Stephen Taylor, CEO Qype, takes a look at Differences between reviewers communities across Europe

1. User Generated Differences: a
market by market look at Qype
March 2010
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2. Qype is changing the European “local”
landscape
• Consumers and
businesses are moving
online Yellow Pages
• Consumers want
understand, connect and
understand connect and
comment not just find
• Small business need to
engage not just advertise
Social networks City guides
Mobile Location

3. Leadership across Europe
• From 6 – 16m Unique Visitors per month
2009
• Already market leader in UK, FR, DE –
beating established players and new
entrants
United Kingdom
• 10 dedicated domains with over 1 millions
Ireland
Germany Poland
user reviews in 7 languages. All languages
accessible from all domains
France
Austria
Switzerland
• Over 600k user contributions per month
Spain
Italy • Proven ability to replicate model. Each
market launched grows more quickly than
the last
Brazil
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4. Coverage of more than 50,000 towns and
cities
Paris Berlin London Hamburg
München Cork Köln Dublin Wien
Frankfurt am Main Madrid Marseille 5 star reviews in Europe
Lyon Düsseldorf Edinburgh Stuttgart Hannover
Manchester Toulouse Barcelona Glasgow Nice São
Paulo Bristol Strasbourg Birmingham Bordeaux
Essen Leeds Montpellier Nürnberg Nantes Leipzig
p g p g
Dortmund Liverpool Brighton Lille Sevilla Zürich
Dresden Valencia Cardiff Rennes Bremen Oxford
Zaragoza Bonn Rio de Janeiro Karlsruhe Hagen
Wiesbaden Darmstadt Palma de Mallorca Freiburg
Wuppertal Münster Málaga Lübeck Mannheim Kiel
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Nottingham Aachen Salzburg Roma Heidelberg Mainz
Sheffield Basel Duisburg Bochum Bielefeld Saarbrücken
Newcastle upon tyne Rostock Potsdam Würzburg
Magdeburg Belfast Genève New York Cambridge
Braunschweig Leicester Aix en Provence Amsterdam
Osnabrück York Norwich Kassel Bamberg Derby Angers
Kraków Augsburg Regensburg Lüneburg Leverkusen Grenoble
Southampton Coventry Tübingen Donostia-San Sebastián
Oldenburg Bilbao Valladolid Rome Plymouth Hull Bergisch
Gladbach Warszawa Krefeld Bournemouth Gießen San Francisco
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5. A very lively, committed and involved community
at the heart of the model
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6. Quality user generated reviews
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7. Personalised experience - follow people with
similar tastes
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8. Discovery – through user to user interaction
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9. Qype Communities: Market by
Market
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10. German Community
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11. German Community
• Willing to be honestly critical of a place
• Very willing to be honestly critical of Qype!
• Like to know “how it works”
• Loyal
• Clear user guidelines and T&Cs
• “No bullshit” communications from Qype
• Explain and involve
• Give privileges and a voice
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12. German Community
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13. UK Community
"From Hell’s heart, I stab at thee. For hate’s
,
sake, I spit my last breath at thee”
"Even if you have a table there’s
table,
something about a standing pool of
shrieking harridans or guffawing chinless
Caspians that can really take the shine off
p y
the evening.”
"The chips to steal a phrase made me
The chips, phrase,
want to go into the kitchen and hurt
someone very badly indeed, just so they
knew how I felt. The bun made me want to
kick babies. Frankly, the burger would have
made Mother Teresa want to kick babies,
before strapping scythes onto her forearms
and running amok through a crowded
Mumbai orphanage.”
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14. UK Community
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15. UK Community
• Looking for fun
• Like to share a d co ec
e o s a e and connect
• Always looking for the next thing
• Lots of Quirky events – burlesque, chutney and chess evenings
• Competitions, prizes, new features and heavy use of Twitter and Facebook
• Get the best to contribute more – “gurus” who connect with others, create
events
t
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16. Des top model…

17. De beaux mâles…

18. Des personnes politiquement
incorrectes…

19. French Community
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20. French Community
• Love to talk about food not just the restaurant – and expect quality insights
• Younger urban bias
Younger,
• Didn’t like the original “German” site
• Expert user guides
• Quality events – cool places (and involved major brand sponsorship)
• Attention to detail + adding latest trendy places
• Site redesign
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21. Italian Community
• Our newest market:
• New approach – earlier “cool” events
• Qype pin as a symbol of belonging
• Harnessing the passion
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22. Polish Community
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23. Qype Communities: Market by Market
PASSION
SELF‐EXPRESSION
OWNERSHIP
Mais….. vive l diffé
M i i la différence
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