From Shills to News - Why We Built The Biggest Crypto News Wire - TOKEN2049 Singapore 2022

um thank you very much I was here yesterday as well I'm happy to be here uh today again token 349 thank you um I think it's the fourth iteration of the event um the fourth one I've been as well so amazing to see the thing uh the event grows so much cool so I want to present uh a tech stack platform that we built as part of our agency um so I'm part of market across as we mentioned we are a leading PR and marketing agency in the web 3 space we're based in Tel Aviv Israel have been around for a long time some of our clients polka dot etoro FTX polygon uh Etc et cetera et cetera so again we work with some of the biggest brands in this space as one of their marketing partners and as that being in this space and helping these Brands uh get more press we found that there's a few gaps um in the market and in general in marketing for web 3. um first of all crypto projects love to announce things um we also have a lot of web 2 clients and I always say that only in the web 3 space do our clients have an announcement schedule before they have a marketing plan so yes crypto projects love to announce things the other part is and I don't want to um discourage all you nft guides or whatever but a lot of these announcements aren't very newsworthy journalists don't actually care about your nft and they sure as hell don't care about your listing or your general partnership that doesn't mean that you as a project don't want to announce that or went that want to get the news out there but usually journalists don't actually really care about these type of things third part is that being a web 3 project being Global there's a lot more of a global audience that you guys want to reach so it's not only English speaking it's not only American or whatever and that creates another Gap we want to reach this audience okay so what do you do so first of all a lot of projects don't differentiate between what we call owned media and earned media so they will go to their medium or their Twitter and announce it and first of all it's a very big missed opportunity because that usually only gets to your own your your current I would say community and audience and also medium is it's it's a great way to kill a story a lot of times people come to us and say hey we'd really love your help getting the news out there here's the medium post that's live or here's the Tweet so in general once something is public knowledge usually it loses almost all newsworthiness that it has at that point but a lot of crypto projects think that if they write a medium and tweet it they did their job the news is out there the second thing is that we've become uh it's been very prevalent that there's a huge issue of what we call pay to play a lot of crypto PR um especially for I would say lower tier projects is not organic it's all about payment pay that website pay that website that is not actually organic real news and to be honest it's a very bad practice to not disclose that it is paid media and to I would say shill it online and there's also a very very I would say uh um there's a glass ceiling that you just can't break when you use only those tactics um and another thing is that there is a gap so a lot of people do want to learn about nft projects a lot of people do want to learn about things getting uh listed in different places or Partnerships because they care about these projects and they want to learn more about that so what do we do journalists aren't interested in learning more about it projects really want to announce it and the users of the projects really want to learn about it as well so what what do these projects do usually they go to What's called a newswire service so there's companies like Business Wire decision or access wire they're some of the biggest players in the world decision is actually owned by Berkshire Hathaway which is Warren Buffett so these are multi-million or billion dollar businesses that their job is to take a press release you submit it and it gets distributed to a lot of websites at the same time that as we've seen has been an industry standard for especially historically of those publicly traded companies because as a publicly traded company you have to disclose things to the market or whatever and that has just become the go-to platform for a lot of crypto projects that want to announce their news um there's just a few issues when you use a traditional wire first of all you cannot find these URLs online unless you Google them or sent someone to it directly if I will send you to a Yahoo finance or a market watch or whatever and tell you with 20 clicks or less on the website find me this article the answer is you're not gonna find it these are non-listed articles on these home pages that are part of very wide syndication deals that these sites have the second of all most of these are not very relevant websites all these decisions or whatever are not built for web3 or blockchain or crypto they're much more built for the publicly traded Commodities markets meaning that the sites and audience that you might actually reach isn't the audience that you want to reach um and the third thing is from our experience these platforms are majority or almost only in English and go to predominantly western or American websites meaning we don't get a diverse message that is localized and presented to many of the communities that we actually want to to get to that's why we decided to build a platform first of all internally for our use and then we built it out it's called chain wire it's live it's been live for a year and a half generating actually millions of dollars in revenue and is by far the leading platform in this space you can go visit it it's called chainwire.org and what is it so it is a self-serve platform meaning you just come in you open up a user there's no setup fees there's no monthly fees there's no whatever you come in you sign up you put your press release so again you have to bring your own content and of course with you and you submit the press release you choose whichever package you want you press click sorry I'm being told to go here all right you press click and in minutes dozens and dozens of dozens of Articles will appear and then we also have a data analytics dashboard that will show you where it went and some of the different metrics I'm going to show you a bit how it works so again you select the time again it could go live now you could also set it in advance I want it in this day or this hour or whatever um you should choose the preferred packages I'm going to go through that window in a second and then you literally press click and things just happen automatically um we're integrated to some of the biggest crypto websites in the world be it coin Telegraph crypto slate be in crypto and these these things are really growing daily and by the way if you guys are Publishers or media houses we'd love to hear with you we are I think adding more than two to three websites a week to the platform and I think globally there's more than 200 websites on the platform already and really um and very important to say all of the posts that go through chain wire go to the home pages of these websites these again are labeled as press releases there is no monkey business it is very clear what it is but all these posts get top visibilities on the websites that we partner with now what we did a few months ago is we also introduced a language package packages in general what does that mean so if you come and you submit your press release and you also want to do a lot more of a global distribution we will provide translations usually in less than 48 hours and also distribution to set markets and we have partnered with some of the biggest sites in these markets including coin Telegraph France uh cointelegraph Japan coindis Korea and et cetera et cetera et cetera so we're always growing and always growing our distribution channels and again all these posts are on the home page of these websites and get top prominence and I think that there's no platform in the world that offers the global reach that we offer and it's very targeted if you have a specific drop or release towards a different Market you can really choose that market that you want to get to um so again we if we look at the space in general all the different competitors and by the way they are already competitors that have built platforms trying to I would say I'm not saying mimic because it's an open thing I didn't we didn't invent anything wire Services have been around for a long time but if we look at our platform so first of all we have a 24 hour 7 support which is very important because there are people in a lot of different markets we're a crypto we're for crypto by crypto people so we accept crypto payments that's very very important uh we're integrated with coinbase payments and by the way that's a very hard due diligence to get and that's a verification of the business itself um as I said all our posts go to home pages of the website um the publication is immediate so again um uh if the translations do take out say a certain amount of hours but in general if you use the platform you will see coverage in the matter of less than 30 seconds and that might take a few days till all the dozens of dozens of websites do publish the story but it is immediate um and we also do offer editorial uh proofreading so we're not going to write the press release for you of course but we do uh cover it check that it's all compliant if there's you know a lot of spelling mistakes we will uh give it back to you guys and say let's change that let's change that so we do give some editorial support um and and I said we are integrated to real and top crypto Publishers uh around the world and that is something that we haven't found in any of the different Platforms in the market um and if you want you can kind of see these are just again I think was one of our clients a few months ago you could go and see a bit of the clients he did so again anywhere from cointelegraph uh to daily huddle and a lot of more different sites and these are Global pickups crypto potato et cetera et cetera et cetera so these are the I would say uh leading industry Niche websites where these communities live the people that look for these types of news the listings nft drops the more I would say um retail crypto audience um and so the question is okay all right you built a platform who is this good for who who would be benefiting from using this platform so first of all um exchanges launch pads whoever um ecosystems um people that have a lot a lot of announcements and maybe not all of them are the most super newsy type of things in the world so if you're in the business of again we work a lot with exchanges they offer that as part of their listing packages launch pads at as part of the launch pads um a lot of base layers that want to provide uh assistance to their uh projects being built on them and they have a lot of announcements so if you're doing dozens of announcements a year and some of them might not be uh nft marketplaces Etc the classical uh client for them and we're integrated with some of the biggest ones in the world um another thing I didn't write here is agencies we're an agency and we built this for agencies it's an open Tech we have some of our quote unquote competitors using this and we invite them to use this Global agencies local agencies this is for agencies by agencies as I say and um we've uh I said open up the tech stack and open up whatever we can to everyone um another thing is projects that don't need an agency we're an agency we work on monthly retainers or packages I think we do a great job and I think that we're very uh respected but not everyone needs that not everyone has the Cadence and the amount of the news that they need an agency or maybe they know exactly what they need and they have a very strong in-house team that knows exactly what they want and they just need that push of distribution so that could be a great great tool for you guys to use um and again a lot of uh another use cases projects that want to get a better Global reach so you might be based in Singapore or China or the United States and you're really really focused on getting coverage in select Global markets that are not your strong point you might know a lot of journalists in your local area but it's very hard to now go and get a journalist in Indonesia or journalists in Turkey so again this is a very very effective platform for projects that want to get that Global reach in a click of a button um here's another little testimonial gate IO a very known uh exchange uses uh chain wire for a very large amount of the listings that they do um and again uh I'm sure that just more bragging points a testimonial testimonial I can't really say more about that uh than that um and yeah I'm gonna be short on time I still have a minute left so I'm gonna let people kind of uh I would say take the floor but I've been a Thai I'm gonna be here on the side if anyone has any questions or you can also contact the website at chainwire and the main thing that we want to do with this is to standardize the industry and help the industry use the right tools to get the message out there we don't need to use the wrong tools built by web 2 traded companies that all their job is to get in a news announcement out there so the SEC doesn't say that they're insider trading or whatever but these tools aren't effective for web 3 uh communities and the other side is the huge issue of pay to play in crypto press that we're really really trying to mitigate we really want users to know what is real and what isn't and we really want journalists to cover stories and as I said our job is to turn shills into news and that is why we built a platform and yeah thank you very much