{"id":15366,"date":"2020-11-04T16:04:41","date_gmt":"2020-11-04T16:04:41","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=15366"},"modified":"2020-12-08T19:39:37","modified_gmt":"2020-12-08T19:39:37","slug":"media-shower-quick-wins-the-billion-dollar-blockchain","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/media-shower-quick-wins-the-billion-dollar-blockchain\/","title":{"rendered":"Media Shower Quick Wins: The Billion Dollar Blockchain"},"content":{"rendered":"<p>It\u2019s not every day we see a client go from zero to a billion dollars. But in blockchain, it happens All. The. Time.<\/p>\n<p>Blockchain is a new technology that we\u2019ve called \u201cThe Internet of Value.\u201d (<a href=\"https:\/\/www.amazon.com\/Blockchain-Success-Stories-Studies-Business\/dp\/1098114825\">We literally wrote the book on it<\/a>.) This means great fortunes are made every day; some have likened it to the California Gold Rush of the late 1840s, or the dot-com excitement of the late 1990s.<\/p>\n<p>But there&#8217;s a catch: in order for our blockchain clients to really take off, they\u2019ve got to be extremely good communicators.<\/p>\n<p>This is because blockchain is a <em>decentralized<\/em> technology, which simply means <em>the people have the power<\/em>. As opposed to a centralized company (think Facebook or Apple), a decentralized blockchain (think Bitcoin or Ethereum) has to manage a wide, global, opinionated community of users.<\/p>\n<p>As an analogy, think about the difference between issuing press releases (centralized) and managing an online message board (decentralized). Or think of a restaurant running TV commercials (one-way) versus managing its Yelp reviews (two-way).<\/p>\n<p>The world is increasingly moving toward decentralization. This means the old-school, top-down approach to communication doesn\u2019t work. (You can\u2019t hide bad Yelp reviews.)<\/p>\n<p>Blockchain is decentralization on steroids. If you know how to harness it, those steroids can pump you up.<br \/>\n<center><br \/>\n<iframe title=\"Pumpin&#039; Up with Hans &amp; Franz - SNL\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/7Mk1nykjnYA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><br \/>\n<\/center><\/p>\n<h2>Centralized vs. Decentralized Marketing<\/h2>\n<p>In the old days, we had a handful of TV channels, a few network news anchors, and Super Bowl ads. It was called \u201cmass media,\u201d because it was still a medium for the masses.<\/p>\n<p>Today, most companies still think in these terms: marketing to the masses. They are all talk, no listen. This is marketing from a bygone era. (It was a simpler time.) This is <em>centralized<\/em> marketing.<\/p>\n<p>Today&#8217;s marketers understand they\u2019ve got to engage users at the point of need. Put another way, they <em>listen to their customers.\u00a0<\/em>This is <em>decentralized\u00a0<\/em>marketing.<\/p>\n\n<table id=\"tablepress-1\" class=\"tablepress tablepress-id-1\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">Centralized Marketing<\/th><th class=\"column-2\">Decentralized Marketing<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Email blasts<\/td><td class=\"column-2\">Email newsletters soliciting customer feedback<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Social media shouting<\/td><td class=\"column-2\">Social media listening<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-1\">CPM ads<\/td><td class=\"column-2\">CPC ads (with monthly reviews)<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td class=\"column-1\">Ignoring online communities<\/td><td class=\"column-2\">Encouraging online communities<\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-1\">Contact us by email<\/td><td class=\"column-2\">Contact us by email, Discord, Twitter DM, etc\u2026<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-1 from cache -->\n<p>Most marketers don\u2019t have time; they are already frazzled and bleary-eyed. \u201cWho\u2019s going to do all this listening?\u201d they ask, clutching handfuls of hair. \u201cI\u2019m trying to just figure out my Q1 calendar, I have no time to spend all day on Discord.\u201d<\/p>\n<p>Which brings us to our billion-dollar blockchain client.<\/p>\n<h2>How to Build a Billion-Dollar Blockchain<\/h2>\n<p>Good blockchain projects understand decentralized marketing because decentralization is at the root of blockchain.<\/p>\n<p>Take our client, who had created a new blockchain-based digital currency. (If you\u2019re new to this world, try reading our other book, <a href=\"https:\/\/www.amazon.com\/Blockchain-Everyone-Unlock-Secrets-Millionaire\/dp\/1982113545\"><em>Blockchain For Everyone<\/em><\/a>.) Our client realized that getting this currency into the digital wallets of users around the world would be the key to success.<\/p>\n<p>Like you, they had a small internal marketing team. But with Media Shower\u2019s help, they embarked on a massive marketing campaign. Here were the key elements:<\/p>\n<ul>\n<li>A <strong>targeted blog series<\/strong> to educate the public on this new digital currency, how it worked, and all the things that you could do with it.<\/li>\n<li>An <strong>open-source<\/strong><br \/>\n<strong>social media campaign<\/strong>: beautiful graphics that anyone was free to download and distribute, copyright-free.<\/li>\n<li>A <strong>regular newsletter<\/strong> that featured feedback from users, with ongoing polls and surveys to request further feedback.<\/li>\n<li><strong>Community engagement:<\/strong> finding where online communities were forming, checking in with them regularly, and appointing \u201ccommunity ambassadors\u201d to summarize their feedback for the executive team.<\/li>\n<li><strong>Quick responses<\/strong> to community concerns, by monitoring Twitter and other channels, then communicating quickly when drama developed.<\/li>\n<\/ul>\n<p>This kind of effort builds trust. Users and customers feel heard. As more trust led to more engagement, the value of their digital currency grew.<\/p>\n<p>And grew.<\/p>\n<p>When their market capitalization (that is, the total value of their digital currency) passed $1 billion, we did a happy dance. Little did we know that they would pass <strong>$2 billion<\/strong> just a few months later. As of this writing, the digital currency is on its way to <strong>$3 billion in total value<\/strong>.<\/p>\n<p><img loading=\"lazy\" class=\"fr-dib aligncenter\" style=\"width: 1088px;\" src=\"https:\/\/www.mediashower.com\/img\/9E4872E2-0C43-11EB-B4FF-451D2B9501F2\/market-cap_600x.jpg\" alt=\"Total value of digital currency chart.\" width=\"600\" height=\"301\" \/><\/p>\n<p>This is what happens in decentralized networks: they take on a new momentum, and the goodwill you\u2019ve built with those users \u2013 their trust in your product \u2013 propels you to new heights. (We call it the \u201cRocket Ship Rule.\u201d)<\/p>\n<p>Instead of a one-way approach to communication, in other words, today\u2019s businesses do two-way communication. Instead of \u201ctop-down,\u201d it\u2019s \u201cinside out.\u201d<\/p>\n<p><center><br \/>\n<img loading=\"lazy\" class=\"fr-dib aligncenter\" style=\"width: 600px;\" src=\"https:\/\/www.mediashower.com\/img\/9E4872E2-0C43-11EB-B4FF-451D2B9501F2\/decentralized-vs-centralized_600x.jpg\" alt=\"Centralized communication versus decentralized communication.\" width=\"600\" height=\"457\" \/><br \/>\n<\/center><\/p>\n<p>This is what decentralized communication is all about: talking <em>and<\/em> listening.<\/p>\n<p>With users, with customers, with your company. It works for blockchain, and it\u2019ll work for your business.<\/p>\n<p><center><br \/>\n<div style=\"width: 610px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" class=\"fr-dib\" style=\"width: 600px;\" src=\"https:\/\/www.mediashower.com\/img\/9E4872E2-0C43-11EB-B4FF-451D2B9501F2\/norway-taxi-driver_600x.jpg\" alt=\"Norway's Jens Stoltenberg went incognito as a taxi driver.\" width=\"600\" height=\"508\" \/><p class=\"wp-caption-text\">This is what listening to your users looks like.<\/p><\/div><br \/>\n<\/center><\/p>\n<p>At Media Shower, we&#8217;re the experts in decentralized communication. <a class=\"ms_click_tracking\" href=\"https:\/\/mediashower.com\/blog\/wp-content\/uploads\/2020\/10\/Media-Shower-The-Media-Manifesto-1020-4.pdf ?__mscta=2833_84813_3\">Read our Manifesto,<\/a> or click here to <a class=\"ms_click_tracking\" href=\"https:\/\/mediashower.com\/user\/free_trial?__mscta=2822_84813_3\">get a free trial<\/a><span class=\"ms_click_tracking\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s not every day we see a client go from zero to a billion dollars. But in blockchain, it happens All. The. Time.<\/p>\n","protected":false},"author":2,"featured_media":15367,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/15366"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=15366"}],"version-history":[{"count":4,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/15366\/revisions"}],"predecessor-version":[{"id":15372,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/15366\/revisions\/15372"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/15367"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=15366"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=15366"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=15366"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}