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