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Salad creations online campaign
- 1. Why Yelp? Tapping Thousands of Foodies Every word indexed by Search Engine Generates Niche instant Content feedback
- 2. Yelp! How Many Users? 250 Elite Yelpers who write reviews on Salad Restaurants 750 Yelpers who write reviews 7,000 Yelpers in on Salad Restaurants DC Metro Area In comparison, there are 1.5 million Note: of 250,000 Yelp users in DC users of Facebook in DC area. area, approx 3.5% write Istrategylabs, Jan 2011 reviews, Tech Crunch, April 2011
- 3. Less than Profile of an “Elite” Yelper 15% of Yelpers are An average Elite Yelper has Communicated Elite written 200 – 500 Reviews directly with 25 Elites Has a large, loyal following Elites chosen by their peers Analyzed four years of Reviews
- 4. Targeted Online Ads 7,000 Yelpers in DC 3.5 million users in DC 1.5 million on FB in DC * “DC” is DC Metro (DC, MD, VA)
- 6. Targeted Ads on Facebook 1000 target market 100 impressions per day @ 50 cents CPM = $5.00 10 clicks per day @ $1.10 CPC = $11.00 Total = $16 per day $480 per month $2,880 per 6 mos
- 7. Sponsored Reviews show up on Competitor’s page Listing shows up first on Search Costs $300 to $1000 per month
- 8. 1000 impressions per month x .01 CPM = $100 100 clicks x .25 cpc = $25 Total = $125 per month
- 9. Cost to Advertise Online Facebook: 2 Targeted ads: $1,000 per month. Google Places: 2 Targeted ads: $250 per month Yelp: $1,000 per month Total: $2,250 per month ---> $27,000 per year
- 10. Salad Embeds Seamlessly to Website Click on the dish to rate and Facebook review your salad Like Button
- 11. “I want to be able to see real pictures of my Salad” Erin M., Washington, DC “Elite” Yelper 2011
- 12. Your Customized Salad Page Express Yourself Remembers Share your each Experience Ingredient
- 13. Customized to Each Ingredient Each Ingredient is a hyperlink Clicking on “Cilantro” shows other types of Salads that offers “Cilantro”
- 14. Customized Intelligence – Remembers your Salads and Ingredients
- 15. “I want to customize my Salad experience online” Lisa F., Arlington, VA, Elite Yelper 2011
- 16. Each Step is Customized Several hundred varieties of Salads can be created Your Customized Salad Once created, each salad can be saved
- 17. Customized Content – You can post your own Pics
- 18. Ingredient of the Week
- 19. Multi Media Model Salad Creations Review Sites and Food Blogs Website Mobile App Mashup
Hinweis der Redaktion
- Why are we using Yelp? It’s a huge community where there’s thousands upon thousands of users. Users who are providing instant feedback and every word they say can be searched on Google
- How many Yelpers are there. Well if u want to go big, there are 50 million users worldwide. But here in DC, 15,000. But u don’t want to target all of them.After all we all may use Yelp but not all of us actually write reviews do we? There are 7K who write an average of 30-50 reviews a year.We want to drill down, there are 750 of them who write reviews on Salad Restaurants.Even deeper in the weeds, only 250 Elite Yelpers. You get them in the door, they are virtually guaranteed to talk about their experience
- Who are the Elite Yelpers In the Community of Yelpers they are considered Royalty. Only 15% make it to the Elite status. Have to be nominated by your peers and then approved by the Company.Elites like Rock Stars have a large following so its imperative that they say great things about Salad Creations.Why do Elites write reviews -- Well one because they have to, to continue their Elite Status. But mostly for the Community. They enjoy people reading their reviews and enjoy receiving compliments.When I read reviews, I no longer look at any review. I selectively read only Elite reviews and they have never let me down
- So what do we do with this info – we target them. Not just Yelp but across the Social Media Spectrum. These numbers represent the DC Metro area.
- Recognize this guy. What do u notice? U think I’m pissed?
- So we actually created a FB page for Penn Quarter.
- So we added an interface that is tied to Salad Creations.net
- We spoke to hundreds of salad eaters and we showed them the website. Overwhelmingly they told us that they want to see pictures of the salad.
- Every user gets their own Personalized Page
- Allows you to sort and search
- The second thing Salad Eaters told us: