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

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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.
  • 72.
  • 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.