Marketing 2.0 Conference, Paris 2010 Yelp – Learnings from Online and Offline Location Intelligence BSI
Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
Why Yelp exists: Page  to connect people with  great local businesses
10 million local reviews and counting Business categories Page  More than 10 million reviews
Users follow the content Source: Google Analytics  30 million monthly unique visitors
85% of Yelp reviews are positive Page  <ul><li>Negative reviews play an important role too </li></ul><ul><ul><li>A variety...
Consumers on Yelp are affluent, educated adults  Page  (Writer Data Source: Yelp Signups; Reader Data Source:  Quantcast.c...
Market by market approach
It’s all about community
Community: Meet Patty P.
Yelp Mobile Apps Mobile daily uniques 1.3M unique visitors from mobile devices  January 2010
Yelp for iPhone
Local Search Ads
Advertiser Example: Entertainment Page  Premiere of 2008 Season
What we’ve learned so far People universally enjoy sharing their experiences Authenticity is key Real communities are inve...
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Yelp – Learnings from Online and Offline Location Intelligence

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Yelp – Learnings from Online and Offline Location Intelligence

  1. 1. Marketing 2.0 Conference, Paris 2010 Yelp – Learnings from Online and Offline Location Intelligence BSI
  2. 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  3. 3. Why Yelp exists: Page to connect people with great local businesses
  4. 4. 10 million local reviews and counting Business categories Page More than 10 million reviews
  5. 5. Users follow the content Source: Google Analytics 30 million monthly unique visitors
  6. 6. 85% of Yelp reviews are positive Page <ul><li>Negative reviews play an important role too </li></ul><ul><ul><li>A variety of experiences is consistent with real life </li></ul></ul><ul><ul><li>You can’t please 100% of your customers 100% of the time </li></ul></ul>Distribution of All Reviews
  7. 7. Consumers on Yelp are affluent, educated adults Page (Writer Data Source: Yelp Signups; Reader Data Source: Quantcast.com , November 2008)
  8. 8. Market by market approach
  9. 9. It’s all about community
  10. 10. Community: Meet Patty P.
  11. 11. Yelp Mobile Apps Mobile daily uniques 1.3M unique visitors from mobile devices January 2010
  12. 12. Yelp for iPhone
  13. 13. Local Search Ads
  14. 14. Advertiser Example: Entertainment Page Premiere of 2008 Season
  15. 15. What we’ve learned so far People universally enjoy sharing their experiences Authenticity is key Real communities are invested, engaged and protective Mobile applications are changing the way we navigate our cities
  16. 16. Page

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