ASE09: Monday Chris Brogan Keynote (Trisha’s Take)

Despite more and more sessions being on Sunday of the conference, I think most people still consider the official start of the show to be the Monday keynote.  This year the event added a second keynote on Tuesday, which Dominic and I have already posted our thoughts on.  It’s just taken me awhile to formulate my thoughts for the Monday keynote! The keynote address was given by:

• Chris Brogan, President, New Marketing Labs (Twitter @chrisbrogan)
• Julien Smith, co-author of Trust Agents (Twitter @julien)

Chris actually teamed up with his co-author of Trust Agents, Julien Smith.  I’ve heard a lot about Julien through Chris’ blog and twitter, and it was nice to put a face to a name and hear him talk as well.  Overall I really liked the message that Chris and Julie gave out: remember social currency can get you farther than monetary currency sometimes.  Chris asked that the audience resist the urge to tweet the keynote as they talked as a social experiment.  I don’t know how it worked out, but I think most people were true to the experiment and did not tweet through it!

Bullet Point Review!

• To be a trust agent:
  • make your own game – standing out
  • one of us – belonging
  • Archimedes effect – leverage
  • agent zero – developing access
  • human artist – developing understanding
  • building an army – developing mass
• You’re competing with literally everything else in the world for attention.
• There are three levels of attention:
  • Awareness
  • Reputation
  • Trust
• In a lot of ways, network marketing is cold calling.
• Trust equations:
  • Trust = Social Capital
  • Social Capital + Web = Links
  • Social Capital + Web =Traffic
  • Social Capital + Web =Social Proof
  • Social Capital + Web =A big f’n network
• Understand there are other currencies than cash – that’s the secret of the game.
• Make Your Own Game
  • Find your value differentiation.
  • Create a new word for yourself.
  • Learn the systems – attuned/distorted.
• One of Us
  • Find the agent zero.
  • Seek frictionless distribution.
  • Be everywhere and create/maintain bonds.
  • All knowledge is vocabulary.
  • Insider language is huge.
• Archimedes’ Effect
  • Be the priest, build the church.
  • Be the relationship before the sale.
  • You live or die by your database.
  • Be part of everyone’s 150
• Human Artist
  • Connect people constantly.
  • Share instead of hoard.
  • Practice simple touch points of loyalty.
  • Self aware vs. Self involved.
• Build an Army
  • Give your ideas handles.
  • Teach them to fish.
  • Bring your own dial tone.
• Be the elbow of every deal.
• Be human at a distance.
• Sometimes people on top forget they’re normal people too.

All in all I think more companies need to remember that there’s a human element to business. Sometimes karma is the best reason to do things.  Here’s the presentation: