How To Use Yelp.com To Your Advantage
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Transcript of How To Use Yelp.com To Your Advantage
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Yelp 101: The World of Online Reviews
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• Web-based property management software
• Complete Solution Includes• Property Mgmt & Accounting• Online rent collection (free)• Prospect / Guest Card Tracking• Marketing • Website• Payment processing• Online applications• Resident Screening
So You Run a More Successful Business
AppFolio
©2012 AppFolio, Inc. All Rights Reserved.
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Grace Hill
• Leading Education Provider• Offering eLearning for more than 10 years• More than 1,500 courses taken each day• Accounting
• Apartment-Industry Specific Training• Fair Housing, Preventing Sexual Harassment• Intro to Social Media, with Lisa Trosien• Dozens more in English & Spanish
• Vision Learning Management System (LMS)
• Custom Course Development
• www.gracehilllearning.com for course previews
©2012 AppFolio, Inc. All Rights Reserved.
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Darnell HollowayManager of Local Business Outreach
www.yelp.com/contactwww.biz.yelp.com
@darnelljustin
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Today’s Agenda:
1. Yelp 101: The Basics of Our Site
2. Business Owners Account: Unlock Your Tools
3. Reviews: Do’s and Don’ts of Responding
4. Reputation/Content Management: Achieving a Strong Online Presence
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Yelp 101: The Basics of
Our Site
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Why Yelp Exists:
To connect people with great local businesses.
“[Yelp] helped me find my hairstylist, apartment, plumber, restaurant…”
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Now More Than Ever, Consumers Rely on Online Reviews
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The Yelp App: Coming to a Device Near You!
• Yelp mobile app is used on of 8.2 million unique mobile devices (Q3 2012)
• Approximately 45% of all searches on Yelp come from our mobile apps.
• Every second, a consumer generated directions to or called a business from a Yelp app.
•A photo was uploaded at least every 30 seconds from the Yelp app.
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What Makes Yelp Different?
What it is: Since Day 1, our focus has always been on creating a community of reviewers
What it’s not: Yelp isn’t a bulletin board or drive-by review site
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Polling Question
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Yelp Consumers are Affluent, Educated Adults
Reviewed Businesses in Every Category
US Demographics
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Business Owners Account:
Unlock and Use Your Tools
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Start Here: www.biz.yelp.com
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Understanding Yelp Metrics
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Optimize Your Listing
Add Basic Business
Information
Describe Your Business
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Connect with Customers
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Polling Question
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Do’s and Don’ts of Responding
… and How to Handle with Care
Reviews:
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Myth: Most Yelp Reviews are
Negative
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FACT: 80% of Yelp Reviews are 3-Stars or Higher
Critical reviews play an important role too:• A variety of experiences are consistent with real life• You can’t please 100% of your customers 100% of the
time
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Tip #1: Post Public Comments You Can Be Proud Of…
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The Right Way To Do It
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Tip #2: Say ‘Thank You’, State Your Policy & Respond Promptly
Initial Review: 1 Star
Review Update: 4 Stars
Public Comment from Business Owner
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Polling Question
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Quality Control: Why Some Reviews Come Down
All businesses are equal in this regard.(Advertisers & non-advertisers treated equally; filtered reviews viewable.)
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The Proof is in the Pudding:
“Every fake review the Texan bought was flagged by Yelp’s algorithms, though his fraudulent reviews remain up on the seven other sites.”
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Reputation Management &Building a Strong Yelp
Presence
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Is it possible for property
managers to achieve a high rating?
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Yes.
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Do Let People Know You’re on Yelp,
But Don’t Ask For Reviews
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Generating Yelp Content
Check Ins: Homepage Reminder
In-Office & Newsletter MarketingUpdate Your Email Signature
Provide Great Service!
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Paid Features: Search Advertising and Business Page Upgrades
Removal of Competitor’s AdsRemoval of Competitor’s Ads
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Summary:
1. Yelp 101: Yelp connects people with great local businesses.
2. Business Owners Account: Use the free tools in your account to help drive new customers to your business.
3. Reviews: Engage diplomatically and don’t obsess over any single review.
4. Reputation Management: Let people know you’re on Yelp, but don’t ask for reviews.
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Darnell HollowayManager of Local Business Outreach
www.yelp.com/contactwww.biz.yelp.com
@darnelljustin