How To Build a Successful Influencer Program in 2024

Evan Lee: because today, we're in for a good one. We're talking all about building an influencer program in 2024 with Meredith and Micah. But before I bring them to the stage, I wanted to say a couple words about Motion.

Evan Lee: So, you might be wondering, why do we host events like this?

Evan Lee: And the main reason is is Motion is the home for creative strategy. But you might be wondering, what does creative strategy mean?

Evan Lee: So the first thing that I like to call out is that creative is the number one lever for success in all of your paid social advertising. But what we also know is is from our audience, especially, there are two types of teams, people, and brains that are involved.

Evan Lee: On one hand, we have our media buying folks who are more analytical and data driven. And on the other side, we have our creative folks who are exactly that, creative and conceptual. They need to operate in lock step to succeed, but there's sometimes a natural gap that's created. So when I'm referring to creative strategy, what I'm ultimately referring to is how do we bring together the two sides of the brains, people, and teams so you're generating the most revenue possible.

Evan Lee: And what I'll call out finally is to make this happen currently, it looks something like this.

Evan Lee: A good old spreadsheet. Media buyers, how many hours do you put into this thing? Don't be shy. And creative team members, come on. We're talking creative. How do you look at something like this and make decisions? So at Motion, what we do is we make it really easy to analyze,

Evan Lee: visualize,

Evan Lee: and then share and action upon these insights along the way.

Evan Lee: And, um, I think I have a pretty big update here. So if I can get a quick drum roll in the chat, and I'll kick myself off. I don't even know if I can drum roll, so I might have asked you to do something impossible. Uh, but let's fake drum roll at least. Because at Motion, what we've done is we've actually just recently launched a new feature called Launch Analysis.

Evan Lee: So what this is and why I want you all to be excited is I saw so many people in this chat and in this event who live outside of the ad account. And how many times have you folks had to tap your media buyer on the shoulder to say, what's going on? Did we launch? Only to have it go into the abyss. And media buyers, how much time do you put in into answering those type of questions around what's actually working and what's not? So with Launch Analysis, we make it super simple to see what is actually launched on a given time frame,

Evan Lee: what's reached your statistically relevant spend to know if you should look at it or not.

Evan Lee: And most importantly, what's won, so we can all align on the same stories,

Evan Lee: and then determine what we do next along the way just to make this come to life.

Evan Lee: So if you're interested in learning more about this, we'll drop something in the chat where you can check it out. But just wanted to make sure everyone was up to speed on what we have going on here. Fantastic, y'all.

Evan Lee: I think the only thing to call out is like from a housekeeping standpoint, we have an amazing community that you can all see participating. I will say questions, if you look to the top right, you are going to see a chat and a Q and A tab. Throw those questions into the Q and A because Mer and Micah are going to absolutely smash it at the end of this. And then what I'll also call out is uh where I need you all to have my back. The recording. So from the recording standpoint, if anyone asks, yes, it will be launched. So please, please, please jump into the chat and let everyone know, okay? I've said a million and a half words. So now it's time. I want to bring these two to the stage and please give them a warm welcome and this is going to be a good time, y'all.

Evan Lee: So welcome Micah and Meredith to the stage, please. Oh, yeah.

Evan Lee: Welcome to the party, guys. How's it going?

Meredith Singer: It's great. Thanks for having us.

Micah Whitehead: Good to see you, Evan. It's always a good time. Happy to be back.

Evan Lee: This is incredible. And and Micah says be back. You know, we're running it back 2.0. We see the we see the people in the chat going crazy for it. So everybody, just to just to bring you all up on to uh up to speed of who these two are. So Micah is the co-founder and CMO of Zero to one. Meredith is the VP of marketing and operations at Zero to one. They are both absolutely incredible, y'all. They have five exits under their belts, one IPO in their bag of wins. Micah, like you mentioned before, we've done this before and he dropped some amazing gems on influencer marketing. But I'm really excited for y'all to meet Meredith. So a little birdie told me that she's literally number one in the world when it comes to anything influencer, affiliate, community, and program building. So, uh, I think we're in for a treat, uh, if I don't have a better word to say than that. So welcome, guys. Welcome.

Meredith Singer: Appreciate it.

Micah Whitehead: Appreciate it.

Meredith Singer: Thanks for having us. Thank you.

Evan Lee: Amazing. So everybody, let's make sure to throw those questions just into the into the Q and A tab. And if there's anything like you all want to know, um, prompt the chat, they'll throw it into the chat and can do it that way. But I'm actually going to step out. They're going to step in and then just bless our ears and knowledge with everything that we need to know. And I'll come back for Q and A. So rock it, y'all. I'll see you all in a bit, okay?

Micah Whitehead: Let's go. Amazing. Yeah, like Evan said, drop, please use the chat feature, drop questions. We want this to be conversational, engaging. We've got a lot to to dig through here. Um, but certainly want to involve everyone as as much as possible. Um, and just to quickly kick it off here, uh, just background on on us as an agency. So this is some of the clients that we uh serve today. We are typically are um working with category leading or disruptive brands in either tech or e-commerce, some traditional brick and mortar, you see Lowe's in there. Um, so we're category agnostic, but I think we're really trying to innovate around um what we're seeing today is the biggest opportunity for not just our agency, um but for brands as a whole, which is really this tectonic shift from e-commerce to what would be called social commerce. And the uh emergence of really influencer as a channel and influencer um as a community building tactic. And so to quickly uh set the stage, I'm going to to talk as fast as possible here because I want to get to Meredith who's going to dive deep. She is as Evan mentioned, probably the number one in the world when it comes to tactically building and implementing these communities. So I want to make sure we go deep on this conversation and give you guys a lot of in the weeds tactics you can walk away from this conversation being able to implement. Um, but first I want to talk about how we think about influencer. I think a lot of the conversation that that we're having with brands today is shifting the mindset from the old way, which is influencer as a tactic, which we all have tried at this point to what I would say influencer as a channel. Um, influencer as a tactic, I mean, most traditionally would be influencer as an engagement awareness tactic driven largely by a brand team who owns these relationships and are deployed in more of a paid capacity, paid relationships. Um, there's other tactics that we've we've all heard of and tried, influencer seating at scale. Um, sometimes this is for EMV, awareness impressions, but also sometimes to support growth teams. Um, and then there is uh there's just a ton of tactics to to uh for different teams to use. But in behind the scenes, what has happened is you have the media buying landscape has shifted. And so you have media buyers who are dealing with erratic acquisition costs. Um, you're having brand teams that are struggling, we see this often, struggling to fill the content pipeline. And that is the what the growth team needs to scale their account and to support their testing structure. And then what we're seeing often times is you have a siloed approach to influencer. So you have traditional brand approach, you've got growth teams who are trying to tap it in different ways. I think the last conversation we had here on a motion webinar was about UGC and our strategy to leverage creators to build ad content to support scale. And so growth teams are working kind of in their own silo to support that as well. And so as a result of that, you'll have multiple agencies across a marketing department supporting different a variety of tactics, bloated costs, bloated P and Ls and not much um cross pollination or collaboration. And with all of those, it's looking at influencer as a tactic to achieve a set of deliverables, which I think is the downfall and where a lot of people are seeing mixed or limited success. Uh and that is because you have a campaign that has a start date and you have a campaign that has an end date. And so with that, you're going to have influencers who are largely disengaged after the deliverable set is complete. Um, you're going to have a lot of different costs and support and agency structures. And so the conversation we're having today with brands is reframing how they think about influencer, which is influencer as a channel. In the same way that you would think about um meta, for example, media buying, you're looking at more of a full funnel approach to influencer with a variety of tactics on a longer time horizon, say 6, 12, 18 months, um where you are looking to increase ROAS over time and and decrease CAC. And so we can go to the next slide here. Um, one of the biggest tactics that we're seeing today that has emerged over the last two years is building influencer as a uh community, as its own channel. It's a branded community of owned influencers that doesn't exist on a singular channel, often times cross channel and often has a branded name. And so you have big companies like Target, Amazon, Walmart at that scale who are really investing heavily into influencer as a channel. And then more traditional e-commerce companies who are doing a fantastic job of this like Hexclad, um Obvi, Sakara is a great example. Um but this is an opportunity that sits at the intersection of affiliate um teams, brand and loyalty teams and performance teams. And so having those work together, really owning that community and building relationships over time, um which can be a white hot channel for uh one of your highest ROAS channels, it could an influencer community and in a healthy benchmark could be easily 10 to 20% of your uh your revenue and support the the secondary value support other efforts across your entire marketing organization, including being a pipeline of content for paid teams, um and supporting even partnership teams. So you can go to the next slide here. And in terms of tactics, um, we there's a few and and probably all of them are involved um in a healthy influencer affiliate community. That is product seating, which is your lowest risk, minimal investment, unpredictable outcome. This is a a volume game where you have a no strings attached commitment, um gifting product to influencers and then using that as a way to have them introduce your brand, create content, potentially even white list that content um for ads. Um, problem with that is often times that content is not direct response. It it's at the beginning of a relationship with an influencer, so you're getting a lot of um, like unboxing or thank you type of content. It can work, but it's a bit more of a spray and pray approach. A good introduction to the brand, but it often kind of ends at that point. You've got affiliate communities, which is more of a commission basis, partnering with influencers to create content for your brand and get paid on a performance. You've got more of a partnership approach, which is that high risk, large investment and um more measurable outcome. This is what you would call maybe more traditional. Um, partnerships could involve like brand collaborations, developing specific a product around an influencer, um or even you're seeing influencers who are becoming a co-owner of the brand um over a long time horizon. And then paid collaborations, this is flat fee plus commission. So, an influencer affiliate community or influencer as a channel often involves all of these tactics in different capacities, but looking at it with more of a full funnel approach. Um, in the background, what we have here and I know everyone has heard the news around Tik Tok shop and is paying attention heavily to that, the customer journey is evolving. So, Omni channel would be, you know, how things were. You may see a billboard, somebody would would Google the product, they would hit your website, they would check out. Over time, that customer journey is shortening. And so pre iOS 14 updates, you know, you'd have an ad driving to a website, maybe they caught in a retargeting ad and then finally check out. Um, post iOS 14, you know, creative is king. Often times we're working with influencers or UGC creators um for ad content, they could drive to website, uh retargeting ad to check out. And and now we're seeing that cycle shorten into to one step. And so it's the rise of social commerce and you've got Tik Tok shops obviously the one that's, you know, uh that we're all paying attention to right now. But beyond that, you've got meta on the heels of Tik Tok shop who's developing a pixel pixel uh pixel for pixel copy of of Tik Tok shop as well as Amazon who's investing heavily um as well into everyone is fighting to keep that conversion event in platform. Um, and so we see this as the biggest shift of our generation and it's here to stay. So we've got an insane amount already, this is 2022 data, but 724 billion in revenue on social commerce. That is moving in the next couple years into the trillions. Uh live shopping is projected at 55 billion. Uh and and Tik Tok itself is is kind of pioneering this, but we're waiting for all these other players to kind of get into the game. And so I think with this, these are just some numbers from Tik Tok shop recently. We may have seen some of this. Guru Nanda is sort of the darling of of Tik Tok shop right now. Um, 16.5 million in revenue. Um that number's probably outdated at this point. It's probably higher. Um, and this is happening fairly frequently. I think one thing that people don't see when it comes to Guru Nanda in particular, um, Tik Tok shops not a cash grab, like you don't sign up for Tik Tok shop and start printing money. I think one thing that I found incredibly interesting is the founder of Guru Nanda is really investing into building his influencer uh affiliate community. And is involved in building uh he's got channels on WhatsApp and he's working on a one-to-one basis building relationships with the influencers in his program. And so as a result of that, you've got creators who feel a huge affinity for the brand. They feel connected to the founder and his story. And he's working to build those relationships beyond just um, you know, posting their products on inside of Tik Tok shop. And so we're excited about really this opportunity to build influencer community, influencer as a channel.

Meredith Singer: Yeah, perfect. And this is again, we we try to think through through the lens of a flywheel. The goal with these programs is sort of it's a crawl walk run approach ultimately. So we don't want to start with, you know, like minimum viable product. In a lot of ways, it's a very sort of entrepreneurial approach. Uh, the goal obviously is to start with a really strong branded community. You want to give your influencer affiliates and these communities that you're growing for evergreen sort of long-term partnership, uh sort of center of gravity. So, working to tie it back to the brand sort of vision and mission, give them a home ultimately, which we'll get into in a little bit around the community management side of things. And then sort of the other component there is creative strategy and content production. Again, I think Evan set this up perfectly. We we do have to think through these programs through both like an analytical lens. Like, again, we measure everything. We'll get into that. Uh, but also the creative strategy is such a big part of how we keep these programs engaged, keep them healthy, um, and ultimately drive revenue and sort of optimize the program. And then the sort of the final piece here is the paid social extensions, whitelisting. Huge content pipeline out of an evergreen influencer affiliate community. Um, so how do we approach, you know, using that content, disseminating it to paid media teams, using it for brands, like it's it's really a foundational tactic in a lot of ways, um, that can drive, again, partnerships, affiliate, growth marketing, life cycle marketing, it touches everything.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, totally. And I'll also add like social affiliate, like social influencers, like that's what we also see is like these influencers are really savvy and some of the top performers have their own distribution strategies and have their own, it's, you know, their their own sort of media strategy. So they'll, you know, if we look at them only on their like influencer data points, you miss the opportunity that they may have, they may manage a group of, they may do one-to-one coaching and consulting and manage like a group of like a membership program essentially, same thing and they're giving like real practical advice and making recommendations to again, a high alignment, high interest group. Uh, we've got, you know, podcasters that use social media for distribution, but that's also another channel. So there's like we just you have to kind of test wide and sort of start open to sort of uncover those those opportunities for the brand.

Micah Whitehead: Foundational tech stack for maybe Shopify brand. Um, Saral for list building, Insense for outreach, Super affiliate to power your program as a whole, referral loyalty and all the commission tiers. Um, tremendous for payments. And Gatsby for social listening. And or Refunnel would be probably a cost-effective option for that as well. And then you're going to have your Klaviyo integrations, which is a huge piece of how you engage that community on the post in, like after they join. So you're going to have automation workflows and all of that is integrated. So you can pass in events that happen inside of Super affiliate or Gatsby into Klaviyo to fire off very tailored messaging around certain segments of your community.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, uh, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest, uh, ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per member in the community. So as you're, you know, basically layering in new members into the community, uh, you're then sort of making the community more efficient. And that's really where you can start to attain really compelling ROAS and and, you know, start to hit some super compelling CAC benchmarks as well. So like customer acquisition costs get really, really efficient here. Um, in order to do this, we use social listening tools essentially to monitor the content. Um, and then we, you know, issue weekly and monthly community challenges to keep people excited, keep them engaged, one-to-one DMs, one-to-one coaching calls, webinars, I mean, there are lots of different ways to activate, um, and, you know, again, these are a few sort of social listening tools that we use, um, depending on kind of what what our sort of software stack is and who we're working with.

Micah Whitehead: And we'll have each coordinator who's doing outreach have five accounts that they stand up for the brand on behalf of the brand and we'll do at least 20 DM outreach a day per account. So that's at minimum 100 outreach per per day per brand per coordinator. Um, and often times the response rate, the activation rate we get off of DM outreach is much higher than we'll get off of um cold email.

Meredith Singer: Yeah, totally. And then so a note on scale too, because we wanted to touch on this. Um, you know, it's it's very normal and this is, you know, when we're working with brands on the agency side, this is a conversation we try to kind of queue up up front. It's it's normal to be upside down on program costs uh for these early sort of recruitment phases. Like any new channel, you know, you've got to kind of invest in learning ultimately what's going to move the needle and how to optimize ultimately. So, you know, I mentioned already, again, the costs sort of associated with this. And like let's just look at typical performance for an early program, you know, again, simple math, I don't want to go through this, get too sort of math in this, but again, assuming a like a $50 AOV, you got 1,000 prospects, 100 opt-ins, decent opt-in rate. And then 10 of those opt-ins convert monthly and they convert about three sales essentially. That's about 1,500 monthly revenue and then you've got media value coming off of 100 creators. So, if you change nothing else around how you manage the community, like how you're, you know, encouraging them to post, like you focus on nothing else and you're just focusing on 10Xing your list size and top of funnel recruitment, um, it's, you know, it's a it's a 10X multiplier essentially resulting in, you know, 13 and a half additional, you know, 13,500 in revenue and then 900 additional creators contributing monthly EMV, which is significant and that's where you're sort of again, top line ROI starts to sort of even out, giving you length and runway essentially to then further optimize the community. So, when we think about like strategically how we build these programs, again, this is that sort of like growing uh approach, iterative approach to community building. And we try to measure everything again for the sake of, you know, insights, learnings, um, and then continued scale.

Micah Whitehead: And we're really seeing just in terms of time frame, somewhere between three to six months for program, uh, profitability and then from there, it can become your highest ROI channel in terms of ROAS. I mean, from that point, the scale is fairly infinite and it compounds. Um, and this is not even factoring in the the value you get off of the content pipeline to support your your paid efforts. This is just off of direct attributable revenue within the program. And so the the best companies here within 12 to 18 months, I mean it's feasible you could see up to 10% plus of your overall GMV spin off of one of these communities.

Meredith Singer: Yeah, there are brands out there doing that for sure. This is again, real again, end of that that sort of uh growth curve there. This is this is a screenshot from a media listening tools that we use to measure these things. Um, again, the beauty is it compounds. So we've got the current community in that puts out 48 million impressions on a on a monthly basis and the more we bring people into the community, the the bigger that sort of like grows. So, um, we've seen this again, it drives a ton of awareness, a ton of like lead volume to your website. Um, and even if there isn't, you know, there's attribution windows involved, so like we're measuring revenue off of directly from the influencer's link or discount code, but then there's all this like long-term value too that can also be attributed to these sort of marketing efforts.

Micah Whitehead: CPM here is sub four bucks, like for the program we're looking at now. Uh, which if you guys are doing product seating and have an agency focused specifically on that with um, you know, KPIs around EMV or CPM, this community will spit off very similar, very uh aggressive CPMs, but also has the path to direct attributable revenue. So if you are thinking about product seating as an awareness tactic, it makes sense to really invest in the community that does have a path to that direct return.

Meredith Singer: Yeah, and then the community management piece is once we hit that sort of profit general profitability sort of equation, we really advocate to layer in community management. Um, this is, you know, strategic, it's a little labor intensive, but the value here is you drive program engagement through it. Um, you can grow the volume of conversions and revenue per