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.

Before we get into today's interview,I want to tell you about another podcast that I think you're really going tolove. It's called the marketing book podcast and it was named by Linkedin asone of ten podcasts that will make you a better marketer. It's hosted bymy friend Douglas Burdette, who we've had on the podcast in the past,and Douglas does weekly interviews with authors of best selling marketing and sales books.According to an adobe survey of marketers, seventy six percent of them said thatmarketing has changed more in the last two years than in the previous fifty.So when you subscribe to this podcast, the marketing book podcast, you're goingto be able to keep up with the quickly changing landscape of modern marketing andsales. One thing that is unique about this that I think is really interesting, is that Douglas reads every single book before every interview and you can tellthat in the engagement that he is able to have with each of the authorsthat he interviews. You can just tell...

...he knows this content because he's readthe entire book, hasn't just read the cliff notes. So he has doneover a hundred interviews. I think they're at one episode undred and thirty fourright now. By the time you're hearing this, they might be at ahundred and thirty five, but I want you to head over. You're alreadyin the PODCAST APP. Head over in search for the marketing book podcast.Gets subscribed, download a few episodes. You can check out the website atmarketing book podcastcom. You can follow them on twitter at marketing book, butI really, really really want you to subscribe to this podcast. This isone that I get a ton of value from and I think you will aswell. You're listening to the be tob growth show, a podcast dedicated tohelping be tob executives achieve explosive growth. Whether you're looking for techniques and strategiesor tools and resources, you've come to the right place. I'm James Carberryand I'm Jonathan Green. Let's get into...

...the show. Welcome back to theB tob growth show. We are here today with Shawn Horbert. He hasa social media manager at Pittney bows. Showing how you doing today? I'mdoing great. How are you? I am wonderful. SEAWAN. We're goingto be talking about building an influencer network today. This is something you guysare doing at Pitney bows. Before we get into the content, I'd lovefor you to tell us a little bit about for the few folks listening tothis that aren't familiar with Pitney bows, tell us about what you guys areup to, what you guys are doing over there, and a little bitabout the role that you're in. Sure, so, pitty bows was founded asa shipping company, shipping a maili meters. I'm sure if you gointo your mail room you probably have a pitty bows piece of equipment. Andwhat we're in the middle of right now is a digital transformation and we're becomingmore of a global Chech company. You know, we're trying to combine thebest of innovative physical and digital solutions in a global commerce you know, mailmay be slowing down, but it's not dead right people are still shipping packages. You go on Amazon, you buy...

...something, it's being shipped to you. So you know, it's our thought process that shipping is more important thanever, especially in this in this online, global ecommerce environment that we currently livein. Hell love it. So yeah, so that's that's where we'rekind of shifting from from the physical to two more of the ECOMMERCE and ofshipping. And you know where we range from about the number is ninety percentof the fortune five hundred companies utilize our systems in some way or shape.So you know. Yeah, so it's a it's a great company to workfor and you know, we've got a great social media team here that's reallyfired on all cylnders. I love it, I love it and so. Soyou guys are in the process right now of building your influencer networks on. Talk to us about why influencers are the thing to be paying attention to. It's where people's attention are leveraging,...

...you know, the owned audiences ofthese influencers. But talk to us about how you guys are thinking about kindof the early stages as you're building out this network? Great Question. Sowhat we're currently doing is, well, let me start with saying we haveadd a influencer network. I don't know if they were necessarily the right fitfor what we were trying to accomplish. So currently I'm in the role ofidentifying new influencers and the UN they go against all the verticals. So wehave ECOMMERCE, we have software, we have shipping solutions. So I'm tryingto find people who are influential in all those verticals and it you know,it's not easy that. You know, it's not that easy to find somebodyWHO's only talks about shipping, right. Yeah, hunt on twitter. Yeah, so we try to find somebody who's using that Hashtag is as much aspossible or their audiences is reacting to that Hashtag as much as possible. So, you know, I'm utilizing tools like...

...little bird, which is a greattwitter analyzer for profiles, and he said that was little, Little Bird,little bird. Yeah, okay, you know, and then I'm going downtheir basic using google. Right, I'm using twitter, I mean creating twitterlists, using tweet deck to really find people that are that are hitting thetopics that we want to talk about. And you know, so we've madeI've got this a massive spreadsheet of people that I would like to talk to. You know, it's and it's not necessarily who has the most tweets,of the most followers, but has the most relevant content. Yeah, andthey're sharing with it on the on daily or a regular basis. And wehave a great influencer that we've been working with for a lot of years whoused to write fortune and he's helping make the introductions to some of these peoplethat were that we wanted to partner with and basically he's getting us in frontof them. Were creating a relationship with them, seeing if there's a mutualunderstanding of what they want to talk to...

...their audience about and what we wouldlike to talk to audience about. And you know, it's kind of likewe're getting ready to date. Right where kind of us? Where has beenthe questions at the dinner table? and Are you initiating these conversations? Areyou guys working through a third party? How does that work? Well,so we're working through an influence that we rely pretty heavily on to, Ithink, some introductions. But you know, in the past when I put togetherand influence or campaigns, I've reached out. You know, you,and I'm sure your audience knows, you start out by just following them rightand you mentioned them and you kind of you start slowly and slowly building arelationship with them. We are kind of speeding that up just a little bitand finding the person that we use has pre existing relationships with a lot ofthe people that we want to talk to. So it just makes that into alittle bit smoother. That's a that's a really smart, smart play.Did you guys kind of fall into that situation by, you know, runninginto the you know, just happen to...

...find the guy that there used toright for fortune, or was that an intentional choice that you guys made tosay hey, if we can find one person that can unlock a ton ofrelationships, that's going to be the direction we should go. You know,it's so I can tell you his name's Brian Moran and that's that's his twitterhandle. He is a great guy. He knows everybody on twitter, youknow, because he was writing for so long in the business, business world, so he has a lot of contacts and you know, we had reachedout to him maybe a year or two ago to become one of our influencersand we've just fostered a great relationship with him and you know, we turnedto him a lot to cover a lot of events, to brainstorm ideas with. I've been partnering with him to put together this influences network. He hasbeen kind of holding my hand and working through because I've done influencer campaigns,but they've been be Toc so we're a be to be focused. So it'slittle bit different. Yep, right,...

...so he's really helping us. He'sour way into this. I love it. I love it and I want togo back a bit, Sean, and talk about you know, youhad mentioned that you guys had an influence in network before and it would justwasn't the right group of influencers. I would imagine that's a mistake that alot of people make. Kind of looking looking back at that, could youkind of give some wise words to folks that maybe haven't started doing it yet, but they could learn from some of the mistakes or, you know,the the things that you guys have learned from in that in that first influencernetwork that you built? Yeah, definitely. So. You know, a lotof the people we reached out to you we had relationships with. Wemay not have been in a financial relationship with them, but we were ina mutual understanding with them that we'd give them exclusive content to share, youknow, kind of give them first first hibs at information that we were pushingout. But we found that a lot of the people we were talking todid it necessarily come through. So,...

...for instance, if we had atweet chat, you know, a tweet off wis is made. You know, we'd get some of our influencers, but we couldn't get every single oneof them engaged. So I think we might have spread ourselves too thin andwhat we're trying to do this time is really nail down this list and gettwenty, maybe thirty people that we can really heavily rely on that, youknow, we can build a strong relationship with, like I mentioned with Brian. Now we work with them for a while. Now find people like himthat we can really say hey, we want to lean on you. Canyou share this information with your audience? I think it's a relevant relevance.It really hits their pain points and I think they're going to be interested inand you know, if if you really do your homework and do your researchup front, it's going to be that much easier to identify the right peopleto be talking to, as opposed to just having a a stableful of influencers. But are, you know, a really fine tune, nailed down grouppeople gotta and so you you said you're...

...using a tool called little bird tofind some of these influencers. Are there other tools that you're using that havebeen helpful as you guys have sought to build this second network of influencers thatyou're currently working on. Yeah, definitely. So we're using the social studio.You know, like I said, I use Google. I you know, I try to find searches. If I'm looking for vertical on ECOMMERCE,try to see who comes up for articles written right okay, and I gointo those articles that are written, try to find them on twitter and thenI set up a list on twitter that I can follow on Tweek deck andfollow them talking about it. You know, I find what hashtags are relevant aroundthese, that they have it in their BIOS, set up lists ofthose, those Hashtags, and then follow along there and kind of insert myselfinto the conversation as well, so they don't think I'm some sort of creepystalker, but you know, I'm involved...

...in the conversation as well. Itkind of established myself as a thought leader as well and it just makes whenwe do that initial outreach, I know it's going to make it that mucheasier because they're going to have seen my name as much as I've seen there. So, YEP, so so little bird. Social Studio and Google arethe three primary tools that you're using. And you know, even even twitter, I mean twitter is such a powerful pool. There's their search features arejust fantastic. You know, we do rely heavily a little bird, becauselittle bird helps you not just map out influencers but their networks as well.So it kind of gives you a network and then network plus one to figureout where the intersections of influential people are. I love it. Shown this hasbeen fantastic. I want to close with one last question before we beforewe let you go today, and it's a question that I love asking becauseit allows our listeners to get to know our guests on a little bit deeperlevel. I'd love to ask what is the legacy that you'd like to leave? Great Question. So my twitter handle...

...is thesm Geek and you know,I just I love, Eaton, breathe social media and one of the thingsthat I love to do is this career that I've found myself on is I'vebeen able to teach social media to colleges and it's been great at Chining toto share my experiences with the students, to show them case studies, what'sworked, what hasn't worked, but really have a conversation with them, becausethey're digital generation, so they've grown up on this stuff, and find outwhat's working with them and then taking that information back, bringing it to myto my market department, say, you know, don't forget these people there, there, and this is what they're talking about, this is where theyare. So, you know, I I want to basically I want topreach the gospel of social media and and share it with as many people aspossible and, you know, share it with our marketers here and say,have you thought about this or let's let's you know you're kind of stuck here. Let's go down this road. I...

...think this is a different, differentpath for you, but I think it will be successful. Hello. Soyeah, I love it. Thank you so much for sharing that, Shawn. If, if there's somebody listening to this, they want to connect withyou, what's the best way for them to go about doing that? Twitter'sdefinitely the best way. I'm always on it, so it's at the SMGeek Pretty Much describes me to a T. awesome. And if they want tocheck out Pitney bows, is it just Pitney Bowscom, Pitney bowescom.I'll love it. Awesome. Sean will thank you so much again for yourtime. This has been fantastic, so I really appreciate it. Thank youfor your time. I was happy to be here. To ensure that younever miss an episode of the BETOB growth show, subscribe to the show inItunes or your favorite podcast player. This guarantees that every episode will get delivereddirectly to your device. If you'd like to connect with B tob executives fromall over the world, make sure to join our private facebook community. Thereare some incredible conversations happening inside this group. To Join, Visit Bob Growth ShowcomFB. Thank you so much for...

...listening. Until next time.

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