{"id":4044,"date":"2018-02-26T08:09:53","date_gmt":"2018-02-26T11:09:53","guid":{"rendered":"https:\/\/dijitaltopuklar.com\/s\/?p=4044"},"modified":"2018-02-26T08:09:53","modified_gmt":"2018-02-26T11:09:53","slug":"etki-liderinin-etkisini-olcmek","status":"publish","type":"post","link":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/2018\/02\/etki-liderinin-etkisini-olcmek\/","title":{"rendered":"&#8220;Etki Lideri&#8221;nin etkisini \u00f6l\u00e7mek"},"content":{"rendered":"<p>2017 y\u0131l\u0131nda \u201cinfluencer marketing \u201c(etki liderleri ile \u00e7al\u0131\u015farak ger\u00e7ekle\u015ftirilen pazarlama aktiviteleri) bir\u00e7ok markan\u0131n pazarlama stratejilerinin en \u00f6nemli bile\u015feni haline geldi. Herhangi bir marka hali haz\u0131rdaki <em>etki lideri<\/em> ortaklar\u0131yla ger\u00e7ekle\u015fen etkile\u015fimi belirleyebilirken, markalar b\u00fcy\u00fck resmi g\u00f6rm\u00fcyor. Bu da az ya da \u00e7ok takip\u00e7ili <em>etki lideri<\/em>yle \u00e7al\u0131\u015fman\u0131n i\u015fe sa\u011flad\u0131\u011f\u0131 verimi anlamalar\u0131na engel oluyor.<\/p>\n<p>10 farkl\u0131 boyuttaki (20K ve 7 Milyon aras\u0131 takip\u00e7i) toplulu\u011fun etki liderleri markadan bahsetti\u011finde ger\u00e7ekle\u015ftirdi\u011fi etkile\u015fim art\u0131\u015f\u0131n\u0131 g\u00f6rmek i\u00e7in ara\u015ft\u0131r\u0131ld\u0131. Ara\u015ft\u0131rmada 5038 etki lideri, 16 sekt\u00f6rden 875 marka yer al\u0131yor.(Otomobil, g\u00fczellik-cilt bak\u0131m\u0131-t\u00fcketici sa\u011fl\u0131\u011f\u0131, i\u00e7ecekler, elektronik, moda, g\u0131da, sa\u00e7 bak\u0131m\u0131, ki\u015fisel bak\u0131m, restoran, perakende sat\u0131\u015f, spor giyim, ileti\u015fim, seyahat, saat ve tak\u0131)<\/p>\n<p><strong>Metot: <\/strong><\/p>\n<p>\u0130lk g\u00f6revimiz hangi <em>etki liderleri<\/em> ile \u00e7al\u0131\u015faca\u011f\u0131m\u0131za karar vermekti. Marka d\u00fczeyinde ba\u015flad\u0131k, sekt\u00f6rler aras\u0131 dengeli bir se\u00e7imle 875 markan\u0131n bir listesini olu\u015fturduk ve bu markalar\u0131n instagram sayfalar\u0131ndaki di\u011fer taraftan \u201cmention\u201dlar\u0131(etiketlemeleri) tarad\u0131k. Marka taraf\u0131nda birden fazla \u201cmention(etiket)\u201d alanlar etki lideri m\u00fcdahalesi olarak i\u015faretlendi. \u201cMention\u201d yapan etki lideri\u00a0 taraf\u0131ndan kar\u015f\u0131lanan etkile\u015fim art\u0131\u015f\u0131n\u0131 hesaplad\u0131k:<\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-4049 aligncenter\" src=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/s\/wp-content\/uploads\/2018\/02\/formula1.png\" alt=\"\" width=\"1000\" height=\"165\" srcset=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-content\/uploads\/2018\/02\/formula1.png 1000w, https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-content\/uploads\/2018\/02\/formula1-300x50.png 300w, https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-content\/uploads\/2018\/02\/formula1-768x127.png 768w, https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-content\/uploads\/2018\/02\/formula1-696x115.png 696w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p>Etkile\u015fim art\u0131\u015f\u0131 = Markan\u0131n etkile\u015fim oran\u0131: Etki lideri taraf\u0131ndan etiketlenmi\u015f postlar \u2013 Etki lideri olmayan postlarda markan\u0131n etkile\u015fim oran\u0131\/ Etki lideri olmayan postlarda markan\u0131n etkile\u015fim oran\u0131<\/p>\n<p><strong>Sonu\u00e7lar:<\/strong><\/p>\n<p>Bu etkile\u015fim art\u0131\u015f\u0131 ve <em>etki lideri<\/em> takip\u00e7i say\u0131s\u0131 b\u00fct\u00e7eleri U \u015feklinde bir ivme kazan\u0131yor. Mikro Etki Liderleri (70K alt\u0131) ve Makro Etki Liderleri (2.5 m \u00fcst\u00fc) markalara %10 \u00fczerinde bir etkile\u015fim art\u0131\u015f\u0131 sa\u011fl\u0131yor. Mega Etki Liderleri (7 m \u00fcst\u00fc) ise bu etkile\u015fimi katl\u0131yor. Orta Etki Liderleri (70K-2.5 M aras\u0131) ise y\u00fczde onun alt\u0131nda hayal k\u0131r\u0131kl\u0131\u011f\u0131n sebep olan bir etkile\u015fim sa\u011fl\u0131yor. Bu markalar i\u00e7in bir uyar\u0131 niteli\u011finde,\u00a0etki liderleriyle yap\u0131lan anla\u015fma takip\u00e7i say\u0131s\u0131na bak\u0131larak ve etkile\u015fim g\u00f6z \u00f6n\u00fcnde bulundurulmadan yap\u0131l\u0131yor. Bu sebeple orta\u00a0\u00f6l\u00e7ekli etki liderleri, mikro\u00a0\u00f6l\u00e7ekli etki liderlerine g\u00f6re daha pahal\u0131ya mal oluyor fakat daha az etkile\u015fim sa\u011fl\u0131yor.<\/p>\n<p><img loading=\"lazy\" class=\"size-large wp-image-4051 aligncenter\" src=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/s\/wp-content\/uploads\/2018\/02\/Influencers-1-BLOG-709x500.png\" alt=\"\" width=\"709\" height=\"500\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Ara\u015ft\u0131rman\u0131n devam\u0131 artan takip\u00e7i say\u0131lar\u0131n\u0131n reklamc\u0131lar taraf\u0131ndan daha de\u011ferli bulundu\u011funu g\u00f6steriyor.<\/p>\n<p><img loading=\"lazy\" class=\"size-large wp-image-4052 aligncenter\" src=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/s\/wp-content\/uploads\/2018\/02\/Influencers-2-BLOG-709x500.png\" alt=\"\" width=\"709\" height=\"500\" \/><\/p>\n<p>Koyu ye\u015fil: \u00c7al\u0131\u015ft\u0131\u011f\u0131 kategori say\u0131s\u0131<\/p>\n<p>A\u00e7\u0131k ye\u015fil: \u00c7al\u0131\u015ft\u0131\u011f\u0131 reklamc\u0131 say\u0131s\u0131<\/p>\n<p>Yine de, bu \u00fc\u00e7 veri setinin hepsinin \u00fcst\u00fc, etki liderleri ile \u00e7al\u0131\u015fmalardaki verimlili\u011fin net bir resmini \u00e7iziyor. Bir\u00e7ok marka orta d\u00fczey etki lideri ile orta b\u00fct\u00e7elerle \u00e7al\u0131\u015farak takip\u00e7i etkile\u015fiminde verim sa\u011flayam\u0131yor. Bu karanl\u0131k sular\u0131n sebebi sahte takip\u00e7i sat\u0131n almak olabilir ve bu y\u00fczden de b\u00fcy\u00fck topluluklara ra\u011fmen az etkile\u015fim sonucu al\u0131nabilir.<\/p>\n<p><strong>\u00d6nemli \u0130pu\u00e7lar\u0131:<\/strong><\/p>\n<p>Mikro ve makro\u00a0 etki liderleri en y\u00fcksek etkile\u015fimi sa\u011fl\u0131yor. Orta seviyedeki takip\u00e7isi olan etki liderleri kendileriyle \u00e7al\u0131\u015fmak daha az b\u00fct\u00e7eli olsa da, nispeten daha g\u00fc\u00e7s\u00fcz sonu\u00e7lar elde ediliyor.<\/p>\n<p><strong>Sonraki Ad\u0131mlar:<\/strong><\/p>\n<p>Bir dahaki sefere metodun daha \u00e7ok y\u00f6nl\u00fc olmas\u0131n\u0131 sa\u011flayaca\u011f\u0131z. Bunun i\u00e7in herhangi bir markan\u0131n, marka instagram sayfas\u0131nda olmayan etki lideri \u201cmention\u201dlar\u0131yla ger\u00e7ekle\u015fen etkile\u015fimlerini de hesaba kataca\u011f\u0131z. B\u00f6ylece <em>etki lideri<\/em> ortakl\u0131klar\u0131yla yap\u0131lan t\u00fcm etkile\u015fimleri g\u00f6rebilece\u011fiz ve bu da \u00e7e\u015fitli \u00e7aptaki etki liderleri ile \u00e7al\u0131\u015fma dinamiklerine dair yeni i\u00e7g\u00f6r\u00fcler sa\u011flayacak.<\/p>\n<p>&nbsp;<\/p>\n<p>Kaynak: https:\/\/www.l2inc.com\/daily-insights\/measuring-the-efficacy-of-influencers<\/p>\n<p>G\u00f6rsel: <a href=\"https:\/\/bigwellness.com.au\/how-to-work-with-influencers\/\">bigwellness.com.au<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>2017 y\u0131l\u0131nda \u201cinfluencer marketing \u201c(etki liderleri ile \u00e7al\u0131\u015farak ger\u00e7ekle\u015ftirilen pazarlama aktiviteleri) bir\u00e7ok markan\u0131n pazarlama stratejilerinin en \u00f6nemli bile\u015feni haline geldi. Herhangi bir marka hali haz\u0131rdaki etki lideri ortaklar\u0131yla ger\u00e7ekle\u015fen etkile\u015fimi belirleyebilirken, markalar b\u00fcy\u00fck resmi g\u00f6rm\u00fcyor. Bu da az ya da \u00e7ok takip\u00e7ili etki lideriyle \u00e7al\u0131\u015fman\u0131n i\u015fe sa\u011flad\u0131\u011f\u0131 verimi anlamalar\u0131na engel oluyor. 10 farkl\u0131 boyuttaki (20K [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":4076,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[17,34,41],"tags":[313,314,415,416],"_links":{"self":[{"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/posts\/4044"}],"collection":[{"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/comments?post=4044"}],"version-history":[{"count":0,"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/posts\/4044\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/media\/4076"}],"wp:attachment":[{"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/media?parent=4044"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/categories?post=4044"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/tags?post=4044"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}