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Hi, Hackernoon folks 👋🏻 My name is I’m a Web3 Product Strategist, Brand, and Communications Expert, and Content Creator. I work with Web3-oriented projects and run an edutainment project, Daria’s Web3 Strategy, about strategy, branding, marketing, and business development in Web3. . Daria Volkova In the first part of the article about the , I explained the classic GTM model and its features in Web3. In this part, I want to share some of the main tactics used in product launches. This is not an exhaustive list, but it gives an understanding of the techniques that can be combined and extended with your ideas. product strategy of the Web3 projects Let’s dive deep into the world of together 💫 Web3 The Power of a Token Tokens are the digital assets that make up the blockchain ecosystem. Essentially, they are the modern-day equivalent of currency and are used as a medium of exchange within the crypto economy. In simple terms, tokens are units of value transferred from one party to another over time per specific rules defined by their creators. security tokens represent an ownership stake in an underlying investment asset; utility tokens provide access to some services or products their issuing company offers. Tokens can come in different forms: Rather than spending funds on traditional marketing to entice and acquire potential customers, core developer to bring in early users, who can then be rewarded for their early contributions when network effects weren’t yet apparent or started (read about Airdrops and Retrodrops below). teams can use tokens Not only are those early users evangelists who bring more people into the network (who would like to be rewarded for their contributions similarly), but this essentially makes early users in Web3 more potent than the traditional business development or salespeople in Web2. In Web2, the primary GTM stakeholder is the customer, typically acquired via sales and marketing efforts. In Web3, an organization’s GTM stakeholders include their customers/users, developers, investors, and partners. Many Web3 companies find community roles more critical than sales and marketing roles. Build your community, and community will build your reputation and visibility Web2 can be called the period of birth and development of social networks. and many others have turned the forums of the Web1 era into interactive content Disneyland, where each user not only consumes but also creates content, becoming an independent media. Facebook, Instagram, Twitter, TikTok, Reddit, YouTube, Attention and time spent interacting with the platform and creators became the main currency. Social networks gave marketers the tools of targeted advertising, which became a game-changing feature at one time. People enthusiastically filled out their profiles, showing the algorithms detailed information about their careers, interests, hobbies, relationships, and lovely foods. Algorithms allow marketers to target advertising messages to specific audiences. With the implementation of the GDPR policy, targeted advertising has become less effective and can no longer clearly distinguish audiences by gender or age criteria. Targeted advertising is replaced by . Account-based marketing, often known as ABM, is a strategy for targeted business expansion in which the marketing and sales departments work together to provide individualized purchasing environments for a predetermined group of high-value clients. ABM is more used in the B2B direction, where the contract and vital warm contacts can be discussed for a long time. account-based marketing But Web3 has a slightly different approach to social networks. Twitter, Discord, Telegram, and Reddit are social networks friendly to blockchain projects. Also, decentralized social networks on the blockchain are actively developing, for example, . Bluesky Social, Amino, CounterSocial, Steemit, or Mastodon The question of social networks smoothly leads us to community building. And it’s necessary to mention that: connecting directly with your audience does NOT turn that audience into a community. When brands highlight their biggest fans with additional attention, utility, perks, and benefits, it's a one-way, one-to-many interaction. So if people don't interact with each other, it's not a community. The community appears only when you create conditions for members to interact with each other and create new social connections or even projects. To create a community around your project, you must talk with your community members in the same language and create a unique inner culture based on shared values. A cult-like identity that expresses itself through memes, specialized lingos like WAGMI, odd-looking profile pictures like the BAYC, and a deep longing for “moon” trips. Those elements constitute the unique Web3 culture. Some authors even create books dedicated to the topic of Web3 culture. For example, Luis Sanoja, the founder and CEO of a boutique creative agency, published a book on community building in Web3. From my perspective, to boost your chances of getting accepted, you can assist them in carrying out in-depth research about your project by: Consistently engaging them with updates on behind-the-scenes activities. Announcement of project development progress. Getting the community involved in the decision-making about key features or events. Giving rewards (tokens, branded merch, invitations) for minting NFT or launching your testnet. Making content about your team members. Leaving no questions unanswered and respectfully entertaining feedback. Setting clear goals and objectives and being upfront in fulfilling them. Painstakingly explain via long-form articles, interviews, or videos when any critical or unexpected decision is taken. Memes as a Part of Community Building The blockchain community loves to create and laugh at memes. Viral images with text overlays are another GTM tactic for Web3 organizations. Given the complexity and breadth of the cryptocurrency ecosystem and the short attention spans of social media users, memes allow information to be rapidly conveyed. To promote your project, you should create yourself and encourage your followers to create thematic memes for your project. They can be specific and not understood by everyone outside the co-community, but inside, they should be the social glue. , community goodwill, and more in a highly information-dense way. Memes can also signal belonging Work with Developer Relations (DevRel) Developer Relations (DevRel) is the technique used to ensure that one’s company, products, and developers establish deep, continuous relationships with external developers through mutual communication. According to Statista, the global developer population is expected to reach 28.7 million people by 2024, an increase of 3.2 million from the number seen in 2020. Developing a blockchain product is impossible without building relationships with developers who will implement the technology and make other products based on it. For developers to create products based on the technology, the company must establish a warm relationship with and encourage them. To do this, DevRel Engineers or Managers hold meetups and hackathons, educational and entertaining webinars, prepare user-friendly technical documentation, give away merch, and much more. A DevRel program may comprise a framework built around some or all of the following aspects: Outreach and engagement activities to create awareness and convert developers to use a product. Developer Marketing: Product documentation and education resources to aid learning and build affinity with a product and community. Developer Education: Resources like a developer portal, product, and documentation to activate the developer with the least friction. Developer Experience (DX): Activities to nurture and retain developers as they build and scale with a product. Developer Success: Nourishes a community to maintain a sustainable program. Community: are grants made from a protocol’s treasury to individuals or teams who contribute to improving the protocol. This can be an effective GTM mechanism for DAOs since developer activity is integral to a protocol’s success. Examples of projects and protocols with developer grants include Developer grants Celo, Chainlink, Compound, Ethereum, and Uniswap. For example, , which Uniswap established to help fund ecosystem development through targeted grants from the Uniswap Community Treasury. Since UGP’s launch, it has deployed ~$7M in $UNI to 122 grantees. Grants have focused on five key areas: sponsorships, community, tooling, usability, and governance. You can learn more about this program . Uniswap Grants Program (UGP) here So, DevRel is a long-time game, and the interaction process is similar to the marketing of B2B projects. That’s why if you want to make your product interesting for developers’ teams, you must sell it by demonstrating technological and business advantages. https://www.youtube.com/watch?v=qmXJq72njDI&embedable=true Partnerships and Web3 Ecosystem Collaboration Collaborate with other projects and stakeholders within the Web3 ecosystem. This can include collaborating with decentralized finance (DeFi) protocols, NFT platforms, or other dApps complimenting your project. Marketers of Web2 and love partnerships because this is an excellent opportunity to increase your audience at the expense of another company and show your product from a new angle. However, partnerships in Web3 are built not only on ideological compatibility but also on technological compatibility, and this, in turn, can be the beginning of building an ecosystem. Web3 projects I love how the project builds an ecosystem with partners and stakeholders. Here is part of the partner group: 1inch And here is another example, , which collaborates with many Web3 projects, enterprises, and even some governments: Polygon Technologies Airdrops and Retrodrops These types of activities are possible only in token-based projects: - a blockchain-based project that uses an airdrop as part of a more extensive marketing campaign is known as a project that uses cryptocurrency. These coins or tokens are directly deposited into the user’s cryptocurrency wallet. Airdrop is when a crypto project (blockchain or DApps) distributes its tokens to users for free. The tokens are given out for early activity in the project. If you tested or used the project before it launched its token, you might be among the lucky ones who received the airdrop. Retrodrop In November 2021, the protocol distributed 25 million ENS DAO tokens via an airdrop. Similarly, a popular decentralized exchange, , conducted a retroactive airdrop for its users in late 2020. The list continues with , and more. Ethereum Name Service (ENS) Uniswap Trust Wallet Token (TWT), Basic Attention Token (BAT) In October 2022, the team thanked the supporters who launched the testnet or minted an NFT. The user could receive 300 or 150 APT tokens for each action. At the time of launch, the token cost was $8.55. Aptos Such projects as and others made hype around their brands using airdrops and retro drops in their GTM. Arbitrum, Blur, As of this writing, the most anticipated token drops are possible from and Such images, as the picture below, are viral on the Internet, and many scammers exploit people's greed to get rich on fake airdrop messages or create hyped content to attract the attention of freebies. zkSync LayerZero. The platform named posts the verified projects launching their airdrops. If you plan to release your own, it’s a good idea to be released on Coinlist. Coinlist Despite the popularity of drops among Web3 projects, you should be careful with this tool. Users like to receive tokens for free or for testing the network, but after the drop, you need to understand what to do with the audience. For example, create a DAO whose members will be holders of your tokens. DAO is the next stage of the Community Building The abbreviation DAO stands for , and it's a digital organization run by a set of rules encoded on a blockchain. These rules are enforced by smart contracts, which are self-executing contracts with the terms of the agreement directly written into code. Decentralized Autonomous Organization A DAO is decentralized, meaning it is not controlled by any single entity but rather by a group of stakeholders who can make decisions about the organization's activities and development. These stakeholders are usually token holders with a specific cryptocurrency associated with the DAO. The results from innovations in blockchain technology, such as smart contracts, on-chain governance, empowered community members redefining how decisions are made, and new organizational and legal structures without a central authority. But not all DAOs are equal. success of DAOs in the crypto community According to , there are three types of situations where decentralization is essential: Vitalik Buterin , where pluralism and even naive forms of compromise are, on average, likely to outperform the coherency and focus from centralization. Decentralization for making better decisions in concave environments : applications that must continue functioning while resisting attacks from powerful external actors. Decentralization for censorship resistance : applications where DAOs take on nation-state-like functions like basic infrastructure provision, so traits like predictability, robustness, and neutrality are valued above efficiency. Decentralization as credible fairness All types of DAOs are described in my video. You can watch it to learn more about this instrument of community development: https://youtu.be/7N344K3sS-Q?embedable=true Metrics and Data Analysis Establish key performance indicators (KPIs) to measure the success of your go-to-market strategies. Use data analysis to refine your marketing approach continuously. Analytics platforms like provide real-time and retrospective data helping to analyze the current state and predict Web3 market trends. Etherscan, Messari, CoinGecko, DappRadar, Token Terminal, Dune Analytics, and L2Beat Such platforms and tools help founders, product managers, and marketers create data-driven strategic visions and execute tactics. I shared about my favorite data providers in my vlog. So, you can learn more about the tools to use if you need to analyze and interpret information from Web3 sources: https://youtu.be/4pmOZHxLXp8?embedable=true Conclusion Instead of optimizing for headcount growth or revenue and profitability, founders might be optimizing for protocol usage and the quality of the community. Web3 is a venture, and the main task of such projects is to interest people and form the idea of a new reality. The bottom line is this: focus on creating value for the community first, and the money will come. Founders must adapt to environments in which no hierarchical power structures exist and where they are one of many actors championing the success of a given project. The Web3 space is dynamic, and what works today might need adjustments in the future. Always be open to learning, adapting, and embracing the fast-paced nature of the decentralized web. Good luck with discovering and implementing your ideas in the Web3 space ❤️‍🔥 Also published . here

Launching a Web3 Project in 2024: My Go-To-Market Strategy (Part 2)

2023 সালে একটি ওয়েব3 প্রকল্প চালু করা: আমার বাজারে যাওয়ার কৌশল (পর্ব 2)

Starten eines Web3-Projekts im Jahr 2023: Meine Go-To-Market-Strategie (Teil 2)

Lanzamiento de un proyecto Web3 en 2023: mi estrategia de comercialización (Parte 2)

Lancer un projet Web3 en 2023 : ma stratégie de mise sur le marché (partie 2)

2023 में एक वेब3 प्रोजेक्ट लॉन्च करना: मेरी बाज़ार में जाने की रणनीति (भाग 2)

2023 年に Web3 プロジェクトを立ち上げる: 私の市場開拓戦略 (パート 2)

2023년 Web3 프로젝트 출시: 나의 시장 진출 전략(2부)

Lançando um projeto Web3 em 2023: minha estratégia de entrada no mercado (parte 2)

2023'te Web3 Projesini Başlatmak: Pazara Çıkış Stratejim (Bölüm 2)

Khởi động Dự án Web3 vào năm 2023: Chiến lược tiếp cận thị trường của tôi (Phần 2)

2023 年启动 Web3 项目：我的市场进入策略（第 2 部分）

A few weeks ago, I got a notification, Drake and The Weeknd may have just released a new track! Truth be told, these are 2 of my favorite music artists and with those 2 in a music collaboration. So, I rushed to Spotify and listened to "Heart on my Sleeves" and truly, it did sound amazing, only to find out a day or 2 later that this just happened to be AI-generated/Deepfake music. In interviews which involved several music analysts and musicians, they expressed their shock at how good this Deepfake music was, leaving no clue whatsoever of it being fake. conducted by CBC News technology has been on the rise for decades and in recent years, deepfakes have become more accessible and advanced, thanks to the development of powerful and versatile generative models, such as autoencoders and generative adversarial networks. But this only makes it harder for us to distinguish between what is real and what is unreal. Deepfake In this article, we will explain what Deepfake Technology is, the rise of the technology, how it works, and its positive and negative impacts on individuals and society. Let's explore! The section How Deep Fake Technology Works was improved by AI Disclaimer: What is Deepfake Technology? DeepFakes are AI-generated videos and images that can alter or fabricate the reality of people, events, and objects. This technology is a type of artificial intelligence that can create or manipulate images, videos, and audio that look and sound realistic but are not authentic. Deepfake technology uses machine learning algorithms to analyze and learn from real data, such as photos, videos, and voices of people, and then generate new data that resembles the original but with some changes. Deepfake Technology Overview Deepfake technology works by using Artificial Neural Networks (ANNs), which are computer systems that can learn from data and perform tasks that normally require human intelligence. ANNs can analyze and learn from real images, videos, and audio of people, and then generate new data that resembles the original but with some changes. To create a deepfake, a developer usually needs two types of ANNs: a generator and a discriminator. The generator creates fake data, such as a new face or a new voice, based on the input data, such as a source video or image. The discriminator evaluates how realistic or fake the generated data is, and gives feedback to the generator to improve its output. This process is repeated until the generator produces convincing data that can fool the discriminator. This combination of generator and discriminator ANNs is called a . Generative Adversarial Network (GAN) For example, to create a deepfake video of someone saying something they never said, a developer would need a source video of the person, a target audio of what they want them to say, and a GAN system. The GAN system would use the source video to learn the facial features and expressions of the person and use the target audio to generate lip movements that match the speech. The generator would then create a new video that combines the original face with the new lip movements, while the discriminator would check how realistic or fake the new video is. The generator would keep improving its output until it passes the discriminator's test. Types of Deepfake Technology This can be classified based on the input and output modalities, such as images, videos, or audio. Some of the types of deepfake technology are: This type of deepfake technology replaces the face of one person in an image or video with the face of another person. Face-swapping can be done for various purposes, such as entertainment, parody, satire, or impersonation. A face-swapping deepfake can show a celebrity's face on a porn star's body, or a politician's face on a comedian's body. Face Swapping: This type of deepfake technology creates a new face from scratch or based on some attributes, such as age, gender, or ethnicity. Face synthesis is often carried out for purposes such as art, education, or identity protection. A face synthesis deepfake can show a realistic-looking person that does not exist or a person with a different appearance than their real one. An example is Dall-E. Face Synthesis: This type of deepfake technology modifies the lip movements of a person in a video to match a given audio input. This can be done for various purposes, such as dubbing, translation, or manipulation. Lip Sync: This type of deepfake technology generates a synthetic voice that mimics the voice of a given person, often done for entertainment, communication, or fraud. AI can be used to create realistic and convincing visual content that can be used for various purposes, such as education, entertainment, art, and communication. Some of the ways AI can create visual content are: Voice Cloning: To understand this concept better, let's consider the following scenarios where deep fake technology was used; A giving a speech that he never gave, created by comedian Jordan Peele. deepfake video of former US president Barack Obama A boasting about having billions of people's data, was created by artists Bill Posters and Daniel Howe. deepfake video of Facebook CEO Mark Zuckerberg doing various stunts and jokes, created by TikTok user @deeptomcruise. Deepfake videos of actor Tom Cruise A allows users to swap their faces with celebrities in videos and gifs. deepfake app called Reface A allows users to make themselves or others sing and dance in videos. deepfake app called Wombo The Positive Impacts of Deepfake Technology Although Deepfake technology is widely criticized for its potential to spread misinformation, harm privacy, and damage reputations, there are still some positive impacts that are worth considering, some of which include: Creation of stunning visual effects for movies, TV shows, games, and other forms of entertainment by helping filmmakers and 3D artists create realistic and immersive scenes, characters, and effects. Deepfakes can be used to revive deceased actors/stars, de-age or age actors, dub voices in different languages, or enhance facial expressions. An example is bringing back Peter Cushing in Rogue One: A Star Wars Story, or creating realistic digital avatars of celebrities, such as Tom Cruise on TikTok. Protection of personal identity by concealing or altering one's identity online, such as using a different face or voice for video calls, social media posts, or online gaming. This can help protect one's privacy and security from unwanted attention or harassment. Creation of realistic scenarios for professional training purposes, such as medical simulations, emergency drills, or language learning. An example is generated AI avatars that can interact with trainees and provide feedback. Generation of synthetic data for scientific experiments, like testing new drugs, studying human behavior, or exploring new phenomena. It can create virtual patients that can protect the privacy of real ones. Minimizing the cost and time of producing high-quality content, such as advertising, education, or entertainment. For example, it can replace expensive actors, models, or locations with cheaper alternatives. In politics, deepfakes can help politicians and activists communicate their messages and causes. The technology can be used to create persuasive speeches, campaigns, or public service announcements, or to translate speeches into different languages or dialects. In education, Deepfakes can help teachers and students enhance their learning experiences. It can create interactive lessons, simulations, or demonstrations, or bring historical figures or events to life. The Negative Impacts of Deepfake Technology Notwithstanding the positive impact of this amazing technology, there are some pronounced negative impacts that can generate ripple effects in any scenario. These negative impacts include: Undermining the trustworthiness and reliability of information sources and media platforms; making it harder for people to distinguish between real and fake content. Manipulation of public opinion or influence elections by spreading false or misleading information about political figures or events. Extortion of money or favours from people by threatening to expose them with fabricated evidence of wrongdoing or compromising situations. Creation of non-consensual pornography of celebrities or ordinary people; violating their privacy and dignity. Creation of fake identities or accounts, such as bots, trolls, or impostors, using the likeness of real or fictitious people. It can be used to scam people by impersonating their relatives, friends, or authorities. Final Thoughts Deepfake technology is a powerful and versatile tool that can create realistic and convincing synthetic representations of speech and actions. This technology has had a long history with more and more efforts dedicated daily to creating better ways to make the products of the technology much more believable and almost identical. Deepfakes have some positive implications, however, it also poses significant challenges and risks for individuals and society. Hence, more research is needed to trim down the negatives of this technology. In our next article, we will be looking explicitly at the dangers of Deepfake Technology and the steps made to cut down on its excesses.

The Rise of Deepfake Technology: Navigating the Realm of AI-Generated Images & Videos

"I've been in crypto since 2017, and it was really white male bro culture. Being in the Metaverse has been way better in terms of diversity, and I think it's improving all the time; there are still a lot of things we can do to improve it, but that's one of the values I hold close to my heart.", says Tangpoko, Decentraland citizen I just met online. Tangpoko and her team, the Babydolls, are the largest and most-respected group of metaverse influencers in Decentraland (DCL). Their mission is to introduce and launch artists, brands, and content creators into the DCL ecosystem, building meaningful connections with the community. The crazy thing about our meeting online is that we have the worst time difference; we haven't seen each other IRL, and I don't even know Tang's first name, so I keep calling her Tang (I was not either sure I should call Tang ). Yet, despite all this unknowingness, we find so many similarities between us while talking. she How did you get in into the Metaverse space? I got into crypto in 2017, I fell in love with bitcoin, and I fell in love with the idea of P2P transactions. Overall, I loved having better control of my finances as an independent woman. I know that I always felt uncomfortable finding out information about investments and talking to corporations and bankers about what I wanted to do with my money. So bitcoin gave me real freedom as a female to make my own decisions financially. Of course, I bought just during the bull run in 2017, and I HODL'ed all the way for a couple of years, so I learned some lessons. (laughing) Then in 2021, when everyone was talking about the NFTs, I saw an artist called Krista Kim, she made an architectural NFT called Mars House, and I really loved the idea of making a 3-dimensional immersive space as an NFT. Until that point, all the NFTs I have seen were like PFP and 2D projects. So this was the first one I saw as a 3D immersive space that touched me. And that was something I wanted to get involved with. I've been lucky in my life to have been surrounded by incredible 3D artists and 3D coders, so it was pretty easy to get a team together and let them understand my vision, and we started thinking about immersive environments that we could make into an NFT. I realized, though, that I couldn't visit Mars house. I couldn't visit any of the immersive environments I was talking about. I could only see them on Opensea. I wanted to find a world where I could put this NFT, so I could visit and truly immerse myself in it. Then, be able to invite my friends to come and immerse themselves too. And that's when I started discovering different Metaverses. How did you end up in Decentraland? Decentraland was one of the first worlds I went to, and I remember hearing about it in 2018 or 2019. I remember thinking, like - what? People are paying this much for digital land? That's crazy! So I was intrigued, but also, I was kind of timid. And then, a few years later, here I am, deep into it. I got a little bit into wearables design, and I noticed there were not a lot of females in the space, and because of that, there were not a lot of female wearables, so I focused on trying to make things really just what I would like to wear. I made a cute little pink outfit that people really loved, and it was the first ultra-feminine dolly sort of look in Decentraland. It caught on like a craze, and a few other girls decided to buy the suit. And we ended up hanging out together, and we ended up forming a group called DCL Babydolls. So this is how DCL Babydolls were born? Yeah, we were just a bunch of friends who loved hanging out at parties and promoting our friends, promoting artists we like, and just really focusing on spreading love and creativity. For me, it was a way to meet new people and make them feel like they belonged to a party. Sometimes I think it could be a lot of OG culture when I first came to Decentraland, and it was difficult to feel like you were included in something. One thing that Babydolls are always known really well is to make people feel like they belong to a party. So welcome, keep coming to Decentraland because there's a place for you! Have you ever met any of those people in real life? For me, it has been completely virtual. Would you like to meet someone, though? Yeah, that's an interesting question. I think it's got a few different answers. And if you'd asked me a few months ago, I would say no way. I really prefer my anonymity, just because there's some kind of magic involved in having just a completely alternative life and alter ego. But, still, there's also, realistically, most of us are heavily into crypto, and you don't necessarily want your real-life identity to be attached to your digital identity. And also some questions of security as well. However, the community is getting so close now, and I have seen people meet up in real life at NFT NYC, and they look like they're having so much fun, and there's just a connection when you meet somebody in real life that maybe it can't be reproduced virtually. So I think maybe, maybe, I will meet someone in real life one day. There's a purity to it when you don't worry about someone's race or gender or age or ability, or social/economic status. It's just my intellectual mind meeting your intellectual mind. There's honesty there, I'd like to think, and purity. Did you have any graphic design background? I did. I went to design school and was a photographer for a couple of years. I have always been good with computer design, and I have always had an artistic background. When I came into the Metaverse, I was looking to enter with the eyes of an artist. But I would say that the job that helped me the most in what I'm doing now is actually the job I had right before college, I was a bartender for a couple of years, and I think that running a Doll House is a lot like managing a bar. You have your regular customers, trying to make sure that everybody's needs are met, and you're trying to community build and, you know, introduce this guy to that guy because you know they have something in common, and you trying to make friendships and even relationships between people. That was the stuff I did at the bar. I think of all the jobs I had drawn most of that experience to try to do good at the Doll House. How did the Doll House become a reality? I don't think I went into it with the idea of having a party house. We were a group of friends hanging around the Metaverse. It was really a way for us to have a home base. I have a company called House of Tang, that was already doing a lot of building around Decentraland, so I really wanted Babydolls to have a place to call their own, so instead of just going to other people's parties, we could throw parties for the people we want to support and promote. It was really popular from the very first grand opening night. Some of the events I worked on that I'm really proud of is our collaboration with Mixcloud. We had a month-long partnership, where every Monday, we brought in like three real-life female DJs. We did it in collaboration with another girl group from the real world in Chicago called Babes Only. So Babes Only and I worked together to bring two or three DJs once a week that had never been in the Metaverse and kind of launched them and introduced them to a new crowd of fans. So Mixcloud sponsored the event. It was a really great event, which gave us a new mission - to be a launchpad for DJs in the Metaverse. That was something we've done consistently for the last few months. I really like to focus on female DJs whenever I can, and certainly DJs that come from underrepresented groups and just trying to bring them into the web3, get them to understand what kind of connection you can make with fans during this, really immersive experience. I think I onboarded over 20 DJs so far in 5 or 6 months. So the question that keeps bothering me is, are you doing this full-time? I do have a company in real life that I am neglecting , but luckily it's a good company, it's a good business, so I can do a little bit of work in real life and a lot of work in the Metaverse and still manage to put bread on the table. (laughing) Do you feel like you would ever like to go fully into Metaverse? 100 percent absolutely. I'd love to go full-time Metaverse. I've been super lucky to work with some incredible brands, which has been a huge amount of inspiration and education on how women can be at the forefront of the next digital era. It's been really inspiring to me to meet these incredible women who have been making changes whenever they go. What's the thing that is missing right now in Decentraland? I think daily users need to increase on Dcentraland, but how do we do that? First, we need to get some of the technical issues that Decentraland has under control. When we talk about onboarding thousands of new users daily, I think we need to ensure that our system can handle it. It's just that you can't get attraction from people if they come into Decentraland and can't log in properly because of a glitchy system, or they can't meet up with their friends because somehow we're not going on the same realm on the same island. So you will never get them to come back, no matter how good your event is or how great a party at Doll House is. If they can't get there, they will not come back. What is so special about Decentraland? There are a lot of Metaverses right now, and I think we need to tell them how much innovation there is for the average person in Decentraland and how easy it is to find people to create with and it's such a great and diverse community, I don't know any other Metaverse that has the strength of the community that we have. It's small right now, but it's strong! And a lot of that has to do with the ecosystem of digital ownership, of self-governance. There are ideals that Decentraland has that other Metaverses don't have, and I think we don't push that message enough to people. I think people just think, well, it's either the Sandbox or is it Decentraland or Monoverse, and we need to push WHY Decentraland is the best, and that's because it's fully owned by its users. And this is very important that you don't have a middleman. And the money you put in Decentraland, you can still take out and trade your NFTs on Opensea. It's just not a corporate money pit. I think you'll see a very different Decentraland for the next year because the citizens themselves are mobilizing to make it a better place. How will wearables change in time? What do you think about buzzword utility? Most of the time, creators to make utility, whether in fashion getting a phi-digital item, along with your digital item, or gaining access to certain perks, or real-life events or events in Decentraland. So having the ability to add utility to that stuff is a really cool thing, I think. Is it necessary? Nah, not, but it does add to it. And then, in that sense, you should charge more for it. need Also, it's hard to self-promote, you know, especially as a female, you were told to not show off and not talk about yourself too much, so it's been difficult for people, I think to sell-promote. Men are very good at self-promoting, but women struggle with it a lot. What the future holds for Tangpoko? I was just invited to join women in the web3 advisory council for the Elite World Group. So Elite World Group is a model and talent agency, one of the biggest in the world. They are really jumping into the web3 space. They're starting to look out for influencers inside the Metaverse and looking at talented media in the next digital era. We will focus a lot on fashion, particularly women's innovation and diversity in fashion. Together we will work on uplifting women in Decentraland. Follow Tang ! here

Uplifting women in the Metaverse. Interview with Tangpoko

How do you analyze unstructured data? Enterprises constantly deal with large volumes of data coming in from many sources, such as business documents, emails, and web meetings, usually in the forma of images, videos, and large text files. Since most of this data is unstructured, it doesn’t fit neatly into relational databases, unlike structured data, therefore making it challenging to manage and analyze. In fact, according to statistics by Aparavi, reported that unstructured data is growing much faster than other business data. 71% of enterprises However, unstructured data provides valuable insights to businesses, such as complete explanations, descriptions, and predictions of customer behavior and demand in the market for enhanced decision-making. So you should know how to analyze unstructured data to help you achieve your enterprise goals and objectives in an optimal manner, while also . keeping your data analysis costs down In this article, we’ll look at how to analyze and process unstructured data in 5 simple steps. Let’s get started. 1. Data Collection The first step in processing unstructured data is collecting it. However, the data you collect depends on what you’re looking to achieve. Remember, although you may have a lot of unstructured data coming in from internal and external sources like social media and news reports, not all of it will be useful. For example, if you want to gain insights on your social media marketing campaign, you may want to analyze the hashtags related to the campaign to determine if they are negative or positive instead of analyzing all the generated social media content. Often referred to as qualitative data, unstructured data mainly contains subjective judgments, opinions, and sentiments regarding your business in the form of text, images, and audio files that most analytics software tools can’t directly collect. For this reason, the first step on how to analyze unstructured data is to collect it using tools such as questionnaires, surveys, and emails or in real-time through AI technologies. Once you administer them to your target audience, for example through your website or on social media, the responses you get are a source of unstructured data. This way, you get better insights on your customer needs and determine the endeavors that may require extra effort for more optimal business performance. If most of your unstructured data comes from files and documents locked in legacy systems, you can also employ the use of intelligence document processing software to fetch all this information and avail it for your data analysis purposes. Afterward, secure your data against loss by storing it in data lake repositories in its native format to preserve metadata for future analysis. 2. Preprocessing This essentially means cleaning unstructured data to make it usable. Unstructured data often comes with irrelevant and repetitive texts and symbols, like emojis, email signatures, and banner ads that may not necessarily add any value in your unstructured data analysis venture. How to handle unstructured data best at this stage is by If you are still not experienced at this then will get you some hands-on practice on preprocessing and cleaning unstructured data. filtering and deleting the unnecessary data because it ends up skewing your data analysis results. these data analytics project ideas Start by creating a copy of the original file. Expand informal or handwritten text to make it more legible so that the valuable information is better captured. Next, run simple word processing tasks, such as removing repeated words, URL links, and special characters. Read through the unstructured text to make sure words are used appropriately then run spell check to eliminate errors you may have missed. To make your work easier, you can employ the use of AI technologies for processing unstructured data. For example, an email cleaner that automatically removes legal clauses, signatures, and previous replies within a thread so that you only remain with the actual response. In addition to that, you can leverage intelligent document processing that uses natural language processing and image recognition to extract only relevant text from large text files of unstructured data and separate facts from opinions. 3. Structuring Although unstructured data is critical for decision-making in your enterprise, its lack of organization makes processing a tad bit challenging, if not overwhelming. When manpower is relied upon to extract useful business insights from customer calls, survey responses, and news reports, it takes long hours that could be directed towards core business processes like resource management. Structuring unstructured data, in this case, is therefore key to organizing it neatly into columns and rows in predefined relational databases, which makes it easy to access and synchronize across the business. It is, therefore, critical that you learn how to analyze unstructured data by breaking it down using text analysis machine learning programs that leverage natural language processing algorithms. The process of involves, among other things, prioritizing parts of it, for example tagging parts of speech to classify entities, such as “location”, “gender” or “age”. making data clean You can also use other unstructured data analysis techniques, such as tokenization, lemmatization, and stemming through content intelligence tools to transform unstructured text into structured data that is easily understood by machines. By comparing your now structured data to similarly prepared data, you can easily search for patterns and deviations to make interpretations for example on customer demand shifts and new marketing campaign targets.. 4. Analysis Once you have all your unstructured data structured, the next step is learning how to analyze the data to derive actionable insights that are beneficial to your enterprise decision-making. Depending on your enterprise goals or what you’re trying to achieve with unstructured data analysis, you can at this point calculate the metrics you need, for example how visits to your website and social media, as well as clicks on your ads are translating into sales for a higher ROI. However, even after processing unstructured data and structuring it, depending on manual effort to analyze it will not give you the best results in a timely manner. Some of the insights may not be visible to the naked human eye. It is, therefore, essential to leverage content intelligence technologies, such as pattern recognition tools that can determine patterns within the data regarding customer behavior. In fact, I’d say that incorporating an operational analytics engine is the best way you can because contrary to offline analytics, these power real-time decision making. turn big data into big success This way, you can determine if you are targeting the right audience for your products using your content strategies and marketing campaigns. You can also perform sentiment analysis on your data to determine customer pain points. Accordingly, use predictive analytics tools to determine the right direction to take regarding the products you put out into the market and get predictions on how they will perform in the future. 5. Visualization Can you draw actionable conclusions from unstructured data analysis? YES. You definitely can, and this is by visualizing the results using data analytics tools to simplify the decision-making process. unlike going through data that is still in the form of text and symbols while trying to make sense of it. Creating visuals, such as charts and graphs makes it easier to compare and comprehend data Instead of creating visuals manually, which is time-intensive and error-prone, leverage an all-in-one business intelligence platform that uses machine learning algorithms to run your analysis, perform automatic calculations and create visuals for you. This is usually based on topics frequently spoken about by customers, their sentiments, and frequently used keywords. As a result, you can easily consume and present the information to staff in your enterprise, draw actionable conclusions on overall trends, and make suitable recommendations based on the data for improved business performance. One of Phronesis Partners' clients wanted to improve their sales performance, but for that they would have to use traditional tools like Excel to analyze and visualize data to compare their performance with other product categories. However, this was not an optimal option for preparing visually compelling presentations. But , they were able to visualize the complete data set and present the required insights. after implementing Tableau In fact, amazing visualization tools like Tableau enable you to make real time changes by editing and appending additional back-end data. Conclusion Unstructured data analysis is essential for decision-making in your business, for example when it comes to audiences to target and directions to take with product marketing campaigns. However, in its raw format, such as audio transcripts and social media mentions, you can hardly derive any actionable insights to improve your business performance. It is, therefore, necessary to learn and understand . how to handle unstructured data so that you can structure, analyze, and draw conclusions from it Having gone through the 5 simple steps on how to analyze unstructured data, I hope you can incorporate them and use business intelligence tools to simplify the entire data analysis process. Have you tried unstructured data analysis and processing before? Please share your thoughts in the comments below.

How to Analyze and Process Unstructured Data in 5 Simple Steps

Facial Recognition Benefits, Applications, and Issues Businesses Should Consider

It's for one corporate entity to govern the conversations of a global audience. not practical or sustainable That's why the focus is shifting away from mega-social networks back to more manageable, human-friendly independent communities. What is an independent community? It's a space for peer to peer conversation online, which is owned and run by an individual or small organization. Think of it as the community version of an independent bookstore (where Facebook = Amazon). There are many reasons why global social community governance is not sustainable. (And I won't argue with anyone who says that Facebook isn't actually a community, but they claim to be so fair game.) Diverse Languages & Cultures Topics and images that are totally acceptable in one country (or region) are punishable by imprisonment in another country. You can toggle languages in most of the big social networks, but simply translating words into another language does not account for the nuance or cultural values expressed in those words. A does not work. one-size-fits-all approach to content moderation In an independent community, the owner typically provides posting guidelines that are appropriate to the specific audience of that community.  Instead of having a global police force, you have a "beat cop," who knows the neighborhood and its residents. Censorship Pressures We've already seen numerous incidents of political takedown requests, from all sides of the political spectrum and from around the world. . We've seen governments push content decisions on US-based social tech companies When communities are built within the structure of a "borderless" social network, these decisions can have unintended consequences on the ground, where there ARE borders. And why should a team of employees at a US-based company be tasked with being the world's thought police? Privately held companies have every right to control what is shared in spaces they provide online. Where things get shady is when content is selectively taken down, or rules are enforced unevenly or non-transparently. Within a smaller, independent community, there is an explicit understanding that the site owner can set content guidelines and then delete content that violates those guidelines. The disgruntled member's recourse is to simply complain and/or move to a different community. It will not trigger an international incident if Joe's song is deleted from the Sea Shanty Songwriters Community because it was Death Metal. Big tech's posting guidelines are mostly unwritten, frequently shifting, and enforced mostly without recourse. The Limits of Artificial Intelligence One way big tech has tried to deal with the firehose of content is by resorting to AI, which is imperfect and can be biased as well. (In fact, the to make decisions about our personal lives.) EU is currently exploring ways to curb the use of AI AI tends to cause a lot of "bycatch," which is the unintentional netting of innocent fish/content with a big net. Cue the " ." overtly sexual cow The typical indie community is a manageable size and can scale moderation along with member growth, allowing humans to determine just how sexy the cow is allowed to be. Human Content Moderators Are Being Harmed How would you go about reviewing 2,880 reported pieces of content in a 24 hour period? That's the expectation for each Facebook content moderation contractor reviewing reported content. The sheer volume of content is overwhelming the teams tasked with doing the reviews, and . it is taking a human toll When you decentralize the content into purpose-built communities, you also alleviate the command-and-control pressure to vet the most violent and extreme content by a single team of moderators. No community is a utopia, but the personality scuffles and bad content that the average independent community moderator deals with is a cakewalk compared to the tsunami of evil facing the contract content moderation workers in the social network economy. Regulatory Concerns Facebook has had to segregate EU member data to comply with the privacy rules of GDPR. With a so-called "borderless" community that spans the globe, you need to account for hundreds of unique (and some conflicting) regulations regarding data privacy, copyright, and child protection. Complying with every tech regulation in every country in real-time is not feasible. In the world of independent communities, compliance is much simpler. The vast majority of groups don't meet the threshold (revenue or amount of data) to be required to comply. They have ownership based in a specific country and therefore can deal with that country's regulations if necessary. And many indie community tools provide simple compliance mechanisms for consent, privacy enforcement, or age checks. Algorithms How do I know that the post I just shared on a social network will be seen by anyone? In the world of big tech, I have no reliable way to ensure that my content is seen by the intended audience without algorithmic throttling. Creating an algorithm that effectively serves up the best, most interesting, most engaging content on a global scale is not sustainable, and not appealing to the consumer anyway. (Facebook is finally adding an option to see a , so perhaps they've reached this conclusion too.) chronological feed The simple beauty of an indie group is that I can share something and feel confident that everyone who is interested will see it. I have a direct, uninterrupted connection with the other members of the community. Shady Monetization Practices Lots of ink has been spilled over the ways big tech vacuums up and then monetizes the personal data and behavioral data of its billions of users. The entire premise of big social networks is that the user gets "free" access to a service that connects them with other people, in exchange for being targeted with ads. But the everyday practicalities of harvesting data for targeting and then serving up those ads are staggering. How do you provide enough targeting data for ads to be relevant, but without allowing, say, racial profiling? How do you inform the users in detail about where their data is going (lots of it is going cross-platform and cross-border). Independent communities can offer value propositions that can withstand daylight. Sponsored groups, premium memberships, and paid-only content are easy transactions for a small community. No global tracking, no clickbait, and no secret targeting. If I'm in a fishing forum, I actually love to see an ad for the newest tackle box. Heck, I might be more likely to click on it too. The Need for Anonymity Global, borderless social networks have a hard time with anonymity too. There are many legitimate reasons why a community member might prefer to use a pseudonym. Journalism, unpopular political speech, discussing sensitive medical challenges--- all of these are reasons to use anonymous accounts. But big tech has decided to prioritize security concerns above the need for anonymity. Within the context of a huge, worldwide conversation, it's easier to force identity verification than to deal with the potential content moderation challenges of removing speech accountability. This can have on participation by those groups who are legitimately afraid to reveal their name and friend circles. a chilling effect In Conclusion All of these reasons make it impractical and not feasible over the long term to govern the conversations of a global audience within a single, massive social space. We are in the midst of a tectonic shift back toward the niche communities and independent groups that built the Internet in the first place. And I'm here for it. Photo by Sven Fischer on Unsplash

It's Time to Return to Indie Communities

The digital revolution is at a tipping point. It’s time to rethink why, what, and how we teach. Reinventing education is a challenging but urgent task. We are witnessing an exponential growth of technology. Artificial intelligence, sensors, data-analytics, and blockchain (to name a few) are amplifying and accelerating each other. This will lead to new applications across all areas of the economy and society in 2019. In a digital age, any new approach to education needs to adopt a more “skills-based” focus that aims to build creativity. After all, we (and in particular the next generation) must be prepared to live and work more closely with intelligent, networked machines. The main focus of education shouldn’t be on the transfer of knowledge of standardized processes and procedures (these will certainly be automated) but on cultivating innovative and creative skills that cannot easily be replicated by machines. In a world of smart technologies, a premium will be put on the most human of qualities; our capacity for unique and highly personalized forms of self-expression. And all education needs to be re-organized around this goal. , but I want to make it more concrete for 2019. Think about it as my New Year’s resolution. I have written about this issue before We need to get more serious about teaching the skills relevant for a digital age. I’ve already made significant changes to my courses, focusing more on developing student creativity. But next year, I want to go even further by introducing three “new” components: (1) “multidisciplinary collaboration,” (2) “visionary thinking,” and (3) “EdTech.” #Multidisciplinary Collaboration The Industrial Revolution of the 19th century was the starting point for the process-oriented and proceduralized society we know today. Standardized product development, manufacturing and supply chain processes created efficiencies and led to economic growth and social welfare. Specialization became important. Of course, people still had to work in teams, but each discipline had its responsibilities, and team members relied on each other to bring a unique expertise to the table. Teamwork and collaboration are also crucial to the development of digital technologies and their applications. However, the transition from products to services and the shift in business models from “pipes” (where products are being continually pushed out to consumers) to “platforms” (where stakeholders are creating services/value together) entails that co-creation has become much more important. This means that “multidisciplinary teams” work more closely together. This means that everyone needs to operate beyond their specialty. This has had an enormous impact on team dynamics. Team members need a different skillset in the so-called platform economy. To co-create, it is vital that the members speak each other’s’ language, or at least understand one another. A more open and curious mindset has become a pre-requisite to the success of all teams. Multidisciplinary collaboration must be taught. It needs to become a mandatory part of every curriculum at any level or age. Of course, we still need specialists, but more than ever they have to be open-minded, be able to listen and master the skills to collaborate and communicate effectively. #Visionary Thinking There are plenty of examples of technological disruption. But after watching this Coldfusion video on YouTube, it became clear that companies are not being disrupted by the technologies themselves. Instead, they suffer from a lack of “vision.” When confronted with new technological developments/new technologies (even when they are offered to them), CEOs and other executives point to a long list of inefficiencies concerning the usability, reliability, and adaptability of the new technologies. The telephone was just a “toy.” Television was “boring” (compared to the cinema experience). The energy use of computers was off the charts, preventing it from becoming a mainstream product. Modern smartphones didn’t have a “real keyboard” (and were thus not suitable for business people). In each case, the executives didn’t see the potential of new technologies to disrupt established markets and to become commercially attractive. In each case, there was a failure of vision. Of course, it is too simple to say that we need more visionaries. History shows that these visionaries (who were in the more than twenty years ago referred to as “the rebels, the troublemakers, the crazy ones, or the geniuses”) are hard to find. Apple Think Different campaign This doesn’t mean that we should not pay more attention to the creation of new and fresh perspectives in our educational programs. Again, we are at a tipping point. Technological disruption has become “normalized” and a routine part of everyday work and life. The consequences of the technological revolution go much further than the disruption of a company. Ignoring the speed and magnitude of the disruptive potential of digital technologies could be “catastrophic.” It is, therefore, necessary to teach students the capacity to develop constantly a fresh and new perspective and to revisit the wisdom of the often long-held assumptions, theories, and business models. That is not to say that these models are always wrong, but the capacity for critical thinking helps the students to maintain an open and fresh view of the world. With the developments in artificial intelligence and decentralized technologies (such as blockchain), maintaining a fresh perspective has become a must-have skill. We need more diversity rather than people that know how to follow and execute processes and procedures. _On a dreary Wednesday lunchtime in October, more than 300 students are packed into one of University College London's…_qz.com The re-education of Economics 101 #EdTech EdTech (or education technology) has a broad definition. It includes everything from the straightforward use of computers to entire online teaching platforms, mobile learning applications, gamification and augmented and virtual reality solutions. In short, it aims to use digital technologies to disrupt education. EdTech companies have been around for about a decade now. Companies in this area started to attract attention from angels, venture capitalists and other risk capital investors in 2010. Looking at the investment data, it appears that there is already a decline in interest in EdTech. Investments in EdTech. Source: Crunchbase Yet, EdTech companies can be expected to generate more attention in 2019. But when I discuss developments in EdTech with my colleagues, it appears that they are still far from up to speed with the latest technologies. The EdTech industry is currently dominated by technologists without the necessary educational experience. But I expect that educators will become more involved next year. For sure, their attitude towards EdTech need to change. It creates significant opportunities to deliver the combination of technological, collaborative and vision-based skills that are necessary in a digital age. What is more important is that EdTech solutions are necessary to develop a learning architecture that helps kickstart the critical . And mastering the cycle of self-learning is essential to enable students to learn continually, study and adapt to the new technological developments. cycle of self-learning So, What About “How”? I am currently working on setting up partnerships with “EdTech” companies that integrate “EdTech” solutions and strategies in my program/courses. Multidisciplinary collaborations will be stimulated by organizing “hackathons” and other assignments. Teaching “visionary thinking” will be more challenging. One thing is certain. To “produce” thinkers, I need to behave less like a traditional teacher pushing out knowledge to students. I will act more as an influencer and co-creator inspiring students to think and challenge traditional assumptions and models. Grades will largely depend on the way the fresh and new perspectives are explained and supported. I very much look forward to the in-class experience in 2019. 👏 Thank you for reading! Please click the below, or leave a comment. There is a new story every week. So if you follow me you won’t miss my latest insights about how the digital age is changing the way we live, work and play.

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