What It Actually Takes to Win on Reddit - With Keith Nieves from Sonos and Standing on Giants
Confessions from u/KeithFromSonos: What It Actually Takes to Win on Reddit
Most brands treat Reddit like every other platform. Post content, run some ads, hope for the best.
They get eaten alive.
Sonos did something different. Instead of launching a brand account, they introduced a person. Keith. And it worked, not because of a clever campaign, but because Keith did the hard yards first: building trust with moderators, understanding subreddit culture, knowing when to show up and when to stay quiet.
Join Keith Nieves, u/KeithFromSonos, and Rob Fawkes from Standing on Giants for an honest look at what it actually takes to build a brand presence on Reddit that the community doesn't just tolerate, but welcomes.
What we'll cover:
- Why Sonos chose a person over a brand account, and what that decision actually involved day to day
- The moderator relationships that had to happen before a single post went up
- What nearly went wrong (and the moments that could have)
- What any brand, regardless of size, can take from Sonos's approach
- Live Q&A with Keith
Who this is for: Brand, marketing, and product leaders who know Reddit matters but aren't sure how to show up without getting eaten alive.
About the Speakers
Keith Nieves is the Global Head of Communities at Sonos, where he leads community-driven social strategy focused on trust, credibility, and long-term brand equity. Known as KeithFromSonos, he has helped shape how Sonos shows up in public platforms—particularly Reddit—transforming community engagement from reactive support into a strategic business asset.
Keith works at the intersection of social, communications, and customer experience, translating real audience insight into decisions that inform marketing, product, and leadership alignment. He is a frequent speaker on the future of social platforms, offering a practitioner’s perspective on navigating fragmentation, algorithmic change, and the growing importance of human, values-led engagement in digital strategy.
Rob Fawkes heads up Client Partnerships at Standing on Giants, a 100% employee-owned, B Corp-certified community strategy consultancy that's spent the last fifteen years helping brands like Airbnb, Lenovo, and Sonos build real, human communities rather than manufactured buzz. Rob heads up client partnerships, and has been leading the charge on Reddit, a platform he's genuinely a bit obsessed with. He's a firm believer that the best way onto Reddit is the slow way: building actual relationships with moderators and communities rather than parachuting in with a brand voice nobody asked for.
