Special Guest Expert - Jasmine Partida: Video automatically transcribed by Sonix

Special Guest Expert - Jasmine Partida: this eJwdjk1PwkAQhv9KswdPtbUfYG1CDAlEIwcEQ0y8NOPutKzuR7s7pRjCf7flOPPO87xzYdwaQkMV_bXISrZkIZPGExiOlRSszLKHIsnzJGS892R179HdgnSezPNZGjLg3Paj4XZdPM2Sx5DVEpWoDOjJWUuFo_Z3ANd4Vl5Y79S4PhK1vozjYRiixtpGIbTSR9zqWDh5wviUxhPq42TOV2af_3wNan_eZNtuu_vuVuvdIdscu2Xx-foMihYahYQ7b3vHcSHsYJQFcRirQkaS1PTJR4tcggpeevQUrM8tOgrugzfwWhoM3sGRFBDpNh-h2joNNFLTeL3-A-2QZEY:1nrKt9:op-7XCtOUgJVZI29k7eIgfSESVE video file was automatically transcribed by Sonix with the best speech-to-text algorithms. This transcript may contain errors.

Brigitta Hoeferle:
Here's the big question. How is it that most entrepreneurs hustle and are always busy and struggle to take just one step forward, only to fall two steps back? They're dedicated, determined and driven, but only a few finally break through and win. This show uncovers those quantum leap patterns of highly successful people so you can simply model what they do and apply to your future success. That's the question. And the answers are right here. My name is Bridget Foley, and this is the Success Pattern Show. And that is right. Happy Tuesday, everyone. The success pattern show. My name is Brigitta Hoeferle. I am the founder of the Success Patterns Movement and the CEO of the Center of NLP. And we put not just today but every Tuesday at 4:00 Eastern, we put the do in learn do teach here in the success pattern show. We have a great show for you today. And when people ask about the success pattern show, some people are like success patterns. What do I understand or what does it mean when you say success patterns? Let's let's decipher it really quick. Success. Interesting thing, because it shapes its meaning with the individual person that either is looking for success already has success because it's not limited to one specific area, can be in business, can be in personal life, can be relationship and can meet you. Fill in the blank wherever you are looking for already have success. And because success is such a unique, a unique concept within the success pattern, shall we give you the scaffolding to build your own empire? Because success is has comes in patterns. It comes in these it comes in these steps. And when we can decode those steps, when we can decode those patterns that led to success of the special guests that we have on the show. That also then means that you can then encode it for your own success right now, today, implement it, and as humans were hardwired for hands on application by living teachers, that's why we are here. We don't just talk the talk, we walk the walk. We're here. They're grandmasters at work in the Success Pattern Show, where we have tips on how you can follow what our guest experts model.

Brigitta Hoeferle:
The term pattern is a very simple definition. It's an example for others to follow, so pay close attention. I sure hope that you have something to write with and something to write on because you're going to want to take notes. We have an incredible, incredible guest expert here today, and this is how she's going to when I asked her, how do you intend to add value to the show, she says, I am speaking with authenticity in the world of social media. Can we just pause here for a second? Staying authentic in the world of social media almost sounds like an oxymoron. Right? And I'm so excited that we have her in the show today because it is all about empowerment, specifically of women. But, boy, I know she can empower anyone how we can uplift each other by letting go of gatekeeping and competition. She was on the National External Communications Manager for the 2017 Women's March in Washington and helped train hundreds of sisters March organizers and supported their creation of nonprofits afterwards. So she is a community organizer. She knows how it works lifelong, and she also knows what it means to pace oneself and to be gentle with each other and be gentle to ourselves. She's an expert digital strategist with very high results, including projects such as and we're going to talk about this passing a 6.6 billion, that is with a B with a B billion dollar bond measure for the largest park district in the USA. There's a tie into success pattern and that is that she is able to do of all of that despite a diagnosis of her severe ADHD. And I want to learn more from her. She's a business strategist. She's a technology expert. Just mean Partida is here to give us a little bit of a glimpse behind the scenes, but but also be an impactful force in who she is and what she knows. With a big, big heart, she creates viral messaging by authentically connecting companies to their audience across social media channels. She's passionate about the empowerment of women and civic leadership. She's consulted on inclusivity and communications with over 400 groups and nonprofits and companies and launched a podcast When women speak in 2019 to bring forth those women's stories, and I know that we can learn.

Brigitta Hoeferle:
I know that I'm going to learn a whole lot today by having her on. So if you are not sitting in a car, I ask you to stand on your feet and give a warm, warm welcome to Jasmine Partida. Jasmine, thank you so much for being here. I love the idea that.

Jasmine Partida:
People are standing on their feet in other places. That's amazing. Thank you so much for having me.

Brigitta Hoeferle:
Yeah, this is going to be an incredible conversation today and I'm really I'm personally excited about it because there are people out there and I'm pretty sure I'm speaking. I mean, we're streaming on all social media platforms. Right. And there are people out there that have are using social media for in one way or another. And some people, some of my clients included, have completely given up on social media because it's just everyone is like me, me, me, but but me. But you got to look at me. You've got to look at my stuff and what I have. And and it's just it gets too much. It gets overwhelming. It gets fill in the blanks. It gets all of that. How do you help clients when they come with you and with a mindset like that?

Jasmine Partida:
You know, it's funny that you use the word overwhelming because that is a word I use often in my messaging of like, I know you're feeling overwhelmed, I know you are. There's a lot of noise in social media at every level. I got sucked into Tik Talk for 30 minutes this morning. That was not what I'm supposed to be doing, but there was that short videos and that movement and that noise. But the way that I help clients is by coming in and going, okay, we're going to get crystal, crystal clear on what your goal of being on social media is, who you want to connect with, and what kind of value you're going to bring them to. And for a business, what is the journey you're moving them through? So everything else we're going to let go of, there's a million different ways that you can show up. There's a million different things you can say. There's a million different ways you can create content. Finding a process that works in your existing process, finding a message that connects really laser focus to your audience and letting go of everybody else. You're not for everybody. You're not here to compete with them. You're just here to show up with what you have and speak to your audience. And then how do you move them through to where you can really help them at the next level?

Brigitta Hoeferle:
So you said a lot of things and people that know what social media is, it would mean actually something to them. But for the people that are like they are that in that overwhelm, right. I think all they are looking for is being seen and being heard.

Jasmine Partida:
So if you're doing it for business, being seen is being heard. I mean, I appreciate that that can feel really overwhelming still. But what that means is we're just going to we're going to stop looking what other people are doing and only focus on what you want to say. And then creating the content which is just post creating the posts for people, for your audience and then connect. With other people. I mean, the idea of social media was always just to connect people. That was the whole idea. So we're coming out for business. We have this moment of coming in thinking, Well, we're just going to I'm going to do it the same way I did my my personal one. It's going to be the same kind of thing. But for business, it's a little different. So you have to kind of step back and think about why do people follow business pages? What are they looking for? They're not following. So you can sell to them. They're fine because they want to see the behind the scenes stuff. They want to see the office dog. They want to hear about your employees. They want to know. Right now a big thing is values. People want to know your values that they're aligned. They understand who you are as a company. And so when you just start coming back to those core pieces of your your company, you can really start engaging people and they automatically start coming in because they're drawn to that that realness that you're showing up with in this noisy space.

Brigitta Hoeferle:
Who I love what you just said, because I would have never thought me personally. And I'm not big on social media other than what we do with the show. I would have never thought of Magnus, our our office dog, who you might hear, might or might not hear on today's show because he has a voice and he clearly also wants to be heard and seen. But I wanted to never thought of showcasing him in some sort of fashion.

Jasmine Partida:
Yet people want to know that the businesses are real, especially like as a value. There's this there's this whole movement in 2017 about voting with your wallet and just really being only supporting businesses that you understood and relate it to. And that has moved into values and having just businesses that take care of their employees, that have a good, nontoxic kind of environment, that really support their community. So when you're able to showcase that, it's very connecting and very empowering and inspiring, you end up inspiring other business owners. It's like, Oh, that's, that's an amazing program they do for their employees. I had I would never have known had they not put it on their socials. So I think that's something to remember as well.

Brigitta Hoeferle:
Now, one of your superpowers is to simplify the tech side and also bring in a very unique and not just unique, but authentic messaging. How do you do that?

Jasmine Partida:
So what I do, it's it's funny. Often what I'll do is I'll I'll start with a if I can get a whole board of directors, if I can get the whole room of all of the top team, the executive suite, whatever it is, and get them all together. And we go through a couple of exercises. What do you what is the feeling you want people to feel when they think of your company? What word do you want associated with your company? What word is being associated now? And we go through this series where we really identify as a group and as a team. What is the goal of utilizing social media and how they want to how they want to showcase their skills and their different pieces of messaging, their products and all these pieces? Because even if you sell pool noodles, you're still solving a problem for somebody and you still have creative ways you can showcase that. So it's really not even about the item. It's about connecting the message of your company and the item and your audience. And so we bring everybody together and do these exercises. And then I boil way down to like three, like a three word phrase that people, when they see it, they immediately go, Oh, I know what that means. I understand that. And then you build out narrative around that and it just grows from there.

Brigitta Hoeferle:
And and it sounds like from there anything that you do for that company or for that business or for that person sounds authentic. Like they sound it doesn't sound like you pretending to be them.

Jasmine Partida:
No, it's their words. It's the words that when nobody was around, when they weren't guarded, when they weren't trying to stand in front of a crowd, they were just like, This is how I work for this company. This is why it's important to me to get our product out in front of people. This is why we're special and unique and where we solve problems for people in a way that nobody else is. Those moments, that wording is where you really get that authentic piece of who you are as a company. So when you take that and you're not afraid to put it out there and use it, it's a little bit of a leap of faith for some people because they're used to that kind of more guarded marketing. When we used to have print marketing and things, that is not where we are today. And when you let go and allow yourself to do that, it's really engaging.

Brigitta Hoeferle:
And I want to pick up on the word guarded because you said it several times now. And I feel like and this is my I am not a social media expert whatsoever, but I do feel like that the majority of people that are on social media are somewhat guarded and are portraying a a life or a business or portraying whatever they're portraying in a guarded way, in a very in a very I'm going to call it slivered way. Right. They're only showing us one little sliver of the whole reality.

Jasmine Partida:
Yeah, but if you and I mean, I don't know how many people here are that are watching or on Tik Tok. A lot of people still think of it as a young person's platform, whether you like. Or not. What it has proven is that people want that really autistic, sure enough. If you don't want to go to tick tock, but you want to see what I'm talking about, look up, Elise Myers. She's always got her hair in a messy bun. She talks about this crazy date that she had where this guy bought her 100 tacos. It is 3 minutes of just pure joy. She's completely just herself. And it is the highest viewed TikTok video because people are just drawn to this authentic. We don't need to be anything other than what we are. And I know that's a little different for businesses, but we're coming out of this phase of being that really highly curated Kardashian kind of feed, which to be honest, aligns very clearly with Instagram. And if you look at Instagram, they're struggling to find where they are and where they fit into social media now because people are looking for more authentic things. So if you're a company that is willing to really lean into that, it's going to be huge for you.

Brigitta Hoeferle:
So you're saying if you're a company, be on Tik-Tok?

Jasmine Partida:
Well, you can be, absolutely. I have a number of clients that I've got on TikTok. I mean, there's there's there's companies, there's entrepreneurs or solo producers on TikTok.

Brigitta Hoeferle:
So talk to me more on I. In the introduction, I quickly highlighted the bond measure for the largest park district in the US. Share with us more how you did that and what did you do?

Jasmine Partida:
So so we were doing a bond measure for 2018 for the parks, and it was in the Bay Area and it was about safety and it was about making sure that it was climate change, safety and then accessibility. So it's it's expensive and it's only going to get more expensive. That's how the world is. And so it was going to raise $6.6 billion, this bond measure, over 20 years. But that's a message that's hard to grasp. So what we did is we really boil it down to the authentic community piece of $12 a household told dollars a year from each household will give you accessible, safe parks for a lifetime. And that's a message that just really resonated. We want parks, we want open access, we want safety. And it wasn't this big, complicated campaign. It literally was just a simplified message of this is what the community is going to benefit from it.

Brigitta Hoeferle:
That is that is beautiful and genius and and and simple but I think what the work that because there are many words that come to mind but the word that really comes to mind is connection. Right. There's there's a purpose and there's a connection. There is now. Out now on a two dimensional screen and specifically coming out of the pandemic. How do you create such authenticity and connection and community?

Jasmine Partida:
You have to be willing to listen as a company, as a brand, as an entrepreneur. You have to be part of a conversation. You're not just showing up and saying, Here I am telling you this thing. You are part of building a community. One of the programs that I have is called Build Your Movement. It's the idea that we need to build a follower list. We don't need 10,000 followers. That's amazing if you have and congratulations. But 10,000 followers does not necessarily equate to 10,000 sales or even 5000 sales. But you might have 100 followers that are super, super engaged and really, really connected to your message. And then each of them are buying from you. I've absolutely seen higher results from smaller accounts and from larger accounts because you're connecting and building an actual community and movement around your brand. So like you mentioned the Women's March that was so, so big and what it was because it had a simple message that connected a community of people together, that everybody felt a little empowerment in a little piece of ownership in. So as a brand, when you listen and say, yes, I would hear you, and that makes sense. And we're going to add that to what we're doing. And we love to have people come in and talk to us about this and you build more of a conversation and your social posts are building conversation places where people can respond and actually communicate and connect with you. It really draws people in and you build that larger movement around your brands.

Brigitta Hoeferle:
So there's there's the I think we've all experienced that at some point in social media, the oh, look at me and look at my car, look at my house, look at my look at my whatever body parts, clothes, whatever you have to look at. Right? We all know what I'm talking about. Come on. But you said something earlier when we were still offline. And rather than focusing on that, you said because I asked you, how do you create that that create that balance and that and being grounded and being present with the people. How do you create that balance in that grounding?

Jasmine Partida:
Well, it's switching what you're highlighting. So instead of highlighting the fancy car or the whatever body part, I guess what you start highlighting is that moment of truth of this. I finally found a bathing suit instead of like my body in bathing suit. You're actually highlighting. I finally found a bathing suit that I feel okay being at the beach with my kids or I or just my boyfriend. You don't even have to have kids, right? I found this thing that really made me feel okay to show up as myself. I finally I pay for this car off. I worked really hard for it. I love it. It's my favorite thing that I've done because it was a gift to myself. So you've still taken that item and you've turned it around to what the actual authentic piece in the small, grounded moment is instead of the I'm just going to be showing to be showing, you've brought it back down to why it matters and why it's important.

Brigitta Hoeferle:
Is there so so we're looking for the deeper, authentic story behind the item or what's happening in the moment.

Jasmine Partida:
Yeah. And I think that that where if we're talking about businesses, that's really tough because businesses don't they're not used to historically showing that. But people are hungry for it right now. And that is kind of what we're seeing with that. Instagram is switching up their algorithm every couple of months, trying to figure out how to be more like Tik Tok, because Tik Tok is allowing people to show up and sell and connect and build community without any of the curated things that that are on the other platforms. Not to make fun, like not to pick on Instagram, but just that it's the authentic piece that people are just really hungry for. And the other thing is, if you're having issues coming to social media and you're feeling that there's a lot of noise and this is just too busy of a space for me, I just can't even handle the craziness of it. Just switch up who you're following. You might have accidentally curated your own space that is a little toxic for you or for your business and isn't connecting. Go ahead and just take an afternoon. Whatever you need to do, just sit down. And if you're social media manager, you're doing it for a company. Sit down and really go through and go, okay, who should we actively research? Who should we really be connecting to and be more intentional about the community you are in online as an individual and as as a business?

Brigitta Hoeferle:
Yeah. Brian just says authenticity is key. And I agree with both of you. Right. And I. Yeah. I love that authenticity piece. I want to hear from you. Jasmyne I'm really interested and curious. Out of all of the work that you do, what would you say is a red flag or you avoid most.

Jasmine Partida:
In what regard? Like as far as clients like or.

Brigitta Hoeferle:
And when you're when you are working with a client and they want to do X, Y, Z on social media.

Jasmine Partida:
That doesn't align with their business. You mean is that right?

Brigitta Hoeferle:
Yeah.

Jasmine Partida:
Yeah. So a red flag if somebody is trying to align with your social media. Oh, I know. So they will say I just need to. It always it's always that phrase. Or I'm like, okay, now we're going to stop and rewind and see what is your actual goal? You just need to. It's usually a way of trying to jump forward and and miss all the work of actually building community and part of having a community around your brand, your message, your business is connecting with the community, not just saying, I have a community. So they say, I just need to sell this many or I just need to x, y, z. Like that's, that's not what we're doing in social media is the beginning of where people meet you and then you move them through to those sales. But this moment isn't your sales page or social media is about connecting with people. It's not the sell can be in there, but it's not the goal of the social media piece.

Brigitta Hoeferle:
So do you find that the clients that you might first meet with or the business owners are very still have that very transactional mindset of this is what needs to get done. I want to get it's very quantifiable, right? I can count how much either revenue or people that are following or product or service sold. That's all very but it's very transactional.

Jasmine Partida:
It is. If you're running ads, that's fine. That's and I often will do that. I'm like, okay, that's an ad campaign. So we can create the ad campaign, but let's keep the organic piece of your social media more focused on your brand and the authentic connection. So it gives them both the organic growth and and the paid growth, to be honest with the sales. And it brings the two together. If somebody sees an ad, they're going to connect. Click on your page to see if you're really who you said you were in the ad. So I've done that work on the page to really show that it's true and it builds trust and that gets you the sale anyway.

Brigitta Hoeferle:
So there's an alignment, there's an authenticity, and there's an alignment of what you say you're going to do. And what you're actually doing is what I said earlier. We don't just walk the walk, we talk. We don't just talk the talk. We walk the walk. Right?

Jasmine Partida:
Right, correct.

Brigitta Hoeferle:
Why do you do what you do? What? What's the purpose?

Jasmine Partida:
I'm the only person I know who loves social media. What I tell people about business meetings and meetups, networking, that was like, Oh, that's not true. I'm like, No, it is 100% true. I love it because it is this. I'm from a family small business. I've business owners, I've run small businesses, I have small businesses and nonprofits. And what I find is that until this moment in social media, there was no competing, there was no understanding how to connect. There is no platform for us to connect. And now suddenly someone who has this beautiful, brilliant idea, this wonderful business, but just nobody has seen it or heard of it, now has the ability, frankly, for free through organic social media reach to reach hundreds of thousands of people and really get their product out there, their service out there, and connect with people that need what they have and compete in a way we've never been able to before. And that to me is amazing. It's an amazing thing. The power is unbelievable.

Brigitta Hoeferle:
So there is a competitive side in you. But I think the the competitive side is not as dominant as the heart centeredness.

Jasmine Partida:
It's even I would disagree with that. I think even what I'm saying is heart centered because it's here is your mom and pop shop that is putting kids through college, that is doing changing generational wealth for families for multiple generations to come because they had the power of social media. That's beautiful and amazing and really worthwhile.

Brigitta Hoeferle:
You said earlier and thank you for that. You said earlier that you you are really good at taking companies or people, their social media platform or their social media account. Viral.

Jasmine Partida:
Yeah.

Brigitta Hoeferle:
What does that mean?

Jasmine Partida:
Yeah, I know. And I also said that I've been looking for a different term, but I haven't found one yet that people can connect to quickly. So I was able to really get that messaging tight so that when people and then I do it with graphics and process. So what I do is instead of putting on this whole machine around social media that is unsustainable for a company is I simplify it and put it within their existing workflows so it's not this extra thing they're doing. So it becomes something they can build consistently. I boil that message down to something that's in 3 seconds, people go, Oh, that's what that means. And then I put. Graphics and images with it throughout the social media campaign so that it aligns and builds that trust and really shows visually what the company is about and what that message is about. So by doing that, I make shareable content. So social media is all about connecting, right? You're talking about numbers and things. See, I could I could talk about this forever. And I know we're kind of low on time, but so the number you don't want to look at is followers. You want to look at engagement, how many people are engaging, liking, sharing, commenting on your posts? Because if they do any of those things, some of their friends will see it and some of their friends and it goes out that way. So what I do is accounts most of my clients have accounts between 500 to 5000 people when they come to me and I generally get them a reach of 20, 50,000. I've got one account that regularly goes to 150,000 in the reach of who they're connecting with 30 shares, 50 shares, 100 shares on those posts because people just connect with the message in such a way that they automatically want to share it and be part of that message. So that's how I ask their follower accounts.

Brigitta Hoeferle:
I love that and that makes absolute sense. So I learned so much already, many things I've heard before, but they never connected or never clicked that way. What would be your public service announcement to the people that want to go somewhere and buy followers? Oh, this is your this is your moment to have the public service announcement.

Jasmine Partida:
I'm excited. I didn't know this one was coming. This is a huge thing for me. Please don't do this. So when you buy followers, for one thing, well, they're fake. So that's sad. That's not sales. But secondarily, what what social media platforms do is they want people to stay on the platform so they'll show your content. When you let's say you post a graphic, they will show it to a couple of people. If a couple of your followers, if nobody interacts with it, they'll be like, this is not quality content and they won't show it to more people. If you have bought followers or don't follow for follow back any kind of kind of sneaky way around this, they won't engage their content. The platforms will say, this content is not interesting. And you actually sometimes you have to restart your entire account because you can't get out in front of those bots. So please don't do that.

Brigitta Hoeferle:
Yeah. Thank you. I figured you would say something like that and I wanted to give you the platform. So. So there were so many incredible success strategies that you shared with us. And, boy, I've. I've made some notes, and you and I need to have a conversation outside of this success pattern show. But how do the people, the folks that are watching this show right now, how do they get in touch with you?

Jasmine Partida:
I made my website, my name. It's Jasmine Partida dot com. You got to keep it simple so you can go to my website and all my stuff is on there. You can book 15 minutes and we can chat. I'm obviously I love connecting with people, so please feel free to connect with me. Yep, that's my Facebook. Or you can go to my my website and see the different services I have as well.

Brigitta Hoeferle:
So jasmine jsm i n e p a r t i d a dot com jasmine partida very simple just as brigitta hopefully only even more simple dot com jasmine partida dot com. Now, Jasmine, you also brought something for our viewers. Share it a little bit more what you brought.

Jasmine Partida:
Yeah. So I have I have a master class on the simplicity called the simplicity of socials. And what that does is it literally it's 2 hours and it walks you through creating an entire strategy. And then I explain, like, how to build a movement, how to create 66 pieces of content in about an hour, how I create content in a way that is sustainable, and it has all these different elements together in about a two, two and a half hour course, because I really want businesses to be able to do this for themselves to the level that they are interested in doing.

Brigitta Hoeferle:
So I think it's powerful.

Jasmine Partida:
I think if you're not on social media, at least a little bit, people wonder where you are also.

Brigitta Hoeferle:
Mm hmm. Yeah, I can see that and wrap my head around that. So I'm putting it as a ticker down here, w w w jasmine partida slash social media dash course. So social media course with dashes in between each word jasmine per twitter.com slash social media course definitely hook up with Jasmine not does she, because I have met and I'm pretty sure that our viewers today can relate to that. I have met social media experts. Right. But I have met social media experts with heart is I don't think that's ever something that I have said before. And I appreciate you.

Jasmine Partida:
Oh, thank you. What I was just thinking, you know, the piece that we didn't get to, of course, was. That once you realize your own power and your unique voice, when you're showing up on social media, the competition pieces go out the window and that's when we can really start supporting each other as well.

Brigitta Hoeferle:
Yes. And and that is the beautiful benefit and result of the work that we put in.

Jasmine Partida:
Yeah.

Brigitta Hoeferle:
And and for anyone that has missed that, it must be authentic for us to connect. That's that's what I'm walking away with today. Jasmine, thank you so much for being here. I would love to have you back at a later time so we can dove deeper into some other strategies, because I know we can talk all day.

Jasmine Partida:
All day.

Brigitta Hoeferle:
That would be easy. You think it's beautiful that you were here? The success pattern show, guys, get with Jasmine. Jasmine Partida. Thank you, Jasmine, for being here. And I will say tune in again next Tuesday, same time, same place. Success pattern show. Until then, ciao and bye for now. Thank you for tuning in to the Success Pattern Show at www.TheSuccessPatternShow.com My name is Brigitta Hoeferle.

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