Terraform Labs – Community & Global Communication
- Client TerraformLabs
- Date 12 January 2022
- Product Terra - LUNA
Every day in the world of blockchain technology is a fresh canvas for exploration, and the art of communication plays a crucial role in this journey. As a Communications Associate at Terraform Labs, a cutting-edge blockchain tech company, I’ve had the unique opportunity to take the reins of this journey, driving impactful public relations strategies and leaving indelible imprints on both our brand image and the wider blockchain ecosystem.
A successful public relations strategy involves a lot more than just issuing press releases. It requires a keen understanding of both our products and the audience. My role at Terraform Labs includes developing and executing comprehensive PR strategies for both existing and new products.
Whether we’re launching a new product or furthering the reach of an existing one, every strategy begins with a deep dive into the product’s features, benefits, and potential market impact. From there, we craft compelling narratives that resonate with our target audience and reflect the innovation at the core of Terraform Labs. This includes creating engaging press materials and media pitches that not only tell our story but also make an impression.
One of the most rewarding aspects of my role is the opportunity to work closely with various departments within the company. This cross-departmental collaboration ensures a seamless integration between our PR efforts and our overarching marketing objectives.
Together, we map out a cohesive narrative that spans all our communication channels, delivering a unified message to our audience. We recognize that each department brings a unique perspective to the table, and this diversity fuels our creative process, helping us to articulate our vision in more engaging ways.
Building relationships is the cornerstone of successful PR efforts. To amplify our message, I continually strive to connect with key journalists, bloggers, analysts, and influencers in the blockchain and tech space. These relationships help us increase visibility and create a positive perception of our products and services.
These connections aren’t just about promoting our products; they also offer valuable insights into market trends, audience behavior, and potential opportunities.
In the digital age, brand perception can shift in an instant. It’s crucial to stay attuned to online conversations about our brand across social media and other channels. My role also involves monitoring these discussions and, if necessary, implementing crisis communication strategies to safeguard our reputation.
One such instance was the aftermath of the Terra crash crisis. This required swift, effective communication to assure our community, investors, and the wider public about our commitment to transparency and effective problem resolution. We worked round the clock, offering regular updates and clear information, mitigating the negative impact while turning the crisis into an opportunity to demonstrate our resilience and dedication to our users.
We understand that every conversation, even those that arise from a crisis, is an opportunity for us to learn, improve, and reaffirm our commitment to our customers.
One of the most effective ways to illustrate the potential of our products is through case studies. These comprehensive narratives showcase how our products have facilitated success within customer organizations.
Using analytics tools like Google Analytics, I track the performance of these case studies, allowing us to gauge their impact and refine our strategy.
Effective communication isn’t just about reaching our customers; it’s also about engaging our internal team. From planning events to creating content for our website, I’ve developed and executed internal and external communication initiatives that foster a strong community within Terraform Labs and extend our reach externally.
Before Terraform Labs, my expertise was rooted in the traditional Web2 sphere. When I was presented with the opportunity to work with Terraform Labs, I was excited to dive into the world of Web3 as a full-time employee, translating my acquired skills from the Web2 environment into the emerging blockchain landscape.
This transition was an enriching journey of understanding new technologies, learning about decentralized systems, and redefining the meaning of community engagement and brand building. Web3 offered a vast canvas of possibilities, from smart contracts to decentralized finance, and it was exhilarating to see how my skills in communications could play a role in this evolving field.
Working in a Web3 environment emphasized the importance of transparency, collaboration, and community-driven growth. By applying my Web2 communications expertise, I helped bridge the gap between the traditional and decentralized worlds, fostering an understanding and appreciation of blockchain technology among diverse audiences.
My journey with Terraform Labs has been as dynamic as the blockchain industry itself. Every day presents a new challenge, a new learning opportunity, and the potential to shape the future of this revolutionary technology. As I continue to navigate this exciting landscape, I am constantly reminded of the power of strategic communication and its potential to make a real-world impact. Whether you’re steeped in the nuances of Web3 or just beginning to explore this revolutionary landscape, remember that effective communication is a crucial bridge between innovation and adoption.
Navigating the complex universe of blockchain, a realm of technological innovation and community-driven growth, requires strategic communication and a commitment to fostering connections. As the Lead for Communications and Community for NEAR Protocol’s regional arm in India, I’ve had the unique opportunity to carve a niche for this dynamic protocol in a burgeoning market, building a thriving ecosystem from the ground up.
At the heart of NEAR Protocol’s success in India was an engaged and active community. With a target of building this community amidst a challenging bear market, the task at hand was monumental. Yet, with a strategic approach and a keen understanding of our audience, we managed to cultivate a community of over 7000 members within three short months.
My role encompassed managing the influencer agency contract and the PR agency contract, leveraging these partnerships to drive effective communication for the NEAR India brand. Simultaneously, we were also fostering growth and visibility for the companies we represented.
The key to our success lay in understanding the unique needs and interests of our community, providing them with content and opportunities that were both informative and engaging. The result was a vibrant community that was as invested in the growth and success of NEAR Protocol as we were.
Ecosystem marketing played a crucial role in our strategy. We recognized the potential of Twitter Spaces as a platform for connecting with our community on a deeper level, fostering dialogues that educated, inspired, and brought people together.
Over three months, we held more than 20 Twitter Spaces with different ecosystem players. These events weren’t just about promoting NEAR Protocol; they were about providing a platform for learning and discussion, allowing our community to better understand the blockchain landscape and the unique value proposition of NEAR Protocol.
The impact of these sessions extended beyond community growth. They helped foster partnerships with our incubating projects, creating a collaborative environment where knowledge sharing and innovation thrived.
Part of my role also involved lending marketing aid to individual projects that we were incubating. This was a truly rewarding experience, allowing me to work closely with diverse projects and helping them realize their potential.
From advising on marketing strategies to coordinating collaborations with influencers and PR agencies, I worked hand-in-hand with these projects to ensure their success. The diversity of these projects offered a constant learning curve, keeping me on my toes and further enriching my understanding of the blockchain ecosystem.
Lastly, a significant aspect of my role revolved around fostering partnerships. As a communications lead, my task was to build bridges with VCs and projects within the ecosystem. This involved understanding their needs and goals and identifying potential synergies with our projects.
By fostering these relationships, we were able to further the composability of working partnerships for our projects, creating a network of collaborators that boosted the growth and success of our ecosystem.
In conclusion, my journey with NEAR Protocol’s India arm has been a testament to the transformative power of communication and community building in the blockchain landscape. Whether it was cultivating an engaged community, fostering learning through Twitter Spaces, supporting our incubated projects, or building valuable partnerships, every aspect of my role contributed to the establishment and growth of NEAR Protocol in the Indian market.
The lessons I’ve learned, the relationships I’ve built, and the successes we’ve achieved have been truly enriching. As I look back on this journey, I’m reminded of how even the most challenging markets can be won over with the right strategy, a community-oriented approach, and an unwavering commitment to driving growth and innovation.
Looking ahead, I’m excited about the future of NEAR Protocol in India. The foundation has been laid, and a thriving community stands testament to our efforts. Yet, there’s still much to be explored and accomplished. As the Indian blockchain space continues to evolve, we at NEAR Protocol are ready to continue our journey, driving innovation, fostering community, and pushing the boundaries of what’s possible in the Web3 world.
In conclusion, working with NEAR Protocol has been a journey of growth, innovation, and meaningful connections. Whether you’re an entrepreneur looking to make your mark in the blockchain industry or a blockchain enthusiast curious about NEAR Protocol’s journey, remember that building a successful blockchain brand goes beyond the technology. It’s about the community you build, the relationships you foster, and the impact you create.