tw3c #1: Nike's digital strategists doing a great job, how to integrate loyalty mechanics & a library for web3 designs

Welcome and GM to the very first edition of 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📇 CRM for web3📊 on-chain wallet data collection & analytics⛓ tool tipsand actionable best practices to make the most of your web3 communities!

👋 One Best Practice: Why Nike's Co-Creation Approach Is So Effective In Driving Engagement

Nike shapes the art of co-creation and leads by example on how to win community engagement for web3 projects. How?

By combining pop culture and brand heritage with the desire to belong and "flex".

Those who entered a waitlist, were able to create personalised ID badges upon receiving a code to access the web3-enabled platform named .SWOOSH (in beta). Those badges were then minted on the Polygon blockchain. Was it successful?

• +150k total .SWOOSH IDs created since the launch in mid-November 2022

• +20k personalized badges minted within 24 hours marking a single-day record for Nike

• comments like "Amazed how fun and simple the minting experience of my Nike .swoosh ID was." and "Kudos to you and your team for an exceptionally smooth minting experience. Everything about it was seamless and beautiful" all over social media

• people sharing the stories behind their handles, color and logo picks

• people creating their own communities like the [dot] Swoosh Holders Hangout on LinkedIn to mingle and network with community members

What can we learn from this?

Take audience research to heart and use audience insights like a digital strategist to understand what's so interesting about your project that they'll engage with other community members about it. This way, you'll have a good chance at great organic engagement to increase the share of voice around the drop date.

📇 One CRM Mechanic For Your Project: Tokenized Rewards

On average, we participate in 14.8 web2 loyalty programs, of which we interact with about 6.7 on a regular basis. Mostly in the form of redeeming rewards such as vouchers for products or services.

In web3, the mechanic of loyalty and membership programs can also be an effective way to engage and retain members, as they provide a way for members to feel recognized and rewarded for their participation and contributions. This can foster a sense of community and belonging, which can be especially important for smaller web3 projects that may have a more niche or specialized focus. Tokenized rewards can achieve the following:

• gather valuable data about members and their preferences

• improve the project and its offerings based on these member insights

• be a source of revenue for smaller web3 projects, as they may be able to charge for certain rewards or access to exclusive content or features

Does your project allow for the creation of a token or other digital asset that can be earned or awarded to members for participating in the project or contributing value to the community?

📊 One Metric To Consider This Week: Number Of Developer Contributions

The most important metrics for a web3 project will depend on the specific goals and objectives of the project, and the target audience. It's important for web3 projects to identify the key metrics that are most relevant to their success, and to track and analyze those metrics over time to understand how the project is performing.

Is your goal to understand the level of interest and awareness for your project?

Then, a metric to consider could be Number of developer contributions:

If the web3 project has an open source codebase, tracking the number of contributions from developers outside of the core team can be a good way to measure the level of interest and activity in the project.

This is especially important if you are building Layer 1 or Layer 2 networks, DeFi projects, DApps, distributed storage projects, and the like, where having freely available source code that can be viewed, downloaded, and modified is a good way to encourage community participation and collaboration, as well as build transparency and trust.

⛓ One Tool To Look At This Week: Library For Web3 Designs

One piece of feedback you often get when asking people with design backgrounds working in web3 about the biggest challenges they face in onboarding and retaining users is that the overall user experience needs to be improved.

Thus, this week, I'd like to highlight Web3 Design Patterns, a curated library of well-executed design patterns from real web3 products. Here, you find a variety of design solutions that have been implemented by successful web3 projects, and can use these examples as inspiration and guidance for your own project. Whether you're a designer, developer, or simply interested in the latest web3 design trends, this could be a valuable resource for you.

Kudos to Mayank Sharma for building this :)

Thanks for reading! How did you like this edition? If you have any questions or feedback, don't hesitate to reach out by responding to this email.

Until next week,Lea