Social Media Marketing Strategies

Yelp Marketing Strategies

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By the end of this chapter you will:

Have examined how Yelp is utilized for

personal and business purposes
Have analyzed a Yelp case study
Be familiar with how to run an effective
targeted marketing campaign
Know how Yelp analytics functions and
enables marketers to make informed, data-
driven decisions

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Yelp – History

2004 First Review Posted

2006 100k Reviews
2008 Business Private
Connection
2012 Ordering Platform
2015 Digital Ads
2016 Yelp Knowledge

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Yelp – Personal

1. Have you ever reviewed a business on Yelp?

a. What kind?
b. How many stars?
c. What did you write?
d. What motivated you?
or
e. Why not?
f. Have you done a review elsewhere?
2. Why are review sites important?
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Yelp – Personal

Similar to Facebook’s About and Timeline tabs

1. Yelpers’ Information:
– Provides personal stats
– Rating Distribution
2. Reviews & Business Information:
– Business Info / Price Range
– Business Categories
– Star Rating and Posting Date

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Yelp – Business

Two-sided model; Personal & Business

Businesses end up on Yelp whether they like it
or not.
Anyone can create a business listing for any
business.
Review the profile.

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Yelp – Business Layout

Average Star Rating

Business Category
Images
Recommended Reviews
Hidden Reviews
Search Terms

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Activity – Critique a Business Page

Review the sample page:

1. Select a company that you know and has
claimed its Yelp page.
2. Critique the page. What elements are
missing? What could be improved?
3. Read through the reviews. Has the business
responded?

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Activity – Critique a Business Page

Part 2
1. Find a partner and review their page.
2. Read the reviews.
3. Imagine you own that business.
4. Listen to the recommendations. Do you agree?
5. Switch roles and give your recommendations.

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Yelp – Advertising

Reviews
1. Should responses be private or public?
2. How should businesses phrase their responses?
*Now, think about how business owners should respond to positive reviews?
Should they respond publicly? How should they phrase their responses?

Case Study – Botto Bistro

Review the case study and answer these questions:
1. What do you think of Botto Bistro’s claims?
2. Do you think the campaign to be the worst-reviewed restaurant is a
good idea? Why?
3. In general, do you think a business should ask its customers for
reviews, good or bad?

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Yelp – Running a Targeted Campaign

Primarily a B2C platform

Predominantly service companies
Restaurants are the primary businesses

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Activity – Linking Ads With Goals

1. Read “Yelp Ads” and view the video.

2. Find an ad on Yelp that you believe you can
link to a specific goal.
3. Note the goal.
4. Find a partner and
compare.

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Activity – Linking Ads With Goals

PPC-based
Clients need to find out the minimum required
budget
CPC charge for restaurants is less than the one
levied on other kinds of businesses because
there are more restaurants on Yelp

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The Check-In Offer

For businesses with a physical location(s): great way

to market to customers, get them to become repeat
visitors
When a customer checks in, Yelp sends an offer via
phone (percent off, price off, fixed price, or free item)

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Activity – Five-Star Contest Idea

1. Select a restaurant.
2. Come up with a goal that you think they
should achieve.
3. How would you achieve that goal?
4. Share your idea.

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Yelp – Analytics

Businesses that claim their Yelp listing can

access analytics.
Visibility:
– Mobile views versus desktop
– How many times it appeared in an organic search
User Engagement
Lead Generation

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Yelp Knowledge

A better way to view marketing performance

– Combines Yelp data with other sources
– Particularly useful for businesses with multiple
locations

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Yelp – Chapter Review

1. What kind of images should a business owner include on his or her

Yelp page?

2. What is one reason why Yelp might not show a particular review?

3. Are each of the following statements true or false? Circle ‘T’ or ‘F’.
a. Business owners should generally respond to negative Yelp reviews publicly.
(T / F)
b. Botto Bistro was initially eager to advertise on Yelp. (T / F)
c. Yelp suspended Botto Bistro’s account in 2014 because of its one-star
campaign. (T / F)
d. Yelp tends to be a better platform for B2C marketing than B2B. (T / F)
e. Ad campaigns on Yelp are PPC-based. (T /F)

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