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 to love. It's called the marketing book podcast and it was named by Linkedin as one of ten podcasts that will make you a better marketer. It's hosted by my 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 that marketing 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 going to be able to keep up with the quickly changing landscape of modern marketing and sales. 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 tell that in the engagement that he is able to have with each of the authors that he interviews. You can just tell...

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

...the show. Welcome back to the B tob growth show. We are here today with Shawn Horbert. He has a social media manager at Pittney bows. Showing how you doing today? I'm doing great. How are you? I am wonderful. SEAWAN. We're going to be talking about building an influencer network today. This is something you guys are doing at Pitney bows. Before we get into the content, I'd love for you to tell us a little bit about for the few folks listening to this that aren't familiar with Pitney bows, tell us about what you guys are up to, what you guys are doing over there, and a little bit about the role that you're in. Sure, so, pitty bows was founded as a shipping company, shipping a maili meters. I'm sure if you go into your mail room you probably have a pitty bows piece of equipment. And what we're in the middle of right now is a digital transformation and we're becoming more of a global Chech company. You know, we're trying to combine the best of innovative physical and digital solutions in a global commerce you know, mail may 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 than ever, especially in this in this online, global ecommerce environment that we currently live in. Hell love it. So yeah, so that's that's where we're kind of shifting from from the physical to two more of the ECOMMERCE and of shipping. And you know where we range from about the number is ninety percent of 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 work for and you know, we've got a great social media team here that's really fired on all cylnders. I love it, I love it and so. So you 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 of these influencers. But talk to us about how you guys are thinking about kind of the early stages as you're building out this network? Great Question. So what we're currently doing is, well, let me start with saying we have add a influencer network. I don't know if they were necessarily the right fit for what we were trying to accomplish. So currently I'm in the role of identifying new influencers and the UN they go against all the verticals. So we have ECOMMERCE, we have software, we have shipping solutions. So I'm trying to 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 somebody WHO'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 as possible 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 great twitter analyzer for profiles, and he said that was little, Little Bird, little bird. Yeah, okay, you know, and then I'm going down their basic using google. Right, I'm using twitter, I mean creating twitter lists, using tweet deck to really find people that are that are hitting the topics that we want to talk about. And you know, so we've made I'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, and they're sharing with it on the on daily or a regular basis. And we have a great influencer that we've been working with for a lot of years who used to write fortune and he's helping make the introductions to some of these people that were that we wanted to partner with and basically he's getting us in front of them. Were creating a relationship with them, seeing if there's a mutual understanding of what they want to talk to...

...their audience about and what we would like to talk to audience about. And you know, it's kind of like we're getting ready to date. Right where kind of us? Where has been the questions at the dinner table? and Are you initiating these conversations? Are you 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, I think, some introductions. But you know, in the past when I put together and influence or campaigns, I've reached out. You know, you, and I'm sure your audience knows, you start out by just following them right and you mentioned them and you kind of you start slowly and slowly building a relationship with them. We are kind of speeding that up just a little bit and finding the person that we use has pre existing relationships with a lot of the people that we want to talk to. So it just makes that into a little bit smoother. That's a that's a really smart, smart play. Did you guys kind of fall into that situation by, you know, running into the you know, just happen to...

...find the guy that there used to right for fortune, or was that an intentional choice that you guys made to say hey, if we can find one person that can unlock a ton of relationships, 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 twitter handle. He is a great guy. He knows everybody on twitter, you know, because he was writing for so long in the business, business world, so he has a lot of contacts and you know, we had reached out to him maybe a year or two ago to become one of our influencers and we've just fostered a great relationship with him and you know, we turned to 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 has been 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's little bit different. Yep, right,...

...so he's really helping us. He's our way into this. I love it. I love it and I want to go back a bit, Sean, and talk about you know, you had mentioned that you guys had an influence in network before and it would just wasn't the right group of influencers. I would imagine that's a mistake that a lot of people make. Kind of looking looking back at that, could you kind 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 influencer network that you built? Yeah, definitely. So. You know, a lot of the people we reached out to you we had relationships with. We may not have been in a financial relationship with them, but we were in a mutual understanding with them that we'd give them exclusive content to share, you know, kind of give them first first hibs at information that we were pushing out. But we found that a lot of the people we were talking to did it necessarily come through. So,...

...for instance, if we had a tweet 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 one of them engaged. So I think we might have spread ourselves too thin and what we're trying to do this time is really nail down this list and get twenty, maybe thirty people that we can really heavily rely on that, you know, we can build a strong relationship with, like I mentioned with Brian. Now we work with them for a while. Now find people like him that we can really say hey, we want to lean on you. Can you 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 in and you know, if if you really do your homework and do your research up front, it's going to be that much easier to identify the right people to be talking to, as opposed to just having a a stableful of influencers. But are, you know, a really fine tune, nailed down group people gotta and so you you said you're...

...using a tool called little bird to find some of these influencers. Are there other tools that you're using that have been helpful as you guys have sought to build this second network of influencers that you'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 go into those articles that are written, try to find them on twitter and then I set up a list on twitter that I can follow on Tweek deck and follow them talking about it. You know, I find what hashtags are relevant around these, that they have it in their BIOS, set up lists of those, those Hashtags, and then follow along there and kind of insert myself into the conversation as well, so they don't think I'm some sort of creepy stalker, but you know, I'm involved...

...in the conversation as well. It kind of established myself as a thought leader as well and it just makes when we do that initial outreach, I know it's going to make it that much easier 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 are the 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 are just fantastic. You know, we do rely heavily a little bird, because little 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 figure out where the intersections of influential people are. I love it. Shown this has been fantastic. I want to close with one last question before we before we let you go today, and it's a question that I love asking because it allows our listeners to get to know our guests on a little bit deeper level. 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 things that I love to do is this career that I've found myself on is I've been able to teach social media to colleges and it's been great at Chining to to share my experiences with the students, to show them case studies, what's worked, what hasn't worked, but really have a conversation with them, because they're digital generation, so they've grown up on this stuff, and find out what's working with them and then taking that information back, bringing it to my to my market department, say, you know, don't forget these people there, there, and this is what they're talking about, this is where they are. So, you know, I I want to basically I want to preach the gospel of social media and and share it with as many people as possible 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, different path for you, but I think it will be successful. Hello. So yeah, I love it. Thank you so much for sharing that, Shawn. If, if there's somebody listening to this, they want to connect with you, what's the best way for them to go about doing that? Twitter's definitely the best way. I'm always on it, so it's at the SM Geek Pretty Much describes me to a T. awesome. And if they want to check out Pitney bows, is it just Pitney Bowscom, Pitney bowescom. I'll love it. Awesome. Sean will thank you so much again for your time. This has been fantastic, so I really appreciate it. Thank you for your time. I was happy to be here. To ensure that you never miss an episode of the BETOB growth show, subscribe to the show in Itunes or your favorite podcast player. This guarantees that every episode will get delivered directly to your device. If you'd like to connect with B tob executives from all over the world, make sure to join our private facebook community. There are some incredible conversations happening inside this group. To Join, Visit Bob Growth Showcom FB. Thank you so much for...

...listening. Until next time.

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