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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

DWF Ventures Analyzes Performance of Binance Alpha and Spot Listings

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[PRESS RELEASE – Dubai, UAE, June 13th, 2025]

Leading web3 investor DWF Ventures has published an analysis of Binance Alpha and Spot listings. It examines the performance of projects that have reached the exchange’s spot market following a token launch on Binance Alpha.

DWF Ventures has comprehensively analyzed the projects that have featured on Binance Alpha following the introduction of the listing mechanism in 2024. It highlights the increased transparency that Alpha brings by enabling users to appraise the merits of emerging tokens, some of which have the potential to migrate to a Binance Spot listing.

Research conducted by DWF Ventures has found that of the more than 190 projects to have been selected by Binance Alpha to date, more than 70% are currently trading at below $50M market cap, while a handful of outliers such as Ondo and Virtuals have surpassed $1B valuation.

DWF Ventures’ analysis also shows that memecoins and AI agents have dominated Binance Alpha projects with DeFi in third place. Memecoins and AI agents surpass all other onchain sectors featured in Binance Alpha combined. DWF further found that Solana was the most popular chain for featured projects, followed closely by BNB Chain and Ethereum.

Key findings from DWF Ventures’ Binance Alpha report include the fact that around 10% of Alpha projects converted to a Spot listing, with a total of 19 making the grade. DeFi and memecoins had the highest conversion rate, while the most valuable projects after Ondo and Virtuals were Maple Finance and Cookie DAO.

DWF Ventures summarizes its report by noting that projects that migrate from Alpha to Spot are typically defined by active social media engagement, high trading volume, and are category leaders in popular onchain verticals. The full DWF Ventures report can be read here.

About DWF Labs

DWF Labs is the new generation Web3 investor and market maker, one of the world’s largest high-frequency cryptocurrency trading entities, which trades spot and derivatives markets on over 60 top exchanges.

Learn more: https://www.dwf-labs.com/

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Roam Launches on Binance Alpha and Solana’s Meteora DEX, Expands Cross-Chain Access via BSC Integration

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[PRESS RELEASE – Vancouver, Canada, June 13th, 2025]

Roam, the open wireless network powered by WiFi and eSIM technologies, today announced its official listing on Binance Alpha, alongside the launch of a liquidity pool on Meteora, the leading Solana-based DEX. This dual listing marks a significant step in Roam’s cross-chain expansion, boosting $ROAM token accessibility across both BNB Chain and Solana ecosystems.

Beginning June 13 at 13:00 UTC, eligible Binance users can participate in the ROAM Alpha campaign and claim rewards through Binance’s official event portal. Simultaneously, liquidity providers on Meteora can earn platform-specific incentives via Roam’s official LP pool.

Staking and Airdrop Rewards for General Users and Roam Miners

Roam is introducing a high-yield staking program offering an average 35% APY for general users. Meanwhile, Roam Miner users can access a dedicated staking pool with 500 $ROAM staking capacity per device, a guaranteed 100% APY, and monthly airdrops of 40 $ROAM per device for six consecutive months.

This reward structure is designed to align long-term community participation with Roam’s DePIN-based infrastructure and token economy.

Binance Alpha: Early Access to Curated Web3 Projects

Binance Alpha is Binance’s discovery platform for early-stage Web3 tokens, offering users curated access to high-potential projects. ROAM was selected based on its ecosystem growth, on-chain traction, and technical innovation.

With Alpha’s streamlined “Quick Buy” feature, users can purchase ROAM without adjusting slippage or navigating gas-intensive environments. Enhanced trade routing and MEV protection ensure security and efficiency. Participants can also earn Alpha Points by trading or holding ROAM, unlocking airdrops, and other future benefits.

Meteora Listing Enhances $ROAM Liquidity on Solana

Roam’s debut on Meteora—the dynamic liquidity protocol developed by the team behind Jupiter—brings sustainable market depth to $ROAM within the Solana DeFi ecosystem. Meteora’s DLMM architecture, AMM vaults, and liquidity aggregation reduce volatility and deliver optimized capital efficiency for LPs.

The integration strengthens Roam’s Solana presence while supporting long-term DeFi adoption and trading scalability.

BSC Integration Enables Cross-Chain Token Access via Roam App

To improve user accessibility and trading flexibility, Roam has enabled native cross-chain support via Wormhole’s NTT framework, allowing users to bridge ROAM between Solana and BNB Chain directly within the Roam App. The process is intuitive, requiring no third-party tools or external wallets.

This BSC integration introduces $ROAM to new users across Binance’s CEX and DeFi ecosystems while offering reduced transaction costs. Users can deposit directly from Binance accounts and access $ROAM on platforms such as PancakeSwap. The feature complements Binance Alpha’s zero-fee trading promotion (March 17–September 17, 2025), further reducing onboarding friction.

Building Real-World Adoption Through Decentralized Connectivity

Roam is expanding its presence as a decentralized infrastructure provider focused on enabling real-world connectivity. Backed by OpenRoaming and eSIM technologies, Roam has deployed over 10 million WiFi nodes, serving more than 2.8 million global users.

With the Roam App, users can connect to nearby Roam WiFi hotspots and earn Roam Points by contributing to the network—through adding WiFi nodes, completing WiFi Check-Ins, and participating in community-driven campaigns. These points can be converted into $ROAM tokens, creating a tangible bridge between user contributions and token utility.

Roam’s token model supports real yield through network growth, and its expanding ecosystem includes targeted advertising, Web3 travel integrations, and enterprise-grade eSIM services trusted by partners like Bybit and MEXC. The soon-to-launch Premium eSIM will integrate voice, SMS, and high-speed data, with users able to purchase service directly using $ROAM—strengthening utility across both consumer and enterprise use cases.

About Roam

Roam is focused on building a decentralized global open wireless network that provides seamless, secure connectivity for individuals and smart devices, whether stationary or mobile. Through a blockchain-based credential infrastructure, Roam has supported the adoption of WiFi OpenRoaming among small and medium-sized businesses.

As highlighted in Messari’s 2024 State of DePIN report, Roam is recognized as the fourth-largest DePIN project globally, with a network of over 2.1 million nodes spanning 200 countries and a user base of 2.4 million registered app users. The network also enables access to free eSIM data through participation in activities such as building and validating WiFi nodes, demonstrating Roam’s role in advancing adoption within the DePIN sector.

Users can contact Roam via:

Twitter: https://x.com/weRoamxyz

Telegram: https://t.me/WeRoamXYZ

For more information, users can visit the Roam App or follow official exchange announcements.

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Sharplink Becomes Largest Public ETH Holder With $462M Purchase but Shares Tumble

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Sharplink Gaming has taken a major step into the crypto space by establishing an Ethereum Treasury Reserve and acquiring over $462 million worth of ETH. This move makes the company the largest public holder of ETH, second only to the Ethereum Foundation.

According to a press release, Sharplink purchased 176,270.69 ETH at an average price of $2,626, totaling approximately $462.9 million. The acquisition reflects a major shift in the firm’s strategy, placing Ethereum at the center of its digital asset reserves.

Sharplink’s ETH Funding Strategy

To fund the purchase, Sharplink raised $425 million through a private placement deal and another $79 million via an at-the-market (ATM) equity offering. The company used most of these proceeds to acquire ETH, highlighting its strong commitment to building a substantial crypto reserve.

As a result, Sharplink reported an 11.9% increase in ETH per share since June 2. It has also deployed over 95% of its ETH into staking and liquid staking protocols, contributing to Ethereum’s network security while generating passive yield.

Stock Dips Despite Ethereum Bet

Despite Sharplink’s bullish ETH announcement, its stock (SBET) experienced sharp volatility. According to Google Finance, the stock dropped 12.25% on Thursday to close at $32.50, then plunged to as low as $8 in after-hours trading.

However, by Friday, it had recovered slightly to $11.05, still down about 66% over 24 hours. Nonetheless, the stock remains up nearly 230% over the past month and 37% year-to-date.

Meanwhile, the steep drop came after Sharplink filed an S-3 registration with the U.S. Securities and Exchange Commission. The filing outlined a possible resale of 58.7 million shares issued during a previous private investment in public equity (PIPE) offering, involving more than 100 investors.

In turn, this triggered fears of dilution, prompting a wave of selling. In response, Sharplink Chairman Joseph Lubin clarified on X that the filing doesn’t reflect any current sales. He explained that it only registers shares in case past investors choose to sell later.

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