatives, Influencers, Metrics and Feedback

If you are interested in these areas and other pro tips please ping me on Twitter / Linkedin / Email and I will share more resources with you.

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