ULAS Social Graph Rating Protocol: where advertisers pay directly to users

The administration of government, like guardianship, ought to be directed to the good of those who confer, not of those who receive the trust. — Cicero

People are the sum total of societal relationships. Facebook has over 2 billion daily active users. The user base of the social media giant has exceeded the most populated country in the world. With that amount of data feeds to the social graph, Facebook can illustrate an unprecedented granular profile of users. Quoted from an internet saying: Facebook knows you better than your mom. With the data, Facebook is making over $100 billion a year from mainly targeted ads.

While the dragon of Palo Alto is sleeping on the mountain of gold, users, in contrast, are suffering from data leakage and no financial return from producing valuable data and their social graph. Don’t even mention the complaints of the endless growth of marketing costs from the advertisers.

Problems to be solved

The problems in web 2.0 social media can conclude to one single principle: the Agency dilemma. Due to the TCP/IP protocol, which is the foundation network protocol of the internet era, the maintenance of the network effect requires centralized data centre to gather and distribute information. The data is the agency. The users are the principles.

Companies like Facebook, as agencies that are supposed to represent their principles (users) interests, failed to do so, due to the conflict of interest. Asymmetric information leads to uneven distribution of wealth among users and creators; the monopoly of data storage and analyzing technology results in endless pursuits for profit from advertisers.

Solution

Blockchain is the most tangible solution to the dilemma. The thriving of the De-fi has proven the theory. De-fi has demonstrated the possibility of eliminating centralized institutions like banks and securities will not affect the transactions and trading from peer to peer. Such parties have resulted in the sub-prime crisis of 2008, leading to bankruptcies and homelessness of their principles — investors.

If the next step of the decentralized movement is social media, why now? The missing puzzle was the NFT, which only thrived since the end of 2021 and not until now, have people started to realize the real usage of the non-fungible token protocol — to prove ownership. In the case of social media, it verifies users’ personal data.

NFT eliminates the necessity of a centralized institution to prove the authority of data, IPFS solves the data storage problem, while the nature of the blockchain mechanism ensures the social graph is open-sourced. Any developers can access any social graph where multi-chain data is aggregated into a decentralized ID. Users can freely move to any chain, any application without bothering to rebuild their social connections. That’s the consensus on how web3.0 would change the web2.0 social media competitive landscape.

Yet SocialFi is never a new concept in web3.0. Monaco planet started to build its SocialFi application two years ago but has not taken off for long. Recently Aave team launched their social protocol: lens protocol and lenster as a social tool adjacently. The latter party has claimed successfully acquired over 200,000 users, even Vitalik himself registered an account on the application. Project galaxy and cyber connect, are certainly on your watchlist if you are paying attention to the recent web3.0 social building wave.

But web3.0 seem to have the same approach to solving the web2.0 social media dilemma. What makes a new decentralized social protocol stands out? Or to be specific, what is the missing puzzle to achieve the goal?

Questions to ask:

1. If the social protocol incentivizes non-economic activities without requiring further spending, which is Monaco planet’s approach, where does that money comes from or it is just another X-to-earn Ponzi scheme?
2. If users need to pay for certain social activities that generate data, why would they do such things? Or what would be the return on investment?
3. How can users and advertisers share a non-fragmented user experience to build and profit from the social graph seamlessly?

We have come to a simple conclusion:

Social Graph Analysis built by ULAS

Finding the missing puzzle: advertisers.

The solution is straightforward: to attract third-party — advertisers to pay the users, which leads to the next question, why would advertisers promote on the new social graph?

To attract advertisers, of course, the best way is to acquire as many users as possible, yet more than that. Web3.0 marketing, especially for the early project, is all about building community. While at the early stage of fostering a strong community, the key element is seed users. The acquisition of them is generally through airdrops. The first small group of people who join the community has a strong sense of belonging, they are evangelists, promoters and early believers. The higher the ratio of the seed users of an early project, the greater chance that the project can succeed. The airdrop campaign in web3.0 has its issue. Failed to target the right community members and potential Sybil attack are two of the many problems when projects deploy airdrops.

Social Graph Analysis: Marketing tools of ULAS

ULAS provides a marketing tool for advertisers to filter the target audiences to airdrop or simply deploy KOL marketing that generates expression. What’s more, the factors to describe a certain user consist of on-chain activities that generate SBTs (Soulbound Token). Advertisers can initiate a soul-drop. It can effectively prevent such things from happening by targeting ‘soul’, which can be SBTs to prove the attendance of 3 votings in the recent proposals or off-chain data. The mechanism will then motivates the users to create a relatively more compelling and interesting ‘soul’.

Users with tags and preferences receive airdrop to their DID bonded wallet, in other words, soul. Therefore, the problem is solved. Users’ DID (decentralized ID) where multi-chain data is aggregated will receive targeted airdrops as rewards without bothering to apply them one by one. The data includes users’ historic on-chain activities, assets across chains and general preferences. It can be used as a reverse-lookup to help crypto projects seamlessly deploy targeted airdrop by applying filters like:

1. Related topic and comments;
2. Projects cooperated;
3. Influence and monetization ability in one social graph;
4. Preferred public chains and D-app etc
5. Fans portrait

ULAS Social Graph Analysis and Rating System

Web 3.0 native social tools ensure a non-fragmented user experience

The benefit of having web3.0 native social media in the process of incentivized social graph building is obvious. Users, especially KOL with social impact in web 2.0, will no longer need to experience fragmented applications switch from web 2.0 to web 3.0. Projects, on the other side, which require marketing to attract users through KOL’s social influence can manage their ROI of the campaign transparently, without bothering the ever-existing fake followers and performance tracking. Because every social post is recorded on ULAS social application chain.

For any queries:

· Website: https://ulas.network

· Discord: https://discord.gg/cBzxqDyECp

· Twitter: https://twitter.com/ulas_network

· Medium: https://medium.com/ulasnetwork

Reference:
https://www.news.com.au/technology/online/social/theres-a-new-top-tiktokker-you-wont-believe-what-he-earns/news-story/43a45ed39ea9a0b9c4d95a58eb2703f0#:~:text=Khaby Lame net worth%3A Top,au — Australia’s leading news site
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4105763