Clubhouse is an Effective Way for Brands to Measure PR Campaigns

Clubhouse is an audio-based, invite-only social networking app. While Clubhouse is still in beta, there are over 10 million active users from around the world. According to industry insiders, it’s now valued at $4 Billion. In May 2021, Android users were invited to the platform.

MODERATING LIKE A PRO

Clubhouse has virtual rooms where people gather to discuss a variety of topics. When you enter a room, you’ll most likely just listen to the conversation, in fact, that is the best thing to do until you get a feel for how things work. If you have a question or input, the room moderators, who have a green bean or dot by their names, can invite you to talk.

When PR Professionals create a room on behalf of their clients, they need to be the go-to moderator or hire someone to do it for them. A moderator keeps the conversion moving forward, keeps the audience engaged and helps their PR client shine.

Moderating is a skill.

I had the opportunity to interview Jodeen Bergstrom, The Most Amazing MC. She leads rooms with authenticity and compassion. Watch the interview below.

BRANDS CREATING COMMUNITIES

Brands that are looking to create communities can do so easily on Clubhouse.

I’ve interviewed over 40 entrepreneurs, many of whom have already generated 6-figures on the app in less than 90 days. These entrepreneurs have created communities and they are leveraging them every day.

For example, Steve Olsher, CEO of Podcast Magazine has a club on Clubhouse called ClubPod. He is turning this into a 24-hour network of podcast rooms hosted on Clubhouse. He personally records each of his rooms and then uploads the recording to his podcast hosting platform, that way, none of his listeners have to experience FOMO.

He expressly tells everyone he is recording, and other entrepreneurs put the red recording dot in their room descriptions so that people know they will be recorded when they are invited to speak on stage.

Brands can take a page out of the ClubPod business model to create raving fans for their goods and services. By adding another social audio segment, such as podcasting to the mix, it’s a great way for non-using Clubhouse audiences to still access the information long after the Clubhouse room has ended.

GOOGLE BONUS

In addition, with the explosion of social audio, think Twitter Spaces, Fireside, and Facebook, search engines like Google can better index the information by adding another social audio element such as podcasting and podcast show notes about the information shared on Clubhouse.

Let's face it, people are consuming information a lot different than they were, just a year ago. Audio is fast, easy and portable. Brands need to factor this into their marketing mix.

MEASURING PR CAMPAIGNS

Another common objective I hear is that brands cannot measure what they do on Clubhouse. That is far from the truth. There are several third-party tools that helps PR professionals measure their ROI on this platform.

The best way to know if you are making an impact on Clubhouse, is to know your stats. A great tool to use is Direcon. It lets you know who is in the audience, the current room stats, the rooms history, and much more.

Let me show you.

HOW BRANDS & PR PROS CAN USE THESE STATS

1. DM Strategy

You automatically get the Instagram handles of everyone who was in your room. You now have a sure fire way to get back in touch with them. Simply have someone on your team go on Instagram, reach out to them by sending a DM and re-engage them. Send them a coupon, a freebie, a link to your webinar, the possibilities are endless.

2. Instant Market Research Data

Instantly find out how your room is doing. You can see the number of people in the room, how many minutes they listened and the stickiness of your content. This information allows you to pivot and recalibrate. You can see if the topic you chose to discuss is something you need to do more of or if you need to shift gears completely.

3. Clubhouse Undercover Investigation

Direcon lets you know the room topics that other people left your room to go hear. This is amazing market research. You can follow them into those rooms later and see what other moderators are doing or you can tweak your content to hit on some of the same topics, so that people won't leave your room.

4. Getting to Know Your Audience

Stop assuming what topics your audience would like to listen to. Learn their interests and demographics to choose the topics for your next rooms. You have access to their gender, age range and their interests.

5. Ethically Spy on your Competition

Compare your club with others on your field. In fact, Clubhouse is all about collaboration, so even though they are your competition, you can use this information to do room together. This will enable you to get in front of new customers and raise your brand awareness.

This is just the tip of the iceberg of what Direcon can do. It's the only Clubhouse management tool you'll ever need.

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