➡️ Table of Contents
📝 Forms and Guides
📅 Community Calendar
📱 Social Media
📩 Communications
🖼️ Examples of Assets
Welcome to the Celo Foundation marketing kit, designed to empower Celo Ecosystem partners in crafting compelling narratives, fostering brand consistency, and elevating your marketing strategies. Your brand’s digital presence is important and understanding best practices is paramount.
This guide is a compass for navigating the ins and outs of marketing and brand management, focusing on the following essential elements: social media, communications, and design. In the dynamic landscape of Web3, a strong brand representation and a well-executed marketing strategy are key. Let this guide be your companion in the pursuit of telling the world the story of your project.
- Twitter Post [1600x900]
- Twitter Cover [1500 x500]
- Instagram Feed [1080 x 1350]
- Instagram Reel: [1080x1920]
- Instagram Story [1920x1080]
- TikTok: 9:16 MP4
- LinkedIn Portrait [1920 x 1080]
- LinkedIn Square [1200 x 1200]
- LinkedIn Cover [1128x191]
- Facebook Cover [820x312]
- Discord Events Cover [800x400]
- Youtube Short: [1080x1080] MP4
- Brand Persona: The Compassionate Collaborator
- Approachable, but not casual
- Mission-driven, but not charitable
- Expert, but not cerebral
- Inclusive, but not exclusive
- Bold, but not audacious
- Acronyms and Abbreviations (Stylized Per Brand Guidelines)
- dApp
- ReFi
- DeFi
- DAO
- cReal
- cUSD
- Web3
- EVM
- NFT
- PoS
- ERC-20
- Words We Love
- Prosperity
- For all
- Community
- Collective
- Inclusive
- Thriving
- Digital economy
- Regenerative
- Carbon-negative
- Planet-positive
- Mobile-first
- Words and Terms We Avoid
- Generous
- Radical
- Revolution
- Cheap
- Idealism
Before you submit a marketing request, please make sure your project has completed Celo Foundation’s Due Diligence form. Due diligence is crucial for social media as it helps businesses and individuals navigate and stay within security, financial and legal standards.
This is for requests for the @CeloOrg Twitter/X profile to repost content from your account. Please use it only for retweets. For original posts, please contact social@celo.org.
This form is to request a Twitter/X Space to be hosted on the @CeloOrg profile. Please include all the required details including dates and potential host. Note that all requests are subject to confirmation.
Here are some guidelines and recommendations for amplifying milestones and announcements externally to media representatives.
While there is no “one-size-fits-all” approach, it is crucial that all parties involved have agreed upon the timeline of the announcement and the terms that will be shared externally.
Tech and blockchain media outlets specifically prefer tangible data and use cases, so announcing any milestone should include details regarding metrics to date, current progress, and a longer-term roadmap.
The most common practice for media outreach can be broken into three categories:
- Exclusive Outreach: Announcement is shared with one outlet ONLY until an agreed-upon day/time. Once the story is broken, it may be shared with other reporters.
- Embargoed Outreach: The announcement is shared in advance with multiple journalists, with each agreeing to the exact time/go-live for publishing a story. Each journalist should be offered the exact same time and date of the agreed-upon embargo lifting.
- Wide Outreach: Sharing the news broadly, with no limitations regarding when a potential story is published.
You can often find a journalist’s information on their author page or the masthead of their respective publication. You might also find their information on their social media channels.
When reaching out to reporters:
- Do not contact their personal phone numbers or email addresses unless given permission otherwise.
- Carefully consider the timing, and quantity of, follow-ups. Journalists receive hundreds of pitches daily, so following up after an appropriate length of time has passed is acceptable but repeated follow-ups typically are not well received.
- On the record: The information can be used with no caveats, quoting the source by name.
- Off the record: The information cannot be used for publication.
- On background: The information can be published but only under conditions negotiated with the source.
Instead of, or in addition to, media outreach, you can share an announcement through your owned channels (such as social media profiles, a blog post on Medium, or on your website.) If you wish to further amplify an announcement, you can leverage wire distribution services such as Business Wire, PR Newswire, or ChainWire, for placements in media outlets.
Considerations for wire distribution:
- Pricing: The cost structure is typically tied to word count and distribution regions.
- SEO: Wire distribution can benefit the search engine optimization of a project. Ensuring all language is accurate and in line with company branding is crucial.
- Finality: Once a release is distributed, you cannot retroactively edit without costs incurred. Even then, there may be versions of the initial release remaining on the internet. Always ensure the release is finalized and approved by all parties mentioned and involved before distributing.
Here are some definitions as well as a guide on what to focus on when analyzing past content.
The number of times users engaged with your content. This is usually measured by clicks, likes, comments, and shares or overall actions taken by users.
The number of times your content was displayed to users. This is measured by when a user scrolls by your content but does not take an action or engage. This is considered the lowest form of engagement.
A vote of approval from a user. They signal to those viewing that others saw value in the content, adding social proof.
When a user leaves a comment under your content. Some algorithms such as Twitter/X prioritize comments over likes or impressions. This is considered a high form of engagement.
When a user shares your content on their feed. Also a high form of engagement and can lead to virality.
This means “Call to Action.” It is the action step you want a user to take after viewing your content. This usually involves clicking on a link.
Click-Through Rate (CTR) is a metric used in online advertising and marketing to measure the effectiveness of an ad or a link in generating clicks. If using paid advertising you should measure the CTR against the CPC (Cost-Per-Click) to make sure you are not overpaying for clicks.
- Understanding the Unique Audience and Features of Each Platform:
- Twitter/X: The leading platform for crypto communities is focused on real-time conversations. Twitter/X is excellent for timely updates, trending topics, and quick engagement. Utilize relevant hashtags, participate in industry conversations, and maintain an active presence to stay visible in users' feeds.
- Instagram: With its visual format, Instagram is perfect for brands with strong aesthetics. Use Instagram Stories and IG Reels for immersive storytelling. Explore influencer collaborations and user-generated content for authenticity and to widen your reach.
- LinkedIn: Positioned as a professional networking platform, LinkedIn is ideal for B2B marketing. Share thought leadership content, industry insights, and case studies. Engage with professional communities through meaningful comments and contributions.
- Facebook: Known for its user demographics, Facebook is ideal for global user acquisition. Use the platform's business features, such as Pages and Groups, to build a community around your brand. Or, turn on advertising to reach new audiences. You can also experiment with a mix of content types, including videos, articles, and behind-the-scenes glimpses.
- Youtube: YouTube stands out due to its diverse global audience, spanning all ages and interests. The video content platform allows for engagement with long-form or short-form videos. Its search-driven content discovery and personalized recommendations make it a preferred choice for users seeking specific content. Additionally, YouTube's live streaming and integration with Google services provide creators and businesses a unique opportunity for global engagement, monetization, and real-time interactions with a diverse audience.
Understanding the nuances of each platform allows you to tailor your content strategy effectively, ensuring that your message resonates with the specific audience and aligns with the unique features of each social media channel. By optimizing content and embracing platform-specific strategies, your brand can thrive in the diverse and dynamic landscape of social media.
- Guidelines for Maintaining Brand Consistency Across Social Media Channels:
- Unified Visual Identity: Ensure that your brand's visual elements, such as logo, color palette, and typography, remain consistent across all social media platform specifications and dimensions. Consistency fosters brand recognition and establishes a cohesive online presence.
- Voice and Tone: Develop guidelines for the tone of voice used in your social media communications. Whether it's a friendly, informal tone on Twitter or a more professional one on LinkedIn, maintaining a consistent brand voice builds trust and familiarity with your audience.
- Posting Frequency and Timing: Establish a consistent posting schedule to maintain a regular presence without overwhelming your audience. Consistent posting times enhance visibility, and an organized content calendar ensures a steady flow of diverse and relevant content.
- Importance of Real-time Monitoring:
- Immediate Issue Resolution: Real-time monitoring allows your team to address issues, comments, or concerns quickly. It also allows you to capitalize on trending topics and engage with discussions relevant to the industry. Timely participation in conversations enhances visibility and keeps your brand current.
- Analyzing Key Performance Indicators (KPIs) for Continuous Improvement:
- Engagement Metrics: Track metrics such as likes, comments, shares, and clicks to understand how your audience interacts with your content. Analyzing engagement metrics provides insights into the type of content that resonates best with your audience.
- Conversion Rates: For projects with specific goals, such as lead generation or sales, monitor conversion rates. Analyzing conversions helps you understand the effectiveness of your social media campaigns in driving desired actions. The higher the rate, the more confident you can be that the content will convert users.
- Audience Insights: Use analytics tools to gather demographic information about your audience. Understanding your audience's characteristics helps in refining content and targeting strategies. Some recommended Analytics Tools include:
- Sprout Social
- Buffer
- HootSuite
- Later
- SEMrush
- Google Analytics
- HubSpot
- Know Your Audience:
- Understand the demographics, interests, and behaviors of your target audience. Tailor your content to resonate with their preferences, challenges, and aspirations.
- Create a Content Calendar:
- Plan and organize your content in advance using a content calendar. This helps maintain consistency, ensures a diverse range of content, and aligns with key events, holidays, or industry trends. Some examples:
- Notion
- Monday.com
- Airtable
- Asana
- ClickUp
- Diversify Content Types:
- Use a mix of content types to keep your feed interesting. Include text-based posts, images, videos, infographics, and user-generated content to cater to different preferences. Publish interactive content such as polls, quizzes, and contests to gain valuable insights into your audience's preferences.
- Tell Compelling Stories:
- Narratives capture attention and build emotional connections. Share success stories, customer testimonials, or behind-the-scenes glimpses to humanize your brand.
- Educational Content:
- Position your brand as an authority by sharing informative and educational content. How-to guides, tutorials, industry insights, and tips can provide value to your audience.
- Engage in Conversations:
- Foster two-way communication by responding to comments, messages, and mentions. Encourage discussion, ask questions, and actively engage with your audience to build a community around your brand.
- User-Generated Content (UGC):
- Encourage your audience to create content related to your brand. Share user-generated content to showcase authenticity, build trust, and involve your community in your brand narrative. Pro tip: create a unique hashtag that users will post with for increased engagement and reach.
- Incorporate Trends:
- Stay up to date with social media trends and incorporate them into your content strategy. Participate in relevant challenges, use popular hashtags, and adapt your content to capitalize on trending topics.
- Live Video and Stories:
- Leverage live videos and stories on platforms like Instagram, Twitter/X, Facebook, and LinkedIn to conduct Q&A sessions, share behind-the-scenes moments or discuss major announcements. Live content often receives higher engagement.
- Seasonal and Timely Content:
- Align your content with seasonal events, holidays, or industry-specific occurrences. Creating timely content enhances relevance and shows that your brand is current and responsive.
- Content Repurposing:
- Repurpose successful content for different platforms or formats. For example, turn a blog post into an infographic, podcast, or a series of social media posts.
In February 2023, an SDNY court ruling determined that the use of emojis can be interpreted as promising a financial return on investment. As a result, the Celo Foundation does not use or engage with the emojis below and recommends that all projects within the ecosystem follow this best practice. (c.f. https://www.bloomberglaw.com/public/desktop/document/JEEUNFRIELIndividuallyandonbehalfofallotherssimilarlysituatedPlai?doc_id=XQP6OHGG000N) would be best when submitting a request.
🚨 🚫 Do not use: 🚀 🤑 💸 📈 💰
🌱 ReFi
🌸 Kuneco
🎉 🥳 Congratulations
💫 ✨ Proud
🇧🇷 🇨🇴 Flags for Countries
👨🏾💻 💻 🛠️ Builders, Devs, Founders
🧵 Thread
🎙️ Speaker
📣 Announcement
🏆 Hackathon winner
📍Location
✅ 📌 Information
📅 📆 ⏰ Dates and times
#ProsperityForAll
#BuildWithCelo
#MobileFirst
#ReFi
#CEL2
This section will provide best practices on design principles, branding guidelines, and practical tips whether you're a seasoned designer or a novice.
From color theory to typography, layout considerations to image selection, our Celo Brand Guidelines will be your best resource as a designer.
Utilizing Brand Elements Effectively in Visual Content:
- Branded Templates: Design templates for graphics, infographics, and other visual content that incorporate your brand elements. This not only ensures consistency but also streamlines the content creation process, allowing for efficiency and uniformity.
- Watermarking and Branding Elements: Strategically place your brand logo or watermark on visual content. This not only protects your intellectual property but also reinforces brand association, even when the content is shared beyond your immediate audience.
ETH Global / Developer focused events - Booth example
Industry events - Booth example
Industry events - Rollup banners examples
Here is a list of upcoming events held by the Celo Foundation
