Yelp 101: The World of Online Reviews

• Web-based property management software

• Complete Solution Includes• Property Mgmt & Accounting• Online rent collection (free)• Prospect / Guest Card Tracking• Marketing • Website• Payment processing• Online applications• Resident Screening

So You Run a More Successful Business

AppFolio

©2012 AppFolio, Inc. All Rights Reserved.

Grace Hill

• Leading Education Provider• Offering eLearning for more than 10 years• More than 1,500 courses taken each day• Accounting

• Apartment-Industry Specific Training• Fair Housing, Preventing Sexual Harassment• Intro to Social Media, with Lisa Trosien• Dozens more in English & Spanish

• Vision Learning Management System (LMS)

• Custom Course Development

• www.gracehilllearning.com for course previews

©2012 AppFolio, Inc. All Rights Reserved.

Darnell HollowayManager of Local Business Outreach

www.yelp.com/contactwww.biz.yelp.com

@darnelljustin

Today’s Agenda:

1. Yelp 101: The Basics of Our Site

2. Business Owners Account: Unlock Your Tools

3. Reviews: Do’s and Don’ts of Responding

4. Reputation/Content Management: Achieving a Strong Online Presence

Yelp 101: The Basics of

Our Site

Why Yelp Exists:

To connect people with great local businesses.

“[Yelp] helped me find my hairstylist, apartment, plumber, restaurant…”

Now More Than Ever, Consumers Rely on Online Reviews

The Yelp App: Coming to a Device Near You!

• Yelp mobile app is used on of 8.2 million unique mobile devices (Q3 2012)

• Approximately 45% of all searches on Yelp come from our mobile apps.

• Every second, a consumer generated directions to or called a business from a Yelp app.

•A photo was uploaded at least every 30 seconds from the Yelp app.

What Makes Yelp Different?

What it is: Since Day 1, our focus has always been on creating a community of reviewers

What it’s not: Yelp isn’t a bulletin board or drive-by review site

Polling Question

Yelp Consumers are Affluent, Educated Adults

Reviewed Businesses in Every Category

US Demographics

Business Owners Account:

Unlock and Use Your Tools

Start Here: www.biz.yelp.com

Understanding Yelp Metrics

Optimize Your Listing

Add Basic Business

Information

Describe Your Business

Connect with Customers

Polling Question

Do’s and Don’ts of Responding

… and How to Handle with Care

Reviews:

Myth: Most Yelp Reviews are

Negative

FACT: 80% of Yelp Reviews are 3-Stars or Higher

Critical reviews play an important role too:• A variety of experiences are consistent with real life• You can’t please 100% of your customers 100% of the

time

Tip #1: Post Public Comments You Can Be Proud Of…

Page 23

The Right Way To Do It

Tip #2: Say ‘Thank You’, State Your Policy & Respond Promptly

Initial Review: 1 Star

Review Update: 4 Stars

Public Comment from Business Owner

Polling Question

Quality Control: Why Some Reviews Come Down

All businesses are equal in this regard.(Advertisers & non-advertisers treated equally; filtered reviews viewable.)

The Proof is in the Pudding:

“Every fake review the Texan bought was flagged by Yelp’s algorithms, though his fraudulent reviews remain up on the seven other sites.”

Reputation Management &Building a Strong Yelp

Presence

Page 29

Is it possible for property

managers to achieve a high rating?

Page 30

Yes.

Do Let People Know You’re on Yelp,

But Don’t Ask For Reviews

Generating Yelp Content

Check Ins: Homepage Reminder

In-Office & Newsletter MarketingUpdate Your Email Signature

Provide Great Service!

Paid Features: Search Advertising and Business Page Upgrades

Removal of Competitor’s AdsRemoval of Competitor’s Ads

Summary:

1. Yelp 101: Yelp connects people with great local businesses.

2. Business Owners Account: Use the free tools in your account to help drive new customers to your business.

3. Reviews: Engage diplomatically and don’t obsess over any single review.

4. Reputation Management: Let people know you’re on Yelp, but don’t ask for reviews.

Darnell HollowayManager of Local Business Outreach

www.yelp.com/contactwww.biz.yelp.com

@darnelljustin