(Virtual) Reality - "Marketing x Teams x Entrepreneurs" N°16
📡 Because knowing more about our new (virtual) reality is the best way to decide if it fits us, (virtual) reality is the topic of this "Marketing x Teams x Entrepreneurs" newsletter N°16.
About metaverse, Web3, NFTs, remote work, and applicant tracking systems.
Decide your world.
Happy to read your comments!
In this article for The Drum, Webb Wright provides an overview of what brands are doing in the metaverse and why. He starts with the example of Spotify, whose goal in the metaverse is to reach a younger generation. To do so, Spotify created an island to gather music fans. The island environment reuses Spotify brand design - of course. The music platform has further plans to connect with the audience around co-creation initiatives. With another mindset, and in a partnership with People of Crypto Lab, The Sandbox promotes more diversity and inclusion in the metaverse:
"I firmly believe that web3 can only scale if diversity and inclusion are rooted in the foundation of what is being built (...). Culture drives commerce, which is why we need to actively educate and onboard these communities in order to ensure an equitable and profitable future for web3." - Simone Berry.
On its side, HomeStart, a nonprofit organisation that prevents homelessness, is building a bridge between business and cause by selling 50 (virtual) apartments on an island (again! Many islands in this metaverse!).
Pepsi and Starbucks are also launching their own NFTs soon.
Register for free to read the article.
This article is a must-read for any marketer leader. Alanna Gregory, responsible for the global customer engagement and retention at Afterpay, published it on Reforge's blog. For more context, she recaps the history of the web before focusing on the web 3:
"Web3 will do today what social media did for brands in the early 2010s." - Alanna Gregory.
She underlines the community aspect:
"Web3 isn't one big community; there are many different niches, and many communities co-exist together." - Alanna Gregory.
But what I liked the most is that Alanna shows what it means in terms of skills teams, jobs, and KPIs. Good to know: it seems there will be a rising demand for "marketing managers" in the future.
Taking examples from Burberry and Taco Bell, she explains why brands use NFTs and what it means from a user perspective:
"While a Facebook community rewards you with likes and comments; an NFT incentivizes you to evangelize a project because you have financial upside, and benefit from helping grow that community; there's a direct incentive to you as a community member." - Joseph Smith.
At the end of the article, you'll find a marketers'web3 toolkit to navigate the seas of this virtual world becoming real.
Some days ago, Brian Chesky, Airbnb co-founder and CEO, communicated to his employees that the company now allows employees to live and work anywhere forever and announced that it would partner with desti nations to help them attract remote workers. The official reason is related to team recruiting and diversity:
"We want to hire and retain the best people in the world (like you). If we limited our talent pool to a commuting radius around our offices, we would be at a significant disadvantage. The best people live everywhere, not concentrated in one area. And by recruiting from a diverse set of communities, we will become a more diverse company." - Brian Chesky.
Until now, I didn't like much the Airbnb brand; however, this announcement is an excellent example of a powerful brand experience: from the users to the employees (or the other way around?), it is the same consistent story: mobility and freedom.
The link is the official PR of the company. PS: Brian is also a great storyteller.
Don't let tools control your future reality: it is, in a nutshell, the message of Shannon Flynn on Life Hacker. And to help us even more, she reveals the tips and tricks to go successfully through the applicant tracking system. Some sound natural, others not. About formats, keywords, and testing.
With the metaverse, we often have in mind big fashion and tech brand names. However, small retailers have their place in the metaverse too... if they act now. Catherine Erdly, the founder of The Resilient Retail Club, raised awareness among small businesses by publishing this article on Forbes in February 2022. As an inspiration, she gave examples like Forever 21, Ikea, Wayfair, and Mac, sharing initiatives around creating 3D models on the side of e-commerce platforms, virtual stores, and augmented reality.
If you reach these lines, it means you read my newsletter: thank you!
I hope you enjoyed it.
Happy to read your comments!