digital word-of-mouth: yelp #suyelp

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Lindsay Dolak @ledolak; Klout Score: 61 Arielle Franklin @arf521; Klout Score: 59 Dana Kappel @drk91; Klout Score: 44 Heidi Smolevitz @heidi_smolevitz; Klout Score: 61 #SUYelp #SUYelp

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Page 1: Digital Word-of-Mouth: Yelp #SUYelp

Lindsay Dolak @ledolak; Klout Score: 61 Arielle Franklin @arf521; Klout Score: 59

Dana Kappel @drk91; Klout Score: 44 Heidi Smolevitz @heidi_smolevitz; Klout Score: 61

#SUYelp

#SUYelp

Page 2: Digital Word-of-Mouth: Yelp #SUYelp

D!w"#!$% App P#&$'&!

#SUYelp

Page 3: Digital Word-of-Mouth: Yelp #SUYelp

H(')!r* !f Y&#p •  Founded in 2004 by Jeremy

Stoppelman

•  Jeremy found a need •  Began as an email service for

exchanging local business recommendations

•  Initially launched as a site o  Today on the web and

mobile

#SUYelp

Yelp Headquarters in San Fransico, CA

Page 4: Digital Word-of-Mouth: Yelp #SUYelp

W+$) (' Y&#p? ●  Largest online directory

●  Leading listing service for small business reviews

●  Online urban guide / business review site

●  Today, Yelp incorporates social networking features, discounts and advertising on the site and app

Yelp’s Purpose: “To connect people with great local businesses”

#SUYelp

Page 5: Digital Word-of-Mouth: Yelp #SUYelp

B&f!r& Y&#p ●  Prior to Yelp people got

their information by word-of-mouth. ○  Places became known

by people visiting them and verbally giving recommendations to others.

#SUYelp

Page 6: Digital Word-of-Mouth: Yelp #SUYelp

W!r%-!f-M!,)+

●  Revolutionized the nature of word-of-mouth

●  By the end of Q4 2013, Yelpers had written more than 53 million rich, local reviews, making Yelp the leading local guide for real word-of-mouth on everything from boutiques and mechanics to restaurants and dentists

-About Yelp

#SUYelp http://www.yelp-press.com/phoenix.zhtml?c=250809&p=irol-press

Page 7: Digital Word-of-Mouth: Yelp #SUYelp

#SUYelp file:///Users/arf521/Downloads/Snapshot_2013_Q4_US.pdf

Page 8: Digital Word-of-Mouth: Yelp #SUYelp

#SUYelp file:///Users/arf521/Downloads/Snapshot_2013_Q4_US.pdf

Page 9: Digital Word-of-Mouth: Yelp #SUYelp

#SUYelp file:///Users/arf521/Downloads/Snapshot_2013_Q4_US.pdf

Page 10: Digital Word-of-Mouth: Yelp #SUYelp

#SUYelp file:///Users/arf521/Downloads/Snapshot_2013_Q4_US.pdf

Page 11: Digital Word-of-Mouth: Yelp #SUYelp

I")&rv(&w' Steve Guglielmo - Account Executive at Yelp

#SUYelp

“Yelp has not really done any advertising yet. All of its success has been natural and through word of mouth, which is awesome.”

-Steve Guglielmo - Account Executive at Yelp

Page 12: Digital Word-of-Mouth: Yelp #SUYelp

I")&rv(&w'

“You have to be very strategic about getting Yelp reviews.”

“Be wary of bad reviews on Yelp.”

“Your happy customers can give you great reviews, but your unhappy customers can give you reviews that you can’t do anything about.”

- Melinda Emerson @SmallBizLady

“To live and die by the same sword”

#SUYelp

Page 13: Digital Word-of-Mouth: Yelp #SUYelp

H!w B,'("&''&' U'& Y&#p

#SUYelp

Page 14: Digital Word-of-Mouth: Yelp #SUYelp

H!w B,'("&''&' U'& Y&#p

#SUYelp http://engineeringblog.yelp.com/2013/11/data-quality-how-yelp-stacks-up-to-the-competition.html

Page 15: Digital Word-of-Mouth: Yelp #SUYelp

#SUYelp

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#SUYelp

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#SUYelp

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#SUYelp

Page 19: Digital Word-of-Mouth: Yelp #SUYelp

#SUYelp

Page 20: Digital Word-of-Mouth: Yelp #SUYelp

B&') C!-p$"(&' U'(". Y&#p: D("/$,r BBQ

•  Dinosaur is the top-rated restaurant in Syracuse, NY

•  When people come to town, they see the great reviews and that Dinosaur is listed at the top of the search on Yelp

•  Dino monitors all reviews closely — frequently logs on

o  Appreciate and love their good reviews!

o  Manager gets in touch with users who posted about less than good experiences in the restaurant

o  They do NOT ask people to give reviews, just monitor what other people right

•  Although Dinosaur is a destination restaurant (people come from all over - Australia, England, you’d be surprised) Yelp is still a helpful reminder

#SUYelp

Page 21: Digital Word-of-Mouth: Yelp #SUYelp

Bob Baker — @DinosaurBQ; Klout: 44 PR and Social Media Manager for Dinosaur Restaurants (learned everything he knows about Social Media from @DR4WARD)

I")&rv(&w

#SUYelp

“Yelp is a great way to get us in front of a hungry persons eye”

“It absolutely helps drive business, as long as reviews are good! If they start to fall off, it would be a very very bad thing!”

Page 22: Digital Word-of-Mouth: Yelp #SUYelp

Y&#p’' P$r)"&r'+(p' •  Yahoo

•  Kindle Fire

•  YP (Yellow Pages) - strategic partnership o  Largest local ad platform in the

US

•  Apple (Siri)

•  BMW, Toyota, Lexus, Mercedes, Honda

•  Microsoft Bing

•  Open Table

#SUYelp

Page 23: Digital Word-of-Mouth: Yelp #SUYelp

H!w T! U'& — N$v(.$)(". Y&#p

●  Did the app download? Great! ●  Play around on the app or site a little bit - let us know

what you think

#SUYelp

Page 24: Digital Word-of-Mouth: Yelp #SUYelp

N$v(.$)(". Y&#p M!b(#&

#SUYelp

●  30% of Yelp’s new reviews are coming from mobile devices

Page 25: Digital Word-of-Mouth: Yelp #SUYelp

N$v(.$)(". Y&#p O"#("&

#SUYelp

Page 26: Digital Word-of-Mouth: Yelp #SUYelp

Y&#p D&-! 1.  Search on Yelp app for a

Chinese food restaurant in Syracuse

2.  Ask Siri to find a dentist nearby 3.  Yahoo search for a hotel in the

area 4.  Use the Monocle feature to see

what restaurants are down the street

#SUYelp

Page 27: Digital Word-of-Mouth: Yelp #SUYelp

M!"$0#& — A,.-&")&% R&$#()*

#SUYelp

Page 28: Digital Word-of-Mouth: Yelp #SUYelp

R&0&") N&w': Y&#p E")&r' )+& E-!1( W!r#%

●  Yelp has just updated their mobile app to allow users to use an Emoji to search for things

●  In it’s most recent update, the Yelp mobile app allows users to search local businesses using those puzzling, beaming little character faces

#SUYelp http://www.fastcompany.com/3028704/fast-feed/now-you-can-use-emoji-to-search-yelp

Page 29: Digital Word-of-Mouth: Yelp #SUYelp

#SUYelp

Page 30: Digital Word-of-Mouth: Yelp #SUYelp

Y&#p + H!!)S,()&

•  The new HootSuite Chrome allows you to view geolocated social media message searches on Yelp

#SUYelp http://blog.hootsuite.com/hootlet-social-media-extension/

Page 31: Digital Word-of-Mouth: Yelp #SUYelp

W+$)’' N2) f!r Y&#p... •  Advertising itself! •  Yelp has not yet paid for advertising •  All of their success has been through natural word of

mouth (which is awesome) •  Be prepared to see this in the near future as they prepare

to roll out paid advertisements and continue to grow!

#SUYelp

Page 32: Digital Word-of-Mouth: Yelp #SUYelp

Any Q,&')(!"'?

#SUYelp