By Frank Yang, CMP, CEM, PMP, director of convention marketing at KINTEX, South Korea
Clubhouse is a social networking space where people around the world with similar interests exchange information and communicate based on voice: telling stories, asking questions, debating, learning, and having impromptu conversations on thousands of different topics.
Launched in April 2020, Clubhouse exceeded 10 million downloads worldwide as of the beginning of March 2021.
The Clubhouse app is only available on iOS, while the closed nature of being unable to enter without an invitation stimulates curiosity. Clubhouse has been riding a wave of media hype, celebrity endorsements, venture capital, and chart-topping download figures. Currently, the service is available in 154 countries around the world.
Since meetings and events we organise are often held for a common purpose, I would like to talk more specifically about how to utilise Clubhouse as an event planner.
Here are some of the advantages of Clubhouse that I found:
- The ‘rooms’ format is a great way to promote open and meaningful conversations as it allows speakers to engage with one another, allows listeners to contribute their thoughts to conversations, and unites people with similar interests.
- The audio-only feature encourages more comfortable conversation. There is definitely much less pressure without the anxiety of being on camera. With no camera on, you don’t have to worry about eye contact, your appearance, or where you are.
- Conversations cannot be recorded within the app, which seems to loosen speakers up and encourage them to speak more freely and confidentially.
So, how should event planners use Clubhouse?
- Host scheduled events and discussions
Clubhouse is not event-specialised although the real-time nature of the app makes it ideal for scheduled events, particularly when you hold events on a regular basis. It enables people to connect with various experts and leaders they may never have had the chance to meet before. No recording and no camera may allow conversations to flow more naturally and encourage your speakers to feel more relaxed and open, in turn providing greater value for your audience.
You may find clubs of event planners where you can build networks and exchange ideas with industry colleagues and leaders. Several of them boast thousands of members, and host regular conversations with a variety of experts. Event Planners & Producers United is one of those clubs founded by Olamide Awodeso, the founder of E.K.O Consulting LLC. It has now more than 5,100 members and 6,200 followers, covering topics such as event trends; virtual, live and hybrid events; event contracts and sponsorships; and branding and marketing. It offers opportunities to speak to audiences about your expertise and exchange ideas, tips, and advice with other event professionals.
- Engage with potential clients and partners
Clubhouse makes it possible to engage with others in particular fields, which include your ideal clients and partners. By filtering rooms by topic, it is easy to find communities of potential customers such as sponsors, exhibitors, and speakers, as well as demands that your business might be able to meet. Join the rooms, show your support, and demonstrate your expertise to your potential clients. After that, you can try to start more conversations in more professional platforms such as LinkedIn.
- Build your personal brand
Clubhouse provides an excellent opportunity to build your personal brand as an event professional. Optimise your profile to let potential customers know about you and your expertise. Try to connect and network with potential customers and other experts in your industry. Demonstrating your knowledge in discussions on Clubhouse is a great way to get your name out there in the industry and raise your profile as a thought leader.