The Manufacturing Executive
The Manufacturing Executive

Episode · 9 months ago

Building a Manufacturing Community Online w/ Sam Gupta


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

To ensure that you never miss an episode of The Manufacturing Executive, subscribe on Apple Podcasts, or Spotify, or here.

Listening on a desktop & can’t see the links? Just search for The Manufacturing Executive in your favorite podcast player.

If you understand the nuances of alleach platform works as supposed to, running off of everything out it, youwill 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 shareabout their successes and struggles, and you'll learn from B tob sales and marketingexperts about how to apply actionable business development strategies inside your business. Let's getinto 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 playingin the front yards, or maybe gatherings at your place of worship where peopleshare common beliefs and values. In the workplace, it could be the culturebuilt inside Your Business, where people genuinely enjoy working together and helping each otherlearn and grow. Our collections of industry events where people with common interests andskills 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 continueto 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 interactionthrough our smartphones of computers, but it doesn't have to be one or theother either, and frankly, it shouldn't be. So I'd ask that youkeep an open mind through this episode as I speak with a guest who hasfigured out how to do exactly what I'm talking about, building a manufacturing communityonline. Sam Gupta has been an earp thought leader in the digital transformation spacefor 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 elevateIQ. 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 themanufacturing, distribution and retail industries. Sam has been involved with startup ecosystem inthe 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 andpublications. He also hosts a podcast called wbs rocks, focused on business growththrough 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 excitedto talk to your fun listeners. Great Well, Sam, I was aguest on your podcast, I'll BBS rocks, a while back, shortly after youwere launching it, and I wanted to get you over here on themanufacturing executive for a number of reasons as well. But I have to startby saying that over the past few months I've seen you everywhere online. Youseem to be just kind of blanketing the manufacturing space with your presence and andthat alone is is reason to have you on the show, because you've gotsomething figured out on that front. You're all over my linkedin feed, you'reall over clubhouse. Some of our listeners are probably starting to become familiar withclubhouse, others not, and we're going to talk about that a little bittoday. But you're always creating content, it seems, in conjunction with otherreally 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 wereally really what I want to talk to you about today is building a manufacturingcommunity online. Sam, you and I had a conversation a week or twoago 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 tobuild thought leadership around a product category. Your community is a way to helpyou do that. So I was wondering if you can kind of unpack whatyou meant when you said that. Bill. So let's go back and talk aboutjust the hard ducts and the technologies and all the oral the products inofferings are perceived in the seals world because you know, obviously I have beeninvolved with a lot of long seal cycle and very complex products. Right,so people thought all the time about, you know what, my offering isvery 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 tosolve a problem. So let's get some of the manufacturing products that we TPDsee right now if everybody's trying to solve...

...the problem. So there is nosense of differentiation, I guess, in the product, even though you wantto talk about your differentiation all day. But you know, customers don't necessarilycare for the differentiation. But one of the differentiation is going to be reallyaround the thought udition, because what customers are looking to do is they arelooking to make a very informed decision around a product and offering so that theydon't necessarily have any sort of financial est. I mean, that is always goingto 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 reador 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 sortof or wife from this, whether I'm going to get some PHNU fromtest. 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 wehave seen from the social media perspective, from the podcasting perspective, obviously thereis a little bit of play here, from the marketing perspective, that thiswhole notion of the thought leadership is going to grow in next four to fiveyears. Now, why is that leadership and community building so important? Now, if all of the products and offerings are going to be similar in theirpositioning, only differentiate. One of the ways to differentiate is going to bereally who we sort of the thought leadership and help your customers should grow.Okay, so, rather than simply being a vender to a corporation, whatyou are trying to do in case of our community is you are literally helpingyour 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 findingthe leaks for your customer. And when you do that, what isgoing to happen? Now you are almost their customers, as opposed to beinga vender. So this whole notion of community is very powerful because you arehelping your customers from many different perspective. And this is what is going tohappen when you do that. Your customers are going to come to you andgoing 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 tosell the product. Now you have created your community and our leadership. Sowhat do you are going to do? You I'm going to obviously, Ieducate your customer. That will your goal. To begin with. Majority of thebeat companies, I mean, they all want to educated at Custine,they all want to talk of the night custinas. Nobody wants to be timeright. But in this pretty cular case, since you are building the kimmity,you are been making dark leadership. You become the crusted and whiser fora product, for an offering bed. You are going to be consulted beforethe customer goals and talk to any of your competitors. So that's why thisnotion 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 thinkthat'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 lastmonth with our strategy director at Gorilla, Matthew Schinella, and Matt was talkingabout the idea of the he we did episode together about Webinars and how tohow to run a Webinar for a manufacturer and you know, one of thethings he talked about was neutralizing your product and creating thought leadership around the productcategory rather than your product. Is, frankly, nobody cares about your product. They care about themselves and what they're trying to do. So a fewthings 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 Iknow you're a believer in that concept. To I saw you nodding, likehow do you go about selling in a way or, you know, buildingcommunity around a product category that yours happens to fit into, so that it'snot just about you? Let's start there, right. So, obviously, asyou mentioned, the neutralizing the which needs to be there, because youknow, when you go to an educational seminar or if you go to theuniversity, right, you are not going to be talking about the product,you are going to be talking about a concert, right, and I'm prettysure you are a follower of meal put it as well, and he talksabout these things too. I mean from the from the Google perspective, righton the Asu. So what he he coaches is, let's say, ifyou are creating a blog, if you're simply creating around your product, theneven if that is not a sales pace, it will come across as its.So what do you want to do? Is, rather than saying, youknow what, I'm good at this, they say, is they this?What about? You talk about talk and products in your category, andyou mentioned your product and the present cons of that. Right. Then youbecome slightly more objective in your approach, in in your coaching that you knowyou are trying to promote your own value prop because you are going to putcomware. You have some sort of competitive advantage. That's why you are survivingthe 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 tomutilize your pitch. Yes, the product category is important, but more importantis the problem that the customer is trying... solve. Okay, the ifyou 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 ofquestions around. Okay, let's say if I am considering a part for acar, right, what are the questions that I'm going to have with respectto the form factor, with respect to the build off the product, withrespective 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 offinancial risk because of that installation? How's going to be the siluce? Sothese are going to be some of the questions that your customers are going tohave. Obviously, they are going to have questions related to your own offering, how you are positioned as a company, but more importantly, they are goingto have questions about, okay, how can I buy this product?Any put me that. Okay, if you can create your content around thatcoaching peace, then obviously that content is going to be powerful. You aregoing to be considered as the trusted advisor. I will tell you one more storyaround how to find a topic around these things. So I was talkingto one of the manufactors. He actually does a lot of work in thecold form to steal space. Okay, so these supply is steel to constructionsof me is the supply to real companies. You know they are really in thesteel business. Now let's see if you're trying to create a community aroundcold form steal. And this is the conversation I have with him. It'sjust 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 verysmall, right. So if you simply talk about the cold found cold formsteel, I don't know how exciting that is. Good. So you needto 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 thefield supervisor, if they are involtant in the decision making, you need tocreate 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 questionthat person is going to have when he starts? is or our jobevery day, and if you can answer those those questions, one thing thisperson is going to do is the being subspect your podcast. The second thingthey are going to do is they are going to subspect to your block becauseyou are literally helping them out with their career, the their job right andonce 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 positioningyour 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, anytime they are anything about AARP, they are probably going to think aboutws row, they are going to be thinking about Sam Luta. So thisis how the community works. Okay, community, the notion of community isvery powerful. Creating the topic around the specifics of definite expertise is very powerfulin finding the topic, as opposed to bring just by the product or forthat kind of product, categories. That will lightly better, but I wouldsuggest that you know, create around the concept where you can read several topics. Yeah, that was really well said, Sam. There are a couple ofthings that you mentioned in there that that stood out to me. Youknow, one of them early on and in your response there when we wereso to talking about that, a idea of neutralizing your product. I likethe 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 aboutnot 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 matterwho you are, is not right for everybody. It is right for ayou know, if you've you have a very tightly defined ideal customer profile andyou understand the the buying process, influencers and the things that the people you'retrying to reach care about. If you know that really well, well,the more you can, if you can just provide objective, honest information aboutyou know, this is right for people who fit this description or have theseproblems, are trying to achieve these things, and this over here is right forpeople who have these problems and you know, this is the description ofthem, 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 whosell 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 everythingyou know, check, check, check, check, check. Thoseare 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 credibilityin the process of just, you know, honestly stating who it is that youdo business with and who your past at serving. And then people whoaren't a fact you are incredibility with them too, and they're probably likely torefer you when they see somebody who is. So I don't I'll stop there fora second to see if you had a heady builds there, but thatthat'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 havethat that focus approach with respect to either the industry or community, then yousort 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 avery specific industry and we focus on very specific industry as well. Wedon't like to be take that cookie cutter approach. You know this. Ibegin for everybody. It doesn't work right. So when you are connected in avery 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 liketo see what I'm offering to them. It actually open with their own personalgrowth, and that's the reason why they are any more, if I tryto, let's sake, publish my content related one day construction, when theymanufacturing, the second day it's we be food manufacturing, then okay, whoare you? Shall I be hanging out with you? So everybody just caresfor 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 Ilike to think, because we are involved, as I mentioned towards the beginning ofthe conversation, that we are involved in some of the most complexity cyclesthat you can possible. Right. So, in our case we are selling toliterally everybody in the company that is going to be a board. It'sgoing to be your exact their team, it's going to be your your fluoremployees as well, because if they don't buy the the south, they don'tbuy 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 thepersona, and we are going to see that. You know how boat isgoing 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 aregoing 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 moreyou killer the experience towards them, the more the pitch will resonate, andthat's why this whole notion of the community and finding you niche is also veryimportant. To be U said right, so, as if you're hanging outin your community, you will get tons and tons of reforms which x asyour sort of the IP. If you're simply doing just the sales or ourbound 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 SunGost for you, right, that suspend for you. You are notnever 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 goingto be your Ip that is going to sit there for you always and thatis going to give you the long sure victure beast on this effort, becauseyou are will they going to get, and it rolls from these the fullnetworks. Yeah, that's that's a good build there, Sam, and Iwanted to come back around to one other thing. You said a few minutesago, which is you mentioned the idea of extrapolating based on the things thatyour audience cares about, and that that really struck me because it's exactly whatI'm trying to do with this podcast. And we you know, when Ithink about who guerrilla, who my company tries to reach, well, there'sthere's the C suite, there's the the CEOS and presidents and VP's of salesat manufacturing organizations, and then there's also the marketing folks, the marketing directors, marketing managers, CMOS, those types, and so like, we use thisplatform. I was encouraged by the company that produces this podcast for me, sweet fish media, when we named this I was I was looking atnames 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 personyou're trying to reach is a CEO. So and you need to make theshow about about more than just marketing, because CEOS and manufacturing aren't experts andmarketing and if you want to build community with them, you need totalk 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 hiringand, you know, sales in the manufacturing space and technology around robotics andautomation and Industry for pot no and so so basically, you know, we'veused this platform the manufacturing executive, to build community with manufacturing executives, right. And then on the other side I have, you my marketing team ledby Matt, who I mentioned earlier, who is running a recurring episodic webinarseries called industrial marketing live. And that is not for manufacturing executive, thatis for the marketing director type and we have, you know, over twohundred 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 aroundthe 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, thatcould 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 bethe right but for you so that you have your your community. I meanyou Bonn want to protmmunity. It's not...

...gonna work right. Yeah, willsay there are a few platforms I want to get into here, in particularlinkedin and then clubhouse, which the for the former is familiar probably to mostlisteners. Is the ladder, probably to to few, to be honest.But before we go there, one other thing I just want to ask youwas, can you just just for context for anybody who's kind of sitting herethinking like, okay, community, I'm still not exactly sure what. Like. Can you make commute the idea of community a little more tangible, likewhat 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 goingto be around the subject. So we have already discussed that. You knowit. As soon as you find your topic, as soon as you willbuild your audience. Okay, who's going to be your ICP? It's almostlike starting a company, to be honest. Okay, the way you start yourcompany. In this particular case, the focus is going to be slightlyMora allocational, but you have to do everything from these sins and working perspectivethe way you would do for a company. So here you need to find atopic on which you are going to be focusing on. So that isgoing to be your content start, right, and then you need to find yourideal customers. Okay, who's going to be the audience that is goingto be hanging now in the community? And then you have to create severalDutch 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 onebasket. Right, that's how I am. Okay, I'm not going to saythat you know the clubhouse is schooler, or facebook a schooler, or maybeyou know trader a schooler. For me, okay, where is myaudience hanging the what are they doing there? How can I argue them with theright messaging that works on the platform? That's what I am personally trying tofigure out. So then you need to find these channels, okay,but all these channels and sometimes what is going to happen as you are notgoing to find an overlap. So, let's say the people who are hangingout on Lindlin, they might not be hanging out on twitter. The peoplewho 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 createyour messaging, now you need to talk it from different channels and youneed to create the community. Now, some people might be confused that.You know what, it just a thought leadership, isn't it? Just thecontents that didn't think you were talking about. Okay, what is so different aboutcommunity? The real difference between a community and the and the regular thoughtleadership or the content strategy is, in this particular case, you are reallymeeting them on a weekly business. You are hearing from them, you aresort of becoming the super connector you are making less a twenty to twenty fiveintros on a daily this is just to how people are. Okay, you'renot even thinking about it. So you're spending a lot more time and thisis 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 topreachers in okay, in treat shows, people don't necessarily pitch. Okay,they like to talk about beer, like you walk about friendship. They totalk about conversation. So you are literally creating that that relationship. Right,you can do the same thing virtually is walk. Okay. You can createthese engagements from different channels. Make sure you are continuously engage within in multiplechannels and you are ending the meal really in their life whether it is goingto be. Okay. Can I provide you backliks? Can I provide yousome sort of content authority so that it's going to help you with your dayjobs? Can I help you get a job? Help you send your products? Okay, the more you do for the community, the more you willcreate your your community members to serve the community, the more it will comeback. I don't know if I'm making sense right now. You are actuallyand you're kind of answering a question that I wanted to ask you at somepoint here, which was you know you. I've heard you talk about the ideaof 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 orconnect 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 youknow when sometimes, when you see this, you you think you're just trying toget your content in front of more people, but I if you lookat how Sam does it, you're very intentional about who you choose to tagon a given post because that content has some relevance to them or you thinkthey could add to the conversation. Do you want to talk about that alittle 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 basicsales one one, in my opinion. Right, the whole idea of salesis not really to which it's to just stay on you to much mindall the time. At least that's what I was talk when I I gotinto say this. Right. So now, how do you stay on your customersmind? Right, you could do couple of things. Number one,you could be calling on a weekly basis, you could be emailing them on aweekly business, or you could be touching them through social media. Soone of these strategies that or you could be simply meeting the introduction, asI 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 bythe way, this comes from a book, and this is there's a book calledSuper Connector. Right, so he would dislike this once apt to superconnector in a very detailed freshion. That be super connectors like to think andwork 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 goingto help to remember my name all the time, that Sam and done somethingfor me. Right. So, in case of superconnector, what you aredoing is you are creating free way connects. Okay, so you are connecting aperson and now I may have nothing to do with this connection. Tobe honest, I'm simply basic nightside, because I may never be selling myoffering to these guys. But what I'm doing is, Hey, I knowJoe and I also know a manufacturer who might be looking for, let's say, marketing right now. If this person comes to me, okay, hemight have a simple question about something. So what I do is I dovery extradied it and synolgistic introduction. Okay. So, for example, do youare targeting your manufactures right now? There might be another vendor who mightbe 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 alwayslate 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 intheir approach. They are always thinking out. Okay, what can I do formy community? What can I do for my network? And obviously thepeople who understand the different basic relationship, the people who understand all these superconnecting us, they are going to come back to you, they are goingto care for you as well, because they care for your introduction, andthat's what you see the lot of community as soon as I post, solinked it. Oh my goodness, you are going to see two hundred lightson my posts and the reason, like they have liking is because, youknow, 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 afields company, these companies will charge them, I don't know, maybe a hundreddollar, partly to hundred dollar for mead, and this is really afree introduction from my sidem. I'm not back. So what is going tohappen next? I mean, obviously there we do care for me, becauseyou 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 youknow that that sort of approach, if is it can be done authentically andit can be done in authentically, and you see it happen in both waysand I think you're a good example of somebody who is clearly authentic in yourmethodology for doing it. You're very thoughtful about you know the connections you makeand you kind of describe it okay, like who you know, Joe andthis person. They kind of serve the same audience. I wonder if there'ssome collaboration they could have. You know, I think the thing you said thatstraight up the most was you don't expect anything in return, and Ithink if you go in with that mindset, you're going to build trust and credibilityand 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 sawthe way you're using linkedin and tagging people constantly and I didn't know what toexpect, frankly, but I got to know you a little bit through justthrough 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 dothat in a way that will naturally, like you said, it's you arebuilding an audience. By doing that, you're building relationships with people. You'renot asking for anything in return, but as a result of doing all thisand helping the community and looking to how to help people your you are goingto 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, theywe can too invested in this approach, right, and they might not beexpecting anything in return and they might be going after everybody. would not advisethat approach because end of the day, we all need to sell something tobe able to feed a families, right. So you really need to be mindfulof your time as well. So what I typically recommend is he let'ssay sixty, forty a page, seventy, thirty a page, eighty twenty approach. With this SPEC you wuld time. Eighty percent or seventy percent of timeneed 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. Ohmy goodness, I'm basics in the time on Lindin. If I'm workingout, 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 therehas to be. Everybody's got sales quotas to meet. If you're in saleslike you have objectives you need to meet and some of that stuff is gonnarequire a little more hard hitting approach and prospecting and and all that. ButI think the way you describe it as really good, where the type ofstuff that Sam is talking about here on this podcast just for our listeners isis correct. Me If I'm wrong, SAM, but at least from myperspective, a lot of it is a long term play. This is building, you know, a brand, a personal brand for yourself. It's buildinga brand for, you know, the organization you work for within the communitythat you're you're a part of in the business world, and it's you shouldn'texpect that this stuff is going to pay... in a month or even ayear. Sometimes like this is you are trying to build thought, leadership anda position of expert in your space and you got to be doing the stuffside 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 productor rd you know that's a long place. So you have to be before youcan meet the food. So you are not going to. Let's seeif you have a sales blue. Right now, you are already getting sealsfrom 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. Tryin 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 thelong term, because this is already you're sixty, seventy percent the cels bombsthat you might be doing, that's already was on. Cos You're missing youbecause tomorrow, let's say, if the pending band to make is go toit 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 notbeing working. Okay, we had no need to whatsoever. So what dowe do? So we had to figure out, okay, something for thelong term, because, I mean this was a batty shocking situation for allof us, right. So that's why we wanted to wed some sort ofIp 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'sa really smart move, I think, and I think you're a good examplesomebody doing it well in the space. So solid stuff, Sam. Iwanted to I've been kind of itching on my show here to talk to somebodyabout clubhouse and I'll start by saying and I want you to I'm gonna letyou 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 didwith 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 onthe all time list on Amazon for best selling sales books, and he madea comment. He talked a little bit about clubhouses in the context of youknow, there's always the next the next shiny thing, and there's always peopleout 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'mnot 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 youhave to jump in and people are telling you've got to do this and buthere's what I'll say about something like clubhouse. Like it's, this is a brandnew I'm not brand new at this point anymore, a few months innow, 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 bigsolve that changes your business for most of you, but here's what I willtell 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 anopportunity to be a little bit of a pioneer and get out there and seeif it works. So for that reason I do want to talk a littlebit about what clubhouse is. And Sam, you're again you're an example of somebodywho 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 justsort of explaining briefly what what is clubhouse, because I think a lot of listenersprobably like, I've heard of this thing, or maybe I haven't andI don't even understand what it is. How would you describe what the platformis? And then I'd love for you to get into talking a little bitabout how you're making use of it and the value you're seeing. So thebest way, I like to distake clubhouse is best way to think about itis 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 thebest 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 goingto be absolutely free. That's a beast part about club house. So ifyou go to a play show, are probably spending five thousand tenzero. Youare setting up booth and there is no guarantee that somebody's going if or somebody'sgoing to say for that right. In piase of club house, it's thesimilar concept. It's almost exciting up on you. You will to booth aroundthe 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, youare going to see bunch of topics and anybody who is present on clubhouse theychoose the specific interest when they log into the clubhouse. So, for example, in my case, I am going to be interested about anything related tothis, is the transformation manufacturing. You know, anything in everything. Earpprobably 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 whatthe feed is going to do is it's actually going to show you all therooms that are going to be relevant to your interests. So it's almost likelive meet up that is happening all the time. You can drop in atany point of time. The only thing you really need is a full andthe main difference between a podcast or the webcast and the clubhouses that in theseof club house, I mean you could... working in your kitchen, youcould 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 inyour community on a regular basis and it's not going to be any easier thanthat. I don't know if I described the club hose then here. Wehave any foll up questions you? Yeah, well, I'm going to. I'mgoing to build on what you said first and then then let you chimeback in. So you know this. So basically what we're talking about hereis it is an audio only platform. At the moment it's only available forapple 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 seventrade show. There always conversations happening. I mean there was, there areconversations by celebrities. I mean this is the keep in mind this is foranybody in the world here. But there are very niche conversations happening, likethere'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 thingsof that nature every day around lunch time and there are hundreds of people showingup sometimes and that we're going to have. We did one recently about, youknow, the combating the manufacturing labor shortage and we brought in some afew people who are in that sort of manufacturing hiring space to talk about whatthey're seeing and others that just joined it in. Some listened. You caninvite people up on stage. We had an eighty minute conversation about the manufacturinglabor 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 whopopped in and out contributed and it was a fantastic conversation and it was justso, so great and so you know, by doing that you're connecting with otherpeople 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 afew 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 justa facilitator. I don't know very much about the manufacturing labor showers other thanwhat 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 theconversation between the people who really are experts on it. So I'm justkind of curious. Say, I'd love to hear how you have been usingthe platform to build your own community, because that's that's what our episode hearsabout, is community, and I think this is a really cool way todo 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 thea lot of people, when they have the club house, they don'treally have their branding. To be honest, in our keys, everything is thatthe Viss, okay. So when you go across the the channels,it just one Hashtecond, just one branding. It's not any different. So thatactually gives a sense of community, that you are a part of sortof 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 TVpost a lot of different topics that, in our keys, the topics aregoing to be around. That's the EARP and ECOMMERS, right. So myaudience is for EARP's could be completely different than the audience that I'm going toget 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 promotingthis on multiple platforms, and that is going to be okay. If alot of people are showing up to your room, make sure that you takethem on Linkedin whase. That is a way of providing them visibility. Thatis a way for people to be able to connect with each other, becausethe 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 instagramlink, but let's say if you had a conversation, you want to makesure that whatever community you are building, they are able to any forward discountconversation and afterwards. So what we really do is we do a really goodjob of posting this on Laden and we are going to be taking everybody whowas part up the room. Okay, we are going to pose their pictureson the post and this actually gets in visibility. Their employees are going tosee that you know this person is really engaged in the communities where you willpost it. Let's say, if you're a self working in you know thathelps with your brand that house with your job as well, because your companythat really getting the visibility. So what we do, and that's a questionyou ask right in our case, we are really trying to reinforce the communityfrom different sense. So clubhouses just one tail for us. We are notrunning after every anything. Come out there. Okay, for us it's a wayto get new guest it's a way to get new audience that may notbe possible, let's say getting through my own person network or my companies thatwork, or let's say from Linkedin or critter. That's a company. Wehave 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 youhave a guess off and make sure they...

...engage. This is a very socialexperience. Okay. The point there is not really to preach about what youknow. The point there is to solve engage with your audience. Okay,if they have a question, ookay. Make sure you let them speak anytime. I mean, this is something we do all the time in ourroom. 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 actuallygoing to be speaking, because we want to make sure that they arecomfortable. Obviously you want to care for the other people as well that arealready engaged in you can read that are part of the community, but it'salways the new people that you need to take extra care for. The moreyou do it, the more they will structuring up every time and the roomis going to grow just because they are finding value with you know, basedon the conversation, the sort of field warm and welcome as part of thecommunity. They are connected with you because they are care for these topics.In our case, our communities built around the ore, Predese Complemis, sothey care for these topics. If you are selling, let's say, stealor 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 onon 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 theirversion at some point in the future here. Of maybe it'll have happened by thetime this is live, but of a sort of this what they're callinga social audio platform. So we'll see what happens there. We'll see clubhouseis the the winner in the long term. If somebody else scoops it up ormakes 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 placewhere you can build community, you can engage with actual human beings invite theminto 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 onlyother thing I really want to hit on with you. You know, Iin the early days of social media, which is makes me sound like adinosaur ready, Geez, but you know, I'm thirty eight years old. Iwas I was in college when Facebook, like you know, emerged and becamea thing, and so I was, you know, kind of early,early user of facebook and of twitter and in those early days of socialmedia and and then for somewhere along the way I just sort of faded awayfrom twitter. I don't know why. I don't know. There wasn't aspecific reason for it, but I've been heard a lot of people talk abouttwitter. Probably just given them in slop be to be manufacturing niche recently andthen I was talking to you and prep for this episode and you're like you'renot using twitter in manufacturing, like there's a lot going on there, andit 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 twitterusers, and I you know, I could be wrong. Some of youprobably are. I maybe I don't know my audience as well as I thinkI do, but I would love to hear you just talks or about oneon one level, Sam, about how you're seeing that platform being used.And again, the coming back to the scheme of building community, maybe talka little bit about how you're using twitter on that front. Yeah, soTruda is a very unique platform. The way it works right, number onething about twitter is their hastecks. That extremely powerful and it's a very openplatform as compared to your linked in or clubhouse. So whatever happens on linkedin sties and whatever happens on clubhouses save on. You don't necessarily get theRoy after these platforms. But you know, in case of twitter it's a veryopen platform. So, let's say, if you're tweeting about your parting andif somebody's watching those astecs and and people are deliberate about watching these hastacksjust because, in case of pretter, it's just easier. There is ayou know, a people called paper. darkly, a lot of sales peopleare simply building paper just because they want to build their talking mission. Sowhat 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 geta battlink as part of them. And you know, Joe, you area marketing by right. You know how these backman can be present in thisparticular case, you are actually going to get a real back link and thatis going to be relevant to your do mean, because you are sort ofthe tight around the Hashtat. Now let's come to the twitter chat. Twitterchat is a very unique concept, operata, to be honest. Not a lotof people are aware of that, right, but I mean it's beenused by universities, it's been used by the startup space. So it wasa pleasant surprise for me when I discovered that manufacturing community was very involved onthe twitter chat and there is an aspect called us a, manufacturing our usa MFD Cho you are is the Hashtag, I guess you know. Again,look it up. I maybe be slightly off here. Maybe you caninclude that in the show notes. So that is the Hashtat. That isI would say at least hundred or two hundred manufacturers are involved on this specificHashtag and t are there all the man playing quote right. They are thereto 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 specifictime, just for one hour in our case, let's they be do thistrade chat around ws one. So we are going to be meeting at colveo'clock in twenty five minutes right now, and we are going to be pickinga specific topic around diesel complements and or...

...earp and we are going to betalking about how that can help manufactured. So typically you are going to beat, let's a fight, two seven different questions and everybody simply engages onthose questions. The only constraint that we have in this trade chat is goingto be a fact that everybody is easy using. And then advantage that youget by using this specific as and or on the twitter chat is because youknow everybody who is tweeting around that specific as time is actually going to retweeteverything that you are doing. So let's say if you tweet around ws rocksand you have a Hashtag called manufacturing. So anybody WHO's monitor in manufacting isactually going to pay attention to WS rock says. WS rocks is typically quotedaround manufacturing. So I should be paying attention to the WS rocks. Maybethey have something related to manufacting. So this is the easier way of buildingyour awareness. But the most advantage that you get is, number one,you can promote your content. There is no limitation as such. When youare on Clubhouse, on Linkedin, you have a lot of limitations based onthe platform. But on twitter what you could be doing is you could simplybe 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 youare still part of that Wus rocks for some time. Also, this chatthat you have on the twitter that lifts forever. So any time you aregoing 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 infor that you are engaging with your target audience. You could have simple questionsaround hiding, okay, and then a lot of people who are looking fora job are actually going to show up for that expressive can. Obviously youhave to build your community. You have to still the too. You stillhave to hire your still have to appose, you still have to promote, butonce you have your community built up, they all are going to show notaround the same time without much effort and majority of this effort can beautomated. That's the best part and in case of Lindin, automation is isflicky. It's very part, especially if you want to get visibility on linkedit in these software that everything can be automated beyond so the whole twitter checkcan 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, forexample, 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'swhat we are talking about. So now, let's say, if you have qualityof life issues, you are going to be hearing a lot of bestpractices. Some real competitors can believe this. Okay, you are never going tohear these secrets because nobody tells you. But in this partticular case, sincethis is a community experience, everybody's trying to share that, each ofthem. 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 deadyeah, I know you did. I'm sure there are people those that arefollowing along and some who are like, you know, their jaws dropped likeHuh. But that that that. That is perfectly fine, because I thinkwe were getting into some of the details here and there. I think forsome people here this will be really, really valuable, especially those who arewho are probably already doing some of the the the basics stuff that we allneed to be doing, like having a linkedin presence and, you know,finding some way to build community. But yeah, I'm my personally very interestedin sort of diving back into twitter. I've been absent for you four yearsand that's cool to see that that platform is your every platform's got its ownunique reasons to use it and so yeah, so I'm kind of kind of takea look at that. We will say. I'm that know you havea twitter chet. You have to get to in a fear a few minuteshere, so I would to respect your time. We've been running a littlealong here, but that's because it's been a really great conversation. So thereanything 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 andfigure out your audience. And one of the things with social media. SocialMedia is extremely pretty to get real roy from. So one of the thingthat you should be doing, or putting a lot of work with respecting socialmedia, just be such about your audience, where they are, what they carefor. Learn the nulenses of the pact. If you understand the nuancesof 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 someclosial 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 rightand then you'll get the real roy. It's going to be a real ipthat 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 thinkwhat I'm hearing from you is one understand where your audience engages online, wherethey 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 ofsocial media where you used hoot sweet to...

...blast out, you know, automatedmessages 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 notjust about blasting a promotional message out there. It's about finding the peopleyou're trying to reach, helping them, as you've talked about, being thesuper connector building relationships, participating in conversations. It's there's manual work here, butit's really not that different from the way you would do do it inreal life. It's just there are platforms out there that allow you to connectwith human beings at a real human level who have similar interests. And soI think there are a lot of really nice things you touched on here todaythere are going to be really valuable to our audience. So say thanks fordoing this. Yeah, of course. Thank you so much for having me, Joe. You know I always enjoy your show. I was a listeneroff 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 ouraudience how they can get in touch with you and where they can learn moreabout elevate, Iq, wbs rocks and all the other interesting things that you'reup to? So the eases phase, red social media and super active onLinkedin and trigger. So if you guys want to send the connection, thequest on Linkedin, and I appreciate everybody, even if you're going to face tobe honest, because you know some day, you know somehow I'm probablyneed you. So I need everyone. So send the connectended cluse. Thatbest way to find is SAG grouped its. s Am Doupta is the last nameand the company name is Elivat. That is no eat at the endin the N and Iq and the webs rocks is going to be bus darkrocks. You fill up the contact for in my team? Will you knowget that to me? So, yeah, I'm vide available on social media.Yeah, you can often. Great. Well, wherever you're listening to thisright now, I'll make sure that of a, IQ and w srocks are in the show notes. You can kind of click through there andfind Sam Sam Gupta. Sam, thanks for thanks again for doing this.Man, this was really good. Thank you so much. Out of glassroom. Awesome. And as for the rest of you, I hope tocatch you on the next episode of the Manufacturing Executive. You've been listening tothe manufacturing executive podcast to ensure that you never missed an episode. Subscribe tothe show in your favorite podcast player. If you'd like to learn more aboutindustrial 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 learnthank you so much for listening. Until next time.

In-Stream Audio Search


Search across all episodes within this podcast

Episodes (84)