tw3c #9: Alo Yoga's non-crypto web3 strategy & how to find the right people for your community

Welcome and GM to The Web3 CRM Brief - or short, tw3c.

tw3c is the number one web3 CRM newsletter for marketers, growth and project managers who scale web3 communities. In this newsletter, I'll share the most interesting stories about

👋 community engagement📊 on-chain wallet data & analytics⛓ tool tipsand actionable best practices to make the most of your web3 communities!

👋 One Best Practice: Alo Yoga's Non-Crypto Web3 Strategy

How do you convince someone with absolutely no interest in NFTs or crypto to become a member of a web3 community?

Provide an experience that makes the web3 tech stack completely invisible while retaining all the benefits of blockchain technology.

The lifestyle and activewear brand Alo Yoga is making waves with an offline-to-online-to-offline engagement strategy - powered by NFTs.

With it, Alo is actually killing two birds with one stone:

• Proof of authenticity: Firstly, those who purchased an item from the 17-piece Aspen collection received a digital twin in form of an NFT that proves both ownership and authenticity of the brand’s first premium line providing a solution to mitigate counterfeits, a challenge especially products from the luxury segments are confronted with.

• Loyalty 3.0: Secondly, these digital items also serve as a way for customers to unlock real-life experiences such as access to Alo House events, personal trainings and access to a personal shopper. This lays the foundation for digitizing the brand's traditional loyalty program.

In knowing that their customers are lifestyle and wellness enthusiasts, tech-savvy, but not web3 native, they've built their communication around what speaks to their existing customer base. This meant completely leaving out web3 lingo and offering a seamless checkout experience via email without any crypto wallet required.

✅ Thinking web3 customer engagement holistically and not just on a drop by drop basis or single activation✅ Emphasising the importance of a rigorous customer insights practice ✅ Deciding upfront who your target audience is - your existing customers (if you're a web2 brand) or web3 natives

Meanwhile, Alo is also heavily investing in VR actively building a community around inclusive spaces in the Metaverse with +65M people visiting their Roblox space for joint yoga and meditation sessions. They're also tapping into VR commerce with latest project that evolves around a digital fashion collection in The Sandbox.

📊 One Metric To Consider This Week: Betweenness Centrality

Your customers are excited about your web3 value proposition and are having a lot of fun claiming and minting their NFTs and digital twins. Your community is growing rapidly - so far, so good!

However, whenever there's a lot of growth, it also gets more difficult to keep track of your community's health, what gets members excited and what keeps them up at night.

If you want to get a better understanding of patterns that provide insight into motivations and de-motivations, one metric to look at might be Betweenness Centrality.

The betweenness centrality score is an algorithm used in network analysis to identify the "extremes" within a network - in this case, your community. It shows the top outliers and bottom outliers, which allows you to derive insights into patterns to act on. These insights can be used e.g. for campaigns aiming to lower user attrition based on patterns from the bottom outliers or for campaigns aiming to boost user acquisition based on patterns from the top outliers.

⛓ One Tool To Look At This Week: Addressable.io

Alo Yoga has shown how authentic and natural a web3 strategy for customer engagement and retention can feel when you put on your digital strategist hat and read your audience correctly.

However, a lot of user activity is based on anonymous crypto wallets, which makes deriving audience insights difficult.

This week's tool recommendation Addressable has picked up this very pain point by creating a web app that allows you to identify and create audiences for web2 campaigns based on on-chain activity.

Users buy goods on the blockchain, but hang out on social media

The data you receive is hashed and available at the audience level of a minimum size of 1.000 making sure it provides the highest user privacy standards possible.

How can you try it yourself with a real ROAS case? If you're running promoted tweets on Twitter with an awareness or user acquisition goal, you can use the app to target ONLY the communities you aim for with zero to none scattering loss in your targeting significantly improving your ROAS.

Thus, if you're looking for a way to match crypto wallet holders to social media audiences to identify and enrich your community and target audience for campaigns, take a look 👀

Kudos to Asaf Nadler & team for building this :)

Thanks for reading! How did you like this edition? Don't hesitate to reach out with any feedback by responding to this email.

Until next week,Lea

P.S.: What to read next today?👇