0
Brands as Community Builders

Monday, December 9, 13

David Fleck
GM
DISQUS
DISQUS

Monday, December 9, 13
DISQUS (dis·cuss • dï-sküs') as in discussion.

Monday, December 9, 13
Disqus Network Numbers

3 million
community
sites

1.3 billion
uniques a
month
Monday, December 9, 13

9

billion page vie...
Online Community:
a place where people come together
to talk about what they love.

Monday, December 9, 13
Creating Unique Content is Hard.

So they’re more likeAudience is Harder.
a meet-up
Growing a Sustainable
of enthusiasts.
...
Or fans of their favorite
band at a concert.

Monday, December 9, 13
And less like a noisy airport, crowded
with people whose only common
interest is

Monday, December 9, 13
And less like a noisy airport, crowded
with people whose only common
interest is to leave.

Monday, December 9, 13
Characteristics of Great Communities

Monday, December 9, 13
Characteristics of Great Communities
great content that gets
people talking.
they have a unique
personality.
they’re self-...
Dogster

Girls Gone
Child
Monday, December 9, 13

Top Gear

Descrutoid

World Star Hip Hop

Eat Your
Kimchi
Monday, December 9, 13
Before
Audience:Monologue

Today
Community:Dialogue

Monday, December 9, 13
Dove’s Real Beauty
Sketches Campaign
Top three-word phrases:
“buy dove products” and
“brought tears eyes”

Top two-word ph...
Rate the business value of the following marketing channels
On-site ratings and reviews

3.84

Search marketing
Email mark...
Brands

Monday, December 9, 13

places where discussions take place.
And hosting their own @

Monday, December 9, 13
Because the destination discussion networks
are unfettered and unpredictable.

Monday, December 9, 13
Monday, December 9, 13
#AskJPM

Monday, December 9, 13
Monday, December 9, 13
What might it look like to host live discussions
and events on brand sites…
at scale….
while reaching the talking type….

...
(not a live example or client)

(for demonstration purposes only)

Monday, December 9, 13
Client: Nike
Brand: Nike Football (US: Soccer)
Event: World Cup 2014
Goal: Reach soccer-obsessed fans

Monday, December 9,...
1

COMMUNITY DISCUSSIONS
Discussions on the web’s largest community network

Monday, December 9, 13
Monday, December 9, 13
Real discussion with passionate fans on
Disqus’ community network.

Monday, December 9, 13
Monday, December 9, 13
Verified brand reps can authentically
connect with fans in community.

Monday, December 9, 13
Push Content to Relevant Disqus Communities

Monday, December 9, 13
Pull Discussions From Cross-Communities

Monday, December 9, 13
Pull Discussions From Cross-Communities
DISQUS.NIKE.COM/WORLDCUP

Monday, December 9, 13
2

SPONSORED COMMENTS
Engage within organic discussions across communities

Monday, December 9, 13
Monday, December 9, 13
3

PROMOTED DISCOVERY
Find the perfect audience for your unique content

Monday, December 9, 13
Monday, December 9, 13
Monday, December 9, 13
David Fleck
@davidericfleck
fleck@disqus.com
Monday, December 9, 13
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Breakfast Workshop with Disqus: The State of Online Brand Discussions

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With the recent rise in popularity of content marketing, brands understand the value of building communities and having authentic conversations with their customers. There are glaring examples of how — and how not — to do this. Success often hinges on whether the brand has chosen the right tool for the job. How should a brand think about that question?

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Transcript of "Breakfast Workshop with Disqus: The State of Online Brand Discussions"

  1. 1. Brands as Community Builders Monday, December 9, 13 David Fleck GM DISQUS
  2. 2. DISQUS Monday, December 9, 13
  3. 3. DISQUS (dis·cuss • dï-sküs') as in discussion. Monday, December 9, 13
  4. 4. Disqus Network Numbers 3 million community sites 1.3 billion uniques a month Monday, December 9, 13 9 billion page views a month 200 million commenter profiles
  5. 5. Online Community: a place where people come together to talk about what they love. Monday, December 9, 13
  6. 6. Creating Unique Content is Hard. So they’re more likeAudience is Harder. a meet-up Growing a Sustainable of enthusiasts. Monday, December 9, 13
  7. 7. Or fans of their favorite band at a concert. Monday, December 9, 13
  8. 8. And less like a noisy airport, crowded with people whose only common interest is Monday, December 9, 13
  9. 9. And less like a noisy airport, crowded with people whose only common interest is to leave. Monday, December 9, 13
  10. 10. Characteristics of Great Communities Monday, December 9, 13
  11. 11. Characteristics of Great Communities great content that gets people talking. they have a unique personality. they’re self-policing. people engage with each other. Monday, December 9, 13 often use pseudonyms or nicknames to express more freely.
  12. 12. Dogster Girls Gone Child Monday, December 9, 13 Top Gear Descrutoid World Star Hip Hop Eat Your Kimchi
  13. 13. Monday, December 9, 13
  14. 14. Before Audience:Monologue Today Community:Dialogue Monday, December 9, 13
  15. 15. Dove’s Real Beauty Sketches Campaign Top three-word phrases: “buy dove products” and “brought tears eyes” Top two-word phrases: “thank dove” and “self-esteem” Monday, December 9, 13
  16. 16. Rate the business value of the following marketing channels On-site ratings and reviews 3.84 Search marketing Email marketing 3.74 Branded community Word-of-mouth marketing 3.73 Branded blog Online display advertising LinkedIn marketing Mobile marketing YouTube marketing Source: Q3 2013 North America and UK Digital Maturity Online Survey Google Plus marketing Twitter marketing Facebook marketing 1.0 Monday, December 9, 13 3.57 3.54 5.0
  17. 17. Brands Monday, December 9, 13 places where discussions take place.
  18. 18. And hosting their own @ Monday, December 9, 13
  19. 19. Because the destination discussion networks are unfettered and unpredictable. Monday, December 9, 13
  20. 20. Monday, December 9, 13
  21. 21. #AskJPM Monday, December 9, 13
  22. 22. Monday, December 9, 13
  23. 23. What might it look like to host live discussions and events on brand sites… at scale…. while reaching the talking type…. but with just a little more control? Monday, December 9, 13
  24. 24. (not a live example or client) (for demonstration purposes only) Monday, December 9, 13
  25. 25. Client: Nike Brand: Nike Football (US: Soccer) Event: World Cup 2014 Goal: Reach soccer-obsessed fans Monday, December 9, 13
  26. 26. 1 COMMUNITY DISCUSSIONS Discussions on the web’s largest community network Monday, December 9, 13
  27. 27. Monday, December 9, 13
  28. 28. Real discussion with passionate fans on Disqus’ community network. Monday, December 9, 13
  29. 29. Monday, December 9, 13
  30. 30. Verified brand reps can authentically connect with fans in community. Monday, December 9, 13
  31. 31. Push Content to Relevant Disqus Communities Monday, December 9, 13
  32. 32. Pull Discussions From Cross-Communities Monday, December 9, 13
  33. 33. Pull Discussions From Cross-Communities DISQUS.NIKE.COM/WORLDCUP Monday, December 9, 13
  34. 34. 2 SPONSORED COMMENTS Engage within organic discussions across communities Monday, December 9, 13
  35. 35. Monday, December 9, 13
  36. 36. 3 PROMOTED DISCOVERY Find the perfect audience for your unique content Monday, December 9, 13
  37. 37. Monday, December 9, 13
  38. 38. Monday, December 9, 13
  39. 39. David Fleck @davidericfleck fleck@disqus.com Monday, December 9, 13
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