Index Coop

Growth & Marketing

Nov 11^th 2021��Introductions:

If this is your first G&M call feel free to introduce yourselves

• Name + Discord Handle
• Background
• Area @Index you would like to contribute to
• Shill us your bags!

Call Technicalities

• Please stay muted unless you’re speaking.
• We will use the +1 system to initiate speaking
• This meeting is timeboxed to 1 hour - further discussion can go in the #growth channel in Discord or continued with the epic owner

Input Targets

• 2-3 Tweets per day from official account
• 2 Editorial pieces per week
• 1,000 New email addresses collect by end of Q4

KPI’s

• 4-5 Tweets per day from official account ✅
• 8 Editorial pieces in Oct ✅
• Awaiting new website to formally collect email address 🚦

Output Targets

• Target 5m total impressions in Q4 (1.67M per Month)
• Average 4-500 views per article @ 50% read rate
• 2.5k Email conversations pq.

KPI’s

• 1.3M Impressions in Oct - 77% towards target
• Average of 1,200 views per article, average read rate = >50% ✅ ✅
• Awaiting new website to formally collect email address 🚦

Input Targets

• Drive readers to our site (pending new site)
• 1 tweet per week to incentivise following IC account.

Input Targets

• Data pending ⏳

Output Targets

• Average 10% increase in web hits
• Average 10% followers of official IC social media channels pm

Performance

• 50% increase in site visits (Oct/Sept) ✅
• Data Pending: ⏳

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Input Targets

• Promote distribution channels (Pending fiat to L2 ramps, etc)

KPI’s

• Dharma Wallet relationship launched! ✅

Output Targets

• Average 10% increase in N$Fpm
• 20% increase in wallet address exposure over q4 (=6.6% month on month)

KPI’s

• -4% N$F in Q4 😢
• +8% in wallet addresses ✅

Input Targets

• 1 mass market survey per product in Q4
• 2 Whale interviews per month

KPI’s

• Data pending ⏳

Input Targets

• 1 Article pm publishing users stories
• 1 Twitter competition per month asking followers to share why they love our products

KPI’s

• Data pending ⏳

Awareness - Impressions & Comms

Progress

• Focus on getting all Index Platforms up to a professional standard (Socials Pod)
• New Video Strategy! (Video pod)
• Working on onboarding strategy for new index followers�

Questions/Blockers/Announcements

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Content intake process

1

2

3

What’s coming up

What’s coming up

CAMPAIGNS

• Dharma DPI campaign
• DATA activation Gleam
• Educational Content

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OTHER

• Socials Pod - catering towards new platforms. Create Social Media MACHINE
• Who is interested in helping with Social Media experiments? (TikTok, Instagram, YouTube) hit up @caf

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Video Pod

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• 2 main audiences: Current Index followers lookalike and new audience (crypto newcomers)
• Notion Link here

Categories

Expert extracts

Short form

Product series

Community profiles

Onboarding

Owned Educational

• Video goals:
• Education and onboarding
• Foster brand attachment
• Generate multi-platform stream of content

Current Challenges Working Through

• Confusion / Separate initiatives pulling in different directions
• Foundation / Structure for production system

The DeFi Pulse Index

Socials Pod

• Goals:
• Consistent branding across all platforms
• Increase Brand awareness and conversions
• Generate multi-platform stream of content�
• Meetings
• Biweekly Socials Pod meetings: Wednesdays 8:00 - 8:45pm UTC
• Video call link: https://meet.google.com/xee-rvbi-kwd

Socials Analytics

Vertical: Content

Mission

• Assist with conversions via high-quality editorial content

Progress

• Q4 content slate is 50% assigned
• Onboarded two new highly qualified writers

Questions/Blockers/Announcements

• We have additional stories to assign if you (or anyone you know) would like to write. DM @Marshmellow

Vertical: Paid

Mission

• Augment overall impression count with mild, highly-targeted ad spend

Progress

• 5 Campaigns in progress:
• DeFiant (x2)
• Coingecko
• Dove Metrics
• Bankless

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Persona - Gene (Global Awareness)

Overview

Gene is a new investor is who invests for themself. They are still trying to learn more about the DeFi ecosystem so they can make informed investment decisions. They act individually but are apart of crypto groups to continue learning. Majority of their investment is in BTC and ETH. Little investment in DeF.

Goals

• Learn as much about DeFi as possible to make better investments
• Long-term strategy to earn increase net wealth

Vertical: Product Marketing

Mission

• Understand customer motivations to message and position our products to better communicate value

Progress

• Performed Global persona interview (insights from previous slide)
• Integrating Global Awareness campaign into MASTER content calendar
• Created an Institutional Business campaign, working on content and researching trade groups to work with
• Created an MVI campaign to ride the current wave. Focusing on growing awareness into new channels�

Questions/Blockers/Announcements

​

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Vertical: Website Tech & Conversions

Mission

• Stand up and maintain optimal marketing tech stack for the Coop. Aim: ‘Best marketing stack in DeFi!’

Progress

• Learning more from @Dylan, @0xModene, @Alerex today
• Keen to understand where Engineering are re having us ready to go live

Questions/Blockers/Announcements

• No blockers now

Growth Ideas from Community

• Initiatives that fall outside WGs > How does GWG budget fit in?
• Recommend to request ad-hoc in most cases�
• Linkedin posts
• Can we expand impression mining to LinkedIn?
• Aakansha to share experiment�
• N$F by holder size/persona�
• Employment branding - is that a GWG activity?�
• Canva Pro needed to publish templates w/o watermark

Vertical: Customer Data & Attribution

Mission

• Stand up infrastructure for automation of marketing analysis. Ingestion data to gain insight over attribution. Process to inform ROI

Progress

• GWG Dashboard drafted
• https://docs.google.com/spreadsheets/d/168hXeBWbxEv1jPrYROESw4ZVkrtGrj_N9_wZ1G8lr_M/edit#gid=0
• ^ This is a shared GWG assets. Members welcome to help maintain it ;)

Questions/Blockers/Announcements

• ​

GWG End of Q3 Summary

• 2nd best Q in terms of N$F’s despite crab market, volatility.
• Best WG to work for ever! :)
• Huge increase in quality content thanks to Caf and Chavis
• BED and DATA launched
• Highest number of tweets

What can we do differently/better?

�-What are gaps in our growth strategy?

-Experimentation - coming soon(™) - more people, ideally experience in discipline�

-How do we attack in Q3?

�

A table should look like this?

Tokens

Index Coop managed tokens. Files can also be found here.

DPI

BTC2X-FLI

ETC2X-FLI

MVI

Headline

• xxsax,alö,aösx,aöx,aölx,aöx,aösx,aös
• lax,ölas,xöla,xöal,xöax,öla,xöal
• alös,xaöls,xöal,xöla,xöla,xöal,xö
• axa
• xa
• a

Standard Account

dwedw

dew

​

dd

Pro Account

Enterprise Account

Pictograms for Index Coop

You can download a selection of pictograms as files here.

A complete Set of pictograms can be found under�https://www.carbondesignsystem.com/guidelines/pictograms/library/

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Liquidity

Exchange

Audited

Composable

Mintable

Pictograms - Carbon Design System

strategy move

strategy direct

strategy

time

target

summit

trash

security hygiene

spaceship, rocket science

network protection

renew team

trust (blockschain)

presentation

person

partner relationship

advocate

trusted user

unauthorized user access

finance strategy

expand user

envelope

protect critical assets

distribution ledger

digital

digital trust

contract

collaboration

balance

cash flow

calendar

blockchain

birthday cake

archive

client financing

anonymous users

build leadership and culture

gift

mobile devices

love

locked network

lock

unlock

intelligence

insights

identity trust assessment

ideate

idea

goal, hill

group

goal

global currency

mobile phone

multitask

global assets and recovery

user experience design

protect critical assets

document security

analyze

key users

secure profile

paperclip

rock on

growth

Index Strategy�An Example Slide

Strategy - An Example Page

• Distill our core values into the right messaging
• Prioritize channels to meet our customers where they congregate (en masse)
• Make our products widely available when customers decide to buy
• Maximize productive opportunities to assist with retention

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What are the most important things we can work on now to grow holders & supply?

• Top of funnel (10x impressions - content, social, paid)
• Tier 1 Productive integrations (Maker, Compound, Aave, Synthetix)
• Wallet promotions (Zerion, Dharma, Rainbow, Argent)

Pictures

All pictures are from unsplash and are free for commercial use. You can read the short form of the licence here.

�You can find these images as files here on Google Drive.�

On the next slides you can find image, and the source on unsplash. You can credit the creator/photographer if you like but you don’t have to do it.

Decentralized Finance

Dylan Calluy

https://unsplash.com/photos/sxFlvEVhSIE

Claudia Lorusso

https://unsplash.com/photos/H6RKjMQR-AI

TradFi

Alexey Derevtsov

https://unsplash.com/photos/Atl1BCVM2fo

Ahmer Kalam

https://unsplash.com/photos/STJJ6OR3F1c

Building Our Future

Daniel Seßler

https://unsplash.com/photos/xOwotZP8yZk

Alex Mihu

https://unsplash.com/photos/P-Yagslf6yM

Ricardo Gomez Angel

https://unsplash.com/photos/noBVMye3_ro

Communication / Strategy

Tim Rüßmann

https://unsplash.com/photos/cRFH-ZkVAag

Eberhard Grossgasteiger

https://unsplash.com/photos/BUKDFxYcqK8

Abstract

Pawel Czerwinski

https://unsplash.com/photos/NTYYL9Eb9y8

Pawel Czerwinski

https://unsplash.com/photos/Qiy4hr18aGs

Matteo Di Iorio

https://unsplash.com/photos/4xPQ_E-N3q0

Daniele Levis Pelusi

https://unsplash.com/photos/muo2hxm4PwE

High-Tech

Anders Jildén

https://unsplash.com/photos/Sc5RKXLBjGg

Tobias Keller

https://unsplash.com/photos/2ecH5Lw3zSk

Change Your Perspective

Marcel Strauß

https://unsplash.com/photos/NASf1qmQJ2M

Ivan Bandura

https://unsplash.com/photos/jy4F2C1qksc

Shaah Shahidh

https://unsplash.com/photos/jraxshDckPE

Matheo JBT

https://unsplash.com/photos/s9TJ2ncyLcQ

Deep into MVI

Introduction

Who needs Placehodlers?

Brandi Redd

https://unsplash.com/photos/aJTiW00qqtI