[Report] Marketing DAO December Activities + Review

Marketing DAO Marketing DAO
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We are excited to share the Marketing DAO report for December 2023.

During the December 2023 submission period, the Marketing (Ecosystem) DAO team received (including proposals postponed from the previous month):

  • 16 proposals received
  • Total amount requested: $64,781
  • 5 Marketing (Eco) DAO grants from ecosystem projects funded
  • Total funding allocated: $20,386
MARKETING DAO request December 2023
Description Link on Proposal Amount Link on Report
Marketing (Eco) DAO grants
Near at Night [Approved] NEAR at NIGHT Twitter Spaces - Monthly Funding Request December 23’ $4,136 Currently in progress with a delayed start date due to the funding process and receipt of funds in January – they will submit once deliverables are completed.
NEKO Morning Show [Approved] NEKO Morning Show Podcast-Monthly Funding Request December $4,400 https://near.org/ndcdev.near/widget/MDAO.App?page=reports
Chill and Shill [Approved] Chill&Shill December $5,900 [Report] - Chill&Shill November
DeeDee [Approved] DeeDee (December) $3,000 [Report] November 2023 / MDAO / DeeDee
Near Media [Approved] Dec'23 - NEAR Media $2,950 [Report] Dec’23 + Jan'24 - NEAR Media

Review of Reports

Our review of reports is based on two key outcomes:

  1. Clear demonstration that project goals have been achieved as proposed
  2. The performance of the project in terms of CoA/NDC metrics

Key takeaways

  1. Overall, the reports from various NEAR Protocol community initiatives demonstrate a mix of successes and areas for improvement in aligning with the above outcomes, NDC metrics and overall Near Digital Collective Core Values.

  2. Most reports demonstrate clear goals related to community engagement, content creation, partnerships, and community building. The target audience is generally well-defined by the proposers as people interested in the NEAR ecosystem with occasional sub-populations identified (e.g. Developers, regional focus, NFT enthusiasts). We believe the target audience could be more specific in many cases to create more impact.

  3. Many reports show improvements in CoA metrics, including community growth, engagement, and collaborations. Reports are generally informative and often long, but could be further improved with the addition of quantitative metrics demonstrating Audience Engagement Score (ARE), on-chain activity and performance statements documenting whether proposed activities have been achieved or not achieved and, if the latter, why.

Key successes

Positive aspects across reports:

  1. Community engagement: initiatives experimented with new tactics for actively engaging with the NEAR community through quests, quizzes, bounties, social media, events, collaborations, and educational initiatives.
  2. Strategic collaborations with other projects and entities within the NEAR ecosystem were highlighted as beneficial partnerships that led to growth for multiple teams, as well as visibility for more than the proposers themselves.
  3. Some reports showed clear efforts to improve based on feedback, try new approaches to content creation as requested by the Marketing DAO in previous comments on the Forum and experiment with new approaches to driving on-chain activity through collaborations (e.g. NEKO x Heroes, Near Media News x Zealy, DeeDee x BOS easy poll)

Key challenges

Recommendations across all reports:

  1. Proposers must set clear goals that explicitly define specific, measurable goals for community growth, engagement, and content dissemination.

  2. Explain clearly how you will quantify results as part of your content plan in relation to requested KPIs for the current month.

  3. Define a clear target audience that goes beyond simply “The NEAR ecosystem.” We recommend proposers specify the primary target audience for each platform and tailor engagement strategies accordingly. Be clear about why the strategy is right for the audience in particular.

  4. Diluted impact due to multi-platform focus. We would like to see content creators focus on creating specific content for a unique audience vs. generic and generalized content for anyone who might possibly be interested in NEAR (e.g. specifically founders, developers, women in tech, NFT enthusiasts, etc.)

  5. Impact on CoA/NDC metrics:

  • Accounts retention: ecosystem projects need a better way to collect data on account retention after specific periods (1/2/4/8 weeks) to assess sustained impact. Many projects are not currently equipped to capture this metric and report on it.
  • Account acquisition cost: projects should work to understand the “customer acquisition cost” (CAC) for their activities based on the funding received and new ecosystem participants gained due to their efforts. Additionally, recipients should be able to evaluate efficiency in terms of account acquisition cost over time and provide updates that show progress or lack thereof.
  • Median number of dApps used: Projects need more education on best practices for providing data on the median number of dApps used by P95 accounts and incorporating this requirement into their content activities.
  • Number of accounts retained using dApps: Similar to the above, projects need support determining specific metrics regarding the number of accounts retained for 1+ week using at least three dApps. In many cases, they may not have direct access to third party data in order to report adequately on this metric.
  • Social engagement score: Projects should require an Average Engagement Score (ARE) based on the following formula: Total Likes, Shares & Comments / Total Followers) X 100 = AER %
  1. Individual Performance Metrics (PLEASE NOTE FOR FUTURE FUNDING)
  • Team should indicate outcomes achieved and not achieved in future reports
  • Team must complete all prior deliverables before requesting future funding. If deliverables cannot be met, team must communicate with Marketing DAO about the circumstances.
  • Team should focus outcomes on fewer, higher quality initiatives vs. numerous initiatives in one proposal
  • For social media, team should include starting follower count and end follower account
  • For social media, team should include Average Engagement Score (AES) using this formula:
    • (Total Likes, Shares & Comments / Total Followers) X 100 = AER %

Individual report recommendations

NEKO Morning Show report on December proposal

Did the team achieve the proposed outcomes?

  • Achieved:
    • Conducting 8 Live Streams per month, featuring a diverse array of guests from both inside and outside the NEAR ecosystem, with the objective of enhancing viewers’ understanding of NEAR.

Twitter:
https://x.com/nekotoken_xyz/status/1731947337134776627?s=20
https://x.com/nekotoken_xyz/status/1732671366665834943?s=20
https://x.com/nekotoken_xyz/status/1734485872714944712?s=20
https://twitter.com/i/broadcasts/1lDGLPblODqGm
https://x.com/nekotoken_xyz/status/1737747185671000304?s=20
https://twitter.com/nekotoken_xyz/status/1737023329389678871?s=20
https://x.com/nekotoken_xyz/status/1742820928634097980?s=20
https://x.com/nekotoken_xyz/status/1742094471507169637?s=20

  • Hosting projects and developers within the NEAR Ecosystem, and incorporating influential Web3 personas with a large following to enrich the content.

  • Expanding our reach to a broader audience, encompassing both Web2 and Web3.

  • Introducing diverse podcast options, including audio podcast feedback and TLDR content formats, specifically tailored for Spotify and Spotify podcasts.

  • Onboarding more users to NEAR projects, catering to both newcomers and existing members of the NEAR community.

  • Transitioning viewers and listeners into on-chain users by utilizing interactive tasks as well as DApps like HEROES Build.

  • Generating greater interest among users in NEAR NFT Projects, A sweep at the end of the show for interactive tasks and bonties supporting the project and the ecosystem.

  • Producing regular short-form content uploaded to TikTok, Instagram, YouTube, and Spotify for Learn2Earn, with a focus on highlighting NEAR ecosystem news and updates.

  • Creating TLDR Threads on NEAR Social for each episode to provide concise summaries and highlights.

  • Implementing bounties for interactive tasks to increase active user engagement on NEAR Utilizing Product like HEROES Build.

  • Not Achieved (lack of clarity/metrics):

    • Enhancing DApps interaction within the NEAR ecosystem to further enrich user experiences and engagement.

  • Recommendations

    • Overall the team delivered what it proposed and demonstrated significant audience growth during the period
    • Team should indicate outcomes achieved and not achieved in future reports
    • Team should explain how its content leads to on-chain transactions and implement trackable elements that are included in future reports

**DeeDee report on November (most recent) proposal (note that December funding was not received until January, so the team will report on December’s proposed

December report: December report

Did the team achieve the proposed outcomes?

  • Achieved:

    • Brand Work: Based on 1000 USD allocated for this effort, we use BOS to create an easy poll for people to vote for the preferred brand. A total of 112 transaction (8.9 per transaction)
    • Curiosity Campaign: We reached a total of 8509 impressions and 611 reactions. [This exceeds what was originally proposed: We plan to share the video on our social media accounts to bring people to the site, and to culminate the curiosity campaign as a reveal. We aim to have 1.3 k views. So with a total of 1,300 impressions we will get 0.96 per impression.]

  • Not Achieved:

    • Number of dApps: 1 (the site will be built on BOS)

  • Recommendations

    • Team should aim to propose achievable outcomes and meet those before requesting future funding.
    • Team should provide number of on-chain transactions resulting from its activities during the funding period.
    • For social media, team should include starting follower count and end follower account
    • For social media, team should include Average Engagement Score (AES) using this formula:
      • (Total Likes, Shares & Comments / Total Followers) X 100 = AER %

**Chill & Shill report November report provided as most recent. We will review November proposal activities as they are the ones we have a report for. View December proposal here. December report [Report] - Chill&Shill December

Did the team achieve the proposed outcomes?

Near Media News report on December proposal

Did the team achieve the proposed outcomes?

  • Achieved:

    • Community Giveaway, AMAs, Quiz, Zealy and other activitie
    • 5-8 Ecosystem dApps thread posts on the Twitter
    • Boost Community Social Media Followers
    • More on-chain activities on near.social or BOS

  • Not Achieved:

    • 4000+ transactions via using NEAR & Aurora ecosystem dApps
    • Community members will stake more than 500+ NEAR and 5000+ Aurora!
    • Community Giveaway of 500 NFTs

  • Recommendations

    • Team should indicate outcomes achieved and not achieved in future reports
    • Team should focus outcomes on fewer, higher quality initiatives vs. numerous initiatives in one proposal
    • For social media, team should include starting follower count and end follower account
    • For social media, team should include Average Engagement Score (AES) using this formula:
      • (Total Likes, Shares & Comments / Total Followers) X 100 = AER %

Additional Marketing DAO Updates

Marketing DAO is implementing a number of updates as we work with a new approach to funding content creation, ecosystem bounties for marketing initiatives, ecosystem Founders’ support, collaboration with PR agency Myosin, and a comprehensive framework for aligning marketing and social media activities with NDC vision and objectives.

In December:

We developed the BOS page that we’re accepting proposals and reports on. Visit here: https://near.org/ndcdev.near/widget/MDAO.App?page=createProposal

We announced Office Hours on a bi-weekly schedule. Join the next Marketing DAO Office Hours on 1/23 by visiting the Marketing DAO Calendar.

We began direct outreach to ecosystem founders.

We drafted and finalized the Content Creator Bounty program that went live on Heroes platform in January.

Additionally, since the beginning of the year, we have launched 1:1 weekly meeting times for ecosystem participants, maintained the Marketing DAO Telegram Hub, launched the Content Creator Bounty program, started an outreach program to influencers outside the ecosystem and structured a PR partnership for the ecosystem. All efforts are continuing at present.

Reach us:

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