TÜRKÇE / TURKISH LANGUAGE VERSION. Keynote for the Ankara Marka Festivali, Ankara, Turkey, 9 Ara 2015. Many thanks to Merve Gözde of the ATO for translating the presentation into Turkish.

1. ERIC WEAVER • WEAVER GLOBAL ADVISORY • @WEAVE
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FACEBOOK’UN ÖTESİNDE:
BİZİM PEER-TO-
PEER GELECEĞİMİZ
ERIC WEAVER
#ANKARAMARKAFESTİVALİ

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25 YıL DıJıTAL ıNOVASYON
10 YıL SOSYAL ıNOVASYON

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“SOSYAL
MEDYA”
“UCUZ”

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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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1100
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 REACH3000 TL = BOOM!

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GÖRÜNÜRLÜK FIRSATLAR YARATIR
VISIBILITY CREATES OPPORTUNITIES

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İP UCU 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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Engel 2
SOSYAL MEDYA YÖNETİMİN UMURUNDA DEĞİL

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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?
VVIISSIIOONNOOBBJJEECCTTIIVVEESSGGOOAALLSSSSTTRRAATTEEGGIIEESS

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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 MEDIACREATE 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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FİNANSAL DE ĞE R YOKSA Fİ NANS AL
DESTEK DE OLMAZ

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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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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. SIR:
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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SOSYAL GELECEĞE BAKALIM

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

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

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

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HATTA DNA
BİLE BİR
DİJİTAL
VARLIKTIR!

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4. FAZ: FİZ İ KSE L VARLIKLARIN
SOSYAL PAYLAŞIMI

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SOURCE: VB PROFILES

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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.
37

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ORTALAMA AYLIK GELİR:
₺1.500

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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.
42
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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BAŞARILI İŞLETME —
BAŞARILI TÜKETİCİ!
THIS IS “SOCIAL MEDIA”

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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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