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The e-volution will not be televised

The E-volution will not be televised

2009 was a year full opportunities and challenges (most of the latter some have preferred). As the pace of change is always faster, we should expect no shortage of challenges and opportunities in 2010.

Much of this growth opportunity will remain available online, in particular in the field of reputation management. The challenge was to ensure a large extent without being distracted from what successful and profitable.

My friend and mentor Bill Blatchford suggests that the decision to participate in an activity is done by answering two simple questions:

1. Does it contribute to my life?
and
2. Do you enrich my life?

If answer to both questions is no, then do not. Although this seems simple, sometimes we do not know the result of an activity until you try, and therein lies the challenge.

Up to you to decide for yourself what constitutes a reasonable and necessary investment of time and effort in activities to obtain the desired result.

The E-volution will not be televised
E-volution I can use to designate the Electronic Revolution swept over us. One area where growth and change are of particular importance is the relatively new phenomenon known as online reputation management (ORM), which, according to Wikipedia (from 1 / 2010) is:

The practice of research and analysis of your business or personal reputation of the industry represented by the content of all types of media online.

I offer a slight refinement of a definition:  

Effective management online reputation, or E-ORM is the process by which an entity
(Or an agent of such entity) controls how shape perception
maintained and accessible through Internet

I think this definition is more useful because:

1. Affirms that the E-MOR a process that goes beyond simply collecting and analyzing information
   Y
2. Is a continuous process, ideally control proactive process how perceptions are formed and maintained

The great divide
As noted above, there is a tendency acceleration where people are turning to online media to research and purchase services (such as dentistry).

While 63% of consumers and small business owners are turning to the Internet first source of information on business and local search engines 82% used to do, only 44% of small businesses have a website and half spend less than 10% of their marketing budgets online A study by Nielsen and Webvisible.

This disparity between how entrepreneurs act as consumers, and how to market their own services, which is called The Great Divide.

The kindness of strangers
Another trend is the use by users of third-party review sites like Yelp, Angie's List, health, classes, etc.

Better handling of 9.9 Reports indicate that 83% of online shoppers said they were interested in exchanging information on their purchases with people he knows, while 74% are influenced by the opinions of others in their decision to buy the first product.

Perhaps more surprising is the online role- outsiders can play in the purchase of a decision surfer. The North American users trust online recommendations and opinions published by consumers more advertising online unknown in TV, radio, in magazines and newspapers, or other traditional media *.

Nielsen Online *

More convincing statistics showing the importance of managing your online reputation ** includes:

• 84% of consumers said they were more likely to enroll online for more feedback before making a purchase more than a year ago, according to a recent survey by the reputation of the brand (Retail Bulletin, October 2009)
• The survey (Talks consumers), which drew on responses of 1,000 online shoppers found that while 46 percent of online shoppers find the value of the product recommendations from friends, 47 percent search site comments "to make a decision. (Better manage, September 2009)
• The comments are the most effective social tactic to increase sales, followed by questions and answers page features fan on Facebook, where companies post information. (Study of 117 companies Etailing, September 2009)
• About 70% of Americans say see reviews or ratings of consumer products before making a purchase, according to a 2008 survey by Penn, Schoen & Berland Associates, a research firm and consultancy. (Business Week, October 2009)
• 63% of consumers indicate they are more likely to buy from a site if it has product ratings and reviews. (Consumer largest retailer of electronics / iPerceptions study, January 2008)
• 81% consider the availability of feedback from customers to be "very important" (33%) or "somewhat important (48%). (Leader in sales of consumer electronics / iPerceptions study, January 2008)
• According to a 2445 online survey of U.S. consumers, 82% considered that the comments generated by the user "value or value" extremely. (North American Technographics Online Survey Retail Q3, 2008)
• The comments are an important research tool for online shoppers, with 71 percent knew that feedback from consumers to become more comfortable they are buying the right product. (Nielsen Online Study vacation December 2008)
• Confidence in the survey of 26,000 + advertising has found that consumption recommendations are the most credible advertising. ("Marketing Social Media is the right strategy for tough economic times" conscience 2008)
• In October 2008, nearly half of U.S. adults online to read the notes and comments at least once a month and 19% of them. Nearly twice Read reviews in 2007. (The growth of social technology adoption, Forrester, October 2008)
• 91% of millionaires say they always or often see the reviews before buying luxury goods, 68% of buyers use rich consumer reviews. (Unity Marketing / Research Google, told AdAge, October 2008)
• Seven in 10 (69%) consumers who read reviews share them with friends, family or colleagues, thus amplifying their effects. (Deloitte & Touche in September 2007)

** Thanks to Adam Spiel host Pro management for their help in compiling these statistics.

Reach it
Here is a list of priority activities to manage effectively its reputation online.

Priority number one: Blogging
If you do not have a blog, get one. It is one of the simplest ways to achieve noticed by search engines. And remember, the blog is linked to your site for maximum performance efforts of SEO benefits. In general, limit your message to 200 1200 words or characters and to be consistent with the type of tasks. Search engines prefer to see a steady stream of messages that a round of allocations followed by inactivity. A good way to avoid this is to "Bank", a series of elements that fail to spell "dry" of inactivity. Also be sure to use the labels appropriate.

More likely is the need to spend more initial effort to really put in place both in appearance and ease of use, and the contents of your blog, and then switch to "maintenance."

Second priority: encouraging patients positive feedback
Make it easy for your patients to write favorable reviews of their experiences with their practice in Google Local, Yelp, Angie List, Merchant Circle, and degrees of health or a number of other sites.

"From the standpoint of better ranking, Google Local was said host Adam Spiel des Pro Management, a Boise, ID IT Consulting. First, promote and demonstrate the process of submitting comments, and for their patients.

And if you do not get negative reviews, it is usually best ignored.

"The key is to ensure that the majority of comments from interested parties to find positive. Then you have to sweat if one or both are less flattering. In fact, it can be done to the credibility of the opinion, if not all of them are brilliant. "Spiel continues.

It is also important to have the ranking positive feedback, mostly negative. Although it is not easy, it is possible to achieve this goal, in part, working with a group that maximizes its website, based on name of your practice (this discussion is beyond the scope of this article. For more information on the strategy, then click here.

You may also consider the creation of accounts with Yelp and Angie to announce the list there, but also allow greater flexibility for the answer to that is less than flattering.

Third priority: to publish articles, videos and press releases
Regular posting to other sites referring to the web site address, you can create back links, which in turn helps improve the position of your website in the engine results page SEEK (SERP) when people are searching for your name, practice name, or a high quality dentist in your area.

Submit your articles, videos, press releases and article directories and video sites and news syndication. Among the best known of them: YouTube, Facebook, ArticlesBase (my favorite) CNW, and Ezine Articles.

To get the most benefit, make sure you understand how the structure of your message, and whether the use and proper placement Tags keywords and your website link.

Four priority areas: Managing social networking sites
Most practices are well served by creating and maintaining accounts with YouTube, Facebook and Twitter, but there may be more sites to be considered depending on the characteristics of your target audience. To identify these sites, Google a phrase like the social networking site demographics (for an outcome , click here)

Facebook also offers an advertising option, depending on how it is structured, and the demographics of your region can be a profitable business.

Configure your "Calendar of Events"
Pro Spiel host proposes a "30-30-30", characterized by first identifying of the thirty most frequently asked questions of your target audience who care and that you and your practice. Then answers in the form of thirty thirty articles and videos (Do not worry very polished production, as too much quality can reduce the perceived credibility). Then distribute these articles and videos to sites exchange, in the best match of the population wants.

Launch!
The last step is to upgrade their chosen social networking sites as they are discovered by their target (search engines), the willingness of your Top 30 questions to be answered by linking to your website.

Normal display content different sites can be time consuming. One way to minimize the time spent using is called aggregator sites. These sites such www.Ping.fm allows you to send the same ad to all places at once.

List of Web Connection – Dr. John A. Smith

Username Password Site notes

Ongoing Priority: surveillance (s)
E-ORM success is knowing what is happening online. This is important because, as mentioned above, you are not the only one involved in the formation of your reputation online.

One of these tools is Google Alerts, but there are many more. To find them, use your browser to get results for the phrase "free online tracking tools.

Effective planning and prioritization tasks necessary to establish and maintain a positive reputation online can produce great results for their practice. Just be realistic and not panic if necessary, from time to time, do not meet your schedule. As they are comfortable with the concepts and processes, you will see that E-ORM can be fun!

About the Author

Daniel A. Bobrow is President of American Dental Marketing, a health care marketing consultancy based in Chicago, IL.  He is also Executive Director of Climb For A Cause and Founder of 888 Now Smile and The Smile Tree.

 

Dunya TV – BEST-OF-HASB-E-HAAL – 05-11-2009 – 2