所有公司都应通过三件事整合NFT

PanewsPublished on 2023-01-24Last updated on 2023-01-24

Abstract

NFT是互联网未来的新基础设施，具有前瞻性的公司正在争先恐后地将NFT整合进自身的技术架构中。

NFT是互联网未来的新基础设施，具有前瞻性的公司正在争先恐后地将NFT整合进自身的技术架构中。

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不论你喜欢与否，NFT的时代已经到来。尽管被嘲讽为天价小图片，但NFT实际上是互联网未来的新基础设施。它们能在提供市场洞察的同时避免对隐私的严重侵犯；它们能创建社区和组织；它们能提供建设Web3真正愿景所需的数据架构。

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具有前瞻性的公司正在争先恐后地将NFT整合进自身的技术架构中。我们已经看到从NBA到Coachella等品牌对NFT的整合。其中一些应用体现了会员经济令人振奋的进步，另一些则倾向于在不涉及Web3承诺的情况下利用这一技术。作为每天都在构建NFT解决方案的人，我认为公司可以从三个角度来真正整合NFT，让业务迈向一个更注重社区驱动的未来。

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从会员机制入手

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第一步是提供会员机制并建立社区。比如向忠实会员发行NFT会员代币，搭配内部社区访问权限。还可以针对早期支持者和爱好者（例如产品首次发售的前100位购买者）发行NFT。

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通过此类会员机制，公司可为受众中最热情和最感兴趣的群体提供产品、新闻、内容、特殊功能或任何其他内容的早鸟访问权。此外，通过确定核心用户群，你可以获得重要的意见和反馈，了解他们最看重的东西。

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此类内部会员机制能帮助公司轻松维持和增强用户热情，以及强化品牌大使机制。公司甚至可以授予核心用户群NFT门票，作为点对点社区空间的入场凭证，用户可以在其中与其他成员互动，提供产品反馈，帮助塑造业务的未来形态。将NFT纳入会员机制不仅能让公司与为公司投入最多的社区建立更牢固的羁绊，还能增强社区对公司业务的驱动力。

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授予NFT持有者早鸟或专属访问权

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实施基于NFT的会员机制能解锁许多可能性。一种是授予早鸟或专属访问权限。例如，耐克这样的品牌可以通过NFT会员提供运动鞋的早鸟购买权。购买了某款鞋子的会员也可以获得参与设计师见面会或AMA的资格。

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而且不必局限于线上活动。NFT作为基础设施具备高度灵活性，且不受平台限制，它可以充当门票，提供无缝的线下社区聚会体验。通过验证NFT会员资格，你既可以参加与运动鞋设计师的专属AMA视频会议，也可以在线下亲自参观他们的设计实验室。

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赋予会员发言权

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通过NFT，公司还能在决策中赋予会员发言权。为NFT持有者开放各种权限后，耐克稍后可以向参与过几次发售的会员（NFT会记录相关信息）公开开发中的设计选项，并邀请他们进行投票。藉此，品牌能以互惠互利的方式加深与核心社区的互动：会员将拥有更多权限和决策影响力，耐克将激发更多兴奋，并转化为更多销售额。

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奖励社区领袖

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第三种更深入的整合方式可以为成员赋予对项目方向更大的影响力。例如，耐克会员NFT可以记录你参与发售和参与款式投票的数据，耐克可基于特定标准，接纳部分会员参与产品和设计团队的讨论、战略会议等。这有望进一步协调社区与公司的步调，并奖励社区红人的贡献。

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此外，耐克可根据会员的具体兴趣，提供多种渠道来加深与他们的互动。有人可能希望参与设计决策，有人可能更愿意担任品牌大使，不论选择何种方式，所有活跃的社区成员都能获得奖励。会员人手一枚NFT可解锁巨大的可能性。

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促进跨社区互动

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随着越来越多的公司整合NFT，提升会员机制在业务中的地位，跨社区合作将成为一个充满机会的领域。品牌及社区将能做一些此前做不到的事，例如专门针对其他公司志趣相投的社区的NFT持有者开展促销活动。相比当前的获客方法，这种社区整合能以更加人性化和更少数据侵入的方式推进，这一点尤其令人兴奋。

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向基于会员制的商业模式的转型将深具变革性。一些公司可能会慢慢涉足这些领域，另一些公司则会诉诸去中心化自治组织（DAO）模式，完全将业务交由社区持有和运营。基于NFT的会员机制让公司可以灵活地试验社区参与业务的深度，并逐步调整。

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我认为，在许多行业的发展过程中，人性因素遭遇了最大挫折，整个社会对企业的信任也遭到了严重侵蚀。会员机制是一种强大工具，藉此，公司可以变得更加以社区为中心，从而扭转这一趋势。这就是NFT带来的双重底线（double-bottom-line），与此同时，它们还会为公司提供新的经济增长途径。

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