- Duration: 26 min
- Platform: meet
- Source: Read.ai 01JVZ128A45TX5YM0XET1XENMS (https://app.read.ai/analytics/meetings/01JVZ128A45TX5YM0XET1XENMS)
Transcript
[Nandini Mullaji]: Hey, how’s it going? [Nandini Mullaji]: Hey, how you doing good? Where in the world are you now? [Michael Houck]: I’m in rural Utah. [Nandini Mullaji]: You are never in the same place whenever we talk, which I love. Not right now. [Michael Houck]: What are you doing in Utah? [Michael Houck]: Just hanging with the Mormons, as one does, you know? No, just some friends out here and I’m going down to Zion this weekend. Oh, nice. [Nandini Mullaji]: That’s going to be so lovely. [Michael Houck]: I thought about splitting. [Michael Houck]: But it’s just, it’s too much. It’s just too ridiculous. [Nandini Mullaji]: It’s actually like how, I mean, I understand who’s paying for it, but it’s like unbelievable. Yeah. It’s just insane. It’s like 4,000, $5,000 a night. It’s like, I can’t do that. [Michael Houck]: I can’t, I can’t justify that. No, you can literally get an Airbnb in Paris for a month with that. [UNKNOWN_SPEAKER]: Right. Exactly. Exactly. That’s a good way to think about it. [Nandini Mullaji]: Yeah. I mean, it’s crazy. Yeah. [Nandini Mullaji]: It’s, you know, the need to, someone needs to like get, figure out how to do like a thousand thousand 500 a night, but like just as good as the Amman and like very much targeted towards like us, you know, like not my parents. Right. Exactly. [Michael Houck]: Not, not like, not like super established people, just, just normal people who have a little bit of money and want to have a nice experience in the hotel. Yeah. [Nandini Mullaji]: Cause they’re just losing that because it’s like, where do you go? Like, where do you go with that? Great. But, um, yeah, well, I’m excited to chat. Um, in general. So basically I think like where we’re at from this, cause I know you told me it was going to be like a slowish onboarding and it would take some time. I think for us, I don’t know if like Sarah has found quite the tone is yet, but I think more than that, it’s actually that like, I feel like we move things so fast and like, we’re like, okay, we’re doing this right now. We’re doing this right now. It makes more sense for us to have someone in-house who can rapidly like be like, okay, we’re literally, we’re seeing that this Twitter cam like this, like flyering campaign that we’ve done in New York is doing really well. Um, like, like spend the next, like, uh, you know, 20 minutes, hour, like, just like tweeting about this. And that’s why it’s more like, I think we need to move it in house. Um, rather than like it being something that we like have, I didn’t realize like just how much like The speed and pace matters because it’s sort of with like our like content creation on tiktok and instagram. It has to be almost instantaneous So if we can move to that then obviously great, but I think like the main issue is really and just like What’s the speed of delivery? [Michael Houck]: Cool. Okay. I mean that makes sense. I think the the I’ll address both parts. So the the first part I think you know We basically had two content batches, right and she’s working on this second one right now. So I think saying that she hasn’t nailed the voices, that’s kind of tough, right? Because it’s like, you know, I think she put questions in Slack and I don’t think they got responded to for a while. And, you know, I think that there just hasn’t been enough back and forth to your point to say that the voice is nailed or not nailed. Right. So I think more iterations is the solution there. You know, Sarah’s good. She works with a bunch of folks, so I have confidence in her. Especially for this niche. But for the second point, yeah, I agree. If we want to sort of, I don’t know, have the model be a little bit different for you guys where it’s more reactive, more in the weeds. If you want to add Sarah and I to other Slack channels that you guys have, you know, we’re definitely open to that. Our constraint on my end, just to be totally transparent with you, is like amount, like volume, of content per week, not necessarily how we get there or how it’s delivered or anything like that. We’re very flexible in that regard. So we can do that and we can include that if there’s like, again, I don’t know how you guys work. So whatever process you’re running for TikTok and other platforms, if you want to incorporate that into what we’re doing here, just let me know what that is and we can find a way to make it work. [Nandini Mullaji]: Yeah, so it’s interesting. Where with like obviously we do a lot of like in-person campaigns right like where it’s like we fly the city we will like have like these billboards we have all of like this stuff that’s going out and about so maybe what we can do is like we can just like I can have charlotte um give you like a lowdown of like or like each week we’ll be like hey this is what’s going on this is literally like what’s going on for us um here is what we need covered. We can do some of it retroactively, because we haven’t talked that much about the billboard stuff as yet. We haven’t talked about the subway ads. And I also, I don’t know if it’s, I post in my own dome, obviously, because I write my LinkedIn, and I write my own sub stack. And because those are the most topically relevant, what I’ve actually found is, because if Sarah asks questions, and it’s like, well, this is not even like what we want to talk about right now because like it’s almost like the through line of like oh like I wrote this piece about um or like I have this post right now about like founders having to do scrappy things and like you know and like that’s doing really well on LinkedIn it’s like we should take that and put that on Twitter rather than like like talking about something completely different on Twitter because it’s like me holding like a like a cardboard sign saying market scarcity single men that’s like good content that should be repurposed. So I think it’s a little more like we want to think of them as connected to the rest of our ecosystem rather than separate. And right now, it’s feeling a little like it is separate. [Michael Houck]: You’re feeling like X is out on some island, and it’s a whole different notion. While we’re doing this on other platforms, let’s just do it here too. To manage also as you guys are growing and a million things are going on and all that. So we can 1000% plug into that, just add us into the right places or have Charlotte give us the right information at the right time. We can handle that and we can set up our process that way. Um, it does go against sort of what we had talked about before, which is targeting a different audience on X specifically. Uh, but you know, in terms of how to execute it, that’s fine on our side if we want to change course. [Nandini Mullaji]: My thought on that is like, it’s a, All of this stuff is like pretty much hitting, like LinkedIn tends to hit the same, like, I think it’s the same audience or partially the same audience that X because it’s like mainly like men, like professional men and like people in tech. So I’m wondering if like, what we can do is like, just like, like when I post, like I post to LinkedIn once a week and I write a sub stack, like usually once a week. And both of those are like, like the sub stack is always like a heated date on like something to do with like dating. And that’s my tone and my voice to the T because it’s obviously like I’m writing it. Um, I have no idea how to turn that into a thread. I have no idea. And it’s like, maybe it’s not even like done it into tech, take like some like crazy shit from that, like one or two lines and like post that somewhere. But I feel like that’s probably easier for us to also manage then. Um, then like coming up with like new strategy and also like maybe taking like, maybe it’s not a perfect translation. Of the LinkedIn and like the sub stack, it’s like, you here’s what I’ve written about this week. And maybe there’s a, like a version or a cut of that, but then goes on like Twitter. Like I have no problem, like with you guys using that, but it’s sort of just like, at least like having this communication channel between all of the different platforms. So it feels like the same thing. [UNKNOWN_SPEAKER]: Yeah. [Michael Houck]: And that’s fine. And that makes total sense. And we do that with a bunch of other clients. So, um, we just need to define, okay, we’re pulling from these sort as like inspo and how we use that on X, you know, we’ll obviously format it in the right way for X and we’ll maybe change up some wording and things like that, but it’ll be the same voice and the same content. We can 1000% do that. That’s like, that’s actually easier than what we’re doing right now. Okay, perfect. [Nandini Mullaji]: Cause I think that would be like more helpful because I’m also a little more like, and then obviously then in addition to that, if it’s like, Hey, like this topic is trending on X, you should talk about it. Like then we can do like a quick, like I can like quickly send a voice note about that. Rather than it being like, let’s come up with our own trending topic. Because usually what I’m talking about on my sub stack is because that’s what like the, the general like population of dating is talking about. I got you. [Michael Houck]: No, it makes total sense. Um, okay. So, um, when did the sub stacks go out every week? What day? [Nandini Mullaji]: Yeah, I usually send them out on Thursdays and then I try to do LinkedIn on Tuesday. So those are the, and then there’s a huge backlog right now of like, just like LinkedIn, My LinkedIn posts are very click-baity, but work quite well for us. So that’s obviously publicly available. And I added Sarah to my sub stacks and gave her the subscription so that she has access to also everything that I’ve published in the past, but also what will be published in the future. So we have all of that. And what we can do is each week on Mondays when I’ll have Charlotte, like leave a voice note of like, Hey, these are all the marketing market activations we are doing, including like, for instance, we’re doing like a partnership with Mario guy, uh, right now. Um, and like, he’s posting about it. So it’s like, we should definitely be engaging with his content as such. [Michael Houck]: Yeah, I agree. Um, okay. So Charlotte will send a market activation voice note on Mondays. Uh, Sarah has access to your sub stack, but that goes And you do LinkedIn on Tuesdays as well. [UNKNOWN_SPEAKER]: Yeah. [Nandini Mullaji]: And like, I can just have it where like, anytime I post on LinkedIn, I’ll just like also send it in the Slack being like, Hey, just posted in case I’m posting on an off day or like, I decide I’m not posting that video, but I am trying to just get into the habit of like a two, like every Tuesday it’s on my calendar to just post something or the other, like God knows what, but maybe I’ll just send it in the Slack. Up to stuff and write it. [UNKNOWN_SPEAKER]: Okay. [Michael Houck]: I mean, look, I think we can run with this again. If there’s any other sort of internal stuff you want to add us to, that’s fine. Just throw us in there. We’ll, we’ll, we’ll handle it. Um, but all sounds good. I think this process can work. Um, so yeah, let’s, let’s run with this and, um, I guess, what do you want to see happen from this over the next month or so? Uh, so we can, we can make a call for go forward. [Nandini Mullaji]: So I think I want to see it just feeling like this consistent stream of content that is very relevant to what such is doing and what we’re doing and building my presence. I think more than followers, I think impressions and potentially even the place. Thinking about, not even potentially, I think we should also think about places where we want to plug in the wait list. Link because we have that waitlist link and so that we can measure impressions and we can measure like people going to the waitlist because that is actually incredibly valuable to us. Like if this, you know, if we can have like some sort of like viral tweet or if we, when we are suggesting that people sign up, like everything should be like going straight to waitlist.joinsitch.com. [Michael Houck]: I will make a note of that. And what I’ll do is I’ll grab time with Sarah and also with Ben, because he’s going to be doing the ops. We actually just hired someone dedicated for ops. So you’ll meet them soon. But I’ll be meeting with them today. And I’ll share this. And then we’ll sort of, you know, I guess starting with Monday’s batch, we will operate this way. And so we’ll be able to be more in line and in tune with sort of the rest of the stuff you guys are doing. We will very aggressively, but not spamily plug the wait list. Yes, exactly. [Nandini Mullaji]: Because I think like when we have the moments and what I’ll do is when I get off this call is I’ll also just put in a voice note of like, hey, these were like, we did all of these activations over the last week. This was the dating recession stuff. I think we can talk about like the results of the dating recession because there’s a LinkedIn post that talks about it. And like, so I’m going to like tag that. So you guys have that. And I think it’s really like I’m less concerned about followers. I’m more concerned about impressions and like consistently like content going out that gets good impressions and then plugging the wait list. Okay, cool. [Michael Houck]: And I think since we have all this, um, all this source material that we’re going to be pulling from, uh, you’ll probably get, um, even a little bit more content per week than you otherwise would have just cause there’s less research involved. So, um, obviously we will sort of see what we can research and add things into the post, but, um, Yeah, it’ll be it’ll be good. So I think this will be a net positive. [Nandini Mullaji]: And if there’s any point at which you guys are like, hey, this tweet is doing really well, you should amplify it and put spend behind it. Like that to us, because like, we’re down to do that, like, especially if it’s like, obviously connected to the waitlist, like, let’s like, put some spend behind it and get it get people. [Michael Houck]: Okay, cool. We will opportunistically flag that when we see things doing well. And yeah, okay. And we can have some level of like predictive power about that, because we’ll see how they do on on LinkedIn first or on sub stack first and things like that. [Nandini Mullaji]: Exactly. Exactly. Cool. So I’m going to do that. I think this is like a better flow of things. I’m feeling excited. I’m feeling good about this. And I think we can like, just like, like give it another month and like see how it goes. And I know like, just because I’ve sort of like, like, I know you have the 30 day thing. So I just want to say like, Hey, like I want to take this month and then we take a call at the end of that, whether that makes sense to continue or not. Um, and I definitely think this will be like a much easier flow of like like general content. Yeah, I agree. [Michael Houck]: I’m, I’m, uh, I’m optimistic that this will be a better process. So let’s, let’s run with it. And, um, if you notice during this month that anything is like not going the way you expect it to, or if your sort of priorities change anyway, cause you know, a million things are moving a minute for you guys. Um, just let me know, just DM me, we’ll hop on a call or, or whatever. Um, and we’ll, we’ll, we’ll make it right. We want to make you guys happy. Yeah, I know. [Nandini Mullaji]: I know. I know you do. That’s what it’s like, I, like, I was like, let’s, let’s talk through it. And like, I think we can figure it out. And it’s, I think it’s also a different, like, like it’s, you’re working with a new client, like, and we’re going to figure out how, what our best strategy is. [UNKNOWN_SPEAKER]: Right. Yeah. [Nandini Mullaji]: So we’ll handle this this month and we’ll, and we’ll go from there. Okay. Awesome. Thank you. [Michael Houck]: Have so much fun in Zion. Thanks very much. I’ll talk soon. [UNKNOWN_SPEAKER]: See you. [UNKNOWN_SPEAKER]: Bye.