# Leverage Your Brand in Web3 - Olena Yara

- Channel: [ETH Warsaw](https://streameth.org/eth-warsaw)
- Date: 2025-10-07
- Duration: 17:52
- Watch: https://streameth.org/watch/yt-1mjAomU6mVQ
- YouTube: https://www.youtube.com/watch?v=1mjAomU6mVQ

## Description

This talk will be covering the content creation and community building in Web3. You can access this talk I previously presented at NFT Rome via the link: https://youtu.be/3yYqXg9y4zI?si=ncmtEMa6gEwGi1ww


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## Transcript

great thank you so much for joining um it was last minute actually so I really appreciate a few people who are there um okay so we will be talking about uh leveraging your brand and webst stre Community Building uh I wanted to make this talk quite practical so you can have some tips that you can use uh and basically oh okay uhhuh okay it worked uh so yeah I am nervous uh and if you didn't laugh at this joke I'm even more nervous now um the oh yeah thank you so much I know who is my favorite in the audience now um and so basically um I want you to raise your hand if you're a member of a community in web stre right uh and so today we will be discussing how we can build good community in web stre right how you can do your own good nice engaged Community uh before this just a little bit about myself I've been building successful marketing strategies in web3 um mainly for repb stre companies more art oriented companies um I used to be a head of digital marketing I am thean member at won women leading web 3 uh I am co-host of the massu show um I used to be a content creator at wart which is an amazing company I will tell you a little bit further about about uh I used to be Ambassador and speaker here and at nft R so you can see this picture there uh I'm aoral cont contributor at nft magazine and I also finished uh SB Institute of Art in London uh and so basically a little bit about my professional background I've been doing marketing strategy for you June uh he's quite a big artist in China he's one of the best contemporary artists he's top was $70 million uh at SB auction house uh he's also a person of the year and so we were uh having this traditional artist and we were creating uh physic uh digital nfal action for him uh I leveraged education with Chris's education uh we were also organizing Exhibition at Art baso Miami uh we were also marketing uh Chris Vin's first nft drop uh he's also a big traditional artist he took a picture of Queen Elizabeth second during her lifetime um and um I've been curating art showcase during non-fungible conference in Lisbon and I was handling monetization of the Mak show which I will tell you a little bit later about um so when we are talking about Community there are three principles of how to build a community uh basically using sensitive and we will talk a little bit further about it uh be ready to change according to your uh Community right uh so you have to Pivot you always have this small chance that you might have to Pivot and also create for more um and so basically uh use in sensitives for your community and here is like uh great examples um insensitive means you are not giving out discounts nobody wants a discount on your product uh people want something for free people want to go to a th4 so and get a tow bag and a socks for free not with a discount right uh and so when you're creating a campaign or giveaway just be mindful don't give away some crap things right uh give away something people want uh another thing is use memberships um I think many of you know this uh Museum in Lon Tate modern and they have memberships it's normal up to practice is to have memberships uh because people always want to connect uh we tend to feel lonely uh if you're looking at Japan Japanese people live longer this is like the uh biggest community of people who live more than 90 years uh and they are all in Japan because they have a loal communities uh so yeah use memberships uh they can be paid they can be like uh out of charge uh but do it like it's a nice way even for three they were entering the web 3 scene they introduced the membership um and so uh be ready to change your P Accord into Community needs is a nice one here's an example of quantum cats uh can I just understand if you guys heard about this collection on bitcoin okay I see I see some people uh so basically it's a nice collection Bitcoin they founder is quite known in the space uh and they made an amazing sale out of this collection but they had two attempts so two times they were like mint is today but mint didn't go right because it was rocked blah blah blah it was some technical issues going on and so you always have to pate and you always have to make up a good statement for it um during my time at wart we were marketing um print and nft for $800 and our community was like you're so lame guys it's too expensive uh so we ended up Rec in the whole budget uh lowering the cost on our physical print to make it 200 right so you always have to Pivot and you always have to listen um creating formo is also super essential um if you are a restaurant you actually are dealing with this because you have a product you have a burger burger is good today Burger is not good tomorrow because like your products are uh expiring uh the same is in web3 right uh your collection is only good for a few hours uh so the idea is that your pre-sale uh is 30 minutes and public service 30 minutes it can be this it can be a little bit like different aart is an amazing company uh they have uh 24 hours but this is because they are selling a physical product uh when it comes to digital art you have to limit your time guys uh because people have to feel that they're missing out on something important um and one time offer this was actually like my case study what I mean by this um we were creating this collection of uh physical prints and we quote the salale so nobody can ever purchase these prints again but with this particular artist zo in June we were doing again uh ordinal collection uh so for our audience as a giveaway uh we offered this physical print that nobody can ever purchase again it's Unique print the artist is extremely expensive so it's a nice offer and it's a onetime thing so you have to be quick you have to react quickly uh okay content creation um this is quite essential I know it's hard to be to build a brand and web three it's really hard to figure out Discord Twitter Etc so uh the main tip I think everyone is quite like knew about it before uh but find the Creator that you enjoy and follow his post and frequency um for example I really love Matt medet I love what he built with nft now and he posts his tweets like three times a day so I do the same thing um and also create a story telling this is actually quite nice example but it's also quite easy one because cryptopunks is basically the oldest the most known collection uh in the space uh but they like they've been here for a lot of years and only two years ago they or even a year ago they created this show with nft now where they were telling about the collection history and everything like this so this is a nice story telling that you can use and I would say that creating story telling is the hardest thing but if you are dealing with digital art it is the most important component um okay content creation also like a small tip uh obious visuals uh because they perform better basically on Twitter um if you don't use visual uh people don't might even like they don't catch uh this with their eyes uh plus 90% of information people are receiving are through their Vision so every time you're closing your eyes you can just understand that you lost 90% of the information that is coming from the world so yeah use visuals use whatever you want like gifts whatever yeah content creat um there is this thing like um genz marketing right I'm a genz so I know uh it is a marketing that is quite simple it's not always appearing it's quite like weird and super like easy to make and it's not over syned uh it's quite funny uh if you are like looking at mileno um marketing it would be like oh today's sale get something buy my wristband whatever and it would be like a straightforward marketing but where we we are talking about genz marketing it's something funny and something you would definitely remember uh so here's an example there was this uh big sale of um shibo dog who was wearing a hat it was a Millions uh sale on Foundation uh in etherum and the next day a lot of web companies were put in their logo and placing this hat um so it is a nice thing to do and would recommend you like being casual being funny short uh it would just save you a lot of costs right because when we are talking about uh old school marketing it is super coasty because you're using content creators you're using designers you're using photographers blah blah blah when we are talking about genz marketing it's basically Photoshop in five minutes uh okay campaign launch is basically make it funny this is a nice uh campaign launch also by Quantum cats uh when when they already revealed their their collection uh they encourag their collectors to post their uh ordinal uh with uh the S ni um uh pet okay uh and basically it worked super nicely so just make uh nice funny campaigns uh and one observation that I made uh was basically the easier it is on Twitter is better cuz we've been doing a hell hard and tough campaigns like for example uh write a story about how you got into web nobody is doing that um ask people to retweet ask people to com and ask people to post something but do not make it uh over complicated okay uh yeah and also amazing way of campaign launch uh basically we were sing like this guy y Jun once again uh and his artw Works uh he's based in China and this is his way to in impress like the world around him so he has this white white Smiles they're a little bit like even cheery there uncanny scary in a way uh and so in order to create a campaign we asked our audience to quote this tweet and pose their smile uh and among those Smiles you would pick some people who would win something so it's a nice way to want a campaign um yeah make it valuable it means like we were giv away 10 nfts uh that were like at a price of $200 which is a lot uh this is again to the point where you have to give away something valuable not something that is not valuable um and uh yeah building digital presence how I do it uh okay guys I just love talking I'm like pretty outgo in person uh so my way maybe not may not be your way to do it uh but what do I post educational content um the idea with educational content you have to follow the trend you see what's trending in the space and you posting the content out uh I host weekly webinars um which is also an amazing way to tell people in web stre that you are out there that you're that you know someone blah blah blah uh and I do daily engagement and I would recommend everyone to do the same basically just uh you interact you like retweet comment um and time to monetize this is our case study with the Massi show where I host weekly webinars uh so this show was there since June 2023 and uh we understood that at some point we have to monetize we had uh I would say 2,000 active members which is not to watch right uh but we understood that it is really time to monetize uh and we just create um some basic things uh in order to achieve ization um basically we made a clear statement because like guys we don't get paid like we need uh actually money to pay for subscription for the uh streaming platform it's our resource it's our time uh the statement was quite nice uh if you're using Twitter there is this button uh where you can add your patreon or uh crypto wallet so people can send you money uh it is also a nice way so yeah be mindful about monetization and uh once we launched our monetization we published this statement uh there were people in our community who were sending like $300 $50 $5 in ethereum and they were like I don't have a lot of money available right now but I just want to support you um so don't feel ashamed about asking money uh and don't be ashamed to monetize obviously uh okay another saying right uh I don't know like not everyone is a good writer not everyone enjoys writing uh but writing is quite essential if you're a public person uh what I found for myself is that I enjoy writing articles uh so I'm editor at NFC magazine and I create articles like quite frequently and you might explor this especially with chat GPT writing has never been easier before uh and yeah so just a little bit what's happened next for me me I'm thinking about taking a master's degree at SB Institute of Arts I will be hosting my weekly amassi show webinars and I would love to see you there as a speaker maybe as an audience U whatever uh I will be writing articles and co-hosting uh Twitter spaces and basically if you scan this QR code um I would just check among the first people to follow me I would pick one that would be webinar guest on the Massi show yeah uh so yeah thank you so much for your attention I don't know if we have uh some spare time for the questions I don't even know if you have one but yeah no questions okay it means that I did a good job okay okay I see question sorry have you been bootstrapping nft communities even today is it working or has it stopped I'm super ashamed but I don't know what bootstrapping means why can you just elaborate to build a community from zero from scratch actually I would think this is what I did for myself U but it's not a company so it's quite a different example I had zero followers obviously like like everyone does when they're starting their ex profile um I've been but strapping uh from scratch actually accelerator uh but uh honestly it wasn't a good case study to be sharing right now um but uh I would say when you have already existing audience is much much easier uh especially like a few days ago even musk he posted out a tweet and said like um our algorithms are not friendly for people with small audience right we are pushing forward accounts who have a big audience and we don't push smaller accounts and he would be trying to change algorithm to to like uh help smaller people like people with smaller audience to reach more engagement uh I don't know when it's coming but basically what I would say the best goto platform would be Tik Tok like I've never seen such crazy algorithm before as I seen on Tik Tok like people with zero followers uh can be trendy and uh yeah so um basically Twitter right now is quite tough uh in terms of algorithms but not in terms of people and web stre people web stre crowd is the nicest people I've ever seen they're friendly so I hope this answers your question if we have any more questions just let me know raise your hand don't be shy okay okay thank you so much guys