Decentralized Influencer Organization White Paper
Overview 3 Project Glossaries 3 Why DIFO 3 Influencer Market Issues 4 Centralised Social Media Platform Owns Influencer s content 4 The Content Distribution is Unfair 4 Hard to Get Engagement 4 Hard to Monetize the Content 4 Solution 4 Digital Content Entity Registration 4 Distribute the Digital Content Entity 5 DAO 6 Use Cases 6 Content Distribution 6 Purchase Content 6 Obtain DIFO Tokens 6 Product Functionalities 7 Digital Content Entity Management 7 Influencer Identity Authentication 7 Cryptocurrency Management 7 Content Distribution Results Management 8 Product Types 8 Architecture and Technical Platform 8 High Level Technical Architecture Pattern 8 Blockchain Layer 10 User Identity Authentication 10 DIFO Layer 10 DIFO App Layer 10 Token Distribution 11 Road Map 11 Team Members 11 Key Team Members 11
Overview DIFO is created and operated by an international team that s experienced in the social media influencer industry. Based on our experience working with various social media channels such as YouTube, Facebook, Instagram we ve directly experienced the pain points with these channels. Evidently, it is becoming more and more difficult for influencers to get engagement and monetize their content. DIFO is a blockchain based ecosystem for influencers to amplify their content value and increase real engagement and organic growth. Importantly, DIFO is a solution for influencers to monetize their content. Project Glossaries DIFO: Decentralized Influencer Organization DIFO token: DIFO s cryptocurrency Centralized Social Media: One centralized platform has control over user eg: Facebook, Instagram, YouTube. Team: DIFO team Digital Content: Including video, article, voice record, photo etc. Influencer: People who create content including music, video, digital art, articles, blogs, photos etc. They could be an individual person or an organization. They used their content to influence others behavior such as purchasing behavior, lifestyle, jobs, even religions. Distributor: distribute content to many people or channels. They are an influencer as well. Content creator: People who create the content and try to monetize content. They are influencers as well. Content consumer: People who consume the content. They could be individual, organization, or other as well. Why DIFO Influencers are perceived as experts or popular figures in their respective fields. They have large audiences who they share experiences and thoughts with about brands, topics and more. Influences can generate a lot of traffic to social media channels. Additionally, they can impact purchasing decisions and build awareness for brands. Because of this influencer marketing and social media budgets are increasing for businesses significantly between 30% and 75% year on year. However, with the ongoing algorithm changes on centralized social media channels, influencers are finding it difficult to increase engagement and sustainably grow their personal brands. They currently don t have a way to monetize their social media brand from social media platforms other than affiliate and endorsement marketing. Trends are showing that using unethical practices such as bots and fake traffic are becoming more common. This further reduces the authenticity of their personal brand and shows the desperation to keep increasing their online exposure. The Influencers generates a significant amount of traffic to social media sites, then the organizations who operate the platforms sell advertising to this traffic. The process generates billions in revenue for giant social media organizations like Facebook Inc. The influencers are generating this traffic, but they never see the advertising profit as this is retained inside the big organizations. At present, it is too difficult for influencers to monetize their content.
DIFO wants to use blockchain technology remove the control from the organizations that own the social media platforms. The distribute this power to the influencers and userbase that are a part of the DIFO ecosystem. This will enable influencers to grow their audience and monetize their content. Influencer Market Issues Centralized social media platform owns influencer s content Content is hosted and organized by central social media platforms like YouTube, Facebook, Instagram etc. Most of the influencers work very hard to create the content then they publish it on centralized social media platforms. The content must abide by the rules of the platform. This content is currently exploited by social media organizations to generate traffic for advertising purposes. But most content creators do not get any reward from central social media platforms. To summarize, central social media platforms use influencers content to generate advertising revenue, but influencers don t get compensated by these platforms they just get used. The content distribution is unfair To increase the exposure, influencers must work hard to follow the central platform content distribution rules. For example, getting more subscriptions, likes and comments. Even your content is good but not guarantee more people to view. The distribution rules depend on the central platform s algorithm, which is not open to the public and designed to benefit advertisers not influencers. Influencer s benefits should not be sacrificed to give more options to advertisers. In addition, the userbase who helps share and recommend content to their social network driving more traffic and engagement on the platform do not gain any financial rewards. Hard to get engagement The big influencers dominate various social networks as the central platform can get more benefit from them. With the algorithms weighted to focus on what s best for the organization behind the platform, they ve made it more difficult for small and medium influencers to get more attention. For that reason, some of them are turning to buying likes from unethical bot companies to get more fake fans, likes, and comments. Hard to monetize the content The popular central social platforms don t provide a direct way for influencers to monetize their content. Influencers cannot directly earn money from content consumers. They usually work with brands and affiliate marketing program to monetize their content. There is no way for influencers to directly trade their content. Therefore, the content value cannot be claimed by influencers. Solution Digital Content Entity Registration It is hard to for content to circulate through the distribution system without knowing its attributes like money value, content storage address, owner information etc. DIFO will provide a
registration process to convert influencer s content into a digital content entity. The digital content entity will include all the content s attributes, for example, content id, banner, token value, storage address, owner information etc. DIFO will use blockchain technology to record the digital content entity. The digital content entity will be a one to one mapping network and represent the influencer s content. The attributes of a digital content entity are its traceability in the blockchain network. The digital content entity registration will make content distribution easy. Distribute the digital content entity The digital content entity will be distributed by influencers in the DIFO ecosystem. The following process shows how content is distributed by influencers. All Influencers register their cryptocurrency wallet address and purchase the DIFO token. Content owner (Influencer) registers the content and convert it to digital content entity Verify influencer s identity. Use blockchain identity authentication service and smart contract to verify influencer s identity. The blockchain will record influencer s transaction information and others can request the influencer to open the transaction history to evaluate the exchange. Choose the digital content entity s distribution strategy (eg: distribution time, user groups, geography area) and set up the goals. All influencers in DIFO ecosystem can participant in the content entity s distribution and contribute to distribution mode eg: CPM (cost per mille), CPL(cost per lead) etc. Content owner will pay distributors DIFO tokens for participation and the content distribution. If content owners do not have enough tokens, they can purchase the DIFO from the market. Content owners can check the distribution status. The distribution may reach the goal or fail and they can choose to stop or continue with distribution or change the distribution strategy. From this distribution process, there is no intermediate centralized platform involved. The distribution fees go directly to the real distributors. If influencers help with distribution, they will be rewarded with tokens. It will build a strong engagement between influencers and content owners. The engagement will lead to a better distribution model and better engagement through incentivized participation. Therefore, the digital content entity s value will be amplified.
DAO DIFO ecosystem is a decentralized autonomous organization for influencers. It will be based on blockchain s smart contracts to set up rules and all the third party DAPP will follow the smart contract rules. It is a trust ecosystem for influencers to easily distribute and monetize their content. Use Cases Content distribution Content creators register their digital content entity. They can choose from the following distribution modes: CPM (cost per mille) CPL (cost per lead) CAP (frequent cap) CPD (cost per duration) Content creators choose the distribution strategy. Once distribution reaches the desired goal. The content creators pay the distributors the DIFO tokens Purchase content When content consumers want to buy content, they can pay the content creator in DIFO tokens. Obtain DIFO tokens To distribute the content, content creators need to pay the distributors the DIFO tokens. Similarly, content consumers need to pay the content creators DIFO tokens. The DIFO ecosystem provides the following services: Can use a credit card or bank transfer to buy DIFO token Can use other tokens to exchange into DIFO token Can exchange DIFO token to real money
Product Functionalities To be able to serve different user cases, DIFO ecosystem provides the following functionalities: digital content entity management, influencer identity authentication, cryptocurrency management, content distribution management. Digital Content Entity Management Once content creators register their content with DIFO, their content will convert into the digital content entity format which leads into the following steps. Selection of the digital content entity to distribute. Selection of the distribution strategies: distribution time, audience types, geographic groups etc. Selection of the distribution goal of the content. Publish the distribution campaign. Continue or stop the distribution campaign. Influencer Identity Authentication The influencer s identity will be registered and recorded in blockchain network. The authentication process includes: Influencers identity registration. DIFO will verify the influencers identity with a trusted third-party resource. Influencers create login authentication. The influencer information is stored in blockchain and this information requires to be partial or fully open depends on influencers choice during each content distribution process. Because the influencer information is stored in blockchain and verified by a third-party resource. This will result is a clean, honest transaction. Cryptocurrency Management During the whole content distribution and exchange process on the DIFO ecosystem, a token is used instead of money. The token can always be exchanged for a variety of currencies. To obtain and manage your DIFO tokens, you can use the following options: Bank transfer or credit card payment to buy DIFO token from DIFO platform. Influencers can check the DIFO token balance status.
DIFO token transfer between influencers. DIFO token conversion to money. Content Distribution Results Management Once content creators complete the content distribution process. They ll need to analyze the results. DIFO provides following functionalities: An influencer can trace distribution status based on selection criteria eg: keywords, group users, reach, time etc Check the cost of DIFO tokens during distribution Explore the distribution results report to gain accurate feedback. Product Types The team creating the DIFO platform will build the digital infrastructure to implement all the above product and platform functionalities. Our team will build the web platform, mobile app, and open the API and SDK. We also welcome other third-party partners to work with us to build the DIFO ecosystem. Website Support IOS and Android. IOS SDK and Android SDK JS SDK for website development or embed client widget RESTFUL service API Architecture and Technical Platform High-Level Technical Architecture Pattern DIFO has three layers which consist of various parts. Firstly, the Blockchain layer provides transaction records, smart contracts and user authentication. Secondly, there s the DIFO service layer this is the middle layer to connect the entire network. It will offer the various functionalities and connect the app network through API. Lastly, there s the App layer which will host the various programs in the DIFO eco-system such as the website UI, Mobile and other third-party application running on the network.
Web Client Mobile Client API Client API Gateway Authentication Oatuh TwoFactor Jwt token Campaign Distribution Token Analysis Log Auditing Content Mgmt Communication Purchase Token Campaign ROI Campaign Mgmt Distribution Strategy Token Tracking Influencer Network Influencer Lead Mgmt Distribution Mode Token Tracking Machine Learning Team Mgmt Notification Smart Contract API Driver Distribution Report Blockchain Layer
Blockchain Layer DIFO partnership with Truechain, which is a public blockchain for real commercial decentralized applications. The blockchain is based on an approved PBFT consensus protocol that provides fast peer-to-peer communication, value transfer, and efficient smart contract infrastructure. This is a valuable partnership for connecting the advertisement industry with DIFO, which is perfect for the influencer content distribution case. User Identity Authentication Influencers will provide information to DIFO through the authentication service and a trusted third-party app will verify the influencer s information. If the influencer s information is correct, the authentication service will generate a hash code to map user information. Influencer information and the hash code will be stored in the blockchain. Influencers can receive a private key to access their information. They cannot update this information. Only the smart contract can do this. But influencers have the right to set up permissions and choose what information they want to go public. The more information released to the public will benefit the influencer as most trusted relationships can be built on transparency during the content distribution or exchange. The influencer has full control over this process. DIFO Layer This layer provides the following services: Authentication between third-party apps the internal DIFO platform and the blockchain authentication. Managing the distribution of content campaigns, which includes, content management, campaign management, influencer lead and other task management. The content distribution service also provides a communication service between influencers, the strategies used for content distribution, distribution mode, and notification for influencers. The token service is available for token exchanges, token purchases, token tracing from blockchain, API and API service to connect with blockchain smart contract. The analysis service to help influencers understand the status of content distribution, which includes campaign ROI, influencer participant information and a final content distribution report. DIFO App Layer In this layer, DIFO provides the REST API and mobile SDK for the community. Which developers can use to build Mobile apps and websites for UI and interaction actions.
Token Distribution 1,000,000,000 DIFO Tokens will be issued as ERC20 compatible tokens. Distribution Portion Crowdfunding 45% Pre-sale 5% Community Usage 10% Core team members 15% Advisor and early investors 10% Future development 15% Road Map Stage Q1 2018 Q2 2018 Q3 2018 Q4 2018 Details Alpha MVP release. Internally testing Beta version release. Invite pre-registered users to store content and distribute content. Final release. Complete content distribution, exchange content, and sell content. Release API documentation, SDK for mobile and website. Team Members Key team members Johnson Su, CEO Serial entrepreneur with over 18 years of experience in internet companies and technology. As the founder of the largest Chinese Symbian developer forum, Johnson developed three
products Call Master, DU Speed Booster and Root Master. All of these products have achieved over 100 million users. Johnson's companies attracted a number of well-known angel investors and investment institutions, including Wensheng Cai, Lenovo and Baidu. In 2016, Johnson invested in NGEmobi, which went on to sell for 860 million USD. Sharon Herzong, Business Development Director Sharon has more than 20 years experience in influencer marketing and content distribution. She has managed over 2 million influencers in different industries and helped influencers connect with famous brands and create world-class marketing campaigns. Sharon has created a variety of companies including Fashion PR Girl, Instagram Sponsored Post Calculator, Fashion Blogger Pro. Yizhang Yin, Chef of Tech Yizhang has worked for Orion Health, the largest software export company in New Zealand. He was the head developer of products such as Clinical Portal, Patient Portal, and Clinical Referral. The userbase of these products exceeds 10 million. Yizhang has more than 10 years software development experience and specialized in SaaS platform architecture design and leading development. Under his leadership, Yizhang and various team members have released two successful social platforms. Roy Jin, Chef of Architecture Roy has worked for several large organizations. Such as Orion Health and Air New Zealand. He has more than 10 years experience in software development and management experience. He has leaded teams of developers to produce platforms like Orion Health s Clinical Portal, Air New Zealand s ticket booking and selling system. Alex Murray, Marketing Manager Alex has years experience in digital marketing. He s worked in a variety of organizations optimizing and adding value to the marketing and business processes. Alex has been worked with many well-known brands and delivered high-quality marketing campaigns across a range of digital and traditional channels. He has strong content management experience along with data analysis. Ben Nguyen, Senior Web & UI/UX Designer More than 10 years experience in senior UI/UX designer roles at large software companies, including leading teams and projects from business analysis, UI/UX designer. Expert in all modern design frameworks and concepts.