tw3c #5: The Premier League's blockchain gamification, memberships & Brand 3.0 tools

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📇 CRM tactics for web3📊 on-chain wallet data collection & analytics⛓ tool tipsand actionable best practices to make the most of your web3 communities!

👋 One Best Practice: The Premier League Enters Web3 With Loads Of Gamification

The Premier League has just announced that they're partnering with the fantasy sports gaming platform Sorare for an Ethereum-based collection of digital player cards that can be used to buy, sell, trade and manage a virtual team.

With Sorare purchasing a significant share of the league's licensing rights, fans can expect to see player cards from Adam Webster, Édouard Mendy and others to connect, trade and play on the free-to-play fantasy sports league enabling the league to create a whole new level of connection and entertainment around the league's teams.

However, the Premier League is not the first league or sports entity to use blockchain-based gamification elements to accelerate engagement and activation:

• NBA Top Shot: NBA Top Shot is a blockchain-based platform that allows fans to purchase, trade, and collect officially licensed, limited edition highlights from NBA games in the form of Non-Fungible Tokens (NFTs). The platform has become a huge success, with fans spending millions of dollars on NFTs and participating in a thriving community of collectors competing in various collector challenges.

• Socios.com: Socios.com is a fan engagement platform that allows sports teams to engage with fans through NFTs and other blockchain-based gamification features. Fans can participate in voting and trivia challenges, earn rewards, and take part in other interactive experiences. The platform has partnerships with several top football clubs, including Juventus and Paris Saint-Germain.

Ready to play?

📇 One CRM Tactic For Your Project: Memberships

Earlier this week, I minted my membership pass to the Alphafounders community, a community that's aiming to foster a collaborative, inclusive, and innovative space dedicated to advancing the decentralized web. The membership is a central component of the team's engagement strategy to bring this mission to life.

Membership programs are a powerful tactic that can be leveraged to increase user engagement, drive loyalty, and ultimately boost revenue. By offering exclusive benefits and incentives to members, projects can create a more personalized and valued user experience.

What are ways to integrate memberships into a web3 project?

• Personalized offers and benefits: With membership programs, projects can use enhanced data points from Etherscan and other sources to create highly personalized activations. For example, projects can use purchase history, demographic data, and preferences to offer tailored rewards, discounts, and benefits to members.

• Collaboration and co-creation: Web3 memberships also offer the opportunity to create forums where members can engage with one another and collaborate on projects and initiatives. Holding a membership token that grants access to these co-creation opportunities thus becomes a great vehicle to build a sense of community and foster engagement, while also providing valuable insights and feedback to project teams.

• Tiered membership structures: Web3 enables projects to create tiered membership structures that offer different levels of benefits and rewards based on e.g. user engagement or spending. This can help to drive member loyalty and increase revenue over time. With that, memberships can create a win-win with opening new revenue streams for projects or individual creators and an opportunity for members to be rewarded for their time spent engaging with the project and community.

📊 One Metric To Consider This Week: Complaint Resolution Time

The key metrics for a web3 project's CRM strategy depend on the specific goals of the project. It is important to identify the key metrics that are most closely related to the project goals and to track and analyze these metrics over time to understand how the project is evolving.

If you've implemented a membership component from the list above in one way or another and now have a striving community of membership owners, is your goal to understand how well you are supporting your community and keep them happy?

Then, a metric to consider could be the Complaint Resolution Time.

There's nothing worse than having your feedback go unrecognized or your concerns unheard. In contrast, the quicker brands and projects are to react to such feedback, the more favorable and engaged the community.

Taking a look at the effectiveness of a project's customer service and support operations thus can go a long way in elevating brand perception and community building. How could you go about measuring how well you're doing?

1. Average Resolution Time: This metric measures the average amount of time it takes to resolve a customer complaint, from the moment it is received to the moment it is resolved. This can be calculated by taking the total resolution time for all complaints and dividing it by the number of complaints.

2. First Contact Resolution Rate: This metric measures the percentage of complaints that are resolved on the first contact with the customer service representative. This is a key indicator of efficiency, as it shows how quickly and effectively customer issues are being resolved.

3. Customer Satisfaction Surveys: Finally, customer satisfaction surveys can be used to measure complaint resolution time indirectly. By asking customers about their experiences with customer service and support, companies can gather valuable insights into the speed and effectiveness of their complaint resolution processes.

⛓ One Tool To Look At This Week: Kalder

If you like the idea of memberships or gamification elements for your community, but are a little overwhelmed with technicalities and execution, this week's tool to look at could come in handy: Kalder.

Founded by the early OpenSea and Robinhood product designer Gökçe Güven, the blockchain-based brand engagement tooling platform Kalder provides an array of marketing tools using blockchain tech including NFT memberships, contribute-to-earn experiences and interoperable rewards systems.

Kudos to Gökçe Güven & team 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