Get Ready With Me: Generative AI Webinar Prep, Part 5 of 5

In today's episode, this is the fifth and final part of my get ready with me series on how I prepare for a webinar using generative AI. So let's get right back into it and finish up the series. I'm gonna keep the CRM example. I like that example. Um let's build a an ideal customer profile because I like where that's going.

I'm gonna get rid of the well, should I keep the predictive in? Just keep the predictive in because that's something that that's something that real that that hotel and hospitality management folks would be very, very interested in on in knowing, which is how do you take demand data and forecast it. So let's go to Google Trends. Let's see, let's do Boston. Let's take a look at related queries, hotel in Boston, singular hotels Boston.

And we want this to be obviously the United States. Let's do the last five years. That looks good. All right, I'm gonna just export this data. Okay, so let's take our data that we've gotten from Google Trends.

And let's get the keyword volumes for it. And then feed that to some predictive software. And hope it doesn't blow up. And we end up with very nice. We end up with a volume, uh keyword search volume.

The numbers are kind of hard to read, aren't they? They overlap a little. Of when people will be searching for the the for a hotel room in Boston. All right, so let's take that and put that in the presentation. So take out this.

So that's the kind of thing that we talk about with non-generative AI, but we'd want to use this to time our editorial calendars. Um for marketing purposes. We need the ideal customer profile, and we can talk about so we've got LinkedIn profiles as an example. Let's go and get a screenshot of go to Reddit tier. So one of the things that we can do is use uh tools, for example, like Reddit, where you have either customers or employees or both hosting conversations about what their experiences are.

The nice thing about Reddit in particular is Reddit does have an API, and the API, if you use it according to the terms of service, um does give you a lot of very useful information about what people are interested in, you know, what people are talking about on the score. So let's do subreddit with Hilton and the number of days to do 14 days of post. Let's see what we come up with here. 997. Wow, this is a super busy uh subreddit.

We got a lot of data to process. Okay, looks like we have 218. That's actually still probably plenty. Let's go ahead and bring up system here. This was sentiment analysis.

I don't need to click this. Start a new one. Today we're going to do some customer cohort analysis. Read through the following feedback from a forum about Hilton hotels and infer the major types of customers that are posting to this forum. Return your analysis as an outline.

Upload our data. We have 300,000 tokens. That's about 220,000 words, give or take, which is plenty. Uh between because we've got the posts and we've got the comments. Let's see, we have loyal Hiltonists, business travelers, casual and frequent travelers, timeshare spectrum, and victims.

Okay. I don't know why they'd be posting to the Hilton form, but cool. Hotel employees, general commenters, and I would imagine trolls. Um, all right, let's say great inferring from the data we have supplied, build an ideal customer profile for the Hilton Business Traveler. Be sure to include demographics, if possible, inferred from the data, needs, pain points, goals, motivations, and challenges.

Okay, so we've got a fantastic ideal customer profile here. Just inferred from this data. Now, obviously, if you were Hilton, you would have way more data than this, but even just this is a great starting point. And to be fair, um, you might want to do this separately from your own customer data because you might want to be able to see what people are saying when they're not saying it to your face. So let's go ahead and see in the presentation here.

We can remove this. Remove this, remove this, and remove this. Keep this in place here. And then let's do so. This is this is the question answering synthesis.

Let's go to Hilton's website and let's look at their newsroom here. All inclusive report. Let's take this announcement here. This is their newest announcement. Great.

Score this news announcement from Hilton against the Hilton Business Traveler ICP. How well or poorly will the average Hilton business traveler perceive this announcement? Let's put the announcement in and we'll see what we get. We're going to take a screen grab of the announcement itself and go back to our model and see how it's doing. Would likely be poorly received by the average Hilton business traveler scoring low against the SP.

Here's why. No one cares. It's irrelevant. Misaligned messaging. So from a if you were hotel chain, add a an announcement.

Hey, an exciting new thing. Should we even announce? Or if so, how would we revise it? Okay, the rest of the talk is pretty templated in terms of uh the major points. The last part from a hospitality perspective is the three major impacts.

So hospitality. Number the first one is I you know AI agents, I think that's worth keeping. Um the data is important. The org chart part is not important, but uh how people choose travel is going to radically change how the customer chooses travel, and this is back to that technological innovation. Um I think here, let's do this.

I'm gonna open up my phone. Let's go to the chat GPT app and let's see if they've turned on uh voice for my account. Probably not. I don't see advanced voice mode available yet here. See if it's available in app language voice mode, voices cove, who is cove here.

Hey there. I've got a really great feeling about us teaming up. Just want to share. Hey, it's great to meet you. Hey, hey there.

I've got a great. Uh, so I'll need a room with at least uh sleeping arrangements for four dog friendly would be great if the hotel is dog friendly, and uh would like to uh you know make it affordable, so probably don't want to spend more than say 150 bucks a night if possible, and it should be near restaurants. Uh um my partner is vegetarian, so uh we'd want restaurant options, uh we don't have hotel around restaurant options that are vegetarian, and uh non-smoking is obviously required, and uh hotel that does a good job with sustainability would be good. A hotel that does a good job with DEI would be good. So, given all this, what kind of hotel should I stay at?

And chat GPT will transcribe all this. And now Hyannis Traveler in Cape Cotter Resort and Spa, the best western Cape Cod. So it came up with terrific recommendations. I'm gonna take some screenshots here because I think this is I think this is uh relevant to the audience, the supremely relevant to the audience uh in hospitality industry. This is how people will search.

As AI tools get better at having conversations and being conversational in nature, people are not going to sit in through a traditional hotel booking engine when they can just talk to an agent and have it present exactly uh what you want. So let's go ahead and pull up those photos and get my deck going here and let's put these in. Let's see, go through the rest of the deck, no other major changes. Great. Okay.

So that is the process that I use when I'm building one of these webinars. It is almost a mini consulting engagement in itself. Um, and like I talked about, there's a lot of artifacts for the process of creating this that are left behind, things like the checklists, those scoring rubrics, the analyses that we can turn into information products separately. When you're putting together uh presentation of any kind, a sales pitch, a uh present uh you know, the dog and pony show. Uh that if you're using generative AI, that can create a lot of extra useful pieces that you can hand to a prospect, a customer, um, an employee that could help them do their jobs better, right?

Just by doing these tasks within generative AI, you can create a lot of collateral benefit to your other various audiences that you serve. So I'd encourage people as they're as you're building out talks or any kind of marketing activity using generative AI to think about how do I create materials and harness the byproducts of that process to create greater benefit. I hope you found this series educational and entertaining and interesting in that you can see behind the scenes what goes into making a talk about generative AI that is relevant to a specific audience. I hope you picked up some tips, some things that you can try yourself that will let you up level the kinds of content you create using generative AI tools. And of course, if you'd like Trust Insights to do a talk specific to your industry, now you know what you're gonna get, right?

It's not the same old canned talk. Yes, there are templated parts that are major issues that are universal, but you will get a talk that is customized to your industry, possibly to your business, uh, when you book us to do events. So I hope that you can see the amount of work that goes into customizing a talk that is way beyond just finding some cute photos where we actually do the work behind the scenes and create these information artifacts as part of part of the talks that we deliver. So thank you for tuning in. I'll talk to you next time.

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