What weve learned about WOM

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What weve learned about WOM WOMM-U May 2009
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Agenda

• Yelp backgrounder (the 0.25 version)
• What weve learned about WOM

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Yelp Local Search, powered by Community
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Yelp started with user reviews in 2005
Consumers value online reviews
which is why every major site and local guide
has them.
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6 million local reviews and counting
Local Reviews (millions)
Business Categories (reviewed businesses)
Page 5
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21 million consumers looking for businesses
Monthly Unique Visitors
Source Google Analytics
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FREE business owner accounts
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How we make money local search ads
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Why a national brand should care
Example National Retailer
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Agenda

• Yelp backgrounder (the 0.25 version)
• What weve learned about WOM

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Lesson 1 When the consumer wins, the business
wins

• 249 is just a bit less than 1200

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Lesson 2 We all have a love/hate relationship
with reviews

• I took the logo off my vans

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Lesson 3 Nothing sells better than great WOM

• it sells itself

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Lesson 4 WOM requires thick skin

• the guy at the door (read giant, useless turd
  in a suit)

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Lesson 5 The temptation to spam is strong

• however you have to maneuver the system

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Lesson 6 The manufactured reputation usually
backfires

• buyer beware dont trust these reviews

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Lesson 7 Negative WOM can be good for business

• WAY too serious about the coffee

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Lesson 8 Its worth engaging your vocal
customers gently

• the customer is the most valuable person

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Parting thoughts about WOM

• The genie is out of the bottle
• Youre better off joining the conversation than
  not
• Choose your ambassador(s) carefully