Rosie Akenhead: "Online Reviews - a Yelp Case Study"

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Online Reviews: A Yelp Case Study @rosieakenhead #EdgeManc

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Transcript of Rosie Akenhead: "Online Reviews - a Yelp Case Study"

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Online Reviews: A Yelp Case Study

@rosieakenhead#EdgeManc

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1. The Yelp story2. Common misconceptions about online

reviews3. Yelp for businesses 4. Tips on responding to reviews

Agenda

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The Yelp story.

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DirectoriesClassifiedsEncyclopediaNetwork TV

Then vs. Now

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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

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Why Are People Coming To Yelp?

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Generation XY and Z: Speedy Spenders

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Common Misconceptions About Online Reviews on Yelp.

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1. Reviewers Are All Anonymous

2. Reviewers Are All Students 3. Consumers Only Ever Share Negative Experiences

4. Online Reviews Are Not Reliable

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Misconception #1: Reviewers Are All Anonymous

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Misconception #2: All Reviewers Are Students

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Misconception #3: Consumers Prefer To Share Negative Experiences

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Misconception #4: Online Reviews Are Not Reliable

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Recommended and Non Recommended Reviews

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Yelp for Businesses.

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Start here: www.biz.yelp.co.uk

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Free Tools, User Views & Customer Leads

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Optimise Your Listing- all of this is free!

Photos

Include (and update) opening hours

Add Basic Business Information

Describe Your Business & Meet The Owner

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Check-in Offers

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Responding To Reviews: Tips

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Don’t Lose Your Cool

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First Things First:

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What Not To Do!

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Be Diplomatic, Be Polite, State Your Policies

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Outcome:

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But Don’t Ask For Reviews

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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

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Appendix i: Paid Upgrades: Search Advertising & on Business Page

Removal of Competitor’s Ads