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Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
Introducing Yelp to Thailand_presentation
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Introducing Yelp to Thailand_presentation

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The presentation is part of my Interactive & eCommunication course at Emerson College, spring 2013. I and my colleaques, Yuen Shan Lee, together developed this presentation. The strategy used here …

The presentation is part of my Interactive & eCommunication course at Emerson College, spring 2013. I and my colleaques, Yuen Shan Lee, together developed this presentation. The strategy used here embraces digital/online media and outdoor advertising.

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

Published in: Business, Travel
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  • 1. A  DIGITAL  CAMPAIGN  FOR  INTERACTIVE  &  eCOMMUNICATION  COURSE  EMERSON  COLLEGE,  SPRING  2013  PREPARED  BY  SIRIWAN  SIRIWANGSANTI  (APPLICANT)  YUEN  SHAN  LEE  (COLLEAQUE)  
  • 2. OUR  BIG  IDEA  IS  TO  INTRODUCE  to  
  • 3. WHY  DO  WE  CHOOSE  YELP  ?  
  • 4. InspiraGon  from  OpenRice  in  Hong  Kong  •  Ini7ally  launched  in  Hong  Kong  in  tradi7onal  Chinese  language  •  English  version  is  later  introduced  due  to  an  increasing  demand  from  non-­‐Chinese  speaking  Hong  Kongers  and  foreign  residents  
  • 5. InspiraGon  from  OpenRice  in  Hong  Kong  Source:  Nielsen  Telebus  Survey  May  2012  Source:  OpenRice  internal  data  May  2012  Traffic    •  Monthly  Page  views:  up  to  87  million  •  Monthly  Unique  Users:  over  4  million  •  Register  members:  over  500,000  
  • 6. WHAT  DO  WE  KNOW  ABOUT  YELP  ?  
  • 7. Source:  Google  Analy7cs,  US  data  comScore  2012  
  • 8. Source:  Google  Analy7cs,  US  data  comScore  2012  
  • 9. Source:  Google  Analy7cs,  US  data  comScore  2012  
  • 10. •  Australia  •  Austria  •  Belgium    •  Canada  •  Denmark  •  Finland  •  France  •  Germany  •  Ireland  •  Italy  •  Norway  •  Poland  •  Singapore  •  Spain  •  Sweden  •  Switzerland  •  The  Netherlands  •  Turkey  •  United  Kingdom  
  • 11. •  Different  languages  and  cultures  in  Europe.  •  France  and  Italy  are  known  for  their  tourism  and  exo7c  food.  •  Internet  popula7on  and  penetra7on  is  very  high.  
  • 12. WHERE  DO  WE  WANT  TO  TAKE  YELP  TO?  
  • 13. Thai  food  makes  7  spots  in  top  50  list  
  • 14. Thailand:  Most  voted  country  among  Asia  to  have  the  best  food.  
  • 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. 47,304  results  14,073  results  59,981  results  85,718  results  16,329  results  36,046  results  Japan  Taiwan  Hong  Kong  Thailand  Indonesia  Singapore  Searched  term:  (Country)  Restaurant  
  • 17. Restaurant  Bangkok  16,244  results  Number  of  restaurants  in  Bangkok  alone  even  outnumbers  those  of  Singapore’s  (14,073).  
  • 18. •  24/7  food  •  Low-­‐High  end  
  • 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  reputa7on  for  food,  it’s  a  perfect  fit  for  what  Yelp  has  to  offer.    
  • 20. THAILAND  MARKET  INSIGHTS  
  • 21. TECHNOLOGY    CAPABILITY  •  Internet  &  Smartphones  o  Accessibility  o  Speed  o  Possession  
  • 22. •  In  exclusion  of  China  and  India,  which  dominate  a  majority  of  Asian  popula7on,  Thailand  is  among  top  10  internet  users  in  Asia.  •  A  penetra7on  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’s.  •  17  million  Thai  people  have  Facebook  accounts.  Source:  Internet  World  Stats  2012  
  • 23. More  than  25m  internet  users  
  • 24. IIG:  Interna7onal  Internet  Gateway  NIX:  Na7onal  Internet  Exchange    The  capability  to  transmit  informa7on  increases.  Source:  IIRS  Team,  Network  Technology  Lab  (NTL),  NECTEC  
  • 25. An  increase  in  smartphone  possession.  Source:  Euromonitor  mobile  phones  in  Thailand  January  2013  
  • 26. •  Smartphone  penetra7on  is  not  limited  to  mature  market.  •  Time  period  of  future  trend  is  2011-­‐2016.  Source:  Ericsson  Insight  2012  
  • 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. IMPLICATION  #  2    With  an  increase  in  Thailand’s  internet  penetra7on  rate  and  capability,  and  smartphones  penetra7on  rate  and  3G  coverage,  Yelp  can  operate  its  service  at  its  full  efficiency.    
  • 29. PROSPECTIVE  TARGET  GROUP  •  Demographics  •  Psychographics  •  Lifestyle  trend  •  Spending  
  • 30. THAI  CONSUMER  SEGMENTATION  Source:  Euromonitor  consumer  lifestyle  in  Thailand  2011  
  • 31. Twenty-­‐  Somethings    Gen  Y  •  College  students  •  First  jobbers  •  Technology  mania  •  Middle-­‐High  discre7onary  $$  •  Socializing  ThirGes  Middle-­‐  Aged  •  Higher  discre7onary  $$  •  Spend  more  on  almost  everything  •  Think  about  healthier  lifestyles  
  • 32. Foreign  PopulaGon  In  exclusion  of  refugees,  asylum-­‐seekers,  and  migrants  from  Cambodia,  Lao  PDR,  and  Myanmar,  there  is  approximately  825,000  in  2009  foreigners  in  Thailand.  
  • 33. Foreign  Students  An  increase  in  foreign  students  enrollment:  there  were  20,155  foreign  students  in  2010.  Source:  Commission  on  higher  educa7on  2010  
  • 34. Tourists  There  were  22m  tourists  in  Thailand  in  2012.  And  the  number  has  increased  since  2008.  Source:  Bank  of  Thailand  2012  
  • 35. 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  preven7on.  •  Increase  in  media  coverage  of  health  issues  and  government  campaigns  for  healthier  lives.  Source:  Euromonitor  consumer  lifestyle  in  Thailand  2011  
  • 36. IMAGE  AND  STATUS  ARE  ESSENTIAL  TO  THAIS.  •  Approximately  26%  ranked  image  and  social  status  as  “most  important”  regardless  of  the  economic  situa7on.  •  Thai  ranked  1st  in  Asia  regarding  concern  for  maintaining  social  status  (Thais  92%  vs.  Asians  74%)  •  Various  media  campaign  bombarded  Thais  with  informa7on  about  “must  haves”.  Source:  Euromonitor  consumer  lifestyle  in  Thailand  2011  
  • 37. MOST  OF  THAIS’  SPENDING  IS  ON  FOODS  &  BEVERAGES.    Source:  Euromonitor  consumer  lifestyle  in  Thailand  2011  
  • 38. THE  SPENDING  IS  PROJECTED  TO  INCREASE  FOR  THE  PERIOD  2011  THROUGH  2020.  Source:  Euromonitor  consumer  lifestyle  in  Thailand  2011  
  • 39. Full-­‐Service  Restaurant  units  were  gradually  increasing,  especially  Asian  full-­‐service  restaurants.  Source:  Euromonitor  full  service  restaurants  in  Thailand  2012  
  • 40. •  No  shortage  of  street  stalls  and  other  cheap  dining  op7ons.  •  Rising  disposable  incomes  are  likely  to  lead  consumers  from  inexpensive  street  stalls  to  fast  food  restaurant  and  full-­‐service  restaurants.  •  Dining  out  is  some7mes  cheaper  and  more  convenient  than  ea7ng  at  home.  •  Dining  out  is  most  popular  in  urban  areas.    EATING  IS  TOP  ACTIVITY.  Source:  Euromonitor  full  service  restaurants  in  Thailand  2012  
  • 41. •  New  café  experience  has  flourished  due  to  a  change  in  drinking  habits  and  trendy  percep7on.  •  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  compe77ve,  Café  expands  menus  to  cover  bakery,  food,  dessert,  and  snack  to  serve  as  one-­‐stop  service  to  customersà  Food  Pairing.  CAFÉ/BAR  IS  A  TREND.  Source:  Euromonitor  consumer  lifestyle  in  Thailand  2011  
  • 42. •  Cafés’  units  slightly  decreased  in  2011  due  to  economic  recession.  •  The  overall  category  units  s7ll  increase.  Source:  Euromonitor  café/bar  in  Thailand  2012  
  • 43. IMPLICATION  #  3  •  Ea7ng  is  likely  a  central  ac7vity  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  suppor7ng  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  poten7al  for  a  need  of  English  review  site.  So,  Yelp  should  be  in  the  market  early  to  respond  to  the  needs.    
  • 44. ONLINE  BEHAVIOR  
  • 45. •  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  %).  COLLEGE  STUDENTS  AND  FIRST  JOBBERS  ARE  TOP  INTERNET  USERS.  Source:  Euromonitor  consumer  lifestyle  in  Thailand  2011  
  • 46. WHAT  ARE  THAI  PEOPLE  DOING  ONLINE  ?  
  • 47. Source:  Nielsen  –  The  Digital  Media  Habits  and  Artude  of  Southeast  Asia  Consumers  October  2011  FACEBOOK  IS  THE  NO  1  SOCIAL  MEDIA  IN  THAILAND.    REVIEWS  RANKED  4TH  IN  TOP  ONLINE  ACTIVITIES      
  • 48. 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  majori7es  that  do  online  research.  Source:  Consumer  Barometer  
  • 49. 48%  (-­‐2.78)  38%  (+2.22)  14%  (+2.56)  AN  INCREASE  IN  USE  OF  SEO  AND  LINKS  FOR  INFORMATION  SEARCH.  
  • 50. GOOGLE  IS  NO  1  SEARCH  ENGINE  IN  THAILAND.  
  • 51. Source:  Nielsen  –  The  Digital  Media  Habits  and  Artude  of  Southeast  Asia  Consumers  October  2011  SOCIAL  MEDIA  HAVE  AN  INFLUENCE  ON  CONSUMER  DECISION  MAKING.  
  • 52. •  According  to  Ensogo  survey  (2010)  •  41.2  %  Thais  rely  on  recommenda7ons  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  twiter  followers  to  product  tweets  tend  to  buy  products.  •  79  %  tend  to  recommends  products  to  friends  and  families.    WOM  AND  SOCIAL  MEDIA  HAVE  AN  INFLUENCE  ON  PURCHASE  INTENTION.  
  • 53. 90%  OF  CORPORATE  COMPANIES  ARE  ALREADY  ON  SOCIAL  NETWORKS.  Source:  Campaigninindia.com  2011  
  • 54. IMPLICATION  #  4    Thai  consumers  are  already  open  to  online  communi7es,  be  it  social  networking  or  e-­‐commerce.  Consequently,  an  adop7on  rate  of  Yelp  usage  can  be  achieved  with  litle  barriers.  In  addi7on,  WOM  by  consumers  can  help  generate  Yelp  awareness  and  usage.    
  • 55. COMPETITORS  •  Trip  Advisors  •  Living  Social  •  Wongnai  •  Open  Rice  •  BK  Menu  
  • 56. Find  and  share    Informa7on  Deals  Seek  for  deals  $$$  Ad  +  Deal  UGC  Tourists  Local  Locals  18-­‐25-­‐34-­‐54  High  income  High  educa7on  18-­‐25-­‐34-­‐54  High  income  18-­‐25-­‐34-­‐54  Moderate  income  18-­‐25-­‐34-­‐54  High  income  High  educa7on  18-­‐25-­‐34-­‐54  High  income  High  educa7on  (English  literate)  Find  and  share    informa7on  Find  and  share    Informa7on  Deals  Seek  informa7on  $$$  As+deal  $$$  Ad+deal  Tourists   Locals   Locals  Expat  UGC   UGC/  Paid  content    18-­‐25-­‐34-­‐54  Moderate  income  Find  and  share    Informa7on  Deals  Locals  $$$  Ad+deal  UGC    Paid  content  Paid  content   Paid  content  $$$  Ad  +  Partnership  with  living  social  $$$  Ad  
  • 57. 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  compe77ve  strength  to  Yelp  in  two  ways:    •  Yelp  doesn’t  have  to  spend  a  significant  7me  to  educate  consumers  about  the  reviewing  func7on.  •  Neutrality  can  be  used  as  compe77ve  posi7oning.  
  • 58. CONCLUSION  
  • 59. Strength   Weakness  Threat  Opportunity  •  Not  well-­‐known  in  Asia  •  Local  business  directory,  not  limited  to  restaurants  •  Market  fit:  Yelp  nature  vs  Target  nature  •  A  few  other  local  compe7tors  •  The  first  integrated  one-­‐stop  local  business  directory  with  social  media.  •  The  first  Bi-­‐lingual  review  site  •  Possible  learning  from  Yelp  Singapore  SWOT  Analysis  
  • 60. INTERNET  High  penetra7on  Social  media  mania  TARGET  20s-­‐30s  Middle-­‐high  income  Socializing  CONSUMER  BEHAVIOR  SharingWOM  MARKETING  STRATEGY  Social  media  to  create  awareness  Partnership  with    BK  Mag  SMART  PHONES  High  penetra7on  
  • 61. YELP  OVERVIEW    •  Financial  performance  •  Business  highlights  
  • 62. 65%  GROWTH  IN  NET  REVENUE  FROM  Q4  2011  •  Net  revenue  was  driven  by  local  business  accounts.  
  • 63. 45%  GROWTH  IN  CUMULATIVE  REVIEWS  FROM  Q4  2011  
  • 64. BUSINESS  HIGHLIGHTS  NEW  MARKET  EXPANSION   YELP  MOBILE  INCREASE  BRAND  DISTRIBUTION   NEW  PRODUCTS  
  • 65. YELP  ONLY  WORKS  IN  CERTAIN  MARKET  •  Yelp  is  driven  by  Network  Effect.  •  Each  review  expands  depth  and  breath  of  contents,  drawing  more  customers  and  increasing  traffic.  •  The  relevant  search  depends  on  the  amount  of  the  contents.  •  Yelp  is  not  a  stand  alone  SEO  as  75%  of  the  traffic  is  from  Google.  The  value  of  a  product  to  one  user  depends  on  how  many  other  users  there  are.  htp://ar7cles.businessinsider.com/2012-­‐03-­‐01/tech/31115590_1_business-­‐insider-­‐users-­‐adver7sing  htp://www.businessinsider.com/network-­‐effects-­‐2011-­‐5  
  • 66. SEO  LANDSCAPE  
  • 67. 97%  of  THAIS  USE  GOOGLE  
  • 68. 48%  (-­‐2.78)  38%  (+2.22)  14%  (+2.56)  AN  INCREASE  IN  USE  OF  SEO  AND  LINKS  FOR  INFORMATION  SEARCH.  
  • 69. Plus.google.com  facebook.com  tripadvisor.com  bangkokpost.com  foursquare.com  Bk-­‐asia-­‐city.com  SEARCHED  WORD:  TREEKEEPER  BANGKOK  
  • 70. SEARCHED  WORD:  SORTREL  BANGKOK  Sortrel.co.th  bangkokpost.com  Bk-­‐asia-­‐city.com  facebook.com  tripadvisor.com  foursquare.com  Th.openrice.com  Plus.google.com  
  • 71. SEARCHED  WORD:  ลาบเป็ดอุดร  Eat.edtguide.com  facebook.com  Th.openrice.com  
  • 72. SEARCHED  WORD:  ISAO  (English)   SEARCHED  WORD:  อิซาโอะ  (Thai)  Given  the  same  restaurant,  Google  result  appears  when  typed  in  English.  
  • 73. SEARCHED  WORD:  SORTREL  BANGKOK   SEARCHED  WORD:  ซอเทรล  (THAI)  Yet,  it  doesn’t  seem  to  be  the  case  when  experimen7ng  with  another  restaurant.  
  • 74. TOP  WEBSITES  ON  GOOGLE  ARE  DRIVEN  BY  ORGANIC  SEARCH  Plus.google.com  Bangkokpost.com  Bk-­‐asia-­‐city.com  Foursqaure.com  Tripadvisor.com  Th.openrice.com  Eat.edtguide.com  Brand  website  ObservaGon  •  The  results  are  shown  by  organic  search.  •  The  websites  shown  on  SERP  are  driven  from  the  popularity  of  the  restaurants.  •  Different  languages  could  produce  different  results.  •  SEM  is  not  used  by  most  sites.  
  • 75. CONSUMER  BEHAVIOR  
  • 76. WIP  team  mee7ng  Internal  mee7ng  Focus  Group  Meet  boyfriend  <3  Lunch  with  clients  Hot  Yoga  GYM  7me  !  Coffee  break  Morning  coffee  Dinner  with  family  Brunch  with  my  boyfriend  <3  Lunch  with  friends  Party  !!!  Shopping  therapy  Pilates  Team  lunch  At  client  office  L  Sweet  breakfast  with  my  boyfriend  <3  PATA  27  Years  old  Account  Manager  Own  Honda  Jazz  Can’t  live  without  iPhone  24/7  access  to  Facebook  
  • 77. SEO  &  SEM  Bangkok  is  ranked  4th  among  world  most  traffic  jam  ci7es.  CONSUMER  JOURNEY  
  • 78. BUSSINESS  MODEL  &  STRATEGY  
  • 79. HOW  WILL  YELP  OPERATE  IN  THAILAND,  FINANCIALLY  ?    HOW  TO  GET  THAI  CONSUMERS  TO  USE  YELP  ?  
  • 80. READ  REVIEW  SHARE  BUY  DEAL  LOCAL  AD   BRAND  AD  CREATE  DEAL  BUSINESS  OWNERS  •  Generate  Yelp’s  revenues  CONSUMERS  •  Generate  contents  •  Amplify  Yelp  SOURCE  OF  REVENUES   SOURCE  OF  TRAFFIC  
  • 81. GENERATE    AWARENESS  ENGAGE  USERS  STRATEGY  OBJECTIVE   TACTICS   GOAL  •  Pre-­‐select  business  owners  and  automa7cally  create  business  accounts  for  them    •  CPC  adver7sing  on  relevant  websites  and  keyword  buying  •  Use  backlinks  and  display  ads  •  Use  billboard  and  BK  Mag  to  adver7se  Yelp  website  •  Interac7ve  screen  for  product  trial  •  Direct  contact  with  business  owners  to  generate  business  accounts    •  Use  SEM  and  SEO    to  generate  online  presence  •  Use  print  and  OOH  to  generate  offline  presence  and  draw  traffic  to  the  site  •  Incen7ves  to  write  and  share  reviews  •  Use  SEM    •  Tie-­‐in  with  Food  &  Drink  events    •  Use  social  media  to  create  Yelp  community    •  Maximize  mobile  search  with  loca7on  •  Yelp  giy  vouchers  •  Retarge7ng    •  Interac7ve  screen  for  product  trial  •  Selling  Yelp’s  merchandise  products    •       Open  Graph  •  Use  Facebook  and  Twiter  to  generate  ac7ve  conversa7on/Elite  program  •  Loca7on  search  and  review  •  Loca7on-­‐based  deal  STAGE  1  STAGE  2  STAGE  3:  MAKE  YELP  NO.  1  LIFESTYLE  SEO  IN  THAILAND  •  55,000  Registered  members  •  30,000  Reviews    •  75,000  Unique  visitors  per  month  •  0.07%  -­‐  0.12%  CTR  •  10,000  Business  lis7ngs      •  180,000  Registered  members  •  80,000  Reviews    •  100,000  Unique  visitors  per  month  •  60,000  Facebook  likes  •  20,000  Twiter  followers  •  80,000  Business  lis7ngs  
  • 82. STAGE  1:  GENERATE  AWARENESS:  BUSINESS  OWNERS  STRATEGY  Direct  contact  to  introduce  Yelp  and  gain  business  accounts  Emails    Business  offer  lelers  TOOLS  &  TACTICS  •  Restaurants  are  selected  based  on  its  traffic  and  ra7ng.  •  Database  from  BK  Mag  What  is  Yelp  ?  How  Yelp  ADS  work  Contact  Informa7on  Business  account  details  Great  Quotes  1  
  • 83. STAGE  1:  GENERATE  AWARENESS:  CONSUMERS  STRATEGY  Use  SEM  to  generate  awareness  Google  AdWords  with  high  bid  to  be  ranked  on  top  results    TOOLS  &  TACTICS  2  2.1  
  • 84. STAGE  1:  GENERATE  AWARENESS:  CONSUMERS  STRATEGY  Use  SEM  to  generate  awareness  Top  keywords  searched  •  Generic  terms  •  Trending  terms  •  Top  restaurants    TOOLS  &  TACTICS  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    2.2  2  
  • 85. STRATEGY  Use  SEM  to  generate  awareness  Installing  backlinks  •  BK  Mag  website  •  CiGbank  •  Top  food  blogs  •  Deal  websites    TOOLS  &  TACTICS  2.3  STAGE  1:  GENERATE  AWARENESS:  CONSUMERS  See  reviews  on  Yelp  !  2  
  • 86. See  reviews  on  Yelp  !  
  • 87. See  reviews  on  Yelp  !  
  • 88. See  reviews  on  Yelp  !  
  • 89. See  reviews  on  Yelp  !  
  • 90. STRATEGY  Use  SEM  to  generate  awareness  Use  display  ads  on  top  websites  with  selected  categories  based  on  “audience”  TOOLS  &  TACTICS  2.4  STAGE  1:  GENERATE  AWARENESS:  CONSUMERS  2  Sex  Male  Female  EducaGon  Primary  school  Secondary  school  Age  
  • 91. ENTERTAINMENT   NEWS  SHOPPING   SOCIETY  &  VARIETY  
  • 92. STRATEGY  Use  SEO  to  generate  awareness  Google  Plus  lisGng  to  be  on  SERP  TOOLS  &  TACTICS  2.5  STAGE  1:  GENERATE  AWARENESS:  CONSUMERS  2  
  • 93. STRATEGY  Billboards  Transit  adverGsing  BK  Mag  TOOLS  &  TACTICS  STAGE  1:  GENERATE  AWARENESS:  CONSUMERS  3   Use  print  and  OOH  to  generate  offline  presence  and  draw  traffic  to  the  site  Use  OOH  in  high  traffic  city  area.  VDO  is  possible  at  some  locaGons.  
  • 94. See  reviews  on  Yelp.com  
  • 95. Business  owners  Mass  audience  Target  audience  Direct  marke7ng  Backlinks  Google  +  Adwords  BK  Mag  Display  ads  OOH  STAGE  2  ENGAGE  USERS  
  • 96. STAGE  2:  ENGAGE  USERS  STRATEGY  Yelp  Gip  Vouchers  TOOLS  &  TACTICS  Use  incen7ves  to  get  people  to  write  and  share  reviews  Write  or  share  review  and  get  giy  voucher.    1  
  • 97. STAGE  2:  ENGAGE  USERS  STRATEGY  RetargeGng—display  ads  TOOLS  &  TACTICS  Use  SEM  to  draw  traffic  to  Yelp  website    2   Stage  1:  Awareness  Gain  as  much  audience  as  possible  
  • 98. STAGE  2:  ENGAGE  USERS  STRATEGY  InteracGve  screen  connected  to  Yelp  set  up  at  shopping  malls  and  events  TOOLS  &  TACTICS  Tie-­‐in  with  Food  &  Drink  events  3  3.1  
  • 99. Real  7me  review  available  at  interac7ve  screen  Deals  available  at  des7na7on  
  • 100. STRATEGY  •  Reaching  out  to  business  owners  •  Selling  Yelp  merchandise  product  at  the  events  TOOLS  &  TACTICS  Tie-­‐in  with  Food  &  Drink  events  3  3.2  STAGE  2:  ENGAGE  USERS  
  • 101. STRATEGY  •  Open  Graph  TOOLS  &  TACTICS  Use  social  media  to  create  Yelp  community  4  4.1  STAGE  2:  ENGAGE  USERS  
  • 102. Complete  a  level  Link  to  Instagram  Like  a  page  Shared  a  link  WHAT  THAI  FACEBOOK  USERS  ARE  DOING  ON  FACEBOOK  
  • 103. FACEBOOK  OPENGRAPH  DOESN’T  HAVE  “RESTAURANT”  CATEGORY,  JUST  YET.  
  • 104. 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  addi7on  to  Thai  food,  pasta,  sandwiches  and  many  more.  THIS  IS  WHAT  WE  WILL  DO  …    CREATING  MORE  ACTIONS  AND  OBJECTS  e.g.  restaurant.reviews  API  
  • 105. STRATEGY  •  Facebook  •  Twiler  •  Elite  Program  TOOLS  &  TACTICS  Use  social  media  to  create  Yelp  community  4  4.2  STAGE  2:  ENGAGE  USERS  •  Create  ac7ve  and  engaging  conversa7ons  •  Drive  traffic  to  yelp.com/thailand  
  • 106. YELP  ELITE  SQUAD  To  qualify  for  Yelp  Elite:  Frequency  and  quality  of  reviews  Depth  and  breadth  of  reviews  Engage  on  the  site  
  • 107. YELP  ELITE  EVENTS  •  Monthly  exclusive  events  at  new  restaurants  •  Build  a  community  for  Yelpers  
  • 108. STRATEGY  Google  Map  and  Yelp  review  TOOLS  &  TACTICS  Maximize  mobile  search  with  loca7on  5  5.1  STAGE  2:  ENGAGE  USERS  Google  on  Yelp   Yelp  on  Google  
  • 109. STRATEGY  LocaGon  based  deal  TOOLS  &  TACTICS  Maximize  mobile  search  with  loca7on  5  5.2  STAGE  2:  ENGAGE  USERS  Interac7ve  screen  showing  deals  available  based  on  loca7on  
  • 110. WRAP  UP  !  
  • 111. COMPLETED  CONSUMER  JOURNEY  
  • 112. Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov   Dec  STAGE  1:  AWARENESS  STAGE  2:  ENGAGEMENT  Reach  out  to  business  owners  and  consumers  via  event  Interac7ve  screen  around  shopping  malls  Display  Ads:  discounts  &  giy  vouchers  Retarge7ng  Open  Graph  Contact  business  owners  SEM,  SEO,  Display  ads  Print  &  OOH  Mobile  App  The  7me  period  Yelp  is  ac7vely  used.  
  • 113. SEM   SEO  OOH  PRINT  DIRECT  MARKETING  DISPLAY  ADS  INCENTIVES  EVENT  M-­‐APP  
  • 114. CAUTIONS  •  LANGUAGE  :  We  can’t  control  what  languages  people  will  use.  •  Collabora7ve  reviewing  •  Stage  of  awareness  will  also  rely  on  Yelp  team  to  translate  contents  in  English.    สวัสดี(sa-­‐was-­‐dee)  Hello  !  
  • 115. RECOMMENDATION  •  Category  extension  •  Country  expansion  •  Integrate  with  GPS  in  cars  •  Add  reserva7on  features  
  • 116. APPENDIX  
  • 117. Source:  The  Na7on  Thailand  
  • 118. Source:  Tech  in  Asia  
  • 119. Source:  MediaMind  Technologies  

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