{"id":4073,"date":"2013-12-29T23:12:44","date_gmt":"2013-12-29T20:12:44","guid":{"rendered":"http:\/\/kariyeryolculugu.com\/blog\/?p=4073"},"modified":"2013-12-29T23:12:44","modified_gmt":"2013-12-29T20:12:44","slug":"dijital-stratejileri-nasil-uyguladiginiz-kurum-kulturunuzu-yansitir","status":"publish","type":"post","link":"https:\/\/kariyeryolculugu.com\/blog\/2013\/12\/29\/dijital-stratejileri-nasil-uyguladiginiz-kurum-kulturunuzu-yansitir\/","title":{"rendered":"Dijital Stratejileri Nas\u0131l Uygulad\u0131\u011f\u0131n\u0131z Kurum K\u00fclt\u00fcr\u00fcn\u00fcz\u00fc Yans\u0131t\u0131r"},"content":{"rendered":"<p style=\"text-align: left;\">Sosyal mecralar\u0131 kullanman\u0131n en temel psikolojik sebebi bireylerin <strong>\u201cba\u011f kurma\u201d<\/strong> ve yarat\u0131lan bu <strong>\u201cba\u011f\u0131 kuvvetlendirme\u201d<\/strong> ihtiyac\u0131d\u0131r. <span style=\"color: #993300;\">Sosyal Medya stratejilerinin temelinde<\/span><strong> \u201c<span style=\"color: #993300;\">ba\u011f kurma ve kurulan ba\u011flar\u0131 kuvvetlendirme<\/span>\u201d<\/strong>nin yer almas\u0131 bu sebeple ka\u00e7\u0131n\u0131lmazd\u0131r.<br \/>\n<a href=\"http:\/\/kariyeryolculugu.com\/blog\/wp-content\/uploads\/2013\/12\/retail-knees-540x405.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4074\" alt=\"Dijital Stratejiler\" src=\"http:\/\/kariyeryolculugu.com\/blog\/wp-content\/uploads\/2013\/12\/retail-knees-540x405.jpg\" width=\"540\" height=\"405\" \/><\/a><span style=\"text-decoration: underline;\"><span style=\"color: #c0c0c0; text-decoration: underline;\"><a title=\"social garden\" href=\"http:\/\/socialgarden.com.au\/three-reasons-love-e-commerce\/#more-835\" target=\"_blank\"><span style=\"color: #c0c0c0; text-decoration: underline;\">Photo:SocialGarden<\/span><\/a><\/span><\/span><\/p>\n<p>Dijital stratejilerin temelinde, <b>ticari ama\u00e7lar<\/b> bulunur. M\u00fc\u015fterilerin sorunlar\u0131n\u0131 \u00e7\u00f6zmek, onlara daha fazla fayda yaratan \u00e7\u00f6z\u00fcmler sunmak (mobil veya aplikasyonlar gibi) ya da \u00fcr\u00fcn ve hizmetlere ula\u015f\u0131m\u0131n kolayla\u015fmas\u0131 bunlardan birka\u00e7\u0131.<\/p>\n<p><a href=\"http:\/\/kariyeryolculugu.com\/blog\/2012\/11\/14\/gelecek-sosyal-medya%E2%80%99yla-gelecek-kurumsal-masallar-2\/\">Dijital Stratejileri kurgularken<\/a>, dijital + sosyal stratejilerin bir uyum i\u00e7erisinde ilerlemesi esast\u0131r. Bu iki konsept aras\u0131ndaki fark\u0131 iyi anlamad\u0131\u011f\u0131m\u0131zda, aralar\u0131nda sinerji yaratmam\u0131z m\u00fcmk\u00fcn olmayaca\u011f\u0131 i\u00e7in do\u011fru strateji ile ilerlemek m\u00fcmk\u00fcn olmaz.<!--more--><\/p>\n<p>Harvard Business School Profes\u00f6rlerinden <a href=\"http:\/\/www.wipro.com\/Documents\/social-strategies-that-work.pdf\">Mikolaj Jan Piskorski<\/a> dijital stratejilerin ba\u015far\u0131s\u0131n\u0131n sosyal stratejilerin ba\u015far\u0131s\u0131na ba\u011fl\u0131 oldu\u011funu s\u00f6yler. Piskorski\u2019nin bir di\u011fer tesbiti de <b>sosyal mecralardaki bireylerin <\/b><b>\u015f<\/b><b>irketlerle de<\/b><b>\u011f<\/b><b>il ki<\/b><b>\u015f<\/b><b>ilerle ba<\/b><b>\u011f<\/b><b> kurma ihtiyac\u0131 oldu<\/b><b>\u011f<\/b><b>udur.<\/b><\/p>\n<p>Piskorski\u2019nin ara\u015ft\u0131rmas\u0131n\u0131n bu sonucunu \u00f6nemsiyorum, \u00e7\u00fcnk\u00fc ister istemez bana \u015funu d\u00fc\u015f\u00fcnd\u00fcr\u00fcyor: <b>Madem bireyler kurumlarla ba<\/b><b>\u011f<\/b><b> kurma derdinde de<\/b><b>\u011f<\/b><b>il, sosyal mecralarda bulunan kurumsal hesaplar ki<\/b><b>\u015f<\/b><b>ile<\/b><b>\u015f<\/b><b>tirilmedik\u00e7e ba<\/b><b>\u015f<\/b><b>ar\u0131l\u0131 olmas\u0131n\u0131 bekleyemeyiz.<\/b> \u00a0Yani kurumu olu\u015fturan \u00e7al\u0131\u015fanlar\u0131n bu mecralarda aktif rol almas\u0131 gerek \u015fartt\u0131r.<\/p>\n<p>G\u00fcn\u00fcm\u00fcz <a href=\"http:\/\/kariyeryolculugu.com\/blog\/2013\/10\/05\/kurum-kulturleri-girisimci-davranisa-izin-verdigi-surece-sirketler-var-olacak\/\">kurum k\u00fclt\u00fcrlerinin ba\u011fnaz tutumlar\u0131<\/a> \u00e7al\u0131\u015fanlar\u0131n\u0131 sosyal mecralar\u0131 kullanmak konusunda cesaretlendirmek ve \u00e7al\u0131\u015fanlara bu mecralar\u0131 daha iyi kullanmalar\u0131 i\u00e7in yard\u0131mc\u0131 olmak [yani \u00e7al\u0131\u015fanlarla ba\u011f kurmalar\u0131n\u0131 te\u015fvik etmek] yerine, \u00e7al\u0131\u015fanlar\u0131 kurallar ve yasalarla tehdit ederek korkutmay\u0131 <a href=\"http:\/\/www.sendika.org\/2013\/07\/direnise-destek-tweetleri-yuzunden-isten-atildi\/\">tercih ediyor<\/a>.<\/p>\n<p>Sosyal Medya, kurallar zinciri de\u011fildir. Sosyal Mecralarda aktif olmayan y\u00f6neticilerin Sosyal Medya politikalar\u0131 kurmas\u0131na izin vermek, t\u0131p okumayan ki\u015fiye ameliyat yapt\u0131rmaktan farks\u0131zd\u0131r.<\/p>\n<p>\u015eirketinizde Sosyal Mecralarda aktif ve ba\u015far\u0131l\u0131 olan \u00e7al\u0131\u015fanlar\u0131 dinlemeniz, onlar\u0131n olu\u015fturacaklar\u0131 organik sistemlere \u00f6ncelik vermeniz daha faydal\u0131d\u0131r. Y ku\u015fa\u011f\u0131 ile nas\u0131l \u00e7al\u0131\u015f\u0131r\u0131m diye zorlanan y\u00f6neticiler i\u00e7in de onlar\u0131 anlamalar\u0131n\u0131 sa\u011flayacak iyi bir imkand\u0131r. E\u011fitime para verece\u011finize, <a title=\"y kusagi, dijital, y jenerasyonu, kariyer yolculugu\" href=\"http:\/\/kariyeryolculugu.com\/blog\/2011\/12\/04\/siki-durun-y-kusagi-isbirlikci-organizasyonun-temellerini-attiriyor\/\">Y ku\u015fa\u011f\u0131ndan<\/a> baz\u0131 \u015feyleri dinleyip, \u00f6\u011frenmeyi deneyebiliriz, denemeliyiz.<\/p>\n<p>MIT Sloan Management ve Capgemini Consulting dijital stratejilerin \u015fart oldu\u011funu ama \u00e7al\u0131\u015fanlar\u0131n <a href=\"http:\/\/sloanreview.mit.edu\/projects\/embracing-digital-technology\/\">dijital s\u00fcre\u00e7leri karma\u015f\u0131k ve yava\u015f<\/a> buldu\u011funun alt\u0131n\u0131 \u00e7iziyor. Dijital stratejileri ba\u015far\u0131yla uygulayan \u015firket liderleri:<\/p>\n<p><span style=\"color: #993300;\">(1)\u00a0\u00a0 Vizyonu payla\u015f\u0131yor<\/span><\/p>\n<p><span style=\"color: #993300;\">(2)\u00a0\u00a0\u00a0 Yol haritas\u0131n\u0131 olu\u015fturuyor ve \u201cacil\u201d yap\u0131lmas\u0131 gerekti\u011fi \u201chissini\u201d yarat\u0131yorbekliyor<\/span><\/p>\n<p><span style=\"color: #993300;\">(3)\u00a0\u00a0 Organizasyonun her kademesine uygulama yetkisi veriyor<\/span><\/p>\n<p><span style=\"color: #993300;\">(4)\u00a0\u00a0 Ba\u015far\u0131yla uygulanmas\u0131 i\u00e7in \u00f6d\u00fcl sistemleri kurguluyor<\/span><\/p>\n<p>Harvard Profes\u00f6r\u00fc Piskorski\u2019nin 60 \u015firket \u00fczerinde yapt\u0131\u011f\u0131 ara\u015ft\u0131rmalar sonucu <b>ba<\/b><b>\u015f<\/b><b>ar\u0131l\u0131 bir sosyal medya stratejisi geli<\/b><b>\u015f<\/b><b>tirenlerin 4 tip sosyal soruna odakland\u0131<\/b><b>\u011f<\/b><b>\u0131n\u0131 g\u00f6r\u00fcyoruz.<\/b><\/p>\n<p>A\u015fa\u011f\u0131daki \u015fu 4 Soruna \u00c7\u00f6z\u00fcm Bulmak Gerekiyor:<\/p>\n<p><span style=\"color: #993300;\">1-\u00a0\u00a0\u00a0\u00a0 Birbirini tan\u0131mayan ki\u015filerin ba\u011f kurmas\u0131na yard\u0131mc\u0131 olun<\/span><\/p>\n<p><span style=\"color: #993300;\">2-\u00a0\u00a0\u00a0\u00a0 Birbirini tan\u0131mayan ki\u015filerin birbirleriyle ileti\u015fime ge\u00e7mesine destek olun<\/span><\/p>\n<p><span style=\"color: #993300;\">3-\u00a0\u00a0\u00a0\u00a0 Dostlar\u0131n birbirleriyle irtibatta kalmas\u0131na imkan tan\u0131y\u0131n<\/span><\/p>\n<p><span style=\"color: #993300;\">4-\u00a0\u00a0\u00a0\u00a0 Dostlar\u0131n birbirleriyle ba\u011flar\u0131n\u0131 kuvvetlendirmesi i\u00e7in olanak sa\u011flay\u0131n<\/span><\/p>\n<p>Bu sorunlara \u00e7\u00f6z\u00fcm bulurken \u015fu ana prensiplerini hat\u0131rlay\u0131n:<\/p>\n<ul>\n<li><span style=\"color: #993300;\">Ya maliyetleri d\u00fc\u015f\u00fcr ya da<\/span><\/li>\n<li><span style=\"color: #993300;\">M\u00fc\u015fterilerin \u00fcr\u00fcn\/hizmetler i\u00e7in \u00f6deme yapmay\u0131 kabul etmesini sa\u011fla.<\/span><\/li>\n<\/ul>\n<p>Bu prensiplerin ba\u015far\u0131ya ula\u015fmas\u0131 i\u00e7in:<\/p>\n<ul>\n<li><span style=\"color: #993300;\">M\u00fc\u015fterilerin birbirleriyle ba\u011f\/ili\u015fki kurmak-ba\u011flar\u0131n\u0131 kuvvetlendirmek ihtiya\u00e7lar\u0131n\u0131 gidermelerine yard\u0131m et<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"color: #993300;\">Bu fayday\u0131 sa\u011flad\u0131\u011f\u0131nda da m\u00fc\u015fterilerin \u015firket ad\u0131na \u00fccretsiz bir hizmet vermeye g\u00f6n\u00fcll\u00fc olmas\u0131n\u0131 sa\u011fla<\/span><\/li>\n<\/ul>\n<p>Yazmas\u0131 kolay, yapmas\u0131 daha zor olsa da ba\u015faranlar var.<\/p>\n<p>\u00d6rne\u011fin Starbucks.<\/p>\n<p>Starbucks, \u00f6nce, Digital\u2019den sorumlu bir VP at\u0131yor. (Yani pazarlaman\u0131n alt\u0131na s\u0131k\u0131\u015ft\u0131rm\u0131yor. S\u00fcre\u00e7 sahibinin kim oldu\u011fu net.)<\/p>\n<p>VP, Adam Brotman, \u00f6nce t\u00fcm Starbucks\u2019lara \u00fccretsiz WI-FI hizmeti sa\u011fl\u0131yor.<\/p>\n<p>WI_FI ile ba\u011flanan m\u00fc\u015fterilere ba\u015flang\u0131\u00e7 sayfas\u0131 (landing page) ile kar\u015f\u0131la\u015f\u0131yorlar.<\/p>\n<p>Bu sayfada m\u00fc\u015fterilere The Economist gibi dergilerden \u00fccretsiz i\u00e7erik sa\u011flan\u0131yor ve buna benzer dijital i\u00e7erik \u00fcretiliyor.<\/p>\n<p>Starbucks, mobil \u00f6deme sistemleri \u00fczerinde \u015fu an \u00e7al\u0131\u015fmakta.<\/p>\n<p>T\u00fcm bu \u00e7al\u0131\u015fmalar, Starbucks\u2019\u0131 m\u00fc\u015fteri ile farkl\u0131 bir ba\u011f kurmas\u0131na neden oluyor. Starbucks\u2019\u0131n hisse senetleri 2009 y\u0131l\u0131nda $8 iken 2013 Temmuz\u2019unda $73\u2019e \u00e7\u0131k\u0131yor.<\/p>\n<p>B\u00f6yle yani!<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sosyal mecralar\u0131 kullanman\u0131n en temel psikolojik sebebi bireylerin \u201cba\u011f kurma\u201d ve yarat\u0131lan bu \u201cba\u011f\u0131 kuvvetlendirme\u201d ihtiyac\u0131d\u0131r. Sosyal Medya stratejilerinin temelinde \u201cba\u011f kurma ve kurulan ba\u011flar\u0131 kuvvetlendirme\u201dnin yer almas\u0131 bu sebeple ka\u00e7\u0131n\u0131lmazd\u0131r. Photo:SocialGarden Dijital stratejilerin temelinde, ticari ama\u00e7lar bulunur. M\u00fc\u015fterilerin sorunlar\u0131n\u0131 \u00e7\u00f6zmek, onlara daha fazla fayda yaratan \u00e7\u00f6z\u00fcmler sunmak (mobil veya aplikasyonlar gibi) ya da \u00fcr\u00fcn [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_s2mail":"yes","footnotes":""},"categories":[70],"tags":[],"views":8267,"_links":{"self":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/posts\/4073"}],"collection":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/comments?post=4073"}],"version-history":[{"count":0,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/posts\/4073\/revisions"}],"wp:attachment":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/media?parent=4073"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/categories?post=4073"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/tags?post=4073"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}