The presentation is part of my Interactive & eCommunication course at Emerson College, spring 2013. I and my colleaques, Yuen Shan Lee, together developed this presentation. The strategy used here embraces digital/online media and outdoor advertising. This presentation is supervised by digital media experts from Arnold Worldwide, Boston.

1. A
DIGITAL
CAMPAIGN
FOR
INTERACTIVE
&
eCOMMUNICATION
COURSE
EMERSON
COLLEGE,
SPRING
2013
PREPARED
BY
SIRIWAN
SIRIWANGSANTI
(APPLICANT)
YUEN
SHAN
LEE
(COLLEAQUE)

2. OUR
BIG
IDEA
IS
TO
INTRODUCE
to

3. WHY
DO
WE
CHOOSE
YELP
?

4. InspiraGon
from
OpenRice
in
Hong
Kong
• Ini7ally
launched
in
Hong
Kong
in
tradi7onal
Chinese
language
• English
version
is
later
introduced
due
to
an
increasing
demand
from
non-­‐
Chinese
speaking
Hong
Kongers
and
foreign
residents

5. InspiraGon
from
OpenRice
in
Hong
Kong
Source:
Nielsen
Telebus
Survey
May
2012
Source:
OpenRice
internal
data
May
2012
Traffic
• Monthly
Page
views:
up
to
87
million
• Monthly
Unique
Users:
over
4
million
• Register
members:
over
500,000

6. WHAT
DO
WE
KNOW
ABOUT
YELP
?

8. Source:
Google
Analy7cs,
US
data
comScore
2012

9. Source:
Google
Analy7cs,
US
data
comScore
2012

10. Source:
Google
Analy7cs,
US
data
comScore
2012

11. • Australia
• Austria
• Belgium
• Canada
• Denmark
• Finland
• France
• Germany
• Ireland
• Italy
• Norway
• Poland
• Singapore
• Spain
• Sweden
• Switzerland
• The
Netherlands
• Turkey
• United
Kingdom

12. • Different
languages
and
cultures
in
Europe.
• France
and
Italy
are
known
for
their
tourism
and
exo7c
food.
• Internet
popula7on
and
penetra7on
is
very
high.

13. WHERE
DO
WE
WANT
TO
TAKE
YELP
TO?

15. Thai
food
makes
7
spots
in
top
50
list

16. Thailand:
Most
voted
country
among
Asia
to
have
the
best
food.

17. INTERNET
HOSTS
A
computer
connected
directly
to
the
internet,
ISP.
• Thailand
is
not
far
behind
those
countries
that
Yelp
has
already
established.
• Thailand
has
even
twice
internet
hosts
comparing
to
Singapore
(39),
Hong
Kong
(48),
and
South
Korea
(62).
Source:
CIA:
the
world
fact
book
2012

18. 47,304
results
14,073
results
59,981
results
85,718
results
16,329
results
36,046
results
Japan
Taiwan
Hong
Kong
Thailand
Indonesia
Singapore
Searched
term:
(Country)
Restaurant

19. Restaurant
Bangkok
16,244
results
Number
of
restaurants
in
Bangkok
alone
even
outnumbers
those
of
Singapore’s
(14,073).

20. • 24/7
food
• Low-­‐High
end

21. IMPLICATION
#
1
Food
review
is
the
top
two
of
Yelp’s
contents.
Given
that
Thailand
is
perceived
as
a
kitchen
of
the
world
and
its
reputa7on
for
food,
it’s
a
perfect
fit
for
what
Yelp
has
to
offer.

22. THAILAND
MARKET
INSIGHTS

23. TECHNOLOGY
CAPABILITY
• Internet
&
Smartphones
o Accessibility
o Speed
o Possession

24. • In
exclusion
of
China
and
India,
which
dominate
a
majority
of
Asian
popula7on,
Thailand
is
among
top
10
internet
users
in
Asia.
• A
penetra7on
rate
is
at
30%,
close
to
China
(40%)
and
higher
than
Indonesia
(22.1%).
• Thailand
is
among
top
5
of
Facebook
users,
slightly
higher
than
Japan’s.
• 17
million
Thai
people
have
Facebook
accounts.
Source:
Internet
World
Stats
2012

25. More
than
25m
internet
users

26. IIG:
Interna7onal
Internet
Gateway
NIX:
Na7onal
Internet
Exchange
The
capability
to
transmit
informa7on
increases.
Source:
IIRS
Team,
Network
Technology
Lab
(NTL),
NECTEC

27. An
increase
in
smartphone
possession.
Source:
Euromonitor
mobile
phones
in
Thailand
January
2013

28. • Smartphone
penetra7on
is
not
limited
to
mature
market.
• Time
period
of
future
trend
is
2011-­‐2016.
Source:
Ericsson
Insight
2012

29. 3G
coverage
by
3
major
mobile
networks
providers
3G
covers
most
parts
of
Thailand,
except
the
forest
areas.
Source:
AIS.com,
Truemoveh.com,
Dtac.com

30. IMPLICATION
#
2
With
an
increase
in
Thailand’s
internet
penetra7on
rate
and
capability,
and
smartphones
penetra7on
rate
and
3G
coverage,
Yelp
can
operate
its
service
at
its
full
efficiency.

31. PROSPECTIVE
TARGET
GROUP
• Demographics
• Psychographics
• Lifestyle
trend
• Spending

32. THAI
CONSUMER
SEGMENTATION
Source:
Euromonitor
consumer
lifestyle
in
Thailand
2011

33. Twenty-­‐
Somethings
Gen
Y
• College
students
• First
jobbers
• Technology
mania
• Middle-­‐High
discre7onary
$$
• Socializing
ThirGes
Middle-­‐
Aged
• Higher
discre7onary
$$
• Spend
more
on
almost
everything
• Think
about
healthier
lifestyles

34. Foreign
PopulaGon
In
exclusion
of
refugees,
asylum-­‐seekers,
and
migrants
from
Cambodia,
Lao
PDR,
and
Myanmar,
there
is
approximately
825,000
in
2009
foreigners
in
Thailand.

35. Foreign
Students
An
increase
in
foreign
students
enrollment:
there
were
20,155
foreign
students
in
2010.
Source:
Commission
on
higher
educa7on
2010

36. Tourists
There
were
22m
tourists
in
Thailand
in
2012.
And
the
number
has
increased
since
2008.
Source:
Bank
of
Thailand
2012

37. THAIS
ARE
BECOMING
MORE
HEALTH-­‐CONSCIOUS.
• Many
consumers
want
to
improve
their
health
and
seek
food
and
other
products
that
promote
good
health
together
with
disease
preven7on.
• Increase
in
media
coverage
of
health
issues
and
government
campaigns
for
healthier
lives.
Source:
Euromonitor
consumer
lifestyle
in
Thailand
2011

38. IMAGE
AND
STATUS
ARE
ESSENTIAL
TO
THAIS.
• Approximately
26%
ranked
image
and
social
status
as
“most
important”
regardless
of
the
economic
situa7on.
• Thai
ranked
1st
in
Asia
regarding
concern
for
maintaining
social
status
(Thais
92%
vs.
Asians
74%)
• Various
media
campaign
bombarded
Thais
with
informa7on
about
“must
haves”.
Source:
Euromonitor
consumer
lifestyle
in
Thailand
2011

39. MOST
OF
THAIS’
SPENDING
IS
ON
FOODS
&
BEVERAGES.
Source:
Euromonitor
consumer
lifestyle
in
Thailand
2011

40. THE
SPENDING
IS
PROJECTED
TO
INCREASE
FOR
THE
PERIOD
2011
THROUGH
2020.
Source:
Euromonitor
consumer
lifestyle
in
Thailand
2011

41. Full-­‐Service
Restaurant
units
were
gradually
increasing,
especially
Asian
full-­‐service
restaurants.
Source:
Euromonitor
full
service
restaurants
in
Thailand
2012

42. • No
shortage
of
street
stalls
and
other
cheap
dining
op7ons.
• Rising
disposable
incomes
are
likely
to
lead
consumers
from
inexpensive
street
stalls
to
fast
food
restaurant
and
full-­‐service
restaurants.
• Dining
out
is
some7mes
cheaper
and
more
convenient
than
ea7ng
at
home.
• Dining
out
is
most
popular
in
urban
areas.
EATING
IS
TOP
ACTIVITY.
Source:
Euromonitor
full
service
restaurants
in
Thailand
2012

43. • New
café
experience
has
flourished
due
to
a
change
in
drinking
habits
and
trendy
percep7on.
• Chained
coffee
shops
are
in
the
highest
growth,
but
slower
outlets
expansion
due
to
economic
recession.
• More
than
90%
of
value
shares
is
from
eat-­‐in.
• To
stay
compe77ve,
Café
expands
menus
to
cover
bakery,
food,
dessert,
and
snack
to
serve
as
one-­‐stop
service
to
customersà
Food
Pairing.
CAFÉ/BAR
IS
A
TREND.
Source:
Euromonitor
consumer
lifestyle
in
Thailand
2011

44. • Cafés’
units
slightly
decreased
in
2011
due
to
economic
recession.
• The
overall
category
units
s7ll
increase.
Source:
Euromonitor
café/bar
in
Thailand
2012

45. IMPLICATION
#
3
• Ea7ng
is
likely
a
central
ac7vity
for
Thai
consumers
as
it
allows
people
to
socialize.
Moreover,
foodservice
business
keeps
expanding
to
respond
to
the
needs
of
consumers.
Therefore,
there
is
an
opportunity
for
Yelp
to
fit
in
Thai
consumers’
lives
in
terms
of
suppor7ng
social
gatherings
with
online
community.
• Foreigners
are
not
the
primary
target
for
Yelp
at
this
stage,
but
the
number
suggests
that
there
is
a
high
poten7al
for
a
need
of
English
review
site.
So,
Yelp
should
be
in
the
market
early
to
respond
to
the
needs.

46. ONLINE
BEHAVIOR

47. • According
to
Euromonitor
tracking
report
in
2011,
Internet
users
groups
are:
• 15-­‐24
(50%)
• 6-­‐14
(36%)
• 25-­‐34
(24.6%)
• 35-­‐49
(13.6%)
• Over
50
(4.2
%).
COLLEGE
STUDENTS
AND
FIRST
JOBBERS
ARE
TOP
INTERNET
USERS.
Source:
Euromonitor
consumer
lifestyle
in
Thailand
2011

48. WHAT
ARE
THAI
PEOPLE
DOING
ONLINE
?

49. Source:
Nielsen
–
The
Digital
Media
Habits
and
Artude
of
Southeast
Asia
Consumers
October
2011
FACEBOOK
IS
THE
NO
1
SOCIAL
MEDIA
IN
THAILAND.
REVIEWS
RANKED
4TH
IN
TOP
ONLINE
ACTIVITIES

50. THAI
CONSUMERS
DO
ONLINE
RESEARCH
PRIOR
TO
PURCHASE
AT
OFFLINE
CHANNELS,
YET
DEPENDING
ON
PRODUCT
CATEGORIES.
• Female
tends
to
do
online
research
than
male.
• The
age
groups
14-­‐29
and
30-­‐49
are
the
majori7es
that
do
online
research.
Source:
Consumer
Barometer

51. 48%
(-­‐2.78)
38%
(+2.22)
14%
(+2.56)
AN
INCREASE
IN
USE
OF
SEO
AND
LINKS
FOR
INFORMATION
SEARCH.

52. GOOGLE
IS
NO
1
SEARCH
ENGINE
IN
THAILAND.

53. Source:
Nielsen
–
The
Digital
Media
Habits
and
Artude
of
Southeast
Asia
Consumers
October
2011
SOCIAL
MEDIA
HAVE
AN
INFLUENCE
ON
CONSUMER
DECISION
MAKING.

54. • According
to
Ensogo
survey
(2010)
• 41.2
%
Thais
rely
on
recommenda7ons
read
on
social
media.
• 51
%
of
Facebook
fans
that
joined
product
fanpage
tend
to
buy
products.
• 60
%
tend
to
recommends
products
to
friends
and
families.
• 67
%
of
twiter
followers
to
product
tweets
tend
to
buy
products.
• 79
%
tend
to
recommends
products
to
friends
and
families.
WOM
AND
SOCIAL
MEDIA
HAVE
AN
INFLUENCE
ON
PURCHASE
INTENTION.

55. 90%
OF
CORPORATE
COMPANIES
ARE
ALREADY
ON
SOCIAL
NETWORKS.
Source:
Campaigninindia.com
2011

56. IMPLICATION
#
4
Thai
consumers
are
already
open
to
online
communi7es,
be
it
social
networking
or
e-­‐commerce.
Consequently,
an
adop7on
rate
of
Yelp
usage
can
be
achieved
with
litle
barriers.
In
addi7on,
WOM
by
consumers
can
help
generate
Yelp
awareness
and
usage.

57. COMPETITORS
• Trip
Advisors
• Living
Social
• Wongnai
• Open
Rice
• BK
Menu

59. Find
and
share
Informa7on
Deals
Seek
for
deals
$$$
Ad
+
Deal
UGC
Tourists
Local
Locals
18-­‐25-­‐34-­‐54
High
income
High
educa7on
18-­‐25-­‐34-­‐54
High
income
18-­‐25-­‐34-­‐54
Moderate
income
18-­‐25-­‐34-­‐54
High
income
High
educa7on
18-­‐25-­‐34-­‐54
High
income
High
educa7on
(English
literate)
Find
and
share
informa7on
Find
and
share
Informa7on
Deals
Seek
informa7on
$$$
As+deal
$$$
Ad+deal
Tourists
Locals
Locals
Expat
UGC
UGC/
Paid
content
18-­‐25-­‐34-­‐54
Moderate
income
Find
and
share
Informa7on
Deals
Locals
$$$
Ad+deal
UGC
Paid
content
Paid
content
Paid
content
$$$
Ad
+
Partnership
with
living
social
$$$
Ad

60. IMPLICATION
#
5
There
are
several
local
review
websites
that
Thai
consumers
are
familiar
with.
But,
those
websites
are
not
purely
neutral
as
business
owners
can
pay
the
host
to
review
their
restaurant.
This
gives
a
compe77ve
strength
to
Yelp
in
two
ways:
• Yelp
doesn’t
have
to
spend
a
significant
7me
to
educate
consumers
about
the
reviewing
func7on.
• Neutrality
can
be
used
as
compe77ve
posi7oning.

61. CONCLUSION

62. Strength
Weakness
Threat
Opportunity
• Not
well-­‐known
in
Asia
• Local
business
directory,
not
limited
to
restaurants
• Market
fit:
Yelp
nature
vs
Target
nature
• A
few
other
local
compe7tors
• The
first
integrated
one-­‐stop
local
business
directory
with
social
media.
• The
first
Bi-­‐lingual
review
site
• Possible
learning
from
Yelp
Singapore
SWOT
Analysis

63. INTERNET
High
penetra7on
Social
media
mania
TARGET
20s-­‐30s
Middle-­‐high
income
Socializing
CONSUMER
BEHAVIOR
Sharing
WOM
MARKETING
STRATEGY
Social
media
to
create
awareness
Partnership
with
BK
Mag
SMART
PHONES
High
penetra7on

64. YELP
OVERVIEW
• Financial
performance
• Business
highlights

65. 65%
GROWTH
IN
NET
REVENUE
FROM
Q4
2011
• Net
revenue
was
driven
by
local
business
accounts.

66. 45%
GROWTH
IN
CUMULATIVE
REVIEWS
FROM
Q4
2011

67. BUSINESS
HIGHLIGHTS
NEW
MARKET
EXPANSION
YELP
MOBILE
INCREASE
BRAND
DISTRIBUTION
NEW
PRODUCTS

68. YELP
ONLY
WORKS
IN
CERTAIN
MARKET
• Yelp
is
driven
by
Network
Effect.
• Each
review
expands
depth
and
breath
of
contents,
drawing
more
customers
and
increasing
traffic.
• The
relevant
search
depends
on
the
amount
of
the
contents.
• Yelp
is
not
a
stand
alone
SEO
as
75%
of
the
traffic
is
from
Google.
The
value
of
a
product
to
one
user
depends
on
how
many
other
users
there
are.
htp://ar7cles.businessinsider.com/2012-­‐03-­‐01/tech/31115590_1_business-­‐insider-­‐users-­‐adver7sing
htp://www.businessinsider.com/network-­‐effects-­‐2011-­‐5

69. SEO
LANDSCAPE

70. 97%
of
THAIS
USE
GOOGLE

71. 48%
(-­‐2.78)
38%
(+2.22)
14%
(+2.56)
AN
INCREASE
IN
USE
OF
SEO
AND
LINKS
FOR
INFORMATION
SEARCH.

72. Plus.google.com
facebook.com
tripadvisor.com
bangkokpost.com
foursquare.com
Bk-­‐asia-­‐city.com
SEARCHED
WORD:
TREEKEEPER
BANGKOK

73. SEARCHED
WORD:
SORTREL
BANGKOK
Sortrel.co.th
bangkokpost.com
Bk-­‐asia-­‐city.com
facebook.com
tripadvisor.com
foursquare.com
Th.openrice.com
Plus.google.com

74. SEARCHED
WORD:
ลาบเป็ดอุดร
Eat.edtguide.com
facebook.com
Th.openrice.com

75. SEARCHED
WORD:
ISAO
(English)
SEARCHED
WORD:
อิซาโอะ
(Thai)
Given
the
same
restaurant,
Google
result
appears
when
typed
in
English.

76. SEARCHED
WORD:
SORTREL
BANGKOK
SEARCHED
WORD:
ซอเทรล
(THAI)
Yet,
it
doesn’t
seem
to
be
the
case
when
experimen7ng
with
another
restaurant.

77. TOP
WEBSITES
ON
GOOGLE
ARE
DRIVEN
BY
ORGANIC
SEARCH
Plus.google.com
Bangkokpost.com
Bk-­‐asia-­‐city.com
Foursqaure.com
Tripadvisor.com
Th.openrice.com
Eat.edtguide.com
Brand
website
ObservaGon
• The
results
are
shown
by
organic
search.
• The
websites
shown
on
SERP
are
driven
from
the
popularity
of
the
restaurants.
• Different
languages
could
produce
different
results.
• SEM
is
not
used
by
most
sites.

78. CONSUMER
BEHAVIOR

79. WIP
team
mee7ng
Internal
mee7ng
Focus
Group
Meet
boyfriend
<3
Lunch
with
clients
Hot
Yoga
GYM
7me
!
Coffee
break
Morning
coffee
Dinner
with
family
Brunch
with
my
boyfriend
<3
Lunch
with
friends
Party
!!!
Shopping
therapy
Pilates
Team
lunch
At
client
office
L
Sweet
breakfast
with
my
boyfriend
<3
PATA
27
Years
old
Account
Manager
Own
Honda
Jazz
Can’t
live
without
iPhone
24/7
access
to
Facebook

81. SEO
&
SEM
Bangkok
is
ranked
4th
among
world
most
traffic
jam
ci7es.
CONSUMER
JOURNEY

82. BUSSINESS
MODEL
&
STRATEGY

83. HOW
WILL
YELP
OPERATE
IN
THAILAND,
FINANCIALLY
?
HOW
TO
GET
THAI
CONSUMERS
TO
USE
YELP
?

84. READ
REVIEW
SHARE
BUY
DEAL
LOCAL
AD
BRAND
AD
CREATE
DEAL
BUSINESS
OWNERS
• Generate
Yelp’s
revenues
CONSUMERS
• Generate
contents
• Amplify
Yelp
SOURCE
OF
REVENUES
SOURCE
OF
TRAFFIC

85. GENERATE
AWARENESS
ENGAGE
USERS
STRATEGY
OBJECTIVE
TACTICS
GOAL
• Pre-­‐select
business
owners
and
automa7cally
create
business
accounts
for
them
• CPC
adver7sing
on
relevant
websites
and
keyword
buying
• Use
backlinks
and
display
ads
• Use
billboard
and
BK
Mag
to
adver7se
Yelp
website
• Interac7ve
screen
for
product
trial
• Direct
contact
with
business
owners
to
generate
business
accounts
• Use
SEM
and
SEO
to
generate
online
presence
• Use
print
and
OOH
to
generate
offline
presence
and
draw
traffic
to
the
site
• Incen7ves
to
write
and
share
reviews
• Use
SEM
• Tie-­‐in
with
Food
&
Drink
events
• Use
social
media
to
create
Yelp
community
• Maximize
mobile
search
with
loca7on
• Yelp
giy
vouchers
• Retarge7ng
• Interac7ve
screen
for
product
trial
• Selling
Yelp’s
merchandise
products
•
Open
Graph
• Use
Facebook
and
Twiter
to
generate
ac7ve
conversa7on/Elite
program
• Loca7on
search
and
review
• Loca7on-­‐based
deal
STAGE
1
STAGE
2
STAGE
3:
MAKE
YELP
NO.
1
LIFESTYLE
SEO
IN
THAILAND
• 55,000
Registered
members
• 30,000
Reviews
• 75,000
Unique
visitors
per
month
• 0.07%
-­‐
0.12%
CTR
• 10,000
Business
lis7ngs
• 180,000
Registered
members
• 80,000
Reviews
• 100,000
Unique
visitors
per
month
• 60,000
Facebook
likes
• 20,000
Twiter
followers
• 80,000
Business
lis7ngs

86. STAGE
1:
GENERATE
AWARENESS:
BUSINESS
OWNERS
STRATEGY
Direct
contact
to
introduce
Yelp
and
gain
business
accounts
Emails
Business
offer
lelers
TOOLS
&
TACTICS
• Restaurants
are
selected
based
on
its
traffic
and
ra7ng.
• Database
from
BK
Mag
What
is
Yelp
?
How
Yelp
ADS
work
Contact
Informa7on
Business
account
details
Great
Quotes
1

87. STAGE
1:
GENERATE
AWARENESS:
CONSUMERS
STRATEGY
Use
SEM
to
generate
awareness
Google
AdWords
with
high
bid
to
be
ranked
on
top
results
TOOLS
&
TACTICS
2
2.1

88. STAGE
1:
GENERATE
AWARENESS:
CONSUMERS
STRATEGY
Use
SEM
to
generate
awareness
Top
keywords
searched
• Generic
terms
• Trending
terms
• Top
restaurants
TOOLS
&
TACTICS
Generic
terms:
Food,
drink,
bars,
restaurant,
café,
breakfast,
brunch,
lunch,
alcohol,
wine,
beer,
spirit,
Japanese,
Italian,
Chinese,
etc.
Trending
terms:
Top
restaurants
at
the
moment
Top
restaurants:
Restaurants
names
from
official
reviews
2.2
2

89. STRATEGY
Use
SEM
to
generate
awareness
Installing
backlinks
• BK
Mag
website
• CiGbank
• Top
food
blogs
• Deal
websites
TOOLS
&
TACTICS
2.3
STAGE
1:
GENERATE
AWARENESS:
CONSUMERS
See
reviews
on
Yelp
!
2

90. See
reviews
on
Yelp
!

91. See
reviews
on
Yelp
!

92. See
reviews
on
Yelp
!

93. See
reviews
on
Yelp
!

94. STRATEGY
Use
SEM
to
generate
awareness
Use
display
ads
on
top
websites
with
selected
categories
based
on
“audience”
TOOLS
&
TACTICS
2.4
STAGE
1:
GENERATE
AWARENESS:
CONSUMERS
2
Sex
Male
Female
EducaGon
Primary
school
Secondary
school
Age

95. ENTERTAINMENT
NEWS
SHOPPING
SOCIETY
&
VARIETY

96. STRATEGY
Use
SEO
to
generate
awareness
Google
Plus
lisGng
to
be
on
SERP
TOOLS
&
TACTICS
2.5
STAGE
1:
GENERATE
AWARENESS:
CONSUMERS
2

97. STRATEGY
Billboards
Transit
adverGsing
BK
Mag
TOOLS
&
TACTICS
STAGE
1:
GENERATE
AWARENESS:
CONSUMERS
3
Use
print
and
OOH
to
generate
offline
presence
and
draw
traffic
to
the
site
Use
OOH
in
high
traffic
city
area.
VDO
is
possible
at
some
locaGons.

99. See
reviews
on
Yelp.com

100. Business
owners
Mass
audience
Target
audience
Direct
marke7ng
Backlinks
Google
+
Adwords
BK
Mag
Display
ads
OOH
STAGE
2
ENGAGE
USERS

101. STAGE
2:
ENGAGE
USERS
STRATEGY
Yelp
Gip
Vouchers
TOOLS
&
TACTICS
Use
incen7ves
to
get
people
to
write
and
share
reviews
Write
or
share
review
and
get
giy
voucher.
1

102. STAGE
2:
ENGAGE
USERS
STRATEGY
RetargeGng—display
ads
TOOLS
&
TACTICS
Use
SEM
to
draw
traffic
to
Yelp
website
2
Stage
1:
Awareness
Gain
as
much
audience
as
possible

103. STAGE
2:
ENGAGE
USERS
STRATEGY
InteracGve
screen
connected
to
Yelp
set
up
at
shopping
malls
and
events
TOOLS
&
TACTICS
Tie-­‐in
with
Food
&
Drink
events
3
3.1

104. Real
7me
review
available
at
interac7ve
screen
Deals
available
at
des7na7on

105. STRATEGY
• Reaching
out
to
business
owners
• Selling
Yelp
merchandise
product
at
the
events
TOOLS
&
TACTICS
Tie-­‐in
with
Food
&
Drink
events
3
3.2
STAGE
2:
ENGAGE
USERS

106. STRATEGY
• Open
Graph
TOOLS
&
TACTICS
Use
social
media
to
create
Yelp
community
4
4.1
STAGE
2:
ENGAGE
USERS

107. Complete
a
level
Link
to
Instagram
Like
a
page
Shared
a
link
WHAT
THAI
FACEBOOK
USERS
ARE
DOING
ON
FACEBOOK

108. FACEBOOK
OPENGRAPH
DOESN’T
HAVE
“RESTAURANT”
CATEGORY,
JUST
YET.

109. Siriwan
reviews
Sortrel
Bar&Restaurant
on
Yelp
Sortrel
Fresh
roll
dish
is
amazing
!
Siriwan
wants
to
eat
Greyhound
café
on
Yelp
Greyhound
café
A
trendy
restaurant
we
love,
offering
several
western
style
dishes,
in
addi7on
to
Thai
food,
pasta,
sandwiches
and
many
more.
THIS
IS
WHAT
WE
WILL
DO
…
CREATING
MORE
ACTIONS
AND
OBJECTS
e.g.
restaurant.reviews
API

110. STRATEGY
• Facebook
• Twiler
• Elite
Program
TOOLS
&
TACTICS
Use
social
media
to
create
Yelp
community
4
4.2
STAGE
2:
ENGAGE
USERS
• Create
ac7ve
and
engaging
conversa7ons
• Drive
traffic
to
yelp.com/thailand

111. YELP
ELITE
SQUAD
To
qualify
for
Yelp
Elite:
Frequency
and
quality
of
reviews
Depth
and
breadth
of
reviews
Engage
on
the
site

112. YELP
ELITE
EVENTS
• Monthly
exclusive
events
at
new
restaurants
• Build
a
community
for
Yelpers

113. STRATEGY
Google
Map
and
Yelp
review
TOOLS
&
TACTICS
Maximize
mobile
search
with
loca7on
5
5.1
STAGE
2:
ENGAGE
USERS
Google
on
Yelp
Yelp
on
Google

114. STRATEGY
LocaGon
based
deal
TOOLS
&
TACTICS
Maximize
mobile
search
with
loca7on
5
5.2
STAGE
2:
ENGAGE
USERS
Interac7ve
screen
showing
deals
available
based
on
loca7on

115. WRAP
UP
!

116. COMPLETED
CONSUMER
JOURNEY

117. Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
STAGE
1:
AWARENESS
STAGE
2:
ENGAGEMENT
Reach
out
to
business
owners
and
consumers
via
event
Interac7ve
screen
around
shopping
malls
Display
Ads:
discounts
&
giy
vouchers
Retarge7ng
Open
Graph
Contact
business
owners
SEM,
SEO,
Display
ads
Print
&
OOH
Mobile
App
The
7me
period
Yelp
is
ac7vely
used.

118. SEM
SEO
OOH
PRINT
DIRECT
MARKETING
DISPLAY
ADS
INCENTIVES
EVENT
M-­‐APP

119. CAUTIONS
• LANGUAGE
:
We
can’t
control
what
languages
people
will
use.
• Collabora7ve
reviewing
• Stage
of
awareness
will
also
rely
on
Yelp
team
to
translate
contents
in
English.
สวัสดี
(sa-­‐was-­‐dee)
Hello
!

120. RECOMMENDATION
• Category
extension
• Country
expansion
• Integrate
with
GPS
in
cars
• Add
reserva7on
features

121. APPENDIX

122. Source:
The
Na7on
Thailand

123. Source:
Tech
in
Asia

124. Source:
MediaMind
Technologies