#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material The psychology behind persuasive marketing videos, and how to get people to watch them

The Psychology of Persuasive Marketing VIDEOS & How to get people to watch them All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

NATHALIE NAHAI THE WEB PSYCHOLOGIST @TheWebPsych TheWebPsychologist.com InstituteOfWebPsychology.com #@NATHTAENWDENBOPSTTY CH #WEBPSYCHOLOGY @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

PHIL NOTTINGHAM NOT THE WEB PSYCHOLOGIST @PhilNottingham Distilled.net Moz.com #@NATHTAENWDENBOPSTTY CH #WEBPSYCHOLOGY @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

DOWNLOAD THE SLIDES bit.ly/SMW14_video THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Brand awareness Consideration & advocacy #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Unaware Conversion

TYPICAL CONVERSION FUNNEL New visit Return visit Sharer Gives permission Purchase Upsell Repeat customer #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Segment goals according to conversion funnel #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

MVC (Minimal Viable Conversion) #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

A B V #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Always Be Valuable #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

CONTENT IS KING CONTEXT IS KING #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Personalise content by user group #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

MIRROR YOUR AUDIENCE • Language • Intonation • Pace • Lexicon • Clothing • Gestures #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

PERSONA(S) • Age • Gender • Personality traits (Big 5) • Culture (country / peer group) • Motivation (intrinsic / extrinsic) #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Hyper Targeted > One Size Fits All #NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM philnottingham All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

PERSONA(S) Expressing goals in terms of transitive verbs #NAThAttpN://DwwNw.OamTaTzo n.com/Actions-Actors-Thesaurus-Marina-Caldarone/dp/0896762521 @THEWEBPSYCH @@pPhHilInLoNttOinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

You can also dissect other videos in this way… #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Brand awareness Consideration & advocacy #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Unaware Conversion

TODAY’S TALK 1 Conversion 2 Consideration & Advocacy 3 Brand Awareness #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

1 Conv ersion All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

TOOLS • Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/ • Visual DNA visualdna.com/ • MyPersonality mypersonality.org/ #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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

VIDEO • Trigger words for neuroticism • Focused on customers’ problems, not product features #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Real people, with real expertise, offering genuine advice #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Don’t hire actors for conversion video #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

No one wants to buy things from these people #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Authenticity > Professionalism #NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM philnottingham All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Don’t duplicate the same video across multiple pages #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Each page must be the canonical result for the video embedded on it #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

SECURELY HOST #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Typically not relevant for a YouTube audience… #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

YouTube can cannibalise rankings in organic search #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

This is cheap and easy to do… #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

VIDEO SITEMAPS All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @philnottingham http://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/ #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM

Split test edits and stylistic adjustments #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Ask for feedback after conversion: “What almost prevented you?” #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

2 Consideration & Advocacy All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

#MININOTNORMAL VIDEO #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

#MININOTNORMAL The rest of the world You #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

#MININOTNORMAL • Identity • Being the outlier • Culture • In-group #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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

WISTIA • Aligned with core interest • Experts in their field • Trusted authority • Provide value #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

WISTIA Key influencer #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

WISTIA Key influencer Relevant customer Relevant customer Relevant customer Relevant customer #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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

ZOOPLA Would love to buy a property one day Considering possibility of buying a property Actively looking for a property #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

ZOOPLA • Distilling complicated concept • Reassurance and support • Reducing ambiguity / anxiety • Forging trust #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

HOSTING • If you care more about reach – YouTube • If you care more about lead gen – Securely Host #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Ensure those embedding your video link back to you #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Implement Facebook OpenGraph tags correctly #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Make use of Twitter Cards #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

3 Brand aw areness All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

It’s about the story

Gut reactions are formed in >3s #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

What works on TV may not work online #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Content needs to be actively watched and shared to gain traction

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

We share because we care #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

To communicate our identity & information

Strong emotions triumph

EMOTIONAL TRIGGERS Disgust Surprise Elation Awe Happiness Sadness Fear VS Apathy #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

SHAREABILITY “ Can I predict whether or not my video will be shareable? ” - Someone in the audience #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

TOOLS & RESOURCES #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Subverting expectations #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

IDEAS “ How can I come up with ideas for branding videos? ” - Someone in the audience #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Customer insight Competitor insight Product truth A lot of customers were actually girls buying for their partner #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

YOUR BRAND “ Your brand is not what you sell, it’s how you sell it ” #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

“love [your brand]” “hate [your brand]” “love [your competitor]” “hate [your competitor]” “love [category]” “hate [category]” #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Relevant to your audience > Relevant to your product #NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM philnottingham All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

> Clicks Keywords #NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM philnottingham All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

WTF?! #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Test adjustments in titles and thumbnails before launch #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Traffic Sources à YouTube Suggested Video #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Consider Annotations in pre-production #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

viralvideochart.unrulymedia.com

You need a plan – can be PR driven, can be paid distribution drive #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

102,000 Facebook likes, 777 Linking Domains All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Start broad with paid seeding, then refine based on return #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Test and iterate with paid promotions for all pieces #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Target specific channels and videos #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

1 “ Find out which of your competitors have partner status enabled ” #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

2 “ Create an ad specifically targeted towards their customers ” #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

3 “ Choose to only advertise via TrueView on their channel ” #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

DON’T ALLOW ADS ON YOUR OWN CHANNEL! #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

You only want partner status if you’re trying to monetize your content All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Find outreach prospects with competitor analysis #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

OPEN SITE EXPLORER #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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 THE WEB PSYCHOLOGIST @THEWEBPSYCH

THANK YOU! PHIL @PhilNottingham Distilled.net Moz.com NATHALIE @TheWebPsych TheWebPsychologist.com InstituteOfWebPsychology.com T@HET HWEEWBE PBSPYSCYHCOHL O #GWISETB PSYCHOLOGY @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material The psychology behind persuasive marketing videos, and how to get people to watch them

Nathalie Nahai

#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material