Web3: Community & Protocol - Ayodele Aransiola

um my name is AD additional um I'm quite a lot of things so for the guy that ask a question about um devops is no longer there so there's such a thing as web three devops engineer so you can go online and do your research um next slide please so I came here today so I came here today because um I I wish the developers were here because it's very hard to explain marketing to a developer they come to you to do marketing for them and they are saying this they are saying a you are saying Zed right so I wish they were here but any which ways I would enjoin every developer to um watch my presentation I want to ask is marketing complicated it's complicated if it's compated raise up your hand it's very complicated thank you uh I believe that people only make marketing seem complicated either because they don't understand it enough to explain it in simple terms I would love it to be complicated right so that when you come to me I can charge you but marketing is not really complicated so if you put your minds together if you follow my talk today you find out that marketing is actually not complicated so my delivery is for two types of people hello meet and greet is over please thank you thank you so my delivery for today is for two types of people first you're a web founder and you are struggling with marketing so you have a startup uh whether early stage um youve raised funds or you've not you're not done with your MVP please I need hello the noise is distracting me please thank you so you're a we founder co-founder you're struggling with marketing I did this for you or you are planning to build a startup or you are building a software already and you're already thinking where I go see customers this is for you as well at the end of our time together you have learned the best web three lead generation system where do you find customers how do you reach out to them what do you say to them and then you'd have learned how to convert cold customers into star raving mad custo customers people that who are mad about your brand which is essentially the essence of marketing your mom is not the best mom in the world someone say h your mom is my mom is the best mom in the world raise up your hand [Music] okay but I'm sorry I'm sorry to announce to you that your mom is not the best mom in the world now uh thank you thank you I understand I'm a pharmacist and uh I feel like the most important part of the body is the brain next to the brain is the art but the art is useless because now the CH breakfast put on CH breakfast for here lie lie to yourself you've eating breakfast so there's the subjective part of our memory and the objective part of our memory unfortunately the subjective part of your memory is like 80% and the objective part is 20% that's why we know to guess as human beings right so the reason why you think your mom is the best mom in the world is because of your experience of our nothing more if everyone's mom is the best mom in the world whose mom the local governments whose moms are the secretaries that we had in school it's not my own I I will tell you is not my own you'll soon find out now this is the best moment in the world I'll tell you why I'll tell you why in 20 2009 I dropped out of kovat University and that led me into the lowest part of my life very depressive face I attempted Sude twice and one Sunday evening my mom called me and says adola um I think you are the best you are the smartest kid I gave birth to out of five and she's like remember how you used to win quiz competitions in children Church remember how you were the best in E economics in secondary school remember this remember that remember this remember that and I'm like okay so I decided to give life another chance and I'm stand in front of you right if that story makes any sense to you please put your hands together for my mom thank you your mom is also the best mom in the world no worry yourself your school is also not the best school in Nigeria un lag un L raise up your hand University of Lagos o Au UI so this speaks to thank you this speaks to again the subjective part of our memories but we experience people and because of the experience we have of them think they the best you think they the best things in slic bread when they are not this is the best school in [Applause] [Music] Nigeria okay so this school this school produced me and you are listening to me right now does that count does it count please play this video for me play this video please bro hello can you play this video for me there's no play no that's not L okay we can go can I go so what I'm going to teach you today is the reason why Coca-Cola even though they make syrup ordinary syrup they make billions of dollars in profit every year nikee okay can you help me don't worries PDF I I guessed as much uh Nike makes shoes and they make billions of dollars in profit every year this is theas why Apple makes laptop the same laptop right but what makes them different from their competitors is what I'm about to teach you today who came here last year you came here last year out to your hands so please give someone the microphone why did you come back this year why did you come back this year thank you because of the value and the impact put for you so the reason you you came last year and you came this year is the same reason you think your mom is the best mom in the world is the same reason you think your school is the best school in Nigeria and that is this dopamine so I've told you take this as a pharmacist um opinion as to what great marketing is is right so last year you had Insight you learned a lot last year you were entertained last year web3 bridge made you feel good and so they helped you to secret a new Trans called dopamine that is the happiness neurotransmitter in your brain right and that's the reason why you're here those of you that didn't come here last year that's the same reason you came because of the experience they had last year right so helping your customers secret dopamine is the most important thing in my opinion in market so my objective today is to be your working marketing plan and so I'm I'm starting to stack my key takeaways so efficient marketing is stimulating dopamine and I'll Teach You How uh Insight entertainment and make them feel good so who am I I'm pharmacist I in pharmacy school long story short um so after pharmacy school I decided to go into the tech world so I started to learn Jango building websites with python and then I went to data science that was me playing football I'm to show you that I the ball so then then I went to we3 marketing um I'm sure my former boss is here listening to me and people say we look alike is that true is my dad right thank you and that's very important to know because that's not [Music] true and then lastly I went into I I started my own marketing company because I feel like we don't tell enough stories in web three and that's the reason why I think web3 has not gone mainstream because we all pushing about pushing out our products in their faces and not telling enough stories so experience Marketing in my opinion is is the process of creating a damic experience for your customer customers so if you focus on on creating dopamine in your customers then you can get them to do whatever you want them to do so I if I can achieve you secreting dopamine right now then I can get you to do whatever I want you to do and I'll prove that for you in little bit right I didn't need this slide so dopamine is a is a happy button in your brain that helps you like things and make marketing exciting for grownups in my opinion dopamine is the most important word in marketing but why why um a lot of we entrepreneurs do not understand the people they marketing to and um if you do not understand the people you are marketing to you are like a farmer you want to plant maze into the soil but you don't know what soil you are planting into so in secondary school they taught us some types of soil can you remind me Lomi soil clay soil sandy soil which one is the best which one is the worst so if you do not understand the generation you're marketing to you are like a farmer that is putting corn into a Sandy Story so who are we so two generations power we threee genes and Millennials genz Millennials my guys so according to Relevant Magazine 79% of you feel lonely and isolated and the number is 71 for Millennials now this number is is on the high side because the This research was done during the pandemic right and at least 51% of you has had treatment for a mental health issue confession who else who has had treatment for mental health issues there God bless you right so here is the sole reason marketing is getting hard for web three startups I'm a pharmacist and I find a lot of pharmaceutical companies having problems marketing new products and I tell them that because they don't understand the generation you are marketing to you think you are marketing to our parents no things have changed so they isolated they spend 50% of their times on their phones my brother is JZ I think he's in this room and recently he came back from unilac and my mom says go to your last place and first thing I said is let me have your phone I said this phone for one week because you guys need to spend time away from your phon you guys to touch grass right so for that reason you said you guys why you'll find out you find out for that reason they want to belong that's the biggest want of this generation so kid takeways now I've told you that efficient marketing is stimulating dopamine and insight uh you do that by giving them Insight entertaining them and making them feel good so second take away is that J and Millennials need to belong so you need to use that to your advantage people don't care about web 3 people don't care about tech people don't care about AI okay I'll take that again people don't care about web3 tech or AI did I say that right not today okay so this you said why you you understand now these are what people care about they care about friendships we care about people we care about G ambition love heroes success underdogs achievements surprises happiness and safety why is because they help you stimulate dopamine so if you're not stimulating dopamine you're not happy and if you're not happy you are sad and people don't like to be sad that's why another important information I tell you is that marketing is an emotional relationship not a financial relationship because my last boss is a sponsor of this event and they told me deol I want you to give us 15 customers by the end of third quarter and I'm like okay and I wish these developers were here so that they can understand that marketing is not an there's sales sales is the financial relationship marketing is an emotional relationship ship that's why I listed these things the Friendship people G ambition all of those things that help you secet dopamine is what marketing is about so I I tried my best to live out all the technical Jons right I've not you can see I've not mentioned anything web 3 but I ended to you guys are web three folks right so I there to give you something that you can relate to so this is the web version of SoundCloud or Spotify now they had a challenge they wanted to introduce tokens right but they wanted to live out all the we guns so it was a very huge challenge for them and so I'm posting that same challenge to you right now if you're going to need to introduce web three tokens to web two clients how would you do it think about it for a second now you guys are technical guys so usually the first thing that will come to your mind is send them an email you guys should grab your tokens but it doesn't work that way what this company did is that theyed the party and at the top of the the funnel they wrote claim your audio token and it was very successful right I've told you that you can get people to do anything you want them to do if you can get them to secret dopamine what you do when you are at parties when you are rocking is what dopamine right so anything you tell them to do during that period they secing dopamine they would do it um they T us economics M like hierarchy of needs do you remember right so your company needs to figure out which part of this bucket they will be in and that will whether you're building a failed company or a good company or a great company I don't have time to explain that so keepy takeaways now efficient marketing is stimulating dopamine number one genes and Millennials need to belong you need to use that to your advantage and then people don't care about the technical details they care about the emotional DET so now I'm going to take you through Insight entertainment feel good and then we call it a day so content you need to um give them Insight by building content right you guys know about content so I don't need to stress on this um what how do you build a Content machine you define your Millennials need to belong you need to use that to your advantage people do not care about all the technical details right they care about the emotional details then now you need to build an unevitable content system let your audience be be able to find you everywhere so that um thank you so the second step is entertainment and you do that with a community right I know you guys you know what communities are so I won't waste time on that um Amanda casset is the Pioneer of web3 marketing and she says the goal of web3 marketing is to start the fly whe of goat until the commit takes over so the re you are doing marketing is not for you to do marketing for the rest of your life is to bring in customers that will do the rest of the marketing for you so I get this a lot from you guys when do you start this is my uptic so there's a product launch stage right MVP and then you have a version one of your startup and then you have a version two you start a community before you start to write code while you are still generating ideas for what you want to build start a community uh so you start to tick them stuff develop content on what you want to build they are the ones that would help you regulate what you are building they they become your back Loop right so you be version one you send it to them you're doing testing send it to them uh and then you can grow your community products launch and then you can scale your community build for the community build the community as Comm fin set up I don't have time uh so you start using by using influencers or Community Partnerships and in web three I'll say this the most important Le generation system in web three is events so whether it's a Twitter space or it's a zoom meeting we do events every day almost every day right so you lead them to your community platform and you engage them on your community how do you start Community warm Outreach so reach out to your friends your Twitter followers your LinkedIn um followers DM them uh you have an eye touch on boarding experience and be specific to who you are building for now make you vibrant now this is a problem with Community managers you find that 90% of people in your community are going to be local they won't say a word 9% will contribute very little once in a while 1% account for auction this is why people get tired of community building so you need to find your super users your % activate them it's a f it you make it in that you can pay them if you have to to keep um you know to keep contributing and then build an oning process give your committee members a chance to show up and take responsibility how do you Foster engagement number one you need to have a reward system right so you can have a badge on your Discord group you can have a community token you can give Community points um three things to inviting a friend so now they become your marketer they become your lead generation system attending events and then you can reward platform interactions breakout rooms are very important one of the important things of communities that for people for you to set people up to make friends so I've set you up to make friends today have I yeah and then old events for new BS for existing customers then to sell your product so I've said that marketing is an emotional relationship sales is a financial relationship but you need to sell right so inside your marketing you need to hold sales events that's how to do it and then you gamify the experience and help them release dopamine so keep taking ways again efficient marketing is stimulating dopamine two genes and Millennials need to belong you need to use that to your advantage um people don't care about the technical details say that build an inovat content system entertainment you want to create a safe and fun Avenue for your community members so in my opinion inside your community you need to do this is my opinion now you need to do 7 % serious work and 30% play work right 70% technical stuff 30% play it could be a game it could be a party and let your commune members decide what they want to do they want to play press they can want to play Need for Speed they can want to play any game whatsoever let they want to decide what games they want to play so lastly and the most important point is identity you need to make them feel good right um people ask me um what what are the things I look out for before I agree to do marketing for a startup two things differentiation and stickiness differentiation speaks to the fact that 90% of us in web3 are building exactly the same things so you want to build un swap you want to build under binance you are not differentiating yourself from your competitors right so I look for differentiation in startups and I look for stickiness your your your startup must be sticky enough for your customers to want to come back again again and again right so so who knows this picture what was [Music] this how many of you were here the picture is cold right that's an E I respect the eight but this picture is cold in my opinion and you you you want to you want to mimic what is going on in this people's brains right you want to mimic it for your customers right she feels good doesn't she you feel good as well don't you looking at this picture right so there are three ways you can act feel good is by number one having a knife egg region so I've spoken to the fact that with three companies are building the same thing over and over again so you don't have knif Edge messaging that set you apart from your competitors number two is having a Trojan material like a t-shirt a c f Gap wallet polygon t-shirt Solana C have a Trojan material now this Trojan material is is very important because it's what is called an owned trigger now in your community you've made them feel good they've played games but you need to PL something into their lives that reminds them how you made them feel does that make sense and then the last one is um efficient story telling like I've said um the reason why web3 has not gone mainstream is that we don't tell stories now I want to ask you a question what's my name what's my name what the name of the first Speaker you can't remember what of the second speaker thank you why do you remember my name because I mentioned this four times I did that intentionally I told the story about myself people will remember you and will do anything you want them to do once you can tell them a story now stories there's stress going on in your brain 24 hours your always stressed out but if I tell you a story I can reduce the stress level by 20% and then you can get me I can get you to do what I want you to do so we start off need to do more storytelling than buy our products sign up for the white list um join our community please do more story telling so keep takeways now I'm done efficient marketing is what stimulating dopamine marketing is what efficient marketing is what Jes and Millennials need to belong you need to use that to your advantage number three people do not care about the technical Jon so cut up cut off the crap and work on the emotional details so Insight you need to build an inevitable content system and let them be able to find you everywhere entertainment speaks to the fact that you need to create a safe and fun for your community members let them feel at home in your community and feel good let them be proud of of your community so facts tell stories sell so your facts won't sell your stories will sell because we are human beings we are social animals we do things because of other people you are because other people are coming people not coming will not come does that make sense so tell Beautiful Stories and let them identify with your startup Vision lastly great marketing takes time because when people when people reach out to me they want me to get them making money in the next two weeks and it doesn't make any sense gr marketing takes a lot of time because of the fact that I knew I wasn't going to be able to exhaust all the talking points on marketing in 45 minutes when I got the acceptance for this fee I started to write a book called Gorilla Marketing for web so if you are interested in reading all of the points that I've mentioned to you in more details uh you need to go to my bio bio is this de self a couple of people know me here surprisingly my bio is this de self you'll see the link to the book in my bio and then you can thank you do you have any question thank you