Index
- A
- Aave (DeFi platform), 52–53, 123–124, 183
- hosting, 149
- A/B testing, 90, 113, 128–129, 154–155
- Acala (platform), 29
- Access keys, token function, 30
- Accounts, seeding, 134–135
- Accredited investors, opportunities, 195
- Aggregation, 70
- Airdrop, usage, 33, 108
- Alchemy, Jay‐Z (relationship), 140–141
- Allow list, 165, 170–171
- Alphabet (Google), 13–14
- advertising revenue generation, 65
- Alpha (NFT news scoop), exchange, 160–161
- Alpha, seeking, 55
- Altavista (portal), 7
- Altcoins, crash, 37
- America Online (AOL), 6–7
- Andreessen Horowitz, 22
- Anons (pseudonymous accounts), DeFi protocol founder operation, 53–55
- Anti‐money laundering (AML) loan application process, 53
- Antonopoulos, Andreas, 18
- Artificial intelligence (AI), usage, 108
- Audience
- AUDIO tokens, 92–93, 125–126
- Audius (Web3 music streaming platform), 92
- Autoglyphs, 190
- Automated market makers (AMMs), usage, 54, 56
- Avalanche (Layer‐1 network), 124
- Avatars, biofeedback data, 60–61
- Axiom Zen, 40
- Azuki NFT collection (Chiru Labs), 173
- B
- Balancer, 123–124
- Baldet, Amber, 77
- Based Finance, 55
- Beeple NFT, 143–144, 189–190
- BeetsDAO, 38
- Berners‐Lee, Tim, 5
- Big Green DAO, 38–329
- Binance (crypto exchange), 54, 129
- Bitcoin, 15, 21–22
- Black Lives Matter movement, 71
- Blockchain, 18–19, 114, 139, 147
- BlockFi (centralized platform), 54
- Block rewards, 19
- Blockworks, 149
- Border Gateway Protocol (BGP), 5, 13–14
- Bored Apes (Yacht Club) (BAYC), 43, 47, 161, 190
- Brands
- Bug bounty programs, 90
- Bush, George W., 16
- Business Suite (Facebook), usage, 113
- Business‐to‐business (B2B) products, 86
- Business‐to‐consumer (B2C) products, 86
- Business‐to‐developer (B2D) products, 86
- Buterin, Vitalik, 23, 29, 36, 48, 76, 89
- Ethereum presentation, 149
- C
- Calibra project (Facebook failure), 60
- Calls to action (CTAs), 115, 151, 167
- importance, 154–159
- Carnegie, Dale, 87
- Cashio (Solana stablecoin protocol), 29
- Casper, usage, 124
- Cassatt, Sam, 72
- Cattributes, 40
- Celsius (centralized platform), 54
- Centralized exchanges (CEXes), 54, 129
- Centralized finance (CeFi), 54–56
- decentralized finance (DeFi), contrast, 56
- Chainlink
- Channels, marketer attention, 158
- Chef Nomi (SushiSwap founder), 54, 56–58
- Circle (consortium leader), 58, 183
- Civil (Web3 journalism startup), 95
- Claimables, 33
- Cline, Ernest, 59
- Clone‐X NFTs, 184–185
- CodeAcademy, 85
- Coinbase (crypto exchange), 22, 54, 102–103, 129
- Coinbase Wallet, 118
- CoinDesk (Web3 media outlet), 119, 138, 142, 149
- CoinList, 32
- CoinTelegraph, 142
- Colored Coins, development, 23
- Community, 81, 195
- Compound (DeFi platform), 52, 123–124
- CompuServe, 6, 9
- Conferences (events), 149
- Consensus Systems (ConsenSys), 30, 69
- ConstitutionDAO bid, 96, 190
- Content management system (CMS), domain integration, 127
- Content, marketer supply, 166–168
- Coolidge, Matt, 146
- Cozomo de'Medici (NFT Twitter influencer), 132
- Cronje, Andre, 55
- Crypto
- Crypto Coven (NFT project), 89, 163
- Cryptocurrency, financial use, 73
- Crypto keywords, Google ban (lifting), 129
- CryptoKitties NFTs, 40–41
- Crypto payroll, 118
- CryptoPunk NFT, Gmoney purchase, 144
- CryptoPunks, 43, 46–47, 132, 190
- Crypto Twitter, 90, 130–134, 173
- Crypto winter, 37, 55
- Curve, 123–124
- Customer relationship management (CRM), 165–166, 175–176, 183
- blockchain CRM, usage, 191
- D
- DAOStack, 327
- Data collection, 9
- Decentraland, 63, 65–66, 185, 190
- Decentralized applications (dapps), 26, 35, 39, 48, 73
- Decentralized autonomous organizations (DAOs), 26, 30, 35–39
- Decentralized blockchain, 42, 44
- Decentralized exchange (DEX), 31, 54, 56, 123–124
- Decentralized finance (DeFi), 26, 51–58
- Decrypt, 142, 149
- DefiLlama.com, 124
- Demand
- origins, 117–119
- Demand pressure, application, 50
- Differentiated brand, 120–121
- Differentiated value proposition, 125
- Digital collectible, term (usage), 87
- Digital goods, popularity (growth), 45
- Digital memberships, 93
- Discord (chat platform/server), 41, 81, 89, 93
- Distributed ledger, 18
- Domain Name System (DNS), 5, 13–14
- Dorsey, Jack, 130
- Double‐spend problem, 28–29
- Do your own research (dyor), 50–51
- Drudge Report, The, 70
- Dune Analytics report, 185
- E
- Earned media, 138–147
- Electronic Frontier Foundation, initiation, 5
- Endogenous influencer marketing, 135–136
- Engagement (funnel step), 115, 151–159
- Enterprise Ethereum Alliance (EEA), 76–78
- EOS, attention, 143
- ERC‐20 tokens (Consensus Systems), 30, 32, 48, 58, 63, 74
- ERC‐721 (NFT token standard), 40, 63
- Ether (native token), 24, 28
- Ethereum (ETH), 15, 23–24, 69, 149
- Ethereum Foundation, 30, 35, 40, 90, 149
- Ethereum Virtual Machine (EVM), 24, 48, 72
- EtherScan, usage, 47
- F
- Facebook, 8–10
- Faura, Julio, 77
- Fiat currency, 28–29
- Financial institutions, risk appetite, 17–18
- Flamingo DAO, 38, 48
- Flow (Layer‐1 blockchain), 48, 187
- Flywheel, starting, 151
- Fractionalization, 28, 42–43
- Franklin (Web3 native payroll platform), 118
- Frax (stablecoin project), 183
- Friends With Benefits (FWB) (token‐gated community), 160–161, 171
- FTX (crypto exchange), 54, 129
- Fukuyama, Francis, 3–4, 15
- Full‐funnel marketing, 150
- Fungible tokens, usage, 60
- G
- Garden, The (Azuki metaverse), 173
- Genesis Block, 20
- Gilmore, John, 5
- GitHub (platform), 86
- Gmoney, NFT purchases, 144, 165
- Gnosis (market platform), 74
- Google, 8–10
- Google Ads, usage, 128–129
- Google Analytics, usage, 113
- Google Search, 118, 120–121, 127–128
- Governance tokens, ownership, 30
- Gray, Marley, 76, 77
- Grid+ (energy system), 74
- Griffin, Ken, 38–39
- H
- Hacker Manifesto (1986), 5–6
- Harari, Yuval, 11
- Haun, Katie, 22
- Hero (product website component), 153–154
- Holders, retention, 174
- How to Win Friends and Influence People (Carnegie), 87
- Huffington, Ariann, 70
- Huffington Post, AOL purchase, 70–71
- Hyperbolic message, 120
- HyperText Transfer Protocol (HTTP), 14
- I
- Iles, Matthew, 78–79, 189
- Information‐sharing, 4
- Infura (Web3 tool), 73, 40, 181
- Initial DEX offering (IDO), 32, 56
- In real life (IRL) hackathon, 107
- In real life (IRL) meetups/events, 81, 89, 100, 149, 171, 173
- In real life (IRL) roadshows, 88
- Instant incumbency strategy, 157, 158–159
- Intermediation, avoidance, 51–52
- Internal marketing hires, increase, 101
- Internet, innovation, 4
- Internet of Value/Internet of Communications, 72–73
- Internet Protocol (IP), 5
- InterPlanetary File System (IPFS), usage, 53
- Interviewees, statements (control), 139–140
- IRL meetups, culture (impact), 89
- J
- Jehan, Kanwal, 80
- L
- Ladybirds, 9
- Layer‐1 blockchains, 124, 181
- Layer‐1 platforms, 48
- Layer‐2 blockchains, 181
- Layer‐2 scaling solutions, mechanisms, 50
- Libra project (Facebook failure), 60
- Lightning Network, 23
- Limited liability autonomous organization (LAO), 37
- LinkedIn, audience (reach), 133
- Link Marines, 171–172
- Liquidity provider (LP) tokens, usage, 31, 43
- Liquidity, re‐compounding, 43
- Lives (manipulation), algorithms (impact), 11
- Longoria, Eva, 136
- Lubin, Joseph, 16–17, 30, 72, 75, 78
- LUNA (Luna), 58, 131
- Lundquist, Christian, 72
- Lycos (portal), 7
- M
- MailChimp (Web2 platform), 114, 167
- Maker (DeFi platform), 52
- MakerDAO, 38–39, 58, 124
- Discord server, difference, 164
- Maker DeFi protocol, 37
- MANA (Decentraland token), 63–64
- Marketers
- Marketing, 193–194
- Marketing departments, composition, 100–101
- Marketing teams
- Mastering Bitcoin (Antonopoulos), 18
- Matomo (analytics tool), 155
- Matthew effect, 12
- Media coverage, 139
- pitch, 144–145
- Medium, Web3 usage, 127
- Membership tokens, usage, 31
- Meme contests, 90
- Memorable brand, 121–123
- Merge (Ethereum update), 186–187
- Merger (worldwide coordination), 49
- Meta (Facebook), 13–14, 65–66
- MetaKovan (Vignesh Sundaresan), notoriety, 143–144
- MetaMask (Web3 tool), 34, 40, 54, 74, 93, 181
- Metaverse, 26, 59
- Metrics, setting/usage, 105–107
- Micro‐influencers, power, 134
- Micropayments, basis, 28
- Miley, Kara, 80
- Mirror.xyz, Web3 usage, 127
- Mixpanel (platform), usage, 113
- Mojito (NFT spinout), 93, 96, 190
- Moloch DAO contracts, 38, 63
- Moloch smart contracts, usage, 37
- Moonbirds NFT (PROOF Collective), 89
- Multi‐signature wallet (multi‐sig), usage, 94
- Musk, Kimbal, 38–39
- Mutant Ape Serum NFTs, BAYC airdrop, 170
- MyEtherWallet, 118
- MySpace, usage, 7
- P
- Pace Gallery, 46, 161, 183
- Paid advocacy, attitudes, 137
- Pareto distribution, 12–13
- Pareto stratification, acceleration, 13
- Patriot Act, 16
- Pay‐as‐you‐go, user feedback, 85
- Pay‐to‐play events, issues, 148
- PEOPLE (fungible token), 38–39
- Personal data privacy, insistence, 61
- Phygitals, usage, 45
- Pickle Finance, 55
- Platform token, 125–126
- PleasrDAO, 38
- Polygon (sidechain), 50
- ZKP integration, 176
- Portals, 7
- Private keys, usage, 35
- Prodigy, Web1 competition, 6
- Product
- Profile pictures (PFPs) (Twitter), usage, 42
- Profit‐sharing token, 126
- Projects
- Proof of attendance protocol (POAP) NFT, guest claim, 149, 165
- Proof‐of‐stake (PoS)
- Proof‐of‐work system, 19
- Public blockchain, leveraging, 183
- Public relations (PR), control, 142–143
- R
- rAAVE (Aave hosting), 149
- Ragequit, 38
- Rainbow (wallet), 118
- Ramadan, Dean, 80
- Ready Player One (Cline), 59–60
- Republic (investing platform), 125–126
- Republic Note, Serotonin pitch, 140–141
- Retention, 169
- Retroactive distributions, 33
- Return on investment (ROI), 99, 113, 150, 156
- achievement, 114
- Reward tokens, usage, 31
- Rhodes III, Yorke, 76, 77
- Rollups, usage, 50
- Rust (computer language), usage, 124
- S
- SAND (Sandbox token), 63–64
- Sandbox (Pixowl), 63, 65–66, 185
- Satoshis (bitcoin division), 28
- Search, usage, 126–130
- Security tokens, programming, 30
- September 11 (9/11) attack, 15–17
- Serotonin (Web3 marketing), 80, 84–85, 89
- Shilling, 50
- Sidechains, usage, 50
- Silk Road, problems, 22, 77
- SingularDTV (platform), 74
- Slant (news platform), 71–72, 75, 95, 160
- Smart contracts, 24
- SMART goals, 105–106
- Snoop Dogg, Twitter impact, 132
- Snow Crash (Stephenson), 59
- Social media
- Solana (stablecoin protocol/Layer‐1 network), 29, 124, 187
- Soleimani, Ameen, 37
- Solidity (Ethereum language), 124
- Solo House, 41
- Sorrento, Nolan, 60
- Sotheby's, 38, 94, 96, 183, 189
- Speaking opportunities, marketer evaluation, 148–149
- Spotify, monopoly, 12–13
- Stablecoin, 58
- Stark, Elizabeth, 23
- StarkNet (rollup), 50
- Stephenson, Neal, 59
- Stickiness (promotion), strategies (prioritization), 176
- Sticky product, 169–170
- Stunts, role, 143–144
- Summoners, 37
- SushiSwap, 54, 56–57, 176
- Synthetix (DeFi derivatives trading platform), 55
- T
- Tea Party, impact, 17
- Technology, progression, 3
- Telegram (communications channel), 81, 93, 137, 160–162
- disappearance, possibility, 167
- Terra UST stablecoin, 58
- Tether (USDT producer), 58
- Third‐party sites/platforms, 47, 94, 114–115
- TikTok audience, composition, 133
- Tokenization, 26, 27–34
- Tokenomics, 92
- design, 95
- Tokens, 27, 114
- Top‐of‐funnel discovery channels, 121–122
- Total value locked (TVL) metric, usage, 52, 141, 157
- Traditional financial system (TradFi), 51, 54, 101
- Transmission Control Protocol/Internet Protocol (TCP/IP), 5, 13–14, 86
- Truffle (Web3 tool), usage, 73–74, 155, 181
- Trustless/trust‐minimized network, 19–20
- Trust Wallet, 118
- Twitch (livestream platform), 92
- Twitter, metrics, 95
- W
- Wallets, 21
- Wall of trophies strategy, 157–158
- Warwick, Kain, 55
- Web1, 3, 23, 24
- Web2 (Web 2.0), 3, 8, 26
- Web2.5, defining, 181
- Web3, 11
- accounts, seeding, 134–135
- benefits, 54
- business model, impact, 64–65
- company entry, assistance, 182, 188
- dapps, antifragility, 90
- economic model, 65–66
- Ethereum, evolution, 25
- future, 34
- gameplay, 50
- incentive structures, introduction, 185
- marketers, impact, 94, 115
- media relations, mistrust, 140
- metaverse, 26, 60–63
- native wallet, 40
- platforms, evaluation, 91
- products, company focus, 189
- product website, example, 153f
- rewards programs, announcement, 188
- strategy, 183, 189
- transformations, 182–186
- Web3 community
- Web3 marketing, 69, 78–81, 84, 91–92
- Web3 projects
- Web, architects/techno‐optimists, 5
- Website traffic, source (marketer attention), 128
- Web store, 93
- WeChat (chat app), 137
- Wei (ether unit), 28
- Wen token, 172–173
- Whitelist, 165, 170–171
- Wikipedia, growth/accuracy, 8
- Withdraw, 28
- Witherspoon, Reese, 136
- WordPress, usage, 7
- World of Women (WoW) NFT collection, 136
- World Wide Web, invention, 4
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