Newhouse sm4 yelp project

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Information about Newhouse sm4 yelp project

Published on April 5, 2014

Author: drkappel


#SUYelp Lindsay Dolak @ledolak; Klout Score: 61 Arielle Franklin @arf521; Klout Score: 59 Dana Kappel @drk91; Klout Score: 43 Heidi Smolevitz @heidi_smolevitz; Klout Score: 61

The Days Before Yelp Prior to Yelp and other hospitality websites and apps, people got their information by word of mouth. Places became known by people visiting them and verbally giving recommendations to others.

Competitors ●  Competitors to Yelp include websites such as Trip Advisor and Zagat ●  Yelp includes both reviews of restaurants,travel, and small businesses while these other websites do not contain all of these

What is Yelp? ●  Leading listing service for small business reviews ●  Online urban guide / business review site

History of Yelp •  Company founded 2004 by Jeremy Stoppelman — Paypal Mafia •  Found a need - broke his arm, needed a doctor and didn’t have many friends living in California •  Needed a doctor and was living in cali, didn’t have many friends •  Initially launched as a site, now web and mobile •  Yelp is the largest online directory in the country o  Same way people used phone book 20 years ago o  Yelp uses advertising because it’s a directory o  Idea behind it is connecting people to local businesses o  Right now, average over 120 million every uses for every single month international •  Yelp didn’t provide the opportunity to post straight from your mobile device until August 2013

Who We Interviewed •  Steve Guglielmo - Account Executive at Yelp •  Kim Garst - CEO of Boom Social •  @SmallBizLady - Melinda Emerson

Navigating Yelp Online Navigating Yelp Online

Fun Facts - Yelp went public (NYSE: YELP) on March 12, 2012. - The first review submitted to Yelp was four stars for Truly Mediterranean on October 12, 2004. It read: “dirt cheap, good falafels.” - If you were to read all of the reviews on Yelp out loud, it would take 42 years without stopping for anything, even sleep. - The restaurant reviews on Yelp could fill 16,894 Zagat Guides.

Background/Literature Review •  As of June 2013 there were 10.4 million Yelp mobile users ( sales-2013-10) •  Yelp is the number 10 website to be visited each month with 73,510,272 users ( •  Yelp is said to charge business owners to remove competitors ads for a small fee ( lazarus-20140401,0,2015312.column#axzz2xDIQzLUH)

10 Things You Should Know About Yelp 1.  Yelp was founded in 2004 to help people find great local businesses — dentists, hair stylists, and mechanics 2.  Yelp had an average of approx. 120 million monthly unique visitors in Q4 2013 3.  Yelpers have written over 53 million local reviews 4.  In addition to review, you can use Yelp to find events, lists, and talk with other Yelpers 5.  Every business owner can setup a free account to post photos and message their customers 6.  Yelp makes money by selling ads to local businesses 7.  Paying advertisers can never change or re-order their reviews 8.  Yelp uses automated software to recommend the most helpful and reliable reviews for the Yelp community — the software looks at many different signals including measures of quality, reliability, and activity on Yelp 9.  You can access Yelp via iPhone, Andriod, Blackberry and more

Yelp Demo 1.  Search on Yelp app for a Chinese food restaurant in Syracuse 2.  Ask Siri to find a dentist nearby 3.  Yahoo search for a hotel in the area 4.  Use the Monocle feature to see what restaurants are down the street

Best Practices •  Community Managers o  When going to Philadelphia or Boston, send community managers o  Talk to local business owners o  Through big global events o  In Philadelphia, the community manager threw a huge block party for local businesses and tell people about the app •  Partnerships are huge for Yelp o  First major partner was Apple o  Yahoo o  Kindle fire o  Yellow Pages

Yelp in the News •  Yahoo is now integrating Yelp content in its searches — reviews, business information, and pictures •  Named the 10th most innovative company by Fast Company for sealing the deal with its users

Yelps Relationships •  Yahoo •  Kindle Fire •  YP (Yellow Pages) - strategic partnership o  Largest local ad platform in the US •  Apple •  BMW, Toyota, Lexus, Mercedes, Honda •  Microsoft Bing

Yelp Heat World Map

What’s Next •  Yelp has not really done any advertising, everything is natural and word of mouth – which is awesome o Getting ready to, but haven’t yet •  Yelp has just updated their mobile app to allow users to use an Emoji to search for things ( you-can-use-emoji-to-search-yelp)


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