Select Speech Summaries
User-Generated Identity and the Collapse of Category
We humans love to categorize. Sellers and buyers. Creators and consumers. Artists and fans. Owners and
customers. Professionals and amateurs.
But just as digital connectedness and universal convergence have allowed us to escape the captivity of rigid
channels, such forces help us defy categorization and segmentation to an unprecedented degree.
This session explores the radical implications and opportunities of identity convergence, a force that is rapidly accelerating in areas such as design, manufacturing, marketing, and even angel investing.
Welcome to the collapse of category and the rise of User-Generated Identity (UGI). What you'll learn:
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How UGIs will change the way the best marketers approach targeting, audiences and segmentation
Why UGIs are your most valuable customers, and where to find more of them
Why UGIs make the most effective marketers, and how to hire them
How to make your products irresistible to UGIs
How to ask UGIs for deep participation in shaping your brand, and what to give them in return
Egomania! How to Unlock the Hidden Marketing Power of the Human Ego
Ego gets a bum rap, but the most effective marketers inject it into everything they do. In this session, author
and content strategist Ian Greenleigh will explain how connecting with egos and providing self-validation
makes for insanely shareable content—and how this “ego capital” can be used tastefully. Attendees will
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. This talk will be filled with fascinating
examples, personal anecdotes of ego in action, and many fresh, actionable tips.
This session will answer the following questions (and many more):
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How does ego motivate sharing?
How can content creators employ ego capital before and after content is published?
Which content types create the most satisfying and effective ego experiences?
What are some of the best ego-driven projects out there?
More topics on next page
Data Literacy: The Next Great Equalizer
Why should consumers want you to have their data? If you can’t answer this question honestly—and publicly—you’re in trouble.
Data literacy is on the rise among consumers, and these consumers seek out the best return on their data. They use data to make better decisions, and they share more of it with businesses that win their trust. As
a result, they get better products, services and experiences – and more control. And businesses get data
that’s more predictive, accurate, holistic and actionable than what could be captured without consumer
participation. In this session, author and digital strategist Ian Greenleigh will help you define your role in
one of the most critical trends of the digital era:
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How do we define data literacy, and why is it so important?
Why is growing data literacy among consumers a threat to some businesses, and a massive opportunity
for others?
Why are data-literate consumers more valuable to businesses that know how to work with them?
What entices these consumers, and what turns them off?
How can businesses increase internal data literacy to adapt to an increasingly data-literate world?
How should businesses develop and “go to market” with their data-for-value proposition?
How can businesses design consumer participation into their handling and use of consumer data?
Finding the Social Media Side Door to Reach, Influence and Revenue
Barriers used to be everywhere, in the form of gatekeepers and rules that governed access to powerful people, organizations and audiences. But social media side doors—alternate avenues of access through social
media—have opened all around us, and few have noticed.
Through them, we can engage with coveted demographics, top business executives, thought leaders and
global tastemakers. We have the unique ability to draw the attention of people and organizations that are
bombarded every day by countless competing traditional requests for consideration.
In this session, author and marketing consultant Ian Greenleigh reveals how to walk right through the social
media side doors that lie hidden in plain sight—to reach and influence consumer audiences, forge valuable
relationships, create business opportunities and elevate your career. Attendees will learn how to use social
media to expand their own means of access to those they wish to engage with, and the ways in which this
access--in both directions--can be leveraged to unlock a new level of ROI.
You Are a Source: How to Reach and Influence Journalists with Social Media
Your brand needs media coverage and publicity. Reporters’ inboxes are crowded and pitching takes time.
Ditch the pitch and take the “social media side door” to success.
Author and digital strategist Ian Greenleigh will show you social networking tactics that open new lines of
engagement, get direct access to reporters and deliver more coverage!
Discover how to:
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Use Facebook and LinkedIn ads to deliver perfectly-targeted social pitches
Build online name recognition to gain reporters’ trust
Bypass the traditional pitching process for more coverage, faster!
More topics on next page
From Repurposing to PRE-purposing
The way you approach content repurposing is backwards. Most marketers repurpose content opportunistically and retroactively, but few have mastered the art of prepurposing—or designing multiple uses for every
piece of content your brand publishes. If you’re not prepurposing, you’re leaving most of your content’s value on the table.
In this session, author and content strategist Ian Greenleigh will show your attendees how to build prepurposing into their content strategies from concept to execution. The audience will learn:
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How to map prepurposing to the editorial calendar
How to work prepurposing into visual design and copywriting processes
How to calculate the cost savings of prepurposing
How to spot opportunities for prepurposing
Dozens of prepurposing examples to emulate right away
Universal Convergence: How Brands Can Thrive in an “Edgeless” World
Media convergence is only the tip of the iceberg. Convergence is happening everywhere! Business models,
data sets, devices, identities, the online and physical worlds—these formerly distinct “streams” are all being
woven together into seamless entities and experiences at breakneck speed. But most businesses aren’t
equipped to succeed in this world without edges—yet.
In this provocative talk, author and marketing strategist Ian Greenleigh takes attendees on a journey
through the most critical dimensions of Universal Convergence, pointing out the emerging challenges and
myriad opportunities presented by this thrilling new landscape. Attendees will learn:
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How forward-thinking businesses are recalibrating themselves and yielding big results
5 straightforward changes to make right away
Which practices to abandon ASAP
New collaboration models optimized for convergence
Email: [email protected]
Book Ian for your next event:
Web: iangreenleigh.com/contact
Phone: 512-751-3978