[DRAFT] Asher Associates’ SAFE Proposal: Creating the Safe Army and Amplifying Community Education

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Asher Associates’ SAFE Proposal: Creating the Safe Army and Amplifying Community Education

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Mattison Asher runs Asher Associates. He has worked on crypto professionally since the summer of 2016. While at ConsenSys, he was one of the key people who came up with the idea for MetaMask Institutional. He has also worked directly for protocols creating critical infrastructure for Ethereum staking.

Co-authors: Mattison Asher, Corbin Page, and Sal Khayer

X Accounts: @TheEther2077, @Corbpage, @Cyxnis

Managers Overseeing Execution: André Geest with support from newly appointed Marketing Agency liason Corbin Page.

Asher Associates has option to participate

Website: www.asher.associates

Proposal types

Other SEPs

Objective:

This initiative seeks to enhance SAFE’s visibility and user engagement through two interconnected efforts:

  1. Create the Safe Army and Viral Content for the Safe Army to Embrace: Modjo creates content that further highlights the success of Safe, from product integrations to growth to the contributions of core contributors.

Create high-quality materials and growth hacking socials to evangelize the Safe community and the success of Safe’s core functionalities, integrations, role in DeFi, and metrics.

Rally the community around this content and also disseminate this content to the larger crypto community.

  1. Standardization of Metrics: Align SAFE’s key data metrics across major analytics platforms to improve discovery and transparency.

Solution:

1. Create Content that Births the Safe Army - Led by Modjo:

Key Focus:

  1. Develop high-quality cryptonative content that rallies the community behind common memes. Run contests to get community engaged with the content. Create avatars for every passionate Safe Community member to embrace.

  2. Create educational materials to inform users about SAFE’s core offerings, integrations, and protocol mechanisms, while amplifying reach through strategic distribution channels.

  • Highlight integrations like CowSwap, showcasing their value and use cases.
  • Explain SAFE’s functionality as a DeFi app distribution platform and its unique dApp-like capabilities.
  • Build awareness around SAFE’s TVL growth and staking mechanisms to attract institutional and retail users.

Details: Modjo will create the content and memes displaying the success of Safe.

  • Highlight Safe as “The Gateway for Web3”
    • Emphasize widespread use by prominent figures in the space (ie., Trump, Vitalik)
    • Showcase metrics such as TVP surpassing $60b for January , underlining Safe’s pivotal role in DeFi
    • Position Safe as the gateway to bringing GDP onchain – highlight the use cases for DAOs, institutions, and real-world asset management.
    • Incentivize user participation through Twitter/X engagement campaigns, rewarding participants for engaging content and Safe insights. Can also use the reward mechanism for educational campaigns and onboarding new users to Safe, positioning Safe as the de facto crypto entry point.

Amplification and Dissemination - Led by Coinbound:

Distribution Channels: Coinbound will leverage the following channels to maximize reach. Coinbound will work with Modjo on the distribution, while Modjo works on creating the viral contet:

  • Social Media: Targeted campaigns across X (Twitter), LinkedIn, Reddit, and Instagram to engage users. Daily posts covering SAFE’s features, benefits, and industry updates. Twitter Spaces with SAFE’s leadership. Weekly AMAs with SAFE’s leadership and guest influencers. Thought leadership articles and guest posts by SAFE executives.
  • DeFi Communities: Collaborate with Telegram and Discord groups to build awareness in active crypto communities - this piece led by Modjo
  • Crypto Media: Publish articles, guides, and feature content in leading crypto publications (e.g., CoinDesk, Decrypt, The Block, and other publications, large and small). Press releases announcing major updates, partnerships, and milestones. Sponsored content in high-traffic crypto media platforms. Syndication of SAFE’s key developments through multiple news outlets.
  • Influencer Outreach: Partner with DeFi influencers and thought leaders to promote content and drive traffic. Partnership with micro and macro DeFi influencers for educational and promotional content. AMA sessions with influencers in targeted DeFi communities. Video explainer series featuring SAFE’s value propositions. Influencer-driven Twitter threads and Telegram discussions. - this piece in collaboration with Modjo
  • Email Campaigns: Direct communication with SAFE’s existing user base to encourage participation and referrals.
  • SEO and Paid Advertising: Use SEO and PPC campaigns to target relevant audiences searching for DeFi solutions.

Key Performance Indicators (KPIs):

  • Social Media: Growth in followers, engagement rates, and content reach.
  • Community Growth: Telegram and Discord activity levels, AMAs attendance.
  • PR & Media Exposure: Number of mentions, article shares, and publication reach.
  • Influencer Campaigns: Engagement levels and sentiment analysis.

2. Standardization of Metrics:

Key Focus: Ensure accurate representation of SAFE’s TVL, TVP, AUM, and protocol revenue across analytics platforms.

  • Token Terminal: Finalize integration of SAFE’s metrics for consistent data display.
  • DefiLlama: Advocate for SAFE’s inclusion by highlighting its unique DAPP functionality.
  • Broader Platforms: Audit other platforms where SAFE’s data is misrepresented and engage them for corrections.

Outcome: Broader visibility and alignment of SAFE metrics enhance discovery and credibility, forming a foundation for user engagement.

Results:

  • Create a well-informed user base that engages deeply with SAFE’s ecosystem and promotes word-of-mouth growth.
  • Amplify reach and engagement by strategically distributing content across high-impact channels, ensuring widespread visibility and adoption.
  • Educational content simplifies SAFE’s offerings, attracting new users and deepening engagement within the ecosystem.
  • Transparent metrics and targeted campaigns establish SAFE as a trusted and accessible DeFi platform, driving sustainable adoption.
  • Accurate and aligned metrics across analytics platforms enhance SAFE’s credibility and appeal to investors, users, and partners.

Implementation Plan:

Phase 1: Content Creation - Led by Modjo (2 months):

  • Highlight SAFE’s product/BD success and metrics alignment efforts as part of its transparency initiative.
  • Create viral memes and contests for Safe’s community

Phase 2: Content Dissemination - Led by Coinbound (2 months):

  • Launch campaigns across social media, forums, and DeFi communities. This phase is led by Coinbound.

Phase 3: Metrics Alignment (1 month):

  • Collaborate with Token Terminal and DefiLlama teams to finalize and standardize SAFE metrics.

Total Budget: $125,000 paid from SAFE Treasury. $50,000 for Modjo, $50,000 for Coinbound. $25,000 for metrics alignment. $0 for Asher Associates.

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In order to get the the TVL listed on DefIllama, someone from the Safe development team needs to follow the process outlined here.

More details can be found here.

I have someone from the Defillama team insterested in helping. Is there someone from the Safe team I can link with the Defillama team.

I also have someone ready from TokenTerminal for the data update.

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I’m in favor of this proposal. Safe has terrific metrics and we need to get them circulated on the platforms that potential $SAFE buyers use like DeFiLlama and Token Terminal.

Traditionally the Safe community has ignored these types of token-centric tasks, which has hurt token price for a project with some of the best fundamental metrics in the space. That needs to change as we head into a very important 2025.

Thanks to @TheEther2077 for creating and pushing this proposal. :saluting_face:

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@amanwithwings made a formal proposal here for the previously discussed suggestions

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Would love to present this at an upcoming governance call :eyes:

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Hey @TheEther2077, thanks for the proposal! Let’s discuss closer to the next governance call.

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Gm ser @amanwithwings – in regards to the next governance call, I’m on the page with the past Governance calls. When will the next one be, it’s not listed on the page :frowning:

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Hey @Cyonis, you can access SafeDAO’s governance calender here. The zoom link will be posted publicly on the forum closer to the next call (happening January 01, 2025, as it stands).

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Let’s goooooooooooooooooooo

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I have gathered more information about Token Terminal.

TokenTerminal’s website has 200,000 visitors a month.

Accurately listing Safe’s metrics on TokenTerminal will ensure everyone in the crypto community has access to data about Safe.

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Can we present a larger educational proposal that relates to this at next gov call

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Hey @TheEther2077, sure. Note that governance calls are primarily for presenting proposals in Phase-1 of that sprint, which will not include grant proposals going forward, as per changes to OBRA. However, if we do not have too many proposals in Phase-1 by the governance call, feel free to give a brief presentation on your idea! I urge you to create a forum post before the call so that community members can listen with more context.

We are cancelling today’s governance call as it falls on a holiday (see announcement here).

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@amanwithwings When is the next governance call, we are ready to present :rocket:

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Hey @TheEther2077, we should be having the next one on 27th January.

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Alright, what do we need to do in order to get added as discussed?

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loving the proposal! extremely bullish on what we can do for SAFE!

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Hey @TheEther2077, what is the state of this ask? Please ensure that it is up to date before the community call round up.

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Sharing some of the questions that were discussed async here as well, so that it helps the public discussion:

  1. A detailed budget breakdown will help evaluate the $100k request. Right now, it is not clear how much will be paid to the marketing agency; how much will be spent on ‘building the Safe army’, and how much is being requested as management fees.

  2. More clarity on why hiring a marketing agency is a good idea is needed. Hiring agencies are often expensive (which in itself if not a bad thing), but they are usually focused on amplifying a project’s messaging at a particular time point. Will this create a sustainable marketing flywheel or will it be a 1-off marketing stint?

  3. Which KPIs are expected to improve and by how much through the initiative? The requested budget is not small, and IMO the DAO should be able to set clear expectations, and even consider splitting the grant amount into KPI-based chunks.

  4. Marketing agency vs. bottom-up community building: ‘Creating a Safe army’ is an ambitious, yet vague pitch. What exactly is meant by this? Are resources going to be spent on creating a community-driven marketing plan, or will a marketing agency create and distribute content?

  5. Event strategy: Organizing Safe community events is mentioned at the start of the proposal, but it is not explicitly part of the implementation plan. Will events be funded? If yes, how will they be selected, and how much funding is allocated for events.

Broadly speaking, this proposal identifies a critical problem in the Safe ecosystem (need for better community-driven marketing). However, in the present form, there is significant lack on the ‘how’ needed to justify the $100k ask. It might be a good idea to cut down the scope, focus on one or two key things, and attach a detailed budget breakdown so that the DAO knows exactly what it can expect out of this.

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Adding in details prior to tomorrow.

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Information is now included :rocket: