“Crypto is a world of constant change. By embracing change as a requirement for success, I have developed an adaptive skill set and found the opportunity for both continuous education and personal improvement. It was in the technologies of Web3 - blockchain, cloud computing, decentralized communities, provable identity, and token-based economics - that I learned about myself and how I can best serve others.”
Investing = 20 years experience
Disruptive Technology = 14 years experience
Consulting = 12 years experience
Crypto = 9 years experience
Brief Chronology -
Below I’ve detailed my work experience first by service type, and then by project. The service types detailed include Advisory & Content Marketing, Influencer Marketing Campaign Management, Project Sales & Product Launches, and Social Media and Community Management:
Advisory & Content Marketing -
Often a project’s best strategy for content marketing is engaging a third-party to produce, publish, and promote an in-depth article with a focus on the project’s differentiators, primary value propositions, mission, values, and positioning, essentially restating the brand strategy with a roadmap update and a call to action. This allows a project to promote its own value indirectly and also encourages community engagement. By communicating and strategizing with project stakeholders I’m able to produce ever-green content that allows us to gather market sentiment and direct next steps, from advancing the development of key roadmap initiatives to improving KPIs and social metrics. Ultimately, it’s the process of listening that leads to determining where we should place our efforts, and content marketing is a tool by which we gather data for actionable insights.
Below you’ll see my advisory and content marketing work with several different types of Web3 clients, including both centralized and decentralized cryptocurrency exchanges, DAOs, and NFT creators:
–Cyptocurrency Exchanges–
IDEX & AURA token (now IDEX token) - @idexio
IDEX had the idea to compare and contrast its utilities, tokenomics, and volume against other prominent exchanges. At the time, the idea of a “decentralized exchange” was still fairly new and trading volume was much greater for centralized exchanges despite concerns over “not your coins, not your crypto” and exchange “rugs”. Therefore, I suggested we include analysis of both important centralized and decentralized exchanges in our content series. So that IDEX could comment on and quote-tweet off of the content with a call to action directing traffic to their telegram channel and website, I wrote, produced, and promoted this content series on my own blog.
OKEx (now OKX) & OKB token - @okx
Shortly after writing and marketing the content series for the decentralized exchange IDEX, the centralized exchange OKEx (now OKX) reached out with a need for a series of its own. In this case, the content marketing needs were very different. Rather than a goal of increasing volume and eyeballs, the goal for the promotion of this content series was reputation management. Specifically, the founder of OKEx had come directly from the core team of Binance, about which CZ did not speak kindly. We determined our best course of action to include not only the promotion of the content from my social channels with OKEx’s interaction, but also the promotion of this content by influencers with a focus on populating Twitter with positive sentiment about OKEx and its founder, drowning out the few, although influential, negative key opinion leaders.
“Brian is one of the most professional CryptoTwitter marketers I’ve worked with. I appreciate that Brian freely shares his knowledge and resources. With his guidance, I was able to build and manage effective influencer marketing campaigns for a variety of important business and technical development announcements.” - Chloe, Global Marketing, OKEx & previously Litecoin Foundation
–DAOs–
For as early as I’ve been obsessed with crypto, I’ve also been deeply vested in decentralized communities and organizations (DAOs). Before Balaji Srinivasan’s The Network State and the NFT DAO Nouns, both of which propelled forward to the masses the idea of a DAO, projects such as Aragon and Maker DAO were already introducing DAO building infrastructures for the next generation of crypto users.
Aragon - @AragonProject
In order to position Aragon as the preferred DAO building tool for developers, brands, and users, I recommended updates to the Aragon brand strategy guide, suggested changes to the strategy, structure and messaging of tweets, and executed on a blog post introducing Aragon to the community in preparation for Aragon’s mainnet launch and first “court”, in which over 200 jurors participated.
"Brian is dedicated to producing quality content and the interview piece he composed following his interview of the Aragon team was professional, thoughtful, and focused. Brian is creative and easy to work with." - izqui9, former CEO Aragon One, Co-Founder Aragon Project
Maker DAO - @MakerDAO
Through my research into stablecoins I came across MakerDAO and introduced myself to Rune, the cofounder. I interviewed Rune to better understand the business, which led to an honest and difficult conversation - why would someone use Maker’s DAI stablecoin when Tether already had adoption, liquidity, and, in terms of DeFi applications, required less collateral, as well? I recommended a series of blog posts detailing types of stablecoins, comparing and contrasting stablecoin strengths and weaknesses by collateralization type, and use cases that suggested Maker’s DAI as worth consideration. These blog posts became core content pieces for growing MakerDAO’s thought leadership, answering the question, “Why another stablecoin?”, and are now linked on Jameson Lopp’s cryptocurrency resources website.
–NFT Creators–
During my exploration of NFTs and digital identity I expanded my network and knowledge base by establishing relationships with NFT artists and community managers. I interviewed prominent creators in order to better understand their audiences, brands and businesses. From not knowing why their art had value to not knowing how to expand reach to a broader audience and scale their collections in consideration of market sentiment, I found that many creators were in need of guidance in resolving their brand and business issues, as well as setting expectations for the pace of their sales in a bear market. Some of our conversations were difficult, but creators were open with their challenges and receptive to my recommendations on their content and content marketing, as well as their use of the “search” + “social” in social media.
Below are several of my interviews with NFT creators:
Dave Krugman & “Drip Drops” - The Brand & Business of Dave Krugman
"Punk4762 has shown himself to be a thoughtful, engaged, and important part of the ecosystem of cryptoart. He is consistently supporting artists, highlighting them in interviews, and participating in a wide range of conversations that help propel the space forward." - Dave Krugman, 'Drip Drop' collection creator
Guido Di Salle - The Brand & Business of Guido Di Salle
“I appreciate Brian has taken the time to connect with myself and the greater photography community. It gives artists an opportunity to tell their stories and share their art in a thoughtful and concise way. These are the meaningful conversations we need to be having.” - Guido Di Salle, Photography NFT creator
Patrick Amadon - The Brand & Business of Patrick Amadon
"Loved our conversation, Brian. Appreciate you taking your time and for your advocacy of art in web3. Narrative is the missing element as far as I'm concerned and you're addressing that head-on with thoughtful dialog. Keep going!" - Patrick Amadon, Glitch artist and NFT creator
Influencer Marketing Campaign Management -
I grew into the role of “influencer marketing campaign manager” as a matter of course. My research into crypto led me to interviewing important projects, which eventually led me to managing project social media and, ultimately, influencer relationships and content pacing for multiple projects. The reason for my success in this field is due my track record of clear communication, genuine collaboration with a desire to do good, and trust developed through honesty and humility.
My service is differentiated in that I act as the “trusted third party in a trustless blockchain environment,” and consider as my clients both the projects and the influencers. I begin the planning process by asking questions such as: “What’s the goal of your campaign?”, “How do we define campaign success?”, and “Whom do you consider to be a tier-1 influencer?” I ask these questions because project expectations need to be settled and conservations can become difficult when a project wants to work with a tier-1 influencer that doesn’t want to work with them. Once I understand a project’s budgets, goals, and needs, I begin planning content and influencers, from deliverables to pacing. I manage the payments and messaging to influencers, as well as their egos, allowing projects to focus on their roadmaps and where they best add value. I converse with teams daily on campaign pacing and deliverables of the day, and together we consider the demands of their stakeholders as well as strategies for best campaign ROI and goal achievement.
On one hand, my clients are the influencers. I’ve included testimonials from some well-known influencers below:
“Brian is easy to work with, knowledgeable and clearly passionate about cryptocurrencies. He freely shares his resources and experiences, too. I’m glad to have had the opportunity to work with Brian on several projects and I highly recommend him for your cryptocurrency market strategy.” - Pentosh1
"It has been a pleasure working with Brian. Always easy, always straight to the point. Exactly what you want in this industry or any. Trustworthy, reliable, accountable & professional." - MacroCRG
"Brian is one of the best marketers in the crypto space. His unique methods are what differentiate him from other agencies. His perception of ongoing market conditions is perfect. He can smell the next big thing in crypto, like masternodes, ICO, IEO, DeFi..." - Squanch, “Building AVAX”
On the other hand, my clients are the projects. I’ve included influencer marketing testimonials from some of my clients below:
BitMart - @BitMartExchange
“Well versed in marketing cryptocurrencies and communicating with niche audiences, Brian is creative in his ability to transform insights into real, executable, impactful plans. Brian is trustworthy, reliable and an essential resource for the management of your community outreach campaigns. It’s a pleasure to work with Brian and I highly recommend him for your influencer marketing needs!” - Yuen Wong, BitMart marketing manager
Verasity - @verasitytech
“Brian brings a broad set of digital marketing skills to projects and his dedication to producing quality results has been integral in realizing new business opportunities. Brian’s professionalism makes him a valuable resource whose connections within the cryptocurrency industry enable the management of complex relationships and influencer marketing campaigns of all types. He has a clear understanding of target audiences, and thus creates the perfect narrative to effectively reach target groups. I highly recommend Brian for the management of your influencer marketing campaigns.” - Ali Omer, Verasity influencer marketing manager via Tokensuite
Project Sales & Product Launches -
Strong tokenomics isn’t enough. Successful project launches also require planning, content pacing, and clear, collaborative, honest communication, so that a balance can be found between the desires of the team and the desires of the investors. Key is transparency with stakeholders at all levels so that there can be accountability to KPIs, such as the soft and hard caps. Whether a project sale or a product launch, there is always a need for a combination of strategies and tactics to reach campaign goals. Advertising in niche outlets, content production of all types, and promotion by influencers are essential efforts. Market sentiment may direct us to multi-language guerilla marketing campaigns across many different social media platforms, as well.
Below you’ll see testimonials about my work on both DeFi project and NFT product sales:
Rena Finance - @rena_finance
During the last crypto bull market I ran many DeFi project sales and product launches, especially dApps and platforms. The largest DeFi token sale I coordinated and executed was for Rena Finance, a fair-launch token sale in which $7mil was collected.
“Everyone seeks to be authentic, very few are. Brian and Armada Marketing have a great reputation, deliver superior service and accurate advice, and are full of answers that spark creative marketing ideas. A value provider, Brian builds trust through reliability, competency, accountability and flexibility. With Brian’s help, Rena Finance was able to raise over $7 million during our token sale." - Crypto_Choad, Founder Rena Finance
Doki Doki NFT & Chainbinders - @dokidokinft & @chainbinders
I coordinated and executed a 3563 ETH raise on behalf of Doki Doki NFT for one of their first product launches, Chainbiners.
"Brian is great! Though we are inexperienced when it comes to marketing, Brian was helpful in giving us advice, tips, and recommendations to supercharge our NFT drop. We got plenty of word of mouth, eyes, and attention on our product, Chainbinders, that we otherwise wouldn't have had, and a grand total of 3563 ETH was contributed during the LGE for a total of 10M USD! Definitely a recommended service and one I'll keep at the top of my list for future marketing campaigns 🙂 ." - fillbeforeshill , Creative Director Doki Doki
Social Media and Community Management -
We all know crypto lives on Twitter. But, as adoption moves forward and market segmentation occurs, we see other channels attracting significant and unique audiences. These unique audiences also require unique content and messaging, which make social media efforts time consuming and necessary to delegate. However, social media channels are also the “face” of a Web3 brand, creating a need for core project team members, even sometimes the CEO, to be involved in the day-to-day of content marketing, community messaging, and social media strategy. Trust in delegating the management of social channels and Web3 communities is developed by a track record of positivity combined with proactivity and productivity. And, as social media metrics can be gamed to distort KPI achievement, strong analytical skills are required in order to provide any sort of recommendation for furthering the social media goals, brand authority, and thought leadership of a business.
Below you’ll see my social media management work with two very different businesses - one a hedge fund with a focus on agricultural commodities, the other a decentralized cloud computing project for developers and creators in need of additional rendering power.
Walsh Trading - Walsh Trading’s Website
I wanted to introduce Walsh Trading to twitter, a social media channel in which they had established no presence, no digital “real estate.” Afterall, why would they when their clients weren’t coming from that direction? Over the course of 28-days, I was able to show Walsh Trading how to grow social media authority in a way that resulted in new traffic to their website, new interest in their service, and new clients for the currencies trading arm of the Walsh Trading hedge fund, Argo Futures.
"As soon as we (Walsh Trading) started working with Brian our social media authority skyrocketed. He knows all the tricks of the trade to improve your presence in all areas of social media directed at your target audience. In today's fast paced information age it's imperative to have someone like Brian on your team. He is professional to say the least and will exceed your expectations." - William Reavis, Director Asset Management of Argo Futures, the currencies trading arm of Walsh Trading
Render Network & RNDR token - @rendernetwork
I was introduced to the Render Network and parent company @OTOY by a previous client, a private hedge fund specializing in cryptocurrency investments that had also invested substantially in the RNDR token. In the case of Render, there was a need for me to not only manage twitter with shared KPIs and assist in content production across multiple media and social channels, with multiple audiences from token speculators to game developers, but Render also engaged me for introducing the token, its use cases, and its backers to influencers and potential OTC investors. Included below is one of the blog posts I produced with the Render Network team. My roles in this piece were gathering key content links, strategizing on the content marketing, and executing on the promotion of the blog post on Twitter, Facebook, and Linkedin.
"Brian’s knowledge of blockchain technologies, experience marketing cryptocurrencies, and reputation within the crypto industry have been important resources that RNDR Token and OTOY have leveraged in developing market strategy, growing brand footprint, and expanding community outreach. Brian is a quality marketer with a deep skill-set and dedication to productive, long-term relationships." - Kalin Stoyanchev, Render Project Manager, OTOY
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