Presentation about marketing and community building for Web3 projects made by Federico Ast at the Kleros Bootcamp 2023.

1. FEDERICO AST
CEO
federico@kleros.io kleros.io
Kleros Bootcamp
Marketing and Community
Building
@federicoast
@kleros_io

2. Network

3. Your Network Effects Hypothesis

4. How to build a
community that
supports your growth
strategy?

5. Stage 3) Community
Ownership
- Core team steps back and hands reins to
community.
- Community control via voting.
- Token airdrop to active contributors.
Stage 2) Community
Participation
- Community starts participating in product
development and maintenance.
- Give developer bounties and grants.
- Permissioned token distribution to core
contributors.
Four Questions
➔ Which audiences do you want to reach?
➔ What messages do you want to convey?
➔ Which channels will you use?
➔ Which communication format will you use?

6. 1) Which
audiences you
want to reach?
The
Audience
1

7. Which user personas
will you target?

8. Network

9. Ximena
20 years old
Law student from
Buenos Aires

10. “I want to become a
Kleros juror and earn
money to pay for my
studies while I learn
about legal
innovation”.
Ximena
20 years old
College Student

11. Michael
35 years old
Founder at Web3
insurance project
from San Francisco

12. “We have many
user claims and we
need a way to solve
them in an efficient
and transparent
way”.
Michael
35 years old
Web3 Insurance
Founder

13. 2) What is the
message you
want to convey?
The
Message
2

14. What’s the role of the
user persona in the
network?

15. What’s the behavior
you want to
incentivize?

16. “With our
protocol/product,
you can do XYZ”
Persona

17. “With Kleros, you can
earn money while you
learn about legal
innovation”.
Ximena
20 years old
College Student

18. “With Kleros, you
can efficiently and
fairly resolve the
disputes happening
in your protocol”.
Michael
35 years old
Web3 Insurance
Founder

19. 3) Which channels
will you use?
The
Channel
3

20. How will you reach
each persona?

21. Ximena
20 years old
College Student

22. Michael
35 years old
Crypto
Entrepreneur

23. Stage 3) Community
Ownership
- Core team steps back and hands reins to
community.
- Community control via voting.
- Token airdrop to active contributors.
Stage 2) Community
Participation
- Community starts participating in product
development and maintenance.
- Give developer bounties and grants.
- Permissioned token distribution to core
contributors.
Channel
➔ What’s the social network used by this
persona?
➔ Which Discord servers they frequent?
➔ Which Telegram groups?
➔ Which influencers do they follow?

24. 3) Which channels
will you use?
The
Format
4

25. Which communication
format will you use for
each persona?

26. Influencer
videos
Ximena
20 years old
College Student
NFT trader

27. Tweets
Blog Posts
Michael
35 years old
Web3 Insurance
Founder

28. Persona
Problem: What behavior we want to
produce?
Message: What do we want them to know
about our project?
Channels: How can we reach them?
Format: How to present the message?

33. Can you
describe your
project with
emojis?

36. Community
Building

38. Defining Tasks for
Teams

40. What skills are
required to participate
in each team?

43. The Onboarding
Process

45. Motivating the
Community

47. Create a Meritocratic
Culture that Rewards
Producing Value

48. Developer Relations
Manager

49. Dealing with Conflict

52. Cut toxic people from
the community

53. Beware of Moonboys
(if your project has a
token…)

54. Direct price
discussions to specific
channels

55. Homework

56. Network

57. Persona
Problem: What behavior we want to
produce?
Message: What do we want them to know
about our project?
Channels: How can we reach them?
Format: How to present the message?

58. Define teams for your
community

59. Create an onboarding
process for new
community members

60. Write a script for
your explainer
video

61. Make a few
memes

64. FEDERICO AST
CEO
federico@kleros.io kleros.io
Kleros Bootcamp
Marketing and Community
Building
@federicoast
@kleros_io