this is CG more for watchmojo.com today we’re going to be talking to Julian
we’re going to be talking to Julian
we’re going to be talking to Julian Smith co-author of the New York Times
Smith co-author of the New York Times
Smith co-author of the New York Times bestselling book trust agents so tell me
bestselling book trust agents so tell me
bestselling book trust agents so tell me Julian what exactly is a trust agent
Julian what exactly is a trust agent
Julian what exactly is a trust agent with every change in media there was a
with every change in media there was a
with every change in media there was a change in the way people communicate it
change in the way people communicate it
change in the way people communicate it we still trust for the same reasons we
we still trust for the same reasons we
we still trust for the same reasons we still trust this for the same reasons
still trust this for the same reasons
still trust this for the same reasons that we trusted 300 400 and more years
that we trusted 300 400 and more years
that we trusted 300 400 and more years ago but the way that we communicate that
ago but the way that we communicate that
ago but the way that we communicate that trust is different with newspapers it’s
trust is different with newspapers it’s
trust is different with newspapers it’s different with television is different
different with television is different
different with television is different with every kind of media that we have
with every kind of media that we have
with every kind of media that we have and the big difference is now that we
and the big difference is now that we
and the big difference is now that we have something where the channel is less
have something where the channel is less
have something where the channel is less expensive it’s easier to get a channel
expensive it’s easier to get a channel
expensive it’s easier to get a channel you don’t need something like a radio
you don’t need something like a radio
you don’t need something like a radio tower you don’t need a printing press so
tower you don’t need a printing press so
tower you don’t need a printing press so more and more power and influence is
more and more power and influence is
more and more power and influence is coming into the hands of single
coming into the hands of single
coming into the hands of single individuals in a lot of cases people
individuals in a lot of cases people
individuals in a lot of cases people that run very powerful blogs or people
that run very powerful blogs or people
that run very powerful blogs or people that have popular Twitter streams or
that have popular Twitter streams or
that have popular Twitter streams or lots of friends on Facebook or whatever
lots of friends on Facebook or whatever
lots of friends on Facebook or whatever it is so that’s why you called them
it is so that’s why you called them
it is so that’s why you called them trust agents because they’re individuals
trust agents because they’re individuals
trust agents because they’re individuals often they represent companies but often
often they represent companies but often
often they represent companies but often they just represent themselves they get
they just represent themselves they get
they just represent themselves they get a great deal of influence through the
a great deal of influence through the
a great deal of influence through the web and never before has that really
web and never before has that really
web and never before has that really been possible with such a small budget
been possible with such a small budget
been possible with such a small budget and so few tools do you still think that
and so few tools do you still think that
and so few tools do you still think that there’s something to be said for the
there’s something to be said for the
there’s something to be said for the trust that the mainstream media enjoys
trust that the mainstream media enjoys
trust that the mainstream media enjoys because so much investment goes into
because so much investment goes into
because so much investment goes into their content certainly I think that you
their content certainly I think that you
their content certainly I think that you know the big deal is is that when we
know the big deal is is that when we
know the big deal is is that when we have something like a lot of investment
have something like a lot of investment
have something like a lot of investment going to something it looks really
going to something it looks really
going to something it looks really professional they have the newscasters
professional they have the newscasters
professional they have the newscasters or whatever it happens to be we’re in a
or whatever it happens to be we’re in a
or whatever it happens to be we’re in a situation where we kind of give them the
situation where we kind of give them the
situation where we kind of give them the benefit of the doubt at first but if we
benefit of the doubt at first but if we
benefit of the doubt at first but if we don’t get the authenticity that we want
don’t get the authenticity that we want
don’t get the authenticity that we want out of these people if we feel like
out of these people if we feel like
out of these people if we feel like we’re missing part of the story then
we’re missing part of the story then
we’re missing part of the story then we’re going to go to the channels where
we’re going to go to the channels where
we’re going to go to the channels where people are being authentic we’re going
people are being authentic we’re going
people are being authentic we’re going to go where people are giving you the
to go where people are giving you the
to go where people are giving you the raw information and that’s what’s
raw information and that’s what’s
raw information and that’s what’s happening more and more because we’re
happening more and more because we’re
happening more and more because we’re not getting coverage that we want we’re
not getting coverage that we want we’re
not getting coverage that we want we’re not getting the news that we want and so
not getting the news that we want and so
not getting the news that we want and so that’s why all these alternative
that’s why all these alternative
that’s why all these alternative channels are getting more and more
channels are getting more and more
channels are getting more and more popular amongst other reasons so for
popular amongst other reasons so for
popular amongst other reasons so for companies and brands looking to leverage
companies and brands looking to leverage
companies and brands looking to leverage these channels to build trust do you
these channels to build trust do you
these channels to build trust do you think they’re limited in the trust they
think they’re limited in the trust they
think they’re limited in the trust they can build with consumers I think if you
can build with consumers I think if you
can build with consumers I think if you start off and you start off with a
start off and you start off with a
start off and you start off with a company the potential is still there but
company the potential is still there but
company the potential is still there but it’s all about the way in which you
it’s all about the way in which you
it’s all about the way in which you decide to communicate
decide to communicate
decide to communicate the more you are the mouthpiece for a
the more you are the mouthpiece for a
the more you are the mouthpiece for a company the less effective you are so
company the less effective you are so
company the less effective you are so the more self-interested you seem to be
the more self-interested you seem to be
the more self-interested you seem to be the more it’s going to take time for
the more it’s going to take time for
the more it’s going to take time for people to trust you and the cases of
people to trust you and the cases of
people to trust you and the cases of people that you know work with companies
people that you know work with companies
people that you know work with companies obviously there is a certain amount of
obviously there is a certain amount of
obviously there is a certain amount of self-interest so there is a limitation
self-interest so there is a limitation
self-interest so there is a limitation to how effective they can be but I also
to how effective they can be but I also
to how effective they can be but I also think that they can transcend it and
think that they can transcend it and
think that they can transcend it and we’ve seen a lot of cases of that on the
we’ve seen a lot of cases of that on the
we’ve seen a lot of cases of that on the web all running on a personal level who
web all running on a personal level who
web all running on a personal level who are you more likely to trust an
are you more likely to trust an
are you more likely to trust an individual blogger an established
individual blogger an established
individual blogger an established journalist or does a big campaign still
journalist or does a big campaign still
journalist or does a big campaign still have an effect on the way you see things
have an effect on the way you see things
have an effect on the way you see things the more that we go into the into the
the more that we go into the into the
the more that we go into the into the sort of the back channels the more we
sort of the back channels the more we
sort of the back channels the more we see the journalists when they’re in
see the journalists when they’re in
see the journalists when they’re in their off time the more that we see what
their off time the more that we see what
their off time the more that we see what the big campaigns are built around if we
the big campaigns are built around if we
the big campaigns are built around if we know the people that make the media if
know the people that make the media if
know the people that make the media if we know the people that are the
we know the people that are the
we know the people that are the journalists and we know the people that
journalists and we know the people that
journalists and we know the people that are doing the big multi-million dollar
are doing the big multi-million dollar
are doing the big multi-million dollar campaigns we start to realize that these
campaigns we start to realize that these
campaigns we start to realize that these people are not special anymore they’re
people are not special anymore they’re
people are not special anymore they’re just regular people they’re not smarter
just regular people they’re not smarter
just regular people they’re not smarter than us they’re just the same way that
than us they’re just the same way that
than us they’re just the same way that we are except they have this extra gate
we are except they have this extra gate
we are except they have this extra gate that they’ve been through and for that
that they’ve been through and for that
that they’ve been through and for that reason i prefer the person who’s up
reason i prefer the person who’s up
reason i prefer the person who’s up front and who just tells it to me like a
front and who just tells it to me like a
front and who just tells it to me like a regular person in the first place all
regular person in the first place all
regular person in the first place all right well thanks for your time Julian
right well thanks for your time Julian
right well thanks for your time Julian thanks for having me
”
Be First to Comment