{"id":864,"date":"2019-08-29T10:51:10","date_gmt":"2019-08-29T10:51:10","guid":{"rendered":"https:\/\/new.gidaperakendecileri.org\/?p=864"},"modified":"2019-09-20T10:23:21","modified_gmt":"2019-09-20T10:23:21","slug":"sosyal-medya-pazarlamasi","status":"publish","type":"post","link":"https:\/\/www.gidaperakendecileri.org\/?p=864","title":{"rendered":"M\u00fc\u015fteri \u0130\u00e7in Sanaldan \u00d6te Yeni Bir D\u00fcnya>> \u201cSosyal Medya\u201d"},"content":{"rendered":"\t\t
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G\u00fcnl\u00fck hayat\u0131m\u0131z\u0131n vazge\u00e7ilmez bir par\u00e7as\u0131 haline gelen dijitalle ba\u011f\u0131m\u0131z, hayat\u0131m\u0131z\u0131 \u00e7ok h\u0131zl\u0131 bir \u015fekilde de\u011fi\u015ftirdi. Mobil cihazlar art\u0131k uzvumuzdan farks\u0131z. \u0130nternetsiz bir ortam d\u00fc\u015f\u00fcn\u00fclemedi\u011fi gibi Pazarlama 4.0 d\u00f6neminde pazarlaman\u0131n dinamikleri de dijital d\u00fcnyada \u015fekilleniyor. Bu dinamiklerden biri de ku\u015fkusuz, sosyal medya! Sosyal medya ara\u00e7lar\u0131n\u0131 kullan\u0131m oranlar\u0131 y\u00fckseldik\u00e7e, markalar i\u00e7in hedef kitlelerine ula\u015fman\u0131n en etkili yolu da bu mecralarda etkili olmaktan ge\u00e7iyor. \u0130yi bir sosyal medya pazarlamas\u0131yla bir ad\u0131m \u00f6ne ge\u00e7mek ve yaln\u0131zca bug\u00fcn\u00fcn de\u011fil, as\u0131l \u00f6nemlisi gelece\u011fin m\u00fc\u015fterisiyle kalpten bir ba\u011f kurmak daha m\u00fcmk\u00fcn gibi g\u00f6r\u00fcn\u00fcyor. Bunun yolu da gelece\u011fin m\u00fc\u015fterisi i\u00e7in sanal bir d\u00fcnya de\u011fil, yeni, etkili ve samimi bir d\u00fcnya sunmak\u2026 <\/strong><\/span><\/h3>

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Dijital pazarlama ajans\u0131 We Are Social, Hootsuite i\u015f birli\u011fi ile haz\u0131rlad\u0131\u011f\u0131 \u201cDigital in 2017 Global Overview\u201d raporunda, 238 \u00fclkeden toplad\u0131\u011f\u0131 verilerle 106 sayfal\u0131k bir rapor haz\u0131rlad\u0131. Bu raporda; internet ve dijitalin geli\u015fimiyle ilgili g\u00fcncel bilgiler, istatistikler ve trendler yer al\u0131yor. Dijital ba\u011flant\u0131lar\u0131n ve sosyal a\u011flar\u0131n hayat\u0131m\u0131z\u0131 nas\u0131l de\u011fi\u015ftirdi\u011fine de\u011finmeden \u00f6nce rapordan baz\u0131 dikkat \u00e7ekici noktalar\u0131n alt\u0131n\u0131 \u00e7izelim. Rapora g\u00f6re bug\u00fcn d\u00fcnyan\u0131n yar\u0131s\u0131ndan fazlas\u0131 en az 1 adet ak\u0131ll\u0131 telefon kullan\u0131yor. D\u00fcnya n\u00fcfusunun \u00fc\u00e7te ikisi ise en az bir cep telefonu sahibi. D\u00fcnya genelinde web trafi\u011finin yar\u0131s\u0131ndan fazlas\u0131 art\u0131k cep telefonundan geliyor. D\u00fcnya n\u00fcfusunun be\u015fte birinden fazlas\u0131 ay i\u00e7erisinde internetten al\u0131\u015fveri\u015f yap\u0131yor. T\u00fcrkiye i\u00e7inse tablo \u015f\u00f6yle: T\u00fcrkiye\u2019de 48 milyon ki\u015fi internete ba\u011flan\u0131yor. Mobil kullan\u0131c\u0131 say\u0131s\u0131 71 milyonken, sosyal medyaya mobilden ba\u011flanan kullan\u0131c\u0131 say\u0131s\u0131 ise 42 milyon.<\/span>
T\u00fcrkiye\u2019de 2016 Ocak ay\u0131ndan bu yana internet kullan\u0131c\u0131 say\u0131s\u0131 %4 ile 2 milyon, aktif sosyal medya kullan\u0131c\u0131s\u0131 say\u0131s\u0131 ise %14 ile 6 milyon artm\u0131\u015f durumda. Sosyal medyay\u0131 mobilden kullanan ki\u015fi say\u0131s\u0131ysa son bir y\u0131l i\u00e7erisinde %17 oran\u0131nda artt\u0131. Ayn\u0131 rapora g\u00f6re T\u00fcrkiye\u2019deki cihaz kullan\u0131c\u0131lar\u0131n\u0131n %95\u2019i cep telefonu sahibi ve %75\u2019i ak\u0131ll\u0131 telefon kullan\u0131yor. Diz\u00fcst\u00fc ve masa\u00fcst\u00fc bilgisayar kullan\u0131m\u0131 %51 oran\u0131ndayken televizyon, %98 ile hala hayat\u0131n \u00f6nemli bir par\u00e7as\u0131 konumunda. Kullan\u0131c\u0131lar g\u00fcn\u00fcn ortalama 7 saatini bilgisayar kar\u015f\u0131s\u0131nda, 3 saatini telefon \u00fczerinden internete ba\u011flanarak ve 3 saatini sosyal medya platformlar\u0131nda ge\u00e7iriyor. Televizyon kar\u015f\u0131s\u0131nda harcanan zaman, ortalama 2 saat…<\/span><\/p>

D\u00fcnyada ve T\u00fcrkiye\u2019de kullan\u0131m oranlar\u0131na de\u011finmi\u015fken, internetin ve sosyal a\u011flar\u0131n hem m\u00fc\u015fterileri hem de \u015firketleri nas\u0131l de\u011fi\u015ftirece\u011fini bundan 20 y\u0131l \u00f6nce \u00f6ng\u00f6ren bir isme de de\u011finmekte fayda var: Harvard \u00dcniversitesi Berkmen Merkezi’nde ProjectVRM’nin kurucusu ve Silikon Vadisi’nde yarat\u0131c\u0131 reklam firmas\u0131n\u0131n da kurucu ortaklar\u0131ndan biri olan David Doc Searls. Eski bir gazeteci olan Doc Searls, internetle tan\u0131\u015ft\u0131\u011f\u0131nda 47 ya\u015f\u0131ndayd\u0131 ancak bunu bir d\u00f6n\u00fcm noktas\u0131 olarak de\u011ferlendirmeyi ba\u015fard\u0131. Bug\u00fcn d\u00fcnyada internet gurular\u0131 aras\u0131nda say\u0131lan Doc Searls, 1999 y\u0131l\u0131nda kaleme ald\u0131\u011f\u0131 \u201cCluetrain Manifestosu\u201d adl\u0131 kitab\u0131nda 95 madde yay\u0131nlayarak yeni medya ve ileti\u015fim kurallar\u0131na g\u00f6re \u015firketlerin, markalar\u0131n ve organizasyonlar\u0131n kendini nas\u0131l yenilemesi gerekti\u011fine, nas\u0131l ileti\u015fim kurulmas\u0131 ve interneti nas\u0131l kullanmas\u0131 gerekti\u011fine de\u011findi. Geleneksel tek tarafl\u0131 kitle ileti\u015fimi yerine bireylere y\u00f6nelik iki y\u00f6nl\u00fc ileti\u015fim yap\u0131lmas\u0131 gerekti\u011fini, t\u00fcketici ve izleyiciyle diyalog kurulmas\u0131, gelen tepkilerin de\u011ferlendirilmesi, sosyal a\u011flar ve bloglarla ileti\u015fimin sa\u011flanmas\u0131 gerekti\u011fini belirten Doc Searls\u2019\u0131n \u00f6ng\u00f6r\u00fcleri bug\u00fcn ge\u00e7erlili\u011fini koruyor.<\/span><\/p>

Sosyal Medya Pazarlamas\u0131 Neden \u00d6nemli?<\/strong><\/span>
Sosyal medya pazarlamas\u0131 i\u015fletmelerin pazarlama ileti\u015fimi ve markala\u015fma hedeflerine ula\u015fmalar\u0131 i\u00e7in \u00e7e\u015fitli sosyal payla\u015f\u0131m a\u011flar\u0131n\u0131 kullanarak s\u00fcrd\u00fcrd\u00fckleri dijital pazarlama faaliyetlerini i\u00e7eriyor. Sosyal medya pazarlamas\u0131n\u0131n \u00f6ncelikli alan\u0131, pazarlama hedefleri \u00e7er\u00e7evesinde sosyal payla\u015f\u0131m ama\u00e7l\u0131 i\u00e7erik, video ve foto\u011fraf\/resim vs. olu\u015fturmak. Binlerce takip\u00e7iyle i\u00e7erik payla\u015f\u0131m\u0131 olana\u011f\u0131, i\u015fletmeler i\u00e7in sosyal medya pazarlamas\u0131n\u0131n sa\u011flad\u0131\u011f\u0131 \u00f6nemli faydalardan biri. Marka bilinirli\u011finin art\u0131r\u0131lmas\u0131, sad\u0131k m\u00fc\u015fteri olu\u015fturulmas\u0131 markaya olan g\u00fcvenin artt\u0131r\u0131lmas\u0131, pazarlama maliyetlerinin d\u00fc\u015f\u00fcr\u00fclmesi, m\u00fc\u015fteri deneyimlerinin takip edilmesi, taleplerin daha iyi anla\u015f\u0131lmas\u0131 ve bu konuda detayl\u0131 analizlerin yap\u0131lmas\u0131, sosyal medya pazarlamas\u0131yla \u00e7ok daha kolay bir \u015fekilde sa\u011flanabiliyor.<\/span><\/p>

D\u00fcnyada sosyal medya kullan\u0131m\u0131 her ge\u00e7en g\u00fcn art\u0131yor. Yaln\u0131zca Facebook, d\u00fcnyadaki toplam internet trafi\u011finin %20\u2019sinden fazlas\u0131n\u0131 elinde tutuyor. Durum b\u00f6yle olunca da hedef kitleye ula\u015fabilmek ve do\u011fru bir ileti\u015fim kurmak i\u00e7in sosyal medya pazarlamas\u0131n\u0131n ne kadar etkili \u015fekilde ger\u00e7ekle\u015ftirildi\u011fi daha da b\u00fcy\u00fck \u00f6nem kazan\u0131yor. Ve tabi, etkili sosyal medya pazarlamas\u0131n\u0131n da olmazsa olmazlar\u0131 var.<\/span><\/p>

Hedef Kitlenizi Tan\u0131y\u0131n<\/strong><\/span>
Do\u011fru sosyal medya platformlar\u0131n\u0131 se\u00e7mek, ba\u015far\u0131l\u0131 bir sosyal medya pazarlamas\u0131n\u0131n olmazsa olmaz\u0131\u2026 Sizin i\u00e7in en do\u011fru ve verimli kanal\u0131 se\u00e7ebilmenizde ise hedef kitlenizi iyi tan\u0131yor olman\u0131z\u0131n rol\u00fc b\u00fcy\u00fck. Potansiyel m\u00fc\u015fterilerinizin hangi sosyal medya kanallar\u0131n\u0131 kulland\u0131\u011f\u0131n\u0131 \u00f6\u011frenmeli ve bu kanallarda ne kadar zaman harcad\u0131klar\u0131n\u0131, hangi zamanlarda aktif olduklar\u0131n\u0131 ve birbirleriyle nas\u0131l etkile\u015fim kurduklar\u0131n\u0131 saptamal\u0131s\u0131n\u0131z.<\/span><\/p>

Ne \u0130stedi\u011finizi Belirleyin<\/strong><\/span>
Sosyal medya pazarlamas\u0131yla ger\u00e7ekten neye ula\u015fmak istedi\u011finiz de son derece \u00f6nemli. \u00d6rne\u011fin, marka bilinirli\u011finizi mi yoksa sat\u0131\u015flar\u0131n\u0131z\u0131 m\u0131 artt\u0131rmak istiyorsunuz? Yoksa yaln\u0131zca m\u00fc\u015fterinizle s\u0131cak ve samimi bir ba\u011f kurmak i\u00e7in mi sosyal medya kanallar\u0131n\u0131 tercih ediyorsunuz? E\u011fer neye ula\u015fmaya \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131z\u0131 bilmiyorsan\u0131z performans\u0131n\u0131z\u0131 da \u00f6l\u00e7emezsiniz. Sosyal medya hedefleriniz a\u00e7\u0131k ve tan\u0131mlanm\u0131\u015f olmal\u0131. Hedeflerinizin neresinde oldu\u011funu \u00f6l\u00e7\u00fcmleyebilmelisiniz, bunun i\u00e7in de ula\u015f\u0131labilir hedefler belirlemelisiniz. Hedeflerinizi zamana, kaynaklara ve pazarlama b\u00fct\u00e7enize g\u00f6re belirlemelisiniz.<\/span><\/p>

Anahtar Ba\u015far\u0131 \u00d6l\u00e7\u00fcleri<\/strong><\/span>
Sosyal medya pazarlama stratejinizin hedeflerini belirlemenizin yan\u0131 s\u0131ra ne kadar efektif oldu\u011funu \u00f6l\u00e7meniz de bir o kadar \u00f6nemli. Bunun i\u00e7in de stratejinizin ba\u015far\u0131s\u0131n\u0131 basit ve direkt olarak takip edebilece\u011finiz metriklere ihtiyac\u0131n\u0131z var. Akl\u0131n\u0131zda bulundurman\u0131z gereken be\u015f nokta \u015funlar: Web sitenize y\u00f6nlendirilen trafik, etkile\u015fim\/eri\u015fim, topluluk b\u00fcy\u00fcmesi ve etkile\u015fimi, duyarl\u0131l\u0131k, geri d\u00f6n\u00fc\u015f. Bunlar aras\u0131ndan se\u00e7iminizi hedeflerinize g\u00f6re yapmal\u0131s\u0131n\u0131z.<\/span><\/p>

Nas\u0131l \u0130lerleyeceksiniz?<\/span>
Bulundu\u011funuz mevcut sosyal medya alan\u0131n\u0131 bilmeden i\u015finiz i\u00e7in efektif ve ger\u00e7ek\u00e7i bir sosyal medya pazarlama plan\u0131 olu\u015fturamazs\u0131n\u0131z. Peki, sosyal medya varl\u0131\u011f\u0131n\u0131z\u0131 nas\u0131l denetlersiniz? Bunun i\u00e7in, hangi sosyal medya platformlar\u0131nda daha aktif oldu\u011funuza, bu a\u011flardaki profillerinizin iyile\u015ftirilmi\u015f olup olmad\u0131\u011f\u0131na, her bir sosyal a\u011fda ka\u00e7 takip\u00e7iniz oldu\u011funa ve hangi a\u011f\u0131n hedefinize uygun olarak size daha \u00e7ok getiri sa\u011flad\u0131\u011f\u0131na ve rakipleriniz kar\u015f\u0131s\u0131ndaki durumunuza bakmal\u0131s\u0131n\u0131z.<\/span><\/p>

En Verimli A\u011f\u0131 Se\u00e7in<\/strong><\/span>
En iyi sosyal medya i\u015fletimi ara\u00e7lar\u0131n\u0131 se\u00e7mek size zaman kazand\u0131r\u0131r. Peki, sizin i\u00e7in en iyi olan sosyal medya i\u015fletimi ara\u00e7lar\u0131n\u0131 nas\u0131l se\u00e7eceksiniz? Burada en \u00f6nemli noktalardan biri, sosyal medya ile neye ula\u015fmak istedi\u011finiz. \u00d6te yandan sosyal medya ile neler yapmay\u0131 hedefledi\u011finiz de \u00f6nem ta\u015f\u0131yor. \u00d6rne\u011fin, \u00fccretli sosyal medya kampanyalar\u0131 m\u0131 d\u00fczenlemek istiyorsunuz yoksa sosyal dinleme mi yapmak istiyorsunuz? Unutmay\u0131n ki sosyal medya stratejinizin ba\u015far\u0131 ya da ba\u015far\u0131s\u0131zl\u0131\u011f\u0131, i\u00e7eri\u011finize de ba\u011fl\u0131.<\/span><\/p>

\u201cTeknik Olarak Her \u015eey Tamam Ama\u2026\u201d<\/strong><\/span>
Sosyal medya pazarlamas\u0131na y\u00f6nelik olarak teknik a\u00e7\u0131dan her \u015feyi eksiksiz yapt\u0131\u011f\u0131n\u0131z\u0131 ancak yine de yolunda gitmeyen bir \u015feyler oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorsan\u0131z, i\u015fin tekni\u011finin yan\u0131 s\u0131ra dikkat edilmesi gereken farkl\u0131 noktalar da var. \u00d6rne\u011fin, m\u00fc\u015fterilerinizi daha fazla dinlemeli ve daha az konu\u015fmal\u0131s\u0131n\u0131z. Hedef kitlenizi iyi ara\u015ft\u0131rmal\u0131 ve ihtiya\u00e7lar\u0131n\u0131 iyi belirlemelisiniz. \u00d6te yandan yaln\u0131zca \u00fcr\u00fcn ve hizmetlerinizin tan\u0131t\u0131m\u0131na odaklan\u0131r ve ba\u015fka hi\u00e7bir \u015fey yapmazsan\u0131z, kitleniz sizi dinlemeyi b\u0131rak\u0131r. Takip\u00e7ilerinize de\u011fer vermeli ve onlar\u0131n dikkatlerini \u00e7ekecek i\u00e7erikler olu\u015fturmal\u0131s\u0131n\u0131z. \u201cNicelikten \u00e7ok kalite\u201d sosyal medya pazarlamas\u0131n\u0131n en \u00f6nemli konular\u0131ndan biri\u2026 Unutmay\u0131n, i\u00e7eri\u011finizle d\u00fczenli olarak etkile\u015fimde bulunan 1 milyon takip\u00e7iye sahip olmak, hi\u00e7 ilgilenmeyen 10 milyon takip\u00e7iden daha iyidir. Bu sebeple kaliteli i\u00e7erik \u00fcretimi \u00f6nceli\u011finiz olmal\u0131.<\/span><\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

G\u00fcnl\u00fck hayat\u0131m\u0131z\u0131n vazge\u00e7ilmez bir par\u00e7as\u0131 haline gelen dijitalle ba\u011f\u0131m\u0131z, hayat\u0131m\u0131z\u0131 \u00e7ok h\u0131zl\u0131 bir \u015fekilde de\u011fi\u015ftirdi. Mobil cihazlar art\u0131k uzvumuzdan farks\u0131z. \u0130nternetsiz bir ortam d\u00fc\u015f\u00fcn\u00fclemedi\u011fi gibi Pazarlama 4.0 d\u00f6neminde pazarlaman\u0131n dinamikleri de dijital d\u00fcnyada \u015fekilleniyor. Bu dinamiklerden biri de ku\u015fkusuz, sosyal medya! Sosyal medya ara\u00e7lar\u0131n\u0131 kullan\u0131m oranlar\u0131 y\u00fckseldik\u00e7e, markalar i\u00e7in hedef kitlelerine ula\u015fman\u0131n en etkili yolu […]<\/p>\n","protected":false},"author":1,"featured_media":865,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[25],"tags":[],"class_list":{"0":"post-864","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-makaleler"},"featured_image_src":"https:\/\/www.gidaperakendecileri.org\/wp-content\/uploads\/2019\/08\/sosyal_medya_pazarlamasi-1.jpg","author_info":{"display_name":"ph16171887571_m2ho1594","author_link":"https:\/\/www.gidaperakendecileri.org\/?author=1"},"yoast_head":"\nM\u00fc\u015fteri \u0130\u00e7in Sanaldan \u00d6te Yeni Bir D\u00fcnya>> \u201cSosyal Medya\u201d - GPD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gidaperakendecileri.org\/?p=864\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00fc\u015fteri \u0130\u00e7in Sanaldan \u00d6te Yeni Bir D\u00fcnya>> \u201cSosyal Medya\u201d - GPD\" \/>\n<meta property=\"og:description\" content=\"G\u00fcnl\u00fck hayat\u0131m\u0131z\u0131n vazge\u00e7ilmez bir par\u00e7as\u0131 haline gelen dijitalle ba\u011f\u0131m\u0131z, hayat\u0131m\u0131z\u0131 \u00e7ok h\u0131zl\u0131 bir \u015fekilde de\u011fi\u015ftirdi. Mobil cihazlar art\u0131k uzvumuzdan farks\u0131z. \u0130nternetsiz bir ortam d\u00fc\u015f\u00fcn\u00fclemedi\u011fi gibi Pazarlama 4.0 d\u00f6neminde pazarlaman\u0131n dinamikleri de dijital d\u00fcnyada \u015fekilleniyor. Bu dinamiklerden biri de ku\u015fkusuz, sosyal medya! 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