[DAO:3580f5f] Blockchain Social, Social Media Content Generation - Decentraland

[dao]

by 0x9a712335ded8455a623a51046f7baabd604a337c (GoldiLox)

Should the following $35,000 grant in the Social Media Content category be approved?

Abstract

Goldilox and MetaLyss have been established community members of Decentraland with a combined total of 35 months in this space. Together, we have produced a countless amount of content featuring Decentraland, covering a wide variety of social media platforms to include YouTube, Twitter, TikTok, Instagram, and now with the launch of Threads we have a unique opportunity to potentially attract external audiences to Decentraland. This led to the creation of Blockchain Social, our objective is to address negative PR, draw in high-quality users, and back women entrepreneurs in the Web3 domain. Funding from the DAO Grant will empower us to increase the amount and caliber of the Social Media material in the various platforms.

Grant size

35,000 USD in DAI

Project duration

6 months

Beneficiary address

0x8f9cf5057ba118551770b498Cf07398B968a636a

Email address

blockchainsocial.eth@gmail.com

Description

Problem Statement-

• Blockchain Social believes one of the key issues Decentraland is facing is negative PR from influencers predominantly in the Web2 Space. Unfavorable publicity by social media influencers has the potential to disturb the percentage of conversions among the general public engaging with the Decentraland platform. Inaccurate details and uncertainty could lead to skepticism related to the platform’s value proposition as we can see with Folding Idea’s YouTube Video “The Future is a Dead Mall - Decentraland and the Metaverse”
  https://www.youtube.com/watch?v=EiZhdpLXZ8Q\&t=2789s) This is one example, in which an influencer has surgically crafted a video to increase fear, uncertainty, doubt which results in misinformation. The Blockchain Social aim’s to create content which combats the negative PR, and present to the populace the true marvels of Decentraland.

Solution-

• Blockchain Social will create and produce content to tackle unfavorable perceptions of Decentraland. This can assist in showcasing the true wonders of what Decentraland has to offer. Through creating high-grade, high-quality material, our goal is to draw in unique visitors. In addition, we strive to highlight the work efforts of different communities within this space such as Wilderness, Elo Chess Club, DecentralGames, Mo Beatz, Decentraland Worlds, etc. The information will emphasize the distinctive characteristics of the platform, user interactions, and options for participation.

Benefits-

• Improved Conversion Rates: Blockchain Social will combat negative PR by creating positive engaging content throughout all social media platforms. Through this effort, the team confidently believes it will boost conversion rates in Decentraland by resolving uncertainties and showcasing the platform’s value offerings.

• Enhanced Reputation: By creating high-quality organic material, Blockchain Social strives to boost Decentraland’s image among the Web3 ecosystem. This will present Decentraland as trustworthy , dependable, and will attract more high-quality users to the platform by promoting positive narratives and countering negative PR.

• Empowering Women in Web3: Blockchain Social is dedicated to backing women in business within the Web3 network. In alignment with our objective, we will provide dedicated support, guidance, and connection opportunities to empower women in the Web 3 domain. In addition, we will expand these initiatives beyond Decentraland to the larger Web3 domain by “cross pollinating” which will foster a supportive environment for women entrepreneurs.

In addition, the team aims to create at a minimum 20 engaging posts, 30 instagram stories, 10 videos, and 4 blog posts (400 word minimum) a month to recap events occurring throughout Decentraland, which will serve as a unique repository of amazing events that happen throughout the year. Funding from the grant, will bolster the quantity and quality of content capturing the unique moments in Decentraland.

Lastly, Blockchain Social will aim to support women within the Web3 platform, by collaborating with experts within this space and giving them a platform in order to springboard into various roles here in Decentraland, and within the Web3 realm. Blockchain Social aims to provide an opportunity to equip women entrepreneurs with tools and connections to flourish within this space.

DCL Content & Team Analytics:

• DCL Proposal Docs & Analytics - Google Drive

Roadmap and milestones

Monthly Deliverables:

• 20 engaging posts across multiple social media platforms at minimum
• 10 quality videos highlighting Decentraland at minimum
• 30 Instagram Stories featuring Decentraland at minimum
• 4 Blog posts (400 word minimum) capturing the unique world of Decentraland

Vote on this proposal on the Decentraland DAO

View this proposal on Snapshot

[jar0d]

How did you land on the Target Audience size of 20,000?

[mazafaka]

good question @jar0d, I’m also wondering the same thing.

[GoldiLox.dcl]

Hi Jarod, Thanks for your questions. Social Media Platforms like instagram and tiktok have dedicated ad management for sponsored content, allowing us to boost our posts to targeted audiences based on interests, keywords, locations and audience size. We are able to tailor these boosted posts to determine the reach we wish to achieve over a set duration or with a set budget.

[jar0d]

And how did you determine that targeting 20,000 people was best if you don’t mind going into detail?

[GoldiLox.dcl]

Sure no problem! To answer your follow up question, our combined reach across all platforms listed is 8,000, not including our SEO optimized articles. With this initial marketing campaign we are aiming to double the reach and engagement in the first 6 months. We decided on this number as we believe it’s an achievable target, as well as an effective starting point to test the effectiveness of the campaign. An audience of this size will allow us to grow while simultaneously collecting data, evaluating performance and making necessary adjustments before scaling up to a larger audience in order to ensure the same quality of engagement.

[Existential14]

Hi @GoldiLox.dcl, can you provide details on how you plan to use these methods differently and more effectively than what is being done currently? I feel that “we” continue to advertise to ourselves in WEB 3 and need to find new ways. I do agree positive media is always a good thing.
I know there’s other proposals that have mentioned “Empowering Women” as well, it’s not something I oppose, I guess I just question the benefit to DCL as far as that goes.

I’m also curious about the events recap, as I have been trying to start a weekly metaverse events recap and upcoming events Twitter Space. Would you consider joining forces (I don’t need any DAO funds to do so) on top of your monthly recap?
Thank you.

[friskybumblebee]

Goldilox, MetaLyss, and Astroporcelian are extremely talented individuals in this space. I have seen the content they produced, and it’s really what we need to address that negative rhetoric floating around. If it wasn’t for Goldilox sending me the video of her playing in WonderZone almost 2 years ago? I don’t think I would have even logged into Decentraland. Easy Yes from me! thank you for your contributions that all you had produced to date, and good luck team!!

[GoldiLox.dcl]

Thank you for reaching out! I love that we are not the only proposal out there wanting to empower women, as a female user, I am attracted to projects that seek to harness, showcase, and nurture women and encouraged me to participate in the DAO by voting.

It’s no secret men and women speak different languages at times, we believe there is a lot of power in speaking to half the population on their terms, with a voice they can relate to. We have a great number of talented, female designers in the space and we’d love to see more women enter in order to stimulate the marketplace.

While women are not our only target audience it is important to us as women in Web3 to connect with other women within the space and show them what decentraland has to offer. If you’ve been in the space for a while, you know that engagement is down and diversity is key in a decentralized world like Decentraland. That is why we have crafted a globally diverse team and invite you to look at a few of the links we’ve provided and read a few of Astroporcelian’s blog articles. Our main goal here is to bring on new users and counter the negative PR that we have faced this year.

Between the three of us, we have connections in digital fashion beyond Decentraland and would love to see these designers bringing their creations into our space, so we are offering a different angle.

Feel free to dm us regarding collaboration opportunities.

[MetaTrekkers]

@GoldiLox.dcl has been in this space for a very long time creates nice videos. Very talented and artistic individual!

[akasya.eth]

I believe their talents will boost marketing for Decentraland.
I hope DCL can use their contents well to attract more users and investors.
Voted Yes!

[GoldiLox.dcl]

Thank you from the bottom of my heart for your kind words and support!

[GoldiLox.dcl]

Thank you so much for your kind words and support! We will not let you down!

[Kat]

Goldilox and MetaLyss are established, reputable and lovely DCL community members. They post a great deal of high quality social media content related to the metaverse making it feel fun and accessible. They’re also very responsive online and I can see them helping people have the best possible experience in world.

The Web3 space in general can feel intimidating at first, and finding like-minded individuals in DCL can make all the difference to user experience. I think there’s a lot of value to be had from proposals like this that can bring in a wider audience. To build a better protocol we need as many different points of views, cultures and backgrounds involved as possible.

[lyssin3d]

A heartfelt thank you to everyone who has taken the time to engage with our proposal so far. We really appreciate the questions and comments from each of you.

We are really seeking to serve all corners of the community with this initiative as we recognize what a huge task it is to create content and maintain consistency across social platforms. While twitter is great for discussion, we’d love to harness the content within Decentraland to tell more stories and in a more visually immersive way. This will involve working with the community to ensure more voices are being heard and that we have wider representation of our diverse creators and daily active users. We hope that as we target larger audiences, we will be able to uplift other accounts as we share UGC from Decentraland users and help build their brands through exposure.

Thank you again!

[AwedJob]

What is your target audience? It is possible to finely slice those 20k individuals demographically. What’s the age, income level, geographic location, etc.? You mentioned the “Folding Idea’s” YT video as an example of negative publicity you want to counteract. What are the demographics of his audience? Are they even people one should consider informing about Decentraland?

How will you counter general or specific attacks from other media producers? From my reckoning, the number of people “Folding Ideas” directly spoke to about Decentraland was zero. Anyone attempting to interact with him while he was live recording video content in world were immediately blocked or banned from his Twitch chat.

Thank you for providing specific numbers of posts, type, and channels to be used for this proposed campaign. Aside from meeting these numbers, how will your team determine success? Will it be an increase in engagement rate, follows, replies, or reposts?

Do you have any mechanism to track referrals from social media who are converted to Daily Active Users in DCL?

[GoldiLox.dcl]

Question 1:

What is your target audience? It is possible to finely slice those 20k individuals demographically. What’s the age, income level, geographic location, etc.? You mentioned the “Folding Idea’s” YT video as an example of negative publicity you want to counteract. What are the demographics of his audience? Are they even people one should consider informing about Decentraland?

We plan to initiate targeted campaigns to a variety of audiences including digital fashion designers and enthusiasts from other platforms (instagram is flooded with Roblox, Second LIfe and Zepeto fashion accounts, each of these has an active and ample UGC marketplace), Women in Web3 and STEAM, digital artists, musicians, streamers and gamers.Our content will include a range of tailored posts for varying interests and ages, however we do not plan to advertise to children - rather we aim to educate parents. If there’s anything we have learned from being immersed in the current community, it’s that we should not rule anyone out as a prospective metaverse user. Our team of 3 is situated in PST, GST and somewhere on European time and our audiences span North America, South America, Europe, Asia and Oceania among others, however with ad management tools we have the ability to reach all geographic locations.We have attached photos below of age breakdowns as requested.
The Folding Ideas video is just one example of how influencers have been conveniently only using content demonstrating their own point. While he only mentioned us briefly, it has provoked many responses from others and the comment section suggests a very negative sentiment towards us. They continue to perpetuate the idea that the metaverse is a dark, scary, scammy place. We don’t have access to this creator’s analytics, but to date the video has 3 million views and he has 845k subscribers. If it’s the only content out there with a permanent place to live, it will always come up first in SEO and keyword searches unless we start creating content that will balance and eventually outweigh it. We also hope to counter articles written across STEAM and Web3 accounts. One example would be CoinDesk. We find the repeating pattern with these publications or journalists is that the only sources they have to draw from are press releases and numbers, and they use this as fuel for their argument, claiming that DCL is patting itself on the back. User Generated Content across the right platforms with an applied strategy has the power to break through this back and forth as proof that there are real daily active users, and that we are not just a number, that there is a wealth of immersive experiences, digital art, and music going strong behind the barriers they seem to be putting up around us.

Question 2:
How will you counter general or specific attacks from other media producers? From my reckoning, the number of people “Folding Ideas” directly spoke to about Decentraland was zero. Anyone attempting to interact with him while he was live recording video content in world were immediately blocked or banned from his Twitch chat.

Our rebuttals will come in the form of visual content and social media engagement, as mentioned in our proposal. We don’t believe it is productive or great optics to target or argue with other content creators, but rather to treat their attacks as motivation to start meaningful discussions. If they are unwilling to come to the table for a proper conversation, then we have backed up our arguments with visual proof of how their statements are flawed and have presented a counterpoint to at least be considered. We believe with the right approach (i.e. mythbusting), we can provide education and a warm welcome to skeptics while maintaining a positive image and ambassadorship of Decentraland.

Question 3:
Thank you for providing specific numbers of posts, type, and channels to be used for this proposed campaign. Aside from meeting these numbers, how will your team determine success? Will it be an increase in engagement rate, follows, replies, or reposts?

While the standard for success in social media is measured by the analytics listed in your question, they are only a part of what success would look like to us. Our goal with this initiative is to improve the sentiment and conversation around Decentraland across a more diverse audience with hard-hitting, immersive content and a friendly invitation to get to know us better. This would involve growth in engagement, shares and community (quality, engaged followers). Through our various accounts we plan to share other users’ content in order to uplift those around us and increase the volume of content being shared. We aim to have a large volume of Decentraland content being posted consistently across more platforms in order to gain exposure on more than just Twitter and Streaming Platforms. We would also like to see more exposure for the various builds and brands, so a successful campaign would involve conversations and collaborations across DCL in order to promote as many aspects and contributors as possible.

Question 4:
Do you have any mechanism to track referrals from social media who are converted to Daily Active Users in DCL?

To our knowledge there are no existing tools within Decentraland or DCL-metrics that are able to track how a user has been converted. This is why we plan to continue to be active members in the community, engaging in conversations across social media and in world to find out directly from these users - how they found us, what made them visit, and what made them stay. These interactions would be reported and sentiments communicated in monthly updates, blogs and discussions. Thank you for engaging with our proposal, we have also provided a link above to a snapshot of some analytics, content portfolio, as well as our top performing Decentraland-focused content if you’d like a more in-depth look.

[AwedJob]

Thank you for your detailed answers to my questions. I am voting yes and will watch this project’s progress with interest.

[CheddarQueso]

After reading carefully through this proposal and the questions answered I say yes. Although I believe the budget is a little high, I know @lyssin3d and @GoldiLox.dcl spend an enormous amount of time pushing the platform forward. I’m looking forward to seeing the results of your campaign/research project. I also have an enormous amount of content that I have filmed and photographed in Decentraland. I have a limited amount of free hours, but I am always filming and happy to contribute any content that will help boost this initiative. I also have a tiktok, twitter, instagram dedicated entirely to sharing metaverse content, most of which is in Decentraland, and will happily share your campaign posts to my audience of 3D artists and web3 enthusiasts. Good luck.

[AwedJob]

@CheddarQueso

I also have an enormous amount of content that I have filmed and photographed in Decentraland.

@lyssin3d

we will be able to uplift other accounts as we share UGC from Decentraland users and help build their brands through exposure.

This is a sneaky big asset in this proposal. Decentraland’s Twitter account, blog and the DAO’s socials amplifying User Generated Content (UGC) is a virtuous upward spiral of positivity. SHEW.