The Changing Role of the Trust Agent

THE CHANGING ROLE OFTHE TRUST AGENTChris Brogan...@chrisbroganhttp://chrisbrogan.com/contact

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MEChris BroganTypistBlogging since 1998NYT BestsellerPresident of HBWPartner TPNZero Awards

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EXTEND THIS CONVERSATION

tweet with hashtag: #gulltaggenmy twitter name: @chrisbroganfacebook: http://facebook.com/chrisbroganmedialinkedin: http://linkedin.com/in/chrisbrogan

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WHAT BUSINESS ARE YOU IN?

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WHAT BUSINESS ARE YOU IN?

marketers are in the want business

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A VERY OLD BUSINESS

we’ll learn more from street vendors about social marketing than we will from agencies.

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MARKETING IS NOT SPREADSHEETS

you know this, but it’s not what you do. (external pressure is a bitch.)

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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.

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THE SHOP AND THE SHOPKEEPER

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TRUST AGENTS

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TRUST AGENTSmake your own gameone of usarchimedes effectagent zerohuman artistbuild an army

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WHAT IS A TRUST AGENT?

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ROGER SMITH HOTELlistening is the new black

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KODAK

connecting to the chief memory officer.

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EAGLE CREEK

how one suitcase is really getting around.

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TRUMP INTERNATIONAL

you should know me.(the channel conversation.)

(BUT ANY CUSTOMER)

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B2B VS B2C

the only fundamental difference between the two is how many people one must convince.

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TRUST

advertising - talking about yourself.word of mouth - what others say about you.

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CRAP

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CRAP

connectionsreferralsattentionpresence

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ABC - ALWAYS BE CONNECTING

connecting is the an easier first sell.

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THE SOCIAL PHONE

the social phone is ringing. Are you answering?

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REFERRALS

buy this bookhttp://c.hris.cc/re(affiliate link)

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THE FAJITA EFFECT

referrals are the only fajita effect we have yet discovered.

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NEGATIVE REVIEWS MATTER

should I trust a five-star review?

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MAY I HAVE YOUR ATTENTION

attention is a powerful alternative currency.

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SHARE TO GET

the more you share other people’s stuff, the more attention you receive.

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PRESENCE IS A PRESENT

be there. be there often. be everywhere.(distribution)

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A PRESENCE MIX

the new marketing mix is presence points.

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MOBILE - IT’S ABOUT GLASS.

we are no longer designing for the 15” or 27” screen. Think 3/7/9.

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BE WHERE THEY ARE

marching bands rarely have a piano player.

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THE RISE OF SEXY DATA

social crm has yet to really been solved well (but it’s imperative that it is.)

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MAPPING NEW PATHS

don’t start with the dashboard. start with want. map according to measuring satisfaction of want.

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ACTIONS

1.build a homebase2.build outposts3.(you live or die by your database)4.listen first5.understand want6.share7.be helpful8.repeat

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CHRIS BROGAN...@chrisbrogan

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