Here’s a trailer for my upcoming session at ClickZ Live in New York City.
I’m excited to share (and self-promote) that I will be participating in the ClickZ Live annual marketing conference in New York City.
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.
Tomorrow (Thursday, October 25), I will be joining the Social Media Strategies Summit hosted by the good folks at GSMI, in Boston, MA (go Bo-Sox!).
Here’s the overview:
Social media – When to Respond to a Negative Post and How to Triage/ Escalate in your OrgANIZATION
You’ve got tools to monitor social media, a 20-something spiked-hair communities manager, and even a CEO who knows how to use Twitter. But then it happens: someone, somewhere says something negative about your company online and suddenly the world around you comes to a screeching halt. I will walk the session attendees through real case studies of how to monitor for, triage, and address negative buzz.
But you no longer own your brand. Ownership is split between what your customers say and how accessible that content is on Google. So your processes and how you interact with customers will affect future business opportunities more than marketing collateral or paid search ads.
You’ll come away with:
I’ve long opined on how virile the internet has become – giving a platform for anyone to anonymously spread hate, lies and misconceptions about anyone and anything.
I believe in order to post on the internet, you must reveal your identity – from a verifiable source. I realize that this may limit free speech in the “Arab Spring” sense of the term, and I’m sure were the concept of verification introduced to the web, there would be a happy medium.
Perhaps we are seeing a small turn towards ending anonymous hate based upon some recent events.
Take the game-winning goal scored by Washington Capitals hockey player, Joel Ward, a black man. His heroics lead to a barrage of racist comments on Twitter. Deadspin collected these posts into an article to “out” the racists. The result was that these racist people receive a significant amount of negative publicity and many deleted their accounts after being shamed publicly.
When the supreme court upheld the constitutionality of the healthcare reform act, many people tweeted they “couldn’t deal with the USA’s socialist agenda” and were therefore “moving to Canada to escape the socialists in the USA”. Of course anyone with half a brain knows that Canada provides free health care to all – far more “socialist” than the USA’s health care act.
Perhaps these events and other acts of internet Darwinism will lower the volume of hate on the ‘net.
I recently came across a POWERFUL post on the topic by Erin Kissane which I am compelled to share. It’s a long read but worth every moment of your time. Erin discusses the issue of hate on the internet, specifically pertaining to women. However, her points are applicable to the internet as a whole and I encourage you to share this article with EVERYONE YOU KNOW. Erin addresses the issue head on with suggestions on how to combat hate on the net. Her post inspired me to share my thoughts in this post today. Thanks Erin!
I just returned from the Social Media Strategies Summit in Las Vegas, NV hosted by GSMI where I presented on measuring social media for the SMB. One of my leave behind handouts was this flow chart I adapted from the US Air Force.
You can use this flow chart to evaluate whether or not should should respond to a post you find on the web, be it positive, negative or neutral. It will help you understand what you should consider when responding, escalating and addressing negative posts, in particular.
If you’d like to understand how to respond to a negative post, please read my related posts: