Enhancing the Awareness, Utility, and Anonymity Set of Oxen - Part 2 - Oxen Airdrop for ONS (Session User Name)

[venezuela01]

Enhancing Awareness, Utility, and Anonymity Set of Oxen - Part 2 - Oxen Airdrop for ONS (Session User Name)

The ORC-8 points out a critical issue in the Oxen ecosystem – the underutilization of the coin due to limited daily transfers, which reduces the practical anonymity set of Oxen.

Building on the AARRR framework, Enhancing the Awareness, Utility, and Anonymity Set of Oxen - Part 1 - Web Traffic Optimization recommends consolidating oxen.io and getsession.org to enhance Acquisition and optimizing Oxen related web content to improve Activation.

This proposal aims to further boost ‘Acquisition’, ‘Activation’, and potentially 'Referral', through the implementation of an Oxen Airdrop program.

One of Session's current drawbacks lies in the suboptimal experience when sharing a Session ID with a contact and establishing a connection. To remedy this, the ONS (Session User Name) was created to link human-readable usernames to Session hex IDs. However, the uptake of ONS usage remains low.

Rebranding ONS to Session User Name

We suggest rebranding ONS as 'Session User Name,' and leveraging Session's official Twitter account to increase awareness of ‘Session User Name (ONS)’.

Airdropping Oxen by Twitter DM API

With over 60K followers on the official Session Twitter account, we have a substantial seed user base that can potentially enhance Oxen awareness and usage. By implementing a Twitter bot that calls the Twitter DM API, messaging Session followers at regular intervals, we can introduce ‘Session User Name (ONS)’ to potentially 60K users.

We will clarify the function and cost of 'Session User Name (ONS)' to users, then inform them about the opportunity to receive some free Oxen. This will involve downloading the Oxen wallet, DMing us an Oxen address, and receiving a free airdrop of 22 Oxen. Users can later spend 7 Oxen to secure an ONS for themselves, and potentially gift 14 Oxen to friends, or purchase two additional ONS on behalf of friends. The remaining 1 Oxen will cover transaction fees.

Investment for Growth: the Cost vs Return of Airdrops

On the surface, it may seem like we are losing money, as ONS was originally designed to generate income in the Oxen tokenomics design. However, on deeper reflection, it's an investment for growth.

1. The Oxen Privacy Tech Foundation (OPTF) currently holds a substantial balance of Oxen, but the market price is not ideal, making cashing out unfeasible. By using these unused Oxen for marketing, we can acquire more Oxen users. Given that the average customer acquisition cost in the financial industry is high, spending these Oxen, which are minted from thin air, to increase brand awareness provides a high return on investment.

2. If a user accepts our airdrop, the anonymity set at the transaction level increases. Furthermore, since the number of wallet users increases, each wallet user is a potential future sender, meaning the overall anonymity set at the user level will also significantly increase. As a privacy coin, the anonymity set is a key metric. By increasing this metric, we boost the value of the privacy coin, which could attract more users.

3. By gifting users more Oxen than the worth of an ONS, we create an opportunity for our users to spread Oxen by gifting Oxen or ONS to their friends, further expanding our potential user base. This aligns with the 'Referral' step in the AARRR framework.

The Twitter DM API allows a maximum of 500 DMs per day. If we utilize this fully, in about 120 days, we will have messaged all followers. This will potentially spend 22 * 60k = 1.32 million Oxen, a significant proportion of OPTF’s Oxen balance. However, considering the OPTF receives a governance reward of 9240 $OXEN every 7 days, or 9240 * 54 * 3 = 1,496,880 Oxen in the past 3 years, we have more than enough for covering the airdrop spending.

Spending money effectively can be a successful strategy for audience acquisition, as demonstrated in The Unseen Factors of Unreplicable Success. This strategy could potentially be more cost-effective than giving away a Session integrated mobile Phone.

Airdrop meets Privacy: A Perfect Match

As a privacy-focused project, we possess a unique advantage. While other projects may see airdrops as a marketing strategy, they could inadvertently compromise user privacy if they're using a transparent chain. We stand in contrast; when executed properly, our airdrop enhances privacy. This privacy by defaul nature is a critical factor in the success of our airdrop program. We don't need to explicitly market Oxen as a privacy coin. Users don't need to understand the privacy aspect - all they need to know is that Oxen can be used to purchase ONS, and we are giving away free Oxen.

The Importance of Twitter DM Strategy

It's also important to stress that the DM strategy is a cornerstone of the airdrop's success because:

1. We intend to start with a small-scale experiment so we can continually optimize based on feedback.
2. We aim to gradually increase the anonymity set and transaction count rather than overcrowding the payment network.
3. As time goes on, the secret will inevitably leak. The temptation to share a secret will further amplify airdrop awareness. At that point, we will need to refine our bot to guard against bot users who create a large number of Twitter accounts solely to earn free Oxen.

Anticipating Long-Term Benefits

Moreover, assuming a small percentage of airdrop recipients become long-term Oxen users or investors, it could lead to an increase in the price of Oxen. Also, it’s important to note that some of our Twitter followers are influential figures, which might amplify the impact of our airdrop.

Trusting Our Marketing Team: Towards Continued Success

The marketing team can monitor Twitter DM feedback, identify obstacles users face when receiving or sending Oxen, registering ONS, or buying Oxen, and provide guidance to users. They can learn from these interactions, which can help further improve our documents, video tutorials, and overall marketing strategy. This will establish an effective feedback loop to further optimize Oxen web content

The Oxen team has built a successful messenger app with over 700k users. This achievement wouldn't be possible without the contribution of everyone, including both the tech and marketing teams. With an innovative marketing strategy, we can carry our success from Session to Oxen. Let's trust our marketing team and let them shine again.

Session Integrated Wallet

Last but not least, this strategy would be more effective if Session had an integrated wallet. However, adopting a lean startup approach, we can commence by targeting an airdrop to 5% of the 60k followers without Session wallet integration. We can monitor the feedback and based on this, decide our next steps. Implementing an integrated wallet in Session could further reduce barriers for users and enhance the conversion rate from 'Acquisition' to 'Activation'.