Emily Lai @emilyxlai Twitter profile | Pikagi

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Emily Lai

@emilyxlai

4,790

Followers

894

Following

1,124

Media

6,291

Statuses

Doing crypto marketing things @hypepartners ⚡️ // Cofounder at MoreHuman Media: ecom and dtc growth // Always growing

nyc→remote

https://t.co/7HIZZxEOal

Joined March 2018

Don't wanna be here? Send us removal request.

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@emilyxlai

Emily Lai

18 days

some sweet lil news: i’m moving into a cmo role at @hypepartners stands for cool memes only, send em please. Hype has mainly stayed quiet working in the trenches so I want to brag about the people and co a bit: — this is the 7th year existing, we’re one of the

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@emilyxlai

Emily Lai

6 years

Reading books is the real life version of collecting mushrooms in Super Mario

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@emilyxlai

Emily Lai

4 months

An example of ineffective brand marketing: went to a pride event in Hong Kong last December Was sponsored by a ton of big banks who gave out merch like this 1) what

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@emilyxlai

Emily Lai

4 months

I take it back Maybe it is effective brand marketing after all

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@emilyxlai

Emily Lai

4 months

@moo9000 👋

@emilyxlai

Emily Lai

4 months

@0xl3th3 Hello, nice to meet you My pronouns are HS/BC

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@emilyxlai

Emily Lai

4 months

@MPtherealmvp you’re right performance art Here are some Chinese aunties picking up their gendered bags sponsored by another bank

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@emilyxlai

Emily Lai

3 months

Why is crypto marketing getting more unhinged (meme accounts, copy pasta, artfully mispelling in coms)? It comes down to this: There are new chains, tokens, and dapps popping up every day. The core audience is not growing fast enough to meet with demand. Everyone is competing

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@emilyxlai

Emily Lai

4 months

@0xl3th3 Hello, nice to meet you My pronouns are HS/BC

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@emilyxlai

Emily Lai

2 months

using this as a signal to see who it resonates with i’d like to be friends if so

@howdymerry

mary

2 months

i think the deepest fear of everyone working in crypto is that we invested our best years working on something that ultimately served only to make the wealthy wealthier time is your most precious resource

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@emilyxlai

Emily Lai

1 month

Just another day reviewing job applications What energy does this one have?

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@emilyxlai

Emily Lai

1 month

I took on being an 'intern' for a client account the last 48 hours. 200+ replies later, 8 meme posts, and making 4 custom banners for community members we are here:

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@emilyxlai

Emily Lai

1 month

Our telegram mini app game went live Yesterday we hit a record 1.6k new users bringing us to a total of 5.5k players Asked the data team for D7s and a better chart on retention, but so far its looking good, proud of the Hype crew involved in this one Funnel: 1. Built a

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@emilyxlai

Emily Lai

18 days

Key learnings from this banger presentation from @ekrahm (behind the mind virus of Celestia) on positioning and marketing 1. Positioning is rational, branding is emotional. You need both. 2. Start with positioning first. 3. If you don't position, you will be positioned. 4. Find

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@emilyxlai

Emily Lai

1 month

It’s onchain & silly era We’d like to balance out the current spice of the space with some wholesomeness Tag a/your project below (or yourself) for a free compliment

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@emilyxlai

Emily Lai

1 year

What does a web3 marketer look like? In one of our internal workshops, we went over the T-Shaped Marketer framework for Web3 One should have a broad knowledge of everything horizontal, with deep expertise in 1-2 domains, the vertical

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@emilyxlai

Emily Lai

23 days

Study Jim for Catalyst Study Winny for Chipped Study Claire for Aztec Study Evin for Disco Study David for Jokerace Study Smokey & Cami for Bera Study Rushi for Movement Study Keone for Monad Study Jil for Espresso Systems Study Mert for Helius ++prob missing many others

@y2kappa

y2kappa | Kamino

23 days

One of the main things that Solana and Toly did right was to be terminally online and reply-guy to every single person on Twitter - that's how you cultivate a core group of believers - aka a cult. The reason why this is critical is that those believers go build products and work

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@emilyxlai

Emily Lai

1 month

Starting to believe that a social media manager in crypto is the hardest role to hire for. These are the main factors I look for: 1. Good copywriter 2. Ability to grasp technical concepts quickly (a must in an agency setting where there's multiple projects) 3. Funny, can

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@emilyxlai

Emily Lai

10 days

Crypto marketing is getting harder. And no, it’s not just lack of data or lack of marketers. Here’s what’s happening… Marketing fundamentals don’t change. The classic ingredients needed for coming up with a marketing strategy are: 1. Understanding the why. What you’re

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@emilyxlai

Emily Lai

5 months

After hiring 15+ people since the start of this year and conducting 80+ interviews, I'm reflecting on our T-Shaped Web3 Marketer framework. 1. Just having agency or brand experience in tech, consumer, product is not enough. The people that thrive at Hype live onchain. They are

@emilyxlai

Emily Lai

1 year

What does a web3 marketer look like? In one of our internal workshops, we went over the T-Shaped Marketer framework for Web3 One should have a broad knowledge of everything horizontal, with deep expertise in 1-2 domains, the vertical

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@emilyxlai

Emily Lai

2 months

Marketing tactics constantly change in crypto. For example, quests and points programs become more commoditized (and less effective) when everyone is doing it What this means is every marketing strategy must be custom to be effective. A tactic used 6 months ago may not work

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@emilyxlai

Emily Lai

4 months

If this was your answer, let’s be friends

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@emilyxlai

Emily Lai

2 months

nobody will remember: - your salary - your fancy title - how ‘busy’ you were - how stressed you were - how many hours you worked people will remember: - they won’t, everything eventually turns to dust anyways so go off and yeehaw, be kind, build cool shit, and have fun

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@emilyxlai

Emily Lai

2 months

Paid for a shawarma in Beirut with Euros. Got change back in USD. Decided last minute to get ayran, paid for with the USD i just got and then got change back in Lebanese pounds… Is this what chain abstraction is supposed to feel like??

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@emilyxlai

Emily Lai

3 months

Post ethcc reflections: focused on observations, what I think, what I'd like to learn more of, and what I'm grateful for Enough has been said already about: • "Too much infra, too much ai, too much L2s" • "not enough apps" • "why Brussles blah blah" I'll cover these in my

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@emilyxlai

Emily Lai

2 months

“Blockchains will change the world” Cardano: running paid ads to sell t-shirts

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@emilyxlai

Emily Lai

3 months

I really wish there were more dogs present at these crypto events

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@emilyxlai

Emily Lai

28 days

ON CONSUMER APPS, THE ECHO CHAMBERS OF CT, & CRYPTO MARKETING Starting to think there's a few more cases like this one: a consumer app that grows outside of CT, has no one fighting about it's worthiness to exist, and near zero mindshare on this app you're reading this on...

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@emilyxlai

Emily Lai

4 years

There are 7.8 billion people in the world Only 4.9 billion (63%) are even online Only 330 million (4.1%) are on this bird app What you see online ≠ real world

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@emilyxlai

Emily Lai

2 months

If you are able to create a “web3 marketing playbook,” no you are not because it means it’s already overplayed There is no such go to market playbook in crypto. (Frens we can’t even agree on what devrel or bd is/was at one point lol) Metas move fast and at shorter cycles.

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@emilyxlai

Emily Lai

2 months

Founder rizz is so important in crypto because you’re truly selling what can be, unburdened by what has been (more infra, another L1/L2, scams and rug pulls, disappointing airdrops etc etc)

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@emilyxlai

Emily Lai

6 months

Now that April Fools is over I can say very seriously that @ldf_gm @reka_eth @parkerjayp have open source airdrop guides with more in the making Who wants to join our lil cult I mean community garden?

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@emilyxlai

Emily Lai

1 month

Fake a hack these days and mindshare still will soar (highest its been in 3 months) -but- price went right back down and sentiment even more Main goal seems to be attracting devs for their hackathon in November. Will it do that? Gut says no, time will tell

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@emilyxlai

Emily Lai

2 months

1. Plant fud on your own project with a kol 2. Founder pushes back with conviction 3. Gets heated on X, kol and founder debate live 4. Debate turns into a wrestling match 5. Both contenders make up at the end, kol says “ok I get it now” 6. Repurpose all the content for the

@emilyxlai

Emily Lai

3 months

Inspired to think about my next psyop-based marketing campaign

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@emilyxlai

Emily Lai

3 months

Imagine getting paid to be funny and yap (True story. Hiring for some social roles, share your best meme/joke below)

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@emilyxlai

Emily Lai

1 month

UPDATE - I have been demoted back to intern's assistant Here are my learnings from the account takeover: 1. Reply to EVERYONE. Personalize it. Speed increases effectiveness too. I think the other person getting a dopamine hit of a reaction fast makes them excited. Can create

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@emilyxlai

Emily Lai

1 month

I took on being an 'intern' for a client account the last 48 hours. 200+ replies later, 8 meme posts, and making 4 custom banners for community members we are here:

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@emilyxlai

Emily Lai

3 months

My most impressive career achievement so far has been making it to Anon Ball, rAAVE, and in bed by 1 am

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@emilyxlai

Emily Lai

1 month

If they ghost you, it’s just because they’re in founder mode, don’t worry about it king / queen

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@emilyxlai

Emily Lai

4 months

Tryna find 3/3 crypto marketers rn Everyone wants a guy in finance Crypto marketoor, where art thou (2/3 is great too so long you’re crypto native)

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@emilyxlai

Emily Lai

3 years

When I was a kid, I told my dad I wanted a Ferrari one day. He said, “ride the city bus, they cost $500k.. it’s more than a super car.” My dad taught me stoicism without knowing it was stoicism

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@emilyxlai

Emily Lai

16 days

my brothers and sisters, i have optimized my instagram feed to show me crypto ads, and my goodness, the perception it puts on our space looks absolutely bleak

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@emilyxlai

Emily Lai

23 days

Helped a friend onboard yesterday to a non custodial crypto debit card, so she can make payments in crypto *Aha moment* was oh wow my wallet is my own bank and I can switch my debit card between multiple wallets? And this same wallet can also connect to exchanges for swaps?

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@emilyxlai

Emily Lai

3 years

What is running paid ads in crypto and blockchain like? 🧵 Here are some averages, trends and learnings (some from projects in the top 100!) Average CTRs Twitter 0.3-0.4% Reddit 0.2-0.3% Display 0.1-0.2% Crypto newsletters: 0.1-0.2%

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@emilyxlai

Emily Lai

19 days

Ran an internal workshop on crypto social media strategy covering: - What is strategy? (share wrong answers only) - Strategy vs. tactics - How to create a social media strategy S/O Monad for continually being one of the prime go-to examples of projects thinking about their

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@emilyxlai

Emily Lai

1 month

Intern meta is now expanding to mascot meta and technical shitposting meta All to say - we’re more unserious in crypto coms as we compete for the same attention The more consumer-ready apps get built that are ready for market outside our bubbles, it’s scale time

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@emilyxlai

Emily Lai

1 month

My American mind cannot comprehend that they’ll just give two girlies who have no boat license, never driven a boat, and never anchored a boat keys to a boat @reka_eth and I splish splashin and yes she successfully anchored on first try

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@emilyxlai

Emily Lai

2 years

Why is web3 marketing so hard? It's not. It's complex. Behold: the marketing "funnel" Funnel in quotes because it's not so straight forward...

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@emilyxlai

Emily Lai

13 days

Over 33+ crypto ads saved on IG... what non ct people see Last week I started clicking on every memecoin page I could find on IG. Turns out there a few playing the Pudgy Penguin game of using a mascot as a content machine: creating relatable content that people want to share

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@emilyxlai

Emily Lai

16 days

my brothers and sisters, i have optimized my instagram feed to show me crypto ads, and my goodness, the perception it puts on our space looks absolutely bleak

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@emilyxlai

Emily Lai

2 years

@levelsio I use Nomadlist as a signal of where to not go sometimes haha Posted this in September 😅 looks like my estimate of 3 years was off by 3 years

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@emilyxlai

Emily Lai

17 days

My LI strategy is basically copy and paste what i write here, add punctuation, and change "crypto" to "web3" It works, try it

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@emilyxlai

Emily Lai

1 month

Spent the last day on Linkedin and learned its “web3” there and “crypto” here

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@emilyxlai

Emily Lai

3 months

What’s your best GTM strategy? Mine is walking there

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@emilyxlai

Emily Lai

1 month

Polymarket running Meta ads 1. Playing both camps of politics lol 2. One of the few crypto products to cross the chasm outside our bubble this cycle

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@emilyxlai

Emily Lai

4 years

@karencheee My partner and I have a steady rotation of ramen eggs marinating. It’s the best snack to start the day off

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@emilyxlai

Emily Lai

3 months

The holy trinity: marketer, developer, creative

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@emilyxlai

Emily Lai

4 months

Telegram is a sleeper with how it’s slowly becoming the “everything app”

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@emilyxlai

Emily Lai

4 years

@katieeperry The vibes in NY are magical right now

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@emilyxlai

Emily Lai

5 months

You: Looking for a role in web3, a degen, locked in on crypto socials, wanting to work with some of the biggest protocols and projects, loves memes Me: *hiring a web3 social media manager* Jd in comments - please share / rt if you know someone

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@emilyxlai

Emily Lai

1 month

exactly this some questions I ask when hiring include: - “what are your top 3 projects you’re excited about?” - “who is doing good marketing and why do you believe that?” and it’s used as a signal to gauge this “crypto nativity”

@0xJim

Jim

1 month

how to be "crypto native": - knowing what narratives are popular. this is a function of following the right people and seeing them yap. - understanding CT, the main characters, and the ongoing lore/culture. - having specific projects that you admire and think are differentiated.

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@emilyxlai

Emily Lai

1 year

Just took a look at @Overlord_xyz ‘s roadmap and see they’re doing this very well @jo3car and @dom3xyz in world takeover mode

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@emilyxlai

Emily Lai

4 months

Is it web3, crypto, onchain, on-chain, or blockchain? Wrong answers only

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@emilyxlai

Emily Lai

2 months

where I’m doing npc activities (listening to the thiel x rogan podcast) from

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@emilyxlai

Emily Lai

4 months

Its been over a year since I shared our web3 marketing funnel A lot has changed since then.. 1. We haven't ran any paid campaigns this year, it's all been fairly organic distribution that is community driven 2. Crew3 and L2E platforms have evolved so much in the last 12 months

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@emilyxlai

Emily Lai

2 years

Why is web3 marketing so hard? It's not. It's complex. Behold: the marketing "funnel" Funnel in quotes because it's not so straight forward...

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@emilyxlai

Emily Lai

3 months

Gm woke up and chose violence today (went on an ENS domain shopping spree)

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@emilyxlai

Emily Lai

9 months

So committed to the web3 lifestyle we are onchain irl too

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@emilyxlai

Emily Lai

3 months

Another EthCC roll call? Absolutely not. An announcement that my lil head is ready to collect and wear (almost) any hat you hand me And that we should all vitamin c and propolis up starting rn !!

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@emilyxlai

Emily Lai

2 months

Bd this, bd that, please don’t bdis rude

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@emilyxlai

Emily Lai

4 months

Unhinged caps and crypto caps, my full collection Strapped with SPF. I’m ready for Onchain Summer, defi summer, and summer summer

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@emilyxlai

Emily Lai

1 month

My personal recap of yesterday’s space — @ConejoCapital started mining bitcoin at 12, I’m very jealous. Also they rebranded from bad bunny and had a hedge fund at 13 or something. Lore is strong with this one — @reka_eth messages herself as a way to keep notes and create

@hypepartners

Hype

1 month

WTH week 5 – Founder Branding: Rizz 101 Yesterday’s space was fire! Emily and our guests covered many topics, talking about the relevance of founder branding in crypto, challenges in balancing online presence and product building, and engagement strategies. Here is our recap

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@emilyxlai

Emily Lai

10 months

Love web3? Love growth marketing? Shoot me a message

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@emilyxlai

Emily Lai

3 months

Is somebody gonna match my freak? (be a workaholic)

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@emilyxlai

Emily Lai

13 days

Seeing western CT going to places like Asia, them observing locals send remittences with crypto, experiencing super apps like Grab is a net positive for the industry (and whatever you are building whether in crypto or not)

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@emilyxlai

Emily Lai

1 month

Starting off Monday strong

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@emilyxlai

Emily Lai

11 days

Burn out is very real. Personally have gone through it at least 3x Looking forward to this space on a topic that is usually kept off socials

@hypepartners

Hype

12 days

WTH week 8 – Founders Mental Health Founders balancing being chronically online while still making time for themselves. Burnout signals? How to handle mean messages, social anxiety at conferences, and twitter FUD? @RAnSacks will be talking about it all with @ZoeCatherineF from

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@emilyxlai

Emily Lai

2 months

The crux of marketing strategy comes from answering these questions: wtf are we doing? why are we doing/building it? who else cares? Btw these are the same questions we should be asking ourselves daily. Just replace “we” with “I”

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@emilyxlai

Emily Lai

10 days

Back online after an 8 hour break (aka sleeping), what’s the new crypto narrative for the day???

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@emilyxlai

Emily Lai

3 months

Every year the merch gets better and this is directly correlated with creating spaces where artists, musicians, and creatives not just want to join, but feel invited and welcome to Please, I ask for: More consumer crypto use cases. More ELI5 breakdowns. More authenticity and

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@emilyxlai

Emily Lai

2 years

@keke_shontae @FOWLAZULE We're hiring for a few roles as well across marketing, gaming, community, NFTS, and more! All remote 🌎

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HYPE - Web3 Jobs

Growing Web3 Communities through Supercharged Web3 marketing

hypepartners.recruitee.com

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@emilyxlai

Emily Lai

5 months

My favorite user journey in web3 is the internet friend to irl friend funnel

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@emilyxlai

Emily Lai

3 months

@iiiitsandrea Psyllium husk in a can

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@emilyxlai

Emily Lai

3 years

Indonesia, Vietnam, Thailand. Leading indicator of what’s to come...?

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@emilyxlai

Emily Lai

3 months

One more ethcc post and I am done. @reka_eth and I are hosting a small dinner this Sunday. You don’t need to be a dev or builder. Being crazy and culty is enough. 3 more spots. Who wants in?

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@emilyxlai

Emily Lai

2 years

My partner packed my bag for me, I think this is my love language See you ETHTokyo 🇯🇵

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@emilyxlai

Emily Lai

3 months

The first thing I did when I got home from Brussels was order pad thai then sleep for 10 hours. In full conference recovery mode. Have many thoughts coming soon that I’ll share in bullet point form

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@emilyxlai

Emily Lai

5 years

@starheal Yup. This is from a 2017 reading. Knew it was coming, had no idea what it would look like in the physical plane.

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@emilyxlai

Emily Lai

26 days

Fun insight: my daily steps have increased 19% since moving to Europe My first agency job 8 years ago, I sat in an office for 9 hours and had an hour drive (30 mins in traffic each way) daily Now I work with 90ish people, globally across 30+ countries, with lots of lil walks

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@emilyxlai

Emily Lai

3 years

@sleepesocialist This is sending pure “growing up with a Chinese dad” vibes

@emilyxlai

Emily Lai

3 years

When I was a kid, I told my dad I wanted a Ferrari one day. He said, “ride the city bus, they cost $500k.. it’s more than a super car.” My dad taught me stoicism without knowing it was stoicism

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@emilyxlai

Emily Lai

2 months

In 2017 I got my taste of remote work and backpacked SE Asia In 2022-23 I spent a lot of time around South America The next few years I want to see more around Europe, Africa and anywhere I haven’t been - what are some underrated spots?

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@emilyxlai

Emily Lai

2 months

My non-crypto friends on ig have no idea who I am here on X yapping about marketing. They just see stuff like this:

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@emilyxlai

Emily Lai

2 months

7 years on Airbnb and have seen all sorts of listings, but this is the most unhinged marketing I’ve seen yet, incredible

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@emilyxlai

Emily Lai

26 days

This is intense and asking a candidate for a comprehensive co-marketing strat, social media strat, and market analysis (all for free…) For me personally, I only started heavily recruiting in the last 3 years. I was once a freelancer in 2017 and remember how daunting it was to

@holaivory

Ivory

26 days

is it just me or is this insane to ask for during an application process like this is straight up unpaid labor

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@emilyxlai

Emily Lai

2 months

Don’t forget to call your non-crypto friends and tell them you love them

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@emilyxlai

Emily Lai

11 months

Two days after I pulled up to the family function in my @BoysClubWorld hoodie

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@emilyxlai

Emily Lai

22 days

The air fryer is the 2nd best invention of all time, after air conditioning and before the iPhone

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@emilyxlai

Emily Lai

2 months

A story in two photos:

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@jaywin0x

jaywin.base.eth

2 months

@emilyxlai @_kaitoai this is honestly the new meta holy shid

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@emilyxlai

Emily Lai

3 months

“Does it even convert bro” is the marketer’s “do you even lift bro”

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@emilyxlai

Emily Lai

2 months

“We just want grandkids” best I can do… *sends photos of every cat I’ve seen in Istanbul*

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Emily Lai

6 months

bull means it’s been busy busy

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Emily Lai

3 months

Not convinced running paid ads are the way to go if you are a crypto company. If you disagree, drop screenshots of CPA and define your conversions. Please prove me wrong! I'm always willing to change my beliefs with data and to retest it with projects we work with Context: in

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Emily Lai

4 years

@libkimberly @karencheee This is the recipe we use, just four ingredients :)

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Emily Lai

3 months

Genuinely curious on those hiring intern social roles, what are the interview questions and tasks Does “are you funny” cut it?

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