{"id":670,"date":"2008-02-04T02:00:00","date_gmt":"2008-02-04T00:00:00","guid":{"rendered":"http:\/\/85.17.200.84\/~unaldi\/atif\/?p=670"},"modified":"2008-02-04T02:00:00","modified_gmt":"2008-02-04T00:00:00","slug":"facebook-hakkinda-benimle-yapilan-bir-roportaj","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2008\/02\/04\/facebook-hakkinda-benimle-yapilan-bir-roportaj\/","title":{"rendered":"Facebook hakk\u0131nda benimle yap\u0131lan bir r\u00f6portaj"},"content":{"rendered":"

Facebook’u bize sosyal ve ekonomik g\u00fcc\u00fc baz\u0131nda anlatabilir misiniz?<\/strong>
\nFacebook ger\u00e7ek bir social networking (sosyal a\u011f) devi olarak, 63 milyon aktif kullan\u0131c\u0131ya ula\u015fm\u0131\u015f durumda. Son bir y\u0131ld\u0131r her g\u00fcn ortalama 250.000 yeni kullan\u0131c\u0131 sisteme kay\u0131t oluyor.Bu nedenle son bir y\u0131ld\u0131r, kullan\u0131c\u0131 say\u0131s\u0131 iki kez katland\u0131. Bu kullan\u0131c\u0131lar i\u00e7inde en \u00e7ok artan grubu 25 ya\u015f ve \u00fcst\u00fc olanlar. Facebook’un sosyal g\u00fcc\u00fc hakk\u0131nda daha net bir bilgi vermek gerekirse, Amerikadaki 4 y\u0131ll\u0131k \u00fcniversitelerde okuyan \u00f6\u011frencilerin %85’i bu sosyal a\u011f\u0131n par\u00e7as\u0131.
\nTabii bu b\u00fcy\u00fckl\u00fckte bir yap\u0131n\u0131n ekonomik auras\u0131 da ayn\u0131 oranda b\u00fcy\u00fck oluyor. Asl\u0131nda facebook’un ekonomik boyutlar\u0131n\u0131 Microsoft belirledi. 25 Ekim 2007 ‘de Microsoft Facebook’un %1.6’s\u0131n\u0131 tam 240 milyon dolara sat\u0131n ald\u0131. Bu da facebook’un de\u011ferini 15 milyar dolara \u00e7\u0131kard\u0131. Tabii Microsoft’un bu al\u0131m\u0131 ile birlikte, facebook’a olan ilgi artm\u0131\u015f oldu. \u015eu an facebook’un pazar de\u011feri 18 milyar dolar olarak tan\u0131mlan\u0131yor.
\nBu devin arkas\u0131nda hangi \u015firketler var? Hangi miktarlarda hisse sahibiler?<\/strong>
\nVenture Capitaller resmi olarak facebook’un ancak %26’s\u0131na sahip g\u00f6r\u00fcn\u00fcyorlar. Bunlar tabii resmi bilgiler. Facebook’un arkas\u0131nda son derece etkin ba\u015fka venture capitaller ve piyasa kurtlar\u0131n\u0131n oldu\u011fu ise \u015fimdilik ispat edilemeyen dedikodular aras\u0131nda kal\u0131yor. \u00d6ncelikle \u015funu belirtmem gerekiyor ki, son yat\u0131r\u0131m\u0131n d\u0131\u015f\u0131nda, b\u00fct\u00fcn yat\u0131r\u0131mc\u0131lar ayn\u0131 zamanda y\u00f6netim kurulunun da bir \u00fcyesi. Facebook’la ilgilenen bu kadar \u015firket varken, y\u00f6netim kurulu \u00fcyelerinin de \u00f6yle kolay kolay ayr\u0131laca\u011f\u0131n\u0131 zannetmiyorum. Facebook ilk yat\u0131r\u0131m\u0131n\u0131 bir angel capital olan Peter Theil’den alm\u0131\u015f. Peter Thiel ayn\u0131 zamanda y\u00f6netim kurulunun etkin \u00fcyelerinden biri. Koydu\u011fu yat\u0131r\u0131m sadece 500.000 dolar. Daha sonra May\u0131s 2005’de Accel Partners 12.7 milyon dolarla ikinci yat\u0131r\u0131m\u0131 ger\u00e7ekle\u015ftirmi\u015f. Nisan 2006’da ise 25 milyon dolar yat\u0131r\u0131mla Greylock, Meritech Capital Partners facebook’a destek olmu\u015f. Bu yat\u0131r\u0131m\u0131n y\u00f6netim kurulunda, temsili yat\u0131r\u0131m\u0131n bir k\u0131sm\u0131n\u0131n da orta\u011f\u0131 olan y\u00f6netim kurulu Peter Thiel taraf\u0131ndan yap\u0131lmakta. Son yat\u0131r\u0131m dilimi ise Ekim 2007’de 240 milyon dolar\u0131 Microsoft’a, 50 milyon dolar\u0131 Asya’n\u0131n en zengin adam\u0131 olan \u00c7inli milyarder Li Ka-Shing’e ve son 10 milyar dolar\u0131 ise Marc Samwer, Oliver Samwer, Alexander Samwer’e ait. Yat\u0131r\u0131mc\u0131lar\u0131n b\u00fcy\u00fck \u00e7o\u011funlu\u011fu y\u00f6netim kurulunda temsil ediliyor, bu nedenle yeni gelen venture capital, angel capital ve her t\u00fcrl\u00fc yat\u0131r\u0131m teklifi bu ekibin de\u011ferlendirmesinden ge\u00e7iyor.
\nFacebook’ta en \u00e7ok kullan\u0131lan 10 application hangisi, ka\u00e7 kez indirilmi\u015fler ve varsa ula\u015ft\u0131klar\u0131 marka de\u011feri…<\/strong>
\nFacebook i\u00e7ine uygulama alan bir yap\u0131ya sahip. Bu uygulamalar bile yat\u0131r\u0131mc\u0131lar\u0131n dikkatini \u00e7ekiyor. Bunun d\u0131\u015f\u0131nda bir de her uygulama y\u0131l i\u00e7inde reklam gelirlerin bir ciro yap\u0131yor. Ancak bunlardan bahsetmeden \u00f6nce, facebook’un i\u00e7indeki foto\u011fraf y\u00fckleme ve yeni eklenen video y\u00fckleme uygulamalar\u0131ndan bahsetmekte yarar var. \u015eu anda web \u00fczerindeki en b\u00fcy\u00fck foto\u011fraf payla\u015f\u0131m uygulamas\u0131 facebook. Facebook’un alt\u0131nda kalan \u00fc\u00e7 sitenin toplam trafi\u011fi, facebook’un ula\u015ft\u0131\u011f\u0131 trafi\u011fin ancak yar\u0131s\u0131na gelebiliyor. Video uygulamalar\u0131nda ise 300 megabyte’l\u0131k video boyu, \u015fimdiye kadar 100 megabyte dosya boyutunun \u00fczerini kabul etmeyen youtube’\u00fc tela\u015fland\u0131rd\u0131. Bu nedenle youtube dosya boyutlar\u0131n\u0131 1 gigabyte’a kadar \u00e7ekmek zorunda kald\u0131. Facebook’un kurucusu Mark Zuckerberg, kendisine rakip olarak myspace’i g\u00f6ren herkese, as\u0131l rakibi olarak google’\u0131 belirtiyor. Bunun nedeni Mark’\u0131n \u015firket \u00e7\u0131tas\u0131 olarak google’\u0131 belirlemi\u015f olmas\u0131. Ancak \u015funu rahatl\u0131kla s\u00f6yleyebilirim ki google’\u0131n aksine uygulamalar\u0131yla birlikte b\u00fcy\u00fck bir ekosisteme sahip olan facebook’un bu \u00e7\u0131tay\u0131 a\u015fmas\u0131 bana hi\u00e7 zor g\u00f6r\u00fcnm\u00fcyor.
\nFacebook’un i\u00e7indeki uygulamalar konusu a\u00e7\u0131lm\u0131\u015fken, baz\u0131 bilgileri hemen vermek isterim. Facebook’un i\u00e7inde \u015fu ana kadar toplam 798 milyon kez y\u00fcklenmi\u015f toplam 13.900 tane uygulama var. Bu uygulamalar\u0131 geli\u015ftirmek i\u00e7in toplam 168.000 programc\u0131 \u00e7al\u0131\u015f\u0131yor. Daha \u00f6nce bahsetti\u011fim gibi, uygulamalar da reklam gelirlerinden dolay\u0131 bir ciro yap\u0131yorlar. \u015eu ana kadar uygulamalr \u00fczerinden ger\u00e7ekle\u015ftirilmi\u015f toplam ciro 421 milyon dolar. Bu uygulamalar i\u00e7inde en \u00e7ok y\u00fckleneni insanlar\u0131n profillere video ve multimedya eklemek i\u00e7n kulland\u0131klar\u0131 Superwall. Toplam 26 milyon kez y\u00fcklenmi\u015f ve 26 milyon dolar ciro ger\u00e7ekle\u015ftirmi\u015f.
\nDaha \u00e7ok yeni olmakla birlikte d\u00fcnya \u00fczerinde nerelerde bulundu\u011funuzun haritadaki g\u00f6r\u00fcnt\u00fcs\u00fc olan \u201cwhere I have been\u201d uygulamas\u0131 3 milyon dolara tripadvisor isimli gezi web sitesine sat\u0131ld\u0131.Bu \u015fu ana kadar facebook \u00fczerinde de\u011ferlendirilmi\u015f ilk uygulama oldu. Bunun devam\u0131n\u0131n gelece\u011fini zannediyorum.
\nReklam ve marketing anlam\u0131nda en \u00e7ok hangi y\u00f6ntemler kullan\u0131l\u0131yor? <\/strong>
\nHer ne kadar bir profilleme yap\u0131s\u0131 olarak dikkat \u00e7ekip baz\u0131 kesimlerin paranoyalar\u0131n\u0131 aya\u011fa kald\u0131rsa da, facebook reklam ve pazarlama alan\u0131nda bir bulu\u015f olarak \u00e7ok \u00f6nemli. Bu bulu\u015fun en \u00f6nemli sebebi VOM pazarlamas\u0131na bir d\u00fczen getirmi\u015f olmas\u0131. Viral pazarlaman\u0131n bir uygulama \u00fczerinden nas\u0131l yap\u0131laca\u011f\u0131 konusunda dan\u0131\u015fmanl\u0131k yapmaya ba\u015flad\u0131\u011f\u0131m \u015firketlere, facebook \u00fczerinde ka\u00e7 ki\u015fiye ula\u015fmak i\u00e7in ne kadar viral b\u00fct\u00e7e harcamalar\u0131 gerekti\u011finden, bunun ki\u015fi bazl\u0131 maliyetine kadar bir\u00e7ok bilgiyi hesaplama imkan\u0131n\u0131 buluyorum. \u0130\u015fin g\u00fczel taraf\u0131, hata oran\u0131m\u0131n olmamas\u0131. Reklam konusunda ise y\u0131llard\u0131r pazarlama m\u00fcd\u00fcrlerinin korkulu r\u00fcyas\u0131 olan profilleme konusunda bir devrim yaratmas\u0131. Mesela ge\u00e7en g\u00fcn bir m\u00fc\u015fterim i\u00e7in 20 ya\u015f \u00fczerindeki, T\u00fcrkiye’de ya\u015fayan televizyonlarda \u00e7al\u0131\u015fan bekar kad\u0131n ve erkekleri profilledim. Tam 560 ki\u015fiye an\u0131nda ula\u015fma imkan\u0131n\u0131 dan\u0131\u015fan\u0131ma ilettim. Tabii bunun d\u0131\u015f\u0131nda son derece direkt reklam y\u00f6nemleri de var. Bunlar\u0131n en \u00e7ok dikkat \u00e7ekeni (ki neden dikkat \u00e7ekti\u011fini birazdan siz de anlayacaks\u0131n\u0131z ) grup sponsorl\u00fckleri. Bu sponsorl\u00fc\u011f\u00fcn i\u00e7inde facebook’un giri\u015f sayfas\u0131na reklam koymak da dahil birka\u00e7 son derece efektif y\u00f6ntem var. Facebook yetkilileri bu sayede bir sitenin 8milyon Millie (bin) kez, kullan\u0131c\u0131lara g\u00f6sterilece\u011fini garanti ediyorlar. Bu sponsorl\u00fck sisteminin maliyeti 150000 dolar.
\nPeki , en \u00e7ok reklamverenler kimler, Facebook’u bir mecra olarak en iyi kimler kullan\u0131yor ve bundan en \u00e7ok geri d\u00f6n\u00fc\u015f\u00fcm sa\u011flayanlar… <\/strong>
\nOnline reklamc\u0131l\u0131k konusunda son iki y\u0131ld\u0131r ciddi ataklar yapan Microsoft’un facebook’u almak i\u00e7in son derece agresif bir teklif yapmas\u0131n\u0131n arkas\u0131nda reklam faaliyetlerinin de etkili olaca\u011f\u0131n\u0131 g\u00f6rmek i\u015ften bile de\u011fil. Ancak facebook’a reklam verenlerin i\u00e7inde size sayaca\u011f\u0131m isimlerin bir k\u0131sm\u0131 \u015fa\u015f\u0131rtacakt\u0131r. \u00d6nce \u015fa\u015f\u0131rtmayacak isimlerden ba\u015flayal\u0131m, Apple, Nike, Victoria’s Secret, Toshiba, Red Bull gibi online reklam k\u00fclt\u00fcr\u00fcn\u00fc \u00e7ok iyi benimsemi\u015f ve pazarlama da farkl\u0131l\u0131k yaratm\u0131\u015f \u015firketlerin d\u0131\u015f\u0131nda, geleneksel medyalardan kolay kolay kopamam\u0131\u015f Warner Bros, Disney, P&G, HP, Dell, Sony gibi \u015firketler ve eBay, AOL, Virgin gibi siber alemin i\u00e7inden gelen \u015firketler bulunuyor.Bu markalar i\u00e7inde en ciddi geri d\u00f6n\u00fc\u015f\u00fc kimin ald\u0131\u011f\u0131n\u0131 s\u00f6ylemek i\u00e7in asl\u0131nda \u00e7ok erken, ancak en son google’\u0131n da yeni rakibi facebook \u00fczerinde bir sayfa a\u00e7t\u0131\u011f\u0131n\u0131 belirtmek ola\u015facak g\u00fcc\u00fc anlatma a\u00e7\u0131s\u0131ndan yararl\u0131 olacakt\u0131r diye d\u00fc\u015f\u00fcn\u00fcyorum.
\nT\u00fcrkler’in Facebook’ta reklam, marketing vs. durumu nedir genel olarak?<\/strong>
\nT\u00fcrklerin facebook kullan\u0131m\u0131 ise \u00e7o\u011funlukla kullan\u0131c\u0131 olmay\u0131 a\u015famad\u0131. Facebook’un business sayfalar\u0131nda T\u00fcrk \u015firketleri g\u00f6rme oran\u0131m\u0131z daha \u00e7ok az. Dan\u0131\u015fanlar\u0131ma buran\u0131n, kurumun tan\u0131t\u0131m\u0131 a\u00e7\u0131s\u0131ndan son derece faydal\u0131 oldu\u011funu anlatmama ra\u011fmen hala bir\u00e7ok kurumun facebook’da sayfalar\u0131 bulunmamakta. Ancak google’\u0131n bile kendi sayfas\u0131n\u0131 a\u00e7maktan \u00e7ekinmedi\u011fi alan yak\u0131nda sadece b\u00fct\u00fcn T\u00fcrk \u015firketlerinin dikkatini \u00e7ekecektir. Ancak bu i\u015fin kurumsal tan\u0131t\u0131m baca\u011f\u0131n\u0131n ilk ad\u0131m\u0131. Tabii ki bunun devam\u0131n\u0131 getirmek gerekiyor. Reklam konusunda facebook flyer’lar\u0131 T\u00fcrk \u015firketleri de rahat\u00e7a buldu. Ancak ne kadar kullan\u0131ld\u0131\u011f\u0131n\u0131n \u00f6tesinde, ne kadar yarar sa\u011flad\u0131\u011f\u0131 da \u00f6nemli. \u015eu an T\u00fcrk \u015firketlerinin \u00e7ok az\u0131 bu f\u0131rsat\u0131 bir strateji dahilnde kullan\u0131yorlar.
\nFacebook’un ilerisinde neler var? Yani gelece\u011fi nerede?<\/strong>
\nY\u0131llard\u0131r b\u00fct\u00fcn seminerlerimde bahsetti\u011fim gibi internet \u00fczerindeki her uygulama, sistemin tamam\u0131n\u0131 sar\u0131yor. Ben buna so\u011fan teorisi diyorum. Facebook’da b\u00fct\u00fcn web’i (dikkat edin interneti de\u011fil web’i) uygulama baz\u0131nda i\u00e7ine alacak bir uygulamalar grubu olu\u015fturdu. Ancak i\u015fte tam burada bir ba\u015fka y\u00f6netim ba\u015far\u0131s\u0131 g\u00f6stererek d\u0131\u015farda kalan web’i de kullan\u0131c\u0131 hareketleri baz\u0131nda kavrayacak yeni bir uygulama geli\u015ftirdi. Bu uygulama’ya beacon ismini verdi. D\u00fcnya’n\u0131n belli na\u015fl\u0131 sitelerine girdi\u011finizde beacon uygulamas\u0131 \u00e7al\u0131\u015f\u0131\u011f hangi siteyi ziyaret etti\u011finizi ve burada yapt\u0131klar\u0131n\u0131z\u0131 facebook profilinizde belirtiyor. Belki biraz rahats\u0131z eden bir uygulama oldu\u011fu i\u00e7in \u015fimdilik \u00e7al\u0131\u015fmas\u0131na ara verildi, ancak bu uygulaman\u0131n farkl\u0131 \u015fekillerde devam edece\u011fini bildirmek istiyorum. Bu arada facebook internet kullan\u0131c\u0131lar\u0131na ger\u00e7ek profillerini ve isimlerini kullanman\u0131n k\u00f6t\u00fc bir\u015fey olmad\u0131\u011f\u0131n\u0131 anlatma a\u00e7\u0131s\u0131ndan da bir devrim niteli\u011fi ta\u015f\u0131yor. Bu y\u0131l d\u00fcnya internetinin anonim kullan\u0131c\u0131lardan kimin ne yapt\u0131\u011f\u0131n\u0131n belli oldu\u011fu kullan\u0131m \u015fekline gidece\u011fini \u00f6ng\u00f6r\u00fcyorum. Bu konudaki d\u00fc\u015f\u00fcncelerimi de Telekominikasyon Kurumunun \u0130nternet Yasas\u0131 g\u00f6r\u00fc\u015fmelerinde belirtmi\u015ftim. Ancak fikirlerimin T\u00fcrkiye i\u00e7in \u00e7ok erken oldu\u011funu farkedip, konuyu kapatm\u0131\u015ft\u0131m. Ancak ba\u011flant\u0131da oldu\u011fum bir\u00e7ok yabanc\u0131 organizasyon bu konudaki \u00e7al\u0131\u015fmalar\u0131m\u0131 dikkate ald\u0131. Di\u011fer \u00f6nemli konu ise facebook’un asl\u0131nda yar\u0131\u015ft\u0131\u011f\u0131 bir ba\u015fka dikkat \u00e7eken uygulama secondlife. Bu uygulaman\u0131n 2008 sonunda yeniden g\u00fcn y\u00fcz\u00fcne \u00e7\u0131k\u0131p, farkl\u0131 bir yakla\u015f\u0131mla avatar d\u00fcnyas\u0131n\u0131 facebook’a rekabet i\u00e7in yeniden faal hale getirece\u011fini d\u00fc\u015f\u00fcn\u00fcyorum. Video’nun internet d\u00fcnyas\u0131ndaki \u00f6nemi artaca\u011f\u0131ndan, yaz\u0131l\u0131 uygulamalara ilgimiz bu y\u0131l i\u00e7inde azalacakt\u0131r. Bu arada facebook’un T\u00fcrk\u00e7e dili konusunda da bir geli\u015ftirme i\u00e7inde oldu\u011funu, facebook kullan\u0131rken zorlanan T\u00fcrklere m\u00fcjdelemek istiyorum.<\/p>\n","protected":false},"excerpt":{"rendered":"

Facebook’u bize sosyal ve ekonomik g\u00fcc\u00fc baz\u0131nda anlatabilir misiniz? Facebook ger\u00e7ek bir social networking (sosyal a\u011f) devi olarak, 63 milyon aktif kullan\u0131c\u0131ya ula\u015fm\u0131\u015f durumda. Son bir y\u0131ld\u0131r her g\u00fcn ortalama 250.000 yeni kullan\u0131c\u0131 sisteme kay\u0131t…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[],"class_list":["post-670","post","type-post","status-publish","format-standard","hentry","category-taraf-gazetesi"],"yoast_head":"\nFacebook hakk\u0131nda benimle yap\u0131lan bir r\u00f6portaj - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2008\/02\/04\/facebook-hakkinda-benimle-yapilan-bir-roportaj\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook hakk\u0131nda benimle yap\u0131lan bir r\u00f6portaj - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"Facebook’u bize sosyal ve ekonomik g\u00fcc\u00fc baz\u0131nda anlatabilir misiniz? Facebook ger\u00e7ek bir social networking (sosyal a\u011f) devi olarak, 63 milyon aktif kullan\u0131c\u0131ya ula\u015fm\u0131\u015f durumda. 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