Breakfast Workshop with Disqus: The State of Online Brand Discussions
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Brands as Community Builders David Fleck GM DISQUS Monday, December 9, 13
description
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?
Transcript of Breakfast Workshop with Disqus: The State of Online Brand Discussions
Brands as Community BuildersDavid FleckGMDISQUS
Monday, December 9, 13
DISQUS
Monday, December 9, 13
DISQUS (dis·cuss • dï-sküs') as in discussion.
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Disqus Network Numbers
3 million community sites
9 billion page views a month
1.3 billion uniques a month
200 million commenter profiles
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Online Community:
a place where people come together to talk about what they love.
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Creating Unique Content is Hard.
Growing a Sustainable Audience is Harder. So they’re more like a meet-up of enthusiasts.
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Or fans of their favorite band at a concert.
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And less like a noisy airport, crowdedwith people whose only common interest is
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And less like a noisy airport, crowdedwith people whose only common interest is to leave.
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Characteristics of Great Communities
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Characteristics of Great Communities
people engage witheach other.
they have a unique personality.
they’re self-policing.
great content that gets people talking.
often use pseudonymsor nicknames to express more freely.
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Girls Gone Child Descrutoid
Eat Your Kimchi
Top Gear World Star Hip HopDogster
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Audience:Monologue
Community:Dialogue
Before
Today
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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”
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Rate the business value of the following marketing channels
5.01.0
Facebook marketing
Twitter marketing
Google Plus marketing
YouTube marketing
Mobile marketing
LinkedIn marketing
Online display advertising
Branded blog
Word-of-mouth marketing
Email marketing
Branded community
Search marketing
On-site ratings and reviews 3.84
3.74
3.73
3.57
3.54
Source: Q3 2013 North America and UK Digital Maturity Online Survey
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Brands places where discussions take place.
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And hosting their own @
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Because the destination discussion networks are unfettered and unpredictable.
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#AskJPM
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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?
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(not a live example or client)
(for demonstration purposes only)
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Client: NikeBrand: Nike Football (US: Soccer)Event: World Cup 2014Goal: Reach soccer-obsessed fans
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Discussions on the web’s largest community network
COMMUNITY DISCUSSIONS
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Real discussion with passionate fans on
Disqus’ community network.
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Verified brand reps can authentically
connect with fans in community.
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Push Content to Relevant Disqus Communities
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Pull Discussions From Cross-Communities
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D I S Q U S . N I K E . C O M / W O R L D C U P
Pull Discussions From Cross-Communities
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Engage within organic discussions across communities
SPONSORED COMMENTS
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Find the perfect audience for your unique content
PROMOTED DISCOVERY
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