tw3c #11: Build your impact identity with Return, launch your NFT collections with Salesforce Web3 & measure effort-to-activation

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: Return Protocol Taps Into The Human Desire For Identity Building To Boost Engagement

What does your wallet say about you?

Collecting NFTs, minting POAPs at events we've been to or wearing our community membership on our literal (avatar) sleeves has opened up a new sphere of identity building.

Return Protocol, a climate technology company built on blockchain tech, leverages the innate human desire to show who they are to inspire and empower people to contribute to the fight against climate change through carbon offsetting.

Build your digital identity, save the planet

How do they boost engagement within their community?

Return Protocol leverages key aspects of the web3 mindset and underlying philosophy to kickstart a flywheel mechanism for community-led growth:

✅ Collecting rewards and digital items reflecting one's values✅ Customizing one's impact identity through adding different skins to it✅ Building a community around shared values fostering collaboration✅ Competing for a rank on the leaderboard in gamified experiences

The NFT that represents one's digital impact identity is untradeable (Soulbound), making this a very personal, unique experience around digital identity building.

Consider whether there any components in your web3 offering that are uniquely tied to a user's or member's identity to increase user stickiness?

📊 One Metric To Consider This Week: Effort-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 community-led growth.

Thus, if you're trying to understand how many touch points are needed to get a cohort of users to act and participate, a metric to consider could be Effort-To-Activation.

Effort-To-Activation measures the number of touch points required in a given user journey (e.g., onboarding, launching a new product line, etc.) before a user's first desired activity is registered.

As every project is different in terms of target audience and how much explanation is needed for a user to grasp the different possibilities to contribute, there's no one-fits-all number regarding ideal length of a user journey.

However, monitoring this metric over time can tell you how effective your various user journeys are, whether you can maintain the length of them, or whether you need to optimize them to increase user engagement more quickly.

⛓ One Tool To Look At This Week: Salesforce Web3

When one of the world's largest CRM platforms expands its core product portfolio to include web3 CRM, a marketer's heart skips a beat.

Salesforce has been making waves this week with the launch of Salesforce Web3, an NFT management platform that helps clients easily and safely create token-based loyalty programs.

Some of my favorite features within Salesforce Web3 include:

• No code smart contract templates that make it as easy to create NFTs and smart contracts as it is to create a simple contact record in your CRM

• Integrated blockchain data such as wallet IDs and NFT transaction history to take audience building to the next level

• The option to choose between sustainable blockchains and even calculate the estimated carbon usage prior to deploying an NFT collection

Who's this for?

With Salesforce being the #1 CRM for web2 companies, Salesforce Web3 is especially interesting for web2 brands that launch web3 experiences, as it...

... enriches your web2 customer profiles with web3 data points... enables you to create seamless campaigns across both web2 and web3 channels

If you've already been using Salesforce products like Customer 360 or the Marketing Cloud, it comes in even handier, since you can consolidate all web2 and web3 activities in one interface without any media breaks.

Kudos to Max Comparetto & 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