- Duration: 19 min
- Platform: zoom
- Source: Read.ai 01J5BK4841DC19VJ21XQ24G2ZE (https://app.read.ai/analytics/meetings/01J5BK4841DC19VJ21XQ24G2ZE)
Transcript
[UNKNOWN_SPEAKER]: What’s up? [Michael Houck]: Hey, what’s going on? Still waiting on Luca here. [Michael Houck]: I think the move will be we show him who we found, and we send him the link afterwards so he can kind of go through and let us know individually who he’d want us to move forward with. And at the same time, we say, We’ll onboard the folks who want to do commission because there’s no downside in including them. But the ones who want flat rates, we send him, uh, we see who he wants to work with and overall that we’re happy with how the campaign went, high response rates, all that good stuff. Um, and if he wants, we can continue to, or we plan to continue to reach out to more creators, um, as well. This is just kind of a checkpoint to see out of this initial batch who we want so that we can sort of calibrate who we target going forward. [UNKNOWN_SPEAKER]: Yeah. [Max]: Yeah, it’ll be interesting. [Michael Houck]: No, I don’t think so. [UNKNOWN_SPEAKER]: Okay. [Max]: I’m not sure when these like read a I think send. But basically, I was going to say. The tick tock years that I went through, like most of them were younger or all of them were, and based on his website. Like the very first picture you see on a site is an older woman. So I think they’re trying to market to older, particularly older women. [Max]: which aren’t even on TikTok to begin with. Yeah, I mean, we’ll see. [Michael Houck]: I don’t know. I’m just curious what he’s gonna say. [Michael Houck]: I think he’ll just need to go through all of them and let us know. [Michael Houck]: We can always target older creators too. [Max]: If we get boomer creators on TikTok. Yeah, they exist, man. [Michael Houck]: They’re not that many of them, but they exist. Yeah, I’m sure they do. [UNKNOWN_SPEAKER]: Yeah. [Michael Houck]: Yeah. A cool thing that I realized as we were doing this is that a lot of these folks do Instagram and or YouTube as well. And so we can always expand them to there. All right. He’s here. So I’m gonna let him in. [Michael Houck]: Where is it? There it is. [Michael Houck]: Luca, what’s up, man? [Luca Washenko]: What’s up? Talk box boys. How we doing? What’s going on, buddy? [Michael Houck]: You look like you’re in a, like a, I don’t know, like a futuristic pod. I know it’s just called podcast studio. [Luca Washenko]: In Soho right now. Nice, nice, nice, nice. [Michael Houck]: I’m in Williamsburg myself. [Luca Washenko]: Oh baby, New York City. Max, are you also in New York City? [Max]: I’m in the East Village, yeah. East Village! [Luca Washenko]: Bro, you’re like five blocks away. I’m literally, I got a date tonight. A sushi spot in the East Village. I might go around. What’s that? [Max]: I mean, I’ve got it done. [Max]: How long have you been here? Dude, I’ve so I grew up in Brooklyn. [Luca Washenko]: And then I went to middle school, Brooklyn High School, Manhattan, and then college and you and then kind of nomad it a little bit moved to Scottsdale last year. Got really bored of that, because 10 blocks of New York has the amount of the entire city of Scottsdale. So I was like, they’re clubbing. And Scottsdale was literally one street with like six clubs all next to each other. I was like, we did that in like a weekend. And we’re like, OK, what’s next? So came back. And then now I’m on 57th, unfortunately. But we’re looking at some spots, East Village, Soho area, which is obviously the ideal. Yeah, nice, man. [Max]: That’s great here. Yeah, New York is the best. [Michael Houck]: Cool. Um, well, Luca, I think we’ve been going back and forth for a bit. We’ve got some creators here who are interested. So I think next steps after this call will basically be, I’m going to send you this list that I’ll, I’ll screen share and I’ll, I’ll show you in a second. Um, you can go through them. Let us know who you want to work with. There’s like a bucket of folks who are on commission who we can just onboard to the campaign for you. There’s another bucket which said they don’t do commission, they just want flat rates. You can go through those and let me know if who out of that group you’d want to work with and we can facilitate. We don’t take any upcharge at all on those flat rates, by the way. That’s not doing anything like that. But yeah, I’ll send that over to you afterwards. But I guess I wanted to start with you. Any sort of questions for us that we can answer about where we’re at or next steps or anything like that? [Luca Washenko]: Yeah, I mean, so you said you were warming up the emails, started blasting. What does that look like, Stats wise for people reached responses, how many people are on commission versus want the flat rate? For sure. [Michael Houck]: So we run two campaigns. [Michael Houck]: Both campaigns got us, well together they got us 71 responses out of a total of, how many creators did we reach out to? A little under 400 creators. So about a 20% response rate, which is very good. [Michael Houck]: And about 80%, 75, 80% of those responses were positive. And so open rates were like 90% too, which is just amazing. So. So yeah, a lot of folks who’ve been interested, as far as who’s interested in commission versus flat rate, we have seven folks who want to do commission, including one guy with what we think is high niche alignment and 300K followers. And then we have another bucket of, how many is here? 33 folks who are also interested and have varying levels of niche alignment from very high down to lower. Most of which are on the sort of mid to upper end of that spectrum. 33 folks there at varying rates with falling counts as big as 6 million. [Luca Washenko]: So the 33 is a flat rate plus commission? No, just flat rate. [Michael Houck]: They don’t want any commission. There’s also three others who would only do it if they want, if they get a flat rate and commission. But they have, I think, lower niche alignment. So I don’t know if it’s really worth pursuing. So there’s a bucket of seven who are like, yes, commission only is fine. And then there’s another bucket of 33, which are like, oh, we only want flat rate. [UNKNOWN_SPEAKER]: And then you said 71. [Luca Washenko]: So where’s the remaining 30? Yes. [Michael Houck]: So there are more who we are still waiting to hear back from them to clarify whether they want whether they want commission or flat rate or both. There’s also one guy who, there’s also one guy who wants a retainer instead. He wants to work on like a more ongoing basis. And then some of those other replies, the difference, the like, what is that? The 15, 20% difference are people who weren’t interested. [UNKNOWN_SPEAKER]: Okay. [Michael Houck]: So it’s easier for you to kind of visualize. Yeah. [Michael Houck]: I mean, commission only, I’ll literally do everyone, send them a free sample, you know, it costs us like 10 bucks. Then we just have to figure out on the samples and stuff. [UNKNOWN_SPEAKER]: Cool. [Michael Houck]: So this is the, I’ll send this sheet to you afterwards too, so you can go through it, but these are the commission folks. You can see niche alignment here. This is average views relative to their audience size, our take. You can take a look and see if you agree. And then these are the follower accounts. Obviously, some folks also do Instagram and YouTube. We sort of mentioned that over here. And then these are the folks who want flat rates. As you can see, there’s we’ve sort of sorted them by niche alignment. And then within that, we’ve sorted them by follower size. So there’s some big folks in here. There’s also some mid and smaller folks in here as well. I would say for these, just take a look. Let us know who you want to work with. Some of them have already given us prices and or full rate cards for packages and things like that, which we can send over. Others have not. [UNKNOWN_SPEAKER]: Oh, okay. [Luca Washenko]: So all the numbers there are like the up-to-date and you’re just waiting on the end ones. Yeah. [Michael Houck]: These are 100% up-to-date numbers, single post. And then we will add a column here with their rate cards and packages and things like that for you too. [UNKNOWN_SPEAKER]: Okay. [Michael Houck]: So yeah, so I can send this over and then here, down here, there’s a couple of folks who wanted both. And then the one guy who wants to do retainer, the retainer guy does have pretty good niche alignment. So it might be worth looking into. But the folks who want both don’t generally have great niche alignments, so it might not be worth the time. Okay. [Luca Washenko]: Are the ones that only want flat rate and no retainer, are they TikTok shop? Or are these just like influencers? These are just, these are creators. [Michael Houck]: We can try to onboard them directly in a TikTok shop as part of this too, but this is just their standard rate. Okay. Yeah. [Luca Washenko]: Cause if they’re not doing TikTok shop, I wouldn’t really be interested in just paying them for like an influencer post. And I mean, if they’re just doing flat rate, I would assume they’re not on it because there’s kind of no way to not do commission. So that wouldn’t really make sense. Cause I wouldn’t want to send them to like a Shopify link. It would just convert way worse. So it would kind of just be if they would be down to do TikTok shop instead. [Michael Houck]: So we should go back to them and be like, yes, we want to work with you, but only explicitly through TikTok shop. We’re not interested in sort of the one-off posts or more traditional influencer partnerships. [UNKNOWN_SPEAKER]: Yeah. [Luca Washenko]: That just doesn’t really make sense. So, I mean, yeah, if they want to onboard to TikTok shop, It would be pretty easy to set up their account that way. And then we could do commission plus retainer or pay for post, that sort of thing. Got it. Okay. [Michael Houck]: So you would be okay if we give them the commission through TikTok shop and we also pay them a flat rate. Would you want to negotiate flat rates from there? Yeah. The flat rate would just be lower, right? [Luca Washenko]: Because you’re giving them the commission on there. Right. Because it’s a shop, it’s 100% tracking. There’s no missing data there. It will convert to some sales. I don’t know how many sales, but that should be part of it. Versus a traditional user discount code, who knows? You barely get any commission on that. Right. [Michael Houck]: Okay, cool. What we can do then is we can go back to the… I’ll send you this anyway, but we can go back to these folks and see what they would charge for being part of as like a, as like a, not a single post, but like to be part of the TikTok shop campaign and then include commission in that too. [UNKNOWN_SPEAKER]: Yeah. [Luca Washenko]: And also the, so where are you guys sourcing these creators at? [Michael Houck]: So we have a couple of partners who we work with. We also have a guy on our team who does it. We basically look at, you know, their social profiles and other places on the internet where they’ve given their email publicly and we sort of match those up and then create lists for ourselves. Okay. [UNKNOWN_SPEAKER]: Yeah. [Luca Washenko]: Cause I mean, I’m pretty sure there’s like a hundred thousand TikTok shop people. So, I mean, if one, my two questions would be one, if we’re doing kind 400, of stopping us from doing 4,000, especially like, you know, immediately. And then two would be, why would we be going after, you know, random influencers as opposed to just that, you know, it’s not like there’s not enough TikTok shop people. Right. Cause we could be hitting 4,000 a month or a week, and it would take a while to get through the 100,000 of the TikTok shop people. And then those people would already know how it is. They’d be down for the commission. They wouldn’t have the retainer issues. They might still do flat fee, but it would be easier to talk with them than trying to convince someone who doesn’t even know what TikTok shop is to join. You know what I’m saying? Makes a lot of sense. [Michael Houck]: Yeah, we can do that. We can grab people specifically who’ve already enabled TikTok Shop, who are already selling things through TikTok Shop. This was just the first batch we wanted to do with you. But yeah, we can totally ramp this up, higher volume, more specific to people who’ve already started TikTok Shop. So we’ll get to work on that. Yeah, that’d be perfect. [Luca Washenko]: Cause like I said, um, I’m down to onboard basically everybody for commission only. And then if we’re like low, I mean, if it’s not like $5,000, it’s like a hundred, 200, 300 bucks for a post plus commission, also down for majority of those. Um, and then I’m assuming for you guys, you’re getting a cut of the commission, right? That was kind of what we, we talked about. So it makes the incentive aligned for you guys. We make more money. They make money. You guys make money. Right. And then we could just scale that. Yeah. That’s our preference too. [Michael Houck]: Um, so we’re on the same page there. [Luca Washenko]: Cause if these guys want no commission, then it’s like, and you’re not taking a percentage of the feed and where are you making money? Like, yeah, yeah, yeah. [Michael Houck]: I mean, we would probably take it on sales they generate anyway, but to your point, attribution would be, would be more challenging. [Luca Washenko]: Yeah. Yeah. And we’re, I mean, we do like, 10 sales a day on Shopify. Like it’s really negligible. So it’s like TikTok shop and Amazon. So I think for this, we just go all in on TikTok shop, go through there. And then maybe later down the line, we run into issues of sourcing people or whatever. But I mean, I’ve already talked to a couple of different people who are like, oh, we have different lists and stuff. I’m not sure. But I mean, on the sending side, it seems like you guys are getting good deliverability there, good response rates, scripts, like you know what you’re doing. Yeah, we know. [Luca Washenko]: Then you just cook. [Luca Washenko]: Cool. [Michael Houck]: Okay, we’ll get to work on the tick tock shop, folks. I will send over the commission folks and also send over the other folks just so you can give me a heads up on like 100% thumbs up. Let’s onboard the commission folks. And if there’s anyone in the other list who you’re super keen on doing something else with, we can do it with, or we’ll continue trying to get them on TikTok shop. But our main focus will be onboarding the existing commission folks and then going after new creators who are specifically already onboarded on a TikTok shop. Yeah. [Luca Washenko]: And are you guys like an agency on TikTok shop side? [Michael Houck]: Yeah, we have an agency account on TikTok shop. Okay. [Luca Washenko]: So you can just do like the commission through there. Okay. So that should be pretty easy. Easy. Yeah. [UNKNOWN_SPEAKER]: Cool. [Michael Houck]: All right, man, I’ll send this over. We’ll get to work and hopefully we get these seven folks, these initial seven onboarded ASAP and then we’ll start blasting out to more. [Luca Washenko]: Yeah. And you guys just do free symbols or do you need me to like send shipping or is that like through TikTok automatically? [Michael Houck]: I think you need to do something in TikTok. I’m not exactly sure, but I believe that when we onboard them to the campaign, you’ll have to trigger something on your side too. [UNKNOWN_SPEAKER]: Okay. Yeah. [Luca Washenko]: If it shows up in my sample requests, I just have my VA go through that every day. So that would be super easy. We’ll just accept them. If not, I just got email. So you just like, let me know what we need to do. Sweet. [Michael Houck]: Sounds good, man. All right. [Luca Washenko]: Appreciate it, boys. Any other questions on your side? Uh, no, sir. I don’t believe so. All right. Fantastic. [UNKNOWN_SPEAKER]: Cool. [Michael Houck]: We’ll talk more soon, man. Let’s run it. [UNKNOWN_SPEAKER]: Thanks. [Luca Washenko]: Yo. [Max]: Okay. Interesting, right? [Michael Houck]: I feel like good to have a pilot client like, like, yeah, yeah, yeah. [Max]: Definitely. He’s kind of just going with it. Yeah, I’m not entirely sure he knows fully what he’s doing. But