# Flavia Paluello on LinkedIn: #web3 #nft #tokenomics

By [Flavia Paluello](https://paragraph.com/@flaviapm) · 2022-04-29

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[James Turner](https://www.linkedin.com/in/jamesturnercm?trk=public_post_share-update_update-text) published a post yesterday questioning the confusion in Web3 about the industry's marketing roles and needs. It kept me thinking about how we can help VC's and founders better understand what marketing roles best fit their needs.

First things first - Marketing is a discipline that comprehends many functions and roles. In a simple way, there are seven marketing functions: 𝘥𝘪𝘴𝘵𝘳𝘪𝘣𝘶𝘵𝘪𝘰𝘯, 𝘧𝘪𝘯𝘢𝘯𝘤𝘪𝘯𝘨, 𝘮𝘢𝘳𝘬𝘦𝘵 𝘳𝘦𝘴𝘦𝘢𝘳𝘤𝘩, 𝘱𝘳𝘪𝘤𝘪𝘯𝘨, 𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘢𝘯𝘥 𝘴𝘦𝘳𝘷𝘪𝘤𝘦 𝘮𝘢𝘯𝘢𝘨𝘦𝘮𝘦𝘯𝘵, 𝘱𝘳𝘰𝘮𝘰𝘵𝘪𝘰𝘯, 𝘢𝘯𝘥 𝘴𝘦𝘭𝘭𝘪𝘯𝘨.

So as we analyze all the offers and jobs looking for marketers, as James pinpointed, they don't know what they need/want - ᴛʜᴇɪʀ ꜰᴏᴄᴜꜱ ɪꜱ ᴏɴ ᴘʀᴏᴍᴏᴛɪᴏɴ: ᴛʜᴇʏ ᴛʜɪɴᴋ ᴛʜᴇɪʀ ᴍᴀɪɴ ɴᴇᴇᴅ ɪꜱ ᴄᴏᴍᴍᴜɴɪᴛʏ ᴍᴀɴᴀɢᴇᴍᴇɴᴛ ᴀɴᴅ ᴄᴏᴍᴍᴜɴɪᴄᴀᴛɪᴏɴꜱ/ᴘᴜʙʟɪᴄ ʀᴇʟᴀᴛɪᴏɴꜱ.

In promotion, we can have many different roles with diverse skillset requirements: 𝗚𝗲𝗻𝗲𝗿𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴, 𝗕𝗿𝗮𝗻𝗱, 𝗖𝗼𝗻𝘁𝗲𝗻𝘁, 𝗗𝗶𝗴𝗶𝘁𝗮𝗹, 𝗘𝗺𝗮𝗶𝗹, 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮, 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻𝘀, 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵, 𝗣𝗮𝗿𝘁𝗻𝗲𝗿, 𝗮𝗻𝗱 𝗣𝗿𝗼𝗱𝘂𝗰𝘁.

What VC's and founders really need is a better plan for how their organizations can use different forms of modern media to distribute their content for the most part. And the better way for them to understand – is the 𝗣𝗘𝗦𝗢 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 created in 2009 by [Gini Dietrich](https://www.linkedin.com/in/ginidietrich?trk=public_post_share-update_update-text), founder, and CEO of Spin Sucks.

Its roots are in public relations, but it's also a handy tool for marketers to plan their content and overall strategy.

PESO: stands for "paid, earned, shared, owned," and It's an integrated approach to communications that blends paid, earned, shared, and owned media to establish thought leadership, credibility, trust, and authority.

𝘛𝘩𝘦 𝘷𝘢𝘭𝘶𝘦 𝘰𝘧 𝘗𝘌𝘚𝘖 𝘢𝘴 𝘢 𝘱𝘭𝘢𝘯𝘯𝘪𝘯𝘨 𝘵𝘰𝘰𝘭 𝘧𝘰𝘳 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘢𝘯𝘥 𝘱𝘶𝘣𝘭𝘪𝘤 𝘳𝘦𝘭𝘢𝘵𝘪𝘰𝘯𝘴 𝘭𝘪𝘦𝘴 𝘪𝘯 𝘵𝘩𝘦 𝘪𝘯𝘵𝘦𝘨𝘳𝘢𝘵𝘪𝘰𝘯 𝘰𝘧 𝘥𝘪𝘧𝘧𝘦𝘳𝘦𝘯𝘵 𝘧𝘰𝘳𝘮𝘴 𝘰𝘧 𝘮𝘦𝘥𝘪𝘢.

So if they are looking for a way to manage their communities, they need to think about owned media. If they want to promote their products, they need to think about owned and earned media. In any case, they need to understand and adapt the PESO framework to answer their needs.

That way, it'll be possible to have a robust and viable marketing strategy. 

[#web3](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fweb3&trk=public_post_share-update_update-text) [#nft](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fnft&trk=public_post_share-update_update-text) [#tokenomics](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Ftokenomics&trk=public_post_share-update_update-text) [#web3community](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fweb3community&trk=public_post_share-update_update-text) [#nftcommumity](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fnftcommumity&trk=public_post_share-update_update-text) [#marketing](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fmarketing&trk=public_post_share-update_update-text) [#socialmedia](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fsocialmedia&trk=public_post_share-update_update-text) [#marketingstrategy](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fmarketingstrategy&trk=public_post_share-update_update-text) [#content](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fcontent&trk=public_post_share-update_update-text) [#strategy](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fstrategy&trk=public_post_share-update_update-text) [#digital](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fdigital&trk=public_post_share-update_update-text) [#publicrelations](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fpublicrelations&trk=public_post_share-update_update-text) [#communications](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fcommunications&trk=public_post_share-update_update-text) [#brand](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fbrand&trk=public_post_share-update_update-text) [#leadership](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fleadership&trk=public_post_share-update_update-text) [#management](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fmanagement&trk=public_post_share-update_update-text) [#community](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fcommunity&trk=public_post_share-update_update-text) [#planning](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fplanning&trk=public_post_share-update_update-text) [#founders](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Ffounders&trk=public_post_share-update_update-text) [#ceo](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fceo&trk=public_post_share-update_update-text)

What is the number one reason you shouldn't hire a great marketer to manage your NFT Discord community? Marketing =/= Community These two things are not even remotely close to the same thing. In the case of marketing, you’ve probably heard the term “Marketing Funnel.” You launch an ad campaign or influencer campaign that reaches 100,000 people. 10,000 people engage. And 2,000 convert. In the case of [#community](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fcommunity&trk=public_post_share-update_update-text), you want to invert the funnel. You create a community for 2,000 people. These are your active early members. Each of them spreads the word to 5 other people - you have 10,000 new community members. Now each of them spreads the word to 10 other people, and voilà: you have 100,000 community members. With [#NFT](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fnft&trk=public_post_share-update_update-text) communities, you need both of these funnels. You need the marketing funnel to funnel people into [#Discord](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fdiscord&trk=public_post_share-update_update-text). Then you need the inverted community funnel to direct community members back out into the real world to grow awareness. The main issue is that people try to treat Discord NFT communities like a marketing funnel. [#Marketers](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fmarketers&trk=public_post_share-update_update-text), and brand heavy community managers, pound away at the community members trying to sell sell sell, convert convert convert until they dwindle their active user base into almost nothing. You can't do this. Community is about community; [#marketing](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fmarketing&trk=public_post_share-update_update-text) is about marketing. DO NOT CONFUSE THESE TWO THINGS. Long story short - do not have marketers or growth managers manage your community. They do not think the same way native community managers do. If you are looking for a pretty good book that goes in-depth about the differences between marketing and community, check out "Community Masters" Here's a link: [https://lnkd.in/gyMppgZJ](https://lnkd.in/gyMppgZJ?trk=public_post_share-update_update-text) [#nftcommunity](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fnftcommunity&trk=public_post_share-update_update-text) [#communitymanager](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fcommunitymanager&trk=public_post_share-update_update-text) [#communitymanagers](https://www.linkedin.com/signup/cold-join?session_redirect=https%3A%2F%2Fwww%2Elinkedin%2Ecom%2Ffeed%2Fhashtag%2Fcommunitymanagers&trk=public_post_share-update_update-text)

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*Originally published on [Flavia Paluello](https://paragraph.com/@flaviapm/flavia-paluello-on-linkedin-web3-nft-tokenomics)*