How Saladworks is utilizing Yelp to benefit franchisees.

1. Yelp and Franchisees
May 17, 2012
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2. With You Today
Mitch Donaberger
Social Influence Strategist
Mullen - Pittsburgh
(You probably met me at the convention) 2
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3. Importance of Yelp
• Yelp is a purchase-minded social network.
• Mostly mobile
• Important in outer markets
• Word of Mouth / Viral Reach
• Herding cats
• 41 million monthly visitors.
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4. Consumers Use Yelp To:
• Discover food in an unfamiliar area
• Find a certain kind of food
• Learn about store hours and locations without
fiddling with websites
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5. Yelp Reviews
• Yelp reviews:
– Tell a story
– Weigh heavy on decision making
– Are detailed
– Reflect an immediate attitude
– Are reactionary
– Can be reversed
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7. A store’s Yelp
presence can
make or break
a sale.
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8. What Can Be Done
• Yelp has tools for reputation management
– Ability to respond to reviews
– Photos / Video
– Discover traffic sources
– Detail store location
– Issue updates
– Connect with local bloggers / heavy yelpers
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9. Franchise Solution
• Yelp is more influential in outer markets
• Saladworks has entered a partnership with
Yelp.
• 10 outlying market stores
• Beta test
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