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Web3: The Importance of Community

“The greatness of a community is most accurately measured by the compassionate actions of its members.” — Coretta Scott King .

Across many industries, from gaming to fashion and music, the power of community is an important factor in the success and growth of brands. Now more than ever, as more brands go digital, the ease and return on investment of building a strong community is exponentially higher.

In Web3, this is no different. We have seen some of the biggest projects harbour the strongest communities, such as BAYC, Crypto Punks, and to an ever more extreme level, the XRP and HEX maxis. Whether it be through rocking the NFT PFP or the unrelenting shilling of the project, it is undeniable that the communities behind the projects are in complete support and union, as they stand behind a common cause. Ultimately, the community should embody the core values of your brand, and can act as an extension of it.

A web3 project’s success depends on its ability to build a community. As the Web3 space has expanded in every direction over the past decade, it has grown much like the universe. The community is what makes each project unique, and, therefore, more successful.

💪 You must understand how to build a strong community in Web3, and how to build trust with your audience. 

⚠️ It is unfortunate, but many Web 3 projects and their trust continue to be negatively affected by countless fraudulent schemes. 

What’s the most effective way to build a Web3 community? Read all about it here:

The importance of community

Building a community, as we’ve seen, can have effects beyond what may seem rational. There are many ways of creating and engaging a community, and each way has its importance and role to play in driving growth. Building and maintaining a community not only shows and builds interest and engagement around a project, but if sustained, shows trust. Now more than ever, trust is important in the Web3 space.

The events of 2022 had lead us down a steep and slippery slope, as those who the space trusted to be the beacons of hope and prosperity, shifted their stance and hit us with the left, right, goodnight sending us back down a few fibonacci levels. Building that trust back is an important step for any Web3 brand, and fostering a community is one such way to do that.

On top of building trust, creating a community brings people together. A community should be a place where people come together to get behind a common cause, interact with each other, share ideas, and most importantly, grow. A place where sustainable, long-term value creation can occur.

From the outset, it may seem like community management is the same as social media management. There’s no denying that they share similar goals and methodologies, they are inherently different.

Difference between community and social media management

The key difference between social media management and community building is the specific type of relationship being built.

On social medias, such as Twitter, Instagram and Youtube, the relationships fostered are One-to-Many.

One to Many relationship

One central creator spreading content to many audience members. Even thought creators can interact with their audience en masse, the dynamic is, for the most part, I do, you follow, where it’s rare that the creator interacts on a deeper level with the audience. Now of course there are exceptions, especially in tighter knit communities on twitter where people interact with one another, but for larger scale projects this is a rare occassion.

This is where community building differentiates itself. The relationship here is a Many-to-Many relationship, in which members interact with each other and grow, building up the community, in which the main focus is the project at hand — kinda like open source code really if you think about it!

Its this many-to-many relationship that allows for sustainable value creation, and continuous engagement. In a general social media sense, if the creator is sick, no content is produced and activity drops off, comparing this to a community, having a few people sick doesn’t stop the rest of the community spreading knowledge, ideas and interests, keeping engagement high and the community running,

There is one key difference between a social media manager and a community manager in the type of deliverables and responsibilities required of each role.

Whilst social media managers generally create and post content, respond to comments, establish the brands online voice and overall grow follows and engagement, community managers have the added responsibility of sparking conversation between members, being that initial flint and steel to get the fire burning, and over time their role transcends to that more like the guardian of the realm

That initial kick is all the difference, while social media managers rely on content to engage users and build following, community managers use real human connection to create a self-sustaining, welcoming environment.

Community Management Framework

knowing what to do is vastly different to knowing how to do it, We are going to share our community management and growth framework with you, so you can create and nurture a community for yourself!

Our framework can be broken down into 3 steps:

  • The project fundamentals
  • Channel mix
  • Key personnel

Project fundamentals

The first port to call is to completely understand everything about your work and brand, as this will determine the type of community you want to build, and how you will build it.

we use a few questions, such as the following, to better understand clients projects:

  • What is the project?
  • What are its goals and objectives?
  • Who is your target audience?
  • What type of community do you want to build?
  • What is the brands message and guidelines?

Nailing these questions in detail also enables you to identify the direction in which the community should grow, and pick a suitable channel(s) to grow the community on.

Channel mix

From there you can assess the key channels to be the main hub for the community. Generally, there are a couple to wheres where web3 communities kick it:

  • Discord
  • Telegram

Each channel has their perks, and are suitable to different types of projects. Twitter hasn’t been included in the list as, even though its a non-negotiable at this point. As it is a social media platform, as a project grows, dynamic shifts heavily to the social media side, and it gets harder to forge that human connection with the audience.

It is important to note, that when using channels like Discord and Telegram, keeping the space free from spam and malicious acts is important for its growth, and with the help of specific bots and key personnel, this is not an issue.

Key Personnel

There are certain roles which are imperative to the cultivation and growth of a community, without them its very hard to create a environment where the community can thrive.

There are 3main types of personnel that should be deployed:

  • Community Managers
  • Community Moderators
  • Growth and Collaboration Managers

Community Managers

Community managers are the project lead, and should cover everything from the strategy of the community going forward, liaising with managers of other socials, security, and of course engagement. They are the helmsmen of the ship and have an important role to play.

Community Moderators

Moderators manage the day to day activities of the community, and are responsible for engaging with the audience, orchestrating activities, and maintaining the safety and soundness of the space. Without them, it would be extremely difficult to grow and sustain the community, and keep the space in check.

Growth and Collaboration Managers

Collaboration is a staple characteristic of the space, and collaborating with other projects is key to growing your community. Growth and Collaboration Managers ensure growth via partnerships and cross-community events, and get your project in front of its relevant audiences. Whether it be obtaining whitelist spots for an NFT project, or organising an AMA across with other communities and projects, they help drive expand the horizons of the community, and introduce new users to your work.

All 3 roles play an important part in the growth of the community, and finding the correct people to fill them is no small feat.

The framework provided can be applied to any community, web3 or not, and should give a deeper understanding into what goes into creating an evergreen environment for your audience to call home.

We hope that you found this insightful, and shed some well needed light into the world of community management!

As ever, if you enjoyed the content share it around, and we are always happy to answer any queries around the topics we post about.

If you are trying to grow your community, and would a like a free consultation or friendly advice, get in touch with us at GeloCubed, through TwitterLinkedIn, or our website!

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Ramsey Shallal

Co-Founder + Strategy

Ramsey has been in the Web3 space for 3+ years, and is leveraging that experience to create generative marketing solutions, that drive organic growth through improved brand experience and authority

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The Feedback Loop from Hell

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Reliance on hype and the performance of the bull market to gain visibility

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Excessive use of guerilla marketing and other unsustainable practices centred on the short term

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Weak brand image and foundations makes it excessively difficult to scale organically

3

Lack of focus on building foundations for the long-run.