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Authentic Leadership and Social Media Strategies with Louise McDonnell · Authentic Living

• 0:01
  Welcome to Authentic Living with Roxanne, a place where we have conscious conversations
• 0:08
  about things that really matter in our lives.
• 0:12
  And now here's your host, Roxanne Durhaj.
• 0:40
  Everyone.
• 0:41
  It's, Roxanne Dorhoch.
• 0:42
  Thanks for tuning in again, today to Authentic Living with Roxanne.
• 0:46
  Today, I have a colleague, Louisa McDonald, and we're gonna talk about her world, which we all
• 0:52
  live in.
• 0:53
  I I would say I play in it.
• 0:55
  I'm not so sure how I do, in it, but I'm constantly learning.
• 0:59
  And her business is selling social media.
• 1:01
  So, Louis, thanks so much for coming in today to talk with everybody about something that we
• 1:07
  all have to get to know about, but maybe some of us aren't so as keen as you are about kind
• 1:12
  of social media and a presence on social media.
• 1:15
  Thanks so much for having me, Roxanne.
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  I I kinda have a funny love hate relationship with with with social media.
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  I'm not an influencer.
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  I am allergic to that kind of thing.
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  And in fact, you know, I kind of take a unique angle that I show businesses, and organizations
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  and nonprofits how to spend their time effectively to get the results they want in the
• 1:37
  least amount of time possible.
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  So I'm kind of the opposite end of that of the kind of the the people that show up
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  consistently who are whose only job is to create content.
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  Absolutely.
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  And I think it's something.
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  Right?
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  Like, of course, myself with my brand, I'm constantly trying to find more effective ways
• 1:54
  to reach, you know, my perfect avatar, the person that I am trying to to stop and
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  resonate.
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  Not everybody is going to be your customer nor do you want everybody to be your customer, but
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  it's always it's it's always that space.
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  Right?
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  You you want them to resonate with you.
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  I talk a lot about authentic leadership.
• 2:12
  So let's let's start off a little bit and talk about you and what makes you land on social
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  media, and tell us a little bit about your background, first of all.
• 2:22
  Yeah.
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  So I suppose, my background is service marketing.
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  So that's what I studied in college, and I just have an absolute love for service marketing.
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  The fact that it's different to product marketing, it's a bit more difficult than
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  product marketing because you can't see a service, you can't touch it, it's delivered and
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  consumed simultaneously And that changes how you market it and it has a profound impact
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  about how you market on social media.
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  So that I started in service marketing.
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  I fell into the whole area of digital marketing.
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  My first job out of college, I worked in customer service, actually, in a French call
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  center where I spoke French all day long, based based in Dublin.
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  It was challenging for the 1st few months when everything was new.
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  But about 6 months in, Roxanne, I'm not joking you, I was so bored.
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  I was like, I couldn't cope with the repetitiveness of it.
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  And so I was like, just to the call center manager, I was like, get me out of here.
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  Please give me something else to do.
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  And so I knew that that role wasn't for me because I'm just far too creative, and I I like
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  too many like, I only wanted to deal with the problems in this customer service because at
• 3:28
  least it was something new.
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  And so I saw this job.
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  I was quite naive when I think about it.
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  I saw this job advertised as a marketing graduate in a company, and I was like, I
• 3:39
  actually didn't care what they did, I wanted the job.
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  I might gonna sound like a dinosaur now, but it was the time before you had access to the
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  Internet.
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  I was living in a in a rented apartment with my friends in Dublin, having the time of my life.
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  We didn't have Internet or there was, like, absolutely no, like, question that we there was
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  no smartphones.
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  So I knew nothing about the company when I went into the interview, and I knew the same amount
• 4:04
  about the company the day I walked in when I got the job when I walked in.
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  And the company was called EDI Factory.
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  And I naively like, when I think about it, Roxanne, I naively thought that they were going
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  to be a big assembly line making this product called EDI.
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  I didn't know what it was, but I was gonna help them market it all over the world.
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  And I was walking into a small office in the city center in Dublin, like, where I thought
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  the assembly line was going to be, the mind boggles.
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  And as I walked in, I realized, number 1, as a young female in her twenties, very, very green
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  in that I was a graduate.
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  I walked in.
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  I was the only female there.
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  Not really that.
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  I was the only non techie there.
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  And so EDI stands for electronic data interchange.
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  And so, again, when I heard those three words as I sat at my desk, I was like, I don't even
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  know what those three words together mean.
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  The the the beauty of being young and naive.
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  And I remember sitting there, and all I could think was that the, recruiter had said to me,
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  now Louise, you've jumped jobs after 6 months.
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  You cannot jump again.
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  You just have to stay in this job.
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  And I'm sitting there going, holy moly.
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  What did they do?
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  What have I got myself into?
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  And I remember at the time, I was nearly like do you remember Friends was big at the time?
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  And do you remember poor old Chandler?
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  And Chandler kinda
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  had yeah.
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  He had the job that nobody really knew what he did.
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  And all my friends used to say to me, did did you figure out what they did yet in that
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  company, Louise?
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  You know, what I found then, Roxanne, is that I did find out what they did.
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  And what I found is that I had an not only that, I had an aptitude for it.
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  So I just got like that.
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  I got the technical stuff.
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  I'm actually quite technical in my understanding, but I also quickly understood
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  that the brochures, all the the marketing material that that the company had produced had
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  been produced by techies, and it was like double Dutch.
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  And I used to say to them, I don't understand what this means.
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  Like, how is your customer going to and so what I quickly realized is I was able to bridge the
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  gap between what they actually did and what their promise was to the customer and actually
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  how to speak in the customer's language so that so that actually they got results.
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  So I learned all about what we used to call back in the nineties the paperless office.
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  And the and that was the term that we used before the term ecommerce or e business was
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  even coined.
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  Right?
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  So I started in that world, but I I stayed there 7 years.
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  I grew, yeah, I grew with the company.
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  I got to know the guys really well, obviously.
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  I used to do all their pitches because they were techies and they just couldn't pitch.
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  And I remember, again going into a pitch once with my boss and he was nervous and every time
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  he was nervous he'd kind of jump in his seat and he'd kick the table and all this.
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  And then in the end afterwards I and again I was only a young woman and I just said to him,
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  okay what's going to happen now?
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  You're just gonna sit quietly and you're not gonna kick the table and you're not going to
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  jump around the place and you're gonna leave it to me.
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  And so I kinda took that leadership role and I just loved it.
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  And that's where my love with all things digital started.
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  Social media then, I, like, I I was like Facebook was around 2 years before I joined it.
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  And the only reason I joined it was because my brother-in-law was traveling to Australia.
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  And he said to me, would you please join Facebook?
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  Because I want to be able to keep in touch with everybody and it's the easiest way.
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  I was like, oh, okay.
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  But I'm
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  it's it's interesting because you when you think about and I think about why I went on as
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  well.
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  So I grew up in Trinidad, and we were all foreign students all over the world.
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  And we used to write those Ola Cate letters where you would wait for 3, 4, or 6.
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  Like, one of my friends was that she was in the Royal Academy of Surgeons in Dublin, and
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  another one was in the US, a couple of us moved to Canada, The other one was in London.
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  So we would write, and then, of course, we believe it or not, we stayed connected for a
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  lot of years like that.
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  And then when Facebook came, it became, oh my goodness.
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  Does that mean, like, we can go online and actually stay connected in a different way?
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  And that's why I signed up as well.
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  So it's interesting that now that I hear your story, how many parallels that may be with
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  people having that memory.
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  The younger generation listened to this is gonna go, what?
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  I know.
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  It's so true.
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  Like, I I studied in France for a year when I was in college, and we wrote letters.
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  And if we were on the phone, it was for about 30 seconds because it was so expensive.
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  So yeah.
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  And so that's but that is the beauty of Facebook.
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  And I think sometimes or Facebook, they've forgotten their core strength was that it was
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  in connections.
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  And the reason that people still use Facebook today oftentimes is because they have those
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  connections with people around the world, maybe their friends or school friends or college
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  friends or first cousins or second cousins, and they only are connected there.
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  So that that's the core strength for Facebook.
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  So on my journey, I realized that when it came to digital marketing, somebody asked me to join
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  Facebook, and then I started working in a company.
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  And it just happened that Facebook started to be used for business, but I just got it because
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  I was coming from a background where I had worked 7 years in digital marketing.
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  So I just understood that whole paperless, that whole how to communicate.
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  And so, naturally, I I started using social media.
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  So, initially, Roxanne, I started out as a trainer.
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  So I spent many years where I just trained on social media, and that's where I wrote my book,
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  Facebook Marketing the Essential Guide.
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  And and that gave me a huge foundation because anyone who's ever done any training, when
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  you're constantly in a room with people and you hear their questions and you hear what they
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  don't understand, it helps you become a better trainer.
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  And that's where I develop my systems that to help people to take them through the systems so
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  that they would understand how to use social media effectively.
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  So, yes, when I come to it from the I've always come to it from a business background, and
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  that's slightly different from people.
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  Like, I I was I'm slightly allergic to kinda showing up and doing the, oh, I just can't do
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  it.
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  It's just not me.
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  Right.
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  So let's talk a little bit about brand.
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  And whether you're a big company with a huge strategic plan or you're a start up, really,
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  our brand ends up being what you want people to experience online.
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  And it would like, today, if you're not on social, I'm not sure how a business survives
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  now because it's gone.
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  I'm gonna date myself or anybody.
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  We're no longer going through the yellow pages to look at the in the section to find a repair
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  guy.
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  I'm going to okay.
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  What's in it online?
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  Who's used them?
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  I'm looking at the reviews if it's a mechanic or somebody to to clean my eavestroughs or
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  somebody to take a trip with.
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  Whatever.
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  We you know, on a fingertip, we really are we're relying completely on online presences.
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  Because you've worked so much with companies, I want you to just start on kind of what you've
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  seen as an evolution about identity, online.
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  Roxanne, we're in the middle of an AI revolution.
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  You know?
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  So AI you know, think about 2 or 3 years ago, I don't even know, like, how many people were
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  using AI tools.
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  Whereas now the likes of tools like ChatGPT, in particular, because it's just so good and it's
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  so accessible.
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  So what has happened on social media is that there is a flood of of even more content being
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  created.
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  So people that didn't really that weren't able to create content because they just didn't have
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  their skills or they didn't have, let's say, their written skills, now those people can go
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  on to chat gpt and create content.
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  Now, here's the problem, a lot of it is not great content because you know that whole thing
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  garbage in garbage out.
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  Right?
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  Right.
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  So how does it impact everyone else?
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  What it means is that social media is even it's just so full of content at the moment.
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  And we as consumers, you of users of the social media channels, we've become more passive.
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  And our attention spans have become even shorter.
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  So what does that mean?
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  And I think you're gonna tap into a theme that I know is very close to your heart.
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  The authenticity is more important than ever in in social media.
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  Turning up as yourself.
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  And I think we touched on it a little bit earlier on when I said I just turn up doing
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  those type of videos.
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  I have to turn up as me, and I have to be able to tap into my superpower.
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  Yeah.
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  And my superpower, I've come to realize, is training.
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  It's where I'm my happiest.
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  If I'm sitting down or even in an interview situation like this, I'm very happy to chat.
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  Give me a training and I would stand up and I would deliver it on all the time.
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  And so on my social media, if you go check me out on LinkedIn, Louise Macdonald, or on
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  Instagram, sell on social m, you'll you'll see my podcast interview little previews of my or
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  teasers for my podcast.
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  But I also share snippets from my training because that's when I am truly in my
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  superpower.
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  And so that is me turning up in my most authentic self, being myself, and appealing to
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  the people that that appeals to.
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  Because as you said earlier on, I only want to appeal to them.
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  Right.
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  Because a lot of people are scared now, and you'll see I now start to see captions on
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  LinkedIn, which is most mostly the caption that I use written, authentically or, verifiable
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  written by the name.
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  And I'm like, what?
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  That's a new iteration now.
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  Right?
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  Because to your point, with Chargebee Tea, to use it as a compliment is important.
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  But when people are thinking they just wanna I wanna go on and I wanna sell handbags, for
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  instance, or whatever, and I'm just gonna be able to, you know, set up a storefront.
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  I'm gonna be able to create this identity, and it's just about selling handbags versus it
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  being some reason.
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  Like, why why am I doing what I'm doing?
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  To your point, you're a trainer.
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  And for me, I've always, been a teacher, like, from the word go.
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  As a as a psychologist beginning, whether I'm on a stage or whether I'm doing a training or
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  whether I'm doing a coaching, I'm a problem solver.
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  That has been my gift from, I think, probably, my mother used to say.
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  So, again, I I love that you're saying this because I think what becomes really important
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  for people to recognize is I'm gonna write a book in 20 minutes because I wanna put out
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  content.
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  How does that tap into what you're authentically about?
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  Right?
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  I think that's the biggest fear that you hear a lot of people say, well, we're all gonna
• 14:46
  Louise, you and I are gonna be out of jobs because nobody's gonna you're just gonna be
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  able to pop it into chat GPT, and everybody's gonna be all good.
• 14:53
  We're recognizing that, in fact, people are looking even more so for those layers of deeper
• 15:00
  connection so that they could come out and work with you to work with their social kind of
• 15:05
  presence or work with me, if they're trying to deal with mental capacity and resilience with
• 15:11
  leaders.
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  Right?
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  People are sifting, but the fear is that we're not gonna be able to differentiate in this day
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  and age.
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  Yeah.
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  And I think the people who truly will stand out are the people who turn up authentically as
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  themselves in a non perfect way.
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  Like, I'm not saying in any like, that you shouldn't make sure your grammar is correct.
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  Like, I still write all my social media posts.
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  I've put most of them through chat gbt, but I I'll just say checks and texts and grammar.
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  So just to make sure, because I have a really wonderful habit of changing tense halfway
• 15:39
  through when I'm writing things.
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  It's just something
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  the first person to end up in the 3rd and not really sure how that
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  Current present tense, past tense, maybe mix it all up just to keep so Chatibiti keeps me keeps
• 15:51
  me in line.
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  It checks, make sure that your spelling is UK or US or whatever needs to be.
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  So it does all that for me, but I will never let her write content for me.
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  I will get it even to check the content that I've written against my ideal persona.
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  So I'll I'll copy and paste my persona and I'll say, this is my persona, Strategic Sam, and I
• 16:09
  have a big long thing that this is what they like.
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  This is what they want.
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  And then I'll say, what will Strategic Sam think about this?
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  Please critique this.
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  So that's how I use it.
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  I use social media, but I will also show up authentically.
• 16:23
  I I have a lovely story to tell about, a lady, who was she's in my coaching program, actually.
• 16:28
  And she came to me one week and she said, Luis, one of my one of my Instagram posts went viral,
• 16:35
  and she was delighted with herself.
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  And she goes, the only thing I'm a bit upset about was she said I hadn't done my hair.
• 16:41
  And I actually said to her, I said, I actually think that there one of the reasons it went
• 16:45
  viral is because you have them done your hair because you didn't have that perfect look.
• 16:49
  It was real.
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  Versus the polished kind of, let me take every blemish out.
• 16:54
  Do we have the perfect camera and all all those things?
• 16:58
  I think at the end of the day and what's interesting that you talk about that, Luis,
• 17:02
  because I find that I'll do the obviously, with the my brand, the ROR, return on I'll I'll do
• 17:07
  really kind of the things associated with what I need to teach.
• 17:11
  But something once in a while, like, I threw up something that came up today on Facebook, and
• 17:16
  it was me at a barbecue with so I'm Trinidadians, so they call us Trini's.
• 17:21
  So there's a picture, just a snapshot of a couple of us, and it was at a barbecue a long
• 17:26
  time ago.
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  And we're just we're having the best time in these pictures, and it was just like a little
• 17:31
  bit of a reel.
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  And if we're laughing and kidding, and all my caption says, Trini is in their element.
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  That's all I put.
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  That's all I put, and I just reshared it.
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  And then I'm looking now.
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  I'm like, oh my goodness.
• 17:45
  Like, the amount of people that loved it just because it's kinda showing my background, which
• 17:49
  makes me unique.
• 17:50
  I'm from Trinidad.
• 17:51
  I always talk about the impact of how I learned to be authentic or was it viewed around
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  authenticity in my culture and where that developed me into making the decision to become
• 18:02
  a psychologist and kind of my path, which is my u uniqueness.
• 18:06
  So people seem to love to know so much a bit more about you.
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  Right?
• 18:11
  What's that backstory?
• 18:13
  So it it really speaks to what you're saying because with your with your client with the
• 18:18
  imperfect hair.
• 18:19
  Because people are probably getting to know her.
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  They're like, look at her.
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  Even her hair is not done well.
• 18:24
  Yeah.
• 18:25
  She's normal.
• 18:26
  She's normal.
• 18:27
  And, actually, I would say another reason that your post performed well is the caption.
• 18:30
  You said what?
• 18:31
  Trini's?
• 18:31
  But having that conversation
• 18:33
  Yeah.
• 18:33
  Trini's in their element.
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  In their element.
• 18:36
  Okay.
• 18:36
  Yeah.
• 18:36
  Do you know what you did there?
• 18:37
  And you probably didn't even realize you did it.
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  You tapped into the emotions.
• 18:41
  Oh, I just and for me, it was because it was me laugh we were laughing.
• 18:44
  It was a friend from high school, my cousin and I, and we were laughing.
• 18:48
  And the way we were laughing and then I'm I'm just like, oh, big grin.
• 18:53
  And then another one is my, cousin leading into the other friend, and she's got her her hand
• 18:58
  head buried, and I'm just killing myself laughing over the sequence of events.
• 19:02
  Right?
• 19:03
  So you see, you don't know.
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  I just thought, well, that's kinda what I do, and I just reshared it.
• 19:08
  But it's interesting.
• 19:09
  Again, those nuances then again let's go back to AI.
• 19:13
  I'm not gonna think what how is AI gonna intuit into the emotion to be able to iterate that for
• 19:20
  me to think, oh, this is a visual you should put up.
• 19:23
  And by the way, you should say Trinis in their element.
• 19:26
  It was just me.
• 19:27
  Right?
• 19:28
  Exactly.
• 19:28
  Exactly.
• 19:29
  It was you and you tapped into the emotions and the emotions in your caption matched the
• 19:34
  emotions in your images, and that also has a huge impact as well.
• 19:39
  So When
• 19:39
  you're teaching something today, which is so so very important because when you're coming
• 19:45
  acting from a space of being just in the moment or related I know I wasn't even thinking brand.
• 19:51
  I was just thinking Roxanne, right, and sharing something that came up, that people seem to
• 19:56
  love that when I share things like that.
• 19:58
  In retrospect, no one will look over when I share a little bit about me so that they know
• 20:03
  who I am, and those seem to be the ones that have the uptick on social media.
• 20:08
  They do.
• 20:08
  And even I know this week, I'm I came back from vacation last week, and I just put a little
• 20:13
  reel up of our holiday snaps.
• 20:15
  I just put it up.
• 20:16
  I went, ugh, this is nearly the kind of thing that I yeah.
• 20:18
  But put it up anyway, and, of course, it's got 5 times more reach than any other post that's
• 20:23
  sharing advice and helping people.
• 20:25
  But people like to know a little bit about you, you know.
• 20:28
  And to a certain extent, another thing that you're doing when you're sharing those pics of
• 20:32
  yourself is you're sharing what you're promising, and that's happiness and
• 20:37
  contentment.
• 20:38
  So there's also that as well.
• 20:40
  But, yeah, people are nosy.
• 20:41
  They like to have a look.
• 20:42
  So so don't
• 20:43
  be So let's talk let's go back.
• 20:45
  You tapped into something that I think let's talk about that, personas.
• 20:49
  Right?
• 20:49
  Like, you talk what was the name of your persona you said?
• 20:52
  Did you put the cheese exam?
• 20:53
  Okay.
• 20:54
  Well, we all so tell us about how we go.
• 20:56
  I know I always think of my perfect customer.
• 20:59
  Like, who is my perfect customer?
• 21:01
  And in my world, it's around leaders that want, to optimize their capacity to keep energy and
• 21:08
  stay connected to others to allow them to go off and use their gifts.
• 21:12
  That's what I always think it's like a force field that leaders have around them.
• 21:17
  And once their force field is in alignment with, what I call the ROR, they can radiate
• 21:23
  that energy, and then people just go off and do their thing for the most part.
• 21:27
  So that's my I guess, would you call that a persona?
• 21:31
  Yeah.
• 21:31
  So I'd go deeper.
• 21:33
  Like, that's the whole thing now with with social media now is that you have to go deeper
• 21:37
  and deeper than ever before.
• 21:38
  So you gotta think about, like, what that person ultimately wants to achieve.
• 21:42
  So what is the definition of happiness to them and write that down?
• 21:46
  You also got to write down like what potentially the people that need your help,
• 21:50
  what has happened to them today?
• 21:52
  So not just what their problem is, what's their pain?
• 21:54
  What happened to them today in their day that upset them, that made their life a little bit
• 22:00
  less happy or more miserable.
• 22:03
  And so And sometimes when people are creating their personas they're, kind of, guessing this
• 22:08
  or they're, kind of, basing it on what they think.
• 22:10
  And so what's a really good idea to do is record your sales meetings.
• 22:16
  Record your meetings with people who match the profile of your ideal customer and tune into
• 22:21
  the words that they are using.
• 22:23
  Tune into the scenarios that they're talking about.
• 22:26
  Yeah.
• 22:27
  Also so so that's one thing tune record your sales calls or I just even I write down words.
• 22:31
  When people say them to me, I write down words.
• 22:33
  I kind of if and you keep hearing this like, I always hear more energy.
• 22:37
  I always hear, like, leaving the office at 4 on a Friday or being able to talk to people that
• 22:45
  are different from me in a better way.
• 22:48
  So it it's so you're so right now that you're making me think about that.
• 22:51
  So to try to think about what is that avatar, persona, whatever you wanna call it, but but
• 22:57
  you're saying drill down further.
• 22:58
  You have the idea.
• 22:59
  You have the key metrics potentially that you think you wanna hit, but that's to surface.
• 23:06
  Yes.
• 23:07
  Yeah.
• 23:07
  You have
• 23:07
  to go deeper and deeper and deeper.
• 23:09
  So listening to those sales calls, recording them, and even using the recording and using
• 23:14
  the transcript with with Chat GPT and getting it to extrapolate, that that for you will work
• 23:19
  as well.
• 23:20
  So what else can you do?
• 23:21
  You cannot you can if you haven't had the opportunity to have sales calls, you can
• 23:25
  potentially look at different groups.
• 23:27
  Like, Facebook groups can be a great source for people to hang out and just to read the
• 23:32
  questions that people are asking, the responses that people are giving to those questions
• 23:37
  because, again, you're looking for the type of language that people are using the word because
• 23:42
  you have to speak to people in their language and and you have to talk to them in about the
• 23:47
  scenarios that are happening then.
• 23:48
  That's how you get their attention.
• 23:50
  So I check hang out in Facebook groups.
• 23:52
  Reddit is a great source of
• 23:54
  Oh, is it?
• 23:55
  And for those that don't know what Reddit is, like, I sometimes I will used to.
• 23:59
  I haven't been lately, but I would go on and just answer something in reference to my
• 24:03
  expertise.
• 24:04
  And then I just and then I think, oh, you know what?
• 24:07
  That probably would help someone.
• 24:08
  I and I didn't think about it, just kind of thought, you know, I have a lot of specialty
• 24:13
  around trauma related and how it references with resilience and how that might show up in
• 24:20
  corporate culture.
• 24:21
  So I would just kinda go on and and then you'd be shocked how many people actually read it.
• 24:25
  So Reddit is just a space people post questions and then supposedly a subject matter expert or
• 24:31
  somebody with perspective goes on, shares, and then other people just go on.
• 24:35
  They they keep reading it or adding or whatever.
• 24:38
  Is that correct way of explaining what it is?
• 24:40
  It exactly.
• 24:41
  That's exactly it.
• 24:42
  It's like a question and answer form.
• 24:44
  So so, again, so, Yurit, we really, really deeply profile your customers.
• 24:48
  So when you're creating your persona within ChatGpt, you're going to talk about what their
• 24:53
  desires are, what they ultimately like to ultimately to define what they want to achieve,
• 25:00
  to define what's happening in their lives right now, put in any information that you know about
• 25:06
  them, and put it into chat GPT and say create a persona for me based on this information.
• 25:12
  And and then you'd be surprised what chat GPT will actually add to that that maybe you hadn't
• 25:18
  thought of.
• 25:19
  So for strategic SAM, sometimes
• 25:21
  I would It's a male.
• 25:24
  You know, or female.
• 25:25
  Could be Sam.
• 25:26
  Yeah.
• 25:26
  That's true.
• 25:27
  That's true.
• 25:27
  Sam is kind of generic.
• 25:28
  That's true.
• 25:29
  Yeah.
• 25:29
  Yeah.
• 25:29
  Yeah.
• 25:29
  Yeah.
• 25:31
  So strategic SAM, like, I don't I just love about it is that I work in this and you know
• 25:36
  this, but sometimes then when you're creating your own content, you can still slip up.
• 25:41
  So I know I remember once creating a lead magnet and so delighted with myself I had
• 25:46
  created this lead magnet.
• 25:47
  I just put in you have to remind ChatTP to who strategic Sam is every time or else they make
• 25:53
  it up.
• 25:53
  So they do hallucinate.
• 25:54
  He does Oh,
• 25:54
  so you're you're prompting them to say these are the qualities of strategic Sam, and then
• 25:58
  you're asking the question with the prompt.
• 26:01
  Because I find, like, I was working on something.
• 26:04
  I wanted to create, like, something for I'm starting a a Facebook group.
• 26:08
  So around and the the group is there is the leadership resilience hub.
• 26:15
  So I wanted to be a place where leaders come to hang out and learn about resilience and then to
• 26:20
  be able to kind of create and run business from there.
• 26:23
  And so I I kept asking it, right, like, certain things.
• 26:26
  But DALL E, which is the visual part of it for those that don't know, kept giving me different
• 26:31
  and I'm like, no.
• 26:31
  No.
• 26:32
  I want that.
• 26:32
  I want that.
• 26:33
  I I wanted to, like, point to say, no.
• 26:36
  No.
• 26:36
  I like that one, and it kept giving me new one.
• 26:38
  I'm like, no.
• 26:39
  No.
• 26:39
  The first image.
• 26:40
  And then it kept coming back with different I'm like, oh my goodness.
• 26:43
  It's like talking to someone, but I'm talking to the person, but they didn't listen to and I
• 26:48
  or but.
• 26:50
  Right?
• 26:50
  So I was like, oh, no.
• 26:51
  I find the image creation part of it.
• 26:53
  I just don't get it to work for me.
• 26:55
  You can actually there is a way to to click on the image and select what you want to change.
• 26:59
  But to me, that's not where the core strength of what's chatting
• 27:03
  to you.
• 27:03
  Is.
• 27:04
  Not right now anyway.
• 27:05
  But
• 27:05
  Not right now.
• 27:06
  Exactly.
• 27:06
  Whereas if I I I have saved strategic Sam on my phone and on my computer.
• 27:10
  So then I say, here, this is strategic Sam.
• 27:13
  And then I would say, what do you think would you think that this lead magnet, this free
• 27:17
  guide would appeal to strategic Sam?
• 27:18
  A call to action that strategic Sam, and you remind them what would be a call to action to
• 27:24
  to to add to this, say, LinkedIn post or what.
• 27:26
  And that's a good thing because, again, for most of us, we're thinking about it.
• 27:31
  We're assuming that we're we're right on.
• 27:34
  And like you said, sometimes you're tired or you you should know it or whatever.
• 27:38
  And even for your teams, you're you're kinda giving direction.
• 27:41
  But if you're a remiss in not being able to give direction, like, I'm having my little bit
• 27:46
  of my bout with Chap GPT for something, and I'm relying completely on that, that that could be
• 27:52
  a
• 27:52
  real miss.
• 27:54
  And, actually, it's conversations, Roxanne.
• 27:56
  So in that case, I would have said, what does what will Strategic Sam think of this?
• 27:59
  And they came straight back, Chat GPT, and said, it's too junior.
• 28:04
  Strategic Sam is more senior.
• 28:06
  That is not going to appeal to them.
• 28:07
  I was like, oh my god.
• 28:08
  You're so right.
• 28:09
  So what I find with Chat GPT is that you're right.
• 28:12
  Like, when you're tired or I would say, I don't accept everything it gives me either.
• 28:16
  I will go back and I'll question.
• 28:18
  So I'm like, do you think that subject line really going to or would something like this be
• 28:22
  better?
• 28:22
  And they'll go, no.
• 28:23
  You're right.
• 28:23
  And so we end up having it so sounds so mental, really.
• 28:26
  Start having conversations with this machine, but it just means I get through way more work
• 28:31
  faster.
• 28:31
  It's better quality, more and has more of an impact, so it's great.
• 28:35
  So go back again to authenticity and leadership and speaking.
• 28:41
  Right?
• 28:41
  With leaders, they're busy people.
• 28:44
  They're tired.
• 28:45
  They're having to maybe get out content sometimes too to their to their company or the
• 28:50
  different levels of their organization.
• 28:53
  How do they kind of keep an alignment?
• 28:56
  Like, you you give us already some good tips.
• 28:58
  Right?
• 28:58
  So they're thinking if they have, say, certain values, I would think that they're constantly
• 29:04
  keeping those values in alignment.
• 29:07
  Right?
• 29:07
  And even so how when you work with a company, let's say let's say they're doing pretty good,
• 29:13
  but they they wanna increase market share or something like that, or even they're a start up
• 29:18
  and they're wanting to get their well, how do you kind of approach a company like that to
• 29:22
  work with them on their social?
• 29:24
  I see that the first thing that we need to do is define what the end goal is.
• 29:27
  What do they actually want to achieve?
• 29:29
  What's the end point?
• 29:30
  Like, how long ago were there kind of things.
• 29:32
  Exactly.
• 29:33
  Yeah.
• 29:33
  And you're doing it probably enough 1 or 3 a 6 month or a year, 3 year, 5 year kind
• 29:38
  of build that.
• 29:40
  Depends obviously, depending on what they want to achieve.
• 29:42
  So define the end point and work our way back from there.
• 29:46
  Make sure that their messaging is strong because sometimes what can happen is that
• 29:51
  messaging, kind of, maybe changes over the years or as different people come into the
• 29:55
  organization.
• 29:56
  And so we'll go back and make sure that we understand what those core messages are and
• 30:00
  then how can we communicate that in like through everything that we do for them.
• 30:06
  We do obviously some work so we have to understand their persona, we have to understand
• 30:10
  they get that emotional connection with the personas, And then when we've all that done, we
• 30:16
  optimize their their current profiles, across social media.
• 30:21
  So to make sure that those messages and everything that we want to communicate
• 30:24
  Oh, like kind of synthesize across all all between x and LinkedIn and
• 30:30
  Exactly.
• 30:30
  Insta.
• 30:31
  And so it's all kind of it's not identical, but the the feeling is the same, to feed that
• 30:37
  synergy.
• 30:38
  Exactly.
• 30:39
  And then after that, we we work on creating a content plan which aligns with aligns with the
• 30:44
  campaign goals, and then we create the content.
• 30:48
  We also will run paid ads.
• 30:50
  We'll run emails.
• 30:51
  And so we continue and we and then we start looking at results and then we optimize and
• 30:58
  optimize and optimize and optimize and we just keep going.
• 31:01
  Testing and reiterating and and and You never stop.
• 31:04
  You you never stop.
• 31:06
  It's there's a bubble in everybody's brain that you wanna think, you do one thing, it works,
• 31:11
  and I am just gonna keep it.
• 31:13
  But then there's always so much testing.
• 31:15
  Right?
• 31:15
  Like, I the caption that I told you about, I didn't even think about that.
• 31:18
  But then the podcast will go out on snippets, or I'll have a quote that comes from probably
• 31:24
  the podcast or talking to somebody, and it's really and you don't know what people are gonna
• 31:29
  hook into sometimes.
• 31:30
  Right?
• 31:31
  Like, things that you think, That's a good one.
• 31:33
  And then you get nothing.
• 31:36
  Right?
• 31:36
  And you're like, oh, I spent so much time doing and then others that you're just on the fly,
• 31:40
  you know, talking about something or an impression, and then people love it.
• 31:43
  So it it really so it's really about testing against a benchmark and an outcome.
• 31:50
  Exactly.
• 31:50
  Doing that often.
• 31:51
  Are you doing that monthly?
• 31:53
  Are you doing that weekly?
• 31:54
  Are you doing that per post?
• 31:56
  Like, what are you doing?
• 31:58
  It's see, going back to the beginning of my story to the customer service agent who was
• 32:02
  bored out of their head because everything was always the same.
• 32:06
  Yeah.
• 32:06
  I
• 32:06
  think what keeps me going and what I love is that it's always changing.
• 32:11
  So algorithms on are constantly changing.
• 32:14
  They change slowly.
• 32:14
  So you have to constantly be tuning into what's working, what content, what hook, what media,
• 32:22
  what timing.
• 32:23
  But we've never every morning, our myself and my team, we have a meeting at 9 o'clock and we
• 32:27
  talk about all our clients every morning.
• 32:29
  Every morning.
• 32:30
  So you're doing that kind of check-in, and that's what's hap if something's happened in
• 32:34
  their company, if it's a 247 company, if well and I would say that most of us are now people
• 32:39
  are online looking.
• 32:41
  You may be at an 8 to 4 kind of business, but that doesn't mean that your business
• 32:45
  technically digitally shuts down.
• 32:46
  You may be selling product online.
• 32:49
  They may have a customer service.
• 32:51
  So, like, we're planning, creating, scheduling content for our clients.
• 32:57
  And so every morning, we're like, how did
• 32:59
  that how did that post do?
• 33:00
  How's that doing?
• 33:02
  What time did that go out?
• 33:03
  What why do you think that?
• 33:05
  Blah, dah, dah.
• 33:06
  Why did that work?
• 33:06
  Why did that it's constant.
• 33:08
  But that's actually being strategic based on what happened with, whatever you put out the
• 33:14
  day before and those types of things.
• 33:15
  Exactly.
• 33:16
  So it's a 9 o'clock every morning.
• 33:17
  We have our this is where we are.
• 33:19
  Then we go off and we do our work for the day.
• 33:21
  We're all remote.
• 33:22
  We work all remotely.
• 33:23
  The next day, we do the same again.
• 33:25
  Yeah.
• 33:25
  So that keeps and you always have your finger
• 33:28
  on the pulse when you do that because you see what's work like, because what was working 2
• 33:34
  years ago doesn't work now.
• 33:36
  So what about preposting, like prepopulating?
• 33:38
  Let's say you don't have someone working with a company like yours.
• 33:42
  And I'm gonna there's so many interface that people use.
• 33:45
  I'm just gonna I'm gonna schedule out the month, Louise.
• 33:48
  Let me what's your feedback to a a company about that?
• 33:52
  Because I have a social media person.
• 33:54
  This is a scenario.
• 33:56
  And they're gonna they're gonna populate for the next 30 days 30 days before.
• 34:01
  What are your thoughts on something like that?
• 34:04
  Okay.
• 34:04
  So what you need to look out for in that scenario is this.
• 34:09
  If you're doing 30 days content at a time, chances are the 1st week, the first 5, 6 posts
• 34:16
  are super, and maybe the next ones maybe aren't as good.
• 34:20
  And maybe by the time you get to post 28, 29, and 30, it's just, oh, let's get this thing
• 34:25
  done.
• 34:26
  So the problem can be that sometimes when you if you're doing a month at a time that you're
• 34:31
  not that the energy within the you're beginning to lose energy as you go on.
• 34:35
  So I would say maybe you're better off to create content for maybe a week or a 2 at a
• 34:39
  time.
• 34:40
  There's absolutely nothing wrong with scheduling except this.
• 34:45
  If you schedule and it means that you're not hanging out on the platforms ever, then you're
• 34:50
  missing the opportunity for engagement.
• 34:52
  Engagement.
• 34:52
  So if somebody likes it or somebody, makes a comment or whatever, this is could potentially
• 34:57
  be, someone that they wanna engage, obviously.
• 35:01
  They're engaging with your content.
• 35:02
  And if you don't have some if you're not on and you don't have somebody on your team on and
• 35:07
  some you know, and then they may they may wanna talk to your team a bit, but then they may want
• 35:11
  you.
• 35:12
  So you could lose that opportunity to really connect to to build from what you put out.
• 35:18
  Exactly.
• 35:18
  It's that, but it's also this.
• 35:21
  The the way the algorithms have moved now is that they don't put out content to people based
• 35:27
  on their your followers anymore.
• 35:29
  They're basing it on your engagers.
• 35:32
  If you let's say you know that there's a post that's about to be published on LinkedIn on
• 35:37
  Tuesday morning at 11 AM.
• 35:40
  And if you at 10 to 11, 10 minutes before the top of the hour, you go on to LinkedIn and you
• 35:48
  find people that you interact with, you go down through the news feed for people that you want
• 35:52
  to be you want to be visible and you leave really nice meaningful thoughts on their posts.
• 35:58
  And 10 minutes before you yours is to go out, you're saying?
• 36:01
  Before sometime before.
• 36:02
  Sometime.
• 36:03
  Not not to be that strategic that people go, oh, Roxanne's doing nothing, but to to just
• 36:08
  kinda go maybe make a couple of comments, but people that you wanna engage or people that you
• 36:13
  wanna have a relationship with.
• 36:15
  Exactly.
• 36:15
  And if you also look there's a new feature within LinkedIn.
• 36:18
  You might have noticed that the catch up tab.
• 36:20
  So that will tell you who's had a work anniversary, who's had a birthday.
• 36:24
  Right.
• 36:25
  If you don't know them, don't send them happy birthday.
• 36:27
  Gonna say.
• 36:28
  You might see people that don't know you, and I get ton of them.
• 36:32
  But the people that actually even if they don't know me, Louise, but they take the time to say
• 36:37
  something like, wow.
• 36:40
  I see you're from Trinidad, and you did you normally do x y z.
• 36:45
  That to me sticks out because then I go on my profile, on my Facebook, on my my site.
• 36:53
  They called me Chatterbox.
• 36:54
  Can you imagine that when I was a kid?
• 36:56
  So I remember somebody mentioning that, hey, Chatterbox.
• 37:00
  How are you today?
• 37:01
  I hope you're having a great birthday.
• 37:02
  Guess what?
• 37:03
  Ding ding.
• 37:04
  Now all of a sudden, I realized that person knows took the time to read something to me
• 37:11
  that was meaningful, so I actually stopped to be able to give that person that time.
• 37:15
  So I could see how what you're saying is so very important.
• 37:19
  And so, see, what happens is if you like somebody's post, let's say, on LinkedIn or any
• 37:24
  social media platform, that's nice.
• 37:27
  It'll be there as a like.
• 37:28
  But if you comment, they get a notification.
• 37:32
  Say, Roxanne has commented.
• 37:34
  You get into their notifications.
• 37:35
  They're like, oh, what is she comment?
• 37:38
  Yeah.
• 37:38
  Yeah.
• 37:38
  Her point who is she?
• 37:40
  I don't even know her, but I don't know her.
• 37:42
  But she's commented a couple of times on my yeah.
• 37:44
  Yeah.
• 37:45
  Yeah.
• 37:45
  And if you d and if you send them a message, which ends up in a in a DM, a direct message to
• 37:49
  them, they also get a notification.
• 37:52
  So if then, when all these people get these notifications, the first thing they're going to
• 37:58
  do is check out your profile.
• 37:59
  Yeah.
• 38:00
  Then they're going to see your most recent post.
• 38:02
  And it's not like, you know, oh, you owe me a comment back, but it's a kind of a goodwill
• 38:07
  thing, You know?
• 38:08
  And if you Like an etiquette for you.
• 38:11
  Oh, Louise thought enough to read my last post.
• 38:13
  She said something.
• 38:14
  Oh oh, now I'm checking her.
• 38:16
  Oh, I you know what?
• 38:16
  And I did the same thing with you coming on.
• 38:19
  Didn't read too much, but wanted to kinda look at what kind of things you were putting out
• 38:23
  lately.
• 38:23
  So I could see it's like I guess it's like if you were to kinda be developing a relationship
• 38:28
  with someone, except, you know, you're in person.
• 38:30
  It's a new person at the office.
• 38:32
  You're gonna take a bit of time.
• 38:33
  You're gonna tap at them a couple times before you're gonna ask them maybe a little bit more,
• 38:38
  which is exactly what we're doing digitally when we think about trust and connection.
• 38:42
  Exactly.
• 38:43
  So that's the only problem with scheduling a month at a time.
• 38:46
  Sometimes people schedule a month at a time and then they're never there on the social, so
• 38:51
  they're not there for and ultimately, like, we market online but we sell offline.
• 38:57
  So we have to form those relationships in an authentic way to get those conversations
• 39:03
  happening, and that's where we do business.
• 39:05
  Absolutely.
• 39:06
  So that's I think that's the nugget, right, based on just, being in business, whether
• 39:12
  you're the CEO of a big company and you want people to get to know you, or you're at a start
• 39:17
  up, or you're someone managing a team.
• 39:19
  Right?
• 39:19
  Like, when I work with teams, I always say to them, your team needs to know that you care,
• 39:24
  which is exactly what you're saying digitally online.
• 39:27
  And I it could be that I know you're from Dublin.
• 39:30
  Now I know that you worked at a call center job because we've had this conversation.
• 39:34
  So I can remember that in the back of my head.
• 39:36
  So if leaders are able to do those little things versus just kind of once a year, you do
• 39:42
  the figurative big address or or performance evaluation time.
• 39:47
  That kind of disconnection gets created.
• 39:50
  So we're trying to replicate a lot of things, like you said, by the languaging and the
• 39:55
  connection that we're doing online.
• 39:57
  It's it truly sounds and like you said, it's constantly changing.
• 40:01
  Right?
• 40:02
  And that's the part that feels a bit gargantuous sometimes is that it becomes
• 40:07
  overwhelming in that.
• 40:08
  But I think that's the one thing I'm hearing you say is just go back to being yourself.
• 40:12
  Probably go back to that basic fundamentals of some of the things that we learned growing up
• 40:18
  about kind of being kind to others and those types of things.
• 40:21
  And then just don't do something because there's an outcome in mind.
• 40:23
  Just if it does come, great.
• 40:25
  But if it doesn't come, oh, well, that also happens.
• 40:27
  Right?
• 40:28
  Not everybody's gonna deal with you.
• 40:29
  And if you're constantly tuning into performance, you don't notice when things
• 40:33
  change because you're changing as it's you're adapting all the time.
• 40:37
  Yeah.
• 40:38
  Well, Louise, this has been a great conversation.
• 40:40
  I think we could probably talk about that, so much more, and I'm sure everybody else
• 40:45
  listening has gained a lot.
• 40:47
  Now I know you're doing some amazing things.
• 40:50
  And so why don't you tell people where they can get ahold of you?
• 40:53
  I know there's a link that you've given me, but tell everyone about it.
• 40:57
  Louise is, in Dublin, but she does international work.
• 41:01
  Share with everyone where they can get ahold of you.
• 41:03
  Yeah.
• 41:04
  Sure.
• 41:04
  So you'll find me on all the socials.
• 41:06
  You'll find me on LinkedIn under Louise McDonnell.
• 41:09
  You'll find me on Instagram, Facebook, TikTok, and YouTube under sell on social m.
• 41:14
  My website's sell on social dot media.
• 41:17
  I have a free guide for anyone who wants to know how to turn their social media time into
• 41:21
  sales.
• 41:21
  It's a very practical guide with a really cool workbook will help you create a customized
• 41:27
  social sales funnel in a very now you know me at this stage, very non technical in a
• 41:33
  practical way that's easy to implement because that's important and you can pick that up.
• 41:38
  So so you'll find that under sell on social media dot academy forward slash free guide.
• 41:44
  And we'll I will put that in the link because that's a, you know, a little bit long.
• 41:47
  She got it all.
• 41:48
  We looked at it just before, but we'll make sure that that's in the show notes.
• 41:51
  And you can also reach out to me if you're having trouble, but, definitely, this sounds
• 41:56
  like it's an amazing, good starting not more than a starting point for people that are maybe
• 42:00
  wanting to clean up things, with their connection on social.
• 42:05
  Brilliant.
• 42:05
  Thank you so much, Roxanne.
• 42:07
  Thanks so much for coming.
• 42:08
  So for everybody, you know, that's yet again, it's about authenticity.
• 42:12
  It's about connection.
• 42:13
  It's about the basic things, the fundamentals about, when we're leading in whatever capacity
• 42:18
  we're leading is to get connected to ourselves as that leader and, keeping ourselves to task
• 42:25
  about how connected are we, to ourselves.
• 42:27
  And if we're not showing up the best version, that's normal, but to really continue to work
• 42:32
  on, trying to optimally be functioning.
• 42:35
  So if you wanna know how you're, functioning in authenticity either at work or at home, go to
• 42:40
  roxandrehodge.comforward/quiz.
• 42:42
  You'll fill out a really, quick quiz.
• 42:44
  We'll send you some, results, and it'll tell you some steps of where you can go from from
• 42:49
  there.
• 42:49
  So, again, Luis, thanks so much for everybody.
• 42:52
  Always gracious.
• 42:53
  Pop on to Itunes.
• 42:54
  Give us a a review of Louise's time.
• 42:57
  I would love so that Louise can also see about the feedback that we got from the podcast.
• 43:02
  Okay.
• 43:02
  Take care.
• 43:03
  We'll talk to you soon.
• 43:04
  Bye bye.
• 43:09
  Thanks for tuning in to Authentic Living with Roxanne, creating the space for positive,
• 43:15
  healthy change.
• 43:16
  Roxanne is a keynote speaker, psychotherapist, and coach.
• 43:20
  To work with Roxanne, visit roxannederhage.com/blueprint.
• 43:26
  We'll see you next time on Authentic Living with Roxanne.