Some 77 million user-generated reviews draw an average of more than 140 million unique visitors to Yelp’s site each month. The Happiest of Happy Hours is just the small, real-world tip of a vast social media iceberg. Two young female guests approach Truong, who slides them a drink menu, gestures toward the appetizers, briefs them on the restaurant, then sums it all up. The Yelp Elite members not only have to have a good time, but they need to be motivated to take pictures, write reviews, spread the word. In a way he’s like an old-fashioned political operative, using the event to rally the base. The success of the Happiest of Happy Hours The Third Bird is Truong’s responsibility. He’s dressed in a powder blue Polo pullover and boxy, navy blue pants. A recent Harvard Business School study found that a one-star increase in a business’s Yelp rating led to a 5–9 percent increase in revenue.Īt the center of the whole affair is host Jonathan Truong, senior community manager for Yelp Twin Cities. And not just because the Yelpers are fun party guests their endorsement can have a powerful impact on Bartmann’s bottom line. They represent a range of ages, nationalities, and livelihoods, and are united solely by the badge of their tribe: a Hello! My Name Is sticker with a red border and the asterisk/exclamation point logo for the online review site Yelp.Īnne Saxton, marketing director for Third Bird owner Kim Bartmann’s restaurant group, is pleased by the crowd: “Yelp has an audience we want,” she says. The 100 or so guests here tonight are hard to characterize. What should be a sleepy weekday has the look and feel of a hot Saturday night. Behind them, in the semi-open kitchen, chefs scramble to keep up with demand, pushing out deviled eggs, ham-and-mustard-seed crisps, and goat-cheese tarts with lingonberry jam. Bartenders dual-wield shakers like Tom Cruise in Cocktail. on a Tuesday and the bar at the Third Bird is two-deep with thirsty revelers. What happens when these internet influentials interact in real life? In fact, it’s fueled by carefully cultivated offline communities, including the Yelp Elite Squad. But contrary to popular myth, the internet doesn’t run itself. A decade ago, online review sites shifted the power of opinion from critics to customers.
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