{"id":4006,"date":"2021-03-29T13:13:39","date_gmt":"2021-03-29T05:13:39","guid":{"rendered":"https:\/\/berniewong.net\/?p=4006"},"modified":"2021-05-24T14:41:29","modified_gmt":"2021-05-24T06:41:29","slug":"the-time-for-marketing-on-hong-kongs-clubhouse-is-here","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/the-time-for-marketing-on-hong-kongs-clubhouse-is-here\/","title":{"rendered":"The Time for Marketing on Hong Kong\u2019s Clubhouse Is Here!"},"content":{"rendered":"<p class=\"wp-block-paragraph\">The up-and-coming social media platform, Clubhouse, has evolved quite quickly. Since the middle of last year, it became popular abroad and grew in popularity in Asia since the beginning of the year. It was clever for the app to make use of the celebrity effect and exclusivity of being able to join by invite only. In addition to sparking off a wave of heated exchanges within the city, many people also look forward to an invitation to join the &#8220;celebrity&#8221; circle for the latest gossip. Everyone knows how viral the effect humans have on one another.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/the-time-for-marketing-on-hong-kongs-clubhouse-is-here\/#Applying_radio_marketing_techniques_on_Clubhouse\" >Applying radio marketing techniques on Clubhouse<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/the-time-for-marketing-on-hong-kongs-clubhouse-is-here\/#The_celebrity_effect_attracts_fans\" >The celebrity effect attracts fans<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/berniewong.net\/zh-hk\/the-time-for-marketing-on-hong-kongs-clubhouse-is-here\/#A_perfect_combination_of_bold_topics\" >A perfect combination of bold topics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/berniewong.net\/zh-hk\/the-time-for-marketing-on-hong-kongs-clubhouse-is-here\/#Consider_using_podcast_marketing_techniques\" >Consider using podcast marketing techniques<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Applying_radio_marketing_techniques_on_Clubhouse\"><\/span><strong>Applying radio marketing techniques on Clubhouse<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">All brands strive to be popular. And marketing at <a href=\"https:\/\/www.joinclubhouse.com\/\">Clubhouse<\/a> isn\u2019t as complicated or difficult as we thought. Although it is a new <a href=\"https:\/\/social-stand.com\/clubhouse-unveils-a-new-audio-based-social-media-platform\/\">social media platform<\/a>, it is similar to marketing over traditional radio, with the addition of real-time interaction with one\u2019s audience. It is essentially akin to a radio station receiving and broadcasting calls from listeners, where participants can express their views over the particular program or room. As such, the style of the program, interactive segment, and brand sponsorship \u2013 similar to radio <a href=\"https:\/\/social-stand.com\/facebook-rolls-out-new-broadcaster-tools\/\">broadcasting<\/a> \u2013 can be considered the Clubhouse version.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_celebrity_effect_attracts_fans\"><\/span><strong>The celebrity effect attracts fans<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.googleadservices.com\/pagead\/aclk?sa=L&amp;ai=DChcSEwi51f3sxbjvAhWUuZYKHWEjADEYABAAGgJ0bA&amp;ae=2&amp;ohost=www.google.com&amp;cid=CAESQOD2JmFVw2qoi7ARVvZKWV1rv6weg1l6W3Rvvu9x3UJcuXb4mghgFVJsl6pCZmu3X2H-S7aBBeU4aVoxgpR23Rk&amp;sig=AOD64_2fAMG1aZQ-vPjXHQF5YiWAayf2Xg&amp;q&amp;adurl&amp;ved=2ahUKEwiU_vPsxbjvAhVTFogKHddZB08Q0Qx6BAgDEAE\">Food Panda<\/a> was probably the first brand to use Clubhouse. For four days in a row, celebrities were invited to open rooms at Clubhouse, attracting fans with an all-star cast. The series climaxed with<a href=\"https:\/\/www.instagram.com\/hui_alfred\/\"> Alfred Hui<\/a> hosting a room on the last day. Marketer<a href=\"https:\/\/www.facebook.com\/cathykkuo\/\"> Cathy<\/a> tuned in and observed that Alfred from time to time would encourage participants to share recordings of the discussion on other social media platforms. Theoretically, to be able to record any discussions in a Clubhouse room requires the consent of the host, otherwise whatever is discussed stays among the participants in the room by default. If participants are willing to share whatever transpired on other platforms, it would enhance the marketing benefits of the entire program. Finally, Food Panda\u2019s main role was only to sponsor the Clubhouse event; the celebrities hosting were the ones who largely benefited from gaining views (oh wait, I mean listeners). As such, to engender discussions at Clubhouse relevant to the brand ensure that fans stick to the topic. It is something worthwhile to develop further, beyond simply tapping on the celebrity effect.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_perfect_combination_of_bold_topics\"><\/span><strong>A perfect combination of bold topics<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.facebook.com\/durexhk\/posts\/2806455642812989\">Durex HK<\/a> made a wordplay with the phrase \u201cget a room\u201d and invited Yue Dik Wai to talk about sex. It was a perfect combination of a brand, host, topic, and product. Even if you put aside Clubhouse being a new platform, the theme of everyone sharing what excites them never gets dull (even when featured in print media or TV), making it something that will certainly attract people to closely listen and laugh along with.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Inviting listeners to participate and talk about their own experiences on a common topic is akin to a late-night radio program where people can phone in confidentially and pour out their heartfelt feelings. Yet, there are fewer limitations on Clubhouse compared to broadcasting and traditional media. The host may use bolder words, and participants can also be more explicit. Of course, it is also important to manage the room responsibly. The Clubhouse app does not provide video recordings. Durex&#8217;s marketing efforts are a perfect example of making use of the Clubhouse platform.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Consider_using_podcast_marketing_techniques\"><\/span><strong>Consider using podcast marketing techniques<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Besides referencing traditional radio for marketing on Clubhouse, I believe the concept of <a href=\"https:\/\/social-stand.com\/new-podcast-by-facebook-on-business-insights-and-advice\/\">podcast<\/a> marketing from overseas examples is a direction worthy to explore. In addition to opening rooms at Clubhouse, <a href=\"https:\/\/social-stand.com\/instagram-defines-branded-content-partnership\/\">brands<\/a> can also advertise before, during, or after programs, or even compliment these with a sponsored link to offer freebies. Or the host could introduce the brand&#8217;s products in the room. Do our readers here have any other ideas for marketing on the Clubhouse platform?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Original Source: <\/strong><a href=\"https:\/\/www.visiongo.hsbc.com.hk\/zh-HK\/article\/the-time-for-marketing-on-hong-kongs-clubhouse-is-here\">https:\/\/www.visiongo.hsbc.com.hk\/zh-HK\/article\/the-time-for-marketing-on-hong-kongs-clubhouse-is-here<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>The up-and-coming social media platform, Clubhouse, has evolved quite quickly. Since the middle of last year, it became popular abroad and grew in popularity in Asia since the beginning of the year. It was clever for the app to make use of the celebrity effect and exclusivity of being able to join by invite only. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4140,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[62,61,27],"tags":[399,290,417],"class_list":["post-4006","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-digital-marketing","category-social-media","tag-clubhouse","tag-podcast","tag-radio-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Time for Marketing on Hong Kong\u2019s Clubhouse Is Here! - Dr Bernie Wong - AI and Storytelling Trainer<\/title>\n<meta name=\"description\" content=\"The up-and-coming social media platform, Clubhouse, has evolved quite quickly. 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