Clubhouse's Path to Ubiquity and Monetization: Mallory Lee


How’s Clubhouse going to make money?

Given the platform’s growth, it’s a fascinating question.

Of course, Clubhouse has time given it just raised more VC.

But, at some point, Clubhouse will embrace monetization.

Mallory Lee says the possibilities are endless.

She believes the options include:

- Advertising

- Sponsored rooms

- Private rooms for companies looking to connect employees via audio rather than video

Personally, I think podcasting a huge opportunity for Clubhouse.

It's Mark Evans and you're listening to marketing spark, the podcast that delivers insight, tools and tips from marketers and entrepreneurs in the trenches and twenty five minutes or less. In the past month, clubhouse has gone from a low profile social media platform to a redhot entity. Despite being invite only and limited to IOS users, many people are enthusiastically exploring the audio platform to learn more about how it works and its potential benefits, and one of those people is Malory Lee, who is has established yourself as a popular room moderator, which will get into Malory. Welcome to marketing spark. Thanks for having me. So, for the uninitiated, maybe you can provide us with your take on clubhouse. What is it? How does it work? Why is it so popular? I think you know there was some scarcity of invite so it made it really popular. Right. People are like, what is this? And I didn't even know what it was, and when I first signed up I just knew how to be a part of it, right, and then I really do. Ben and I a kin it to. There's two two parts of it. There's the it seems like a conference right, where you can listen to people speak on a subject or topic that's interesting to you and maybe you get to pipe in and ask questions, but maybe not because there might be a thousand people in the room. or it's more like a live podcast where you can interact and there's a topic and there might be, you know, twenty thirty people in the room and I've seen him as low as ten people. So you can get firsthand knowledge and information from subject experts that you may not have otherwise been able to connect with. One of the things that I'm curious about is that a lot of hardcore linkedin users have jumped on clubhouse. So a couple questions to ask you. Have you discovered what the synergies are between the two platform how you can make one plus one equal three? And the second one would be how do people split their time? Because linkedin is a creature that needs a lot of love and attention, and so does clubhouse. So I when I first Oban, I was on clubhouse a lot more and now I'm more methodical with my time. I don't just go in rooms to go in rooms, I go in rooms to learn and to share information,...

...and I think with Linkedin I've been what I've been doing is when I'm in a room, whoever's in that room, I connect with them immediately on Linkedin. Hey saw you on clubhouse. So I'm able to transition the conversations I'm having on clubhouse into a forum where I can control it a little better, because club house or not, you can't control as much because there's moderators and you can't chat with the other person while you're on it right. So it's a little you've got to take that conversation elsewhere to nurture it. So tell me about your clubhouse backstory. How long have you been on the platform? Who invited you? Was it immediately appealing or did have to think about it? I so I I saw chatter on on Linkedin and I had no idea what it was and I messaged my friend a really and I was like, Hey, what's clubhouse? Can you get me an invite? And she's like I got you. So she got someone to give me an invite and the first week I like was on it way too much. I mean I like was walking around with my headphones and ignoring my entire house and I realize that that was too much. So you know, I have to be a little of you know a little bit better where you put your time and stuff. I've been on it for a few weeks now and I enjoy it. I enjoy it now that I control it a little better. Like it's really easy to get sucked in and you know, have that mentality just don't want to turn it off, but you you've got to. You've got to be more wise with your time. I think you know. Yeah, it's like a shining new toy, especially for people who love social media. And if you spend a lot of time on linkedin and you're seeing the benefits, there's almost this sense of Fomo because people don't want to miss out on something. If clubhouse turns about to be amazing, they don't want to be a laggered. One of the things I found is, like you, I spent a lot of time on clubhouse listening to random conversations, a lot of them about Linkedin, ironically, and yeah, and I was really amazed by the fact that people are so enthusiastic and so rabbit about it. Do you think clubhouse is addictive or you think it's just new and interesting and people just can't help themselves? I think you know, with the climate of covid everyone having to be on Zoom and look pretty and presentable. It's nice to easily be able to hop on a platform and not worry about what you're doing right. So...

...that's something that I enjoyed about it. Like I could easily pop it on in my car or I I'm getting ready for work or you know, I don't have to worry about how I look and I had still gage with these people that I otherwise would have been. I was doomed the situation to do. You know what I mean. I think it's a great tool to use if you're using it correctly, and it's importantant know to it's not just about business, like I'm in a nutrition one that I listen to long time to time. You know, there's other aspects of it that's beyond just, you know, the business side to so that's interesting because the more that I explore clubhouse, the more that I realize there's rooms about everything and anything, and I think what makes clubhouse appealing these days is a lot of people are feeling disconnected and lonely and isolated and they also they want to connect with people, likeminded people really easily, and clubhouse is a great platform of that and I think one of the things I like about clubhouse, if you can get an invite, is that any rooms available to anyone and for the most part you can raise your hand, get on stage and participate, and I think that's it's almost like they're Democras tizing the platform. I think that's the really interesting thing about clubhouse. I think if you're going to start out and your first learning really just learning etiquette to when we first started, there was a bunch of us that would get in a room and just talk about clubhouse etiquette and just making sure that you're not overspeaking the moderators and you're asking appropriate questions, you're not rambling on right. You need to treat it like a forum where you're asking experts questions versus for having a conversation to have fun, do you know what I mean? One of the things that I'm interested in is just a lot of people are trying to see the value of clubhouse, both professionally and personally, because it can be a rabbit hole. You can get on clubhouse and an hour or two hours later you're still listening and still participating. So far you've been on out a short time what's been the value to you, like, what are you getting at a clubhouse that is going to make it part of your social media portfolio? I think because I've been very like methodical about how I use it and I don't just go on there and not connect with the people that I'm engaging with, because they're starting to get to...

...know me, especially because I moderate rooms a lot and I host rooms too that are ride the subject matter expert. I always make sure I connect with them on Linkedin so I'm able to because someone might be in the room with me and I'll never see them again, right where I maybe had a good conversation with them, where if I pull that conversation on to Linkedin, I can kind of nursure it. I think that's been the most beneficial thing for me and I've met really good people that have become great connections for me and now they're in my professional network, which I think is really helpful. So, if someone's new to clubhouse and they're trying to be strategic about the content that they consume in the rooms that they participated and can you give them some tips, because it is very hard aid to know exactly where to because clubhouse does really have a good scheduling interface. Yet how do you identify the places where you should be or you want to be and then planted within your schedule? So I would start here. I would look when. I wouldn't go into schedule rooms quite yet. I would if you probably have a friend on clubhouse, if you're on there right because you have to have an invite. I would look in your APP to see people that you're following, which rooms they're in, and go into those rooms, because then you've already got like you know someone that you know, and usually I'll say like, oh, my friend so and so just popped in the room. If I'm moderating, and I think it'll help you get more comfortable with the platform and then start popping onto rooms that you don't know the person or your it's like a new a new room for you. That's how I got most comfortable with it. So a lot of people start on clubhouse they they're just participants and they don't want to say anything, they don't want to raise their hand, they're terrified to go on stage. And then people get a little brave or they raise your hands, they get on stage and it's kind of like where I live in Canada. We go to the cottage and you jump in the lake. So it's kind of like being on the dock of the and the lake right you you know it's going to be cold, where you think it's going to be cold and you wait and wait and someone shoves you in and suddenly it's not as cold as you think. And that's what clubhouse feels like. So once you get on stage, it's great. Then you want to host a room, but you've become a very popular moderator, like I've used you for three of our rooms and it's a great so how did that happen? And I have no idea. No, I you know, I think when when...

...we we would just host these rooms about linkedin and we would my friends and I would make each other moderators and because you need at least two moderators in case you get kicked out of the room as the moderator, because the whole room will collapse, right. So we started doing it and then I realize it was kind of fun. So I hosted my own rooms a couple times and then people just started asking me to moderate and it's definitely it was a nothing I've ever done before. So it was a skill that I kind of had to learn and I'm a polite southern woman and sometimes I feel like I have to be a little pushy controlling a room, but it's just so we can make sure the flow of the conversation as is done well, and so I it's it was just kind of interesting. It happened very organically and I do enjoy it. A couple questions. One is what makes for a good moderator? What are the skills that you need? How do you make a room flow and make everybody feel included and engage and make it open to participate and to if someone asked you to be a professional moderator, would that be something that you jump into? Sure, that's like I mean I like to talk, so I mean I you know, I've almost lost my voice by the end of every day. But I think one of the things that when you're moderating is you're going to have questions and answers, and so I've noticed rooms go a couple ways. They either are people are very engaged right and ask how to questions, or they're not. And so if you you'r whoever, you're a subject matter expert, is it's good to give me some questions to ask you. So that way, if it does get a little bit of a lull and the conversation, we're not just him and in hall and try to figure it out and then, as the subject matter expert, having to be able to pipe in and give some information, also to when you have someone that is asking questions or helping, like having the conversation with you that is on stage, when maybe it's gone long or someone else is waiting after the question, learning how to pipe in politely and move to the next person. I've kind of gotten better at that and a little trick I've learned is whoever is on, whoever I'm moderating with, I have them on chat...

...linkedin where I can message them while I'm on it. So if I need to help, like almost like a backway of saying handy, help here, or hey, say this real quick, it really helps drive that conversation that wait. So what makes for a good room? Some rooms are awesome and you get a lot of value out of them and some they just drone on and on and it seems like the host I'm more interested in promoting themselves and actually having a conversation. So when your experience. What makes for a good room? I think having an actual topic, with talking points that you're going to discuss and keeping it on that topic will be a good room. Like you, you have to stick to what you're speaking about. So I just did a room about creating a Badass culture in your company and I did that. was that someone who is in leadership and has a consulting company for leadership, and we somehow everyone in our room was car dealership people and I guess one one in there and then everyone followed him and I'm like crazy, yeah, it's so I like I had to kind of tailor the conversation to them because it was a you know, is all about car dealerships, but we were able to talk about leadership in that. So it really being able to adapt to is very helpful. The question that I have when it comes to rooms is how do you get people to actually come to a room, because there can be rooms where it's crickets right, no one shows up and you're sitting there going I hope, so I'm one appeers. I'm all the ways it's going to be just me and my other moderator and some rooms are packed. What are some of the tricks? Is that the number of followers you have? Do You Ping People? Do you invite people off site? How do you do that? So I will just screenshot the clubhouse like invite and then just post that. I've seen that. I believe that helps a lot. But also what I recommend and like have the moderators do this as well. The entire time I'm on that room, I'm pinging any time like and I don't just do it in the beginning. I do it like every five minutes, helping people that follow and whenever I'm in a room, I follow people. So if I'm following them, I can pay them and that's helped a lot. And then what's cool is a lot, like I said, like lot of people will go in rooms where they know people. So I...

...think that's how this one was. This car dealership happened because right weal we had like ten people that worked in car dealerships. Was So interesting. So they just probably saw their friend go in there and, you know, a pained. I've never asked anyone in the room to pain anyone, but I mean I don't see they're the wrong and doing that. That might be a way to exactly. So here's a loaded question, given that clubhouse is about a year old, that has nine employees. It just raised another round eventure capital. People figure that it's probably be valued at a half a billion dollars these days, which is pretty crazy considering it has no revenue. Where do you think clubhouse is going? Where would clubhouse be a year from now if you and I decided to do another podcast? I think that my thought is that eventually it you'll be able to go in a room and I've heard like maybe they're talking about you might be able to tip the person that's speaking. I think that's might be a monetized right. Maybe companies of sponsor rooms, so that's how they would be monetighs like. That's where I'm seeing it and and you joked, I mean maybe there are people that are professional monitors. I it's really interesting. It's so fresh and so new. It'll be interesting to see where it goes. Yeah, I mean one of my theories is a clubhouse will turn into some kind of podcast platform where it's interactive, it's engaging, it's not just the two of US talking. Would be people from the audience as well, and maybe clubhouse will allow people to record rooms and then they can repurpose the content in another place. That may be somewhere something that they could offer as a paid service well, and it's an I I can see, like teams using it in companies. is spent like big companies, where they need to be able to easily conferences people into a room. So maybe they don't want to do video, but they need to have like a quick team meeting and there's twenty people on the you might that. I could see them charting companies to do that, right. So then you can host your own private room so to have a quick team meeting across the country, especially with this climate of working from home. Right. I think it's going to be fascinating as clubhouse opens up the platform to more people, including... users, apparently that's coming soon, and and clubhouse could be anything and everything, depending on how you want to use it. Let's switch gears a little bit and talk about you and what you do when you're not on clubhouses. So you offer fractional Coeo services. What does that mean? Who Do you work for? How do you deliver value? Give me the story of Malorili. So I own. I own a company. I was a CEO of a company when I was a little younger. I end up buying that company and I sold it and I was like what am I love on a daily basis, and it's operations. Like operations are my jam. So I go into companies and I help fix the operations, create them right their process manuals, help them with their employed culture. We we do like a full review of how their business operates and we perfect it and I work from my Selfe's really fun. I really enjoy it because I can. I own a business. I know what it feels like to, you know, pay all your bills and not be able to pay yourself. I know those struggles of starting a company and then I know the the fruits of your labor and saying hey, I did this really great thing and I have all these employers that are like loving what they do. So I just want to pass that knowledge on to other business owners and it's been a lot of fun. We've been able to help a lot of companies. So, if your business owner, what are the challenges or the opportunities that you can you can help them with it. Why would they call you? So I always okay, there's two things that I really harp on and one is that disorganization breeds frustration. So if your company's disorganized, you're going to have frustrated employees. Frustrated employees have turnover. So if I can go in and fix those operations and make sure that it's a well oiled machine, you take the guests work out of their job and it makes a lot easier. And then one of the things I've noticed that, especially in the smaller business market, is there's never like an organizational chart. There's never we're here, we want to get to there, it's always this is where we are right now, and so I'm making in my clients create a five year plan, ten your plan, create positions on a piece of paper that don't exist, so that way when their employees are like looking at this is where they company wants to go, they know that...

...if they put in the work and help the company grow, that there's a place for them later. So that's something that we I really like focus on as well. So you're based in Knoxville, you do business just a Knocksville or can you work with anybody anywhere? Anybody anywhere? I prefer, and you know, I like for my clients when they need more fractional services where they need me. You know, few hours a week. I like going into their actual operation, but I can work with any anyone. We also do a full review of their their company, and I have a system where you can plug everything in and we can get a really interesting pulse on where they are with their business, from marketing to their profit and loss to their culture and it's I throw that in with all my clients when we do things and it's really helped get a pulse on their their business. This has been great insight into clubhouse and to what you do when you're not on clubhouse. So final question. Where can people find you and where you are online, on Linkedin, on clubhouse and any other places? And so my linkedin is just maloryly, look for the redhead and my clubhouse is Malmllli, first part of my first name, all my last names, so easy to find you. They're awesome. Well, thanks for the time, Malory. Really appreciate and looking forward to listening to you on clubhouse participating in some rooms together. Thanks everybody for listening to another episode of marketing spark. If you enjoyed the conversation, leave reviview and subscribe by Itunes or your favorite podcast APP for notes on Today's conversation and information about Malory. Visit Marketing Spark Dark Co blog if you'd like to suggest a guest or learn more about how I helped BETB SASS companies as a fractional CMO consultant and advisors and an emailed to mark at marketing spark dotcom. Talk to you next time.

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