Proposal to establish the Marketing & Growth Workstream, and assign @PeteCoin as the Workstream Leader

Link to forums for Easy Reading: https://forum.shapeshift.com/t/proposing-the-marketing-growth-workstream/415/11?u=petecoin

Why should people use this workstream? What is it for?

The Marketing + Growth Workstream has set these goals for the first 4 months of it’s existance:

1. Creating a framework for community members to propose marketing initiatives in return for bounties paid in FOX
2. Activating ShapeShift Users through Email, Social Media Management, and Community Building.
3. Representing the ShapeShift DAO publicly, attracting users and talent to the DAO in order to increase its operational capacity.
4. Engaging current ShapeShift users through promotions, giveaways, value adds, etc. Continue storytelling product releases, as they have shown to be the most effective growth catalysts.

Are you applying to lead this workstream?

Yes, @PeteCoin is applying to lead this workstream

How exactly is this different than the other categories we already have?

This workstream is intended to be the most accessible workstream for the DAO. We envision a world where anyone can have an idea, propose it to the workstream, and if it’s valuable to the community - they’re empowered to execute and are paid.

That’s an oversimplification of a large process that still needs to be designed and implemented, but it will be the first major goal of this workstream - alongside maintaining our social presence and establishing / growing satellite communities, and hiring contributors.

You may have questions - what does this really mean? What does it look like? Could you show us your graphic design qualifications?

The answers are simple: 1) we’re going to collaborate with you all to design it. 2+3) avert your eyes if you’re an art snob:

https://drive.google.com/file/d/1XDM3sZxwxSkbjtbzJ9MJaca3goTrcs3T/view?usp=sharing

What is the mission of this workstream?

To tell the story of the ShapeShift DAO, and use that catalyst to grow. To empower users to propose and execute beneficial marketing and growth efforts for the DAO and be compensated for it.

What are the goals of this workstream?

1. Grow our Twitter follower count by 5% per month
2. Establish satellite communities across the web, such as on Reddit, with the goal of growing those communities by 7.5% month over month, and always providing a pipeline to the ShapeShift forums and discord.
3. Create a system where users can propose marketing efforts, have those proposals vetted, track those efforts, and pay the contributors.
4. Increase the monthly active holder retention by 1-2% Quarterly
5. 2-5% increase in 6 month retention rate levels
6. 15% increase in MAU Mom (blended quarterly)
7. To provide to the community overall metrics tracking important ShapeShift DAO growth. Including, but not limited to this spreadsheet 1.
8. Create a framework for tracking AIO and TLV in this DAO world, and showing that AIO taking advantage of product offerings - including, but not limited to LP’ing, Yield Farming, etc.

What metrics can this workstream’s success be measured against?

Did a DAO Marketing Proposal Process get created? Did we grow community / follower count? How many marketing proposals were accepted, funded, executed, tracked, and reported back to the DAO? Are we focused on the right growth metrics for ShapeShift? Did those metrics improve? These success metrics need to be further defined by the workstream, and the DAO at large. We look forward to collaborating to complete that process.

Initially, the M+G Workstream’s current best thinking is that we would like to align our efforts and ultimately our tracked metrics to this philosophy:

“If we were to take an approach of opening up our systems to any and all wallets possible, and then provide yield generating opportunities for users, our growth strategy is clear. Users are attracted and easily retained by not asking them to switch wallets or import seed phrases, and we solve the fractured nature of yield farming by becoming essentially a SSO for web3 defi. All the while, we’re generating revenues for the DAO, and M+G is focused on activating users into those mutually beneficial relationships through email, social media, and community engagement. The user sees number go up, we see revenues go up, we all win.”

This would result in tracking, at minimum:

• Wallets Connected
• Assets in Orbit (AIO)
• Total Locked Value of those assets (TLV)
• Rate of activation to those yield generating opportunities
• Revenue generated for the DAO

What should topics in this category generally contain?

• Growth and Marketing
• One-off and Ongoing Promotions
• Community Building & Management

Do we need this category? Can we merge with another category, or subcategory?

Yes, and I don’t think it can merge with another. However, if another workstream desires a partnership with this one, and feels that M+G can provide material benefit to them, we are happy to help.

Will your workstream hold recurring meetings?

Yes, there will be a weekly internal standup required for full time members, and part time members are encouraged to attend. Also, there will be a bi-weekly public meeting for the DAO at large.

This is subject to change - I could easily see a weekly brainstorm meeting for the DAO at large. Where DAO members can come and pitch ideas, we all sharpen those ideas, and then look to execute them.