How web3 can change community engagement for enterprises

We are at an inflection point.

As more people rely on digital platforms for connection, fostering genuine engagement is increasingly important.

And with the world shifting to a more decentralized internet at an ever-accelerating rate, online communities are taking notice. This new standard, web3, promises to transform how users interact with the internet and each other. And now, NFTs are emerging as a critical technology enabling this new vision of the internet. 

The current one-way communication model in online communities lacks meaningful interaction, leading to disinterest and sometimes even hostility. Many communities prioritize broadcasting information or selling products over a two-way dialogue, creating a sense of disconnection and frustration. Web3 offers an opportunity to shift from this archaic model. 

Businesses must create spaces where individuals can connect and interact meaningfully to build relationships and foster a sense of belonging.

As more of the world becomes comfortable with this emergent technology, innovation within the web3 space will grow exponentially. A major part of that innovation is the ability of companies and creators to forge deeper connections with their communities. 

Let’s explore the four (4) ways web3 and, specifically, NFTs can help to empower companies to engage their communities in new and innovative ways. 

1. Exclusive access

Creating a sense of exclusivity can help bolster the notion of value for community members. Making limited-edition NFTs that grant exclusive access to products, services, or perks can provide their most dedicated members with unique benefits they cannot get elsewhere. 

NFTs can be used to grant early access to a new product or service or provide entry to an invite-only event. This can begin to ignite buzz around your experience, generating natural FOMO effects that can bring organic attention to experiences. Efforts like these can surprise and delight community members and encourage them to remain engaged. 

Example:

Nike has established itself as a leader in highly coveted drops for limited-edition sneakers. Through a partnership with RTFKT, Nike uses NFTs to grant specific community members exclusive access to digital and physical products, creating a sense of exclusivity and value for their most dedicated customers.

2. Community incentives

Incentivizing community members to participate in an enclosed ecosystem has become much easier with NFTs. These rewards can incentivize community members to contribute to a brand’s development by creating user-generated content, participating in surveys, or referring new members.

Businesses can foster a more engaged and active community by providing valuable and relevant incentives to community members. Additionally, companies can use NFTs to create leaderboards or other visual cues highlighting the community's most active and dedicated members, creating a sense of competition and motivating members to remain engaged.

Example:

BitClout offers NFT-based rewards to users who create engaging content, such as memes or videos, which are shared widely on the platform. These rewards help foster a more active and engaged community, which drives traffic and interest.

3. Loyalty programs    

Businesses can use NFTs to create meaningful connections with community members by rewarding the most active and dedicated voices with exclusive NFTs. These digital collectibles can represent membership in a loyalty program or symbolize recognition for long-term customers.

They can be designed to align with a brand's values and identity, creating a deeper emotional connection with community members. Businesses can build a committed community by creating a system of rewards and recognition that is valuable and relevant.

Example:

Starbucks has a rewards program that offers members various benefits, such as free drinks and food items, for purchasing coffee and items from their stores. By creating digital collectibles representing membership in this program, Starbucks is providing additional recognition and loyalty for their most dedicated customers. 

4. Creative branding

NFTs offer a unique avenue for businesses to showcase their creativity and brand identity. By creating NFTs representing the brand's mission, vision, and values, companies can engage with their communities in meaningful and memorable ways by sharing a ownable piece of their brand. 

Businesses can also collaborate with artists or designers to create captivating NFTs that evoke their brand. This can help companies differentiate themselves and create a more engaging brand experience for their community members.

These NFTs can be used to develop a sense of community and identity among members. In addition, members can share them on social media and other platforms to increase brand visibility and awareness. 

Example:

Luxury fashion brand, Gucci, uses NFTs masterfully to showcase its brand identity. Gucci has released NFTs that feature its iconic designs and brand imagery, which are sold to collectors and fans. Using NFTs to showcase their creativity and design expertise, Gucci can better connect with their community members on a deeper level and create a more memorable brand experience.

This is only the beginning.

Web3 and NFTs are transformative technologies poised to revolutionize the internet. Businesses can leverage these new technologies to engage with their communities in exciting and innovative ways, creating a renewed and empowered sense of exclusivity, ownership, and loyalty. 

The possibilities are endless, and brands that start building experiences around these new technologies will be able to cultivate and maintain strong and sustainable communities far into the future. 

Want to learn more? Get in touch with a RECUR Builder expert today.