making cents of transactional social media
TRANSCRIPT
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Making Cents: Transactional Social Media
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It’s simple: Connect people with great local businesses.
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Who Are These “Yelpers”
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Who Are These “Yelpers”
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Consumers on Yelp are affluent, educated adults
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“Yelpers” in their natural habitat: hanging in your business
And the Community Managers who spend their days connecting people to great businesses, one at a time.
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So What Does This Mean For Your Business?
More than ever, your customers are consulting online reviews
Word of mouth has amplified online
Social media, blogs, websites are staples of our diet
Monitoring and then engaging online IS marketing
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Who Uses Yelp, in real numbers.
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Definitely a great value for inexpensive lodging. It may not be for everyone, though, if you're not cool with sharing a dorm style room (private rooms available for higher price, I think) with up to 3 people. The bunks were decent enough, but climbing above is sort of a pain. Bring your own lock if using a locker. Small lavatory in room, but might as well use the restroom down the hall… I like the improved awareness for being green and conserving. Free towel use.
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What Could You Do About It?
Do your research: What online communities are your customers using? Can you/should you interact with them on that platform?
What are your ideal customer demographics?What platforms exist to target new customers
Monitor: Learn the culture of your preferred online communities.Ex: The TOS, FAQ for business owners
Engage: Participate authentically, genuinely, with frequency
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Yelp Confidential
Free business tools.
Talk to your customers!
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Making your business shine online
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Connect Online
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Measure Metrics
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80% of Yelp reviews are positive
Negative reviews play an important role too• A variety of experiences is consistent with real life• You can’t please 100% of your customers 100% of the time
Distribution of All Reviews
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1. Is this someone who you’d want as a customer? Do they fit your demographic?2. Does this one negative in a sea of positive threaten all of the good work you’ve done?3. Could you learn anything from the feedback?
We see the world in shades of negative… le sigh
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Respond
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Recapping the Rules Of the Online Road
Be present: Fill out the “meet the manager” so people know you
Be your kindest self, real self, across all platforms
Take time to regain your cool
Respond: Privately to reviews, both positive and negative
If there’s something to learn from reviews, learn it
Don’t ask for reviews, ever
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5+ Million Unique Monthly Visitors to Mobile
Almost every second, a customer generates directions or calls a business
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crystals.yelp.ca | @yelpcanada
Some Takeaways
Get involved, listen, participate
Brag a little: show the world what you’re proud of
Let reviews, followers and appreciation, grow organically
Be awesome. Online and offline