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www.BeyondIndigoPets.com
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Veterinary Blog:
• Why I Fired Demand Force (http://www.leospetcare.com/why-i-fired-demandforce-veterinary/)

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!

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

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

How Are Reputations Made Online?
Customer reviews and ratings
Yelp
Yahoo
Google +
Citysearch
Insiderpages
Merchant Circle
Superpages
Foursquare

How Are Reputations Made Online?

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)

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

 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/

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.

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.

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

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

Question Break!

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…

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?

No, I think we are all
set!

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?

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…

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.

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.

Let’s look at an example of how a
technician or receptionist could ask for
reviews.

How did your
appointment go?
It went well, thanks!

Did you have anything
else you needed to
pick up today?
Nope, I think we are
all set!

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?

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…

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.

Let’s Practice!
Are there other situations that you are
worried about experiencing when asking
for reviews?

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!

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

Thank You for Attending Today!!
 Ann Pearson
 ORM Specialist
 Beyond Indigo
 877-244-9322 ext 322
 ann@beyondindigo.com

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