How can Yelp increase its overall engagement within the business owner community
Question: how can Yelp increase its overall engagement within the business owner community. So far, Yelp’s efforts as follows. Firstly, Yelp conducts PR-focused campaigns for earned media as well as owned media (blog). Secondarily, Yelp has launched a community-management program specifically for business owners in the form of Yelp’s Local Business Partners. Thirdly, Yelp has boots on the ground building communities of business owners in 5 major US markets – NY, Seattle, Phoenix, SF and Chicago. Lastly, Yelp has launched a content marketing program supported by @YelpForBusiness b2b Twitter handle.
Solution:
YelpAcademy is aimed at providing online courses to small business owners. This will be rendered possible through a partnership with Coursera, the leader in the online education industry. The courses will be designed by courser but we’ve picked 4 courses that are crucial to business owners: Human Resources, Legal Requirements, Taxes and Branding. Why? Because according to research (https://www.nfib.com/assets/nfib_smallbusinessadvocate2.pdf
) small businesses in America struggle with issues regarding Human resources (no. 1 issue), Law/Regulations (no.2 top issue) and taxes. We have added branding because it is crucial as well (NEED RESEARCH TO BACK IT UP) and also because we would like to see businesses learning through the branding course how to use Yelp effectively.
What are the benefits?
Three words: flexibility (small business owners work 50 hours a week à need research on that), relationship (this will strengthen the relationship between Yelp and businessesà need to explain why and how), Value (this will create value for small businessesà need to explain why )
Languages?
English, Spanish, Mandarin, Cantonese and hindi to reflect the cultural background of small business owners (a great portion of them are immigrants à back it up with research)
What’s the cost?
Need to find cost of individual courses and what will Yelp have to pay Coursera to get these courses
Businesses will get a 70% discount (but why?)
Other things to consider
Needs to explain the benefits of online courses
Needs to explain why this solution truly fits the problem Yelp is facing
…………………………….Answer preview………………………
Various things and items are taken into great consideration when it comes to Yelp’s engagement with the community. The organization has made great efforts in increasing its overall engagement with the community and more so, the business owner community. The first effort has been in conducting the campaigns………………………………
APA
2768 words
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