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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

ACTIONING The purpose of this
video is to [transitive verb] the audience into “ [minimum viable conversion] ” #NAThAttpN://DwwNw.OamTaTzo n.com/Actions-Actors-Thesaurus-Marina-Caldarone/dp/0896762521 @THEWEBPSYCH @@pPhHilInLoNttOinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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

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

ACTIONING The purpose of this
video is to amuse the audience into thinking “ of HubSpot positively ” #NAThAttpN://DwwNw.OamTaTzo n.com/Actions-Actors-Thesaurus-Marina-Caldarone/dp/0896762521 @THEWEBPSYCH @@pPhHilInLoNttOinTgThINamG HAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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

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

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

PERSONALITY MATTERS Adapting persuasive messages
to “ the personality traits… can be an effective way of increasing the ” messages’ impact J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

EXTRAVERSION Strong Outgoing Active Excitement
Attention J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

OPENNESS Innovation Intelligence Sophistication Imagination
Creative J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

NEUROTICISM Safe Reduce the anxiety
Uncertainty Security Protection J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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

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

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

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

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

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

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

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

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

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

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

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

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

TRANSCRIPTIONS Include text transcriptions as
page copy: • Valuable for users • Provides unique and relevant text for product pages, which helps with SEO #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

It’s about the story

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

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

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

Content needs to be actively
watched and shared to gain traction

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

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

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

To communicate our identity &
information

Strong
emotions
triumph

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

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

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

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

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

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

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

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

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

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

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

Customer insight Competitor insight Product
truth Leading competitor focused on unlikely guy getting the girl, but the customer (the girl) doesn’t want the unlikely guy, she wants A MAN! #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

Customer insight Product truth Competitor
insight Old Spice was something your Dad wore. But what do you associate with your Dad? He comes from a time when men were men! #NATANDNOTT @THEWEBPSYCH @PHILNOTTINGHAM All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.

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

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

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

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

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

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

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

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

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

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

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

viralvideochart.unrulymedia.com

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

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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

References 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.