tw3c #10: ASICS's move-to-earn strategy, time-to-activation & Sesame Labs

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: ASICS's Move-To-Earn Strategy

When looking for ways to incentivize a community, it's important to understand why they are part of that community in the first place. In the fitness industry, for example, people join gyms, yoga studios, or become fitness brand followers for one primary reason: to improve their fitness.

However, traditional loyalty programs often only consider transaction values and not "action" values.

With the emergence of new ways to reward loyal customers using web3 technology, an interesting trend has emerged that adds a new, personalized level of incentivization to traditional reward categorization - in this case, your physical activity.

Sports and footwear brand ASICS has already launched such a move-to-earn experience powered by blockchain with their ASICS X STEPN Origins Collection and ASICS x Solana UI Collection.

What was their strategy to enter web3?

• Mission: Get people moving and foster healthy habits.

• Brand DNA: They created custom GT-2000™ 11 running shoes that embraced the brand's heritage and marked the beginning of a new era with a new design.

• Activation: To activate customers, ASICS partnered with health and fitness app STEP'N, which allows users to be rewarded for their step count in the form of tokens. These rewards can then be redeemed in the ASICS ecosystem. More importantly, this activation has the potential for ASICS to become ingrained in the habits of fitness enthusiasts, massively increasing brand equity.

• Loyalty: With each purchase, customers received an NFT-based ASICS badge that serves as access to tokenized rewards and experiences.

What's the key insight here? When creating a brand's web3 experience, dig deep into its heritage to create a unique and authentic experience that intensifies a user's motivation to be a part of the community and brand ecosystem to create stickiness.

📊 One Metric To Consider This Week: Time-To-Activation

Web3 user engagement is highly dependent on community participation. The more active a community is as such, the more potential it has for organic growth.

Thus, if you're trying to understand how effective your entry-points are to acquire the most active and engaged users possible, a metric to consider could be Time-To-Activation.

Time-To-Activation measures the days it takes until the first contribution (community perspective) or proposal (DAO perspective) is shared by a user.

• 1-5 days: very effective entry-points to a user journey

• > 5 days: optimizations to a) the touchpoints and/or b) the target audience could improve the overall TTA

If you see patterns that suggest certain users have a shorter TTA and others have a much longer TTA than average, you can use these insights to create cohorts and test different ways of targeting (messages, channels etc.) to further increase the level of personalization.

⛓ One Tool To Look At This Week: Sesame Labs

Let's say you have a long time-to-activation. Chances are that your unique value proposition isn't landing well enough, your community doesn't see a need to contribute or simply doesn't understand how to contribute.

In all cases, thorough communication with your community can be an effective way to counteract this.

Yet, if you're targeting an audience that has mostly turned away from centralized media, how do you reach them?

This is where this week's tool recommendation Sesame Labs is coming in handy.

Sesame Labs are building a way for marketers to be able to work with a web3 native marketing stack. If your challenges currently look something like this:

❌ Your Google Analytics fails to track on-chain activities on OpenSea and others❌ You're left with fragmented user data due to a mix of on-chain and off-chain activity❌ Your social ads are only reaching those active on centralized media channels making your performance marketing efforts challenging... their tool stack might be interesting for the following features:

✅ Data analytics combining on-chain and off-chain✅ Wallet-based Business Messaging decreasing scattering loss in addressing your audience✅ Built-in features to drive engagement and loyalty on-chain

Kudos to Vinay Jain & 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?👇