If you haven’t figured out the secret to using AI in a way that’s relevant to your business, then let me be your guide!
I’ve taken a bit of time (that’s an understatement) learning AI and how to leverage it as a digital marketing tool to better serve my clients and students.
The results are astounding if you know what to ask so you can take out the guesswork on what’s relevant to your audience, save everyone time, lighten your load, and remain authentic in your branding.
And, even better… it all starts with a conversation!
Welcome to part two of the ChatGPT deep dive, where we will go all-in on how it can be used to level up your marketing practices.
In this episode of the podcast, I talk about:
- How ChatGPT is going to change things for marketers
- How to get creative with ChatGPT for personalization
- How to get refined and relevant answers with ChatGPT
- How to remix content using ChatGPT
- Using your own dataset with ChatGPT for future content creation
- Using ChatGPT and other AI to shorten brainstorming sessions
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- “What I love about ChatGPT is, it remembered what I said earlier and what they said earlier, they, it, what are the correct pronouns for artificial intelligence? Someone DM me on Instagram, let me know cuz I don't wanna offend anybody. Can you offend a robot?” – Andréa Jones
- “ChatGPT can create whole posts for you, but what I encourage you to do is to start a conversation with it about your business topic and then ask questions that are pointed and treat it like a human conversation.” – Andréa Jones
- “AI to me is like a chef who has to work with a microwave dinner. Like some people are gonna have a different microwave dinner experience than others, but at the end of the day, we're still having a microwave TV dinner, nothing like going to a restaurant, right?” – Andréa Jones
- “I would still caution you because this tool is learning and we don't know what it's doing with this data, but it could help you create more interesting angles to the content that you're already producing.” – Andréa Jones
- “I'm a huge fan of disclosing if someone's talking to a bot or not. So we do want to think about that transparency as we're approaching this like industry shifting technology.” – Andréa Jones
- “I don't think we're losing our jobs unless we try to put our, you know, blinders on and completely ignore everything that's happening. I ultimately think this is like ignoring the existence of the iPhone and that it could drastically change how we interact with technology as we market and grow our businesses.” – Andréa Jones
Watch the Episode Below:
Andrea Jones (00:00):
ChatGPT is going to change the landscape of marketing. As business owners and marketers, there is so much more that we can do using this amazing tool. To me it's like when Canva came along and shook up the design world and who even uses Adobe Photoshop anymore? Unless it's super complicated, you don't really need that tool. Camba in the hands of the right person can save tons of time and make lots of design elements accessible. Or it's like the iPhone to digital cameras. We don't need to carry around a digital camera to get amazing photos, videos. It's all built into our mobile devices. So how is ChatGPT gonna change things for marketers? I'm excited to talk about it in this episode. Let's get into it.
Welcome to the Savvy Social Podcast, the show that blends stories and strategies to help businesses create engaged and profitable online communities using the unique power of social media. And now, your host, Andrea Jones.
Andrea Jones (01:20):
As I mentioned in the previous episode, using a tool like ChatGPT is great and it only can be as creative as you are. So today I wanna walk you through some different ways you can get creative with ChatGPT. And this is only the beginning y'all. I've actually had to stop trying this out and start recording this episode. I put it all for way too long because you could easily go down this rabbit hole of playing with resources. So my favorite way to use ChatGPT is for content generation. And in full transparency, I used ChatGPT to outline this podcast episode. I said, “Hey, ChatGPT I'm recording an episode on how to use your tool to promote my business on social media. What should I talk about?” And the first thing it said is generate content ideas.
I'm like, yeah, that's where I wanna start. So when you're thinking about content ideas, I want you to think about what answers you'd like to get before you ask the question. And it feels like a backwards way of thinking, but if you just asked the surface level question, it's gonna spit out something generic. Okay? So if I ask ChatGPT, you know, how can I use AI and marketing? It's gonna give me a list, but that list may be a little bit generic, so I may wanna ask follow up questions. So what are some examples of that point or you mentioned this point. Can you expound upon that or what are some fears about this topic? Or what are some examples of real businesses using this topic? What are some aspirations to this topic? You know, thinking about the follow up question is important as well to really give you those responses.
You can keep asking the same question and you will get different responses, but you'll start to notice that it gives you the same things over and over again. So you wanna start asking more questions like that. So for example, I started off my ChatGPT conversation saying, can I ask a few questions about ChatGPT and how it works and ChatGPT said, yes, of course I'd be happy to answer your questions and how it works. What would you like to know? So you can see that human element, right? I said, what's a good definition of artificial intelligence? Y'all heard that in the last episode. I asked, what are the dangers of using ChatGPT? You heard that I asked, what are some of the positives of using using ChatGPT? You heard that I said, what are the, some of the ways marketers can use it?
So some of that was a little generic. So I asked a follow up question. It said one of the points was to personalize marketing. And I said, can you give an example? It gave me some examples. So personalizing the content, personalizing the messaging, personalizing recommendations or website experiences. And then it talked about content creation as well. So I said, give me some examples of content creation. And it said you can create articles, social media updates, product descriptions, speech generation and translation. And then the content creation seemed a little bit generic. So I asked about business owners and content and so it gave me some things about content analysis, content promotion, content op optimization, which I thought was fascinating. And so it gave me l and I had this whole conversation with it. And so what I love about ChatGPT is it remembered what I said earlier and what they said earlier, they it, what are the correct pronouns for artificial intelligence?
Someone DM me on Instagram, let me know cuz I don't wanna offend anybody. <Laugh>, can you offend a robot? Anyways so in this conversation it gave me examples and it did say it can generate copy, but I asked in a different conversation, who owns that copy and open ai, the company that creates ChatGPT owns any copy it produces. So I could not go for instance and ask it to write a whole book and then just publish that book because I don't own the rights to that book. That would be illegal. But also ChatGPT is scanning the internet. So I don't know where it got some of this stuff from. But it is scary, funny how specific it can be. So for instance, I encourage you to go to ChatGPT and give us specifics like I want a social media post about this topic with fear using emojis and that sort of thing.
And actually found a funny example on Reddit of someone who asked ChatGPT to create a social media post for a fake MLM company that sells potato chips. And then it said, write it out with lots of emojis and junk science. So here the post is funny, I'll put the link in the description, but it even made a name up for it called Crisptastic chips co. It uses lots of emojis. It says our potato chips are infused with a proprietary blend of vitamins, minerals, and superfoods. Like how is this, how is this artificial intelligence coming up with something that sounds so real and so fake? It even says join our team today be to become a entrepreneur. That's so like MLM talk and then it gave some Facebook post examples like who says snacking can't be healthy or sick of boring chips that just leave you feeling like poop emoji <laugh>.
So I feel like the result is funny to me. And scarily accurate to what an MLM would sound like because there's lots of examples for ChatGPT to scan and put this together. Okay, so ChatGPT can create whole posts for you, but what I encourage you to do is to start a conversation with it about your business topic and then ask questions that are pointed and treat it like a human conversation. And ask questions that will get the outcome that you would like. So when you're talking to ChatGPT, I want you to treat it like a human, have human conversation. So for your business, for instance, ask what outcomes are the audience hoping to have? What opportunities do I have in marketing to this audience? What are some uncommon pain points this audience has or what should I avoid talking about to this audience?
So this could really help you with coming up with content ideas for your social media posts, your emails, your marketing, your sales pages and more. But I love what Anne Headley said in her newsletter recently. She said, A lot of us are looking for a way to shortcut the process because we think AI is like a microwave battle, heat our hickory ham hot pocket in a jiffy. Look, 10 seconds on high, and I have an entire blog post.
But it's not like that. And I love Ann Headley's relationship to the microwave because we don't think about TV dinners as like gourmet meals. Like it works, it gets us by. But we love a good like chef inspired meal. So AI to me is like a chef who has to work with like a microwave dinner. Like some people are gonna have a different microwave dinner experience than others, but at the end of the day, we're still having a microwave TV dinner, nothing like going a restaurant, right? So we're gonna take a quick break when we come back, I'm gonna talk about some more ways that you can use ChatGPT in your marketing. We'll be back soon.
[Podcast Ad break] This conversation about artificial intelligence is just the tip of the iceberg, my friend. And in the Savvy Social School, we're going deep into all things AI. So I wanna give you an invitation to come on in and join us. For example, if you wanna learn more about the different prompts that you can give ChatGPT so that it gives you more and more refined content ideas. That's a resource we're adding into the School as I speak. And also, if you wanna learn more about how to input data into ChatGPT and have it spit back out the exact things that you want it to, that's also a new resource we just added in the Savvy Social School. We also have so much more support in the school from our weekly co-working sessions, our trend reports, our live classes, tons of courses on topics like TikTok, Facebook and Instagram. And so much done for you content, captions, written for you, graphics designed for you, videos edited for you all included, and your membership at the s Savvy Social School. So come on in and join us. I'll see you there. Bye for now. [Podcast Ad break]
And we're back. So one of my favorite ways to use ChatGPT is to refine your marketing. To refine your marketing. So for example recently had a new client come on board and one of the words we used to describe their business, they are a restaurant, an Italian restaurant. One of the words we used to describe their business was homestyle food. And they did not like that. And it's not a word that we would use in their marketing, but internally we need, we needed ways to talk about this.
So I went to ChatGPT and I said this, “how would you describe an Italian restaurant that's homestyle yet wants to be more corporate?” We used the word corporate as well. And I wasn't liking either of those words on the spectrum. I feel like they didn't resonate with us as a team and they definitely weren't resonating with our client.
So they gave us words. They actually typed out a whole paragraph. But some of the words that stood out to me were traditional, modern, warm, cozy, intimate, sophisticated classic something that was passed down through the generations meals that are cooked with fresh ingredients polished professional, well trained staff, sleek and stylish decor, impeccable service, comfort of home cell cooking with an upscale dining experience. So it typed out a bunch of stuff, but you can see how it's giving me and my team ideas so that we're not stuck using the words that are only what we could think of in that moment to describe what the client was working with. So to me, this is a really great example of using ChatGPT to refine your content. You can also use it to help you repurpose content. So I mentioned in the previous episode that I used ChatGPT for my retreat.
So I inputted the retreat sales page to ChatGPT and I started asking it a few questions. I started off with asking for a summary of the tech. So I uploaded the text and said, can you summarize it in three to four sentences? And I just took the text from my sales page and I uploaded it. And the reason was we wanted to come up with a clearer concept for the retreat that was a little bit more pointed and it basically just took sentences from what I uploaded it and condensed it. And that wasn't really what I was looking for. So I said, can you use alternative words to describe this? And I didn't give it much insight. So here's where you see the limitations, where I should have asked a better question because it gave me alternative words to describe retreat.
So getaway, escapade, venture, that sort of thing. I was like, no, no, no, no, that's not what I wanted. So I asked it to then give me the overall theme of the retreat. And it did, but it still summarized it in a way that used only the words that I gave it. So it wasn't using new words. It basically just summarized what I gave it and then I asked for it to write a social media post for the retreat. And it did. And the interesting thing about the social media post is that they use emojis. Y'all, they use the relaxing emoji. Y'all know that emoji where it's like someone's like getting their scalp massaged. It used that emoji and I was like, oh, that's a great emoji to use. We're talking about a retreat that's like escaped from the hustle. So the post that it wrote was okay, like it used everything I would've used in the sales page you know, pulled things from the sales page, it put it together in a way that is readable.
It makes sense. The interesting thing is the call to action at the end. It does say, don't miss out on this opportunity. Secure your spot today. And then it used hashtags, hashtag savvy social retreat, hashtag CEO networking, hashtag unwind and reconnect. So even ChatGPT is using hashtags here to kinda remix that content. So I think the interesting thing here is if you find yourself saying the same things over and over again, try inputting some of those things in the ChatGPT and see if you get alternatives, ways of describing your offers. You can also use ChatGPT with your own data, which I think is one of the most interesting use cases to date. And my amazing and brilliant friend Lanie Lamarre is doing a training on this inside of the Savvy Social School.
So in the ad when I talk about resources, this a resource that I'm talking about, right? So she gave me the idea to upload social media posts into ChatGPT and ask it questions about those posts. So I actually use this with podcasts. So I was planning out podcast episodes for the rest of Q2 and I wanted to talk about topics that really would resonate with the audience. So what I did was I went over to ChatGPT and I added in the top podcast episodes of 2022. It's a report that my team pulls every year anyways.
So I uploaded just the titles of those episodes and I said, “can you give me some suggestions for future topics?” And so based on what I uploaded, it gave me suggestions that my listeners would be interested in. Things like how to measure success of your social media strategy, how to build a strong brand on social media, the art of storytelling and marketing.
You can see how these titles aren't necessarily specific, but it gave me some ideas, for example, common mistakes in community building and how to avoid them. I thought, oh, I haven't talked about mistakes in community building. I've definitely talked about community building a lot. And so I thought that would be a good podcast episode. So that's now coming down the docket. Now I asked a follow up question and I do think this is important with ChatGPT to ask follow up questions. So I gave it the data and then I said, what are some uncommon topics that you think this audience would like? And it said, given that your listeners are interested in topics related to social media strategy, marketing and community building, you may wanna talk about. And it listed off things like the ethics of social media advertising, the intersection of mental health and social media, how to build and maintain a diverse online community.
Y'all aren't these examples? Great. I was like, oh the influence of social media on pop culture and society. I was like, this is fascinating. So I took some of those podcast examples and added them to my list. And then I did another follow up question that said in the same vein, what are some topics that similar podcasts are talking about? And this is where ChatGPT just started guessing, I think because it said it's likely that other podcasts are talking about things like the rise of TikTok and the impact of marketing, the future of e-commerce and its impact on marketing, the impact of 5G on social media and marketing. I was like, okay, we're getting a little lost here. But it did give some examples like the impact of social media and mental health and wellness, which is definitely a topic I love covering.
So I think it's interesting that you can use this tool, give it data and it spits more data back out. You and I kept asking lots of questions along this vein, similarly to what I would do before. What are some common fears? What are some aspirations that this audience would have? What are some questions that this audience would have? And it really gave me some great brainstorming ammo, things that I was already thinking about that just kind of put it into a little bit of a buttoned up list for me. I think the interesting thing is that you can upload things like your top social media posts, your blog post, copy, your email subject lines, and ask it to give you more things back. I would still caution you because this tool is learning and we don't know what it's doing with this data, but it could help you create more interesting angles to the content that you're already producing.
Now, this concept is not new. There's an article from The Verge and this article was published in 2015 that talks about robo journalists and how Associated Press has been using artificial intelligence to create concepts for their articles. You know, things like sports scores and weather updates don't necessarily need a journalist writing those. It can take the data and then spin an article out from it. That's pretty formulaic. So not new by taking data and creating new things, but new use cases that are now available to the average user. A few other ways that you can use ChatGPT, it mentions chatbots, which I think could be interesting to take this technology teach it how to, you know, be a chatbot on your website and do that, do it that way. I think we're still a step away from that use case, but I do think that could be interesting as well.
As always though, I'm a huge fan of disclosing if someone's talking to a bot or not. So we do want to think about that transparency as we're approaching this like industry shifting technology. And I talk a lot about ChatGPT, but you know, there are other tools. Notion just released their artificial intelligence tool. Canva in Canva documents actually has an artificial intelligence tool. It's not as cool as ChatGPT, but it, I think these are steps in the right direction. There are other tools like Jasper AI, OpenAI specifically geared towards marketing. I've played around with them. I think that it requires so much finessing that I'd rather just write it to begin with. But y'all, I did outline an entire course using ChatGPT in the Savvy Social School. So one of the projects that I'm working on is a course about this podcast, so the Savvy Social Podcast and how we put it together.
So I went over to ChatGPT and I first just started off with, I need some ideas for naming my podcast course. And because it, and it gave me like Podcast Creator Toolkit, Art of Podcasting, Podcasting Success Strategies, or From Idea to Launch Podcast edition. And to me, this course isn't about how to create any podcast. It's how I create my podcast and how we do it for our clients. So I asked ChatGPT, can it give me some ideas that show the behind the scenes stager and it gave me the name of the course, Behind the Mic. Ugh, I love it.
Later on it said something about Backstage Pass to Podcasting. So now it's Behind the Mic, the backstage pass to learning how we built and scaled the Savvy Social Podcast. Cute, right? So that came from ChatGPT and it really shortened my brainstorming sessions.
And so when I think about this tool, for me, ultimately right now it's content idea generation. But I do see marketers and business owners leveraging this in so many different ways. I see especially those of you who are marketers becoming AI content specialists or chatbot marketers already exist. How can you leverage AI for that? Being an AI data analyst or an AI prompt generator, like I see huge, massive things coming down the pipeline. So no, I don't think we're losing our jobs unless we try to put our, you know, blinders on and completely ignore everything that's happening. I ultimately think this is like ignoring the existence of the iPhone and that it could drastically change how we interact with technology as we market and grow our businesses.
So let me know what you think. I'm on Instagram. If you're in our community, the Savvy Social School, I would love to get your thoughts on this topic. It's a heavy one. I'll be back soon with a new episode. Bye for now.