And the time is now because ‘one year in web2.0 is one week in web3.0’. This sounds like a hype, and part of it definitely is, but the underlying shifts are fundamental. As fundamental as the internet itself and social media 💬 and mobile apps 📱 after that.

So what is Web3.0?

Simply said it’s the third evolution of the internet after Web1.0 (local webservers, static webpages and hyperlinks) and Web2.0 (centralized platforms, dynamic data and social media).

It’s main premises are:

• blockchain technology based and therefore decentralized

• often, but not necessarily, combined with AR/VR environments called the metaverse

• a new balance of power between brands, users and creators

There is a lot of new terminology introduced with the rise of web3.0, augmented by the vibrant community and culture surrounding it.

Some key concepts to grasp are:

• Blockchains 🧱⛓ (like Ethereum, Tezos and quite a few others): in essence it is a decentralized database that is updated and checked by every server connected to it. The blockchain itself can have layers that usually improve speed and efficiency. This is the infrastructure.
  

• Coins and Tokens 🪙 🖼 (with the Bitcoin and the Non-Fungible Token – NFT – as the first and most well known ones): the coin of a blockchain, or the ‘native’ token is used to settle transactions; it’s a way to award every connected server for their effort in checking the database. The derived tokens, most notably NFTs can have all kinds of functions, due to their embedded contracts. This is the transaction layer.
  

• Smart contracts and dApps 📝 (where ‘smart’ means ‘programmable’): the smart contracts are the pieces of code that ensure a certain (trans)action each time they are invoked. dApps (decentralized apps) are smart contracts with a user interface. On the outside they will look like a regular website or app, just the underlying technology is different. This is the software layer.
  

• Wallets 👛 (this is the part that you hold, and are responsible for as a user): the wallet is literally your account. This is where a transaction on the blockchain is initiated and/or ends up. This is your personal profile or even your digital passport; your universal login and password. This is the authentication layer.
  

• DAOs 🗳 (Decentralized Autonomous Organizations): DAOs are basically smart contracts applied to the policies and procedures of an organization. Every holder of the associated token can take certain actions and has proportionate voting rights. There isn’t a single entity in control. This is the governance layer.
  

• Metaverse ✨ (the combination of all real and virtual universes): if you could combine, interact with and move between all the real, augmented and virtual universes, you would be living in the metaverse. The main challenges are interoperability (what works in one place works in the other), composability (connecting elements and/or building on top of components) and transferability (take things you acquired/purchased in one place with you to another place). This is the interaction layer.

why does it matter for your organization or brand?

As is the case with every technological innovation and following evolution: it progresses slow 🐌, but hits hard 🥊. Even though the crypto market is very volatile, it’s good to remember that it is the underlying shift that matters.

The relationship with your customers can fundamentally change; where before they were literal consumers of your content and products, they can now become true participants, co-creators and even co-owners.

And it is a win-win: you can now verify and reward who is active in your community, who was the early adopter and who contributed the great idea. In addition you can now create a digital extension to your physical product (the combination is called phygital) that holds true meaning and value.

Looking at the brands in the NFT space that are already seriously launching projects, it’s good to start learning and test the waters yourself.

VIRVIE's experience in digital concept design in general and Web3.0 commerce in particular ensures you will get the right solution.

Getting Web3.0 ready

The proof of the pudding 🍥 is in the eating. And this couldn’t be more true in the case of Web3.0. To fully grasp the concepts mentioned above it really helps to get your own wallet, make a transaction, acquire an NFT, get access to a community because you did, be awarded additional utility or even tokens because you did in the past and build a sense of ownership.

Next is to learn about different kinds of projects and different kinds of utility. What follows below is an unordered list of projects, in different kinds of industries, that all have some unique features:

• POAP 🎟 (Proof Of Attendance Protocol): an early method to mark the fact that you attended an event, physical or virtual, or participated in an activity and getting a memento. You can later address all the people with a specific POAP.

• PFP (ProFile Picture) projects like Cryptopunks (the project that ‘invented’ NFTs), Bored Ape Yacht Club, World of Women, and Doodles. Many other initiatives are based on or directed at owners of these NFTs, for example NFTiff; pendants by Tiffany & Co in the shape of your own cryptopunk.

• Sports related projects like ⚽️ WAGMI United (where WAGMI = 'We’re All Gonna Make It', a crypto meme), 🏎 GarageXYZ and 🏀 NBA Topshots. Some focus more on decentralized ownership others more on collectables.

• Communities with a common cause like Nemus, Friends With Benefits and Bright Moments.

• Dedicated art 🖼 platforms such as Async (which has ‘layered’ art and blueprint series), Art Blocks (a purely generative art platform) and SuperRare (one of the first NFT art platforms).

• Games like Axie Infinity and virtual worlds like Decentraland and The Sandbox.

• Avatars from Ready Player Me and wearables for those avatars from Artisant or based on your PFP from Fabricant.

• Which brings you to phygitals from the likes of adidas (with Virtual Gear) and Nike (via RTFKT) or Gucci.

Your own NFT project

Launching 🚀 your own NFT project isn’t a simple task. It isn’t rocket science either 😉. The NFT, like any good product, should give the user a ‘superpower’.

The key element are the so-called ‘traits’; elements of the NFT that can differ in a series. They determine the rarity, but can also be the basis for evolution when you allow for upgrades (see Traitswap or the adidas aVG atelier).

For reference see how Nike x RTFKT Cryptokicks and Space Drip sneaker collection follow a similar course.

Fostering the brand community

Building a community in this new reality is process that is as much an art as a science. There are however some familiar tools that just look a little different in Web3, but are all the more powerful. Thirdweb (a Web3 development platform) has a great primer:

• Free and abundant NFTs, the on-chain version of a ‘like’ ❤️ (see for example free collectible articles on Mirror.xyz or a ‘digital twin’ of a product someone bought).

• Free and scarce NFTs, a model to gift to your more attentive and avid fans. While free at first, these can always obtain secondary market value (remember Cryptopunks were at first handed out for free and are now one of the most valuable assets out there and have a strong community).

• And expensive and scarce NFTs, a model for patronage & fundraising (such as most art 🖼 NFTs and the before mentioned communities like Nemus and GarageXYZ).

Another essential tool is the ‘Airdrop’; which simply means sending items/tokens to holders of your NFT (or actually their wallets 👛).

The NFT could simply be a POAP (see above) which people received for attending your event, which then awards them preferential treatment on an allowlist (see for example the Porsche 🚗 💨 NFT project). It could be new elements or functionality. Or it could just be goodies; a thank you for continued support.

And through the power of the blockchain (in the words of @chriscantino) transaction history tells who the members of your community are:

• A supporter of the arts

• A niche hobbyist

• A professional networker

• A trader

• A builder of the open internet

I purchased my first crypto in 2015, but own Net.Art since 2009 already (e.g. www.muchbetterthanthis.com by Rafaël Rozendaal).

(Inter)Net Art turned out to be a precursor for NFTs. Here it was already introduced to have private ownership of a publicly displayed good: the URL is in your name, but by means of a signed contract 📝 you agree to keep the artwork, i.e. the website, public (which is how it ended up on Times Square).

So there’s that 😉.

I acquired my first NFT early 2020 and now have a small collection ( 🖼️ https://gallery.so/Almar ). Through my previous experience with Net.Art the concept of NFTs and the value it represents was logical to me. The #rightclicksaveas meme obviously didn’t apply to me.

I surpassed 1000 days in Web3.0

I can hear you thinking: “Sure, anybody can say that!”. Well, I can. And I can prove it. Thanks to the blockchain it is verifiable: see the Etherscan transaction details of the acquisition of my first NFT.

And ever since I’ve been hooked. I made more acquisitions (I’m not a trader) and closely watched how different projects and standards evolved. I can now confidently talk to you about contracts, allowlists, tokenomics, utility, minting, airdrops, rollups, royalties, CC0 licensing, optimization, phygitals, hot wallets, cold wallets, community management, audits, PFPs, snapshots, traits, seasons, wearables and all the new things Web3.0 brings.

And of course, a lot of things stayed the same, so my Web1.0 and Web2.0 experience still holds it’s value. Over the years VIRVIE has been involved in many exciting digital projects. Here are some achievements that landmark the learnings.

adidas customer service chatbot, 2022

Through an internal role at adidas as Conversation Designer, VIRVIE is responsible for designing automated responses to incoming consumer service questions for the North American market.

PHILIPS DIGITAL INNOVATIONS AND CONNECTED APPS, 2016

Through an internal role at Philips as Mobile App specialist, VIRVIE was involved in many of the Digital Innovations that resulted in new Philips Apps and Connected devices.

Examples are the Grooming App, the Airfryer App and the Sonicare for Kids App and Connected Toothbrush.

In addition VIRVIE helped setup the Digital Marketing of these propositions, including App Store Optimisation (ASO) and launch preparation.

Library social activation pilot, 2021

In order to interest more people in library and related content a pilot was conducted where existing popular social media content was linked to books, archives, news and museum content.

LIBRARY SOCIAL MEDIA TEAM, 2013

After an extended involvement in creating the new web presence for the Dutch libraries online, VIRVIE instigated the creation of a national Social Media team.

This team, which consisted of local librarians, and operated completely remote and web based, handled all interactions on Twitter and Facebook, 7 days a week, from early morning to late at night.

Key factors to its succes were an extensive content strategy and proper tooling for the team members.

NOS-Tour de France liveblog WhatsApp bot, 2020

An experiment was setup where the liveblog was ported to WhatsApp (and other messaging services) and extended with chatbot functionality to get additional information on demand.

Augmented Reality in a serious game, December 2010

As part of the library innovation project we explored the possibilities of Augmented Reality for extending the library function. This resulted in the 'serious game' called "Expedition Deventer".

The game allows teams of students to explore the past, present and future of the city with the help of library materials. The Augmented Reality component has the unique ability to present photo, video and 3D information in a physical context.

The game won the Dutch Digital Heritage Prize.