Get ready to uncover the secrets behind one of the most disruptive marketing stories in the crypto world!
Join us as we sit down with Michelle Kang, an industry veteran who has successfully navigated the ever-evolving landscape of crypto marketing since 2016. Michelle takes us on an engaging journey through her career, starting from her early days at global giants like Lenovo, CJ, and Edelman, to her pivotal role in spearheading ICO fundraising campaigns. Learn how her innovative strategies and hands-on approach have paved the way for her current position as CMO of Somnia, and what it really takes to thrive in the dynamic world of crypto marketing.
We also delve into Somnia's ambitious mission to connect isolated virtual worlds, creating an open and unified Metaverse. Discover how partnerships with tech innovators M-Square and Improbable enable Somnia to bring this vision to life, allowing creators to export and monetize their assets across different environments seamlessly. Plus, we highlight the significance of data-driven marketing in Web3, offering real-world examples of how analytics optimize user experience and drive campaign success. Tune in for a comprehensive look at how Somnia is revolutionizing the Metaverse and leading the charge in the future of interconnected digital spaces.
Unveiling the Future of Blockchain and Metaverses with Michelle Kang on Web3 CMO Stories
In a recent episode of the “Web3 CMO Stories” podcast, host Joeri Billast sat down with Michelle Kang, a seasoned crypto marketing professional, to discuss the intricacies of blockchain, her extensive journey in marketing, and her current role as the CMO of Somnia. This conversation delves into the world of digital assets, data-driven marketing strategies, and the burgeoning realm of interconnected metaverses.
Michelle’s Journey in Marketing: From Traditional to Web3
Michelle Kang’s story is nothing short of inspiring. She began her marketing career in 2011, with a vibrant mix of internships and ambassador programs. Her early work included stints at prominent companies like CJ, Lenovo, and even Edelman, one of the largest PR agencies in the world. Michelle’s interests in branding and buying behavior were piqued early on, influenced by what she describes as her nature as an “aggressive buyer.”
Her career took a significant turn when she moved to Australia, diving into the Web3 space through projects like EOS, LISK, and ICON. It was during the ICO boom of 2017-2018 that she first glimpsed the potential - and pitfalls - of blockchain. Despite initial setbacks with some poorly managed projects, Michelle’s passion for crypto persisted, leading her to substantial roles in VIP account management and crypto fundraising.
Transition to Somnia: Building a Unified Metaverse
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Today, Michelle is at the helm of marketing for Somnia, a pioneering blockchain platform aimed at unifying disparate Metaverse ecosystems. Somnia’s vision is to integrate Metaverse experiences using their innovative L1 protocol, which supports scalable, interconnected digital environments. This technology leverages Improbable’s mSquare engine to enable high-capacity virtual spaces, addressing one of the critical adoption barriers in the metaverse space.
According to Michelle, Somnia isn’t just another Metaverse platform but offers a comprehensive Metaverse Computer infrastructure. This infrastructure allows developers and creators to build a wide range of Metaverse applications (or M apps), facilitating a richly interconnected virtual society where users can buy, build, and interact seamlessly.
The Power of Data-Driven Marketing
A significant part of Michelle’s success in the unconventional marketing landscape of blockchain can be attributed to her ardent reliance on data. Unlike many who rely on anecdotal marketing strategies, Michelle’s approach is rooted in analytics. Her teams use extensive data analytics tools to evaluate influencer performance, community engagement, and content effectiveness.
For instance, by using UTM tags and engagement metrics, Michelle can pinpoint which marketing efforts yield the most substantial ROI. Her team recently discovered that although 40,000 people clicked to download their Metaverse Browser, only 5,000 installed it, prompting the development of a more user-friendly web version.
Strategic Partnerships: Expanding Somnia’s Ecosystem
Partnerships are essential in the rapidly evolving Web3 space, and Somnia is making significant strides. One of their most noteworthy collaborations is with Yuga Labs, the creators behind the Bored Ape Yacht Club and CryptoPunks. This partnership not only elevates Somnia’s visibility but also provides unique benefits for Yuga Labs asset holders, including enhanced engagement in Metaverse events and exclusive incentives like Somnia points.
Connecting Through Dreams: The Somnia Brand Story
The name “Somnia,” derived from the word “dreaming,” embodies the platform’s mission to turn dreams into reality within the digital realm. Michelle shared that while the name wasn’t instantly beloved, it grew on the team as they saw its potential to symbolize limitless imagination and possibility within the Metaverse.
Looking Ahead: The Future of Blockchain and Web3
Michelle expresses her optimism about the future of blockchain, emphasizing the importance of regulations and increased security in driving mass adoption. She appreciates the evolving landscape where blockchain technology seamlessly integrates into everyday applications, often without users realizing it.
Michelle’s enthusiasm is palpable as she looks forward to a more regulated, widely accepted future for blockchain technology, which will undoubtedly continue to revolutionize not only the digital world but also traditional markets.
Key Takeaways
- Effective Data-Driven Marketing: Michelle underscores the importance of using data analytics to drive marketing campaigns, particularly in the crypto space where traditional metrics may not apply.
- Strategic Partnerships: Collaborations, like Somnia’s with Yuga Labs, are critical in enhancing visibility and providing real value to users.
- Evolving Blockchain Ecosystem: The industry is moving towards greater regulation and security, essential factors for achieving mass adoption.
- Somnia’s Vision: By integrating blockchain technology with the Metaverse, Somnia represents a significant leap towards interconnectivity and user engagement in virtual environments.
- The Power of Brand: The name Somnia, symbolizing dreams and limitless possibilities, effectively encapsulates the platform’s mission and vision.
For anyone interested in blockchain, digital marketing, or the future of interconnected metaverses, Michelle Kang’s insights from this podcast episode offer invaluable perspectives on both challenges and opportunities in the Web3 space.
Joeri Billast and Michelle Kang at Consensus 2024 in Austin
KEY HIGHLIGHTS
[01:41] Can you tell us about your journey in marketing and how you became the CMO of Somnia?
[12:19] For those unfamiliar with Somnia, can you share your vision of connecting metaverses?
[16:16] You helped come up with the name Somnia. Why did you choose this name, and how is it relevant to your product?
[17:43] Another concept you use with Somnia is the 'Metaverse Computer.' Can you explain what you mean by that?
[19:03] Can you explain the objectives of your recent partnership with Yuga Labs and how it supports Somnia's growth?
[21:26] How are you leveraging data for your marketing campaigns in the crypto and blockchain space?
[26:37] What are you most excited about right now? It can be something in this space, related to Somnia, or anything else.
NOTABLE QUOTES
“I always look at the data, why people are interested in it, how they're interested in it, and focus on that tactics and grow that part.”
" The data became very important things for us.”
“I think we are in the good path of getting this technology available for everyone.”
“We want to open the opportunity for any creators and any community members to be part of this open and unified virtual societies. “
“I think this is the hardest marketing you can imagine because you are asking people to invest or you are asking financial gain from the customer to invest into your project.”
MENTIONED RESOURCES
Somnia: https://somnia.network/
Somnia X: https://x.com/Somnia_Network
CONNECT
LinkedIn: https://www.linkedin.com/in/michelle-kang-b0a558104/