Making Cents of Transactional Social Media

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Making Cents of Transactional Social Media

  1. 1. Page 1Making Cents: Transactional Social Media
  2. 2. Page 2It’s simple: Connect people with great local businesses.
  3. 3. Who Are These “Yelpers” Page 3
  4. 4. Who Are These “Yelpers” Page 4
  5. 5. Consumers on Yelp are affluent, educated adults
  6. 6. Page 6“Yelpers” in their naturalhabitat: hanging in yourbusinessAnd the CommunityManagers who spendtheir days connectingpeople to greatbusinesses, one at atime.
  7. 7. So What Does This Mean For Your Business? Page 7 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
  8. 8. Who Uses Yelp, in real numbers. Page 8 Definitely a great value for inexpensive lodging. It may not be for everyone, though, if youre 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.
  9. 9. What Could You Do About It? Page 9Do 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
  10. 10. Page 10 Talk to your customers!Free business tools. Yelp Confidential
  11. 11. Making your business shine online Page 11
  12. 12. Connect Online Page 12
  13. 13. Measure Metrics Page 13
  14. 14. 80% of Yelp reviews are positive Page 14 Distribution of All Reviews 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
  15. 15. We see the world in shades of negative… le sigh1. 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?
  16. 16. Respond Page 16
  17. 17. Recapping the Rules Of the Online Road Page 17 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
  18. 18. 5+ Million Unique Monthly Visitors to Mobile Page 18Almost every second, a customer generates directions or calls a business
  19. 19. Some TakeawaysGet involved, listen, participateBrag a little: show the world whatyou’re proud ofLet reviews, followers andappreciation, grow organicallyBe awesome. Online and offlinecrystals.yelp.ca | @yelpcanada

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