Using Community to Accelerate Product Adoption and Retention

To Product Marketing Specialist Ebunoluwa Ade-Taiwo, community is neither a channel of support nor an opportunity to market goods and services, but the building block to sustainable adoption.

Throughout her 7 years of optimising marketing growth strategies and 3 years of Web 3 marketing, she has shown that real community incorporation is not only the fastest way of acquiring users but also can change retention from an indicator into a culture of behaviour.

She strongly believes that users are co-architects and not mere audience,s and this produces proven outcomes where the conventional methods have failed miserably.  

Ebunoluwa’s approach begins with structural co-creation. She involves early power users by analysing behaviour via analytics of their on-chain activity and integrates them into go-to-market plans.

One of these implementations was the use of community members putting upgrades to stress tests before launch. Their feedback was used to adjust the features in real-time based on the data in the product dashboard, and a thirty per cent decrease in the number of support inquiries was observed after a launch.

This collaborative validation fosters natural forms of advocacy; community members published FAQ fix-it manuals and explainer videos, becoming peer instructors who boosted trust levels while lowering the onboarding barrier.

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Her retention engineering redefines incentive alignment as, instead of a transactional type of relationship, Ebunoluwa designs reputation-based rewards programs based on verifiable contributions. One such project is a retention campaign that allocated tiered bonuses depending on the trading volumes.

Participants who unlock the rank of ‘Alpha Trader’ are given a subsidy in their fiat transaction fees for meeting their trade targets. The gamified altruism drove a 22% retention.

The aspect of trust is strengthened in a systematic way through transparency rituals. Ebunoluwa introduced the public roadmap debates, where the on-chain token-weighted voting takes place, and the proposals and results are forever recorded.

Quarterly “Proof-of-Value” livestreams showcase protocol treasury allocations using verifiable wallet histories. Such practices put abstract decentralisation into observable accountability, reducing doubts, while teaching community members to learn how to audit the health of their ecosystem. The support tickets related to trust issues dropped by a significant 35% after implementation. 

Ebunoluwa’s work demonstrates that community-based development is not linear. Once the users evolve to become stakeholders, they develop the very infrastructure that brings other users in and keeps them there.

And as she notes, “Under decentralised ecosystems, your community is not your initial audience. They are your co-founders, your quality assurance team and your most credible storytellers all rolled into one.”  

Ebunoluwa Ade-Taiwo has seven years of experience crafting community-driven growth strategies of Web3 products as a Product Marketing Specialist. Her technical frameworks combine on-chain analytics, reward-based design structure and trust framework to provide tested performance indicators of 35% support reduction in utilisation of trust, 22% user reactivation and 900K+ organic community-produced attainment.