{"id":2807,"date":"2021-03-09T06:20:40","date_gmt":"2021-03-09T06:20:40","guid":{"rendered":"https:\/\/www.britopian.com\/?p=2807"},"modified":"2023-11-20T07:43:56","modified_gmt":"2023-11-20T07:43:56","slug":"brands-on-clubhouse","status":"publish","type":"post","link":"https:\/\/www.britopian.com\/social-data-analytics\/brands-on-clubhouse\/","title":{"rendered":"Brands On Clubhouse? Well, It Depends Who You Ask."},"content":{"rendered":"
Should brands be on Clubhouse? That’s like asking if brands should be on Snapchat. My answer to a question like this has always been consistent. If a brand’s customers are on the platform, the brand should also have some presence there.<\/p>\n\n\n\n
In 2013, I wrote a book called Your Brand: The Next Media Company<\/a>. It was a blueprint that organizations can use to transform how they create content and become real-time publishers. At that time, reaching consumers with brand messages was difficult. Today it’s almost impossible.<\/p>\n\n\n\n Here\u2019s why:<\/p>\n\n\n\n All four factors make it almost impossible for brands to reach their audiences with data-driven content<\/a>. The book is broken down into three sections-people, process, and technology. If you have worked in project management or explored Six Sigma, you’ll recognize these three pillars to describe a framework.<\/p>\n\n\n\n In the book, I also discuss brands’ need to diversify content. I reference what is called the Cone of Learning which is a model that was developed in the early 1900s by Edgar Dale. It then became the Cone of Experience, also known as the Learning Pyramid. The model incorporates several theories related to education and learning styles. During the 1960s, Dale theorized that learners retain more information by what they \u201cdo\u201d as opposed to what is \u201cheard,\u201d \u201cread,\u201d or \u201cobserved.\u201d<\/p>\n\n\n\n While the Cone of Experience was developed contextually around learning styles, there is an application to content marketing. While the numbers may not be scientifically proven, this is a good model that reinforces the need for brands to tell consistent stories across a multitude of channels and in a variety of different ways. Below is where Clubhouse for brands falls on the storytelling spectrum.<\/p>\n\n\n\n When I first wrote the book in 2013, podcasting was around but wasn\u2019t as popular as it is today. And now, with the explosion of Clubhouse, some pundits already have a conversation that social audio platforms will soon make podcasting obsolete.<\/p>\n\n\n\n Whatever the market demands, social audio will be a critical piece of the brand storytelling mix in some form or another. Several data points from Boston Consulting Group and Edelman over the last several years have illustrated that consumers must interact with a brand message three to five times before buying or believing. This means that surround-sounding audiences with consistent and relevant storytelling must be a priority for brands.<\/p>\n\n\n\n It’s also important to add that social audio, long-form content, video, etc., is just the vehicle that delivers messages into the marketplace. What’s more important is the story. The news… the narrative that explains who you are<\/strong>, what you stand for<\/strong>, and why others should care<\/strong>.<\/p>\n\n\n\n Clubhouse for brands isn’t the right question. You have to ask yourself whether or not you are meeting the demands of your audience with your supply of stories. And if you are, the market will also dictate where they want to hear those stories and where they will resonate the most. Social audio must be a consistent approach aligned to your B2B social media strategy. Before you jump in, here’s a quick breakdown of Clubhouse users<\/a> I prepared that provides insights into the platform and audience.<\/p>\n\n\n\n About 13 years ago, a good friend and mentor, Jeremiah Owyang, wrote a blog post, “Are you a Purist or Corporatist<\/a>,” where he summarizes a conversation he had with colleagues about the impact and participation of brands using social media.<\/p>\n\n\n\n While this post was written in 2008, it couldn’t be more relevant today as new social networks and apps are coming to market.<\/p>\n\n\n\n I attempted to re-create a visual from Jeremiah’s blog post below to show the scale of how different the purest thinks from a corporatist regarding brands on social media. In the early days, I was a ten and didn’t want any brands participating in community conversations. Then I became a direct marketer. I shifted all left to a corporatist and was always trying to figure out different ways to reach audiences, generate sales leads<\/a>, or sell products. At that time, I didn’t care about the online community<\/a>.<\/p>\n\n\n\nClubhouse Reaches the Auditory Senses<\/strong><\/h3>\n\n\n\n
More Reasons Why Brands Should Use Clubhouse<\/strong><\/h3>\n\n\n\n