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WOM:

正在构建一个基于区块链的协议，为品牌、内容创建者、发布者和社交网络提供了一种在任何应用程序或平台上通过口碑推荐赚钱的方式。在此过程中没有任何一个单独的中心机构利用集体价值获利。

TokenGazer《一问到底》是一档辨析区块链领域一级市场项目优劣的优质栏目。每一期将针对区块链领域早期的一级市场项目，邀请项目负责人做客现场，和社群内百余名研究员深度问答、科学辨析。旨在通过项目方与研究员高质量的对弈问答，打造专业级别的项目评析平台，厘清项目价值，探寻早期优质项目。同时，让社群用户真正参与价值评析，传递评析方法，在“问与答”中获取价值信息。

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TokenGazer 研究员 Tiger：

BG Staging第5期项目为什么选择WOM Protocol ？以及该项目的特点是什么？

Sunny | Bithumb 全球站：

WOM协议是一种基于区块链的新协议，可实现真实的口碑化推荐，目前广告市场价值2370亿美元。然而广告拦截等软件的出现、对品牌促销活动的怀疑以及广告横幅的盲目性，意味着广告商大部分预算都浪费在无效的策略上。WOM还与首个视频推荐应用YEAY进行深度合作，YEAY已经拥有了用户的初始积累，并且通过已有的投资方和顶级的投资者，整合和采用WOM协议。团队中拥有专家级区块链网络成员，包括以太坊、Parity和Hosho的核心成员，同时核心团队拥有丰富的营销经验。综合上述核心优势，WOM是一个整体质量非常不错的项目。

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TokenGazer 研究员 Tiger：

BG Staging推出上线项目的频率是否每月一期？以及这些项目的来源是哪里？

Sunny | Bithumb 全球站：

我们根据项目数量的多少来安排时间，目前基本可以做到每月一期。关于项目来源方面，我们BG有个海外团队，长期在全世界各地参加各种顶级会议，与一些知名的学术机构和孵化器建立了长期的合作伙伴关系。比如，BG在美国举办了顶级高校的区块链大赛，包括MIT、哈佛、威斯康星、斯坦福等名校，现在一些参与BG Staging的项目就是从当时激烈的竞争中脱颖而出的。

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TokenGazer Researcher Tiger:

What business models are there for current advertising? What are the drawbacks of these business models in terms of efficiency?

Melanie | WOM：

The current online advertising industry - worth $237 billion annually - focuses on performance channels and metrics. Marketers are expected to master an array of tools, exchanges, and technologies to drive conversion within ever more granular target segments.

These tools continually get smarter (retargeting, cross-device tracking, micro-fencing, etc.) but the performance marketing industry in general faces greater challenges as consumers are increasingly annoyed by websites and social media platforms for using their data for commercial purposes - and for being bombarded with invasive ads as they talk to their friends.

Online marketing faces several challenges:

Challenge 1: Technology Barriers

First, the use of desktop and mobile ad-blockers is growing at a rate of 30% and 62% respectively, making online advertising less and less effective.

Challenge 2: Behavioral Changes

In addition to physical ad-blockers, consumers also mentally block ads. 86% of consumers are “banner blind”, subconsciously skipping over or ignoring anything that feels like an ad and distracts from their goal. This includes traditional pop-up and banner ads, as well as sponsored posts from influencers on social media.

Consumers’ attention spans are also shrinking and the number of distractions (apps, devices, etc.) are growing. Consumers jump from platform to platform and conversation to conversation when they get bored or see something more interesting. Advertisers, therefore, compete in an increasingly-saturated market for even less attention.

Challenge 3: Trust Issues

Marketers currently funnel some $5-$10 billion each year into recommendations from online influencers. This is one way the industry has attempted to overcome ad-blockers and banner blindness using the power of peer-to-peer recommendations.

Unfortunately for brands, however, consumers are increasingly distrustful of sponsored social media and almost half consider influencers inauthentic. As a result, engagement and conversion through influencer marketing is dwindling. Even worse, consumer distrust in influencers also stains the brand image.

The logical next step for brands is to hand over their marketing to the billions of regular users and fans who make authentic recommendations online every day. And yet so far leveraging honest word-of-mouth recommendations has not been possible in the broader consumer market.

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TokenGazer 研究员 Tiger：

当前广告有哪些商业模式？这些商业模式在效率上有哪些弊端？

Melanie | WOM：

当前的在线广告行业（年产值2370亿美元）专注于效果营销渠道和相关指标。营销人员需要掌握一系列工具、交易方式和技术，以在更精细的目标细分市场中推动转化。

虽然这些工具不断变得更加智能（重新定位，跨设备跟踪，微型围栏等），但是效果营销行业正面临着更大的挑战，因为消费者越来越厌烦网站和社交媒体平台将他们的数据用于商业目的，并在他们与朋友聊天时进行广告轰炸。

在线营销面临以下挑战：

挑战1：技术壁垒

首先，台式机和移动广告拦截器的使用率分别以30％和62％的速度增长，这使得在线广告的有效性越来越低。

挑战2：行为改变

除了物理广告拦截器之外，消费者还可以在意识上屏蔽广告。86％的消费者会无视横幅广告，下意识地跳过或忽略任何感觉像广告的并且会让他们分心的内容，包括传统的弹窗广告和横幅广告，以及社交媒体上大V发布的赞助商帖子。

消费者的注意力持续时间也在减少，而使人分心的应用程序和设备等的数量在增长。消费者感到无聊或看到更多有趣的事物时，会从一个平台跳到另一个平台，从一个对话跳到另一个对话。因此，广告商要在日益饱和的市场中争夺更稀缺的关注。

挑战3：信任问题

营销人员目前每年将大约50到100亿美元的资金用于大V推荐模式，这是业界尝试使用点对点推荐来应对广告拦截器和人为忽视横幅广告的一种方式。

然而不幸的是，对于品牌而言，消费者越来越不信任收费打广告的社交媒体，几乎一半的人认为大V的推荐是不可靠的。因此，大V营销带来的用户参与度与转化率正在减少。更糟糕的是，消费者对大V的不信任也影响了品牌形象。

对于品牌而言，下一步应该做的是将其营销活动交给每天在线提出真实建议的数十亿普通用户和粉丝。但是到目前为止，在广阔的消费者市场中尚不可能实现对诚实可靠的口碑推荐的利用。

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TokenGazer Researcher Tiger:

What is WOM Protocol’s solution to these drawbacks? And what is your advantage over your competitors?

Melanie | WOM：

First, brands need a way to bring organic word-of-mouth recommendations into their marketing mix in a measurable and scalable way. The people making the recommendations should be rewarded. The relevant publishing platforms should be rewarded as well. And this all needs to happen in a way that ensures the authenticity and trustworthiness of the content.

Second, rewards for creating word-of-mouth content must not compromise the genuine nature of the content. Content creators should be fans of the brand or product they are promoting and talk about it in a positive way because they really believe in it - and not because they were paid or are going to be paid for creating and sharing brand or product-related content. The more honest the recommendation, the deeper the impact on consumer decision-making.

The WOM Protocol, which is based on blockchain technology, will enable brands to access genuine word-of-mouth recommendations and will provide a way to reward creators for their product-referring content without compromising consumer trust in the content and its creators.

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TokenGazer 研究员 Tiger：

给出的解决方案是什么？与竞品相比，WOM Protocol的优势有哪些？

Melanie | WOM：

首先，品牌需要一种可衡量和可扩展的方式将自然口碑推荐引入其营销组合。做推荐的人应该得到奖励，相关的发布平台也应得到奖励，所有这一切都需要以确保内容的真实性和可信性的方式进行。

其次，对口碑推荐内容的奖励不得损害内容的真实性。内容创建者应该是他们正在推广的品牌或产品的粉丝，并出于真实想法正面地介绍品牌和产品，而不是为了获得报酬而创建或共享与品牌或产品相关的内容。推荐内容越诚实，对消费者决策的影响就越大。

基于区块链技术的WOM协议将使品牌能够接触到真正的口碑推荐，并将提供一种奖励产品推荐者的方式，这种方式不会损害消费者对内容及推荐者的信任。

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TokenGazer Researcher Tiger:

What is the current status of WOM’s ecosystem development? How many enterprise-level partners do you have? What are your plans for ecosystem development in the future?

Melanie | WOM：

The WOM Protocol is unique and successful because it reverses the current user-generated content trend seen in influencer advertising and other UGC advertising models. In the current model, advertisers pay influencers and other content creators to then represent their brands “organically” on the creators’ social channels. Consumers understand that the influencer is talking about the product or brand because they were paid to do so.

WOM is building the WOM Protocol as an open, censorship-resistant, and decentralized protocol to enable brands to connect with fans and reward them on a global scale. It will facilitate the scaling of an entire WOM Ecosystem and enable monetization of word-of-mouth content for brands, authenticators, creators, and publishers.

Since honesty and trust are the key for word-of-mouth recommendations, a central authority would contradict the essence of WOM by definition. Blockchain technology allows the development of the WOM Protocol as a trustless infrastructure for WOM content. The core mechanisms for emitting and distributing tokens as well as managing the trades between brands and content creators run as immutable code on the blockchain.

WOM must take steps to reach true decentralization. In the beginning, WOM will test every aspect of the economy rules in a controlled environment before releasing it on a public blockchain. The YEAY app with 180,000 registered users is the first adopter of the WOM Protocol and will be the testing ground for WOM. Additionally, adidas is the first enterprise partner to use the Campaign Manager and run campaigns. These campaigns will be the ideal use cases to then recruit additional brands to join the WOM Ecosystem.

As the ecosystem grows, our primary focus will be to continue research and integration of well-known scalability solutions when they have been fully developed and tested and add additional apps as possible.

Over time as scalability is solved, more and more platforms will connect to the WOM Protocol. This creates a network effect, which strengthens the economy. In this manner, a decentralized ecosystem is created that does not depend on just one interface to provide a gateway, but instead relies on many gateways.

Ultimately, WOM Protocol Pte. Lte. will dissolve so that the WOM Protocol becomes a DAO that cannot be controlled by any single entity. Since honesty and trust are the key for word-of-mouth recommendations, a central authority would contradict the essence of WOM by definition.

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TokenGazer 研究员 Tiger：

目前WOM的生态发展情况如何？有多少企业级合作用户？未来对生态发展有哪些规划？

Melanie | WOM：

WOM协议是独特且成功的，因为它逆转了当下大V广告和其他UGC广告模式下的用户生成内容的趋势。在当前模式中，广告商向大V和其他内容创建者付费，然后这些内容创建者在他们的社交渠道上“自发”为品牌代言，消费者知道这些大V是在收费为品牌做广告。

WOM协议正在构建一种开放、抗审查和去中心化的协议，以使品牌与粉丝建立联系并在全球范围内奖励粉丝。这将促进整个WOM生态系统的扩展，并使品牌、验证者、创作者和发行者将口碑内容变现。

由于诚实和信任是口碑推荐的关键，因此中心化的权威机构就自然与WOM的本质相矛盾。区块链技术使WOM协议成为WOM内容的去信任的基础设施。通证发行与分配机制，以及管理品牌与内容创建者之间交易的核心机制，作为不可更改的代码在区块链上运行。

WOM必须采取措施实现真正的去中心化。首先，WOM将在受控环境中测试经济规则的各个方面，然后再将其发布到公共区块链上。拥有18万注册用户的YEAY应用程序是WOM协议的第一个采用者，它将成为WOM的试验场。此外，阿迪达斯是第一个使用Campaign Manager App开展广告活动的企业合作伙伴。这些活动将成为理想用例并吸引其他品牌加入WOM生态系统。

随着生态系统的发展，我们的重点将是继续研究和整合经过全面开发和测试的知名可扩展性解决方案，并尽可能增加更多的应用程序。

随着可扩展性问题的解决，越来越多的平台将接入WOM协议。这会产生网络效应，从而促进通证经济发展。通过这种方式，我们创建了一个去中心化的生态系统，它不是依赖一个接口来提供网关，而是依赖于多个网关。

最终，WOM协议实体将解散，以使WOM协议成为不能由任何单个实体控制的去中心化自治组织。由于诚实和信任是口碑推荐的关键，因此中心化权威机构就自然与WOM的本质相矛盾。

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TokenGazer Researcher Tiger:

Why do you pay special attention to Generation Z users? Will the design for this group be less friendly to other age groups?

Melanie | WOM：

Generation Z consumers have an especially-heightened awareness of sponsored content created by influencers paid to spread brand messages. For these young consumers, this not only causes a lack of trust in the content creator, but also in the brand paying for the creator’s reach and potential influence over purchase decisions. This, in turn, means that the real fans and advocates making honest recommendations are not rewarded for the value they bring to brands through their genuine content.

The WOM go-to-market strategy focuses on apps with a high proportion of Generation Z users. Teenagers and young twenty-somethings are a great starting point to bring blockchain to the masses. In addition to their inherent skepticism with sponsored posts and influencers, they are digital natives and understand the concept of digital scarcity much more intuitively than older generations. They also grew up with social media and are open to earning extra incremental amounts to increase their pocket money.

Concerning design, WOM does not influence or impact the design of the apps and platforms that adopt the WOM Protocol. The YEAY app and other first-adopters are Gen Z focused and therefore have designs catering to that generation. Other apps that adopt the WOM Protocol maybe be Millennial or Gen X focused and the platforms will reflect design suitable for those generations.

The design of the Campaign Manager was created and tested with real professional audiences including adidas.

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TokenGazer 研究员 Tiger：

为什么会特别关注Generation Z用户？针对这个用户群体的设计会不会让其它年龄段的用户不习惯？

Melanie | WOM：

Z代消费者对社交媒体大V发布的赞助商内容特别敏感。对于这些年轻的消费者来说，付费推荐不仅会导致对内容创作者的不信任，还会导致对品牌的不信任。反过来，这意味着诚实的真正粉丝和拥护者不会因其通过提供真实内容为品牌带来的价值而获得回报。

WOM的市场推广策略重点关注Z代用户比例较高的应用。青少年和二十多岁的年轻人是将区块链推向大众的绝佳起点。除了固有的对赞助商广告和社交媒体大V的怀疑之外，他们还是数字时代原住民，并且比上一代人更直观地理解数字稀缺性的概念。他们还与社交媒体一起成长，并愿意通过额外收入增加零用钱。

关于设计，WOM不会影响采用WOM协议的应用程序和平台的设计。YEAY App和其他的首批WOM采用者关注Z代用户，因此进行了迎合该群体的设计。其他采用WOM协议的应用程序可能专注于千禧一代或X代用户，这些平台将针对相应的用户群体进行设计。

Campaign Manager App是和包括Adidas在内的真正专业的受众一起设计和测试的。

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TokenGazer Researcher Tiger:

Who serve as the Content Creators in the infancy of WOM ecosystem? How do you attract Content Creators in the early stage?

Melanie | WOM：

The content creators in the WOM Ecosystem are the users and creators of the apps and platforms that have adopted the WOM Protocol. Therefore, in the beginning YEAY users are the initial content creators in the WOM Ecosystem. YEAY currently has 180,000 registered users and will make a massive user acquisition push when the brand new YEAY Creator app launches next month.

YEAY will combine traditional, proven user acquisition strategies similar to any other platform, together with targeting influencer agencies. The new “reward” benefit of the WOM Protocol within the YEAY app has proven interesting and attractive for influencers we have reached out to thus far.

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TokenGazer 研究员 Tiger：

在项目早期，WOM生态中Content Creators是由谁来担任？如何在项目初期吸引更多的Content Creators加入？

Melanie | WOM：

WOM生态系统中的内容创建者是采用WOM协议的应用程序/平台上的用户和内容创建者，因此，从一开始，YEAY用户就是WOM生态系统中的最初内容创建者。YEAY目前拥有18万注册用户，并将在下个月全新的YEAY Creator应用启动时进行大规模的用户获取。

YEAY一方面与其他平台一样，采用经过验证的传统用户获取策略，一方面利用大V的影响力获取用户。YEAY应用程序中WOM协议的新“奖励”机制已证明对我们接触过的大V来说很有趣也很有吸引力。

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TokenGazer Researcher Tiger:

How does the WOM token capture value? What functions do the WOM token have?

Melanie | WOM：

Essentially, the WOM Token enables the WOM Protocol to reward content creators, authenticators, and content distribution platforms for spreading the word about brands, products, and services. This increases the circulating supply of WOM Tokens in a controlled way, while value for all participants is created. The process of rewarding content creation and authentication is similar to the process of rewarding block creation and security for the Ethereum or Bitcoin blockchain (AKA mining).

The WOM Token enables access to this valuable WOM content for brands. Brands can use the WOM Token to create “campaigns” with budgets connected to specific content and interaction patterns. Based on the campaign criteria and the WOM Protocol mechanisms, the token functions as a means for additionally rewarding selected content.

The content must also emphasize the creator’s true excitement for a brand or product. The higher-quality, more honest, and/or more creative the content, the more consumers will be reached. This will lead to more interactions with the content and a greater reward in WOM Tokens for the creator.

The WOM Token is the most important element of the WOM Protocol and its surrounding economy. It has three main utilities, with various roles and functions within each utility:

1. Reward unit: Brands, content creators, and content authenticators all use the WOM Token in various ways to reward actions within the decentralized WOM Ecosystem.

2. Earning rights: Content creators and authenticators need to stake WOM Tokens (as collateral) to make their content available for campaigns.

3. Governance: Token holders have decision rights in order to influence the most crucial changes to the WOM Token smart contracts. The smart contracts define how the economy works.

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TokenGazer 研究员 Tiger：

是怎样进行价值捕获的？通证在生态中有哪些功能？

Melanie | WOM：

本质上，WOM通证使WOM协议能够奖励内容创建者、验证者和内容分发平台，奖励他们传播有关品牌、产品和服务的信息。这就以一种可控的方式增加了WOM通证的流通供给，同时为所有参与者创造了价值。奖励内容创建和验证的过程类似于奖励以太坊或比特币区块链的出块和安全性（也就是挖矿）的过程。

WOM通证使品牌可以接触到有价值的WOM内容。品牌可以使用WOM通证创建“活动”，并将预算与特定的内容和互动模式挂钩。通证基于活动标准和WOM协议机制用于额外奖励选定内容。

内容还必须突出创作者对品牌或产品的真正兴趣点。内容质量越高，内容越诚实或更具创造力，就会吸引到更多的消费者。这将导致用户与内容的更多交互，并为创作者带来更多的WOM通证奖励。

WOM通证是WOM协议及经济生态的最重要元素。它具有三个主要用途，每个用途都对应不同的角色和功能：

1. 奖励单位：品牌、内容创建者和内容验证者都以各种方式使用WOM通证来奖励去中心化的WOM生态系统中的行为。

2. 收益权：内容创建者和验证者需要抵押WOM通证（作为担保），以使其内容可用于广告活动。

3. 治理：通证持有者拥有决定权，以影响对WOM通证智能合约的最关键变更。智能合约定义了经济生态的运作方式。

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TokenGazer 社区成员：

BG和Bithumb的关系是怎样的？

Sunny | Bithumb 全球站：

首先感谢大家的提问，BG是Bithumb的全球站，是Bithumb从韩国走向全球的重要战略，未来会打通用户体系、交易量和深度，合并用户和流量。

我们会在产品机制方面进行改动，满足不同地区不同用户的不同需求，我们也希望未来有更多用户可以来我们Bithumb Global生态系统中交易。

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TokenGazer 社区成员：

BG交易所上币的考量有哪些？

Sunny | Bithumb 全球站：

上币的考量的话，我们会从项目基本面、技术特点、项目团队背景经历、通证分配和社区建设等多方面考察项目，为BG用户提供丰富的优质项目。

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TokenGazer 社区成员：

目前投资者对交易所1EO关注度在下降，为何用户对BG Staging关注度这么高？

Sunny | Bithumb 全球站：

Staging与1EO不同的是，用户只需在平台持有一定量的主流数字资产便可免费兑换抽奖机会，整个过程并不消耗主流币，相当于免费为平台用户空投首发优质资产通证。因此用户最终都会获得收益，只是收益或多或少的问题。

简单来说，Staging板块就是提供首发项目方一个展示自己的机会，同时给平台内用户赠送一些福利，这就是BG Staging的口号“不花钱，抢首发”的来源。

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