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.

Published in: Marketing, Travel, Business
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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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