Title: What weve learned about WOM
1What weve learned about WOM WOMM-U May 2009
2Agenda
- Yelp backgrounder (the 0.25 version)
- What weve learned about WOM
3Yelp Local Search, powered by Community
4Yelp started with user reviews in 2005
Consumers value online reviews
which is why every major site and local guide
has them.
56 million local reviews and counting
Local Reviews (millions)
Business Categories (reviewed businesses)
Page 5
621 million consumers looking for businesses
Monthly Unique Visitors
Source Google Analytics
7FREE business owner accounts
8How we make money local search ads
9Why a national brand should care
Example National Retailer
10Agenda
- Yelp backgrounder (the 0.25 version)
- What weve learned about WOM
11Lesson 1 When the consumer wins, the business
wins
- 249 is just a bit less than 1200
12Lesson 2 We all have a love/hate relationship
with reviews
- I took the logo off my vans
13Lesson 3 Nothing sells better than great WOM
14Lesson 4 WOM requires thick skin
- the guy at the door (read giant, useless turd
in a suit)
15Lesson 5 The temptation to spam is strong
- however you have to maneuver the system
16Lesson 6 The manufactured reputation usually
backfires
- buyer beware dont trust these reviews
17Lesson 7 Negative WOM can be good for business
- WAY too serious about the coffee
18Lesson 8 Its worth engaging your vocal
customers gently
- the customer is the most valuable person
19Parting thoughts about WOM
- The genie is out of the bottle
- Youre better off joining the conversation than
not - Choose your ambassador(s) carefully