{"id":6675,"date":"2018-06-11T04:05:16","date_gmt":"2018-06-11T07:05:16","guid":{"rendered":"https:\/\/dijitaltopuklar.com\/s\/?p=6675"},"modified":"2018-06-11T04:05:16","modified_gmt":"2018-06-11T07:05:16","slug":"sosyal-medyada-etki-liderlerinin-gucu","status":"publish","type":"post","link":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/2018\/06\/sosyal-medyada-etki-liderlerinin-gucu\/","title":{"rendered":"Sosyal Medyada Etki Liderlerinin G\u00fcc\u00fc"},"content":{"rendered":"<p style=\"text-align: center;\"><em><span style=\"color: #222222;\">Jelle Fastenau&#8217;nun Mart 2018&#8217;de kaleme ald\u0131\u011f\u0131 bu yaz\u0131 ilk kez,\u00a0<a href=\"http:\/\/blog.crobox.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #1155cc;\">blog.crobox.com<\/span><\/a> sitesinde yay\u0131nlanm\u0131\u015ft\u0131r.<\/span><\/em><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #222222;\">Ge\u00e7ti\u011fimiz sene vizyona giren d\u00fc\u015f\u00fck b\u00fct\u00e7eli<em> \u201cIngrid Goes West\u201d<\/em> filminde, Ingrid ismindeki bir gen\u00e7 kad\u0131n, Instagram \u00fcnl\u00fcs\u00fc Taylor&#8217;\u0131 tak\u0131nt\u0131 haline getirdi\u011fini izlemi\u015ftik.<\/span><\/p>\n<p><span style=\"color: #222222;\">Hikayede <\/span><span style=\"color: #222222;\">Ingrid, Taylor&#8217;\u0131n m\u00fckemmel g\u00f6r\u00fcnen hayat\u0131na a\u015f\u0131k olur ve onun her hareketini taklit etmeye ba\u015flar. Taylor en sevdi\u011fi restoranda kahvalt\u0131s\u0131n\u0131n foto\u011fraf\u0131n\u0131 payla\u015fsa, Ingrid ayn\u0131 g\u00fcn orada \u00f6\u011fle yeme\u011fi yer. Taylor en sevdi\u011fin kitaptan bir pasaj payla\u015fsa, Ingrid hemen kitab\u0131 sipari\u015f eder.<\/span><\/p>\n<p><span style=\"color: #222222;\">Olaylar filmde sinematik ama\u00e7larla biraz abart\u0131lm\u0131\u015f olsa da, asl\u0131nda, ger\u00e7e\u011fe sand\u0131\u011f\u0131n\u0131zdan \u00e7ok daha yak\u0131nlar.<\/span><\/p>\n<p><span style=\"color: #222222;\"><strong>Influencer<\/strong> olarak tan\u0131mlad\u0131\u011f\u0131m\u0131z (<em><strong>etki liderleri<\/strong><\/em><\/span> <span style=\"color: #222222;\"><em>olarak T\u00fcrk\u00e7ele\u015ftirebildi\u011fimiz<\/em>) sosyal medya ikonlar\u0131 <\/span><span style=\"color: #222222;\">arac\u0131l\u0131\u011f\u0131yla \u00fcr\u00fcn tan\u0131t\u0131m\u0131 yapmak, subliminal pazarlaman\u0131n bir formu olarak s\u0131n\u0131fland\u0131r\u0131labilir. Y\u0131llard\u0131r bizler fark\u0131nda dahi olmasak da markalar ve reklamc\u0131lar, t\u00fcketicinin d\u00fc\u015f\u00fcncelerini, davran\u0131\u015flar\u0131n\u0131 ve tav\u0131rlar\u0131n\u0131 \u015fekillendirmek i\u00e7in s\u00fcrekli bir aray\u0131\u015f i\u00e7erisindeler.<\/span><\/p>\n<p><span style=\"color: #222222;\">Peki kim bu etki liderleri ve online reklamc\u0131l\u0131\u011f\u0131n bu gizli formu neden bu kadar yayg\u0131nla\u015f\u0131yor? Ve daha da \u00f6nemlisi, b\u00fct\u00fcn bunlar psikolojik olarak nas\u0131l okunabilir?<\/span><\/p>\n<p><span style=\"color: #222222;\"><b>Kim yap\u0131yor?<br \/>\n<\/b><\/span><span style=\"color: #222222;\">Etki liderlerinin neden pop\u00fclerle\u015fti\u011fini anlamak i\u00e7in yak\u0131n zamanda yap\u0131lan bir ara\u015ft\u0131rmada yer alan \u015fu \u00e7arp\u0131c\u0131 rakamlara g\u00f6z atal\u0131m:<\/span><\/p>\n<ul>\n<li><span style=\"color: #222222;\">2017&#8217;de &#8220;\u00fcnl\u00fcler\/etki liderleri \u00fczerinden pazarlama&#8221; <\/span><span style=\"color: #222222;\">kelimelerini i\u00e7eren G<\/span><span style=\"color: #222222;\">oogle aramalar\u0131 %325 art\u0131\u015f g\u00f6sterdi. Bu sayede y\u0131l\u0131n en h\u0131zl\u0131 artan arama <\/span><span style=\"color: #222222;\">trendi<\/span><span style=\"color: #222222;\"> oldu.<\/span><\/li>\n<li><span style=\"color: #222222;\">Bu trend gelecekte de artacak gibi duruyor, kabaca pazarlama departmanlar\u0131n\u0131n \u00fc\u00e7te ikisi bu alandaki b\u00fct\u00e7elerini art\u0131rmay\u0131 d\u00fc\u015f\u00fcn\u00fcyor. Pazarlamac\u0131lar\u0131n \u00e7ok y\u00fczl\u00fc kampanyalar i\u00e7in 25.000 ila 50.000 dolar aras\u0131nda bir yat\u0131r\u0131m yapmas\u0131 bekleniyor.<\/span><\/li>\n<li><span style=\"color: #222222;\">Sosyal medyada etki liderleri <\/span><span style=\"color: #222222;\">i\u00e7in yap\u0131lan her 1 dolarl\u0131k harcama, ortalama 7.65 dolarl\u0131k bir medya de\u011feri kazan\u0131m\u0131 sa\u011fl\u0131yor.<\/span><\/li>\n<li><span style=\"color: #222222;\">Bu anlamda en b\u00fcy\u00fck platformun Instagram oldu\u011fu s\u00f6ylenebilir. Ge\u00e7en y\u0131l 12.9 Milyon marka destekli payla\u015f\u0131m yap\u0131ld\u0131. Ve bu rakam\u0131n 2018&#8217;te katlanaca\u011f\u0131 tahmin ediliyor, dolay\u0131s\u0131yla 1.7 milyar dolar de\u011ferinde bir pazara ula\u015f<\/span><span style=\"color: #222222;\">\u0131lm\u0131\u015f olacak.<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #222222;\">Do\u011fal olarak markalar <\/span><span style=\"color: #222222;\">da, <\/span><span style=\"color: #222222;\">sosyal medya \u00fcnl\u00fcleri ile anla\u015fabilmek i\u00e7in s\u0131raya giriyorlar. Bu y\u00fcksek talep kendi end\u00fcstrisini olu\u015fturdu ve orta b\u00fcy\u00fckl\u00fckteki ajanslar her yanda firmalarla, arzulad\u0131klar\u0131 \u00fcnl\u00fcler aras\u0131nda ba\u011f kurmaya ba\u015flad\u0131lar.<\/span><\/p>\n<p><span style=\"color: #222222;\">Rakamlar bir\u00e7ok <\/span><span style=\"color: #222222;\">\u015feyi <\/span><span style=\"color: #222222;\">s\u00f6yl\u00fcyor elbette fakat yine de, etki liderleri ile ilgili ana soru gizemini koruyor: <\/span><span style=\"color: #222222;\"><b>Ger\u00e7ekte kim bu insanlar?<\/b><\/span><\/p>\n<p><span style=\"color: #222222;\">Temelde sizin gibi, benim gibi s\u0131radan insanlar. Tutkular\u0131 olan ve bunu t\u00fcm d\u00fcnyayla payla\u015fmaktan \u00e7ekinmeyen insanlar. Bu tutkular<\/span><span style=\"color: #222222;\">\u0131<\/span><span style=\"color: #222222;\"> a\u015f\u00e7\u0131l\u0131k da olabiliyor, moda, <\/span><span style=\"color: #222222;\">komedi de, oyun da.<\/span> <span style=\"color: #222222;\">S<\/span><span style=\"color: #222222;\">e\u00e7enekler sonsuz. Sosyal medyada tutkular\u0131 payla\u015farak, ciddi anlamda \u015f\u00f6hret kazananlar oldu. Payla\u015f\u0131mlar\u0131, videolar\u0131, foto\u011fraflar\u0131 ve tweetleri sayesinde, izleyicilerin d\u00fc\u015f\u00fcncelerini etkileme ve \u015fekillendirme \u015fans\u0131 yakalad\u0131lar.<\/span><\/p>\n<p><a href=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/s\/wp-content\/uploads\/2018\/06\/3-1.jpg\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-6679\" src=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/s\/wp-content\/uploads\/2018\/06\/3-1.jpg\" alt=\"\" width=\"660\" height=\"330\" srcset=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-content\/uploads\/2018\/06\/3-1.jpg 660w, https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-content\/uploads\/2018\/06\/3-1-300x150.jpg 300w\" sizes=\"(max-width: 660px) 100vw, 660px\" \/><\/a><\/p>\n<p><span style=\"color: #222222;\">Sosyal medyada aktif bi\u00e7imde takip edilen etki liderleri yoluyla<\/span><span style=\"color: #222222;\"> tan\u0131t\u0131m <\/span><span style=\"color: #222222;\">ve pazarlama <\/span><span style=\"color: #222222;\">metodunun arkas\u0131ndaki fikir, bir avu\u00e7 \u00fcnl\u00fc arac\u0131l\u0131\u011f\u0131yla mesaj\u0131 s<\/span><span style=\"color: #222222;\">a<\/span><span style=\"color: #222222;\">y\u0131lamayacak kadar \u00e7ok ki\u015fiye ula\u015ft\u0131rmak. H\u0131zl\u0131 ve etkin bir yakla\u015f\u0131mla geni\u015f kitlelere ula\u015fma imkan\u0131 yaratmak.<\/span><\/p>\n<p><span style=\"color: #222222;\">Bu durumun sosyal medya \u00fcnl\u00fclerini firmalar i\u00e7in ideal pazarlama arac\u0131na d\u00f6n\u00fc\u015ft\u00fcrd\u00fc\u011f\u00fcn\u00fc hayal etmek zor de\u011fil. <strong>Zaten y\u00fcksek say\u0131larda takip\u00e7isi olan \u00fcnl\u00fcler arac\u0131l\u0131\u011f\u0131yla, onlar\u0131 ger\u00e7ekten dinle<\/strong><\/span><strong><span style=\"color: #222222;\">yecek olan<\/span><\/strong><span style=\"color: #222222;\"><strong> insanlara ula\u015fabilen mesajlar&#8230;<\/strong> Kar\u015f\u0131l\u0131k olarak <\/span><span style=\"color: #222222;\">da etki liderleri <\/span><span style=\"color: #222222;\">bu kampanyalara kat\u0131ld\u0131klar\u0131 i\u00e7in ya \u00f6deme al\u0131yorlar ya da \u00fccretsiz tan\u0131t\u0131m \u00fcr\u00fcnleri ediniyorlar.<\/span><\/p>\n<p>**<\/p>\n<p><span style=\"color: #222222;\"><b>Neden <\/b><\/span><span style=\"color: #222222;\"><b>etki liderleri<\/b><\/span><span style=\"color: #222222;\"><b> bu kadar etkili?<br \/>\n<\/b><\/span><span style=\"color: #222222;\">\u015eimdiye de<\/span><span style=\"color: #222222;\">k etki liderlerini <\/span><span style=\"color: #222222;\">ve online pazarlaman\u0131n y\u00fckselen y\u0131ld\u0131z\u0131 <\/span><span style=\"color: #222222;\">haline nas\u0131l geldiklerini <\/span><span style=\"color: #222222;\">a\u00e7\u0131klad\u0131k. Yine de neden <\/span><span style=\"color: #222222;\">\u00f6zellikle \u2018onlar\u0131\u2019 se\u00e7ti\u011fimizi <\/span><span style=\"color: #222222;\">sorgulayabili<\/span><span style=\"color: #222222;\">r<\/span><span style=\"color: #222222;\">siniz: Hangi sebep onlar\u0131 online pazarlama i\u00e7in bu denli \u00e7ekici k\u0131l\u0131yor? D\u00fc\u015f\u00fcncelerini bu kadar \u00f6nemli <\/span><span style=\"color: #222222;\">hale getiren<\/span><span style=\"color: #222222;\"> sebep ne?<\/span><\/p>\n<p><span style=\"color: #222222;\">T\u00fcketici davran\u0131\u015flar\u0131n\u0131n bili\u015fsel \u00f6nyarg\u0131 ile olu\u015ftu\u011fu art\u0131k <\/span><span style=\"color: #222222;\">biliniyor<\/span><span style=\"color: #222222;\">. T\u00fcketicinin <\/span><span style=\"color: #222222;\">etki liderlerinden <\/span><span style=\"color: #222222;\">etkilenmesi <\/span><span style=\"color: #222222;\">de <\/span><span style=\"color: #222222;\">bir istisna de\u011fil <\/span><span style=\"color: #222222;\">elbette<\/span><span style=\"color: #222222;\">. <\/span><span style=\"color: #222222;\">Arad\u0131\u011f\u0131m\u0131z b\u00fct\u00fcn cevaplar\u0131 psikoloji biliminde bulabiliriz:<br \/>\n<\/span><\/p>\n<p><span style=\"color: #222222;\"><b>1. \u0130nand\u0131r\u0131c\u0131l\u0131k ve Sosyal \u0130kna<br \/>\n<\/b><\/span><span style=\"color: #222222;\"><a href=\"http:\/\/www.emeraldinsight.com\/doi\/abs\/10.1108\/JCM-11-2014-1221?mobileUi=0&amp;journalCode=jcm\">Ara\u015ft\u0131rmalar <\/a>inand\u0131r\u0131c\u0131l\u0131\u011f\u0131 sa\u011flayan fakt\u00f6rlerin g\u00fcvenilirlik, uzmanl\u0131k, \u00e7ekicilik ve benzerlik oldu\u011funu s\u00f6yl\u00fcyor. <\/span><\/p>\n<p><span style=\"color: #222222;\">French ve Raven&#8217;in (1960) g\u00fc\u00e7 bazlar\u0131 \u015fablonuna g\u00f6re, alg\u0131lanan g\u00fcc\u00fcn anahtarlar\u0131ndan biri uzmanl\u0131kta. \u00d6zel bir konuya y\u00f6nelen bir blogger, a\u015f\u00e7\u0131l\u0131<\/span><span style=\"color: #222222;\">\u011fa diyelim<\/span><span style=\"color: #222222;\">, belirli bir yemek markas\u0131na gelince <\/span><span style=\"color: #222222;\">elbette <\/span><span style=\"color: #222222;\">\u00e7ok daha g\u00fc\u00e7l\u00fc olacakt\u0131r. (<\/span><span style=\"color: #222222;\">T<\/span><span style=\"color: #222222;\">eknoloji ya da spor markas\u0131nda k\u0131yasla&#8230;)<\/span><\/p>\n<p><span style=\"color: #222222;\">Bu otoriter pozisyon birka\u00e7 durum ile daha da g\u00fc\u00e7lenecektir: Y\u00fcksek say\u0131da takip\u00e7i, payla\u015f\u0131m ve be\u011feni. Dolay\u0131s\u0131yla toplumun ikna olmas\u0131 kolayla\u015fm\u0131\u015f olacak. Sosyal medya \u00fcnl\u00fcs\u00fcne, toplumun verdi\u011fi de\u011fer, herhangi bir bireyi de etkileyecektir. E\u011fer \u00e7o\u011funluk bir \u015feyi yap\u0131yorsa, bunun do\u011fru bir \u015fey oldu\u011funu d\u00fc\u015f\u00fcn\u00fcr\u00fcz!<\/span><\/p>\n<p><span style=\"color: #222222;\"><b>2. \u00c7ekicilik<br \/>\n<\/b><\/span><span style=\"color: #222222;\">Ve tabi<\/span><span style=\"color: #222222;\">i <\/span><span style=\"color: #222222;\">ki \u00e7ekici olman\u0131n etkisi&#8230; Bu pazarlamac\u0131lar\u0131n \u00e7ok uzun zamand\u0131r kulland\u0131\u011f\u0131 bir strateji: <\/span><span style=\"color: #222222;\">E<\/span><span style=\"color: #222222;\">minim hepiniz yak\u0131\u015f\u0131kl\u0131 bir <\/span><span style=\"color: #222222;\">H<\/span><span style=\"color: #222222;\">ollywood akt\u00f6r\u00fc <\/span><span style=\"color: #222222;\">taraf\u0131ndan <\/span><span style=\"color: #222222;\">\u00f6ner<\/span><span style=\"color: #222222;\">ilen<\/span><span style=\"color: #222222;\"> birka\u00e7 l\u00fcks \u00fcr\u00fcn\u00fc hat\u0131rlars\u0131n\u0131z!<\/span><\/p>\n<p><span style=\"color: #222222;\">\u0130nsanlar \u00e7ekimsel \u00f6nyarg\u0131ya yatk\u0131n olduklar\u0131ndan, hepimiz fark\u0131nda dahi olmadan \u00e7ekici ya da karizmatik insanlara ba\u015fka \u00f6zellikler de ekliyoruz; sadece yak\u0131\u015f\u0131kl\u0131 ya da g\u00fczel olduklar\u0131 i\u00e7in! \u0130leri ta\u015f\u0131yacak olursak, bu marka ve ki\u015fi aras\u0131nda olumlu bir ba\u011f kurulmas\u0131na sebep olabilir. Bu d\u00fc\u015f\u00fcnceler izleyicinin bilin\u00e7alt\u0131n\u0131 etkiliyor ve \u00fcr\u00fcn se\u00e7me an\u0131nda birine \u00f6ncelik tan\u0131mas\u0131nda sebep oluyor.<\/span><\/p>\n<p><span style=\"color: #222222;\"><b>3. Ba\u011f kurabilme ve <\/b><\/span><span style=\"color: #222222;\"><b>milenyaller<br \/>\n<\/b><\/span><span style=\"color: #222222;\">Etki liderlerini\u00a0<\/span><span style=\"color: #222222;\">di\u011ferlerinden ay\u0131ran en temel \u00f6zellikleri, izleyenlerin <\/span><span style=\"color: #222222;\">onlarla <\/span><span style=\"color: #222222;\">kolayca ba\u011f kurabiliyor olmas\u0131. <\/span><span style=\"color: #222222;\"><b>Y\u00fcksek say\u0131da takip\u00e7ileri<\/b><\/span><span style=\"color: #222222;\"><b>ne<\/b><\/span><span style=\"color: #222222;\"><b> ve pop\u00fclerliklerine ra\u011fmen, sosyal medya \u00fcnl\u00fcleri normal ve m\u00fctevazi insanlar olarak g\u00f6r\u00fcl\u00fcyorlar.<\/b><\/span><\/p>\n<p><span style=\"color: #222222;\">G\u00fcnl\u00fck hayatla ilgili payla\u015f\u0131m yap\u0131p takip\u00e7ileriyle <\/span><span style=\"color: #222222;\">s\u00fcrekli ba\u011flant\u0131da <\/span><span style=\"color: #222222;\">kal\u0131yorlar, \u00e7\u00fcnk\u00fc direkt olarak takip\u00e7ileriyle ileti\u015fim kuruyorlar. Art\u0131 olarak, genellikle hedef kitleleriyle, ayn\u0131 ya\u015f grubunu, demografiyi, ilgi alanlar\u0131n\u0131 ve davran\u0131\u015flar\u0131 payla\u015f\u0131yorlar.<\/span><\/p>\n<p><span style=\"color: #222222;\">Bu, <\/span><span style=\"color: #222222;\"><b>sosyal kimlik teorisi <\/b><\/span><span style=\"color: #222222;\">ile <\/span><span style=\"color: #222222;\">a\u00e7\u0131klanabilen bir durum.<\/span> <span style=\"color: #222222;\">P<\/span><span style=\"color: #222222;\">sikolojinin insanlar\u0131n kendilerini benzer bireylerle nas\u0131l ayn\u0131 toplulukta g\u00f6rd\u00fckleri<\/span><span style=\"color: #222222;\">ni<\/span><span style=\"color: #222222;\"> ve ki\u015fisel kimliklerini s\u00f6z\u00fc ge\u00e7en toplulu\u011fa \u00fcyelikle a\u00e7\u0131klad\u0131klar\u0131n\u0131 <\/span><span style=\"color: #222222;\">ifade eden \u2018sosyal kimlik teorisi\u2019, d<\/span><span style=\"color: #222222;\">o\u011fal olarak ayn\u0131 toplulu\u011fu payla\u015fan insanlar\u0131n fikirleri<\/span><span style=\"color: #222222;\">nin de <\/span><span style=\"color: #222222;\">farkl\u0131 topluluklar\u0131 payla\u015fan insanlar\u0131nkinden \u00e7ok daha \u00f6nemli <\/span><span style=\"color: #222222;\">oldu\u011funu ortaya koyuyor<\/span><span style=\"color: #222222;\">.<\/span><\/p>\n<p><span style=\"color: #222222;\">Daha da \u00f6nemlisi, sosyal medya \u00fcnl\u00fclerinin \u00e7o\u011fu milenyum jenerasyonundan ve gen\u00e7 kesimden. Bu kesim, pazarlamac\u0131lar i\u00e7in ula\u015f\u0131lmas\u0131 daha g\u00fc\u00e7 bir grup. Yeti\u015fkinle\u015fmenin etkisiyle, kendi kimli\u011fini bulmaya daha ciddi de\u011fer veren bir grup.<\/span><\/p>\n<p><span style=\"color: #222222;\">B\u00f6ylece gen\u00e7ler davran\u0131\u015flar\u0131n\u0131 \u015fekillendirirken, kendi rol modellerini \u00f6rnek al\u0131yorlar. Ba\u011f kurabildikleri ve \u00f6zde\u015fle\u015febildikleri bir rol modelin varl\u0131\u011f\u0131, davran\u0131\u015flar\u0131n\u0131 taklit etmelerini olduk\u00e7a kolayla\u015ft\u0131r\u0131yor.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #222222;\"><a href=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/s\/wp-content\/uploads\/2018\/06\/2.jpeg\"><img loading=\"lazy\" class=\"aligncenter size-large wp-image-6676\" src=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/s\/wp-content\/uploads\/2018\/06\/2-781x500.jpeg\" alt=\"\" width=\"781\" height=\"500\" \/><\/a><\/span><\/p>\n<p><span style=\"color: #222222;\"><b>\u0130pu\u00e7lar\u0131 ve tuzaklar<\/b><\/span><\/p>\n<p><span style=\"color: #222222;\">Her ne kadar, teoride t\u00fcm\u00fcn\u00fc a\u00e7\u0131klad\u0131k gibi g\u00f6r\u00fcnse de, insanlar\u0131n aptal olmad\u0131\u011f\u0131n\u0131 ak\u0131lda tutmakta fayda var. Genellikle, kand\u0131r\u0131ld\u0131\u011f\u0131m\u0131zda ya da bize ula\u015fan mesaj samimi olmad\u0131\u011f\u0131nda kolayl\u0131kla anlar\u0131z. Ayr\u0131ca, birinin \u00fcnl\u00fc olmas\u0131 her zaman etki<\/span><span style=\"color: #222222;\">li<\/span><span style=\"color: #222222;\"> ol<\/span><span style=\"color: #222222;\">aca\u011f\u0131<\/span><span style=\"color: #222222;\"> anlam\u0131na <\/span><span style=\"color: #222222;\">da <\/span><span style=\"color: #222222;\">gelmiyor!<\/span><\/p>\n<p><span style=\"color: #222222;\">Bunlar\u0131 akl\u0131m\u0131zda tutarak, sosyal medya \u00fcnl\u00fcleri arac\u0131l\u0131\u011f\u0131yla markan\u0131z\u0131 tan\u0131t\u0131rken dikkat etmeniz gereken birka\u00e7 ipucu ve potensiyel tuzaklara dikkat \u00e7ekelim:<\/span><\/p>\n<p><span style=\"color: #222222;\"><b>1. \u00d6zg\u00fcn olun<br \/>\n<\/b><\/span><span style=\"color: #222222;\"><a href=\"http:\/\/j647commethics.weebly.com\/uploads\/6\/4\/2\/2\/6422481\/the_tares_test_-_five_principles_for_ethical_persuation__baker___martinson_.pdf\">TARES<\/a> <\/span><span style=\"color: #222222;\">testini duydunuz mu? 5 prensipten olu\u015fan b<\/span><span style=\"color: #222222;\">u<\/span><span style=\"color: #222222;\"> ikna edici ileti\u015fim k\u0131lavuzu<\/span><span style=\"color: #222222;\">nda<\/span><span style=\"color: #222222;\"> A harfi, \u00f6zg\u00fcn olmay\u0131 <\/span><span style=\"color: #222222;\">(<\/span><span style=\"color: #222222;\"><i>authenticity<\/i><\/span><span style=\"color: #222222;\">) <\/span><span style=\"color: #222222;\">temsil ediyor. <\/span><span style=\"color: #222222;\">\u00d6zg\u00fcnl\u00fck, <\/span><span style=\"color: #222222;\">temelde \u00fcnl\u00fcler arac\u0131l\u0131\u011f\u0131yla yap\u0131lacak kampanya<\/span><span style=\"color: #222222;\">lar<\/span><span style=\"color: #222222;\">\u0131n en \u00f6nemli kriteri.<\/span><\/p>\n<p><span style=\"color: #222222;\">\u00dcnl\u00fc ile markan\u0131z\u0131n de\u011feri uyu\u015fuyor mu? \u00dcnl\u00fc \u00fcr\u00fcn\u00fcn\u00fcz\u00fc g\u00fcnl\u00fck hayat\u0131nda kullan\u0131r m\u0131? Ger\u00e7ekten inand\u0131\u011f\u0131 bir \u015fey mi? Kendi ailesine, arkada\u015flar\u0131na \u00f6nerir mi? Do\u011fru \u00fcnl\u00fcy\u00fc se\u00e7mek i\u00e7in harcanacak zaman, iletece\u011finiz mesaj\u0131n \u00e7ok daha inan\u0131l\u0131r olmas\u0131n\u0131 sa\u011flar.<\/span><\/p>\n<p><span style=\"color: #222222;\"><b>2. \u015eeffaf <\/b><\/span><span style=\"color: #222222;\"><b>olun<br \/>\n<\/b><\/span><span style=\"color: #222222;\">Kendimizi kand\u0131rmayal\u0131m, \u00fcnl\u00fcler arac\u0131l\u0131\u011f\u0131yla yap\u0131lan reklamlar hep biraz sinsice olmu\u015ftur. B\u00f6yle d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fc i\u00e7in halk\u0131 su\u00e7layamazs\u0131n\u0131z. Yap\u0131lanlar\u0131n reklam oldu\u011funu a\u00e7\u0131klamadan, \u00fcnl\u00fcleri kullanarak \u00fcr\u00fcnleri tan\u0131tmak, aldatman\u0131n s\u0131n\u0131r\u0131nda bir hareket.<\/span><\/p>\n<p><span style=\"color: #222222;\">Reklam\u0131 gizlemeye \u00e7al\u0131\u015fmak, toplumu yanl\u0131\u015f bilgilendirmek olur ve bu <\/span><span style=\"color: #222222;\">da <\/span><span style=\"color: #222222;\">markan\u0131za ciddi zararlar verebilir. Bu konuda \u00e7ekingen davranmaktansa b\u00fct\u00fcn kartlar\u0131 a\u00e7\u0131k oynamak \u00e7ok daha iyi bir yol. T\u00fcm ili\u015fkiler gibi, marka ve t\u00fcketici aras\u0131ndaki ili\u015fki de g\u00fcvene dayal\u0131 <\/span><span style=\"color: #222222;\">olmal\u0131d\u0131r.<\/span><\/p>\n<p><span style=\"color: #222222;\">G\u00fcven kazanmak i\u00e7in \u015feffaf olmak anahtar nokta. Forbes\u2019ta hen\u00fcz yay\u0131nlanan bir makalede, \u201c<b>milenyum insan\u0131 markalarda \u015feffafl\u0131k istiyor ve \u015feffaf markalara daha sad\u0131k kal\u0131yor\u201d <\/b>mesaj\u0131 yay\u0131nland\u0131. Gen\u00e7 insanlar bu pazarlama arac\u0131n\u0131n varl\u0131\u011f\u0131ndan haberdarlar. Reklaml\u0131 i\u00e7eri\u011fin \u00f6n\u00fcne <i>#ad <\/i>ya da <i>#sponsored <\/i>yazmak, toplumun aldat\u0131lma d\u00fc\u015f\u00fcncesinden s\u0131yr\u0131lmas\u0131n\u0131 sa\u011flayacak ve markaya kar\u015f\u0131 do\u011fabilecek yabanc\u0131la\u015fma hissini ortadan kald\u0131racakt\u0131r.<\/span><\/p>\n<p><span style=\"color: #222222;\"><b>3. Etki lideri pazarlamas\u0131n\u0131 bilin<br \/>\n<\/b><\/span><span style=\"color: #222222;\">Etki liderleri, <\/span><span style=\"color: #222222;\">ula\u015f\u0131lmas\u0131 zor gruplara ula\u015fmak ve marka bilinirli\u011fini h\u0131zl\u0131ca art\u0131rmak i\u00e7in m\u00fckemmel bir ara\u00e7 <\/span><span style=\"color: #222222;\">olarak kullan\u0131labilir<\/span><span style=\"color: #222222;\">. Fakat bu her seferinde <\/span><span style=\"color: #222222;\">de<\/span><span style=\"color: #222222;\"> i\u015fe yarayan bir sihirli dokunu\u015f de\u011fil<\/span><span style=\"color: #222222;\">dir!<\/span><\/p>\n<p><span style=\"color: #222222;\">\u00d6rnek olarak, sosyal medya tan\u0131t\u0131mlar\u0131nda, kullan\u0131c\u0131n\u0131n pasif kalma tehlikesi her zaman vard\u0131r. <\/span><span style=\"color: #222222;\">O<\/span><span style=\"color: #222222;\">nline olarak ger\u00e7ekten etkin olmak istiyorsan\u0131z, di\u011ferlerinin de mesaj\u0131n\u0131z\u0131 payla\u015fmas\u0131n\u0131 sa\u011flamal\u0131s\u0131n\u0131z. \u00c7o\u011fu kullan\u0131c\u0131 gezinmeye, be\u011fenmeye ve i\u00e7eri\u011fi t\u00fcketmeye yatk\u0131n olsa da kullan\u0131c\u0131y\u0131 sizin i\u00e7eri\u011finizle ileti\u015fime sokmak her zaman kolay olmaz.<\/span><\/p>\n<p><span style=\"color: #222222;\">B<\/span><span style=\"color: #222222;\">ir ba\u015fka deyi\u015fle, e\u011fer viral olacak bir i\u015f yapma hevesiyle yeni \u00fcr\u00fcn\u00fcn\u00fcz\u00fcn reklam\u0131n\u0131 yap\u0131yorsan\u0131z, farkl\u0131 metodlar\u0131 denemeniz daha iyi olabilir. <\/span><span style=\"color: #222222;\">Ke<\/span><span style=\"color: #222222;\">ndinizi sadece anla\u015ft\u0131\u011f\u0131n\u0131z \u00fcnl\u00fcn\u00fcn takip\u00e7i say\u0131s\u0131 ve be\u011feni say\u0131syla s\u0131n\u0131rlamay\u0131n.<\/span><\/p>\n<p><span style=\"color: #222222;\">Etkili bir kampanya i\u00e7in, niceli\u011fi de\u011fil niteli\u011fi se\u00e7in. Bir \u00fcnl\u00fc di\u011ferinden \u00e7ok daha fazla takip\u00e7iye sahip olabilir, g\u00f6rece az takip\u00e7isi olan biri sizin hedef kitlenize daha kolay ula\u015fman\u0131z\u0131 da sa\u011flayabilir.<\/span><\/p>\n<p><a href=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/s\/wp-content\/uploads\/2018\/06\/4.png\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-6680\" src=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/s\/wp-content\/uploads\/2018\/06\/4.png\" alt=\"\" width=\"890\" height=\"499\" srcset=\"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-content\/uploads\/2018\/06\/4.png 890w, https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-content\/uploads\/2018\/06\/4-300x168.png 300w, https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-content\/uploads\/2018\/06\/4-768x431.png 768w, https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-content\/uploads\/2018\/06\/4-696x390.png 696w, https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-content\/uploads\/2018\/06\/4-749x420.png 749w\" sizes=\"(max-width: 890px) 100vw, 890px\" \/><\/a><\/p>\n<p><span style=\"color: #222222;\"><b>\u00d6zetle:<\/b><\/span><\/p>\n<p><span style=\"color: #222222;\">Bir sonraki kampanyan\u0131z\u0131n ba\u015far\u0131l\u0131 olmas\u0131 i\u00e7in akl\u0131n\u0131zda tutman\u0131z gereken birka\u00e7 nokta:<\/span><\/p>\n<ul>\n<li><span style=\"color: #222222;\">Sosyal medya \u00fcnl\u00fclerini kampanyan\u0131z i\u00e7in bir pazarlama takti\u011fi olarak kullanmak, daha gen<\/span><span style=\"color: #222222;\">i<\/span><span style=\"color: #222222;\">\u015f kitlelere ula\u015fmak ve marka bilinirli\u011fini art\u0131rmak i\u00e7in etkili ve pop\u00fcler bi<\/span><span style=\"color: #222222;\">r y\u00f6ntemdir.<\/span><\/li>\n<li><span style=\"color: #222222;\">\u0130nand\u0131r\u0131c\u0131l\u0131k, \u00e7ekicilik ve benzerlik; se\u00e7ece\u011finiz \u00fcnl\u00fcde olmas\u0131 gereken anahtar noktalar. T\u00fcm\u00fc sosyal ikna, \u00e7ekimsel \u00f6nyarg\u0131 ve sosyal kimlik teorisi gibi psikolojik kavramlarla a\u00e7\u0131kla<\/span><span style=\"color: #222222;\">na<\/span><span style=\"color: #222222;\">bilir olgular <\/span><span style=\"color: #222222;\">oldu\u011fundan, ba\u015fta dikkat etmeniz gereken belli \u00f6zellikler var<\/span><span style=\"color: #222222;\">.<\/span><\/li>\n<li><span style=\"color: #222222;\">Sosyal medya \u00fcnl\u00fcleri \u00f6zellikle milenyum insan\u0131na seslenmek i\u00e7in idealdir!<\/span><\/li>\n<li><span style=\"color: #222222;\">Z<\/span><span style=\"color: #222222;\">aman ay\u0131r\u0131<\/span><span style=\"color: #222222;\">n ve<\/span><span style=\"color: #222222;\"> sizin hedef kitlenize uyan, mesaj\u0131n\u0131z\u0131 \u00f6zg\u00fcnce iletecek, markan\u0131zla uyumlu, do\u011fru \u00fcnl\u00fcy\u00fc se\u00e7meye \u00f6zen g\u00f6sterin ve bu konuda \u015feffaf olun.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"color: #222222;\">Jelle Fastenau<\/span><\/p>\n<p>\u2666<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jelle Fastenau&#8217;nun Mart 2018&#8217;de kaleme ald\u0131\u011f\u0131 bu yaz\u0131 ilk kez,\u00a0blog.crobox.com sitesinde yay\u0131nlanm\u0131\u015ft\u0131r. &nbsp; Ge\u00e7ti\u011fimiz sene vizyona giren d\u00fc\u015f\u00fck b\u00fct\u00e7eli \u201cIngrid Goes West\u201d filminde, Ingrid ismindeki bir gen\u00e7 kad\u0131n, Instagram \u00fcnl\u00fcs\u00fc Taylor&#8217;\u0131 tak\u0131nt\u0131 haline getirdi\u011fini izlemi\u015ftik. Hikayede Ingrid, Taylor&#8217;\u0131n m\u00fckemmel g\u00f6r\u00fcnen hayat\u0131na a\u015f\u0131k olur ve onun her hareketini taklit etmeye ba\u015flar. Taylor en sevdi\u011fi restoranda kahvalt\u0131s\u0131n\u0131n [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6678,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[9,34,41],"tags":[313,415,416,421,618,701],"_links":{"self":[{"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/posts\/6675"}],"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=6675"}],"version-history":[{"count":0,"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/posts\/6675\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/media\/6678"}],"wp:attachment":[{"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/media?parent=6675"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/categories?post=6675"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/perihanciragoz.com\/dijitaltopuklar\/wp-json\/wp\/v2\/tags?post=6675"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}