digital presentation yelp
TRANSCRIPT
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Find us
Find you
27956512 Gao Chen QingGlobal Media Management
Digital Presentation: yelp
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Introduction
Marketing and branding
Technological affordances
User Experiences
Conclusion
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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
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Marketing and Branding
Yelp TV Commercial 2015. Available at ; https://www.youtube.com/watch?v=pAXPY2dBq9I&feature=youtu.be
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• 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
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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
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Technological affordances
Nearby : find the best choice to user
Location-based service: find user real position
Figure 4
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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
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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)
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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)
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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
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• 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-
in-self-storage