Midterm Project: A Little Help from Yelp

THE FACTS

Yelp launched in 2004 by American entrepreneurs, Russel Simmons and Jeremy Stoppelman, as a local search website.  Conceived as a searchable online Yellow Pages, the name Yelp was coined.  Simmons and Stoppelman relaunched Yelp in 2005 with an added focus of user reviews and profiles, making Yelp a content community.  Listing the Yelp user as “locals who are "in the know" about what's cool and happening in their city, visitors who want to get an insider's local perspective, and anyone trying to find a great local business”, Yelp is really for everyone. 

Yelp users can search and review local businesses by genre (restaurant, physician, mechanic, retail, etc).  Yelp is free to join for both users and businesses.

Starting with only 12,000 users in 2005, Yelp instituted the “The Yelp Elite” which rewarded frequent reviewers with invitations to exclusive industry parties and events.  This, combined with a targeted window sticker campaign for business on Yelp,  skyrocketed Yelp to 15 million unique visitors per month. 

In 2008, Yelp expanded business listings by allowing business owners to manage their own Yelp pages, and also launched their first iPhone app.  Expanding on this app in 2009, Yelp added a feature allowing a user to super-impose the Yelp rating over the camera of the phone.  This revolutionary feature was the first of its kind. 

Now, after 8+ years, Yelp sees a massive 100 million unique users per month – with 30% of those users visiting from a mobile device. 

THE FEATURES

Yelp contains 3 main features:

Search engine:

By using address or zip code (or location services on mobile devices), Yelp allows users to search business by category or area.  Business listings provide an address, hours, parking, and other information.  Users can then rate and review businesses on a 5 point scale, with an option to leave commentary.

Content community:

The user review feature on Yelp connects reviewers with other reviewers.  Profiles are created through registration, and users are encouraged to use a real name and photograph.  Users can make “friends” on Yelp, become “fans” of other reviewers, “follow” their favorite reviews, and even bookmark other user’s profiles, and their favorite businesses.  Contributors are rewarded with badges (First to Review) and able to give feedback to other users.  Reviews can be shared on Facebook and Twitter as well.  Businesses are able to directly (publicly and privately) message reviews and users who comment and review on their page.  Businesses can offer “check in deals” which reward users for “checking in” at an established Yelp location.  Checking in to same place multiple times, or many places of the same genre (say sushi restaurants) can earn you specific badges and rewards.  There is also a discussion forum on the Yelp website to talk about local happenings. 

Advertising:

With 70% of it’s revenue coming from local business advertisements, and 15% from national business advertisements, Yelp heavily relies on ads.  Business owners who pay for ads are rewarded with higher listings on Yelp, search engine optimization (within Yelp), and special features on their listings.

THE EXTRAS

With ‘Facebook Connect” and a similar sharing ability on Twitter, user reviews on Yelp are becoming more and more social.  As a registered reviewed, one can choose to share individual reviews on both Facebook and Twitter, or set up automated sharing so all your reviews are posted on your social sites. 

With 30% of users Yelp-ing from their mobile device, Yelp is incredibly mobile friendly.  With apps available on iPhone, iPad, Android, Windows, Blackberry, and Palm, Yelp has all its bases covered.  For users who don’t have the ability (or desire) for apps, Yelp maintains a mobile website easily accessed from any mobile device. 

“The Yelp Elite Squad” is Yelp’s way of “recognizing and rewarding yelpers who are active evangelists and role models, both on and off the site. Elite-worthiness is based on a number of things, including well-written reviews, great tips on mobile, a fleshed-out personal profile, an active voting and complimenting record, and playing nice with others. Members of the Elite Squad are designated by a shiny Elite badge on their account profile.”  Let me just say, the Elite Squad sounds pretty awesome.  Unfortunately for me, as a local business owner, I am disqualified from becoming “elite” (boo).  Parties, meet ups, and rewards are all offered to the Elite.  Details are slightly secretive (I think the first rule of The Yelp Elite Squad is don’t walk about The Yelp Elite Squad).

Though a major social media player in it’s own right, Yelp has a strong presence on other social media outlets. 

Check out their pages on:

Facebook

Twitter

YouTube

Flickr - featuring pictures from those awesome Elite parties

Pinterest – sub pages for cities

And various communities on Google+

THE REVIEW

I have a new found appreciation for Yelp.  As a business owner, I like the sense of community within other local businesses.  I also like the ability to directly comment and message with users who offer reviews to my business.  Positive or negative, it is important for me to hear that they are saying, and offer feedback to the time they took to write a review.  Yelp is also a great tool for travel, offering search, nearby suggestions, and even walking directions.  All in all, Yelp really does… well, help.  

View my Prezi on Yelp for a quick run through and some interesting videos. 

Malik, Om (March 2, 2012). "What do Yelp and Twitter have in common?". Giga Om.
Orlowski, Andrew (October 13, 2004). "Yelp! A viral recommendation system you can't resist?". The Register.
"Yelp's Online Reviewing Mafia". (June 2, 2011). BusinessWeek.
Hart, Kim (April 29, 2008). "Yelp Opens Up to Business Owners". The Washington Post.
"Yelp CEO: Our iPhone app Funamentally Changed our Business". intomobile.
Parr, Ben (August 27, 2009). "Easter Egg: Yelp is the iPhone's First Augmented Reality App". Mashable.
"Yelp Sales Pitch". (August 13, 2008). The Register.
Kelleher, Kevin (August 5, 2013). "Finally, web IPOs have something to Yelp about". CNN.
Fisher, Maxwell (March 11, 2012). "Yelp Gets A Warm Welcome". The Motley Fool.
Saul Hansell (May 12, 2008). "Why Yelp Works". New York Times   

Yelp

Week 7: Better than the Rest

Now that we have identified the key parts to a strong IMC - who is getting it right?  These are my top three.  

J. Crew

(J. Crew Blog)

With catalogs, e-newsletters, and a strong social media presence across the board, J. Crew takes a fully integrated IMC approach.  By using the signature J. Crew script logo on every branded sight, J. Crew creates consistent imagery.  The message is clear:  preppy fashion is a lifestyle, and J. Crew is living it up.  

(from recent J. Crew email blast)

With daily updates on Facebook and Twitter (and a pretty aggressive email campaign, might I add), the content is fresh and up to date.  Style tips, lunch spots - you name it, and J. Crew has an opinion on it.  By going above and beyond their clothing, J. Crew created a stronger, more relatable brand.  

Different social media platforms are mentioned on the blog, on the individual social media sites, and even pushed in the e-newsletter, as well as the consistent use of social media buttons.   

J. Crew tweets to it's customers, about anything and everything.  The high level of engagement of Twitter certainly contributes to the almost 190,000 followers.

Recently, an email promoting fall fashions highlighted the J. Crew Pinterest page, with subcategories in the same manor as the print catalog.

  

J. Crew uses YouTube to share behind the scenes videos, from photo shoots to office happenings.

  In a previous discussion for this class, I mentioned that their catalog is available digitally in the form of a Pinterest board.  J. Crew, like many companies, under utilizes Google+ as a social media platform.  While they have a presence, it appears that they mostly use it to share YouTube videos (which is done automatically).  J. Crew could really run with the Google+ brand page and increase their SEO in the process. 

Lululemon Athletica

By taking a mission statement of “creating components for people to live long, healthy and fun lives”, Lululemon Athletica uses social media and an IMC marketing strategy to create consistency in their brand.  Outside of community events (free yoga classes, local Lululemon ambassador programs, in store events), their mission statement/slogan is present on every social media site, as well as their signature omega logo.  Content is updated daily, and more so on sites like Instagram and Twitter. 

Lululemon’s token hashtag is #thesweatlife, which encompasses exercise, clean living, and diet.  They also often use generic hashtags (#DIY for recipes and at home projects) and event driven hashtags (#saratakesover for a recent series of photos, tweets and posts from a Lululemon ambassador).  The posts are for the most part the same on each platform, as though they share the same content across the board (the exception being Facebook pages for various locations, promoting local events and inventory.)

I think engaging with followers in a unique way on each platform would help flesh out the brand.  Again, Lululemon under utilizes their Google+ page, with no posted content on the branded page.  With so many other social media sites so well developed, they would greatly benefit from further exploring the brand on Google+.

Anthropologie

Apparel.  Home.  Found.  This is what you will find in store at Anthropologie – and this is the brand that is represented through social media and a well-integrated IMC marketing strategy.  Anthropologie produces a mail catalog, aggressively markets through email blast, and even has an “Anthro Card” which simplifies the check out process both in-store and online (as well as offers exclusive events and discounts).  

This combined with their well thought out presence on social media, created a truly multi media marketing campaign.  The “Apparel.  Home.  Found”  slogan is present on all websites, as is the organic textures, colors, and signature logo.  Content is updated daily on Facebook, if not more frequently on Twitter and Instagram, and goes beyond just what is in store. 

Anthropologie frequently uses Twitter to engage with followers and customers, even if direct conversation was not initiated by the customer.  

Anthropologie uses social media buttons and cross promotion to drive users to each of its unique sites.  Currently promoting a Parisian themed fall palette, Anthropologie is using #paris and #fall on many of their social media postings.  

They also use generic hastags like #ootd (outfit of the day), as well as Anthropologie-specific hastags like #AnthroEvents to promote in store happenings and openings.  

Anthropologie has a strong presence on Google+ (hooray!), and uses sites like Pinterest, Instagram, and YouTube to further the branding outside of clothing.  

Week 6: Email Assignment

Well hello,

As the owner and head buyer of The Pink Petticoat, a boutique featuring the finest lingerie and swim, I don’t think it’s a reach to refer to myself as an expert on all things romance. 

Romance isn’t just lingerie and candles.  It is a feeling; an atmosphere that you create.  

Merchandise at The Pink Petticoat is carefully curated to fit a variety of figures and price points.  My goal is to make every woman feel confident, beautiful, and sexy.  As a certified fit specialist, I aim to place customers into the proper size, style, and fit for their body type.  

In the past 5 years as the owner of Tampa's premiere lingerie boutique, I found many clients need help and guidance outside of their lingerie chest.  Though previously promoted through word of mouth, comprehensive consultations are now frequently sought after.  My consulting services are available to women, couples, boutiques, lingerie departments, and anyone interested in becoming an expert on all things romantic, in order to create the perfect romantic atmosphere.

Some of my services are:

Personal lingerie shopping:

In home design to create the perfect mood:

Planning a romantic adventure:

 

Other options include date night ideas/planning, romantic recipes, and carefully selected lingerie for specific occasion and destinations.  Visit my Pinterest for ideas, examples, and inspiration. 

 

For retail stores and departments, consultations on branding, social media presence, customer relations, in-store events, merchandising, window displays, and decor are offered.  

As a social media specialist, ideas and connections are at my fingertips.  Let me help you connect with your inner romantic.   

I look forward to working together soon.

Best,

Lesley Geyer

The Pink Petticoat

Facebook

Twitter

Tumblr

Instagram

Google+

Week 5: Best of the Blogs

Now that I know the logistics of blogging, I need to figure out what to say (and how to say it).  What kind of blog will accurately represent The Pink Petticoat and speak to her shoppers?  How do I find my voice – professional, but fun, informative, but entertaining?  Here are 5 of my favorite blogs (industry and not) and what they bring to the table:

The Lingerie Journal

The Lingerie Journal is a professional blog, serving as a “reliable source to help make your intimate apparel retail business thrive.”  The LJ (as they call themselves) provides a source to retail lingerie stores for information about industry, events, marketing, collections, news, and more. 

By offering information for retailers outside of brands and events (like most industry blogs due), such as model information, marketing tactics, and even a job board (at a retail and corporate level), The LJ maintains a unique perspective into the wonderful world of lingerie.  Branded as “expert advice or lingerie retailers”, The LJ blog perfectly reflects that expertise in the amount and variety of postings.  It has a feminine look that is reflected on all POP marketing material, as well as in all booths at trade shows and events.  The LJ drives traffic to the blog through a strong presence in person at events and shows, as well as a strong presence on all outlets of social media (leading back to the blog). It’s easily shared fresh content, and the longevity of the subject matter make this blog a success.  In my opinion, nothing is missing on this blog.  Up and coming brands often advertise on this blog for the exposure (Lilipiache, Dear Kate). 

The Suburban Jungle:  Jenny from the Blog

The Suburban Jungle is a recreational (bordering on semi-professional since she solicits advertisers, yet doesn’t seem to have many besides other bloggers) blog.  Jenny (the author) shares funny moments from her life as a working mom, and lifestyle expert.  Her blog is unique because she actually is a lifestyle expert:  “she’s the humor columnist for South Florida Parenting Magazine (a Tribune Publication) and writes for multiple parenting sites. She’s a featured writer on The Huffington Post Parents, Women, and Humor sections, YahooShine, and has a weekly column at The Stir.”  Jenny’s brand is being a fun, educated, and funny mom – who maintains a full and active life outside of being a mom.  All of is reflected on her blog through her voice, images, and language.  Jenny is active on all outlets of social media, driving traffic back to her blog.

She also links to her blog on all of her freelance writing pieces as well.  She also is a frequent contributor on The Today Show, utilizing multi media communication to promote her brand and blog.  I think she could have better search engine optimization.  Outside of being listed as a top “mommy blog”, it is hard to search for her via key words.  This blog is successful, with links to all her social sites, and funny new content posted regularly.  All that is missing to me is a more exciting layout.  It is a little drab.  Some good advertisers might be the Huffington Post, or other magazines or e-zines on which she writes.  Also, perhaps she could find advertising from some mommy groups or websites. 

HomeGoods

Design Happy, the HomeGoods blog, is a professional blog.  Design Happy has a team of bloggers that contribute of various topics.  It serves as a place for customers to find design inspiration, tips, and ideas.  Design Happy is a perfect reflection of the HomeGoods brand.  It mixes eclectic ideas with traditional design schemes, just like the store.  It features items (or similar items) that can currently be found in store.  The layout of the blog is similar to the store as well:  clean, organized, and easy to navigate.  Design Happy is a sub page of the HomeGoods website, so every website visitor is one click away from the blog.  Since HomeGoods does not have online sales (due to the constant change of inventory), their blog is the best way to see the types of things and potential of things in store.  The blog is also heavily pushed on their Facebook page and other social media outlets.  

The new, trendy, and frequently posted content, as well as ease of subscription and sharing makes this blog successful.  Twitter feeds, Facebook posts, and recent pins are featured on the side bar.  Though not an option for this type of discount retailer, the only thing missing from this blog is the ability to click through the featured products and purchase them.  There are no advertisers, with the exception of HomeGoods itself.  Since the goal is to drive business into their own stores, I think it is best to have no outside advertisers. 

The Lingerie Addict

The Lingerie Addict is a professional blog written by Cora Harrington (sometimes referred to as Treacle Tart).  Cora covers all brands and aspects of the lingerie industry, will a goal to be an inclusive and informative blog for women of every shape and size.

Cora’s blog is unique because unlike most industry blogs, her perspective is one of a customer.  She started her blog simply out of a love for lingerie, and now uses it as a platform to discuss brands, and educate women about proper fit, care, styling, and quality of lingerie – really everything every woman should know.

The Lingerie Addict is branded as an expert on all things delicate, maintaining her place as the top lingerie blog in the world, with over one million visitors.  Her variety of articles and subject matter, and her objective voice, confirm and reinforce this brand. High presence on search engines (in the top 5 when searching “lingerie” and “blog”), as well as a strong social media presence (Facebook, Twitter, Pinterest, Tumblr), drives traffic to her blog.  Cora hits every mark of a successful blog, leaving nothing missing to the site visitor.  She sells advertising to some of the top online lingerie retail outlets, including both fashions and accessories. 

HelloGiggles

HelloGiggles is a professional blog founded by three women (one being actress, Zooey Deschanel).  HelloGiggles is a “positive online community for women” and serves as a forum for all things that interest women.

 What makes HelloGiggles unique from other blogs/online communities is that “snark, gossip, and cursing aren't allowed on HelloGiggles.”  Deschanel tells Marie Claire, “I just felt it's important to teach young girls to be strong people, to not think, I can't do this because I'm worried about what people will say. There are worse consequences, but online negativity stops people from being creative, part of which is having bad ideas as well as good ideas. When somebody says, 'That idea's stupid,' you stop your flow of ideas. We can't have the next generation be so afraid because they have been attacked."  This philosophy directly reflects the brand – which is essentially positivity.  Everything on HelloGiggles is positive and upbeat, with articles like “12 Things That Make You So Happy, You Shouldn’t Apologize, Ever”.

 HelloGiggles has high SEO, a strong presence on social media (I particularly love their YouTube Channel), a email newsletter, and constant promotion from its famous founders driving traffic to the blog.

  All of this combined with fun, clever, and up-beat daily postings, HelloGiggles is very successful.  HelloGiggles rotates advertisers, currently featured a young-adult friendly book.  Other potential advertisers for HelloGiggles might be other young women centric products:  skincare, healthy living companies, and TV shows that have a strong female lead present (The Mindy Project comes to mind).

With these 5 blogs as inspiration, I am confident that I can find a voice, and build a presence, for my blog as well.