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?

1. THE CHANGING ROLE OF
THE TRUST AGENT
Chris Brogan...
@chrisbrogan
http://chrisbrogan.com/contact

2. humanbusinessworks.com

3. humanbusinessworks.com

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

12. TRUST AGENTS
humanbusinessworks.com 11

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

21. CRAP
humanbusinessworks.com 20

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

38. humanbusinessworks.com/contact
humanbusinessworks.com