Getting More Out Of Your Webinars

Thank you very much. Thanks for the introduction. Good afternoon everybody. It's wonderful to see you all here. I know that you had a choice of different sessions that you could have gone through, so I'm delighted that you're here on this stage with me. Before we get started, I'd love to get to know you all a little bit better, so I'm going to make this really easy for you. I'm just going to ask you a few questions. Just raise your hand if that question applies to you. Are you currently already using webinars in your organization? Okay, most of you. Wonderful. Would you like to get more value out of your webinars? Do you feel there's still room for improvement? Okay, wonderful. Who here believes that AI can significantly help to drive additional value? Okay, most of you. Who here thinks that video marketing and webinar marketing are deeply human and AI should be avoided at all costs? A few. Okay, wonderful. Excellent. Thank you very much. I think I'm in the right room, so that's great. What if I told you that you could significantly increase the value from your webinars without running more webinars than you currently already do? It sounds interesting, right? So we're going to look at a couple of different ways that we can do that. AI has had a significant impact on the content landscapes, no doubt about that. Some of that impact is very obvious. We've had wonderful demos of how video can be created using AI, and some of it is more subtle. We might never actually realize it's there. At Mater C at my company, we work with a variety of different companies. Some fall into the category where webinars are a necessary tool, a necessary tactic that just happens alongside other things as well that are going on in the marketing mix. And other companies look at it as the very center of their marketing activity and their content creation activity. And they will focus everything on that. So just for the purpose of this session, I'd like you to imagine, it doesn't matter which camp you currently fall into or your organization currently falls into out of those two. I would like you just to imagine for this session that for you, it is the very center of your content marketing activity. Webinars at the center from which everything else grows. So imagine it as a seed from which a wonderful content tree grows, okay, from where everything else originates. There are many things we could talk about today in terms of how we can make webinars better work harder for us. And if you were here last year, I spoke a lot around, you know, creating consistency and planning and creating processes and so on. Today, I want to focus on three things. The first part that we'll talk about is a base level tactic that all of you that are here today could do if you're not already doing it already now. You could literally walk out the door and start doing it and it would immediately add value to what you get from your webinars. The second part is going to look at how we can up level part one and actually get even more value out of your content creation and actually involve other teams in your organization such as the sales team and begin to accelerate sales cycles. And then in the third part, I'm going to look at how we can operationalize part one and part two. Okay, so part one, we all know this already from our own personal social media feeds. And of course, I'm talking about short video clips. These short videos are everywhere. We all see them, but perhaps not necessarily in the business context. And there are in context of webinars, a variety of different ways we can approach shorts. We know them as the 60 second video clips. Typically for webinars in the context of webinars, we would take content from your webinar itself, typically 60 to 90 seconds long. And they show a particular highlight of that webinar and the content itself. We call them just for definition of terminology, we call them direct shorts. They're directly lifted out of your context. Now, the direct content is, and you may have tried this before, you might say, well, okay, look, this is not necessarily something that's predictable. We'll come to that in a moment. For the time being, I want you to think about direct shorts as a first step towards increasing the reach and the value of your webinars. And as I said before, the simplest way to do this by far is to use an AI tool where you upload the webinar recording, and then it will begin to suggest highlight clips, typically 20, 25 of them. It will give you titles for them. It will give you transcripts for them. And it can even rank it by strength of the hook, the first six, seven seconds of that particular video clip. And by putting it through the AI tool, and of course, that is also possible in 23, you will begin to generate that immediate content from these direct shorts. There are other ways we can look at shorts as well. We can look at inspired shorts, and I'll come back to that in a moment. But to begin with, I want to have a look at what are the benefits and how you're then going to use these shorts in the first place. So the first benefit I want to highlight is it's a modern format. We all already know it from our own personal social media feeds. Your audience knows the format. It will be very well received. The second item is it's versatile. It is short, it is mobile-friendly, it contains some very good content, and it's got a strong hook, typically. So it is very versatile in the way you can use it as well, whether that is across social media, whether that's in direct conversations and emails, or via messaging. And the third benefit is it's very easy to share by its very nature. It is short, it is simple, it is mobile-friendly. The question then becomes how are you going to use these direct shorts? The direct shorts you can use a variety of different ways. First of all, you could, for example, use it if it comes directly from your webinar on the on-demand version of your webinar registration page, where there's a teaser on the registration page. Anybody who comes and is entirely sure whether they want to register or not will get a highlight, a hook, and think, okay, well, this sounds interesting. I will now decide to sign up. We always still see registrants drop off and not actually convert into registrations once they hit the registration page. You can, of course, use them on social media as part of your LinkedIn posts, for example. And, of course, you can also put them into YouTube and play the algorithm there, which is very friendly and well-inclined towards these shorts. But we can also go a step further. What if you created short video clips that are inspired by your content, that are about your webinars rather than taken directly from them? Because there was an objection I mentioned earlier where you might say, well, we've tried it from lifting content directly as shorts out of our webinars. But it's never quite predictable. We don't know whether there was going to be a 60-second piece that makes a really concise point that is good enough for a video like this. Your shorts don't have to be this concise, you know, one-minute moment in time that makes a really well-articulated point. All it has to achieve is to be a strong enough hook to bring people onto the next stage of their buyer journey and their content journey with you. So if that is your objection, first of all, you can do two things. You can either go to Inspired Shorts, and we'll talk about that in a moment. But you can also already, in pre-planning, talk to your webinar host, your moderator. Talk to your presenters and say, well, let's plan in four or five sound bites that we want to cover in the webinar that we actually afterwards want to use as short video clips. So you can pre-define those. You can build them into the conversation. And they can be delivered, especially if they're planned, you know, can be delivered quite naturally. So you already have more predictable output afterwards. But if that doesn't work out, Inspired Shorts is a different way that you can embrace this short form content in a different way without relying on what is actually said in the webinar itself. So during Inspired Shorts, it's effectively a commentary on content. It is something where you have your webinar already, and you can define afterwards what was discussed, what are the key themes in this webinar. You can create four or five topics, and you can then script the short form content as you have seen many people do already. Script it out, go sit in the room with your mobile phone, record it, and you're done. You have the Inspired Shorts as well. So it is incredibly easy to not just get, let's say, five direct shorts. You can also get five Inspired Shorts in this way. And that is together already 10 times more content touch points than you would have had with your source content originally. So you can do this manually. But we're also looking a little bit at kind of where AI comes into play. So you can also use AI to transcribe your webinar, find those content ideas, and it can even go as far as to begin scripting your short form content, although that does require a little bit more prompt engineering and human oversight, I would suggest. Like a machine. So if you think about your webinar as a destination, if that's where you want to get people, then consider the shorts as the signpost, an informative signpost. This is the short. If you like this, head there to the webinar and consume the full version. So you are continuing to drive that traffic over towards your main form content where you have a gate as well, and where you can obviously start collecting and analyzing. But I want to take this a step further. We've spoken about shorts, but I also want to talk about sections. Sections are effectively like short, short video clips, except they are longer, as the name suggests. They are typically four to eight minutes, and they are portions of your webinar content that can be taken out. So if you had a concern earlier about whether the one-minute video clip is going to tell people enough and give them enough content, sections are another answer to that. Once you start using sections, you begin to create more value and more engagement for the audience. So if you think about the most prolific user of sections, and probably the person who pioneered it the most, is this man here, Joe Rogan, who has the world's biggest podcast. Those episodes are typically two, sometimes three hours long. And in reality, nobody is really in one session going to sit down and watch the whole thing. But they will watch the sections. And I'm sure we've all seen Elon Musk on batteries, Elon Musk on politics, Elon Musk on living on Mars. Those are the sections that stand out, create value, create interest that bring us then into the longer version of the content. So where the shorts were the signpost and the webinar is the destination, the sections are a respite spot, somewhere where you can sit a little while and engage and talk and think before you then decide, actually, okay, you know what? I'm going to watch the whole thing. So if your content is long form, ultimately that's where you want to get to, but you need to bring people along with you on the journey. So the way sections work, because they operate slightly differently, obviously, to your shorts, first of all, they're vertical format. So they can be, sorry, they're horizontal format. They can be vertical format. But you can use them on your content hub, your video content hub, if you use 23 and you have the video set up. So if you have a section, for example, you can upload it there and point on towards the on-demand version of your webinar. You can also use it on YouTube. And when we use YouTube in this way with this kind of content, we're not looking at creating, you know, our five direct shorts, our five inspired shorts and our five sections and upload them all together. Because, well, why not? Batch upload. What we're looking at is a regular cadence of uploads. Shorts behave slightly different in terms of the algorithm. But for the sections you will want to have, you know, once a week, depending on how many you run, two videos a week that go up. You know, if you run loads of webinars, perhaps three or four. But the upload cadence has to be regular. What that does at that point, the YouTube algorithm will start recognizing this account is active. This account is consistently creating content, consistently uploading content, and the algorithm will begin reacting to your account behaving in this way. It's very different than if you upload 15 pieces of content and then don't do anything for the next three months. So space it out. What then also happens is anybody who will watch, for example, your sections, they will also be then served up content that is regularly uploaded from your account. And there will be recommendations either through the end cards on your YouTube clip or through the algorithm itself. And of course, the more people engage with your long -form content or any content on YouTube, the more the algorithm will kick in and ultimately serve them with more content as suggestions. I want to let you in on a little secret around what is often misunderstood about YouTube. YouTube is not a destination. It's very rare that somebody will go to your YouTube channel, to your YouTube homepage, and begin watching all the videos that are there. As much as we'd love for that to be the case, it is very, very rarely the case. YouTube is a discovery platform. And people will discover platforms through the algorithm, through recommendations, and through their consumption behavior. So we need to play that game as well. It behaves slightly differently, but we need to, if we want to be there and be discovered, we need to play the game in a way that's consistent and plays towards the algorithm so that behaves in our favor. Okay, so it is fairly straightforward as a base-level tactic to create 10, possibly 15 additional pieces of content from our webinars that will help drive additional webinar consumption, additional reach, and additional impact on the audience that we're trying to reach across different channels. And we'll look at the different channels later on. Okay, so before I go into part two, if anybody's here who thinks, okay, this section sounds interesting, but actually if I'm going to, if I have a 45-minute webinar and I've got four or five sections I'm putting out there, is there still any point in having the webinar? Is anybody going to watch that because they've all seen all the sections already? The answer is yes, they will. Because your sections ultimately create content. They create value. And they create engagement. And again, looking at user behavior, it is very rare that somebody will watch all of it. And even if they do, they will have probably still only seen about half of your webinar. So they will want to go to the full version. They will want to consume that content that they've shared, that you've shared with them in the full context together with Q&A and all that kind of thing. So don't worry about the side of giving away too much for free without it being gated. Okay, so part two. This is where we're going to up the ante a little bit on how we're going to use AI. We've looked at the shorts, and they are really important, and they're very current, and they're very well received. And I want to have a look at how not just marketing can drive the use of shorts, but actually how we can bring other parts of the organization into it as well, in particular sales and the sales team, and how we can help them actually accelerate their sales cycle by taking a slightly different approach. What I'm going to share here with you is we usually reserve for our customers. We don't normally talk on stage about it, but we do want to share it. So I'm going to share it with you here today. We call it the conversation in a box. A conversation in a box is where we digest the webinar, all of its content, after the webinar is completed, and then create a sales enablement tool. And it is ultimately for the benefit of sales, but ultimately then also sales are going to drive pipeline, and obviously that can be related back to webinar and marketing activity. If we look at the challenges that sales teams have, they're typically time poor. They typically want a lot of content that will help them with their sales conversations, so they don't run out of things to say and have to default back to features and functionality and commercial conversations. And also, it is hard to stay relevant in a sales conversation if you've run out of things to talk about. If there's any salespeople in the room, there will be no doubt at some point you will have ended up in the stage where you follow up with somebody, hi, John, just checking in. Any thoughts? I'm not going to give you an email whatsoever to the person who receives that email, but if you have content to share and conversation points to share and questions to ask that you know are relevant, that conversation begins to not just prolong, but actually also help you accelerate the sales cycle. So what's in the box? Well, first of all, it contains all of the key webinar information, all of the information about the title, the speakers, their titles, their experience, and that is a sort of initial briefing page. We then also add into that the key performance metrics from the webinar. This is obviously created after the webinar is completed, so how many registrants that we have, how many attendees, conversion rate, number of questions and answers. And then an actual summary, and this is important, an actual summary of what happened in the webinar itself. It's not the description of the webinar that was posted before it went live. An actual summary of what was discussed. Two paragraphs of an evaluation of what the content covered. You can start seeing where AI is going to start being a friend in this. We then also add five highlight short clips. So again, these hooks, these 60-second clips that we said, the direct shorts, and add those in as well, and we'll add a transcript, and we'll add a title, and the clip itself that is shareable. We then also add five key talking points or questions. What did the webinar bring up? What did the conversation bring up that is an interesting topic or an interesting conversation point? And very importantly, we then add to that not just the talking point, but also how did the webinar answer that? If it's a question or a talking point, how did it cover that? And then finally, we put a list of the audience questions in. Now, you hand this to sales, and sales can do a variety of different things with that. If they look at the webinar, normally they would, if they watch it, spend an hour watching it, if it's an hour long. Probably longer if they're going to take notes on, okay, well, what are the key themes here, and who said what, and pause that for a moment and write that down. That can take quite a long time, and if you work with sales, that's often the first hurdle and the first point where things just break down. So you're saving them time. They save time. They can engage. They can read the summary. They can look at the highlight clips. They get a good idea. They then can take those highlight clips, and again, it comes with transcripts, so even they don't even have to watch it. They can just read what it says, and they can say, hey, Andy, we recently talked about this. Here's a clip from our recent webinar that actually talks about that, and there's more. Here's the on-demand version of the webinar. Register there. You can watch the whole thing. You can start seeing how this kind of just checking in email is not going to happen anymore if you've got this, and then the key talking points or the questions allow you to have richer conversations as a salesperson because you actually have something to talk about, and you can, again, relate it back to what you spoke about earlier at an earlier stage with that prospect, with that customer, and say, well, actually, there is much more to this. First of all, I can have a conversation because I know how the webinar covers it, but actually, I can also send you to the on-demand recording of that webinar, and all of that drives additional webinar consumption. So it saves time, richer conversations. It accelerates the sales cycle because whenever there is something of value, it gives you, as a salesperson, the impetus to ask for the next thing, go along to the next stage. In some cases, you don't even have to ask for it. You can go on the journey with you as a client because they're ready to progress to the next stage. And, of course, as I mentioned, the additional webinar consumption. So you hand this webinar, so the conversation in a box, over to your sales team, and then, trust me, you can sit back and wait for the thank you emails to come in because you've done them a massive favor. So how can AI help with this? I said that we would up the ante a little bit. AI can do a lot of the legwork for you on this one. We're talking about the transcription. The transcription of the webinar, which then allows you to create the summary, identifying the conversation points, the five talking points or questions, including how the webinar answered that, and, of course, the video clips itself. Now, it is AI. It does need to be checked. You do want to curate that through human eyes, but then, ultimately, you have the output, and that can be significantly quicker than if you were to do this manually without the help of AI. But always check it. So, trust me, this is where I'm going to talk about operationalizing parts one and parts two. So far, we've thought about the webinar as probably the starting point and the end point of our content creation. We've looked through part one and part two, how we can extend that and how we can create more content from it. But also, we haven't yet talked about how is that actually going to work within the organization. How are we going to put in place the techniques, the processes, the work that we're going to do? How are we going to put in place the workflows to actually make that happen on a consistent output basis? So, we have to step out of that siloed approach where webinars are done either ad hoc or maybe we need to run one or somebody's requested that we run one and think about this more on a sort of programmatic level. And then, when we start doing that, we will then start having an increased impact, and we start seeing better results because it's all part of a mind shift change. So, what we're talking about here is a content repurposing framework. We have spent a lot of time, and Andy, who is in the audience, our head of tech and customer success as well, has contributed to that significantly. It's 27 pages long. It is free. Scan it, download it, use it. We want you guys to benefit from this because for us, this is second nature. We know it's not necessarily for everybody. So, have a look through. And much of what we covered today, in fact, all of what we covered today is in this, but there's much more. So, take a look. So, as I said, so far we've assumed that everything starts and ends with a webinar. But what if you could imagine what happens after the webinar, what content you need to create after the webinar, before the webinar even started? If you already have in place a plan of these are the assets we're going to create, we have the templates to get them ready. Once the webinar content is there, we can just take that, put it into the templates, put it into the process, put it into the workflow, and a couple of days later, you've got everything ready to go. It makes it more predictable. It makes it more scalable. And ultimately, you create more value from that. And obviously, that's the talk title for today. So, I want to look at how we can begin actually using this practically. You can start looking at breaking down long-form webinar content into short-form. We can also look at scaling up short -form content into long-form content. And then we can have a look at how all of that works together for different promotional channels. Because every promotional channel has a different type of content, a different user that has different content preferences. So, one thing that works perhaps on your website doesn't necessarily work on TikTok. So, we have to adjust it and make sure everything works for the right audience in the right promotional channel. So, we're going to look at breaking down long-form into short-form. We're going to look at bringing short-form into long-form. We're going to look at inspiring that. And then we're going to look at how all of that works across the ecosystem for our promotion. So, if we start with the long-form and we start with a webinar, as we have been talking about today, we've already looked at the conversation inbox. So, that's a simple one. You know that one now already. Obviously, you can create from that also blog posts. And within the blog posts, you can have shorts or sections that support what the content in the blog post is about. And all of that with a CTA to point back to the webinar itself. It's driving more attendance, more consumption of that webinar. But all along the way, you're also creating more touch points that you can also measure on your website through blog posts, through video consumptions. So, the insight you're starting to get is starting to ramp up. And it's all, if you want to tie it back to one campaign, for example, is all adding to the insight you get about your audience and their behavior and preferences. You can also then obviously have the shorts and the sections. You can include that into your sub-stack or your newsletter where you either, again, post the actual blog post, a new article, whatever else you like to do. Social media posts and then obviously LinkedIn carousels can also generate from that. So, what you're starting to do is you're getting smaller and smaller and smaller from your original long-form content without ever having to really create new content. And where you do create new content, AI is starting to help you as well. So, it's not 10 times more stuff to do. It's just 10 times more output with a smart approach of a content repurposing framework. And then, you know, you end up with infographics and even quote graphics depending on who's speaking on your webinar. You know, their quotes may be very well received. If they're an industry leader, well-known, your CEO, whoever it might be. So, we can flip that on its head and go the other way. We say, okay, well, what do we start with to end up with a webinar? Common questions. It's the easiest way to start identifying content. So often we get asked, oh, we haven't really got much content at the moment. Okay, well, do you have sales teams? Yes. Do you have engineers? Yes. Do you have, you know, customer success people? Yes. Okay. What questions do they get asked? Not sure. Okay, go to those teams. Everybody, tell me the last five questions you receive from your customers or from your peers. Instantly, you have something to talk about. Because every question either comes from a point of interest or a point of concern. But both are worth taking into account and answering, right? So, start with that. Once you have the questions, you can then say, okay, well, you know, if it's an engineer or if it's a salesperson, employee-generated content. I've got a question. I'll give an answer. I've got the computer in my pocket to record myself on it with my mobile phone. Post that on LinkedIn. That's your social post. And, you know, the video to go with it. And, again, looking at what we did before, that can be built into a program, into a newsletter, into a blog post. It can even inspire, as it did today, an event talk. This talk came originally out of a series of questions that I encountered. So, I thought, okay, well, let's compile that together and bring that into something that hopefully is of interest. You can also start looking at customer testimonials, wirepaces. You can see it's building up in complexity. But it's all inspired by the questions that I've been asked. It's all inspired by the same things. And it's still using the same amount of content. And if you say, well, okay, but if it's all the same content all through this column, it's just regurgitating everything over and over and over again. It's just the same stuff. Well, the good thing is it will be consumed by different people at different stages. So, you're not reaching everybody with all these at the same time. People have different content requirements when they think about their problem. So, if somebody is at a thought leadership level, they don't know a huge amount about you or your organization yet, then they want a certain type of content. That's very different to somebody who knows everything about your company, everything about your product, and really requires deep technical detail. Content formats are different, and content delivery methods are different. So, if we flip it on its side and we start with the webinar and then go to the smaller things, webinars, obviously, on 23. Sections, 23, Content Hub, or on YouTube. Shorts, YouTube, LinkedIn, Instagram, whatever you're using where these social media shorts and short video clips are relevant. And then going over to articles on your website, LinkedIn, Substack, and you begin covering so you can see who we're touching where. But I can say now, I don't really use Substack. I don't really read Substack. I mean, I've got a subscribe, but just too much stuff on there. I probably prefer to go to LinkedIn. Somebody else might come across it on the website as an article. So, everybody has a different user behavior, but you still need to cover everything wide enough to reach those people with their content preferences. So, if we talk about operationalizing this, there's all going to be a lot of theory, right? And you've got the QR code scanned, but we need to think about how we're going to implement this. And there is process and methodology and all these non-sexy things that kind of go into that. But ultimately, what we're thinking about is let's not just do this for one webinar. Let's do this as a mind shift change, a mindset shift where this becomes part of our normal working life. So, if we, let's say, have two webinars a month, we think, okay, well, how are we going to implement this process so it works on a regular cadence where we know in two weeks' time there's going to be more stuff? So, what is the process and what the timeline is going to be that we can turn this around in a way that we don't just fall over ourselves by the time? The next one comes along. And then we think ahead about doing that annually. It's not just the next month where we're doing two webinars. Actually, we're doing two webinars every month. And this needs to be sustainable, and we need to run it throughout the year and for the year after. And that's where the content repurposing framework comes in. So, do read through that in more detail because it will give you the guide on how to approach that. But ultimately, it comes down to what is your webinar program there to achieve? In most cases, if it's an external webinar program, it's to contribute pipeline. Contribute pipeline to the sales pipeline. And what we do know is, well, how much is that pipeline goal? Let's say it's 5 million. And we know how much marketing is going to contribute to that. Let's say it's 50%, so 2.5 million. We also know other things. We know that for webinars, we have 100 attendees on average. We also know how many of those, if we've got a decent CRM system, we also know how many of those 100 attendees turn into MQLs. And then SQLs, and opportunities, and then a pipeline number. So, we can start working our way back from that target through the numbers that we have to decide, okay, well, if we're running 20, 24, we're never going to reach the 2.5 million. Or we might be over. Great. Excellent. We need to then start thinking about how we're going to adjust, how we're going to approach the volume, but not just of webinars, but the content that comes out of that. How we can use that to drive that additional value from webinars. And as I said at the very beginning, you don't necessarily have to run more webinars, but you can think smarter about how you're going to use the webinars to create content, touch points, and value for your audience. So, if you haven't already scanned it and you think it's helpful, scan it now. I'll leave it up on the screen, but I hope this is helpful. Happy to take any questions here, if we're allowed. I'm not sure. I think we've got some time. Otherwise, outside. But thank you very much. Got a question over here? Yeah. I was wondering how it impacts the scripting of your webinars. If you think about Shores and... I forgot to get a word with that. There's no on-demand in here because this is a webinar we want people to show up for live. We don't want people to watch the one that was half a year ago. We want to come back. I'm not Ventiloquist. That wasn't me. Who was that? So, your question is... Yeah. So, the question was, how does thinking about creating Shores and sections in advance affect how you script or create your webinar? And it depends a little bit on the situation. It depends on the speakers. Some speakers are very good because they're regular speakers at creating those soundbites. And you can tell when we do these Shores for our clients, we can tell who knows exactly what they're doing because they're filtering in exactly for that purpose. Not everybody's like that. So, where you can and you build it in on purpose with somebody who's not used to it, it can be hit or miss. But I would still allow for it. The key point with the Shores and the sections is don't let that pre-planning affect the quality of somebody who's actually spent an hour watching it. Because you might sit there and think that, oh, I can see what they're doing. And actually, this is really unengaging now because I know what's coming next. So... No, exactly. And as I said, these Shores and even the sections, they don't have to be perfect. They're perfectly eloquent, one-minute, well-made piece of content. They just have to be enough of a hook and a value to engage you further because all the original content is in the source file in the webinar. You want to bring people into that. And yes, of course, if the webinar... Sorry, the sections and the Shores are useful and interesting, great. But as long as they've got a good hook. And to be fair, in most 45-minute conversations, there are at least five good hooks that are good enough for people to actually want to hear more, even if you haven't planned them beforehand. But yeah, don't let it affect how good the actual webinar itself is. Really great presentation. So, I have a podcast. So, it's almost like a webinar, but really more of a podcast style. And what I found particularly helpful, which I'm interested in your feedback upon, is actually doing the short clips, but where I highlight the guest and I ask the guest to share the video without linking to anything. I then go in and link because that way I leverage their network and them being proud about saying something particularly clever or whatever. How do you see this sort of way of leveraging other people's networks and getting the notion around? It's a very good way and a very standard way of doing it. You come onto my podcast and people either come on because they see it as a marketing opportunity for themselves or they are of such a caliber where they say, okay, well, you need to pay me to come onto that because I don't get any value myself. So, you need to pay me to make up for the lack of value for me as a speaker. But where it's somebody who sees it as a marketing opportunity, there's absolutely every reason that they will want to promote that as well. And tapping into other people's networks is a key part of that. And there is absolutely nothing wrong with asking people, okay, or even making a sort of implied condition, if you will, to say, well, we've got this guest speaker on our podcast. We will provide you with promotional banners. We will ourselves promote you. We'd love for you to promote, obviously, the episode as well to get as much traction and as much impact for you as well as us. So, yeah, absolutely the right way to go. Ask people to do that. All right. Thanks. One other thing, if that's all right. I've found great help in actually making the questionnaire guideline using ChatGPT, especially if I continuously feed back into a custom GPT all the transcripts from previous, all the other stuff that I've made over the years. And I'm thinking that's also covered in your framework thing, but just wanted to share that. Yeah. I've got time, so I'll come back to that point about feeding ChatGPT. It's something that I was going to include and thought I wasn't, I'm not sure if I've got enough time for it. But, yeah, lines of questioning coming through or generated by ChatGPT is a helpful starting point to get an initial idea of what I want to ask. There's a podcast host called Jordan Harbinger, Jordan Harbinger Show. Been podcasting since 2006. He has got one of the biggest podcasts around, certainly one of the longest running ones, an incredibly successful guy. And he posted the other day, about some lines of questions. And he was interviewing a, somebody who worked for a, I think, Colombian drug cartel, a Mexican drug cartel. And he came through, you know, with all the different questions, all the different things you would expect to ask, you know, did you, did you get shot at? And, you know, is there a price on your head and all that kind of thing. And he spoke to his wife about it. His wife said, well, how does, how does his family feel when he snitched on the cartel? You know, what about his wife? Were they scared? Does he have children? And Jordan was like, oh, gosh, never thought about that. I'm just wondering if he's, you know, about to be assassinated somewhere. So, sometimes it's taking a step back, bringing other people into the conversation. I'm talking to this person. What would you ask them? You know, and getting that additional, because ChatGPT can go through some pretty standard motions. That kind of more creative thinking around how do I engage somebody on a conversation is often human-led. Okay? Oh, and to your point about feeding GPT, one thing I didn't include in this presentation in terms of getting more value from your webinars is if anybody here already does it, please come and get me and we'll spend some time talking about it. But think about as a sort of looking into the future. And to be fair, that future is now, but looking further ahead of what could be done. If you run a large volume webinar program, and we're talking 40, 50, maybe 100 webinars a year, consider what it would be like to take all of your content, put it into a GPT, ChatGPT or other GPTs are available, train it on your content, connect it to an interactive chatbot that either sits in your knowledge base or on your website where an audience can engage on questions that they have about your solutions, your products, and it's all sourced from the webinar content you already have. And by giving the answer, then also points. And by the way, if you want to watch the full thing, click here. Here's the on-demand link. So that's something that I've been thinking about. It is possible. It is also a bit complicated. I didn't want to bore you with the programming and coding details of it. But if somebody's already doing this, go on, raise your hand. Have you done that? No? You have? Awesome. Brilliant. I want to talk to you. But yeah, just something to think about. But yeah. Any other questions? Yeah. As you know me, I'm all in about lives. What are your recommendations for shorts to drive them to live webinars? You can't utilize the webinar content. So you say shorts from? To drive the audience to a live webinar. Yeah. Okay. So it depends on whether it's direct or inspired shorts. Direct shorts tend to be existing webinar content that points back at what was covered. The inspired short side of things, though, absolutely a great idea. It's a great way to pre-script a teaser. So when we look at inspired shorts, often they are scripted line by line. Much easier to record. Much easier to remember. Much more dynamic when you deliver them as a video. As opposed to a 45, 60 second delivered spoken piece that hasn't got any quick editing in it. But the inspired shorts can be very effective at driving to live. The shorts where somebody just talks. It could be a speaker for an upcoming webinar. And they give a teaser of, I'm going to talk about this, that, and the other. I'm really excited. Join me. Link below. Kind of thing. So that could work as well. What's your personal favorite? And what do you think works the best? I think there's a lot of power in the speaker doing a teaser themselves and saying, I'm going to be here on this day at this link below. I'm going to talk about X, Y, Z because it is directly from the horse's mouth. And if I like that speaker or I like what they stand for or who they are, who they're going to work for, it will have much more of an impact. The inspired shorts are very good at getting across a lot of information in a short period of time. Especially if that line by line scripting is done and the edits are really quick. Then you can get a lot of information across and actually that will drive more context for somebody to say, okay, well, in 60 seconds I heard lots that sound really interesting so I'm going to register for that as well. But yeah, I think the personal one, personal teasers, we don't see enough of. Any other questions? No? Wonderful. Thank you so much for being here. Come and connect with me afterwards. Thank you. Well, thank you so much to Love Crib for sharing your insights. As I'm sure you can tell, Love is a very, very kind man. So if you have other questions, I encourage you to find him in the foyer and networking area and I'm sure he'll be happy to engage in conversation. You can also scan his QR code if you want to find him on LinkedIn. Leave that up for a second. I see some phones popping up. Other than that, we are pretty much ready for lunch. So without further ado, I just want to highlight the sessions happening after lunch. We have winning social media with video at scale, video budget, and live video and strategic alignment in an AI-driven organization. So you can find these at the market stage, the studio stage. I also encourage you all to check out our Copenhagen community dinners. We have different reservations around in the Nürburgring neighborhood. So find the sign-up board just outside and yeah, secure your seats because it's first come, first serve. We'll be heading out tonight at 6.30 and then there's lunch until 11.45. So I will see you back here at the theater stage. Sorry, 1.45, so a quarter till two. So I'll see you guys back here then. And enjoy lunch, get some fresh air, and talk to each other. And we'll see you soon. Bye-bye.