Weitere ähnliche Inhalte Ähnlich wie The psychology behind persuasive marketing videos, and how to get people to watch them (20) Mehr von Nathalie Nahai (9) Kürzlich hochgeladen (20) The psychology behind persuasive marketing videos, and how to get people to watch them1. The Psychology of Persuasive
Marketing VIDEOS
&
How to get people to watch them
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2. NATHALIE NAHAI
THE WEB PSYCHOLOGIST
@TheWebPsych
TheWebPsychologist.com
InstituteOfWebPsychology.com
#@NATHTAENWDENBOPSTTY CH #WEBPSYCHOLOGY @THEWEBPSYCH @PHILNOTTINGHAM
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3. PHIL NOTTINGHAM
NOT THE WEB PSYCHOLOGIST
@PhilNottingham
Distilled.net
Moz.com
#@NATHTAENWDENBOPSTTY CH #WEBPSYCHOLOGY @THEWEBPSYCH @PHILNOTTINGHAM
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4. DOWNLOAD THE SLIDES
bit.ly/SMW14_video
THE WEB PSYCHOLOGIST @THEWEBPSYCH
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5. Brand
awareness
Consideration
& advocacy
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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Unaware
Conversion
6. Brand
awareness
Consideration
& advocacy
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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Unaware
Conversion
7. Brand
awareness
Consideration
& advocacy
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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Unaware
Conversion
8. Brand
awareness
Consideration
& advocacy
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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Unaware
Conversion
9. Brand
awareness
Consideration
& advocacy
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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Unaware
Conversion
10. Brand
awareness
Consideration
& advocacy
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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Unaware
Conversion
11. TYPICAL CONVERSION FUNNEL
New visit
Return visit
Sharer
Gives permission
Purchase
Upsell
Repeat customer
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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12. Segment goals according to
conversion funnel
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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13. MVC
(Minimal Viable Conversion)
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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14. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
15. A
B
V
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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16. Always
Be
Valuable
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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17. CONTENT IS KING
CONTEXT IS KING
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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18. Personalise content by user group
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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19. MIRROR YOUR AUDIENCE
• Language
• Intonation
• Pace
• Lexicon
• Clothing
• Gestures
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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20. PERSONA(S)
• Age
• Gender
• Personality traits (Big 5)
• Culture (country / peer group)
• Motivation (intrinsic / extrinsic)
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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21. Hyper Targeted
> One Size Fits All
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM
philnottingham
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22. PERSONA(S)
Expressing goals in
terms of transitive verbs
#NAThAttpN://DwwNw.OamTaTzo n.com/Actions-Actors-Thesaurus-Marina-Caldarone/dp/0896762521 @THEWEBPSYCH @@pPhHilInLoNttOinTgThINamG HAM
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23. ACTIONING
The purpose of this video is to
[transitive verb] the audience into
“ [minimum viable conversion]
”
#NAThAttpN://DwwNw.OamTaTzo n.com/Actions-Actors-Thesaurus-Marina-Caldarone/dp/0896762521 @THEWEBPSYCH @@pPhHilInLoNttOinTgThINamG HAM
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24. You can also dissect other videos in this way…
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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25. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
26. ACTIONING
The purpose of this video is to
amuse the audience into thinking
“ of HubSpot positively
”
#NAThAttpN://DwwNw.OamTaTzo n.com/Actions-Actors-Thesaurus-Marina-Caldarone/dp/0896762521 @THEWEBPSYCH @@pPhHilInLoNttOinTgThINamG HAM
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27. Brand
awareness
Consideration
& advocacy
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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Unaware
Conversion
28. TODAY’S TALK
1 Conversion
2 Consideration & Advocacy
3 Brand Awareness
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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29. 1
Conv ersion
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30. PERSONALITY MATTERS
Adapting persuasive messages to
“ the personality traits… can be an
effective way of increasing the
”
messages’ impact
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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31. EXTRAVERSION
Strong
Outgoing
Active
Excitement
Attention
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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32. OPENNESS
Innovation
Intelligence
Sophistication
Imagination
Creative
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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33. NEUROTICISM
Safe
Reduce the anxiety
Uncertainty
Security
Protection
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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34. TOOLS
• Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/
• Visual DNA visualdna.com/
• MyPersonality mypersonality.org/
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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36. VIDEO
• Trigger words for neuroticism
• Focused on customers’ problems, not product
features
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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37. Real people, with real expertise,
offering genuine advice
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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38. Don’t hire actors for conversion video
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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39. No one wants to buy things from these people
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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40. Authenticity
> Professionalism
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM
philnottingham
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41. Don’t duplicate the same video
across multiple pages
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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42. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
43. Each page must be the canonical result
for the video embedded on it
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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44. SECURELY HOST
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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45. Typically not relevant for a YouTube audience…
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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46. YouTube can cannibalise rankings in organic search
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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47. TRANSCRIPTIONS
Include text transcriptions as page copy:
• Valuable for users
• Provides unique and relevant text for product
pages, which helps with SEO
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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48. This is cheap and easy to do…
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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49. VIDEO SITEMAPS
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@philnottingham
http://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
50. Split test edits and stylistic adjustments
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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51. Split test edits and stylistic adjustments
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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52. Ask for feedback after conversion:
“What almost prevented you?”
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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53. 2
Consideration & Advocacy
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55. #MININOTNORMAL
The rest of the world You
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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56. #MININOTNORMAL
• Identity
• Being the outlier
• Culture
• In-group
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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58. WISTIA
• Aligned with core interest
• Experts in their field
• Trusted authority
• Provide value
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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59. WISTIA
Key
influencer
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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60. WISTIA
Key
influencer
Relevant
customer
Relevant
customer
Relevant
customer
Relevant
customer
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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62. ZOOPLA
Would love to buy a
property one day
Considering possibility
of buying a property
Actively looking
for a property
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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63. ZOOPLA
• Distilling complicated concept
• Reassurance and support
• Reducing ambiguity / anxiety
• Forging trust
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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64. HOSTING
• If you care more about reach – YouTube
• If you care more about lead gen – Securely Host
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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65. Ensure those embedding your video
link back to you
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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66. Implement Facebook OpenGraph
tags correctly
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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67. Make use of Twitter Cards
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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68. 3
Brand aw areness
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70. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
71. Gut reactions are formed in
>3s
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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73. What works on TV may not work online
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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77. We share because we care
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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80. EMOTIONAL TRIGGERS
Disgust
Surprise
Elation
Awe
Happiness
Sadness
Fear
VS Apathy
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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81. SHAREABILITY
“ Can I predict whether or not my
video will be shareable?
”
- Someone in the audience
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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82. TOOLS & RESOURCES
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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83. TOOLS & RESOURCES
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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84. TOOLS & RESOURCES
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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85. Subverting expectations
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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88. IDEAS
“ How can I come up with ideas
for branding videos?
”
- Someone in the audience
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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90. Customer insight Competitor insight Product truth
A lot of customers were actually girls buying for their partner
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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91. Customer insight Competitor insight Product truth
Leading competitor focused on unlikely guy getting the girl, but the
customer (the girl) doesn’t want the unlikely guy, she wants A MAN!
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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92. Customer insight Product truth
Competitor insight
Old Spice was something your Dad wore. But what do you associate
with your Dad? He comes from a time when men were men!
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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93. YOUR BRAND
“ Your brand is not what you sell,
it’s how you sell it
”
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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94. “love [your brand]”
“hate [your brand]”
“love [your competitor]”
“hate [your competitor]”
“love [category]”
“hate [category]”
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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95. Relevant to your
audience
>
Relevant to your
product
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM
philnottingham
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96. >
Clicks Keywords
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM
philnottingham
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97. WTF?!
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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98. Test adjustments in titles and
thumbnails before launch
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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99. Traffic Sources à YouTube Suggested Video
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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100. Consider Annotations in pre-production
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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101. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
102. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
103. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
105. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
106. You need a plan – can be PR driven,
can be paid distribution drive
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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107. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
108. 102,000 Facebook likes, 777 Linking Domains
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109. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
110. Start broad with paid seeding, then
refine based on return
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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111. Test and iterate with paid promotions for all pieces
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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114. Target specific channels and videos
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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115. 1
“ Find out which of your competitors
have partner status enabled
”
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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116. 2
“ Create an ad specifically targeted
towards their customers
”
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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117. 3
“ Choose to only advertise via
TrueView on their channel
”
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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118. DON’T ALLOW ADS ON YOUR OWN CHANNEL!
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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119. You only want partner status if you’re trying
to monetize your content
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120. Find outreach prospects with competitor analysis
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM
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123. OPEN SITE EXPLORER
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM
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125. REFERENCES
1 HBR (1st July 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/
2 J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
30 April 2012.
3 Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/
4 Visual DNA visualdna.com/
5 MyPersonality mypersonality.org/
6 HBR (27th June 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/
7 Optimizely (2014) https://www.optimizely.com/
8 Upworthy (21st November 2013) http://www.upworthy.com/the-dalai-lama-has-some-very-uplifting-and-wise-words-about-farting
9 LinkedIn (June 30th 2014) https://www.linkedin.com/today/post/article/20140630120036-20017018-10-things-only-exceptional-bosses-give-employees
10 Buzzfeed (June 26th 2014) http://www.buzzfeed.com/lukebailey/london-prices
11 First World Problems: http://www.boredpanda.com/first-world-problems-twitter/
12 http://global3.memecdn.com/one-does-not-simply_o_204186.jpg
13 http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg
14 Know More (Washington Post): http://knowmore.washingtonpost.com/
15 Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever
16 Mohawk for Standard Life - ‘Potential. Delivered.’
17 Buzzfeed (26th June 2014) http://www.buzzfeed.com/lukebailey/london-prices
18 Buzzfeed (15th Nov 2013) http://www.buzzfeed.com/bobbymiller/things-kids-do-thatd-be-creepy-if-an-adult-did-them
19 Internet Explorer – ‘Child Of The 90s’ (2013) https://www.youtube.com/watch?feature=player_embedded&v=qkM6RJf15cg
20 DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/
21 Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ
22 Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc
23 Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs
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