A DIGITAL CAMPAIGN FOR INTERACTIVE & eCOMMUNICATION COURSE
EMERSON COLLEGE, SPRING 2013

PREPARED BY

Siriwan Siriwangsant...
WHY DO WE CHOOSE YELP ?
Inspiration from OpenRice in Hong Kong

•
•

Initially launched in Hong Kong in Traditional
Chinese only
English version i...
Inspiration from OpenRice in Hong Kong

Source: Nielsen Telebus Survey May 2012

Traffic
• Monthly Page views: up to 87 mi...
WHAT DO WE KNOW ABOUT YELP ?
Source: Google Analytics, US data comScore 2012
Source: Google Analytics, US data comScore 2012
Source: Google Analytics, US data comScore 2012
BUSINESS HIGHLIGHTS
NEW MARKET EXPANSION

YELP MOBILE

INCREASE BRAND DISTRIBUTION

NEW PRODUCTS
•
•
•
•

Australia
Austria
Belgium
Canada

•
•
•
•

Denmark
Finland
France
Germany

•
•
•
•

Ireland
Italy
Norway
Poland

...
•

Different languages and cultures in
Europe.

•

France and Italy are known for their
tourism and exotic food.

•

Inter...
WHERE DO WE WANT TO TAKE YELP TO?
Thai food makes 7 spots in the top 50 list
Thailand: Most voted country among Asia to have the best food.
INTERNET HOSTS
A computer connected directly to the internet, ISP.

• Thailand is not far behind those countries that Yelp...
Searched term: (Country) Restaurant
Japan

85,718 results
Hong Kong

16,329 results
Taiwan

Thailand
47,304 results

36,04...
Restaurant Bangkok

16,244 results

Number of restaurants in Bangkok alone even
outnumbers those of Singapore’s (14,073).
• 24/7 food
• Low-High end
IMPLICATION # 1

Food review is the top two of Yelp’s contents.
Given that Thailand is perceived as a kitchen of
the world...
THAILAND MARKET INSIGHTS
• Internet & Smartphones
o Accessibility
o Speed
o Possession

TECHNOLOGY
CAPABILITY
• In exclusion of China and India, which
dominate a majority of Asian
population, Thailand is among top 10
internet users ...
More than 25m internet users
The capability to transmit information increases.

IIG: International Internet Gateway
NIX: National Internet Exchange

So...
An increase in smartphone possession.

Source: Euromonitor mobile phones in Thailand January 2013
• Smartphone penetration is not limited to mature market.
• Time period of future trend is 2011-2016.
Source: Ericsson Ins...
3G coverage by 3 major mobile networks providers

3G covers most parts of Thailand, except the forest areas.
Source: AIS.c...
IMPLICATION # 2

With an increase in Thailand’s internet penetration
rate and capability, and smartphones penetration
rate...
SEO LANDSCAPE
97% of THAIS USE GOOGLE
SEARCHED WORD: TREEKEEPER BANGKOK

Plus.google.com

facebook.com
tripadvisor.com

bangkokpost.com
foursquare.com
Bk-asia-c...
SEARCHED WORD: SORTREL BANGKOK

Sortrel.co.th

bangkokpost.com
Plus.google.com
Bk-asia-city.com
tripadvisor.com
facebook.c...
SEARCHED WORD:

Eat.edtguide.com

facebook.com

Th.openrice.com
SEARCHED WORD: ISAO (English)

SEARCHED WORD:

Given the same restaurant, Google result
appears when typed in English.

(T...
SEARCHED WORD: SORTREL BANGKOK

SEARCHED WORD:

Yet, it doesn’t seem to be the case when
experimenting with another restau...
TOP WEBSITES ON GOOGLE ARE DRIVEN BY ORGANIC SEARCH

Plus.google.com
Bangkokpost.com

Observation
• The results are shown ...
•
•
•
•

Demographics
Psychographics
Lifestyle trend
Spending

PROSPECTIVE
TARGET GROUP
THAI CONSUMER SEGMENTATION

Source: Euromonitor consumer lifestyle in Thailand 2011
TwentySomethings
Gen Y
•
•
•
•

College students
First jobbers
Technology mania
Middle-High
discretionary $$
• Socializing...
Foreign
Population

In exclusion of refugees,
asylum-seekers, and
migrants from Cambodia,
Lao PDR, and Myanmar,
there is a...
Foreign
Students

An increase in foreign students enrollment:
there were 20,155 foreign students in 2010.
Source: Commissi...
Tourists

There were 22m
tourists in Thailand in
2012. And the
number has increased
since 2008.

Source: Bank of Thailand ...
THAIS ARE BECOMING MORE HEALTH-CONSCIOUS.
• Many consumers want to improve their health and seek food and
other products t...
IMAGE AND STATUS ARE ESSENTIAL TO THAIS.
• Approximately 26% ranked image and social status as “most
important” regardless...
MOST OF THAIS’ SPENDING IS ON FOODS & BEVERAGES.

Source: Euromonitor consumer lifestyle in Thailand 2011
THE SPENDING IS PROJECTED TO INCREASE FOR THE PERIOD 2011 THROUGH 2020.

Source: Euromonitor consumer lifestyle in Thailan...
Full-Service Restaurant units
were gradually increasing,
especially Asian full-service
restaurants.

Source: Euromonitor f...
EATING IS TOP ACTIVITY.
• No shortage of street stalls and other cheap dining options.
• Rising disposable incomes are lik...
CAFÉ/BAR IS A TREND.
• New café experience has flourished due to a change in drinking habits and
trends.
• Chained coffee ...
• Cafés’ units slightly decreased in 2011 due to economic recession.
• The overall category units still increase.
Source: ...
IMPLICATION # 3

• Eating is likely a major activity for Thai consumers as it
allows people to socialize. Moreover, foodse...
CONSUMER
BEHAVIOR
PATA
27 Years old
Account Manager
Own Honda Jazz
Can’t live without iPhone
24/7 access to Facebook

Sweet breakfast
with m...
ONLINE BEHAVIOR
COLLEGE STUDENTS AND FIRST JOBBERS ARE
TOP INTERNET USERS.
According to Euromonitor tracking report in
2011, Internet user...
WHAT ARE THAI PEOPLE DOING ONLINE ?
FACEBOOK IS THE NO 1
SOCIAL MEDIA IN
THAILAND.
REVIEWS RANKED 4TH IN
TOP ONLINE ACTIVITIES

Source: Nielsen – The Digital ...
THAI CONSUMERS DO ONLINE RESEARCH PRIOR TO
PURCHASE AT OFFLINE CHANNELS, YET DEPENDING ON
PRODUCT CATEGORIES.
• Female ten...
AN INCREASE IN USE OF SEO AND LINKS FOR
INFORMATION SEARCH.

48% (-2.78)

38% (+2.22)

14% (+2.56)
SOCIAL MEDIA HAVE AN INFLUENCE ON
CONSUMER DECISION MAKING.

Source: Nielsen – The Digital Media Habits and Attitude of So...
WOM AND SOCIAL MEDIA HAVE AN INFLUENCE ON
PURCHASE INTENTION.
According to Ensogo survey (2010)
• 41.2 % Thais rely on rec...
90% OF CORPORATE COMPANIES ARE ALREADY ON
SOCIAL NETWORKS.

Source: Campaigninindia.com 2011
CONSUMER JOURNEY

Bangkok is ranked 4th among
world most traffic jam cities.
SEO & SEM
IMPLICATION # 4

Thai consumers are already open to online
communities, be it social networking or e-commerce.
Consequentl...
•
•
•
•
•

TripAdvisor
Living Social
Wongnai
OpenRice
BK Menu

COMPETITORS
18-25-34-54
High income
High education

18-25-34-54
High income

18-25-34-54
Moderate income

18-25-34-54
Moderate income
...
IMPLICATION # 5

There are several local review websites that Thai
consumers are familiar with. But, those websites are
no...
SWOT Analysis

Strength

Weakness

• Local business directory,
not limited to restaurants
• Market fit: Yelp nature vs
Tar...
BUSSINESS MODEL
&
STRATEGY
HOW WILL YELP OPERATE IN THAILAND, FINANCIALLY ?
HOW TO GET THAI CONSUMERS TO USE YELP ?
SOURCE OF REVENUES

LOCAL AD

BRAND AD

CREATE
DEAL

BUSINESS OWNERS
• Generate Yelp’s revenues

SOURCE OF TRAFFIC

REVIEW...
STRATEGY

OBJECTIVE

TACTICS

STAGE 1

•

Direct contact with business
owners to generate business
accounts

•

Pre-select...
STAGE 1: GENERATE AWARENESS: BUSINESS OWNERS

STRATEGY
1 Direct contact to introduce
Yelp and gain business
accounts

TOOL...
STAGE 1: GENERATE AWARENESS: CONSUMERS

STRATEGY
2 Use SEM to generate
awareness

TOOLS & TACTICS

2.1 Google AdWords with...
STAGE 1: GENERATE AWARENESS: CONSUMERS

STRATEGY
2 Use SEM to generate
awareness

TOOLS & TACTICS
2.2 Top keywords
searche...
STAGE 1: GENERATE AWARENESS: CONSUMERS

STRATEGY
2 Use SEM to generate
awareness

TOOLS & TACTICS
2.3 Installing backlinks...
See reviews on Yelp !
See reviews on Yelp !
See reviews on Yelp !
See reviews on Yelp !
STAGE 1: GENERATE AWARENESS: CONSUMERS

STRATEGY
2 Use SEM to generate
awareness

TOOLS & TACTICS
2.4 Use display ads on
t...
ENTERTAINMENT

NEWS

SHOPPING

SOCIETY & VARIETY
STAGE 1: GENERATE AWARENESS: CONSUMERS

STRATEGY
2 Use SEO to generate
awareness

TOOLS & TACTICS
2.5 Google Plus listing ...
STAGE 1: GENERATE AWARENESS: CONSUMERS

STRATEGY
3 Use print and OOH to
generate offline presence
and draw traffic to the
...
See reviews on Yelp!
Business owners

Direct
marketing

Display ads
OOH

Mass audience
Adwords
BK Mag
Backlinks
Google +

Target audience

STAG...
STAGE 2: ENGAGE USERS

STRATEGY
1 Use incentives to get
people to write and share
reviews

TOOLS & TACTICS
Yelp Gift Vouch...
STAGE 2: ENGAGE USERS

STRATEGY
2 Use SEM to draw traffic
to Yelp website

TOOLS & TACTICS
Retargeting—display
ads

Stage ...
STAGE 2: ENGAGE USERS

STRATEGY
3 Tie-in with Food & Drink
events

TOOLS & TACTICS
3.1 Interactive screen
connected to Yel...
Real time review
available at
interactive screen

Deals
available at
destination
STAGE 2: ENGAGE USERS

STRATEGY
3 Tie-in with Food & Drink
events

TOOLS & TACTICS
3.2

• Reaching out to
business owners
...
STAGE 2: ENGAGE USERS

STRATEGY
4 Use social media to
create Yelp community

TOOLS & TACTICS
4.1

• Open Graph
WHAT THAI FACEBOOK USERS ARE DOING ON FACEBOOK

Complete a level
Link to Instagram

Share a link

Like a page
FACEBOOK OPENGRAPH DOESN’T HAVE “RESTAURANT” CATEGORY, JUST YET.
THIS IS WHAT WE WILL DO …
CREATING MORE ACTIONS AND OBJECTS e.g. restaurant.reviews API
Siriwan reviews Sortrel Bar & Rest...
STAGE 2: ENGAGE USERS

STRATEGY
4 Use social media to
create Yelp community

TOOLS & TACTICS
4.2

• Facebook
• Twitter
• E...
YELP ELITE SQUAD
To be qualified as Yelp Elite:
Frequency and quality of reviews
Depth and breadth of reviews
Engage on th...
YELP ELITE EVENTS
• Monthly exclusive
events at new
restaurants
• Build a community
for Yelpers
STAGE 2: ENGAGE USERS

Google on Yelp
STRATEGY
5 Maximize mobile search
with location

TOOLS & TACTICS
5.1

Google Map and...
STAGE 2: ENGAGE USERS

STRATEGY
5 Maximize mobile search
with location

TOOLS & TACTICS
5.2

Location based deal
WRAP UP !
COMPLETED CONSUMER JOURNEY
Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Contact business
owners

STAGE 1:
AWARENESS

SEM, SEO, Display ads
Print...
SEO

OOH

DIRECT
MARKETING

INCENTIVES
CAUTIONS
• LANGUAGE : We can’t control what languages people will use.
• Collaborative reviewing

• Stage of awareness wil...
RECOMMENDATION
• Category extension
• Country expansion
• Integrate with GPS in cars

• Add reservation features
THANK YOU
APPENDIX
Source: The Nation Thailand
Source: Tech in Asia
Source: MediaMind Technologies
Introducing Yelp to Thailand
Introducing Yelp to Thailand
Introducing Yelp to Thailand
Introducing Yelp to Thailand
Introducing Yelp to Thailand
Introducing Yelp to Thailand
Introducing Yelp to Thailand
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Introducing Yelp to Thailand

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The presentation was part of my Interactive & eCommunication course at Emerson College, spring 2013. My Colleague, Siriwan Siriwangsanti, and I together developed this presentation. The strategy used here embraces digital/online media and outdoor advertising.

This presentation was supervised by digital media experts from Arnold Worldwide, Boston.

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  • Initially launched in Hong Kong in traditional Chinese only, in 2009 introduced the English version to accommodate the increasing demand from non-Chinese-speaking Hong Kongers and foreign residents in Hong KongInspiration from OpenRice in Hong KongFact 1: City’s platform for dining experience sharing, gourmet insights, and reviews.Fact 2: Hong Kong’s Top 10 Most Viewed Local Website.Fact 3: over 3 millions of visitors every month and over 83 millions monthly page views. Yelp – Why do we choose YelpFact 1: no prominent local directory service in Asia.Fact 2: OpenRice is only for reviewing restaurants.Fact 3: OpenRice has expanded into some countries in Asia, but it is still at itsdevelopment stage.
  • Inspiration from OpenRice in Hong KongFact 1: City’s platform for dining experience sharing, gourmet insights, and reviews.Fact 2: Hong Kong’s Top 10 Most Viewed Local Website.Fact 3: over 4 millions of visitors every month and over 87 millions monthly page views. Yelp – Why do we choose YelpFact 1: no prominent local directory service in Asia.Fact 2: OpenRice is only for reviewing restaurants.Fact 3: OpenRice has expanded into some countries in Asia, but it is still at itsdevelopment stage.
  • Brief background like founded by whom, why he did it, etc.
  • yelp.com is a local directory service with social networking and user reviews.Jeremy Stoppelmanfounded Yelp in 2004 with Russel Simmons in San Francisco.It was driven by a need that we had. Jeremy and I were living in San Francisco and talking about how we didn’t have a good doctor. You’d think you’d be able to just go on Google and search for “San Francisco doctors” or use your insurance plan’s directory, but you’d just get a huge list of doctors’ names, and you’d have no idea how to choose one over the other. It seemed like there should be a site where you can find information about local businesses.We thought word-of-mouth is the best way to find trusted local businesses, so we built the site inviting friends to make recommendations.
  • In Jan 2013, Yelp had 100m unique visitors which did not include the 9.4m unique mobile devices that used the Yelp mobile app during the mth.Over 1m reviews were written; 4.5m calls and 5.6m directions were generated thru Yelp mobile app
  • A survey of business owners on Yelp reported that on avg customers across all categories surveyed spend ard $102 in their first visit. So if each of the 100m unique visitors spent $100 at a local biz in Jan. Yelp would have influenced over $10 billion in local commerce.Shopping and restaurants are the top two most reviewed biz category on Yelp.
  • Who uses Yelp?They are likely to be 25-34, making $100,000 and attended or graduated college
  • http://www.yelp-ir.com/phoenix.zhtml?c=250809&p=irol-newsArticle&ID=1782405&highlight=http://beta.fool.com/ishfaque/2013/02/06/earnings-can-yelps-fortune-turnaround/23639/
  • San Francisco - 2004Canada – 2008UK – 2009Expanded into Europe, AustraliaYelp is only launched in Singapore in Asia currently.
  • Common characteristics of EU countries.Different languageTourism cities
  • As Yelp is all about restaurants and shopping review, we are looking at what countries are famous for. And we end up in Thailand where food and tourism are its main attraction.
  • http://travel.cnn.com/explorations/eat/readers-choice-worlds-50-most-delicious-foods-012321
  • https://www.cia.gov/library/publications/the-world-factbook/rankorder/2184rank.html
  • Keep in mind that we are talking about food reputation too. We can suggest Yelp to expand to Japan, Indonesia, etc.
  • Thailand never runs out of food.. 24 hours foodservice, high end to low end.
  • Basics for Yelp to operate
  • http://www.internetworldstats.com/stats3.htm#asia
  • Truehits
  • http://iir.ngi.nectec.or.th/webstats/home.iirBandwidth on the Internet (Internet Bandwidth).bandwidth internet. was. Information derived from the sum of the bandwidth of your Internet service provider in Thailand. The various divided into two types. bandwidth within the country (Domestic Bandwidth).   was. The sum of the total bandwidth of Internet service providers to connect and exchange information on local gateway (National Internet Exchage: NIX).International bandwidth. (International. Bandwidth).   was. The total bandwidth of Internet service providers all the information at the gateway of the country. (International Internet Gateway: IIG). , and Internet service providers to connect directly to a foreign country.
  • http://www.maxit-online.net/news.php?active_page=news_details&news_id=2486
  • http://truemoveh.truecorp.co.th/why/entry/86
  • Basics for Yelp to operate
  • http://www.un.or.th/documents/tmr-2011.pdf
  • http://www.inter.mua.go.th/main2/article.php?id=5http://inter.mua.go.th/main2/files/file/foreign%20student/Interstudent_2010.pdf
  • http://www2.bot.or.th/statistics/ReportPage.aspx?reportID=624&language=eng
  • Basics for Yelp to operate
  • http://www.comscore.com/Insights/Press_Releases/2012/4/comScore_Announces_Availability_of_Online_Audience_Measurement_Services_for_ThailandThailand is home to one of the youngest online markets globally, with younger internet users accounting for a high percentage of the online populationHalf of the internet users is from 15-243 in 4 Web Users Under the Age of 35
  • More than 14m Fb usersReviews: read comments abt brand
  • Thai consumers are prone to research online purchase offline.Female is more likely to do online research than male.
  • Internet users increasingly search info on search engine and links rather than directly going to the websites.
  • 78% - Discussing/posting own reviews about brands, products or services…the highest % among other Southeast Asia consumers (16)90% - reading other people’s comments about brands, products or services…the second highest % after Malaysia (18.54)Thai digital consumers are actively posting their own opinions about brands and services online, and reading other consumers’ comments, as part of the decision making process.
  • http://www.campaignindia.in/Article/278121,over-80-per-cent-of-asias-top-companies-using-social-media.aspx
  • http://www.travelandleisure.com/articles/worlds-worst-traffic-jams/5
  • Basics for Yelp to operate
  • http://www.google.com/adwords/express/?utm_source=awx&utm_medium=et&utm_campaign=us-en-et-awx-q412-awhp_nl
  • http://www.google.com/trends/explore#geo=TH&gprop=youtube&cmpt=q
  • http://truehits.net/index_ranking_new.php
  • http://asia-city.com/documents/mkit/BK%20Media%20Kit%202011.pdf
  • http://retargeter.com/what-is-retargeting-and-how-does-it-work
  • https://developers.facebook.com/docs/opengraph/
  • Engage on the site by sending compliments, voting Useful, Funny, and Cool (UFC) on reviews, participating respectfully on Talk, and consistently posting quality content.
  • Engage on the site by sending compliments, voting Useful, Funny, and Cool (UFC) on reviews, participating respectfully on Talk, and consistently posting quality content.
  • http://www.travelandleisure.com/articles/worlds-worst-traffic-jams/5
  • http://sg.finance.yahoo.com/news/wongnai-com-shows-impressive-growth-031105013.html
  • http://www2.mediamind.com/data/uploads/ResourceLibrary/MediaMind_Benchmark_H1_2012.pdf
  • http://www2.mediamind.com/data/uploads/ResourceLibrary/MediaMind_Benchmark_H1_2012.pdf
  • Introducing Yelp to Thailand

    1. 1. A DIGITAL CAMPAIGN FOR INTERACTIVE & eCOMMUNICATION COURSE EMERSON COLLEGE, SPRING 2013 PREPARED BY Siriwan Siriwangsanti Candy Yuen Shan Lee
    2. 2. WHY DO WE CHOOSE YELP ?
    3. 3. Inspiration from OpenRice in Hong Kong • • Initially launched in Hong Kong in Traditional Chinese only English version is later introduced due to an increasing demand from non-Chinese speaking Hong Kongers and foreign residents
    4. 4. Inspiration from OpenRice in Hong Kong Source: Nielsen Telebus Survey May 2012 Traffic • Monthly Page views: up to 87 million • Monthly Unique Users: over 4 million • Register members: 
over 500,000 Source: OpenRice internal data May 2012
    5. 5. WHAT DO WE KNOW ABOUT YELP ?
    6. 6. Source: Google Analytics, US data comScore 2012
    7. 7. Source: Google Analytics, US data comScore 2012
    8. 8. Source: Google Analytics, US data comScore 2012
    9. 9. BUSINESS HIGHLIGHTS NEW MARKET EXPANSION YELP MOBILE INCREASE BRAND DISTRIBUTION NEW PRODUCTS
    10. 10. • • • • Australia Austria Belgium Canada • • • • Denmark Finland France Germany • • • • Ireland Italy Norway Poland • • • • Singapore Spain Sweden Switzerland • The Netherlands • Turkey • United Kingdom
    11. 11. • Different languages and cultures in Europe. • France and Italy are known for their tourism and exotic food. • Internet population and penetration is very high.
    12. 12. WHERE DO WE WANT TO TAKE YELP TO?
    13. 13. Thai food makes 7 spots in the top 50 list
    14. 14. Thailand: Most voted country among Asia to have the best food.
    15. 15. INTERNET HOSTS A computer connected directly to the internet, ISP. • Thailand is not far behind those countries that Yelp has already established. • Thailand has even twice internet hosts comparing to Singapore (39), Hong Kong (48), and South Korea (62). Source: CIA: the world fact book 2012
    16. 16. Searched term: (Country) Restaurant Japan 85,718 results Hong Kong 16,329 results Taiwan Thailand 47,304 results 36,046 results Singapore 14,073 results Indonesia 59,981 results
    17. 17. Restaurant Bangkok 16,244 results Number of restaurants in Bangkok alone even outnumbers those of Singapore’s (14,073).
    18. 18. • 24/7 food • Low-High end
    19. 19. IMPLICATION # 1 Food review is the top two of Yelp’s contents. Given that Thailand is perceived as a kitchen of the world and its reputation for food, it’s a perfect fit for what Yelp has to offer.
    20. 20. THAILAND MARKET INSIGHTS
    21. 21. • Internet & Smartphones o Accessibility o Speed o Possession TECHNOLOGY CAPABILITY
    22. 22. • In exclusion of China and India, which dominate a majority of Asian population, Thailand is among top 10 internet users in Asia. • The penetration rate is at 30%, close to China (40%) and higher than Indonesia (22.1%). • Thailand is among top 5 of Facebook users, slightly higher than Japan. • 17 million Thai people have Facebook accounts. Source: Internet World Stats 2012
    23. 23. More than 25m internet users
    24. 24. The capability to transmit information increases. IIG: International Internet Gateway NIX: National Internet Exchange Source: IIRS Team, Network Technology Lab (NTL), NECTEC
    25. 25. An increase in smartphone possession. Source: Euromonitor mobile phones in Thailand January 2013
    26. 26. • Smartphone penetration is not limited to mature market. • Time period of future trend is 2011-2016. Source: Ericsson Insight 2012
    27. 27. 3G coverage by 3 major mobile networks providers 3G covers most parts of Thailand, except the forest areas. Source: AIS.com, Truemoveh.com, Dtac.com
    28. 28. IMPLICATION # 2 With an increase in Thailand’s internet penetration rate and capability, and smartphones penetration rate and 3G coverage, Yelp can operate its service at its full efficiency.
    29. 29. SEO LANDSCAPE
    30. 30. 97% of THAIS USE GOOGLE
    31. 31. SEARCHED WORD: TREEKEEPER BANGKOK Plus.google.com facebook.com tripadvisor.com bangkokpost.com foursquare.com Bk-asia-city.com
    32. 32. SEARCHED WORD: SORTREL BANGKOK Sortrel.co.th bangkokpost.com Plus.google.com Bk-asia-city.com tripadvisor.com facebook.com foursquare.com Th.openrice.com
    33. 33. SEARCHED WORD: Eat.edtguide.com facebook.com Th.openrice.com
    34. 34. SEARCHED WORD: ISAO (English) SEARCHED WORD: Given the same restaurant, Google result appears when typed in English. (Thai)
    35. 35. SEARCHED WORD: SORTREL BANGKOK SEARCHED WORD: Yet, it doesn’t seem to be the case when experimenting with another restaurant. (THAI)
    36. 36. TOP WEBSITES ON GOOGLE ARE DRIVEN BY ORGANIC SEARCH Plus.google.com Bangkokpost.com Observation • The results are shown by organic search. Bk-asia-city.com Foursqaure.com • The websites shown on SERP are driven from the popularity of the restaurants. Tripadvisor.com Th.openrice.com • Different languages could produce different results. Eat.edtguide.com Brand website • SEM is not used by most sites.
    37. 37. • • • • Demographics Psychographics Lifestyle trend Spending PROSPECTIVE TARGET GROUP
    38. 38. THAI CONSUMER SEGMENTATION Source: Euromonitor consumer lifestyle in Thailand 2011
    39. 39. TwentySomethings Gen Y • • • • College students First jobbers Technology mania Middle-High discretionary $$ • Socializing • Higher discretionary $$ • Spend more on almost everything • Think about healthier lifestyles Thirties MiddleAged
    40. 40. Foreign Population In exclusion of refugees, asylum-seekers, and migrants from Cambodia, Lao PDR, and Myanmar, there is approximately 825,000 in 2009 foreigners in Thailand.
    41. 41. Foreign Students An increase in foreign students enrollment: there were 20,155 foreign students in 2010. Source: Commission on higher education 2010
    42. 42. Tourists There were 22m tourists in Thailand in 2012. And the number has increased since 2008. Source: Bank of Thailand 2012
    43. 43. THAIS ARE BECOMING MORE HEALTH-CONSCIOUS. • Many consumers want to improve their health and seek food and other products that promote good health together with disease prevention. • Increase in media coverage of health issues and government campaigns for healthier lives. Source: Euromonitor consumer lifestyle in Thailand 2011
    44. 44. IMAGE AND STATUS ARE ESSENTIAL TO THAIS. • Approximately 26% ranked image and social status as “most important” regardless of the economic situation. • Thai ranked 1st in Asia regarding concern for maintaining social status (Thais 92% vs. Asians 74%) • Various media campaign bombarded Thais with information about “must haves”. Source: Euromonitor consumer lifestyle in Thailand 2011
    45. 45. MOST OF THAIS’ SPENDING IS ON FOODS & BEVERAGES. Source: Euromonitor consumer lifestyle in Thailand 2011
    46. 46. THE SPENDING IS PROJECTED TO INCREASE FOR THE PERIOD 2011 THROUGH 2020. Source: Euromonitor consumer lifestyle in Thailand 2011
    47. 47. Full-Service Restaurant units were gradually increasing, especially Asian full-service restaurants. Source: Euromonitor full service restaurants in Thailand 2012
    48. 48. EATING IS TOP ACTIVITY. • No shortage of street stalls and other cheap dining options. • Rising disposable incomes are likely to lead consumers from inexpensive street stalls to fast food restaurant and full-service restaurants. • Dining out is sometimes cheaper and more convenient than eating at home. • Dining out is most popular in urban areas. Source: Euromonitor full service restaurants in Thailand 2012
    49. 49. CAFÉ/BAR IS A TREND. • New café experience has flourished due to a change in drinking habits and trends. • Chained coffee shops are in the highest growth, but slower outlets expansion due to economic recession. • More than 90% of value shares is from eat-in. • To stay competitive, Café expands menus to cover bakery, food, dessert, and snack to serve as one-stop service to customers. Source: Euromonitor consumer lifestyle in Thailand 2011
    50. 50. • Cafés’ units slightly decreased in 2011 due to economic recession. • The overall category units still increase. Source: Euromonitor café/bar in Thailand 2012
    51. 51. IMPLICATION # 3 • Eating is likely a major activity for Thai consumers as it allows people to socialize. Moreover, foodservice business keeps expanding to respond to the needs of consumers. Therefore, there is an opportunity for Yelp to fit in Thai consumers’ lives in terms of supporting social gatherings with online community. • Foreigners are not the primary target for Yelp at this stage, but the number suggests that there is a high potential for a need of English review site. So, Yelp should be in the market early to respond to the needs.
    52. 52. CONSUMER BEHAVIOR
    53. 53. PATA 27 Years old Account Manager Own Honda Jazz Can’t live without iPhone 24/7 access to Facebook Sweet breakfast with my boyfriend <3 Pilates Brunch with my boyfriend <3 Morning coffee Hot Yoga WIP team meeting Team lunch Lunch with clients Lunch with friends Focus Group At client office  Coffee break Shopping therapy Internal meeting Dinner with family Meet boyfriend <3 GYM time ! Party !!!
    54. 54. ONLINE BEHAVIOR
    55. 55. COLLEGE STUDENTS AND FIRST JOBBERS ARE TOP INTERNET USERS. According to Euromonitor tracking report in 2011, Internet users groups are: • 15-24 (50%) • 6-14 (36%) • 25-34 (24.6%) • 35-49 (13.6%) • Over 50 (4.2 %). Source: Euromonitor consumer lifestyle in Thailand 2011
    56. 56. WHAT ARE THAI PEOPLE DOING ONLINE ?
    57. 57. FACEBOOK IS THE NO 1 SOCIAL MEDIA IN THAILAND. REVIEWS RANKED 4TH IN TOP ONLINE ACTIVITIES Source: Nielsen – The Digital Media Habits and Attitude of Southeast Asia Consumers October 2011
    58. 58. THAI CONSUMERS DO ONLINE RESEARCH PRIOR TO PURCHASE AT OFFLINE CHANNELS, YET DEPENDING ON PRODUCT CATEGORIES. • Female tends to do online research than male. • The age groups 14-29 and 30-49 are the majorities that do online research. Source: Consumer Barometer
    59. 59. AN INCREASE IN USE OF SEO AND LINKS FOR INFORMATION SEARCH. 48% (-2.78) 38% (+2.22) 14% (+2.56)
    60. 60. SOCIAL MEDIA HAVE AN INFLUENCE ON CONSUMER DECISION MAKING. Source: Nielsen – The Digital Media Habits and Attitude of Southeast Asia Consumers October 2011
    61. 61. WOM AND SOCIAL MEDIA HAVE AN INFLUENCE ON PURCHASE INTENTION. According to Ensogo survey (2010) • 41.2 % Thais rely on recommendations read on social media. • 51 % of Facebook fans that joined product fanpage tend to buy products. • 60 % tend to recommends products to friends and families. • 67 % of twitter followers to product tweets tend to buy products. • 79 % tend to recommends products to friends and families.
    62. 62. 90% OF CORPORATE COMPANIES ARE ALREADY ON SOCIAL NETWORKS. Source: Campaigninindia.com 2011
    63. 63. CONSUMER JOURNEY Bangkok is ranked 4th among world most traffic jam cities. SEO & SEM
    64. 64. IMPLICATION # 4 Thai consumers are already open to online communities, be it social networking or e-commerce. Consequently, an adoption rate of Yelp usage can be achieved with little barriers. In addition, WOM by consumers can help generate Yelp awareness and usage.
    65. 65. • • • • • TripAdvisor Living Social Wongnai OpenRice BK Menu COMPETITORS
    66. 66. 18-25-34-54 High income High education 18-25-34-54 High income 18-25-34-54 Moderate income 18-25-34-54 Moderate income 18-25-34-54 High income High education 18-25-34-54 High income High education (English literate) Tourists Local Tourists Locals Locals Locals Locals Expat Find and share Information Deals Find and share information Seek for deals Find and share Information Deals Find and share Information Deals Seek information $$$ Ad + Deal $$$ Ad + Partnership with living social $$$ Ad + Deal $$$ Ad + Deal $$$ Ad + Deal UGC UGC Paid content UGC Paid content UGC/ Paid content $$$ Ad Paid content
    67. 67. IMPLICATION # 5 There are several local review websites that Thai consumers are familiar with. But, those websites are not purely neutral as business owners can pay the host to review their restaurant. This gives a competitive strength to Yelp in two ways: • Yelp doesn’t have to spend a significant time to educate consumers about the reviewing function. • Neutrality can be used as competitive positioning.
    68. 68. SWOT Analysis Strength Weakness • Local business directory, not limited to restaurants • Market fit: Yelp nature vs Target nature • Not well-known in Asia Opportunity Threat • The first integrated one-stop local business directory with social media. • The first Bi-lingual review site • Possible learning from Yelp Singapore • A few other local competitors
    69. 69. BUSSINESS MODEL & STRATEGY
    70. 70. HOW WILL YELP OPERATE IN THAILAND, FINANCIALLY ? HOW TO GET THAI CONSUMERS TO USE YELP ?
    71. 71. SOURCE OF REVENUES LOCAL AD BRAND AD CREATE DEAL BUSINESS OWNERS • Generate Yelp’s revenues SOURCE OF TRAFFIC REVIEW READ BUY DEAL SHARE CONSUMERS • Generate contents • Amplify Yelp
    72. 72. STRATEGY OBJECTIVE TACTICS STAGE 1 • Direct contact with business owners to generate business accounts • Pre-select business owners and automatically create business accounts for them • Use SEM and SEO to generate online presence • CPC advertising on relevant websites and keyword buying Use backlinks and display ads GENERATE AWARENESS • • Use print and OOH to generate offline presence and draw traffic to the site • • Incentives to write and share reviews • Yelp gift vouchers • Retargeting • Use SEM • Interactive screen for product trial Selling Yelp’s merchandise products STAGE 2 • Tie-in with Food & Drink events ENGAGE USERS • • Use social media to create Yelp community Maximize mobile search with location • • GOAL • 55,000 Registered members • 30,000 Reviews • 75,000 Unique visitors per month • 0.07% - 0.12% CTR • 10,000 Business listings Use billboard and BK Mag to advertise Yelp website Interactive screen for product trial • • Open Graph Use Facebook and Twitter to generate active conversation/Elite program • • Location search and review Location-based deal STAGE 3: MAKE YELP NO. 1 LIFESTYLE SEO IN THAILAND • 180,000 Registered members • 80,000 Reviews • 100,000 Unique visitors per month • 60,000 Facebook likes • 20,000 Twitter followers • 80,000 Business listings
    73. 73. STAGE 1: GENERATE AWARENESS: BUSINESS OWNERS STRATEGY 1 Direct contact to introduce Yelp and gain business accounts TOOLS & TACTICS Emails Business offer letters • • Restaurants are selected based on its traffic and rating. Database from BK Mag What is Yelp ? How Yelp ADS work Great Quotes Business account details Contact Information
    74. 74. STAGE 1: GENERATE AWARENESS: CONSUMERS STRATEGY 2 Use SEM to generate awareness TOOLS & TACTICS 2.1 Google AdWords with high bid to be ranked on top results
    75. 75. STAGE 1: GENERATE AWARENESS: CONSUMERS STRATEGY 2 Use SEM to generate awareness TOOLS & TACTICS 2.2 Top keywords searched • Generic terms • Trending terms • Top restaurants Generic terms: Food, drink, bars, restaurant, café, breakfast, brunch, lunch, alcohol, wine, beer, spirit, Japanese, Italian, Chinese, etc. Trending terms: Top restaurants at the moment Top restaurants: Restaurants names from official reviews
    76. 76. STAGE 1: GENERATE AWARENESS: CONSUMERS STRATEGY 2 Use SEM to generate awareness TOOLS & TACTICS 2.3 Installing backlinks • BK Mag website • Citibank • Top food blogs • Deal websites See reviews on Yelp !
    77. 77. See reviews on Yelp !
    78. 78. See reviews on Yelp !
    79. 79. See reviews on Yelp !
    80. 80. See reviews on Yelp !
    81. 81. STAGE 1: GENERATE AWARENESS: CONSUMERS STRATEGY 2 Use SEM to generate awareness TOOLS & TACTICS 2.4 Use display ads on top websites with selected categories based on “audience” Sex Male Female Education Primary school Secondary school Age
    82. 82. ENTERTAINMENT NEWS SHOPPING SOCIETY & VARIETY
    83. 83. STAGE 1: GENERATE AWARENESS: CONSUMERS STRATEGY 2 Use SEO to generate awareness TOOLS & TACTICS 2.5 Google Plus listing to be on SERP
    84. 84. STAGE 1: GENERATE AWARENESS: CONSUMERS STRATEGY 3 Use print and OOH to generate offline presence and draw traffic to the site TOOLS & TACTICS Billboards Transit advertising BK Mag Use OOH in high traffic city area. VDO is possible at some locations.
    85. 85. See reviews on Yelp!
    86. 86. Business owners Direct marketing Display ads OOH Mass audience Adwords BK Mag Backlinks Google + Target audience STAGE 2 ENGAGE USERS
    87. 87. STAGE 2: ENGAGE USERS STRATEGY 1 Use incentives to get people to write and share reviews TOOLS & TACTICS Yelp Gift Vouchers Write or share review and get gift voucher.
    88. 88. STAGE 2: ENGAGE USERS STRATEGY 2 Use SEM to draw traffic to Yelp website TOOLS & TACTICS Retargeting—display ads Stage 1: Awareness Gain as much audience as possible
    89. 89. STAGE 2: ENGAGE USERS STRATEGY 3 Tie-in with Food & Drink events TOOLS & TACTICS 3.1 Interactive screen connected to Yelp set up at shopping malls and events
    90. 90. Real time review available at interactive screen Deals available at destination
    91. 91. STAGE 2: ENGAGE USERS STRATEGY 3 Tie-in with Food & Drink events TOOLS & TACTICS 3.2 • Reaching out to business owners • Selling Yelp merchandise product at the events
    92. 92. STAGE 2: ENGAGE USERS STRATEGY 4 Use social media to create Yelp community TOOLS & TACTICS 4.1 • Open Graph
    93. 93. WHAT THAI FACEBOOK USERS ARE DOING ON FACEBOOK Complete a level Link to Instagram Share a link Like a page
    94. 94. FACEBOOK OPENGRAPH DOESN’T HAVE “RESTAURANT” CATEGORY, JUST YET.
    95. 95. THIS IS WHAT WE WILL DO … CREATING MORE ACTIONS AND OBJECTS e.g. restaurant.reviews API Siriwan reviews Sortrel Bar & Restaurant on Yelp Sortrel Fresh roll dish is amazing ! Siriwan wants to eat Greyhound café on Yelp Greyhound café A trendy restaurant we love, offering several western style dishes, in addition to Thai food, pasta, sandwiches and many more.
    96. 96. STAGE 2: ENGAGE USERS STRATEGY 4 Use social media to create Yelp community TOOLS & TACTICS 4.2 • Facebook • Twitter • Elite Program • Create active and engaging conversations • Drive traffic to yelp.com/thailand
    97. 97. YELP ELITE SQUAD To be qualified as Yelp Elite: Frequency and quality of reviews Depth and breadth of reviews Engage on the site
    98. 98. YELP ELITE EVENTS • Monthly exclusive events at new restaurants • Build a community for Yelpers
    99. 99. STAGE 2: ENGAGE USERS Google on Yelp STRATEGY 5 Maximize mobile search with location TOOLS & TACTICS 5.1 Google Map and Yelp review Yelp on Google
    100. 100. STAGE 2: ENGAGE USERS STRATEGY 5 Maximize mobile search with location TOOLS & TACTICS 5.2 Location based deal
    101. 101. WRAP UP !
    102. 102. COMPLETED CONSUMER JOURNEY
    103. 103. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Contact business owners STAGE 1: AWARENESS SEM, SEO, Display ads Print & OOH Open Graph Retargeting Mobile App STAGE 2: ENGAGEMENT Display Ads: discounts & gift vouchers Interactive screen around shopping malls Reach out to business owners and consumers via event Nov Dec
    104. 104. SEO OOH DIRECT MARKETING INCENTIVES
    105. 105. CAUTIONS • LANGUAGE : We can’t control what languages people will use. • Collaborative reviewing • Stage of awareness will also rely on Yelp team to translate contents in English. (sa-was-dee)
    106. 106. RECOMMENDATION • Category extension • Country expansion • Integrate with GPS in cars • Add reservation features
    107. 107. THANK YOU
    108. 108. APPENDIX
    109. 109. Source: The Nation Thailand
    110. 110. Source: Tech in Asia
    111. 111. Source: MediaMind Technologies

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