How Bitfinex's DEX play eosfinex can take leverage Social Media to establish itself as a market leader including - What their content play should be - How they should effectively listen socially - How they can drive brand adoption - How they can use it to drive Acquisition, Monetisation & Retention

1. How eosfinex can use Social Media to establish
itself as a DEX market leader
- Kriti Asthana

2. Where eosfinex
stands today . . .

3. Where eosfinex stands today >> Competition Comparison
-
20,000
40,000
60,000
80,000
100,000
120,000
Twitter Telegram Youtube Reddit Medium
Competition Comparison (Users)
eosfinex Switcheo IDEX Kyber Network Binance DEX
Competition/ Platform
Comparison (Users)

4. Identifying eosfinex’s
Key Purchase Drivers

5. WHY DEX?
• Fear Of Regulation
• Permissionless
• No Geographic
Restriction
• More Private (No KYC)
• Safety Of Funds
• Support For
Decentralisation
Identifying Key Purchase Drivers >> Why DEX

6. WHY NOT DEX?
• Low Liquidity
• Complex UI
• Lack of functionality
• True decentralisation = No one to
hold accountable
• Slower than centralised
counterparts
• Limited trading pairs compared to
centralised counterparts
• Idealistic idea of “true
decentralisation”
Identifying Key Purchase Drivers >> Why NOT DEX

7. eosfinex combines the speed and scalability of EOS with
Bitfinex’s industry-leading trading expertise, resulting in
an on-chain exchange built around speed, transparency
and control.
KEY PURCHASE DRIVERS
Objective: To push key purchase drivers in all social media communication
(captions, webinars, chats, blog posts et al)
• speed
• eos network
• safe
• transparent
• high liquidity*
• easy to use UI
Identifying Key Purchase Drivers

8. Target Audience
Newbie
traders
Experienced
traders
Bitfinex
Users
EOS
supporters
Crypto
enthusiasts

9. Platforms
Content Drivers
Customer Service Drivers
Brand
Announcements
Media Buckets:
Images (Infographics, Quotes,
Screenshots, Graphics), Videos,
Text, URLs

10. Understanding The
Customer Journey On
Social Media

11. PROMOTERS
VISITORS
STRANGERS
USERS
REPEAT USERS
LEADS
AWARENESS
INTEREST
CONSIDERATION
ACTION
ADVOCACY
Customer Action eosfinex Action
Scrolling through social
media feed
Following owned
pages, attending
AMAs, lurking on
Twitter chats
Attending webinars,
watching videos
(learning technical
aspects for
comparison)
Trading on eosfinex,
interacting with support
Talking about eosfinex
on public forums &
recommending it on
social channels
Posting actively on
social media channels,
influencer
collaborations
Running contests,
boasting success
stories, advertising
USPs
Hosting webinars,
Twitter chats, tutorial
videos, whitepapers,
Medium posts
Providing robust
customer support
services, responding to
queries on social
Providing a platform to
talk about user
experience +
incentivising it
(retweets)
Understanding Customer Journey on Social Media

12. OBJECTIVES
AWARENESS ADOPTIONLISTENING
Content Monitoring
Competitor Monitoring
Education
CollaborationsBrand Watch
Lead Generation
Product USPs & Updates
Product Training
Customer Support
Controlling The Narrative
Incentives

13. SOCIAL LISTENING

14. Content Monitoring
Tracking what content is gaining traction with TG &
accordingly aligning content strategy
*Source: TheBlockCrypto via Buzzsumo
Objectives >> Social Listening >> Content Monitoring

15. Competitor Monitoring
Tracking competitor growth
Who’s generating the most conversation
BinanceDEX’s word cloud
reveals that their Telegram
AMA giveaways strategy
is working for them as
dominant keywords
include: lucky ones,
giveaway
Objectives >> Social Listening >> Competitor Monitoring

16. • What kind of content is competition putting out + its performance
Twitter8_9_19 3_55 PM
Date Profile Message Number of likesRetweets
8/8/19 8:29 PMBinance DEXLIVE NOW! 🏆 There will be a $5,000 Airdrop of $CHZ so don't miss out! Get involved here: https://t.co/Ngg0TaCimf https://t.co/GbpI0mI4R0 64.0 16.0
8/8/19 8:27 PMWaves Platform@k_naum0v @gegesures @SignatureChain Greetings Kirill. To complete the maintenance, Waves developer team needs a bit more time to complete this process. The trading is going to be re0.0 0.0
8/8/19 7:48 PMWaves PlatformOver 1000 users have already signed up to our #Web3.0 coding course! We talked to @gegesures, the founder of @SignatureChain, on his experience and the acquired coding skills after com79.0 33.0
8/8/19 2:51 PMWaves Platform#Waves’ Ride and Libra’s Move are two great examples of languages using blockchain primitives to move the decentralized #dApp ecosystem forward to help us achieve #Web3.0 (the next g49.0 13.0
8/8/19 2:49 PMBinance DEX#Binance DEX Has Lists @maticnetwork ( $MATIC)https://t.co/MSTqWNygAq https://t.co/2YzFf9W99q 180.0 67.0
8/8/19 7:47 AMBinance DEX#Binance DEX Lists @Lition_Block ( $LIT) https://t.co/7gbetRV335 https://t.co/WUDN0pABQg 140.0 50.0
8/7/19 8:17 PMWaves PlatformAs promised, here is the updated #Waves Platform and Waves Enterprise roadmap, with some new developments on the way! $WAVES #wavesplatform https://t.co/LHUyHlGBUv102.0 45.0
8/7/19 3:25 PMBinance DEX#Binance DEX Has Listed @Loki_Project ( $LOKI)https://t.co/4BLNneAogD https://t.co/uBouAvIHwn 181.0 58.0
8/7/19 2:40 PMBinance DEX#Binance DEX Has Listed @aergo_io ( $AERGO) https://t.co/HFFeXB0lg5 https://t.co/T6QI3IyR3A 121.0 34.0
8/6/19 6:04 PMWaves Platform.@waveslabs is expanding! https://t.co/iRmIigJp7P is the first DAO dedicated to supporting promising startups. Receiving a grant has become easier than ever!Check out the link below and s77.0 30.0
8/6/19 3:08 PMWaves Platform@kumalic007 @sasha35625 Hello. The upcoming launch of an ERC20 payment gateway is now scheduled for around September. 0.0 0.0
8/5/19 12:01 PMBinance DEX#Binance Chain Mainnet Hubble Upgrade Completehttps://t.co/2q8j8hggeA https://t.co/zF2FPt9zSn 194.0 65.0
8/4/19 3:31 AMWaves Platform@everget161 Hello. Thank you for your feedback. We will certainly bear it in mind in the process of developing. 1.0 0.0
8/4/19 12:31 AMWaves Platform@DaMoonshiner @DaMoonshiner Hello. It's in the roadmap, but there's no exactly release date. Full roadmap: https://t.co/e2yIBF6gxD 1.0 0.0
8/2/19 9:37 PMWaves PlatformWe know that lots of you have questions about the #Waves Enterprise and the future of $VST token. We've created this FAQ to answer as many as we can! $WAVES #wavesplatformhttps://t.65.0 19.0
8/2/19 1:39 PMBinance DEXCongratulations to @contentosio ( $COS) for being the 4th #BEP2 token to make the journey from #Binance DEX to being listed on @binance .com 👏 👏 👏 https://t.co/BQkCAf7Tfl239.0 54.0
8/1/19 8:37 PMBinance DEXLIVE NOW! $5,000 Airdrop of $QBX ! Don't miss out! 🏆 https://t.co/Ngg0TaCimf https://t.co/PIvjNsSeWU 26.0 9.0
8/1/19 7:38 PMBinance DEXIn just under 1 hours time @qiibee CEO, Gabriele Gaincola will be live for an AMA in the #Binance DEX Telegram group. There will be a $5,000 Airdrop of $QBX so don't miss out! 🏆 Prepare y34.0 8.0
7/31/19 10:30 PMWaves Platform@BlakDog7521 @BlakDog7521 А о какой безопасности вы говорите? Может об этом есть что-то в пошаговой инструкции, вы смотрели? 0.0 0.0
• Tracking competition updates + announcements
Twitter Posts of Waves Platforms +
Binance DEX ranked by performance
*Source: www.fanpagekarma.com
Objectives >> Social Listening >> Competitor Monitoring

17. Brand Watch*Source: awario.com
Most of the eosfinex conversation
seems to be driven by eosfinex
itself, which reveals that people
aren’t talking about it enough.
Possible solutions?
Webinars, Twitter chats, contests,
influencer collaborations
How influential are the people talking about your brand?
What language is the
conversation happening in?
What countries are most
engaged in the conversation?
Monitoring Brand Sentiment
Objectives >> Social Listening >> Brand Watch

18. A user revealed that
because of captchas
being blocked in China,
many non-Scatter users
weren’t able to login to
the platform.
Keeping an eye on the conversations on your
brand & listening to your followers can also
reveal actionable insights on product fixes.
Actively seeking
feedback from users -
possibly the most
important step in the
product evolution cycle
Objectives >> Social Listening >> Brand Watch

19. Controlling The
Narrative

20. Y
N
Y N
Monitor The
Narrative Ideal?*
Continue
Monitoring
Product Issue
Miscellaneous
Issue
Big enough
for eosfinex
to address?
Address in a
blog post/
website
Wait for it to
pass
Populate mentions
with replacement
narrative
Apologize & provide
a timeline for fixing
it*mostly +ve to
neutral mentions
Objectives >> Social Listening >> Controlling The Narrative

21. AWARENESS

22. FOR
Widen the TOFU (Top Of The Funnel)
- Ensure TG is aware of product & its USPs
- Increase discoverability of pages
- Attract new users
- Create stickiness with existing followers
- Build trust & credibility
Primary Purpose
Secondary Purpose
Educational
Product-driven
Collaborative
AWARENESS CONTENT BUCKETS
Objectives >> Awareness

23. Education
Objectives >> Awareness >> Education

24. #EducatingMilennials101
Creating banter,
driving engagement
Tone: Fun & light
hearted so finance
doesn’t seem so
intimidating
@bloomberg uses
data visualisation &
charts with a clear,
central idea to
communicate big
data
Success Stories: Finimize & Bloomberg
Objectives >> Awareness >> Education

25. Aren’t decentralised
exchanges inherently
slow?
Not if you use the
right one.
eosfinex supports
10s of 1000 txns/sec
DEX Myth Busting
Trending content
Driving conversation
Objectives >> Awareness >> Education

26. News & Information
News & Information - Trending
Objectives >> Awareness >> Education

27. Product USPs & Updates
CMC’s Telegram bot
Useful for catching up on the market
throughout the day. The pre-fed
information ensures you are in control of
the information
Information an arbitrage trader is on the
lookout for.
Notice how the same information can be
disseminated in 2 ways for 2 platforms
Objectives >> Awareness >> Product-Driven

28. Memes generate the most engagement.
#CRYPTOTWITTER 💖
The Matrix
300
Trending Memes
Elon Musk
IT crowd
Objectives >> Awareness >> Product-Driven

29. Visually digestible information
HOW THEY DO IT: Competition Study
Announcing New Trading Pairs &
Token Listings + Cross promoting
Objectives >> Awareness >> Product-Driven

30. Collaborations
Identifying Key Influencers
John McAfee (@officialmcafee)
Naval Ravikant (@naval)
Doug Polk (@dougpolkpoker)
David Pakman Show (YouTube)
Decentralised TV (YouTube)
Chris “Cryptoverse” Coney
(@chrisconeyint)
ORGANIC
PAID• Cross posting pages when
objectives are aligned (e.g.
New Token Listing)
• EOS-owned social media
pages
• Establishing senior brand
leaders as influencers
• Regularly engaging with &
liking content from industry
pages (non-competitive) &
insiders to develop a
collaborative relationship
• With industry
influencers that
have a clean
record with Bitfinex
and EOS
• With influencers
that have been
open about their
support for EOS,
DEX and/ or
Bitfinex
Objectives >> Awareness >> Collaborations

31. Brand leaders as influencers &
collaborative pages
Driving conversations to come
across as an innovator in
the field
Cross promotions to
piggyback off of
partner pages’ following
Objectives >> Awareness >> Collaborations

32. Lead Generation
FOR
Customers in the AWARENESS & CONSIDERATION* stages
of the marketing funnel.
Incentivise participation/
pushing key purchase
drivers to an audience
that is definitely tuned in
HOW?
*Customers in the ‘Consideration’ stage are already familiar with the product &
are probably also researching competitors. They are looking for more detailed
know-how about the product.
Hosting Twitter chats
Hosting Instagram/Facebook
LIVE
Webinars/ Newsletters
Medium blog posts
Objectives >> Awareness >> Lead Generation

33. Actively listening on social media can also
reveal leads.
For instance, replying to a relevant Quora
question about your brand.
Objectives >> Awareness >> Lead Generation

34. BRAND ADOPTION

35. Product Training
UGC (User Generated Content)
increases the virality quotient of content
Hosting Product Webinars
Video is the best way of product training.
72% customers claim that they prefer to learn how-tos
via video. 95% of a message is retained
via video, compared to 10% via text.
Objectives >> Brand Adoption >> Product Training

36. Incentives
Hosting Contests & Giveaways
IDEX regularly tweets about how much money its stakers are making
to create feelings of FOMO
Objectives >> Brand Adoption >> Incentives

37. Customer Service
WHY?
Primary Channels
While the above
will be primary channels invit
ing customer issues, queries
& complaints must be addre
ssed on ALL owned social m
edia channels
A dedicated Twitter
help-desk to address
customer complaints.
• Availability of Customer Service & Assis
tance is a key purchase driver for a DEX
• Keeps Twitter feed clean &
free of complaints
Objectives >> Brand Adoption >> Customer Service

38. Making Sense Of It All

39. Reporting
Monitoring
global KPIs
Monitoring
local KPIs
User Growth, SOV
compared to competition,
CTRs, and incoming traffic
via social channels
Monthly social media audits
Platform specific KPIs such
as Reach, Engagement,
Shares, Replies
Data-Based Decision Making
Test-Observe-Adapt-Repeat
Making Sense Of It All >> Reporting

40. Scheduling09/09/2019 10/09/2019 11/09/2019 12/09/2019 13/09/2019 14/09/2019 15/09/2019
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Twitter Bitcoin Price
Fluctuation Graph
#DEXMythBusting:
Low speed
Twitter chat -
#LetsTalkEOSFinex
Infographic: Link to
Medium post
#InTheWorks
Infographic: Bitcoin
Mining China
-
#Trending: Elon Musk
Crypto Quote
#Repost: MaxDapp
Tutorial
- - - Poll: Decentralisation
spectrum
-
Product Update New Listing -
Instagram Bitcoin Price
Fluctuation Graph
Infographic: Bitcoin
Mining China
- Infographic: Link to
Medium post
#InTheWorks
- - -
#Trending: Elon Musk
Crypto Quote
#DEXMythBusting:
Low speed
- - - - -
Telegram Bitcoin Price
Fluctuation Graph
Product Update AMA with Paulo
Arduino
Link to Twitter chat:
#LetsTalkEOSFinex
Infographic: Link to
Medium post
#InTheWorks
- -
- - New Listing - - - -
Reddit Infographic: Bitcoin
Mining China
Product Update New Listing Link to Twitter chat:
#LetsTalkEOSFinex
Infographic: Link to
Medium post
#InTheWorks
#DEXMythBusting:
Low speed
Medium - - Blog Post: eosfinex’s
plan for the future
#InTheWorks
- - - -
Making Sense Of It All >> Scheduling

41. Thank You!