Vault Community Strategy
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This document outlines plans for the Vault by CNN community, including positioning the brand as both crypto-native and a CNN superfan community. It discusses strategies for engaging collectors through a newsletter, education on crypto and journalism topics, highlighting CNN history, and creating 3D/VR experiences of the CNN newsroom. Future NFT drops are planned that wink to both crypto and journalism communities through vocabulary education and integrating relevant themes. The social media presence and regular content calendar are also approved to help build connections between the Vault community and aligned partners.
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Vault Community Strategy
- 1. 2 0 2 2 C O M M U N I T Y P L A N N I N G 1 . 2 6 . 2 0 2 2
- 2. 2 J A N 2 0 2 2 V A U L T Build connections between collectors, CNN, and aligned partners around our content and experiences. We create value for collectors by offering them engaging and inspiring connections with people who share their interests, affinities, and curiosities. C O M M U N I T Y
- 3. 3 J A N 2 0 2 2 V A U L T POSITIONING • We are not CNN • We can’t speak for CNN • We are Vault by CNN • Vault by CNN is both • Crypto native AND • CNN superfan C O M M U N I T Y BRAND VOICE • knowledgeable about crypto/journo topics • curious about art/history • hungry for newness • enjoys unifying worlds • approachable • lives in the metaverse newsroom • Fearless
- 4. 4 J A N 2 0 2 2 V A U L T Crypto people and journo people are two amazing communities that are separated by common language. In the newsletter, we teach journos about crypto culture. In the Discord channel, we teach cryptos about journalism culture. This production career path is one that gives a palpable journey to different Discord threads (this mimics journalism careers because every journalist steps into this career at different levels and in different ways. The mission remains the same, but we want to set up the voice as one that's knowledgeable and willing to learn more in both camps: journo and crypto. We'll start with threads that satisfy Vault Core interests (history, news, comedy, ART etc...) then we'll learn from the community what other threads to build out. We're not proposing a new goal. This is just a framework and voice we can tell these stories. Community first means honoring that we are CNN and we are an NFT project. These strategies lay that all out so that the general audience isn't surprised that our brand pivots to several interests. C O M M U N I T Y
- 5. Non-Fungible Tuesday (every Tues unless a holiday email) • NF-Three links Vault is reading Newsletter Elements • if we drop that week: promote drop • Also: a marketing email an hour before drop (Wed/Thurs/Fri) CNN NFT news items • When relevant NFT education • WTF NFT? Explains alienating NFT terms What Season are we in? • Explaining the meaning behind the current seasonal key Social Bugs • Discord • Twitter • Instagram 5 J A N 2 0 2 2 We are 100% approved & ready to move forward with new elements in our current way to communicate with the Vault community. C U R R E N T L Y We are only sending emails promoting drops R E F R E S H C O N T E N T NEWSLETTER S T R A T E G Y : A P P R O V E D V A U L T C O M M U N I T Y
- 6. 6 J A N 2 0 2 2 V A U L T Waiting for @theVaultbyCNN handle NEW SOCIAL NETWORKS C O M M U N I T Y Own @theVaultbyCNN handle Own CNN Vault Collectors A P P R O V E D ! 3
- 7. 7 J A N 2 0 2 2 V A U L T • #MondayMotivation: Art Vault loves • Thinking about/planning drops MON • Non-Fungible Tuesday newsletter DROPPED • Drop promos (on drop weeks) TUES #WednesdayWishdom: Education WED DROP THURS #FlashbackFriday: CNN History FRI SCHEDULE C O M M U N I T Y
- 8. 8 J A N 2 0 2 2 V A U L T GM! AM Drop NOON • Engaging Crypto/Journo Twitter • In a web3 way, respond to the community • If not active: ask questions! PM SCHEDULE C O M M U N I T Y
- 9. 9 J A N 2 0 2 2 V A U L T DROP IDEA DROP APPROVAL VISUALS CREATED CAMPAIGN SENT AGAIN! C O N T E N T C A L E N D A R C O M M U N I T Y
- 10. 10 J A N 2 0 2 2 T H E N E W S R O O M : A M U L T I - M E D I A E X P E R I E N C E • This is a tribute to the office • Because some miss it! • Mixed Media • 3D VR/AR experience • Mini newsroom • Cut-out art newsroom • Control room photography: old tech • NFT packs • sets of areas in the newsroom E X P E R I E N T I A L A R C H I V A L V A U L T C O M M U N I T Y
- 11. 11 J A N 2 0 2 2 K N O W L E D G E D R O P P E D : F R O M W O N K T O W O K E • Cryptos & Journos are two communities separated by a common language • Cue card pack of NFTs filled with vocabulary from both camps • These vocab visual NFTs will teach: • Crypto wonks what a VOSOT is • Journo wonks what a dApp is • This drop will teach some of these common words • so that we can wink to both sides in our drops • 100 cue cards (wink to TV) • 50 journo words & 50 crypto words • FOR EXAMPLE: • I own two things in my wallet • A collector COIN that winks to cryptos • A #FreeBritney STORY that winks to journos • All future drops should wink to both sides • of the crypto/jounro coin E X P E R I E N T I A L A R C H I V A L C O M M U N I T Y V A U L T
- 12. 12 J A N 2 0 2 2 THANK YOU V A U L T C O M M U N I T Y