Trust Agents Highlights PDF

Trust Agents Highlights I prepared 'Trust Agents Highlightsʼ for my Marketing
Book Club to facilitate discussion of key themes. The
text belongs to Chris Brogan and Julien Smith.
Great book! Well worth the read.
by Chris Brogan & Julien Smith Colleen Carrington | @colleencar | Sep 09

Monday, September 28, 2009

Why you want to read Trust Agents

• All great relationships are built on trust. This book describes how to become a
Trust Agent and increase your social capital.

• Chris and Julien provide countless examples that teach you how to use the
web to:

build inﬂuence,

improve your reputation, and

earn trust.


Here are some highlights to whet your appetite
15 ways to become a Trust Agent


Build a Listening Station


Building a Listening Station

• Monitor web activity for you, your • Paste what you copied into Google
company, your products/services, Reader (Just click the blue plus [+] button.)
and your competitors

• Search here too:
• Set up a Gmail account to get http://blogsearch.google.com
access to free Google applications http://search.twitter
http://www.youtube.com
• Use www.google.com/reader as
your listening station • Label ‘me’ and ‘them’ (for your
competition) to help you sort
• Use www.technorati.com to search
(Type your name/company/product/competitors in quotes into the
search bar. On the results page, right-click on orange RRS button/
copy-link location)


Answer Questions on Your Blog -
Get Credit More Than Once

• Have a blog yet? Remember authorities don’t just talk, they write. If you don’t
want to customize, host and do all the heavy lifting, go to www.blogger.com
or www.wordpress.com


Answer Questions on Your Blog -
Get Credit More Than Once

1. What subjects will help you build content? (Write about something that’s
helpful to others.)

2.Look around you on ‘Yahoo! Answers’ & ‘LinkedIn.com’ for questions you can
answer about your topic. (Write simply. Don’t use jargon. Use stories and metaphors, and learn a bit about copywriting .
See Copyblogger.com for tips. Don’t talk about your own product all the time.)

3.Check out other blogs about your subject to see what the hot topics are.

4.If you have an opinion, make it known through comments on those blogs or
simply by writing about it yourself. Always give credit for your ideas, and be
humble.


Write a Gatekeeper/Gatejumper List

• See things differently by understanding who “owns” the old games. These
people are the gatekeepers. The upstarts are the gatejumpers.

• Figure out who your gatekeepers are, and then decide which rules you can
break to make yourself a gatejumper. Here are some more examples to get
your ideas ﬂowing.

Flickr: san diego shooter’s photostream


Gatekeepers Gatejumpers
bookstores Amazon
radio podcasters
print magazines blogs
local telco Skype
record labels Radiohead
Microsoft Ofﬁce Google Docs
Southeby’s eBay
Toyota Prius Tesla Motors
NASA Richard Branson


Start Figuring Out the Rules ... Everywhere!


Start Figuring Out the Rules ... Everywhere!
• Think about the rules and systems that apply to any situation.

• Once you have the system figured out, ask yourself which inefficient rules can
be changed or modified.

• By shifting the rules and making your own game, you can increase
productivity or networking opportunities.

• Try to find even simpler systems.

• How can you find work-arounds that will extend or improve the rules?


Starter Kit for Hacking Work
• Subvert the game and make yourself
more autonomous. Differentiate yourself
so you are seen as outside the system.

• If you want to make your own game at
work:

work for a small company - you’ll
be considered more valuable

collect case studies, blog posts,
success stories, and books that
show people doing something
similar to what you’re hoping to do



win some early victories
by accomplishing small
projects at work; do more
than your job title asks for
and surprise your boss
with it

• Don’t suck up. You want to be
seen as equal not inferior. Don’t
miss the chance to subtly show
those accomplishments to
people who need to know. But
never suck up.



• Find completely different
verticals that do it differently.
Look for synergy with what
you’re doing. Recommend the
shift.

• Come up with a pilot program
for your hacks and run it by the
bosses. Don’t wafﬂe. Give them
the goal, the methods, and the
measures. Build a great
presentation for it.


Three Rules for Your
New Game

1.When you treat people well,
they treat you well back. (Don’t
do something to get something
back. Do it because you’re
human.)

2.The wider your network, the
easier to get things done.

3.The more personal the
relationship, the more
straightforward you can be.


A Game You Can Make Right Now

• Build a content marketing blog.

• Go to an afﬁliate marketing site like Commission Junction (cj.com), sign up,
and determine what kinds of products you could write about consistently for
some length of time. Build a blog around those kinds of topics, and use
afﬁliate advertising in conjunction with your blogging.

• Start measuring. Set goals. See how little or how much effort you can put into
each post to deliver revenue.


How to be Human
• Afraid of feeling like a robot?
Remember this new online
world is about relationships, not
campaigns.

• Ask about other people - ﬁrst.
How are you? What are you
doing?

• Understand the culture.

• Promote others 12 times as
much as you promote yourself
and your company.

• Use your picture as your avatar.

How to Make Friends


How to Make Friends

• Imagine you’re at a party. Would you start by trying to sell people your
product? No. Same thing here. First you’d build relationships.

• Facebook - ﬁnd your friends and branch out from there. It’s okay to ‘friend’
people you haven’t met: ‘Hey, Austin, Julien talks about you a lot. I’d love to
connect up here.’

• Learn about others. Use Twitter’s ‘search’ function, and blogs like
www.technorati.com, blogsearch.google.com, www.alltop.com

• Find friends along lines of mutual interests more than any other factor.

• If you mess up, remember the three A’s: acknowledge, apologize, & act.

• Share a bit of your personal life in your professional.

Where do I Belong?

?

Where Do I Belong?

• Are there groups of people whose ideas are aligned with your company’s
products or services?

• Spend some time on Google searching for online communities that could
beneﬁt from using your product.

• Think of any search term, then add ‘community’ or ‘network’ to it.

• Use Google Blogsearch or Technorati.

• Check out Facebook.


Find the Diamonds

• Find the online rising stars
within your industry.

• Eg. Want to be the Trust Agent
for the boating industry? Find
the boating bloggers, the
boating video makers, the
active forum users, and reach
out to them.

• Ask for nothing. Just say hi or
that you liked a comment.

• Make yourself known, but don’t
talk about your company or
business goals.

Make an Impact. Leave Comments, Often.

• Don’t spam those who have ideas about your products or services. Here are
some examples of ‘good’ comments to leave on a blog:

Leave your name and, if important, the company name, but don’t be
spammy about it

Comment on stories and pieces that relate to your industry, product,
or service

Don’t explicitly mention or link to your stuff, even if it’s pertinent -- at
least for a few comments

Be yourself, which is to say, “be one of us”


Make an Impact. Leave Comments, Often.

• Make sure you’re actually adding some value to the post and not just
saying , “Hey, nice post.”

• See what others’ are saying with www.backtype.com and use it as a guide.

• Leave 10 comments today and then 10 tomorrow, even if some are just
thank-you notes. They’ll quickly become a staple of your daily online
activities, and reading what others say will help you develop your own ideas
as well as leave an impression on those who follow you.

• You’ll start to become more memorable and maybe even make a few friends.


First Steps to Leverage Your Position
within Your Organization

• You want to rock your corporation the way Vaynerchuk rocked wine?


First Steps to Leverage Your Position
within Your Organization

• Some ﬁrst moves in this space:

Be bold about your business purpose

Be everywhere

Be a salesperson

Be relentless

Be gracious


The Business Card Game

• Yes, they’re so 1987. But they’re still important today.

• Many places to get them online: moo.com, overnightprints.com,
vistaprint.com, etc.

• Card Design (name most visible element, mobile, email, blog, twitter, etc.)

• Card Tricks (ask for others cards ﬁrst - and only if you want to make further
contact, offer your card only in return)


Get LinkedIn
• Dust off your LinkedIn.com profile. Refresh it and start connecting to potential
business partners, prospects, and friends. Here are some first steps:

Rewrite your profile to highlight your current capabilities and future
business interests

Add a candid (versus stuffy corporate) head shot

Start finding colleagues and connecting

Solicit connections on your less formal networks, like Facebook, Twitter, or
the newer networks


15 ways to become a Trust Agent

1. Build a listening station 9. Make friends

2. Answer questions on your blog 10. Discover where you belong

3. Write a gatekeeper/gatejumper list 11. Find the diamonds

4. Start ﬁguring out the rules 12. Make an impact
Leave comments, often

5. Be a hacker / look for work-arounds 13. Leverage your position
6. Follow the three rules for your 14. Play the business card game
new game

7. Make a game right now 15. Get LinkedIn

8. Be human Read the book ...
it’ll bring all these concepts to life

Trust Agents Highlights PDF

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Trust Agents Highlights PDF