Despite monday dev's strong product capabilities and the global recognition of the monday.com brand, the product faced a critical visibility problem. It was absent from the conversations that actually drive developer tool adoption.

Developers researching tools do not start on brand websites or paid ads. They start on Reddit, Quora, and Hacker News, and increasingly, they ask ChatGPT, Gemini, Claude, and Perplexity for recommendations. These AI platforms pull their answers directly from community discussions and indexed content. Competitors had years of community footprint feeding directly into AI engine recommendations. monday dev had none.

The specific gaps were:

• Zero brand presence on Reddit, Quora, and Hacker News in the baseline period, while competitors dominated developer conversations on every platform
• Competitor narratives driving the space unchallenged, with no monday dev voice in high-intent comparison threads or tool-evaluation discussions
• Complete absence from AI-generated answers on ChatGPT, Perplexity, Gemini, and Claude for queries that developers were actively using to make tool decisions
• No Reddit infrastructure: no branded subreddit, no community voice, no creator relationships within developer communities

The mandate was to enter the developer conversation landscape, build authentic share of voice, control the narrative in high-intent discussions, and ensure monday dev surfaced when AI platforms answered developer queries about Jira alternatives, sprint planning tools, and agile project management.

TSL designed and executed a social listening and community building campaign for monday dev combining conversation seeding, online reputation management, Reddit creator partnerships, subreddit development, sentiment tracking, competitor benchmarking, and GEO optimisation, built from the ground up for developer audiences who are immune to traditional marketing.

Reddit strategy and platform onboarding

Reddit is the single most important peer-to-peer developer community on the internet, and also the primary data source that AI engines use to formulate recommendations. Most brands do not understand how Reddit works. TSL does.

• Briefed the monday dev team on Reddit's community dynamics, subreddit rules, upvoting behaviour, and the fine line between authentic participation and promotional content that gets flagged or downvoted
• Identified the highest-opportunity subreddits for monday dev across r/devops, r/developersIndia, r/agile, r/projectmanagement, and r/jira based on intent density and audience profile
• Created and developed monday dev's own branded subreddit, building out the structure, content strategy, and posting framework to give the brand an owned space within the Reddit ecosystem

Conversation seeding and community building

Using TSL's established agency accounts with real community history and credibility, the team entered developer conversations at scale across Reddit, Quora, and Hacker News.

• Engaged with hundreds of existing conversations across all three platforms, adding well-reasoned, authentic responses that naturally positioned monday dev against competitors
• Initiated original conversations designed around genuine developer pain points, including sprint overflow, retro fatigue, real-time engineering metrics, and dashboard consolidation, that organically surfaced monday dev as a solution
• Every response and thread was crafted to read as authentic peer experience, not brand communication, the standard that developer communities hold all content to

Reputation management and narrative control

• Identified high-visibility negative threads ranking on Google Page 1 for branded keywords and seeded well-reasoned counter-narratives that reframed the conversation around cross-team adoption, sprint automation, and product evolution
• Positioned monday dev directly against Jira in high-intent comparison threads, highlighting advantages in pricing, dashboards, and integrations
• Monitored and responded to competitor-led discussions where monday dev had an opportunity to enter as a credible, contextually relevant alternative

GEO and AI discoverability

The most strategically distinctive outcome of the campaign was what happened upstream of the communities themselves. By seeding keyword-optimised, high-quality conversations in the communities that AI engines treat as primary data sources, TSL engineered monday dev's presence in AI-generated answers without a single paid placement on any AI platform.

• Seeded Reddit conversations began surfacing directly as cited sources within ChatGPT responses, proving the causal link between community seeding and AI engine visibility
• Tracked share of voice and AI citation status across ChatGPT, Perplexity, Gemini, and Claude throughout the engagement to measure discoverability progress against competitors
• Built a repeatable GEO framework connecting community seeding, keyword targeting, and AI engine indexing into a single connected execution

The campaign validated a core strategic principle: in developer markets, community credibility is the input that generates AI discoverability. TSL built both simultaneously through a single connected execution.

• Grew monday dev from zero presence to active, credible participation in developer conversations across Reddit, Quora, and Hacker News
• Seeded conversations achieved significant reach within active developer subreddits, with individual threads reaching tens of thousands of views on r/devops and r/developersIndia
• Ranked first on Perplexity AI for "Bug tracking tools that aren't Jira"
• Ranked second on ChatGPT for "Best agile project management tools for startups"
• Ranked third on ChatGPT for "Which tool is best for sprint planning"
• Appearing in Claude AI results for "Best alternatives to Jira for dev teams"
• Seeded Reddit conversations surfacing as cited sources inside ChatGPT responses, confirming the direct causal link between community presence and AI engine visibility

monday dev moved from complete absence in developer conversations to an active, credible, and AI-visible presence in the market within a single campaign cycle.

I want to sincerely thank you for the incredible work you’ve done with us. We’ve learned so much from the collaboration and truly appreciate your contributions. It’s been a real pleasure working together over the past several months. I appreciate all your hard work, and am very proud of the impact that we’ve made together.
monday dev Team