Why are we using Yelp? It’s a huge community where there’s thousands upon thousands of users. Users who are providing instant feedback and every word they say can be searched on Google
How many Yelpers are there. Well if u want to go big, there are 50 million users worldwide. But here in DC, 15,000. But u don’t want to target all of them.After all we all may use Yelp but not all of us actually write reviews do we? There are 7K who write an average of 30-50 reviews a year.We want to drill down, there are 750 of them who write reviews on Salad Restaurants.Even deeper in the weeds, only 250 Elite Yelpers. You get them in the door, they are virtually guaranteed to talk about their experience
Who are the Elite Yelpers In the Community of Yelpers they are considered Royalty. Only 15% make it to the Elite status. Have to be nominated by your peers and then approved by the Company.Elites like Rock Stars have a large following so its imperative that they say great things about Salad Creations.Why do Elites write reviews -- Well one because they have to, to continue their Elite Status. But mostly for the Community. They enjoy people reading their reviews and enjoy receiving compliments.When I read reviews, I no longer look at any review. I selectively read only Elite reviews and they have never let me down
So what do we do with this info – we target them. Not just Yelp but across the Social Media Spectrum. These numbers represent the DC Metro area.
Recognize this guy. What do u notice? U think I’m pissed?
So we actually created a FB page for Penn Quarter.
So we added an interface that is tied to Salad Creations.net
We spoke to hundreds of salad eaters and we showed them the website. Overwhelmingly they told us that they want to see pictures of the salad.
Every user gets their own Personalized Page
Allows you to sort and search
The second thing Salad Eaters told us:
Salad creations online campaign
Why Yelp? TappingThousands of Foodies Every word indexed by Search Engine Generates Niche instant Content feedback
Yelp! How Many Users? 250 Elite Yelpers who write reviews on Salad Restaurants 750 Yelpers who write reviews 7,000 Yelpers in on Salad Restaurants DC Metro AreaIn comparison, there are 1.5 million Note: of 250,000 Yelp users in DCusers of Facebook in DC area. area, approx 3.5% writeIstrategylabs, Jan 2011 reviews, Tech Crunch, April 2011
Less than Profile of an “Elite” Yelper 15% of Yelpers are An average Elite Yelper has Communicated Elite written 200 – 500 Reviews directly with 25 Elites Has a large, loyal following Elites chosen by their peersAnalyzed four yearsof Reviews
Targeted Online Ads 7,000 Yelpers in DC 3.5 million users in DC 1.5 million on FB in DC* “DC” is DC Metro (DC, MD, VA)
Targeted Ads on Facebook 1000 target market 100 impressions per day @ 50 cents CPM = $5.00 10 clicks per day @ $1.10 CPC = $11.00 Total = $16 per day $480 per month $2,880 per 6 mos
SponsoredReviews show upon Competitor’s pageListing shows up first on Search Costs $300 to $1000 per month
1000 impressionsper month x .01CPM = $100100 clicks x .25 cpc= $25Total = $125 per month
Cost to Advertise OnlineFacebook: 2 Targeted ads: $1,000 per month.Google Places: 2 Targeted ads: $250 per monthYelp: $1,000 per monthTotal: $2,250 per month ---> $27,000 per year
Salad Embeds Seamlessly to Website Click on the dish to rate and Facebook review your salad Like Button
“I want to beable to see realpictures of mySalad”Erin M., Washington, DC“Elite” Yelper 2011
Your Customized Salad Page Express Yourself RemembersShare your eachExperience Ingredient
Customized to Each Ingredient Each Ingredient is a hyperlinkClicking on “Cilantro” shows othertypes of Salads that offers “Cilantro”
Customized Intelligence –Remembers your Salads and Ingredients