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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 
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PHIL NOTTINGHAM 
NOT THE WEB PSYCHOLOGIST 
@PhilNottingham 
Distilled.net 
Moz.com 
#@NATHTAENWDENBOPSTTY CH #WEBPSYCHOLOGY @THEWEBPSYCH @PHILNOTTINGHAM 
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DOWNLOAD THE SLIDES 
bit.ly/SMW14_video 
THE WEB PSYCHOLOGIST @THEWEBPSYCH 
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Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Unaware 
Conversion
Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Unaware 
Conversion
Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Unaware 
Conversion
Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Unaware 
Conversion
Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Unaware 
Conversion
Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Unaware 
Conversion
TYPICAL CONVERSION FUNNEL 
New visit 
Return visit 
Sharer 
Gives permission 
Purchase 
Upsell 
Repeat customer 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Segment goals according to 
conversion funnel 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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MVC 
(Minimal Viable Conversion) 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
A 
B 
V 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Always 
Be 
Valuable 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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CONTENT IS KING 
CONTEXT IS KING 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Personalise content by user group 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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MIRROR YOUR AUDIENCE 
• Language 
• Intonation 
• Pace 
• Lexicon 
• Clothing 
• Gestures 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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PERSONA(S) 
• Age 
• Gender 
• Personality traits (Big 5) 
• Culture (country / peer group) 
• Motivation (intrinsic / extrinsic) 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Hyper Targeted 
> One Size Fits All 
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM 
philnottingham 
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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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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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You can also dissect other videos in this way… 
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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 
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Brand 
awareness 
Consideration 
& advocacy 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Unaware 
Conversion
TODAY’S TALK 
1 Conversion 
2 Consideration & Advocacy 
3 Brand Awareness 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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1 
Conv ersion 
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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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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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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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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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TOOLS 
• Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/ 
• Visual DNA visualdna.com/ 
• MyPersonality mypersonality.org/ 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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VIDEO 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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VIDEO 
• Trigger words for neuroticism 
• Focused on customers’ problems, not product 
features 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Real people, with real expertise, 
offering genuine advice 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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Don’t hire actors for conversion video 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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No one wants to buy things from these people 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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Authenticity 
> Professionalism 
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM 
philnottingham 
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Don’t duplicate the same video 
across multiple pages 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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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 
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SECURELY HOST 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Typically not relevant for a YouTube audience… 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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YouTube can cannibalise rankings in organic search 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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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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This is cheap and easy to do… 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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VIDEO SITEMAPS 
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@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 
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Split test edits and stylistic adjustments 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Ask for feedback after conversion: 
“What almost prevented you?” 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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2 
Consideration & Advocacy 
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#MININOTNORMAL 
VIDEO 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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#MININOTNORMAL 
The rest of the world You 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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#MININOTNORMAL 
• Identity 
• Being the outlier 
• Culture 
• In-group 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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WISTIA 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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WISTIA 
• Aligned with core interest 
• Experts in their field 
• Trusted authority 
• Provide value 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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WISTIA 
Key 
influencer 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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WISTIA 
Key 
influencer 
Relevant 
customer 
Relevant 
customer 
Relevant 
customer 
Relevant 
customer 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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ZOOPLA 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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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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ZOOPLA 
• Distilling complicated concept 
• Reassurance and support 
• Reducing ambiguity / anxiety 
• Forging trust 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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HOSTING 
• If you care more about reach – YouTube 
• If you care more about lead gen – Securely Host 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Ensure those embedding your video 
link back to you 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Implement Facebook OpenGraph 
tags correctly 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Make use of Twitter Cards 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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3 
Brand aw areness 
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It’s about the story
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Gut reactions are formed in 
>3s 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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The psychology behind persuasive marketing videos, and how to get people to watch them
What works on TV may not work online 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Content needs to be actively watched 
and shared to gain traction
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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We share because we care 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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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 
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TOOLS & RESOURCES 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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TOOLS & RESOURCES 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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TOOLS & RESOURCES 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Subverting expectations 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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IDEAS 
“ How can I come up with ideas 
for branding videos? 
” 
- Someone in the audience 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Customer insight Competitor insight Product truth 
A lot of customers were actually girls buying for their partner 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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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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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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YOUR BRAND 
“ Your brand is not what you sell, 
it’s how you sell it 
” 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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“love [your brand]” 
“hate [your brand]” 
“love [your competitor]” 
“hate [your competitor]” 
“love [category]” 
“hate [category]” 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Relevant to your 
audience 
> 
Relevant to your 
product 
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM 
philnottingham 
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> 
Clicks Keywords 
#NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM 
philnottingham 
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WTF?! 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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Test adjustments in titles and 
thumbnails before launch 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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Traffic Sources à YouTube Suggested Video 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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Consider Annotations in pre-production 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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viralvideochart.unrulymedia.com
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You need a plan – can be PR driven, 
can be paid distribution drive 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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102,000 Facebook likes, 777 Linking Domains 
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Start broad with paid seeding, then 
refine based on return 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Test and iterate with paid promotions for all pieces 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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Target specific channels and videos 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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1 
“ Find out which of your competitors 
have partner status enabled 
” 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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2 
“ Create an ad specifically targeted 
towards their customers 
” 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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3 
“ Choose to only advertise via 
TrueView on their channel 
” 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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DON’T ALLOW ADS ON YOUR OWN CHANNEL! 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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You only want partner status if you’re trying 
to monetize your content 
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Find outreach prospects with competitor analysis 
#NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM 
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#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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OPEN SITE EXPLORER 
#NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM 
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References 
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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.

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The psychology behind persuasive marketing videos, and how to get people to watch them

  • 1. 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.
  • 2. 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.
  • 3. 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.
  • 4. DOWNLOAD THE SLIDES bit.ly/SMW14_video THE WEB PSYCHOLOGIST @THEWEBPSYCH All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 5. Brand awareness Consideration & advocacy #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Unaware Conversion
  • 6. Brand awareness Consideration & advocacy #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Unaware Conversion
  • 7. Brand awareness Consideration & advocacy #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Unaware Conversion
  • 8. Brand awareness Consideration & advocacy #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Unaware Conversion
  • 9. Brand awareness Consideration & advocacy #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Unaware Conversion
  • 10. Brand awareness Consideration & advocacy #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Unaware Conversion
  • 11. 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.
  • 12. Segment goals according to conversion funnel #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 13. MVC (Minimal Viable Conversion) #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 15. A B V #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 16. Always Be Valuable #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 17. CONTENT IS KING CONTEXT IS KING #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 18. Personalise content by user group #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 19. MIRROR YOUR AUDIENCE • Language • Intonation • Pace • Lexicon • Clothing • Gestures #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 20. 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.
  • 21. Hyper Targeted > One Size Fits All #NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM philnottingham All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 24. 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.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 27. Brand awareness Consideration & advocacy #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. Unaware Conversion
  • 28. 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.
  • 29. 1 Conv ersion All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 34. 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.
  • 35. VIDEO #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 36. 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.
  • 37. 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.
  • 38. 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.
  • 39. 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.
  • 40. Authenticity > Professionalism #NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM philnottingham All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 41. 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.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 44. SECURELY HOST #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 45. Typically not relevant for a YouTube audience… #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 46. YouTube can cannibalise rankings in organic search #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 48. 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.
  • 49. 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
  • 50. Split test edits and stylistic adjustments #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 51. Split test edits and stylistic adjustments #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 52. Ask for feedback after conversion: “What almost prevented you?” #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 53. 2 Consideration & Advocacy All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 54. #MININOTNORMAL VIDEO #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 55. #MININOTNORMAL The rest of the world You #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 56. #MININOTNORMAL • Identity • Being the outlier • Culture • In-group #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 57. WISTIA #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 58. 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.
  • 59. WISTIA Key influencer #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 60. 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.
  • 61. ZOOPLA #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 62. 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.
  • 63. 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.
  • 64. 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.
  • 65. Ensure those embedding your video link back to you #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 66. Implement Facebook OpenGraph tags correctly #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 67. Make use of Twitter Cards #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 68. 3 Brand aw areness All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 71. Gut reactions are formed in >3s #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 73. What works on TV may not work online #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 74. Content needs to be actively watched and shared to gain traction
  • 75. #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 76. #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 77. We share because we care #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 78. To communicate our identity & information
  • 80. 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.
  • 81. 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.
  • 82. TOOLS & RESOURCES #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 83. TOOLS & RESOURCES #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 84. TOOLS & RESOURCES #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 85. Subverting expectations #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 86. #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 87. #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 88. 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.
  • 89. #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 90. 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.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 93. 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.
  • 94. “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.
  • 95. 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.
  • 96. > Clicks Keywords #NATANDNOTT Phil Nottingham @THEWEBPSYCH @@PHILNOTTINGHAM philnottingham All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 97. WTF?! #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 98. 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.
  • 99. Traffic Sources à YouTube Suggested Video #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 100. Consider Annotations in pre-production #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 107. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 108. 102,000 Facebook likes, 777 Linking Domains All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 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 All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 111. Test and iterate with paid promotions for all pieces #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 112. #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 113. #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 114. Target specific channels and videos #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 115. 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.
  • 116. 2 “ Create an ad specifically targeted towards their customers ” #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 117. 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.
  • 118. 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.
  • 119. 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.
  • 120. Find outreach prospects with competitor analysis #NATPAhNil DNNotOtinTgTh am @THEWEBPSYCH @@PpHhIilLnNotOtinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 121. #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 122. #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 123. OPEN SITE EXPLORER #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 124. References All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
  • 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 THE WEB PSYCHOLOGIST @THEWEBPSYCH
  • 126. 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.