Written by Ida Kay
Many of us remember the rise of the online magazine and how it challenged print’s status as the only medium that mattered. Then there was the introduction of bloggers, back when the idea of “people as media'' didn't feel like it would stick. Perhaps you were ignored when suggesting that your employer be among the first to start a Twitter account as a means of driving more two-way conversations. Communications professionals have been evolving and balancing IRL and URL communication for decades with the rise of digital, new social media platforms, and the acceleration of virtual events. The introduction of Web3 feels all too familiar to the aforementioned pivotal moments in marketing.
So, what does the evolution of Web3, NFTs, blockchain, cryptocurrency, and the metaverse mean for communications in 2022? Honest answer: no one really knows. It’s a constantly evolving space and there are numerous crucial topics to work through from sustainability to interoperability. Even though this is all changing in real-time, what is clear is that we can start preparing for (and embracing!) what’s to come. Below are some tips compiled from people who have had a head start.
1. Take time to do a deep dive
Be curious and open minded, and don't be afraid to ask questions. “Do your best to absorb as much Web3-related research as possible, including DeFi [decentralized finance], crypto, the metaverse, and NFTs,” says Yu-Ming Wu, Publisher of Sneaker News. “It’s important that you know as much as possible so you can make your own judgments.” Though partnering with experts in the space is a strong place to start, it’s good to have some base-level knowledge of your own.
Jennifer Styles, who is Vice President, Head of Communications at eco-conscious NFT platform, OneOf, suggests listening to podcasts (NFTNow, The Cutting Edge with Gmoney, The a16z Podcast network, The GaryVee Audio Experience, and Edge of NFT — to name a few!). She also recommends reading articles on Coindesk, Cointelegraph, The Block, and Decrypt, as well as joining and engaging with Discord channels or Telegram chats (more on that later). You may also want to check out the 1992 science-fiction novel Snow Crash by Neal Stephenson (said to have predicted the metaverse) or, as NFT artist Will Nichols simply says, “Just drop everything you’re doing and get on Twitter!” This overall combination of curiosity and information-gathering may spark some ideas on how to best engage your brand or talent in this growing space.
2. Double down on community
Everyone I spoke to for this article brought up the importance of community in Web3, so moving forward, it makes sense to take a closer look at your community management plans to ensure you can properly build and engage the community. Platform wise, if you’re exclusively on Instagram and TikTok, you might consider upping your time on Twitter, signing up for Discord, or spending time listening in on Clubhouse and Twitter Spaces conversations. Immerse yourself in the community on the platforms where these conversations are taking place to first understand and then identify the best way to engage. Javier Laval, founder of livestream creator monetization platform Futurestream, adds, “The entire industry is built on community and engagement with that community. This is a major part of the decentralized networks that make up DAOs (decentralized autonomous organizations), NFT Generative Projects, and more.”
Art dealer and curator Afrodet Zuri says, “The importance of community engagement is already rising, and marketers will have to look at these spaces to understand ways of better engaging with their audiences.” The importance of community will continue to rise as we see this new phase of the internet, but does that mean that media relations will become less relevant?
3. Refresh your press list
There are differing opinions on the role of traditional media in Web3. “Within crypto, NFTs, and the metaverse, community [is] central. This group looks to official Twitter accounts and Discord servers for news about projects. Media relations isn’t as important yet…” says Wu of Sneaker News. Futurestream’s Laval adds, “There really isn’t a need for media relations to be successful in the space, so PR agencies and marketers have to be conscious of this and adjust their approach.”
OneOf’s Styles shares a more “and” vs. “or” point of view. “Public opinion is more accessible and therefore more influential than ever, but you need both community engagement and media relations to work together in concert to legitimize the abundance of information,” she says. Amber Allen, founder and CEO of experiential tech company Double A Labs, agrees: “Media relations can be highly effective to get the word out. It is a spark, but community engagement is a roaring flame that spreads the word and can generate massive enthusiasm over time.”
Our role as marketers has always been to think outside of the obvious, especially when it comes to where and how audiences interact with and absorb information. Media doesn't seem to have a definitive foothold in the space (yet), and given the niche nature of Web3, community engagement is critical. My two cents? Prepare yourself by refreshing your press list to include the right editors and outlets (and start following them on Twitter) for when you have the right project. There may be a day when you need to start folding this thinking into your plans rather quickly; depending on your playground, that time may be sooner than later.
4. Say hello to new creators
With any new platform, new creators will emerge. For those of us who have spent time working in the influencer world, this is an evolution of what we’ve already been doing and is a great entry point into Web3. ”Creators and communities in the metaverse can be positioned as a pillar within a brand's influencer marketing strategy,” says Martha Garcia, Brand strategist and founder of I Am Collective. “Having a team to manage this thoughtfully is imperative to how successful your strategy will be. I feel strongly that brands can practice being in service to others when thinking about building community and advocacy — power with, not power over.” And it may be nice to see some fresh “faces.” As dealer/curator Zuri notes, “We will definitely see new creators pop up who are far more comfortable as avatars in the metaverse than in real life or even as social media personas.” Take note and follow creators of interest to best understand their brands and how to engage.
5. Show your value
Brands will need to shift from “speaking to” to “growing with” the community by focusing their storytelling on authenticity and value proposition. Authenticity is an important value for users of Web3, seen in the transparency and accountability of blockchain technology. Prioritize authentic connection, especially to avoid being called out by the community (community management will help). Your value proposition should be clear and at the core of your communication to reach a now-involved community vs. what used to be a group of disparate consumers.
Futurestream’s Laval says, “Brands should be looking for credible ways to not just advertise or market to their audience but also interact with them. These communities, usually tied together via NFTs, DAOs, music, and art, are very wary of ‘marketing,’ and unless they feel there is an authentic connection, then PR/advertising/marketing will not move the needle as much as it did previously.” This paradigm shift will alter how and what you communicate.
Creative consultant Simone Berry adds, "Brands will need to make a shift to doing things which allow the community to grow with vs. simply selling to it… projects will need to have a clear value proposition for the community — have that be monetary, IRL, experiential, or unlocking a like-minded community." One of the beauties of this shift are the benefits for the creators and the community, as Laval notes Web3 changes the way content can be leveraged, sold, and traded directly between the talent and their fans. This DTC approach allows for both parties (artist and collector) to profit in ways that were not previously available. Knowing this shift, best to identify what your value proposition is and work on how to best communicate it.
6. Complement the IRL with the URL
So, should we host every event and meeting in the metaverse this year? Probably not. Akbar Hamid, founder and CEO of 5Crypto by 5th Column (a communications agency specializing in cryptocurrency, blockchain, and NFTs), says, “PR and marketing experts would be smart to put an equal emphasis on marketing efforts in the metaverse and digital world as much as the physical world. 2022 is going to be an exponential growth year for consumer brands entering and engaging within the metaverse as both the virtual and physical world experiences become mainstays in all marketing plans. It would also behoove traditional agencies to begin educating their teams to operate within both worlds.” Jennifer Birn, founder of Birn Communications, agrees: “I think PR pros need to start becoming versed on the metaverse quickly. Otherwise, their Zoom demos are going to make much less of an impact.”
Turns out, embracing the metaverse doesn’t need to come at the cost of IRL. Double A Labs’ Allen adds, “Real-life events are awesome, and the metaverse isn’t trying to replace them. It’s not mutually exclusive. The metaverse is a bridge between real-live events, where you can build and maintain relationships in meaningful, highly interactive ways.” I Am Collective’s Garcia points out, “It’s important that we see this as part of the same marketing ecosystem. All touchpoints of marketing are real; some experiences that you are curating are digital or have virtual touchpoints, and other experiences will be in person. Staying on top of the news and trends is also important to help make recommendations for clients. It's also important to read about the environmental and climate consequences that can come from crypto, NFTs, Web3, etc.“ This phase is about blurring the lines and seamlessly being able to show your brand value on and offline.
Worth noting, even after all that research, you may not see a clear Web3 play for your brand yet. “Not all products and services are created equal,” highlights Zuri. “Until we have the technology, it will be difficult for a new perfume house or spa to market in the metaverse. These experiences should happen IRL.”
So, as we continue to market throughout this new year, with Web3 in mind, take time to do the research, double down on the power of community, update your press list, evolve influencer marketing to include new creators, ruthlessly prioritize authenticity, and complement the physical and digital worlds in your upcoming campaigns. If it all still feels overwhelming, you can take a simple 1-2-3 approach shared by creative consultant Berry: "One, truly listen and begin to participate. Two, research creators to partner with. Three, decide what your business looks like in this space, knowing that a key to long-term success will be the value proposition you offer.” Because, when asked how things will look in the future as we build out these long-term strategies, Berry shares the popular community term WAGMI, short for “We All Gonna Make It."
Ida Kay is a communications consultant who drives global Brand and product relevance through the lenses of lifestyle and culture. Throughout her 15+ year career, Ida has held management positions leading brand communications and influencer strategy at Red Bull, G-Star RAW, DC Shoes, and the World Surf League.
