![]() They want to share places they love with the community, to share a sense of place and purpose. In general, people, including Elites, want to leave positive reviews on Yelp. And it was like, okay, we made some actual friendships here." "And then I remember seeing, later that weekend, all of them check into the same brunch restaurant on Yelp. You know, meeting for the first time, but it wasn't. I remember when I was a CM, and I had kind of that bigger-purpose type of moment where I had a bunch of brand new Elites at an Elite event, and they all met each other, and you would expect that to be awkward. "They just love local businesses, and they love meeting other people who have that local passion," said Aimee. They are Yelp's most active and influential users, checking in and reviewing as many businesses in their community as they can. As Yelp has expanded it's reach, it has developed a not-so-secret club of Yelp reviewers, the Yelp Elites-a group of reviewers with a passion for building up small businesses. While the community's awareness of Yelp has grown, the mission is the same: to facilitate connections. ![]() Just having fun ways to engage people at festivals and letting them know about Yelp and ideally getting them to be more curious and sign up for our newsletter or potentially check into a festival or event and write reviews." We were doing a lot of grassroots marketing. So there was a lot of educating involved in telling people what Yelp was back in the day," said Gabi. "I was often telling people I worked for Yelp, and they would ask me, 'Where? What? Is that like a dog website?' And then I'd have to explain what indeed Yelp was. In 2007, Yelp was not quite the household name it is today. But also just getting to know business owners and letting them know about the tools that Yelp had to offer them." And you were educating consumers about Yelp as a resource and hopefully getting them to write reviews as well. "You were educating both consumers about the local businesses in their community. You were doing things like writing local newsletters and giving people recommendations on places to go," said Gabi. You were connecting people in the community with local businesses. It was appealing because you were a social butterfly. ![]() And at the time, I'd never heard of that before.
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