Why You Should Contribute To Utopian's Visibility Category, And How To Do It

in #utopian-io6 years ago

I have multiple hats in Utopian.io. I write and edit content and moderate in the Blog category. I also edit our most neglected category: Visibility, AKA Social.

utopianvisibility.png

This is where you create one of the following:

  • Paid search engine and display ad placement
  • Paid social media ad
  • Post to social media accounts with at least 10,000 unique followers.

Creating a Thunderclap campaign was also an option, but they're shutting down.

You do this to promote an open source project that is on the Utopian Visibility Whitelist or for which a task requst has been made. We've got a nice variety of projects on the whitelist. Most of them are related to Steem in some way, but not all. Find one your familiar with, or research one until you feel you can promote it effectively.

We incentivize these posts with upvotes, of course. But we get very few contribution. For the past few weeks, all of the contributions to the category have come from a single user.

I would guess part of the reason people don't do this is that two of the ways require spending money upfront to earn money later through upvotes. And with the currency as low as it is, the profit margin may be very thin. And most people don't have more than 10,000 unique followers. However, if you have the chops to make an effective campaign, you may find the reward can be quite nice, even now. And if you believe in Steem's future, with the coming SMTs, the ROI you get in SP and Steem may become quite significant down the road.

Facebook and Twitter ads aren't very expensive, especially if you target a well defined audience tailored to the project you're promoting.

We want you to participate because we want to support these projects, and this is a way we can do that beyond the blockchain.

We're also here to help. We have a #marketers channel in the Utopian discord server, where we're happy to answer questions. I'm there. More importantly, Visibility category manager @techslut is there. She's the sharpest mind I know when it comes to social media advertizing.

Campaign Example

I'm going to go through the steps of creating a Facebook campaign for Steemhunt. Steemhunt is a platform for finding cool new products. They have an SMT on the way, and big plans for future uses for it. I'm going to focus on what they currently have going. I selected a budget of 100 ILS, which is $28. That's a bit high, actually, considering the current state of the currency, so you may want to go lower.

As the location for my ad, I selected some of the cities picked as the world's biggest tech hubs. SteemHunt is a tech enthusiast brand, so that made sense to me. SteemHunt is an English language site, so I picked English as the target language:

2018-09-15.png

For interests and behaviours, I want a combination of two things: interest in new tech products, and an interest in cryptocurrency and/or digital currency. I picked a bunch of interests in both groups.

2018-09-15 (1).png

Finally, I created my ad. As this is an example, I went a bit lazy. The image is from a Google images search result, and the ad copy is extremely basic. But it's relevant and could be quite effective. If I was actually launching this ad, I would probably avoid an image with the word "Steem." Because I'm not promoting Steem in this one, and that's adding a new term that may confuse people. Simple is good.

2018-09-152.png

The ad would currently run under my publishing house's account, which is far from ideal. Consider creating a facebook page dedicated to promotion.

Call To Action

This is my call to action, and the target is you. I want more posts to moderate in the Visibility category. I want the projects on our whitelist to have a wave of new signups that will stagger and amaze them. I know you can do this. In my months on Steem, I have seen amazing things. I have a ton of faith in this community's ability to do this. We have so many smart people, many of whom are way more savvy in the ways of marketing than I am (I'm a pure content dude, while @techslut is a marketing machine, which is why we make a good combo). You can do this. Just go to our guidelines where you'll find all the information you need.

promote.png

I look forward to your contributions.

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Thanks for the contribution. I hope to see more movement in the visibility category.

Your contribution has been evaluated according to Utopian policies and guidelines, as well as a predefined set of questions pertaining to the category.

To view those questions and the relevant answers related to your post, click here.


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[utopian-moderator]

Thank you for your review, @kit.andres!

So far this week you've reviewed 2 contributions. Keep up the good work!

Thank you for this information.

I guess for me there is a bit of a disconnect here between targeting 100 impressions and pushing to 10000 followers. I wish there were other ways to "verify" visibility campaigns.

100 impressions? From the guidelines:
"a minimal total reach of at least 10,000 unique users and CTR (click-through rate) of over 1.5% on Twitter and 1% on Facebook (unless otherwise specified by the project owner in the Task Request)."

Isn't that what 100 ILS means on Facebook? 100 click-throughs - I guess I wrote impressions above...

100 ILS is 100 Israeli Shekels. It's the amount I set to pay for the ad.

Great post! I think why most people don't contribute to this category is because they don't understand what it entails. So there is a need to shed more light on this area so that people can have a better understanding of what's involved and how they can make proper contributions.

Agree. And the lack of clarity seem to be on both sides. As a representative of one of the whitelisted projects, I too find it rather difficult to know exactly how a task request should contain in order for someone to pick it up.

I think a close collaboration between project owner and marketer is key to this. But the key problem, at least to me, is finding out what the first initial step should be.

I'll try to reach out on Discord later tonight when daughter is asleep and hope to get a productive dialogue with potential contributors and category moderators.

Cheers,
Punqtured of Byteball

My followers hit 800 I aplly what you tell this post amazing you are

Thanks for this wonderful look under the hood of the visibility category. As a representative for one of the whitelisted projects, I've often thought of creating specific task requests for this particular category. Some of the latest examples have obviously been the Steem airdrop (though that caught on and spread like wildfire all on its own) and the Use-a-Thon.

However, often the timing doesn't allow task requests to be made, a conteibutor to catch up on it, study the project and start a campaign before it's all over. Particularly in crypto, things move extremely fast and a week is an eternity in crypto.

Another rather important thing to factor in, is different social media platforms' view on crypto. Facebook, Google and most of the other tech giants have rather strict rules on what type of content they will allow. This can make campaigning for a particular story or specific feature really complicated.

Lastly, one thing I've found out myself, is how difficult it actually is to know how to properly create a task request. What should it contain? How specific would it have to be? You quickly get a feeling that with every requirement you add, you reduce your chance of someone picking it up and helping with the campaign.

What to me would be the most beneficial, was a sort of template or even examples of past task requests serving as a guideline on minimum requirements, structure and other relevant details.

I think I'll try to hit you up on Discord and see if I can manage to work out something that contributors would both find fun and challenging as well as being beneficial to our project.

Cheers,
Punqtured of Byteball

The best way to make a task request seems like an awesome topic for my next #iamutopian post. Have you spoken with @techslut about the best way to do this? She's the real marketing expert in the Visibility category, which is why she's both the category manager and Utopian's CMO.

Yeah, I had a few chats with her on whether or not she believed a specific campaign was possible (promoting merchants accepting Bytes as means of payment in Milan)

The tricky part on that was the rather geographical limited reach. I never really got any hints on what a task request should preferably contain to have the best chances of getting picked up.

If you do a #iamutopian post on how to write a good task request for the category, I'll definitely be your biggest fan, that's for sure :)

We have effective 100k followers across multiple channels and growing 20% weekly basis so far for last one month.

And it is this need described by you - we would like to serve. We went through your website and clicked the whitelist too but unfortunately couldn’t make any progress to find any actionable item.

FYI - we don’t create content. We just viral it.

Our suggestion is - project owners create content under steemhunt. And we then can take it from there to viral it as that function is already available with steemhunt. And we are rewarded by steemhunt social rewards plus upvote from you. That helps us to reward our doers to keep doing it.

Pls guide us how we can contribute towards this for win win relationship.

Projects on the whitelist don't require an actionable item. You just pick a project, and then post about it to a twitter or facebook account with over 10,000 followers. With a link, of course. Then make a post on Steem with all the details, including links, screenshots, and proof of ownership. Lemme copy/paste from our guidelines:

Promotions on chat platforms (e.g. Whatsapp, Telegram and similar) and Instagram will not be considered for potential reward (unless otherwise specified by the project owner in the Task Request).
The submitted campaign should performance with a minimal total reach of at least 10,000 unique users and CTR (click-through rate) of over 1.5% on Twitter and 1% on Facebook (unless otherwise specified by the project owner in the Task Request).
To be considered for potential reward, submissions should include valid and verifiable proof of the visibility activities undertaken including:
An overview of the goals, bidding strategy, details and choice of target audience, reasoning of said choice, as well as results of the campaign.
Ad copy and graphics used in the campaign.
Downloadable reports (when available) pertaining the activity.
Screenshots of the promotional activity from the platform used.
Links to promoted content, landing page and (when applicable) a link to the ad itself.
To be considered for potential reward, ad content and social media messages in any language other than English must be accompanied by a translation.
Ad content and targeting chosen should show the contributor’s understanding of the project and experience in its applications and uses.
To be considered for potential reward, campaign content must adhere to Utopian Forbidden Content Policies.

How about our suggestion that actual content is produced by project owners/or approved by project owners and we just help it to viral

Can we get a list of steem posts that utopion has upvoted for visibility category. That would help us understand what makes a good contribution.

Hi @didic!

Your post was upvoted by @steem-ua, new Steem dApp, using UserAuthority for algorithmic post curation!
Your UA account score is currently 3.338 which ranks you at #7348 across all Steem accounts.
Your rank has not changed in the last three days.

In our last Algorithmic Curation Round, consisting of 597 contributions, your post is ranked at #255.

Evaluation of your UA score:
  • You're on the right track, try to gather more followers.
  • The readers like your work!
  • You have already shown user engagement, try to improve it further.

Feel free to join our @steem-ua Discord server

We have a suggestion. Pls divide visibility campaign in two parts

  1. Content contributors - Those who produce content. And you reward the for its quality
  2. Influence contributors - Those who viral the content. And you reward them for their engagement level they provide to the content.

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