Presentation given by Phil Nottingham, director of product marketing at Wistia, as part of Full Stack Marketing at the Turing Festival, 21 August 2015.

1. Hello!

2. Phil Nottingham
V I D E O S T R AT E G I S T
WHISKY ENTHUSIAST
DIR EC TOR OF PR ODU CT M AR K ET IN G, W IS T IA
@PHILNOT TINGHAM

8. TECHNOLOGY HAS
DEHUMANISED COMMERCIAL
RELATIONSHIPS

13. A L L O F T H E S E S I T E S F E E L V E R Y
G E N E R I C A N D T H E R E F O R E FA I L
TO BUILD TRUST

14. How have we tried to fix this?

15. DEMONSTRATE LEGITIMACY

17. DEMONSTRATE CREDIBILITY

19. DEMONSTRATE PROFESSIONALISM

21. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

22. AT T E M P T S TO M A N U FAC T U R E
TRUST HAVE FURTHER
DEHUMANISED BRANDS

23. BUT I BELIEVE TECHNOLOGY
H A S T H E P OW E R TO M A K E
BUSINESS MORE HUMAN TOO

24. THIS WAS WISTIA IN 2008

25. @thecrafty
Boring Wistia page, 2010

27. THE IDEA WAS TO APPEAR
CORPORATE, SERIOUS AND
PROFESSIONAL

29. THIS WAS THE REALITY

30. bedroom photos

32. THESE TWO GUYS STILL RUN WISTIA
TODAY.
THEY ARE NOT SERIOUS OR CORPORATE

33. THIS WAS WISTIA’S FIRST VIDEO

35. I T ’ S T E R R I B L E I N E V E R Y S I N G L E WAY

36. THEY THEN GOT THEIR FRIEND CHRIS
TO FILM AN “ABOUT US” VIDEO THAT
WAS A BIT MORE O PEN

38. I T D I D R E A L LY W E L L O N T H E B LO G !
THIS CONVINCED THEM THAT MAYBE THEY
COULD ACTUALLY PUT THEIR FACES ON
THE WEBSITE

40. THEN THEY STARTED EXPERIMENTING
W I T H U S I N G V I D E O I N T H E I R W I D E R
MARKETING CONTENT

41. @thecrafty

42. A N D TO DAY O U R W E B S I T E I S
COVERED WITH OUR FACES

43. @thecrafty

45. W E U S E O U R AC T UA L T E A M TO
DEMONSTRATE OUR PRODUCT

47. S H OW > T E L L

48. VIDEO REDUCES THE DISTANCE
BETWEEN PEOPLE

50. TECHNOLOGY ALLOWS OUR 50,000
CUSTOMERS TO GET TO KNOW THE
ENTIRE WISTIA TEAM

51. Most content strategies

52. PLAY TO YOUR STRENGTHS
EXPAND WHEN YOU’RE READY

54. “COR PORATION S ARE PEOPLE”

56. NOT QUITE MIT T… BUT
CORPORATIONS ARE
CERTAINLY GROUPS OF PEOPLE

59. @thecrafty

60. @thecrafty

61. How should people feel about
your company?

63. Being yourself creates trust

64. I T ’ S N OT J U S T W I S T I A …

65. @thecrafty

67. @thecrafty

68. YOU DON’ T GE T G OOD OVERNIGHT

69. Experimentation headroom

70. t
We scrapped this video

71. Don’t forget to
question yourself

72. S TA R T C R A P P Y

74. DON’ T “DEMONSTRATE AUTHENTICITY”
J U S T D O N ’ T H I D E W H O YO U A R E

75. DON’ T “CULTIVATE A BRAND VOICE”
J U S T M I N I M I S E T H E D I F F E R E N C E
BETWEEN YOUR IDENTITY INTERNALLY
A N D E X T E R N A L LY

76. DON’ T “HAVE A PRESENCE EVERYWHERE”
J U S T S P E A K TO YO U R A U D I E N C E I N A
WAY THAT MAKES SENS E FOR YOU

77. Thanks! Questions?
I’LL BE HERE ALL WEEKEND!