Post on 13-May-2015
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Yelp and FranchiseesMay 17, 2012
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With You Today
Mitch DonabergerSocial Influence Strategist
(You probably met me at the convention)
Mullen - Pittsburgh
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Importance of Yelp
• Yelp is a purchase-minded social network.
• Mostly mobile
• Important in outer markets
• Word of Mouth / Viral Reach
• Herding cats
• 41 million monthly visitors.3
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Consumers Use Yelp To:
• Discover food in an unfamiliar area
• Find a certain kind of food
• Learn about store hours and locations without fiddling with websites
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Yelp Reviews
• Yelp reviews:– Tell a story– Weigh heavy on decision making– Are detailed– Reflect an immediate attitude– Are reactionary– Can be reversed
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A store’s Yelp presence can
make or break a sale.
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What Can Be Done
• Yelp has tools for reputation management– Ability to respond to reviews– Photos / Video– Discover traffic sources– Detail store location– Issue updates– Connect with local bloggers / heavy yelpers
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Franchise Solution
• Yelp is more influential in outer markets
• Saladworks has entered a partnership with Yelp.
• 10 outlying market stores
• Beta test