The main objective of our DHF Marketing Proposal is to double the Monthly Active Social User base (MAUs) of the Hive Ecosystem. One of the main drivers of this Proposal is to increase the user base of all Hive Dapps as well: A rising tide lifts all boats. Our Onboarding protocol is concluded with a Hive course that aims to drive these users deeper into the Hive ecosystem by prompting them to download Hive Keychain and then use a multitude of Hive dApps.
Our Collaboration Marketing plan revolves around creating synergies between the existing Hive Dapps and leveraging all of our audiences to grow together, as well as empower our own Layer2 partnerships and collaborations with Blockchain projects outside of the Hive ecosystem to expand our reach and user base.
This marketing plan goes hand-in-hand with our Traditional Marketing plan. Through actions and efforts made through traditional channels, we will empower and accelerate this collaboration plan. To get some context on our Traditional Marketing Plan, you can read this post
Message:
The Hive Ecosystem is limitless and our App simply shows the user the tip of the iceberg by allowing them to instantaneously login with a Hive Lite Account and start doing social transactions (Threads, Posts, Comments, Upvotes). After a bit of time elapses, the user is driven to a Hive Onboarding Course that teaches them how to use more apps on Hive and how the HIVE token and her ecosystem work.
Keywords to Leverage:
Digital Identity, Full Ownership, Communities, Instagram, Youtube, Reddit, Fitness… Hive has an app for every niche.
The success of this Marketing Plan is amplified by how much synergy and leverage we create with our Traditional Marketing Strategies - where we strengthen and grow Hive’s relationship with other Layer 2 crypto projects and traditional company founders. All of this is aimed at collaborating and partnering with relevant companies to leverage both existing communities.
The approach to these collaborations and partnerships will be simple: there are communities, applications and projects all over the internet. All of them want the same thing: attention. Hive offers supercharged attention in a way that is unique to this blockchain. Look around… no really - look around - at this blockchain and see how active and engaged the Layer 0 Hive community is. This is incredible leverage and our approach to these partnerships will be providing them the opportunity to leverage the incredible engagement that is possible on Hive by using our Hive Onboarding Funnel to encourage these users to join the Hive ecosystem first with a Hive Lite Account and later by taking a Hive Onboarding Course to learn more about Hive, other apps and how they can use them.
We will have (and provide to our partners and collaborators) access to existing, established communities that present what the Hive ecosystem has to offer through our gateway App. Once these users are hooked, we will show them what the Hive ecosystem has to offer for their community, user base and business. You can learn more about our Hive Onboarding Funnel in a separate post that we will publish later this week. It teaches users about Hive, the HIVE token and Hive applications that can supercharge their Web3 Experience.
Every strategy listed below will have its own referral code so we can measure the success of each of them.
The following list showcases some of the strategies that we’ll follow at one point of our Hive Marketing campaign; in this link you can read more about our audience segmentation and potential onboarding candidates. Reading this previous post will give you overview context on how and why we determined the following strategies:
Collaboration Marketing Strategies
The Target audience of each of these strategies is the existing user base of other, non-competing companies both crypto related and niche specific.
The main and only goal is to increase awareness of Hive through our Gateway App and Hive Lite Account to Full Account Onboarding Funnel by generating user sign-ups from the communities of these partners.
The success ratio is hard to measure because it depends on the size of the project’s community, rate of activity in the community and focus of the project - it is harder to convert a DeFi user into a Hive content creator/consumer than it is to convert a Twitter content creator into a Threads content creator. We will constantly measure and A/B test collaborations that are more successful for user acquisition and drive more focus into what brings the best results.
1. In-Hive App Showcase:
One of our Marketing Plans revolves around running adoption and promotion campaigns that leverage our existing user base, and empowers them to engage in peer-to-peer outreach and propagation of the campaign itself.
We will have specific tasks within these campaigns that will onboard users to other Hive Dapps, and will encourage getting familiar with how the Hive ecosystem operates.
The incentives of these campaigns will come out of the Adoption Campaigns Plan budget, but it is relevant to mention the strategy here because we will actively collaborate with other Hive dApps to make these campaigns a success in growing the Hive Ecosystem both in width and depth (more users = width and getting those users to leverage more Hive Apps/journey into Hive as a blockchain = depth).
2. Off-Hive Crypto Partner Campaign Sponsorships:
A small part of the funding in this section will be used to buy $HIVE which will be distributed as a key reward for the Hive community and partnered projects to get involved in collaboration efforts. The important piece to collaboration is having real engagement and human beings to meet with the new community members that are being onboarded through partnerships. In return, our partners will redirect traffic and users to Hive by:
Making Leo their official - but not the only one - announcement channel (which in turn, puts all of their announcement materials - blogs and threads - directly onto the Hive blockchain)
Asking for activity within our gateway App to become eligible to win (which encourages their users to create a Hive Lite Account and eventually, get funneled into our Hive Onboarding course)
Add the Hive Blockchain Brand and Leo as official sponsors to their project (which creates positive brand awareness for Hive and a constant stream of “Hive-curious” individuals)
One of the best ways - but not the only way - is to sponsor prizes in our partner’s Zealy and Galxe Campaigns, where it is easy and simple for them to include a task that revolves around Making a post on Leo, a Hive Blockchain App or “Sending a Thread promoting the campaign”. This gets their community to create a Hive Lite Account and (again) get funneled through our Hive Onboarding Course.
3. Niche-Related Partner Sponsorships:
We will sponsor crypto prizes in high impact initiatives of web2-based communities that can potentially migrate their whole community to Hive, or at least move some of the activity to our ecosystem. We are going to leverage the Hive base layer’s Communities protocol on our implementation of Communities as a frontend. We believe we can drive large-scale communities to adopt Hive Communities as they would adopt a Reddit community through the one-click Hive Lite Account sign ups along with deep incentives to get active on Web3.
In the midst of all the issues with Reddit, we believe there is a massive opportunity waiting for Hive in this arena and this section of our marketing strategy aims to leverage it.
One of the best ways is to sponsor prizes for initiatives of small communities that run on Discord, Whatsapp, Telegram, Reddit or Instagram. For example, a small local company that runs their giveaways on Instagram could move this contest to the Hive Ecosystem, create their own community page at the Hive base-layer and revolve the prizes around activities done on-chain. They market it to their community and leverage our one-click sign ups. Then our Hive Onboarding Funnel starts to encourage those new sign ups to learn more about Hive and dive deeper into the ecosystem as a whole.
4. Local Event sponsorships:
This one operates side-by-side with our Guerilla Marketing Plan, which we will publish later this week.
We will sponsor small prizes at a local level - in real life - existing initiatives that will revolve around creating a Hive Lite Account and engaging on-chain to win. The key here is not to organize the events or initiatives, but to become sponsors of IRL, existing initiatives and events with an existing community and leverage that community through small prizes. We get them here with the shiny stuff and then we push them through our Hive Onboarding Funnel to learn more about this ecosystem and how amazing it is.
Examples of scenarios where this can be a success:
1- Sponsor local, amateur Chess tournaments that already have a prize by adding some crypto to the prize pool and a simple condition:
Make a recap of your participation in this tournament in the Local Chess Community, and the best three will get ten dollars. This encourages the participants to create a Hive Lite Account and then we will retain some of the users in the long-term as they learn about Web3 and then eventually funnel them through our Hive Onboarding Course to get them from Lite Account to Full Hive Account.
2- Sponsor a local soccer weekend league so they can have a better end of season prize. In return, they will migrate their Instagram or Facebook updates, Tournament Photo Albums, and announcements to their own Hive community, generating organic traffic and acquiring us organic users. They will encourage their participating teams to make their own team account and add content to the Community, as a way to bond with other teams, see highlights of other games, banter with rivals, etc.
We provide a place for existing communities to generate a digital presence, a venue for their community to interact with each other, and create sense of belonging to the organization - A soccer league with a digital presence where I can check other player’s stats, points in favor, recaps of other matches and more is far more appealing than any other similar league without any of this as an added value.
We are approaching these sponsorships this way because we don’t want to attract users by leveraging the reward pool. Instead, we want to add IRL rewards for their activity on-chain, get them familiar with our ecosystem and make them stay not for the rewards, but for the community and the value Hive has to offer for their real life initiatives. As we said earlier: engagement on Hive is incredible. The Layer 0 is where this community thrives. Our aim is to entice IRL communities into the Hive ecosystem.
But what about the sponsored rewards? Won’t these communities leave if we stop sponsoring their events? Well, that’s what Ad Revenue for communities can be used be for, but more on that in our Business Model & Roadmap Document which we’ll publish later this week.
By encouraging local events to create their own community, and them inviting their users to create content in there, without the mention of on-chain rewards, we believe we will bypass the whole come for the rewards failed proposition. At the same time, we will be onboarding dozens of content creators and consumers into an already active community with shared interests, with people they know in real life and can relate to. This creates a sense of belonging and community from day one, where users come back because of the people who are in there, very much like Facebook in the early days.
Message: We are giving local communities their own social website/community for free with images and videos bla bla, with ad revenue possibilities, at no cost for them.
Small Prizes for Small communities is key for onboarding several users at a time. Avoiding the Reward Pool narrative while leveraging whole existing communities who know each other in real life is a strong foundation for retention. We only need some of these communities to call Hive a Home to slowly but steadily grow and retain the Hive user base without depending on the reward pool to do so, and only leveraging the rewards as the icing on the cake. Remember that social media grew not because of “becoming an influencer and getting rich” but instead because of the idea of being social, online.
We believe we can apply that to Hive. Come to Hive to be social not to “get rich”. Hive’s value proposition is that it amplifies the social nature of a community. In a Hive community, you have currency and you have digital ownership and so many other qualities that don’t exist in a Web2 community. As an icing on that cake, you may earn some rewards too… but that’s not the central thesis, just a side benefit. The whole become an influencer on social media thing is an afterthought to the growth of social media. Social media grew initially because it gave people a sense of belonging on the internet. It’s time to bring that thinking to Hive.
The list above includes some of the key aspects of our Collaboration Marketing Strategies. As mentioned in our Proposal Article, we are measuring the success and effectiveness of each of the strategies outlined in this document. What gets measured, gets managed and we will adapt our course where we consider necessary to focus our efforts on the strategies that yield the best results in terms of onboarding and retention of users on the Hive Blockchain (CaC).
If you are interested in learning more about our Overall Marketing Strategy you might be interested in:
Previous Marketing Plans:
1- Proposal to Double the Hive Userbase
2- Overview of our Marketing Strategy
3- Traditional Marketing Plan
Posts We’re Releasing This Week:
1- Guerilla Marketing
2- Adoption Campaigns
3- Influencer Marketing
4- Social Media Strategy and Goals
5- Hive Onboarding Course, Revealed
6- Business Model & Roadmap
Want to Help Us Double the Userbase of Hive?
Our DHF Proposal is currently 95% of the way to getting funded. We need about 1.3M more HIVE POWER to vote our proposal into the current round of funding. We got 350k more HIVE POWER voting for the proposal in the last 24 hours. The funding begins on September 1st and so do all of our marketing funnels. Vote now to help us grow Hive, together!
- Vote the Proposal on PeakD ▶️ https://peakd.com/me/proposals/269
- Vote the Proposal on Ecency ▶️ https://ecency.com/me/proposals/269
- Vote the Proposal on Hivesigner ▶️ https://hivesigner.com/sign/update-proposal-votes?proposal_ids=%5B269%5D&approve=true