Synopses & Reviews
There's no question that the Internet has changed the way we do businessespecially when it comes to marketing. Consumer environments are short on trust and populated by consumers who are cynical, savvy, and informed. Though it's easier than ever to reach your customers, it's less likely that they'll listen. Today, the most valuable online currency isn't the dollar, but trust itself.
At the same time, social networks and personal connections have far more influence on consumers than your marketing messages ever willunless your business knows how to harness them. In Trust Agents, two social media veterans show you how to tap into the power of these networks to build your brand's influence, reputation, and profits.
Trust agents aren't necessarily marketers or salespeople; they're the digitally savvy people who use the Web to humanize businesses using transparency, honesty, and genuine relationships. As a result, they wield enough online influence to build up or bring down a business's reputation. This book will show you how to build profitable relationships with trust agents, or become one yourself.
In an online world defined by its transparency, becoming a trust agent is no easy task, but once you've established your reputation, you can build influence, share it, and reap the benefits of it for your business. When you've learned a trust agent's secrets, your words can carry more power and more weight than any PR firm or big corporate marketing department.
Learn to use the power of the Web and social networks for your business now. Trust Agents gives you all the tools and strategies you need to do it the right wayhonestly, effectively, and profitably.
This book is your guide to a new form of power broker--web natives who trade in trust, reputation, and relationships using tools you may never even have heard of. You will learn what you need to look for in such an agent for your business or how to become one yourself. Trust Agents is your guide to the deep end of meaningful relationships on the web.
The book explores how business people can use the Web's new social software tools to build awareness, influence, reputation, and eventually authority. It focuses on methods of building trust and wielding influence, and how these efforts impact business processes and goals. In three parts, the book defines the landscape of this generation's web, explains who trust agents are, and analyzes the mechanics of trust in today's economy where reputation is key. Part career advice, part communications management, and part technology know-how, Trust Agents aims to deliver high level theory, actionable next steps, and stories and case studies to bolster the opinions and experiences of the authors.
How to tap the power of social software and networks to build your business
In Trust Agents, two social media veterans show you how to tap into the power of social networks to build your brand's influence, reputation, and, of course, profits. Today's online influencers are web natives who trade in trust, reputation, and relationships, using social media to accrue the influence that builds up or brings down businesses online.
The book shows how people use online social tools to build networks of influence and how you can use those networks to positively impact your business. Because trust is key to building online reputations, those who traffic in it are "trust agents," the key people your business needs on its side.
- Delivers actionable steps and case studies that show how social media can positively impact your business
- Written by authors with over ten years of online media experience
- Shows you how to build and wield influence online to benefit your brand
- Combines high-level theory with practical step-by-step guidance
If you want your business to succeed, don't sit on the sidelines. Instead, use the Web to build trust with your consumers using Trust Agents.
"Wow! Every once in a while you find a book that is asit up in your chair, take notes, tell your friends, change your lifebreakthrough. This is that book. No kidding, you can trust me."
—Seth Godin, author of Tribes
"Business success today is as much about therelationships you cultivate with consumers as it is about yourproducts or services; for us at GM, the power is in combining the relationship with customers with truly exciting, brilliantly designed, and superblyexecuted vehicles. Chris and Julien have written an excellent primer on how to navigate this new environment, and how to earn the trust of thecommunities upon whom we increasingly depend."
—Fritz Henderson, CEO, General Motors
"This book gives marketers permission to be human. In fact,it goes as far as suggesting it might be a benefit. Get it, read it, share it!"
—John Jantsch, author of Duct Tape Marketing
"The foundation of all great marketing—online or offline—is trust.This book explains how to gain people's trust and turn it into apowerful force. Brogan and Smith are hardworking guys whoknow how to use the Web's tools to build business."
—Guy Kawasaki, cofounder, Alltop.com and author of Reality Check
About the Author
is cofounder of PodCamp, a popular new media conference series focused on the use of social media to build business and personal relationships. He is a widely read blogger on the subject of social media. Find him at chrisbrogan.com and on Twitter at twitter.com/chrisbrogan.
Julien Smith is a veteran trend analyst who has run Web communities for over ten years. He helps companies prepare for and profit from disruptive changes in their industries, and has appeared on news programs to represent companies and nonprofits in Canada and the U.S. Find him at juliensmith.com and on Twitter at twitter.com/julien
Table of Contents
Introduction: Hey, I Know You. Have We Met?
1. Trust, Social Capital, and Media.
2. Make Your Own Game.
3. One of Us.
4. Archimedes Principle.
5. Agent Zero.
6. Human Artist.
7. Build an Army.
8. The Trust Agent.