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Making Cents: Transactional Social Media

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It’s simple: Connect people with great local businesses.

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Who Are These “Yelpers”

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Who Are These “Yelpers”

Consumers on Yelp are affluent, educated adults

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“Yelpers” in their natural habitat: hanging in your business

And the Community Managers who spend their days connecting people to great businesses, one at a time.

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So What Does This Mean For Your Business?

More than ever, your customers are consulting online reviews

Word of mouth has amplified online

Social media, blogs, websites are staples of our diet

Monitoring and then engaging online IS marketing

Who Uses Yelp, in real numbers.

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Definitely a great value for inexpensive lodging. It may not be for everyone, though, if you're not cool with sharing a dorm style room (private rooms available for higher price, I think) with up to 3 people. The bunks were decent enough, but climbing above is sort of a pain. Bring your own lock if using a locker. Small lavatory in room, but might as well use the restroom down the hall… I like the improved awareness for being green and conserving. Free towel use.

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What Could You Do About It?

Do your research: What online communities are your customers using? Can you/should you interact with them on that platform?

What are your ideal customer demographics?What platforms exist to target new customers

Monitor: Learn the culture of your preferred online communities.Ex: The TOS, FAQ for business owners

Engage: Participate authentically, genuinely, with frequency

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Yelp Confidential

Free business tools.

Talk to your customers!

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Making your business shine online

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Connect Online

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Measure Metrics

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80% of Yelp reviews are positive

Negative reviews play an important role too• A variety of experiences is consistent with real life• You can’t please 100% of your customers 100% of the time

Distribution of All Reviews

1. Is this someone who you’d want as a customer? Do they fit your demographic?2. Does this one negative in a sea of positive threaten all of the good work you’ve done?3. Could you learn anything from the feedback?

We see the world in shades of negative… le sigh

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Respond

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Recapping the Rules Of the Online Road

Be present: Fill out the “meet the manager” so people know you

Be your kindest self, real self, across all platforms

Take time to regain your cool

Respond: Privately to reviews, both positive and negative

If there’s something to learn from reviews, learn it

Don’t ask for reviews, ever

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5+ Million Unique Monthly Visitors to Mobile

Almost every second, a customer generates directions or calls a business

crystals.yelp.ca | @yelpcanada

Some Takeaways

Get involved, listen, participate

Brag a little: show the world what you’re proud of

Let reviews, followers and appreciation, grow organically

Be awesome. Online and offline