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Why traditional marketers fail in Web3: Avoiding these failures

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“You can fork code, but you can’t fork a community.” I wish I had come up with this gem of a saying. I use it extensively. I also wish I knew who to credit it to. Heard it on a podcast several years back, and it hit me like a ton of bricks. 

2023 marks my 10th anniversary working in the blockchain industry — primarily in community and marketing. The number one lesson I have learned is how valuable communities are: how powerful they are, and how unique each one is. And, they’re the only reason your projects can become a success or failure. 

You can replicate marketing plans, you can fork Github repos and you can poach developers and other professionals from your competitors. However, if there is one thing you cannot do, it’s copying and pasting a community — no matter how hard you try.

The community is not your client base

Over the years I’ve witnessed the tragic demise of several accomplished and veteran traditional chief marketing officers. I’ve witnessed great projects slam into a go-to-market dead end. Projects treating the community as a nuisance they are forced to tolerate, simply copying what others are doing and forcing it to fit in tend to not do well. They pretend to care for the community publicly while ignoring their value internally. 

In Web2, you have customers and clients. You have sales targets and KPIs to meet. Your goal as a marketer is to convince people your product is better than the next. You know your client’s identity. You own their data. You grow your customer base through advertisement dollars. The communication is generally one-sided. You offload interactions onto Customer Service to deal with any complaints. 

How to market to a Web3 crowd

It really is quite simple. You’re not selling anything. You’re raising awareness, and letting people figure out why you matter all by themselves. Don’t even try to convince anyone about anything. Your only KPI is to keep people interested.

It’s all about the mindset, acknowledging the radically different ethos and user behaviour compared to Web2. Respect the original broad stroke principles of the anarchic-cypherpunk manifesto that permeates between the lines of Satoshi’s white paper. If you didn’t understand this previous sentence, that is your core issue. 

In Web3 you have users, not customers and clients. Together, they form a community. A community is like having a big family with new members every day. It is all about nurturing relationships with — for the most part — anonymous individuals on the internet. It’s about making friends with avatars who have a common interest. Treat everyone like they’re your best friend.

The code for many projects is open-source. Anyone can audit it. The community owns the project through token holding and governance. Your project’s wallets are auditable too. There is zero tolerance for foul play. The beauty lies in the eyes of blockchain explorers. Treat everyone with the same level of respect as you would the Internal Revenue Service. Radical transparency is key. “Don’t trust, verify.”

Understand you have subsets within your community with different interests, and become obsessively interested in each and every one of them. Treat every individual as a VIP, and cater to their individual needs.

“We’ll just throw money at the problem”

The last thing you do is spend from the prototypical marketing budget. It simply doesn’t work until you reach a critical mass of users when your community is thriving. Spend your energy fostering a welcoming and fun place for folks to congregate in. Invest in quality community managers rather than marketing leads. Word of mouth will vastly outperform any PPC or PR campaign.

User acquisition is easy. Retaining people is hard. Ask yourself, “What is it that makes people come back every day?”

This is your entire marketing strategy boiled down to one sentence. 

Your community is not a currency, it’s a store of value

In the ever-evolving landscape of Web3, true value isn’t just tokens or coins that change hands. It’s the collective heartbeat of a community, the shared passion and vision that drives projects forward. Traditional marketing metrics and strategies fall short in this realm, not because they’re inherently flawed, but because they were designed for a different era — a different mindset.

Web3 is more than just a technological evolution; it’s a cultural renaissance. It’s a space where centralized hierarchies are flattened, and every voice, no matter how soft, has the potential to echo with impact. In this brave new world, the community isn’t just an audience; they’re co-creators, stakeholders and always the lifeblood of a project. They don’t buy a product; they buy into a vision, a dream and a promise of a decentralized future.

As we journey deeper into the Web3 era, it becomes evident that while tokens may fluctuate in price, the true store of value is the trust, passion and commitment of a community. They don’t merely transact; they transform. They don’t just invest; they inspire.

In the world of Web3, where the tangible often blurs with the intangible, remember this: Your community’s value isn’t just in what they give, but in what they represent. Through bull markets and bear markets, cherish them, for they are the bedrock upon which lasting legacies are built.

Tiago Serôdio is an accomplished growth marketer and community professional who specializes in hyper-scaling projects.

This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.

Cryptocurrency

Zoom Meeting Scam: Crypto Users Fall Prey to Potential Russian-linked Hackers

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Cybercriminals are once again exploiting trusted tools for malicious gains.

This time, a phishing campaign centered around fake Zoom meeting links has left victims counting massive losses in cryptocurrency.

Fake Zoom Invites Mask Malware

A recent report by blockchain security firm SlowMist detailed a sophisticated phishing campaign targeting cryptocurrency users through fake Zoom meeting links. The attack has reportedly resulted in the theft of millions of digital assets.

It involved the use of a fraudulent domain resembling the authentic one. This site mimicked the genuine Zoom interface to trick unassuming victims into downloading a malicious installation package. Once executed, the malware prompted users to enter their system passwords which enabled the collection of sensitive information such as KeyChain data, browser credentials, and cryptocurrency wallet details.

Upon analysis, SlowMist said that it identified the malware’s code as a modified osascript script. The script extracted and encrypted user data before transmitting it to a hacker-controlled server flagged as malicious by threat intelligence platforms.

The server’s IP address was traced to the Netherlands, and the attackers’ monitoring tools, including logs showing Russian script usage, suggest a connection to Russian-speaking operatives.

On-chain tracking through SlowMist’s MistTrack tool revealed that the hackers’ primary wallet amassed over $1 million, converting stolen assets into 296 ETH. Further transfers led to a secondary address which is now linked to transactions across popular crypto exchanges such as Binance, Gate.io, and MEXC. A complex network of smaller wallets and flagged addresses, including those tagged “Angel Drainer” and “Pink Drainer,” facilitated fund dispersal.

“These types of attacks often combine social engineering and Trojan techniques, making users vulnerable to exploitation. The SlowMist Security Team advises users to carefully verify meeting links before clicking, avoid executing unknown software and commands, install antivirus software, and update it regularly.”

Phishing Scams Hit Alarming Highs

There has been a surge in crypto phishing scams lately. Earlier this month, a fraudulent work meeting link sent via KakaoTalk caused a person to lose $300,000 in cryptocurrency. The malware-compromised funds were transferred to a BingX-associated wallet. The link installed malware and compromised Ethereum and Solana wallets.

Another blockchain security expert, Scam Sniffer reported over $9.4 million was lost in phishing attacks in November alone. Malicious blockchain signatures remain a top threat, as scammers exploit fraudulent transaction permissions to drain wallets, including high-profile thefts exceeding $36 million.

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Cryptocurrency

LINK Dumps by 9% Daily as BTC Falls to $94K (Weekend Watch)

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Bitcoin’s price actions at the end of the year are quite underwhelming as the asset tumbled from $97,000 to under $94,000 yesterday and is down by fourteen grand since last Tuesday’s peak.

The altcoins have suffered as well, with many violent price corrections from the likes of AVAX, LINK, SUI, and others.

BTC’s Struggles See No End

The Fed-induced correction began last week as bitcoin dumped from its latest all-time high of over $108,000 to $92,000 in just a few days. It managed to recover some ground last weekend and even spiked to $99,000, but that was short-lived, and the asset headed straight south on Monday.

After another slump toward $92,000, the bull took charge and pushed it to a multi-day peak of just under $100,000. However, this rally was halted quickly as well, and bitcoin started losing value once again in the following days.

After failing at $97,000 yesterday, the bears drove it down once more to under $94,000. Although it has been able to recover some ground since then and now trades above that line, BTC is still more than 2% down on the day.

Its market capitalization has dumped to $1.870 trillion on CG, and its dominance over the alts has retraced to 54.4%.

Bitcoin/Price/Chart 28.12.2024. Source: TradingView
Bitcoin/Price/Chart 28.12.2024. Source: TradingView

Alts in Red Only

The alternative coins are deep in red today as well. Ethereum was stopped on a few occasions at $3,500 and is down to $3,360 now. XRP is well below $2.2, while BNB fights to remain above $700. SOL, ADA, DOGE, and TON have produced losses of up to 3%.

Even more painful declines come from AVAX, SUI, LINK, DOT, and HBAR. In fact, Chainlink’s token has plummeted by nearly 10% and is deep beneath $22.

Most lower- and mid-cap alts are in a similar state as well. Consequently, the total crypto market cap has dumped by $150 billion in the past two days to just over $3.4 trillion on CG.

Cryptocurrency Market Overview. Source: QuantifyCrypto
Cryptocurrency Market Overview. Source: QuantifyCrypto
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Disclaimer: Information found on CryptoPotato is those of writers quoted. It does not represent the opinions of CryptoPotato on whether to buy, sell, or hold any investments. You are advised to conduct your own research before making any investment decisions. Use provided information at your own risk. See Disclaimer for more information.

Cryptocurrency charts by TradingView.

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Cryptocurrency

ChatGPT Weighs in: Can Ripple (XRP) Finally Hit New All-Time High in 2025?

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TL:DR;

  • XRP went on a wild ride at the end of 2024 but still came short when it was a matter of breaking above $3 and potentially reaching a new all-time high.
  • Will that finally change for the asset in 2025? Here’s ChatGPT’s answer.

Can XRP Break Above $3.4 in 2025?

It’s safe to say that the Trump-induced rally after his decisive win in the 2024 US presidential elections benefited some assets more than others. XRP stood quietly below $0.6 but on the hopes that the SEC lawsuit will finally be resolved during a more favorable administration and better regulations, it skyrocketed within several weeks to almost $3.

However, its run was halted there and Ripple’s native cross-border token even slipped below $2 on a couple of occasions. It now stands at around $2.15, which is more than 35% away from its January 7, 2018 all-time high of $3.4.

With just a few days left in 2024, it seems highly unlikely that this record will fall by January 1. But, what are XRP’s chances for a new all-time high in 2025? Well, ChatGPT’s answer was quite bullish, actually.

In the first part, the AI chatbot indicated that numerous analysts and forecasts envision XRP going to $4.5 in H1 of 2025, driven by “factors such as increased adoption and favorable regulatory develpoments.” Furthermore, the AI tool asserted that the asset could shot up to $7 if the aforementioed factors align with better market conditions and investor sentiment.

Nevertheless, it also had a second part to its answer, suggesting that “XRP may underperform in 2025 as investors might shift their focus to newer cryptocurrencies, potentially impacting its growth prospects.”

And Perplexity Says…?

ChatGPT’s rival also outlined XRP’s spectacular price growth at the end of 2024 and highlighted three probable scenarios for the asset for the next year. The conservative one sees XRP stabilizing between its current level and $3. The more optimistic one foresees a price rally to uncharted territory of $4.44 and $5.25.

The more outrageous prediction indicates a run toward $8 by the end of 2025. Such a price tag would put XRP’s market capitalization at roughly $500 billion, which would make it the second-largest by that metric if ETH’s stays the same.

Perplexity mentioned essentially the same factors that could propel a price rally for XRP, including better regulatory landscape in the US, bullish market sentiment across the entire crytpo fieled, and growing institutional adoption. The last part could be fastlaned if the upcoming SEC administration approves a Ripple ETF, just like it did with BTC and ETH in 2024.

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