Emily Lai
@emilyxlai
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2,253
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561
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748
Statuses
3,767
VP marketing @hypepartners : onchain marketing / Co-founder MoreHuman Media: growing ecom and dtc brands / always growing đ±đżđł
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Joined March 2018
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Pinned Tweet
There are 7.8 billion people in the world
Only 4.9 billion (63%) are even online
Only 330 million (4.1%) are on this bird app
What you see online â real world
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Reading books is the real life version of collecting mushrooms in Super Mario
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What does a web3 marketer look like?
In one of our internal workshops, we went over the T-Shaped Marketer framework for Web3
One should have a broad knowledge of everything horizontal, with deep expertise in 1-2 domains, the vertical
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Now that April Fools is over I can say very seriously that
@ldf_gm
@reka_eth
@parkerjayp
have open source airdrop guides with more in the making
Who wants to join our lil cult I mean community garden?
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When I was a kid, I told my dad I wanted a Ferrari one day. He said, âride the city bus, they cost $500k.. itâs more than a super car.â My dad taught me stoicism without knowing it was stoicism
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What is running paid ads in crypto and blockchain like? đ§”
Here are some averages, trends and learnings (some from projects in the top 100!)
Average CTRs
Twitter 0.3-0.4%
Reddit 0.2-0.3%
Display 0.1-0.2%
Crypto newsletters: 0.1-0.2%
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@levelsio
I use Nomadlist as a signal of where to not go sometimes haha
Posted this in September đ
looks like my estimate of 3 years was off by 3 years
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@karencheee
My partner and I have a steady rotation of ramen eggs marinating. Itâs the best snack to start the day off
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Just took a look at
@Overlord_xyz
âs roadmap and see theyâre doing this very well
@jo3car
and
@dom3xyz
in world takeover mode
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Why is web3 marketing so hard?
It's not. It's complex.
Behold: the marketing "funnel"
Funnel in quotes because it's not so straight forward...
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@keke_shontae
@FOWLAZULE
We're hiring for a few roles as well across marketing, gaming, community, NFTS, and more!
All remote đ
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Indonesia, Vietnam, Thailand. Leading indicator of whatâs to come...?
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My partner packed my bag for me, I think this is my love language
See you ETHTokyo đŻđ”
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@starheal
Yup. This is from a 2017 reading. Knew it was coming, had no idea what it would look like in the physical plane.
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@sleepesocialist
This is sending pure âgrowing up with a Chinese dadâ vibes
When I was a kid, I told my dad I wanted a Ferrari one day. He said, âride the city bus, they cost $500k.. itâs more than a super car.â My dad taught me stoicism without knowing it was stoicism
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Attention is super scarce in web3 marketing right now
Every project is doing some giveaway, campaign, and/or opportunity for free internet moneys
Need to stand out to get numbers. Distribution is everything
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One of the more fun, cool, and super stressful things Iâve built
đ„č
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Until my mom understands my job, weâre still nowhere till mass adoption lol
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After building 20+ custom reporting dashboards and advising 35+ web3 companies on analytics, these are the 3 reasons I've found on why tracking in web3 growth is so difficult.
1/ NO ONE SIZE FITS ALL
In Web2, there are staple measurement and tracking tools:
Web: GoogleâŠ
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Throwback to 2017
First taste of âfreedomâ
Quit my 9-5 office job
Backpacked SE Asia with a 40L
Secured my first client for $1500 doing Facebook ads
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When I say Iâm locked in and cooking, this is what I mean
â daily thinking walk to get nourished with food
â not in Denver, but most of the Hype team is, come connect
â have done about 50 interviews in the last month, we are in a rapid hiring spree at Hype both in marketingâŠ
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Starting point: Identify which marketing domains resonate and are interesting to you to learn.
Read: Brian Balfourâs âHow to Become a UA (user acquisition) Expertâ can help identify what youâre interested in, and links to many other high quality blogs: âŠ
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Being able to edit or delete ebooks in real time = modern day book burning except more insidious because it could be done in stealth...
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Iâve been living in my
@BoysClubWorld
hoodie for over a year now
Haha from 30,000 feet in the sky, to the Red Sea.. was once also too locked in and went to my Central reservation after they won
#1
restaurant in it
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Non-web3 projects to agency: hey we have $50k monthly budget, want to run ads on Google/Meta, need to hit a ROAS of 3
Web3: hey we launch next week can you help?
- no tracking or defined KPIs
- discord just opened with 15 users
- twitter is full of rts
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If youâre a marketer in crypto, blockchain tech, web3 - focus on this right now:
1/ Who is building
2/ What is being built
3/ How to communicate its benefits to your mom
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The state of web3 marketing is weâre currently at the phase of airplane miles (points farming) which means 2024 is set for Instagram meme pages and more cringe marketing
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BTS at ETHDenver
Stop by tomorrow March 2nd - March 5th to talk about all things web3 marketing
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@cj_zZZz
First decent ChatGPT tweet complete with hook Iâve seen, that has a valuable prompt instruction.
Exactly this
We found the more you give it examples and clear instructions, the better. One of the best prompts we have for copy generation is 1000+ words long
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đ„đ„ Break even in less than a year AND they created a platform that elevates others. Incredible
Weâre celebrating a bit of a win today
@ethelsclub
- after opening our clubhouse in November & hard pivoting to digital four months in, we hit break even.đđŸ
Proud of my team for building an incredible product that people around the world love.
Wait til you see whatâs next! đ
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Two updates
â testing out a print on demand service for some homies
â mom is my no.1 supporter, call yours today, itâs Sunday
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The formula for Growth in Web3 (exactly what we use at Hype for our clients)
Product not ready? Community is your product
Whether you are an L1/L2, dApp, DEX, game, or tooling, formula is the same.
(share inspired by
@meowllark
's recent xeets lol)
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If you're reading this, stand up, do some chin tucks, strengthen your core, throw your computer out the window, blend your phone for fun, hug a stranger, go to a 90 day yoga retreat, never sit down again
That's my neck on the right đ
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Idk whatâs going on at ETH Denver but my girlfriend is telling me couples have approached her for Web3⊠somes. A joke but not a joke, I didnât know it was getting that wild in Colorado lol
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I have officially received the first âhave you seen crypto? You still work in crypto?â text
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My long-form thoughts on AIRDROPS and 3 things to focus on to grow a chain right now at the end
I know some think they are overplayed. You might even be annoyed, but the reason everyone is doing them is simple: new chains need users
Users want $$ for the risk they take
ForâŠ
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Using Twitter lists has greatly enhanced my experience. I created four echo chambers for myself:
1. Home feed: VCs and tech twitter
2. Conspiracy theorists
3. Cryptocurrency/ DeFi
4. Exclusive list of just
@datarade
and
@adamscrabble
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Im still recovering from ETH Denver
Honestly donât understand how you all manage crypto conferences, tweeting, AND doing the actual work
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Just secured mine.
Super easy to understand visuals, congrats
@louiseivanvp
and team on Ryder!
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@alberto_uber
@TheCryptoDog
Rising cases (true or not) can indicate enforcement of lockdowns. That will have rippling effects on morale, markets, and economies
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@Kanthan2030
Itâs true, and sad
Grew up in the US with idyllic views of Europe: free healthcare, education, cross county trains
Only to travel and see the idyllic architecture, but realized itâs much harder to make it there and continually getting choked
Been in Europe all summer. GDP isnât the full picture. But I generally agree
- market here is fragmented due to multiple languages
- USA tech imperialism
- negative population growth
- less op for high income + higher taxes + VAT/IVA
- not as startup friendly
- energyâŠ
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What you consume creates what you become. Not just food, but people, media, books, movies, tweets
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My napkin scribble thoughts on how use a list of crypto wallet addresses for web3 marketing
First step: Analyzing wallets. Things to look at:
1. Tokens and nfts held
2. Amounts
3. Category
4. Chain usage
5. % overlap
6. Activity
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Most nft and web3 gaming project would benefit studying Disney
Disneyâs business model, 1958
We seem to be living in times where we are programmed to think linearly when everything is actually connected, circular, synergistic.
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My remote work office has now moved to Peru
Using a rice cooker pot as a monitor stand for ergonomics this round. Upgraded from plastic tupperware
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Wow, just discovered . It is an absolutely beautiful library of words in languages that don't translate. Thank you
@stephsmithio
for creating a delightful internet gem finding moment
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Thereâs no such thing as â self-made.â
Weâre a culmination of every person, conversation, and experience weâve ever been exposed to.
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What if having the sauciest merch is all we need to onboard the next billion users to web3
@BoysClubCrypto
@squidrouter
@1inch
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Insane week at Hype
- a nft drop (mint sold out)
- a token launch (1mm+ tokens now staked)
- launched new in-house tool (450 users joined)
In full-nerd mode over here digging into the insights
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Most are bullish on crypto in Hong Kong. Even found a new digital asset exchange here on Nathan Rd
Iâm bullish on the food. Got to show her dim sum, peking duck, and tau foo fah
So nice to be back
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Nothing more I want to see than everyone around me win
This stands all my relationships across personal, career, and business
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@Shpigford
Leave it to tech Twitter for the most boring cookie cutter ideas đ
I would pay for someone to help me build a vertical hydroponic farm
Profit share on excess crops
Consult on vertical hydroponic farms builds
Grow the next breed of cotton candy grape / luxury fruit equivalent
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My personal recap from 2022:
â 20 countries (record!)
â skydiving for first time
â 3 helicopter rides
â difficult breakup
â grew agency to 6 figures
â had 6 figures stolen
â finished building a house
â started therapy
â finally saw family in Hong Kong after 3 years
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More tech that brings us off screen
More tech that connects us please
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Took my partner over some Patagonia glaciers for her bday
Both of us work online in Web3/DeFi
People are busily building a digital world, but thereâs still a beautiful physical world to explore
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Very proud of our team of web3 marketers, strategists, campaign planners at Hype this quarter
Thereâs been nearly one major launch each week for the last 1.5 months
Hereâs some highlights and learnings:
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âYour interest gives people permission to be interestingâ
A reminder that true presence, active listening, and attention is a gift we can all give others.
People are interesting if you allow them to be.
A routine social interaction is only a couple good questions away from something deeply involving.
People reveal their complexity when you give them your full attention.
Your interest gives them permission to be interesting.
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5K
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Airdrops are a web3 growth TACTIC
Tactics need to be rooted in strategy
Tactics can always change
The foundations that go into a marketing strategy, do not
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Hypeâs campaign, growth, and social teams crushing it again with for a recent testnet launch
Team is still in Denver if you want to talk about web3 growth
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Super impressed with the superduper takeover at Londonâs END store
Might be the first nft brand that has branched into a fashion line. These repeated brand activations will help onboard those outside the web3 bubble
Also, a few surprises in the garments but the packagingâŠ
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Gm up plotting and scheming to some new Ludovico Einaudi, thinking about this new Coperni bag made of 99% air
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Spent the last four days in nature, off grid in Peru
Biked for 46km and hiked another 32 km to make it to Machu Pichu
Some interesting and fun observationsâŠ
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How would you explain this onboarding experience to your grandma
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Happy new year friends. Celebrated here in Egypt with some of my best friends who know nada about web3. Feeling so recharged and full.
My personal recap from 2023:
â 40% increase YoY of personal business revenue (at MoreHuman Media, not Hype)
â 14 countries (-30%, reallyâŠ
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Iâve had 32 applicants from 11 countries for the Web3 paid marketing position in the last week
Hype Partners is now 127 people across 30 countries!
Future of work, collaboration and community is borderless
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@fetacheesepls
I saw the math and looked like he was spending $6k for rent, $3k eating out, $500 on Ubers etc etc
Basically just refusing to budget
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Want to learn marketing?
Make $ online or get a remote job?
Thereâs a ton of information on YouTube, Twitter, blogs⊠itâs overwhelming
Iâve gotten a few dms like this.
Hereâs a list of high-quality marketing resources I send back and recommend:
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Today: Brand gives $ to Meta and Google for ads to reach consumers
Future: Brands give $ directly to the consumer through sending digital coupons (onchain entity with utility/reward) to every person (wallet address) who is a x (targeting based on wallet holdings)
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Imagining how in 5 years weâll be outside looking through our VR sunglasses posting pics saying âtouch grassâ
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âSuccessâ has been an evolving definition as Iâve gotten older.
I now understand it as fulfillment from having enough resources to provide opportunities to others.
How do you define âsuccess?â
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Unfortunately no clients in web3 are willing to let me test "hey daddy" hooks with an AI-generated Kim Kardashian voice, but I've seen actual data from a web2 account and can confirm CTR is through the roof
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@Safaryclub
@Jake_Stott
@JRossTreacher
have seen multiple market cycles and executed growth campaigns across every category
@apurvkaushal
Wouldnât categorize as marketer but
@antoniogm
@NathanSnell
has strong insights
@victoriamtbui
loved our exchange on web3 perf marketing
@Quinn2992
obviâŠ
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@martinjohnsonio
@BowTiedMara
Earlier in 2021 when the currency wasnât as weak as it is today - felt like a crime movie scene but no, just paying for dinner with friends
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One of our latest dashboards at Hype is for an on-chain borrowing and lending protocol
We're successfully pulling in:
- Onchain activity, # of txns, volumes (via db and
@spindl_xyz
)
- Twitter, irregardless of API changes ;)
- Discord metrics
- Google analytics and events
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ETHDenver 2023 was very different than my first Bitcoin meetup in 2016
I was the only girl that showed up out of 20ish men
Today:
20% female: data from 30k+ crypto Facebook group
9% female: data from a 100k+ crypto Youtube channel
Better, but not quite there yet
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Iâm in full self-development mode this year
Weekly therapy
Personal trainer
9-day workshop by the Nonviolent Communication Org
Somatic meditation workshop
90 day Duolingo streak
Therapy and commitment to daily somatic meditation has been the hardest of all this list
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Looking for a job in crypto and Web3?
And no, you donât need to be a developer!
Three options for you whether youâŠ
â Already have experience in crypto/Web3/NFT/DeFi etc
â Seeking an opportunity to learn and upskill into a web 3 career —ïž
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Not currently in Paris but some big brain web3 marketers from Hype are
In fact the biggest of brains (
@Jake_Stott
@JRossTreacher
) who helped grow a few L1s to $1b+
DM and Iâll share the event
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Having these minds on one list is like a bird app cheat code:
@adamscrabble
@IAmAdamRobinson
@BrianRoemmele
@rocket_jenross
@datarade
@chamath
@jposhaughnessy
@chigrl
@ZaidJilani
@DeepThroatIPO
@mbrennanchina
Who else should I add?
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Things Iâve learned indirectly working with a global team
â always spell out dates cause 4/8 is not April 8 to others
â âtopâ basically is the same as âdopeâ
â âupsâ is âoops,â not the shipping company
đ
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@CryptoMellany
$xrp
13 over 21 ema crossing
Respecting EMA 50 support
Double bottom on 1 day
Inverse H&S 4h
Looks like 4h will close bullish
Hasnât pumped yet with BTCâs run up...
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Big shoutout to
@gigiiartt
for hand-drawing each of these very cute mushrooms
Waiting to see one of these in one of
@unch4ined69
âs future Netflix shows
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@ariellelok
I underestimated the crowd myself
Idk whatâs going on at ETH Denver but my girlfriend is telling me couples have approached her for Web3⊠somes. A joke but not a joke, I didnât know it was getting that wild in Colorado lol
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Alright I think Iâve messaged everyone back so far
If you are a web3 growth marketers looking for new opportunities - send me a message
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