“There are too many projects that focus on today instead of thinking a little further ahead,” said Midle COO Berkay Hacifettahoglu at the recent Cointelegraph X Spaces session. Together with Midle CEO Kavin Mahbubani, he discussed common pitfalls for Web3 community management, successful marketing strategies and their project, Midle.
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The speakers identified several common pitfalls faced by projects building Web3 communities, such as short-term focus on immediate wins, lack of a well-defined roadmap, and targeted outreach. “It’s also really important to incentivize your users with airdrops or other rewards because Web3 is the ownership economy,” said Hacifettahoglu. “Some projects focus only on getting engagements and then do really bad airdrops for their community. Projects that ignore the needs and suggestions of their community members are setting themselves up for failure.”
Midle, on the other hand, emphasizes a “surf the hype” approach. A Web3-powered marketing platform from the GAMI ecosystem and Cointelegraph Accelerator participant aims to help projects drive real user growth by prioritizing community building and sustainable marketing practices. It allows to increase user acquisition, retention and engagement through various features.
The platform boasts integrations with over 200 blockchain networks and 14 social media platforms, allowing for a variety of on- and offchain tasks that brands can offer users to participate in. Tasks can range from following a project on social media or holding a specific NFT to playing a specific game and reaching a certain level. Users earn Midle points for completing tasks, which can be used to enter weekly USDT giveaways. Brands can also offer their own USDT rewards for campaign participation. In addition, Midle encourages engagement through features such as leaderboards and clans.
However, Hacifettahoglu acknowledged that the ultimate success of these campaigns depends on the quality of the underlying product. “If the product itself is bad, our users will not continue to use the platform,” he admitted.
Midle provides real-time metrics through the business dashboard, such as user acquisition, impressions and click-through rates. The platform also has a geo-targeting feature that allows you to tailor marketing campaigns to specific regions. Moreover, the automated task system leverages API integration to automatically generate new tasks based on brand activity, such as the launch of a new tweet.
To combat fraudulent activity and ensure genuine user engagement, Midle integrated a three-layered “antibody system” explained by Mahbubani: “It combines AI for user behavior tracking, Deep3 Labs for wallet tracking, and Gitcoin Proof of Humanity verification. So our AI identifies any suspicious activity that deviates from typical user patterns, while Deep3 Labs AI detects any irregularities in transaction patterns. With the last one, we create tasks that require users to complete actions on Gitcoin, which acts as a basic form of human verification.”
Looking ahead, Midle plans to introduce additional layers to its anti-bot system. One of the new layers will involve a decentralized face scan using Humanoid technology. The scan will not collect or store facial recognition data but simply verify that a real person is completing the action. Based on this verification, users will earn a trust score on the Midle platform. Projects can then choose to set specific trust score thresholds for campaign participation, ensuring only verified users can engage.
The Midle team acknowledged the challenge of balancing platform saturation with campaign effectiveness. “We try not to overpopulate the platform with too many campaigns at once,” Mahbubani noted, recognizing the potential for user overload. “We want to grow our customer and user base, but also really focus on a niche and perfect it or become the solution for it. Take gaming: it’s very hard to find real users for Web3 games because most of them are just spectators. We are trying to work with that now. So our platform can become really valuable in attracting and reaching real gamers.”
Launching in July 2024, the $MIDLE token offers a compelling mix of benefits for users and projects. Holding $MIDLE unlocks exclusive giveaways, campaigns and even airdrops from other projects on the platform. Staking options allow users to earn additional tokens while keeping the token price stable and also provide free access to the platform for both users and brands to explore Midle features and launch marketing initiatives at no upfront cost.
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