The document discusses how social media and online reviews are increasingly important for businesses. It provides statistics on who uses review sites like Yelp and notes they tend to be affluent, educated adults. It advises businesses to monitor online communities, engage authentically with customers, and respond to both positive and negative reviews privately. The goal is to better understand customers and learn from any feedback while maintaining a positive online presence.

1. Page 1
Making Cents: Transactional Social Media

2. Page 2
It’s simple: Connect people with
great local businesses.

3. Who Are These “Yelpers”
Page 3

4. Who Are These “Yelpers”
Page 4

5. Consumers on Yelp are affluent, educated adults

6. Page 6
“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.

7. So What Does This Mean For Your Business?
Page 7
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

8. Who Uses Yelp, in real numbers.
Page 8
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.

9. What Could You Do About It?
Page 9
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

10. Page 10
Talk to your
customers!
Free business
tools.
Yelp Confidential

11. Making your business shine online
Page 11

12. Connect Online
Page 12

13. Measure Metrics
Page 13

14. 80% of Yelp reviews are positive
Page 14
Distribution of All Reviews
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

15. We see the world in shades of negative… le sigh
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?

16. Respond
Page 16

17. Recapping the Rules Of the Online Road
Page 17
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

18. 5+ Million Unique Monthly Visitors to Mobile
Page 18
Almost every second, a customer generates directions or calls a business

19. 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
crystals.yelp.ca | @yelpcanada