0:14
Dara Treseder: So, you saw the trend, right, of fitness, moving to the home everyone was like, this is really convenient I can kind of quickly get my workout in and then go on with the rest of my day and I can actually make sure that it happens because it's happening from the comfort of my home exactly I like this interview, right, I mean look at us I'm wearing slippers under here I got pants on today you are ahead of me because I'm just barefoot I don't even have anything on my stuff.
0:58
Natalie Alzate: Hello, everyone, I'm Natalie Alzate from natalie's Outlet a YouTube lifestyle content creator I like to say I'm kind of like a self-inflicted truman show because I intentionally broadcast my life to over 10 million people 1.2 billion people have viewed my videos on YouTube and I hope to continue to be a creative and positive Outlet for everyone.
1:18
Dara: Hi I'm, Dara Treseder. the svp and head of global marketing and communications at Peloton before Peloton I was the chief marketing and communications officer at carbon a 3d printing company and before that I was the chief marketing officer of GE business innovations and GE ventures at general electric I am such a huge Peloton fan I actually was really inspired to jump on Peloton through quarantine because, homegirl gained the quarantine 15. you're not alone I just want you guys.
1:47
Dara: so, super excited to be here and learn a little bit more about Peloton and just its future I'm curious what is peloton's most, difficult business challenge, right, now as we scale and grow, right, continuing to make sure that we're putting our community first, right, and we're continuing to deliver an exceptional experience that we want to make the world a better place and we want to improve our lives, right, and that commitment to those values that commitment to justice to equality.
2:16
Dara: To community that unites us we can all come together and say how do we make this a better place by improving each other's lives and that's what we do at Peloton we're one Peloton everything we do at Peloton is focused on one thing improving the lives of our members that's it I love that I think I'm gonna take that same.
2:36
Natalie: Mission statement into natalie's Outlet.
2:39
Dara: Your community is growing so much, right, so your telethon audience is at over five million users oh my gosh so how does your approach like how do you approach your marketing strategy and kind of mix in that growing audience and are there any challenges involved in that yeah you know I think for us it's about making sure that everybody who joins the community feels welcome in marketing there's you know a little bit of marketing jargon for maybe the only marketing jargon I'll.
3:08
Dara: Hopefully say in this wonderful car tell me something it's like audience segmentation you know like I need to speak to you in a way that's going to resonate with you and I think the wonderful thing about our communities yes there's this big community but there's so many smaller communities within the larger community and so we really work to make sure we're not only speaking to the big broad Peloton community but that we are speaking to the communities that we serve in the voice.
3:37
Dara: With the language in a way that resonates with them how do you think about community not just with your audience but even with your fellow creators as well and you know how does that you know maybe how does that influence, right, what you do how you show up on natalie's Outlet first of all I love when you spoke about audience segmentation I'm gonna look into that after I know you said it's like marketing stuff but it seems really interesting because you know I have an audience of.
4:04
Dara: , combined almost 10 million and so amazing but let me tell you it's actually for me very hard to balance that relatability personability and like speaking to each person almost like segmenting them as you were saying so it's been one of the toughest parts of my business I used to really focus on virality versus community so I used to garner like 20 40.
4:26
Natalie: 60 million views per video but it wasn't focused, right, so it's kind of like marketing as you were saying it's like if you're trying to speak to everyone you're speaking to who to no one, right, and so I found that to be very true so in the past two years I've actually refocused my content, to be less idea based which is like more virality to more personality based there was a time where I was doing a lot of back to school content and I was like, wait a second girl.
4:51
Natalie: You ain't in school what's going on I was like, why am I doing this you know and so I felt like I love the content but I was like, I can't connect to these people anymore.
5:02
Dara: I'm at a different stage I'm married I'm a little older you know I'm buying a house like there's just different things that I should allow myself to to explore I know that many brands, right, now they're really trying to be inclusive they're talking the talk without actually walking the walk and I've heard a lot about the Peloton pledge which I'd love for you to just dig into it a little bit more what is it and why does it matter to you I love talking about this so much because it was a huge.
5:27
Dara: Factor in why I decided to join Peloton the Peloton pledge was basically something that you know the Peloton leadership team said you know what how are we going to become anti-racist, right, systemic racism exists and in order to deal with this we actually have to do the work to become anti-racist and that was inspiring to you because you kind of saw a lot of brands doing performative ally shifts which is okay I'm gonna post a little black square on Twitter and okay you can do that but what what.
6:02
Dara: Are you actually doing to make a difference in your sphere of influence and it was inspiring to me to see a company willing to say you know what we haven't always got this, right, right we're going to commit to doing the work to getting this, right, at this executive level you don't see a lot of black women at this level I remember when I was starting out my career I was looking for black women in senior leadership positions and I remember at the time there was only one black woman that I?
6:30
Dara: Could point to who had been the ceo of a fortune 500 company and it was ursula burns now we have three we have rose bro duckett but three is still yes it's kind of not enough I know we have to keep paving the way leading the next generation, right, when we see ourselves in our leaders we are more, it's almost like a yes I can do it too you know yeah, but I told you what we can't see you know I love that oh I'm gonna write that down that's a good one but no I 100 agree with you because I?
7:01
Dara: Think that you know it's never been more true in this digital world like it's literally at our fingertips we have the power to make change and good change and for instance like one of my favorite, channels on YouTube mark rover he spoke recently about his son's autism and he shed a lot of light on that and through the power of YouTube he was actually able to with the community to raise 3.2 million dollars so there's power in community sometimes when I see certain issues you know I.
7:26
Dara: Feel very small but sometimes even like the smallest of things kind of like what you were saying the smallest of things can make the biggest difference even seeing yourself within other women who are cmos who are also diverse and different one of the things I love about you Natalie is you celebrate what's real and I think that that's something that's that that is so it's so key, right, you find what's real you celebrate it and you're not afraid to kind of evolve and grow I mean.
7:52
Dara: I actually I was like, taking notes when you said virality, right, and communities about personality and real personal connections and I think that is such a profound articulation but Natalie I'm curious because I I know that you've had such an incredible journey I mean I'm inspired by you, right, you couldn't find it no it's true because you started out on YouTube when you were younger and you've grown and you've evolved so much and like I'm inspired by you know the teenager that you were.
8:21
Dara: When you started at the woman that you've become so you are the guru so I want to learn from you, right, how do you manage and engage in an audience that keeps coming back over and over again like tell me what's your secret sauce anything that I create I always like to see it as how is it valuable for my viewer so for instance you know I like to kind of take that big sister approach I almost have to like dissect everything I've done naturally if that makes sense?
8:47
Dara: like, I feel that yes a lot of it, you know was strategic in my growth but a lot of it also just came naturally through reading people's comments through.
8:56
Natalie: You know, I went on a 22 city tour around the united states literally in a month so I was in every city it's all aboard to me but I got to visually see the people that watch my content that was huge for me that made me realize okay you know my person dresses like this she's kind of artsy she likes to paint her nails you know and so then I started incorporating a little bit of that into my channel as well you know finding shaving hacks like how do you shave as a.
9:24
Natalie: Hairy latina girl of course I always tell people I'm like it is a choice you don't have to shave.
9:30
Dara: I'm also all for all the hair but here are some of the tips that I've learned with my hairy everything so so that's you know just like kind of evolving in that way and making your community a part of your business and your your strategy if you will it is a business but it's not product based unless you actually have like a product that you're selling it is you are the the product in a way and so I always like to just make sure that I am not manufacturing this this thing that just.
9:58
Dara: Isn't real to me or that I just can't keep up with because I think that's really exhausting, so showing that you care I think people share what they care about, I love that people share with me yeah it's really hard as a content creator to continue to thrive and grow and remain relevant even as you grow and as you change so Natalie we recently as I'm sure you know as a proton member, right, we recently got our first, spanish speaking instructor and I was so excited to take a spanish.
10:31
Dara: Class and it made me think of you you launched a spanish language channel and I'm curious about you know why you did that and what you learned from doing that okay yes first of all I love the spanish classes I love all the music the cumbia the salsa the bachata a little bit everything it gets me going love it, so my family is actually colombian and so they would watch my english channel and not understand anything and they would be sharing it with like all the tias all the seals.
10:59
Dara: and like everyone would understand and so my aunts were the ones that actually encouraged me to launch my spanish channel the hispanic market is so invested they're incredible some of the top creators are latinos and brazilians and I will say it's not easy you know because it's like another additional thing to my raw stir up to-do list for the day don't have enough to do yeah exactly great thank you so much for making time to connect with me thank you for opening up and sharing.
11:28
Dara: Your stories I mean honestly like you're when you talked a lot about not things being manufactured but things being authentic like I'm going to take that with me and I'm going to be talking about that with my marketing team on my creative team like.
11:39
Natalie: Hey listen let's not over produce let's not over manufacture just thank you so much for being you thank you for sharing your wisdom with me I also I'm leaving with a lot of no nuggets natalie's Outlet gold nuggets of wizard, first I'm gonna be taking that with a huge thank you to you thank you do we just do a screenshot or oh I'm taking you with my phone oh wow okay ready one two three.