HubSpot Social Media Agent, Brand Building Blocks, and AI-Helper

Welcome to wake up with AI, the podcast where human powered meets AI assisted. Join your hosts, Chris Carillon, Niko Lofakas, and George b Thomas as we dive deep into the world of artificial intelligence. From the latest AI news to cutting edge tools and skill sets, we are here to help business owners, marketers, and everyday individuals unlock their full potential with the power of AI. Let's get started.

Good morning. It is time to wake up with AI here with George b Thomas today. Nico's got some stuff going on. We'll do our best. Maybe we won't do our best.

We're not I mean, we don't touch on news. We don't wanna steal Nico's thunder, but we got some still cool stuff to talk about today still. How are you doing today, George?

Dude, I'm doing good. I am Ready

to wake up.

With AI today for sure. It's, exciting. I feel like this is gonna be an episode of a different color. Meaning, if you're listening to this right now, this might be the episode that you wanna go to YouTube or Spotify and maybe watch this one. We'll do the best we can, but I'm excited for this episode to see how nerdy yet accessible we can be.

Oh, he's, like, looking at this stuff from a very meta perspective in terms of, like, this represents the challenge specifically with AI right now. Like, it's a very show and tell thing to learn about AI right now. And if you can't experience it yourself, if you don't try it yourself, it can be very hard to understand, like, why you should, what it's gonna do for you. And yet so much stuff is happening every day. When we first started talking about creating this show, it's like, okay.

We're gonna have news here, and then we're gonna have, you know, a section here, and then we're gonna show something here like the news, man. First of all, it's so much, but it's also super exciting to talk about. We just don't wanna just, like, go one in in ear and out the other. We need to talk about this stuff. Right?

So we are gonna step back and take a moment to actually, like, hey. This is some practical use case. You know, we started touching on it yesterday with George. And by the way, this is just scratching the surface with what I've seen George doing. And we're we're showing HubSpot here.

There's so many tools out there right now that can do a lot of the things that we're talking about. And one of the key realizations we hope to help with is that you can't do this stuff in HubSpot until you do some stuff outside of HubSpot. And I love when I can see the guardrails because that's one of the things we love about HubSpot Spot is that there's a lot of ways to create blank slate, especially with these AI tools that are popping up. Like, connect to whatever you want. Do whatever you want.

But if you don't have your shit together as an organization, AI is not gonna be a fun time for you, or maybe it'll be way too fun. Right? So this data sources screen that I'm showing in HubSpot right now, this data applies to everyone in your account. AI agents use these data sources to create content that's relevant and tailored to your organization. Cannot overstate that part enough.

So what that also means is if you try to use agents in HubSpot or any other place without these sources of data, it will not be relevant. It will not be tailored to your organization. So super important. In this case, we've got brand kits and George is gonna show some real examples in a second. So I'm just hitting on this from a high level.

So visual assets, brand voices, so that AI can be relevant. Company profile, you know, verify or update your company information. Like, where are we if we look at the business database, and it doesn't have the right address. Definitely seen that even before AI. Ideal customer profiles.

Uh-oh. Do we know who we're targeting? If we don't, AI is not going to know that. Marketing strategy. If AI has your marketing goals in mind, it can, you know, create some stuff that's gonna help you achieve those goals.

Products and services. And this is where I love when you just put it's just put the hard guardrail in. Describe your value propositions and products and services. You must add at least one product or service for the social media agent to work. Like, I love that so much.

Because what are you doing on social media if that information's not in the system? Right?

We don't want Adding value adding value, yes, but some social selling is is definitely a thing that you might wanna pay attention to.

Yes. And then user profile, verify or update your name and job title. That comes into play, like, when we got customer service agents, prospecting agents, where we're like, oh, somebody can handle this first part and then just route it everywhere. And this is the kind of stuff that that needs to be in place. And George has been having some fun getting some of that stuff in place, so I'll pass it over to him.

Yeah. I mean, I've been having fun getting stuff in place for longer than the previous week, but because of waking up with AI and paying attention to some stuff previously, this week has been really fun inside of HubSpot. Chris, I actually am gonna share my screen, and I'm gonna start outside of HubSpot because I think it's important, and I'll go ahead and bump this up so people can easily see it. I think it's important for organizations to understand that they need to have a comprehensive voice and tone for their organization. Something that goes in detail that's rich and robust because we used a lot of this to then turn around and set up or as a foundation to set up the social media agent inside of HubSpot.

So there's a couple things that I I wanna point out here. Right? It literally what a sidekick strategy embodies a voice and tone that blends expert guidance, expert guidance, approachability, and, you know, inspiration. Like, you want the learners to, like, feel like they can actually achieve the thing that they wanna achieve. But notice, relatable and story driven, motivational and empowering, educational yet accessible, empathetic and inclusive, actionable and practical.

Like, this might be a road map for how you wanna live your life, by the way, not just the voice and tone of psychic strategies. But then notice we go into the content guidelines, simplicity and clarity, avoid cliches and stiff phrasing, engagement through questions, empathetic language, empowerment and affirmation, techniques for voice and tone, like active dynamic language, simplified relatable terms, humble collaborative approach. So we're liter we're not leaving an integrate George b Thomas approach, by the way, personal insights and stories, motivation with personal touch, practical, actual steps, sample language adjustments, and here's a summary. Now the reason I'm bringing this document up is because when you're building your voice and tone, you literally have in HubSpot, you have the ability to upload a document. Now you didn't used to have this.

It used to be, like, give us some blog article links, and we'll, like, But now that you can upload a document, a document like this is a great starting point to let the system know all the things that you want it to know about what you're trying to do. The other thing that we had had built is this words and phrases not to use. Right? And so you can literally see, like, get into, delve, like, just there's so many words and phrases. We're, like, don't use these.

Well Game changer.

Oh, god. Game changer for what you get out of AI. Any AI. By the way, ChatGPT, Claude, if you if you give them this doc and this doc before you ask it to help you create anything, holy crap. Right?

But we needed this too because in HubSpot, when you're building this brand voice, right, it's like, okay. You know, personality, like, well, relatable, we've got in there. Default tone, informative, positive, conversational, empathetic. Advanced settings, notice that we've got all of this in here, by the way. Always go into advanced settings.

Right? So terms to avoid, we've got the top 20 terms because you can do 20 words. But we we could do those 20 words easily because we had this document previously. We can go into these advanced settings because we had this document, the voice and tone previously. And so now notice, replacement rules.

I haven't even done these replacement rules, but, like, case sensitive content created with brand voice will replace these words when applied. You can also go into inclusivity. Use gender neutral nouns and pronouns. Avoid idioms, slang, and acronyms. Avoid cultural or religious references.

And then you've literally got channel specific settings that you can set here. So like the blog, use the default tone. Or if you wanted a different tone for the blogs or case studies. So, like, if I wanted my case studies to sound more professional, I could be like use a different tone for case studies and do this or email or pages or podcasts or social. Now for me, we're setting this up so we can do it with social like the agent, but our voice and tone is the same across all of our platforms.

We're gonna show up as who we are just because that's how we're gonna show up. Right? So you have to

get Can you zoom in a little bit? Can you zoom in a little bit on the hub on the HubSpot screen? Yep. Just to

Yeah.

Yeah. Now this is beautiful because this is a lot of the things. When we first saw this come out and this is just in April. Right? When we first saw this, like, we are immediately, like, okay.

There's just not enough settings to manage related to brand voice. It was black box. Very black box. Now it's not. Right?

Now all the things that we've heard everybody asking for that just immediately, the gut reaction was like, okay. This is one of those not there yet. I think you mentioned yesterday. Oh, I hide. To it later.

I hide. I was like, nope. Nope. Nope. Nope.

And here's the thing, Chris, too. What I what I wanna I wanna kinda show something, off of this too is, like, we we're definitely getting to a place where it makes sense. And on this show and even at Inbound from stage, I was like, hey. AI is your assistant. Right?

You've got it's human powered, but it's AI assisted. As we're doing this live, Chris, I'm realizing look at this. Personality, relatable. Yeah. I wanna be relatable.

But look, I also noticed that I can do 4 of these. Why am I only using 1? I should use the other 3 because the other 3 will make it better. Well, here's what's because I'm gonna just take a screenshot of this brand voice and, like, where it says the 4 care characteristics, and I'm gonna just take a screenshot of that. I'm gonna go over to chat g p t because this is literally a project that we were working on or a conversation we were working on where it helped us actually use those documents that I put in and kinda help us build out elements of what you saw in there so we could do it at a rapid rate based on the stuff that we already had.

But I'm gonna be like, what are 3 others we can use based on the information you have? And I'm just gonna paste the screenshot in there. I'm gonna go back over here because it's literally a personality. Right? So I'm gonna grab this personality text just to give it a little bit more context.

By the way, this whole show could be around context and the power of context and because the voice and tone, context. Right? Okay. Empathetic, inspiring, knowledgeable. So if I wanna, like, look at those 3, and I'm gonna see that the if I go back here, those are actually, like, not well, empathetic is.

Right? So what are the other ones we can pick? Well, look at this. I literally have a list of things that I can pick from. Well, shoot.

I don't wanna sit here and freaking have to go through all of these. So what if I came back and I just put in here and I came back here and I scrolled down to, like, down to earth because that's the last one. And what if I just took a bunch of screenshots here of this information and just kept coming over to chat g p t and literally said, hey. The context and we went to elegant, by the way. The context is that I want you to pick out of these.

I'm not gonna do the whole thing right now, but I'm gonna say something like, you know, what can you pick 3 out of these options? And I'm just gonna hit enter here. Now it's gonna look at those options that I gave it and it's, oh, yeah, George. Sorry. I'm gonna it's not gonna say sorry.

I'm ad libbing here. But authentic, helpful, and down to earth. Okay. I'm gonna come hey. By the way, I feel like that right there describes who the heck I am as a human being.

I'm authentic, I'm helpful, and I'm down to earth. So now I can come back into HubSpot and I can be like, let me search for helpful. Let me search for authentic. There we go. And what was the other one?

Down to earth. So we'll go we'll search for down to earth here. Now I've taken what was good, and I've made it great. Right? So I'll save this.

So now we've got personalities relatable, helpful, authentic, down to earth, and the default tone is informative, positive, conversational, empathetic. That's how I wanna show up as I kick strategies and as George b Thomas. So all of that to say, like, see the rate and speed in which I was able to use context in a system to come back into another system to help me set it up the best that it could be.

Yes. Can we just go back and look at the last prompt? It says, you know what? Can you I don't know what that word is. Like, it's right?

Right. Man, it's so hard to explain this part. Like, because these kinds of things, the word just it's a typo. Right? And there's so many little things now that instead of focusing on grammar and structure and like, all these things that have gotten the way of actually creating great things.

Right? It knows what you were trying to say there because of the context of the sentence, and it gave you exactly what you wanted still. And just these abilities to cross these gaps that we've always found a way to fall into, especially in bigger organizations where people just they get out of sync. There's misinformation flying around because the telephone game where everybody's telling each person and and the story changes the whole time, like, using these AI tools. Right?

Because in this case, we're trying to do stuff in HubSpot. We're using ChatGPT outside of HubSpot to make sure we give HubSpot the best information because maybe HubSpot doesn't have that experience yet that we have in GPT, and we're starting to use all this stuff together and and just the power, man.

And, Chris, let's double down on that. Right? So I jacked up the word pick. So what? What I also love is because of the context of this conversation, it just didn't pick 3 random things out of those options.

It literally says, hey. This reflects the genuine transparent approach that Sidekick Strategy takes in building relationships and offering solutions tailored to each client's needs. Helpfulness emphasizes the agency's commitment to providing valuable, actual insights and support, making clients feel well guided. Like, it's real deal holy field, like, information of, like, here's why we pick these things. And and that's where I go back to the human powered.

If you don't agree with that, try again. Pick another 3. Use your human brain with the assistance of the AI to actually build the thing that you wanna build, which in this conversation is the brand voice and tone so that we can actually get to the social media agent. So let's move forward. So we've got the social media agent now in HubSpot.

It's it's beta, but notice AI agent. And so social post categories. Now before I get into these categories, what I really wanna talk about is when we set up the actual agent. And so setting up the agent notice, tell us about sidekick strategies. That's easy.

Guess what we did? We went over here, and we said psychicstrategy.com, services, about, story, and we're literally, like, hey. Make us you know, describe from this we're setting up a HubSpot social media agent. Boom. It gives us the descriptions.

And remember the search, by the way, that we've been talking about the last few episodes? There's literally it's bringing that in too. I gave it that, but it it's bring it's citing the sources that I've given it to how it created it. So I literally had it write the thing, read the thing, and was like, oh my god. I love the thing.

And so I came over here and I put the thing in here. Right? Sidekick Strategy is a HubSpot partner agency dedicated empowering businesses through comprehensive inbound marketing sales and yada yada. Founded by George b Thomas. Yes.

It was. Like and I just can't just keep on going. Right? Same thing. We had assistance in building the thing that is next.

If we look at this, it's tell us more about your target social network. Our primary target social network audience includes decision makers, people who can spend money, business owners, and marketing professionals at small to medium sized businesses. Guess what? You know what I did there? I actually went over and I took a screenshot of my persona property and gave it some more information that we wanted it to use right here.

So, again, using this conversation to pull out the things that we wanted to teach, Like and I'm giving it screenshots, by the way, of of HubSpot. Like, oop, and it won't open. Of, like, here, this is what I'm trying to fill in. So, again, giving it my context to the business, giving it its context to the stuff that we wanna do. Anyway, back to the social agent.

And I just wanna note, like, anywhere you're seeing, like, he gave links for context and reference or screenshots, like, this is one of those points where if you haven't digitally transformed yet, this is your opportunity because now you can take all those PDFs or those printed materials that you've worked so hard to put together. That's like this is who we are as a company. This is the, you know, deck or portfolio that says everything about us. Right? But we don't put it on our web site for some reason, we can put those things into GPT because websites are hard, George.

Yeah. They are. They are. Not really.

That's why we help people with them. But yes.

Right? Yes. So you can take all those materials, basically, anything that you give to somebody else to tell you who you are and who what you're trying to accomplish and who you're targeting, even if it's not in the best targeting language. Right? Like, if you have different industry one pagers, like, those are your target markets.

You put those in there. Right? You've got materials to make this stuff work, and you can use almost any of them at this point to help you do this. If you come into these tools, especially that last page George was showing, and it says, tell us about your business. And you're sitting there typing things, stop.

Like, use these tools. Right? You've done this a 1000 times.

There's an assistant that is so much smarter

and so fast at typing.

Like, that is so much smarter and so fast at typing. Like, just stop. Like, it it again, you can read and adjust, read and iterate, read and refine. Like but just the generation part, the creation of it, the And, again, you're giving it information. Like, if I go back to GPT, notice this.

Please don't create duplicates of the ones we did above because I started to do the the products piece. But, like, here's our services page. Now give me a title and description for every one of them, which, by the way, the titles and descriptions are on that page. It's just pulling it in and refining it, giving it to me so I can now easily have one place to copy and paste. Because when we hit next on this, basically, what we get is we get to this section right here where our agent, because we we wanna set up social post categories, calendar events.

Okay? Products and services. I'll get back to that. Marketing events. By the way, I love this one because what it does is it actually ties into your marketing events object inside of HubSpot, and it's gonna do suggestions based on that.

We'll go back here. Brand content, top performing topics, educational content. As you create new ones, it'll give you suggestions. Okay? But here's what's fun, because I'm gonna circle back around, with the last few minutes that we have on this episode.

Whoo. We're flying. We're flying. You said something about the what was it? You went into this screen right here where you were talking about, like, data sources, and you mentioned products and services.

Right? So if you go to the social agent and you go products and service offerings, if you've taken time to fill in this this, which by the way, many of these things are already in HubSpot. Your user profile is in HubSpot. But click on this because there's some things that you might wanna refine because they've updated it. Your marketing strategy, you you might wanna click in there and actually give it some dang goals.

Ideal customer profiles, please buy all that is holy. Anyway, moving on. So if you've done that and you say products and service offerings and you say view suggestions, but then view products and services, now you come in here. Look at this. Value proposition, Sidekick strategies empower small to medium sized businesses to provide tailored.

I can actually expand this a little bit, like, if people wanna so now look. What pain points does your company help solve? And so now we fill this in. Well, this is disjointed marketing, sales, and service operation, insufficient workflows, and data management issues, difficulty in creating actual strategic marketing plans. This is how we help.

Well, how do we do that? By HubSpot CRM implementation and inbound marketing strategy and HubSpot training and consulting and content creation optimization and HubSpot onboarding and super admin training and HubSpot, like and I can go and go and go. And now we've got all of these products and services and pain points and propositions that the social media agent can be like, yo. I know this place like the back of my hand, and I wanna talk about the things. I'm gonna go back to, the social media agent, by the way.

I'm gonna hit next. Because, Chris, what it'll do is it'll give us 2 examples of what it's gonna create when we do that. So is your HubSpot system feeling a bit disjointed? At Sidekick Strategies, we understand the challenges that come with integrating marketing sales and service operations. Our team is here to provide tailored solutions that fit your unique needs.

Okay. Yeah. Give me a badass image or a video to slap on top of that, and let's just roll all day every day. So it gives you examples of what it's gonna look like based on what you've built. So if you get to this part here and you don't like it, guess what?

There's a freaking back button. And you go back and you adjust, you iterate, you refine. And then guess what? You hit next and you look at the examples that it gives you and you go, there we are. That's where I wanna be.

That's how I wanna show up on social. And one thing that I'm gonna say too that I think is very important here, because you could be looking at this and you could be like, I get to fire my social media person. That is not where I'm going with this. That is not where I'm going with this. I'm literally creating this and had an internal meeting at the end of the day with my team of, like, hey.

I've set this up today. And Maddie, my daughter and my social media person, we're gonna have a meeting about this because I'm gonna show you how to use this to augment yourself to be able to do more, better, faster for to to help the brands that we're building do what it is that we're trying to do. So I'm using this assistant to empower a human. I'm taking the time to set up a system and the context to the conversations to make it so that they are better, quicker at what they need to do.

Yes.

Not replace them.

Not replacement. So if you're a leader or a marketer or an admin, please take care in the delivery of this information. Because if you do not lead with that caveat in that, this is an empowering tool. This is how you help. This is how we augment you.

And a lot I'd say more people than most will receive it as bullshit. Why do they even need me anymore? Right? This is coming from my job. It does not have to come for anybody's job because the fact is is most of y'all out there have not been doing it this well at all, even with the specific people, because you're not giving those specific people all the tools that George just talked about.

Right? So it's very interesting to see this learning curve happen to people when they so badly want the agents to work, and then the outputs are crap. And then you wonder why your whole social media strategy hasn't been working without the agents.

Right. Because, by the way, guess what that system can do? That system can retain that information over and over and over again, and it's so refined that I don't know if I could ever teach a human to understand the detail in which all of those different, like, prompt areas or descriptions go into along with just like you know how hard it is for some people to be like, what are all the services that you provide? What are all the services that we provide? Uh-uh.

The social media agent knows all the services. It can't forget the services, and it knows how to align the services with our brand messaging. And by the way, if all of a sudden I decide that I don't wanna show up as an authentic helpful human and I wanna throw 4 other things in there and show up a different way, guess what? It now knows how to show up in the new way on the old things that it can talk about. If you have to be a pivot or a transition specialist in social, guess what just happened?

It got easier because you freaking woke up with AI.

That's a wrap for this episode of wake up with AI. We hope that you feel a little more inspired, a little more informed, and a whole lot more excited about how AI can augment your life and business. Always remember that this journey is just the beginning, and that we are right here with you every step of the way. If you love today's episode, don't forget to subscribe, share, and leave a review. You can also connect with us on social media to stay updated with all things AI.

Until next time. Stay curious, stay empowered, and wake up with AI.