Thanks for sharing the learning from the Kickico marketing Svyaznoy. On your first point about building trust among the community that makes a lot of sense.

I had an example of this when talking with a developer at the first EOS London meetup last night, who admitted he could have invested in EOS but got "put off". But he couldn't say why exactly, and obviously was kicking himself after such as successful ICO.

This reminded me of my days at eBay in e-commerce, and learning that online consumers don't make purchasing decisions by reading available info, but rather “tend to ignore most information available and instead ‘slice off’ a few relevant information or behavioral cues that are often social to make intuitive decisions".

When running ICO Marketing it's important to track the success of campaigns with metrics that show many people from any given channel such as social media invested in the ICO with conversion funnels.

But it's also valuable to understand why people don't invest and why. As what could be something small to the often technically-minded ICO team, in contrast to a community member that the same issue could act as a disincentive.

Sometimes having conversion funnels set up can spot that hidden 'blocker' like a difficult to use purchasing agreement form.