Yelp

Restaurants Up Their Use of Social, Mobile

source: http://www.emarketer.com/Article/Restaurants-Up-Their-Use-of-Social-Mobile/1010229

Location-based marketing sees a big increase in use

Restaurants around the world are seeing the value in digital marketing, especially programs that can increase customer loyalty and help establishments get the word out among like-minded diners.

In a survey, Hospitality Technology asked US executives overseeing restaurants around the world about a variety of social and loyalty marketing tactics, and found that every single one of these tactics had seen an increase in use among restaurants between 2012 and 2013. Nearly nine out of 10 restaurants used social media outreach this year—the most common tactic by a wide margin—up from 77% in 2012.

Unsurprisingly, the greatest percentage of social-savvy restaurants used Facebook (94%) this year, followed by Twitter (77%) and Yelp (53%). Nearly half also used YouTube. foursquare, used by 42% of restaurants, seemed like it could be leveraged more widely, given its role as a way for users to broadcast their latest check-ins, most often at stores and restaurants. Pinterest saw among the biggest bumps in usage, rising from 17% in 2012 to 28% in 2013.

Among the more general marketing strategies, restaurants also increased their use of daily deals and loyalty programs. And location-based marketing made among the biggest leaps. Sixteen percent of restaurants used the tactic last year, and this year that figure rose to 27%.

Mobile is giving location-based marketing a major boost, and it has a special value for restaurants, offering opportunities to reach mobile users as they’re scouring the streets—and their locati! on-enabled apps—for their next meal.

Both mobile sites and apps saw increased usage among restaurants this year: More than half of respondents had a mobile site, and nearly one out of three had a mobile app.

Menus topped the list as the most common feature available on restaurant apps. A restaurant search feature with location-based GPS was also used by 65% of restaurants with apps—presumably mostly chain restaurants that would have locations in many different places.

Offering nutritional information, integrating with users’ social media sites and ordering food via restaurant apps were also popular mobile app features.

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Thursday, September 19th, 2013 news No Comments

drag2share: Yelp’s Local-Mobile Success Shows How Consumers Are Using Mobile To Drive Local Purchases

source: http://feedproxy.google.com/~r/businessinsider/~3/OfBUn8s2Q9A/yelp-and-its-local-mobile-strategy-2013-9

bii_YelpMobile_cotdYelp has become the bellwether for a location-based service, as well as the huge opportunity in local-mobile marketing.

It’s also often mentioned in connection with social-local-mobile strategies, sometimes known as SoLoMo.

Consumers also use the Yelp app as an integral step in the local purchase cycle. 93% of U.S. Yelp users in a recent Nielsen study said they at least occasionally make a purchase from a local business after using Yelp.

At BI IntelligenceBusiness Insider’s paid subscription service, we recently analyzed over 20 datasets culled from a variety of sources to probe the viability of mobile and social media as loca! l commer ce and retail-drivers. We published our insights in two recent reports, “A Guide to Local-Mobile Marketing: The Best Strategies And Tactics For Leveraging Local Data,” and “How Location-Based Data Is Transforming The Entire Mobile Industry.”

Subscribers also gain access to over 100 in-depth reports and hundreds of charts and datasets on mobile, social, and their impact across industries, including retail.

Local-mobile strategies are certainly working for Yelp, and the businesses that advertise on Yelp’s app and mobile site. Local advertisements on mobile devices constituted 40% of Yelp’s overall local ad inventory in the last quarter for which data’s available. That’s up from 25% just two quarters ago.

In the same period, Yelp’s mobile user base climbed to 10.4 million. Yelp is now in fierce competition with Google’s local services, as well as FourSquare, which is trying to become a local recommendations engine.

Here’s a look at growth in Yelp’s local advertising share, charted against the growth in revenue from local advertising.

bii_YelpAds

Yelp’s mobile app users are engaged through local discovery and the ability to make on-the-! go reser vations and appointments. Some might even write reviews on their handheld devices. Yelp can harvest all that relevant user information while also pinpointing a user’s whereabouts.

As is the case with Google, the influx of mobile app users —  and the increase in local ad inventory on mobile  — have inflated Yelp’s overall local ad revenue.


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Tuesday, September 3rd, 2013 news No Comments

drag2share: Google Barely Shows Real Search Results on Google.com Now

source: http://feeds.gawker.com/~r/gizmodo/vip/~3/aUVOEOXdtuE/google-barely-shows-real-search-results-on-google-com-n-652306299

Google Barely Shows Real Search Results on Google.com Now

Google it. Everyone who has ever connected to the Internet knows what that means. But should it really mean use Google to search for/find something on the Internet? Or should it be a term for being bombarded with ads and white space when you’re looking for something. Google.com’s search results have all just become links to Google’s own services.

Tutorspree analyzed how much space Google dedicates to its search results page and found that on a 13-inch MacBook Air screen, only 13% is dedicated to results (with those results usually being Wikipedia or Yelp). 29% of the page is Google AdWords, 14% is Google’s navigation bar and 7% is links to Google Maps. The rest is Google’s iconic white space.


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Wednesday, July 3rd, 2013 news No Comments

Yelp Visits Are Often Followed by Purchases From Local Businesses

source: http://www.marketingcharts.com/wp/interactive/yelp-visits-are-often-followed-by-purchases-from-local-businesses-30754/

Nielsen-Yelp-User-Actions-Post-Site-Visit-Jul2013Virtually all (more than 96%) of Yelp users across devices (including computers, smartphones and tablets) visit the site specifically for its ratings and reviews, reveals Nielsen in new data. What they find tends to have a powerful influence on them: about half of Yelp users make their purchase decisions after visiting the site, with that figure slightly higher among those who visit from a mobile device. In another nod to how Yelp users leverage the site as a stop along their purchase journey, the data shows that almost all either follow their visit with a call or visit to – or purchase from – a local business.

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Monday, July 1st, 2013 news No Comments

Airbnb Is Just Now Verifying Hosts and Guests

Source: http://gizmodo.com/airbnb-is-just-now-verifying-hosts-and-guests-486117851

Airbnb is starting to offer something called Verified ID—meaning, it’s finally making user’s prove that they’re real human beings and not a robot or scam artist.

Here’s how it works: You can earn a verified badge by showing Airbnb a piece of your online identity—Facebook profile, Twitter account, or even Yelp reviews you’ve written—as well as a corresponding piece of real-world documentation like a scan of your driver’s licence or your passport. The name obviously has to match for you to get a badge.

A quarter of US users will be required to go through this process starting today, and eventually everybody will have to do it. If you want to go ahead and verify yourself, you can do that here. You’d think Airbnb would have introduced something like this by now, but better late than never. [Airbnb]

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Tuesday, April 30th, 2013 news No Comments

Airbnb Appears To Be Getting Into The Massive Local-Advertising Fight With Groupon, Google, And Yelp (YELP, GRPN, GOOG)

Source: http://www.businessinsider.com/airbnb-local-advertising-2012-11

Airbnb cofounder Joe Gebbia

We think Airbnb is laying the groundwork for a big push into helping local businesses market themselves.

Airbnb is creating guidebooks to neighborhoods for people who book lodging with its service, and designating some local coffee shops as official “Airbnb Local Lounges,” where guests can cool their heels and get their bearings while waiting, say, for a host to show up with keys to the apartment they’re renting.

That positions Airbnb to direct valuable tourist traffic to favored businesses—a new potential revenue stream which may be part of the reason why Airbnb is seeking fresh financing at a reported $2.5 billion valuation, far above the price set on its last infusion from investors.

It’s easy to see how providing local information translates to carrying local advertising or offering local deals, as Yelp, Groupon, and Google do today. The difference is that Airbnb can do it to a much more targeted and valuable demographic: travelers.

We asked Airbnb cofounder Joe Gebbia if that was the eventual plan.

“We certainly hope so,” he said. Airbnb had experimented with letting hosts create their own neighborhood guidebooks for guests. But they had only listed a total of 150,000 local businesses—a drop in the bucket for a service that books as many as 60,000 visitor nights a day

But Gebbia took pain! s to poi nt out that right now, the emphasis is on presenting a “curated,” or hand-selected, mix of businesses to ensure that guests have a good experience.

After all, booking lodging is Airbnb’s only business today.

Tomorrow’s another day, though.

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Tuesday, November 13th, 2012 news No Comments

Source: http://gizmodo.com/5952821/yelp-will-now-warn-you-about-paid-reviews

Yelp Will Now Warn You About Paid Reviews Think the overly generous five-star rating of that god awful burger joint in your neighborhood is a bunch of bull? If Yelp suspects reviews are paid for, it will now post a warning sign.

Going forward, when Yelp discovers these acts of bribery, it will put up a red alert on that business’s page. The scarlet letter of Yelp dirty dealings will stay there for 90 days. You often pull up the site and see these gushing reviews, and they make you suspicious. How often do you pull up a site and see these suspicious, gushing reviews? Turns out, Yelp is wary too. Good looking out, guys. [Yelp via TheNextWeb]

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Thursday, October 18th, 2012 Uncategorized No Comments

Foursquare launches local search for all, goes after the likes of Yelp and Google

Source: http://www.engadget.com/2012/10/16/foursquare-site-open-to-all/

Image

Foursquare just launched a redesigned desktop interface that everyone, not just members, can use for local listings and business recommendations. The company has been on this trajectory for awhile now, especially with the latest Explore map that provides a more tailored search experience for logged-in users. This is all in line with co-founder and CEO Dennis Crowley’s promise that Foursquare is more than just a simple social service; that it serves as a discovery and recommendation engine much like Yelp or Google. Leveraging over 3 billion check-ins and 30 million tips from its community of nearly 25 million members, the New York-based firm is confident it can offer reliable recommendations to the general public. It’s still beneficial to join up — you get personalized filters and access to that handy mobile app — but it’s no longer necessary if you just want know where to get a quick sushi fix.

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Tuesday, October 16th, 2012 news No Comments

Google Is Erasing One Of Marissa Mayer’s Last Big Moves (GOOG, YELP)

Source: http://feedproxy.google.com/~r/businessinsider/~3/L1JdZtjvNLo/google-downplaying-zagat-scores-2012-10

Google is downplaying a confusing 30-point scale it’s given local businesses in search results.

It inherited the system from Zagat, the local guide business it bought last year to bolster its search results.

The Zagat acquisition was one of the last deals Marissa Mayer pushed through as head of Google’s local business before she left to run Yahoo.

Search Engine Land’s Matt McGee argues that adopting the Zagat system was a mistake, since Google’s own reviews and sites like Yelp have trained most Internet users to expect a system built around points or stars—usually on a scale of one to five.

Now Google is asking consumers to rate businesses as “Poor-Fair,” “Good,” “Very Good,” or “Excellent.” It’s still converting those ratings into a Zagat-style score, but it’s displaying the descriptive terms rather than the score on individual reviews.

The Zagat system is distinctive, but it’s really only useful to people who were familiar with it from Zagat’s printed guides.

Take it away, and one wonders why Google did the Zagat deal in the first place.

Here’s the new review interface, via Search Engine Land:

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Thursday, October 11th, 2012 news No Comments

Source: http://gizmodo.com/5940032/how-yelp-scores-make-or-break-restaurants

How Yelp Scores Make or Break RestaurantsSmart diners rely on restaurant reviews to find good food. But a new study investigates for the first time the complex relationships between online ratings and real-world success—and reveals that losing just half a star can leave a restaurant in ruin.

The Guardian reports that a team of economists from the University of California, Berkeley, has investigated how 300 restaurants in San Francisco perform, and cross-referenced the results with star ratings from Yelp.com to understand how reviews affect success.

They found that an extra half-star caused a restaurant’s 7pm bookings to fill up 20 percent more often. Interestingly, they also managed to disentangle those changes in trade from price differences, food quality and service, suggesting that it was the reviews alone that brought in custom. Writing in the Economic Journal, the economists explain:

“The findings of this study demonstrate that – although social media sites and forums may not generate the financial returns for which investors yearn – they play an increasingly important role in how consumers judge the quality of goods and services.”

The research does, however, suggest that some restauranteurs shouldn’t be too happy with Yelp’s calculations. The researchers point out that when Yelp.com computes a star rating for a business, it it rounds off to the nearest half-star. That means that a restaurant with a 3.74 rating shows up as a 3.5-star venue, while an establishment with an almost-identical 3.76 score appears to have a 4-star rating.

Given the financial impact such ratings have, according to the economists, there’s never been more incentive for restaurants to rig reviews. In the meantime, though, the research also suggests that star ratings might not the best predictor of how great your plate of food turns out—so it might be best to take them with a pinch of salt. [The Economic Journal via The Guardian]

Image by Olly/Shutterstock

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Monday, September 3rd, 2012 Uncategorized No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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