EGO TRIPP ING IAN GREENLEIGH @B E3D
Egomania! How ego makes marketing better
Sep 01, 2014
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Ego gets a bum rap, but the most effective marketers inject it into everything they do. This deck shares how stroking egos and providing self-validation makes for insanely shareable content—and how this “ego capital” can be used tastefully.
This deck answers the following, and share several examples:
What motivates people to share your content?
How can ego capital be activated within thoughtful, tasteful content?
Which content types create the most satisfying and effective ego experiences?
How can content creators employ ego capital before and after content is published?
Ego gets a bum rap, but the most effective marketers inject it into everything they do. This deck shares how stroking egos and providing self-validation makes for insanely shareable content—and how this “ego capital” can be used tastefully.
This deck answers the following, and share several examples:
What motivates people to share your content?
How can ego capital be activated within thoughtful, tasteful content?
Which content types create the most satisfying and effective ego experiences?
How can content creators employ ego capital before and after content is published?
Welcome message from author
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Transcript
- Flickr CC photo credit: Joi
- Q: IS THIS REALLY NEW?Flickr CC photo credit: D.u.m.b Robo/BAKErsville (left) Kathleen Waters Photography (right)
- Flickr CC photo credit: Sanjay
- Flickr CC photo credit: Christopher.MichelEgo: everyone has one.Neither bad nor good.Justhuman.The best marketingtouches somethinghuman, like theego.
- FORMS OF EGO Self-importance Self-esteem Self-image Vanity Pride EnvyFlickr CC photo credit: Hey Paul Studios
- 1. To bring valuable / entertaining content to others2. To define ourselves to others & to receive social validation3. To strengthen & nourish our relationships4. To achieve self-fulfillment (We enjoy getting credit for it.)5. To advocate for beliefs, causes, entitiesSource: The Psychology of Sharing(The New York Times, 2011)Ego drives 2 of 5 sharingmotivations
- EGO CAPITALSelf-reflectionSocial proof & statusImage creation & cultivationAnything that defines you positively, ormakes you feel good about yourself.Personal insights &comparisonFlickr CC photo credit:liz_com1981
- IMAGE CREATION & CULTIVATION
- SELF-REFLECTION
- PERSONAL INSIGHTS & COMPARISON
- SOCIAL PROOF AND STATUS (1)
- SOCIAL PROOF & STATUS (2)
- SOCIAL CURRENCYthe degree to which consumers share a brand or information about a brand withothersVivaldi Partners
- THE EGO CYCLE Create and distribute egocapital in ways that bringothers back to the sourcewhile building socialcurrency.I make youIook / feel goodYou share itwith friendsThey want tolook / feel good
- EGO CYCLE IN ACTION1. Klout makes me feelgood2. I share it w/ friends3. They sign up / in
- BLOGGING & THE EGO1. Top 4 cringe-worthy things brands dowhen creating content2. Beat showrooming by being theshowroom3. A social love story: how Ken wonBarbie (and customers) through paid,owned, and earned media4. If content is king, then visual content isqueen5. Use your brain: Why marketers need tounderstand neuroscience1. Catalysts of the Social-IndustrialRevolution2. The omnichannel appetite grows. Canyou feed it?3. Interview: How the NFLs HoustonTexans use social to grow a youngbrand into a powerful franchise4. The future of TV ads: productplacement, second screenexperiences, and freedom frominterruption5. Advertising reborn: 3 tips forsuccessful ad campaigns goingforwardINTERVIEW GUEST POST
- COMPANIES HAVE EGOS, TOO
- SUMMARY Motivations dont change. Opportunities do. Ego motivates everyone. EVERYONE! People share to make themselves look and/or feel good Ego capital is whatever makes someone look and/or feel good Image creation & cultivation Self-reflection Personal insights & comparison Social proof & status Companies have egos, too! Ego-based blog content Interviews Guest posts List posts
- SPEAKING OF EGO (MINE)Check out my book onAmazon (lots more aboutego)Visit my websiteFollow me: @be3d
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