You Are What You Eat: Optimizing Content ConsumptionQuality? Or Quantity? Content Marketing Struggles with the Right Path Forward3 Ways to Take Brand Advocacy to the Next Level with User-Generated Content5 Reasons Why Your Content Marketing Isn't Working
Let's Measure Social Media ROI in a Way That Isn't StupidTo Grow Your Social Marketing Budget, Determining ROI Is a Critical Job SkillWe Need to Rethink Our Definition of Engagement
- Content Marketing
Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Local Marketing Gets a Toy
Posted on July 26th 2014
Yelp is ten years old and they gave everybody else a gift to celebrate — a new toy called Yelp Trends. Now I know it’s a serious tool because it is a decade of data on 98 cities in 20 different countries but wow, is it fun. You can look at their suggestions, like whether chicken & waffles became popular before deviled eggs in San Francisco. This answers their question about which came first, the chicken or the egg…..
The Toy Is A Tool
Seriously, being able to look at what real people looked for in local searches gives you a handle on what, over time, has trended in different regions. If you are anywhere close to one of those regions it would be very helpful in seeing how your own products or services have trended over the last ten years. You can identify at a glance what’s hot and what’s cooling off. And you could put in your competition to see how they have done.
Data crunching is not always fun, but this tool does make it amusing if you want to get sidetracked. It’s a good way to see how trends grow and die all over the world and give a larger perspective on marketing and local search.
Local Search Is Usually Mobile
One thing that strikes me as I look at Yelp Trends is the fact that most of the searches were probably on a mobile device. Somebody got hungry for chicken & waffles or deviled eggs and looked for where they could get it nearby. One of the trends that isn’t a fad is mobile search and if your business isn’t ready for it you will miss the boat.
Responsive website design & development and local search engines like Yelp have grown together over the last ten years and while I can’t predict the future for Yelp, I am pretty sure that mobile devices and local search is here to stay.
Photo Credit: Local Search Toys/shutterstock