NJ Webinar | Leverage ChatGPT-4 for marketing success: strategies and techniques (2023-05-16 10:03 GMT+2) - Transcript

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Ferdie Bester: When we have Q and I can, we can get some people to to share some some questions and see if we can eat them. The session will be an hour, the bathrooms of five meters away from your desk.

Speaker 1: it's

Ferdie Bester: We are according the session. So everybody will get a Get a, a link to the video and also to to the deck as well.

Ferdie Bester:  Angela Mr. Anything

Angela Blake: Nope, I think that's it.

Ferdie Bester:  but okay, cool. Okay, let's let's start. Yes. It's okay, cool. So the session is leverage leverage chatgp.

Ferdie Bester: For smarter and you can add more stuff to it. But I think what most people want out of the session is hard. I can use it for themselves. What I also realized. Well, while building busy building, the presentation was, There's a lot of Quick snippets being shared on LinkedIn or like 72 ways to generate content and to do video AI. But none of the stuff really dies into how to use it, how to use it properly and and make it effective for you. So what we want to try and do is the exact opposite of that is to take a few concepts and just dive a little bit deeper into it, in terms of why should use it and how to use it and how to use it. Well because it's it's super easy. I think everybody sign up for church GTP and to use it but you use it. Well is is a skill and that's quite new

Ferdie Bester:  So just a quick intro for me. So I've been in digital for about 15 years on, Google Analytics certified. I'm X Click Maven and XJ Leefish as well. We work with some really nice clients in South Africa accuro and virgin active and beyond So there gene today. What are we going to cover? I've tweeted slightly. So the first thing is I want to I want to try and chat GTP to help you with marketing. So I'm going to give you an example of how we

Ferdie Bester:  How to Train Chat? TTP to help you. So you are going to have your own instance. That's built around your business or your training requirements. So, I'm going to explain why this is important and how to do it as well. And I'm I'm doing that. It might, It's not as complicated as you think it is. It may be too simple for some people. That's okay. But the idea is that's the underlying thing that we need to do for every other aspect. So the training of Chetty DP will then move on to the Copyrighting, they will do advertising copy. Then we'll do like, go writing marketing strategies. And in if we have time we'll do assist with interpreting your marketing data so you can actually help you just read your data a little bit better or understand it. Okay, so we're going to we're gonna start if you have loading again.

Ferdie Bester: So just firstly, before I start, we have another workshop happening on the 14th of June at 10:00. So if you're interested in martech and the martech landscape and privacy or sell, please take note, I know this is a big thing for you guys at Google, so modest to present on marketing. More tech next month. So Angela is going to share the link to this workshop so just click on it, reserve your spot and in murder we'll talk to us next month. Cool. Um okay, so so let's start start talking about chat GDP. So

Ferdie Bester:  I'm going to share a lot of slides and and if it's if it's I made then go back to chat GDP and show you in the interface as well, but sometimes happens when you do live things, it doesn't work or it's slow. But all the screen grabs here to show you how it works. But so firstly just the concept of of how to approach this. So And the way we look at it is it's almost like a little tower that you have to build. So chat, GTP is the foundation of can everybody see my screen Angela? Can you see my screen?

Angela Blake: I can use.

Ferdie Bester:  Okay, cool. So check GTP is a large language model. What it does is it's not sentient. It doesn't have emotions. It doesn't like like you or dislike you. It is all that it does it. It's statistically cases what you want it to sign next. That's it. That's all it is. So, it is incredibly smart and incredibly stupid at the same time, So, it's not, it's not sentient. It's a it just, it's statistically cases which words to use next. So, chat, TTP is the foundation, but it is incredible in terms of understanding and producing language. so, the base is, Strategy tp that's like that's that's the bottom part. Then What happens is to get value out of it is you have to train a little bit. So you have to do you have to isn't there's a nice word that you call prompt engineering, That's a technical word. I'm just going to call it training in the session, so it In. So, for

00:05:00

Ferdie Bester: for us is, We try and charge GDP. We say Okay. You are not just GTP bot. And we only want you to talk about marketing, and here are our services. So we spend Time. And I'm gonna show you example. Now to give charity DTP the context of night job before we start asking questions. So once that training that training goes on top of that GDP, Once that's done, you can ask it questions and it's sounds incredibly technical and complicated and perhaps coach driven but it's not I'll show you how it's done now. so,

Ferdie Bester:  Jack GTP These two interfaces, when engaging or using Jatt DTP. So, so the one interface that everybody knows is the one on the left, this is where you sign up for chat GDP. You may have a free account, you may have the paid one which they call Judy DP, plus plus cost. Dollars a month at the moment. And what you do is you can type messages inside this box and you get the response. I think 99% of people on the school and already done that. So I don't think I need to explain a little bit more. What is important to explain is if you want to use Chattedp and you want to share propriety, or Change the information if you post stuff into this box.

Ferdie Bester:  JCP can use that information. So if you post and share sensitive marketing information or IP that goes into their training model and it might pop up some guy Mexico. India could actually see that content you know in a couple of months so, All the stuff I'm going to show you today. It's going to be Using the Interface Because it's the easiest stuff. What it does mean is when you when you share information with gttps, make sure it's not saying stuff information and if you share Instead of information, don't put your, don't put your company's name in there, so it doesn't associate nitrol with. For example, specific copy. Okay. Does this make sense just want to? Thumbs up to make sure that this makes sense. okay, good other way to to work with chat gtps using

Ferdie Bester: API. So API, it's imagine a pipe. It's like you build a pipe from your website or your environment through to chat GDP. If you API the nice thing about it is you can see confidential information that way and check GDP won't use that they in. So if you want to If you want to to use and and do a little bit more advanced stuff used to API but you do need to code so it's like you need to use Python. For example, to same queries, for your API, everything in the session. We're not going to dive into that because it's just to do to technicals everything. We're going to do is on the left hand side which

Ferdie Bester: Accessed. Okay I'm also going to stick with using Chart, TTP 3.5, because it's quicker and all the free free people will have access to a chat to be. It's just four is smarter and you can send more information but for this instance we don't really need it, okay? So, so, in Of just like when you when you when you share information through that they specifically say they will use the data for model improvement so just take care of that. So your legal department is going to freak out when they see that. Okay. So coming back to the training. In terms of when you when you try and chat GDP, I'm going to show you how it's done. Now. The best like building a tower

Ferdie Bester:  So for example, with if we train it on nitro we would go and take all the we would go and say to charge GDP, I'm going to share all the information about Nitro and it's services to you now. And then and then what's critical is. So, for example, Yeah, you are a marketing assistant for like company, please, focus on marketing. Be friendly query courteous and keep answer short. So, we have we have now started training it. So when you post this into JCP you sign tea tree, please focus on marketing. So Chetty people then understand. Oh the context of all the stuff it's going to come later. It's related to marketing. And then you can also say what tone it needs to to take an overpose It should be. So in this instance I said Be friendly courteous and keep answer short. So this is this is the start of training. This is the very first thing of training. so a critical thing when building a tower,

00:10:00

Ferdie Bester:  And and busy training, try. TTP is to ask A chat GTP it's like Do you understand? Does this make sense? So it's the same, it comes back to this building of a tower. You you see, put down the foundation and then you say, is the foundation stable, Do you understand and when Jacket becomes back and says, Yes, I understand only then, can you add the next level? Because when you say, do you understand, it's going to repeat what you've just given it. And if that doesn't make sense, it means that you haven't trained it. You need to go back a step. Okay. Does that make sense?

Ferdie Bester:  Just a few. Okay, cool. So I'm gonna give you an example of how how to train chat. GDP. So, here is let me let me actually share my screen. I'm gonna chat GTP on the right hand side.

Angela Blake: 30 And just a quick thing. So there are some people putting their hands up. But what I've said is they can post their questions in the comments channel, I'll be tracking those and we will be Going back to them at the end of the session. That is correct. Yes.

Ferdie Bester:  Yes, that's correct. Yes. So at the end of this section, we can actually stop and do it. So, this is the interface and and this is one of one of the, the training say training sections that I did for, for client of hours. We what I basically did was I said, So this is for curo, the school. So they said, you are so I train it. Yes, you are marketing assistant. Both your roast to provide marketing. Advice to school marketers. Do you understand? Very important that that if that's the only thing you get from a session is it's just check for clarity when you engage with JCP. That would be a successful session. Yes, I understand my role as opting My role, as a marketing assistant bought is to provide marketing advice to school marketers. Please, let me know I can institute. So this means that it understands it's role. Now,

Ferdie Bester:  Then I go. I'm going to shape background information on KIRO is this. Okay. Yes please go ahead and provide information and then what I do is I go and I get the information, it's in the public domain so this is not saying stuff this is in the annual financial results and on the website. So yeah I'm sharing the background to KIRO and then what happens is it then goes Oh yes. Okay I see I can see that and then share more information. It's thank you. And then I share more information. And it's says, thank you. And I share more information. So do you understand? So so this is what it means to train chat. GDP, so in your instance,

Ferdie Bester:  If you for example, do training, you go and say You are the training assistant. But for me, we I work at a software company and you need to help me to come up with training material. Do you understand? Yes. Okay, cool. This is the training material that we have used in the port cut and paste it in in there. That's us. Make sense. Yes, it makes sense. Uh, okay.

Ferdie Bester:  Yeah, give it more material, so like give all the information that you can. So the And the longer you try and the more background Information Chat GTP has got on your business and then what happens at the end of it all is you've spent I don't know often out to train this thing and then you can ask it questions about the business. So, for example, in this instance, I even shared some of the store people. So it's a who is responsible. For marketing at cura.

Ferdie Bester:  Here we go. So now it's spitting up all the people that's that I've shared with. With with with drainodon so you can then go and say. So this is now this thing is now ready for you to do the copywriting to do the ad copy generation to do the SEO copy. So I'm gonna go into those specific segments now but this is very important is that the training needs to happen before you. You ask it, any further questions and you use it like that. So in terms of the training data we're gonna see if there's any questions now. So so suggestions for training data is website, copy marketing assets

Ferdie Bester:  Strategy values, History are deal cut. So this stuff can be sensitive. Be careful with the stuff I do customer profile all your products, All your services, share. All this information with it with Jttp and chatterb like Ready for you to start with copywriting and ads and stuff. Which I'm going to show you now. Cool, any questions?

00:15:00

Angela Blake: I think we just Ted two hands. Raised are cut. I missed the first person. I think it was Matthew, Steyn And then it was Margot schonenberger who also raised her hand

Ferdie Bester: Well, okay, do you want to unmute an old question?

Speaker 2: Mine was accidental. I was actually trying to put the reactions. I have no questions at this point.

Ferdie Bester:  Okay, any other questions?

Angela Blake: Pragma has raised her hand.

Ferdie Bester:  Okay.

Speaker 3: Which is like to understand. Thank you. When you say, you train it, everything that you do in this specific chat will then relate to how you've set it up for that chat. There's no way that it will remember it when I come in tomorrow and I want to do something different,…

Ferdie Bester: it's great question.

Speaker 3: Using some of the same material, do I need to go through the process? Each time again.

Ferdie Bester:  Great question so so if it's just you using it, then you can use this interface. So this this marketing copilot that I built for KIRO was done about a month ago. so whenever I log into into this interface, that chat there on the left hand side remains day, so it's it. So what happens is if I then go to Back to that chat, I can ask it contextual questions in terms of the training instance, that's that I've done here. So if it's one person, it saves it, it saves the C3 and you can just go and use it again. If you have a team, you can either share a login which is always complications around that if you like a small Team, that's okay.

Ferdie Bester: If you are a bigger company then I would advise using an API because then you can train it using, you can train it in the background and give everybody a specific branded interface for this. As it makes sense. It's this, it's a little bit more complicated. If you want, I'm going to share a link later where we can continue chatting about this if you want.

Speaker 3: Thank you very much.

Ferdie Bester:  The crew, any other questions?

Ferdie Bester:  Okay.

Ferdie Bester:  Let me continue. Okay, Copyrighting. So now we've done the training, so in terms of copywriting The old approach before Chat. DTP was We spend a little bit of time doing doing giving creative direction and in writing the articles was an enormously time-consuming manual writing process. So this is what everybody did until JCP arrived. So the new approach in terms of chat, GDP is Chartttp takes care of the manual writing aspect here, but what's critical? And where the value now, lies is giving creative direction in terms of copywriting. So I'm going to dive into that now. But this section you have way more time now to do that the manual writing. It's much quicker, GDP takes care of that. And then there's a big editing element. So

Ferdie Bester:  The focus in terms of copywriting as shifted away from the manual production of Copyrighting into a more strategic and creative role. So let me give you an example of that. So if you if you use creative direction to write copy you will be successful like that. Or if you're not a really good marketing, you won't be successful. But If you apply creative direction success, if you apply creative direction plus Jttp. So it does the manual aspect. It's like Way quicker success. So you can you can cut that out. If you just use jcdp you are hallucinating like the result is going to be whatever. Chat GDP comes up with is going to be like all over the place. So

Ferdie Bester:  Just be aware of that, in terms of If you think so. Because I see a lot of posts on LinkedIn, we go seven seconds to launch a new product. I mean, you know, they type this thing into AI and it spits other image and spits out copy and like it. It's like it's cute but it's the if there's no strategic thought and now grant of direction to it it's it's like it comes up with

Ferdie Bester:  Just the most random stuff. So just be be aware of that so there's no, there's not, it's It's a quick if you just use jet to be it's quick to loosen there. Anything result but it's not it's not it it's not strategic. So just be aware of that. So in terms of of copyrighting, so again like this principle applies, you need this, you need the training and then you can start doing the copyrighting and asking questions. So for example, once you've done all that training, you can then you can they for example website, copy you can then go please summarize what we do in a line. Please summarize our services and full pillars, please provide five alternatives. So if folks, so with once all of this work has been done in terms of grading this marketing, copilot, I can then say, Please summarize

00:20:00

Ferdie Bester:  Quiroz services in. 20 words.

Ferdie Bester:  And because of trained it it is now incredibly easy to go. Get that. So now I can go I don't know about this, like, please provide five. Not Debbie's. And then it can what it's very good at. It's to come up with with alternatives. So what happens to me is? I usually I have an idea of what I want to do. And, and obviously the market and, and the messaging. And then I sort of run out of steam in terms of ideas of different ways of doing it. And what? What, chetty's very good if you've already find that, it's, it can just lacking me quick like provide you with with alternatives? It gets so, for example, once because it's fine, you can also say, Please write page about. The. values of KIRO. In.

Ferdie Bester:  At. At the school in. Loom form time. Let's see. Assume there is a school. Okay, let's see what it comes up with. so, there you go.

Ferdie Bester:  So it so as I said again it can come up, it can very quickly do the manual work for you, but it's very important that you then edit it so that it's that it's suitable to your your audience. Okay? So in like it, The grant work from from this. From this from copywriting. So, so that's website for example. in terms of social prompts, if you, once you've trained it again and you need to To write a LinkedIn post. Give it very clear and good instructions. Please write the LinkedIn post about X to X audience and keep it to our characters and use the hashtag life insurance, and financial services. For example, for the training people, once you've done the training, please write the training manual for or the notes for this course, and it can give that to you if

Ferdie Bester: Example, you want to create a questionnaire, like an essay, like A, Like a taste for the For the training. People, please provide me with 20, 20 questions on how to test different people. So I don't think, I don't think I need to die for deeper into this because I think the concept is more important than actual tactics here. Like if you get, if you can train it correctly, then it's quite easy to to prompt it to come up with the the content that you that you that you may find useful. Does that make sense? Any questions around that?

Angela Blake: We have two questions so far.

Ferdie Bester: Right.

Angela Blake: So the first ones from Sarah Griffiths does the platform platform respond to polite questions better than not.

Ferdie Bester:  I just because I'm a good Afrikaans boy. I ask clean. and then it Security us back, but You know, that's just happened but it's not sentient. So it what you can do is you can you can define the tone. So, what is interesting? It's, I can say, please rewrite in a friendly. Four more. Whisk. So your brand voice, You can program it for your brand voice as well. So if you are a friendly informal business, you can you can prompt it for that. So you can say, like, I welcome to Kira Griffiths, we believe in creating super cool and awesome environment for your students to go and thrive. So if that's your, If that's your tone you can, You can prompt it for that. Yes, I don't know if that makes you great answer question. It's what is the other question?

Angela Blake: The other one was from Meghan, Thomas. So in terms of SEO, how does the Google algorithm handle content written by AI?

Ferdie Bester: That's the next topic. Let's talk about that. Excellent question. SEO. Okay. Let's talk about that. Oh Marcel. You're gonna love this? Very Marcel works at Google. So this is favorite thing in the world. Sorry Marceland, playing nice and I'm not, I want to change any any bad black cat stuff. So, first thing that Marceland Google team knows is going to be an absolute Genomi toonami of content coming because of chat. TTP so Google is going to have to like as usual filter through all of this. New crap, Frankly to determine what is valuable or not. So let me. Let's just like, Let me show you what's important and what's not, okay, so this is bad. So as a problem, please write an SEO Article 400 words, around the topic life insurance, and you still keyword life insurance five times. Please don't do this. Like this is a absolute waste of time.

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Ferdie Bester:  Okay, let's go back to to some of the principles on again using JCP as a copilot. Jcp to do all the work. So the first thing again, it's great direction. So go and do some demand research. So like, What are people looking for? So in SEO is a called keyword research. So just go and find out what people are looking for. What, what do they want to know? Do they want to know about load chilling with one? I know about batteries? So for example, we did research on marketing in South Africa and our space we found that people want to know about the more they landscape and what is it? They're not they they're not ready to talk about privacy. It's so we got so understanding what your audience looks like is important. So that's the first thing.

Ferdie Bester:  The second thing is, is go and see what else is out there. If you like these, probably 50 articles out there on what is life insurance, don't write another one like That's you wasting your time. And the audience. So great. Don't create something unique and then the third thing is like it's to is to flesh. The article out yourself like you are valuable IP knowledge. Like, you know, put in the why what now how when etc and and once you've done that part, then you can use JCP To generate again do the manual work and to edit it. So but this this are more stuff, it's important. So Google there's a there's a wonderful thing called what they call eat. So it's like this the way that they look at content online so let me unpack it a little bit.

Ferdie Bester:  So the first thing that that Google looks like looks at. So Google does have bots that obviously spider and scan the website but they also have users that view the sites. So, the first thing in this acronym is called experience, so that what you need to do is demonstrate the Creator. It's just the authors first and experience with the subject matter, that's the first thing. So this thing needs to be valuable Expertise is the author. Do they have to knowledge qualifications and credentials required to give reliable information. If you're not a financial service provider, like you can't really talk about life insurance, simple as that. Authority. What is the author's reputation in the industry? So You know. Are they new or have there been in this space for 10 years? Like do they know what they're talking about? And in trust be clear about

Ferdie Bester:  And who wrote the content? Edit for factual activities and site passed away resources. Okay, so this these are the four things that you need to be aware of. So practically. I've got another slide to explain what to do. So, underexperience write something unique and valuable that's that first slide rights. Say the second one expertise need to. If you write an article online, you have to put down who wrote the article. It was written by fairly bester linking to his LinkedIn profile, or having an author bio. On the website to say, like, yes, he's got 15 years experience or no, he's got one. So he's an intern. So it's important to put the author there.

Ferdie Bester:  The third one is is authority. So if you write something really valuable, people may link to it from from the industry and Google go through, okay? This is this is worthwhile and then the fourth one is, It's trust. It's like you must be factually, correct? And and you must cite trustworthy sources. So if you use a stat from a academic journal link to the academic journal because people go through this to the view it The other thing, it's very important is being Bing bottom Google. Google's AI search engine use search engine results by this. Also, going live on that winning South Africa Marcel, maybe you can share that in the chat. It's remember that. The search results from the Bing Bot Sorry. Sorry being as launched the chat box. I think everybody knows that.

Ferdie Bester:  Google is about to launch one as well. The same principles for SEO. So the bots and the baits getting index is it's the same principles that apply for answers. That's being given by the Bing Bot and the Googlebot coming as well. So, just make sure website is index etc. Okay, any questions around

00:30:00

Ferdie Bester:  Around this year, this should be loads. Everybody is always like interested in Asia.

Ferdie Bester: Okay. Okay, cool. Okay. It's me one day. Nice cool. Advertising copy. so,

Ferdie Bester:  Let me explain, let me let me dive into that. So the first thing about advertising copy, so he Is I was, I was thinking about this advertising copy thing, as, and the question popped in my mind, Okay? It's like, okay, it's about jcp and advertising copy and I and I really realized was the cost per click. I think everybody in the call knows what a cost per click is. So, when your ad is shown and somebody link you by Google or Facebook, a cost per click, So everyone else stands that, but it's a little, there's something that's that's really important. you actually pay for the ad being placed, so, And if you, if you click through, right? so, the amount of people that click on your ad, Is higher. Was better than than a non-performing ad.

Ferdie Bester: Actually, pay less per click, so let me explain that. So there's a concept called a b, split testing. So I've got an Add, the blue ad. And I've got a black ad. so, the blue ad is, I get one percent of people that see it. Click on it so I get one click so I pay on a rand for this for this ad. One percent click on it. So I, if 2% of the people, click on that ad. I get two clicks. But remember, I paid the same amount for that. That's how it works. So if I get two clicks, it basically means that the CPC the cost per click is 50% lower. Because in how all the advertising platforms work is they say they work on a cost per click, but they're actually it's it's based on on the number of times and add is shown which is called CPM, right?

Ferdie Bester:  So, if you have a better ad, You will get two clicks instead of one, which means that your cost per click is 50% lower. So imagine you're advertising cost being 50% lower. That is enormous. That's like a big, big change. So the way to do this is to taste that. So you taste blue ads and you taste like it. The problem with ads or they are very difficult and time-consuming. So this is where JCP comes into play is chatted. We can help you come up with more. With alternatives, so that you can run these A/b split tests, does this make sense? I need to either at least five thumbs up. So I'm going to continue

Ferdie Bester:  so, So that's why using chat TTP for advertising copy is a good idea. It's because you're gonna you're gonna get that optimization. so, For the technical people in the room. So the cost per click Equals to cost to impression times the click through the right and this click through the right that I say. You get two clicks to Two clicks out of two clicks out of 100 views. Is that is determined by the quality of your ad. So you can't control this cost per impression, but you can control the click-through, right? This. So, so that's determined by the quality of you and At multiple ads. That's why I made it yellow. So for example, in Google Ad search. You can provide. So this is the, this is to add in Google ads.

Ferdie Bester:  You can provide up to 15 Adelaide lines and full description. So what it does is it then mixes and matches these headlines in the descriptions. And comes up with the base combination for your ad. Okay so and it becomes in creativity tedious to write 15 eight lines. I've tried it. Oh my word like it is driving that. So it's actually to be can help you to to generate those. So you write two and then you say, Please generate 15 more. But again, make sure that the models already been trying so you can do this with Google Ads, search. You can do this Google Ads responsive display ads as well. So this is the the visual baner. So you can have five short, eight lines, one long, eight line, five descriptions. So it can then it can help you generate this this copy. And Google will then face the based ones. Okay, because if you can get the winning and the base performing one,

00:35:00

Ferdie Bester:  That happens. Your cost per click goes down by 50% so that's why this is so useful to do. Same applies to Facebook. Have multiple ads. Like and so this allows you to create and taste more more, you know, more ad so that you can actually reduce your cost per click. Okay. All right. And this is an example of the prompt that you can use. So, you train it. And what you then do is you can say If you go back to the security thing, Please write five. Remember with China already, 5. Google. It's search edge at. For. Hero Bloemfontein. Okay. So I'm being naughty because I'm not going to give it any dimensions or limits in terms of the characters.

Ferdie Bester:  Let's see what it comes up with.

Ferdie Bester:  You know, so it actually it came up with the correct search ad tit. I think it's actually got the number of characters got it there. Okay. Right again, super important trying it first before you use it because it's going to save you. A lot of time and make it make the responses much more. Okay. Again. Right. Does this make sense? In some, some thumbs up. Okay. Does it make sense? Okay, cool. Yes, any questions.

Ferdie Bester:  Jaco. I think you are Asian but maybe incorrectly.

Jaco de Wet: I want. Yeah, I wanted to do a thumbs up.

Ferdie Bester:  Okay, you expert got the interface around. That's that's not

Jaco de Wet: Completely.

Ferdie Bester:  Angela, any other questions in the chat?

Angela Blake: No. Oh, hang on. Meghan was Chachi BT. Only having access to information Pre-2021 is the content relating to advertising copy-based practices. Our dated

Ferdie Bester:  Well, the copy of great question. The copy-based practice. I don't think could have changed that much since 2021. Frankly, that's the first thing, the ad formats may have changed.

Ferdie Bester:  So, so I'll give you an example of how to handle that. So if, if you, if you enter and you say, like Please create search text search ads and it spits out the wrong, you know, eight line length and the wrong description. Just say, Please limit the eight line to 70 characters. Please limit the description to renew any characters. So remember, if anything is out of date, you can teach it. You can say, Oh, I know you information is correct. It's the chat GDP. This is the new dimensions of an app. This is the new character limits. It'll later remember that? I mean, it'll spit out the new ones for you. So for example, if you so let's say, you are doing tiktok advertising. So it's you know tiktoks at formats all like still being taste and stuff.

Ferdie Bester:  Subtain it go and get the manual go and download the manual from tiktok and paste it into the thing. Go and say, I'm going to share tiktoks advertising specs with you. Do you understand very important enter? It's understand. You got to place it in. And so, do you understand? Yes, I understand. So please create a tiktok video ad for me using this in this copy and it should spread it out correctly for you. It's not, it doesn't also, it doesn't make sense. Another question. Yeah. And

Angela Blake: The end play had her. It's got her hand up.

Speaker 4: Hi Ferdie. Thanks for that. I just wanted to find that obviously in the previous session, you discuss the fact that I think somebody else had asked about you know the similar copy getting used and the difference that the AI is obviously giving different brands when it comes to such. In the descriptions and headlines, if you are working in a very similar industry. So let's just say, we in Funtech and another Funtech company in South Africa, now is prompting it and our services and things like that are all the same. Are you guys or, and I don't know if you have the question but or the answer, but, are you guys seeing some sort of effect when it comes to such ads and, you know, the cost and and that putting against each other?

Ferdie Bester: well, if if everybody is testing new versions of Copy, I'm sorry, I had a great quote. Let me in quite quite share the quote. So Marketers using AI is going to replace marketers that. Don't use AI. Ads that use AI is going to replace ads that don't use AI. I hope that makes sense. So so what what's what Chetty DP enables is. Every everybody is obviously there's a bit of an arms race. Now at the moment, everybody's going to start tasting new ad combinations and new text combinations.

00:40:00

Ferdie Bester:  So I think the age at the moment, if you don't use it, you're going to fall behind, you won't be able to scale in terms of the number of variations and the age goes back to creativity. It's like if you have the base graph direction, if you have the base product, if you have the best value proposition, if you have the clearest value proposition, you will still win again. So, if you use the combination of the credit direction, plus The scalability in the speed of jetty P. You know, you are you in contention, if you don't use use it you know you know the competition is going to You know, just Outscale. You just because they can taste more stuff. Does that help?

Ferdie Bester:  Okay, any more questions?

Angela Blake: And we've got one from Gillian with the launch of Bard. Is it not better to use it rather than chat GPT?

Ferdie Bester:  oh, Marcela, you still in the pool?

Speaker 5: No, no comment from Assad.

Ferdie Bester:  So Marcel works at Google.

Ferdie Bester:  So so bodies and available and South Africa, Marcel, is it?

Speaker 5: And it is. Yeah, you can use it.

Ferdie Bester:  Is it okay? Okay, I don't know. I like I don't really want to want to get into so I I did watch a video with Marcel was comparing board with with Google's button, it was like it was eighty eight. I think that the API that open open charity, DPs that you can connect directly with it. I think gives it a commercial it's at the moment. So if you have confidential proprietary information and you want to share it with a large language model like board or JCP, then I would rather use open AI's language model. I don't know, in terms of functionality are the computer at the moment. So

Ferdie Bester:  I think the big change is going to happen when Google goes live with board in the search engine results page, I think that's going to be quite interesting. So, I think, I think the use case, depends on, on the use. So, I've used, I haven't used board, actually it, but

Ferdie Bester:  Yeah, like, I think being is interesting because it's obviously, it's got the Internet, it's indexed. And it's like, it's, it's a little bit more up to date. But it also it can provide incorrect information. So, I don't know. That doesn't answer question.

Ferdie Bester:  Okay, cool. Yeah Angela, we've got 13 minutes left. Should I continue in? Let's do the next questions at the end. okay, so just just something if you if you want to help to deploy church GTP or like build the smoking marketing, copilot or help with AD creation assistance, I'm just going to share a link to my calendar. I'm here a few slots this week and then it makes you come in London. So if you do want to have a chat, like, a 30 minute session, let me know, nice to meet you.

Ferdie Bester:  Right. Come go right to marketing strategies. So I'm going to I'm gonna breeze through this one because I think you understand the principles of of copywriting and generating copy now, but

Ferdie Bester:  Again, the principle of you have to train this thing. You can't build a marketing's. You can't ask strategy DP to build your marketing strategies, if you haven't given it any context, it's just gonna, it's gonna like a loosen, right? So please write me a marketing strategies. You are going to get the most genetic thing in the world. But if you need a team platform marketing, strategies, that's a good start. What you can do is once you've trained it, you can, you can have a gene right structure, for you, and and copy. So, for example, once you've tried using, so I please write to marketing strategies which focuses on and then you share the stuff that you believe is more important. Otherwise it's gonna loosen that. It's gonna come up with random stuff.

Ferdie Bester:  Open days using Facebook ads, organic, Google ads, targeting schools, billboards references, and and then you need to tell it how big, the things should look like, and what is the activity look like per month. So, it's very important when you want to produce such a chunky piece of content, you need to guide, put the guardrails in, quite quite soon and spend a lot of time and editing it. And you can also use it for more complicated things so you can like, please create a marketing plan for me. Total budget is this. You know, please increase the spend or 20% of a weekend, etc. So So it's it's quite good, but it's very important that again, you need to provide the creative direction. It can't

00:45:00

Ferdie Bester:  It won't write the thing for you. I mean, from a strategic point of view. So, what it's good with is, Oh, my manager asked for five page marketing, strategies. You know, if you or that manager don't do that. And be if you're the person reporting into the manager. Like if you want streams of boring fellow copy, it's brilliant at that. Size and they can publish a book for you. If you want, it's very good with generating ideas. So like if you run out of frankly, if you run out of ideas in terms of what to do, it's very good at generating. The ideas for you that has happened in the past from the Web It's very good at expanding on definitions and arties, and I'll give you an example, secure. So, there are 178 schools in the country and each one of them have a marketing person with different levels of expertise. Being able to provide them with a market.

Ferdie Bester: Pilot where they can confidentially ask questions and select other CPC stand for what is CPS? M stand for? How does Facebook advertising work? That's amazing. Like it can. It can really help you with that. And it can obviously help you with formatting and shortening. But it is bad with strategic insight like it, you know, it's it can it can automate and generate this. But it's not going to give you this brilliant insight to help you, and it's It's not it doesn't understand your audience. So you need to share your product and your audience information with it. And it will never be able to generate truly. Really new new ideas. It just remember it. It's the statistical model, it cases what you want. It to say Nick. So if that thing has never been done before, it can't do it, because it just doesn't have the capacity for it.

Ferdie Bester:  Does that. Does that make sense any questions?

Ferdie Bester:  Angela, any questions?

Angela Blake: Not at the moment.

Ferdie Bester:  Okay. I think we're running a, we have about nine minutes left, I don't know if I'm I should cover this chat GTP in your marketing data. Are there any any so, we switch to, to human A Well, let me, let me quickly share this. So one of the other one of the other things, and I've spent three minutes on this is one of the other things that you can do with chat, GTP is help you interpret the marketing, your marketing data. So To follow this model again. What you need to do is, you need to train. Try to be a little bit on your, on your marketing data. So you need to share some of your marketing data with judged GTP. Again, it's sensitive information. So just be careful and then you can actually ask it questions. I'll give you an example quickly of one. This is our Google Analytics for data.

Ferdie Bester:  That's available in our Google Analytics, so it it's it lists way. We got some clicks from so Nigel direct from email cost per click Google SEO email etc. So it lists the users, And then it lists the workshop registrations as well. Like where people registered from and when we download this from from Google, if you downloaded the As a CSV format, What happens? Is it, it shares it in this format year. So, you can then see. It's a slightly different day to say, But this is the data that you can get from your Google Analytics. And what you can then do is you can cut and paste this directly into Jcdp.

Ferdie Bester:  And you can then ask it questions about that data. So for example. So you cut and paste it in and then what you and it looks like this. It's like weird. It's just you cut it based. And what what you can mean do is, you can ask a questions. You can say there was one one example here. I can quickly show you. So here I shared the data with Jatt Etp. And then I saw how many clicks did we get from organic search and it can actually tell you like where you got your clicks from. So for example, if you ask it we the I get it just it's just traditions from

00:50:00

Ferdie Bester:  It should be able to. Let's see what it comes up with. Email chat. GDP webinar link three registrations direct. Live and registration, so this can help you interpret data. If you, if you struggle with reading reading in the interface, Okay. Nice. That is let's do Q&A. We have six minutes left.

Angela Blake: Okay. So two questions we have one was from a little bit earlier on from Kevashan. What are the chances of competitors ending up with the same or similar content?

Ferdie Bester: Excellent question. So how the model works, is it? Firstly, it changes all the time, it improves all the time. So when I do a query today, it's it I'm probably not going to get the same result as tomorrow. That's the first thing because the model changes, all the time. The second important thing is the The it's statistically determines. What is the next word? So if you go please give me a definition of Facebook ads. It's going to think of like What on the next wet. So it's like this times this times, this times. This these are the words and it pops out a result. if you ask the exact same question that I later, It's going to run through a again like this model, where it's like chooses, which words to work.

Ferdie Bester:  To display. So it ends up in a different place. So every, so most of the time, when you start a new query, it's going to give you. It's it runs through this algorithm and it Something that ends up at a place and this one, it also, it's also going to do. So the chances of you ending up in the same places is is Low-ish. If you train it though, if you go like, you are a training bot, or you are a software engineer or you are a private project management part. It's not going to produce the same information so that's the, that's why training it is so critical. It is very important, it's going saving enormous amount of time.

Ferdie Bester: It's, you're gonna get a relevant unique output as well.

Ferdie Bester:  Any more questions?

Angela Blake: All right, so we've got one from Nadine and then we've got two from Meghan, Thomas, Nadine is asking, Can you ask it to forget information? If you've shared sensitive data,

Ferdie Bester:  Oh, I don't know. That is a great question. I don't know, frankly, I don't know. I know there's a form. You can also fill out on the site to say, like, you don't want them to use your data. Um, that's a great question, I don't know. So if you do have since this information obviously used API, so that's I think that's that's a good start. One of the ways that we use, Play around with it because it's nice building pilots and things we could like going the API Really it's expensive. Is we use, we use like CLANDEST, We use slack code names. I would say Nitro I won't use the word nitro, I would.

Ferdie Bester: A word Fish Eagle or I used the word donkey. So it's like Donkey is a digital marketing agency trying it on donkey so. And so, it's sort of just adds a little bit of layer of, to not identify the information with you. Next question.

Angela Blake: Okay, so Meghan is all she The first question is, Do you think that the free versions will come to an end? And would it be a tool recommended for companies to use going forward? The second question is in terms of use or purchase what is the difference between 3.5 and 4.

Ferdie Bester:  Okay, good question. So firstly Think large language models are going to become the new bandwidth, the new oil, the new electricity. It's like it's going to become this commodity commodity, It's going to become this utility. It's like, it's, It's gonna be this infrastructure base. That That. Lots of stuff is going to get bold on to. So, So it's gonna be there and it's going to be in different formats. So some of them, so Bing bodies, free Google, it's part, it's free and if you use the API then you pay for it. So no, I don't think it's, there's always going to be free version of it. So in some instance but there's a price, you pay. If you, if you don't paying for something, you are the product, it's always remember that. So that's the first thing in terms of should companies be using it. Might work before companies that use AI will replace companies that don't use AI.

00:55:00

Ferdie Bester:  It's it's this. This thing is truly transformational. Then the last question was What's the difference between chat GTP 3.5 and 4? So, so with with 3.5 so, firstly for as much smarter than 3.5, it's just been trained on bigger data states. It is smarter It's better with abstract. Off it is much slower than 3.5 so like 3.5 is incredibly quick and four is slow slow.

Ferdie Bester:  and then the other thing is for 3.5 you can let's say I can't remember exact but you can give it, it's a 400 words at a time and then charge GTP you can give 4 It's at a time. So the training speeds with Chetty before could be quite bigger to be to be frank like like we still use JCP 3.5 it's like it's it's still a phenomenal language model. So play with fool, but, you know, in terms of, I think, I think, I think a bigger upgrade would be to say, used 3.5, with training. The training stuff that we spoke about today than to use four, like rather just trying to 3.5 first get to that level. And then you can do for, that's what, that's what I think at the moment. I would fork and also pick up images but there's no interface to send an image to Jcdp4. So that's pretty weird at the moment.

Ferdie Bester:  Cool. Any other questions?

Angela Blake: We've got two more so one from Marine and one from Tessa Rain is saying, Do you have a list of steps on how to train it?

Ferdie Bester:  I can share the principle. So one is is Obviously, share the data that you have available the public domain data and always ask for clarity. It's like building a tower. You give it like about us page and you go. Do you understand give it the service of page copy? Do you understand? The product and the customer information. Do you understand? So that's the steps that that's the principle steps that you that you can use if you if you want to see more examples like gravitime slot, let's chat about it. Angelina share that link.

Angela Blake: And the SEO that the ACM rush.

Ferdie Bester: Another calendar.

Angela Blake: One is your article. Yes, yes.

Ferdie Bester: Another Calendar. My Calendar link. Okay.

Angela Blake: No. Those I've seen I posted them twice. I'll post them again at the end. Just as a reminder.

Ferdie Bester:  Alice, any other questions?

Angela Blake: So the last one is, in terms of language use, can you ask it to use UK English and no Americanisms and American expressions?

Ferdie Bester: Yes. Yes, you can even ask it to to it can even help you in Zulu. It can help you in Afrikaans. So if you say to it You are Afrikaans board that and you want a part of the foot brackets. And you went over the drugsburg, it can give you a a rask recipe in Afrikaans, like it is phenomenal. If folks are, so I have We had a very interesting question in the law school about, like, like the Western centric training information that's been trying on. And the question was like, So is it going to give Western Sym? Because it's gonna give like, African symmetric because it's Eastern. It all depends on the training. So if, for example, you want

Ferdie Bester:  A a specific cultural bot. Train it. Keep it like literature on like on the on the language. The more you train it, it'll then learn. Oh, okay. This is, This is Zulu. This is like, it's one of this is Oh, you I I made a mistake and Afrikaans they like years to correct spelling, so you can train it. This thing is it's it's trainable. You can, you can teach it so. Any more questions?

Angela Blake: That seems to be everything from my side. Yeah, there's nothing in the in the chat, just lots of great feedback.

Ferdie Bester:  Okay cool. Thanks everybody. We Hope this was a it sounds like it was a valuable session. We are going to share the take. We will share the recording. And I see Tessa's also question like Grab a calendar slot if you want. I'm not available next week, so the week after I'm available again,

Ferdie Bester:  What else? Angela? Is Mayan angela's, email address if you just want to post that that on as well. If you have any specific questions

Angela Blake: Do you we've got that SEO article, but I'll include that in the email when I send out the day and…

Ferdie Bester:  Oh, yes. That's Okay. Yeah.

Angela Blake: what have you? I'll and I'll will also include your your calendar link in that as well.

01:00:00

Ferdie Bester:  Okay, cool. And then there was a last question. Meghan was question and it was a question.

Angela Blake: Nothing, it was Tessa. Can you feed a bit of your writing into the system and ask it to write like you do?

Ferdie Bester: Yes, it's okay. Yeah. We share my screen quick and show you something crazy.

Ferdie Bester:  You can do that. So for example, let's go to website this marketing, co-pilot one. So this one was trying on cura data so I can, I can then please Write summary of times. Sometimes.

Ferdie Bester: And school in the town of Donald. Trump.

Ferdie Bester:  So look at that. So it's at the it you can you can you can you can you can program it to what you want. So it's a The best school If you've ever seen believe me. It's tremendous folks. Absolutely tremendous. Anyway, so yes, you can you you share your tone. So, if you take a lot of copy, that's in your tone, you can say, like, Please, I'm gonna share a lot of copy. And I think style, in the tone of our company, you share it, trying to give it to you understand. and then taste it go like please rewrite this copy in the tone of our, you know, friendly It's like you're obnoxious, don't? I mean it's going to spread enough for you. Yes.

Ferdie Bester:  All right. Angela, I think we can stop the recording now and like

Angela Blake: Check. I'm just posting the last comments and Okay, so

Ferdie Bester:  Make education.

Angela Blake:  So I'm just going to put the upcoming webinar, link back in again and I have shared our email addresses with everyone as well. So you don't have to scroll all the way up to the top.

Ferdie Bester:  Okay, cool. Any last question or she can, can we wrap up?

Ferdie Bester:  Anywhere else. So later, Adam agreed Nadine. SOCA, Alison.

Ferdie Bester:  No. Okay cool. All right I I thank you for joining. I mean have a look at the next webinar, next webinar. Oh sorry it's right there. Was somebody wanted to

Ferdie Bester:  Write, if you When is the next one? It is on the Let me show you the link. Let me share my screen for the next webinar.

Angela Blake: So it's on the 14th of June same time, team to eleven and Gillian. You also asked when we'll be sending the recording out, it will be later this week.

Ferdie Bester:  Okay, so you, Yes, yes, the next workshop. So, on the 14th of June at 10, a clock am. So we are going to cover the marketing landscape in South Africa. So what is it? What are the benefits? We're going to talk about Google, I hope myself joins or not, I don't know. Yet, we'll make it politically correct.

Ferdie Bester:  we're going to talk about marketing analytics, so I know people that that use Google Analytics for Google Analytics, maybe concerned about what's going to happen. Google Analytics, 3 being switched off. We're going to talk about that. And then we also going to talk about first party data, and the privacy issues that's brewing in Europe. And motor tool will present it. So just go and and reserve your spot. No, we'll make it very relevant and valuable.

Ferdie Bester: All right, cool. It's I'm gonna, I'm gonna, I'm gonna stop off. Thank you for us,…

Dene Van Deventer: Thanks Ferdie.

Ferdie Bester: thanks, Danielle. Thanks, everybody. Thanks Mo. See you at the next workshop?

Dene Van Deventer:  Just everyone.

Mauritz Gilfillan: Thanks very thanks. Everyone. Looking forward to it.

Ferdie Bester: As I

Angela Blake: Bye, everyone. It's a wrap.

Dene Van Deventer: That.

Meeting ended after 02:36:45

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