FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ / Beyond Facebook: Our Peer-to-Peer Future

ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE

11

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


33

“SOSYAL MEDYA”

“UCUZ”


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BUGÜNÜN SORUNLARI İÇİN ÜÇ ÇÖZÜM

GELECEK İÇİN FİKİRLER

1 2


55

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!


66

“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


77

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 .


88

Engel 1 MARKA İÇERİĞİ GÖRÜNMEZ ÇOK FAZLA İÇERİK VAR — ORGANİK ERİŞİMİ ÖLDÜ


99

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.


1100

100 FAN’DAN SADECE 3’Ü ORGANİK İÇERİĞE ULAŞABİLİYOR.


1111

ORGANİK ERİŞİM (Maksimum 3% Görünürlük)

500.000 FANI OLAN FAST FOOD ŞİRKETİNİN MARKASINA AYLIK ORGANİK ERİŞİM


1122

KULÜBE GİRMEK İÇİN KAPIDAKİNE PARA VERMEK GEREK

ORGANİK ERİŞİM

PAID REACH 3000 TL = BOOM!


1133

GÖRÜNÜRLÜK FIRSATLAR YARATIR VISIBILITY CREATES OPPORTUNITIES


1144

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.


1155

Engel 2 SOSYAL MEDYA YÖNETİMİN UMURUNDA DEĞİL


1166

NEDEN?

Çok Meşgul Hiç Kullanmamış Riskler Konusunda Endişeli – Halkla İlişkiler Zafiye� – İ�bar Kaybı Yöne�m Sa�şlara Olumlu Katkısının Yardımcı Olacağını Düşünmmüyor


1177

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


1188

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


2200

BİR TAKTİĞE BAKALIM

CCRREEAATTEE TTAARRGGEETTEEDD CCOONNTTEENNTT AARROOUUNNDD NNEEGGAATTIIVVEE IISSSSUUEESS


2211

Engel 3 SOSYAL MEDYA BÜTÇE HAPSİNDE VE DIŞARI ÇIKMAMIZ GEREKİYOR


2222

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))


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.


2288

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”


2299

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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S O S Y A L G E L E C E Ğ E B A K A L I M


3311

FAZ 1: SOSYAL MEDYANIN İLK AMACI: PEER-TO-PEER İLETİŞİM


3322

2. FAZ: PEER-TO-PEER DENEYİM PAYLAŞIMINA EVRİLDİ


3333

3. FAZ: DİJİTAL VARLIKLARIN PEER-TO-PEER PAYLAŞIMI


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HATTA DNA BİLE BİR DİJİTAL VARLIKTIR!


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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


3366

SOURCE: VB PROFILES


3377

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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ORTALAMA AYLIK GELİR: ₺1.500


4400


4411

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.

42

ING BANK TEMMUZ 2015 VERİLERİNE GÖRE


4433

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.


4444

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.


4455

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.


4466

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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Business

FACEBOOK’UN ÖTESİNDE: BİZİM PEER-TO- PEER GELECEĞİMİZ / Beyond Facebook: Our Peer-to-Peer Future