# Introduction
GrowMyTribe helps brands scale distribution via user and community led awareness campaigns.

## What is the problem?
The way brands do marketing is changing. Users hate ads while they consume most information on social platforms. They trust brands which their friends or favorite influencers talk about. Today when brands go for influencer marketing they face various challenges
* Scale issues
* Most brands work with agencies, who provide them a list of influencers to work with. And brands manually filter each influencer they want to work with. It makes it possible to work with 50-100 influencers but get more diffivult as they scale.
* Brands choose few very curated influencers and sign a flat deal with them manually
* Quality issues
* A lot of brand time is spent on figuring out who is a quality influencer
* engagement rates
* conversion rates
* If a particular influencer has good user persona for their campaign
* if the impressions/engagement metrics are gamed
* Payments
* Brands has to work with most influencers with a flat pricing model
* Either the brand or the agency needs to do KYC or other payment related compliances
* There is no transparancy between publisher and brands

## How it works?
A brand creates a campaign.
1. A brand locks a budget (funds are locked in a smart contract)
2. Brand decides user persona they want their brand to represent (For example a brand only want reward twitter profiles whom Vitalik Butterin follows)
3. Brands defines an objective KPIs they want to optimise the campaign for (number of views on Twitter for a particular kind of message)
4. Anyone can create content about the brand and accrue points based on the KPIs and persona filters
5. At the end of the campaign, we send the final raw data to brands to check for quality and audit. They upload the final performance data to GrowMyTribe contracts.
6. All eligible participant can claim their rewards and track their onchain profile.

## Why?
### Why now?
- Breaking of targeting with policies like GDPR and CCPA
- ZK reduces platform risk substantially. Twitter/Facebook and all other platforms are known to block these types of solution once they become big.
-

### Where does crypto come into picture?
- automated payments at mass scale
- direct money flow between brands and publishers
-

## Who are the 1st users
Awareness campaigns seems to be better fit as the first market.
- Web3
Later it can be expended to
- Political campaigns
- consumer brands

## How do brands curate influencers today?
- Sourcing
- Get list of influencers via agencies
- Manual hunting on social platforms like Instagram, Youtube via content search
- Check out competitors campaigns and who are promoting them
- Curation
- Manual vibe check if they are fit for a campaign
- who follow them
- how much engagement they get
- what is the authenticity of the engagement
- What results did they produce for competitors or similar campaigns
- Engagement rates (quanlity and quantity of likes and comments)
- Recency (how active they are with the current trends)

## How do brands scale budget today?
- Measure spent post campaign(on a affiliate link level if possible)
- Measure engagement post 3-4 content delivery

## Most requested targeting features from user interviews
- user persona based on who follows them
- protocol founders
- researchers
- devs
- whales
- meme traders
- brands like milady
- VCs
- persona based on what they promote
- competitor brands promotion
- similar brand promotions

How do we build graph data
- Use existing tools like
- https://tweetscout.io/
- We can create a keyword specific score like score for trading

## Some narratives people have shared
- airdrop for marketing similar to how people do for github activity - aztech
- Performance for branding
- Find 1000s of eligible brand ambassadors
- Scale your brand with 1000s of eligible evangalists
- Scale your brand with 1000s of eligible brand ambassadors
- Scale your brand with the help of your community
- Utilize your community to scale your brand
- Discover your brand ambassadors

# Product
## Product spec: Grow Your Tribe

### Product goal
To create an easy to use tool for a team/person to run a token incentivised marketing campaign on social media platforms.

### Product goal
- Twitter KPIs - would be public
- Points calculation using the KPIs - offchain
- store followed by
- Payments using points - onchain
- Lock rewards in any ERC20 - onchain
- Claim rewards - onchain
- should we put twitter userid on chain or wallet address?
- Lets put points mapping with twitter userid onchain

### MVP target
- EVM contracts
- Campaign contract
- create-campaign function
- user lock funds using campaign id (campaign id generated in central database)
- start date
- end date
- upload merkle root
- upload points with the mapping to twitter user id - can be done only once(after end date)
- claim reward
- calldata - campaign id, proof, amount (will be given by backend)
- increase budget
- brand can increase the budget of the campaign
- Backend
- eligibility criteria
- tweet views
- twitter account followed by
- twitter followers
- staged goals
- 1000 usd for 10000+ views, 5000 if 50000+ views
- Graph data (EVM/Base contract)
- Social media platform: X.com

### Users/stakeholders:

- Campaign manager
- Marketer
- Grow_my_tribe team (us)

| Stakeholder | Responsibilities |
|----------------|----------------------------------------------------------------------|
| Campaign Owner | 1) Define campaign target, budget, rules, duration 2) Deposit Tokens 3) Approve final campaign points | |
| | |
| Marketer | 1) Register themselves 2) Claim rewrds at end of the period. | | |
| | |
| Team | 1) Process end of campaign period points based on rules. 2)Maintain db of registered web2 auth wallet addresses to user social media handles. |

## Components

1) Frontend: for campaign owners and marketers
2) Smart Contract: for locking the tokens in a vault until campaign ends, Update balances for each userid and handling claims by marketers
3) Backend: for Campaign processing + DB of registered marketers (for web2 auth)

### Frontend

- Campaign manager
- New campaign
- target account (or hashtag) to be marketed
- total reward Amount
- Token contract Address
- duration of the campaign
- Rules of the campaign (discussed below)
- lock funds

- End of Campaign
- visualize final rewards and ability to edit

- Marketer
- Register as a user with wallet
- Option1: Web2 auth with offchain database managed by team using api
- Option2: Auto detect web3 Minted NFT of handle ownership
- Discover new campaigns
- Join existing campaign
- Claim rewards

Notes:

View campaigns - global
My own campaigns (campaign owner)
My own campaign (marketer)

Campaign table:
Campaign: idnetifier
owner: Wallet (target twitter id)
Status: running, ended
Value: 10,000USDT

Pages:
Page: Main landing page - connect wallet
web3 auth - lets check it
Static website

Login Page: connect wallet / login

Page: Start campaign
be a marketer

Page: specific campaign page campaign owner
Campaign owner:
- start campaign
- Download CSV
- Managing CSV entries
(editable embedded?) - Also dependes on size.
- Increase budget button
- Final submission (upload merkle root) / merkle root. check what is in call data exactly.
- Do they want to see how many KOLs on their campaign registered? rsvp-style.

Page: specific campaign page marketer (KOL)
Marketer:
- View existing campaigns
- Check eligibility
- See rewards (updated daily or with every update)
- claim their rewards after campaign ends
(authenticate wallet - twitterID)
zkemail nft proof for twitter id.
starknet airdrop - investigate. No need to register a wallet.

Backend:
will prepare merkleroot/call data?

To investigate:
- web3 auth tools to checkout to handle profiles
- https://web3auth.io/
- https://www.privy.io/
- https://www.dynamic.xyz/
- https://wagmi.sh/
- claim flow with authentication

Server Backend:
* PYTHON server / node.js
* next JS
* graphQL APIs
* Background tasks (~cron jobs)
* Need some clarity
* ForceWielder (needs some features)
* (Yash)
* DB: MongoDB (Prince)
* Discuss Claim function

Next frontend steps:
* Ilya will start repo, set up framework
* Rashmi start chakraUI setup
* Pages component (Rashmi)
* Smart contract integrations web3js, ethersjs, connection (Ilya)
* Twitter Auth (web3 NFT)
* Claim Page Flow - How it works? what functions are called? How to validate the KOL ? How to distrubte rewards

3hrs break.
Wireframes.

Frontend Stack:
ChakraUI
NextJS (vite bundler)
Auth provider:

### Smart Contracts
1. Factory contract - to create new organisations and acts as registry.
2. Organisation contracts - have differnt roles&permissions, have function like createCampaign, settleCampaign and claimRewards etc.

### Backend

1. a centralised database to store mapping from twitter Id to wallet address
2. social media points calculation:
- Designed with scalability in mind to handle a number of campaigns concurrently.

#### DB design
- MongoDB (discussed on the group)
- DBs (flexible)
- Campaign
- ID
- Description
- Start date
- End date
- Active status (should be based on payment locked in contract ??)
- Draft
- Active
- Ended
- Merkle uploaded
- Eligibility
- Staged rewards based on
- Views
- Followed by
- Followers
- Previous campaign points (loyalty) ??
- Chain (chain id)
- Payment currency (contract address)
- Merkle Root (generated after campaign ends)
- Owner (twitter id or wallet address ??) (how do you validate this with the contract entry)
- Tweets
- Campaign id
- User id
- Followers
- Followed by
- Views
- Points ??
- Amount ??
- Points
- Campaign id
- User id
- Cumulative Points across all the tweets in campaign
- Cumulative amount for the campaign
#### Backend design
- Node js ?? Can be anything depending on dev comfort
- Auth to show owner’s campaigns
- Design a campaign
- API to get data from user
- Write it to campaign db with ID
- Fetch campaign details
- APIs to get campaign data from db
- A scheduled or manual job after the end of campaign
- Fill tweets db (API limits handling)
- Fill points db
- Generate merkle root based on user id (or wallet depending upon setup) and total amounts
- Check defispring backend
- Do we need owner account entry for reclaim here??
- Fetch allocation details
- Calldata for a user for merkle claim
- Check defispring backend
- Live update tweet points to give user a sense of progress (can be 24 hours cron job) ??
#### Unknown
- ZK stuff (twitter id to wallet mapping) and where will it fit in the flow

# Org structure
We want to build an org structure that promotes speed, transparancy and fairness. Having a hierarchal structure helps with execution speed. Having a transparant set of rules around incetinves distribution and decision making promotes fairness and transparancy.

We should take a lot of learning from how starups organise themselves while at the same time how communities govern themselves.
Startup assign a clear leadership structure to avoid deadlock situations in execution and defines governance rules to make all shareholders aligned for high level goals.
Startups get stuck into zombie situations when people gets diverged to different values, beliefs over a long period of time.

To keep a balance we can think of a quarterly governance structure.
For each quarter, we agree on
- a set of people on leadership, their time commitement, their responsibilities and high level deliverables.
- a token allocation to all the operators combined and on an individual leadership position
- Leaders decide incentives for different level of operating expenses (completing the website, getting design, writing contracts, marketing spent)
- an incentive format for higher and longer time commitement
- an incentive format for performance
- a governance rule to create new tokens for the next quarter
- conditions to make tokens transferable(public trading)
- rules to spend money from the treasury

### Proposed action items by Rohit for Org
- [ ] Get everyone's time commitment
- Rashmi: 15 hours/week (will increase with non tech stuff and financial security)
- Rohit: 25 hours/week (will increase upto 90% with more customer validation)
- Md: 22 hours/week (will increase upto 80% with MVP validation)
- Yash: 20 hours/week (will increase with repeat customer)
- Ilya: 25 hours/week (will increse with MVP validation and economics)
- Lorenzo: 10 hours/week
- Kunal: 6 hours/week (will increase to 100% with why now and user insights)
- [ ] List out everyone's skills and strength
- Rohit: Product, user research, Sales, Marketing
- Mohammed: Product(tech+nontech), BD
- Kunal: Tech
- Yash: Tech
- Ilya: Tech
- Rashmi: Tech + BD
- Lorenzo: Legal, Marketing, BD
- [ ] Choose a leader (similar to a CEO)
- [ ] Define responsibilities of the leader for the next 3 months
- [ ] Org structure
- [ ] Help team to build conviction
- [ ] Put leadership for specific categories (sales/tech/BD/Product etc)
- [ ] Leader should propose people for other required leadership positions and their responsibilities
- [ ] Only people with 75%+ time commitement should be placed here since they will be thinking about this specific problem most of their time.
- [ ] Define incentives for leadership positions
- [ ] All leaders togeter will decide on everyone else's incentives

Ownership distribution
- Overall 4 years token distribution cycle with a fixed flow each qtr
- qtrly distribution split into two categories
- each qtr you get an allocation
- Forward looking - 50%
- Backward looking - 50%
- 8 qtr vesting schedule
- if you get allcoation in the subsequent qtr that means another month vested

example
we have 100 tokens in total to distribute in 4 years
6.25 tokens per qtr
a person might be allocated 1 token in the first qtr
- 2nd qtr - 0 tokens - 1/8 vested of 1%
- 3rd qtr 0.5 tokens - 2/8 vested of 1% and 1/8% of 0.5 token

#### ToDO for Clarity

- Bussiness projection
- Market assessment
- unit economics
- MVP feedback