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The Changing Role of the Trust Agent

What is a trust agent and why do businesses need to move beyond building better online shops? How will presence, attention, referrals, and connections help?

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THE CHANGING ROLE OF
THE TRUST AGENT
Chris Brogan...
@chrisbrogan
http://chrisbrogan.com/contact
humanbusinessworks.com
humanbusinessworks.com
ME
       Chris Brogan
       Typist
       Blogging since 1998
       NYT Bestseller
       President of HBW
       Partner TPN
       Zero Awards



humanbusinessworks.com       3
EXTEND THIS CONVERSATION
       tweet with hashtag: #gulltaggen
       my twitter name: @chrisbrogan
       facebook: http://facebook.com/chrisbroganmedia
       linkedin: http://linkedin.com/in/chrisbrogan




humanbusinessworks.com                                  4
WHAT BUSINESS ARE YOU IN?




humanbusinessworks.com             5

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The Changing Role of the Trust Agent

  • 1. THE CHANGING ROLE OF THE TRUST AGENT Chris Brogan... @chrisbrogan http://chrisbrogan.com/contact
  • 4. ME Chris Brogan Typist Blogging since 1998 NYT Bestseller President of HBW Partner TPN Zero Awards humanbusinessworks.com 3
  • 5. EXTEND THIS CONVERSATION tweet with hashtag: #gulltaggen my twitter name: @chrisbrogan facebook: http://facebook.com/chrisbroganmedia linkedin: http://linkedin.com/in/chrisbrogan humanbusinessworks.com 4
  • 6. WHAT BUSINESS ARE YOU IN? humanbusinessworks.com 5
  • 7. WHAT BUSINESS ARE YOU IN? marketers are in the want business humanbusinessworks.com 6
  • 8. A VERY OLD BUSINESS we’ll learn more from street vendors about social marketing than we will from agencies. humanbusinessworks.com 7
  • 9. MARKETING IS NOT SPREADSHEETS you know this, but it’s not what you do. (external pressure is a bitch.) humanbusinessworks.com 8
  • 10. DISRUPTION to fully grasp the shift in business, understand the nature of disruption. disruption is never about systems. it’s about a reconnection with the primary experience. humanbusinessworks.com 9
  • 11. THE SHOP AND THE SHOPKEEPER humanbusinessworks.com 10
  • 13. TRUST AGENTS make your own game one of us archimedes effect agent zero human artist build an army humanbusinessworks.com 12
  • 14. WHAT IS A TRUST AGENT? humanbusinessworks.com 13
  • 15. ROGER SMITH HOTEL listening is the new black humanbusinessworks.com 14
  • 16. KODAK connecting to the chief memory officer. humanbusinessworks.com 15
  • 17. EAGLE CREEK how one suitcase is really getting around. humanbusinessworks.com 16
  • 18. TRUMP INTERNATIONAL (BUT ANY CUSTOMER) you should know me. (the channel conversation.) humanbusinessworks.com 17
  • 19. B2B VS B2C the only fundamental difference between the two is how many people one must convince. humanbusinessworks.com 18
  • 20. TRUST advertising - talking about yourself. word of mouth - what others say about you. humanbusinessworks.com 19
  • 22. CRAP connections referrals attention presence humanbusinessworks.com 21
  • 23. ABC - ALWAYS BE CONNECTING connecting is the an easier first sell. humanbusinessworks.com 22
  • 24. THE SOCIAL PHONE the social phone is ringing. Are you answering? humanbusinessworks.com 23
  • 25. REFERRALS buy this book http://c.hris.cc/re (affiliate link) humanbusinessworks.com 24
  • 26. THE FAJITA EFFECT referrals are the only fajita effect we have yet discovered. humanbusinessworks.com 25
  • 27. NEGATIVE REVIEWS MATTER should I trust a five-star review? humanbusinessworks.com 26
  • 28. MAY I HAVE YOUR ATTENTION attention is a powerful alternative currency. humanbusinessworks.com 27
  • 29. SHARE TO GET the more you share other people’s stuff, the more attention you receive. humanbusinessworks.com 28
  • 30. PRESENCE IS A PRESENT be there. be there often. be everywhere. (distribution) humanbusinessworks.com 29
  • 31. A PRESENCE MIX the new marketing mix is presence points. humanbusinessworks.com 30
  • 32. MOBILE - IT’S ABOUT GLASS. we are no longer designing for the 15” or 27” screen. Think 3/7/9. humanbusinessworks.com 31
  • 33. BE WHERE THEY ARE marching bands rarely have a piano player. humanbusinessworks.com 32
  • 34. THE RISE OF SEXY DATA social crm has yet to really been solved well (but it’s imperative that it is.) humanbusinessworks.com 33
  • 35. MAPPING NEW PATHS don’t start with the dashboard. start with want. map according to measuring satisfaction of want. humanbusinessworks.com 34
  • 36. ACTIONS 1.build a homebase 2.build outposts 3.(you live or die by your database) 4.listen first 5.understand want 6.share 7.be helpful 8.repeat humanbusinessworks.com 35
  • 37. CHRIS BROGAN... @chrisbrogan humanbusinessworks.com 36