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Author: Tracy Source: X, @CTracy0803
Review the previous article “Web3 Marketing Thinking Transformation: Building a New Framework Centered on Investment Users”, which mainly establishes a market framework around expectations based on investment users.Therefore, in this article, I will share more detailed implementation strategies based on the market framework.
In the traditional Internet industry, valuable user behaviors are mainly concentrated in downloads and payments.But for the Web3 industry, the real valuable behavior is buying and holding tokens.Therefore, the Web3 market should think about tokens and adopt trading thinking rather than simple growth thinking.
one,Growth vs. Trading thinking
As market or operational personnel, we are very familiar with the AARRR growth model.This model provides startups and product teams with a standard operational growth framework to drive the sustained and healthy growth of products through layer by layer conversion.
However, this growth model can only be applied to product-oriented users, but not to investment-oriented users.An obvious example is that new recruitment and recommendations are done almost synchronously.When a project is announced to be invested by Binance, countless users will automatically recommend it, thereby passively completing the recruitment of new products.
Therefore, in the face of investment users, we need a new funnel model around assets.The following is the model I summarized and attached with data from a certain project.
Hold means holding for more than 1 month
two,Awareness
Awareness is the number of people covered by various market means.These methods mainly include publishing financing information, operating official social accounts, and various activities.Encompass enough people through different channels so that more people can know about the project.
At present, most projects are focused on Awareness’s level and rely on financing as an expectation to obtain user data.
However, users attracted by financing alone may eventually become sell-offs if they are not operated effectively.
three,Interest
When some people understand the project, they will have an expectation for the project.The more the expectations are in line with their investment logic, the higher the interest will be.
So, how to effectively convey expectations?
First of all, there should be a clear product and mental positioning.Good mental positioning is the most effective way to spread expectations.For example, Binance’s product positioning is a cryptocurrency exchange, and its mental positioning is “the world’s number one cryptocurrency exchange.””First” not only stucks the user’s mind, but also conveys a very high expectation.
Overall, “first” or “biggest” is a shortcut to the user’s mind.
Secondly, expectations are not just repeated publicity for positioning, but also the need to form narrative constellations through disassembly and positioning.Taking Binance as an example, the positioning of “the world’s number one cryptocurrency exchange” can be disassembled into data such as user volume, transaction volume, and number of countries covered, in order to consolidate the label of “the world’s number one”.
In addition to the main narrative of “the world’s number one”, there are more sub-narratives, such as the founder’s deeds to promote the development of the industry, the selfless dedication of the team, etc.These sub-narratives are also constantly strengthening the main narrative.
It is expected that it will take wave after wave of publicity and will be deeply rooted in people’s hearts as the positioning is.
Four,Activation
The first step is to be interested in users. Next, various means need to be used to make users active, thereby increasing their sunk costs.To this end, there are many mechanisms in the market, such as points, dividends, pledges, etc., with the purpose of increasing the sunken costs of users as much as possible.
Since the expectation of issuing coins is a single expectation, it is easy for users to feel bored over time, so measures need to be taken to maintain user interest or increase expectations.
1. Maintain interest
There are many ways to maintain interest.For example, the project party can split the coin issuance expectations into several parts, constantly release expectations to extend the duration of attractiveness and attract more users to join.
2. Raise expectations
Raising expectations can increase the market’s publicity by releasing more good news, thereby enhancing user expectations.
When the cost of sunk for users is high enough, even if the project performs poorly, many users will choose to self-paralyze and continue to support the project.Because admitting mistakes is extremely difficult for most people, the more they give, the harder they are to leave.
However, no matter which method is adopted, once the project party overdraws expectations, users who pay a lot of costs will feel “scammered”, which will create a rebellious sentiment.Therefore, managing expectations is a very dangerous and complex task, and it is important to pay attention to changes in group emotions.
five,Purchase
Users who purchase tokens can be divided into two categories: short-term trading profiters and long-term holders.This section focuses on how to attract short-term traders, while long-term holders will be described in detail in the subsequent Hold section.
At present, the current situation in many projects is that there are many interested users, but few are willing to actually purchase tokens.How to achieve the conversion from interest to purchase? The key is to manipulate group emotions.
How to manipulate group emotions? The answer can be found in the book “The Moon”.Here are some specific scenarios and methods in Web3:
(1) Visualized persuasion method
By observing the chat history of the WeChat group of coins, we can find that there are two main ways of expressing users like: MEME and story.Therefore, stories of getting rich have lasted forever because they can inspire users’ imagination.
(2) Repeat keywords
Whether it is adding the project logo after the username or adding #tags to the Twitter message, the core is to repeat the keywords continuously.Even if you don’t know the specific content of the project, you will remember its name.
(3) Motivate emotions
Find out the emotions that the group is interested in and use them to influence the group’s ideas.For example, the project party was suppressed by the government but insisted on resisting, and such stories can touch users’ emotions.
(4) Leader Charm
Leaders are usually crazy and determined, ignoring the contempt of others and willing to sacrifice themselves for their faith.Therefore, using the charisma of leaders to infect the group is the fastest way to make the group act.This is also why the project party looks for KOL (key opinion leader) to become ambassadors, because KOL has the ability and influence.
(5) Use fame
This is one of the most commonly used methods in Web3, namely endorsing yourself through more prestigious institutions or people.For example, as long as the token can be launched on Binance, everyone will think it has hype value.
(6) Token market making
When the token continues to rise, the group sentiment will naturally rise, attracting more people to participate.
(7) Regret
Many people will remember the hundred-fold coins they missed, so using this feeling of regret can make users who throw away BNB early and be moved by the new opportunities of BNB.
Through these methods, manipulating group emotions to achieve one’s own goals is the highest goal of market people.The ability to manipulate group emotions is the real barrier for people in the Web3 market.
six,Hold(hold)
From a certain perspective, the relationship between the project party and the user is similar to that between a man and a woman.The Awareness stage shows users that you are their ideal partner, while the Interest stage shows an ideal dimension.The Activation stage is like a warm smell period, while Purchase is to determine the relationship, and the final Hold stage is to “marriage”.
So, how can we make excitement-seeking currency holders willing to “marry” the project party?
Currently, Web3 projects are divided into two types, one is entrepreneurial projects and the other is MEME, which correspond to different strategies.
1. Entrepreneurial projects
In “The Advent of the Post-Material Age”, Zheng Yefu mentioned that people’s three needs are comfort, awesomeness and stimulation.The stimulation of currency speculation is obvious. Whether it is high leverage or emerging tokens, it can quickly bring an exciting experience.
However, holding coins is not always exciting, and to some extent, it is contrary to human instinct.Therefore, we need to start from the dimension of “awesome”.The “awesome” here does not only refer to show off or worship, but represents the pursuit of recognition and success in reality.
In reality, in order to pursue recognition, people often sacrifice part of their comfort.Therefore, only by pursuing excellence can users be willing to endure and make certain compromises.
So, how can we be “awesome”? My opinion is that entrepreneurship in Web2 is like upgrading to fight monsters to achieve a perfect ending, while entrepreneurship in Web3 is more like a journey to learn from the scriptures.The difference between the two is that ordinary entrepreneurship requires profit or monopoly, while Web3 entrepreneurship requires not only success: it also requires the achievement of “myth”.
To become a “myth”, it requires not only victory, but also twists and turns.Whether it is the divine personality of the founder’s confrontation with power politics, or even the world’s shocking mistakes, these can build a “myth”.
“Myth” is not only the best way to grab attention, but also leads users.At this time, it is very easy for users to project themselves onto the project party, and the success of the project is equivalent to the success of the user.In this way, users will willingly invest more time, energy and money to make the project better, thereby achieving self-success and perfection.
An obvious manifestation is that when a project is attacked, users will feel that they have been attacked, so they will stand up against the attacker to maintain their “orthodox”.
As for those who are behind on the journey to obtain the scriptures, their regret often drives them to become the main purchasing power in the future.
2.MEME item
In addition to entrepreneurial Web3 projects, many MEME projects have appeared at present.The purchasing logic of such projects is different.
Since the development cycle of the MEME project is short and traditional marketing methods are difficult to apply, the token can only be built into the “Shelin Point” of the track by snatching attention.
“Schelling Point” is a concept in game theory, referring to the natural, special or highly relevant options that people tend to choose without communication.
For example, if you are focusing on the AI field, you will naturally choose to buy Nvidia stocks.This also explains why sectors in a certain track become the focus of the market. Once they become the focus, users will spontaneously hold relevant tokens for a long time.
How to make token the Shelling point of the track?
They gave each other an example, there are 100 million retail investors in the crypto circle and they don’t know each other.How do I get them to choose to buy a certain coin?
If a big and eye-catching news happens and is associated with a certain currency, then everyone will form a tacit understanding.In this case, news needs to meet two conditions:
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It must be a big news that is paid attention to globally and can attract users’ attention;
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This news must be able to be associated with a token;
Therefore, when the relevant track receives attention again, this token will naturally become the target of hype, especially if the track has long-term development potential, users may hold this token for a long time.
According to the theory of innovation diffusion, once innovation leaps the early stages, it will gradually be dominated by marketing and branding, and the complex network growth model also describes that when there is little difference in competitiveness, nodes that already have the advantage will gain more new growth.Link.
Therefore, the project party needs to continue to make efforts at key nodes and frequently appear in the user’s vision until the token becomes the Shelin point of the track.
When tokens become Schelling Point and a small number of people become the core force of the group, the consensus foundation for the project is established.After that, the project party only needs to maintain and consolidate its first-mover advantage and move forward steadily.
seven,Summarize
The growth of traditional Internet relies on data thinking, and all strategies revolve around “buy”.However, the success of Web3 lies in winning the “hearts of the people”, and it requires the use of trading thinking to attract and maintain user loyalty.Only in this way can the project achieve long-term value and continuous growth of users.
