Social Media and Community Content

Brand Voice

Before posting content, it’s important to establish a tone of voice or brand voice. A well-defined brand voice serves two key purposes:

1. Externally: It helps you speak directly to your audience, attract the right community, and build trust and consistency.
2. Internally: It provides clear guidelines for your writers, marketers, content creators, and graphic designers, ensuring cohesive messaging across all touchpoints.

To establish your brand voice, consider the following steps:

• Define the Characteristics: Outline the key traits of your brand’s personality (e.g., playful, authoritative, approachable, or tech-savvy).
• Do’s and Don’ts: Specify what your messaging strategy should include and avoid. This will help maintain clarity and consistency across all content.
• Internal Accessibility: Ensure that your brand voice guidelines are clear enough for any new employee to easily understand and apply them to their work.

Content Pillars

Once you’ve established your brand voice, the next step is to create 3-5 content pillars aligned with your customer personas, unique selling points, and narrative (as explored in Chapter 2). These pillars will form the foundation of your content strategy and guide how you plan to reach, engage, and retain your audience.

To create meaningful and impactful content pillars, focus on the following questions:

1. What emotions and motivations do you want to tap into?
• Consider the psychological and emotional drivers behind your audience’s behavior.
• For example, do you want to inspire excitement, curiosity, or a sense of belonging?
2. What type of content appeals to these emotions and motivations?
• Match content themes to the audience’s emotional needs.
• Examples might include storytelling for inspiration, educational content for curiosity, or community highlights to foster connection.
3. What do these content formats look like?
• Identify the formats best suited to communicate each content pillar.
• Examples include:
• Infographics to simplify complex topics or highlight data.
• UGC to showcase community involvement and celebrate member achievements.
• Behind-the-scenes posts to humanize your brand and build trust.

Content Management System

A content management system (CMS) helps to streamline content creation and ensure that information is organized, accessible, and actionable. It also keeps your team aligned and accountable, helping everyone stay on the same page.

The first step in building an effective CMS is choosing software that fits your needs. Here are a few recommendations:

1. Word and/or Excel:
• Pros: Simple and easy to use for organizing basic content.
• Cons: Less convenient for collaboration, organization, and accessibility when managing a large content system.
2. Notion:
• Pros: A popular and user-friendly option for managing content, keeping a database of information, and collaborating in real-time.
• Cons: Requires some technical know-how to use and operate effectively.
3. Monday:
• Pros: A more advanced and robust platform, ideal for keeping track of all marketing efforts.
• Cons: Typically more expensive and suited for larger teams with complex needs.
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Crescendo Notion template resource

What should be housed in your CMS?

A good CMS should act as a centralized hub for all the key assets, tools, and information your team needs. Below is an outline of what to include:

Types of Content

When creating content for Twitter, your posts can generally be categorized into 9 distinct buckets. Each category serves a specific purpose, helping you engage your audience, share updates, and build excitement around your game. Below is an overview of these content types, along with examples:

Note: a piece of content can fall in multiple buckets at the same time.

Not all content buckets will be used equally—your focus should vary depending on the stage of your game and your audience’s preferences.

For example:

• In early development, game updates and roadmap milestones may take priority.
• As your community grows, community engagement and UGC highlights become more important.

Content creation is an adaptive process, so it’s essential to:

• Continuously experiment with different content categories.
• Measure audience engagement and analyze what resonates best with your followers.

The results might surprise you, and this data will help you refine your strategy for maximum impact.

Importance of data marketing

As Web3 gaming continues to mature, the community is expected to place greater emphasis on fundamentally driven metrics—data points that are transparent, verifiable, and difficult to fake. This trend will increase the importance of validation through data-driven marketing, where projects must back their narratives with hard numbers to gain credibility and trust.

“If you achieve something but don't make the data public, then it's almost like it didn't happen.” ~ Jihoz

When leveraging data marketing, consider showcasing the following metrics to highlight your project’s growth and achievements:

Platform Specific Guidelines

Twitter, LinkedIn, Discord, and other platforms each have unique user behaviors that require tailored strategies to maximize engagement. By optimizing content for the strengths of each platform while avoiding their weaknesses, you can enhance your reach and effectiveness.

Scaling your content output

Producing a high volume of content doesn’t necessarily require a large team. With the right strategy, you can scale your efforts effectively. One such framework is the Gary Vee micro-content strategy, which involves:

1. Starting with long-form content (e.g., streams, interviews).
2. Repurposing it into short-form clips for distribution across multiple social media platforms.
3. Tailoring each clip to fit the specific style, tone, and format of the platform to maximize engagement.

Platform guidelines

The “reply guy strategy”

The “reply guy” strategy involves having a community manager, social media manager, or the “intern” actively engage with posts on Twitter. The goal is to create the impression that a real human (not a faceless brand) is interacting with the community.

By doing so, you build authentic connections, make your community feel heard, and significantly improve engagement on your social channels.

The importance of CT culture

The more your “reply guy” understands Crypto Twitter (CT) culture, including its memes, trends, and humor, the better their comments will be. A “reply guy” in tune with this culture is more likely to create replies that:

• Go viral, driving significant engagement.
• Lead to Twitter growth, including more followers and impressions.

Examples of notable reply guy accounts

Note: this list will change over time.

• https://x.com/intern
• https://x.com/AlexOnchain
• https://x.com/Jihoz_Axie
• https://x.com/SeedifyFund

Twitter Spaces and (live streams)

In addition to posting and replying on Twitter, Twitter Spaces and live streams offer powerful tools to engage your audience in more interactive and meaningful ways. While Twitter Spaces may not be ideal for large-scale engagement, they are highly effective for connecting with a specific audience—such as founders, partners, creators, and KOLs—building relationships with them, and establishing a founder presence.

Twitter Spaces can be leveraged for multiple purposes, including:

Twitter Live Streams

For a more dynamic and visually engaging experience, Twitter live streams can serve as an effective alternative to Spaces for certain events. Live streaming can be used to:

1. Host AMAs:
• Live AMAs allow for more interactive communication with your audience and provide a human touch to your brand.
• Example: Pixels’ live stream AMAs are a good example of how live video featuring the project’s founders can create a deeper connection with your audience.

2. Amplify Gameplay Events:
• Use live streams to showcase gameplay events and create excitement around key moments in your project.
• Example: Fableborne streamed Fortune Chest openings during its P2A campaign, engaging viewers and driving interest in the event.

Founder-driven marketing

In the crypto space, where high stakes are involved, there is an exceptionally high demand for trust and transparency. For this reason, founders, community managers, and executives often operate openly on Crypto Twitter (CT) to build trust between the community and the studio.

Having a team member, such as your CTO, CMO, or other executives, engage with the community on Twitter can deliver significant benefits:

1. Establishes Leadership:
• When high-level team members engage openly, they demonstrate leadership and create a following within the community.
2. Maintains Awareness:
• Regular engagement keeps the game top of mind and close to the community’s consciousness.
3. Builds Alignment:
• When community members see high-level executives actively engaging, they feel heard and valued, fostering stronger alignment with the project’s goals.
4. Boosts Trust and Confidence:
• Public engagement by executives builds trust, increasing confidence in purchasing decisions (e.g., NFT or token sales).
5. Drives Revenue Potential:
• Increased trust can lead to higher revenue per community member as the relationship between the community and the project deepens.

Maximizing engagement while managing time constraints

While C-suite executives often have limited time due to their responsibilities, even a minimal level of engagement on Twitter can yield outsized benefits for the project.

Here are some ways an ambassador can engage effectively on Twitter:

• Participate in Spaces: Actively join or speak in Twitter Spaces using their personal account to share insights.
• Engage With Content: Comment, quote, like, and retweet posts related to their game or Web3 gaming in general.
• Post Original Content: Write posts about the game’s progress, vision, or personal reflections to connect with the audience.

Content ideas

When writing content as a team member, here are some ideas to keep engagement authentic and impactful:

Tip: Actively incorporate storytelling principles throughout your content to create a stronger emotional connection with your audience:

• Start with why
• Introduce conflict or challenges
• Paint the vision
• Highlight heroes
• Focus on the journey

Examples of founders with a reputable social presence:

How to amplify founder/team-driven marketing

To amplify the benefits of this marketing strategy, encourage multiple team members to establish a presence on social media, each focusing on their areas of expertise (e.g. Magic Eden, Pirate Nation, Fableborne, Ronin, etc.).

Security Practices (for Twitter)

Just like with Discord, implementing strong security practices for your Twitter and other Web3 social accounts is critical. The severity of a breach cannot be overstated—it can lead to losing your community’s trust, your user base, and even your users’ funds.

Below are some essential practices to help secure your accounts and protect your community:

Even with robust security measures, breaches can happen. Having a contingency plan ensures your team knows exactly what to do in case of an emergency. This plan should include:

• Immediate steps to lock down accounts and prevent further damage.
• Instructions for communicating with your community to provide transparency and maintain trust.
• Procedures for working with platform support teams (e.g., Twitter) to regain control of your accounts.

Additional measures to keep your community safe

• Use a “Last Tweet Image”:
• Prevent impersonators from deceiving your audience by including an “end-of-thread” image on every Twitter thread.
• This signals to your audience that the thread is complete and helps avoid fake follow-ups with malicious links.
• Example: A branded image saying, “This is the end of the thread—stay safe!”

• Get Your Account Verified:
• While a blue badge doesn’t guarantee an account is legitimate, it helps users filter out many malicious actors.
• Many users are less likely to trust unverified accounts, so verification builds credibility.

Email marketing

Email marketing is often overlooked in Web3, yet it remains one of the most effective and high-performing marketing tools available. While social media platforms like Twitter and Discord are central to Web3 communities, email provides a direct, personal communication channel that can yield significant engagement and conversion rates.

One key understanding is that an email list won’t grow on its own. Simply relying on a newsletter hosted on Substack or Medium won’t drive significant signups. Instead, you need to proactively and creatively collect emails from alternative sources.

“You need to get the emails from a different source than the newsletter”

To build a robust email list, consider using the following strategies:

The holistic marketing push

Building an audience across Twitter, Discord, and email is essential for ensuring your key marketing beats (e.g. a beta release, P2A campaign, token launch, or other major milestones) reach your community effectively.

By using a multi-channel approach, you can:

• Reach Your Audience in Multiple Places:
• Different channels cater to different user preferences. For example, some users may prefer real-time updates on Twitter, while others rely on Discord for community engagement or email for in-depth communication.
• Create a Holistic Marketing Push:
• A synchronized campaign across all platforms reinforces your message and increases its visibility and impact.
• Engage Audiences at Different Levels:
• By leveraging multiple channels, you can reach audiences who are engaged in different ways:
• Twitter: Casual followers and broader audiences.
• Discord: Community members actively participating in discussions and events.
• Email: Subscribers who seek direct, detailed communication and exclusive content.
• Increase Mindshare:
• Repeating your message across multiple platforms keeps your brand and key updates top-of-mind for your audience.
• Improve Funnel Conversion:
• A multi-channel approach helps guide users through the marketing funnel more effectively. For instance:
• Twitter can capture awareness and drive users to your Discord.
• Discord can foster community engagement, building trust and interest.
• Email can drive action with direct calls to action, such as sign-ups, purchases, or event participation.