4 Unique Marketing Tactics to Engage Your Web3 Community

An overview of web3

Web3 is a group of programs that allow for the creation of apps that are not under the control of a single entity. These apps offer users a higher degree of control over things like their identity and value. Additionally, web3 provides a decentralized infrastructure. This infrastructure allows for more secure and efficient handling of data.

The internet today is very centralized, and much more broken than many people realize. Users have to deal with data breaches and vendor lock-ins. Web3 is a new way of using the internet that is designed to address some or all of these problems. It removes power from central intermediaries and promises a better user experience. It also increases data safety and provides fail-resistant services.

Some features that web3 allows are:

• Decentralized web infrastructure
• Ownership (of data, content and platform)
• Native digital payments
• Self-sovereign identity
• Trust-less, distributed and robust infrastructure
• Open, public, composable back-end

The web3 stack

The web3 stack uses a combination of technologies that are different from the web2 stack. Instead of databases and centralized technologies, web3 uses open, decentralized technologies such as blockchains. This is a complex and intricate transition. Web3 technology stack can be divided into the following layers :

• Layer 0 – Infrastructure
• Layer 1 – Protocols
• Layer 2 – Utilities
• Layer 3 – Services
• Layer 4 – Applications

Layer 0 – Infrastructure

At the bottom of the web3 stack is infrastructure layer that is made up of underlying blockchain architecture on top of which everything else has been built. This layer of web3 stack serves the following:

Mining as a service

mining is a hot topic in the cryptocurrency world. The decentralized web needs mining to function, so companies are offering mining as a service (MaaS) to investors and individuals who want to take advantage of this solution on a large scale. This is a new way for businesses to operate in the decentralized web.

Network

The web3 stack network is decentralized, meaning that it doesn’t require a central authority to maintain it. This allows users to have the privacy they desire. The network works similarly to a blockchain network, but with more scalability. This scalability allows the web3 stack to run its own web3 browser, which can also be distributed. In addition, the network will allow blockchain applications to run decentralized. The blockchain application stack will have the same structure as the dApps themselves.

Virtualization

Virtualization is the creation of virtual resources, such as desktop, server, OS, storage, or network. It can revolutionize traditional computing and make it easier to manage more scalable workloads. The concept and application of virtualization have been around for a decade, but it is showing its full potential with the new web3 blockchain structure. Virtualization can be applied to virtually all layers of the web3 stack. It is operating at the system, hardware, and server levels to truly change how we look at things right now. Each layer has its own complexity and authorization, but they can all be interconnected.

Computing

Grid computing is a concept where multiple computers work together on a single problem, saving time and making the process much easier. A problem can be broken down into multiple parts and distributed throughout a network. The problem will be solved by a group of connected computers. All computers work together to solve the problem, connected by a lightweight software program.

Nodes

The decentralized web is made up of thousands of nodes. These nodes function as the main points of interaction and decision-making within a network. They keep track of each transaction and can instantly update or make a decision. As every node holds the same information, the loss of any one node will not significantly affect the network. This is how the web3 stack has been designed.

Tokens

Tokens play an important role in the infrastructure of the web3 stack. These tokens will be used in the decentralized web system. They act as a currency or asset, and allow users to access the features offered by the network.Tokens are also a tradable and transferable asset on the infrastructure layer of the web3 stack.

Storage

The new infrastructure has a decentralized storage unit, which is more secure than existing solutions. Blockchain technology has led to the idea of decentralized cloud storage, which is more cost-effective, resilient, and widely distributed than existing solutions. This storage solution on the infrastructure layer would allow users to keep their personal data safe and secure without having to trust a third party.

Layer 1- Protocols

The web3 stack’s protocol layer consists of different consensus algorithms, protocols, participation requirements, and virtual machines.

Consensus algorithms

Blockchains use consensus algorithms to ensure that all nodes on the network agree. This increases the efficiency of the network. Below consensus and protocols are available:

• ASIC-optimized proof of work (POW)
• ASIC-resistant POW
• POW and POS with fallback
• Proof of elapsed time (POET)
• Proof of space and time (POST)
• Braided POW
• Casper TFG proof of stake (POS)
• Hybrid POS/ POW
• Delegated proof of stake (DPOS)
• Proof of History (POH)
• Byzantine agreement with leader election (BA?)
• Stellar Consensus Protocol
• Ripple Consensus Protocol
• Leader-centered blockchain consensus

Side chains

Sidechains are a way for tokens and other assets to move from one blockchain to another. Sidechains provide security themselves, and if one sidechain is compromised, it will only affect that particular sidechain.

Participation requirements

Public and Private. The web3 stack has two main types of infrastructure- public and private. Public infrastructure is open to everyone, while private infrastructure is only accessible to a select group of people.

• Public/ Permissionless blockchain
• Private/Permissioned blockchain

Virtual machine

Virtual machines are used to keep networks secure and to execute code that may not be trustworthy. Different blockchains use different types of virtual machines and state transition machines.

• Ethereum 1.0, Wanchain, Hashgraph, Ethermint and others – Ethereum virtual machine (EVM)
• Solana, Cardano – Direct LLVM exposure
• Ethereum 2.0, EOS, Dfinity, Polkadot – Web Assembly Virtual Machine (WASM)
• Kadena, Corda, Tezos and Rchain use their own state transition machines.

Layer 2 – Utilities

This layer of web3 stack comprises of the following:

Multi-signature

The multi-signature feature is essential for the web3 stack because it provides an extra layer of security for transactions. With this feature, any user must sign the transaction online before it can be sent. You can choose how many signatures or requirements you need when you create an address. This new technology was first introduced by BitGo and is now being used extensively in the web3 stack. Therefore, the multi-signature feature is a must-have in the web3 architecture.

Oracle

Oracles act as a data feed for blockchain networks, providing the necessary information for smart contracts to function. They unlock certain conditions within the contracts, allowing the network to function as instructed. Without Oracles, the web3 stack would not be able to function properly.

Wallet

The software also stores a user’s digital signature. This software allows you to store your public and private keys, as well as communicate with other blockchain networks. This will enable you to keep track of your digital assets, such as Bitcoin, Ethereum, and Litecoin. The software also securely stores your digital signature.

Digital assets

Digital assets are things that can be found online, primarily cryptocurrencies. They can also be things like images, multimedia, and contracts.

Smart contracts

A smart contract is an agreement between two parties that is written in code and stored on a blockchain. Transactions will only happen if the rules written in the smart contract are followed. Since it is all automated, there is no need for a higher authority.

Digital identity

It is important to have a digital identity that allows you to be defined or authorized on different platforms. Having multiple digital identities can help protect your privacy and security.

Distributed file store

A server’s data storage location is called a ‘drive’. It is more convenient than accessing data on a local computer because you can access it from anywhere. To access the server, you need authorization. Once you are authorized, you will be given full control.

Layer 3 – Services

The technology layer contains all the necessary tools to create and manage the dApps layer. This layer includes data feeds, off-chain computing, governance, state channels and side chains.

Data feeds

Web feeds, also known as data feeds, are an important part of any web3 stack. This is a mechanism for receiving updated data information from reliable sources. The data feeds in the new technology stack will be decentralized and used to update the information of nodes.

Off-chain computing

This is a process that takes place outside of the blockchain application stack. It is cheaper and more efficient than on-chain computing. Off-chain computation guarantees the integrity of the values and ensures that they can’t be reversed. It adds privacy and provides the perfect backbone for developing a decentralized app.

Governance

The infrastructure of the web3 stack requires governance in order to eliminate the need for human management. Developers can use a decentralized autonomous organization for their projects. These organizations deal with smart contracts. A DAO runs on the protocol of decentralization for the blockchain technology stack.

State channels

It is a two-way path between two peers to communicate with each other through transactions. Transactions are authorized and authenticated by every user signing them with their private keys. However, these channels become available within a limited timeframe and disappear after the pre-defined timeframe.

Layer 4 – Applications

The top layer of the web3 stack will include the dApp browser, application hosting, user interfaces and dApp.

The dApp browser

The dApp browser is a web browser that allows you to access decentralized applications. MetaMask is a popular dApp browser that is a plug-in that can be added to Chrome, Mozilla, and Brave. Trust browser and Cipher are two other dApp browsers.

Application hosting

This layer is essential to hosting the next layer (dApp). As mentioned, we can download dApps through the dApp browser, and hosting makes the app available via cloud storage for running. The app is then hosted on the distributed network that uses Software as a Service (SaaS). This layer supports users and allows all dApps to be easily accessed and integrated with any device. They are risk-free and require little maintenance.

Decentralized application

The web3 stack is responsible for the development of the dApp layer, which is one of the most important layers in the blockchain network. This layer is responsible for the connection between people via a peer-to-peer server network. In order to create a solid, robust dApp, you will need external data, computation, monetization and file storage.

4 Unique Marketing Tactics to Engage Your Web3 Community

1. Don’t just do one-off AMAs, events, Spaces

I see a lot of reputable ecosystem projects holding one-time AMAs or Twitter Spaces as a way to keep their users engaged.

If you’re new to the world of web3, you might assume that there’s an insatiable appetite for AMAs. But if you look beyond the surface and the impressive numbers, you’ll see that AMAs are often incentivized by POAPs.

Proof of attendance protocols, where users receive an NFT credential for attending an event, is a great idea for some communities. However, in practice, users may participate only for the sake of receiving the credential, which can skew incentives for users who may not be interested in the product or ecosystem.

2. Play “The Great Online Game”

Crypto is more fun, as Packy McCormick puts it.

At Layer3, we are helping users to discover and rediscover the magic of cryptocurrency through Bounties. Gamification in web3 is a powerful tool, and it is not only accomplished with GameFi.

Gamification can include more than just an airdrop or giveaway. You can create mini-games that are rewarding in themselves, instead of just mindless actions with no goal. Last week, we launched a campaign where users could play “Crypto Bingo” to track their progress on Layer3 and share their accomplishments with others.

We combined a raffle with the Bingo game, where users could win 50 USDC for completing the Bingo and sharing it on Twitter under the hashtag #Layer3Bingo. This added an element of share-ability on top of a basic financial incentive.

We also launched a shareable crossword puzzle campaign, where users could complete the puzzle and share it to Twitter for a chance to win a 5 USDT prize.

3. Host multi-day events or campaigns

A SaaS company that only provides digital marketing services hosting a 5-day marketing event seems strange.

The result? In the constantly online world of web3, users are always looking for new ways to engage with and contribute to their favorite protocols and ecosystems. We launched a 5-day marketing campaign where users could experience what our Projects feature would bring them. The result was successful.

We built our platform with features that would be appealing to users who are new to web3. For example, we designed it so users could share articles with the community on the second day, which is something many new users do in order to learn about web3.

We designed the #5DaysOfLayer3 campaign to have a clear goal, and to include actions that would lead to a specific result. We also gave every user who completed the campaign a commemorative NFT, which was added to their wallet.

We learned about our users’ experiences with web3 and got feedback from our most engaged community members.

4. Build growth loops with your most engaged users

We prioritize involving members of the community when we host events or campaigns that are centered around the community.

At Layer3, we think that the wisest thing you can do is give your users the opportunity to gain value by watching your community grow. A typical user can make a lot of progress on Layer3. For example, they can discover new protocols and ecosystems by participating in Bounties, or they can apply for longer-term work with Projects. We have also amassed a few superstar contributors who are deeply invested and have gained a lot from using our product. In many web3 communities, there are heated debates about how to reward your earliest supporters and users. Should you use a wen token? Or should you do an airdrop? At Layer3, we think that the wisest thing you can do is give your users the opportunity to gain value by watching your community grow.

While many airdrops are done well and bring great value to crypto-based ecosystems as a whole, retrospective airdrops aren’t the only way to demonstrate that you care about your early users! In order to build rapport with this cohort, we did several things:

• Created a “Builder’s Lounge” private channel within Discord not for whales or insiders, but for those who demonstrated contributor chops in skills like writing, analytics, social media, or video production + those interested in bettering the platform
• Sent personalized shareable graphics to Contest Winners, who participated in hackathon-style events from our ecosystem partners for crypto rewards
• Built out a private support ticket system so that users could get personalized customer support from our CMs
• Hosted community calls and AMAs with our superstar users, who could provide mentorship and guidance to newer users