Who Should We Get To Shill for Layer 2? That's a good question. Despite the fact that Hive is superior to many blockchains and platforms in the world of cryptocurrency, the reality is that it flies under the radar. This isn't necessarily a bad thing. Much is happening behind the scenes, espcially with SPK Network and #ProjectBlank. Hive and LeoFinance can keep BUIDLing the infrastructure for Web 3.0 so that when the rest of the world discovers Hive we can tell people "Welcome to the party!"
As much as we want high-powered celebrities and big-time influencers to shill for Hive, this question just as important to ask: Who Should We Get To Shill for Layer 2?
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Shillers for Web 2.0
So while Hive does what Hive does and LeoFinance advances, Web 2.0 gets to benefit from celebrities and other influencers who shill for them. Shilling is neither good nor bad; it's just another term for marketing, and we all know how important marketing is. Certain USD billionaires and loads of entertainers shill for Dogecoin (even if they don't want to admit that outright). Mark Cuban doesn't so much shill for Polygon as put his money where his mouth is. When Ethereum has Vitalik Buterin, does it really need anyone else to shill for it? Meanwhile, Dave Portnoy is perhaps the most famous celebrity to shill for SafeMoon. You get the idea.
More Than One Way To Market Hive
About a month ago, @acesontop published this post about social media and the changes it's undergoing:
Essentially, "@"acesontop is saying that when the big names in social media talk about incorporating blockchain technology into their networds and platforms, they are really trying to do what Hive has been doing all this time. These Web 2.0 services make it sound as if they made a breakthrough, but in fact they are re-inventing Hive in their own image. In the end, they each want their own centralized Hive. Hive is Hive, and centralizing Hive kills Hive and all it represents.
This presents Hive with an opportunity to distinguish itself inthe public eye by showing the world what a decentralized social media platform really looks like. Others exist, and they may even have a larger reach than Hive. But none has the depth and breadth of uses and options Hive has and-- even more importantly-- will have thanks to constant development of projects in the pipeline.
Why the Focus on Layer 2?
At some point during Summer 2021 Splinterlands took off with increased activity, and it's been carrying Hive on its back since then. Many new players went directly to the game to play it. They see themselves as Splinterlands players.
While a Hive account is required in order to play Splinterlands, how many of these new players even know what Hive is? Some know, some don't, and it doesn't matter. Eventually they will discover Hive social media, especially if they want to post about their exploits and lessons learned from playing Splinterlands.
Now consider games such as Rising Star, Crypto Brewmaster. Then consider dApps such as D.Buzz (Hive's Web 3.0 verion of Twitter currently) and Terrive (Hive's Web 3.0 verion of Instagram). These are games and dApps where someone can spend a long time using them without ever having to cross over into Hive social media.
Some people are just wired to think of themselves as users of the dApp where they spend the most time, and that's OK. Hive will be there waiting for them when they discover what else lets them use their Hive account.
The Genesis Block for This Post
This is most of my comment to the post by "@"acesontop:
Just as Hive has its main blockchain and sidechains for Layer 2 tokens, perhaps the marketing efforts need to be done in tracks or layers as well:
Tracks
- Track 1 -- Official marketing campaign for Hive (for which money has been budgeted);
- Track 2 -- Guerilla marketing for Hive (thousands or tens of thousands of us doing a little bit elsewhere online as well as in our daily lives offline).
Layers
- Layer 1 -- Marketing for Hive;
- Layer 2 -- Marketing for each tribe (LeoFinance, Proof of Brain, ClickTrackProfit, WeedCash, etc.) and dApp (Splinterlands, Rising Star, D.Buzz, Terrive, #SPKNetwork, #ProjectBlank, etc.).
Layer 2-style marketing would be useful for attracting influencers who would be interested in certain aspects of Hive (finance, music, sports, video, weed, etc.). For influencers whose appeal is oriented to advantages of Hive over other networks-- censorship-resistant, decentralized, immutable blockchain, post-to-earn, etc.), Track 1 or Layer 1 marketing would be good.
Track 2 is always available; it just requires initiative from us Hivers (not just the hard-core group which does the heavy lefting [sic] all the time).
Exercise: Finding Shillers for Layer 2 Tokens
Finding shillers for Hive (HIVE) is already a challenge. Much has been written on this.
Depending on who you are, finding shillers for your favorite Layer 2 tokens may be more difficult, or it may be easier to accomplish. Both positions are equally valid, and that's why we're reading this post.
While Hive Engine lists well over 400 Layer 2 tokens (and the listings are updated and pruned constantly), a number seem to be well-suited for promotion by shillers.
Below is a table I compiled based on my review of the Layer 2 tokens at Hive Engine. I list the layer 2 token along with my guess on who should shill for it. This list is by no means complete, and my choices are admittedly limited.
Possible Shillers for Layer 2 (@magnacarta First Edition)
| Layer 2 Token | Influencer |
|---|---|
| LEO | Leonardo DiCaprio |
| POB | Brent Spiner |
| PIZZA | Papa John |
| SPORTS | Dave Portnoy |
| DUNK | Blake Griffin |
| STARBITS | Kelly Clarkson |
| PAL | Bruce Willis |
| BUDS | James Franco |
| WEED | Snoop Dogg |
| AFITX | Tamyra Mensah-Stock |
| ARCHON | George Takei |
| FOODIE | Emeril |
| ENGAGE | Patrick Stewart |
| BEATZ | Fifty Cent |
| PEWDS | PewDiePie |
| BEAST | Kelsey Grammer, Nicholas Hoult |
| QUILL | Chris Pratt |
| HONEY | Jessica Alba |
| COCO | Nicole Austin |
| JIUJITSU | Conor McGregor |
| HERO | Bonnie Tyler |
| CHESS | Laurence Fishburne |
My Two Sats
Some of my choices are a natural fit. Others may be head scratchers. A few may need to be deciphered by Dennis Miller.
There are very likely layer 2 tokens I left out, and that's because I'm not familiar with them. If your favorite Layer 2 token isn't listed and you can name a shiller or more for it, feel free to comment with your token and shiller(s). With enough comments containing additions, an updated table will be presented in a future post. Maybe this can be an ongoing project? Who knows? What other Layer 2 tokens need to be listed, an who should shill for them?
UPDATE: Repost due to technical difficulties.
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| My main focus is cryptocurrencies from a number of angles (educational, commentary, observations, even pop culture). A secondary focus is sharing my discoveries about the world of Hive Social. Most of my posts can be found at these two locations: ● LeoFinance : https://leofinance.io/@magnacarta ● Proof of Brain : https://proofofbrain.io/@magnacarta For posts I make at other tribes or communities, start here to locate them : ● Ecency: https://ecency.com/@magnacarta/posts Follow me at this D.Buzz-only account : ● D.Buzz : https://blog.d.buzz/#/@magnacarta.buzz-- note the ".buzz" at the end! I also expect Festivus to take off in popularity in the coming years. |
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Honestly we need to have a discussion about how to make content profitable on a indefinite time frame. There's zero incentive for big creators to come to hive and start producing high quality content if said content stops being profitable after seven days.
Now, you might say that we have a tipping feature and even a paid subscription feature to fulfill that role, and it does to an extent... However when compared to something like adsense revenue it's absolutely no alternative.
Viral content is profitable for years and years. Sometimes content takes years to become viral in the first place.
We need a way to sell adds on content that reaches a pre determined set of metrics. Like a partnership program.
In my opinion, we need to incentivize dapps like peakd, hive blog, ecency and even 2nd layer platforms to develop adsense solutions for creators.
Once this is established then shilling 2nd layer will be much easier and far more attractive.
Just my two cents
I agree with what you say about the 7-day earnings period and how it should become indefinite. It may have been a practical consideration at the very beginning, but things are different now. A compromise would be bigger earnings during the 7-day period and smaller earnings after that based on metrics and engagement. If Hive is going to blow up and attract new Hivers, that could be what drives them away. I don't have answers regarding the 7-day period, but I see where it can be trouble in attacting new Hivers.
I'm certain that the answer lies in the power of dapps to attract advertisers. The ad revenue allows content to be profitable indefinitely, everything else becomes delicious icing on an already satisfying cake.
That way creators earn rewards over the 7 days.
They receive tips in Hive
They can receive ongoing paid subscriptions like with LEO Finance.
Speaking of which, Ecency and Peakd need to also add a paid subscription feature.
Layer 2 could be where most of the action takes place, so it makes sense that dApps made to use Layer 2 would bring more people. Come for the DEC/STARBITS/SIM, stay for the HIVE.
Even if ads do sound like a great way to monetize there are a lot of down sides to it too ...
Ad blockers are everywhere and nw browsers like brave even have a builtin ad blocker.
It is proven over the years that throwing random ads on the users just gets them annoyed and targeted ads puts you on the same level as Facebook and Google.
I wasn't talking about ads. I was talking about social media influeners and other celebrities shilling for Layer 2 tokens. Match the influencer with a relevant Layer 2 dApp and its token, let the influencer influence, then we see what happens.
A professional athlete (or a series of them) could shill for SportsTalk Social.
An e-sports player can shill for Splinterlands. A YouTube singer could shill for Rising Star.
An Instagram influencer known for posting images and short videos can shill for Terrive.
Unlike ads, the influencer would bring more attention to Hive and as a result to Layer 2.
Yeah ! I got that ! I was actually replying to John's comment where he said that hive dapps should incentivize using ads =)
Ah. OK. Different tribes handle ads differently, if at all. While we can usa ad revenue, we have to be very careful with what ads we accept and who provides us the ads.
I think #HIVE need a HUGS & HOPE tokens, they should be shared like !LUV and !PIZZA ~ ...Why? Because there's a lot of negativity on the internet, and each token that can minimize that should be a thing.
@magnacarta! I sent you a slice of $PIZZA on behalf of @ahmadmanga.
Learn more about $PIZZA Token at hive.pizza (9/10)
<><
@magnacarta, you've been given LUV from @ahmadmanga.
Check the LUV in your H-E wallet. (9/10)
But who should shill for those tokens? Hive has plenty of Layer 2 tokens. What it doesn't have is people to market them.
Yeah, I wish I could say they'll shill themselves, but that's a wishful thinking... We do need influencers like you said in the post.
How much of a chance you think the influences you listed join Hive and promote the token most fitting for them?
They have to learn that Hive exists, first. As for the shillers I named, I have no idea if they would join Hive and later promote either Hive or a Layer 2 token. If anything, we would need to reach 100 potential shillers in order to bring 1 of them into the fold. There is also a world of shiller with more limited reach who are nevertheless considered influencers; I don't use Web 2.0 social media, so I have no idea who these people are.
It's very likely that ZERO out of all the people I named join Hive to later shill for it and for Layer 2. However, other Hivers may know of influencers who are more likely to become Hivers themselves. That's why this post exists: to find out from other Hivers who these people could be.
Totally how I #understood it.
Have some !LUV again~
<><
@magnacarta, you've been given LUV from @ahmadmanga.
Check the LUV in your H-E wallet. (10/10)
Love this idea of having someone famous market HIVE - there is no way Safemoon would have gained mainstream recognition without David Portnoy, for example. Splinterlands may be the breakout project that puts HIVE on the map - maybe get a celebrity hooked on the card game?
We wouldn't even need to pay any celebrities or other influencers, necessarily; sometimes we can just find out if they use Hive and promote that fact. Some celebrities want to keep a low profile as they try new things or take the road less traveled, and we should respect that as well.
Maybe there is a celebrity playing Splinterlands-- who knows? Sooner or later there will be one with big enough name recognition that will bring in tons more people.
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STOPCheck out the last post from @hivebuzz:
Can you go in and hyperlink any front-ends that are relevant to the tokens?
the JIUJITSU token would be good to approach people like Joe rogan, Lex Freidman, jocko willink and many others surrounding those people. Idk if this post was a joke, but you can think of lesser "influencers" who may be more local to you and more likely able to be approached and talked to about these thing.. unless the idea is to just throw money at celebrities and hope something sticks.. like a cameo request..
I think actually approaching people who are local to you is a better idea.
This post is serious. It was not meant to be a joke.
As I wrote this post off the top of my head, the post was not intended to be a directory of tribal-front ends. However, there should be a post at #TheTerminal which lists many if not all the tribal front ends.
In the end, all we do is local. The thing is, just like in professional sports and entertainment, local doesn't put fannies in the seats. We should do what we can locally to bring more people, but an influencer with high-enough name recognition can do more for all of us than each of us could over some stretch of time.
I'm not saying we shouldn't try local. I am saying we should take advantage of the things influencers can do for us in addition to whatever else we do without them. Hive has global reach, so we should find an influener or two with global reach along with 10 or 20 who have regional reach along with 100-200 who have more local reach.
Also, I'm not suggesting we throw money at social media influencers or celebrities just so they can shill for Hive and Layer 2. While it's true a marketing budget exists to promote Hive, I'm not saying we blow it on landing shillers. If we can persuade potential shillers by showing them how moving their Web 2.0 money onto a Web 3.0 crypto platform such as Hive can help them earn passive income at the insane APRs for which crypto is famous (among other things), that could be icing on the cake. We're not asking them to start from 0.000 HIVE as we did; that would be foolish. We're asking them to demonstrate to others that if it can work for them it can work for everyone else not here.
Along the way we demonstrate that while we would like them to help grow Hive, we have enough integrity to not compromise the values which made Hive Hive. We won't get the biggest names on A-List, but we would attact big-enough names who share the values important to us as Hivers. The money we don't throw at them is more than made up for by the returns they gain by investing in any of the numerous projects Hive has as the base layer and at Layer 2.
If any influencers or celebrities wants to make a cameo for Hive, they're free to do so. If they like what Hive has to offer, they can sign up for an account. When they see how different Hive is from other platforms which get more attention, they may do outreach as the rest of us do it; they just have a greater ability to persuade more peope in less time.
I wouldn't mind seeing Gina Carrano or Bruce Willis or even Justin Long shill for Hive and Layer 2, but we would do well with targeted influencers from the various platforms who have proven they can attract followers. In the end, it's all about persuasion and people joining us because they chose to do so willingly, not because we threw mad stacks of cash in their faces.
If we could work with the different tokenized communities, especially thinking of $WEED it would be cool to have something like a flyer, to be a conversation starter. like 1 page with info/infographics on the back and front which gives a brief explanation and links to more detailed info for later.. incase your in a business, say approaching a head shop employee, bud tender at a dispensary, or a person at the local hydroponic supply store. all of these places would be a great place to leave a stack of these pieces of paper, and possibly some $WEED-cash stickers too..
this would probably cost between $500-1000 if you wanted to cover a large area and make alot of contacts..
Something like that can be done by each tribe in some form or other. The only time we mention Hive is to state that to do whatever we talk about, sign up for a Hive account. In the future, they may ask about Hive or discover more about it on their own. For now, we focus on Layer 2 because of the thing they care about (weed, natural medicine, marketing, finance, photography, gaming, memes, etc.).
Even as we focus on guerilla marketing, we don't want to break the bank as we do that. Newspapers are still a thing even today, even if they are useful only as liners for bird cages. Letters to the editor can offer an opportunity to name drop the tribe of your choice. I don't know if Yelp has a section for reviews on internet platforms; if it does, we drop something in there.
Whatever we do, it has to give us the biggest bang for the smallest expenditure. we want to be like guerillas, not the Pentagon.
Hive is not superior and is extremely volatile to surveillance technology. As soon as someone formats the Hive Public Key index into Maltego or another digital foot printing app, big brother will be at our doorstep and so will the tax man, this would be the easiest network to tax without a doubt, especially since most people have their name and real photo in their intro post.
I keep seeing people talk highly of DPoS and it's really not that impressive aside from the consensus mechanism with Hive Power and Witness votes. That system itself is not secure and Justin Sun just made a joke of it not too long ago.
Isn't blockchain itself a tool for surveillance, or one which can be made to be a tool for surveillance? If this is the case, then virtually no crypto is safe. (There may be exceptions, but I have no idea what they are.)
As for DPoS, it just has to be faster than Proof of Work as well as less costly in terms of energy consumption. I never considered any consensus algorithm as being impressive or not, since it's just a seal of approval; "impressive" makes more sense for the hashing algorithms since those depend on raw processing power.
Transaction speed is for sure the most impressive thing about Hive. I will agree with that, and there's nothing wrong with a open ledger, I just have some concerns if there was ever a government that wanted to attack us, they would be much more effective at achieving a complete shut down of the network.
If the IP address of the witness node was blocked by a DNS provider, that would immediately end hive for that witness and he would be missing blocks.
We're so used to thinking in terms of DNS-- even the network professionals-- that we forget that DNS is just one system of its kind. There is an alternative called ENS (Ethereum Name Server) which does the same thing as DNS but on the Ethereum network. Details between ENS and DNS would differ, but the basic principle is the same: a way to associate hideous-looking addresses with a more understandable name. Hive may not do this, but some future crypto and development platform can be set up from scratch using ENS.
I only know that ENS exists as an alternative to DNS. I don't know anything else about it.
Thats interesting, I have heard name coin and the .name domains have some kind of network naming function on their blockchain.
It would be nice to see a interoperable version if all these services to prevent any 1 organization from having control over the names of domains.
While looking for information about Ethereum a few months ago I ran into a domain registrar named Unstoppable Domains. It's here where I discovered ENS. Unstoppable Domains caters to Web 3.0 web sites as well as Ethereum networks.
WWW as we know it is uses DNS at its root. We're so used to it that it's a bit of a shock to discover that there can be more than Internet. If DNS is at one root, then ENS is at another root. (When we hear about some country or other "making its own Internet," this could be the basis for that claim.)
I don't know much more than that, but it would be great if Web 3.0 stayed decentralized.
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The influencers we would like to shill for Hive and for Layer 2 can also be national or regional figures. They can be big-names in one's country or geographical region, especially for Africa, Asia, and South America.
Getting influencers onboard is a wonderful thing, that a number of people have been trying, but most efforts I've seen to do this neglect the 100-For-1 Rule:
As applied to influencers it may look like "reach out to 100 influencers in order to get one to try Hive", or "interact 100x with a single influencer in order to get them to try Hive."
Most people don't like this rule, because it practically guarantees a significant amount of 'work' and 'rejection' in order to accomplish one's goal, but not liking the rule doesn't mean it doesn't apply. It does.
Anyway, I agree with you, getting influencers to market, whether through guerilla tactics or official ones, is great, but requires true commitment and passion from savvy campaigners.
As for whether we market the Hive Blockchain or dApps, I've written about this in my Hive-marketing posts multiple times, and those posts are still relevant and full of value on the topic, worth re-reading for the comment-threads alone.
As for the recent Splinterlands boom, it spurred me to make Splinterlands content for players as well. It wasn't geared at increasing their knowledge of Hive, but it did link back to my Hive Guide, so perhaps there will be some organic reach their the more my Splinterlands post gets shared.
Anyway, great post, great food for thought, great focus on marketing, and I hope key people take it to heart and it sparks some great action.
Wishing you a great day! 🙏
Thanks for dropping by! I hope things are going well up north for you.
The 100-to-1 rule is what I alluded to in an earlier comment when I said we would need to reach 100 potential shillers in order to bring 1 of them into the fold. It definitely takes a significant amount of work, even if distributed among all Hivers (never mind those eager to go out there to lure the influencers). Still, a distributed effort is likely to be more successful just from numbers alone.
At the moment Splinterlands is essentially marketing itself, but it's also been around for 3 years going back to the Steemit days. Being a game helped, and being a play2earn platform helped even more. It picked up momentum slowly, then it took off. Splinterlands is like the actor who took 20 years to become an overnight star. Hive is the same way, only its different enough that many people don't understand it well enough to market it well.
If Splinterlands can do well as Splinterlands, perhaps we can learn from it and apply those lessons to Rising Star, dCity, dCrops, and the other games which need a Hive account. We could also extend the principles to dApps like Engage, Engrave, DLUX, D.Buzz, Terrive, Inkito, and others. And if we want to land an influencer at the tribal level, that may be easier in some ways than having that influencer shill for Hive as a whole. Layer 2 itself is a marketing tool we can use in ways simply not possible with Layer 1 (Hive).
Marketing has its toils and grinds, like any other activity done daily (including farming and gardening). That doesn't mean we can't make it fun for us as we engage in it. That's another reason I published this post: to generate ideas on whom we can get to shill for Layer 2 so that we can tailor our efforts accordingly.
If we fail, we learn and apply the lessons to the next attempt. If we succeed, we succeed big-time.
My pleasure, great article! And I love that you alluded to it, it's so key, I just wanted to emphasize it since it's one of the major stumbling blocks for most marketing efforts.
Splinterlands has followed the 100-for-1 rule, and 100s of players later, hit another 'viral spike.' I love it. Being a play2earn game doesn't hurt. And you're right about people not understanding Hive, and whether we go for influencers directly or get to them through various dApps, similar concepts apply.
Great point about fun, and I've never seen a successful, sustainable endeavor --marketing or otherwise-- that didn't include fun as a key ingredient.
Of course the recent massive downvote I received on what I consider to be a kind, well-written story doesn't really encourage the 'fun-level' of authors like me, so... we'll see what the future holds, lol.
#TogetherWeRyze 🙏
The best we can do is share with others discoveries we think would benefit them. We can't control what happens after that, and that's OK; we did what we had to do in sharing the discoveries. The people who appreciate the discoveries we share with them (and sometimes you and I are part of "them" either together or separately) will know the reality of the situation.
As we go theough the exercise of figuring out who we can land to shill for Layer 2, we sharpen our pitches, our language, our message, and our delivery. The more ideas and suggestions we get, the greate the chance on landing on a winning idea.
Things are more serious these days all over the world for a number of reasons, but as we liveour day-to-day lives we need whatever laughs and humor we can find. They're the periods after sentences made of grievances and complaints and "woe is me" decalrations. If we want total lack of fun, we can ride the subway after 2:00am.
Yep, I whole-heartedly agree, well said, and not much I can add. Cheers to fun! 🙏
BTW-- rwgarding the word "shill"....
I know in dictionary terms it carries a negative connotation, but does it have a different connotation within the context of modern marketing? For modern marketing I thought it was a neutral word, but I want to confirm that based on your experience.
Words are fairly fluid and mean different things to different people.
The word 'slut' was terrible for a long time but ever since Amber Rose founded the 'slutwalk', the word has been reclaimed and repurposed in a more positive light fairly often. Regardless of how quickly the word is gaining ground as a term of empowerment for proudly sexually-liberated women, using the word 'slut' around my Christian parents still won't go over well and they'll stick with either the traditional dictionary definition, or their own internal definition, no matter what I say.
The word 'shill' is similar, I'd say, though less further along. It began as a negative term, dictionary-wise, marketing-wise, and traditionally so. Lately though, with all the crypto coins and influencers, a lot of millennials are using 'shill' with a more positive spin, similar to what's happening with the word 'slut', but since it's a far newer transition, so you'll likely find most people take issue with the word 'shill', still seeing it as a negative. (And understandably so, since the positive spin is so new.)
On top of all this, people 'read what they want to read', for example, I can easily spot your good intentions, kind heart, and positive aims when you use the word 'shill', but someone else is bound to come along, ignore the massive amount of data pointing to your positive use of the word, get triggered and lash out at your use of the word. (If that hasn't happened yet, please do not be surprised if it does. I write incredibly positive things all the time, but there's always someone with serious mental issues who can't help but get triggered and lash out. I wrote a 6,000 word beautiful story recently and a whale swung by and downvoted it, not because it was a bad piece, but because they have their own neuroses, issues, and triggers and let those things cloud their judgment and cause them to lash out.)
Hope that answers your question. 🙏
Shill
noun
One who poses as a satisfied customer or an enthusiastic gambler to dupe bystanders into participating in a swindle.
intransitive verb
To act as a shill.
To act as a shill for (a deceitful enterprise).
To lure (a person) into a swindle.
Yup nothing good or bad here... just 'marketing'... no negative connotations at all.
Shilling outside of marketing is bad. Shilling within the context of marketing is neutral.
Calling people "marks" when they should be clients or customers-- that's bad.
I think you're missing the point and adding your own definitions. Shilling has always had a negative connotation. People can endorse a product without shilling. It just requires an honest opinion and transparency. These types of 'marketing' efforts are often legally considered fraud and there has been government intervention in extreme cases. That being said I like the core of the idea, I would just like the language cleaned up for good optics and better results.
What about Quentin Tarantino for CINE ? 😉
Quentin Tarrantino is definitely a big-name in movies, and he would be perfect for CINE. I'd buy that for a dollar.
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