Handle negative buzz like the pros

ClickZ Live

ClickZ Live – Register today!

I’m excited to share (and self-promote) that I will be participating in the ClickZ Live annual marketing conference in New York City.



From ClickZ:

Creating the Ultimate Customer Experience

April 11-13, 2016

Attracting 1,000+ marketers and business leaders, our 17th annual event in New York will equip you with cutting edge strategies to inspire, acquire, convert and retain your customers.

Here’s information on my session:

Engage & Convert

Handle Negative Buzz Like the Pros

Trolls are not just pink fuzzy haired dolls; they are lurking in the corners of the ‘net waiting to tear your business apart. But it’s hard to know how to respond or if you should respond. In this session, Dan will take you through several real-world case studies of various strategies for handling negative buzz, working in your organization, and injecting a little levity to keep things calm. You’ll laugh, you’ll cry, but most importantly you’ll learn how to use best practices for review engagement to make your brand stand out in new digital era to create real street cred.

Attend this session and:

  • Review real case studies across a number of scenarios
  • Learn when you should and should not reply
  • Discover techniques for replying and converting negative moments to positive wins
  • Unlock the “L.E.A.D.E.R.” acronym and achieve success fast

Essentially, I will spend the session walking participants through the LEADER methodology that I have developed over the past decade with regards to handling negative comments that pop up online.

Nicebot combats evil, sort of

I love the nicebot campaign (#TheNiceBot). It is programmed through an API to send a complimentary tweet to every registered Twitter handled in Twitter’s ecosystem (some 300 million accounts), one-by-one, every 36 seconds. If my calculations are correct though, it will take roughly 342 years to cycle through each Twitter account.

Read more here: http://www.adweek.com/adfreak/deutsch-built-bot-will-say-something-nice-300-million-twitter-users-one-one-168042

And that’s great. But, most people on Twitter aren’t bullies, and 342 years is a long time.

I would propose using the bot and some natural language parsing (maybe through a partnership with HP’s Autonomy or Salesforce.com’s Radian6 platform), to identify the percentage of people tweeting negatively or better yet – identifying the cyberbullies, and then tweeting directly at those people continuously every 36 seconds until the cyberbully surrenders by taking some sort of pledge, action or making an apology.

If #TheNiceBot is going alphabetically, then @Dan_soschin is due for a compliment sometime in the next 50 years. I won’t hold my breath. Maybe I’ll just continue tweeting nice things in the meantime.

Companies should not uses consumer’s social content without opt-in

It’s a great article that explores a number of pertinent topics with regards to consumer generated content (photos, tweets, etc.) on social media and how companies may leverage that content for their own marketing campaigns.

I do think the article misses two key points, however.

First, a 37-year-old mom of a 4-year-old daughter should know better. But the problem is that the general public is extremely naive. They think what they post online is private, or reserved for only a select few. Even worse, many people have no concept that what they post online, even for a few moments, can come back and haunt them for years. Use this rule of thumb: don’t post anything online that you wouldn’t want your dear old grandma to see. But in the example in the article, this post pasts that test. So then what’s the problem? The problem is that she didn’t want Crocs to use the photo. In a moment, I’ll get to why Crocs screwed up royally… But first, if you don’t want strangers seeing photos of your kids, stop posting them online! Stop talking about your child’s hissy fit or medical problems too… when they are old, their classmates will use these things as bullying opportunities. In this case, the mom even hashtagged the brand term. That sort of says, “hey brand, come and get my photo!”

Crocs broke a core marketing principal when they did not seek her permission to use the photo. Seeking permission is so easy. It’s a great opportunity to engage a fan, thank them, possibly reward them, encourage them to continue sharing, and so on… However, this didn’t happen, nor did they get the mom’s permission. Yet somehow the picture showed up on their site.

There are exceptions of course… In my opinion if you pull a social feed, moderated but unmodified, and post it on your site, that’s fine… The content is easily attributed back to the social source and no one for a minute thinks those users are participating in a marketing campaign without their permission.

It’s very easy for brands to go from good to evil, and not seeking permission can be the pathway. But to prevent it from happening, users should think carefully about what they share online, and even how they tag it.

ClickZ Live Toronto – Session update and discount code

Use Dan's Discount Code for ClickZ Live Toronto 2015

Use Dan’s Discount Code for ClickZ Live Toronto 2015

In an effort to beat the heat this summer (I live in the sub-tropics and it’s hot, I mean like step out in the sun and fry an egg type of hot). So, what better way to take a break from the heat and head north of Tampa. Way north… How about Toronto?

I can’t think of a better way to spend a few days in Toronto then with the good people of ClickZ Live. I contend that ClickZ continues to put on the best conferences around for digital marketers and search marketing.

If you’d like a 25% off code, use this one:

Dan Soschin ClickZ Live Toronto.

Advancing with Social Analytics: Measuring Social Marketing

Everyone knows the implied value of social marketing, but how do you identify your true ROI and provide reports to others? All material covered in this session will be using free tools and not premium social media platforms. So yes, you CAN try this at home! You’ll laugh, you’ll cry, but most importantly you’ll learn how to use Google Analytics, Excel dashboards and Microsoft Word case studies to measure and report on the value of your social media campaigns.

Hope to see you there!