1. Optimizing the
PIVX Intelligence Ecosystem
June 2018 Budget Proposal Supplement
Kristen Colwell & Brian Colwell

2. 1. Introduction
2. PIVX Marketing SWOT Analysis
3. Approach
4. Findings & Recommendations
5. Results
6. Deliverables
7. Next Steps
Contents

3. Introduction
“Intelligence is the ability
to adapt to change.”
Stephen Hawking

4. Background
● Introduced by Bryan “Snappy” Doreian
● Volunteered time and resources
○ Began social media amplification
project in April 2018
● Submitted initial proposal in May 2018
● Funded by donations
● Active management of PIVX social
channels starting May 17th, 2018

5. PIVX Marketing SWOT Analysis
“To me, error analysis is the
sweet spot for improvement.”
Donald Norman

6. PIVX Marketing SWOT Analysis
STRENGTHS
● Lots of skilled content creators
● Lots of user-generated content
● Strong value proposition
● Dedicated translation support
● PIVX Ambassadors
● PIVX community channel
managers
WEAKNESSES
● Fractured communication among
the network of content creators
● Poor search engine marketing
● Discord detracts from traffic &
engagement on primary domain
● Undefined KPIs and CTAs
● Contested brand identity
● Lack of marketing plan
● Lack of performance tracking
OPPORTUNITIES
● Monthly news blog post
● Article response blog posts
● Event promotion
● Merchant promotion
● Targeted regional, translated
content with custom CTAs
THREATS
● Derogatory articles
● Well-marketed PIVX forks
● General altcoin/privacy coin market
FUD

7. Marketing Strengths
PIVX finds strength in its:
● Solid value proposition
● Dedicated teams
● Ability to produce quality content in
many languages and mediums

8. Marketing Weaknesses
PIVX weaknesses center around:
● Internal and volunteer communication
● Inattention to search engine marketing
● Undefined success measures
● Contested brand identity

9. Marketing Opportunities
PIVX marketing opportunities are plenty,
including these easily attained wins:
● Increase frequency of blog posts on the
primary domain.
● Provide official, timely responses to external
articles and news via the primary domain.
● Create targeted regional marketing
CTAs, messaging, and imagery.

10. PIVX threats are primarily external:
● Derogatory articles
● Well-marketed PIVX forks
● General altcoin/privacy coin market FUD
CAUTION:
The PIVX communication weakness
becomes a threat when viewed
by external parties as detrimental
to PIVX’s commitment to quality governance.
Marketing Threats

11. Approach
“Strategy requires thought,
tactics require observation.”
Max Euwe

12. The Colwell Method
● Harness micro-moments to maximize
efficiency and capitalize on breaking
news and information.
● Observe progress and relevant trends.
● Map the PIVX Intelligence Ecosystem.
● Feed the “Black Box” 24/7.

13. What are Micro-Moments?
“With micro-moment marketing,
it's important to objectively realize that
your brand or product isn't the center of
your consumer's world.”
Jonathan Lacoste
Inc. Magazine

14. Harnessing Micro-Moments
1. Start with social media and news research
2. Gather intelligence
3. Share as appropriate
4. Connect resources
5. Repeat daily, as frequently as possible

15. PIVX
Intelligence
Ecosystem
PIVX
Braintrust
Developers
Content
Creators
Social
Channels
Community
Managers
Discord
Admins
Crypto
Influencers
Websites
PIVX.org
Forum
& Support
Blog
PIVX
Places
Global
Reach
Translation
Team
Ambassadors
PR &
Media
Merchants
PIVX
Currency
Masternodes
Traders
HODLers Stakers

16. Observe Progress
and Relevant Trends
Use free tools wisely:
● Google News
● Google Trends
● Google Analytics
● Social Analytics
● Content Curation Activities

17. Feed the “Black Box” 24/7
INPUTS
● Social media research
● Google News search
● Google Trends observations
● Google Analytics data
OUTPUTS
● Social posts & engagement
● Content ideas
● Performance tracking
● PR intelligence

18. Findings & Recommendations
“Without continual growth and progress,
such words as improvement, achievement,
and success have no meaning.”
Benjamin Franklin

19. Core Issues to Address
Based on observation, these three issues
are urgently in need of attention:
1. Undefined Key Performance Indicators (KPIs)
2. Disconnected PIVX Intelligence Ecosystem
3. Lack of Search Engine Marketing Foundation

20. ISSUE 1: Undefined KPIs
PIVX core KPIs are undefined, making it
difficult to assess performance.
SOLUTION: Group KPIs into categories
● Core: fundamental to success
● Usage: mass adoption indicators
● Awareness: visibility in the marketplace
● Engagement: content performance

21. PIVX Core KPIs
1. CoinMarketCap position
2. Number of masternodes
3. Market performance relative to
competitors (e.g., tracking price changes
and trading volume versus other privacy
coins)

22. PIVX Usage KPIs
1. Wallet downloads
2. Number of merchants
3. Merchant payment volume

23. PIVX Awareness KPIs
1. Search engine result position for key
search phrases
2. Web traffic
3. PR & Media performance
4. Social media reach

24. PIVX Engagement KPIs
1. Website user behavior
a. Time on page
b. Page depth
c. CTA completion
d. Bounce rate
2. Social media followers, interactions, and
mentions

25. ISSUE 2: Disconnected PIVX
Intelligence Ecosystem
PIVX’s various marketing contributors
lack collaboration and process.
SOLUTION: Connect the Ecosystem
● Map out the PIVX Intelligence Ecosystem.
● Ensure efficient communication tools in place.
● Establish routines and processes for
collaboration.

26. ISSUE 3: Lack of Search Engine
Marketing Foundation
PIVX underperforms in search results
relative to its competitors.
SOLUTION: Build a solid SEM foundation
● Correct on-page SEO issues.
● Analyze key search phrase results to generate
content ideas and assess competitor activity.
● Optimize off-page SEO in the form of
listings sites such as CoinMarketCal.

27. Results
“The achievements of an organization
are the results of the combined effort
of each individual.”
Vince Lombardi

28. Actions Taken
● Daily news & content search
● Content amplification
● Crypto influencer outreach
● Social media management
● Content creation
● Data analysis and collaboration
● Tracking tools creation

29. Daily News & Content Search
GOAL: Locate freshly created content to share,
respond to, or use to develop a better
understanding of competitor and market
activities.
METHOD: Search the following news outlets and
social channels on a regular basis.
● Google News
● Reddit
● LinkedIn
● Twitter

30. Content Amplification
GOAL: Share pro-PIVX content through as many
channels as possible, as appropriate.
METHOD: Search the following news outlets and
social channels on a regular basis.
● Google News
● Reddit
● LinkedIn
● Twitter

31. Crypto Influencer Outreach
GOAL: Work with crypto influencers to increase
awareness, and identify strengths & weaknesses.
METHOD: Brian Colwell (The Crypto Hobbit)
connected daily with a variety Crypto-Twitter
influencers sharing news and gathering opinions.
He then shared findings with Kristen Colwell, who
determined how to respond based on
the status of upcoming content and
available resources.

32. Crypto Influencer Results
Brian created a privacy coin tracking blog post, and in
performing regular updates found a controversial
article by DashForce News.
He brought the questionable data to light through
targeted tweets.
He then passed the information to Kristen, who
connected with turtleflax to formulate an official
response.
The result was a well-timed counter to FUD
that may have gone unnoticed for some time.

33. Crypto Influencer Next Steps
Brian is working with Florian Nodemaster
(Marsmensch) on a video and blog series that will dive
into PIVX masternodes and their set-up.
Coming soon...

34. Social Media Management
GOAL: Amplify content and encourage
engagement on PIVX social channels.
METHOD: Daily, active management of several
official PIVX channels.
● Twitter (Primary and Community)
● Facebook (Primary and Community)
● YouTube
● LinkedIn

35. Twitter Results
GOAL: Improve account status and visibility.
METHOD: Reduced the number of accounts
being followed, interacted with PIVX community
members, and cross-promoted other PIVX social
channels.
PIVX Twitter Follower/Following
May 17th-June 7th, 2018
Following: -664 (from 1,055 to 391)
Followers: +383 (from 62,544 to 62,927)
Data gathered from Twitter Analytics on June 7, 2018

36. Facebook Results
GOAL: Increase visibility.
METHOD: Post regularly, interact with other PIVX
pages, run small boosts & follower campaigns.
PIVX Facebook Page
Last 28 days vs. prior 28-day period
Page likes: +141% (to 21,096)
Page follows: +138% (to 21,514)
Reach: +42% (to 15,522 on June 5th, 2018)
Data gathered from Facebook Business Manager on June 7, 2018

37. YouTube Results
GOAL: Improve visibility.
METHOD: Worked with “Snappy” to optimize
videos, promoted videos across social channels,
and replied to comments on YouTube videos.
YouTube Account
Last 28 days vs. prior 28-day period
Watch time: +28.61% (to 9,697 minutes)
Average view duration: +17.56% (1:52 minutes)
Views: +9.40% (to 5,181)
Data gathered from YouTube Analytics on June 7, 2018

38. LinkedIn Results
GOAL: Increase visibility and engagement.
METHOD: Posted regularly, interacted with PIVX
supporters, shared posts via personal profile.
PIVX LinkedIn Page
Last 30 days vs. prior 30-day period
Impressions: +636% (to 1,094)
Post likes: +38% (to 199)
Post shares: +400% (to 40)

39. Content Creation
GOAL: Create content to address search engine
marketing opportunities.
METHOD: Make content suggestions as they arise,
find the best resources, execute quickly.
● Blog Posts
● Telegram Posts
● Reddit Posts

40. Blog Posts
We published six blog posts between April 26th
and June 4th, 2018. Several posts were authored
by PIVX community members as noted.
1. PIVX Represented at Blockchain for Impact Global Summit
2. The Reality of the PIVX Coin Supply (authored by turtleflax)
3. PIVX Monthly Recap: May 2018
4. PIVX zDEX Well Positioned Against Potential Privacy Coin
Regulation in Japan (authored by Veramis)
5. PIVX Founder to Raffle Off Five PIVX Cruise 2019 Tickets
6. VIDEO: PIVX History, Privacy, and Wallet Upgrade
(authored by CryptoHobbit)

41. Telegram Posts
Kristen connected with the PIVX Telegram team
and coordinated with Gio on regular news
updates formatted for the PIVX Chat Telegram
channel.
● Daily commitment to check Telegram Chat
and internal PIVX management channel.
● Daily commitment to send PIVX content and
news to Gio in the proper format.
● Use chat discussion topics to drive
posts on other social channels.

42. Reddit Posts
In addition to checking Reddit on a daily basis,
Kristen also posts to r/pivx as frequently as
possible based on the availability of quality
content.
● Daily commitment to check r/pivx for content
to cross-promote on other social channels.
○ 25 posts added to r/pivx in past 30 days
● Daily commitment to upvote and
comment on relevant posts.

43. Data Analysis & Collaboration
GOAL: Gather relevant data and glean actionable
information from the PIVX Intelligence
Ecosystem.
METHOD: Regularly shared data with PIVX
Intelligence Ecosystem members as appropriate.
Solicited objective feedback and offered options
for capitalizing on, or addressing, the data in
discussion.

44. Tracking Tools Creation
GOAL: Organize content efforts to maximize
efficiency.
METHOD: Created a series of spreadsheets to
track certain activities. These are shared with an
internal group, and should not be posted publicly.
● Social media management tracking
● Listings tracker
● Content distribution tracker
● Editorial calendar

45. Deliverables
“A lack of transparency results
in distrust and a deep sense of insecurity.”
Dalai Lama

46. Deliverables
Suggested deliverables include:
● KPI performance tracking
● Monthly wrap-up blog posts
● Regular updates to listings tracker and
content distribution tracker

47. Next Steps
“Success is a journey,
not a destination.”
Arthur Ashe

48. Next Steps
● Review the Research & Content
Amplification (Round 2) budget proposal.
● Share your thoughts in the PIVX Forum.
● Vote “yes” to keep this work going.
Market-Research-Rd2
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49. June 2018 Budget Proposal Supplement
Kristen Colwell & Brian Colwell