1 1 FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ ERIC WEAVER #ANKARAMARKAFESTİVALİ
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FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ ERIC WEAVER #ANKARAMARKAFESTİVALİ
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2 5 Y ı L D ı J ı T A L ı N O V A S Y O N 1 0 Y ı L S O S Y A L ı N O V A S Y O N
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BUGÜNÜN SORUNLARI İÇİN ÜÇ ÇÖZÜM
GELECEK İÇİN FİKİRLER
1 2
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NORMAL DURUM: YENİ ELEMANA SORUN✓ YENİ İSTİHDAM YAPIN ✓ MARKA BAĞLILIĞI YARATIN ✓ TAKİP VE RAPORLAMA ARAÇLARI EDİNİN ✓
“BİZ SOSYAL MEDYA PAZARLAMASI YAPIYORUZ” ✓ BAŞKA BİR ŞEY YAPMAMIZA GEREK YOK!
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“We don’t internally have the confident data we need to convince leaders or peers that they should invest in
some of this new technology or posi�ons
or skills that will be crucial to a growth plan”
Adrian Parker,
Patron Spirits Company
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B U G Ü N , S O S Y A L M E D Y A N I N Ö N Ü N D E Ü Ç B Ü Y Ü K
E N G E L İ “ İ N A N Ç E K S İ K L İ Ğ İ ” Y A R A T I Y O R .
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Engel 1 MARKA İÇERİĞİ GÖRÜNMEZ ÇOK FAZLA İÇERİK VAR — ORGANİK ERİŞİMİ ÖLDÜ
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Şirket türü Aylık Mesajlar
Erişim Başına Mesaj
Mesaj Maşına Ortalama Erişim Fan‘lar GGöörrüünnüürrllüükk
Gezi Gemisi Şirke� 55 155,305 2,823 1,284,700 0.2%
Fast Food 16 1,333,120 83,320 1,194,700 6.9%
Sigorta 2 19,830 9,915 270,350 3.7% Hava Yolu 8 215,000 26,875 619,420 4.3%
Elektronik 8 322,500 40,312 3,760,700 1.0%
ORTALAMA ORGANİK ERİŞİM (EKİM 2015): 3.22%
BEŞ MARKA. ORGANIK ERİŞİM. BİR AY.
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100 FAN’DAN SADECE 3’Ü ORGANİK İÇERİĞE ULAŞABİLİYOR.
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ORGANİK ERİŞİM (Maksimum 3% Görünürlük)
500.000 FANI OLAN FAST FOOD ŞİRKETİNİN MARKASINA AYLIK ORGANİK ERİŞİM
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KULÜBE GİRMEK İÇİN KAPIDAKİNE PARA VERMEK GEREK
ORGANİK ERİŞİM
PAID REACH 3000 TL = BOOM!
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GÖRÜNÜRLÜK FIRSATLAR YARATIR VISIBILITY CREATES OPPORTUNITIES
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İ P U C U 1 : G Ö R Ü N Ü R L Ü Ğ Ü A R T I R M A K V E İ Ç E R İ K L E R
İ Ç İ N S T R A T E J İ O L U Ş T U R U N G
LÜTFEN, EFENDİM. REKLAMLAR İÇİN,
EFENDIM.
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NEDEN?
Çok Meşgul Hiç Kullanmamış Riskler Konusunda Endişeli – Halkla İlişkiler Zafiye� – İ�bar Kaybı Yöne�m Sa�şlara Olumlu Katkısının Yardımcı Olacağını Düşünmmüyor
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VERİLER VE ÖNGÖRÜLER GENELDE YÖNETİME ULAŞMIYOR
CAMPAIGN EXECUTION
OUTSOURCED COMMUNITY
INFLUENCER ENGAGEMENT
LINKEDIN AD BUY
LISTENING / REPORTING
VP CUST SERVICE
HEAD OF MKTG
HEAD OF PR
HEAD OF PRODUCT COO
SOC MED MGR
MKTG MGR
CREATIVE AGENCY
MEDIA AGENCY
INTERNAL TEAM
MEANINGFUL MARKET INSIGHTS FROM SOCIAL CHANNELS OFTEN DON’T REACH THE LEADERSHIP TEAM
RECRUITER
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MINISTRY OF CULTURE AND TOURISM: “BECOME THE TOP EUROPEAN HOLIDAY DESTINATION”
CREATE A LOVE AFFAIR WITH FREQUENT TRAVELLERS
INSPIRE AND AMPLIFY THE TOURIST’S VOICE
BUILD A GROWING FANBASE THROUGH ADVOCACY
INCREASE VISITS BY FREQUENTS BY .5
PER YEAR
INCREASE CORPORATE HOSPITALITY
REVENUE BY 10%
INCREASE POSITIVE VISITOR SENTIMENT
BY 20%
INCREASE RESPONSE TIME & RESOLUTION
OF VISITOR QUESTIONS BY 30%
INCREASE VOLUME OF ONLINE MENTIONS
CREATE OPPORTUNITIES FOR
FANS TO SHARE
CREATE A SOCIAL CONTENT STRATEGY
PROACTIVELY ENGAGE WITH CORPORATE
CONTENT & TIMELY DIALOGUE
IMPROVE THE OVERALL SOCIAL
USER EXPERIENCE
MOVE CUSTOMER CARE EFFORTS TO SPECIFIC SOCIAL
VENUES
IDENTIFY & ACTIVATE BRAND
ENTHUSIASTS
CREATE A FRAMEWORK FOR
CUSTOMER EXPERIENCE
SHARING
ANAHTAR PERFORMANS GÖSTERGELERİ NELER? HEDEFLER NELER?
VVIISSII
OONN
OO
BBJJEECC
TTIIVVEE
SS GG
OOAALL
SS SSTT
RRAATTEE
GGIIEE
SS
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İP UCU 2: ŞİRKET YÖNETİMİNİ SOSYAL MEDYAYA DAHİL ETMEK İŞLERİ KOLAYLAŞTIRIR
STRATEGY 1: CREATE A SOCIAL CONTENT
STRATEGY
STRATEGY 2: ENGAGE WITH CORPORATE
CONTENT & TIMELY DIALOGUE
STRATEGY 3: IMPROVE THE
OVERALL SOCIAL USER EXPERIENCE
STRATEGY 4: MOVE CUSTOMER CARE
EFFORTS TO SPECIFIC SOCIAL VENUES
STRATEGY 5: IDENTIFY & ACTIVATE BRAND ENTHUSIASTS
STRATEGY 6: CREATE A FRAMEWORK FOR
CUSTOMER EXPERIENCE
SHARING
ESTABLISH CROSS-FUNCTIONAL SOCIAL
“TIGER TEAM”
DEFINE SOCIAL PLAYERS AND ROLES
IDENTIFY TRANS-MEDIA CONTENT OPPORTUNITIES
CREATE A CONTENT CALENDAR &
STRATEGY
CREATE AN ALWAYS-ON ENGAGEMENT
PLAN
CONDUCT CONVERSATIONAL
ANALYSIS TO IDENTIFY EFFECTIVE CONTENT & TIMING
IDENTIFY DIALOGUE CATEGORIES FOR
MONITORING, REPORTING & RESPONDING
DEFINE THE TONE & MANNER FOR ALL
CHANNELS
CREATE A CONSISTENT VOICE,
LOOK & FEEL ACROSS SOCIAL &
TRADITIONAL CHANNELS
CREATE TARGETED CONTENT AROUND
NEGATIVE ISSUES
IDENTIFY EXISTING SOCIAL CARE
OPPORTUNITIES
CREATE CASE CODES & TECH PLATFORM FOR SOCIAL CARE
HANDLING
TRAIN CARE REPS ON SOCIAL MEDIA-BASED
CARE
CRAFT A RECOGNITION PROGRAM FOR ENTHUSIASTS
SET GROUND RULES ON ALL SOCIAL
CHANNELS
CREATE A BRAND AMBASSADOR
PROGRAM
CREATE CROSS-MEDIA
OPPORTUNITIES FOR EXPERIENCE
SHARING
CREATE A LEADERSHIP SCORECARD
SHOWING SHARING METRICS
CROSS-POLINATE EXPERIENCES TO
TRADITIONAL MEDIA CREATE STANDARD ENGAGEMENT
MODELS FOR CASES
LAUNCH A PRODUCT CO-CREATION OR
NAMING PROGRAM
DEFINE SOCIAL PERSONAS
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BİR TAKTİĞE BAKALIM
CCRREEAATTEE TTAARRGGEETTEEDD CCOONNTTEENNTT AARROOUUNNDD NNEEGGAATTIIVVEE IISSSSUUEESS
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Engel 3 SOSYAL MEDYA BÜTÇE HAPSİNDE VE DIŞARI ÇIKMAMIZ GEREKİYOR
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F İ N A N S A L D E Ğ E R Y O K S A F İ N A N S A L D E S T E K D E O L M A Z
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SOSYAL MEDYADAKİ GAYRETLERİMİZ İÇİN BİR DEĞER BİÇMELİ MİYİZ?
Sirkete Ozel Onceki cabalarla ilin�li Nakit Deger Uygun metedolojiye sahip YYAAKKLLAAŞŞIIMM:: MMEEDDYYAA DDEEĞĞEERRİİ KKAAZZAANNIIMMII ((EEAARRNNEEDD MMEEDDIIAA VVAALLUUEE))
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2244 1. ADIM: ANAHTAR PERFORMANS GÖSTERGELERİNİ DEĞERLENDİRİN. ÖNCEKİ KAMPANYALAR NASIL
DEĞERLENDİRİLDİ?
SAYFA CPM FİYAT / LIKE FİYAT / YENİ FAN
@YourBrand_DE TL 2.42 3.72 5.00
@YourBrand_TK TL 4.31 3.72 6.70
@YourBrand_BH TL 3.28 3.28 5.03
FİYATLANDIRMA VERİTABANI
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API
2. ADIM: BÜTÜN AKTİVİTELERİ “API” ÜZERİNDEN TAKİP ET
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API
3. ADIM: ÖDEME ORANLARINI “EMV’ ÜZERİNDEN HESAPLA
PRICING DATABASE
TL 21 130
TL 109 197
TL 54 686
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ÖRNEK “EMV”
6.973 Like x 3.72 TL = 25.940 TL 366 Paylaşım x 6.56 = 2400 TL 104 Yorum x 8.75 = 910 TL BU POST İÇİN TOPLAM EMV : 29.250 TL İÇERİK & BAĞLANTI ÜCRETİ: 4.375 TL
SOSYAL ‘ROI’! GAYRETLERİNİZİN SONUCUNU ALMAYA BAŞLAYABİLİRSİNİZ.
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ŞİMDİ…
İÇERİĞE A/B TESTİ YAPABİLİRİM BAĞLANTILARA A/B TESTİ YAPABİLİRİM CFO İLE PARA KONUŞABİLİRİM “20 BİN LİRA HARCADIK VE 114 BİN LİRALIK DEĞER KAZANDIK”
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3 . S I R : M E D Y A Y A Y A P I L A N Y A T I R I M M İ K T A R I N I
A R T I R M A K İ Ç İ N Ö D E M E G Ö S T E R G E L E R İ N İ K U L L A N
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FAZ 1: SOSYAL MEDYANIN İLK AMACI: PEER-TO-PEER İLETİŞİM
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3. FAZ: DİJİTAL VARLIKLARIN PEER-TO-PEER PAYLAŞIMI
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4 . F A Z : F İ Z İ K S E L V A R L I K L A R I N S O S Y A L P A Y L A Ş I M I
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KARıŞıKLıĞA ITME BURADA. ŞİMDİ.
DUNYANIN EN BUYUK TAKSI SIRKETININ HIC TAKSISI YOKTUR. DUNYANIN EN BUYUK KONAKLAMA SIRKETININ HIC GAYRI MENKULU YOKTUR. DUNYANIN EN BUYUK TELEFON SIRKETLERININ ALTYAPI YATIRIMI YOKTUR. DUNYANIN EN BUYUK FILM GOSTERIMI YAPAN SIRKETININ HIC SINEMA SALONU YOKTUR. DUNYANIN EN BUYUK TOPTANCISININ HIC MAGAZASI YOKTUR.
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TÜRKİYE ‘PAYLAŞIM EKONOMİSİNE’ EN YATKIN ÜLKE
ING BANK TEMMUZ 2015 VERİLERİNE GÖRE
41
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PAYLAŞMANIN ASIL AMACI: PARA BİRİKTİRMEK PARA KAZANMAK. İŞTEN ARTMAZ DİŞTEN ARTAR.
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ING BANK TEMMUZ 2015 VERİLERİNE GÖRE
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WHAT IF…?
JOINT OFFER: White-glove travel planning and booking for Elite Plus members. Turkish Airlines differen�ates, creates preference. TaskRabbit benefits from big-brand endorsement. Fliers gain convenience.
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WHAT IF…?
JOINT OFFER: Sarar sponsors Lookbook community, obtains authen�city & access to a younger audience. Lookbook members get valida�on, get access to clothing, modeling experience.
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WHAT IF…?
JOINT OFFER: Oyak-Renault sponsors Etsy designers to create custom fan jewelry. Oyak offers something unique, increases brand sen�ment and can compete on brand love. Designers endorsed by big brand. Renault fans get unique items unavailable to the masses, and can show off their love.
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WHAT IF…?
JOINT OFFER: Akbank offers special loans for EVT-S1 if drivers agree to rent car to others when not being used (similar to GetAround example). Akbank wins new customers. Government & Hace�epe win since more people are driving electric. Renters win because they can try a new electric vehicle. Turkish environment wins because there are fewer cars on the road, emi�ng CO2.
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B A Ş A R I L I İ Ş L E T M E — B A Ş A R I L I T Ü K E T İ C İ !
T H I S I S “ S O C I A L M E D I A ”
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DİNLEDİĞİNİZ İÇİN TEŞEKKÜR EDERİM
DAHA FAZLA BILGI IÇIN:
SLIDESHARE.NET/WEAVE
SPECIAL THANKS Merve Gözde of ATO
@WEAVE
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Weaver Global Advisory is part of The North Collec�ve - a global alliance of forward thinkers and digital innovators using people-powered technologies and approaches to create new business opportuni�es and revenue models for global brands. We help you an�cipate the future in order to compete and succeed.
Eric Weaver is seeking partnerships with the Turkish government, business and startups to help build such mutually beneficial opportuni�es.
For more informa�on, please contact Eric at +44 20 3289 3283.
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