You may have heard a lot of buzz around a new social app called Clubhouse in the Apple store.
Clubhouse is a voice-only social platform where there are “rooms” with stages and an audience. A person starts and moderates a room on whatever topic they choose, they can add more moderators to the stage as well as speakers that do not have moderating admin control. There are multiple rooms with a variety of topics as diverse as the people that created them.
Only moderators and speakers can talk, audience has to raise their hands and be invited to the stage by a moderator, so it tends to sound more like a podcast or radio show.
There are surprisingly few of the Pavlovian mind games used by most social media to keep your eyes glued to the screen. No ‘likes’ or anonymous text comments and no ads. You can move from room to room listening to topics you choose.
The lack of the ad-driven psychological tools can make it a much more rewarding and enjoyable experience.
But the big question most businesspeople have is, “how do I grow my business on Clubhouse?”
The quick answer is that you don’t make money on Clubhouse (at this point), so much as you make money after providing the value of your expertise to people that are on Clubhouse, when they come find you.
Let me take a step back.
I learned of Clubhouse late December from a friend that is a top digital marketer. He had downloaded it two weeks before and had become very focused on the potential of that platform. He kept telling me to download the app, then when we figured out that it was for Apple devices only, he made this Android user go buy an iPad just to be able to get into Clubhouse.
I was skeptical going in. Voice only? We are all pictures and video now. We are short attention span. Well, that was a misperception.
The conversations in these rooms can be very genuine and valuable. They can be topic focused and the moderators are getting better as they get used to running their rooms. The speakers tend to focus on providing value, not making sales pitches that would drive off listeners. And Clubhouse users tune in to a conversation for extended periods of time, often an hour or more.
Most of the conversations I drop in on are business oriented. Part of the reason I see those conversations is because my contacts are there. The assumption apparently being that we spend time with people that are a bit like us.
So, how might you use it in business?
The opportunity is to participate in or to open relevant conversations, much like having coffee and conversation with business contacts. In those interactions you can solve problems and build trust. The other users that hear what you have to say and find that it applies to them will look at your bio and use a direct message or any other method you provide to reach out to you.
That’s right, you don’t have to make sales pitches in Clubhouse, just be genuine and solve problems.
I offer people that visit my bio a free document that was created some time back if they send me their email address. Some request that document and others direct message me to open a conversation immediately. I am also receiving a number of referrals from folks that hear me provide value in a room and know someone I should be talking to.
For franchise companies this can be a good place for founders and executives to come into a national and global audience and demonstrate expertise and values. You can give back and earn respect as you build your brand.
For local franchisees these conversations can be more geographically focused, you can invite your current and potential clients to join in. In those conversations they can see you not as trying to sell them something. Instead, you can position as an expert in your space and as a valuable asset who they will pursue for service.
Franchise development professionals can network with entrepreneurs and franchise owners. Just to be clear, the community is very sensitive to sales pitches and users will block people those that try to sell in these rooms. So, this is not a platform to do a franchise sales presentation. It is a great place to show your expertise in the field and help people that will value your guidance. I promise that people you impress will chase you down and pursue what you do further.
Find and follow me when you get on Clubhouse. I have also set up a club within clubhouse for anyone interested in franchising: “Empire Building – Franchising”. I am happy to help you in any way I can!
George Knauf is a highly sought after, trusted advisor to many of the top franchise ownership groups in the world. With over 25 years of experience in both start-up and mature business franchise operations he is uniquely qualified to advise individuals that have dreamed of Building their own empires. Whether you have an existing portfolio or searching for your first franchise, he can help you to pursue your dreams. Contact the Franchising USA Expert, George’s Hotline: 703-424-2980.