Nicolas Bailliache of eStreamly: Revolutionizing Live Shopping

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This episode of Dealcasters, we're joined

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by the co founder of a brand new live

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shopping platform called Estreamly. His name is Nicholas

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or Nico bylash. And Estreamly

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is a wonderful revolutionary platform that's empowering brands

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and retailers and creators to engage, shoppers and sell seamlessly

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using the power of shoppable videos live and embedded.

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So this is a great conversation with Nico.

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We talk not only about his software and how it can benefit

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you as a content creator, as an entrepreneur, as a brand or a company.

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But we actually talk a lot about the mindset of

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a content creator, of a live seller, of someone who

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is live solving on these platforms

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and why it has taken off so huge

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in Asia and has yet to really hit that

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sweet spot here in the United States. Yet the reasons behind

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it and some ways that you as a potential live

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seller or live solver could be doing

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and utilizing in your day to day

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live solving, I guess,

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content creator experience. So here we go.

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Here's the interview with Nicholas Bailash

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of East Estreamly on dealcasters. Really excited today.

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We've got my friend Nicholas

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here who actually lives in Marietta. We've actually

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had coffee in person at a Starbucks,

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learned about his Amazon product, East Stream League,

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because today we're going to talk about how you can bring live

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selling, like we like to say, live solving into

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your business. Because it's not just about Amazon,

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right? There are so many opportunities.

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Nicholas and I have been talking about doing some collaboration on

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some projects and so really excited to have Nicholas

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on. I was on their podcast recently. He's traveling

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all over, so I'm glad he had the time to do this. I know you've

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got some conferences coming up you're going to be traveling to,

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but yeah. So let's get started.

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Nicholas, tell us about yourself. Really want

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to learn about how this journey started for you.

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Yeah, first of all, I kind of want to really thank you.

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I think. Super excited to be here. I agree

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with you, Chris. The song is amazing. And when you stop, I'm like, what's going

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on? All of a sudden you're back on stage. Oh my God. So I smile

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and all that. I was like almost dancing. It was really cool.

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So hi everyone. My name is Nico. I'm the co founder of

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Eastwimley. As you can hear, I'm not from Alabama.

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My accent is very strong. I know. Originally from France,

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been here in the US for the last eleven

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years and really got a chance to work

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with big company, very small companies,

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across many different spectrum of products.

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And really what got me started is I come from

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a family of entrepreneurs. My parents were fishmongers.

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So when I was very young, early on, I was the end

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on the ice selling fish underneath the farmers market.

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And first of all, my old generation,

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all the folks in the family are all wearing the fish industry.

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And I'm not a kind of guy that can stay the end on

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the ice all day long. So the cold is really not something

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for me. So I wanted to get out of this, which I

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did, but I did learn to sell and the

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power of selling in person. And that's really where it started for me.

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Because in farmers market and every colleague

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that you know that have worked on a farmers market, if you know any,

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will tell you the same thing. Like when it's the owner that sell the product

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versus an apprentice or an employee or anything, you sell

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twice as more. Why is that? It's because the

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owner know the product by art. He know the customer,

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he live his product, he's passionate about it, he's been doing it for years.

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Not saying that the Armprintees or someone else can't sell the product as

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well. But that passion, it's very unique.

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It's a selling right, and so you can only get that once you are in

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a show like this, or when you are in a face to face and you

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have an engagement and a conversation. And I always track with my mind.

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Once I left the family nest, I ended

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up traveling across the world and worked for many companies

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in the fair trade and organic movement,

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but always on the selling side and selling to CPG,

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selling to the B, two B

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supermarkets and all that. When I

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went through the pandemic and I was selling all those

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really amazing products, trying to get to market,

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and then I was working with big brands that

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produce beverages that you probably know of and meat company

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and all that. And in the same time, I was seeing the passion that those

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guys had. And right now, in retail, it's very difficult to

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get in retail. So what people are doing, they go online. But online,

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if you're not like a marketing expert and I'm not a marketing

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expert, and it's very difficult for me, but if you're not a marketing expert and

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know how to play with pictures and social commerce and all that,

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it's very difficult to create a name for you. And so I

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was like, how do we bring people at the center of ecom? There must be

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a way of doing that. And I met my partner,

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Smita, she's also in Atlanta, shout out for her.

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And she had this passion about how do we use technology

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to serve people? And then that's how we started

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to investigate. We looked at Blockchain, we looked at VR AR,

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we looked at Camera 360, always from an angle

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of having a product, and the economic was not working for us. And then

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one day she said, hey, I saw this thing in China going

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on, it's live streaming. And I know about live streaming, I think I can

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do something. And then in about two weeks, we got a really

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barely working prototype, but it was like functionally functionable.

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And we say, hey, this wants to be a thing, and so let's do it.

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And we've been building since. And it's been an amazing journey. And there's

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nothing that excites me more than seeing someone like an entrepreneur

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or even a host that is passionate about his audience, passionate about

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the product he's going to present, having a true engagement about

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why they're here and what this product is about and

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why is it different. That is really fascinating to

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me, and I'm really glad I did that because

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it's been a joy since, it's been a lot of work and effort, but it's

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really fascinating to enable people to become

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the center of ecom. And that's what I think. Life,

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commerce, video commerce is about. Wow, what an

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amazing story. And so it sounds like

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the idea was birthed through the pandemic, right? So how

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old is East Estreamly? How long would you say it originated?

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Only a few years. Yeah. We started

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to think about how bringing people at the center of commerce in 2018 and

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really extremely itself, we started in December

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2020 by putting the thing together. But that's

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when we stumble into live streaming,

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because I think we have to be honest with technology

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is great, but it's not always ready for prime time for everything.

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Right? Like blockchain. You think those are great technology.

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You can do a lot of things, but you have to have adoptions, you have

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to be easy to use, and not

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everyone has 5G or 4G or anything. And so

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you have to find that technology. Like VR, for instance. You can do amazing thing

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with VR, but who has a headset, who has the technology that

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do that in some ways?

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How do you compensate for mass versus quality?

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And I think Livestream is right at that point right now

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where the infrastructure is built in the US.

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People have bandwidth, they have phones, they have access to data,

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and payments is getting better. There's a lot of

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touching point that makes. I think it work now, then five

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years from now, maybe ten years from now, will be really poor

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experience. Yeah. And you bring

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up an interesting point. And I know Nicholas, we've talked a lot about

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this china, right? You brought that up.

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China is a multibillion dollar live shopping industry.

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You got these very young people that are literally

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making millions of dollars being live sellers, and they've

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got these fans. And it's kind of like if I were to tell them,

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hey, you need to buy this cloud

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lifter from cloud, they'd be like, oh, okay, well, Jim said

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I need to buy it, so I'm going to go get it because I need

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it. But why do you think it's taken longer for it

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to really catch on here in the US.

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Is it because of the technology? Is it because we still like to go out

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to stores, which I think a lot of us have gotten over that maybe the

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last three years have helped. What do you really think it is?

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That where you see that this is going to become

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a bigger thing, because I know Amazon has been doing it. Chris and I have

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been on there.

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I think they're continuing to push that. But it's

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kind of like and the other retailers are maybe starting to stick their toe in

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the water a little bit, but they're like, how do we make this work?

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Yeah. So I love this question.

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First of all, for context, for people that are not aware of,

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I'm sure the audience is really well versed with that.

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But live streaming, China is just this gigantic,

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powerful roller coaster that

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when you start shopping something, people are talking about, conversion rate in the 50

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60%. Conversion rate of 50 60%

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is crazy. Like one in two people are buying something. But more interestingly

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is that it's kind of like people are talking about that endless

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aisle. I think that's what you can get with really

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live streaming, right? Because there's a guy who was able to sell for $1.7 billion

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of product in a twelve hour live stream back in October.

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When you think about, like, 2021. So when you think about it,

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to give you a sense of scale, 1.7 billion

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Macy's, the biggest Macy's store in New York

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and Fifth Avenue, I think it is, they sell for 1.3 a

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year, right? This guy in 12 hours sell for 1.7.

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So think about the mass that you can actually

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move through live stream. Now, not everyone is

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going to sell that 1.7. And I mean live, we wish, we all wish

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we do that, because then it will be just 12 hours, and then I'm done.

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I'm going to vacation a little bit. Just a portion of that actually would

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be okay. Great. But the reality is this,

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right? China has been doing it for almost six

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years now. Six, seven years down there. Seven years. It's 20%

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of the ecom. They are really investing in it, right?

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So I think it's

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a shoe burn, and I can't remember the name, but I think they are

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streaming 12 hours a day, every day,

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and they have 160 people just working on

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that, on the streaming, right, on the strategy.

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And it's 50% of all their sales in China.

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And that's a massive company. But think about the scale,

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right? Like 150 people. You could think

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it's a lot of people, but it's not that many either, because at the

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scale of whole China and this is live, a huge brand, it's not that many

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also. So it's very profitable for those brands to do that.

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Why is it not the same in the US? I think there's really

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multiple factor for it. First, in the US.

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We are very much spoiled by everything,

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right? We try one thing didn't work out,

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we move on. And the reality in China is, like,

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they try until they get it and they try,

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they try, they try, they stop. And it's much more a different mentality

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about the pain is value to

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gain. And so I think they really are pushing,

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always the boundary and pushing and pushing and pushing. So that's one

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thing. The other thing I think is the US market

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is very much a market that

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wants to be entertained. And a lot of content that we

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are seeing in the US is really much like hey, look at my cup,

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you should buy my cup. It's the best cup on the herf and it's blue

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and actually has some white on it and it's great cup.

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Why don't you buy it? It's like okay, what's in it for me?

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Where is the entertainment? Yes.

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Why would I watch you?

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This is a second problem. So the content itself is

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a problem. I think we need to level up the content,

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make it entertaining. Making about you, not about me.

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I love what you're saying all the time. It's like it's about live

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solving. It's like what's the problem you're solving? How can I solve it for you?

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Is it really the solution? Do you really need that cup? Maybe you don't drink

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coffee and this is great for coffee and if you're drinking tea, this is going

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to be way too small for you. You should not buy that.

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It's all about this, right through getting to those nuances.

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The other element is I think the

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experience. In China they have something

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called the super app which is something that depending

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off who you consider ellen is trying to build through Twitter.

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But it's this notion like we have community where you can have everything

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and we don't have super app. In the US market it's very

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much segmented live. You have the ecom one way,

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you have social media another way. Payment process is there. And so

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there's really no one place where everything gets together.

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Even Amazon for instance. Amazon is trying to get into that

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realm right where they are shopping. But they are trying to get more inspiring

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through some of their program they're doing and everything. But Amazon is

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the place you go to shop. It's not the place you go to hang out

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and just watch a show and have good time or scroll

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pictures or learn from your friends and all that. So at least not

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yet. And maybe they are going to get there. So I think

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that's one also the other reason why the Chinese market has

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been really more predominant with that.

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So recapping is the consistency

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and the willingness to experiment. Super important.

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That's really key. The second is really thinking about

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content and making it about entertainment, about solving

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a problem. And then the third thing is like this notion of technology and facilitating,

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removing the friction. And then maybe there's an additional caveat

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to that overall reason why

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it's also in China. They're really thinking through

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what's need for me in very deep way and every

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product that presents there's a reason why you should buy

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this product now and not tomorrow. And unfortunately,

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in the US market, if I'm presenting this cup,

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there's really like not only white and blue and it's

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good for coffee, but that's it.

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No one is really trying to push the boundary and saying, hey, by the way,

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if you buy this cup now, you get a picture of me

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or you get to speak to Jim, or you

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actually at the number ten that people buy.

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There is like the special event,

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a special ticket that gets you to the moon or something. I mean,

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I'm exaggerating, but you have to create a

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reason. Like if you look at QVC, there is no product that is

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on QVC that don't have a what's needed for me. Right,

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right. And that's kind of fundamental. And so people are giving

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so oh, yeah, but it's not all about discount and it's about the value you

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provide. Yes, it's true, but the live stream,

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you have an opportunity to engage with your users, to have a conversation in

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some way. And so if you want to

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have that conversation, you have to motivate people to come in. And maybe you don't

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do everything at discount, but you should have some

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really strong, appealing products that have the what's need for

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me to excite your audience to show up and tune in and want to listen

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and engage with you. Absolutely. I love the

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value added piece that you're talking about. I think that's something that

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is absolutely lost right now because it's a lot of people

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showing up and a lot of people talking about stuff and talking about their lives

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and maybe chatting and engaging with people. But I think to your point,

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if you don't know why, what solution

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this provides for someone with that particular product and

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or are you entertaining them or are you giving them something else,

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otherwise they're gone and you just got lucky,

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you might have gotten their commission because they might have needed it at that point.

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Jim and I, when we first started doing Deal Casters Nicholas,

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we were thinking along the lines of when you walk into a

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place to buy something, you're there to buy. You didn't

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just, oh, I fell into a Best Buy and

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I fell into the DVD section and I grabbed the Greatest

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Showman DVD. It doesn't happen like that. You know, when you go

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in, especially now, everyone does tons of research. If they're going

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to go into a store, even online, before you go into

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Amazon, they're watching other things, they're showing up, and then when they show

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up there and they're being entertained and someone is there

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actually showing them how it works,

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and they're answering your questions while you're there. So we envisioned

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a place like, hey, let's just pretend we're the biggest

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tech solution people, geek squad,

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whatever on the planet, and we're going to talk about this stuff.

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We're not knuckleheads we know enough to be dangerous about this thing.

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And demonstrate while we're

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talking about a microphone, we're also saying, hey,

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you might want to treat your room a little bit. You might want to talk

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across a mic instead of into it because it's going to destroy the diaphragm

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of the mic and you're going to send people running for the hills and they're

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not going to really listen to what you're saying and what you're being able to

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provide to them. Sometimes we'll have a show and we

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don't intend to sell anything. We're talking about stuff and we're hoping,

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oh gosh, I hope Amazon doesn't shut down our livestream because we really didn't talk

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a lot about products during this thing. Yet we'll

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look at our commission report and see that people actually bought stuff

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while we're doing it. And so we decided and

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I don't know, Nicholas, in your opinion, when did things become,

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especially in the US, that whole sort of

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what Ross Brand calls a pitch fest where it's like, product here,

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product here, this is this, this is this, this is this.

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When did people think that they had to start doing that? And is it

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because they got that quick money maybe and quick attention for

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live selling? I don't know. I think people

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are trying to figure it out. And when people are

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trying to figure it out, there's always come down to the cost,

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right?

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I'm in this new era where I need to engage my customer through

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a live stream now and I have to

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manage my cost as well. And so you have the technology and then

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you're telling me that I need to be consistent. You're telling me that it has

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to be across different place and all that.

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And not everyone has video production capability in

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house and everything. And so what we're seeing is a lot of people,

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they say, oh, this is going to be the next rig thing, let me try

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out. And they come either unprepared

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or they just for cost.

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They kind of don't talk strategy for it and so

Speaker: 00:20:40

they just say, I can figure this out myself. And unfortunately,

Speaker: 00:20:45

when you think about live shopping, live selling altogether video

Speaker: 00:20:48

commerce, I'll say 20% is really the

Speaker: 00:20:52

technology. So having the right technology, thinking through where do you do

Speaker: 00:20:55

your live and all that. But the rest is about, okay, how do you

Speaker: 00:20:59

manage your live? Who is going to produce it? Who is going to be the

Speaker: 00:21:02

talk show? How do you make it entertaining? All those elements

Speaker: 00:21:06

that I often talk about, the four P and the H,

Speaker: 00:21:11

which is the price, the promotional,

Speaker: 00:21:14

the place and the H for the OST,

Speaker: 00:21:17

you have to think through all those things and then have a

Speaker: 00:21:22

roll up map and make sure that you follow those things.

Speaker: 00:21:26

I think the

Speaker: 00:21:30

problem that we're having is people are thinking, oh, I can hire a

Speaker: 00:21:33

creator for that. The problem is live. Not every creator are well suited

Speaker: 00:21:37

for live streaming, right? And so that's one challenge, right?

Speaker: 00:21:41

Live streaming is a very different beast than posting a picture on Instagram.

Speaker: 00:21:49

That's very important. And then the other thing is like, how do you engage your

Speaker: 00:21:52

community? How do you drive that community? How do you make your

Speaker: 00:21:56

show and your event? Something where people feel included,

Speaker: 00:22:00

they feel listened to,

Speaker: 00:22:03

they feel engaged. And this is an art and that's not

Speaker: 00:22:07

something you do overnight. And so because of that,

Speaker: 00:22:11

people tend to say, you know what, I'm going to be the host. And they

Speaker: 00:22:14

just jump in, try one, two free time, and then they

Speaker: 00:22:17

burn themselves because it takes time and all that and they share,

Speaker: 00:22:21

they don't see the results. So I really think

Speaker: 00:22:25

and the easy way when you're stressed out is like your

Speaker: 00:22:28

voices start to distort and then you know your product. So you start just telling

Speaker: 00:22:32

all the benefit about it, but you forget it's in front of you there's people

Speaker: 00:22:35

and you don't see those people, but they are here, right? We know that Jeff

Speaker: 00:22:39

is on the other side and hello Jeff. What's up,

Speaker: 00:22:42

Jeff? And now how do I bring Jeff in?

Speaker: 00:22:45

Like just you did, you bring his comment in and then you engage with him

Speaker: 00:22:49

and all that. But there's probably more than Jeff on the other side.

Speaker: 00:22:53

And who are the other person? Why are they coming here? What do

Speaker: 00:22:57

they want to know about this thing? Right? And maybe asking them.

Speaker: 00:23:01

That's what we are missing today, I think. Yeah, it's the mindset of

Speaker: 00:23:04

content creators, podcasters, live streamers in general too,

Speaker: 00:23:08

not just live sellers. And I always talk about this

Speaker: 00:23:13

show is about live selling software, but we're going

Speaker: 00:23:16

to take all this content and it's going to live forever. It's going to live

Speaker: 00:23:19

well as long as Elon Musk and Zuckerberg

Speaker: 00:23:22

and all the puppeteers allow it to remain on

Speaker: 00:23:26

the platform. So I think about it from that standpoint too, as far

Speaker: 00:23:30

as legacy is concerned. And so when you think about it like that,

Speaker: 00:23:33

then you prepare yourself a little bit more then you think

Speaker: 00:23:36

about it a little more deeply and you give it more attention

Speaker: 00:23:40

to detail. And you say, okay, you know what? Even if

Speaker: 00:23:43

nobody watched live or five people watched

Speaker: 00:23:47

live or only Jeff C watched us today, this content

Speaker: 00:23:51

is going to live beyond me. I'm going to be 6ft underground in another

Speaker: 00:23:54

place, and this conversation is going to be somewhere that hopefully

Speaker: 00:23:58

will impact someone on down the line.

Speaker: 00:24:01

So can we talk about East Estreamly? Can we talk about how.

Speaker: 00:24:08

This is. Getting super deep and I'm like, we got to talk about this guy's

Speaker: 00:24:12

software, right? But I'm

Speaker: 00:24:16

super intrigued about it because I'd like to know who

Speaker: 00:24:19

it's for first. And then without getting

Speaker: 00:24:23

we could get technical on this, but I think like a nine year old most

Speaker: 00:24:27

of the time. So we can't start talking

Speaker: 00:24:30

about binary codes and things like that. But I'd love to

Speaker: 00:24:34

be able to hear about who

Speaker: 00:24:37

the software is for. Yeah, the software is for,

Speaker: 00:24:41

I'll say the mid size brand. We're trying to build a

Speaker: 00:24:45

life selling solution that has as many components that the

Speaker: 00:24:48

technology can have to make really a comprehensive

Speaker: 00:24:52

solution to create a channel, a live selling channel

Speaker: 00:24:56

on your website. And that include the video commerce

Speaker: 00:25:00

piece, which is the shoppable video live streaming piece,

Speaker: 00:25:03

the reminder to your audience, the data analytics

Speaker: 00:25:07

about where that shopper is coming from, what the shopper

Speaker: 00:25:10

is doing or the viewers doing on your live,

Speaker: 00:25:14

all those elements and then the simulcasting, like how do you distribute that

Speaker: 00:25:17

content across different platform and all that. So this is what

Speaker: 00:25:22

the software is for. The very unique difference

Speaker: 00:25:26

about assembly for people that are in this space and

Speaker: 00:25:29

understand a little bit about what's going on is we've taken

Speaker: 00:25:33

the very hard path to have

Speaker: 00:25:36

in video checkout. And because we have in video checkouts,

Speaker: 00:25:40

it means that that video becomes shoppable where it's seen as

Speaker: 00:25:43

opposed to changing you and pushing you to a different experience.

Speaker: 00:25:47

So if you take your video and you have a deal with the Wall

Speaker: 00:25:50

Street Journal and you put your video there, that video becomes shoppable there.

Speaker: 00:25:54

If you put it on social media, that becomes shoppable on social media.

Speaker: 00:25:57

If you have your video and you put it, I don't know,

Speaker: 00:26:01

on your mom blog, whatever, that video becomes shoppable on your

Speaker: 00:26:05

mom blog. And the way we have built a technology is

Speaker: 00:26:08

we are an extension of your ecommerce. So you still, all the data

Speaker: 00:26:12

is still yours, the payment is still yours, the product information

Speaker: 00:26:17

are yours. So we are just really trying to give

Speaker: 00:26:21

you an opportunity for your video to become micro ecommerce

Speaker: 00:26:25

websites all across. And so the more content you produce, the more ecommerce

Speaker: 00:26:29

website you have. And that's how we think about this.

Speaker: 00:26:32

It's a very hot path that we've taken because it's

Speaker: 00:26:36

kind of complex. But today we are integrated with the

Speaker: 00:26:39

shopify, the big commerce, the WooCommerce, we're working on Magento right now,

Speaker: 00:26:43

and commerce cloud. So those are platform that if

Speaker: 00:26:47

people are on there, they can easily onboard with

Speaker: 00:26:51

us and then they can start extending themselves through videos

Speaker: 00:26:54

and make them shoppable. So that's the primary

Speaker: 00:26:58

purpose. Now I will say that there

Speaker: 00:27:01

are streamers that

Speaker: 00:27:05

are already well advanced in their streaming mindset

Speaker: 00:27:10

and they already have an ecom and they already do a

Speaker: 00:27:13

bunch of things and they use our technology as well.

Speaker: 00:27:17

But our primary target is really more for

Speaker: 00:27:20

mid sized brands that want to expand themselves and explore the

Speaker: 00:27:25

video strategy and get there.

Speaker: 00:27:29

Right now, nico, is the video vertical video at

Speaker: 00:27:33

this point? Can you do horizontal? Is that maybe on the roadmap?

Speaker: 00:27:37

Because I know there's kind of pros and cons to both and user

Speaker: 00:27:41

experience. And then I guess another

Speaker: 00:27:44

question I would think too. And this kind of goes back

Speaker: 00:27:48

to live solving because I've been a big proponent when I meet

Speaker: 00:27:51

with businesses that aren't using video at all.

Speaker: 00:27:54

Folks, if you didn't know, there's a lot of companies not using video

Speaker: 00:27:57

at all. But I could even see where this could be used for service businesses,

Speaker: 00:28:02

they could sell their service in a sense live by explaining it.

Speaker: 00:28:05

And live you could order a

Speaker: 00:28:10

free consultation or book a

Speaker: 00:28:13

service by maybe talking about this stuff live. Is that something

Speaker: 00:28:17

you're exploring at all? Yeah, so, so it's a good question.

Speaker: 00:28:20

So first on the question of vertical versus

Speaker: 00:28:24

portrait versus vertical mode,

Speaker: 00:28:27

horizontal mode. So what we're selling is that 70%

Speaker: 00:28:31

of the people are coming from their mobile on the video, right?

Speaker: 00:28:37

Horizontal is a great format, that's a YouTube format,

Speaker: 00:28:40

that's the LinkedIn format and all that. But the reality is

Speaker: 00:28:44

most people that will come to your show will

Speaker: 00:28:48

engage from their phone and so you really want to think about

Speaker: 00:28:52

how do you make this suitable for your phone.

Speaker: 00:28:55

So we support both vertical and horizontal.

Speaker: 00:28:58

But if you have to ask me, I will always tell you go vertical

Speaker: 00:29:02

because that's what people

Speaker: 00:29:05

engage first with. So it's not as pretty

Speaker: 00:29:09

when you're vertical and you are coming from

Speaker: 00:29:13

an original background like LinkedIn or anything. You have those

Speaker: 00:29:16

black bar.

Speaker: 00:29:19

There are solution, there are people that are doing some really cool stuff on that

Speaker: 00:29:22

side. We don't do that yet. But really vertical

Speaker: 00:29:28

is something that we always are a big proponent of. Now as it

Speaker: 00:29:31

relates to the second question,

Speaker: 00:29:36

which is oh yes, the services. So at

Speaker: 00:29:41

the moment we

Speaker: 00:29:45

don't have much request for services. We had folks that have asked us to add

Speaker: 00:29:49

a calendar to add like a legion form.

Speaker: 00:29:52

We even have a client that asks us to have a button where

Speaker: 00:29:55

when you click on it, they can ring directly their either

Speaker: 00:30:01

their phone, they have like a 24/7 phone line,

Speaker: 00:30:05

it's for the medical space. So those things are doable.

Speaker: 00:30:08

But it's not really the primary use case right now we

Speaker: 00:30:14

are serving mostly the beauty and

Speaker: 00:30:17

industry as well as the food industry. Interestingly.

Speaker: 00:30:21

And and and the food, I think, you know, food is something that

Speaker: 00:30:25

I think is really interesting because there's so much content you

Speaker: 00:30:28

can do with food that is exciting, right? Like who doesn't like to hear about

Speaker: 00:30:32

a good recipe? Everybody eats right. Everybody eats right.

Speaker: 00:30:35

Or like a cooking show or things like that. And those are

Speaker: 00:30:39

relatively easy to do, right live. Put a camera on

Speaker: 00:30:43

and then you start cooking. There you go. And people will stick to that

Speaker: 00:30:46

because they love it. Especially if you have a good audio

Speaker: 00:30:51

and then you start to hear the grilling and all those things. Makes for

Speaker: 00:30:54

a really fun experience.

Speaker: 00:30:59

As. You're talking about this. And I am

Speaker: 00:31:03

very interested in the whole shoppable aspect and how that's ported

Speaker: 00:31:07

over to multiple sites. Because if

Speaker: 00:31:12

you can see smoke coming out of my ears right now, that's me thinking about

Speaker: 00:31:16

how to apply this. But I think we say this

Speaker: 00:31:19

all the time to content creators, jeff C being

Speaker: 00:31:23

one of them. And he's a proponent of this on his show.

Speaker: 00:31:26

He does a show called Social Media News Live, which apparently is changing

Speaker: 00:31:30

its name. But the guests that he has on that

Speaker: 00:31:34

show, the guests that we have on Dealcasters, we talk about taking your

Speaker: 00:31:38

content and making sure it's off of rented land.

Speaker: 00:31:44

Of course, you got to be on YouTube and you got to be like,

Speaker: 00:31:47

Jeff is the Pinterest guy,

Speaker: 00:31:50

and we're obviously on Amazon, right? But there's a lot of rules and

Speaker: 00:31:54

regulations. There's certain things we can't do,

Speaker: 00:31:57

because if we do them, then we get booted and you don't

Speaker: 00:32:00

get to come back unless you hire like a six figure lawyer.

Speaker: 00:32:05

This sounds to me like something like if

Speaker: 00:32:09

you're looking to not just live, sell,

Speaker: 00:32:12

but protect your brand and protect yourself with land

Speaker: 00:32:16

that you can control. I think this feels a lot like that.

Speaker: 00:32:21

Am I off there? Absolutely.

Speaker: 00:32:25

If you think about the live shopping space, I always consider,

Speaker: 00:32:28

like, there's really free buckets. There's the social media space where

Speaker: 00:32:32

you go you do your live on social media, you have the marketplace

Speaker: 00:32:36

space, which is probably much like 50% of all the live

Speaker: 00:32:39

shopping is done on Marketplace, the Amazon, the Whatnot and all that.

Speaker: 00:32:43

And then you have on your website, it's a small chunk,

Speaker: 00:32:47

but the reality is, like, you have control over one, your audience

Speaker: 00:32:51

and your destiny as well, because no one can shut you down on

Speaker: 00:32:54

your website. Now, it's not because it's on your website that

Speaker: 00:32:58

it has to be completely ignored from the rest.

Speaker: 00:33:02

If you have good technology, you can still leverage like

Speaker: 00:33:06

you're doing today, right. With the software

Speaker: 00:33:10

that you're using. You could take that, put it on your website. As for

Speaker: 00:33:13

an embed, maybe if they offer that and then be on Facebook

Speaker: 00:33:18

and LinkedIn and those different places, right? But what

Speaker: 00:33:22

we're offering on our side is like, we're doing that seamless casting element,

Speaker: 00:33:26

but we're also adding the shopping element to it. So for

Speaker: 00:33:30

the shopper, it's one click to get there and continue engaging

Speaker: 00:33:34

with you and have this ability to shop without saving the experience

Speaker: 00:33:37

where they're in, which is very important for us. We can't do

Speaker: 00:33:41

it in every platform. We have to abide by the rules of every platform.

Speaker: 00:33:44

So, for instance, for TikTok, we can't do that, but we can really

Speaker: 00:33:48

easily do it from Insta, Facebook, YouTube. Right now

Speaker: 00:33:51

we're exploring the twitch and some other places. But more importantly

Speaker: 00:33:55

is also distribution is a big thing. So how

Speaker: 00:33:59

can we distribute the content differently and using existing channel that

Speaker: 00:34:02

already exists to do that. But if

Speaker: 00:34:06

you're a creator today and you have like we were

Speaker: 00:34:09

working some creators that are on TikTok and they're really doing well on TikTok,

Speaker: 00:34:13

but they are all starting thinking about how do I transfer some of that audience

Speaker: 00:34:16

off platform? Not saying it out loud,

Speaker: 00:34:20

obviously, but just saying like, how can I do that in a way where

Speaker: 00:34:24

TikTok will still be my primary source of income, but my superfan,

Speaker: 00:34:28

they will come there and I will have more control. Because if

Speaker: 00:34:31

tomorrow TikTok decide that I say something that isn't like,

Speaker: 00:34:35

oh, the government say, you know what, TikTok is no longer a us fang

Speaker: 00:34:38

and now what do I do? Right? All those things can happen.

Speaker: 00:34:42

And we all have heard countless story of folks that

Speaker: 00:34:46

have lost their YouTube handle, lost their Facebook handle, and then

Speaker: 00:34:50

even like 100 million companies going bankrupt

Speaker: 00:34:53

almost in a matter of three months because they couldn't access their handles

Speaker: 00:34:57

anymore. So the reality is, this is an opportunity

Speaker: 00:35:00

for you to take some of your core fan and then have them

Speaker: 00:35:04

engaging in a different experience where they can still get what

Speaker: 00:35:08

they will be getting, but maybe differently. And our

Speaker: 00:35:12

idea is not to say transfer all your audience, continue what you're

Speaker: 00:35:16

doing, but leverage that technology

Speaker: 00:35:20

to build slowly and incrementally your own

Speaker: 00:35:23

experience and maybe offer why not offering some

Speaker: 00:35:27

specials to your community there that you will not offer

Speaker: 00:35:31

to Amazon. So to create that sense of community and engagement,

Speaker: 00:35:35

there's really a lot of opportunity there and building a not

Speaker: 00:35:38

one lens. This is so important and I think

Speaker: 00:35:42

every creators that are real creators in this space understand that.

Speaker: 00:35:46

And I think they are all trying to get to that point. I think when

Speaker: 00:35:50

you get that level of maturity, it's super important because it's

Speaker: 00:35:53

your business, it's you. So how do you protect yourself?

Speaker: 00:35:56

It's a risk management. Yeah, I think that's so important.

Speaker: 00:36:00

And we've had some talks, Nico, about some things we

Speaker: 00:36:04

may try to do together, but I think too,

Speaker: 00:36:07

so when you're not on one of these big boxes, right, you're doing

Speaker: 00:36:11

it yourself. What do you see as some of the challenges?

Speaker: 00:36:15

Like, say, for maybe a small medium sized business that's

Speaker: 00:36:18

first getting into it? Because I guess we've seen like, say, Shark Tank, where all

Speaker: 00:36:22

of a sudden, oh my gosh, my website is overwhelmed.

Speaker: 00:36:26

I'm sure that'd be a good problem to have. But how do you kind of

Speaker: 00:36:30

recommend to these people when they're starting? How do I get people to my website

Speaker: 00:36:34

to watch this live show? Yeah.

Speaker: 00:36:37

And that's where it comes to be.

Speaker: 00:36:40

Going back to what we were saying at the beginning, you have to be entertaining,

Speaker: 00:36:44

you have to be patient, you have to be consistent,

Speaker: 00:36:47

and you have to create what's needed for me while people

Speaker: 00:36:51

are tuning in on your show. Right. Because someone that is not fan of you

Speaker: 00:36:55

or your show or anything likelihood for them to turn

Speaker: 00:36:58

to your website to see what you're doing there is even lower than

Speaker: 00:37:02

on social platform because they're already there and they're just scrolling up and

Speaker: 00:37:05

down. The reality is

Speaker: 00:37:09

when you do it on your website, it's about the preparation,

Speaker: 00:37:13

right? There's really nothing that's going to

Speaker: 00:37:16

come out of live just doing a show and say hey, I'm here,

Speaker: 00:37:20

are you there? Hello, is there anyone behind? Like Jeff are you still there?

Speaker: 00:37:23

Oh Jeff are you there? That's hard,

Speaker: 00:37:27

right? This is very unlikely to work. So it's

Speaker: 00:37:30

sort of about like what do I do to tell you

Speaker: 00:37:34

that I would be there like the preparation and there is

Speaker: 00:37:38

a really awesome book, it's called The Launch and

Speaker: 00:37:41

I can't remember the author and I can share that on the notes later.

Speaker: 00:37:45

But this person explained how he build

Speaker: 00:37:49

his email and to lead to a launch of a product and he's

Speaker: 00:37:52

having this free week time frame and that's a really

Speaker: 00:37:56

good way of thinking about how do you start your show.

Speaker: 00:37:59

It's like creating this momentum, telling the story about why you're doing

Speaker: 00:38:03

this and all that. And then be consistent and say hey,

Speaker: 00:38:06

I'll be there next Tuesday, come tune in on Tuesday and

Speaker: 00:38:10

then make it oh, Jeff is here. Awesome.

Speaker: 00:38:14

It's all about creating this expectation for the shopper.

Speaker: 00:38:19

I will finish with this is that think about Avatar. How much

Speaker: 00:38:23

money did the Avatar production spend to get you to go to the

Speaker: 00:38:26

movie theater? Probably a lot of money right now. Think about

Speaker: 00:38:30

your favorite TV show. You are talking about shock tank. How much money do they

Speaker: 00:38:33

spend for you to watch Shock Tank? Pretty much nothing.

Speaker: 00:38:37

Because why? You just know it's here at that day

Speaker: 00:38:40

that you watch it. That's it.

Speaker: 00:38:44

If it's not here, you just go to social on your

Speaker: 00:38:47

Shark Tank handle and then you will see a short clip of it of what

Speaker: 00:38:49

you missed. And so this

Speaker: 00:38:54

is a different mindset. You all the channel versus the one

Speaker: 00:38:57

time thing. And when you start thinking channel, that's when

Speaker: 00:39:00

the power start and then you can you can really engage your community that

Speaker: 00:39:04

way. I love that. I love the fact that you're

Speaker: 00:39:12

preaching to the choir. Even though we don't always do it, it's sort of

Speaker: 00:39:15

like we all know that in order to get more fit we should go exercise

Speaker: 00:39:19

more and eat. Better yet, we still don't do it. And as

Speaker: 00:39:23

content creators, we preach that we should work off the rented land and

Speaker: 00:39:27

do things on land that you own. Yet we don't do it as much.

Speaker: 00:39:29

Right? We don't work on our email, we don't work on the stuff

Speaker: 00:39:33

that we know that we own. Because it's a long game and

Speaker: 00:39:36

it takes consistency and it's hard work. All this

Speaker: 00:39:40

stuff is hard work and it costs money to do. Right.

Speaker: 00:39:43

But I think what I love about what you guys are doing at Extremely is

Speaker: 00:39:47

live that value added piece. Again, there's smoke coming out of my ears,

Speaker: 00:39:50

I'm sure, right now. But the value added piece for me is key because

Speaker: 00:39:54

you can still go live on YouTube, you can still go live on

Speaker: 00:39:58

Amazon, you could still go live in all of these places,

Speaker: 00:40:01

and at some point you can carrot them over to

Speaker: 00:40:05

your site where you're doing something extra special for those people

Speaker: 00:40:08

that are going there, right? Whether it's an after party or

Speaker: 00:40:12

it's something that is saying, we've got something special,

Speaker: 00:40:15

this is an event, all of a sudden, it becomes you're

Speaker: 00:40:19

giving them a reason. You're giving them some value. You're giving them not just

Speaker: 00:40:23

the information, not just entertainment, whatever you're providing as a part of

Speaker: 00:40:26

your show, you're actually giving them a reason

Speaker: 00:40:30

to come and watch you more. And I love that

Speaker: 00:40:33

whole aspect. And again, there's smoke coming out of the back of my head,

Speaker: 00:40:37

I'm sure, at this point, but that's good stuff.

Speaker: 00:40:41

Yeah. Now, this has been amazing. And so, folks, if you

Speaker: 00:40:45

want to find out more about Estreamly I've got at

Speaker: 00:40:49

the bottom of the screen here, go to estreamly.com. And if

Speaker: 00:40:54

you want to follow Nicholas, he's on LinkedIn.

Speaker: 00:40:58

He's also got a community. Chris got to make sure to

Speaker: 00:41:01

invite you to the Circle community where he's got

Speaker: 00:41:05

all kinds of great information sharing. With there better be value there.

Speaker: 00:41:09

There's lots of value. There's a podcast episode link in there

Speaker: 00:41:13

of a really good oh, yeah, I. Heard some guy was on that podcast.

Speaker: 00:41:16

Yeah.

Speaker: 00:41:19

And here's the nice thing, Chris, is we can all get together for coffee

Speaker: 00:41:24

here in the area and have a great cup more. There we go.

Speaker: 00:41:27

We should all be in the same room and do a show. Yeah,

Speaker: 00:41:31

that would be fun. We should do that. Definitely.

Speaker: 00:41:34

Maybe you should come on the live ecom podcast and let's do we

Speaker: 00:41:38

do another show where we talk about all those topics.

Speaker: 00:41:42

Again, there's tons of things going on. There, so it'll be cool

Speaker: 00:41:45

that way. When I go live, I'll actually have to wear pants, so that's good.

Speaker: 00:41:52

This has been amazing. Nico, thank you so much for joining

Speaker: 00:41:56

us. I know we could probably talk all day,

Speaker: 00:41:59

but we know Jeff has to get to work. And maybe, Jeff,

Speaker: 00:42:02

you should probably have Nico on your show because he's

Speaker: 00:42:06

got some really great information, I think, for the people

Speaker: 00:42:09

that are there, because I think you hit on it earlier,

Speaker: 00:42:12

those that are going to succeed are going to need to learn how to create

Speaker: 00:42:16

better content, right. Or bring people that understand

Speaker: 00:42:19

their product enough to create that content that brings value.

Speaker: 00:42:24

Chris and I have never been the QVC HSN guys,

Speaker: 00:42:28

and I don't think that you see that as

Speaker: 00:42:31

the way to success either. So great stuff.

Speaker: 00:42:35

Thanks so much. Any final thoughts, Chris, or nico.

Speaker: 00:42:40

Nico. I'll let you have the last word, my friend. Last word.

Speaker: 00:42:45

No, it's been amazing. I think there's

Speaker: 00:42:49

this lady that is from poddez and the

Speaker: 00:42:53

way she phrased it all the time, she say, don't sell, give. I love

Speaker: 00:42:57

that notion. And so I'll stay there.

Speaker: 00:43:01

Awesome. Thank you. And thank you to Randy

Speaker: 00:43:06

the intern for joining us today. I hope you were soaking this all

Speaker: 00:43:10

in and we're going to expect to see notes afterwards. Just kidding.

Speaker: 00:43:14

Take care. He's not kidding. Randy.