The Manufacturing Executive
The Manufacturing Executive

Episode · 1 year ago

Building a Manufacturing Community Online w/ Sam Gupta

ABOUT THIS EPISODE

If you want to build thought leadership around a product category, you need to create a community. The longer your sales cycle and the more complex your product, the more critical your community.

But how do you build a community around your product and not around yourself?

In today's episode, I talk about the keys to success on social media with Sam Gupta, Host, Community Builder, and Founder at WBSRocks.

Here's what Sam and I discussed

- What an online community is

- Different platforms for building community online

- Focusing on your audience's problems – not your product

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If you understand the nuances of all each platform works as supposed to, running off of everything out it, you will be far more successful in social media. Welcome to the manufacturing executive podcast, where we explore the strategies and experiences that are driving midsize manufacturers forward. Here you'll discover new insights from passionate manufacturing leaders who have compelling stories to share about their successes and struggles, and you'll learn from B tob sales and marketing experts about how to apply actionable business development strategies inside your business. Let's get into the show. What visuals does the word community stir up for you? Maybe families in your neighborhood congregating, kids riding around on their bikes and playing in the front yards, or maybe gatherings at your place of worship where people share common beliefs and values. In the workplace, it could be the culture built inside Your Business, where people genuinely enjoy working together and helping each other learn and grow. Our collections of industry events where people with common interests and skills come together to periodically share experiences and ideas. But what about online? The term social media is appropriately named because over the past fifteen years or so. The types of communities that were used to in our phy physical world continue to be mimicked in the online media space. Now, just to be clear, I am absolutely not advocating for the replacement of in person interaction with interaction through our smartphones of computers, but it doesn't have to be one or the other either, and frankly, it shouldn't be. So I'd ask that you keep an open mind through this episode as I speak with a guest who has figured out how to do exactly what I'm talking about, building a manufacturing community online. Sam Gupta has been an earp thought leader in the digital transformation space for nearly two decades, with the primary focus on financial systems. In earp, Sam has been a part of large transformation initiatives for fortune five hundred corporations, but now spends his time consulting with SMS as a principal consultant at elevate IQ. Sam's deep expertise in manufacturing value chain, combined with cross industry expertise, enable him to have higher success rates with the digital transformation initiatives in the manufacturing, distribution and retail industries. Sam has been involved with startup ecosystem in the last ten years and has experience in building and growing businesses from scratch. Sam regularly speaks at industry conferences and contributes his experiences through many popular blogs and publications. He also hosts a podcast called wbs rocks, focused on business growth through digital transformation and Arp, where he interviews top influencers and executives from ARP, supply chain, digital transformation and accounting. Sam, welcome to the showy, thanks for having me. Just super excited to be here and super excited to talk to your fun listeners. Great Well, Sam, I was a guest on your podcast, I'll BBS rocks, a while back, shortly after you were launching it, and I wanted to get you over here on the manufacturing executive for a number of reasons as well. But I have to start by saying that over the past few months I've seen you everywhere online. You seem to be just kind of blanketing the manufacturing space with your presence and and that alone is is reason to have you on the show, because you've got something figured out on that front. You're all over my linkedin feed, you're all over clubhouse. Some of our listeners are probably starting to become familiar with clubhouse, others not, and we're going to talk about that a little bit today. But you're always creating content, it seems, in conjunction with other really smart manufacturing folks, which is something I'm a huge, big advocate for. So and I think that's a good lead into the conversation today because we really really what I want to talk to you about today is building a manufacturing community online. Sam, you and I had a conversation a week or two ago to prep for this episode and you said something that jumped out to me. Your comment was something along the lines of it's the job of sales to build thought leadership around a product category. Your community is a way to help you do that. So I was wondering if you can kind of unpack what you meant when you said that. Bill. So let's go back and talk about just the hard ducts and the technologies and all the oral the products in offerings are perceived in the seals world because you know, obviously I have been involved with a lot of long seal cycle and very complex products. Right, so people thought all the time about, you know what, my offering is very distribted. My offering is just so cool. But end of the day, when you look at from the perspective of a CFO or the corequirement, right, they typically seek it as you are trying to solve my problem. Now, how disrupted that is, it doesn't feelly matter, to be honest. Okay, in their mind they are thinking that you are simply trying to solve a problem. So let's get some of the manufacturing products that we TPD see right now if everybody's trying to solve...

...the problem. So there is no sense of differentiation, I guess, in the product, even though you want to talk about your differentiation all day. But you know, customers don't necessarily care for the differentiation. But one of the differentiation is going to be really around the thought udition, because what customers are looking to do is they are looking to make a very informed decision around a product and offering so that they don't necessarily have any sort of financial est. I mean, that is always going to be their biggest problem. That okay, if I am spending, if I'd the let's say the exact day or the CFO or these sales read or sales off right, if I'm cutting a check off hundred thousand dollars, then I need to think about, okay, whether I'm going to get some sort of or wife from this, whether I'm going to get some PHNU from test. So that's why the part leadership and DX pretise is super important. Now let's talk about getting now, based on the kind of things that we have seen from the social media perspective, from the podcasting perspective, obviously there is a little bit of play here, from the marketing perspective, that this whole notion of the thought leadership is going to grow in next four to five years. Now, why is that leadership and community building so important? Now, if all of the products and offerings are going to be similar in their positioning, only differentiate. One of the ways to differentiate is going to be really who we sort of the thought leadership and help your customers should grow. Okay, so, rather than simply being a vender to a corporation, what you are trying to do in case of our community is you are literally helping your customers grow. And now this growth could be in terms of education, it could be in terms of the introductions, it could be in terms of finding the leaks for your customer. And when you do that, what is going to happen? Now you are almost their customers, as opposed to being a vender. So this whole notion of community is very powerful because you are helping your customers from many different perspective. And this is what is going to happen when you do that. Your customers are going to come to you and going to ask your advice for the product that you are going to sell. Right. And what are you going to do? Because we're always trying to sell the product. Now you have created your community and our leadership. So what do you are going to do? You I'm going to obviously, I educate your customer. That will your goal. To begin with. Majority of the beat companies, I mean, they all want to educated at Custine, they all want to talk of the night custinas. Nobody wants to be time right. But in this pretty cular case, since you are building the kimmity, you are been making dark leadership. You become the crusted and whiser for a product, for an offering bed. You are going to be consulted before the customer goals and talk to any of your competitors. So that's why this notion of community is very powerful. I DON MY B AMC. Yeah, I'm going to ask a few follow ups for you there, because I think that's a that's a really good start. But dive in a little deeper there. Like I'm thinking back to a conversation I had on my podcast just last month with our strategy director at Gorilla, Matthew Schinella, and Matt was talking about the idea of the he we did episode together about Webinars and how to how to run a Webinar for a manufacturer and you know, one of the things he talked about was neutralizing your product and creating thought leadership around the product category rather than your product. Is, frankly, nobody cares about your product. They care about themselves and what they're trying to do. So a few things it follow ups I was going to have for you here. You know, it's wondering if you could talk a little bit about that, because I know you're a believer in that concept. To I saw you nodding, like how do you go about selling in a way or, you know, building community around a product category that yours happens to fit into, so that it's not just about you? Let's start there, right. So, obviously, as you mentioned, the neutralizing the which needs to be there, because you know, when you go to an educational seminar or if you go to the university, right, you are not going to be talking about the product, you are going to be talking about a concert, right, and I'm pretty sure you are a follower of meal put it as well, and he talks about these things too. I mean from the from the Google perspective, right on the Asu. So what he he coaches is, let's say, if you are creating a blog, if you're simply creating around your product, then even if that is not a sales pace, it will come across as its. So what do you want to do? Is, rather than saying, you know what, I'm good at this, they say, is they this? What about? You talk about talk and products in your category, and you mentioned your product and the present cons of that. Right. Then you become slightly more objective in your approach, in in your coaching that you know you are trying to promote your own value prop because you are going to put comware. You have some sort of competitive advantage. That's why you are surviving the visit. Everybody does that. So when you create this piece of Pantent, whether it would be a form of blog or Webinar or club, thousands, it doesn't matter. The form does not matter, but you have to mutilize your pitch. Yes, the product category is important, but more important is the problem that the customer is trying...

...to solve. Okay, the if you form your conversation around the problem, then what it's going to happen is, you know, they are going to have, let's say, hundreds of questions around. Okay, let's say if I am considering a part for a car, right, what are the questions that I'm going to have with respect to the form factor, with respect to the build off the product, with respective okay, whether if I install this part in my vehicle or machine? Okay, how's that going to perform and I going to have some sort of financial risk because of that installation? How's going to be the siluce? So these are going to be some of the questions that your customers are going to have. Obviously, they are going to have questions related to your own offering, how you are positioned as a company, but more importantly, they are going to have questions about, okay, how can I buy this product? Any put me that. Okay, if you can create your content around that coaching peace, then obviously that content is going to be powerful. You are going to be considered as the trusted advisor. I will tell you one more story around how to find a topic around these things. So I was talking to one of the manufactors. He actually does a lot of work in the cold form to steal space. Okay, so these supply is steel to constructions of me is the supply to real companies. You know they are really in the steel business. Now let's see if you're trying to create a community around cold form steal. And this is the conversation I have with him. It's just hard because you know, even though you are neutralizing sort of your pitch, you are not really talking about your moving but the target audience is very small, right. So if you simply talk about the cold found cold form steel, I don't know how exciting that is. Good. So you need to extrapolate that. Okay, what can I form the conversation around my buyers? So let's say, if I don't know if the operations manager or the field supervisor, if they are involtant in the decision making, you need to create content around their knees, and that is going to be around. Okay, let's say if I have the supervisor. Okay, what are the end question that person is going to have when he starts? is or our job every day, and if you can answer those those questions, one thing this person is going to do is the being subspect your podcast. The second thing they are going to do is they are going to subspect to your block because you are literally helping them out with their career, the their job right and once you do that, you are going to sit in their mind always. So any time they are going to have a question, obviously you are positioning your conversation around the community, around the concept, and then you do that, you sit in their head with that positioning. So in my case, WS rocks, everybody knows, it's earp, so everybody knows. Okay, any time they are anything about AARP, they are probably going to think about ws row, they are going to be thinking about Sam Luta. So this is how the community works. Okay, community, the notion of community is very powerful. Creating the topic around the specifics of definite expertise is very powerful in finding the topic, as opposed to bring just by the product or for that kind of product, categories. That will lightly better, but I would suggest that you know, create around the concept where you can read several topics. Yeah, that was really well said, Sam. There are a couple of things that you mentioned in there that that stood out to me. You know, one of them early on and in your response there when we were so to talking about that, a idea of neutralizing your product. I like the idea of when you're talking about you benefits and like the pros and cons, is the way you phrase to the pros and cons that you're talking about not only your product but others in, you know, the competition right, because here's the here's the reality. Like your what you sell, no matter who you are, is not right for everybody. It is right for a you know, if you've you have a very tightly defined ideal customer profile and you understand the the buying process, influencers and the things that the people you're trying to reach care about. If you know that really well, well, the more you can, if you can just provide objective, honest information about you know, this is right for people who fit this description or have these problems, are trying to achieve these things, and this over here is right for people who have these problems and you know, this is the description of them, and when you can be objective about that. What I have found, because I have a very niche business, like we serve midsize BB manufacturers who sell katacs equipment through long sales cycles like that's who we really work with, and so when I talk about the things that matter to those people, well, people who fit that description say, oh my gosh, that's US everything you know, check, check, check, check, check. Those are those are us. And the people who aren't a fit, they say, okay, yeah, probably not the best fit. I get that, but that's a good thing because you wind up, you know, building credibility in the process of just, you know, honestly stating who it is that you do business with and who your past at serving. And then people who aren't a fact you are incredibility with them too, and they're probably likely to refer you when they see somebody who is. So I don't I'll stop there for a second to see if you had a heady builds there, but that that's just kind of something you said that that stood out of me. Yeah, and the only thing I'm really going to add there is when you have that that focus approach with respect to either the industry or community, then you sort of become connected, use of probably...

...become the talking that in your space. So in your example, let's say, you know you are focused on a very specific industry and we focus on very specific industry as well. We don't like to be take that cookie cutter approach. You know this. I begin for everybody. It doesn't work right. So when you are connected in a very small community, as you had mentioned towards the beginning of the conversation, that I'm actually hanging out with some of the biggest influencer in the manafactory, and the reason why they are hanging out with me is because they like to see what I'm offering to them. It actually open with their own personal growth, and that's the reason why they are any more, if I try to, let's sake, publish my content related one day construction, when they manufacturing, the second day it's we be food manufacturing, then okay, who are you? Shall I be hanging out with you? So everybody just cares for themselves and the means. As soon as sales people who realize that right, as soon as they healer the pitches around the regimine. That's how I like to think, because we are involved, as I mentioned towards the beginning of the conversation, that we are involved in some of the most complexity cycles that you can possible. Right. So, in our case we are selling to literally everybody in the company that is going to be a board. It's going to be your exact their team, it's going to be your your fluor employees as well, because if they don't buy the the south, they don't buy the idea of replacing the software they're obviously it's not going to go well. Right. So we need to create the pictures and we have the strategy. From the marketing perspective, we need to find are the sort of the persona, and we are going to see that. You know how boat is going to resonate with each of those personas and we create the pitches around that, even though it's the same product, it's the same oftening, okay, but the pitches are going to be completely different. So be sweady. Okay. What are these days are for? From their resume, because they are going to have their goals and based on that they are going to perform. That's their they job, and if they are not successful in near their job, then obviously they are not going to be excited about anything. The more you killer the experience towards them, the more the pitch will resonate, and that's why this whole notion of the community and finding you niche is also very important. To be U said right, so, as if you're hanging out in your community, you will get tons and tons of reforms which x as your sort of the IP. If you're simply doing just the sales or our bound sales, it's just you know, as soon as you send the email, as soon as you meet their goal, you were done. That's a Sun Gost for you, right, that suspend for you. You are not never going to sort of get that back. But in case of let's say, if you're doing inbound marketing or community center initiated, this is almost going to be your Ip that is going to sit there for you always and that is going to give you the long sure victure beast on this effort, because you are will they going to get, and it rolls from these the full networks. Yeah, that's that's a good build there, Sam, and I wanted to come back around to one other thing. You said a few minutes ago, which is you mentioned the idea of extrapolating based on the things that your audience cares about, and that that really struck me because it's exactly what I'm trying to do with this podcast. And we you know, when I think about who guerrilla, who my company tries to reach, well, there's there's the C suite, there's the the CEOS and presidents and VP's of sales at manufacturing organizations, and then there's also the marketing folks, the marketing directors, marketing managers, CMOS, those types, and so like, we use this platform. I was encouraged by the company that produces this podcast for me, sweet fish media, when we named this I was I was looking at names like you know, related to industrial marketing, and they said no, you need to name this the manufacturing executive. You've told us that your your person you're trying to reach is a CEO. So and you need to make the show about about more than just marketing, because CEOS and manufacturing aren't experts and marketing and if you want to build community with them, you need to talk about things and let them talk in front of their peers about their things. That they're they are experts at like building a manufacturing business and and hiring and, you know, sales in the manufacturing space and technology around robotics and automation and Industry for pot no and so so basically, you know, we've used this platform the manufacturing executive, to build community with manufacturing executives, right. And then on the other side I have, you my marketing team led by Matt, who I mentioned earlier, who is running a recurring episodic webinar series called industrial marketing live. And that is not for manufacturing executive, that is for the marketing director type and we have, you know, over two hundred people who attend these things every you know, are subscribed at least. Probably fifty attend every every other week to and there's a community building there around the marketing folks and manufacturing. So I really like the idea, though, of sort of extrapolating and not just zeroing in on the thing you do, but the things that matter the most to the people you're trying to reach. Yeah, exactly, and it's a goold with any marketing, I guess. Right. I mean, you know, if you try to zeal into much, that could be a problem, but if you are too broad, that could be a problem as well. So it's sort of the art marketing made. So you need to figure out the ideal focus that is going to be the right but for you so that you have your your community. I mean you Bonn want to protmmunity. It's not...

...gonna work right. Yeah, will say there are a few platforms I want to get into here, in particular linkedin and then clubhouse, which the for the former is familiar probably to most listeners. Is the ladder, probably to to few, to be honest. But before we go there, one other thing I just want to ask you was, can you just just for context for anybody who's kind of sitting here thinking like, okay, community, I'm still not exactly sure what. Like. Can you make commute the idea of community a little more tangible, like what are different ways to build community online and specifically in the manufacturings place? So yeah, so the way I like to define the community is it's going to be around the subject. So we have already discussed that. You know it. As soon as you find your topic, as soon as you will build your audience. Okay, who's going to be your ICP? It's almost like starting a company, to be honest. Okay, the way you start your company. In this particular case, the focus is going to be slightly Mora allocational, but you have to do everything from these sins and working perspective the way you would do for a company. So here you need to find a topic on which you are going to be focusing on. So that is going to be your content start, right, and then you need to find your ideal customers. Okay, who's going to be the audience that is going to be hanging now in the community? And then you have to create several Dutch point and that's where the conversation about channel is going to come in. Right. So I typically don't like to peep all of my ex in one basket. Right, that's how I am. Okay, I'm not going to say that you know the clubhouse is schooler, or facebook a schooler, or maybe you know trader a schooler. For me, okay, where is my audience hanging the what are they doing there? How can I argue them with the right messaging that works on the platform? That's what I am personally trying to figure out. So then you need to find these channels, okay, but all these channels and sometimes what is going to happen as you are not going to find an overlap. So, let's say the people who are hanging out on Lindlin, they might not be hanging out on twitter. The people who are hanging out on clubhouse, they might not be hanging out on Taters, just because they don't find it cool. Right. So, once you create your messaging, now you need to talk it from different channels and you need to create the community. Now, some people might be confused that. You know what, it just a thought leadership, isn't it? Just the contents that didn't think you were talking about. Okay, what is so different about community? The real difference between a community and the and the regular thought leadership or the content strategy is, in this particular case, you are really meeting them on a weekly business. You are hearing from them, you are sort of becoming the super connector you are making less a twenty to twenty five intros on a daily this is just to how people are. Okay, you're not even thinking about it. So you're spending a lot more time and this is what you would probably do when you go to a PREA chose. Well, I mean in threat shows. I have spent my life in going to preachers in okay, in treat shows, people don't necessarily pitch. Okay, they like to talk about beer, like you walk about friendship. They to talk about conversation. So you are literally creating that that relationship. Right, you can do the same thing virtually is walk. Okay. You can create these engagements from different channels. Make sure you are continuously engage within in multiple channels and you are ending the meal really in their life whether it is going to be. Okay. Can I provide you backliks? Can I provide you some sort of content authority so that it's going to help you with your day jobs? Can I help you get a job? Help you send your products? Okay, the more you do for the community, the more you will create your your community members to serve the community, the more it will come back. I don't know if I'm making sense right now. You are actually and you're kind of answering a question that I wanted to ask you at some point here, which was you know you. I've heard you talk about the idea of being a super connector and that's kind of what you're talking about here, and I see you doing this on Linkedin. Usually when you post something, anybody who's listening here go go. First of all, go follow or connect with Sam on Linkedin. But he he does a really good job. Observe his posts. I notice you always tag a lot of people and you know when sometimes, when you see this, you you think you're just trying to get your content in front of more people, but I if you look at how Sam does it, you're very intentional about who you choose to tag on a given post because that content has some relevance to them or you think they could add to the conversation. Do you want to talk about that a little bit? Yeah, definitely. So let's talk about the the strategy, about the the content and why this matters. Right. So again it's the basic sales one one, in my opinion. Right, the whole idea of sales is not really to which it's to just stay on you to much mind all the time. At least that's what I was talk when I I got into say this. Right. So now, how do you stay on your customers mind? Right, you could do couple of things. Number one, you could be calling on a weekly basis, you could be emailing them on a weekly business, or you could be touching them through social media. So one of these strategies that or you could be simply meeting the introduction, as I mentioned during our condensation about being super connector. So in my case, the reason why I like to follow this once apt to connector, and by the way, this comes from a book, and this is there's a book called Super Connector. Right, so he would dislike this once apt to super connector in a very detailed freshion. That be super connectors like to think and work is they are very enterprising in their approach, the way they think. Right, so what they are going to do is they if, let's it, do you come to me and you...

...are asking me for a favor? Okay, I'm going to think that you know what. You came to me. What can I do for to so that you know? Number One, it's obviously going out to its wall, right, and then it is going to help to remember my name all the time, that Sam and done something for me. Right. So, in case of superconnector, what you are doing is you are creating free way connects. Okay, so you are connecting a person and now I may have nothing to do with this connection. To be honest, I'm simply basic nightside, because I may never be selling my offering to these guys. But what I'm doing is, Hey, I know Joe and I also know a manufacturer who might be looking for, let's say, marketing right now. If this person comes to me, okay, he might have a simple question about something. So what I do is I do very extradied it and synolgistic introduction. Okay. So, for example, do you are targeting your manufactures right now? There might be another vendor who might be targeting manufacturers as well. If you collaborate it on your marketing efforts, you guysically and going together. So these are the kind of introduction I always late and because of that, that actually helped me with the community building, and that's a concept of super connected. The superconnectors are are very resourceful in their approach. They are always thinking out. Okay, what can I do for my community? What can I do for my network? And obviously the people who understand the different basic relationship, the people who understand all these super connecting us, they are going to come back to you, they are going to care for you as well, because they care for your introduction, and that's what you see the lot of community as soon as I post, so linked it. Oh my goodness, you are going to see two hundred lights on my posts and the reason, like they have liking is because, you know, they are getting really introductions. I'm helping them with their business. Does the you know, if they engaged with that's a marketing company on a fields company, these companies will charge them, I don't know, maybe a hundred dollar, partly to hundred dollar for mead, and this is really a free introduction from my sidem. I'm not back. So what is going to happen next? I mean, obviously there we do care for me, because you know they don't care for me. I didn't want me with working there. That's all we all work, right. Yeah, I think it's really good, Sam, and I think there are you know, I think you know that that sort of approach, if is it can be done authentically and it can be done in authentically, and you see it happen in both ways and I think you're a good example of somebody who is clearly authentic in your methodology for doing it. You're very thoughtful about you know the connections you make and you kind of describe it okay, like who you know, Joe and this person. They kind of serve the same audience. I wonder if there's some collaboration they could have. You know, I think the thing you said that straight up the most was you don't expect anything in return, and I think if you go in with that mindset, you're going to build trust and credibility and and you become more likable because, frankly, I didn't know you would. You reached out to me to be on your podcast and I saw the way you're using linkedin and tagging people constantly and I didn't know what to expect, frankly, but I got to know you a little bit through just through your content and observing what you're doing and our conversations leading up to this, and so I really I think you're a good example of how to do that in a way that will naturally, like you said, it's you are building an audience. By doing that, you're building relationships with people. You're not asking for anything in return, but as a result of doing all this and helping the community and looking to how to help people your you are going to get something in return. You know it will happen incrementally over time, just naturally. Yeah, and one thing I would like to add there. And sometimes when people are starting on this journey for the first time, they we can too invested in this approach, right, and they might not be expecting anything in return and they might be going after everybody. would not advise that approach because end of the day, we all need to sell something to be able to feed a families, right. So you really need to be mindful of your time as well. So what I typically recommend is he let's say sixty, forty a page, seventy, thirty a page, eighty twenty approach. With this SPEC you wuld time. Eighty percent or seventy percent of time need to be in focus. Wouldn't do thirty percent of the time. needs to be slightly more long term. There you are nudging your relationships right. So Balance Your time. If you're too invested, you will lose it. You are not going to appreciate this. Okay, you will see. Oh my goodness, I'm basics in the time on Lindin. If I'm working out, I'm not making any money. It doesn't work that gree right. So balance it. Balance is the name of the game. Really Great Point. I'm glad you glad you added that there, because you know there's there has to be. Everybody's got sales quotas to meet. If you're in sales like you have objectives you need to meet and some of that stuff is gonna require a little more hard hitting approach and prospecting and and all that. But I think the way you describe it as really good, where the type of stuff that Sam is talking about here on this podcast just for our listeners is is correct. Me If I'm wrong, SAM, but at least from my perspective, a lot of it is a long term play. This is building, you know, a brand, a personal brand for yourself. It's building a brand for, you know, the organization you work for within the community that you're you're a part of in the business world, and it's you shouldn't expect that this stuff is going to pay...

...off in a month or even a year. Sometimes like this is you are trying to build thought, leadership and a position of expert in your space and you got to be doing the stuff side by side with that. That's a little more hard hitting, right. Yeah, yeah, so it's almost like the eating a company on a product or rd you know that's a long place. So you have to be before you can meet the food. So you are not going to. Let's see if you have a sales blue. Right now, you are already getting seals from some day, and don't distub that possess, because that's already troop. You are already getting them. Many start on a new nychat there. Try in the thirty to forty percent of road. Try to see, you know, how I can create this tandem that is going to be me in the long term, because this is already you're sixty, seventy percent the cels bombs that you might be doing, that's already was on. Cos You're missing you because tomorrow, let's say, if the pending band to make is go to it in our CAIDS. That even why he started on this dayy off, you know, in bond marketting, is because it isn't end us for not being working. Okay, we had no need to whatsoever. So what do we do? So we had to figure out, okay, something for the long term, because, I mean this was a batty shocking situation for all of us, right. So that's why we wanted to wed some sort of Ip around our marketing at some sort of long term play around marketting at words. That is going to be us in the laung term. Yep, it's a really smart move, I think, and I think you're a good example somebody doing it well in the space. So solid stuff, Sam. I wanted to I've been kind of itching on my show here to talk to somebody about clubhouse and I'll start by saying and I want you to I'm gonna let you to do just kind of explain what Club House is briefly in your words, in a second here, but I want to start by saying that. You know, I think your episode is following up the one that I did with Mike Winberg, WHO's an author of new sales simplified and sales management simplified. It sales, true, some huge best selling sales books. I'm on the all time list on Amazon for best selling sales books, and he made a comment. He talked a little bit about clubhouses in the context of you know, there's always the next the next shiny thing, and there's always people out there telling you if you don't do this thing and get on this thing, you're going to be a dinosaur and you're going to be dead and I'm not a I'm a hundred on board with with Mike's take. They're like it's. You know, there's always going to be the new shiny thing that you have to jump in and people are telling you've got to do this and but here's what I'll say about something like clubhouse. Like it's, this is a brand new I'm not brand new at this point anymore, a few months in now, where it's really gained in some steam, but it's a newer platform. The manufacturing sector is starting to show up there and there is opportunity there. It's not going to be your end all, be all or the big solve that changes your business for most of you, but here's what I will tell you. I've been spending some time on this platform and there is, you know, my audience is starting to show up there and there is an opportunity to be a little bit of a pioneer and get out there and see if it works. So for that reason I do want to talk a little bit about what clubhouse is. And Sam, you're again you're an example of somebody who has sort of figured out how to make the platform work for you. So I'll stop there and do give start if you could start by just sort of explaining briefly what what is clubhouse, because I think a lot of listeners probably like, I've heard of this thing, or maybe I haven't and I don't even understand what it is. How would you describe what the platform is? And then I'd love for you to get into talking a little bit about how you're making use of it and the value you're seeing. So the best way, I like to distake clubhouse is best way to think about it is going to be. It's almost like wren before all seven lie great shure. Then you'll test the marsh out of hanging out, and this is the best way to them, to engeach with them. You build your art leadership, because you are not going to find a second lat form which is going to be absolutely free. That's a beast part about club house. So if you go to a play show, are probably spending five thousand tenzero. You are setting up booth and there is no guarantee that somebody's going if or somebody's going to say for that right. In piase of club house, it's the similar concept. It's almost exciting up on you. You will to booth around the the expertise that you have. So when you go to club house, what you're going to see is on the on the the home page, you are going to see bunch of topics and anybody who is present on clubhouse they choose the specific interest when they log into the clubhouse. So, for example, in my case, I am going to be interested about anything related to this, is the transformation manufacturing. You know, anything in everything. Earp probably show you are going to be interested in sales and underling manufacturing, right. So you are going to select your interests around that topic and then what the feed is going to do is it's actually going to show you all the rooms that are going to be relevant to your interests. So it's almost like live meet up that is happening all the time. You can drop in at any point of time. The only thing you really need is a full and the main difference between a podcast or the webcast and the clubhouses that in these of club house, I mean you could...

...be working in your kitchen, you could be babysitting, you could be, you know, walking on the road. Nobody needs to be honest O me. So that's the beauty of club holes, where you are engaging with you would talking because you are engaging in your community on a regular basis and it's not going to be any easier than that. I don't know if I described the club hose then here. We have any foll up questions you? Yeah, well, I'm going to. I'm going to build on what you said first and then then let you chime back in. So you know this. So basically what we're talking about here is it is an audio only platform. At the moment it's only available for apple product users, which is a little bit for ustrating. But yeah, it's kind of like I think you described it well, it's like a seven trade show. There always conversations happening. I mean there was, there are conversations by celebrities. I mean this is the keep in mind this is for anybody in the world here. But there are very niche conversations happening, like there's industry for no club that, yeah, Martin Cloak from a raven telemetry started, and you know that that one's guy and gained a lot of steam. And their conversations happening around industry for point no technology and automation and things of that nature every day around lunch time and there are hundreds of people showing up sometimes and that we're going to have. We did one recently about, you know, the combating the manufacturing labor shortage and we brought in some a few people who are in that sort of manufacturing hiring space to talk about what they're seeing and others that just joined it in. Some listened. You can invite people up on stage. We had an eighty minute conversation about the manufacturing labor shortage and how companies are combating it. And over the course of that conversation, it wasn't huge, but there were probably thirty to forty people who popped in and out contributed and it was a fantastic conversation and it was just so, so great and so you know, by doing that you're connecting with other people in the space who have interest in this topic. You know, I had two of my prospects sit there for eighty minutes and listen and a few of them chimed in and and they they were part of that conversation. So it's great nurturing for me, but it's also by and I was just a facilitator. I don't know very much about the manufacturing labor showers other than what I hear from the mouse of my customers, because I talked to, you know, I've talked to hundreds of manufacturers over the last few years. They are the experts and what's happening there. So my job was to facilitate the conversation between the people who really are experts on it. So I'm just kind of curious. Say, I'd love to hear how you have been using the platform to build your own community, because that's that's what our episode hears about, is community, and I think this is a really cool way to do it and I've seen you doing a nice job with it. Yeah, so one of the things that I do is I'm always doing this false linking, which always typically works like the better. So as opposed to simply having the a lot of people, when they have the club house, they don't really have their branding. To be honest, in our keys, everything is that the Viss, okay. So when you go across the the channels, it just one Hashtecond, just one branding. It's not any different. So that actually gives a sense of community, that you are a part of sort of the webs in my right. So so that is one thing that okay, if I'm actually on the on the clubhose. Right. So obvious TV post a lot of different topics that, in our keys, the topics are going to be around. That's the EARP and ECOMMERS, right. So my audience is for EARP's could be completely different than the audience that I'm going to get for for ECOMMERCIAL. We post many different topics around these two topics. But the the best fraction that I get from clubhouse is when I'm cross promoting this on multiple platforms, and that is going to be okay. If a lot of people are showing up to your room, make sure that you take them on Linkedin whase. That is a way of providing them visibility. That is a way for people to be able to connect with each other, because the limitation that you are going to hit into your clubhouse is, you know, you you don't have a way to sort of chat or connect there. You know, you just have your twitter link. You probably have your instagram link, but let's say if you had a conversation, you want to make sure that whatever community you are building, they are able to any forward discount conversation and afterwards. So what we really do is we do a really good job of posting this on Laden and we are going to be taking everybody who was part up the room. Okay, we are going to pose their pictures on the post and this actually gets in visibility. Their employees are going to see that you know this person is really engaged in the communities where you will post it. Let's say, if you're a self working in you know that helps with your brand that house with your job as well, because your company that really getting the visibility. So what we do, and that's a question you ask right in our case, we are really trying to reinforce the community from different sense. So clubhouses just one tail for us. We are not running after every anything. Come out there. Okay, for us it's a way to get new guest it's a way to get new audience that may not be possible, let's say getting through my own person network or my companies that work, or let's say from Linkedin or critter. That's a company. We have the guess pop and all the time and the they are asking the question. And one of the things that I would advise everybody on clubhouses if you have a guess off and make sure they...

...engage. This is a very social experience. Okay. The point there is not really to preach about what you know. The point there is to solve engage with your audience. Okay, if they have a question, ookay. Make sure you let them speak any time. I mean, this is something we do all the time in our room. Let me see if a new guest is going to be there, he becomes the first week Poles. Okay, they are the ones who are actually going to be speaking, because we want to make sure that they are comfortable. Obviously you want to care for the other people as well that are already engaged in you can read that are part of the community, but it's always the new people that you need to take extra care for. The more you do it, the more they will structuring up every time and the room is going to grow just because they are finding value with you know, based on the conversation, the sort of field warm and welcome as part of the community. They are connected with you because they are care for these topics. In our case, our communities built around the ore, Predese Complemis, so they care for these topics. If you are selling, let's say, steal or the automotive parts you want to build your community around that. Yeah, good stuff, Sam. That makes a lot of sense. So yeah, I think manufacturing people listening right now. It's worth checking out what's going on on club house, but it's just one of many places you can do this. It's just kind of the new happens to be the new shiny thing. I've heard in the last week or so linkedin's getting ready to roll out their version at some point in the future here. Of maybe it'll have happened by the time this is live, but of a sort of this what they're calling a social audio platform. So we'll see what happens there. We'll see clubhouse is the the winner in the long term. If somebody else scoops it up or makes a version, that that crushes it and I'll all to be determined. But I think the point is is really like this is just another place where you can build community, you can engage with actual human beings invite them into the conversation. It's pretty cool what's happening in there. So we'll see. I'm my own own a wrap up pretty soon here. But the only other thing I really want to hit on with you. You know, I in the early days of social media, which is makes me sound like a dinosaur ready, Geez, but you know, I'm thirty eight years old. I was I was in college when Facebook, like you know, emerged and became a thing, and so I was, you know, kind of early, early user of facebook and of twitter and in those early days of social media and and then for somewhere along the way I just sort of faded away from twitter. I don't know why. I don't know. There wasn't a specific reason for it, but I've been heard a lot of people talk about twitter. Probably just given them in slop be to be manufacturing niche recently and then I was talking to you and prep for this episode and you're like you're not using twitter in manufacturing, like there's a lot going on there, and it kind of just my ears perked up and I was I was very curious. So I wanted to knowing that our audience here is probably not massive twitter users, and I you know, I could be wrong. Some of you probably are. I maybe I don't know my audience as well as I think I do, but I would love to hear you just talks or about one on one level, Sam, about how you're seeing that platform being used. And again, the coming back to the scheme of building community, maybe talk a little bit about how you're using twitter on that front. Yeah, so Truda is a very unique platform. The way it works right, number one thing about twitter is their hastecks. That extremely powerful and it's a very open platform as compared to your linked in or clubhouse. So whatever happens on linked in sties and whatever happens on clubhouses save on. You don't necessarily get the Roy after these platforms. But you know, in case of twitter it's a very open platform. So, let's say, if you're tweeting about your parting and if somebody's watching those astecs and and people are deliberate about watching these hastacks just because, in case of pretter, it's just easier. There is a you know, a people called paper. darkly, a lot of sales people are simply building paper just because they want to build their talking mission. So what they do is, let's say, if you're tweeting around a specific hasten, they will include your contact on that and then you are going to get a battlink as part of them. And you know, Joe, you are a marketing by right. You know how these backman can be present in this particular case, you are actually going to get a real back link and that is going to be relevant to your do mean, because you are sort of the tight around the Hashtat. Now let's come to the twitter chat. Twitter chat is a very unique concept, operata, to be honest. Not a lot of people are aware of that, right, but I mean it's been used by universities, it's been used by the startup space. So it was a pleasant surprise for me when I discovered that manufacturing community was very involved on the twitter chat and there is an aspect called us a, manufacturing our us a MFD Cho you are is the Hashtag, I guess you know. Again, look it up. I maybe be slightly off here. Maybe you can include that in the show notes. So that is the Hashtat. That is I would say at least hundred or two hundred manufacturers are involved on this specific Hashtag and t are there all the man playing quote right. They are there to just promote each other content, the way the twitter Chet work is, you know. So it's an again around the community. So in a specific time, just for one hour in our case, let's they be do this trade chat around ws one. So we are going to be meeting at colve o'clock in twenty five minutes right now, and we are going to be picking a specific topic around diesel complements and or...

...earp and we are going to be talking about how that can help manufactured. So typically you are going to be at, let's a fight, two seven different questions and everybody simply engages on those questions. The only constraint that we have in this trade chat is going to be a fact that everybody is easy using. And then advantage that you get by using this specific as and or on the twitter chat is because you know everybody who is tweeting around that specific as time is actually going to retweet everything that you are doing. So let's say if you tweet around ws rocks and you have a Hashtag called manufacturing. So anybody WHO's monitor in manufacting is actually going to pay attention to WS rock says. WS rocks is typically quoted around manufacturing. So I should be paying attention to the WS rocks. Maybe they have something related to manufacting. So this is the easier way of building your awareness. But the most advantage that you get is, number one, you can promote your content. There is no limitation as such. When you are on Clubhouse, on Linkedin, you have a lot of limitations based on the platform. But on twitter what you could be doing is you could simply be promoting your offering and you could be, you know, quoting your own aspect. Nobody's gonna mind that. They are still going to retweet because you are still part of that Wus rocks for some time. Also, this chat that you have on the twitter that lifts forever. So any time you are going to search for ws rocks, you can find out. Okay, whatever. Everybody chatted in a last four and twenty five pay. So now, let's say if you're hiding, you are engaging right, you are hiding in for that you are engaging with your target audience. You could have simple questions around hiding, okay, and then a lot of people who are looking for a job are actually going to show up for that expressive can. Obviously you have to build your community. You have to still the too. You still have to hire your still have to appose, you still have to promote, but once you have your community built up, they all are going to show not around the same time without much effort and majority of this effort can be automated. That's the best part and in case of Lindin, automation is is flicky. It's very part, especially if you want to get visibility on linked it in these software that everything can be automated beyond so the whole twitter check can be automated. But obviously you still have to engage on the Tudature. So some of the advantages that I personally got from the tridachet is, for example, let's say, if I'm not aware of the specific tools, okay, people are going to be treating so they are actually answering a question. They are answering a question around the problem. So, for example, preddy, we are talking about this quality of life or employees in manufaction. That's what we are talking about. So now, let's say, if you have quality of life issues, you are going to be hearing a lot of best practices. Some real competitors can believe this. Okay, you are never going to hear these secrets because nobody tells you. But in this partticular case, since this is a community experience, everybody's trying to share that, each of them. They're all trying to learn together. So it's a very community experience. I don't know if I did a good job here explaining to their dead yeah, I know you did. I'm sure there are people those that are following along and some who are like, you know, their jaws dropped like Huh. But that that that. That is perfectly fine, because I think we were getting into some of the details here and there. I think for some people here this will be really, really valuable, especially those who are who are probably already doing some of the the the basics stuff that we all need to be doing, like having a linkedin presence and, you know, finding some way to build community. But yeah, I'm my personally very interested in sort of diving back into twitter. I've been absent for you four years and that's cool to see that that platform is your every platform's got its own unique reasons to use it and so yeah, so I'm kind of kind of take a look at that. We will say. I'm that know you have a twitter chet. You have to get to in a fear a few minutes here, so I would to respect your time. We've been running a little along here, but that's because it's been a really great conversation. So there anything you want to add? Before we put a bow on this one. Yeah, the only thing I would like to add is just stay focused and figure out your audience. And one of the things with social media. Social Media is extremely pretty to get real roy from. So one of the thing that you should be doing, or putting a lot of work with respecting social media, just be such about your audience, where they are, what they care for. Learn the nulenses of the pact. If you understand the nuances of all each platform works, as opposed to running after everything out it, you will be far more successful in social media. The only reason why some closial need that is not work for some people is because you just don't know. hopeing use there's a previous. So figure out how to you the right and then you'll get the real roy. It's going to be a real ip that you can find and that is going to be all for next four years, five years, you know, without any lest you can run. Yeah, that's a really good way to wrap it up, Sam and I think what I'm hearing from you is one understand where your audience engages online, where they gather information, where they participate, and then to, you know, learn how how those platforms work you mentioned. You know, understanding the nuances right. This isn't a spray and pray approached, like the early days of social media where you used hoot sweet to...

...blast out, you know, automated messages to nine platforms and half of which don't exist anymore, or whatever like. This is you really have to like. This is about engaging. It's not just about blasting a promotional message out there. It's about finding the people you're trying to reach, helping them, as you've talked about, being the super connector building relationships, participating in conversations. It's there's manual work here, but it's really not that different from the way you would do do it in real life. It's just there are platforms out there that allow you to connect with human beings at a real human level who have similar interests. And so I think there are a lot of really nice things you touched on here today there are going to be really valuable to our audience. So say thanks for doing this. Yeah, of course. Thank you so much for having me, Joe. You know I always enjoy your show. I was a listener off your so much before, you know, you hosted me or you know, I sided my own pocast. So I appreciate everything that you are doing. Thank you so much for thank you and Sam. Can you tell our audience how they can get in touch with you and where they can learn more about elevate, Iq, wbs rocks and all the other interesting things that you're up to? So the eases phase, red social media and super active on Linkedin and trigger. So if you guys want to send the connection, the quest on Linkedin, and I appreciate everybody, even if you're going to face to be honest, because you know some day, you know somehow I'm probably need you. So I need everyone. So send the connectended cluse. That best way to find is SAG grouped its. s Am Doupta is the last name and the company name is Elivat. That is no eat at the end in the N and Iq and the webs rocks is going to be bus dark rocks. You fill up the contact for in my team? Will you know get that to me? So, yeah, I'm vide available on social media. Yeah, you can often. Great. Well, wherever you're listening to this right now, I'll make sure that of a, IQ and w s rocks are in the show notes. You can kind of click through there and find Sam Sam Gupta. Sam, thanks for thanks again for doing this. Man, this was really good. Thank you so much. Out of glass room. Awesome. And as for the rest of you, I hope to catch you on the next episode of the Manufacturing Executive. You've been listening to the manufacturing executive podcast to ensure that you never missed an episode. Subscribe to the show in your favorite podcast player. If you'd like to learn more about industrial marketing and sales strategy, you'll find an ever expanding collection of articles, videos, guides and tools specifically for B Tob Manufacturers at Gorilla Seventy sixcom learn thank you so much for listening. Until next time.

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