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27956512 Gao Chen QingGlobal Media Management

Digital Presentation: yelp

Introduction

Marketing and branding

Technological affordances

User Experiences

Conclusion

What is yelp?

• The biggest review website

• Was founded in 2004

• The company was founded in San Francisco

Similar applications ：DianPing.com

The earliest review website

Appeared in2003 （ ShangHai）

Figure 1

Figure 2

Marketing and Branding

Yelp TV Commercial 2015. Available at ； https://www.youtube.com/watch?v=pAXPY2dBq9I&feature=youtu.be

• A large number of users• Target population: without age limit• Give a platform for consumers to express review of life.• Save people's time• Help to make decision• Social media platforms• Information resources sharing• New marketing platform for businesses

business

user

product

reviewOn yelp Basic brand

image

Philanthropy to enhance the brand image

Yelp will be connected with the business and service to create a unique regional brand characteristics. (Booth, 2014)

Figure 3

Technological affordances

Nearby ： find the best choice to user

Location-based service: find user real position

Figure 4

People can download yelp in app store.

Open yelp and click “nearby”:It will recommend a variety of special services to users. (restaurants,coffee also have dentist)

Figure 5 Figure 6

Location-based service

Location-based service is a real mobile location application. It helps to understand the mobile device of user‘s location and mobility of expression. (Murukannaiah and Singh, 2014)

Figure 7

User Experiences

• People become a yelper and then can write review on yelp.

• The most basic function of yelp is to write a comment.

• Users can also give a score and give stars to businesses.

User influence Businesses

Many studies have shown that comment will directly affect sales. (Chevalier and Mayzlin ,2006)

Figure 8

People use yelp is to find information. (Hick et al, 2012)

yelp reviews have formed a large database

People can chat with other user.

Figure 9

• References:Chevalier,J., and Mayzlin,D., (2006) The Effect of Word of Mouth on Sales: Online

Book Reviews. Journal of marketing research, 43(3),pp. 345–354.

Hicks, A., Comp, S., Horovitz, J., Hovarter, M., Miki, M., and Bevan, J. (2012) Why people use Yelp.com: An exploration of uses and gratifications. Computers In Human Behavior, 28(6), pp. 2274-2279.

Murukannaiah, P., and Singh, M. (2014) Understanding Location-Based User Experience. IEEE Internet Computing, 18(6), pp. 72-76.

Figure references:http://mobilefomo.com/2013/03/yelp-leverages-geo-location-display-ads-mobile-app/ http://www.ipadown.com/da-zhong-dian-ping-hd-review http://www.yelpfoundation.org/https://itunes.apple.com/us/app/yelp/id284910350?mt=8&ign-mpt=uo%3D8https://www.yelp.com/mobilehttp://www.pcmag.com/slideshow_viewer/0,3253,l=244304&a=244304&po=1,00.asphttp://www.storedge.com/why-and-how-location-based-services-should-be-utilized-

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