Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Staff training
1. www.BeyondIndigoPets.com
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Veterinary Blog:
• Why I Fired Demand Force (http://www.leospetcare.com/why-i-fired-demandforce-veterinary/)
2. www.BeyondIndigoPets.com
Why Should I Care What They
Think?
A.K.A. Online Reputation Managing – What it is, why it is important,
and how to make yours great!
3. www.BeyondIndigoPets.com
Objectives
Define ORM
Discuss how reputations are made online
Determine the best way to remove negative
reviews
A word on grieving clients
Share tips on asking clients for reviews
Discuss how to track success in generating
reviews
4. www.BeyondIndigoPets.com
What is ORM?
Online Reputation Managing
Your reputation IS online whether or not
you do anything to put it there.
Public records
Yellow pages
Third party aggregates
User submission
5. www.BeyondIndigoPets.com
How Are Reputations Made Online?
Customer reviews and ratings
Yelp
Yahoo
Google +
Citysearch
Insiderpages
Merchant Circle
Superpages
Foursquare
7. www.BeyondIndigoPets.com
How Do I Remove a Negative Review?
The bad news….
Negative reviews cannot be removed
unless they violate the website’s policies
Profanity
Erroneous comments (person rated your veterinary
practice thinking it was a department store site)
8. www.BeyondIndigoPets.com
How Do I Remove Handle a Negative Review?
The good news…
There are steps you can take to minimize
the impact
Increase the positive links that arise from searches
9. www.BeyondIndigoPets.com
Professional sites like LinkedIn, Naymz and Plaxo
Personal sites like Facebook, Twitter and MySpace
School-related sites like Classmates and Reunion
Corporate sites like Business Week, Crunchbase, and
FastCompany
Review sites like Yelp and Amazon
Media sites like Flickr, YouTube or Vimeo
Resume sites like Emurse, Resume Social and Rezume
Bookmarking sites like StumbleUpon, Reddit, Digg or Mixx
Popular industry blogs
Industry-specific social networks, forums and groups
Local social networks, forums and groups
Special interest or lifestyle social networks, forums and groups
*List taken from http://outspokenmedia.com/guides/orm-guide/
How Do I Remove Handle a Negative Review?
10. www.BeyondIndigoPets.com
Negative reviews are inevitable.
If you know the person who wrote the
review, you may want to contact him or her
personally via phone.
Some sites allow you to send a private,
email type message to a reviewer.
If you cannot address the review privately,
you may decide to leave a response to the
negative review.
How Do I Remove Handle a Negative Review?
11. www.BeyondIndigoPets.com
Negative reviews are inevitable.
No matter what format you use to respond…
Take your time. Try not to take it personally.
Thank the person for the feedback
Assert that you desire to improve
Clarifying is okay, but be VERY careful not to get in a
power struggle.
If you respond to a post and the person posts negatively
again, sometimes it’s better to not reply.
Remember if you reply publicly, your audience is NOT the
person who was offended. It is the entire public who might
be reading along. BE NICE.
Ask for help composing your response – especially if you
feel at all hurt or offended yourself.
How Do I Remove Handle a Negative Review?
12. www.BeyondIndigoPets.com
A Word on Grieving Clients
Many negative reviews stem from grieving
Emotions are running high
Strong desire for closure
Lash out
Can happen a long time after the loss
Can often be prevented
13. www.BeyondIndigoPets.com
A Word on Grieving Clients
Pet Loss Tools
Direct to the pet loss tools
Light a candle
Pet loss library
Pet memorial
www.grieving.com
Consider other ways to show
that you care
15. www.BeyondIndigoPets.com
How Should I Ask Clients for Reviews?
Approach your clients as someone needing
their help and partnership.
Goal is to generate more reviews
Ask 10-20 clients per week
Receptionists – Flag appointments with positive
clients
Email campaigns
Avoid surveys
Let’s look at some scenario examples…
16. www.BeyondIndigoPets.com
Asking For Reviews Scenarios
Trixie Woo is looking
great and I think the
plan we made will
have the Flop Bot
under control nicely!
Is there anything else
with which I can help
you today?
18. www.BeyondIndigoPets.com
Asking For Reviews Scenarios
Great! Then I’d like to
ask for your help. Our
hospital has been
working to make sure
we are offering the best
possible care for pets.
Do you spend time
online?
19. www.BeyondIndigoPets.com
Asking For Reviews Scenarios
Yes, I’m on Facebook all the time!
Great – What I’d like to have you do is to
write an online review for us. Here are
some instructions on how to get to our
website review page. Online reviews help
others find our website and help others
find the veterinary clinic that will best fit
their pet’s needs.
OR…
20. www.BeyondIndigoPets.com
Asking For Reviews Scenarios
No, I just don’t feel
comfortable on a computer.
I can certainly understand
that! I don’t have much time to
be on the computer either! If
you do find you are online in
the future, please consider
leaving us a review.
21. www.BeyondIndigoPets.com
Asking For Reviews Scenarios
No matter which way
the conversation
goes…
I really appreciate you
doing this for us.
Please be sure you let
us know if there is
anything we can do
better – we want to
make sure we are
constantly improving
and meeting needs.
25. www.BeyondIndigoPets.com
Asking For Reviews Scenarios
Great! Well, we are
offering a promotion you
might be interested in.
If you go online and leave
a review for us following
these instructions, your
name will go in our
monthly drawing for $10
off your next visit.
Would you like to take the
instructions with you?
26. www.BeyondIndigoPets.com
Asking For Reviews Scenarios
Sure – Who can’t use an
extra $10?!
Great! Be sure to let us
know if there is anything
we should be improving –
we want to make sure we
are meeting your pet’s
needs! OR…
27. www.BeyondIndigoPets.com
Asking For Reviews Scenarios
No, I really don’t use a
computer much.
I can certainly understand
that. If you do find
yourself online in the
future, please consider
reviewing us.
29. www.BeyondIndigoPets.com
Are We Being Successful?
4-5 New reviews each month
Presence on all major review websites
Using the reviews to make data-driven
decisions
If you are seeing the same kinds of negative
reviews coming through, critically assess if you
have a larger problem at hand.
If you are seeing the same kinds of positive reviews
coming through, critically assess to whom you can
give a serious pat on the back!
30. www.BeyondIndigoPets.com
Closing Thoughts
We covered a LOT of information!
ORM = Online Reputation Managing
Reputations are made online through
reviews and rankings
Negative reviews cannot be removed BUT
can be diluted
Negative reviews can come from grief
You CAN ask for client reviews successfully
Tracking your reviews will improve your
practice