lsa bootcamp denver: take control of your online reputation (yelp)
TRANSCRIPT
AGENDA
01 Current State Of Reviews
02 Yelp By The Numbers
03 Your Business On Yelp
04 Takeaways
05 Q&A
Current State Of Reviews
01
QDO YOU READ ONLINE REVIEWS TO DETERMINE WHETHER A LOCAL BUSINESS IS A GOOD BUSINESS?
A71%In 2010.
YES.
SOURCE: Bright Local, 2015
A92%In 2015.
YES.
SOURCE: Bright Local, 2015
QDO YOU TRUST ONLINE CUSTOMER REVIEWS AS M U C H A S P E R S O N A L RECOMMENDATIONS?
A67%In 2010.
YES.
SOURCE: Bright Local, 2015
A90%In 2015.
YES.
SOURCE: Bright Local, 2015
Jeremy Stoppelman
Our focus has always been to connect people to great local businesses — the truly best places in cities throughout the world — in useful, funny and cool ways that make life a lot more interesting.
2004, 2005, 2006, 2007, 2008, 2009, 2010, 2011, 2012, 2013, 2014, 2015, 2016
United States July 2004 � Canada August 2008 � United Kingdom January 2009 � Republic of Ireland April 2009 � France May 2010 � Germany July 2010 � Austria October 2010 � The Netherlands December 2010 � Spain May 2011 � Italy September 2011 Switzerland September 2011 � Belgium October 2011 � Australia December 2011 � Sweden March 2012 � Denmark April 2012 � Norway May 2012 Finland June 2012 � Singapore September 2012 � Poland October 2012 Turkey December 2012 � New Zealand May 2013 � Czech Republic July 2013 � Brazil August 2013 � Portugal December 2013 � Mexico March 2014 � Japan April 2014 � Argentina May 2014 � Chile August 2014 Hong Kong September 2014 � Taiwan March 2015 � Malaysia May 2015 Philippines June 2015
Yelping Around The World:CMs captain communities in 32 International Markets.
Yelp By The Numbers
02
A look at the numbers.Traffic:
77 Million monthly unique
Visitors via desktop
90 Million monthly visitors
via mobile
102 Million total reviews
since inception
57% are age 35 or over
76% have a College Degree
69% earn 60k+ annually
Our Community:Yelpers are affluent, educated adults.
…In a Nielsen study, we found that…
…and that…
Your Business On Yelp
03
biz.yelp.com:A wealth of free tools on desktop & mobile.
…
SOURCE: Boston Consulting Group, 2013
$8000THE AVERAGE ANNUAL INCREMENTAL REVENUE GENERATED BY A BUSINESS
AFTER CLAIMING ITS YELP BUSINESS PAGE
free
Business Owner’s Account:Track user views and customer leads & manage your online reputation.
INFORMATION SHARED IN ACTIVITY FEED IS BASED ON USERS’ PRIVACY SETTINGS
LEADS BROKEN DOWN BY TYPE
LEADS AS A WHOLE SUM
Business Owner’s Account:Track user views and customer leads & manage your online reputation.
BUSINESS INFORMATION
PHOTOS
REVIEWS
…
biz.yelp.com
BUSINESS INFORMATION
biz.yelp.com
…
• CATEGORIES (add up to 3)
• ADDRESS, PHONE, WEBSITE & HOURS
• SPECIALTIES (1,500 characters)
• HISTORY (1,000 characters)
• MEET THE OWNER (1,000 characters)
• BIZ RECOMMENDATIONS (add up to 5)
PHOTOS
…
biz.yelp.com
SECTIONS
01 Mission
02 CM Survey Responses
04 Next Steps
200%A BUSINESS WITH 1-5 reviews AND 10 photos SEES
more user views THAN A BUSINESS WITH THE SAME NUMBER OF REVIEWS AND 0 PHOTOS.
…
SECTIONS
01 Mission
02 CM Survey Responses
04 Next Steps
• UPLOAD UNLIMITED PHOTOS
• GO BEYOND LOGOS & STOREFRONT
• USE PHOTOS TO HELP TELL YOUR STORY
• CAPTION PHOTOS
• FLAG INAPPROPRIATE PHOTOS
• UPDATE WHEN NECESSARY
REVIEWSbiz.yelp.com
…
SHARE orFLAG
ADD/EDIT/REMOVE PUBLIC COMMENT or SEND PRIVATE MESSAGE
PUBLIC VS. PRIVATEbiz.yelp.com
…
One, Two, Three, Four Or Five Star Review:Add a public comment.
• APPEARS DIRECTLY BELOW REVIEW
• VISIBLE TO EVERYONE
• VERY TELLING
• BUILDS CONFIDENCE
• GREAT ADVERTISEMENT
• SEND A PRIVATE MESSAGE
One Or Two Star Review:Send a private message.
• ADDRESS CONCERNS 1:1
• DETAILED CORRESPONDENCE
• ORGANIZED FOR REFERENCE
• OBTAIN VALUABLE FEEDBACK
• RESULTS DRIVEN
STOP, DROP, ROLLbiz.yelp.com
…
Don't respond immediately: Waiting 24 hours can make all the difference. Sleep on it!
STEP ONE:
STOP01
Drop anything that might sound argumentative or defensive; this can make matters worse. Let a trusted co-worker or friend read through your response before posting.
STEP TWO:
DROP02
In the end, you can’t please 100% of people, 100% of the time; issues will arise. Work to mend any valid concerns and roll with it knowing you did all you could.
STEP THREE:
ROLL03
BADGES & BUTTONS
…
biz.yelp.com
yelp.com/brand:Download creative assets and order a Find Us On Yelp Sticker.
Takeaways
04
01CLAIM YOUR PAGE
…
…
02ADD SOME SPARKLE
…
03DOWNLOAD THE APP
