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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 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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