Chris Brogan – The Changing Role of the Trust Agent – #IMS11

  • Chris had worked with a lot of big companies, but wanted to translate that to work with smaller companies and help people figure things out.
  • A Trust Agent is the person that builds the bond between the company and the regular people.
  • We’ve gone from greeters to concierge in social media
    • We are working to build relationships and make people feel better
    • Concierges serve a business need to the person in front of them — not just lob marketing messages at them.
    • You have to mix the personal and the business
  • Chris Brogan hates Empire Avenue, and is waiting for someone to show him something with it
  • “Sexy Data” is important — important to measure revenue being brought in via social media and show that to clients and executives
    • Dig in to email marketing metrics beyond just open rate and clickthrough rates
    • Do you know what percentage of people are accessing your site via mobile?
    • Are you making it easy for people to find the information they need when they access your site via mobile vs. when they access via desktop
  • Need more plumbing – “stuff” to move data back and forth
  • Trust Agents have to become marketing technologists — can’t just be “tweeters”
  • Everyone is looking down at their mobile device
  • Stop touching your phone when you’re talking with other people
    • Technology is wonderful and helps bring people in to the conversation — like with the #ims11 hashtag — but also need to have that human conversation with people
  • We are all in sales, customer service or marketing — or you’re unemployed
  • Trust Agents 1.0 was customer service; Trust Agents 2.0 is customer service, marketing, and sales
  • Many social media people are the “pirate ships” still, but you need to be integrating those tools and messages back into the “fleet”
  • CRAP – Connecting. Always be connecting. Get them to be part of your community, sign up to your email list, sign on to your tweets.
    • Push them towards your email list instead of a sales page right away
    • Do not use “donotreply” in your email address.
    • First line of your email should not be “having trouble viewing this, click here to view it in a browser”
    • Email marketing can be “kickass” if you’re doing it well
    • Brevity is the key to email marketing – Groupon / Woot work because they are one product.
    • If it’s boring for you to make your email marketing message, it’s boring for people to read it.
    • Emails should be less than 500 words.
    • Need simple call to actions in your email — email signatures should be really simple.
  • CRAP – Referrals.
    • Facebook like button is a super powerful referral message.
    • Zappos has like buttons under each of their products.
  • CRAP – Attention or Awareness.
    • Build interesting stuff that is interesting to your users not necessarily interesting to you.
    • Game On – Social Games and
    • The more times you can make other people look awesome, the better you are.
  • CRAP – Presence. You need to fish where the fish are.
    • Comic book store owner sends twitpics to customers when their orders come in.
    • Do more than just splash the “Follow us on Facebook” giant F in your business. Give them a reason to engage.
  • REWARD your referrals.
  • Reciprocity is alive and well.
  • Question asked about A/B Testing. Chris Brogan says it’s really important but that he’s really bad about it.