Web3 marketing : a handbook for the next Internet revolution /
Amanda Cassatt.
- xvi, 220 pages ; 24 cm.
Includes bibliographical references and index.
Cover Title Page Copyright Page Contents Preface Part 1 What Is Web3? Chapter 1 The Evolution of Web1 and Web2 Chapter 2 The Evolution of Bitcoin and Ethereum Chapter 3 The Evolution of Ethereum into Web3 Tokenization Decentralized Applications (Dapps) Decentralized Autonomous Organizations (DAOs) Non-Fungible Tokens (NFTs) Decentralized Finance (DeFi) Chapter 4 The Metaverse Part 2 Web3 Marketing in Theory and Practice Chapter 5 Inventing Web3 Marketing Chapter 6 Know Your Product and Your Audience Know Your Product Know Your Audience Chapter 7 Build a Marketing Team Chapter 8 Set Key Metrics Part 3 The Web3 Marketing Funnel Chapter 9 Introducing the Web3 Marketing Funnel Chapter 10 DiscoveryBreak Through The Origins of Demand Knife's-Edge Brand Messaging Differentiated Memorable Creates a New Category Search Social Media Crypto Twitter Seeding a New Account Endogenous Influencer Marketing Incentivized Growth Earned Media Trust Issues Backing into PR The Role of Stunts Attention Is Jagged Chainlink Strategy Events Full-Funnel Marketing Chapter 11 Engagement and UseStart a Flywheel Product Websites Wall of Trophies Instant Incumbency Fostering Community The Community Spaceship Content Chapter 12 RetentionBuild a Moat Part 4 Web3 Transformation and Web2.5 Chapter 13 Defining Web2.5 Conclusion Notes Acknowledgments About the Author Index EULA
"Web3 Marketing: A Handbook for the Next Internet Revolution is the essential book for anyone looking to understand the next era of the internet and start building. Beyond the sensational hype and headlines around crypto and NFTs, a real revolution is taking place: new technologies for owning, moving, and organizing value spell the overdue end of an internet where a few huge companies hoard data and power, and open a new frontier for products, services, and applications in which ownership and control belongs to creators, builders, and users. As former CMO of ConsenSys then Founder and CEO of top web3 marketing firm Serotonin--Amanda Cassatt is in a unique position to tell this story, and delivers a remarkably clear, nontechnical guide to the history, key concepts, and still-evolving landscape of Web3. Cassatt explains how Web3 transforms time-tested approaches to marketing and brand-building, including how to build a Web3 community. This book is a must-read for professionals at any level in their Web3 careers--already working or investing in Web3, exploring what it means for their business, or considering a jump into something new--and for anyone who wants to understand the next internet revolution"--