Brands as Community BuildersDavid FleckGMDISQUS

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DISQUS

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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

1

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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

2

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Find the perfect audience for your unique content

PROMOTED DISCOVERY

3

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David Fleck@davidericfleck

fleck@disqus.comMonday, December 9, 13