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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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Brands as Community BuildersDavid FleckGMDISQUS
Monday, December 9, 13
DISQUS
Monday, December 9, 13
DISQUS (dis·cuss • dï-sküs') as in discussion.
Monday, December 9, 13
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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Monday, December 9, 13
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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Monday, December 9, 13
#AskJPM
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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….
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
1
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Monday, December 9, 13
Real discussion with passionate fans on
Disqus’ community network.
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Monday, December 9, 13
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
2
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Find the perfect audience for your unique content
PROMOTED DISCOVERY
3
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Monday, December 9, 13
Monday, December 9, 13
David Fleck@davidericfleck
[email protected], December 9, 13