- Duration: 27 min
- Platform: meet
- Source: Read.ai 01JNKRNJBG5QYSWGFHCA4ZCN6K (https://app.read.ai/analytics/meetings/01JNKRNJBG5QYSWGFHCA4ZCN6K)
Transcript
[UNKNOWN_SPEAKER]: Good to finally meet. [Minh Pham]: I heard John talk a lot about what you guys are doing, so I’m just curious to learn a bit more. We’re actually trying to use Twitter a bit more now, so that’s the context. For all the call. [UNKNOWN_SPEAKER]: Cool. Yeah. [Michael Houck]: John mentioned like a white paper, technical white paper that you’d written that you want to get some attention on. Yeah, I guess. Did he give context on both the sort of creator network side and the content agency that we have as well? [Minh Pham]: Oh, no, I just heard about the the creator network. I haven’t heard about the other side. Yes. [Michael Houck]: It’s basically two sides of the same coin, you know, for content to perform well, grow a social media account, you need good content and timely distribution from the right people. And so we built the distribution side first. We built a network of about 400 to 500 creators in various niches and an algorithm for how to match content to the right creators and built a platform around that about a year ago. And as that started to grow, a lot of those people were like, well, you know, why don’t you just write the content for me too? And so we have a team, we have a team of writers now, and a whole other business kind of set up around writing the content for folks. So we write newsletters, we write Twitter X content, we write LinkedIn content for a bunch of founders at this point, and also their startups more broadly in some cases. And, and that’s it. So there’s the creative network, which is the the matching and the platform. And then there’s the kind of content agency side. [Minh Pham]: That’s really cool. I’m actually interested in both. Can you tell me how the pricing works for each of them and how it differs? [Michael Houck]: Yeah, so on the content agency side, it depends on the volume of content that you want from us and also if you want us to sort of fully take over an account versus just deliver batches of content. So for example, at $3k a month, we will create full batches of content for for you per week, that can be multiple long form posts or multiple screenshot essays or a bunch of shorter form posts or some hybrid of the two. We'd want to test in the first few weeks to get some data points from your audience and see what resonates. [Minh Pham]: And then the platform for that is like, is that going to be Twitter? Is that going to be like LinkedIn or what is that? [Michael Houck]: We can focus on whichever you want and repurpose the content to the other one as it fits. So if you want to say, I primarily want to grow my X account, then great. We'll write the content for X, but we'll take it and kind of reformat it for LinkedIn if you want to. And, excuse me. So when you say the full batch of content, like how many is that? [Minh Pham]: Like, can I get a sense? Yeah. [Michael Houck]: So it's going to depend again, if we end up going for more of a shorter form style or longer form style, that'll be dependent on your goals, whether it's like follower growth or just impressions or, you know, and users for the business. So we'd get into that during the onboarding process. But roughly, you think about it would be, if we're just doing long form only, then we would do three-ish, three to four, maybe, long form posts per week. If we're doing just short form, it could be, say, around two short form per day or some mixture of the two. And that also then includes full operational support. So we would be optimizing your profile. Engaging with people who reply to your content to drive conversations, because that increases impressions. We would be identifying thought leaders in your niche and commenting from your account onto their posts, so that you get sort of free impressions as their posts grow. And you get free profile views that way, and people could follow you that way too. That's a pretty common strategy. So we handle all that at 3K. If we go down to 2K a month, it would just be smaller batches of content and no operational support. [Minh Pham]: OK. OK. 2K is the money. 3K is the money. Like no operation support about it. And then, how do people do this? I started to learn about this, so it's fairly new to me. I actually was researching a bunch of other competitors for that particular site from you guys, and then I wondered how it works for users. I was actually going to ask a couple of people, are they posting together with you guys? For example, I have my own thoughts, should I just post or how How does that work? You know what I mean? [Michael Houck]: It's funny because everyone asks this question. I never think to bring it up. Everyone should have that. Yeah. Yeah. No, it makes sense. [Minh Pham]: Um, you know, no, I mean, it's your, we have a lot of opinions. [Michael Houck]: Ain't that the truth, man? Um, no, but it's your account. You can do whatever you want with it. You know, I'd recommend not posting something like right after we post a thread, but if you have thoughts or if there's a trending topic you want to comment on, By all means, go do it. If you don't have time to write a trending topic post yourself, you can send it to us. Can't guarantee we'll get it out in like an hour or two, but usually within 24 hours we can get something out on whatever's trending. So we have a process internally for that as well. [Minh Pham]: Okay, got it. Is there like a process where I can work with you guys so that like the posts that come out sort of in my voice or in my tone or in my kind of like thinking process? [Michael Houck]: Yeah, so our normal process is that we'll We know you're busy, and we don't want to put a ton of calls on your calendar or anything like that. So we'll do one kickoff call at the beginning, where we'll go really deep on content pillars, voice, who the audience is and what they care about, things like that. And then every week on Monday, we'll have a Slack Connect channel. And our writer will drop in some questions about specific topics that came up during the research. All we need from you, rambly voice notes. That's what we want. More emotion, more intonation. That's the best. OK. Got it. Got it. [Minh Pham]: That sounds good to me. Okay, so that's the content agency side. Definitely interested. I ping you after the thing. Yeah, most likely I want to start with that for my personal account. Great. And then on the distribution side... By the way, just as I mentioned that, are you guys doing it for the business account as well or only the founders account? [Michael Houck]: Yeah, so if we're doing multiple accounts that are different, not like your Twitter and your LinkedIn, right? If it's the company account and your account, we'd want to treat those two separately. So we'd give a discount, of course, if we're doing multiple accounts, 10% discount for packages. But those would be priced separately. [Minh Pham]: Yeah, yeah, yeah. But you do handle kind of business account, because the process is kind of different. It's not. [Michael Houck]: Yeah, we handle startup company accounts for a bunch of companies as well. And as I mentioned, we also do email newsletters So it's very common right in our wheelhouse. Got it. [UNKNOWN_SPEAKER]: Okay. [Minh Pham]: Cool. Cool. [UNKNOWN_SPEAKER]: That sounds great. Yeah. [Minh Pham]: Okay. What about the other side? Yes. [Michael Houck]: So the distribution side, so our, we've a network about four to 500 creators, as I mentioned, uh, they're in various niches. Um, and we have that algorithm that sort of matches you to the, to the right ones for each post. Um, you get a subscription to that for free. If you're a content client, um, normally it's like $89 a month per account, but you get it for free. If you’re a content client, you still do need to allocate budget to the creators. They still need to get paid for doing their part of engaging. A good way to think about that is for every 100,000 followers that a creator has, they’re roughly going to charge about $10 more for a comment. And that's pretty consistent sort of up and down the follower count spectrum. So somebody with like 400,000 followers probably charges between $35 and $45 for a comment. [Minh Pham]: Is that the same across all the niches? [Michael Houck]: It tends to be pretty consistent. I'd say, for example, crypto tends to be more expensive, but most other niches are pretty consistent. [Minh Pham]: That sounds easy enough, actually. So let's say we allocate a budget for this. How many comments on average do we get? Or whatever, like actively doing this? Yeah, so people are online at different times of the day. [Michael Houck]: So it sort of depends when we're making the posts. But what I can say is that you'll get the amount of engagements based on the settings that we set. So the budget and the types of engagements we want. So we can get comments, we can get reposts, or we can get quotes. Reposts and quotes tend to be more expensive. Comments are cheaper. In my opinion, comments are usually the best ROI, because you also get that social proof of, hey, why is this big creator I follow engaging with this guy, Minh, right? Who's this guy, Minh? Maybe I should check him out. So I recommend comments in most cases, unless it's like a big launch, in which case you just want to get a bunch of visibility of reposts. In terms of what to expect in terms of volume, again, it'll depend on who the creators who are selected are. So if you put a $50 budget behind something, maybe one day you’ll get one big creator with 500,000 plus followers, but another day you might get 10 creators who are in the 50 to 100 So it’s going to vary in terms of volume. [Minh Pham]: And then for expectation, so we probably want to build the content side a bit, and then we do like the launch file paper. How long does it, how long do you think it’s take until build reasonable, like all audience on the cloud? [Michael Houck]: Yeah, so if we get started, what I’d like to do is the first like two weeks or so, are about us researching the niche, researching the voice, getting the first batches of content approved by you. Scheduling usually starts at the beginning of the third week. And then from there, you and I would do a check in. It can be async, doesn’t need to be a call. But we would check in after a couple of weeks after that, like two to three weeks after that, just to get some data points on what’s working, what’s not working. And we can set goals on sort of, what does this look like in terms of follower count six months out, or something like that from there. But until we get those data points, to make an accurate prediction. So that’s what I would say. We have clients who worked with us for over a year. We have clients who are just getting started and have seen good results already. [Minh Pham]: So it’s going to vary. Okay, got it. So let’s say that we don’t have a good reach. I don’t have a good follower yet, right? Is there any way to leverage or create a network in order to boost our launch? Yeah, absolutely. So let’s just brief you a little bit on our launch, right? So we’re going to come out with a technical white paper, describe our technology on web automation. So I don’t know if you follow like OpenAI and cloud computer use and operator and this thing, we actually are going to come up with a new technology that handily beat them on multiple benchmarks. I love that actually, pretty crazy. So I want to make a big splash on this thing. And then we actually showcase like how benchmark, like they are at like 60, 70% and we like handily at 90% and stuff like that. So that’s the whole point of the Wow, that’s amazing. [Michael Houck]: Yeah, look, I mean, if it’s truly that much of an increase, then we can totally make a splash with this. We have a bunch of AI related creators in our network, too, who have credibility in the niche and things like that, who can who can help boost the signal. So, yeah, I mean, look, I would recommend that we do that, you know, whenever you guys are ready to do it, basically. And in terms of how to allocate budget, I would say, you know, what we see the best results with is that we have a big announcement or a launch or something like that. If you put the majority of your mega own budget towards that specific post or that specific launch, that’s where you’re going to get the best results because it’s exponential, right? So that’s what I would say. [UNKNOWN_SPEAKER]: Yeah. [Minh Pham]: So right now I want to do that, but like, because like when you say the engagement, you mentioned like reply, like recodes and, and like, um, uh, uh, coordinate and then whatever, like the three, three, a normal, normal thing that, uh, is there any way that like they can, uh, Poses on their own like if I recall like can we they have a original post? [Michael Houck]: Yes, so we actually are launching that feature. It’s it’s in final stages of production right now. So that should be ready later this month Then we get a like a early preview of that We can do you know we could do we could I we could do it sort of like manually on our end. So basically you would give us the stuff and we would just reach out manually to a bunch of the creators and see if they’d be up for it. [Minh Pham]: Yeah, I would love that. I would love that. Like, it would be really cool to know that. The other thing is, the other thing is like, I guess that we cannot know like who is on the Cron Creator Network, right? [Michael Houck]: I mean, that’s sort of like, yeah, we, it’s, I mean, know when you see the stuff being commented on your posts and when they’re making posts and things like that. But just because it’s in sort of a gray area on these platforms, we can’t. [Minh Pham]: Yeah, I understand. I understand. OK, so so that’s what we want to do. Right. So let’s let’s follow up with those that let me we comment that I think the first step that we’re going to do is I want to I want to help on the launch. So do you need the draft of the paper at some point? Yeah, I mean, we don’t need that like today necessarily, but at some point before the launch, we will need that. [Michael Houck]: So what I’ll do is I’ll follow up later today with just sort of a summary of what we talked about and sort of next action items for me. I’ll give you sort of a notion doc that has more information on the agency side as well. And then we can just go forward from there and we’ll get started on the creators. Do you have a specific date that you feel like is the launch date that you want to hit that we should keep in mind? [Minh Pham]: We are looking at currently at March 14th. So it’s like from today. Okay, sounds good. [Michael Houck]: Well, we will get on it and you should expect that we’ll have some creators interested in participating both in terms of engaging with the post and also about, you know, either writing their own post or about including it in their newsletter or something like that. [Minh Pham]: Okay, that’d be awesome. Thanks a lot. Cool. [Michael Houck]: Excited for it. Yeah. Yeah. [Minh Pham]: Talk to you soon.