Introduction

First, I introduce myself. My name is Elena Sancha.

I come from Santander in the north of Spain. It's a place where it's not hot. So very good place to spend your summer.

Background

I have worked in a lot of big and multinational companies. But since five years ago, I started my own personal companies.

One is Brandian.

This is a consulting brand. where I help smaller companies or startups in terms of marketing.

And the second one is Phosphor, which is an innovation consultancy for fast-moving consumer goods.

And these are some of my clients.

And this is my family. My husband is German. And this is my son, who is half German, half Spanish, half Cantabrian, like me.

So...

The Role of AI in Work

I am also a teacher, and I use a lot of AI in my classes and also in my job.

You know, I started working alone, so I didn't have... I was used to be a marketing director in big companies, so I had big teams, like 40 people. They did everything for me. I didn't have to do anything. I just went to meetings. And when I started working as a consultant, I suddenly had to do everything alone.

1So when AI appeared, it was like I had a battlefield of minions that were helping me for everything. And I use it every day.

So my tips are going to be very, very practical and every day.

AI Use Cases

So first, I'm going to talk about three use cases.

Using Gemini for Text Production

One of them is we are going to use Gemini to write text in your own tone of voice, like as if it was you.

Then, we are going to use ChatGPT and also Crystal to prepare a sales pitch for someone that is personalized for his or her personality and way of managing.

And the third one, we are going to use a notebook, LM, in order to analyze 9,900 reviews from Google. I have more because this is a real use case where I investigated for a chain of hospitals. And I also have reviews from Trustpilot. I have from top doctors. I have from other webs.

But in this case, we are going to focus only on Google because I had to anonymize all the data. So it was a lot of work for you. I can't tell you which hospitals are those.

Tips for Startup Mentors

So let's go first, and we are going to start with Gemini, okay? So Gemini, you know I am a mentor for startups, so I believe in lean startups, so not spending money when you don't need it.

Always start with the free version of everything. So we are not going to use the premium version of ChatGPT like these two rich guys are using. We are going to use the free one. And you know that in the premium version of ChatGPT, You have the special personalized GPTs, but for that you have to pay.

In Gemini, you have the same, but it's free. So let's go to Gemini.

Starting a New Gem

So if we go here, discover gems, or find gems, we start a new gem, and this new gem is going to be called My Voice. So like you create a GBD, it's just giving it instructions. To be faster, I wrote all the instructions.

The instructions are all these. And I'm going to explain to you what we are going to talk about here. Oh, sorry. It doesn't want to.

So I'm going to give it an instruction based on several things, because I want it to write like me. So the instructions are, first, I want you to Answer me in a long way, explaining step by step how did you arrive to that conclusion. Being very honest, I don't want you to be like placing because you know it is a bit, sometimes it is a bit too much.

When it says, oh, I hope you are happy with my answer and this I don't like. So I want you to criticize my ideas and don't treat me like a beginner because I have 30 years experience. So my students sometimes, but not me. And don't be nice to me.

I don't want to approbation. I want to have the best possible strategy. I don't want you to write in capitals. You know that ChatGPT has a lot of

Tendence to write with capitals in the titles, which I hate because you really notice very fast that it has been written by an AI. And also writing sentences with a contrast between what it is and what it is not. It's not lack, it's constant. These inspiring phrases that AI also writes and I also hate.

So you are going to act, this I'm going to give the personality, it's going to be an experienced marketing VP and a specialized marketing copywriter, because we are going to right now, with more than 30 years experience. Your writing style is expert, empathetic, friendly and warm with a subtle touch of humor, like I am, no? I am like this.

Then I have put a series of words that I don't want you to use.

I read it in an article that these were the most used words by an A&R. So if you see these words in the text, it's probably that it's being written by an A&R, not these words, and then not more emojis.

And then I have copied my three best performing posts in LinkedIn that I wrote myself. So I copied them all. So let's go.

Oh sorry, it's a Gemini. So let's go.

Um, in this case I don't need to give it knowledge, but I could give, if I had written a book, for instance, I could add the book here in this little plus and um, and ask it to, to take that into account. So now I'm going to ask it to write something for me like, um, um, do a LinkedIn post about the importance of having a North Star metric in your company. Like, just improvising.

Creating a LinkedIn Post in Personal Style

And now it's writing my style. And it's giving me back what I asked, so expert, empathetic, with a structure. It gives me a hook, a clear language, and all the instructions it is summarizing. And this would be the post that it's written for me.

It's absolutely how I would write it, like starting with a question, then looking for a connection with the reader and then introducing the topic and talking about the old stories because I am very much like telling stories and this is the LinkedIn post.

So you can use this prompt for anything that you want to be written in a certain way.

And now I'm going to show you something different.

Preparing Personalized Sales Pitches

So now we are going to write something in the style of someone else. And we are going to prepare a sales pitch for this person.

So I've got this signature here. I took it from internet, so it's not anybody's signatures. But I'm going to copy it here.

Oh, sorry, no, it doesn't. Añadir fotos. Firma persona anónima.

So now we are going to ask ChatGPT why is this person. Let me see if I have the prompt here. If not, then we go right, yeah.

So, act as an experienced graphologist in sales with 30 years of experience. Perform a personality analysis of the client using this signature. Give me the following information in table form. Buyer style, strengths, potential risks, type of salesperson they fit best with.

You can do it with your signature. It is very revealing. I did it to my husband. I will tell you the results.

He didn't want to show them to me, actually. So, now it's in Spanish, but by your style, it's emotional and visual, so you need to, he needs to have more confidence, aesthetics, the overall impression, so it's not someone with a lot of hard figures.

He wants nice presentations on how you explain the storytelling, which are the strengths, he or she is creative and with lateral thinking, capacity to imagine, so it's more like a yellow person. So here you can ask several things, because I don't know how to approach to him. I am going to ask him which is the best strategy to negotiate with him.

So now it's... It's telling me, okay, don't talk about price. Make a narrative.

Justify, not about what I'm going to give you, but the transformation history. Don't talk about the price like hard, but put it in a context. This is a second, and then you can go on and on, preparing the sales pitch, like which are the possible objections, how should I answer, et cetera, et cetera.

Using Notebook LM for Review Analysis

And then I have my third casebook, which is using Notebook LM. If you don't know Notebook LM, it is super useful. Because Notebook LM, it's an area that uses the information that you have previously given it.

And I am working at the customer journey for a hospital chains. So I've taken 9,491 reviews from Google, from all the hospital in this hospital chain.

I depersonalized them in ChatGPT, so I gave it the Excel file and said, take out all the names, because I don't want to show them here in class, because the reviews are not very good. And I put the file, it's an Excel file, but I put it in PDF, because Notebook LM only reads text files on PDF, so you can't use Excel.

I'm going to ask it to make a map of the different problems that this hospital asked. I just pressed here, Mapa conceptual.

It's generating. It's a bit long because there are a lot of reviews, so it takes sometimes a little bit longer. Ah, now it's open.

So here we have the customer experience, positive aspect in 9,000 reviews. This, I've done it before, and it took me one week because you had to read all the reviews, classify them, So positive aspects. We won't get into the positive aspects because there are not many.

It doesn't want to open now. So a lot of waiting, attention to the customer, organization generally, quality of the medical service, installations, problems, communication problems, et cetera.

What is the problems with client attention? Then all the people at the reception are arrogant, bad manners, bad empathy, problems with the telephone, they don't pick up the telephone.

They change a lot of the people at the review in terms of quality of the doctors. They make mistakes. So here we have a summary of all the problems that this hospital changed.

But then, sorry, we go to notebook LM. We close this there.

Generating Podcasts

1And we can make a podcast about the problems that this hospital has. We're not going to do it here, but you can have a podcast with two people talking. So if you are students, one minute.

If you are students, you can put your books here and produce a podcast and then listen to it while you are in your car or while you're in the shower or trying to sleep.

Analyzing Top Complaints in Customer Reviews

1Then I can start asking questions about these files. For instance, let's use this one. Act as a special analyst. Tell me the top 20 complaints, which are the ones that are repeated.

9,000. It's a lot. It's stinging.

But, well, the magic of Notebook LM is that it works with information you have given it. So I use it, for instance, for my classes. I put the books, I put my presentations, I put other years, other teachers' presentations. Maybe I want to do a Megamix.

So it gets the info only from those documents and not from internet or wherever. So, for instance, for studying it is very useful because you are studying exactly what you are being given, not inventing things.

Well, it's taking a bit of time, but little by little it will get better.

No, the podcast is going to take, it takes longer. The podcasts are like 15 to 30 minutes, but it's super helpful.

Now, so the 20 main complaints. Waiting is the first one, especially everywhere. difficulty to get appointments, then doctors not very good, not coordinated, problems with insurance, et cetera, et cetera.

So now I have a super good summary to start building my customer journey.

Conclusion

Finished, yeah, it's about time.

So I hope it was helpful.

It's very down to earth, like pieces of advice, but it's just an example of so many things that you can do with AI that really take out a lot of work that you used to do in your normal job.

So thank you.