Tier 1 dex affiliate and community strategy

Summary

XXX REDACTED 


Lindsay’s Note: As discussed in our initial strategy meeting, I had a lot of interest understanding the feedback from the community in regards to feature requests, complaints etc and how the team was quantifying and keeping track of these issues. I believe the XXX release will help with some requests, but we want to be mindful that this growth strategy strikes a balance between incentive and education. XXX offers a more advanced trading defi product so it will be in XXX  best interest to empower their users at all levels from entry level noobs to expert traders, acknowledge the community and improve their experience. 

Great article from the forum: Link 

Audience

  • Note: Product is not offered in XXX 

  • Traders and investors

  • Developers

  • Liquidity providers

  • DeFi users

High Level Goals

  • Building an interactive, informative and engaging cross platform content marketing calendar focusing on: 

    • Recruiting quality users for XXX affiliate program, source KOLs and build a pipeline of quality affiliates

    • Increase community engagement on Discord and X

    • Build pre-launch hype around the XXX UPDATE launch

Features of XXX and General Overview of Product Promotions: 

Exchange: 

  • Feature 1

  • Feature 2

  • Feature 3

  • Feature 4

XXX UPdate: 

More details:Link


Expended launch: XXX 2024


TLDR: 

  • Note

  • Note 

  • note

Affiliate program: 

Expected launch: XXX 2024


Details (subject to change): 

  • Redacted

  • Redacted

  • Redacted 


Deliverables and Goals: 

  • Month 1:

    •  Recruit an initial list of 300+ affiliate candidates

  • Month 2: 

    • Narrow down outreach plan to onboard 150 quality affiliate participants 

    • Contact made and in communication with at least 100 potential candidates 

    • Waitlist of at least 30 affiliates 

  • Month 3: 

    • Have 100 affiliate onboarded and ready for launch

    • At least 20/100 are high quality mass market affiliates from a diverse range of backgrounds 

    • Have a pipeline of at least 50 additional affiliates waitlisted for future onboarding 

  • Abbreviated marketing messaging to focus on: 

    • Monetize your influence

    • Boost your earning with our competitive affiliate program

    • Turn your passion into profits

    • redacted

    • Be the first to join

    • Easy to join

    • Simple to promote (their affiliate referral sign ups)

    • Lifetime commissions 

    • Promote DeFi

    • Create urgency with time limit countdowns or limited seat countdown. 


  • Content types: 

    • Educate potential affiliate about how the program works, what are the benefits and how they can increase or maximize their earnings


  • Suggestions for offering a sign up incentive strategy:

    • Initial sign up bonus 

      • offering a higher commission rate for the first week

      • offering a bonus for # of referrals within the first week (invite 5 referrals your first week and get XXX) 

    • Performance based rewards

      • Tie rewards to volumes. Affiliates with higher trading volumes could get temporary higher commissions or exclusive access to new features (would need to make sure XXX team can build out this product function)

    • Create competition 

      • Run monthly contents where affiliates can compete for prizes based on metrics: ie - volume, referrals, commission earning etc. 


Community Growth (Discord & X): 

Details: Leverage the affiliate program and XXX UPDATE launch to attract new community members and reactivate engagement with current members. 

Deliverables and Goals: 

  • Month 1: 

    • Build and implement a comprehensive community growth strategy document including a cross platform content calendar with improved quality of community engagement - focus on initiative and campaign base! 

    • 15% increase in discord members (approx XXXXXX)

  • Month 2: 

    • Executie 3-4 community engagement initiatives

    • 20% increase in discord members from baseline

    • 20% increase in engagement rates on X 

  • Month 3

    • 2-3 larger community initiatives to create buzz around the XXX UPDATE launch

    • 20% increase in engagement in Discord

    • 20% increase in engagement on X

_____________________

Month 1

Marketing Outlet Summery: 

  • KOLs

    • General campaigns

    • Affiliate recruitment 

    • XXX UPDATE launch

  • Social media: 

    • Cross platform social media content calendar strategy 

    • Copywriting

    • Graphics (tbd)

  • PR

  • PPC

  • Discord  

    • Expand on Zealy quests

KOLs: 

Execution: Coinbound to source and recruit KOLs to: 

-join XXX affiliate program and encourage to share opportunities to recruit with their followers

-post about the new release of XXX XXX UPDATE, build hype 

-join the Discord community and participate in community engagement


Objective: Work with KOLs to join the affiliate program and leverage their platforms to promote their participation in the program, recruit additional referrals and ultimately increase trading volume and social media engagement. 

General campaign strategy: 

  • Campaigns

    • Influencer endorsements: Secure endorsements from high profile figures 

    • Arrange for KOLs to participate in AMAs or live streams 

    • Arrange retweets and mentions promoting to followers and increasing engagements 

    • Offer the KOLs the opportunity to create exclusive content

    • Encourage KOLs to share their referral code to the program 

    • Create a giveaway contest in collaboration with KOLs to encourage affiliate signups 

    • Post launch: Leverage social proof by using testimonials and endorsements from KOLs 

    • Localized Campaigns:

      • Launch localized campaigns in Southeast Asia, Latin America, and Eastern Europe.

      • Start a regional affiliate program targeting to engage pockets of concentrated web3/ XXX communities.

  • KPIs

    • Track mentions and endorsements 

    • Measure referral traffic from KOL mentions to the website (UTM links for tracking when relevant. For example: using UTM on X is not advisable because it will reduce how your posts are ranked in the algo vs YouTube is ok)

    • Analyze the reach and impressions of content created in collaboration with the KOLS 

    • CTRs, twitter space attendance, follower growth, link clicks etc. 

    • Measure wallet connection 

Affiliate Recruitment 

  • Target Affiliates - Coinbound to provide a list of target KOLs for XXX team to review and approve for outreach. KOL types include: 

    • Web3 KOLs

      • Twitter, Linkedin, YouTube

    • Web3 bloggers (educators)

    • Web3 Podcasters

    • Community leaders


XXX UPDATE Launch

  • Partnerships

    • Work with KOLs to collab and promote the release of the UPDATE   

    • Provide KOLs with exclusive insights and early access to new features for authentic details review 


  • Content creations

    • Arrange for KOLs to create content such as in depth reviews of current and new UPDATE features

    • Collab with KOLs to create co-branded content – interviews, reviews, guest posts, retweets, mentions, thought leadership opinion pieces



  • Twitter Campaigns or AMA topics suggestions with KOLs 

    • Launch a series of educational tweets in collab with KOLs focusing on the features including infographics and/or short video clips explaining easy onboarding and how to trade

    • A promotion campaign focusing on the security of the platform- permissioned keys

    • Educational threads explaining more complex trading concepts 

    • Engage the community with interactive polls, can be useful to understand what topics the audience is interested in learning more about 

    • Regularly retweet and quote tweets from KOLs - even if they’re not working with us (yet) to still tap into their audience; elaborate further on relevant topics


Social Media Strategy: 

Main outlets social: Twitter and LinkedIn

Secondary: YouTube, Reddit, Farcaster

Main Community Outlet: Discord

Execution: Coinbound to build a cross platform social media content calendar promoting the affiliate program, XXX UPDATE launch and more engaging copywriting to encourage higher quality follower conversation.

To confirm: 

-Will XXX create graphics or will XXX provide them? 

-Will Coinboud completely manage X including daily posting and engagement or will XXX own that? 


  • Content Calendar

    • Copywriting team to develop a detailed content calendar with scheduled posts/threds leading up to, during, and after the launch. Graphics team to work in conjunction to offer visual deliverables.

      • Strike a balance between affiliate recruitment, XXX UPDATE launch and general XXX engagement. 

    • Localized campaigns - create content in multiple languages to target non-english speaking regions. 


  • Engagement

    • Leverage engaging content such as infographics, video, use case studies, impact problem/solution posts to drive engagement.

    • Posting to XXX main account, engaging with users in the comments along with finding other similar ecosystems to engine with their content to expand reach and tap into new ecosystems.

    • Jump into X lives using XXX main account to support other DeFi accounts or KOLs attracting more followers.  

    • Conduct regular AMAs, polls and discussions to engage community. Be sure to engage with comments. 


  • Work with B2B partnerships 

    • Collaborate with and engage with established key partnerships to target secondary communities (organically and strategically): establish XXX as a prominent player in the DeFi space. 

      • Plan co-marketing mentions, retweets, cross post engagement

      • Organically engage with high profile DeFi accounts to build awareness

        • StarkWare, Chainlink, Polygon, Celer Network, Gauntlet, Eth Foundation etc. 

    • Intro to WalletConnect to sign up for their in app messaging to reach active traders at the source– in their wallets.  


  • Trends

    • Participate in trending discussions on other DeFi accounts or KOLs posts to increase visibility in the space from XXX official social accounts. These can be comments, retweets, likes, mentions etc.


  • Live updates: 

    • Provide live updates and behind the scene feature teasers- this will encourage followers to ask more open ended questions around the affiliate program or launch. 


  • Articles (Linkedin and X)

    • Write and publish articles on X and Linkedin establishing thought leadership 


Reddit Specific: 

  • Target subreddits or forums

    • r/Crypto

    • r/Cryptocurrency

    • r/DeFi

    • r/affiliates

    • Bitcointalk

    • TradingView


  • Strategy

    • Engage and participate in relevant subreddit discussions and subtly promote the affiliate program

    • Be mindful of tone and context- do not want to sound salesy. 


PR

Objective: Source earned and paid media opportunities in global top tier web2 and web3 outlets with focus on reaching audiences in the Defi space.

Execution: Coinbound to source relevant media outlets for both paid and earned opportunities and manage the relationship full scope. 


Example Targeted Media Outlets:

Web3 Specific

  1. CoinDesk

  2. The Block

  3. Decrypt

  4. CoinTelegraph

  5. Bankless

Broader Tech

  1. TechCrunch

  2. VentureBeat

  3. Forbes


Campaign Components

 

  • Articles

    • Topic ideas: 

      • “XXX XXX UPDATE: A game changer in Defi trading”

      • “XXX’s new lucrative affiliate program”

      • “How to earn with XXX’s XXX UPDATE and affiliate program

      • “Why top affiliates are joining XXX XXX UPDATE” 

      • “Exclusive prelaunch access - Be the first to promote and earn on XXX XXX UPDATE” 

      • “Benefits of partnering with XXX affiliates”


  • Banner Ads

    • Affiliate Program verbiage ideas:

      • “Earn up to XXX commission with XXX” 

      • “Increase your income with XXX XXX UPDATE”

      • “XXX UPDATE growth, XXX UPDATE Opportunities”

      • “Get rewarded, join the XXX affiliate program”

      • “Exclusive benefits for XXX affiliates”

      • “Unlock new income streams with XXX”

        • CTA:

          •  “sign up now” 

          •  “Become an affiliate” 

          • “Join the waitlist” 

          •  “Apply now”

          • “Get started”

    • XXX UPDATE

      • “Experience the future of trading with XXX XXXUPDATE”

      • “Get exclusive access to XXX XXX UPDATE”

      • “Check out new advanced trading tools on XXX XXX UPDATE”

        • CTA

          • “Discover More”  

          • “Learn more”

          • “Waitlist signup”

          • “Create an account”

          • “Get started”


  • Newsletter Sponsorship

    • Short brief about Affiliate program and XXX UPDATE

    • CTA sign up for affiliate, join community or 


  • Postcast Guest Appearances

    • Discuss any of the topics listed above making sure the podcast has the targeted audience 

    • Have an expert trader join to discuss their story, how they got into trading and some secrets to being successful


High Level Post Launch Plans: 

  • Content strategy

    • Showcase successful affiliates and their earnings to build credibility and trust within the affiliate community. This can include case studies, testimonials even interviews/podcasts or X lives. 

    • Sustain the exclusive community by making sure there are regular updates regarding the platform features, addressing community challenges, or any changes to the incentives. 


Analytics: 

  • Google analytics to track website traffic and conversions

  • Utilize UTMs to CTA links to track specific traffic source and measure campaign effectiveness

  • Newsletter/article metrics - typically each outlet will provide performance metrics including open rates, CTRs etc. 

PPC: 

  • Execution: Coinbound to manage full scope, create a baseline for top performing outlets, monitor ad performance in A/B testing and reallocate budget accordingly to top performing outlet.

  • Objective: Targeting niche audience segments to build awareness and drive CTAs

  • Platforms: Google, Twitter, Meta, Telegram, Reddit

  • Budget Allocation: See recommended percentage below. 

  • Performance and tracking: CTR, conversion rates, CPC, Quality score (google); continue to optimize by regularly updating copy, refine keyword targeting and make adjustments to landing pages based on user behavior. 

Allocated strategy recommendations: 

  • Google Ads: 40%

    • Search ads

      • We’ll target high intent keywords that are related to DeFi, Crypto trading, Crypto perpetuals etc

      • Segment these ad groups by user intent including beginner traders, advanced traders and blockchain enthusiasts 

      • Use a combo with manual CPC for control and automated bidding for efficiency. Focus on CPA (cost per acquisition). 

    • Month 2: 

      • Display ads: Lets hold off on display ads until month 2. Lets work with reputable media sites to be strategic about where we put our placemen first. 

      • Youtube Ads: We can experiement with ads on crypto and finance-related channels and use Youtube’s customer intent audiences to target users based on their Google searches. I only say hold off until month 2 because we’ll want quality ad videos which involves content creation. 


  • Twitter Ads: 20%

    • Promoted tweets to amplify posts with key messages, product announcements and educations content 

    • Use keyword and follower targeting to appear to users who follower competitor products.  


  • Meta Ads: 20%

    • Meta is ideal for reach a broader audience. These ads are powerful for retargeting users who have already engaged with XXX content on other platforms. Facebook has proven to be a popular place for web3 in locations in the Southeast Asia including Vietnam, Thailand, Philippines; LatAM and Eastern Europe.  

    • Use Meta’s custom audience feature to retarget users who have visited XXX’s website, engaged with the main socialmedia account/content. We can also leverage Lookalike audiences to reach very targeted users similar to competitor products. 


  • Telegram: 10% 

    • Lets do A/B testing and try banner ads vs sponsored posts in popular crypto telegram channels and groups making sure to be mindful of the relevance to XXX’s audience. 


  • Reddit: 10% (TBD) 

    • Be mindful of content, make sure ads blend well with the communities tone coming off as authentic. We don’t want to be saleys here. 

    • Reddit allows targeting to specific subreddits so it will allows us to reach a niche adueicne interested in particular aspects of crypto 

    • AMAs are popular on reddit and can be a powerful way to engage with the community. This can compliment our Ads by offering a more authentic, humanized presence. 

Discord: 

Execution: Coinbound to audit current Discrod set up and make recommendation for improvement. Create a content calendar for engagement strategy, including awarness around affiliate program and XXX UPDATE. Coinbound to expand and execute on quest offerings.  


Objective: Engage and grow the community by rewarding members for completing tasks that promote the platform, user education and active participation. Expanding upon Zealy for leveraging more guided gamified interactions for rapid community growth through education and awareness. 


  • Exclusive Updates

    • Market discord as an exclusive club

    • Share exclusive updates and content with the Discord before other “public” social sites making the discord community feel more valued 

    • Offer locked channels with descriptions on how to gain access 


  • Engagement prompts

    • Provide engagement prompts to guide the community conversations

      • Ie - “traders” channel is a lot of mixed messages

      • Examples of open ended questions: 

        • Whats your favorite trading strategy?

        • How do you manage risk? 

        • What are you predictions for the next big move in the market? 

        • What ecosystem are you bullish on? 

        • Who’s bullish on DeFi this week? Drop your top 3 coins and why you think they’re set to pump

        • Lets break down the latest market trends together - what indicators are you using to make your trades 

        • What are your thoughts on todays market? 

        • Whats working well and whats not? 

        • Whats the best/worst piece of trading advice you ever received? 

        • Whats the funniest thing you’ve seen in crypto trading this week? 

        • We’re hosting an AMA with XXX - what questions do you want answered? 

        • Shout out to XX user for awesome market insights this week? 


  • Interactive sessions 

    • Host interactive sessions such as

      • Live trading workshops

      • Does the product team have the ability to set up demo accounts loaded with $10,000 pay money as a place for people to participate in mock training tournaments, learning different strategies etc. 

        • Examples: Charles Schwab - paperMoney, TD Ameritrade - TickerTape, eToro, TradingView all have dummy practice accounts 

        • You can build leagues with dummy accounts vs real accounts

      • Encourage UGC

        • Trade review sessions where a community member can submit trades for review by an experienced trader 

        • Could host a meme competition - I know this plays out often in web3, but it could be related to current market events. Could be a prompt ie- Tradfi vs Defi 

      • Could host a trading marathon (Like a hackathon but for traders) with brackets where people are put against each other.

      • Create a more controlled feedback loop with interactive polls allowing members to vote on new features or content they want to see. Can measure sentiment within the product and the market ie- are we bullish or bearish on XXX UPDATE 

      • Add sentiment bot - Siftree

        • Though custom commands it can respond with pre-defined messages, links or info relevant to the conversion along with automated information sharing like access to FAQs

        • Can help schedule/announce events and track RSVPs 

        • Analyses the general sentiment of the conversations within the sever 

        • Can build out leaderboard and mini-games 


  • Quests (Zealy)

Website: XXXX


  • This could be really interesting to review common ticketing issues submitted by the community and create an Easter egg hunt to encourage users to educate themselves - it will be like a training program in a contest costume

    • Currently have “subscribe to youtube academy” but lets give them more direction. Based on support tickets or products with lower volume, lets figure out which video will educate users that can directly impact user experience and dex volume. 

  • We could create tiered quests

    • A quest campaign for technical users/devs 

    • A trading campaign for the defi users

  • We can leverage the XXX academy, FAQs, help center and the technical documents to determine which topics are a reoccuring struggle for users

    • Create a quiz for users to take to be awarded points

  • Take a look at the proposals and determine if some of these features are already activ, if so, we know we can proactively guide users to find info about those features instead of only posting announcements 

  • We can get really creative and build out a crossword puzzle as a challenge. 

  • Take rewards a step further, create urgency with a timelimit, top 100 on the leaderboard have a chance to: 

    • Get a swag bag

    • deposit a balance or XXX token etc.

    • Give winners a shout out across our community platforms. 

    • Access to exclusive channel in Discord


Email Marketing: 

Objective: If we plan to collect emails for affiliate sign ups and XXX UPDATE early access, lets build a email marketing campaign to provide exciting updates. We can use this to drive traffic back to socials/Discord to participate in engagement activities or drive conversation. 


____________________________________________________________________________



Execution Roadmap: 

Phase 1: Preparation - End of summer

Week 1: Ensure everyone is aligned on key messaging and communication strategies.

  • Kickoff Meeting: Complete XXX onboarding to finalize the strategy, define roles, and align on goals.

  • Budget Allocation: Finalize budget allocation for, KOLs, PPC and PR.  

  • Content Development:

    • Copywriting, social and community team to start creating cross platform content calendar focused on XXX’s features and benefits.

    • XXX to develop landing pages for the affiliate program and community engagement initiatives.

    • XXX to supply any graphics, content or product information

    • Start producing ad creatives (banners, video ads) for the PPC campaigns.

    • Translate key content into target languages for non-English speaking regions.

  • SEO & Keyword Research:

    • Conduct keyword research to identify high-value terms related to DeFi and crypto trading.

    • Optimize content for targeted keywords.

  • Compile KOL target list

    • Start identifying a KOL list for affiliate candidates 

    • Develop partnerships for content collaborations and co-branded initiatives.

    • Begin reaching out to influencers and KOLs in key regions (Southeast Asia, Latin America, Eastern Europe).

  • Discord

    • Begin Discord review and audit

  • PR Planning

    • Media team to begin drafting a PR plan, identifying key media outlets and  journalists in the crypto and financial sectors.

    • Start reaching out to journalists to pitch earned and paid opportunities related to XXX.

  • CTAs

    • XXX to share direct CTAs for affiliate program sign up and potential waitlist for XXX UPDATE access (where can we guide users to input their info) 

Week 2:

  • PPC Campaign Setup:

    • Set up PPC campaigns on Google Ads, Meta, Twitter, Telegram, and Reddit.

    • Implement tracking and analytics tools (Google Analytics, Mixpanel, Cookie3 etc.) to monitor campaign performance.

    • Perform final checks on all ad creatives, content, and community channels.

    • Ensure all tracking is correctly set up and working.

  • Affiliate Program:

    • XXX to finalize the structure of the referral and loyalty programs.

  • Press Release Preparation

    • Draft the first press release focusing on XXX’s upcoming affiliate program, XXX UPDATE and community engagement plans (such as Zealy quest).

  • Social Media

    • Begin posting social media content

  • Discord

    • XXX to review audit and approve plan

Phase 2: Execution & Measurint (Early Fall)

Week 3-4 :

  • Campaign Launch:

    • Launch PPC ads. 

    • Start marketing affiliate program recruitment on socials with recruitment soft launch, inviting key influencers and early adopters to sign up.

  • Discord and Community Engagement:

    • Begin updating Discord based on recommendations

    • Begin the first community engagement initiative on Discord.

  • Content Distribution:

    • Distribute the first batch of educational content across social media, email newsletters, and the website.

    • Promote case studies and success stories through targeted email campaigns.

  • KOLs

    • Align with KOLs to prepare content for first post

  • PR

    • Solidify first PR pieces  

ETA Days:

  • Influencer-Led Campaigns:

    • Launch influencer-led campaigns, where influencers share their experiences with XXX.

    • Start collaboration projects with selected influencers, such as joint webinars or live AMAs.

ETA days XXX:

  • Monitor & Adjust:

    • Analyze initial performance data from PPC campaigns and community initiatives.

    • Make adjustments to ad targeting, budget allocation, and messaging as needed.

Week 5-6:

  • Affiliate Program Push:

    • Expand the affiliate program outreach to a broader audience, targeting mass-market affiliates.

    • Start onboarding affiliates and providing them with marketing materials.

  • Gamified Engagement:

    • Introduce a second round of community engagement on Discord

    • Begin preparations for major community events tied to the launch of XXX XXX UPDATE.

  • Email Drip Campaign

    • Draft and send first email update regarding affiliate campaign and XXX UPDATE launch

Week 7-8 :

  • Days 16-20:

    • XXX XXX UPDATE Campaign:

      • Big push for targeted marketing campaign around the XXX XXX UPDATE launch.

      • Use PPC ads, influencer content, and community events to drive awareness and participation.

  • Days 21-25:

    • Community Growth Acceleration:

      • Implement more aggressive community-building tactics, such as exclusive content, AMAs, and live trading sessions.

      • Continue to monitor and adjust campaigns based on performance data.

  • Days 26-31:

    • Affiliate Program Ramp-Up:

      • Onboard the next wave of affiliates and ramp up the outreach to high-priority targets.

      • Prepare for the official public launch of the affiliate program.

Phase 3: Optimization (Fall)

Week 9-10 :

  • Days 1-5:

    • Performance Review:

      • Conduct an indepth review of campaign performance, focusing on KPIs – conversion rates, user engagement, and affiliate recruitment.

      • Adjust ad spending and targeting to focus on the highest-performing channels and regions.

    • Content Refresh:

      • Update and refresh content based on performance data and community feedback.

      • Produce new case studies and success stories to highlight the effectiveness of XXX XXX UPDATE.

  • Days 6-10:

    • Community Growth Initiatives:

      • Launch the final round of community engagement activities, like a major giveaway or trading competition.

      • Highlight top community members and affiliates as part of a recognition program.

  • Days 11-15:

    • Affiliate Program Optimization:

      • Provide affiliates with additional resources and support to maximize their performance.

      • Start gathering feedback from affiliates to prepare for the next phase of the program.

Week 11-12 :

  • Days 16-20:

    • Final Push for XXX XXX UPDATE:

      • Intensify marketing efforts around XXX XXX UPDATE, focusing on its benefits and unique UPDATEed features.

      • Use the remaining budget to boost PPC campaigns and influencer content.

  • Days 21-25:

    • Campaign Wrap-Up:

      • Begin winding down campaigns, focusing on final conversions and community engagement.

      • Collect and analyze final info to assess the overall success of the marketing strategy.

  • Days 26-30:

    • Reporting & Next Steps:

      • Prepare a full report on the campaign’s performance, including insights and recommendations for future strategies.

      • Hold a final team meeting to review the results and plan the next steps for ongoing marketing efforts.


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