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
