Have you heard of Clubhouse? Have you used it much? I recently had a chat with Mike Stelzner to talk about how to use the new live audio app, Clubhouse, to strategically grow your community.
What You’ll Learn
[6:44] How did Mike start Social Media Marketing World?
[9:30] Does Mike Think Clubhouse is Replacing the Need to Meet In Person?
[14:50] How did Mike discover Clubhouse?
[19:24] What does Mike like about Clubhouse?
[28:16] How to stop Clubhouse being a time-suck
[35:00] How to get started on Clubhouse…
[42:07] What makes a good club host?
[46:43] How Can Clubhouse Be Used To Grow A Community?
How Did Mike Start Social Media Marketing World?
Listen at [13:04]
Usually, this is the time of year that we would be in San Diego attending Social Media Marketing World, which has definitely changed my life.
Social Media Examiner was started as a blog in 2009. This eventually developed into a podcast, a YouTube channel, a live show and then a conference which has become a staple in the marketing world.
"I saw it as an opportunity to help marketers figure out how to use stuff that everybody was hiding. In the early days, social media was one of those things that nobody understood. So i decided I was going to find the best experts in the world and create great FREE content."
At the core of the business model was high-quality and high-value content designed to help people.
And it’s created a loyal customer base, some who travel across the world every year for the conference.
Does Mike Think Clubhouse is Replacing the Need to Meet In Person?
Listen at [18:36]
Usually, we’d all be at conferences around the world, meeting our friends and colleagues. And for some, Clubhouse is plugging that gap and helping people to find that human and emotional connection while we are not allowed to meet.
Clubhouse has for sure grown faster because of the pandemic, because there is this desire to want to get together and communicate, and it's not easy. And Clubhouse makes it easy. @mike_stelznerClick To Tweet
"Clubhouse has for sure grown faster because of the pandemic, because there is this desire to want to get together and communicate, and it's not easy. And Clubhouse makes it easy."
Arguably all the other social media platforms have benefited and they’ve all been forced to innovate to enable people to connect across long distances.
The bigger question is whether the need for Clubhouse will remain post-COVID, but Mike thinks that it 100% will.
"We’re entering a new technological era as a result of COVID, and Clubhouse is a part of that. This isn’t the new normal, it’s the next normal."
It will be interesting to see how this new technological era impacts things like conferences around the world.
How Did Mike Discover Clubhouse?
Listen at [29:16]
Over the years there have been all these failed social networks, and the worry is that Clubhouse is just another one of them.
Mike discovered Clubhouse early last December when he was doing a show on Blab when someone suggested that he check out Clubhouse and introduced him to it.
I just found myself stuck on Clubhouse for hours captivated by my experience. But I just thought there was something magical there. @mike_stelznerClick To Tweet
"I just found myself stuck on there for hours captivated by my experience. But I just thought there was something magical there."
Mike saw the opportunity for business, the opportunity for marketers and really for anyone who has something to say.
Mike wrote an article called: “Why Clubhouse might be the next big social media platform”. It was clear from this article and subsequent podcasts that Clubhouse had a lot of interest.
What does Mike Like About Clubhouse?
Listen at [38:24]
One of the great things about Clubhouse is that it is 100% audio, there is no chatting.
"I've actually used a tool that allows that back channel to happen. And it does actually distract from the conversation. In Clubhouse, you’re super focused and present just on the conversation when you're standing around."
There's also no replay on Clubhouse, which means that you have a captive audience, who are invested, and present rather than checking out to re-listen later. Plus it creates a safe environment to talk openly without worry about judgement.
"Instead of looking at clubhouse as a place to create original content, think of it as a place to nurture your audience, to develop stronger relationships with people, to recruit possible talent for your podcast or for your other channels, or just to create a great experience for your community."
How To Stop Clubhouse Being A Time-Suck...
Listen at [56:08]
As with any social media platform, you need to have a strategy for Clubhouse so that it doesn't suck your time and distract you from your paying work.
"I think the strategy for every individual is going to be a little bit different. I go live every Saturday at either 7am, or 9am Pacific for about two and a half hours max. I don’t prepare anything, I just plan a topic and chat with a guest."
Once you schedule a room on Clubhouse, you'll get a link that you can promote all over the shop including social and emails, to bring in more of your community.
"The strategy for us is to just grow our community. We have about 26,000 people that follow the social media examiner club. And, we just want to be known for creating great content on Clubhouse."
So, plan what you want to get out of Clubhouse, and make sure that you stick to that structure.
How To Get Started on Clubhouse...
Listen at [09:36]
Mike has focused on creating a club on Clubhouse called the 'Social Media Examiner Club', in order to grow the community.
"The key to Clubhouse is to follow people and become a member of a club as they typically produce content."
You can go to the search bar and find clubs and people based on interests such as marketing or cryptocurrency or whatever you are interested in.
The great thing about clubs is that you can do public or private social rooms. This means if you have a paid membership, you can invite those members only and create exclusive content for them only.
Soon you will be able to create as many rooms as you want in Clubhouse.
What Makes a Good Club Host?
Listen at [23:50]
Mike is a very good club host, which is not something that can be said of everyone.
So, what makes a good club host?
"First of all, the club host is technically a moderator and should not be dominating the conversation if you want to create a truly interactive room. And you should make sure that no one person is allowed to dominate the conversation either"
Mike calls on people, to ensure that it is an interactive experience. He’ll ask his guests to introduce themselves and then ask a question, and give them a quick sixty seconds to answer.
Plus, he’ll ask people up on stage who have raised their hand. He’ll decide based on their profile who might be best and who might add the most to the conversation.
You’ll want to make sure that you are involving a diverse group of people eg. if it’s all Men make sure that you include some Women.
"You’ve got to be cognizant of people who want to dominate the conversation, and try to stop that from happening."
How Can Clubhouse Be Used To Grow A Community?
Listen at [33:02]
We’ve decided that communities are really important, but can Clubhouse be used to build a community in 2021?
"You can tell people to take some sort of action by clicking on your bio for example they can private message you"
When new people join your room, you can remind them to follow your club, and let them know when you usually broadcast. This will get you some repeat members and will get people acclimated to showing up and helps build your community.
This Episode's Sponsors
This episode is sponsored by Agorapulse and Launch Your Live
Watch Episode 104
Who is Michael Stelzner?
Michael Stelzner is the founder of Social Media Examiner, author of the books Launch and Writing White Papers, and the man behind Social Media Marketing World–the industry’s largest conference. He’s also host of the Social Media Marketing podcast and founder of the Social Media Marketing Society.