{"id":11945,"date":"2014-08-17T10:13:12","date_gmt":"2014-08-17T10:13:12","guid":{"rendered":"http:\/\/atifunaldi.wordpress.com\/?p=11945"},"modified":"2014-08-17T10:13:12","modified_gmt":"2014-08-17T10:13:12","slug":"stratejiler-stratejiler","status":"publish","type":"post","link":"https:\/\/atif.unaldi.org\/blog\/2014\/08\/17\/stratejiler-stratejiler\/","title":{"rendered":"Stratejiler, stratejiler"},"content":{"rendered":"<p>Ge\u00e7en hafta, se\u00e7imden \u00f6nce Rusya&#8217;n\u0131n sesi radyosunda telefonla bir m\u00fclakat ger\u00e7ekle\u015ftirdik. Cumhurba\u015fkanl\u0131\u011f\u0131 se\u00e7imlerinde sosyal medya kullan\u0131m\u0131n\u0131 de\u011ferlendirmemi istediler. Ben de konuya \u00f6ncelikle se\u00e7imlere sosyal medyan\u0131n etkisi analizi ile ba\u015flad\u0131m. Sosyal medyada iyi bir kampanya yapmak T\u00fcrkiye&#8217;de se\u00e7im kazand\u0131rmaz ama k\u00f6t\u00fc kullanmak kaybettirir. D\u00fcnyadaki \u00f6rneklerinden bu noktada farkl\u0131y\u0131z. Frans\u0131z dostum Matthieu ile sohbetlerimizde bana Nicolas Sarkozy\u2019nin se\u00e7im kampanyas\u0131nda sosyal medya kullan\u0131m\u0131n\u0131 anlatt\u0131\u011f\u0131n\u0131 hat\u0131rl\u0131yorum. Aradan ge\u00e7en onca y\u0131lda biz fikren bile o seviyeye eri\u015febilmi\u015f de\u011filiz. Sarkozy kampanyas\u0131nda, sadece twitter, facebook kullan\u0131m\u0131 de\u011fil ayn\u0131 zamanda bu iki \u015firketle ortak nefret s\u00f6ylemlerine kar\u015f\u0131 sava\u015f konusu bile vard\u0131.<br \/>\nOysa T\u00fcrkiye\u2019de se\u00e7imde sosyal medya kampanyalar\u0131 konusundaki birka\u00e7 prezantasyona denk geldim, hepsinde stratejik k\u0131sm\u0131 ne kadar \u0131skalad\u0131klar\u0131 hep dikkatimi \u00e7ekmi\u015fti. Zaten bunu ten rengini bir farkl\u0131l\u0131k gibi g\u00f6sterip antipati toplamamak i\u00e7in yap\u0131lan afi\u015f tasar\u0131mlar\u0131n\u0131, aynen uygulayan siyasilerimizle alanen g\u00f6r\u00fcyoruz.<br \/>\nFacebook messenger, Foursquare Swarm&#8230;<br \/>\nBu ay foursquare \u201ccheck in\u201d uygulamas\u0131n\u0131 swarm ismi ile ay\u0131rarak ciddi hayal k\u0131r\u0131kl\u0131\u011f\u0131 yaratt\u0131. Bir\u00e7ok kullan\u0131c\u0131 swarm uygulamas\u0131n\u0131 y\u00fcklemek istemedi. \u00d6nce twitterda #killswarm isimli bir hashtag ile tav\u0131r g\u00f6stermeye ba\u015fland\u0131. PRWeek\u2019e g\u00f6re Foursquare CEO\u2019su Dennis Crowley\u2019in televizyon turu ile konuyu anlatmaya \u00e7al\u0131\u015ft\u0131. Ancak topsy sonu\u00e7lar\u0131na g\u00f6re #killswarm hashtag\u2019i g\u00fcn ge\u00e7tik\u00e7e art\u0131yor. http:\/\/tinyurl.com\/killswarm<br \/>\nBenzer durum facebook i\u00e7in de ya\u015fand\u0131. Facebook mesajla\u015fmak i\u00e7n messenger\u2019\u0131 ay\u0131rmak i\u00e7in bir uygulama geli\u015ftirince, teknoloji bloglar\u0131 mesajla\u015fmay\u0131 ay\u0131rmadan facebook\u2019u nas\u0131l kullan\u0131rs\u0131n\u0131 konusundaki makalelerle doldu.<br \/>\n\u00c7al\u0131\u015ft\u0131\u011f\u0131m gazeteler anasayfa tasar\u0131mlar\u0131n\u0131 de\u011fi\u015ftirece\u011finde, \u00e7o\u011funlukla hepimiz z\u0131rhlar\u0131m\u0131z\u0131 ku\u015fanarak gelirdik. Harikas\u0131n\u0131 bile yapsan\u0131z mutlaka tepkiler gelir zira. \u015e\u00fcphesiz bu iki \u00e7ok kullan\u0131c\u0131l\u0131 sosyal medya \u015firketinin y\u00f6neticileri olu\u015facak tepkileri tahmin etmi\u015f ve bunu kompanse edeceklerini hesaplam\u0131\u015flard\u0131r.<br \/>\niPhone b\u00fcy\u00fck ekran\u0131n arkas\u0131na ne gizliyor<br \/>\nApple\u2019\u0131n yeni telefonu iphone 6 eyl\u00fcl ay\u0131nda tan\u0131t\u0131l\u0131yor. Temkinli olmak gerekse de, ekran\u0131n b\u00fcy\u00fck olaca\u011f\u0131 art\u0131k en belirgin ve konu\u015fulan \u00f6zellik. Ancak acaba ekran b\u00fcy\u00fckl\u00fc\u011f\u00fc iphone\u2019lar\u0131n en \u00f6nemli problemi miydi? Tabii ki de\u011fildi. Apple bu konudaki sorular\u0131, y\u0131llar \u00f6nce tek elle kullan\u0131m kolayl\u0131\u011f\u0131 ve retina ekranla bertaraf etmi\u015fti. As\u0131l sorun ekran\u0131n tam alt\u0131nda gizliydi. Bu konuyu rakibi Samsung uzun zamand\u0131r diline dolam\u0131\u015ft\u0131. ( http:\/\/tinyurl.com\/iphonepili ) Sorun pilin b\u00fcy\u00fcmesiydi. Zaten Apple\u2019\u0131n bu konuda yanl\u0131\u015f bir stratejide y\u00fcr\u00fcd\u00fc\u011f\u00fc, ekran\u0131 k\u00fc\u00e7\u00fcltt\u00fck\u00e7e, plin de k\u00fc\u00e7\u00fclmesi gerekti\u011fi, bunun da sorun olaca\u011f\u0131 teknik makalelerde uzun s\u00fcredir yaz\u0131l\u0131p, \u00e7iziliyordu. Steve Jobs\u2019\u0131n bu konuda bir \u00e7\u00f6z\u00fcme sahip oldu\u011fu konusunda bahse girerim\u2026 Ama ne yaz\u0131k ki, biz \u00f6l\u00fcml\u00fcler sonsuza kadar ya\u015fayacak gibi baz\u0131 fikirlerimizi saklamamal\u0131y\u0131z.<br \/>\nDere ge\u00e7ilirken at de\u011fi\u015ftirilir mi?<br \/>\nStrateji konusunda uzun zamand\u0131r s\u00f6ylenmi\u015f en de\u011ferli s\u00f6zlerden biri dere ge\u00e7erken at de\u011fi\u015ftirilmezdir. Ancak Harvard Business Review\u2019de ge\u00e7en ay yay\u0131nlanan bir makale bu konuda ilgin\u00e7 yorumlar\u0131 i\u00e7inde bar\u0131nd\u0131r\u0131yor. Makaledeki dikkat \u00e7eken konulardan biri, dinamik sorunlar\u0131n oldu\u011fu yeni d\u00fcnyada stratejilerin yaz\u0131l\u0131mc\u0131 s\u00f6ylemi ile \u201cif..then..\u201d yani \u015fartl\u0131, ko\u015fullara ba\u011fl\u0131 de\u011fi\u015fken yaz\u0131lmas\u0131 gerekti\u011fi y\u00f6n\u00fcnde.<br \/>\nYani art\u0131k bir konuda tek ve net bir strateji yeterli de\u011fil.<br \/>\n\u0130\u015f d\u00fcnyas\u0131nda bir sorunun \u00fc\u00e7 \u00e7\u00f6z\u00fcm\u00fc vard\u0131r\u2026<br \/>\nY\u0131llard\u0131r,  _\u00f6zellikle online itibar y\u00f6netimi konusundaki dan\u0131\u015fanlar\u0131ma_ bir sorunun en az \u00fc\u00e7 \u00e7\u00f6z\u00fcm\u00fcn\u00fcn olmas\u0131 gerekti\u011fini s\u00f6ylerim. Bir sorun \u00fc\u00e7 farkl\u0131 zamanda incelenmelidir. K\u0131sa, orta ve uzun\u2026   K\u0131sa d\u00f6nemde, kanamay\u0131 durdurmak i\u00e7in, anl\u0131k \u00f6nlemler s\u00f6zkonusudur. Uzun vadede as\u0131l ger\u00e7ek te\u015fhiz ve tedavi i\u00e7in gerekli ortam yarat\u0131l\u0131r, uzun vadede ise sorunun tamamen bertaraf edilmesi i\u00e7in gerekli stratejiler uygulan\u0131r.<br \/>\nDoksanl\u0131 y\u0131llarda teknoloji \u015firketleri, bizim gibi ak\u0131nc\u0131lar\u0131n (pioneer) kullanca\u011f\u0131 yaz\u0131l\u0131mlar\u0131 \u00fcretiyorlard\u0131 ve bizim sabr\u0131m\u0131z vard\u0131. Ancak \u015fu an bu \u015firketlerin kitlesi sokaktan ge\u00e7enler olmu\u015ftur ki; bu ki\u015filere sorunu, ya\u015fad\u0131klar\u0131n\u0131z\u0131 ve de\u011fi\u015fiklikleri hissettirmeden yapmal\u0131s\u0131n\u0131z.<br \/>\nAcelemiz yok, belki on y\u0131l sonra stratejistlerin bu rol\u00fc daha da iyi anla\u015f\u0131lacak.Kim bilir?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ge\u00e7en hafta, se\u00e7imden \u00f6nce Rusya&#8217;n\u0131n sesi radyosunda telefonla bir m\u00fclakat ger\u00e7ekle\u015ftirdik. Cumhurba\u015fkanl\u0131\u011f\u0131 se\u00e7imlerinde sosyal medya kullan\u0131m\u0131n\u0131 de\u011ferlendirmemi istediler. Ben de konuya \u00f6ncelikle se\u00e7imlere sosyal medyan\u0131n etkisi analizi ile ba\u015flad\u0131m. Sosyal medyada iyi bir kampanya yapmak&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-11945","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Stratejiler, stratejiler - 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=\"https:\/\/atif.unaldi.org\/blog\/2014\/08\/17\/stratejiler-stratejiler\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stratejiler, stratejiler - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"Ge\u00e7en hafta, se\u00e7imden \u00f6nce Rusya&#8217;n\u0131n sesi radyosunda telefonla bir m\u00fclakat ger\u00e7ekle\u015ftirdik. 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