Ego gets a bum rap, but the most effective marketers inject it into everything they do. In this C3 session, author and content strategist Ian Greenleigh explained how connecting with egos and providing self-validation makes for insanely shareable content—and how this “ego capital” can be used tastefully. Learn how to create experiences that resonate with core ego motivations, the six forms of ego accessible to marketers, how to create and maintain “ego cycles,” and much more. Presentation by: Ian Greenleigh, Digital Strategist This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/

1. N E W Y O R K C I T Y | O C T O B E R 2 8 - 2 9 , 2 0 1 5
C3 2015 BREAKOUT SESSION
EGOMANIA!
Author, speaker and consultant
Ian Greenleigh

2. Creative Commons | Flickr user John Curley

3. #C3NY
POSITIVE
• Self-esteem
• Ambition
• Satisfaction
• Validation
…etc.
SHADES OF EGO
NEGATIVE
• Arrogance
• Narcissism
• Superficiality
• Selfishness
…etc.

4. #C3NY
1. To bring valuable / entertaining content to others
2. To define ourselves and receive social validation
3. To strengthen and nourish our relationships
4. To achieve self-fulfillment (“we enjoy getting credit for it”)
5. To advocate for beliefs, causes, entities
WHY DO WE SHARE?
Source: NYT Psychology of Sharing study, 2011

5. #C3NY
• Help people define themselves
• Give credit
• Validate ideas & actions.
TAKEAWAYS

6. #C3NY
Clickback rate = shares / clicks on shared links
High shares  low clicks
Motivators:
• Ego
• Breaking news
EGO SHARING
Source: 33Across study, 2013

7. #C3NY
• Be realistic about shares
• Be timely
TAKEAWAYS

8. #C3NY
Anything that makes you feel good, or
helps you define yourself to the world.
EGO CAPITAL

9. THE EGO CYCLE
Company gives you
ego boost
You brag share it with
your network
Your network wants
an ego boost
Your network engages
company that
provided ego boost

10. #C3NY
“It goes into our own ongoing developing
narrative and it gives some credence of
ourselves as heroes of our own story.”
-Robert Simmermon, Ph.D.
"When we take these self-assessments it
gives us another mirror inward.”
-Steven Meyers, Ph.D.
PERSONAL INSIGHTS & COMPARISON
NYT’s most popular “story” of 2013
Source: Huffington Post, 2014

11. #C3NY
• Social proof as currency
• User-amplified
SOCIAL PROOF & STATUS

12. THE EGO CYCLE
Klout informs of
score increase
Klout urges you to
share it
(you do)
Link in share leads
back to Klout
Friends curious
about their Klout
scores, sign up

13. #C3NY
SOCIAL PROOF & STATUS

14. #C3NY
SOCIAL PROOF AND STATUS
Source: Brandwatch, 2015

15. #C3NY
SOCIAL PROOF AND STATUS

16. THE EGO CYCLE
You see the ranking
badge on another
blog
You want to see
where you rank /
earn similar
recognition
You sign up
You put the badge on
your site

17. #C3NY
SOCIAL PROOF & STATUS
80,000 tweets in 1 month

18. THE EGO CYCLE
LinkedIn informs of
status
LinkedIn urges you
to share it
(you do)
Link in share leads
back to LinkedIn
Friends sign up, or
spend more time on
site to earn status

19. #C3NY
IMAGE CREATION & CULTIVATION
• Quotes
• Interviews
• Links
• Mentions
• Guest posts
• Exclusivity

20. #C3NY
IMAGE CREATION & CULTIVATION

21. #C3NY
EMPOWERMENT & VALIDATION

22. #C3NY
SELF-REFLECTION

23. THE EGO CYCLE
Facebook makes
your year look cool
Facebook urges you
to share it
(you do)
Facebook asks your
friends if they want
one, too
Of course they do

24. #C3NY
Substance over flattery.
KEEP IT CLASSY (+EFFECTIVE)

25. #C3NY
Value for all.
KEEP IT CLASSY (+EFFECTIVE)

26. #C3NY
Set aside your ego.
KEEP IT CLASSY (+EFFECTIVE)

27. #C3NY
Thank you!