How to unmute your web3 community

Transcript

thank you thank you for coming um so just a quick introduction on myself I am Sean CEO and founder of ethermale um so basically I wanted to get a chance to speak to everyone about you know unmuting your web3 community which a lot of us probably know is a very big issue right so why is it such a big issue I'm sure everyone feels identified with this image you end up with tons and tons of messages on telegram or Discord there's tons of groups fragmented communication gets really reduced and then what happens is you know people end up muting

their groups of it effectively so why is this so hard to get right in web3 um there's a variety of reasons uh as we mentioned a few of them but to really structurize it and organize this it's basically you have unfiltered unoptimized unsolicited unstandardized and unmasked uh communication what this basically means is that when you talk about unfiltered communication as we mentioned in the chat applications it's typically a bi-directional communication Channel which means that when you reach a certain scale of users uh thousands ten thousands hundreds of thousands of users in a single chat what ends up happening is communication sentence up being like you know when moon when white

paper rocket emoji fire rug pool uh fomo so then you know it everyone ends up muting it and it's not really a useful experience and so then companies can't really reach the users anymore because it's all been muted when we talk about unoptimized communication we're really talking about that they're not native protocol goals in the sense that none of it is really backed by the blockchain there's no additional information or usage there's it's not let's say you can even token gate it for certain things let's say in telegram um you know Discord has some plugins but there are a lot of these things um where it's kind of we're trying to put a square circle in a square peg in a circle shape so they're not really meant to be where you're all using it as in

the community for now as a stop Gap until something better is really coming out um when it comes down to unsolicited communication um it's you know it's very easy to fake certain types of profiles this happens on Twitter it happens on telegram it happens on Discord and people are getting scammed left and right they create landing pages that are very easy to replicate and then convince people to say oh no we're launching and then because people missed official announcements this becomes a huge problem and people are getting scammed left and right and then it's unstandardized it's not Anonymous so you know you can't do certain things just by knowing a wallet address and you don't get an ability to stay Anonymous and so all of this makes it hard on a user

aspect but the consequences are then for the web 3 projects because of all of this going on on the user side what ends up happening is you have disengaged users it's not personal it's scattered across many different channels and you get blocked right so examples of that is when you're disengaged you have basically a one percent conversion or engagement you could say on your telegram messages you'll you can just grab any channel you want more or less and then you can go and see how many followers there are and how many emojis or how many messages get responded it's usually very very low and again this is the the muting problem right the other thing that is it happens on these chat applications is it's a very impersonal so as we mentioned it's not

backed by the blockchain or the activity you're doing it means you cannot create customized experiences for them uh customized messaging or even emails um you can't do a lot of personalized things within these applications so you're always just casting a wide net and hoping that the people are really interested in that but as we know there are in a community or in a group people are interested in certain things about the community not all of it all the time and as we mentioned since it's scattered you know some people have some of the communities they have a part of the community on Twitter a part of it on telegram a part of it on Discord and this causes a lot of management overhead because now to manage these channels you have to create

different format content you have to have employees that are managing these channels then to try and consolidate these kpis it just becomes a nightmare so all of it is just really really difficult and on ultimately even when you want to do advertisement or do certain things you get blocked right so on Instagram there was the nft community I think it was owned by Mark Cuban forgive me if I'm wrong but um basically it was one of the communities on Instagram that got blocked that had millions of followers and you were off right all that effort went to nothing on Twitter to do web 3 ads it becomes very difficult because they say oh you don't comply with the policy Google ads same story right so all of these channels really are a big problem for projects to grow or to reach

new users or to maintain without the fear of being you know removed because they're not comfortable this also happened with MailChimp when they issued a notice that they got rid of a lot of the web 3 projects because of course they have reputational things and they have to think about their users that's the justification but in the industry we there needs to be a new solution to be able to offer all of these things right so fortunately there is a solution that can solve all of these problems ironically enough it's email and even though it's not optimized for web 3 people are already using it whether we like it or not right and there are some people that actually have written us and said we we sort of Hope emails should

die and we prefer other things but on their website the very first thing they do is they ask you for an email newsletter so that's actually quite ironic because in the web 3 space most projects are actually asking you to associate your wallet with your email and again you're giving up your identity when you do that you start associating your personal with your uh your wallet address which is kind of a little bit against the ethos unless you're obviously willing to do it and it shouldn't be mandatory so here's are some examples of some of the uh ecosystem using email and how it remains King so you can see this in logins from some top named projects so so rare asks you to put you in your email request Finance asks you to

connect with the Google and your email so you can't issue Anonymous invoices you have audience that also asks you for an email so everyone for logins is asking for email ultimately because they know that the telegram groups or mediums are eventually not going to allow them to reach the community so this is obviously very important for them another use case for email that is and it is why it is King is it's used for notifications and for security when something is happening on these platforms so open see and wearable are also showing you that um even in this space where they try and be as much Anonymous as possible they are still asking you for the email and for ticketing e-commerce newsletters I mean you guys are probably attending a

lot of the site events and you probably had to fill out a thousand Lumas and a bunch of other forms and not only do they ask you to put in the email address they ask you to also verify with your wallet so now I'm doing like three steps or four steps instead of just doing this all in one and email can of course really solve all this the great thing about email is also in a way while it does have some centralized points it has uh it was decentralized sort of in nature um because you can use IMAP and you can sort of use your mail client with Gmail you can use Outlook with uh Apple you can do all of these things right it's always been a choice whether I do it or not or whether I choose to move my email or not there are improvements so to be

made and that can be made with web3 now it's possible but to understand email right it's been adopted for like the last 20 years and email started off you could say with like POP3 and then everyone sort of decided Well there's mobile phones now how do I synchronize my data instead of taking it off they all said we're going to contribute and upgrade the protocol into IMAP so that my devices can do this it's still again a choice from the users and there is no reason to say that the industry will not sort of say we're going to upgrade it again right and this is an opportunity with web3 then the ecosystem that can be done and the beautiful thing about it is if we do upgrade the protocol for example you have already 320 billion emails that are sent daily you have

about 4.3 billion people on the planet that use email so it is widespread in terms of web 2 users companies Etc it's something that everybody really understands and yes of course right now it has its problems that it's not synced with blockchain it's not Anonymous it has privacy concerns and there are certain uh negative aspects right but by upgrading the protocol we can really get rid of all of these things so just have a look a little bit at the landscape you can basically see that there are web 2 companies that are participating in chat for uh you know because we mentioned telegram Discord that are trying to solve well they're not trying to but are being used to solve the problem for communication with

other three in web 2 you've got certain companies that are already doing email but again they're not catering and not backed because of the problems we mentioned before and on the right side we do have web 3 native solutions that are trying to uh push forward new Solutions and whether it's a new protocol or it is uh improving the the existing protocol that are really trying to push a new native Communications right so what ethermale which is where where I come from is what we're proposing to do is to fix the communication problem is that you can reach uh your audience again with email um with a properly built solution or protocol

so with ethernmail we sort of built three pillars um the first one we built was our personal mailing solution uh the personal mailing solution what it is is let's say your Gmail inbox right so this allows you to start receiving and sending emails with your Anonymous wallet so it's basically your wallet address at ethermel.io and this makes it very easy to understand your wallet address is your email right um so that's the the first pillar once we've enabled users to start sending and receiving now we are we have built our B2B solution our B2B solution is again backed by the blockchain and this allows companies to start reaching out to users and this is a very important because again if there's a primary sale to

secondary person and a tertiary cell the companies usually lose contact and again they're sort of praying and hoping that uh so they're going to come back to my website and fill out a form that might not be the case right but they are relevant stakeholders if they're holding your assets or or anything else and you should still be able to get in touch with them so um this solution that we have because it is backed by blockchain data and events it allows you to start reaching those users that have created this inbox and ultimately we have an advertising markets Place solution which allows as we mentioned before there are companies like Google Twitter Etc that don't add web allow web 3 advertisement with ether mail you could consensually reach new users based on profiling data or uh blockchain data as long as it's

consensual and you of course since you have your wallet address signatures you can definitely do this in a very consensual manner with their signatures um so how does it sort of work ethernmail as we mentioned is basically you go in you claim your address with your wallet no no extra steps very simple and you can already start sending and receiving emails from the second you just connect your wallet um if the wallet already had received emails from a certain company the emails are there waiting for them so no communication is lost the history is maintained and for example you can see it below of what an example email address looks like use of your entire 0x at ethml so if you guys want to send an email happy to read it we have over 50 plus companies that have

used and adopted the ethernmail solution some notable examples are are decrypt so we had done uh in Miami to the crypte's awards we did tokengated automatically triggering and sending for voting proposals to vote for your favorite communities we've worked with some of these others and we'll go into an example in a second but for those of the companies that don't want some of the users sorry that don't want to be 100 anonymous because they want to actually use it for other web 2 newsletters Etc they can hook up their ens or their Unstoppable domain and also be able to receive and type it in as it was a normal normal account right um so an example is so since we are with many companies we've worked with dials

we've worked with blogs we've worked with nft communities and all sorts um just to give an example because those are are quite known um we worked with duck Dao and so when we launched with them basically they have two smart contracts with tokens we were able to bring in their Community uh increase uh their their engagement and so we were talking about uh 30 reading rate uh with over 5000 signups and so they are able very much to keep in touch with these people in a rich format long form highly engaged and you know users understand hey this is my web3 inbox and this is where I need to to get all my news instead of trying to sift again through their their telegrams or discords um so here a simple cohort analysis of

kind of what ethernmail users kind of look like um just to give you an idea we have users that look at about 56 average read rates which is really really high but the important thing here is it's high because it is relevant content we make sure that this is relevant and that is the absolute goal because otherwise you run into some of the uh situations that Telegram and Discord have proven right but users are logging in they are having engaged uh read raids and this is an example of users that are receiving a digest once a week um so yeah it just goes to show that you know there is adoption for email in web3 and uh if there are any questions I'm

happy to to take them um otherwise thank you very much for your time any questions yeah the the email with other mail you can write with any email or just with other uh so you can write to any other account so you can write to web 2 and you can receive from web2 so if you want to write someone to Gmail or vice versa it works so their web the ethernmail accounts actually have different privacy settings with our privacy wall so you have web 2 filters and web3 filters

there are some some defaults but an example is for web 2 filters you can sort of say uh I want people from web2 to be able to reach me uh I only want highly secure domains that are let's say you know Amazon Facebook or whatever in case you want to do e-commerce shopping so that the emails can still get through to you or you can say I don't want anybody from from web 2 to reach me right so it's a protection level that you sort of set for web 3 you can also have the same similar settings you can say I only want the company that is the Creator and the owner of the token to reach me you can say I want uh community members that have tokens or nfts similar to mine because we're in the same community that they can reach me as well

or you can say that I want everybody in web3 to be able to reach me maybe you're interested in OTC offers or you're interested in certain situations where you know if someone finds you and you want them to reach you great so you can do that but you control it and what about the name of the mail like is it guarantee that if someone write you from like a zero X or something is the owner of that wallet or anyone can take everything no so second finger there is an integration with ens so you you can have 0x or you can have even your ens name and determain correct so for the first one yes so you have to sign your

transaction to be able to go in so there is a proof of the account that it belongs to you you can't just suddenly you know access it and the second one is yes we have ens and Unstoppable domains uh so that you can if you don't want to use your Xerox you can use any of these uh aliases yeah thank you any other questions no cool then we did a good job dude [Music]