The Changing Role of the Trust Agent

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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

  1. 1. THE CHANGING ROLE OFTHE TRUST AGENTChris Brogan...@chrisbroganhttp://chrisbrogan.com/contact
  2. 2. humanbusinessworks.com
  3. 3. humanbusinessworks.com
  4. 4. ME Chris Brogan Typist Blogging since 1998 NYT Bestseller President of HBW Partner TPN Zero Awardshumanbusinessworks.com 3
  5. 5. EXTEND THIS CONVERSATION tweet with hashtag: #gulltaggen my twitter name: @chrisbrogan facebook: http://facebook.com/chrisbroganmedia linkedin: http://linkedin.com/in/chrisbroganhumanbusinessworks.com 4
  6. 6. WHAT BUSINESS ARE YOU IN?humanbusinessworks.com 5
  7. 7. WHAT BUSINESS ARE YOU IN? marketers are in the want businesshumanbusinessworks.com 6
  8. 8. A VERY OLD BUSINESS we’ll learn more from street vendors about social marketing than we will from agencies.humanbusinessworks.com 7
  9. 9. MARKETING IS NOT SPREADSHEETS you know this, but it’s not what you do. (external pressure is a bitch.)humanbusinessworks.com 8
  10. 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. 11. THE SHOP AND THE SHOPKEEPERhumanbusinessworks.com 10
  12. 12. TRUST AGENTShumanbusinessworks.com 11
  13. 13. TRUST AGENTS make your own game one of us archimedes effect agent zero human artist build an armyhumanbusinessworks.com 12
  14. 14. WHAT IS A TRUST AGENT?humanbusinessworks.com 13
  15. 15. ROGER SMITH HOTEL listening is the new blackhumanbusinessworks.com 14
  16. 16. KODAK connecting to the chief memory officer.humanbusinessworks.com 15
  17. 17. EAGLE CREEK how one suitcase is really getting around.humanbusinessworks.com 16
  18. 18. TRUMP INTERNATIONAL (BUT ANY CUSTOMER) you should know me. (the channel conversation.)humanbusinessworks.com 17
  19. 19. B2B VS B2C the only fundamental difference between the two is how many people one must convince.humanbusinessworks.com 18
  20. 20. TRUST advertising - talking about yourself. word of mouth - what others say about you.humanbusinessworks.com 19
  21. 21. CRAPhumanbusinessworks.com 20
  22. 22. CRAP connections referrals attention presencehumanbusinessworks.com 21
  23. 23. ABC - ALWAYS BE CONNECTING connecting is the an easier first sell.humanbusinessworks.com 22
  24. 24. THE SOCIAL PHONE the social phone is ringing. Are you answering?humanbusinessworks.com 23
  25. 25. REFERRALS buy this book http://c.hris.cc/re (affiliate link)humanbusinessworks.com 24
  26. 26. THE FAJITA EFFECT referrals are the only fajita effect we have yet discovered.humanbusinessworks.com 25
  27. 27. NEGATIVE REVIEWS MATTER should I trust a five-star review?humanbusinessworks.com 26
  28. 28. MAY I HAVE YOUR ATTENTION attention is a powerful alternative currency.humanbusinessworks.com 27
  29. 29. SHARE TO GET the more you share other people’s stuff, the more attention you receive.humanbusinessworks.com 28
  30. 30. PRESENCE IS A PRESENT be there. be there often. be everywhere. (distribution)humanbusinessworks.com 29
  31. 31. A PRESENCE MIX the new marketing mix is presence points.humanbusinessworks.com 30
  32. 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. 33. BE WHERE THEY ARE marching bands rarely have a piano player.humanbusinessworks.com 32
  34. 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. 35. MAPPING NEW PATHS don’t start with the dashboard. start with want. map according to measuring satisfaction of want.humanbusinessworks.com 34
  36. 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.repeathumanbusinessworks.com 35
  37. 37. CHRIS BROGAN... @chrisbroganhumanbusinessworks.com 36
  38. 38. humanbusinessworks.com/contacthumanbusinessworks.com

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