What It Actually Takes to Win on Reddit | Keith Nieves (Sonos) & Rob Fawkes (Standing on Giants)

Sonos didn't launch a brand account on Reddit. They introduced a person. Here's exactly how that worked. That decision, made by Keith Nieves (u/KeithFromSonos) before he'd even signed his offer letter, turned into one of the most talked-about brand presences on the platform. In this webinar, Keith sits down with Rob Fawkes from Standing on Giants to go through exactly how that happened: the early conversation with his hiring manager about "Sonos the brand" versus "someone from Sonos," the app update that turned the subreddit into a warzone and became the moment that actually built trust, and the message from Sonos CEO Tom asking Keith's permission before posting on Reddit himself. This is a practical, no-fluff look at community management on Reddit for anyone working in brand, marketing, or community roles who knows the platform matters but isn't sure how to show up without getting torn apart. What's covered: •Why Sonos chose a person over a brand account, and what that meant day to day •The app update crisis that reshaped how the Sonos team communicates on Reddit •How Keith manages relationships with volunteer subreddit moderators (and why they're his number one stakeholder) •The "two-way bridge": turning Reddit comments into product and business feedback •How to approach subreddits that don't allow branded accounts Reddit's role in B2B buyer research and AI/LLM discovery (AEO) •The "family tree model": one spokesperson vs. multiple niche personas Building genuine trust on Reddit without chasing short-term ROI About the speakers: Keith Nieves is Global Head of Communities at Sonos, known across Reddit as u/KeithFromSonos. He's built one of the most recognised brand presences on the platform, working at the intersection of social, communications, and customer experience. Rob Fawkes leads Client Partnerships at Standing on Giants, a 100% employee-owned, B Corp-certified community strategy consultancy that's spent fifteen years helping brands like Airbnb, Lenovo, and Sonos build real communities. Watch, subscribe, and get involved: 🔗 Want help building a Reddit or community strategy like this? https://www.standingongiants.com/redd... 🔗 Read more: How brands should think about Reddit before jumping in: https://www.standingongiants.com/blog... 🔗 Follow Standing on Giants on LinkedIn:   / standing-on-giants   Standing on Giants is a 100% employee-owned, B Corp-certified community management agency, working with brands including Airbnb, Lenovo, and Sonos to build genuine, human communities. #Reddit #CommunityManagement #BrandStrategy #Sonos #RedditMarketing #B2BMarketing #StandingOnGiants