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27956512 Gao Chen QingGlobal Media Management
Digital Presentation: yelp
Introduction
Marketing and branding
Technological affordances
User Experiences
Conclusion
What is yelp?
• The biggest review website
• Was founded in 2004
• The company was founded in San Francisco
Similar applications :DianPing.com
The earliest review website
Appeared in2003 ( ShangHai)
Figure 1
Figure 2
Marketing and Branding
Yelp TV Commercial 2015. Available at ; https://www.youtube.com/watch?v=pAXPY2dBq9I&feature=youtu.be
• A large number of users• Target population: without age limit• Give a platform for consumers to express review of life.• Save people's time• Help to make decision• Social media platforms• Information resources sharing• New marketing platform for businesses
business
user
product
reviewOn yelp Basic brand
image
Philanthropy to enhance the brand image
Yelp will be connected with the business and service to create a unique regional brand characteristics. (Booth, 2014)
Figure 3
Technological affordances
Nearby : find the best choice to user
Location-based service: find user real position
Figure 4
People can download yelp in app store.
Open yelp and click “nearby”:It will recommend a variety of special services to users. (restaurants,coffee also have dentist)
Figure 5 Figure 6
Location-based service
Location-based service is a real mobile location application. It helps to understand the mobile device of user‘s location and mobility of expression. (Murukannaiah and Singh, 2014)
Figure 7
User Experiences
• People become a yelper and then can write review on yelp.
• The most basic function of yelp is to write a comment.
• Users can also give a score and give stars to businesses.
User influence Businesses
Many studies have shown that comment will directly affect sales. (Chevalier and Mayzlin ,2006)
Figure 8
People use yelp is to find information. (Hick et al, 2012)
yelp reviews have formed a large database
People can chat with other user.
Figure 9
• References:Chevalier,J., and Mayzlin,D., (2006) The Effect of Word of Mouth on Sales: Online
Book Reviews. Journal of marketing research, 43(3),pp. 345–354.
Hicks, A., Comp, S., Horovitz, J., Hovarter, M., Miki, M., and Bevan, J. (2012) Why people use Yelp.com: An exploration of uses and gratifications. Computers In Human Behavior, 28(6), pp. 2274-2279.
Murukannaiah, P., and Singh, M. (2014) Understanding Location-Based User Experience. IEEE Internet Computing, 18(6), pp. 72-76.
Figure references:http://mobilefomo.com/2013/03/yelp-leverages-geo-location-display-ads-mobile-app/ http://www.ipadown.com/da-zhong-dian-ping-hd-review http://www.yelpfoundation.org/https://itunes.apple.com/us/app/yelp/id284910350?mt=8&ign-mpt=uo%3D8https://www.yelp.com/mobilehttp://www.pcmag.com/slideshow_viewer/0,3253,l=244304&a=244304&po=1,00.asphttp://www.storedge.com/why-and-how-location-based-services-should-be-utilized-
in-self-storage