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Managing Your Online Reputation | AAO 2017 | Randall Wong


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"Managing Your Online Reputation" was presented at the American Academy of Ophthalmology 2017 (AAO 2017) in New Orleans, LA. The course was presented by Randall Wong, M.D.

Managing your online reputation is a must for anyone and everyone in practice. Your online reputation exists with or without a website, with or without a social media account and it consists of whatever anyone is saying about you, your practice and/or your colleagues.

Learn how to automatically monitor the Internet for comments and reviews about you and how to respond effectively...especially to the "nasty" reviews!

If you have questions or comments, leave them here, visit our website or email me.

Randall Wong, M.D.

Published in: Marketing
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Managing Your Online Reputation | AAO 2017 | Randall Wong

  1. 1. AAO 2017, Tech 01 Randall Wong, M.D. Managing Your Online Reputation
  2. 2. Financial Disclosure • I have the following financial interests or relationships to disclose: • Co-Founder: • Medical Marketing Enterprises, LLC •
  3. 3. Randall Wong, M.D. • Ophthalmologist (Retina Specialist) • Online Marketing • Medical Marketing Enterprises, LLC • Healthcare & Medical Internet Marketing • Reputation Management
  4. 4. Online Reputation • What is your online reputation • Where is your online reputation • Monitor • Respond • Bonus!
  5. 5. Managing Your Online Reputation 1. Monitor 2. Search Reviews 3. Respond
  6. 6. What is Online Reputation? • Whatever people are saying about you on the Internet
  7. 7. Online Reputation “With or without a website or social media, every business has an online reputation to maintain.”
  8. 8. • Review sites • Social Media • Bulletin Boards • Chat Rooms • Websites …anywhere someone can mention you in the public domain.
  9. 9. On-Page Reviews Testimonials/Comments left on your website Platforms you Own and Control Ability to Edit or Delete all comments.
  10. 10. Off-Page Sources Review Sites Local Directories Business “Aggregators” BBB Consumer Reports Washington Checkbook Chat Rooms Bulletin Boards
  11. 11. Angie’s List Subscription Based Not indexed Set up Free Account Receive email to your inbox
  12. 12. Yelp? Free Emails you when comment is left Often indexed by Google Business may “upgrade” membership
  13. 13. Monitor Google Alert Email from non-indexed sites Your Website Social Media Monitoring your entire online reputation can be done automatically!
  14. 14. Google Alert | Automate Monitoring www.Google.Com/Alerts Google emails (the “alert”) anytime you are mentioned on the Internet. Includes most sites which are indexed. Google Plus Account (accrues all reviews in one place) Angie’s List What About Yelp?
  15. 15. Why Respond? Acknowledge Engage Transparency The act of “responding” shows that you are interested and care.
  16. 16. Positive Reviews: “I Like You!” Majority of reviews are positive Respond: Acknowledge and appreciate reviewer “Thank you” Show willingness to engage Show you care
  17. 17. Negative Review: “You Stink!” 24 Hour Rule Unlikely to remove Negative Review Slander Racial Shows You are Human (Not every one is perfect)
  18. 18. “Make Lemonade” from Negative Review Don’t expect to regain customer 5 Star Response Take the opportunity to neutralize review; engage demonstrate transparency (personal and business) explain Negative reviews give you an excellent opportunity to show you care, perhaps not to the author, but to the dozens and dozens of readers who will follow.
  19. 19. The “Tribe” An online term used to describe your community of supporters. 1. Facebook 2. Twitter 3. Email Followers 4. Customers and patients Your tribe can be your strongest ally and is the most powerful way to neutralize negative reviews and turn them into more positive reviews.
  20. 20. “Two Birds…One Throw”
  21. 21. Local Search
  22. 22. What is Local Search? Board Certified Ophthalmologist vs. Board Certified Ophthalmologist 70130
  23. 23. Off-Page | Aggregators | Directories Bing Local Best of the Web Citysearch DexKnows FourSquare Google + Insider Pages Judy’s Book Kudzu Manta Merchant Circle Super Pages Yahoo! Local Yellow Bot Yellowee Yellow Pages Yelp Healthgrade s Vitals Rate MDS Doctorbase WebMD Docshop Local.AARP Mapquest Realself LocalMed
  24. 24. Local Search = Off-Page • Claim your accounts • NAP • Link to Your Website
  25. 25. Quality Backlinks • Links to your site • Related industry • Higher domain/page authority
  26. 26. Local SEO • Review Sites • SEO website • Reviews (especially Google)
  27. 27. AAO 2017 | My Schedule I’ll be teaching several courses and will also be speaking at the Technology Pavilion Saturday | November 11, 2017 9:30 – 10:30 AM | TECH 01 | Tech Pav Managing Your Online Reputation 1-4 PM | SPE06 | Rm: 335-336 “Marketing 101 – Kickstart Your Website, Social Media and Blog ” Sunday | November 12, 2017 11:30 - Noon | TECH 10 | Tech Pav ”Add Life to Your Website”
  28. 28. AAO 2017 | Schedule Monday | November 13, 2017 4:30 – 5:30 PM | 475 | 291 “Live Website Analysis: Critique Your Own Website”
  29. 29. To Your Success! Randall V. Wong, M.D.