Buidler DAO: Web3 Operational Growth Strategy and Case study

原文标题：《 Buidler DAO 蝗虫精选（19）：Web3 运营与增长的必读文章 》

Original source: BuidlerDAO

A quick overview of the article:

01/ Web3 What you can learn from Twitter's timeline architecture

02/ The most successful apps are packaged games.

03/ SBT: Unlock the future key of DeSoc    

04/ Web3 Social: The Road to Mass Adoption  

05/13 Web3 Growth platform measurement of how to zero cost cold start project to 10k users  

06/ Web3 "Membership card" link restaurant, can bring more repeat customers

07/100 New blue Chip Road from zero to one Killabears case study

08/ Endless Media: Can ChatGPT replace humans as content creators

Current Web3 growing pains: Transaction volume has increased 100 times in two years, and the Web3 data infrastructure solutions are unable to cope with the growth. Twitter, which has a lot in common with the Web3 ecosystem, has faced scaling issues like this in the past. This article will focus on what Web3 can learn from Twitter's extension solution.  

Twitter Data Architecture: When a Twitter user posts a tweet today, Twitter first writes it to Manhattan, a distributed key-value database that stores user tweets, direct messages, account details, and more. Instead of making a connection table between followers and tweets, the rendering of the Twitter timeline takes tweets from a single table in the cache.

Similarities in data access patterns between Twitter and Web3:

1. The read volume is large, but each record is small. On the EVM chain, the average log and transaction size is only a few kilobytes

2. The latest data will be viewed more frequently, with much of the viewing coming in the first few hours after publication

3. Data is immutable for a short time

The current Web3 application needs to call many different apis continuously to implement the business logic, and it lacks an important component to effectively aggregate the relevant data. This article recommends ZettaBlock, a full-stack Web3 data infrastructure platform that provides real-time, reliable apis and analytics that aggregate all relevant data, reducing development time and API latency by 70% and 90%, respectively.

thinking

What's impressive is a graph in the article that shows how Twitter and Web3 write traffic compare, so far almost exactly. Since then, Twitter traffic has skyrocketed, and if Web3 follows this trajectory, it will see a massive increase in data traffic access. The current Web3 data is not an aggregation, but an island, and developers often have to call many apis to implement simple business logic. So data platforms that aggregate data and provide real-time, reliable apis will be popular.

Here are three core principles of what a game is:

Motivation: Why would a person want to play your game?

Mastery: What are the rules and systems of the game?

Talkback: How will this person learn these rules?

While early gamification apps prioritized short-term engagement over long-term retention, gamification apps were closely aligned with the needs of the user and enabled long-term retention. Several examples are given as an extended explanation.

thinking

We see success stories all the time, assuming that their success came from an external incentive (points/badges/tokens /NFT). But really, the core is using the product to satisfy the intrinsic motivation of the user. The best designers assume that the user can't read the manual and design the product in a Learning By Doing fashion, with iterative feedback loops along the way.

SBT can help users build a native digital identity in the web3.0 world, and ultimately realize the vision of a decentralized society. The concepts of SBT and DID overlap. Functionally, they both hope to describe the characteristics of users through certificates or identifiers, so as to build a digital identity. SBT is a bottom-up solution and a means to a decentralized identity.  

Main differences between SBT and DID:  

1.   SBT is a bottom-up solution and a means of implementing identity.  

2. The identity built by SBT is a solution with addresses as unit, while DID hopes to realize a solution with sets of addresses as unit to some extent.  

At present, there are three main categories of SBT based projects, which are certificate, identity and semi-credit.

Difficulties of the current SBT: there is no unified technical standard, privacy protection and verification are difficult to balance, and some application scenarios have vulnerabilities.

Potential use cases: Cross-platform SBT enables users to operate more freely, refined SBT enables more precise marketing, and more widely applied SBT helps realize credit.

thinking

After reading the whole article, I personally think that SBT and DID belong to the track of identity on the chain, but they are different in the form of presentation, verification and release standards. Current assumptions about on-chain identity are all based on human's potential desire for social display and unsecured borrowing in Defi. Social interaction and money are the parts of identity that cannot be stripped away. There are things about human beings that can be shown digitally, but how can the parts that can't be shown digitally be made known to others?

At its core, Web3 social offers three main unique utilities compared to Web2: First, asset creation and shared ownership. Web3 social applications can use blockchain to create a shared ownership structure with their users. Second, open data and identity: data and credentials accumulated on the chain are shared across the ecosystem. Third, composable ecosystems: DApps built on smart contract blockchains like Ethereum are essentially composable, allowing developers to build on top of existing apps in a way that does not allow them to.  

The Web3 social ecosystem can be divided into infrastructure, middleware, applications, and tools.

Infrastructure: The project is trying to provide customized infrastructure to meet the needs of social applications.

Middleware: Most of Web3's latest innovations are built into existing ecosystems, and middleware protocols that build this existing infrastructure are designed to act as an intermediary between blockchain and applications by querying, organizing, and presenting data to application developers.

Applications: Web3 Social applications are a diverse portfolio of products suitable for different scenarios. Prominent forms include social media, community-based applications and instant messaging products.

Tools: Unlike applications, tools are a set of products that take advantage of the interoperability of Web3 and design their products to be "portable" across platforms and blockchains.  

Currently, Web3 social cannot compete directly with Web2 social in terms of user experience. To be successful, it needs to offer unique innovative utility. We are monitoring innovation in the following areas: Mobile Apps: A large proportion of social activity happens on mobile and we expect more innovation on this platform. Crypto native innovations: Many of the current Web3 social products are clones of Web2 products, and we believe that the only social products that will be truly adopted will be those that use blockchain primitives to provide a transformative experience for users. Interface with Web3 scenarios: Successful Web3 products can also come from addressing native Web3 scenarios, such as on-chain community management.

thinking

The original article gives a very detailed analysis of the Web3 social circuit, from core to ecology and other aspects. The general consensus is that Web3 social will be based on a unified on-chain data, on-chain identity, so intermediate protocols between connectivity infrastructure and applications are hot on the current circuit, such as Lens, CyberConnect, RSS3, etc. Native Web3 social applications that want to evolve to the mass adoption of Web2 have to wait.

Compared with Web2, Web3 currently has no established GTM methodology and is still in the stage of relatively blind growth, but the logic and process of both are similar, both need to acquire customers, activation, retention and recommendation, among which there are many common ways to acquire customers in Web3, such as AMA, Giveaway, Collab, et al.

Based on these general scenarios, making good use of the Web3 native growth platform can greatly improve the efficiency of early customer acquisition and reduce customer acquisition costs. This paper introduces 13 mainstream Web3 growth platforms in the market at present, and makes classification from the perspective of traffic, user compatibility, function and so on.

Traffic comparison:

There are obvious differences in the flow of each platform, which can be roughly divided into three tiers. Galxe has only one tier, because the natural flow of Galxe can match the second tier platforms, namely Port3, Pyme, Quest3, Link3, TaskOn and Trantor. The traffic advantage of Quest3 Banner is obvious.

User coincidence comparison:

All platforms have high engagement with Galxe users; Port3, Link3 and Galxe users have the same height; Pyme and Trantor users also have high compatibility

See the image of the original article for functional comparison

thinking

I participated in the cold start-up operation of two Web3 products from 0 to 1, and my general feeling was. The growth means of Web2 in Web3 products are indeed not suitable for the country. It is definitely impractical to blindly copy them. Due to many policy restrictions, the method of issuing tokens cannot be landed in the short term. Some Web3 growth platforms introduced in this paper can also be found in comparison with Web2, such as "Qutoutiao", "Kuaishou speed Edition", and so on. After testing, they can effectively achieve efficient growth. I will try to practice in the subsequent product growth.

Web3 app Blackbird, founded in New York City in 2022, is a payment, loyalty and membership platform for restaurants. The goal is to solve one of the industry's dominant, if particularly thorny, problems: how to deepen the relationship between restaurants and their guests. The emphasis is on rewarding the frequency of meals, rewarding meal spending, and all aspects related to loyalty should be rewarded to increase the lifecycle value of the individual consumer. The platform was founded by Ben Leventhal, co-founder and former CEO of U.S. online restaurant reservation service Resy, who co-founded and led earlier Eater.com, which was acquired by Vox in 2013, Resy was acquired by American Express in 2019. Blackbird's technology stack is still up in the air, but it is anticipated that the Web3 components will need to be abstracted to appeal to mainstream consumers.

Devour, similar to Blackbird, aims to help bring the restaurant world to Web3, creating its own token $DPAY, hoping to become the token of choice for the restaurant industry, and has launched a series of member NFT to help restaurants put their most passionate fans at the centre of their customer engagement strategy, And more relevant to the younger generation who value unique experiences over traditional promotions and discounts.

thinking

Devour more data, may be limited by high encryption threshold, acceptability is not high enough, do not do well: 1) The platform links 12 restaurants; 2) $DEPAY is used as the token of payment and reward, but the value is only $0.00485464; 3) it has issued a total of 1w VIP NFT, but only 801 minting and 4ETH transaction volume. 20% of the revenue of NFT mint is given to restaurants, and NFT holders can get $DEPAY every month. However, the value of $DEPAY itself is not anchored (the platform prefers to pay with its own token, and it should also be able to pay with eth). 4) There are only 500 people in the community. 50 people are active.  

First of all, NFT+ offline consumption is a field that attaches great importance to BD and knows how to the industry. Currently, visible projects are concentrated in the United States, and the team is also experienced in the catering and hotel industry, so it needs to be extremely friendly to ordinary users. Secondly, at present, except for helping brands build a membership system, there is no particularly workable narrative. To Devour this self-centered approach of distributing NFT members requires enabling data analysis, such as user labels, for the use of brands. Finally, in my opinion, the most difficult problem for a third-party platform is whether it is necessary to issue its own token, how to design the economic system to make its token have consensus value (which is very difficult for a third-party platform), and how to capture the value of the platform and build its own ecology for a long time. However, there is no good solution to this problem.

This article introduces a new blue-chip NFT project research: Killabears.

The project operation strategy is as follows:

In DC operation, designed a set of OG screening criteria and provided benefits;

Focusing on community culture, delegating power to communities and voting for a variety of decisions;

Project out of the unique IP route. The Killabears metaverse has taken shape;

At the end of the article, the operation rhythm and important nodes of the project from 0 to 1 are summarized for your review.

thinking

Three Takeaways:

1. Harnessing the collective intelligence is important, but building a co-buidl culture in a project community is not easy. By actively listening to the opinions of the community, Killabears makes effective use of the community's wisdom, arouses users' interest in deep participation, and further binds them to the project.

2. In the method of making IP, clever story telling is essential. Based on the rich content of the story, derivative products should be made.

3. Summarize the key stages of the project in time and publish them. A few pieces of information may be insignificant when no one pays attention to the project at the beginning, but for a project team with a higher goal, the context of the information at the beginning cannot be ignored, and it can further build trust with the owner.

Following ChatGPT's recent widespread use, this article writes about the impact and significance of AI on content production.

The author first tries to define "endless media", analyzes the impact of the emergence of AI from the perspective of production and consumption, and then lists three criteria for AI in a near-infinite media world: quality, speed and cost. Then, the author triggers a re-thinking of value from the above, writing down a discussion of the position of publishers and consumers in IP creation, and a discussion of content ownership.

Finally, the question is: Is this a fair way for artists and writers? And leads to the idea that human work is important. If the endless media can make a fractal of almost every topic, the author hopes to provoke people to think about the future of the common language of mankind.

thinking

The media is endless because there are voices everywhere. It takes a while for people to get used to the gameplay of "unlimited content" bullets. With the progress of artificial intelligence, the boundaries of art sometimes seem to be disappearing, and something that is inherently difficult to define becomes even more uncertain amid the waves. Once the tap of creativity, like an order of magnitude dimensionality reduction weapon, opens up and leads to the vigorous development of content, the collective memory and shared culture that people used to pursue will become even more difficult to reach.

Where once only masters had golden fingers, now everyone has a wand and spells, entering the "material explosion" of content production, we can expect or even more realistic scenarios and environments. By making the generative AI act as a kind of NPC, some of the participants voluntarily invest their emotions into the various scenarios. What do we need to worry about? Will progress happen now or in the next five years?

Not overly concerned about such a situation, but "what will be important?" But a problem! My first version of thinking is: heart and emotional mobilization. Maybe some people will say attention, is thinking, is logic, part of it is also right, everyone gives meaning to the pursuit of meaning, but in the face of the tsunami, perhaps thinking about what kind of steel structure can support standing will be some weak, spiritually some become not afraid, still has their own production "style", has not been disturbed by the stationary force, to meet the new stage.

Link to original article

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