The key to growing a community is to reward users with knowledge, fun, or monetary rewards. To engage them, you must build relationships and provide them with the tools & incentives to onboard others.

Social media platforms have unique audiences and purpose. Discord helps build communities, Twitter is for attention & attract crypto-native audiences, Farcaster is to attract a technical audience & YouTube is to educate or onboard new people.

A marketing strategy has to understand the nuances and build a step-wise plan on how to attract & engage people. Here is how I would approach this:

Our first step would be to onboard users to Discord. We can drive users from Twitter/Farcaster, our website & by working with partner projects. For inorganic marketing, Zealy Quests & Discord referrals should be our approach.

Discord forms tightly-knit communities. A successful Discord server needs to be - accessible, engaging & rewarding. The team would have to be available to answer questions or provide support to users/devs who are trying to understand the project.

We need to drive discussions that can engage people. This can be about crypto or non-crypto topics. It could be something simple like - having the team post about something they found interesting.

We can provide roles to community members based on their engagement or the quality of their contribution. These roles can be used to tag content they find interesting, giveaways/airdrops, or paid positions as a moderator or an ambassador.

Content - Discord servers usually have four types of content pieces-

• Updates from the developer or the research side.

• AMAs & voice calls on a fixed cadence.

• Social media content - Repost content from Twitter/Farcaster. This will also include user-generated content which incentivizes people to write about us.

• Good memes

Activities:

Zealy: Quest platforms like Zealy have been very effective in creating engagement.

Games: Trivias or quizzes are a fun way to engage with the community. An example is a movie quiz or a crypto history trivia.

For Discord, a bot like mee6 can track user numbers. The metrics to track would be total users, weekly active users, and the time spent by each user.

Twitter:

Twitter is authentic and unfiltered compared to other social media platforms like LinkedIn or Instagram. People in crypto are wary of scams and look for legitimacy & authenticity in a project. They are much more receptive to projects promoted by people they trust.

Another approach is virality. This means that we either reach everyone or create a community that does marketing for us

How we can create a community:

• Team Effort: We need faces and not just 1 brand account to grow on Twitter. The faces can be Stephane, me, or the other team members.  A simple idea could be a weekly write-up about current thoughts on chain abstraction, crypto UX, or intents.

• Build relationships: We want to build a relationship with creators & individuals who have subject expertise. We can create a list & regularly engage with them. If possible, connect 1:1 with them.

Examples - Vaibhav from Socket, Hart from Across, 0xDino' from Modular Media, and NoSleepJon from Hyperlane/expansion podcast.

• Marketing Campaigns: KOL marketing is a high-risk/reward play. They have to be well designed because they can feel inauthentic resulting in a negative ROI. This requires working with the right individuals and creating a campaign to educate users. Example - Taiki, Ignas, or Blocmates.

• Spaces: We can allow creators to host spaces for us or get a speaker panel in their spaces.

• Subject Expertise → Create articles, posts & video which drive technical discussions. This attracts builders & prominent figures in the space. Example - Anatoly & Mert from Helius regularly engaged in technical discussions & explained Solana’s vision which helped change Solana’s public perception.

Here is how we can look for virality: Memes/Narratives

Memes are incredibly powerful tools for gaining attention & creating narratives in crypto. Some things to keep in mind to get virality:

Crypto Native → Polymarket was one of the first brands that focused on a very informal tone for the brand account. They posted memes & engaged with the community which has made them a top crypto brand account today.

Mascots & Brand Symbols → Monad’s Molandak mascot has great brand recall and meme-ability. We have seen this in other forms like Avax’s red triangles or luna's moon. Mascots or brand symbols are proven to improve brand awareness.

For analytics, Twitter analytics is quite advanced and provides great information. For scheduling, Hyperfury and Typefully are some simple yet effective tools.

Narratives: Memes play an important role in creating narratives. ETH's "ultrasound money" meme had a lot of success during the 2021-22 era.

1. Tips: Farcaster has a unique tipping system that has incentivized tokens & communities built around them. We can provide tips in $degen to people who engage with us.

2. Technical Content: Farcaster audience is much more technical & engaging. We need to share data or ideas that people can openly discuss. An example post → Share the CAKE framework slide & how chain abstraction is shaping up today.

For Farcaster, we need access to Warpcast.

Podcasts: Podcasts like Expansion, Rollupco, or Bell Curve have a technical audience. It will help establish ourselves amongst the technical audience which in turn will drive users. As we grow, we can turn towards more mainstream podcasts.

Own Channel: The project is still very young & it would not make sense to invest time in growing our channel. However, we can use this to post videos & snippets which can be shared across other channels.

Twitter & Farcaster are very dynamic & they require keeping up with the latest topics. It's not like we can schedule memes or know about the latest news in advance.

Here is a Content Calendar plan for Q3 -

Outline if and how you would leverage industry or other team/community updates and news into our content and comms.

Industry: One Balance has the opportunity to collaborate with various projects. In the content calendar, I have marked “educational” posts to post about other projects like Across or CoW or a Smart Contract Wallet. We can talk to the teams and collaborate on creating the content. Furthermore, we can have spaces with these projects.

Team: “Weekly thoughts” marked in purple will be posted from the account of team members. Team members can write their thoughts on any current hot topic or news which can be used to write a post.

Explain your approach to gathering and integrating community feedback into the broader project strategy.

The informal approach to community feedback would be to discuss the problems on Discord or Twitter. It's also important to have a good personal relationship with engaged members of the community for real-time feedback.

The formal approach would be to track quantitative metrics and understand what resonated better with the community. We can also do feedback forms for qualitative analysis.

Draft communication/tweets to handle a ‘worst case scenario’: OneBalance accounts were hacked.

One Balance accounts were compromised today at 3 PM UTC due to XYZ vulnerability. We are investigating to identify the root cause and are taking all necessary steps to recover user funds.

We are working with auditing and security firms to investigate the incident. A detailed post-mortem report will be shared once the investigation is complete. To recover the funds, we are working with exchanges to track the movement of assets and have informed law enforcement authorities.

Our highest priority is the recovery of user funds. We will keep you updated with further information as the situation develops.

Draft an example announcement for OneBalancecouncil of Elders - working on establishing industry standards

The future is multichain, with thousands of L1/L2s. Users need a simple way to move value or information from one ecosystem to another. No single interoperability protocol will alone solve this fragmentation problem.

We hope to address this with the OneBalance Council of Elders. The council will consist of leading interoperability projects and application developers to create an industry standard for interoperability. Standardization tackles the big problem of vendor lock-in and liquidity fragmentation, resulting in lower costs and a better user/developer experience.

With One Balance, our vision is to simplify the user experience. Standardization provides a powerful way to connect hundreds of existing chains. This is an important step towards Chain Abstraction—a world where users don’t need to worry about chains and bridges to use crypto applications.

We are open to feedback. Please feel free to reach out to us at CTA.

Thanks & regards,
Juve

The key to growing a community is to reward users with knowledge, fun, or monetary rewards. To engage them, you must build relationships and provide them with the tools & incentives to onboard others.

Social media platforms have unique audiences and purpose. Discord helps build communities, Twitter is for attention & attract crypto-native audiences, Farcaster is to attract a technical audience & YouTube is to educate or onboard new people.

A marketing strategy has to understand the nuances and build a step-wise plan on how to attract & engage people. Here is how I would approach this:

Our first step would be to onboard users to Discord. We can drive users from Twitter/Farcaster, our website & by working with partner projects. For inorganic marketing, Zealy Quests & Discord referrals should be our approach.

Discord forms tightly-knit communities. A successful Discord server needs to be - accessible, engaging & rewarding. The team would have to be available to answer questions or provide support to users/devs who are trying to understand the project.

We need to drive discussions that can engage people. This can be about crypto or non-crypto topics. It could be something simple like - having the team post about something they found interesting.

We can provide roles to community members based on their engagement or the quality of their contribution. These roles can be used to tag content they find interesting, giveaways/airdrops, or paid positions as a moderator or an ambassador.

Content - Discord servers usually have four types of content pieces-

• Updates from the developer or the research side.

• AMAs & voice calls on a fixed cadence.

• Social media content - Repost content from Twitter/Farcaster. This will also include user-generated content which incentivizes people to write about us.

• Good memes

Activities:

Zealy: Quest platforms like Zealy have been very effective in creating engagement.

Games: Trivias or quizzes are a fun way to engage with the community. An example is a movie quiz or a crypto history trivia.

For Discord, a bot like mee6 can track user numbers. The metrics to track would be total users, weekly active users, and the time spent by each user.

Twitter:

Twitter is authentic and unfiltered compared to other social media platforms like LinkedIn or Instagram. People in crypto are wary of scams and look for legitimacy & authenticity in a project. They are much more receptive to projects promoted by people they trust.

Another approach is virality. This means that we either reach everyone or create a community that does marketing for us

How we can create a community:

• Team Effort: We need faces and not just 1 brand account to grow on Twitter. The faces can be Stephane, me, or the other team members.  A simple idea could be a weekly write-up about current thoughts on chain abstraction, crypto UX, or intents.

• Build relationships: We want to build a relationship with creators & individuals who have subject expertise. We can create a list & regularly engage with them. If possible, connect 1:1 with them.

Examples - Vaibhav from Socket, Hart from Across, 0xDino' from Modular Media, and NoSleepJon from Hyperlane/expansion podcast.

• Marketing Campaigns: KOL marketing is a high-risk/reward play. They have to be well designed because they can feel inauthentic resulting in a negative ROI. This requires working with the right individuals and creating a campaign to educate users. Example - Taiki, Ignas, or Blocmates.

• Spaces: We can allow creators to host spaces for us or get a speaker panel in their spaces.

• Subject Expertise → Create articles, posts & video which drive technical discussions. This attracts builders & prominent figures in the space. Example - Anatoly & Mert from Helius regularly engaged in technical discussions & explained Solana’s vision which helped change Solana’s public perception.

Here is how we can look for virality: Memes/Narratives

Memes are incredibly powerful tools for gaining attention & creating narratives in crypto. Some things to keep in mind to get virality:

Crypto Native → Polymarket was one of the first brands that focused on a very informal tone for the brand account. They posted memes & engaged with the community which has made them a top crypto brand account today.

Mascots & Brand Symbols → Monad’s Molandak mascot has great brand recall and meme-ability. We have seen this in other forms like Avax’s red triangles or luna's moon. Mascots or brand symbols are proven to improve brand awareness.

For analytics, Twitter analytics is quite advanced and provides great information. For scheduling, Hyperfury and Typefully are some simple yet effective tools.

Narratives: Memes play an important role in creating narratives. ETH's "ultrasound money" meme had a lot of success during the 2021-22 era.

1. Tips: Farcaster has a unique tipping system that has incentivized tokens & communities built around them. We can provide tips in $degen to people who engage with us.

2. Technical Content: Farcaster audience is much more technical & engaging. We need to share data or ideas that people can openly discuss. An example post → Share the CAKE framework slide & how chain abstraction is shaping up today.

For Farcaster, we need access to Warpcast.

Podcasts: Podcasts like Expansion, Rollupco, or Bell Curve have a technical audience. It will help establish ourselves amongst the technical audience which in turn will drive users. As we grow, we can turn towards more mainstream podcasts.

Own Channel: The project is still very young & it would not make sense to invest time in growing our channel. However, we can use this to post videos & snippets which can be shared across other channels.

Twitter & Farcaster are very dynamic & they require keeping up with the latest topics. It's not like we can schedule memes or know about the latest news in advance.

Here is a Content Calendar plan for Q3 -

Outline if and how you would leverage industry or other team/community updates and news into our content and comms.

Industry: One Balance has the opportunity to collaborate with various projects. In the content calendar, I have marked “educational” posts to post about other projects like Across or CoW or a Smart Contract Wallet. We can talk to the teams and collaborate on creating the content. Furthermore, we can have spaces with these projects.

Team: “Weekly thoughts” marked in purple will be posted from the account of team members. Team members can write their thoughts on any current hot topic or news which can be used to write a post.

Explain your approach to gathering and integrating community feedback into the broader project strategy.

The informal approach to community feedback would be to discuss the problems on Discord or Twitter. It's also important to have a good personal relationship with engaged members of the community for real-time feedback.

The formal approach would be to track quantitative metrics and understand what resonated better with the community. We can also do feedback forms for qualitative analysis.

Draft communication/tweets to handle a ‘worst case scenario’: OneBalance accounts were hacked.

One Balance accounts were compromised today at 3 PM UTC due to XYZ vulnerability. We are investigating to identify the root cause and are taking all necessary steps to recover user funds.

We are working with auditing and security firms to investigate the incident. A detailed post-mortem report will be shared once the investigation is complete. To recover the funds, we are working with exchanges to track the movement of assets and have informed law enforcement authorities.

Our highest priority is the recovery of user funds. We will keep you updated with further information as the situation develops.

Draft an example announcement for OneBalancecouncil of Elders - working on establishing industry standards

The future is multichain, with thousands of L1/L2s. Users need a simple way to move value or information from one ecosystem to another. No single interoperability protocol will alone solve this fragmentation problem.

We hope to address this with the OneBalance Council of Elders. The council will consist of leading interoperability projects and application developers to create an industry standard for interoperability. Standardization tackles the big problem of vendor lock-in and liquidity fragmentation, resulting in lower costs and a better user/developer experience.

With One Balance, our vision is to simplify the user experience. Standardization provides a powerful way to connect hundreds of existing chains. This is an important step towards Chain Abstraction—a world where users don’t need to worry about chains and bridges to use crypto applications.

We are open to feedback. Please feel free to reach out to us at CTA.

Thanks & regards,
Juve