579: 4 Tools to Build Your Influencer Network w/ Sean Haubert

ABOUT THIS EPISODE

In this episode we talk to Sean Haubert, Social Media Manager at Pitney Bowes.

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...welcome back to the Beatty by growthshow. We are here today with Sean Harbard. He is the social media managerat Pitney Bo showing how you doing today, I'm doing great. How are you, Iam wonderful, shoin we're going to be talking about building an influence hernetwork today. This is something you guys are doing at Pitney bows before weget into the content. I'd Lev for you to tell us a loge about for the fewfolks. An this that aren't familiar with Pi Ny Bo tells us about what youguys are up to what guys are doing over there and a little bit about the rolethat you're in sure, so Pitney bows was founded as a shipping company H, shipin,an maili meters, I'm sure if you go into your mail room, you' probably havea Piny Bos, fes of equipment and what we're in the middle of right now is adigital transformation and we're becoming more of a gloal e company. Youknow we're trying to combine the best of Innovator, physical and digitalsolutions in a global commerce. You Know Mal may be flowing down, but it'snot dead right. People are still...

...shipping packages. You go on. Amazon Yobuy something it's being shipped to you, so you know it's it's our thoughtprocess that should bit is more important than ever, especially in thisin this online globally commerce, environment, thatr. We currently liveinso yeah. So so that's that's. Where we're we're kind of shifting from fromthe physical to to more of the ECOMMERCE and of shipping- and you know, were we ranged from about H K,the number is ninety percent of the Fortue five hundred companies utilizeour systems in some way or shape. So you know yeah, so it's it's! It's agreat company to work for and no we've got a great social media team. Here,that's really firing on all cylinders. I love it. I love it, and so so youguys are in the process right now of building your influence or network soand talk to us about why influencers are the thing to be paying attention toit's where people's attention are leveraging. You know the ownedaudiences of of these influencers, but...

...talk to us about how you guys arethinking about kind of the early stages as you're building out this network.Tea Question, so what we're currently doing is, let me start with saying wehad a influencor network. I don't know if there were necessarily the right fitfor what we were trying to accomplish. So currently, I m I'm in the role of Umidentifying new influencers and they go against all the verticals. So we haveECOMMERCE. We have software, we have shipping solutions, so I'm trying tofind people who ere influential in all those verticals and you K Ow, it's noteasy Y. U it's not that easy to find somebody who only talks Bot shipping y NTON tter, so we try to find somebodywho's using that half tag is as much as possible or their audiences is reacting to that Hash Jag as much aspossible s. You know I'm utilizing tools...

...like little bird, which is a greattwitter analyzer for profiles, and he said that was little little bird littlebird yeah. Okay, you o then going down fair basic using Google ride. I'm usingtwitter, crating twitterlists US tweet deck to really find people that thatare are hitting t e topics that we want to talk about, and you know so. We'vemade I gret this a massive SPREC heat of people that I would like to talk to.You know it's and it's not necessarily who has the most sweets of the mostfollowers, but has the most relevant content, yeah and they're, sharing withit on Ho on daily or a regular basis, and we have great influencer that we'vebeen working with for a lot of years, W we used to wrike fortune and he'shelping make the introductions to some of these people that work that wewanted to partner with and basically he's getting us in front of them. We'recreating a relationship with them, um...

...seeing iftherethere's a a mutualunderstanding of what they want to talk to their audience about and what wewould like to talk to the audience about, and you know, T it's. It'sKINDOF like we're getting ready to date, r Gard, a conoda where asing thequestions that at the dinner table and are you initiating these conversations?Ore, you guys working through a third party, how t how does that work, Wa rworking through an influence that we relie pretty heavily on e someintroductions, but you know in the past, when I put together in influence orcampaigns I've reached out. You know you and I'm sure your your audiencetones you. You start out by just following that: right mention them andyou kind of you start slowly in slowly, building a relationship with them,weare kind of speeding that up just a little bit and finding he other personthat we use has prereexisting relationships with a lot of the peoplethat we want to talk to. So it just makes that inshow a little bit H,smoother. It's that's a really smart smart play. Did you guys kindof fallinto that situation by you know running...

...into the y? U K Ow happen to find theguy that that used to write for fortune or was t at an intentional choice thatyou guys made to say hey. If we can find one person that can unlock a tonof relationships, that's going to be the direction we should go. You knowit's, so I can tell you it's his name's Brian Miran and that's that's Justwitterd Andal. He is a great guy. He knows everybody utwinner, you 'cause.He was writing for so long in the business, the business world. So he has a lot ofcontacts and you know we had reachd out to him, maybe a year or two ago tobecome one of our influencers and we've just fostered a great relationship withhim, and yet we turned to him a lot to cover a lot of events to the brainstorm.IDEAS WITH I've been partnering with him to put Together Disin Lost NetworkHes Mon fully my hand and working through because I've done influence orcampaigns, but they've been be to see so we're beto be focused to it's alittle bit different yeprime. So he's...

...he's really helping us ease our wayinto this. I love it. I love. I want to go back a bit showin and talk about youknow you had mentioned that: U S had an influence in network before and it just wasn't the right group ofinfluencers. I would imagine that's a mistake that a lot of people make andlooking looking back at that, could you kind of give some wise words to folksthat maybe haven't started doing it yet, but they could learn from some of themistakes or you know th the things that you guys have learned from in that inthat first influence or network that you built yeah, definitely so lot of the people we reached out to y.u know we had relationships with, we may not have been in a financialrelationship with them, but we were in a a mutual understanding, withthen thatwe'd give them exclusive content to share. You know kind of give them first. First,I ad information that we were pushing out, but we'e found that a lot of thepeople we were talking to did it necessarily come through. So, forinstance, if we had a tweich hat o...

Tweedo s made, you know, we'd get someof our influences, but we couldn't get every single one of them engaged. So Ithink we might have spread ourselves too thin and what we're trying to dothis time is really nail down this list and get twenty, maybe thirty, peoplethat we can really heavily rely on that you know we can build a strongrelationship with, like I mentioned with Brian now, wee worked with themfor awhile, now find people like him that we can really say he we want tolean on you. Can you share this information with your audience? I thinkit's irrelevant t orelevance. It really hits theirpainpoints and I think they're going to be interested, and you know if, if youreally do your homework, a do your research up fron it's going to be thatmuch easier to identify the right people to be talking to as upposed tojust having a stable full of influencers but e. You know a reallyfine tune nail down. Grop people got it,...

...and so you, you said you're using atool called little bird to find some of these influencers. Are there othertools that you're using that have been helpful, as you guys have have soughtto build this second network of influences that you're, currentlyworking wit, yeah? Definitely so we're using the social studio o like I I useGoogle know I try to find that searches. I'm looking for Verto go on ECOMMERCE,try to see who comes up for articles rig right, Agan! I go into thosearticles that are Ritten, try to find them on twitter, and then I set up alist O on an twitter that I could follow on tweedeck and follow themtalking about it. The only I find what Hash tags are irrelevant around these,that they have it in their BIOS set? U Liss of those those Hash Tags and thenfil along Bherand kind of insert myself into the conversation as well. So theydon't think I'm some sort of creepy stocker know I'm involved in the conversationas well...

...kind of established myself as as afault leader as Welk, and it just makes when we do that initial outridge. Iknow it's going to make it that much easier because they're going to haveseed, my name as much as I've seen theire YEP, so so little bird, socialstudio and Google are the three primary tools that you're using and you knoweven even toin. Er I mean twitter is such a powerful clol er. Their searchfeatures are, are just fantastic. You know we, we do rely heavely a littlebird 'cause little bird helps you not just map out influences, but theirnetworks as well, so it kind o gives you a network and the network, plus onedontrl figure out where the intersections of Isantual people are. Ilove it Shn. This has been fantastic. I want to close with one last questionbefore we h before we let you go today and it's a question that I love asking'cause. It allows our listeners to get to know our guest on a little bitdeeper level, love to ask. What is the legacy thatyou'd like to leave great question? So...

...y twitter Handel is tsmk. Ou know Ijust I live eatand breathe social media and one of the things that I love to dois this career that I I've found myself on. Is I've been able to teach socialmedia to to in colleges, and it's been great to try to share my experienceswith the students? AH TO SHOW THEM C studies. What's worked, what hasn'tworked but really have a conversation with them, because ther inditialgeneration, so theyh've grown up on the stuff and find out what's working withthem and then taking that information back, bring it to my to my marketdepartment, a d say You now: Don't forget these people theyre there. Thisis what they're talking about this is where they are. So you know I I wanto.Basically, I want to preach the Gospel Soshomia D and share it with as manypeople as possible and youknow share it ith our marketers here and say: Haveyou thought about this or let's, let's you're kind of stuck here, let's godown this road. I think this is a...

...different different pant for you, but Ithink it will be successful anoyeah. I love it. The do so much for sharingthat show and if, if there's somebody listening to this, they want to connectwith you what's the best way for them to go abou doing that twitterisdefinitely the best way, I'm always on it. So it's a B SMD that pretty muchdescribes me to a t and if they want to cok out Pitney, Bosis a just pidneboz dotcom, pinnybos, Docot alove it Osomeshan will. Thankyou so much again for your time. This is then fantastics O. I real appreciateit. Thank you for your time. I was happy to be Er to ensure that you never miss anepisode of the B to b gross show subscribe to the show in Itunes. Wereyour favorite podcass player this garantees that every episode will getdelivered directly to your device if you'd like to connect with be to beexecutives from all over the world make sure to join our private facebookcommunity. There are some incredible conversations happening inside thisgroup to join visit B. TA B growth show...

...tcom, slash FB. Thank you so much forlistening until next time.

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