Communities are at the heart of web3 and the NFT industry. Connecting & co-creating with communities is a big driver of the promise of NFTs.
Today's 🧵 will look at NFT communities, how project's relationships with them will expand in 2023, & different activation strategies!
First, let's explore why NFTs offer such a good vehicle for customer engagement.
a) Unique & verifiable digital assets enable creators & businesses to offer exclusive experiences. E.g., a musician can release a limited edition NFT album that includes exclusive bonus content.
b) Exclusivity - Because NFTs are unique, they often have a higher perceived value than their non-NFT counterparts. This can be used to drive sales. E.g., a fashion brand can release a limited edition NFT clothing line that is only available to customers who purchase the NFT
c) Access & Fan Engagement - NFTs can be used to create a sense of community & connection between fans & creators. E.g., a comic book publisher can release an NFT series that includes exclusive content & merch, and also gives fans the opportunity to co-create comic issues.
d) Analytics - NFTs can be used to track engagement with the asset, such as # of views, shares, etc, which can be used to personalize the UX. E.g, a sports team can release an NFT season pass that includes access to BTS content, player meet-and-greets, & other perks.
Wallets are the new "cookie" tech in web3, except they enable orgs to segment & target user purchasing history in real time. Apps could encode user metadata as an NFT governed by a smart contract that enforces royalties - h/t @ttunguz for his thoughts on the topic!
e) Customer Loyalty Programs: As seen by the recent launch of @Starbucks Odyssey, @Nike.swoosh, & other programs the future of the customer loyalty program is NFTs. These can be used to reward a brand's superfans or incentivize/gamify consumer behavior.
In order to "unlock" these different experiences, NFT projects have relied on following community activation strategies:
📸🎮 content
(lore, updates, spaces, ama)
🎟️👕 giveaways
(perks, raffles, discounts, airdrops)
💃🕺collaborations
(events, metaverse, games, licensing)
We think these will evolve in 2023 as people stop thinking of the NFT as the product and start thinking of them as the access pass to the product, service, experience, brand IP licensing, etc. When people think this way it'll change the way those activation strategies work!
📸🎮 content - less about brand delivered and more about co-creation of content; the story is written w/ community but the story is what holds community together
🎟️👕 giveaways - focused more on exclusive products/access to unique services & experiential opportunities
💃🕺collaborations - less AL opps, more interoperability of assets in tech platforms (Voxel, Chibi, 3D, Avatars, etc.); more "art" interoperability - how do traits & utility get shared across projects; community-led collaborations; projects forming official partnerships
We hope that this 🧵 sparks some conversation around the relationship between communities and NFT projects and fosters collaboration, co-creation, and more bi-directional engagement between NFT projects and their communities. B/c they are communities and not audiences!
What new possibilities exist in your mind for NFT communities & projects to interact?
What activation strategies do you like & have found most effective?
What are the best NFT communities?
How do you think community engagement strategies evolve in 2023 in web3? Comment ⬇️
STAPLEVERSE
@stapleverse
Founded by @jeffstaple in 2021. Building the future of street culture through Web3, the Blockchain & NFTs. Get a SV NFT here - linktr.ee/sapienz