overview
The Bitcoin Association, despite its $25 million net worth, struggled with negativity online and a community misaligned with its goals. This case study details how Faiā addressed these issues by reducing negative sentiment on Twitter, increasing tweet impressions through strategic content, and fostering better engagement through internal cultural shifts and improved communication.
CHALLENGE
Building a resilient community and team that aligned with its goals
The Bitcoin Association, though well-funded, faced a critical obstacle: cultivating a supportive community and team that aligned with their objectives. This involved tackling negative online sentiment that plagued their social media presence, particularly on Twitter. They also needed to increase the reach of their messaging by boosting tweet impressions. Finally, a misalignment existed between the Bitcoin Association's internal team and the external community, hindering effective engagement.
SOLUTIONS
Faiā implemented a three-pronged approach to address the Bitcoin Association's community challenges
Reduced Negative Sentiment
One of the key challenges faced by the Bitcoin Association was the negative sentiment surrounding the organization on social media platforms such as Twitter (Twitter being its largest source of traffic). To address this issue, we implemented a limited view on Twitter posts to deal with spam bots and antagonistic trolls, but not before telling the community about it (see below).
This change resulted in a reduction in overall negative sentiment over an 8-week period, with sentiment going from an average of 70% negative to around 50% negative (an improvement of 20%).
Higher Average Organic Tweet Impressions
The Bitcoin Association also faced challenges in getting its tweets to reach a wider audience. To address this issue, we systematized tweet structure and content types. This was achieved by implementing Notion, which allowed for automatic tweets from across channels (via Queue) to be stored in a Notion database.
The top-performing tweets were then reviewed in Kanban-style boards, and templates were created from them for the team. This resulted in higher average organic tweet impressions, which helped to increase the reach of the Association's messages.
Here are a few examples of tweets that performed 200% higher (on average) than previous tweets by their previous team:
Enhanced Community Engagement
Community & Social Media Audit: An audit assessed internal culture and external engagement. Campaigns were implemented to bridge the gap between internal and external communities.
Revived Ambassador Program: An Ambassador program already existed but was underutilized. We re-engaged existing Ambassadors and laid the foundation for a program that engaged more meaningfully. This resulted in a new WhatsApp group and improved relations globally. Simple, yet effective.
Introduction of an AI avatar: to deal with issues around brand and reputation, especially for team members who were getting threats for sharing their identities online, we proposed the use of an AI avatar to act as a brand mascot. The concept was well-received by the community.
Improved Internal Collaboration
Notion for Knowledge Management: Notion was introduced to centralize knowledge and facilitate team coordination. Below is a screenshot of some of the pages we setup in Notion during the initial 90 days:
Slack for improved internal comms: Slack was introduced as an alternative to Microsoft Teams. Many employees were frustrated with the use of "old" products from Microsoft, so Slack was brought in to help team members feel more aligned with the innovation they felt they were working on through their products.
IMPACT
Improved Community Health & Engagement
Within the first 6 months, this is what we were able to achieve together:
The impact of Faiā's intervention was significant. By employing a systematic strategy, they achieved a 20% reduction in negative sentiment on the Bitcoin Association's primary social media platform, Twitter. Additionally, tweet impressions soared by an average of 200%, indicating a much wider audience for the Association's message.
Perhaps most importantly, the community audit and subsequent campaigns fostered a stronger connection between the Bitcoin Association's internal team and the external community it serves. This newfound alignment positions the Association for greater success in achieving its goals.
Within 6 months, Faiā's strategies led to a more engaged community aligned with the Bitcoin Association's goals. This case study demonstrates the effectiveness of a systematic approach to community building in overcoming challenges faced by organizations seeking to cultivate a supportive online presence.