phil nottingham: building a more human brand — #fullstack15
TRANSCRIPT
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Hello!
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Phil NottinghamV I D E O S T R AT E G I S T
W H I S K Y E N T H U S I A S T
D I R E C TO R O F P R O D U C T M A R K E T I N G , W I S T I A
@ P H I L N OT T I N G H A M
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T E C H N O LO G Y H A S D E H U M A N I S E D CO M M E R C I A L
R E L AT I O N S H I P S
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A L L O F T H E S E S I T E S F E E L V E R Y G E N E R I C A N D T H E R E F O R E F A I L
TO B U I L D T R U S T
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How have we tried to fix this?
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D E M O N S T R AT E L E G I T I M AC Y
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D E M O N S T R AT E C R E D I B I L I T Y
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D E M O N S T R AT E P R O F E S S I O N A L I S M
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All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
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AT T E M P T S T O M A N U F A C T U R E T R U S T H AV E F U R T H E R
D E H U M A N I S E D B R A N D S
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B U T I B E L I E V E T E C H N O LO G Y H A S T H E P O W E R T O M A K E
B U S I N E S S M O R E H U M A N TO O
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T H I S WA S W I S T I A I N 2 0 0 8
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@thecrafty
Boring Wistia page, 2010
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T H E I D E A WA S TO A P P E A R CO R P O R AT E , S E R I O U S A N D
P R O F E S S I O N A L
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T H I S WA S T H E R E A L I T Y
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bedroom photos
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T H E S E T W O G U Y S S T I L L R U N W I S T I A TO DAY.
T H E Y A R E N OT S E R I O U S O R CO R P O R AT E
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T H I S WA S W I S T I A’ S F I R S T V I D E O
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I T ’ S T E R R I B L E I N E V E R Y S I N G L E WAY
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T H E Y T H E N G OT T H E I R F R I E N D C H R I S TO F I L M A N “A B O U T U S ” V I D E O T H AT
WA S A B I T M O R E O P E N
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I T D I D R E A L LY W E L L O N T H E B L O G !
T H I S CO N V I N C E D T H E M T H AT M AY B E T H E Y CO U L D AC T U A L LY P U T T H E I R FAC E S O N
T H E W E B S I T E
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T H E N T H E Y S TA R T E D E X P E R I M E N T I N G W I T H U S I N G V I D E O I N T H E I R W I D E R
M A R K E T I N G CO N T E N T
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@thecrafty
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A N D T O D AY O U R W E B S I T E I S CO V E R E D W I T H O U R FAC E S
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@thecrafty
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W E U S E O U R A C T U A L T E A M T O D E M O N S T R AT E O U R P R O D U C T
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S H O W > T E L L
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V I D E O R E D U C E S T H E D I S TA N C E B E T W E E N P E O P L E
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T E C H N O LO G Y A L LO W S O U R 5 0 , 0 0 0 C U S TO M E R S TO G E T TO K N O W T H E
E N T I R E W I S T I A T E A M
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Most content strategies
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P L AY TO YO U R S T R E N G T H S
E X PA N D W H E N YO U ’ R E R E A D Y
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“ CO R P O R AT I O N S A R E P E O P L E ”
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N OT Q U I T E M I T T … B U T
CO R P O R AT I O N S A R E C E R TA I N LY G R O U P S O F P E O P L E
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@thecrafty
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@thecrafty
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How should people feel about your company?
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Being yourself creates trust
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I T ’ S N OT J U S T W I S T I A …
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@thecrafty
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@thecrafty
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YO U D O N ’ T G E T G O O D O V E R N I G H T
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Experimentation headroom
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t
We scrapped this video
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Don’t forget to question yourself
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S TA R T C R A P P Y
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D O N ’ T “ D E M O N S T R AT E A U T H E N T I C I T Y ”
J U S T D O N ’ T H I D E W H O Y O U A R E
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D O N ’ T “ C U LT I VAT E A B R A N D V O I C E ”
J U S T M I N I M I S E T H E D I F F E R E N C E B E T W E E N YO U R I D E N T I T Y I N T E R N A L LY
A N D E X T E R N A L LY
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D O N ’ T “ H AV E A P R E S E N C E E V E R Y W H E R E ”
J U S T S P E A K T O Y O U R A U D I E N C E I N A WAY T H AT M A K E S S E N S E F O R YO U
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Thanks! Questions? I ’ L L B E H E R E A L L W E E K E N D !