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Episode 58

Building Brand Communities & Measuring Brand Engagement On Discord

Lauren Rothwell
Co-Founder & CEO of Blaze

Listen as our professionals discuss how Discord, a popular communication platform originally designed for gamers, can be leveraged by B2C and B2B marketers to build brand communities and engagement.

Whether you’re new to Discord or already using it for your brand, this episode offers valuable insights and actionable advice for marketers looking to build strong online communities.

“At Blaze, we aggregate data and use machine learning to categorize users into those with positive, neutral or negative sentiment. And then marketers can segment those users and change the way they communicate with them.”

Lauren Rothwell

Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.

Mat Segal is a Digital Producer at Mod Op. He’s a seasoned communicator and planner with a decade of experience bringing digital concepts and campaigns to market. With a specialty in digital strategy and production, he’s fluent in all aspects of digital marketing, from creative and launch to tracking and trafficking.

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Full Episode Transcripts

Tessa Burg: Hello, and welcome to another episode of Leader Generation, brought to you by Mod Op. I’m your host, Tessa Burg. And today we are welcoming Lauren Rothwell. She is the CEO and founder of Blaze. It’s an analytics platform for the Discord community, and we’ll learn more about why analytics and measurement are becoming so important in Web3. I’m also joined by Mat Segal, a digital strategist here at Mod Op, and also a Discord fanatic, or at least a user I don’t be, I’m sure he, you love it, right, Mat?

Mat Segal: Oh yeah, some, somewhere in that bandwidth.

Tessa Burg: Yeah. And Mat is going to take his own personal experience using Discord as well as his strategic mind, helping to serve our entertainments and gaming clients here at Mod Op to give us his perspective as well on Blaze and analytics in Web three. Thank you both for joining us.

Lauren Rothwell: Thanks so much for having us, Tessa. I’m really excited to be here. And yeah, of course. Excited just to share more with, with the community and other folks you, you help out on the marketing side about, you know, what, what Blaze can offer and what really Discord as a, as a community tool can offer for different brands looking to engage their audiences.

Tessa Burg: So, I love hearing origin stories of startups, especially ones that are based in data, which is my passion. So, tell us a little bit about what inspired you to found Blaze and what was sort of that big problem that you’re trying to solve?

Lauren Rothwell: Yeah, absolutely. So, my co-founder and I got started working on Blaze about a year ago now. We launched the first version of the product in the summer. And really what had got us excited about community data in the first place is, which is really the foundation of Blaze, is my co-founder used to work at Airbnb. And so, he was engineering manager over there for a number of years. And he was pretty close to the host management team, which really was all about how do you deliver a better experience for the hosts, how do you improve the product and overall the supply side of the marketplace, which is crucial for a large marketplace like Airbnb.

Lauren Rothwell: And so they actually had a community for the hosts in which hosts could give feedback and really contribute best practices and help one another. And so that was a really, a big, big differentiating factor in how they built the product because they could glean a lot of insights from that community. And one of, you know, that that particular community wasn’t built on Discord or anything, but there was a lot of analytics going on in the background to get those insights and distill them into a really, really easy to digest way for the product teams.

Lauren Rothwell: And so we were super excited by that, had seen how much that impacted the Airbnb product. Like we know one particular thing was there was always a lot of feedback about uploading listings and apparently there used to be something like 20 pages to go through just to upload a single listing. And that got condensed down to five pages.

Lauren Rothwell: So really got excited about that space, started exploring it, and of course in the last couple years there’s just been this huge growth in Discord as a platform. And we noticed that there was really very little business-oriented tooling for Discord. There’s a ton of bots that do tiny small actions, mostly built by you know, indie hackers and kind of small teams. They don’t have the support or the flexibility or customizability that you might need as a business or an enterprise who is pursuing a Discord strategy. And so that’s where we got most excited about, about the space, did a lot of user interviews, and really just got started building. And the platform that we have today, which really is, is both an analytics and automation platform that helps people manage their Discords more efficiently.

Tessa Burg: I love that you said the inspiration came from more of a web 2.0 company Airbnb. And it’s interesting, we’ve seen community become a much hotter topic in both the B2C realm and B2B. We had an interview on the podcast last week where Justin Vogel, who’s also in the Web3 space said community is the new content. So, you know, we used to push out and publish all this content. We still do. Content still has a role to connect with people, but what we’re seeing and really spike during the pandemic is whether I am shopping for goods and I’m a new mom looking for a product, or I’m a salesperson who needs to stay up to date on the latest things my company’s releasing. There’s a very meaningful way to learn that information to research and connect with a brand and product through community. So, you, can you tell me a little bit about where you’ve seen brands or businesses be most successful in community and Discord?

Lauren Rothwell: Yeah, absolutely. So as, as you mentioned, there’s opportunities for both B2C and B2B companies to leverage community. And you see that with, you know, the likes of Notion who have their own large community, and then you also see it with yeah, of course in B2C, the real value prop is that you might have tens of thousands, hundreds of thousands of users. And so, you really need a way for them to be able to communicate with one another efficiently if they are to be sharing in that experience of using the product and building those poster connections.

Lauren Rothwell: So, we actually focus more on the B2C side as is more, more common commonly the use case for companies that use Discord. The biggest value prop of Discord really is that it’s basically free, or it’s very local, so you can host hundreds of thousands of people. They’ve, you know, recently been improving the infrastructure so that it can now host like millions of people. You see it with the Mid Journey Discord, which is a image generation AI tool that kind of blew up recently. They have 9 million people in their server, which is wild.

Lauren Rothwell: And so what what we, what we kind of yeah, focus on mostly is, is both web two and web three. So we, we help like gaming, gaming companies, consumer brands. We have a few AI companies like Dev Tools, and then we have a lot of web three communities as well. So really it’s anyone who, who’s leveraging, leveraging Discord to bring their users together, to support them, to get feedback from them and to, you know, drive engagement and loyalty.

Tessa Burg: Hmm. So Mat, not only are you a strategist here in the gaming entertainment space at Mod Op, but you are a Discord user. Tell us a little bit about what makes that community participation in Discord different than maybe other communities that might be in the B2C realm and Instagram or even podcasts.

Mat Segal: I think the biggest change is we’re seeing, and I think I mentioned this last time we talked, it’s almost a re litigation of Web1 and a pushback against curated and non-synchronous feeds. I want to see things in real time. I want to talk to people in real time. Long ago, real time it was, you know, a chat client, an IRC, or even a forum because, you know, this is the order it happened. Even if I’m posting two days later and I’m bumping a thread, there’s an order to the conversation that both myself experiencing it or anyone viewing it can engage with and follow. And it’s, it’s true to life. And in, in moving to Discord, you know, Mid Journey was a great example because I was, I think I was on there early, like March, April of, of last year, and everything was so well segmented that I knew that as a new user, a bot hit me up and that bot replied to me in real time. So not only hearing from real time people, I’m hearing, you know, from the server itself in real time. Like, “Hey, you need to go here, you’re a new user, here’s your group, start doing your things.” Put in my thing. Oh cool. Bot replies, “here’s what do you wanna do next?” And then that sentiment cascades out to talking to other people because it is a real-time thing. Whether it be a representative of, you know, that community, a Mod, you know, the brand’s voice itself or other users. I, it keeps me actively engaged in an organic way that I think isn’t the experience we find anymore on, you know, an Instagram, a Twitter, you know, more curated timelines.

Tessa Burg: Yeah. So, engagement is still really important in Discord. Lauren, tell me a little bit about what are you measuring or what can companies be measuring to see how engaging their community is?

Lauren Rothwell: Yeah, totally. And, and just to add on to, to Mat’s point, I totally agree. Like the customizability of the Discord platform is really where the most value is because you can kind of program any experience you want and that’s why it’s important to have tools to help you help you do that. And so yeah, in terms of kind of like what, what data you can, you can get from Discord that can help you improve that overall experience.

Lauren Rothwell: So, let’s take the example of Mid Journey as we just talked about a little bit, where you might come into the server, they’ll welcome you automatically, they’ll probably ask you a question such as, you know, have you used an AI tool before or have you not? And if you haven’t, then click this thing and then you get brought to another channel, which is essentially another step in the onboarding flow, which will tell you this is what you need to do to get acquainted with the way that this works. Essentially, it’s like any product onboarding where you might have a few different steps that get you acquainted, maybe a product or per se, but it’s all built into this communication platform.

Lauren Rothwell: And so what you can do once you start having that data in an external portal is that you can optimize all of those flows. So, you can understand which steps are working well, where’s the drop off in new users, and then of course, like, you know, which channels are bringing in more new users and what does retention look like for those folks. So, if Discord is core to your strategy, and you definitely see this being the case for a lot of say gaming companies that might be pre-launch. And they’re very, very focused on building that relationship with early customers, early adopters, who will give them feedback on any tests or alphas or betas.

Lauren Rothwell: And so what they really need to do is understand where do you find those, those users who are super high value and early adopters and how do you track that, right? Discord has server insights, which is a set of data that they’ll show you within the Discord platform, but it’s, you know, Discord is not focused on data really. They’re more focused on the communication layer.

Lauren Rothwell: And so what people have found is it’s just not enough. Like they’ll have some generic insights, you can only look back a couple months. It doesn’t let you see anything on like a day-by-day basis. So, you can’t really understand which campaigns are actually driving the metrics you want to see.

Lauren Rothwell: And so yeah, we help people understand everything from engagement, so like message volume, daily, daily, weekly active members through to actually like new growth, how many people are coming in and from where. And then also helping out on sentiment analysis and drilling down at a member and a user level. So, we actually aggregate data at a user level so you can understand who are my top users, who are the disengaged users, who are the people who have negative sentiment on average, based on us using ML to automatically categorize all those messages into, you know, positive, neutral, negative. And then you can segment your users and communicate with them.

Lauren Rothwell: So, let’s say you have a group of users who are, you know, no longer engaged and you want to message them in a way, you know, that is programmatic through a bot that might be even branded as your own company or someone that is a human, you could then program that through the Blaze platform.

Tessa Burg: That is awesome. Mat, where would you see using this type of analytics to help clients, whether it’s in gaming or entertainment, generate buzz about something that’s about to launch? Like what kind of data and insights should we be measuring to say, hey, yes, that was a successful early launch, or hey, we generated the right kind of buzz within this community.

Mat Segal: I mean, interestingly, I think Lauren hit all the ones that I would think about, right? What’s my inbound traffic? I want to know where people are going to. If I’m trying to get them to convert to something outside the community, right? If our Discord server’s acting as a communication layer and a community layer, but eventually people go need to take an action, you know, obviously tracking outbound. Well that that’s already created, you know, an interesting journey that we could track. But then adding sentiment to it too, right? I’ve seen just in the, you know, past number of years how sentiment has been one of the things to qualify engagement as true engagement, right? Mat Segal: So, clicks are great, clicks are engagement. But what is going on between? How are people, how are people feeling? You know, for, especially in the gaming and entertainment spaces, it’s the reason Twitter was frequently the default platform was because it was the text platform and people would voice their opinions, good or bad there in, in a way that added a generally a little bit more value, you know, to those brands than say a Facebook or an Instagram. So, having that, then that opens up the story because we know if, you know, I think the, the metric I discussed once was, you know, 500 people that are really into it and are then going to be vectors for enthusiasm, carry far more value than a thousand people that are just kind of there, right?

Tessa Burg: Yeah.

Mat Segal: You know, knowing, knowing who’s into it, you know? Yeah. That’s, that’s when the spiral starts going too. Because when you, when you get the hyper-engaged, you know, then we start thinking like, oh, you know, do we need a secondary Mod team? Do we want to empower our users for that? Or do you know, do we want to, you know, give them a share code with a little UTM on it so we could be like, hey, we could track if you’re sharing, you know, maybe, maybe we build a system for that. There’s, that starts getting fun. I was on one server that used a plugin for lack of a better term, that had a leaderboard. So, it gamified things. It scared me because I started ranking way too high and I’m like, no way I’m spending that much time here. But for a lot of people, that’s a great, you know, just the bragging rights of it is a great community builder. And then when we start looking, you know, to game and entertainment brands, you know, there’s an interesting, you know, emergent play pattern that can, that can incur.

Tessa Burg: Yeah, I like the point you made about at some point, you know, as a business you want this community to take some action, you know, offline. And I noticed Lauren, that Blaze has APIs. Do you see, is anyone using your APIs in a way that helps to connect the sentiment and the engagement happening in the Discord community into measuring or maybe even bringing more value to users in other areas of the internet or offline?

Lauren Rothwell: Yeah, a great, great question. On point really. For a lot of, a lot of companies and products, Yeah, the end, the end goal really is for someone to maybe make a purchase on a website or for, for gaming it’s of course just incremental LTV and just spending more within the game through better engagement and loyalty in the community.

Lauren Rothwell: One of the biggest challenges that we’ve learned and now are solving for is that it’s really hard to connect these, you know, community identifiers and Discord IDs to a product ID that someone might be identified within a game. That product ID might also be different across the different devices someone is leveraging. And so one of the, the big projects for us really is, is helping with that authorization and identity resolution. So, it’s really easy to hit our API and just see, you know, we’re not trying to measure every, you know, in-app or in-game purchase. That’s not, not our bread and butter. However, we want to make it easy for people to pull in the community data and connect it up to whatever dashboard they’re already using with respect to tracking and measuring the different campaigns they’re running in game, or, or just, you know, in product, right?

Lauren Rothwell: So, what we, the way way we’re applying to do that is make it really easy just to embed within Discord ways for people to authorize their product IDs. And similarly helping people with putting this step in their onboarding flow, or really integrating their Discord into their overall product if this is a strategy they want to pursue. So, you can imagine if you’re just onboarding onto a product or a game and they have, you know, a gamification system that kind of spans across the community and across the game and you could be gaining points or something for, or rewards for engagement across any of these platforms, then having that connection or authorizing that Discord identity is, it becomes pretty important. So yeah, that’s something that we envision helping with in the near future. So right now the API enables you to pull in all your community data and then in the near future, we’ll be helping with, you know, actually knowing who is who across these platforms so that people can, you know, measure the impact of their community strategy and identify those aha moments that really convert someone within the community to become a high value user in the revenue arm of the business.

Tessa Burg: Yeah, and I know for a lot of our clients, that’s always the number one question is, well how do we know this is making a difference? Or how do we know this is helping drive our business? And I know we’ve talked a lot about gaming and entertainment, but Mat, I’m curious, do you see community and Discord playing an important role in other kinds of companies?

Mat Segal: I think we’re going to get there. I think when you look back historically, I’m going to go way back here. First instances that I recall of seeing a URL in advertising was in a movie trailer, right? That, you know, early days, it’s like Blair Witch era and you know, we’re like, we want to get people to the website, right? It was the Wild West and it was nascent. And then skip forward a few years, you know, oh, now MySpace has taken off, it’s the MySpace URL. And we flash forward, it gets a little weird because then it’s just like, follow us on these channels. And I do think entertainment frequently leads the way to this sort of, you know, digital experience, community building.

Mat Segal: But those experiences are changing as we’ve discussed. You know, community finding like-minded people to discuss with has become such a key point for the, you know, the digital experience around these properties. But just like that, it didn’t take long for you to start seeing the URL, the community links, et cetera, for non-entertainment products, you know. And one of the things we’ve discussed is, you know, on one, and, and I swear I saw this in the Blaze documentation is ideas of like, no, you could set up a server with bots to handle your customer support. We could do ticketing integration with your ticketing system. Like that right there. If I’m a brand, that is so much easier than reading tweets at me. Like, hey, brand, this thing isn’t working. And my community manager having to reach out. That integration into an existing like ticketing workflow, I think is going to make people’s lives easier.

Mat Segal: But also as we think about, you know, online spaces as lifestyle spaces, brands more and more are expanding into lifestyle because that’s how kind of the millennial Gen Z, you know, age groups identify with a brand. I might, I might not be able to afford X every month, it might be one big purchase a year, but I’m very proud of it. And I want to be engaged with other fans of it. Like say about a, I can’t remember the brand, but there’s a very particular cool $500 jacket I was looking at. I would want to speak to people that are into it, that have it. I might have questions, I might follow for deals, you know, that sort of space. And when I get it, I’ll probably want to share photos with other fans because they’re the ones that will appreciate this $500 jacket that might not look like a $500 jacket.

Tessa Burg: Lauren, did you want to comment?

Lauren Rothwell: Oh yeah, I was just, I was going to add that, yeah, like you, you can see this already, right? Like there’s, so there’s a lot of, a lot of kind of high end luxury brands like you have like Bomb Inc, Gucci, they’re all launching Discord, Discord servers and, and also even some of the alcohol brands as well that, and, and a lot of, some of those communities are really based on them launching an NFT or they’re starting to be interested in the web 3 space. But the, the rationale is the same, right? It’s people who have a shared interest in something that is high value and is, you have a lot of fandom around nearly, you want to share that with other people. And so that’s kind of where the rationale comes from to kind of build a community around that of super fans. And also you’ve seen it with like Man U and Liverpool, also recently launched Discord servers as well. And so it’s like this kind of, I guess spirit of like fandom nearly that actually lends to these brands entering the community spaces.

Tessa Burg: Yeah. And I like the way you put that, you know, it’s like the fandom of it, but it’s really, it’s based on values, interest and passion.

Lauren Rothwell: Yeah.

Tessa Burg: And it becomes what makes the community engaging is it’s a dumping ground. It’s somewhere where I can put my experience, into Mat’s point, where people will appreciate it because sometimes fandom feels a little lonely. Like if you are an American who’s a huge English Premier League fan and all you want to do is talk about what’s happening in games in real time, no one else in my neighborhood or in my friend circle could give two craps about that. But you can go into Discord and find those shared interests. And I think that’s a huge opportunity for brands because Mat, like you said, what, it’s those commonalities and value and lifestyle that make audiences interested in the brand to begin with. And then when you layer on analytics, you can start to learn more about how those interests and passions are evolving and not just for your physical product, but for the experience you put in Discord itself to continue that engagement and to continue to give people an emotional state that cannot be achieved by just the purchase itself.

Tessa Burg: So, I do think that it’s really exciting for brands and it’s awesome to hear that, you know, we’re seeing more retail and even alcohol brands get into this because that is directly in line with lifestyle. But on the other side of our business and B2B, you and I just think about our tech field. You know, there’s a lot of us who are extremely passionate about how things are built and we want to talk about it. You know, there’s those types of communities too, and in other fields. Engineers are the same way. Accountants, people in finance, you know. So, I think that if you are a B2B company, whether you’re SAS or a financial product or even a legal product, there are ways where you can extend what people see in your brand and product in a more, in a way that’s just going behind your product.

Lauren Rothwell: Yeah.

Tessa Burg:So that is really exciting. And I feel like people like millennials are in purchasing power now. And we were the people who grew up with Web 1.0 and we were in AOL rooms, chat rooms when those first started. And man, I haven’t heard the way word MySpace in—

Mat Segal: It’s been a minute, and now it the professional side, I think it’s fascinating because on one hand, Tessa of your exact point, when I hear from, you know, peers, they’re like, oh, Discord sounds scary. I’m like, well, you used to hang out in AOL and then it’s like, and at work you use Slack. That let’s, let’s take the two, you know, and think about this as a happy hour with, you know, with business peers, you know. And I think anyone on the tech side, you know, we’re all familiar with, you know, one of the, the keys to when you get stumped, it’s Google, it’s Stack Overflow, it’s Quora, it’s, you know, being able to like, how do I do this? Why is this happen? Has this happened to anyone else? And you know, adding, you know, a real time element to that becomes interesting because everyone has shared experiences, everyone has shared problems, and joining a business community together, is it a great opportunity, one for just knowledge sharing and two for, you know, some more casual networking.

Lauren Rothwell: Yeah, yeah, absolutely. And I have, I have a hypothesis that because like Discord is by default in dark mode, like it’s in carbon mode. Like some people are just like not ready for that, right? Like developers, like they work in, they work in GitHub all day, they’re already used to dark mode and like, same with gaming, right? It’s like all the games are dark. But yeah, it’s just, it’s a, it’s a funny one. I think that, you know, some small changes to the UI and people wouldn’t be so afraid.

Tessa Burg: Yeah, that’s a good point. But I want to highlight something else you said that I think could get marketers more comfortable. Some of the ways and examples you gave for how to use the data, like reengage people, find out where you have a customer service problem, that stuff we’re already doing today. This is just allowing you to do it in more than one place. And we were talking to a couple of marketers from Colgate Palmolive in London, and I loved their approach that we can’t just be like, here’s where the product sold, here’s where we’re going to do the experience. This is the formula for how to get people to buy something. It’s, we are all consuming and connecting across many platforms. And so you, if you want to be customer-centric, then truly you’ll want to be in a place like Discord where it is a different emotional connection state, but you can still provide the same types of services. You can still win back customers, you can still respond to them, you can learn from them and through connections you can sell to them.

Tessa Burg: So, I think it’s, it gives companies really that flexibility to be more customer-centric. And as you know, I feel like that word is popping up more and more marketing as retailers have to sell products online that maybe before they’re like, oh my God, we don’t want to damage our partner distributor, retailer relationships. It’s like, well your customer’s demanding it, so you’re kind of, pay Amazon, you know, these same fees to be your online store, or you’re going to build one your stinking self. So it is, I feel like this really fits with where, how people buy and connect in general.

Mat Segal: On the emotional side too, one thing that just immediately comes to mind as a differentiator is you can’t doom scroll on Discord. You could back read. But the kind of passive in it’s not there and you’re not, you know, hitting an ad every, you know, two to five, you know, posts. It is you’re, you’re here, you’re engaged, even if you’re not typing anything. If you’re just there to, to lurk, as we used to say, you know, you’re choosing to engage. You are an active user and that’s a completely different emotional response.

Tessa Burg: Yeah, that is an awesome point. I feel like sometimes too, those could be your most valuable customers, are those who are passively active. And Lauren, I think as you start to unify that identity, you might see that user active somewhere else, like maybe somewhere where they feel more comfortable. Although I do love, I started my Discord profile anonymous and I noticed that, not even, I noticed,. I for sure type and engage a lot more in Discord than I do on any other channel because on the other channels I used my name, I don’t know why, but I don’t have that confidence, you know, even on this podcast or in Instagram or anywhere to like really say what I’m feeling.

Lauren Rothwell: Yeah, that’s, that’s true. There is like a, a big yeah, kind of culture of like pseudonyms of as such. But I think that’s also true in some product experiences, right? People kind of share handles that are pseudonyms across a lot of their social profiles. Like even I have it myself, like a lot of my friends call me Larfees, I’m like Larfee everywhere. And everyone’s like, where is that from? I’m just like publicizing my like kind of niche nickname to the world, but everyone kind of like it.

Lauren Rothwell: Yeah, it does, it does, it does provide like a level of confidence that you might not have have otherwise. So totally agree at that. And on your point on just like generally being able to understand kind of the users better and consumers better. Lauren Rothwell: So, one of, one of the features that we’ve had a lot of success with is, and one of the biggest challenges with having some of these servers is that actually it’s just a ton of messages sometimes and that’s good because people are highly engaged, but it’s very hard for anyone to understand that and get the signal or the insight from us. And you might also have moderators that are in there communicating rather than say the Head of Consumer Marketing, right? Who might actually be able to take that data and turn it into something more useful.

Lauren Rothwell: And so one of the features that we have is a feature which automatically tags messages with topics and then you can explore those topics and dive into what are all the messages as it relates to, you know, feedback, as it relates to bug reports. So, you pick up on bugs really quickly as it, and then you can create them based on anything that you might want. So, it could be a certain part of your product or a certain part of your overall experience. And so that’s one of the features we kind of help out with in terms of just getting insight from that channel and making it less, less wild. Like one of our customers is, I think they have over 200, 250,000 people in their server and they’ve been using that feature aggressively and we have this exact exact situation, where the people who are in there talking all day long are not necessarily the people who can make use of the insights.

Tessa Burg: I love those features. We were talking about AI and machine learning just before you jumped on the call and you know, at Mod Op we’re trying to democratize the use of it within our existing marketing processes and really champion it gives you superpowers. And I know your platform leverages AI machine learning for that exact purpose and topics is a great example. You know, that would take forever for someone to read through all of that, but then now in a very concise way, they can get that insight and action on it in real time, which is a requirement of Discord. It will become more effective the more real time it is. So that’s a really powerful feature that I think brings a ton of business value and also allows marketers to show that business value internally a lot faster than waiting for the report.

Lauren Rothwell: Absolutely. Yeah. And one of the other things we’re most excited about is really tapping into a lot of advances in generative AI as well and really helping people with creating the content and the messages and, and getting those, I guess scheduled and organized somewhat in advance. So, as we, I think we have a hundred paying customers now. So, as we get more and more, we’ll essentially be able to build, build models, which you know, at an anonymized level can help people figure out what kind of campaigns are most effective in Discord. What kinds of flows, what kinds of content and events. And we can also provide both, I guess, ways to create these events using AI as well as benchmarking data. So that’s another feature we’re really excited about as well.

Tessa Burg: That was fantastic. I feel like we could talk all day, but we are at time. But before we get off, Mat, I’ll start with you. Do you have any closing thoughts or anything that you think our marketing audience should know, explore about Discord or Blaze Analytics in Discord?

Mat Segal: Oh, I think just generally, you know, create an account. Join a couple servers, have fun. You, there you have, you could have a server specific profile. So if you want to, you know, be a bit more public to you know, some friends and acquaintances on a small server that you make for yourself, go for it. And then if you want to be a little bit more anonymized, I too have an ancient internet handle that I still use. Throw that as your profile for something larger and just give it a shot, you know. The, not every community’s the right fit, but it’s just a click of a button to leave an ad and it’s worth a shot. It’s fun. Generally a negative Discord experience, at least in, you know, my experience is just this is too much or this is too niche for me.

Tessa Burg: Mmmhmm

Mat Segal: Then it’s an Adios and then let’s try another one.

Tessa Burg: Yeah, I love that. And we love test and learn marketers. That’s a great suggestion. And Lauren, any closing thoughts or things you think will help people get started with Discord and analytics from Blaze and Discord?

Lauren Rothwell: Yeah, yeah, I mean, I think, Mat said it well. Just go, go check it out and find something you’re interested in and see what the experience is like and of course, yeah, I’m sure, I’m sure Tessa will share my information here. Definitely get in touch if you’re curious about launching a new strategy, we have a blog and we just write a bunch of kind of blogs about how you might engage a community in Discord, like what the use cases are for different businesses and brands and more than happy to chat with anyone who’s thinking about entering the space or is already in it and might be looking to understand how better to leverage that data.

Tessa Burg: Yeah. And speaking of getting ahold of you, what is your company’s website where people can learn more about the Blaze product specifically?

Lauren Rothwell: Yeah, so our, our website is withblaze.app. So maybe Tessa, you, you can, you can share it and the, the comments around this, but yeah, withblaze.app is the website. Yeah.

Tessa Burg: Perfect. And we’ll also have your name and email address. You can also find Lauren on LinkedIn as well as Mat. And I’ll close with if you are a marketer and if you’ve been following recent episodes about the importance of customer centricity and what that means from an omnichannel approach. I feel like that’s been running through everything we talk about from empowering and giving human superpowers with machine learning AI and starting to build communities where you can use machine learning powered applications to quickly respond and create a relationship with your consumers and your brand that goes beyond just the product. So, get in there, try it out. Thank you Mat and Lauren for joining us today. It’s been an awesome episode. If you want to hear more episodes, you can find our Leader Generation podcast page on LinkedIn or visit modop.com. M-O-D-O-P.com.

Lauren Rothwell

Co-Founder & CEO of Blaze

Lauren Rothwell is the Co-Founder and CEO of Blaze, a community growth tool  It seamlessly centralizes data from key platforms like Discord and Twitter. This helps make community management and marketing easier. Plus, helps companies understand their users better, so they can create personalized experiences.