Salad creations online campaign
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Transcript of Salad creations online campaign
Why Yelp?
Generates instant
feedback
Niche Content
Every word indexed by Search Engine
Tapping Thousands of
Foodies
Note: of 250,000 Yelp users in DC area, approx 3.5% write reviews, Tech Crunch, April 2011
7,000 Yelpers in DC Metro Area
750 Yelpers who write reviews on Salad Restaurants
250 Elite Yelpers who write reviews on Salad Restaurants
Yelp! How Many Users?
In comparison, there are 1.5 million users of Facebook in DC area.Istrategylabs, Jan 2011
15,000 Yelp Readers in DC
Profile of an “Elite” YelperAn average Elite Yelper has written 200 – 500 Reviews
Elites chosen by their peers
Communicated directly with 25
Elites
Analyzed four years of Reviews
Less than 15% of
Yelpers are Elite
Has a large, loyal following
Targeted Online Ads
7,000 Yelpers in DC
1.5 million on FB in DC
3.5 million users in DC
* “DC” is DC Metro (DC, MD, VA)
Targeted Ads on Facebook
1000 target market 100 impressions per day @ 50 cents CPM = $5.0010 clicks per day @ $1.10 CPC = $11.00
Total = $16 per day $480 per month $2,880 per 6 mos
Sponsored Reviews show up on Competitor’s
page
Listing shows up first on Search
Costs $300 to $1000 per month
1000 impressions per month x .01 CPM = $100100 clicks x .25 cpc = $25Total = $125 per month
Cost to Advertise Online
Facebook: 2 Targeted ads: $1,000 per month.
Google Places: 2 Targeted ads: $250 per month
Yelp: $1,000 per month
Total: $2,250 per month ---> $27,000 per year
Click on the dish to rate and review your salad
Facebook Like Button
Salad Embeds Seamlessly to Website
“I want to be able to see real pictures of my Salad”Erin M., Washington, DC“Elite” Yelper 2011
Your Customized Salad Page
Express Yourself
Share your Experience
Remembers each
Ingredient
Each Ingredient is a hyperlink
Clicking on “Cilantro” shows other types of Salads that offers “Cilantro”
Customized to Each Ingredient
Customized Intelligence – Remembers your Salads and Ingredients
“I want to customize my
Salad experience online”Lisa F., Arlington, VA, Elite Yelper 2011
Your Customized Salad
Several hundred varieties of Salads can be created
Once created, each salad can be saved
Each Step is Customized
Customized Content – You can post your own Pics
Ingredient of the Week
Multi Media Model
Salad Creations
Community
CustomizationReview Sites and Food Blogs
Exper
ience
Innovation
Website
MashupMobile App