Post on 31-Aug-2014
description
transcript
Online Reviews: A Yelp Case Study
@rosieakenhead#EdgeManc
1. The Yelp story2. Common misconceptions about online
reviews3. Yelp for businesses 4. Tips on responding to reviews
Agenda
The Yelp story.
DirectoriesClassifiedsEncyclopediaNetwork TV
Then vs. Now
Yelp Mobile
*from Emarketer study. All other stats from Nielsen Mobile Study August 2013
64% of the UK now owns a Smartphone*
60% of all searches on Yelp come from mobile
Every second, a consumer generated directions to or called a business from a Yelp app
Yelp is partnered to Apple Maps and provides all local review content
Why Are People Coming To Yelp?
Generation XY and Z: Speedy Spenders
Common Misconceptions About Online Reviews on Yelp.
1. Reviewers Are All Anonymous
2. Reviewers Are All Students 3. Consumers Only Ever Share Negative Experiences
4. Online Reviews Are Not Reliable
Misconception #1: Reviewers Are All Anonymous
Misconception #2: All Reviewers Are Students
Misconception #3: Consumers Prefer To Share Negative Experiences
Misconception #4: Online Reviews Are Not Reliable
Recommended and Non Recommended Reviews
Yelp for Businesses.
Start here: www.biz.yelp.co.uk
Free Tools, User Views & Customer Leads
Optimise Your Listing- all of this is free!
Photos
Include (and update) opening hours
Add Basic Business Information
Describe Your Business & Meet The Owner
Check-in Offers
Responding To Reviews: Tips
Don’t Lose Your Cool
First Things First:
What Not To Do!
Be Diplomatic, Be Polite, State Your Policies
Outcome:
But Don’t Ask For Reviews
Thank you.
Questions?
@rosieakenhead#EdgeManc
Contact Our User Support Team: www.yelp.co.uk/contactBusiness Owner Log-in:
www.biz.yelp.co.ukBusiness Support Center:
www.biz.yelp.co.uk/support
Appendix i: Paid Upgrades: Search Advertising & on Business Page
Removal of Competitor’s Ads