Power of on-chain media with Steph of Vessel and previously Seed Club

For Ep. 15 of W3G, we had the pleasure of conversing with the remarkable team behind Seed Club, a leading accelerator in the web3 space. During our insightful chat, we explored the journey of Seed Club as it has evolved into a prominent accelerator, nurturing and propelling innovative projects in the web3 ecosystem. We discussed the pivotal role of Seed Club's media organization, expertly built by Steph, Head of Media, over the past two years. If you're eager to delve into the exciting world of web3 products and platforms, this episode is an absolute must-listen. Timestamps: 01:34: April 21, came on full-time with Seed Club. There wasn't a media or social strategy at the time. So many stories to be told, and how can we convey those in the best way? 05:30: when she came in as head of media, bull market vibes were just starting to turn around. Hockey stick growth slowing down. Most successful podcast season was Season 3 07:14: Inaugural episode with Marty was a rocket! Proper prep sessions with guests was really helpful. 09:10: Went wild on Notion, created a bespoke CMS there, etc. Always ended up creating her own in Google Docs. Booking as many guests as possible in a block of time 12:32: Was using a monthly listener count as the primary KPI, total downloads, etc. Very clear response in those numbers as they grew the follow on content for each episode.... 13:30: CTA was brand awareness and depending on accelerator cycle, optimizing for different elements. Had a successful application period for the 5th Cohort, ran Twitter Spaces and brought on their teammates to raise awareness for the team! Twitter is a diff space from last summer, but lesson is to give people a place to engage with the brand on a regular basis... 15:36: Would run accelerator cohorts like campaigns (applications, selection, accelerator, demo day 20:00: What ISN'T different - getting 1st party data is still really important. In Web 2, you're looking for people to take very simple actions. A bit more passive, pulling people along, A/B testing words and getting people to click. 21:10: In web3, there's a distinction between audience and community. Exploring this with Broadcast right now. What are you trying to design for here? A lot more co:creation and taking on-chain actions. 24:56: In Web 2, we have tooling that aggregates channels like HootSuite, would post natively on the apps themselves. Even more chaotic to build an onchain media strategy, spread across so many touchpoints and have to post natively 26:17: Still no way to go and interact with any brands full on-chain media presence. With Lens & Farcaster, they're all the same, only diff is the content and bios. Want to make people feel like they're truly immersed in the ecosystem 27:07: Vessel will be distribution, allow any brand to build fully branded on chain experience. Social network, can on chain follow everyone there 31:30: Onchain distribution won't outpace Web 2 for a while. We'll still have Twitter for now. Onchain media presence will be to build out the community and true believers. Big difference between audience and community 34:38: Thoughts on on-chain media platforms. Watching different communities coalesce around different social networks. 36:37: Vessel is the place for people to plug in and get build quick 37:12: Onchain video is exciting! 40:05: 2021 was big for NFTs, 2022 was big for DAOs, 2023 was for consumer. What we're moving towards is a move from full unbundle to slow rebundling 46:00: Boys Club 54:05: Leadership is hard and messy 57:52: Buy physical spaces for all the web3 homies: Cabin is building this 58:30: Year of the L2, FWB Fest will be wild. Zora will be great