Clubhouse's Path to Ubiquity and Monetization: Mallory Lee

ABOUT THIS EPISODE

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 Evens and you're listening tomarketing for podcast at delivers insight tools and tips from marketersand entrepreneurs in the trenches and twenty five minutes are life. In the past month, Club House has gonefrom a low profile, social media platform to a red hot entity. Despitethe INVIO and limited to IOS names. Many people are enthusiasticallyexploring the audio platform and learn more about how it works and itspotential benefits, and one of those people at Malory Lee who hasestablished yourself as a popular room moderator which will get into Malorywelcome to marketings Park, ran me so for the uninitiated. Maybe you canprovide us with your take on club house. What is it? How does it work? Why is itso popular? I think you know there was some scarcity of invite, so it made itreally popular right. People were like what is this and I didn't even knowwhat it was and when I first signed up, I just knew I had to be a part of itright and then I really do in and I attended to there's two two parts of it.There's the it seems like a conference right where you can listen to peoplespeak on a subject or topic, that's interesting to you, and maybe you getto pipe in and ask questions, but maybe not because there might be a thousandpeople in the room or it's more like a live podcast where you can interact andthere's a topic, and there might be. You Know Twenty thirty people in theroom and I've seen him as low as ten people. So you can get first hand, knowledge and informationfrom subject. Experts that you may not have otherwise been able to connectwith one of the things that I'm curious about is that a lot of hardcore linkedin users have jumped on club house. So a couple questions to ask you: Have youdiscovered what the synergizes are between the two platform? How you canmake one plus twenty pal three and the second one would be? HOW DO PEOPLESPLIT THEIR TIME? Because Linkin is a creature that needs a lot of love andattention and so does club house. So I, when I first go in, I was on club housea lot more and now I'm more methodical with my time. I don't just go in roomsto go in rooms. I go in rooms to learn...

...and to share information, and I think,with linked on I've, been what I've been doing is when I'm in a roomwhoever's in that room. I connect with them immediately on Lindon, hey so onclub house, 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 cobas you're,not you, can't control this much because there's moderators and youcan't chat with the other person while you're on it right. So it's a littleyou've got to take that conversation elsewhere to murter. It so tell meabout your club house back story. How long have you been on the platform whoinvited you? Was it immediately appealing or did have to think about it?I so I I saw chatter on at Minden and I had no idea what it was and I messagedmy friend Arielle and I was like hey. What's Club House, can you get me aninvite and she's like I got you so she got someone to give me an invite, andthe first week I like was on it way too much I mean I like was walking aroundwith my headphones and ignoring my entire house, and I realized that thatwas too much, so you now have to be a little. You know a little bit betterwhere you put your time and stuff. I've been on it for a few weeks now and Ienjoy it. I enjoy it now that I control it a little better like it's reallyeasy to get sucked in, and you know have that mentality just don't want toturn it off, but you you've got to you've got to be more wise with yourtime. I think you know yeah it's like a shining new toy, especially for peoplewho love social media, and if you spend a lot of time on Linkin and you're,seeing the benefits there's almost this sense of Pomo, because people don'twant to miss out on something. If Clip House turns about to be amazing, theydon't want to be a laggard. One of the things I found is like you. I spend alot of time on club house listening to random conversations, a lot of themabout linked in ironically and yea, and I was really amazed by the fact thatpeople are so enthusiastic and so rabid about it. Do you think clubhouse isaddictive or you think it's just new and interesting and people just can'thelp themselves. I think you know, with the climate of coved everyone having tobe on Zoom and look pretty and presentable it's nice to easily be ableto hop on a platform and not worry...

...about what you're doing right. Sothat's something that I enjoy about it like. I can easily pop it on of my caror I'm getting ready for work, or you know I don't have to worry about how Ilook and I can still engage with these people that I've otherwise would havebeen as doing for a situation to do. You know what I mean. I think it's agreat tool to use if you're, using it correctly and it's Importo no to it's,not just about business like I'm in a nutrition one that I listen to on timeto time. You know there's other aspects of it. That's beyond just you know thebusiness side to so that's interesting because the morethat I explore club house, the more that I realize there's rooms abouteverything and anything- and I think what makes club House appealing thesedays is a lot of people are feeling just connected and lonely and isolated,and they also they want to connect with people like minded people really easilyand clubhouse is a great platform of that, and I think one of the things Ilike about club dogs, if you can get an invite, is that any rooms available toanyone and for the most part you can raise your hand, get on stage andparticipate, and I think that's it's almost like they're democratizing theplatform. I think that's the really interesting thing about club house. Ithink, if you're going to start out and your first learning really justlearning etiquette to when we first started, there was a bunch of us thatwould get in a room and just talk about club house etiquette and just makingsure that you're, not over speaking the moderators and you're, askingappropriate questions and you're, not rambling on right. You need to treat itlike a forum where you're asking experts questions versus for having aconversation to have fun. Do you know what I mean? One of the things thathave interested in is just a lot of people are trying to see the value ofclub house both professionally and personally, because it can be a rabbithole. You can get on club house and an hour or two hours later, you're stilllistening and still participating so far, you've been on at a short time.What's been the value to you like? What are you getting at a club House that isgoing to make it part of your social media portfolio? I think, because I'vebeen very like methodical about how I use it and I don't just go on there andnot connect with the people that I'm engaging with because they're startingto get to know me, especially because I...

...moderate rooms a lot and my host runsto that. I don't ride the subject matter expert. I always make sure Iconnect with them. Only did so I'm able to because some one might be in theroom with me and I'll never see them again right where I maybe had a goodconversation with them. where, if I pulled at conversation on Tillington, Icould kind of Narciso it. I think that's been the most beneficial thingfor me, and I've met really good people that have become great connections forme and now they're in my professional network, which I think is reallyhelpful. So if someone's new to club house andthere try to be strategic about the content that they consume in the roomsthat they participated and can you give them some tips because it is very harda to know exactly where to be, because clippers really have a good scheduling.Interface, yet ye, how do you identify the places where you should be or youwant to be and then planted within your schedule? So I would start here. Iwould look wit. I wouldn't go into schedule rooms quite yet. I would, ifyou probably have a friend on club house, if you're on there right,because you have to have men, but I would look in your apt to see peoplethat you're following which rooms therein and go into those rooms becausethen you've already got like you know, someone that you know and usually thatI'll say like Oh, my friend so and so just popped in the room. If I'mmoderating and I think it'll help you get more comfortable with the platformand then start popping on to rooms that you don't know the person or your it'slike a new, a new room for you, that's how I got most comfortable with it. Soa lot of people start on club house, they're just participants, and theydon't want to say anything. They don't want to raise their hand, they'reterrified, to go on stage, and then people get a little brave. They raisetheir hands, they get on stage and it's kind of like where I live in Canada. Wego to the cottage and you jump in the lake, so it's kind of like being on thedock of the and the lake right. You know it's going to be cold or you thinkit's going to be cold and you wait and wait and someone shoves you in and thensuddenly it's not as cold. You think and that's what a club house feels likeso once you get on stage it's great, then you want to host a room, butyou've become a very popular moderator like I've used you for three of ourrooms and it's a great. So how did that happen? I have no idea.

No, you know, I think, when, when we we would just host these rooms aboutlinked in and we would my friends and I would make each other moderators andbecause you need at least two moderators in case you get kicked outof the room as a moderator, because your whole room will collapse right. Sowe started doing it and then I realized it was kind of fun. So I posted my ownrooms a couple of times and then people just started asking me to moderate andit's definitely it was nothing I've ever done before. So it was a skillthat I kind of had to learn and I'm a polite, southern woman and sometimes Ifeel like I have to be a little pushy controlling a room, but it's just thatwe can make sure the flow of a conversation, as is done well, and soit was just kind of interesting. It happened very organically and- and I doenjoy it a couple questions one is what makes for a good moderator. What arethe skills that you need? How do you make a room flow and make everybodyfeel included and engage and make it open to participate and to if someoneasked you to be a professional moderator? Would that be something thatyou jump into sure I like I like to talk, so I mean I, youknow I almost lost my boss by the end of every day, but I think one of thethings that when you're moderating is you're going to have questions andanswers, and so I've noticed rooms go a couple ways they either are. People arevery engaged right, mass, Cato questions or they're, not e, and so, ifyou, your whoever your subject matter expert, is it's good to give me somequestions to ask you so that way, if it does get a little bit of a lull in theconversation, we're not just him and at hand trying to figure it out and then,as this subject matter expert having to be able to pipe in and give someinformation also to when you have someone that is asking questions orhelping like having the conversation with you, that is on stage when maybeit's gone long or someone else is waiting off to the question learninghow to pipe in politely and move to the next person. I've kind of gotten betterat that, and a little trick I have learned is whoever is on I, whoever I'mmoderating with. I have them on Chat...

Lindon, where I can message them, whileI'm on it. So if I need to help like almost like a back way of saying, heneed help her or he say this real quick. It really helps drive that conversationthat way to so what makes for a good room. Some rooms are awesome and youget a lot of value out of them and some they just drown on and on, and it seemslike the host are more interested in promoting themselves than actually havein a conversation. So, in your experience, what makes for a goodRoomin, I think, having an actual topic with talking points that you're goingto discuss and keeping it on that topic would be a good room like you have tostick to what you're speaking about so I just did a room about creating a badask culture in your company, and I said that was that someone who is inleadership and has consulting company for leadership, and we somehow everyonein our room was Cardia Lash. If people- I guess one one in there, and theneveryone followed it. It's like crazy yeah, and so I like, I had to kind oftailor the conversation to them because it was a you know. It was all abouthardies, but we were able to talk about leadership in that, so it really beingable to adapt. To is very helpful. The question that I have when it comesto rooms is: How do you get people to actually come to a room, because therecan be rooms where it's crickets right? No one shows up and you're sittingthere going. I hope so on peers, I'm all the reds. It's going to be just meand my other moderator and some rooms are packed. What are some of the tricksis of the number of followers you have. Do You Ping People? Do you invitepeople off site? How do you do that? So I will just screen shot the club house like invite and then just post, thatI've seen that I believe that helps a lot, but also what I recommend and likehave the moderators do this as well the entire time I'm on that room, I'mhanging any time like, and I don't just do it in the beginning. I do it likeevery five minutes Alpine people that follow and whenever I'm in a room, Ifollow people. So if I'm following them, I can pain them and that's helped a lotand then what's cool is a lot like I said, like a lot of people will go andruns where they know people. So I think...

...that's how this one with this cardulasi happened. It right. We had like ten people that worked in Cordelio, soit was so interesting, so they just probably saw their friend go in thereand you know a Peine. I've never asked anyone in the room to paying anyone,but I mean I don't see there the wrong and doing that. That might be a way toexactly so. Here's a load of question given that club house is about a yearold that has nine employees. It just raise another round adventure capitalpeople figure that it's probably valued about half a billion dollars these days,which is pretty crazy. Considering it has no revenue. Where do you thinkclubhouse is going? Where would club house be a year from now? If you and Idecided to do another podcast, I think that my thought is that eventually ityou'll be able to go in a room, and I've heard, like maybe they're talkingabout you- might be able to tip the person. That's speaking, I think that's might be a monetize,maybe companies of sponsor rooms, so that's how they would be monetized likethat's where I'm seeing it and- and you joked I mean. Maybe there are peoplethat are professional moderators, it's really interesting, it's so fresh andso new it'll be interesting to see where itgoes. Yeah I mean one of my theories is that club house will turn into somekind of podcast platform where it's interactive. It's engaging. It's notjust the two of US talking of be people from the audience as well, and maybeclubhouse will allow people to record rooms, and then they can repurpose thecontent in another place that may be somewhere, something that they couldoffer as a paid service. Well, an it's any I can see like teams using incompanies is, but like big companies where they need to be able to easilyconference people into a room. So maybe they don't want to do video, but theyneed to look a quit team meeting and there's twenty people in the you mightthen I could see them charging companies to do that right. So then,you can host your own private rooms and to have a quick team meeting across thecountry, especially with this climate of working from home right. I think it'sgoing to be fascinating, as club house...

...opens up the platform to more people,including an android users. Apparently that's coming soon and cut post couldbe anything and everything depending on how you want to use it. Let's quitchhere's a little bit and talk about you and what you do when you're, not onclub house, so you offer fractional coo services. What does that mean? Who Doyou work for? How do you deliver value? Give me the story of Malorye, so I ownI own a company. I was a seal of a company when I was a little younger. Iend up buying in that company and I sold it and I was like what do I loveon a daily basis and it's operations like operations are Ma Jam, so I gointo companies and I help fix their operations, create them right theirprocess manuals helps them with their ploy culture. We we do like a fullreview of how their business operates and we perfect it and I work from aself really fun. I really enjoy it, because I can I own a business. I knowwhat it feels like to you know: Pay All your bills and not beable to pay yourself. I know those struggles of starting a company, andthen I know that the fruits of your labor and saying hey. I did this reallygreat thing and I have all these employes that are like loving what theydo. 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 ifyou're business owner, what are the challenges or the opportunity that youcan, you can help them with? Why would they call you? So I always okay,there's two things that I really harp on and one is that disorganizationbreeds frustration. So if your company is disorganized, you are going to havefrustrated employees frustrated employees have turnover. So if I can goin and fix those operations and make sure that it's a well oiled machine,you take the guest work out of their job and it makes it a lot easier andthen one of the things I've noticed like especially in the smaller businessmarket is there's never like an organizational chart. There's neverwere here. We want to get to there. It's always. This is where we are rightnow, and so I'm making my clients create a five year plan in your plan.Create position is on a piece of paper that don't exist so that way when theiremployees are like looking at this is where the company wants to go. Theyknow that if they put in the work and...

...help the company grow that there's aplace for them later, so that's something that we I really like focuson as well, so you're based in Knoxville, you do business just inKnoxville, or can you work with anybody anywhere anybody anywhere? I prefer.You know I like for my plants when they need more fractional services wherethey need me. You know a few hours a week. I like going into their actualoperation, but I can work with any anyone. We also do a full review of rtheir company and I have a system where I can plut everything in and we can geta really interesting pose on where they are, with their business, frommarketing to their profit and loss to their culture. And it's I throw that inwith all my clients when we do things and it's really helped get a pulse onthere with their business. This has been great insight into club House andto what you do when you're, not on club house. So final question: where canpeople find you and where you are on line on Linkin on clubhouse in anyother places, so my linked in is just mallory late,look for the red head and my club House is a Mal Mal le first part of my firstname, all of my last name so easy to find me. There Awesome! Well, thanks!For the time all we really pray, Shet and looking forward to listening to youon club house participating in some rooms together thanks everybody forlistening to another episode of marketing spark. If you enjoyed theconversation, leave reveiw and subscribe by, I tunes or your favoritepodcast apt for notes on today's conversation and information aboutMallory visit marketing, spark dark Coelo if you'd like to suggest a guestor learn more about how I help Bob Sass companies as a fractional C moconsultant and advisers than in email. The mark at Markins Park. DONC TALK TONEXT TU...

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